6 Sales Funnel Examples To Spur Your Next Campaign

Because Netflix is an established, famous brand, they get a lot of search engine traffic. According to Ahrefs, they rank for 128k organic keywords and get 80+ million visitors per month.

Besides the massive search engine traffic they get, Netflix also runs paid ads to increase brand awareness and drive more traffic.

Bearing in mind that most people who land on the site already know exactly what the company does, Netflix keeps things simple. They cut straight to the chase by giving visitors two options:

The remaining potential customers who need a bit more info about the brand have a FAQ section. The portion does a great job of explaining all the basics to convince potential customers to give the service a go.

They reduce friction by only asking for people’s email address—nothing more. This persuades more prospects to sign up for the service.

Once a visitor hits ‘Get Started’ they take you to the three-step sign-up process. The process includes choosing the right plan for your needs.

The page is simple. This makes it easy for people to choose their preferred plan, finish signing up and become paying customers.

Once people sign up, it’s up to Netflix to keep them as customers by streaming entertaining movies and TV shows month after month.

The gateway of Consulting.com’s million-dollar sales funnel is Facebook ads. Long-form FB ads to be specific. Most of the ads follow typical rags to riches themes. He shares how broke he was, failed in business several times, and finally made the big time when he launched Consulting.com.

Here’s an example of one of his ads.

As you can see, the ad generated a lot of engagement. He invites his target audience to attend a webinar to find out the secrets of his success.

After clicking on the ad’s call-to-action, visitors arrive on the webinar invitation landing page. Only qualified leads who have read and clicked on the ad reach this stage. Here’s an example of one of his pages.

This is the hero shot of the page.

It teases visitors with how lucrative and sustainable the consulting business strategy is. Importantly, it includes a CTA for those who are ready to take the next step and don’t need to be convinced anymore.

The other half:

This benefit-driven landing page persuades many people to register for the webinar.

Those who register trigger a welcome and reminder email series. 

This email drip campaign culminates in the webinar itself. The webinar is super-long and packed with value. Towards the end, he makes the Consulting Accelerator offer.

Those who are ready, buy the course straight away. To get more sales, he remarkets to those who didn’t buy the training through a Facebook remarketing campaign.

He offers them a free trial so they sample the program. This boosts the conversion rate as more people take up the offer.

Kajabi gets most of their traffic organically. They are a popular brand so they get a lot of branded searches. People already know about the brand so they search for them directly.

Plus, they dominate the SERPs for searches related to creating an education business. They supplement free traffic with paid traffic. These ads help them reach potential customers who don’t know about the company and the solutions they provide.

The next step in their marketing strategy is the home page. On arrival at the site, visitors get two offers.

This significantly lowers the barrier to entry.

This is a smart marketing funnel because it caters to both product-aware prospects and the unaware. Each group takes the path that fits their level of awareness. This ensures they don’t have a leaky sales funnel where some prospective customers fall off because their needs aren’t addressed.

Those who enjoy the free version sign up for the service. Because of the risk-free free trial, many people end up buying the service.

A big part of a SaaS funnel is retention. Kajabi has excellent onboarding videos to help new users grasp the ins and outs of the software fast. Another fun way they use to make users stay with them is through the Kajabi Hero reward program.

They reward users who hit certain revenue milestones with swag items like t-shirts and mugs. Swag items bring dual rewards. First, the program makes users become loyal and keep on subscribing. As a bonus, the reward program also increases brand awareness when people see cool branded items. 

Organic traffic is the backbone of the Zoom marketing funnel. Since they are a sought-after brand, prospects input their name into Google. According to Ahrefs, they drive a stunning 36+ million traffic per month. That’s enough to feed their funnel and then some.

They supplement search engine optimization traffic with paid ads.

Their homepage has one goal—to entice website visitors to sign up for the free plan. Before visitors can scroll down, they see a big and bold item on the main menu ‘Sign Up, It’s Free’

Notice how prominent the freemium menu item is. And it’s in a different color as well to make it stand out from the rest of the menu. People just can’t get enough free stuff. This offer takes advantage of that psychological bias.

