17 Best Sales Funnel Examples In 2019 To Help You Convert More Customers

Source: https://www.autogrow.co/17-best-sales-funnel-examples/

Remember that special someone you all of a sudden started noticing when you were a teenager? (hey, don’t blush!).

Not long ago they might’ve been that annoying person from your classroom who you used to ignore or maybe you couldn’t stand. 

But then, something happenedyou don’t know what it was or what caused it but something inside of you changed. Suddenly that person you used to ignore or poke with a pencil became someone you simply couldn’t get out of your mind.

“How did I get so aware of their presence?”you started wondering.

Well, you started realizing that they had some qualities you liked: they were friendly, they made you laugh… or they just had a great car ;). So you started showing interest and tried to make some moves to woo them.

Then you started dating them and things seemed to get more “serious”. So it was time for you to make some decisions.

“Do I want to make this exclusive? Should we move in together after graduation? Do I want us to be husband and wife?”—hell yeah! (or not, whatever!)—it was simply time to take ACTION.

And what happened next? Well, only you know the rest of that story. Your story. And in that same vein, you should also know the story behind your business.

How come? Well, the story of building your business’ sales funnel is like the story of building a relationship. 

Let me explain. Sales funnels are a series of steps designed to guide visitors toward a buying decision. And in this process, awareness, interest, decision, and action all play a critical role. It’s all about engaging visitors and getting them to click or opt in to your free offers. You just need to figure out how.  

The same way readers follow Vogue and Cosmopolitan magazine’s tips and examples on how to get better at a relationship, I’m sure AutoGrow’s readers (YOU) will love to learn how to improve their sales funnels.

That’s why today, I’m sharing 17 examples of the best, highest-converting funnels on the web right now. From huge companies like Netflix to smaller brands like Crazy Egg and Mixergy, these examples cover all the bases and I’m confident they will help you learn how to convert even more customers.

SALES FUNNEL EXAMPLE 1 — NETFLIX

Netflix

Netflix is the most used paid subscriber video streaming service that allows its members to watch a wide variety of award-winning movies, TV shows, documentaries, and more on millions of internet-connected devices. 

Research from Statista shows that in July 2018, Netflix had 72.9 million monthly users. 

Their site is very simple too. There’s not a lot of confusing copy and you know exactly what you’re getting. They change their background image based on what movies and shows are being promoted. 

They also offer a risk reversal where you can cancel any time and not be locked into a contract. 

Steps In The Sales Funnel

  1. Homepage: their homepage clearly explains their risk-free trial with a progress bar/timeline design. They state that there’s no commitment with the free trial and you can cancel anytime. They emphasize the risk reversal because Netflix is a recurring charge. 
  2. Pricing Page: you can scroll right down to the FAQ section and find the pricing info. 

By default, Netflix selects the Premium plan for you (which is a very smart move). You can downgrade if you want though.

Why The Sales Funnel Works

You have multiple payment options: gift card, credit card, and PayPal. All major credit cards are accepted. You can also go back and edit the information so you’re not locked in. There’s an emphasis on security which is great because people are naturally risk-averse.

Netflix is simple. It’s very focused on the end consumer. And they answer consumer questions cleanly and clearly with the least amount of text needed.

What Makes It Unique

Netflix can rely on the power of its brand. Everyone knows Netflix.

You can also contact them by phone. Not a lot of web-based companies share their phone number. This just builds trust even further.

SALES FUNNEL EXAMPLE 2 – HBO

HBO

HBO’s website is very clear. On their homepage they feature some of their latest shows. 

Steps In The Sales Funnel

  1. Homepage: a clear CTA button is displayed in the navigation inviting people to sign up for their free trial.
  2. Free Trial Sign-Up: after clicking on the “Start Your Free Trial” button, you are immediately redirected to a 2-step checkout form where you need to add your credit card information.

 

 

Why The Sales Funnel Works

HBO’s funnel works because their brand is pretty powerful. They don’t really need a lot of copy involved. Everyone knows HBO. In fact, research by Statista says that in 2018, HBO’s subscription revenue amounted to 3.2 billion U.S. dollars, and Warner Media says HBO has 140 million subscribers globally now. HBO’s funnel works also because the home page explains it all. There is really nothing left for a customer to click except to sign up for a free trial or to log in to their account,

SALES FUNNEL EXAMPLE 3 – AUTOGROW.CO

AutoGrow.co

As you may already know, we are offering a Done-For-You Sales Funnel Service for clients who want AutoGrow to custom-craft a funnel that will automate their B2B lead gen, get them better quality prospects, and let them own a sales pipeline packed full of clients.

