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4 gross sales funnel examples that will help you increase conversions

Companies that don’t entice leads and convert them into prospects don’t survive very lengthy. 

Knowledge from the US Bureau of Labor Statistics signifies that 70% of personal companies shut earlier than their fifth 12 months. We’ll by no means know the total causes behind why every enterprise fails, however we do know that 20% of failed startups cite competitors as a key cause. 

You may’t management competing manufacturers, however you’ll be able to management the way you enchantment to prospects by means of your gross sales funnel. gross sales funnel can win you loyal prospects, increase your gross sales, and enhance your earnings. A poorly designed one will go away you outcompeted. 

After all, that begs the query: how do you construct a gross sales funnel that drives conversions?

On this article, we’ll showcase 4 gross sales funnel examples from a wide range of industries, and break down what makes an efficient gross sales funnel tick.

What’s a gross sales funnel? 

Your gross sales funnel (typically known as a “gross sales pipeline“) is the method that potential prospects, referred to as leads, journey by means of to develop into prospects. Because the identify suggests, leads enter the funnel once they uncover your model and go away the funnel once they finalize their buy. 

Diagram showing the Attention, Interest, Desire, and Action stages of the sales pipeline
Gross sales pipeline steps

Right this moment, gross sales funnels can embrace a variety of channels and touchpoints:

  • Social media posts or commercials 
  • E-mail advertising
  • Social proof
  • Tv, radio, and newspaper commercials 
  • Content material advertising 
  • Pay-Per-Click on (PPC) commercials 
  • Search engine outcomes 
  • Retail retailer designs and layouts
  • Interactions with salespeople 

Gross sales funnels aren’t set in stone. As a substitute, each purchaser has a singular journey by means of the gross sales funnel, and, in fact, some leads go away the gross sales funnel at every stage. 

Why are gross sales funnels vital for conversions? 

Each model has a gross sales funnel, whether or not they notice it or not. 

Understanding your model’s gross sales funnel is essential for rising buyer conversions. 

As soon as you already know what resonates with leads, you’ll be able to alter your advertising to make it simpler, persuasive, and worthwhile. 

Equally, mapping your gross sales funnel means that you can establish sudden modifications in your leads so you’ll be able to regulate your technique to take care of efficiency. You may even create a product funnel, constructing on prospect relationships to drive particular high-ticket product gross sales.

Good experiences ought to begin the second a possible buyer discovers you. So, optimizing your gross sales funnel helps you create a memorable and constructive expertise that can incentivize prospects to make a repeat buy. Analysis from Harvard Enterprise College Publishing exhibits {that a} 5% enhance in buyer retention can enhance earnings by over 25%. 

Keep in mind, your gross sales funnel influences how leads and prospects understand your model. 

How do gross sales funnels work?

When entrepreneurs map out their gross sales funnel, they often use the Consciousness, Curiosity, Need, and Motion (AIDA) mannequin. Right here’s what usually occurs at every of the gross sales funnel levels:


The “consciousness” stage covers a lead’s first introduction to your model. 

Throughout this stage, prospects find out about your mission, imaginative and prescient, your choices, and the way you place your self in your trade (for instance, the inexpensive possibility, the eco-friendly firm, the model that offers again, and many others.).

The content material for this primary stage (which we name “High-of-the-Funnel” (TOFU) content material) goals to draw curiosity.


The “curiosity” stage begins when potential prospects start to get invested in your model. 

Throughout this stage, prospects be taught extra about your choices, together with worth factors, options, and your Distinctive Promoting Proposition (USP).

The content material for this stage (known as Center-of-the-Funnel (MOFU)) goals to domesticate curiosity and train the “ins and outs” of the model’s trade. 


The “need” stage describes when leads notice they need to buy your choices. 

Throughout this stage, entrepreneurs persuade results in your model’s services or products and that you simply provide the answer to their downside. This stage additionally separates Advertising Certified Leads (MQLs) from Gross sales Certified Leads (SQLs). MQLs need your product however aren’t able to buy it, whereas SQLs are able to hit “purchase now.” 

The content material at this stage known as “Backside-of-the-Funnel” (BOFU) content material. 


The “motion” stage is self-explanatory, because it describes the stage by which you attempt to convert leads into paying prospects. 

Now that we’re on the finish of the gross sales funnel, you could be questioning what advertising channels individuals use for content material at every stage. 

The best way every model makes use of TOFU, MOFU, and BOFU content material may be very versatile and is determined by the model’s viewers, positioning, and choices. Nonetheless, every stage usually consists of these advertising mediums:

  • TOFU = blogs, infographics, social media content material, photos, movies, and articles
  • MOFU = ebooks, white papers, case research, and how-to guides
  • BOFU = a free trial, coupons, gross sales calls, and face-to-face gross sales conferences
Diagram showing the TOFU, MOFU, and BOFU stages of the sales funnel
 Levels of the gross sales funnel

Profitable gross sales funnel examples to be taught from 

A examine of 167 advertising professionals from the US discovered that entrepreneurs seen the best gross sales funnel content material to be articles, evaluations, whitepapers, movies, webinars, analysis experiences, and social media posts. 

