Case Study: 3 Funnels That Make Millions For Their Owners

Case Study: 3 Funnels That Make Millions For Their Owners


s we have seen in my previous post, a funnel is a necessary tool for any business that is performing on a website.

Without it, the customer experience becomes bland, confusing and profitless

If you're already familiar with this concept, then read on and see by yourself how well it works in real life

If, on the other hand, you happen to have landed here and don't have much of a clue about funnels, I suggest clicking on the link above and reading my article.


That said, let's proceed to see a few examples of businesses that have applied these concepts to their website and are doing quite well.

Here they are:

Example 1 | MailChimp

MailChimp is a freemium email marketing tool.

A quick Google search shows that:

$400M a year generated by 14 million converted users.

That means that - by using the right funnel - they have compelled 14 million people to subscribe and pay for their service.

Even if the service is excellent, without the right funnel to convey the value they offer, no customer would have tought that subscribing would be a good idea. So let's walk through the steps to see the secret behind their success:

Awareness Stage: Traffic (organic, people coming through social media, emails...)

Consideration stage: People coming in and checking their website.

As you can see the slogan appears big and visible, and it's trying to convey an idea.

That is because they know it's being addressed to a specific niche: people wanting to integrate a mail tool in their business, to promote their brand.

Letting them know that they can be themselves is effective because that's what entrepreneurs want: to convey their uniqueness through their mails, and therefore, enhance their brand appearence.

It is obviously working for them since - first - they're a well-established company, and - second - they've performed A/B tests to determine what sells better. So I guess it's safe to say that their slogan works well.

The Call To Action is obvious:

The blue button that says sign up for free.

If all the elements in the front page convinced the lead to walk into the next step, here's where they're taken:

Conversion stage: Here's where the customer can opt for a plan and pay

As you can see, they're narrowing down the path for each specific niche, and highlighting that their specific needs will be covered.

It is crucial that you target the specific audience as much as you can through each step of the funnel.

They even let you know which is the adequate plan for you based on your stats:

The one above generates engagement and adds extra value, which will be considered in the next stage: the Loyalty Stage.

Finally, they come to the Advocacy Stage:

This company in particular, did it in a pretty clever way.

Since their product offers e-mail solutions, they're powering the e-mail campaigns of thousands of companies. This allows them to include a link to their landing page and create a lead out of every lead generated for their lead. (too many leads...)

Example 2 | Help Scout

The previous example was pretty inspiring, right?

A company that generates $400M a year is no joke.

Well, this company, as opposed to MailChimp, only makes around $1M a year

Think it isn't much?

Think twice.

Check the stats:

Mailchimp was funded in 2001, whereas HelpScout was funded in 2011

Mailchimp currently counts with +700 employees.

Help Scout only counts with 3 employees.

I guess it's safe to say that this company is well on its way to success, so let's take a look at what makes it work so well and grow in revenue so quickly.

I find this to be a great example of design, the layout is solid and organised and the background picture is pretty cool.

It is a company that offers Customer Support solutions.

Awarenes Stage: social media, other pages, ... .

Consideration Stage: Their frontpage

The Call To action is the blue button that says get started for free. So they're taken to the next step:

The Conversion Stage:

Their goal is to have a lead sign up for a free trial. Once they fill out the form they can proceed to the other two stages in the funnel.

Example 3 | Perfect Audience

Perfect Audience is a company selling advertising services for small businesses.

Let's go through a few stats:

Perfect Audience was founded under the Y Combinator seed accelerator program in 2012 and quickly followed up with a $1.1 million funding round that year.

The company reported solid revenue growth for Q4 2014, with year-over-year sales increasing 33% to $22.8 million. 2014 full-year revenue was projected at $96.8 million-$98 million.

[The same year] Marin Software Acquires Perfect Audience For $23M.

Another example of a company that has given their founders millions and millions in revenue, to the point that it is working so well, that another company decided to acquire it as it is.

Let's walk through the different stages in their funnel, maybe we can try to replicate some of their success by paying close attention:

Their Awarenes Stages begins with social media, so on and so forth...

Their Consideration Stage (frontpage):

Conveys the message pretty quickly: they clearly show what they do.

Setup takes minutes implies that it won't take long to start reaping the benefits of hiring their service. Pay close attention, they're creating this view on the consumer's eye: this will be a quick and effortless process. Remember how I insisted on this in my previous post? The path toward conversión must be as quick and painless as you can make it. Besides, they claim that they will give you a $100 credit if you try it today. This only makes the conversión process smoother and more rewarding for the lead. de convicción por parte del cliente. Pay attention to the words: today and $100. It doesn't matter whether you subscribed today, yesterday, tomorrow, next week or last month. You will be given the same credit. Today makes it feel volatile, triggering FOMO (Fear Of Missing Out) in you. They're not - however - liars, they're not claiming that only and only today this will apply. What they do is triggering the unconscious reaction of you reading it. Even if you consciously know that it is not only today, it does feel a little bit urgent, so you feel the FOMO anyways.

The same happens with the $100. It is not $100 in real currency, it is $100 worth of their services. The lead - again - consciously knows that the $100 is not a $100 dollar bill they're sent home, yet there's still this feeling of greed that spikes when they read it.

The blue circle adds clarity about the product. In a matter of seconds, they lead must know what your service is and what value they can get from you. If they need to invest too much (and by too much I mean just clicking a single link) you're out of business.

Has a very obvious Call To Action (the red button).

That once clicked leads to the Conversion Stage:

They fill up the form and voilà - they're converted.

Notice how at the bottom it says: 23 seconds to sign up (free!). This is a reminder for the lead that it will be a quick (23 seconds), free and therefore pleasant experience.

Then the lead proceeds to the last two stages: Loyalty Stage and Advocacy stage

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By the way, I am currently working on a series dedicated to the different stages in a good funnel. Stay tuned so you don't sleep on this ;-).

Leave a comment if you've got any questions! I will do my best to reply.


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