And here is what our funnel looks like. 

Steps In The Sales Funnel

  1. Traffic: organic traffic and referrals from AutoGrow’s weekly newsletters and articles.
  2. Homepage: the main call to action on the homepage is to watch the demo video for the Done-For-You service and then book a consultation. Our newsletters, articles, and products’ page all lead back to our homepage. 
  3. Pricing: we used to have a pricing page exclusively for each of the service’s packages but not so long ago we started featuring them on the homepage instead for greater visibility. Also, each product’s page has its own pricing.

Why it Works

We have very clear copy in all of our pages. We display all the products’ information, features, and guarantees for all of the products and packages we offer too.

SALES FUNNEL EXAMPLE 4 – YOUTUBE

Youtube

Youtube has turned passive users into active producers of content. Nowadays, a user’s experience is completely different. It is more interactive. Youtube allows users to store and share personal videos which can then be linked to, searched, and rated. Their popularity is huge. 

Steps In The Sales Funnel

  1. Homepage: the main CTA button on the homepage is to subscribe.
  2. Free Trial Sign-Up: the free trial page has a lot of social proof presence and the price for the monthly subscription after the free trial ends. 

 What Makes It Unique

The fact that Youtube is the second most trafficked website and the second largest search engine in the world (according to HubSpot) proves that their funnel simply works. And it works because search engines have the highest conversion rates according to Forbes. Youtube is available for everyone (you can watch videos for free) and you can actually use it as a marketing tool.

SALES FUNNEL EXAMPLE 5 – BASECAMP

Basecamp

Basecamp helps you manage all your company’s projects, work, and communications in one place. They continually test new designs. The copy focuses a lot on problems they can solve. 

Basecamp also feels very personal. They emphasize social proof and they present it in a unique way.

Steps In The Sales Funnel

  1. Traffic: blog, PR, organic search.
  2. Homepage: in addition to the social proof, they show their product “in action”. They put a face on their logo for an emotional tie-in.
  3. 30-day free trial sign-up: Basecamp is free to try. For visitors’ peace of mind you don’t have to fill in your credit card information initially when you sign up. They keep their pricing info super simple and clear.

Why It Works

Its “new” design emphasizes testimonials. They’re promoting how it’s free to sign up, and let’s face it, who doesn’t love free stuff?

What Makes It Unique

Every company wants to solve problems for their customers. They speak to customers on a very natural, real level.

Where It Could Be Better

I think that adding pictures of real people might make the user experience even more personal. People love seeing faces, especially in testimonials. In fact, according to one case analyzed in the Proven Sales Conversion Pack, adding real images to your website can improve subscription rates by 34.7%.

SALES FUNNEL EXAMPLE 6 PLANSCOPE.IO

Planscope 

Planscope helps you gain total control of your agency, get your team and clients on the same page, earn more contracts, and find out how you can create a better business. Their site is quite straightforward. 

Steps In The Sales Funnel

  1. Traffic: email newsletter and blog.
  2. Homepage: the homepage is nicely designed. You can see what the software looks like right on the page in the welcome video.
  3. Pricing Page: the pricing page with the pricing table is super simple. There are four different tiers: freelancer, small team, consultancy, and agency. You get a 14-day free trial for the tier of your choice.

Why It Works

One of the things why Planscope works so well is because they require a credit card. There are no tire-kickers and people who sign up are highly qualified.

What Makes It Unique

Andrew Brennan’s welcome video is quite unique. It’s instructional and helpful. This personal touch is a great way to end Planscope’s sales funnel.

SALES FUNNEL EXAMPLE 7 – HARVEST

Harvest

The main CTA on Harvest’s homepage is to start their 30-day free trial. 

Steps In The Sales Funnel

  1. Homepage: their homepage has several clear CTAs across the page, some product explanations, and a few testimonials. 
  2. Free Trial Sign-up: after clicking on the free trial CTA button, there is a free trial sign-up form displayed.

Why It Works And What Makes It Unique

Nice and simple design is at the forefront here. They offer detailed testimonials as part of their social proof too. These are real case studies of Harvest in action. These companies get some free publicity and help Harvest look better.

While this is a solid funnel, I think Harvest could improve its pricing page. In another case analyzed in the Proven Sales Conversion Pack, a study says that pricing page optimization can cause 76% more visits to the free trial page.

