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Sales Funnel Design Best Practices (Proven & Tested)

A sales funnel a visual representation of a customer’s journey as they move from being aware of a product or service to making a purchase. It’s a crucial element of any business’s marketing strategy, as it helps to guide potential customers through the decision-making process and convert them into paying customers.

Here are some best practices for designing an effective sales funnel:

Clearly define your target audience:

The first step in designing a sales funnel is identifying your target audience. This will help you tailor your marketing efforts and messaging to appeal to your ideal customer’s specific needs and wants.

Map out the customer journey: 

Think about the different stages a customer goes through as they move from awareness to purchase. These stages could include discovering your product, researching it, considering it, and finally deciding to buy.

Identify critical touchpoints: 

At each stage of the customer journey, specific vital touchpoints can influence a customer’s decision to move forward or drop out of the funnel. Identify these touchpoints and optimize them to encourage customers to continue their journey.

Use relevant and compelling messaging:

The messaging you use at each stage of the funnel should be tailored to the needs and concerns of customers at that stage. It should be relevant and compelling and address any objections or concerns they may have.

A/B test your funnel:

It’s essential to continuously test and optimize your sales funnel to ensure it’s as effective as possible. A/B testing allows you to compare different versions of your funnel to see which performs better, so you can make informed decisions about what works and what doesn’t.

Make it mobile-friendly: 

With more and more people using their smartphones to browse the internet, it’s essential to ensure that your sales funnel is mobile-friendly. This means it should be easy to navigate and use on a small screen and load quickly on mobile devices.

Copywriting formulas for sales funnel copywriting:

Here are some copywriting formulas that can be useful when writing copy for a sales funnel:

Problem-Agitation-Solution (PAS):

This formula helps you to identify and address a problem that your target audience is facing, agitate the situation to create a sense of urgency, and then offer a solution in the form of your product or service.

For example: “Are You Tired of Constantly Running Out of Storage Space on Your Phone? Do you worry about losing important photos and documents? Our cloud storage service offers unlimited storage and automatic backup, so you can finally say goodbye to storage stress.”


The abbreviation of AIDA is Attention, Interest, Desire, and Action. It’s designed to grab your audience’s attention, build interest in your product or service, create a desire for it, and then encourage action in the form of a purchase.

For example: “Are you ready to upgrade your home entertainment system? Our new 4K TV offers stunning picture quality, Dolby Atmos sound, and smart features. Plus, we’re offering a special discount on all orders for a limited time. Don’t miss out – order yours now!”


This formula highlights three key features or benefits of your product or service, two testimonials or case studies, and a call to action. It’s a simple and effective way to showcase the value of your offering and build trust with your audience.

For example: “Our software saves companies time and money by automating tedious tasks. The software is easy to use, and the interface is user-friendly. Here’s what our customers are saying: ‘We’ve seen a 50% increase in productivity since implementing this software,’ and ‘Our team loves the time-saving features.’ Try it out and see the difference it can make – sign up for a free trial today.”

Using these formulas during your sales funnel design, you will craft a compelling copy that resonates with your target audience and effectively guides them through the sales funnel.

Read the Article: Sales Funnel Strategy for Startups

Downsell and upsell best practices 

Down selling offers a cheaper or lower-priced alternative to a customer who has shown interest in a product or service but has yet to be ready to purchase. Upselling, on the other hand, is the process of offering a more expensive or higher-priced product or service to a customer who has already made a purchase. Both down selling and upselling can be effective ways to increase sales and revenue, but there are a few best practices to keep in mind to ensure that they are successful:

Offer genuine value: 

The most important thing is ensuring that the product or service you offer adds value to the customer’s experience. If it’s just a cheaper or more expensive version of what they were already considering, it’s unlikely to be compelling enough to sway their decision.

Be relevant: 

The product or service you offer should be relevant to the customer’s needs and interests. If it’s not a good fit for them, it’s unlikely to be successful.

Use personalized language: 

Personalized language can be more effective than generic language regarding down selling and upselling. Use the customer’s name, mention their specific interests or needs, and tailor your messaging to them.

Use scarcity or urgency:

Creating a sense of lack or urgency can be a powerful motivator. For example, if you are upselling a limited edition product, you might mention that only a few are left in stock. If you are down-selling, you might say that the cheaper alternative is only available for a limited time.

Be transparent: 

It’s essential to be transparent about your products or services. Don’t try to hide that you are down selling or upselling – be upfront about what you are offering and why it’s a good fit for the customer.

By following these best practices in your sales funnel design process, you can effectively down-sell and upsell to your customers in a way that adds value and increases sales.

Main landing page layout best practices 

A landing page can be a web page that is created for marketing or advertising campaigns.  The sales funnel is basically a collection of interconnected landing pages. A landing page’s goal is to convert visitors into leads or customers. Here are some best practices for designing the layout of a main landing page:

Please keep it simple:

A cluttered or complicated layout can overwhelm visitors and decrease the chances of conversion. Instead, aim for a clean, straightforward design that communicates your value proposition and call to action.

Use a clear and compelling headline: 

The headline is the first thing visitors will see, so it’s essential to make it attention-grabbing and relevant. It should communicate the main benefit of your product or service.

Use visually appealing images: 

High-quality images and graphics can help to engage visitors and communicate your value proposition more effectively. Use images that are on-brand and relevant.

Use bullet points or short paragraphs: 

Text that is long and unreadable can be intimidating. Instead, use bullet points or short paragraphs to break up the content and make it more manageable.

Use whitespace effectively: 

Whitespace, or negative space, is the space around and between elements on the page. It helps to make the page more visually appealing and easier to navigate.

Place the call to action above the fold: The call to action (CTA) is the button or link you want visitors to click to take the desired action, whether it’s filling out a form or making a purchase. It’s essential to place the CTA above the fold or the point on the page where visitors need to scroll down to see more content. This makes it more likely that visitors will see it and be encouraged to take action.

Following these best practices, you can create a main landing page that converts visitors into leads or customers.

Conclusion for Sales Funnel Design Best Practices

In conclusion, a sales funnel a crucial element of any business’s marketing strategy. It helps to guide potential customers through the decision-making process and convert them into paying customers. By following the above-mentioned sales funnel design best practices, such as clearly defining your target audience, mapping out the customer journey, identifying key touchpoints, using relevant and compelling messaging, A/B testing, and making it mobile-friendly, you can design a sales funnel that effectively converts visitors into customers. Copywriting formulas such as PAS, AIDA, and 3-2-1 can help you craft compelling copy that resonates with your target audience and guides them through the funnel. Down-selling and upselling can also be effective ways to increase sales and revenue. Still, offering genuine value, being relevant, using personalized language, creating a sense of scarcity or urgency, and being transparent is essential. Finally, a main landing page should have a simple, visually appealing layout with a clear and compelling headline, relevant images, easy-to-read content, effective use of whitespace, and a call to action placed above the fold. By following these best practices, you can create a successful sales funnel that drives conversions and grows your business.

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