Today’s sales funnel examples don’t look like they did just ten years ago. This is good news for companies who have kept up with shifting trends in sales and marketing, but not so good for those that haven’t realized the game has changed.
Because of digital media, there are increasingly more entry points into your sales funnel. Prospects are dropping in at various stages and are largely in control of the process. Buyers are more informed than ever and are doing their own homework before reaching out to companies directly.
Unfortunately, this gives salespeople less chance to nurture relationships, which also means less opportunity to capitalize on all the benefits that come with the traditional funnel.
This article covers what the new sales funnel looks like and how companies are using it to adjust their selling strategy.
How the Sales Funnel Works
There’s some debate on the various stages of the sales funnel and what happens at each stage, but the goal is the same: to attract leads to your product or service and turn them into loyal paying customers.
Most modern sales funnels are comprised of four distinct steps: Awareness (top of the funnel), Interest or Desire (middle of the funnel), Decision (formerly the bottom of the funnel), and Post-Purchase Experience (the new final stage of the funnel). Some may even argue that the funnel is no longer the classic tapered shape, but rather more like a continuous loop since it now includes the effort to build advocates and repeat buyers.
It’s a new and improved customer journey that many top companies have already shifted to. Let’s explore these three real sales funnel examples to see if their ideas might align with your goals:
#1 – Basecamp
Businesses turn to popular collaboration software Basecamp for lessons in branding. But they’re not just about funny cartoons and vibrant visuals. Their sales funnel is one of the most straightforward examples we could find:
Basecamp attracts leads through organic website traffic (blogs, mostly) referrals and PR. Head to their home page and you’re immediately attracted to their presence. Social proof abounds in the form of testimonials and account growth. They carefully explain who they are, what they do, and how people use them.
To move leads to the next step, they offer a free 30-day trial, which requires an email to put leads into nurturing campaigns. Even better, they double down on this initiative by not requiring a credit card.
Social proof is powerful testimony, and it’s supported by a no-strings-attached approach that is so rare in today’s market. It’s hard not for Basecamp to stand out once you discover them.
#2 – HelloFresh
This meal kit service was one of the first of its kind in the United States and has become the household name for similar services. They’re also one of the most heavily marketed meal delivery services, which could have a lot to do with their success.
There aren’t many people who haven’t heard of HelloFresh, thanks to an $880 million growth strategy to drive awareness. They’ve invested in everything from paid digital ads to affiliate partners to social media.
When you arrive on their website, you have one call-to-action that tells you exactly what you need to do – and it’s not to sign up for the service! They want you to see their meal plans first, which takes you to an easy-to-navigate sales page complete with meal options, pricing, and even coupons for first-timers.
HelloFresh is the epitome of turning the sales funnel into a marketing lifestyle. They focus heavily on generating new customers with generous coupons, but they also continue to reward current customers with free food when they get others to join the program.
And when you leave the site without converting, you’re greeted with a high-value coupon that’s hard to pass up.
#3 – Groupon
This company might not be synonymous with innovative, but their sales funnel reflects how people prefer to buy.
To earn traffic, Groupon uses a variety of paid search ads, affiliate marketing, retargeting, email marketing, and direct traffic (because most people know what Groupon is at this point).
When you arrive on their website, the first thing that you see is the coupons they offer. They also have a subscription service that they are offering to get a discount on the coupons that you purchase.
The home page speaks for itself. Users can browse deals by category and other filters, and all selling is performed through their content. The checkout process is super simple and streamlined and offers a variety of payment options to help cut down on abandoned carts.
Though there’s no direct selling here, businesses who do use human sales team can learn a thing or two.
For starters, it’s immediately clear to visitors what the website is about. There are clear CTAs that move customers through the funnel. Customers know exactly what to expect through their experience, and Groupon doesn’t overcomplicate it.
Could These Sales Funnel Examples Work for Your Business?
These sales funnel examples are just a few out of many potential paths you could create for your sales process. It’s up to you to shape your customer journey, then choose the tools that support it.
LeadSquared has designed its features to reflect the modern sales funnel, giving teams a comprehensive way to fulfill all stages of the buyer journey without the guesswork.
See it for yourself with a free 15-day trial – no credit card required – and discover how you shift your sales strategy to the modern buyer.