SALES FUNNEL EXAMPLE 8 – CRAZYEGG.COM

Crazy Egg

Crazy Egg’s sales funnel is huge. They have a great blog with high-quality content. Their sales funnel actually starts at their blog. This means most of their traffic is coming from inbound sources like Google.

They have a clear call to action (CTA) at the bottom of their blog posts to drive customers into their email list.

Steps In The Sales Funnel

  1. Traffic: from referrals, organic, blog, and ads. They display a pop-up at the bottom of their blog posts and homepage for a free 30-day trial. If you sign up for the free trial, you will be redirected to the pricing page. And if you sign up for their email list, you will actually remain on the Crazy Egg’s blog page afterwards, keeping you engaging with even more content.

They also link directly to their homepage (except the pricing page) at the top of every page.

  1. Homepage: they require you to add your website URL.
  2. Pricing: when visiting the pricing page, all packages are displayed and the 30-day free trial plan too.
  3. Checkout form: The pricing page has a similar aesthetic to the rest of the site.

The checkout page has light copy with emphasis on social proof. The language is simple, no jargon.

After you select your pricing plan, the final step is to add billing information. Crazy Egg assures you on the checkout page that you won’t be charged within the first 30 days because of their free trial.

Why It Works And What Makes It Unique

According to Neil Patel, Crazy Egg has consistently doubled its conversions and revenue year over year.

The focus of the funnel’s design is on simplicity. There’s not a lot of copy. Instead, there’s a focus on strong visuals.

In the past, their landing pages’ design was much heavier on the copy and in explaining the benefits of the service.

Instead of bombarding the customer with information, Crazy Egg keeps the info light. However, the copy is clear so customers know what they’re getting before they submit their email address.

SALES FUNNEL EXAMPLE 9 – PERFECT AUDIENCE

Perfect Audience

Perfect Audience has tweaked its design somewhat since we last wrote. Their pricing page is rather hidden, though. Let’s check out their sales funnel to learn more.

Steps In The Sales Funnel

  1. Homepage: if you’ve visited their website in the past, you’ll be retargeted and encouraged to come back to the site to complete your unfinished registration.
  2. Free Trial Sign-up Form: when clicking on any of the CTAs inviting the prospects to start the free trial, they will be redirected to a sign-up form.

Why It Works

Overall, their design is pretty nice, they have good presence of social proof, and they even include case studies. But their pricing page is buried. You have to scroll down to the footer to get an idea of the prices. Customers are always wondering how much a service costs so Perfect Audience should be clearer about that.

SALES FUNNEL EXAMPLE 10 – GRASSHOPPER

Grasshopper

Grasshopper is a virtual phone system that helps small business owners to have a phone number for their company. This can be used on existing landlines or cell phones.

Steps In The Sales Funnel

  1. Traffic: from PR, blog, and ads.
  2. Homepage: the copy is clear. They offer a 30-day money-back guarantee. Their services are explained in an inviting, 2-minute YouTube video and also clearly listed in bullet points.
  3. Pricing Page: the pricing page is clear. Products are compared with each other in terms of pricing and features. Also, the free trial plan is also displayed on the page below each  package.

  1. Sign-up Form: first, you have to choose a phone number to register with Grasshopper. You can get a local number and a toll-free number. The next page gives that number text message access. Finally, you’re brought to the billing page. 

Why It Works

Grasshopper has made some design changes, color combinations, and they tested other elements that actually improved its website. They even cut down on their sales funnel so it converted better.

What they’re doing is clearly working. Even years later they haven’t changed their site much.

What Makes It Unique

Grasshopper’s logo and brand character (a grasshopper, of course) are still worth noting. Their product is easy to use. They continue to stick with a design that speaks to the simplicity of the product.

Where It Could Be Better

They could still appeal to their audience better. Maybe posing a question like “How many customers are you missing out on because you don’t have a professional phone number and phone system connected to your business?”

SALES FUNNEL EXAMPLE 11 – MIXERGY.COM

Mixergy

Mixergy sells interviews and courses featuring top entrepreneurs. Their funnel starts right away with a CTA offering access to interviews in exchange for an email address. You can then add your information and get an email link for a video.

Now that Mixergy has your contact information, they can message you and try to move you into their premium section.

Steps In The Sales Funnel

  1. Traffic: email list, organic, social media, referrals. You might also find Mixergy through Google or you might come to the site and just browse around.
  2. Homepage: the homepage has multiple CTAs and they promote some of their most recent interviews and master classes.
  3. Premium Content: they ask their site visitors to sign up for Mixergy’s premium content. This content is restricted to members only.

