Marketero · Entrevistas
Ep. 319: Sales Funnels - Do We Need Them or Not?
23 ideas de marketing sacadas de «Ep. 319: Sales Funnels - Do We Need Them or Not?», de Perpetual Traffic. Sobre todo de conversión, medición y…
- 23 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 43 min
- Publicada en 2023
Ver la entrevista entera en YouTube
De qué habla
Las 23 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 23 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Oferta y precioEn comercio electrónico, el producto inicial (front-end) debe utilizarse principalmente como oferta irresistible para captar al cliente y liquidar el costo de adquisición de tráfico publicitario, trasladando la rentabilidad real del negocio hacia order bumps en el carrito y ofertas únicas post-compra (upsells/OTOs).
other sorts of things so the front end offer was so irresistible that's how they actually acquired customers for the real business which was candles and candle making equipment on the back end they kind of do to increase increase their average order value they're a hybrid they sell that up front and then on the back end there is two different upsells for two different products which are sort of add-ons to the original can increase average order value by because I think every e-commerce store on the planet should have order bumps the majority of the profitability that they were creating for…
Escúchalo en el minuto 35:21
Estructurar landing pages largas invirtiendo la jerarquía del embudo según el scroll
ConversiónEn páginas de aterrizaje largas, coloca la oferta de fondo de embudo (BOFU, como comprar o agendar) en la parte superior. Si el usuario sigue bajando sin convertir, presenta ofertas de medio de embudo (MOFU, como calculadoras o comparativas) y reserva para el final de la página o el exit-intent las ofertas de inicio de embudo (TOFU, como PDFs o webinars).
one of the things that we do with clients is as somebody travels down a page and I really love long form landing pages incidentally as someone travels down the page we travel up the sales funnel so when you're at the top of my page you have a bottom of the funnel offer you know it's it's buy now convert schedule whatever uh and then as you travel down the page the assumption is well you haven't opted in so whatever I was offering you is of interest and then we start to move you know let's say uh middle of the funnel which might be like a calculator or something that that helps you begin to to…
Escúchalo en el minuto 11:01
Mensaje y copywritingPara convertir tráfico frío sin depender de un embudo complejo, los anuncios en video de formato largo (de 2 a 6 minutos) deben primero educar a la audiencia sobre un problema o ingredientes específicos y luego presentar la oferta como la conclusión lógica para solucionar dicho problema.
the teach and Pitch formula where we would actually teach the the cold traffic audience something specific about health something specific about these specific ingredients in the product and then make the pitch at the end like The Logical conclusion yeah you this this whole uh product but or you could get it here so click the link and those longer form to three minute I think the first one we ran was like five six minutes converted like crazy right out of the gate because they did so much of the heavy lifting you didn't need a
Escúchalo en el minuto 30:05
ConversiónEl paradigma del embudo no debe entenderse únicamente como una secuencia rígida de páginas web, sino como la progresión estratégica donde, tras realizar una acción A, se guía al usuario hacia la acción B utilizando anuncios de remarketing, email, SMS y la conversación del equipo de ventas.
think though that the funnel Paradigm needs to be carried through in all forms of marketing it just doesn't need to be this page and this page then this page instead what what you know marketers and advertisers should be thinking about is once my customer has taken this action whatever it is action a then I want them to take action B and you build that sequence into uh your page of course but also your remarketing ads also your email follow-up also your SMS follow-up also your sales people's narrative and conversation and if you can take the funnel Paradigm out of the tech and put it more…
Escúchalo en el minuto 21:51
Estrategia de contenidosCuando un producto es innovador o su valor no resulta evidente a simple vista, los anuncios estáticos de catálogo no convierten. Se requiere contenido en video explicativo corto (1 a 2 minutos) en el feed que demuestre el mecanismo, cómo se instala, su facilidad de uso y sus medidas de seguridad para cerrar la brecha de comprensión del comprador.
