Written by Laura Farkas

Updated July 21, 2022

7 Sales Funnel Conversion Tips

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If you are looking to build digital assets, it is important that you focus on what you get out of your campaigns. And that’s why you need to measure your sales funnel conversion rates. In reality, anyone could build a funnel and marketing automation, but you are in business to make money. That’s why you have to focus on the bottom of your pipeline; what comes out in terms of customers and profits. Here’s an overview of what you can tweak to improve your conversions and scale your business faster. 

According to Ruler Analytics, the average conversion rate is around 3 percent, and it varies based on the industry. Even a ten percent increase would get you a much better return on investment, so let’s see what you can do.

If you are looking to build digital assets, it is important that you focus on what you get out of your campaigns. And that’s why you need to measure your sales funnel conversion rates. In reality, anyone could build a funnel and marketing automation, but you are in business to make money. That’s why you have to focus on the bottom of your pipeline; what comes out in terms of customers and profits. Here’s an overview of what you can tweak to improve your conversions and scale your business faster.

According to Ruler Analytics, the average conversion rate is around 3 percent, and it varies based on the industry. Even a ten percent increase would get you a much better return on investment, so let’s see what you can do. It does make sense to see that real estate digital marketing has the lowest conversion rates as the value of the transactions are higher. 

Source: Average Conversion Rate by Industry and Marketing Source – Ruler Analytics

1) Copy and Headline 

Content is king, but content tailored to your audience is like the Big Daddy of the Universe! Your headline is the first thing that your website visitors will see, so you have to be sure that it hits the spot. For this, you will have to be sure that you have understood the motivation of your target audience. As Russell Brunson states:

“Your dream customers are either moving towards pleasure or away from pain…”

So if you want to win over your visitors, you have to answer the questions they have, address the fears they are experiencing, and deal with the objections they can’t communicate. So if you want to create a winning copy and headline, you will need to make sure that you are talking the language of your dream customer. While a lot of research is needed, you will be able to speed up the process by using this ideal customer avatar template.

Next, we will dive into your headlines, copy, and formatting to give you a few checkpoints when developing a sales funnel. 

How To Check Your Headlines

There are many ways of writing great headlines, and the more copywriters you speak to, the more theories will come up. However, in recent years, artificial intelligence has improved massively, so there are tons of tools that can help you decide whether you are on the right track. Here are a few ways of checking your headline:

Headliner App

We have been using this simple tool for a long time. No matter if I am writing a blog post like this, a guest post, a sales letter, or a landing page headline, I will go and check in with the app to see if there’s anything I can improve. AI will give you suggestions. Of course, you will have to take it with a pinch of salt, but overall, it is a great tool. Your goal is to get to green See the analysis of a recent blog post I published recently to understand how it works.


Coschedule is another great tool that is more aimed at social media and interactive content. So if you need to check your social media headline, your video title, or any other social content, this is the app to go to. 

It has a similar structure as Headliner, but gives you access to loads of word banks to choose from. 

Here’s a screenshot of the suggestions you get from your Coschedule Headline Studio.


More focussed on the emotions, with a similar structure, this app is also great. The good news is that – if you use WordPress – you will be able to install the plugin and use it from your CMS directly. Not sure whether it works with other platforms as well, but would certainly be worth a try. 

Here’s the scoring produced by MonsterInsights. 

Improving your headlines is one of the most effective ways of improving your landing page conversion rates without having to spend more money on traffic. Just like first dates, first impressions count.

How To Check Your Copy

Your copy will need to match the language of your audience. I am sure that you have heard this before. The best way to go about this is to make sure that you speak the language of your ideal client, know every demographic details, and frequent forums and social media channels where they hang out. 

However, AI can lend a helping hand, as well. Once you have your ideal client profile nailed, you will be able to adjust the reading scores to the education level and style of your audience. 

For this, you will need to check the readability scores. 

How To Check the Readability Scores

While there are loads of readability checking tools available, we tend to use Readability Formulas, as it gives us multiple scores plus the average. 

Basically, this tool gives you an insight into the reading age of the audience, so you can adjust the text to match your target audience’s education level. Here’s a screenshot of what has been said about this text so far as I wrote it:

The software supports the following formulas:

  • Gunning Fog
  • Flesch Reading Ease score
  • Flesch-Kincaid Grade Level
  • The Coleman-Liau Index
  • The SMOG Index
  • Automated Readability Index
  • Linsear Write Formula

          Of course, – just like with everything – you will have to use your common sense, as well. Plus, you’ll need to take into consideration the intent words. That’s where this amazing tool comes handy. 

          Intent Targeting and Language Patterns

          To explain this in detail, I will have to refer you to a book; Words That Change Minds by Shelle Rose Charvet. It identifies different motivation triggers, and – once you know which one your target customer has – you will be able to match the language.

          Here are the main triggers:

          • Toward Motivation Trigger
          • Away From Motivation Trigger
          • Internal Motivation Trigger
          • External Motivation Trigger
          • Options Motivation Trigger
          • Procedures Motivation Trigger

          The good news is that there is a software that the author created and it helps you check the intent and triggers you are addressing in the sales copy. Pretty cool, we’ve tried it. 

