eCommerce Sales Funnel Best Practices

While general best practices exist, each industry has its own unique customer journey. Tailoring the funnel to meet these expectations is key. Here, we explore general funnel strategies along with industry-specific tips for beauty, supplements, and men’s apparel.

General Funnel Best Practices

Here are a few tactics any brand can use to build an effective funnel:

1. Repurpose Ad Content
   Use existing ad content to quickly launch funnels. Instead of sending multiple ads to the same destination, repurpose them into unique funnels tailored to the ad’s message. Once you find what works, create assets specifically for your funnels.
2. Build Persona-Specific Funnels
   Tailor funnels to different personas like young professionals, parents, or athletes. Use relevant visuals, content, products, and reviews that speak directly to each group’s needs.
3. Build Value-Prop Specific Funnels
   Create funnels that focus on the unique value highlighted in your ads. Instead of generic product pages, align your funnel with the specific benefit you’re promoting to ensure a more targeted customer journey.

Beauty: Personalization and Influencer Engagement

Beauty funnels focus on leveraging user-generated content (UGC) and simplifying product discovery with tailored experiences.

1. Shoppable Influencer Funnels
   Goal: Build trust and capture attention.
   Use influencer “Get Ready With Me” (GRWM) videos to showcase products. Create a co-branded funnel with the influencer’s profile and the exact items featured in the video for easy shopping.
2. Shade/Variant Finder Funnels
   Goal: Simplify decision-making.
   For products with multiple shades or variants, use virtual tools like FERMÀT to display and compare options. Make it easy to visualize differences and suggest upsells.
3. Educational Advertorial Funnel
   Goal: Address customer concerns.
   Create advertorial funnels that address specific skincare needs (e.g., anti-aging or sensitivity). Include testimonials, clinical data, and tips to boost confidence in the product.

Supplements: Problem-Solution Focused Funnels

Supplement funnels focus on matching ads and funnels to specific customer needs and benefits.

1. Key Value Prop Funnels
   Goal: Address customer pain points.
   Design funnels around specific benefits like energy or focus. Structure ads and funnels to highlight individual benefits, ensuring the customer’s needs are met from click to checkout.
2. Persona Testimonial Funnels
   Goal: Build credibility and relatability.
   Show real users sharing their results through UGC. Start with a short testimonial ad and lead to a longer story with before-and-after photos or quotes to build trust.
3. Personalized Routine Bundles
   Goal: Encourage larger purchases and support habits.
   Create bundles like “Sarah’s Energy Essentials” that offer complementary products for a complete health routine, encouraging shoppers to buy more for better results.

Men’s Apparel: Simplified Product Pages

Men’s apparel funnels focus on simplifying product discovery and targeting specific audiences like wives and girlfriends without compromising the brand’s masculinity.

1. Wives and Girlfriends Video Funnel
   Goal: Highlight benefits for a significant other.
   Use videos of women interacting with their partner in the products to showcase fit, function, and perception. The funnel can be more feminine than the main site, since it operates separately.
2. Variant-Specific Product Pages
   Goal: Simplify the buying experience.
   For products with multiple colors or sizes, default to a popular option and allow easy exploration of other variants. This reduces decision fatigue and helps customers quickly find what they want.
3. Quick Reorder Funnel
   Goal: Encourage repeat purchases.
   For items frequently bought in bulk or on a regular basis, offer a quick reorder option. This funnel targets customers who are already familiar with the product, allowing them to quickly restock with minimal effort.

In conclusion, crafting tailored funnels for beauty, supplements, and men’s apparel can significantly enhance customer experiences and drive conversions. By focusing on personalization, addressing specific needs, and simplifying the shopping process, brands can create more relevant, impactful journeys for their audiences. Whether leveraging influencer trust, highlighting key product benefits, or offering seamless shopping experiences, these strategies help build stronger connections with customers and increase sales potential.