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7 sales funnel optimisation tweaks that are super-easy to make

Many people fall into the trap that once their sales funnel is set up, they can forget all about it.

However, it’s important to keep tweaking and optimising your sales conversion funnel to ensure it brings you high-quality leads.

You may think making changes to your sales funnels is a lot of hard work, and you just don’t have the time. Nevertheless, sometimes even the smallest changes can have the most significant impact.

We’ve put together seven easy-to-implement ideas that you can quickly put into action. Try them and see how you get on!

1. Review your call-to-action

Your call-to-action must be as clear and understandable as possible. If customers don’t know what they need to do after visiting your page or reading your email, they won’t act.

What to consider:

  • The wording of your call-to-action. Create a sense of urgency, use emotive language and be clear and concise
  • Where your call-to-action is located. Studies have shown call-to-actions fare better when they’re shown below the fold
  • The colour you use. HubSpot carried out a study where they found contrasting colours converted better
  • The imagery you use. Buttons and arrows are good at getting attention

It’s also essential to ensure you only have one call to action. While repeating the same call-to-action multiple times on a landing page is okay, different messages can confuse your web visitors.

2. Analyse your lead capture form

If people like your landing pages but aren’t converting, it might be that your lead capture form needs amending. Making small changes can increase the chances of people handing over those valuable contact details.

What to consider:

  • Where your form is positioned – you want customers to be able to access it without having to scroll
  • How many form fields you use – you might think that the fewer fields, the better. However, people may be happy to provide more information as they associate this with getting a higher-value lead magnet. According to Instapage, 28% of people will happily complete ten fields, but only 3% will complete a four-field form
  • Your submission button – this is essentially your call-to-action, so make sure it stands out

3. Look at your lead magnet

Your lead magnet must provide value to your customer. If it doesn’t, they won’t sign up for it. And if they do sign up for it, they may unsubscribe to your subsequent email marketing efforts.

What to consider:

  • Does your lead magnet resonate with your target audience? If it’s not of interest to them, you won’t get high-quality, well-qualified leads
  • Is it the right lead magnet? As an example, if your target audience is stay-at-home-parents, they might not have the time to read a 5,000-word eBook or attend a live webinar
  • Is your lead magnet boring? Your lead magnet needs to intrigue your audience. If it’s too dull or doesn’t tell them something interesting, they’ll delete it

4. Improve your landing page

Your landing page will make or break whether a visitor signs up for your lead magnet or buys your product. By making your page convincing and compelling, you’re more likely to get that all-important conversion.

The average conversion rate for a landing page is just under 10%, so if your figures are a little low, time to make some tweaks!

What to consider:

  • Your header – this is the first thing visitors will read, so it needs to show value. How will your product or service make life easier for your target audience?
  • Your wording – blocks of boring and unoriginal text will bore your website visitors. Make it exciting and relevant to your reader. Sell the benefits, not the features
  • How all the elements on the page work with each other. Could you have more bullet points or images to make your landing page flow better? Also, check how your page looks on a mobile device

5. Think about how people are accessing your landing pages

If you’re not getting the right demographics finding your landing pages, it’s worth reviewing the routes people are taking to get there.

Whether you’re using social media posts, PPC ads or backlinks from other websites, making changes can help bring the right traffic.

What to consider:

  • The wording and imagery you use on any ads or social media posts. Can you make any tweaks to get people’s attention?
  • The channels you’re using and how your target audience responds to them. For example, if your target audience is retirees, advertising on TikTok isn’t likely to bring you high-quality traffic
  • Whether you can introduce any new ways of advertising your landing pages. Think about your audience and the marketing channels they like to use

6. Audit your email marketing

Email marketing is an essential part of your sales funnel. You can use it to keep customers warm until they’re ready to buy from you.

If you’re finding many prospective customers are hitting the unsubscribe button, it might be time to make some changes.

What to consider:

  • How often your emails are sent. Email too often, and you’ll frustrate your target audience, but if you don’t email enough, they might forget who you are
  • The purpose of your emails. Do you want customers to buy, sign up for a lead magnet, or just make them aware of your brand?
  • What information your emails include. Think about the length, the call-to-action, and the imagery

7. And finally… Revisit your qualification methods

You may have had the right leads all along… you just weren’t aware of them!

Reviewing the methods you’re currently using to identify high-quality leads may mean additional customers that are ready to buy.

What to consider:

  • Your target audience. Is it still the right one? Have your needs changed over time?
  • The questions you’re asking to qualify potential customers – is it time to put together a new set of criteria?
  • What your sales and marketing team are doing with the qualified leads. Is there anything else that can be done to keep customers interested?

In summary: keep reviewing your sales funnel and landing pages for the best results

We hope this guide has given you valuable insight into making speedy changes to your sales funnels to bring in high-quality leads.

Bear in mind that what works for one business might not work for another. Experiment with new ideas, regularly check your metrics, and see what brings you the best results.

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