On this blog, I’ve talked a lot about sales funnels, how do they work, sales funnels vs websites and other similar topics. And throughout those articles, I’ve mentioned a few stats to give people an idea that sales funnels do work and that they shouldn’t be ignored.
However, today I want to dedicate an entire post to talking just about stats and some crazy numbers that may very well blow your mind and make you rethink your marketing strategy. I will dive deeper into these stats and show you what should they mean for you.
Knowing these stats can help you get a better understanding of sales funnels and what works and what doesn’t so that you can move your focus towards things that truly matter.
Please note that I haven’t sorted these into any particular order.
Ready to find out some awesome sales funnel stats? Great, let’s get right into it!
What is a Sales Funnel?
Sales funnel is a collection of steps that affect a person’s purchase decision. It takes someone from a person that has never heard of a business to a long term customer or even a raving fan of that same business.
Every sales funnel can have a number of elements like f.e. ads, marketing content, landing pages, sales pages, email messages and in this post, I want to highlight those elements by showing you some interesting and even mind blowing stats.
Landing and Sales Page Statistics
1. You Don’t Have Much Time. Average person’s attention span is only 6 seconds. The first thing your visitor will see (headline, body, video) needs to be compelling and captivate your visitor.
Due to technology and the world functioning faster then ever, it’s no surprise that the average person’s attention span has dropped. In fact, it has dropped drastically because the number was 12 seconds in the year 2000.
The most shocking stat is that the attention span from an average person is going down by 88% every single year. What should this mean for you?
It means that you should make your sales funnel pages much more visually appealing like an example below.
Besides making your pages visually appealing, you also need to get straight to the point. Have a direct message ready for the visitor because nothing grabs the attention more than a message that’s written specifically for that person.
Leverage the information you already have about your prospects and come up with a direct message that almost calls them out and make that message the first thing they will see on that page.
Combine that with the great design and you’ve come up with a great landing page. However, I can provide you with all of this information but the only thing that will tell what will truly work for you is testing.
2. Your Speed Can’t be Slow. About 53% of mobile users will leave a website if it loads for more than 3 seconds.
This one adds up to our first statistic above. Yes, you have to be direct and captivate users immediately with your message but if your landing page’s loading speed is slow, you’ll get no chance to deliver that message.
As I’ve said, thanks to the rapid speed this world is moving at, people are getting more and more impatient.
Adding that loading speed has also become a ranking factor on Google, it is clear that this is one of the most critical factors for your page’s success.
Yet the average loading web page loading time on mobile devices is 22 seconds. Do you see the problem here?
However, whenever there is a problem, there is also an opportunity. You can take out a lot of competitors by just having a faster site.
How to improve your page loading speed?
There are a few great methods for doing this. One of them that is praised a lot is compressing images and reducing their size. You can also use less of HTML codes on your pages and implement AMP (Accelerated Mobile Pages).
3. Grab Emails Before You Sell. About 92% of people who visit your site for the first time aren’t ready to buy yet. There are a number of reasons why this is such as people not trusting the brand yet, comparing prices with other stores and also need for reading a review before making a decision.
And when it comes to comparing prices, 96% of participants of a survey have said that they would compare prices before buying a certain product.
This is why it’s important to try to get their contact information in order to be able to message them if they don’t buy your first offer. Having a short landing page be the first step in your funnel and your main offer the second step is much better then selling right away, even if your offer is lower end.
What would make people enter their email address?
People are willing to enter an email address if you’re offering them a free gift. Something that has some value but is given away for free. This is what gets people to become your leads and it also gets them to like your brand.
This can be a free guide, special coupon or a discount. It can also be a contest of some kind where you are choosing f.e. 10 out of a 1000 people that will win a free product. And after that contest is complete, you can make the rest of people that haven’t won a special offer for participating.
4. Headline is the First Piece of Text They Will Read.
This is why it has to be super compelling! 80% of people will not read past the title. Your title is going to be read by almost everyone who visits your page and the rest by only about 20%.
How to write compelling headlines?
One of the best tips for doing this is using simple yet powerful language. Be direct and use the words like “You”, as already mentioned in the first stat. You can also transition from positive superlatives like “Always” to the negatives like “Never” which may sound a bit odd but is proven to bring better results.