          It all comes down to intent targeting when you want to improve your sales funnel conversions, so maybe you want to go ahead and give the Libretta (C)  app a try. Alternatively, you can test your influence here.

          Check Your Formatting 

          Formatting sales letters is an art. You will have to make sure that your main keywords are clearly visible, the text is readable, and you are highlighting all the relevant information. Here is a landing page example to give you some inspiration, but I will explain the basic rules in a second…

          In fact, I just had an idea: I will label all the elements the copy needs to have.

          As you can see, there’s a lot that goes into crafting your message and headline. But if you master these simple tools, you’re already on the right track to improve your sales funnel conversions. 

          You can also check out Anik Singal’s opt-in audit to get some great ideas.

          2) The Quality of Your Offer and Your Sales Funnel Conversion

          The truth is that you have to make an irresistible offer to your audience if you want them to enter your funnel. After all, there are millions of free eBooks and training videos out there. Why would yours be different?

          If you can’t communicate your USP, you will lose the interest of your website visitors.

          In order to sell anything you will have to sell things people want and provide what they need. (I am pretty good with quotes, but I have no idea who said this!) So, there’s no point giving them a free report if it would be the 6th they have downloaded this week. Their focus is already scattered. 

          Instead, promise (and deliver) a breakthrough that they have been struggling with. Let’s see an example here:

          In the past, we have had loads of lead magnets that were simply there, and didn’t do anything. Free guides, checklists, worksheets… Yes, they worked in the 2000s, but they don’t any more. 

          You have to answer the questions people have in mind and solve the problems they are struggling with. For this, you can use the following websites:

          Spending a few minutes on these websites will help you create an offer people actually want. 

          Just like we did, when we launched the two Typeform lead magnets on the site; the sales funnel quiz and the sales funnel cost calculator. We figured that people knew that they needed a funnel, they just weren’t sure if they were ready or could afford it. 

          So, if in doubt, try an AB test campaign on two offers and see which one is the more popular, then stick with it. 

          Test your Offer on Cold Traffic

          In order to determine if you will get the desired sales funnel conversion rates, you will have to send a lot of traffic to the landing page. If this is not possible, you might want to pay for traffic. No matter what, marketing is a numbers’ game. You can’t determine your conversions based on five visits. 

          Get Feedback from Existing Clients

          Another great way of testing your offers is to ask your existing clients. If you need feedback, you will surely get help from them. As – hopefully – you are targeting similar customers with the new offer, you will be able to get constructive feedback and suggestions. Never underestimate the value of asking the right questions. You can save yourself a lot of time and money if you utilise information that’s at your fingertips. 

          AB Test Different Offers

          Yes, we have mentioned this already. Without AB testing, you might be just blowing your ad budget on something that will flop. It’s like putting all your money on a horse that ends up losing. Not that I am a fan of horseracing; I believe it is cruel. And with so much entertainment available, we shouldn’t be sticking to that ancient tradition of torturing animals.

          You can do an AB test on the following items on your sales funnel landing pages:

          • Headline
          • Image
          • Background colour
          • Font
          • CTA
          • Price
          • Special offer
          • Countdown timer
          • Bonuses

          3) Brand Persona and Strength 

          Of course, if nobody ever heard of you, you will have a much lower sales funnel conversion rate than – let’s say – Tony Robbins. So if your landing pages are not converting, you either have a low value brand, no reputation, or the combination of both. If you are not classed as an influential brand owner, and your values are not easy to understand, it will all be an uphill battle. 

          Work on your brand by being present on social media, guest blogging, giving interviews, and simply being visible. Develop a brand persona that your potential customers can relate to, and you will see your sales funnel conversion rates increase. 

          Make Your Brand Bold and Beautiful

          In order to create a consistent brand that’s easy to recognise, you will have to work on all your content and its consistency. The goal is that people recognise you anywhere they come across your content. It is even more important if you are doing retargeting campaigns. If all your ads and creatives look different, you will end up confusing the audience and never build up a real relationship with them. 

          Easy to Recognise Brand 

          An easy to recognise brand has the bold logo, consistent font, and imagery. It speaks the same language, communicates the same message, and – sometimes even – the same headline. You don’t want to look shady by coming out with different styles of ads and designs every time; it will not build trust, believe me. 

          Tell Your Story 

          In order to make sales, you will always have to start with the story, instead of the offer. Your website visitors will have to see you as a human. As Anik Singal said, you want to be Robin, not Batman. Batman is less relatable than someone who managed to overcome difficulties. Telling your story in the sales letter or video sales letter will definitely improve your sales funnel conversions. 

          More importantly; allow your customers to tell their story. Testimonials can double your funnel conversion rates.

          4) Targeting 

          Targeting is the key to successful ad campaigns. We have already covered this in the headline and the copy, but you also have to make sure that you are reaching the people you designed the funnel for. Most advertising platforms will offer detailed demographic and interest-based targeting options. Let’s say that you are targeting people who want to grow their business. You can set up an audience that follows some of the most successful business coaches, and you will get targeting right. 