These research present that the way you design your gross sales funnel issues. It’s not sufficient to slap collectively a weblog put up and hit “publish.” 

So, what makes a gross sales funnel efficient? A powerful gross sales funnel: 

  • Has a excessive lead conversion fee
  • Will get leads enthusiastic about your providing 
  • Is academic and teaches leads about your area of interest 
  • Makes your model extra memorable than competing manufacturers 
  • Paints your model, choices, and employees positively 
  • Conveys professionalism 
  • Produces completely satisfied prospects with a excessive retention fee 

Now that you understand how to identify a powerful gross sales funnel, let’s cowl 4 examples that can encourage you to rework your funnel and land extra conversions.

Earlier than we get began: Measuring the success of latest methods

For those who’re going to attempt to implement what you be taught from these examples, you want a sturdy analytics or CRM platform in place that will help you observe the outcomes of what you alter.

For instance, ActiveCampaign makes use of AI to energy a “Deal Forecast Report,” which may rapidly show you how to establish the affect of any techniques you undertake.

Deal Forecast Report in ActiveCampaign
Deal Forecast Report

You also needs to use UTM tags for social media or content material advertising campaigns to measure the ROI of various platforms.

Gross sales Funnel Instance 1. ArTea 

Homepage of ArTea
ArTea Homepage
Homepage of ArTea

ArTea is a boutique tea enterprise based by Dominique Blechman and Gabriel Moreno in Santiago, Chile, in 2013. ArTea serves a rapidly-growing buyer base of tea lovers throughout Chile and South America. 

Gross sales funnel steps

Right here’s how ArTea’s gross sales funnel works:

Step 1. Consideration 

Potential leads discover ArTea by means of its web site (, social media profiles on Fb and Instagram, and PPC search engine promoting. ArTea targets key phrases like “wholesale tea” and “unfastened tea Chile.” 

Step 2. Curiosity

ArTea makes use of its web site and weblog to extend the prospect’s understanding of its choices. The model additionally makes use of a downloadable information to tea as a lead magnet to draw individuals to affix their electronic mail listing. 

Step 3. Need

ArTea makes use of electronic mail advertising, occasions, and quick programs on tea to construct a need for his or her merchandise. 

Step 4. Motion

ArTea sells tea by means of its on-line retailer and its Santiago-based retail retailer. 

Why ArTea’s gross sales funnel is efficient:

  • It makes use of a number of advertising channels to draw leads.
  • It presents leads low cost codes, free delivery, and related content material by means of automated advertising emails.
  • It solutions widespread questions and offers training about tea.

What you’ll be able to be taught from ArTea’s gross sales funnel

The most important takeaways from ArTea’s gross sales funnel is the significance of lead nurturing. ArTea’s on-line programs, electronic mail advertising, and retail retailer join with prospects personally and supply a wealthy expertise that extra corporate-feeling companies can’t match. 

To create an analogous gross sales funnel, create alternatives for buyer connection. Attempt webinars, programs, occasions, or provide a memorable in-store expertise. 

Gross sales Funnel Instance 2. GymShark

Based by Ben Francis in 2012, GymShark is a sportswear model value an estimated $1.3 billion. GymShark’s target market is exercise-lovers aged 18 — 40. 

Gross sales funnel steps 

Right here’s how GymShark’s gross sales funnel works:

Step 1. Consideration 

Leads discover GymShark by means of PPC advertising, social media commercials, influencer advertising, commerce present appearances, or social media posts. GymShark at the moment has 5.6 million Instagram followers and 1.9 million Fb likes.

Step 2. Curiosity

GymShark teaches prospects about their merchandise by means of weblog posts, social media posts, and in-store discussions.

Step 3. Need

GymShark builds a need for its activewear primarily by means of sponsoring well-known athletes and influencers to put on them. 

For instance, they accomplice with well-known weightlifters and health influencers to put on their gear when filming spectacular stunts.

Squat video on GymShark's Instagram
GymShark Instagram Video

GymShark additionally leverages electronic mail advertising funnels and the GymShark iPhone app.

Step 4. Motion

GymShark sells merchandise by means of its e-commerce retailer, London-based retailer, and by way of retailers. 

Why GymShark’s gross sales funnel works:

  • It makes use of recognizable individuals to make the merchandise look engaging 
  • It creates a group across the model on social media 
  • It engages with leads on platforms they use recreationally (Instagram, TikTok, Fb, YouTube, and many others.) 

What you’ll be able to be taught from GymShark’s gross sales funnel

GymShark’s largest power is how successfully it leverages the Concern of Lacking Out (FOMO). 

To construct FOMO round your model, discover alternatives to showcase your services in settings the place they’re very socially fascinating. For instance, you could possibly strive influencer advertising, showcase your merchandise on social media, or ship trade figures Public Relations (PR) packages. 