You can also try making a very bold statement that will make the user be like: “Wait, what?”.
For example, if your business is in the fitness industry, the great headline could be something like: “Get Ripped in 30 Days Working Out Only 5 Minutes Per Day!”. Something like this. A bold statement that almost sounds unreal and makes the user think like: “This can’t be right, I have to see this!”. Boom!
The danger of going crazy is potentially going too crazy so that you can’t deliver. When using a bold claim that’s a bit far fetched and clickbaity, you have to meet at least basic expectations of your consumers so that they don’t feel tricked.
5. Videos Work Wonders. Having a video on your landing page can increase the conversion rate by a whopping 60-80% or even more.
People consume tons of video and it’s growing every year. In fact, online video has become so dominant that it has almost completely demolished the traditional TV as it’s “competitor” (more about that in just a minute).
There are numerous reasons for videos being so effective pieces of content.
First of all, videos grab AND keep consumer’s attention. They help create such an emotional connection with a viewer, connection that text and images simply can’t create, that videos are shared 1200% more than text and images combined.
How to make an effective video?
First of all, if you want your video to convert, you need to add a clear CTA to it. You need to tell your viewers exactly what you want them to do. This is probably the most important part of your video when it comes to conversions.
Of course, that doesn’t mean that your video content isn’t important. Your video should be professional and your message should be clear. Try having a sort of a script that will help you throughout your video. Don’t try to just think of things to say while recording, the structure of your content can get messy.
Also, think of the length of your video. Some products require detailed, in-depth review while others are good with a short, less-than-a-minute long overview.
Be careful with this though because it all depends on your audience. Your videos need to be carefully executed and tested. Note that videos that are carelessly implemented can slow down your page’s loading speed.
Now, a little bit about sales pages and selling your products.
6. Bump Offers Convert Like Crazy. Order bumps are offers made while a customer goes through the checkout process. The person adds a product to the cart, starts to enter their information and gets interrupted with a small offer.
Products offered in order bumps usually serve as an add-on to the main offer. These offers usually convert at 20% although there are reports of a whopping 50% conversion rate.
These offers are a great way to maximize your overall profits. It’s no secret that ads are getting more and more expensive so what you have to do to stay profitable is make the most out of every customer who buys your products.
To come up with an effective order bump, ask yourself what small product could you offer to your customers that are already interested in your offer so that you can help them have the best possible experience.
Think of McDonald’s!
Their famous phrase ‘would you like fries with that?’ is worth billions! It’s so simple yet incredibly effective because, I mean, c’mon… Who doesn’t like fries with a good ol’ burger?
But seriously! Great bump offers seem like a no brainer to the customer because the offer relates to the main product and it’s cheap.
7. Increase Order Value With OTOs. Bump offers happen before the customer clicks ‘Buy Now’, an OTO happens after the customer does that.
An OTO (One Time Offer), also known as an upsell, is another sales technique that can drastically help increase your average order value. Unlike order bumps, upsells are usually more expensive than the main offer and come up as a ‘complete solution’.
For example, if you’re selling a sofa or a coach, an upsell could be a complete living room kit. Now, you would think that OTOs don’t work as good as bump offers because they’re more expensive, right?
Incredibly, the average OTO conversion rate is 20%, according to Mind Valley Insights. However, this all depends on your specific OTO (relatability, price etc.). Upsells are where our sales funnels really become profitable.
It’s much easier to sell to an existing customer than to acquire a new one. They help create a much deeper connection with your customers and if your upsell is on point and it brings in a lot of value to your customer’s life, they will keep coming back for more.
To come up with an effective upsell, you should really think of a way of how you can make your customers feel like they’ve won. Add in free gifts or bonuses for spending more money on your site. Also, sparking a sense of urgency (‘Only 5 pieces left!’) can help increase conversion rate. We will get to that in just a second.
8. Save 10% of Your Sales With Downsells. What happens when your customer doesn’t get interested in your OTO? Wait, you don’t just leave them, do you? Downsell is an offer made to a person that doesn’t get interested in an upsell and it’s a smaller product that’s cheaper than the upsell. It converts at around 10%.
Be careful with downsells though, they can be perceived as annoying and even encourage bad shopping behaviour in your customers. If you promise a better deal to your customers when they say ‘no’ to the original offer, they will always say no.
