Funnels can be complex… like really complex – enough so that many people simply give up before launching their first real campaign. What if you could eliminate all that complexity and fit an entire sales funnel on a single page?
Well, that's exactly what we are going to cover in this tutorial. Got your interest? Let's get started.
What is the One Page Funnel?
Brian Moran is the founder of Samcart, a premium cart program that was built on top of his experience pioneering the One Page Funnel.
The general idea is that with the right structure, you can design a single web page to convert cold traffic into customers…
Pretty cool idea right?
Well, it has definitely caught on in a major way, because Samcart is able to command extremely premium prices for that promise:
Samcart gives you 18+ templates to help you develop a high converting one page funnel, but in this post I'm going to show you that it's not a magic sauce, but simply a formula that can be replicated at a fraction of the price.
Why does the One Page Funnel Work?
Let's take a quick step back – why does any sales funnel work?
Because it walks them through a journey until making a purchase is the only logical outcome.
A common method to do this is called the “AIDA” model:
In this specific order, you must:
- Awareness: Capture the attention of your audience
- Interest: Get them to be curious about your product
- Desire: Make them believe in the promise of your product and its ability to eliminate their pain or achieve their desired state
- Action: Give them a chance to purchase
Most sales funnels stretch these steps out over multiple pages, processes, emails, etc…
The major claim to fame of the one page funnel is to shorten the process to a single page.
A successful page will clearly accomplish each of these steps. Let's see what one looks like.
How to Implement the One Page Funnel with Cartflows and Thrive Architect?
Follow this tutorial to get a step by step overview of the build process. We will build the sales funnel with Cartflows (my favorite sales funnel tool for WordPress – check out the full review)
More details on each concept below (as well as a shortcut to download the entire funnel!)
Get the entire funnel for free 👇
Free Income Mesh members can get instant access to this entire funnel:
What we are going to build together
This simple (but effective) page structure makes up all the components of the One Page funnel. Let's touch on each component briefly.
Here is a quick breakdown of the major components of the One Page Funnel:
1. A Compelling Headline
The whole goal of the headline is to capture the Awareness of the reader. If you look at your headline and think, “meh..” then you need to go back to the drawing board.
The best headlines for the One Page Funnel will make a huge promise / bold claim that you will back up and support throughout the rest of the page.
- Never lie… seriously – there's enough crappy marketers out there already.
- Be specific with your headlines – don't just say “Achieve your dreams! Buy Now!”
- Use numbers where possible
- A solid structure to start with is “How to achieve [desired state] WITHOUT [specific pain point]”
2. Well-structured Video Sales Letter
Video is key to the one page funnel – it is easier to build trust and convey emotion through video than text.
Cold traffic is also more likely to watch an entertaining (and educational) video than they are to read through 10,000 words of sales copy.
The main goal of the sales video is to get them through both the Interest and Desire phases of the AIDA model.
There are several structures of video sales letters that you can use, which I will go into in a future post.
The main problem of video sales letters is that your product can sound… too good to be true. That's where the next component comes into play.
3. Customer Testimonials
in 2019 and beyond… customers are skeptical. The best psychological weapon we have to convince people is social proof.
There is so much information out there that it's incredibly difficult to know what you can trust.
Social proof gives us an easy out… if thousands of people have already trusted you and they still look happy… then it's probably a safe bet.
And that's exactly what a strong set of testimonials can do on your sales page.
Putting the testimonials directly below the sales video accomplishes this nicely.
4. A Bold Guarantee
If your audience has made it this far, it means that they are almost there to make a purchase. You just need that last little bit to tip them over the edge…
And that's what a rock-solid product guarantee comes in.
The testimonials showed that your product worked for others… but your reader is naturally going to think:
But what if it just doesn't work for me?
It's a natural fear that everyone will have, and it's your job to put it at ease with a product guarantee.
There are several successful formats for guarantees:
- 30+ day money back
- 110% money back guarantee
Your customer wants to be assured that you will support them even after you have their money.
5. A clear, simple call to action
This part is simple but so important.
You have to actually ask for and take their money!
This is where your checkout form comes in.
The main point of this step is to make the process as easy as possible for your users.
Don't ask for 40 data points that you just don't need.
Not shipping them anything? Then you don't need their shipping address!
This has always been a weakness of WooCommerce, until Cartflows Pro allowed you to customize your checkout fields.
I prefer using a 2-step checkout process to break up the order form and make the user feel like they are making progress through the checkout.
Download Your own copy of the one-page funnel template 👇
Where should we go next?
I hope you enjoyed this tutorial – it's powerful to look at proven methods and break them down. It's also important to dispel the idea that a particular tool is required to achieve the goal.
So what funnel would you like to see a breakdown of next? Just leave a comment below and I'll add it to the queue!