  1. Pricing Page: there are two pricing options: one for a monthly membership and one for an annual membership. 

You get to the checkout form in just one click and a pop-up payment form is displayed.

Why It Works

Mixergy’s funnel works because they’re getting contact information. They’re giving you access to all of their content but they’re charging you for it. There are areas of the site only members can access. There’s a little bit of mental friction there.

If you try to opt in with the same information to get another video, they ask you to sign up again. As I said, that creates some friction. Yes, you can enter a fake email, but, if you believe in the quality of the content (and it is really good content, Andrew is one of the best interviewers on the Internet actually), you won’t.

What Makes It Unique

Andrew Warner is like the Napoleon Hill of our time. He is excellent at interviewing entrepreneurs and helping them tell their stories in his interviews.  

Where It Could Be Better

The payment form still needs some touching up. Maybe adding security and credit card logos. I also think Mixergy could appeal to a bigger audience with different pricing packages.

SALES FUNNEL EXAMPLE 12 – MAILCHIMP

MailChimp

MailChimp is a freemium email marketing tool. Similar to Wufoo, they offer a free plan. They actually grew their business significantly when they decided to go freemium. They did so by adding at the bottom of every email “Powered by MailChimp”. Every customer email sent helped to spread the word. It created a kind of viral loop.

Steps In The Sales Funnel

  1. Traffic: organic, direct from emails, blog, and word of mouth.
  2. Homepage: their homepage is the first step of their sales funnel. Their branding line is aspirational marketing. It’s about identity, freedom, and self-expression—ideas that are bigger than a product. It’s likely that this method converts better and is more persuasive. These companies are established, and through A/B testing are embracing these aspirational marketing ideas.
  3. Pricing/Features Page: on MailChimp’s pricing page, the focus is on getting you signed up for free, with an email, username, and password. They want to get you up and running and start using the product as soon as possible. They hope you will help them market themselves by using their products and spreading MailChimp further. 

Why It Works

One of the best features they have is advertising how many millions of people are using their service. It’s a great example of social proof on their terms.

What Makes It Unique

The interactive pricing page for calculating a prospect’s price is awesome. I think it’s definitely unique. When you put in how many subscribers you have, it will instantly quote you the exact price. The simplicity of the pricing is also good. It’s really based on how many email subscribers you have.

The aspirational marketing stands out on the homepage. MailChimp really doesn’t talk at all about sending emails. It’s more about getting you in the door to use the product. They actually barely mention the fact that email marketing with their services can grow your business. They don’t focus on results like getting more sales or leads.

SALES FUNNEL EXAMPLE 13 – LEADPAGES.NET

Leadpages

As a landing page builder, Leadpages is showing you the product right upfront. 

You can see how the product works right on the page in a 5-minute video. They show you how the product works and how easy it is to use. They also have a very popular blog, which is where their sales funnel starts.

Steps In The Sales Funnel

  1. Homepage: Leadpages’ CTA to start their free trial is found across their entire website. 
  2. Pricing Page: the pricing page is very clear. All packages are compared to each other. As a matter of fact, in this case from the 313 analyzed in the Proven Sales Conversion Pack, providing price comparison on a landing page can increase conversion rate by 10%

Why It Works

They put a heavy emphasis on their funnel for annual sign-ups. There are steep discounts offered if you sign up for the whole year instead of just monthly.

SALES FUNNEL EXAMPLE 14 – DRIFT

Drift

Drift offers live-chatting on your website. They also have some other helpful tools. They have a pretty good blog that links to their homepage. 

Steps In The Sales Funnel

  1. Traffic: blog, referrals, organic, affiliates.
  2. Homepage: the homepage is incredibly simple. The background is plain white and there is one image of a real person. There’s a sign-up sheet in the hero section and at the bottom of the page.
  3. Pricing Page: the pricing page is interactive. You can use a slider to add or remove more features.

Why The Sales Funnel Works

Drift’s sales funnel is effective because of its easy, direct path to setup. They only ask for your email address to start using the service. Once you sign up, you can use the service right away. The free version doesn’t include as much as the paid version, however, you can use it for free as long as you’d like.

Plenty of companies do free trials, but few offer totally free services. For some smaller companies, they might never need to pay for Drift. Others may try the free version and decide to pay for more features, moving further down the funnel.