company is that it like if you've got a cases there has to be some explanation of it if it's something that's new and novel and different you need to explain is is it needs some explanation like nobody knew what this thing was like if you just showed a video if you just showed an image of it and say hey go buy this thing unless you actually explained it took a minute or two to go through sort of like this is how it works this is how you install it this is how it sort of opens up this is how it locks this is how it's safe you know against your kids this is how easily it is easy it is to access…
Escúchalo en el minuto 35:48
Cuándo usar embudos rígidos frente a experiencias web autodirigidas
ConversiónLos embudos secuenciales rígidos (squeeze pages y flujos lineales) son efectivos para compras por impulso y conversiones rápidas de bajo compromiso; sin embargo, en servicios de ciclo largo, SaaS o productos de gama alta, el cliente requiere múltiples puntos de contacto y prefiere una presencia web abierta que le permita investigar y avanzar a su propio ritmo.
um SAS and those engagements when uh it takes time and it takes multiple and you want them to kind of self-direct and a funnel doesn't allow for that a I I just don't think that our customers like to be squeezed when they're shopping for especially higher end services so the way that I I'd build the fork in the road is if you have something that's an Impulse something that can get a quick easy opt-in then a funnel starts to make sense but if you've if you have something that's but longer sales cycle maybe higher end product or service I think you need a more robust web presence that someone…
Escúchalo en el minuto 7:05
Medición y experimentosEn plataformas publicitarias de interrupción (no basadas en intención), tras las restricciones de seguimiento de iOS 14, resulta más conveniente forzar una conversión/opt-in rápida aunque se diluya ligeramente la calidad del lead, ya que permite recolectar datos tempranos para el algoritmo y evitar perder el rastro del usuario antes de remarketearlo.
especially now in the iOS World we'll take more data and potentially lower quality leads because it's more data for the algorithm it's more data that we might be missing from some of the iOS 14 with the iOS 14 update we lose the ability to build the audience remarket multi-touch multivariant so if somebody hasn't opted in then they might be lost to you so that lends itself to saying I need to get you to convert faster even at the risk of diluting lead quality so and that's iOS 14 absolutely lends itself into forcing early opt-ins
Escúchalo en el minuto 15:08
Venta y persuasión previa al clic en el anuncio de video frente a embudos complejos
Mensaje y copywritingEn lugar de depender de embudos complejos con múltiples ventas ascendentes y cruzadas, los ecommerce con productos diferenciados pueden generar conversiones directas educando y persuadiendo intensamente dentro del propio anuncio de video en el feed.
had to give a lot of as a as an ad guy you had to give a lot of information a lot of selling pre-funnel for the e-commerce side of the equation to really work so what we find is with straight e-com brands that don't have funnels you do have to have a product that has a very specific benefit versus the rest of the we could do this front facing ad especially video ad using their spokesperson we could sell a hell of a over to this new way of thinking which is sell it in the news feed talk about your product convince them we originally
Escúchalo en el minuto 28:12
El order bump como palanca para aumentar el valor medio del pedido y financiar la adquisición
ConversiónIncorporar un order bump en el proceso de pago incrementa el valor medio del pedido (AOV), aportando un margen de beneficio incremental decisivo para poder pagar más por la adquisición de clientes en plataformas publicitarias competitivas.
an order bump part of a funnel I would say yes it is because there's some thought to increasing average order value at least it's one it's one tactic that you can use because at the end of the day like a sales funnel is to convince as well as to enhance average order value so you can or are willing to pay more for a customer especially in an know that incremental average order value that you get from the order bomb is the profit
Escúchalo en el minuto 40:17
Oferta y precioEn ventas a empresas con alta recurrencia, es viable y rentable asumir un costo de adquisición superior al ticket inicial (como gastar $30 en CPA para vender un producto de prueba de $10) cuando el uso del producto valida la calidad y activa recompras con un LTV de miles de dólares.