Instead, a downsell should be a smaller product that provides less value than the upsell. For example, if you’re selling advanced coaching or training in your upsell, a downsell should be lower-end, less advanced coaching that doesn’t solve a whole problem for your prospect that your upsell solves.
9. Use Urgency and Scarcity to Increase Your Conversions. Sense of urgency can help increase your sales by 6-9% and it’s pretty simple to spark one. What do I mean by ‘sense of urgency’?
This is a marketing trick used by a lot of marketers to make the consumer make an impulsive buying decision, mentioning that there is a limited time deal or opportunity. In addition, scarcity is used for sparking the belief that there is limited availability of the product (even if that is not the case).
You’ve probably stumbled upon it yourself. You’re reading about a certain product on a sales page and see “Hurry up! Only 2 spots left!”. This message can also be surrounded by timers or bars that are almost filled up.
How to create an effective sense of urgency and scarcity?
First of all, you need to understand the psychology behind urgency. According to Abtasty, this relates to human loss aversion. The scientific definition is that urgency is a time-based concept that prompts people to act quickly and impulsively.
Moving on, scarcity also triggers the fear of missing out. In definition, scarcity uses quantity to prompt people to act quickly.
However, you have to be careful with using these psychological tricks. Being too pushy can damage your brand’s reputation and customer loyalty. Abtasty says that these methods don’t work well when perceived as manipulative, which should be obvious.
10. Social Proof is Critical. A little bit more about social proof now. As already mentioned, over 90% of consumers search for online reviews of the product before making a purchase.
Going a bit deeper now, 60% of consumers won’t buy a product if it doesn’t have at least 4 star reviews. What does this tell us?
It means that people are always going to check if your business has satisfied someone else’s needs before they trust you enough to allow you to try to satisfy their own. Social proof is vital for any business and it even matters on simple landing pages with free offers.
How to social proof your brand?
Quicksprout gives some great ideas on their blog, one of which is endorsing a celebrity. Now, that doesn’t have to be Rihanna or Eminem but someone who has a bigger following (Instagram influencers, Youtubers etc.) and has a type of audience that would be interested in your products.
Another great method listed by Quicksprout is showing your product in action. Give people a visual presentation of your product and that what you are claiming it can do is actually true. If you have happy clients, have them write a testimonial or, even better, shoot a video of them talking about your business and how it helped them.
11. Users Don’t Avoid Google Ads. You may think that people just ignore ads when searching a topic but you’d be surprised to find out that over 75% of consumers say that paid search traffic makes it easy for them to find information. It seems like that not too many people just scroll by to get to the organic search results.
And out of all types of Google ads, people are most likely to click on search ads (about 50%) than product listing ads (about 30%) and video ads (less than 20%).
If you have money to invest and you’re not willing to wait 6-12 months it usually takes Google to rank your website organically then Google ads are your best bet. And the thing is, since more and more people are turning to paid advertising, organic search results are getting pushed down by ads more and more.
Now you can often see 4 or 5 ads when searching a keyword before you see any organic result.
Clutch.co, the site that has gathered this data I’ve just mentioned, says that people recognize search ads and that businesses need to optimize their ads so that they’re relevant to the search queries.
12. Increase in Traffic. A study done in HeroConf has shown that a business has managed to increase their overall traffic by 30% by just bidding on keywords rather than doing organic SEO.
Yes, SEO costs nothing and anybody can do it but there is a problem – it takes time to get results. And although you can get relevant visitors to your blog, search ads attract people who are ready to buy (of course, this isn’t always the case).
With search ads, you get instant results and you don’t have to wait months to see if your campaign will work.
Now, let’s get into Facebook ads. There are quite a few stats of theirs that are zucking impressive.
13. Why Facebook? Unless you’ve been living under a rock for the past 16 or so years, you’d know that Facebook is a global network. In fact, it is used by almost a half of the entire world with 2.38 billion monthly users in 2020.
Out of that, 1.4 billion are daily users and the amount an average person spends on Facebook each day is about 1 hour, according to the recent study done by SimilarWeb.
Along with Google, it is one of the two most powerful advertising networks. It has more users than any other social network BY FAR and therefore, it gathers unbelievable amounts of data that advertisers can leverage in their campaigns.
