Landing Page vs Funnel
Wait, aren’t sales funnels and landing pages the same? Most people confuse one with the other, but in reality, there are fundamental differences between the two marketing tools. Yes, funnels and landing pages are both essentials in generating leads, however they serve a different purpose in different stages of a customer’s sales experience. If we are to differentiate the two, it would be best to define each of the marketing tools separately.
What is a Landing Page?
A landing page is simply a stand-alone web page created specifically to welcome traffic sent by online advertising campaigns, including social media and email marketing initiatives. Let’s say a customer clicks on an advertising link on Facebook, he will then be redirected to a landing page. This landing page is used to either i) get valuable information from the customer which can be used to market to him in the future or ii) encourage the customer to buy something now. We can explain this better by identifying the different elements of a landing page.
What’s In a Landing Page?
The first element for a product focused page is the “Buy Now” or other similar call-to-action (CTA) buttons. The link should be accessible and visible at first glance in order to make the sale an easy proposition.
A landing page may also have a “for further information” field which is used to record customers’ contact details. In cases where customers have queries, this is a great tool in reaching out to them and assuaging them of any other potential concerns. This is also a chance to extend the sales conversation.
An effective landing page should be the final interface a customer should encounter. As such, you cannot use any links or CTAs that would redirect them away from this page. This also means that upselling any other products or services is no longer possible.
What is a Sales Funnel?
While a landing page is a single web page with only one specific CTA, a sales funnel on the other hand is made up of many web pages that directs (or funnels) a customer towards his final sales decision. Each page in a funnel is an opportunity to sell additional products or services (upselling options). That means a funnel will have multiple CTAs for different purposes.
There are several processes in a funnel, and we can use a simple weight loss program as a real-life marketing case. Let’s say for this specific program, the ultimate goal of the marketer is for customers to enroll in a weight loss consultation service. However, we have other complementary weight-loss products that we can sell in addition to our consultation services. This can be done by adding other funnels aside from the single landing page used to sign up for the service.
To further illustrate how this is done, we can enumerate the possible steps a customer might take in a funnel. First, customer clicks on the weight-loss program ad found in social media, email, or other web pages. This redirects him to a sales page that, aside from signing-up for the consultation service, it also offers additional weight-loss products that includes a CTA “Buy Now” button. Second, clicking on that CTA button will then direct the customer to a new page offering another set of new products (upselling phase). If the customer decides not to purchase the additional products and clicks “No”, he will be redirected to the opt in page where he entered his information in signing up for the consultation services.
The process of upselling in a funnel is repeated through a series of web pages as long as the customer keeps on clicking the CTA button (and opting to buy the add-on products or services). This continues on until the customer decides to stop purchasing any add-ons and go to the final check-out page. A customer can choose this option at any stage in the Funnel.
Obviously, the more pages you have in a sales funnel, the more chances you’ll have to extract valuable customer information and complete your sales funnel. Not to mention the more upselling you can make with the more pages available to you. It’s really up to you on how you design your sales funnel. You can make it as simple with a few pages, or as complex with a lot more pages in the funnel. One thing to keep in mind is that the upsells must be relevant to the core thing that you are offering, otherwise people will drop off your funnel quickly.
Which to use for your business, a Funnel or a Landing Page?
Choosing between a funnel and a landing page largely depends on your type of business or products/services. If your business has a lot of complementary products and services, and you want to offer them in a single campaign, using a funnel would definitely make the best sense. If however, you only want your customer to make a single decision (such as signing up for a seminar or buying a single product), a landing page would give you a best and quicker result.
Both a funnel and a landing page can deliver the right outcome based on your specific goals and objectives. It is really more on how well you implement the strategy and how you maximize the inherent strengths of each marketing tool.
How To Build Landing Pages or Funnels With ClickFunnels
To effectively build landing pages or sales funnels, you can use a great tool called ClickFunnels. If you want to try ClickFunnels without the commitment, check out their 14-day free trial. This allows you to explore the platform’s functionality and interface, risk-free.
Watch the video below to learn how ClickFunnels is able to outspend companies with hundreds of millions in venture capital and went from $0 to $100,000,000 using growth hacking and sales funnels
Still not sure how sales funnels can help your online business?
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