Don't get me wrong, websites are popular and at this point, most businesses have had at least one website. In fact, a lot of businesses are now on their second, third or fourth website.
But have you ever stopped to ask the question- is this website really helping my business? Or is this website meeting the brick-and-mortar goals of my business?
I think if a lot of business owners were honest they would admit the answer to the question is no.
When websites were first invented, they were essentially digital brochures. Overloaded with way too much information and many still are. This then leads to confusion and indecision. There's a great quote, “a confused mind never buys”.
A Funnel is More Simple and Direct
Unlike a website, a funnel has a clear path the user is meant to take. The purpose of a funnel is to eliminate all confusion and encourage the user visiting the website to take specific actions.
According to an article in the Harvard Business Review, relentless efforts to engage customers using tons of information and content on a website can be overwhelming, confusing, and frustrating. A website visitor who is focused on buying a product may find it hard to navigate to the relevant page. As a result, he may just close the window or click away.
However, since a funnel usually consists of only one page which is clear, concise, and direct, they are better at sales-focused engagement without informational noise and distractions.
Simply put, funnels don't have pages, they have steps. Those steps may even span multiple pages. But there is never confusion about what someone is supposed to do next.
A Funnel Has a Clear Story
Most business owners know that it's a hard task to connect to customers and grab their attention. That's where storytelling comes in.
Author and scholar Jonathan Gottschall described human beings as storytelling animals. We love stories and crave them. This is because there are things we can relate to or plots that pique our curiosity. Marketers are increasingly turning away from traditional sales pitches to storytelling in order to drive sales. Consider the fact that 69% of Generation Z find traditional sales pitches intrusive and negatively disruptive.
Yet a good story must be well-organized, engaging, clear, and focused—The same exact qualities of a funnel.
A Funnel Can Easily Be Split Tested
As a business, you may not know which web design is the best at driving revenue. This is where split testing can come in handy. Split testing is designing different web designs and layouts and testing which one converts more. Remember revenue is all about conversion. Yet it's difficult to do split testing on a website, another reason why a funnel should be a better option.
Other Reasons Why Funnels Are Better at Driving Sales
A funnel is more mobile-friendly: For perspective, about 60% of consumers identify the ability to shop using a mobile device as a key factor in choosing a brand. Consumers particularly prefer apps.
Funnels Have More CTA's: You're not likely to drive sales without a clear Call To Action (CTA). Yet a study showed that a whopping 70% of small business B2B websites had no CTA's. On the other hand, funnels averagely display 6-10 CTA's.
It's easier to track conversions using a funnel than when using a website.
Ready To Learn How A Funnel Could Help You?
Ready to learn more about how a funnel might help your business? Reach out to one of our experts today and find out how a funnel just might be the perfect marketing tool you've been looking for!