With Facebook, you can easily select an ideal audience you want to target with your campaigns. You can target people based on age, gender, location, salary, interests, hobbies etc.
14. Great Design Grabs Attention. It takes only about 2.5 seconds for an user’s eye to decide on which part of the web page it will be focused on. This is why your ad design has to be appealing for an eye. Don’t use ugly photos or only text.
Unlike Google, Facebook is a visual platform. Therefore, the first thing that will catch your viewer’s eye isn’t text but images. This is why you have to put a lot of focus in your images or hire someone else to do professional images for you.
First of all, your images should be in high resolution. Low resolution images are ugly and uncomfortable for an eye to see and it can ruin your campaigns. Also, don’t stuff your images with text. If you do, not only is it also ugly for an eye and people will mostly just scroll by it but there is also a chance of your ad not being delivered from Facebook to your audience at all.
15. Optimize for Mobile. About 94% of Facebook ads revenue comes from mobile devices. The rest of the revenue comes from desktop. The point is that you shouldn’t ignore optimizing your funnel for mobile.
This shouldn’t come as a surprise because almost 50% of people never access Facebook through desktop, only mobile.
16. Again, Don’t Ignore Video. I know that I’ve talked about videos but now I just want to quickly shoot some light on how effective video in Facebook ads is. Ads with a video get up to 8x more engagement and conversions than standard image and slideshow ads.
How to create successful Facebook video ads?
The point is pretty similar as video on landing and sales pages. However, there are a few differences that you should know.
First of all, shorter videos perform better. This is why you should get to the point almost instantly and not throw useless and boring information on your viewers.
Make sure that you are clear with what you want your audience to do. If you want them to follow a page, enter an email or buy a product, make sure that viewers know that. This way, the people who watch are going to be the ones that actually make you money.
Also, don’t try to reinvent the wheel. Find video ads that have done well and produced great results and model them. Places like Adespresso allow you to view other people’s ads. This way, you can study competitor’s ads and see why their campaigns are successful, allowing you to create a successful campaign yourself.
As I’ve said above, Facebook gathers unbelievable amounts of data. Test different ads and see what works and what doesn’t. Later on, you can use Facebook’s incredible algorithm to create custom audiences based on the amount of time people have spent watching your video.
For example, you may want to target only people who have watched more than 50% of your video. You can do that by creating a custom audience of people who have done just that and then create an ad set dedicated solely to them.
This can help you create more targeted ads that will deliver better results.
17. They Won’t Decline Anytime Soon. Although an average price of a Facebook ad has increased by 2%, the impressions (views) grew by 34% in 2020.
Why has the price gone up?
The answer is pretty simple. More and more businesses are turning towards Facebook ads. Businesses are becoming aware of the power social media offers and are turning towards it in hopes of getting more sales.
There are 7 million advertisers on Facebook at the moment. Now, the number has gone up in the past few years but here is the thing. Ad impressions are also growing. If you don’t know what an impression is, when you’re scrolling through Facebook and see an ad (you don’t have to click on anything, just view it) – that is considered an impression.
Add this to the stat #13 – there are almost 2.5 billion Facebook users and it still grows. You’re good to go.
18. Don’t Get Discouraged Easily. Research shows that it takes approximately 7 times for a user to see a product in order to make a buying decision.
So called ‘Marketing Rule of 7’ has been there before the internet even existed, dating back to the 1930s. Although in digital marketing, it may take even more than that.
No worries though because thanks to social media, your prospects can hear your message more than 7 times in a day! The right type of message is the one that tells a story. People don’t buy based on facts but stories you tell because stories help create an emotional connection with the consumer.
This matters for everything digital marketing related – ads, social media posts, Youtube videos etc.
Email Marketing Statistics
19. Email Marketing ROI. For every $1 spent in email marketing, you get a whopping $38-42 back. Results vary but the number most of researchers agree on is about $40 for every $1 spent.
How does email ROI compare to others? Take a look at this graphic from Neil Patel.
As you can see, email delivers the biggest ROI out of all marketing methods presented in this infographic. Another study from eMarketer shows that email marketing accounts for 25% of total revenue for the companies that participated in that study.
Why is email marketing ROI so high? Proceed reading and you will find out.