Social proof drives conversions in a big way.

Zoom’s use of social proof to reinforce the free offer is brilliant. 

First, they tell visitors they’ve sold over 1 million Zoom phone seats. This shows they are the undisputed leader in the business communications sector.

Next, they showcase the reviews they’ve received from respected review sites like G2 Crowd, Gartner Peer Insights, and TrustRadius.

Note the massive number of reviews: 649k, 1.8k, and 32k.

These impressive convince prospects that Zoom is the number 1 video conferencing software around. So they sign up in droves. 

What makes their freemium offer appealing is that:

Because their freemium offer is superb, word-of-mouth marketing kicks in, getting their product into the hands of newer audiences.

After users sign up for the free basic version, the next step on the Zoom sales funnel is getting users to subscribe to the paid version. For a freemium funnel, the free-to-paid conversion rate is crucial because that’s where they make money.

The sign-up process is a simple 3-step one, unlike complex sales processes that kill conversions.

From the beginning, Zoom has been a customer-driven brand. They pull out all the stops to make their customers happy. No wonder their Net Promoter Score is an amazing industry-leading 90. 

The software is intuitive and much easier to use than most of its competitors. Zoom offers premier support for those on the paid plans. 

The result?

Satisfied customers stay. They stay subscribed and upgrade to higher plans. Recurring payments generate predictable and sustainable revenue for the company, thanks to a generous freemium plan that drives the sales funnel.

Forward is a liked brand. Since they’ve carved a niche for themselves they get the bulk of their traffic through branded searches. They control all the terms connected to their name. 

Similar Web estimates their traffic at around 300k visits.

A key step of the Forward sales funnel is a quiz.

They use it to qualify visitors.

Visitors go through a series of health-related questions to determine their needs. Because the quiz is interactive and engaging, it has a high completion rate. People get tailored recommendations. Plus, the company gets vital info about the common health issues their target market faces.

A win-win scenario.

Soon after completing the quiz, visitors get a limited-time offer.

In a series of emails, they dangle a juicy price slash before the potential customers, one email at a time. 

Prospective members can join for only $99, instead of the regular $149 per month price. This translates to a generous (and tempting) 33% discount. With each passing email, the stronger the scarcity factor becomes as people see the clock ticking.

The last piece of Forward’s marketing funnel puzzle is the paid subscription. 

Forward use a simple flat-fee monthly pricing.

Users love flat rates because they know exactly what they are going to pay. 

No hidden fees. No surprises. No stress.

Once the limited offer price lapses, the regular pricing kicks in. Users pay the usual $149 per month fee thereafter. Because they require a 6 months minimum commitment, this guarantees them stable revenue inflows from each customer in that period.

All that’s left is for the doctors to work their magic month after month for the money to keep flowing.

The purchase journey begins with lead magnets. 

They market them by putting CTAs in their blog posts or infographics to tease readers to take up the offer. Also, they push them in lead generation ads. These ethical bribes are a smart way of generating leads and growing your list of email subscribers. Crucially, the company also gets people’s contact information for marketing automation and follow-up.

Examples of their lead magnets include:

On seeing the super value provided by the free resources, people are more likely to buy from the company.

But Digital Marketer doesn’t sell their major program at this point of the sales funnel. Instead, they pile up more value to impress leads. They offer them a 14-day free trial to access the Digital Marketer Lab.

The pack the free trial with goodies:

They categorize people who register for the free access to Digital Marketer Lab into three groups.

Segmentation is a crucial step in the sales funnel. 

First, it helps with precise messaging when following up through email marketing campaigns. Also, these three specific groups make it easy for them to market the right upsells to the right target audience. 

The result? More conversions.

Next, those on the email list who opted into the free trial receive emails urging them to stay on and activate full paid membership. But it’s not all a hard sell. They continue sending valuable marketing tools and high-quality resources via email.

This two-pronged approach that combines hard and soft sell is powerful. On one hand, you provide value and ask for the sale on the other.