          Know Your Ideal Clients

          If you have downloaded the ideal client sheet in the copy section, it’s time to get it filled with loads of details. After all, who you now think are your ideal clients might not be. Plus, you will have to design the funnel in a way that it eliminates the negative buyer personas; those you never want to work with, no matter how much they are willing to pay. If you think you could work with anyone, think again. That’s where negative keywords and behaviours come in when setting up ad campaigns. 

          Cater for What Your Audience Wants

          Let’s say that I live in a town where fidget spinners are still a thing. I come in to offer Hama Beads for kids. Who will buy from me? Yes, you have guessed right. Nobody. If you don’t keep an eye on the market and customer trends, you can burn your ad budget without closing even one sale. 

          Be Specific

          Specificity answers the most common question your prospect has; “and what?”. If you vaguely say “increase your conversion rates” it will not have a selling power. (mind that this post is educational, and I have no intention to sell you anything – unless you are buying of course- ) A good headline example goes like this:

          Increase Your Conversion Rates by 300 Percent in 2 months  Without Spending Extra Money on Retargeting Ads. 

          Being specific helps you address the main questions and objections of your target audience and tell them what’s on the table. In a way, it’s “take it or leave it”, but you are still authentic, honest, and transparent. And that will certainly improve your landing page conversions. 

          Another great example of being specific is:

          Let Me Show You How To Sell More One-to-One Coaching Sessions Starting Next Week as a Busy Practitioner

          Once you have the target audience nailed down, you can make specific statements about them that they can relate to. The more you talk about solutions to their specific problems, the more relevant they think your offer is, and the better your conversions will be.

          5) Powerful Call-to-Action 

          Here’s the bottom line; if you don’t ask for the sale, you will never get it. At the same time, if you don’t give them a good enough reason to take action, they will just click away. So your call-to-action will need to be both straightforward and low-risk associated with high perceived benefits. 

          Make it a Straightforward Offer 

          I can’t believe I am saying this, but I am still seeing sales funnel landing pages with multiple call-to-actions. Please stop confusing your audience. Give them one action to complete and they will avoid information overload and hopefully take action. This is how you can avoid buyer anxiety.

          There’s one exception to this rule. That’s when you structure your landing page in a way that you are asking the user to choose. So line up the benefits of both options and let them choose. Some people really love being in the driving seat. 

          Be clear on what they get after they complete the action, when they get access, and whether or not they need to activate their account, etc. People want to know what to expect. Uncertainty is a killer of sales. Check out these great Call-to-action examples by Hubspot.

          Offer a Guarantee

          Taking away the risk is one of the best ways of improving your sales funnel conversion rates. If you are confident that the product, course, or service will work – provided that the customer follows instructions – feel free to add a money back guarantee. 

          This is an easy conversion booster, but you can expect refund rates to increase. So make sure that you analyse your offer and foolproof the service, or you might face high levels of chargebacks. 

          Build on FOMO

          One of the greatest motivations of buyers is the fear of missing out, or FOMO. If you can add a timer to a limited offer, bonuses, or price, you will have a highly motivated buyer pool. Of course, you will still need to remind your leads using email marketing to improve your sales funnel conversion rates. Still, if you are able to create a sense of urgency, you will get more sales for sure. 

          6) Testimonials

          In order to create the “like me moment” © You will need to show your visitors that you helped people like them and they are happy with the results. That’s why you need to add testimonials. 

          Some people make this up, and that is fine for them, but you don’t want to lose your credibility with fake testimonials. Customers are more educated about scams today than ever. And believe it or not, they might even Google names to see if the authors of the testimonials actually exist. 

          Video testimonials are generally better than written ones. But if you have written ones, make sure you include the original source or a screenshot of the email. This simple thing alone will help you increase your sales funnel conversion rates.

          7) Follow-Ups for Maximising Funnel Conversion

          The money is in the follow-up, so you shouldn’t leave money on the table. Only a small percentage of your site visitors will buy the first time. So you should have a strategy ready to add them to your follow-up sequence. You might also do retargeting ads, but adding them to your email list is better. Even if they don’t buy, you can offer them a taster session, a freebie, or anything that will reduce their risk and increase their willingness to buy in the future. 

          Hopefully this list of sales funnel conversion rate tips have helped you build your campaign. Please share your insights below and let us know what you think. 

          If you need help, you can schedule a quick consultation below.

          P.s. We are currently working on a sales funnel conversion checklist. It will only be available for our current customers, but if you submit your details we will make sure that you will get a copy once it is released. All you have to do is sign up for the blog updates and you will be automatically added to the distribution list.


          The Marketing Secrets Show: The Shift: Moving Away From Pain

          Conversion Rate Optimization Blog (CRO) | Unbounce

          The Marketer and Buyer Anxiety: Three ways to counter anxiety in the purchase funnel – MarketingExperiments

          50 Call-to-Action Examples You Can’t Help But Click

          The Ultimate Opt-In Page Audit – Lurn 

          Average Conversion Rate by Industry and Marketing Source – Ruler Analytics

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