The great Trapeze Media high-flying sales funnel!
Ad conversions explained with daring circus stunts.
A sales funnel — also called a ‘purchase funnel’ — is the online journey your customers take to buy your products, book your services, or reserve a spot at your venue or event. The ‘funnel’ is a fun analogy, but we’ve drawn up something a little more on-brand: a high-flying conversions trapeze! Here’s a primer on how a typical sales funnel might work, and how we’d approach your campaigns if we worked together on your social media and paid ads.
1. The First Ad
You serve your first ads to a ‘cold’ audience, comprised of people who’ve never seen your brand or product before. The ad turns heads. Piques interest. Captures people’s attention. A percentage of this cold audience will climb the ladder to the next stage of the sales funnel: the click-through!
2. The First Click
Potential customers are clicking your ad and landing on your website! They might not be 100% convinced to take the leap and make a purchase yet. Retargeting ads will help build confidence (see stage five below).
But they’ve shown interest. They’ve taken that first step. They’re up the ladder.
3. The First Conversion
People are clicking ‘buy’ and becoming converted customers! Ads, retargeting, and ‘abandoned cart’ emails are convincing people to take the leap.
4. Warm Audience
If you’re selling a quality product, service, or experience, any uncertainty about that first leap — the first purchase — will convert into confidence and loyalty.
You’ll have started building a warm audience who’ll want to swing by again and again!
Warmed audiences will often follow you on social media, subscribe to your emails, etc. so make sure you’ve got that safety net of good content ready to catch them when they engage further.
5. Retargeting Ads
Retargeting involves serving new ads to people who have already visited your site or bought something. It turns first-time customers into repeat buyers, and prompts cold audiences to complete unfinished purchases.
Retargeted ads might feature discounts, tailored offers, or just different imagery and wording. Use them to get people back up the ladder!