client who sells an industrial tape and one roll of tape is 10 bucks and the cost per acquisition I think is 30. so we spend thirty dollars to sell ten dollars worth of tape but it's to um it's to HVAC uh companies who the minute they use the tape and realize oh this actually does what they say it's going to do I think that the lifetime value of a customer is like ten thousand you know into the thousands of dollars so we spend 10 bucks on the front end lose massively but we make huge numbers
Escúchalo en el minuto 34:04
Mensaje y copywritingSi un producto innovador tiene una propuesta de valor que no puede comprenderse en una fracción de segundo, las campañas directas de catálogo o compras rápidas fallarán a menos que se utilice un formato de video largo o un embudo explicativo que demuestre el valor antes de pedir la compra.
we had a client who invented a new type of baby swaddle and when I took this we ran Ecom smart shopping you know inbound in the beginning and died on the vine and it died on the vine because the value proposition was more complex than could be understood in the fraction of a made that's a product that really needed a funnel and that's not a tool that's on explained what it was how it did it you that's what you needed you needed three to five minutes to watch this thing in in play and then you're like oh that's why it's twice as much because it's 10
Escúchalo en el minuto 32:55
Benchmark del 20% al 40%+ de conversión en landing pages de opt-in sin navegación
ConversiónEn páginas de captura (opt-in) ultracortas para tráfico de interrupción, una tasa de conversión inferior al 20% se considera deficiente (la línea mínima de rendimiento), mientras que eliminar la navegación y minimizar campos del formulario permite alcanzar tasas de conversión superiores al 40%.
the more navigation we have typically perspective the lower the conversion know we're looking at conversion rates in some of our landing pages for some of our customers which are Ultra short and not long of 40 plus percent which I would consider a pretty good conversion Mendoza Line for us is like are you in the springtime the point is 20 or less we we're like wait a second that's a horrible conversion rate for a landing the more form feels the the lower the conversion rate but a 20 plus conversion rate is a pretty good one and we in non-intent based advertising that you take out the…
Escúchalo en el minuto 13:18
Presupuesto requerido para optimizar conversiones en Google Display vs. Facebook
Canales de adquisiciónEn campañas de captación outbound/interrupción en Google Display (como venta de infoproductos en páginas únicas), se requiere una inversión de 20.000 a 30.000 dólares al mes para que el algoritmo optimice conversiones eficazmente, debido a que Google exige mucho más volumen de datos que Facebook.
um generally those are info products for us that we're running on Google display the issue with that is you have to spend in just an inordinate amount of money like if you're not spending twenty thirty thousand dollars a month then Google Google doesn't function the way Facebook can Facebook can can conversion optimize much faster Google needs way more data uh for outbound interrupter
Escúchalo en el minuto 23:08
Arquitectura clásica del embudo de conversión secuencial
ConversiónLa estructura estándar de un embudo digital guía al usuario por una secuencia lineal de páginas: captación de datos (opt-in), oferta de bajo precio en la página de agradecimiento, oferta principal y compras adicionales sucesivas (upsells).
sequential number of pages that perhaps get an opt-in first then on this on the thank you page maybe there's a a low priced offer maybe on this page after that then there's sort of the full priced offer and then there might be subsequent offers after that that whole it's a process based upon a software where you come in uh you know for your initial interaction then there's subsequent interactions and upsells all
Escúchalo en el minuto 2:45
Mini embudo con seguimiento offline intensivo para servicios high ticket
ConversiónPara vender servicios de alto valor (como franquicias) mediante marketing de interrupción en redes sociales, un mini embudo consistente en captar atención con video, registrar el lead y activar inmediatamente un seguimiento comercial telefónico/offline intensivo resulta más efectivo que un embudo web complejo de múltiples páginas.
funnel I suppose but all we really want to do is is cap capture their attention on ads video that's engaging talking about you know business opportunities Etc get them to opt in and then it's really it's our customers good follow-up and they have Supreme follow-up in this case because it's obviously it's a sale that they want to be going after like that's a really good example of a service based business with a very high ticket item that can be sold through Interruption marketing with a mini sales funnel
Escúchalo en el minuto 20:29
ConversiónEl tráfico basado en intención (como búsquedas activas) requiere embudos y páginas de aterrizaje más simples y directos, mientras que el marketing de interrupción exige embudos más largos y múltiples puntos de contacto para educar y convencer.
