What Is Top Of Funnel Marketing? | Full Explanation
Top of funnel marketing gets you in front of people with problems so you can solve them.
If you want to sell online, you may have heard the term sales funnel before.
And if you haven't, it is okay because it is a simple term often used in the marketing space (we'll explain more in a bit)
Throughout this article, we will explain what a sales funnel is; and how to build your sales funnel from scratch.
So what is a sales funnel?
A sales funnel helps identify the stage customers are currently in when buying products.
Often these stages are:
Awareness: meaning people don't know you exist, but because of your marketing, they see you.
This doesn't mean that they buy from you; it only means they are aware you exist.
Without awareness, things would never get sold.
Interest: meaning people like what they see. They want to inquire more about what you have to say.
For example, if they saw an Ad, they may have clicked on that ad and went to your website.
Desire: meaning they are willing to buy the product(s) you are selling.
They are ready to take out their credit card and pay you for the goods!
Action: meaning the person has bought your product and is a customer!
There is a fifth stage that is optional: upselling.
Upselling is an important step that many people overlook.
Upselling is the process of selling extra products after the customer purchases.
This increases your average order value and makes you more money long-term.
For example, if a customer buys a book, you can upsell them the audio version.
Or if a customer buys a burger, you can upsell them fries.
The upsold product is often a complimentary product to the first product they purchased.
Now that you understand a sales funnel let us talk about the pages you need in theory.
Depending on what you're selling, the pages of your sales funnel may change.
The pages needed are often an optin page, a sales page, an order form page, an upsell page(s), and thank you page.
The optin page is often the first step in the sales funnel. This page is where you will send people before they buy.
The optin page is also optional as some people like to send customers to the sales page instead.
The sales page is the page where you lay out all the features and benefits of your product.
You want the customer to know everything before they buy. This also allows you to showcase any testimonials, which we recommend.
The checkout page or order page is where you will accept payments for your product.
On this page, you can add more testimonials to boost confidence in the customer.
The upsell page sells complementary products to the initial product.
It would be wise to sell another product because you have the customer's attention.
Because they already purchased, they are more likely to buy more.
You don't want to lose the extra revenue by not having this page.
The thank-you page outlines the products purchased and any extra information you want to provide.
Now that you know the pages you need let's review some of the best platforms to build your sales funnel.
There are tons of platforms that you can host your platform on the list includes:
There are more out there, but these are the best of the best.
If we had to choose from that list, we would go with Webflow.
Here is why we'd choose Webflow:
It has everything you need and more to build a full sales funnel.
There is a small learning curve with Webflow, but they have many YouTube videos to help you.
There is a small learning curve with Webflow, but to help you get started, we built a full sales funnel that you can clone into your Webflow site.
Once you clone the sales funnel into your Webflow account, you can change the colors, fonts, and texts. We also gave you a short demo in the Webflow template.
The only problem with using Webflow as a sales funnel is that they don't offer one-click upsells.
But that's okay because we can use a free third-party tool, Cartfuel, to accept payments.
Including one-click upsells.
The best part is we can embed our payment form on your new Webflow sales funnel with ease.
To get started, go to Cartfuel.io.
Sign up for an account. Connect your Stripe account.
If you don't have a stripe account, review this article to learn how to create one.
Once you connect your Stripe account, you will want to create a product sequence.
A product sequence is how you create your main product and upsell.
You will want to give your product a name, a price, and a billing frequency.
You can also add other revenue-boosting add-ons like:
Once done, you can click on the 'Next step' button.
In the second step, you can add more customization to your product sequence like:
You can also add custom CSS, but be sure to reach out to a qualified developer if you want to change the form using CSS.
Once done, move on to the next step.
In the third step, you can decide where you want your customers to go after they buy.
In the input box, you add the thank you page, OR you can offer an upsell.
If you choose not to use an upsell, then you can enter the URL of your thank you page.
If you want to add an upsell, then enter the URL of your upsell page.
For example: If your upsell page is example.com/audiobook, then you'd put that URL into that input box.
Then you will toggle on the 'Upsell Product Page' toggle.
Once you toggle that on, you will new fields to set up your upsell.
As we did in the previous step, you will add a price, a name, and billing frequency. You can also update the button text, button color and add custom CSS.
Once done, click the next step where you can set up emails, which is optional.
Click save once you are ready to place your product sequence on your website.
Now that you created your product sequence, you can embed it on your Webflow sales funnel.
You will want to embed your payment form on your checkout page.
Once you save your product sequence in Cartfuel, then you will see a popup appear.
In Webflow, go to your checkout page and locate the HTML/Embed element.
In the embed element, you will replace the example codes with your real codes.
In the popup in Cartfuel, you will find your product codes.
But don't get too scared; you don't need to do anything with that code besides copy and pasting it.
To start, you will want to access your site and make sure that you can add HTML/Embed elements.
Most site builders can add HTML/Embed elements.
Once you verify, you can add HTML/Embed elements, locate the page where you want to sell the main product.
Add an HTML/Embed element to that page.
Then go back to Cartfuel and copy the first code snippet.
Paste that first code snippet inside of the HTML/Embed element.
Proceed to go back to Cartfuel and copy the second code.
Then go back to your site and paste the second code into the HTML/Embed element.
Depending on whether you have applied an upsell, you can see the second set of codes.
In that scenario, you're going to want to go to your WordPress Upsell site.
Repeat this process.
Add the HTML/Embed element to that same section.
Go to Cartfuel and copy the first code and paste it into your WordPress HTML/Embed element.
Then go back to Cartfuel and copy the second code and paste the code into the HTML/Embed element.
It should look like this when done:
Then click Save on the HTML/Embed element.
Viola! You now have a sales funnel inside of Webflow.
Now that you've created a product sequence, you're going to want to test it and make sure it works.
To do this, you want to make sure that your product sequence is set to test mode.
You can switch the test mode on or off with the toggle next to the 'Next Step' button in the product sequence editor.
Once it's in test mode, you'll want to test it using card number 4242 4242 4242 4242-04/24-242-422424.
If done correctly, you will redirect to the page you entered in Step 3.
Then, if you added an upsell, you could test the upsell by clicking on the upsell button.
Then you should redirect to the URL you entered when you create a product sequence.
After the test, we recommend that you test your product sequence for a second time with a real credit card.
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