In this analysis, our team collected data for various common marketing funnels and provided KPIs in dollars and percentages for each. Here is what we’ve included:
- Common marketing funnels and the steps in each funnel
- Expected KPIs in dollars and percentages
- Calculate your KPIs
Common Marketing Funnels & The Steps in Each Funnel
The following section describes common marketing funnel types, the steps of each funnel, and what buyer awareness the funnel falls into.
Funnel Type
Funnel Steps
Buyer Awareness Level
Actions
Lead Magnet
Landing Page, Download Page
Unaware, Problem Aware, Solution Aware
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E-Commerce Funnel
Sales Page, Check Out Page, Upsell Page, Downsell Page, Confirmation Page
All
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Webinar Funnel
Registration Page, Registration Confirmation Page, Webinar Page, Action Page, Confirmation Page
Problem Aware, Solution Aware
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Video Sales Letter Funnel
Video Page, Action Page, Confirmation Page
Solution Aware, Product Aware
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Call Funnel
Scheduling Page, Confirmation Page
Product Aware, Most Aware
Defining the Levels of Buyer Awareness
| Level of Awareness | Definition |
|---|---|
| Unaware |
At this level, the potential client is unaware of any problem that must be solved. Generally, marketers focus on problem education at this stage. |
| Problem Aware |
In this stage, the potential client is aware of a particular problem he or she might have but remains unaware that solutions are available for their problem. |
| Solution Aware |
Potential clients in this state are consciously aware that solutions exist for their problem, but they do not yet know about specific offerings your firm may provide. |
| Product Aware |
At the product aware level, the potential client is informed about your firm and the various value propositions you provide, but is not convinced that your firm provides the best solution firm for them. |
| Most Aware |
Finally, most aware potential clients believe your firm is most likely the right solution for them, but may require a slight nudge in order to give your firm their business. |
Defining the Funnel Steps
The table defines what elements may be found on each funnel step.
| Funnel Step | Recommended Elements |
|---|---|
| Landing Page |
Headline w/ Value Proposition, Bullet Points w/ Curiosity Building Statements, Simple Submission Form |
| Download Page |
Button to Download Form, Optional: Video or other CTA to Give Leads a Next Step |
| Sales Page |
Headline w/ Value Proposition, Bullet w/ with Features, Image Gallery, Demonstration Video, Frequently Asked Questions, Customer Testimonials, Pricing Information |
| Check Out Page | Form to Accept Payment, Shipping Information, Order Bump Check Box |
| Upsell Page |
Status Bar Indicating Check Out is Not Complete, Headline with Value Proposition of Upsell, Video Confirming their Decision & Explaining the Upsold Product, Clear Pricing & Discount Display, Button to Add to Order, Text Link to Skip |
| Downsell Page |
Status Bar Indicating Check Out is Not Complete, Headline with Value Proposition of Downsell, Offer Already Presented Products at a Lower Cost, Video Confirming their Decision & Explaining the Upsold Product, Clear Pricing & Discount DisplayButton to Add to Order, Text Link to Skip |
| Confirmation Page |
Information About Order, Other Product Offerings Displayed in Grid Format |
| Registration Page |
Headline Conveying Value Proposition of Webinar, Bullet Points on Topics to Be Covered, Bonus Incentive for Attending, Date/Time Details |
| Registration Confirmation Page |
Time/Date Details, Add to Calendar Button, Video Thanking Them for Registering and Reiterating What They Will Get |
| Webinar Page | Simple Page with Video, Information About Speaker |
| Action Page |
Purchase Product/Book a CallReiterate the Main Reasons for Doing So, Feature Testimonials |
| Video Page |
Headline Building Curiosity to Watch Video, Button/CTA Directly Below Video, More Bulleted Information Below CTA |
| Scheduling Page |
Simple Calendar System to Book a Call, Bullet Points with Benefits of a Call |
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Expected KPIs In Dollars & Percentages
In the following section, we have included KPIs for the cost of moving a potential customer from one step of the funnel to the next, in addition to the percentage of people who should be expected to convert at each step.
Lead Magnet
| Step | $ KPI | % KPI |
|---|---|---|
| Cost Per Click to LP | $1 – $5 | 1% – 3% |
| Cost per Lead | $5 – $25 | 20% + |
| Lead to Customer | $50 – $500 | 5% – 10% |
E-Commerce
| Step | $ KPI | % KPI |
|---|---|---|
| Click to View Landing Page | $1 – $5 | 1% – 3% |
| Sales Conversion | $20 – $500 | 1% – 5% |
| Order Bump | $100 – $2,500 | 20% + |
| Upsell/Downsell | $133 – $667 | 3% – 15% |
Webinar
| Step | $ KPI | % KPI |
|---|---|---|
| Click to View Landing Page | $1 – $5 | 1% – 3% |
| Webinar Opt In | $2.50 – $25 | 20% – 40% |
| Webinar Show Up | $12.5 – $250 | 10% – 20% |
| Webinar Buy Rate | $250 – $25,000 | 1% – 5% |
Video Sales Letter
| Step | $ KPI | % KPI |
|---|---|---|
| Click to View Landing Page | $1 – $5 | 1% – 3% |
| Opt-In for Video | $5 – $25 | 20% + |
| Book Call | $50 – $300 | 5% + |
| Convert to Customer | $250 – $1,500 | 20% |
Call
| Step | $ KPI | % KPI |
|---|---|---|
| Click to View Landing Page | $1 – $5 | 1% – 3% |
| Book Call | $100 – $1,000 | 0.5% – 1% |
| Convert to Customer | $500 – $5,000 | 20% |
Calculate Your Target KPIs
Use the calculator below to calculate how much you can afford to pay at each step of the funnel. Judge the outputs by the provided ranges above to determine if your product is realistic for that type of funnel.
Funnel KPI Calculator
Improving Your Sales Funnel
If your sales funnel is out of KPI and you would like our conversion optimization team to take a look, please reach out on the Contact Us page.