Funnel Type: Application Funnel

Modified on Tue, 13 Aug at 2:12 PM

Understanding Application Funnels

Introduction
An application funnel is a marketing strategy designed to qualify leads before they are allowed to proceed to the next step, usually a consultation, high-ticket sale, or partnership. This funnel filters out unqualified leads by requiring prospects to fill out an application, ensuring that only serious and relevant candidates move forward. This is especially useful for businesses offering high-ticket products or services, coaching programs, or exclusive opportunities.

Key Advantages

Lead Qualification: Ensures that only serious and qualified leads move forward, saving time and resources.
High Conversion Rates: By pre-qualifying leads, you’re more likely to convert those who proceed to the next step.
Perceived Value: The application process adds an element of exclusivity, increasing the perceived value of your offer.
Streamlined Sales Process: Reduces time spent on unqualified leads, allowing you to focus on those most likely to convert.

Building Your Application Funnel

Step-by-Step Process

Stage 1: Traffic Generation
- Goal: Attract high-quality traffic to your application funnel.
- Strategy: Use targeted advertising, email marketing, social media campaigns, and content marketing to reach prospects who are likely to benefit from your high-ticket offer. Focus on messaging that highlights the exclusivity and value of what you’re offering.
- Action: Direct traffic to a landing page that introduces your offer and invites prospects to apply.
Stage 2: Application Page
- Goal: Qualify leads by having them complete an application form.
- Strategy: Design a simple, yet thorough application page that explains the benefits of your offer and why you’re seeking qualified candidates. Include questions that help you gauge the prospect’s readiness, needs, and ability to invest in your solution. The application form should balance between gathering enough information to qualify leads and being concise enough to encourage completion.
- Action: Collect applications and segment leads based on their responses to determine who qualifies for the next step.
Stage 3: Qualification Process
- Goal: Review applications and select the best candidates for a consultation or next step.
- Strategy: Establish a clear set of criteria for evaluating applications. This could include factors like budget, readiness, goals, and alignment with your offer. Have a team member or automated system review the applications and categorize leads into qualified, potentially qualified, or unqualified groups.
- Action: For those who qualify, invite them to schedule a consultation or move forward with the next step in the funnel. For those who don’t qualify, provide a polite response with alternative options or resources.
Stage 4: Consultation or Sales Call
- Goal: Convert qualified leads into customers through a personalized consultation or sales call.
- Strategy: Reach out to qualified applicants to schedule a consultation, either via phone, video call, or in-person meeting. During the consultation, focus on understanding the prospect’s needs and demonstrating how your offer provides the solution. Address any remaining objections and present your offer with a clear CTA.
- Action: Guide the prospect towards making a decision, whether it’s purchasing a high-ticket product, signing up for a coaching program, or entering into a partnership.
Stage 5: Follow-Up Sequence
- Goal: Continue nurturing leads who didn’t convert during the consultation and maintain relationships with those who did.
- Strategy: For leads who didn’t convert, send a series of follow-up emails that address their concerns, provide additional value, and offer another opportunity to take action. For those who did convert, focus on onboarding, delivering the promised value, and laying the groundwork for a long-term relationship.
- Action: Use personalized follow-ups to re-engage unconverted leads and reinforce the benefits of your offer. For new customers, ensure a smooth onboarding process and offer additional upsells or services.

Designing the Application Funnel:

Traffic Generation:
- Content: Targeted ads, email campaigns, social media posts, and blog content that speaks to the high value and exclusivity of your offer.
- CTA: “Apply Now,” “See If You Qualify.”
Application Page:
- Content: Clear explanation of the offer, benefits, and application process, along with a qualifying form.
- CTA: “Submit Your Application,” “Start Your Application.”
Qualification Process:
- Content: Internal review process to categorize and segment applicants based on their responses.
- Action: Invite qualified leads to schedule a consultation or provide alternatives for those who don’t qualify.
Consultation or Sales Call:
- Content: Personalized conversation focused on understanding the prospect’s needs and presenting your solution.
- CTA: “Let’s Get Started,” “Enroll Now,” “Sign Up Today.”
Follow-Up Sequence:
- Content: Email series to re-engage unconverted leads or onboard new customers.
- CTA: “Revisit Your Application,” “Get Started Now,” “Here’s What to Do Next.”

Practical Tips:

Ask the Right Questions: Design your application form to gather the most important information that will help you determine if a lead is qualified.
Keep It Exclusive: Emphasize the exclusivity of the offer to increase perceived value and attract more serious applicants.
Streamline the Process: Ensure your application and qualification process is smooth and efficient to prevent drop-offs and keep leads engaged.

Troubleshooting and FAQs

Q: What if my application form completion rate is low?
A: Reassess the complexity and length of your application form. Make sure the questions are necessary and that the form is not overly time-consuming. Highlight the benefits of completing the application and what the prospect stands to gain.

Q: How can I improve the quality of applicants?
A: Refine your traffic generation strategy to target more specific audiences. Consider adding qualifying language in your ads or landing page to deter unqualified leads from applying.

Q: What should I do if a prospect doesn’t convert after the consultation?
A: Implement a follow-up sequence that addresses any concerns or objections the prospect may have had. Offer additional resources or a time-limited incentive to encourage them to reconsider.