Implementing Sales Funnels Into eCommerce With Kartra

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How many times have you Googled how to build an eCommerce business?   

Probably more than you could possibly count. Now, how many times have you seen the answer for that question being building a Shopify store with a storefront and all of that stuff? 

The answer to that question is probably more than you could count as well.  

Unbelievably, people are still preaching this method, even when every single person (and their mum) has a Shopify store today, making it more saturated than ever before. And it’s going to get even more competitive in a not-so-distant future.  

I know that there are many other eCommerce platforms out there such as BigCommerce, WooCommerce, Magento, and others but since Shopify is the most used one out of them all, I’ll talk about only Shopify and the data I’ve gathered about stores built with it.

However, most of the stuff I am going to talk about in this post include most of eCommerce businesses today, no matter which software they’d used to build their stores.  

Since 2014, worldwide eCommerce sales have almost tripled, going from 1.3 trillion USD to 4.2 trillion in 2020 and it’s expected to hit 6.5 trillion by 2023. In 2021, ecommerce sales flew to $870 million, and that's only in the United States. That's a boost of 14.2% over 2020, and an increase of 50.5% over 2019. In addition, about a quarter of all these sales came and will come from dropshipping stores.  

What does this mean for you?  

These stats show that eCommerce is a fast-growing trend. For this reason, everybody wants to get a slice of the cake which leads to a lot of competition.  

The best way to realize how big of a trend eCommerce actually is to start from yourself. How often do you buy online?  

Probably a lot. Me personally, almost everything that I buy I do it online, whether that’s clothes, books, etc.  

Online shoppers are constantly looking for better shopping experience. A survey by Yieldify discovered that 66% of millennials are willing to exchange their personal data for receiving a better, more personalized shopping experience.  

In this post, I am going to cover why most general stores online don’t provide a great shopping experience for consumers and how you can fix that issue by implementing sales funnels into your ecommerce business.

What is a sales funnel

Funnels vs Shopify stores, let the battle begin!  

Alright, in all seriousness, why do so many people fail at eCommerce?  

Sales Funnels Into eCommerce With Kartra

In fact, every 4 out of 5 eCommerce businesses flop. That’s an 80% failure rate. You’re probably wondering why this is.  

In most cases, people fail because they spend all of their money on ads that don’t bring any significant results.  

Since this business has a low barrier to entry, it quickly got oversaturated leading to higher ad costs.  

Store owners also have to constantly compete with their prices with other stores to keep their business running.  

The only way to win this battle is to have the lowest price on the market. You can’t be second or third, you have to have the lowest priced store out of all competitors in order to win the price battle.  

Even if you manage to achieve this, it will leave you with little if any profits.  

As I’ve said, Shopify stores have a terrible conversion rate. You’d be lucky to get a 2% conversion rate with your store.  

There are numerous reasons for this: 

  • It takes a lot of clicks to complete a Shopify purchase
  • It’s easy to click away from the product page
  • Overwhelming storefront
  • Price comparison

The list goes on and on…  

Even when your visitors come to your store and add a product to the cart, they often abandon that cart. In fact, in 2019 the cart abandonment rate is over 75%.  

abandonment rates

This is something not just Shopify store owners struggle with but people from various other industries.  

Now, I don’t want to make it sound impossible to succeed with a Shopify store.  

In fact, even in today’s world of the oversaturated online marketplace, you can still make it with a traditional online store. However, in order to do that, you need to be able to invest a ton of money into your marketing.  

I am talking about outspending the most of your competitors and coming up with a different, creative approach when speaking with the same audience.  

I also want to note that I am not for ditching Shopify entirely. For a long-term business and branding, you should definitely have a store with all of your products.  

But what I want to talk about in this post is acquiring new customers. Why send a bunch of people to a page knowing that only less than 2% of them will actually buy something?  

There is definitely a better way to approach converting cold audience into a warm group of loyal customers.  

Here I want to start talking about sales funnels.  

As I’ve said, when it comes to cold traffic, 9 out of 10 visitors will leave your site after landing on it for the first time because they simply aren’t ready to buy from you.  

This is why the first step of every funnel is not throwing a bunch of products on your visitor. Instead, it’s making them a free offer.  

You see, everybody loves free stuff. You do, I do, our families do… people enjoy free gifts, no matter how big or small they are.  

What do you think, what would the outcome be if instead of throwing a bunch of products on your visitors, you offered them a free gift?  

They wouldn’t run away. You wouldn’t lose on so much cold traffic.  

The free gift I am talking about is called a lead magnet and you’re not really giving it in exchange for nothing. Instead, the only thing you will ask from your visitors in return is a subscription to an email list.  