Gross sales Funnel Instance 3. Kurzgesagt

Kurzgesagt is an animation studio and design company that helps manufacturers create explanatory movies, infographics, and illustrations. Kurzgesagt has labored with many well-known shoppers, together with Microsoft, Lyft, Siemens, and the Invoice and Melinda Gates Basis. 

Gross sales funnel steps 

Right here’s how Kurzgesagt’s gross sales funnel works:

Step 1. Consideration 

Leads primarily discover Kurzgesagt from its YouTube channel “Kurzgesagt — In a Nutshell.” This channel has 17.7 million subscribers and 1.8 billion video views. 

The Kurzgesagt YouTube channel page
Kurzgesagt YouTube Channel

Step 2. Curiosity

Kurzgesagt’s YouTube movies clarify difficult matters in bite-sized clips with partaking animations and sound results. The movies additionally hyperlink to Kurzgesagt’s different content material, which brings individuals into the Kurzgesagt group on Reddit, Twitter, Fb, Patreon, and Instagram. 

Step 3. Need

Kurzgesagt makes use of its YouTube success to convey experience and professionalism to potential shoppers. Their web site additionally showcases their core companies. 

Step 4. Motion

Potential shoppers get in contact with Kurzgesagt by way of the shape on its web site.

Why Kurgesagt’s gross sales funnel works:

  • It makes use of the company’s social media fame (highly effective social proof) to showcase its skills
  • It provides the company mainstream recognition 
  • It propels Kurzgesagt into the media ceaselessly 

What you’ll be able to be taught from Kurgesagt’s gross sales funnel

Kurzgesagt’s largest power is its mastery over natural social media content material. 

To make use of social media to achieve potential leads, consider methods to showcase your experience on platforms your preferrred viewers makes use of. For instance, you could possibly promote by means of Pinterest, create YouTube movies, or begin a podcast. 

Gross sales Funnel Instance 4. Koia

Homepage of Koia
Koia Homepage

Primarily based in California, Koia is a beverage retailer that produces dairy-free, kosher, and low sugar drinks. Koia’s goal prospects are individuals who need a substitute for unhealthy vitality drinks and sodas. 

Gross sales funnel steps 

Right here’s how Koia’s gross sales funnel works: 

Step 1. Consideration 

Leads discover Koia by means of their influencer partnerships, PPC promoting, social media posts, or advertisements. Koia at the moment has 89k Instagram followers and 47K Fb likes.

Step 2. Curiosity

Koia builds curiosity round its merchandise utilizing its weblog, TikTok movies, and aesthetically-pleasing Instagram footage. Koia may be very cautious with its model picture and makes use of a definite shade palette for model recognition. 

Step 3. Need

Koia’s distinctive positioning on social media helps them relate to a slender target market that may’t wait to strive their merchandise. They share recipes and create particular new flavors to get prospects prepared to purchase.

Step 4. Motion

Koia sells by means of its e-commerce retailer and by way of retailers (which embrace Goal, 7/11, AmazonFresh, and Publix). 

Koia even drives repeat actions (AKA gross sales) with its loyalty program, “The Koia Krew.” Members of the Koia Krew can use the Koia web site to speak with one another and get unique presents. Koia additionally makes use of ActiveCampaign for electronic mail advertising campaigns and makes use of giveaways and unique presents to incentivize prospects to buy. 

Why Koia’s gross sales funnel works:

  • It builds model loyalty 
  • It gamifies the client expertise 
  • It makes use of sturdy visible branding to make the model recognizable 

What you’ll be able to be taught from Koia’s gross sales funnel

The most important factor you’ll be able to be taught from Koia is the significance of strong branding and a buyer loyalty program. Utilizing cohesive and aesthetically-pleasing branding throughout your advertising channels makes them look distinctly “yours.” Constructing a model loyalty program will encourage individuals to make repeat purchases and provides prospects social rewards. 

Use ActiveCampaign to create a gross sales funnel that converts

There’s no “proper” solution to construct a gross sales funnel, because the optimum gross sales funnel for what you are promoting will rely in your prospects, model, and choices. Nonetheless, listed below are some issues to bear in mind when constructing your funnel:

  • Attempt to construct FOMO by displaying off your choices.
  • Leverage a number of advertising channels to achieve a wider viewers.
  • Use social media to extend your on-line attain.
  • Create content material that’s partaking and fascinating.
  • Use distinct visible branding throughout all gross sales channels.
  • Construct a model loyalty program to get individuals to make repeat purchases.

And, in fact, use ActiveCampaign for electronic mail advertising. Our platform will show you how to create efficient electronic mail advertising campaigns that put the correct emails in entrance of the correct prospect, on the proper time. Use superior personalization and automations to create a next-level subscriber expertise. 

Join a demo to see how ActiveCampaign may remodel what you are promoting. 



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