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  • Writer's pictureTom Kothman

The Perfect Conversion Funnel

This quick read details nine increasingly complex sales conversion funnels for e-commerce businesses. Nadler differentiates the funnels through a concept called the time-to-sale paradox. “The LONGER and more COMPLEX your funnel is, the better job it will do of nurturing and ultimately converting your customers who complete the funnel.” [1]

Nadler additionally scores the nine funnels on three components:

  • Development & Maintenance (how hard is it to develop and maintain)

  • Tech Skills (how much advanced technology is required)

  • Traffic (what is the traffic source, i.e., affiliate, paid, organic, etc.)

He rates each funnel on level of complexity, suggests the appropriate application and assesses organizational demands. Each funnel is accompanied with actionable flow diagrams, layout suggestions for web pages, emails, sales sheets, along with real examples. Nadler offers a clear approach to understanding and structuring your business marketing.

The Perfect Conversion Funnel is well worth the modest investment of time and money.

Plus, there is strategic insight hitching a ride. I was reminded of some former clients and Michael Gerber’s classic book, E-myth, by the following quote:

“Every single day I get on the phone with entrepreneurs who have, in many cases, incredibly successful businesses, great products, and happy customers. However, despite the customers, the great products, and the revenue... these entrepreneurs (and by extension their businesses) are in a permanent state of chaos. They start every month in a mad scramble to come up with one-off sales promotions and limited time offers to hit their revenue goals. These entrepreneurs are blogging, vlogging, podcasting, posting on FB, posting on Instagram, posting on other people’s FB pages, starting, and joining communities, and sending emails... all because that’s what “one is supposed to do” to “grow their business.” But in spite of all of this activity, all of the effort, stress, chaos, and late nights spent away from family and friends... it never seems to gain any momentum. Every new month feels like starting over from square one in their business.” [2]

In E-myth Gerber contrasts such an extraordinary person’s creativity, technical proficiency, and one-off ideas for generating revenue vs systems-based, scalable processes implemented by ordinary folks directed toward the realization of the original vision.

“System” matters more than “extraordinary people” — It is literally impossible to produce a consistent result in a business that depends on extraordinary people. You will be forced to find a system that leverages your ordinary people to the point where they can produce extraordinary results over and over again.

I think we’ve all been around creative people who constantly come up with stuff to make money. The strategic implication in Nadler’s book is to help such creative people lengthen their focus to work in a systematic way toward an offer that reflects the vision. The Perfect Conversion Funnel provides a system for doing that.

[2] (pp. 2-3). Kindle Edition.

# (Books reviewed are chosen independently. As an Amazon Associate I may earn from qualifying purchases.)


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