Author: Jonathan Long / Source: Entrepreneur Marketing funnels are very effective at converting your website visitors into paying custome
Marketing funnels are very effective at converting your website visitors into paying customers, and savvy marketers are constantly looking for ways to increase one very important metric — conversion rates.
There are several types of marketing funnels, and one that is gaining a lot of popularity is the free plus shipping model, which is pretty much exactly what it sounds like. You offer a product for free and only charge for shipping. It’s an extremely effective way to upsell — a customer is more likely to justify an additional purchase since they are receiving something for free.
Why does a ‘free plus shipping’ funnel perform so well?
It’s simple: Consumers have a hard time turning down something for free. Now, not every customer is going to convert on the upsell, so it’s important to break even on your free plus shipping product offering (by making sure you make back your production costs and marketing on shipping charges), or at the very least experience a minimal loss.
Even if a customer doesn’t convert on the upsell, though, you still add a subscriber to your list that you can convert into more sales in the future. One of my side-ventures, a teeth-whitening brand, is about to launch a free plus shipping promotion. Here are the five components we used to maximize this strategy and create a successful funnel.
1. Determine where you are going to find your customers.
Your funnel will never be effective unless you are constantly pushing prospects through it, so it’s important to identify where you will find your customers and how you will lure them in. Paid social media is usually a great place to start.
In our situation, we are going to focus on Instagram, using a combination of paid ads and influencer marketing to draw attention to our offer. Consumers will be required to follow our account, like the post that is announcing the offer and tag three friends in the comments. Once those tasks are completed, they will be sent a coupon code to use on our website, bringing the cost of the product in the promotion down to $0.