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're selling on Shopify, your number one goal should be to make more money.
Often that comes in selling higher-priced items or selling more items per customer.
But, there is another way to sell more products and increase your average cart value with minimal effort...
And that is with a sales funnel.
Creating a sales funnel used to need ugly funnel builders and complicated tech, but not anymore.
With this simple setup, you'll make at least 30% more money without the headaches.
This article will explain how to use a sales funnel on Shopify and a free app you can use to make more money.
But first, let's start with the basics, the strategy to make this work.
In this explanation, we assume you know what a Sales Funnel is. If you don't read How To Build A Sales Funnel From Scratch
The point of a Shopify sales funnel to centralize one singular product.
The goal is to highlight your best-selling product out of your entire store and make a funnel for that product.
Why is this important?
Because if the product is not selling well in your store, it will not sell well in a funnel.
You want to choose one product that you know will captivate the visitor.
A funnel is decisive in this sense because most Shopify customers don't know what they are looking for...
Customers will go to different parts of your store and window shop without ever buying.
So the point of a Shopify sales funnel is to keep the customer's attention on one singular product.
And then upsell them on other products throughout the funnel.
Makes sense? If not, don't worry; we'll explain it more below.
Here is a diagram that explains this in detail:
You will want to follow this diagram that outlines the pages we need to have a successful funnel.
Each of these pages has a critical role to play when it comes to launching your Shopify sales funnel.
Let's discuss each in detail.
The sales page is the page you want to send your traffic to.
You can send traffic to this page via:
Or any other medium where your customers are likely to be.
On your sales page, talk about why the product is excellent and why it will solve the customers' problem.
Highlight customer reviews from other raving fans.
Make sure it's something people want.
To get people to say yes, you can even lower the price of the product.
We have done this in the past with great success. For example: If your product costs $15 on Shopify, sell it for $8 on the sales page.
You do this (even if you lose money) because you want people to see the upsells.
After all, the upsells are where the money lies!
After the customer buys the first product, you will want to send them to the upsell page.
The upsell page is how you make a significant amount of money.
The reason for that is because often the customer will continue to buy.
And most upsell pages don't ask the customer to re-enter their credit card information, which is a massive win for the seller.
On upsell pages, you want to sell complementary products.
The upsell products should make sense.
For example, if you're selling a fishing lure, it would make sense to sell a fishing rod as an upsell.
The buyer's chances of buying the fishing rod are higher because you need a fishing rod to use the fishing lure.
On these pages, products can range from:
One of our favorite things to do is sell more of the same products on these pages.
Often people will like to buy a second product for their loved ones.
If you're unsure of the type of products you can sell as an upsell, you can enter your product name inside Amazon.com.
Then scroll down to the 'Customers who bought this item also bought' section.
Amazon has already done the work for you and will show you what customers also buy.
The downsell page is like the upsell page, but it's priced lower or a completely different product type.
You can offer another upsell after the downsell, or you don't have to offer a downsell at all.
Instead, you can offer a second upsell; it's up to you.
Regardless if it's an upsell or downsell page, you want to capture their attention.
You can do this via scarcity tactics or urgency. You want the customer to know that this deal is unique to them and take action.
The last step is the order confirmation page. On this page, sellers often list any extra information that may be beneficial to the buyer.
This page includes receipts, PDFs, special links, and support information.
It's a critical page to help keep the customer feeling like they can trust you and reduce the refund rate.
Now that we know what pages we need, how do we create these pages, and how do we offer upsells in Shopify?
This answer used to have complicated tech involved, but now it's simple.
First, you want to identify what platform you want to use to host these pages.
Shopify does not make it easy for sellers to create custom pages without code.
We recommend you take an alternative route unless you know how to code.
Use Webflow to host the pages and use Cartfuel to sync your Shopify store into Webflow.
Use our free Webflow Shopify Sales Funnel Template.
You could use ClickFunnels and AppTrends as an alternative.
But you would be spending $97/mo on ClickFunnels and $39+/mo on AppTrends.
That's $140/mo (on the low-end) extra for software, not including Shopify and Shopify apps' fees.
Webflow is $15/mo, and Cartfuel has a free plan.
So to use Webflow, go to Webflow.com and signup. You don't have to pay anything until you're ready to go live with your site.
Use our free Sales funnel template and customize the template to match your brand.
In the template, we have a video tutorial explaining how to customize the template.
Then once done customizing, you will want to add a go live. To do so, you will want to add hosting to your site.
We recommend that you set up a subdomain to keep your domain congruent with your Shopify store.
For example, if your store is store123.com, then you would create a subdomain like buy.store123.com.
Meaning that you don't have to create a new domain for your sales funnel; you have to add the subdomain.
You get to keep store123.com on Shopify separate from buy.store123.com.
Now that you edited the Webflow template, it's time to connect your Shopify store to Cartfuel.
Cartfuel is a third-party tool that allows you to sell and upsell online.
They have a Shopify integration that connects with your store.
So the products in your store get imported into Cartfuel, making your store mobile.
Cartfuel works using embeds so that you can use Cartfuel on any site, including Webflow.
To get started, go to Cartfuel.io.
You will want to connect your Stripe account.
If you don't have a Stripe account read How To Process Online Payments Using Stripe
Once you connect your Stripe account, head to 'external integrations.'
From there, you will click 'Connect' on the Shopify icon.
Enter your myshopify URL link into the input box, then click connect.
Now your Shopify store connects with Cartfuel.
From there, go to 'New Product Sequence.' This is where we will begin to set up our product from Stripe.
In the product sequence editor, you will see a toggle that says connect with Shopify.
Select your Shopify account from the dropdown.
Then select the product and product variant.
Once you select the product, you will see the form update on the right-hand side.
After that, you can add extra features 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 Shopify sales funnel inside of Webflow.
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