5 ways to convert customer websites into funnels (and get paid for it)

In this blog post we’re going to explore the five ways to convert customer websites into marketing automation funnels. And most importantly, how we can get paid for it.

Many of our customers already have websites. So the proposal of building a brand-new website from scratch might be tough to sell. However there are ways to convert current websites into marketing automation funnels, increase results for your customers, and get paid for it.

What we’re doing is opening up an entire new market segment by allowing current customers and businesses with websites to turn these passive assets into active marketing automation tools.

It’s hard to believe that websites are sold to customers as a magic “customer and revenue generator”. It’s as if just having the website out there on the Internet will create and find customers who want to buy your products. For those of us who have been around for a while we know that this is simply not true.

Our job as funnel builders is to attract, convert, and increase the results that the original website was supposed to deliver.

There’s no reason why a current website built on WordPress can’t be upgraded into a high converting, profitable, automated marketing funnel.

If you want your customers to be excited about paying for your services, here’s the five key metrics you need to improve on your customers websites and the techniques to use to move the numbers:

Grow their email list with email optins

Fresh leads and a growing email list are the lifeblood of any business. If a business has a website, by definition they need an email list.

If you can automate the prospecting and lead generation process for your customers, using their website, you can massively increase the number of customers they work with and the value of sales they generate.

How to do it

Even adding a simple newsletter opt in across a website can begin to capture small numbers of email subscribers. Most businesses do have an email list, even if they don’t have it in an autoresponder or CRM system like Active Campaign. Many of them have contact records in Outlook or other mail applications. Or even just in a Microsoft Excel spreadsheet.

You could start by importing all of their customer records to an autoresponder and then including optins across the site.

We often talk about giveaways such as lead magnets and quality upgrades. But our experience suggests that the most effective way of starting content upgrades and getting lead magnets to work is via the right kind of blog content…blog content that answers the questions that the client’s customers ask.

For businesses such as e-commerce or product websites, offering a discount in exchange for an email address, is another great way to get started.

How to get paid for it

Ask your current customers or any businesses with a website, “if I was to add 100 or 1000 new email subscribers, as leads, to your email list, what would that do for your business?”

If they generate 1 sale for every 10 email subscribers they can visualise 100 sales for 1000 subscribers. You’re offering them fresh leads and a way to market to them!

Grow their traffic with regular blog content

Traffic can be generated 100’s of ways. Paid Facebook, PPC, SEO. But true traffic growth will always rely on new, fresh and regular content on the customer’s own website.

If you can demonstrate that weekly blog posts, with relatively little promotion, will grow their traffic over time, you’ll be in a position to help them convert and monetise that traffic.

How to do it

Ask them “what do your current customers want to know? What are they searching for?”

That opens them up to understanding the fundamentals of content marketing.

Find a content writer to create a 500 word post once a week. Provide the content creator with a few different blog templates (list articles, how to guides, interviews, content aggregate posts, etc.) and charge your customer for the management of the process.

Traffic doesn’t come immediately, it takes time. But over time the law of compounding earns more and more traffic per post. Combined with a simple remarketing campaign, you can increase the amount of traffic your customers see.

How to get paid for it#

Ask your customers “if we doubled or tripled the amount of traffic your website saw. What would that do to your sales and revenue?”

If they can’t answer this straight away, it might be an idea to offer them a traffic and conversion report. Deep dive their Google Analytics and answer the above question for them.

If you’ve already added email optin forms to their website, adding regular and growing traffic will naturally increase the number of subscribers you generate.

Increase the number of sales per product with sales pages

Visitors don’t browse websites like your customers think they do. Having a list of services and a small piece about each product or service isn’t going to generate leads.

Sales letters and pages focus on one product or service. Following a sales letter format like the one here, you can outline the benefits for a product and drive email subscribers and visitors to that page to start generating sales.

How to do it

If your customer has a sales team, ask them about the sales conversations they have with customers. How do they sell to customers? That’s all that needs to go down on the page.

There are templates and formulas and they work wonders. Get a pro sales letter writer to create the sales copy for a product and host that page on the site.

Drive subscribers to that sales page and test, test, test.

Drive current leads to those sales pages and measure the sales coming in.

If the sales are low, it’s almost never the product. It’s the offer and message. Tweak the key points and think about WIIFM? (What’s in it for me?) Your customer’s customers only care about themselves.

How to get paid for it

Ask your customers “if we could increase the number of sales for this product, what would that do for your business?”

We’re talking about the most important number in a businesses vocabulary now. Revenue. You’re directly impacting their revenue with your sales page. Best of all? It’s the fastest result you can drive because you don’t need a new system. We’re talking about a sales letter, a new page and sending the link to their current database.

Increase the average transaction value with order bumps

An order bump is a small checkbox on a checkout form that adds another product to the order.

marketing funnel beaver funnels order bump checkout

If we check the box, we’ll add a $37 product to a $5 order, increasing the transaction value by 660%!

Let’s say your customer sales page sells a $97 product. If you added a small order bump box of another $97 product you’re doubling the transaction value.

If you sell small products around $10 to $97, the order bump can increase you average transaction value quickly and easily. Best of all? It’s so easy to do that almost all single products can do it.

How to do it

Take the checkout page for your customer product and ask them what would make a suitable upsell or cross-sell product. It doesn’t even have to be anything different. You could offer coaching on top of a book purchase. Or a printed version of a workbook on top of a course.

How to get paid for it

“What would make sense to offer to a brand new customer?” The answer they give will be the product you should add as an order bump.

“If we could double or 6x or 10x the average transaction value, what would that do to your business?” Add the order bump and help your customers, help more people!

Convert people who say “no” into customers with downsells

Let’s say the customer’s customer goes through the checkout and either does or doesn’t buy the order bump.

The next page that makes sense to build is an upsell page.

Where as an order bump has a bit of a limit on the price (unlikely you’re going to add a $997 product via an order bump to a $15 book). An upsell can 10x that original sale into a continuity program (subscription) or a larger product.

Some will buy and some won’t. But what if we could capture those that DIDN’T want the upsell?

That’s when we offer them a downsell. The same upsell product either split over monthly payments OR with a few reduced features. Maybe a $997 price is too high, so how about $997 over 6 months? Or a $497 version with fewer features?

How to do it

On the upsell page we have a one click button or checkout form. But we ALSO have a link saying “No thanks, I don’t want this.”

That link takes the user to a downsell page. A page that offers the same product from another angle, with a different price point.

Note: NEVER EVER EVER offer a discount just because someone says no. Keep the price the same, split it up or remove features but NEVER offer a discount. It’s desperate and it’s dishonest.

How to get paid for it

“If we could convert 1 in 100 or 1 in 10 people who say ‘no’ to your products, what would that mean to your business?”

Tom Hopkins (MASTER sales coach) believes that a sale isn’t solid until someone has said no. What we’re doing is taking those that DO say no and converting them anyway. It’s leaving money on the table to just take every ‘no’ at face value.

Summary

We’ve learnt how to increase the average transaction value per customer with order bumps and and to convert ‘no’s’ into yes’s. Coupled with new traffic and fresh leads, we’re completely revamped a customer website WITHOUT building a new marketing funnel from scratch.