20. Customers Like to Hear from You. More than 70% of US consumers would rather receive messages from businesses through email than any other communication channel – direct mail, sms, push notifications etc.
This is because more and more businesses have started to leverage email personalization and send relevant emails to their consumers. What is email personalization?
21. Email Personalization. This is an email marketing strategy of making your marketing emails more personalized towards the receiver by using the data you’ve gathered from having them on your list.
Ever received an email from a business that said: “Hey *Your Name*, today I have something special for you!” and that email presented something relevant to your interests, business etc? That is a personalized email!
As email technology got more advanced, it became possible for marketers to gather consumer data and understand your needs and therefore, send targeted emails that are relevant to those needs. Personalized emails are perceived as being sent from a person, not a robot.
Emails with personalized subject lines are almost 30% more likely to be opened and more importantly, about 91% of email subscribers are more likely to buy from you if emails you send are personalized.
22. Checking Email Inboxes. An average person spends about 5 hours per day checking and answering emails (work + personal) according to Adobe Email Usage Study. This number has increased since 2018 although it was over 6 hours in 2016. This leaves plenty of room for your emails to be noticed.
23. First Impression Matters. Welcome email (the first email someone receives when subscribing to a list) has an open rate of a whopping 50-80% compared to a standard email which has an open rate of around 20-30% (depends on the industry).
This is why welcome emails have to be great yet so many marketers ignore welcome emails and just leave them as: “Hey, thank you for subscribing to our list!”. That’s boring!
Welcome emails are a perfect opportunity for you to introduce yourself, your businesses, what you do and what you will do for the people that have subscribed to your list. This adds to the email personalization discussed above.
Think of it this way, when you meet someone for the first time, in the first 15 seconds of the meeting, that person will form some kind of a first impression of you. That impression will tell them if they want to date you, hang out with you, do business with you… or not. Same goes for email!
You only have one chance to make that first impression that will make your subscribers open the rest of your emails.
24. Most Popular Types of Emails. According to Clutch, newsletters are the most popular types of emails. There is more – 90% of people like to receive company updates via email compared to social media which only scores 10%.
Another interesting fact they’ve found out is that the best time to send newsletter emails are Mondays and Fridays between 9 and 11 AM.
After newsletters, the most popular types of emails are standalone emails, lead nurturing emails and transactional emails.
25. Open Rates by Industry. Out of 28 industries, Marketing and Advertising companies have the lowest open rates while Real Estate, Arts and Entertainment, Construction, Human Resources and Legal and Government companies have the highest open rates, according to Hubspot.
26. Put Most of Your Focus into Subject Lines. As I’ve said above, headlines are gold. When it comes to email, a study has been done by Experian on what has helped businesses improve their email success the most. Subject line had a 60% impact, creative had 19% and all the other factors such as frequency, time of the day etc. all had less than 10% impact.
Think of it this way. People receive hundreds of emails per day. What would make them open your email while they are receiving dozens of similar emails from your competitors?
In fact, an average person receives 121 emails per day or one email every 12 minutes.
When it comes to writing a great headline, it depends on a lot of things – your industry, audience, type of email you’re about to send etc. Sumo has written a very informative blog post on great email subject line examples. Go check it out!
27. Watch Out. Sticking to subject lines, be careful with what you’re doing. Almost 70% of consumers can detect spam just by reading a subject line and out of every 5 emails sent, 1 goes to the spam folder.
Another interesting statistic says that 50% of email recipients have marked a brand’s email as spam because they couldn’t easily figure out how to unsubscribe.
28. Millennials Love Emails. Almost 50% of millennials have said that emails have influenced their purchase decisions and almost 70% of teens prefer to be contacted by email versus 7% for both text and push notifications. In addition, promotional emails were 10% more effective when sent to millennials compared to older people.
29. Emails Make People Spend More. People who buy through emails spend about 140% more money than those who didn’t receive offers through email.
So yeah, email marketing surely isn’t dead and it shows no signs of slowing down any time soon.
Content Marketing Stats
30. People Love Great Content. About 91% of people say that they are willing to reward a brand for great content. And by reward, I mean leaving good reviews, likes and ultimately, buying the brand’s products.