SALES FUNNEL EXAMPLE 15 – WUFOO

Wufoo

Wufoo is not too heavy on the design. If anything, it feels a bit light. They have de-emphasized the dinosaur and cartoonish aspects. I think that has been a negative move because it’s sapped the personality from the site. Using the site is pretty simple and straightforward. 

Steps In The Sales Funnel

  1. Traffic: blogs, referrals, organic, affiliates.
  2. Homepage: their homepage is very simple with few colors and illustrations. 
  3. Pricing Page: Wufoo’s pricing page is very simple and clear. There are four pricing options to choose from.
  4. Free Sign-up: signing up is simple. You just need to create a username and password. Once you get in and start using their tools, you’ll have to upgrade. The free account limits the number of forms you can use. When you hit that limit, you’re instructed to upgrade. Otherwise, your account won’t work.

Why It Works

It works because the copy is clear. There is some unique branding as far as the logo and subtle dinosaur elements. In their introductory video, they’re showing you exactly what the application looks like, as if in a demo.

The language in the copy is also informal and casual. This makes the reading experience, a pleasant one. There’s lots of social proof from well-known brands that everyone is familiar with. 

SALES FUNNEL EXAMPLE 16 — MOZ

Moz

Moz’s site is simple. Using words like “SERP” on their homepage makes it a bit hard to digest. Less advanced users might not immediately know what SERPs are.

Steps In The Sales Funnel

  1. Traffic: organic, direct from emails, blog, word of mouth.
  2. Homepage: they’re not afraid to go heavy on the copy. Their products are broken down into two audiences: ones who want a DIY solution (like a local business with more than one location), and marketers. They also have good social proof on their homepage.
  3. Pricing Page: if you sign up for the free trial, you have to add your credit card information. And you’re charged monthly.

Why It Works

Moz is great at using social proof. Their homepage is informative even though the copy is a little text-heavy.

SALES FUNNEL EXAMPLE 17 – MINT

Mint

Mint is a business-to-consumer website. It’s all about downloading and keeping track of your financial data. It’s a free app, so they want to make it as easy as possible for people to get signed up and start benefiting from it immediately.

When Mint first launched, it was a big deal to have to connect your bank account to an online company. Back then, people were very skeptical. 

The most basic part of their funnel is that you can sign up for free.

Once you’re using Mint, the way the site makes money is through credit card recommendations. Mint goes through your finances and matches you to a card. This is done in a win-win way, though. You’re signing up for the credit card, which makes the credit card company money. But you’re saving money through the site’s features and getting rewards.

Once they have enough data and their system determines it’s the right time, Mint will actually email you a personalized recommendation for a credit card.

Steps In The Sales Funnel

  1. Inbound Traffic: blogs, referrals, organic, affiliates.
  2. Homepage: their homepage is simple. It’s worth noting that they are frequently A/B testing. There’s a “how it works” page that clearly explains the services.
  3. Sign-up Form: when clicking on the orange button to sign up, the sign-up form is displayed. It’s very clear because the CTA says it’s free.

Why The Sales Funnel Works

Today, Mint is more than just a personal finance manager. It also tracks your credit score (at no extra charge), lets you pay bills right from the app, and creates budgets.

It works because it’s simple. The CTA is clear. The design is trustworthy. In addition, the visibility of the sign-up button remains consistent across all the pages. It also works because they show you exactly what you’ll be getting when you sign up. 

Conclusion

Once in a while, maybe when you’re stumped about why your sales funnel isn’t converting, just take a look at these examples from 17 successful companies that are killing it with their sales funnels. 

 I hope they’re a great reference you can use to improve your own funnel.

Also, keep in mind that…

  • The stages of a sales funnel differ from company to company. 
  • Never be afraid to make a big design move as you develop your own funnel.
  • A/B test often when implementing a new sales funnel. 
  • Go light on the text on your homepage. Clarity of what you are offering is key.
  • Make the customer feel secure as they’re checking out. Your checkout page shouldn’t differ too much from the design scheme on the rest of the site. People should feel like they are on the same website.

Now tell me something, which of these sales funnels examples was most useful to you? Did these inspire you to revisit your own funnel? 

Let me know in the comments.

Keep funnelin’, stay focused,

Mariana

tomas

LEAN LEADERSHIP CONSULTANT at TOP WEBINARS EVENT
Online enterprenuer.
Lean leadership consultant.

tomas

Online enterprenuer. Lean leadership consultant.

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