How to Build Your Sales Funnel

Course content (20 lessons)

The key to any successful business is a healthy sales funnel.

A sales funnel is a marketing term that describes the journey a customer goes through from first discovering your brand to making a purchase.

Before spending money on advertising, it’s recommended that you map out the different steps of your sales funnel.

✅Watch and see Ezra’s sales funnel and the sales funnel he recommends you create for your ecommerce business.

Below you can see a five step example of a sales funnel Ezra recommends if you’re starting out:

Here’s an example of a more advanced funnel that Ezra currently uses in his business:

[MUSIC PLAYING] The e-commerce sales funnel. A way to think about this is simply a series of pages that a prospect touches on their way to becoming a customer. Now the way that I like to look at this is in 3 pillars specifically for advertising. The first pillar and the most important and what we're focusing on for this course is awareness and acquisition, where we are getting our brand in front of new customers, new prospects who've never seen us before.
That's pillar number 1. And that's what this whole course is about. Pillar number 2 is retargeting, where we're reengaging and retargeting people who have engaged with us in some way. They have watched one of our videos. They have visited our product offer page. They have visited our shopping cart. We're capturing people who were interested a little bit, but fell out because they got busy or they were looking on their mobile phone. And then they moved to their tablet and they forgot.
And then, there's loyalty, where we are up-selling and cross-selling people who bought from us in the past-- really powerful. In my other course in the Shopify Academy, the beginner course, I go through retargeting and loyalty in great depth. I highly recommend that you go and take that course and implement that. This course is all about awareness and acquisition. So I want to show you the actual sales process that I use for new people coming in the door.
So the way we do it is we have an image ad or a video ad or a carousel ad directly to your product offer page. Keeps it real simple. Allows you to really focus on who you're targeting, what the image or ad creative is or video creative is. And then right on over to your product offer page, where you're attempting to show them what you got, what's good about it. And the reason that you want to spend a little time thinking about this process and optimizing the pages in that process whatever they are for your business is, if you think about it, if you're going to go out there and spend money to get people to visit your store, you want your store to be able to serve them as best as it possibly can.
If you get two people to buy out of every 100 instead of 1, you've doubled your business with no additional traffic. But that's my e-commerce sales funnel. That's how we set it up. I wanted to show you that, give you a little insight into the pillars of profitability. And remind you that what we're focusing on in this course is getting new people in the door-- awareness and acquisition. And in the next video, I'm going to actually tell you how much I think you should be spending on paid ads for your e-commerce business.
So meet me over there. [MUSIC PLAYING]

How to Build Your Sales Funnel

Course content (20 lessons)

Overview

01 |Create Your Audience

02 |Leverage Video Creative

03 |Awareness Campaign Set-Up

04 |Reviewing Ad Performance