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How to understand the sales tunnel (for beginners)?

All webdesigners must master the basic principles of the sales tunnel (for beginners). What is it? How does it work?

Updated on

9/5/2020

Sales tunnel (for beginners)
Photo by Cizlawet

You want to feel in your element when you're talking to a client? Then you will need to master certain marketing principles: for example, the principles of the sales tunnel (for beginners). What is a sales tunnel? How does it work?

Beginner's sales tunnel, what's that?

We talk about a tunnel, because we're referring to the path a prospect must go through before becoming a customer. In simpler terms, it's about the sales process. Generally, the sales tunnel starts with getting contact information. Of course, it ends with a sale!

All websites with a specific purpose need it, including those made from Webflow. For all these sites, the steps are the same: several processes and finally, sale. The real idea in setting up this tunnel is to allow the website owner to follow the progress of each opportunity, of each visitor.

Sales tunnel (for beginners) principle
Photo by Nicole Taionescu

The principle of the sales tunnel (for beginners)

I won't go into details. Instead, I'm going to stick to the basics, the ones you should know as a webdesigner. When you talk to a potential customer (for an e-commerce website project), he will surely tell you about the sales tunnel. On that day, you can have a little idea of what he's talking about if you understand the principle of the sales tunnel (for beginners) that I'll explain :)

A sales tunnel can be simulated with a funnel, a triangular shaped graph. Let's say there are 4 steps to go through (this is just an example) :

  • the first gift
  • the second gift
  • the revival
  • the sale

There's a YouTube video in which I describe this at the bottom of the article. Support me by subscribing to the Happy Desk Design YouTube channel.

Before we go on, you should know that according to statistics..,

One in five visitors is usually converted into customers.

Here again, I would like to remind you that the purpose of setting up a sales tunnel is to transform visitors to a website into customers. To do this, they should know your site better, which means they should spend more than a few seconds there. If you want to know how to get the visitor's attention in 15 seconds, it's this way.

definition Sales tunnel (for beginners)
Photo by Romixchang

First stage of the sales tunnel (for beginners)

This is where visitors are offered a gift in exchange for their email (free ebook, discount voucher, etc.). If there are therefore 6 visitors on the site, most of them will give in to this offer (provided they are really interested in the gift). The owner of the site then sends them an email containing his gift. Usually, this is accompanied by a second gift, to create links with the visitors. They will trust you more if they know you better (through your emails and gifts).

Out of the 6 visitors, let's suppose that 4 were really interested in the second gift. 2 others arrived at the next stage:

Second step: reminders

In the reminder e-mail, an e-mail is usually sent containing extensive information about the e-commerce shop, the product sold, the owner of the site, etc. The objective is simply to be present in the prospect's mailbox. This way, he will remember the site. It is therefore necessary to make sure that the mail always interests the recipient.

If this step is done well, there is a good chance that at least one person will give in to the sale.

Sales tunnel (for beginners)
Photo by Carla Nichiata

Third and final step: the sale

Of the six visitors, one person has decided to purchase a product or use the services offered by the website. The sales tunnel strategy was a success.

Do you have a better understanding of what a sales tunnel is? I've only given you a simple definition of a sales tunnel (for beginners), but if you understand it, then you're ready to take care of the design of a site with a sales tunnel.

Conclusion
The sales tunnel is not only suitable for e-commerce sites. It is suitable for any other web project, which is why you need to master these basic principles. To better understand them, don't hesitate to watch the following video.

YouTube: Understanding the sales tunnel (for beginners)

Come back to this page whenever you want. Did you come up with any ideas I might have forgotten? If so, what are they? Leave a comment below or send an email to hello@happydesk.be.
Kevin Palombo, Manager of Happydesk.

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