the intent based or the non-intent pace non-intent based advertising platforms entirely it's intent based versus interrupter marketing intent-based seems to need Less in the way of funnels and interrupted marketing seems to need more in the wave funnels most of the
Escúchalo en el minuto 15:30
Canales de adquisiciónEl tráfico basado en intención (como Google Search) suele requerir únicamente una oferta clara y un precio adecuado sin necesidad de un embudo complejo, mientras que el tráfico de interrupción (como anuncios en redes sociales) exige un activo persuasivo potente previo al clic o un precio de entrada suficientemente bajo para justificar la fricción de un embudo.
could it could the argument be made that more intent based marketing more intent based advertising doesn't necessarily need a funnel all you need to do is have an offer and a price point to get the conversion through Google search through our advertising that we run is non-intent based I mean we obviously we but most of it really is Interruption marketing so from our perspective we look at it one of two ways either we have an incredibly great asset that convinces them very handily before they even make do the click which is you know the offer is so low priced there isn't a whole lot of…
Escúchalo en el minuto 8:41
El embudo de ventas no debería ser la opción predeterminada para todo el tráfico
ConversiónLos embudos de conversión secuenciales no constituyen una solución universal ni obligatoria para enviar tráfico; su implementación debe responder a una justificación específica de negocio y no asumirse como la arquitectura por defecto.
I just don't think that they're the ubiquitous truth that marketers have made them out to be like it it's weird because they almost feel like oh you can't drive traffic without a funnel and in my opinion you need an excuse to have a funnel it's not the default
Escúchalo en el minuto 0:09
Medición y experimentosAproximadamente el 50% de todas las campañas de Google Ads fracasan en sus primeros 90 días de prueba.
clients that succeeded statistically 50 of all Google ads campaigns fail in the first 90 days the benefit I have is that they if they fail they fail quickly so
Escúchalo en el minuto 26:06
Combinación de secuencias de video y tráfico de intención/interrupción para escalar ofertas de alto ticket
Canales de adquisiciónPara escalar productos o servicios de alto precio (high-ticket), es conveniente estructurar un embudo multietapa que combine secuencias de video iniciales con campañas publicitarias híbridas de intención e interrupción (como YouTube y Google).
sort of stuff you know multiple video sequences to a high priced offer we funnel and um we just find that that an interruption marketing it's like it's it is more of a necessity than a luxury but if you do combine some of those front-end video assets especially with a sales funnel it's a really good combination and then you layer in the right type of intent based advertising on top of that be that Google be that YouTube which is intent and Interruption sort of a combination of the two it's a great way to scale and grow a business
Escúchalo en el minuto 42:07
Impactos necesarios antes de una conversión en servicios profesionales mediante interrupción
Medición y experimentosEn campañas de servicios profesionales bajo marketing de interrupción, el ciclo previo a la primera conversión suele requerir aproximadamente 31 impresiones, de 2 a 3 clics y de 3 a 5 visitas de página antes de generar interacción real.
gate uh the the data point that we share with clients is 31 Impressions before a conversion and that probably means two to three Clicks in three to five pages um and and then we start to see um professional like Professional Services are a good example because
Escúchalo en el minuto 17:39
Medición y experimentosLas cuentas de comercio electrónico exitosas que utilizan Smart Shopping alcanzan retornos del gasto publicitario (ROAS) situados entre el 300% y el 15.000%.
all using smart shopping to the tune of anywhere between you know three hundred and fifteen thousand percent return on ad spend
Escúchalo en el minuto 25:57
Facturación de ClickFunnels mediante bootstrapping
Estrategia y decisiones de negocioClickFunnels alcanzó una escala de aproximadamente 100 millones de dólares en facturación operando como una empresa completamente autofinanciada (bootstrapped), sin requerir inversión de capital de riesgo.
ended up becoming a very successful organization 100 million dollars I believe in sales I don't think they ever like took anything like that self-started he talks about that uh often yeah they're they're bootstrapped and good for him I mean who
Escúchalo en el minuto 4:05
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.