Great content sparks emotional engagement. According to SocialMediaToday, 94% of respondents to a survey have said that they would be very likely to recommend a brand they were emotionally engaged with.
Your content gets your audience to know, like and trust you and when they get to the third level, they will do and buy everything you offer to them.
Think of your favorite bloggers and Youtubers. Why do you follow them? Why do you watch their videos and read their long posts? And also, do you feel like you know them, at least a little bit, as if you’re friends? Why is that?
This is because of the content they put out. Not only does their content provide value but it also gets people to emotionally engage with it.
So, what makes a great piece of content?
Great content helps a consumer solve a problem in their lives. It provides valuable information that educates the user and inspires them to take action. Additionally, it’s even better if that piece of content is entertaining. Education is great but nobody likes watching boring videos, right?
Also, that piece of content should be up to date with the latest trends in your industry.
31. Great Content is Expected. Not only do people enjoy great and thorough content but over 80% of consumers expect great content from brands. They believe it’s their responsibility to provide consumers with awesome content, like they are being paid for it.
32. The Most of Brands Can’t Fulfill. Almost 60% of brands can’t deliver content that can help their audience. Not saying that they don’t deliver content at all but they fail to deliver content that’s actually valuable.
33. Future of Video Content. By 2022, over 80% of consumer traffic will come from video which is 15 times higher than in 2017.
34. Get More People to Watch Your Video. Almost 40% more consumers are way more likely to finish your video if it has text so they can watch it silently or without audio.
A lot of people are using their phones when they’re at work, school, restaurant, bar or any other public place and they may stumble upon your video and decide to watch it. But to do so, they’d have to turn the audio off in order to not disturb other people.
This is why captions are important. If you don’t have time to transcribe your videos, you can hire someone to do it for you. There are places where you can hire good transcribers at a good price such as Upwork.
35. TV is Slowly Dying. A study has been done by Manatt to see how traditional TV stands against online video. They’ve discovered that traditional TV falls far behind digital devices for consumers between 18 and 34 years old when it comes to consuming video content.
They’ve found out that 72% of them use a smartphone to watch a video at least once a week while 56% use television.
Youtube and Netflix have become dominant forces in the video consuming market and everybody is turning to them when they want to watch video content, not traditional TV.
This is why TV companies had to come up with a smart TV with Youtube and Netflix to keep selling. Homes with smart TVs are up from 32% to 41%, according to Broadcasting Cable.
Customer Service Statistics
36. Customer Service is The Key. Companies that have had their customer service as their primary focus have reported an 80% increase in revenue.
Why is this important?
The most valuable thing to every business is a happy customer. He/she will always say good things about your business, buy from you over and over again and will constantly recommend you to friends, colleagues and family.
How to get a happy customer?
In reality, there is no secret to a happy customer. Just do your best to serve your customers and have your team to always be there for them. Customers will notice that you really care for them if you try your best but they will also easily notice if you don’t care.
Bonus points come with 24/7 phone or chat support and if you also set up a community for your customers to talk with other customers and exchange advice.
It’s easy to be happy when everything is going smooth and it would be perfect if it was like that all the time but the reality is never perfect and when things get messy and your customer has some issues, being there for them and solving those issues for them is how your customer service wins.
37. Customers Will Pay More for a Great Experience. Reports say that people are willing to pay up to 17% more money for great customer service.
38. Customer-centric Businesses Always Win. Companies that are customer-centric are 60% more profitable than companies which aren’t customer-centric.
39. Happy Customer = Long term Customer. 87% of customers who have had a great experience with a company will do business with them again. Customer service produces the highest ROI in business!
That’s it for today! If you’re ready to create your own sales funnel and deliver your message to the world but you’re not sure where to start, check out the One Funnel Away Challenge.
I’ve been through the program myself and I’ve learned a lot of things that have completely shifted the way I see marketing and sales. It helped me improve my affiliate marketing game and it pushed me to start this blog and do the thing I love – help people and solve their problems with great content.
Speaking of great content, if you found this post valuable and enjoyed it’s content, make sure to leave a like and comment. This shows Google’s algorithm that it’s a good post and therefore, it shows it to more people who are interested in this topic.
If you have any questions, feel free to ask. I will gladly respond and try to help. Anyway, thanks for reading till the end and have a great day!