Learn the basics of how sales funnels, landing pages and the art of conversion optimisation work together to grow your Australian small business from zero to hero. Brought to you by Dante St James, Business Station, the ASBAS Digital Solutions program and Treeti Business Consulting.

1. SALES FUNNELS,
LANDING PAGES
& CONVERSION
OPTIMISATION
DANTE ST JAMES

2. What we'll cover
How sales funnels work.
How to create a sales funnel.
What landing pages are & how they
fit in the sales funnel process.
Optimising your landing pages to get
enquiries or sales.
The free or inexpensive tools to do
this yourself.

3. But first...
Who exactly is Dante?
Founder of Clickstarter
1 of 6 Facebook Community Trainers
in Australia
1 of 4 Facebook Digital Marketing
Associates in Australia
Head of Digital for Treeti Business
Consulting
Google Digital Springboard Trainer
for small business in NT, WA & QLD

4. What we're up against

5. Let's start with
sales funnels.

6. At it's most simple, a
sales funnel is just a
symbol of the journey
from someone being a
stranger to being a
customer.

7. THIS IS THE (SIMPLIFIED)
JOURNEY THEY TAKE
AWARENESS CONSIDERATION CONVERSION

9. 1awareness
don't know you / don't know your product /
don't even realise they want or need you

10. You're not
trying to
sell
anything
yet.
You're making them
aware of you. Not
gunning for a sale.
Get in their brain and
work out what their
problem is.
Lead them to find out
more on a website or
landing page.
1

11. 2
consideration
they know you / they know your product /
they're considering you / they are
comparing you to others

12. Give them
a reason
to choose
you now.
Offer a reason for them
to choose you over
others.
Show exactly how you
solve their problem
more than the others.
Give them directions to
your store or a link to
where they can buy
now.
2

13. 3
conversion
they're buying now / they've expressed
interest in your before / they're in the mood
to buy, shop or eat right now.

14. Drop in
while
they're
hot to trot
They are looking for
you right now. Make it
easy to find you!
Facebook & Google can
see they're shopping.
Get them shopping
with you!
They're nearby. So give
them a reason to drop
in with a special.
3

15. An example
sales funnel
PROSPECTIVE CUSTOMER
LIKES COFFEE
Ad is delivered to educate or
entertainment them about coffee to
create a hunger in them for coffee.
PROSPECTIVE CUSTOMER
WANTS TO BUY COFFEE
Introduce a deal or an irrisitable fact
about your coffee that makes your
coffee stand out from other coffee.
PROSPECTIVE CUSTOMER
IS ABOUT TO BUY COFFEE
Deliver a last convincing message, offer
or fact about your coffee to get them to
buy it right now.

16. IF THIS HAPPENS, THEN
DO THIS...
A SALES FUNNEL IS A SERIES OF
SEND A REPLY
ADD THEM TO MY DATABASE
FOLLOW UP MY REPLY IF NOT
ANSWERED WITH 48 HOURS
EXAMPLE:
IF I GET A SUBSCRIBER, THEN...
1.
2.
3.

17. Draw up
your own
sales funnel
AWARENESS
What are that not aware of about your
business or its products? How will you
let them know about them?
CONSIDERATION
What can you offer that sets your
business or products apart when it
comes to you and competitors
CONVERSION
What can you do to make it really easy
and really compelling to buy from you
when they they are hot to trot?

18. Building your
sales funnel
using a
spreadsheet
AT THE END

19. So what's the deal
with landing
pages?

20. A landing page
steers
customers in
exactly the
direction you
want them to
go.
Neil Patel

21. KEEP IT FOCUSED
NO OPTIONS
No distractions from your goal.
ONE PURPOSE
Aim for just the one thing. Get a
sale or contact details.
KEEP TEXT SIMPLE
Just the basics. No fluff.
ONLY ASK FOR BASICS
A name and an email address are
fine. At most, add a phone number.

22. Full menu
Brand
statements
Multiple calls
to action
WEBSITE

23. No menu
Straight to
the offer
One call to
action
LANDING PAGE

25. THE
OFFER
Short, sharp
description of
what you're
offering.
THE
FORM
Name. Email.
Phone. That's it.
Get the rest
when you reply.
THE
BUTTON
Obvious, clear
and convincing.
WHAT
GOES ON
A
LANDING
PAGE

26. Building a free
landing page
with Google
AT THE END

27. So what is
conversion
optimisation
then?

28. The less barriers to
entry you can
throw up in the
user adoption
process, the higher
your conversion
rate can be.
Sherice Jacob
Conversion
Optimisation
Specialist

29. The
Big
Three
SUPER FAST TO LOAD
Must load within 2 seconds
After 3 seconds, you lose 40% of visitors
Atfer 5 seconds, you lose 80% of visitors
AN OBVIOUS CALL TO
ACTION
One button. One action. No more.
CLARITY ON WHAT IS ON
OFFER AND WHAT TO DO
No misunderstandings

30. UNCLUTTERED PAGE.
FEW IMAGES
GOOD HOSTING
1.
2.
3.
3 WAYS TO GET SUPER FAST LOADING

31. JUST ONE BUTTON
MAKE IT GREEN
SHORT, CLEAR
INSTRUCTION
1.
2.
3.
3 WAYS TO GET AN OBVIOUS CALL TO
ACTION ON YOUR LANDING PAGE

32. 3 WAYS YOUR BUSINESS
SOLVES THEIR PROBLEM
GETTING CLARITY ON WHAT YOUR
OFFER IN THREE STEPS:
SAVES MONEY
SAVES TIME
SAVES EFFORT
EXAMPLE:
1.
2.
3.

33. 3 WAYS THEY WILL BE
AFFECTED IF THEY DON'T
TAKE YOUR OFFER
GETTING CLARITY ON WHAT YOUR
OFFER IN THREE STEPS:
SPEND MORE MONEY
SPEND MORE TIME
HAVE TO WORK HARDER
EXAMPLE:
1.
2.
3.

34. 3 EXAMPLES WHERE
YOU HAVE HELPED
SOMEONE LIKE THEM
GETTING CLARITY ON WHAT YOUR
OFFER IN THREE STEPS:
PHOTO OF PERSON
NAME OF PERSON
ONE SENTENCE
EXAMPLE:
1.
2.
3.

35. LOCALS LIKE TO TALK
Provide a telephone number lower on
the page and a link to your main site
LOCALS LIKE TO DROP IN
Provide a link to directions lower on the
page - or an address
LOCALS LIKE TO KNOW YOU'RE
LOCAL TOO
Throw in a Territory or Australian flag. It
says far more than "Local Family Owned"
Local Business
Considerations

36. BUILD YOUR
SALES FUNNEL
ON A
SPREADSHEET
FIRST
This way you can see if it makes
sense and whether you can actually
carry it out manually.

37. BUILD YOUR
LANDING PAGES
ON GOOGLE
SITES FOR FREE
Combining Google Forms with
Google Sites means you get
tracking, fast loading and it's free!

38. TEST DIFFERENT
VERSIONS TO
SEE WHAT
WORKS BEST
Do multiple versions of the same
landing page and test how each
works. Then keep using the best
and dump the worst.

39. WEBSITE
clickstarter.com.au
EMAIL ADDRESS
dante@clickstarter.com.au
PHONE NUMBER
(08) 8967 1788
Contact Us
Have any questions or suggestions?