The best lead magnets for eCommerce are discounts, coupons, educational products and of course, free shipping!  

lead magnets for eCommerce - discount

Understand that your lead magnet can’t be random. It has to fit your audience’s needs/wants and it has to be valuable. Don’t think that you can get away with anything you put up just because you’re giving it away for free.  

If your lead magnet is an information product around a certain topic, make sure that the information it contains is actually helpful and not some junk you outsourced from cheap freelance marketplaces.  

The value can’t be faked. People can smell a sleazy salesman from miles away. If your product doesn’t fulfill a need or if you don’t care about your customers’ experience, they will know that and you’ll ultimately fail.  

With that being said, once you come up with a lead magnet that will attract people to your funnel, it’s time to build that funnel.  

There are dozens of funnel building software on the market right now. If you already have a Shopify store and want to integrate it into a sales funnel platform, check out Kartra.   

Kartra offers numerous benefits to funnel builders such as email marketing software, done-for-you campaigns, free funnels, and a very user-friendly interface which is really important for someone who knows nothing about funnels.  

Read my full Kartra review to find out more. And in case you’re wondering, yes, Kartra can integrate with Shopify pretty easily.  

So without any further to do, let’s get into the geeky stuff – building an eCom sales funnel.

How to build an eCommerce sales funnel with Kartra 

Okay, so where to start?  

The first step of every funnel is getting leads. This is where our lead magnet comes in. Using our lead magnet as a free offer, we don’t ask for money but only for people’s email addresses in return.  

We’ll use their email addresses to build an email list of people we can continuously market to.  

You see, your email list is truly an asset. Once someone subscribes to your list, you no longer have to spend money to advertise to that person because they’ve agreed to receive updates, offers and information from your business via email. In other words, you can market whenever and however you want to your email audience.  

Kartra has an app inside its platform called Kartra Mail that can be used for email marketing.  

Anyway, let’s proceed.  

Create a Kartra account and log in  

Click here to start your Kartra free trial. After you’re logged in, discover the feautes this platform has to offer.  

Kartra drag and drop page builder

You’ll also see other buttons such as My pages, My forms, My integrations, etc.  

My campaigns button sends you to the page with all the done for you funnels you can use, My communications shows you all of your leads and email marketing options as well. And Marketplace is a place where you can buy other people’s funnels and use them for your business.  

Kartra pages 

Creating pages with Kartra is really simple. I won’t cover everything because you have videos that explain it better and a lot of it is self-explanatory anyway.  

After you’ve selected a template you want to use for your page, click on Edit.  

Kartra templates

Once inside the editor, you’ll probably be a little bit intimidated. But don’t worry a lot, Kartra is quite easy to learn and if you devote some time to it and watch the training videos, you’ll have your funnel up fast.  

Elements themselves are easily edited. Select the element you want to edit and change what you want.  

For example, if you want to edit the text, just double-click on it and you can change it. If you want to change the background image, select it and change the Image URL or upload.  

To add element, navigate to Elements on the header and click Add Element. 

How should an eCommerce sales funnel look  

Enough about the features, time to get into the stuff you’re all here for. I’ll now cover how a successful eCommerce sales funnel looks.  

I’ll stick with the most basic example of a 5-step funnel. Its first step is a landing page, second an order form page and 2 last pages are upsell pages. The last page is a thank you page.  

The first thing I’d like to point out is upselling. This is something that is very difficult to do with Shopify effectively, yet with software such as Kartra, it’s incredibly easy to set up.  

Upsells are crucial for increasing Average Order Value or AOV. They help you make more money out of every customer – since only people that have bought your main product would be upsold – and they have very high conversion rates.  

They work so well because, at this phase of a purchase, the customer has already entered their credit card information. Now, they don’t have to enter that same information again. If they click YES, they’ll automatically be charged.  

I’ll get back to them in a minute. Let’s now cover the first step of every funnel – the landing page.  

Your landing page should have an either totally free or a low-barrier-to-entry front-end offer.  

If you’re selling inexpensive, low-end products, you could offer that product for free and ask your customers to only pay for shipping costs. This way, you’d charge your shipping so that you’re still left with a profit but you wouldn’t mark it up as much as you would normally.  

You could also use a discount as your lead magnet. After they’d entered their email, you’d offer them a discounted product or a discount for buying more of the same product.  

order form page

Your order form page is where you’ll actually be selling your product. However, there is no cart here. Customers will be asked to immediately enter all information required to make a purchase if they like the product.  

The rest is pretty much the same. You should have an image/video of the product where a customer will clearly see what they’re buying, description and testimonials are also recommended.  

description and testimonials

Another thing that really helps increase AOV is an order bump. Order bumps are usually small products that go hand-in-hand with your main product, offered only once at a low price.  

They serve as fries offered with burgers at McDonald’s or as toothbrushes being offered when buying toothpaste.  

And all the customer has to do to buy an order bump is just check a box next to it. That’s it!  

order bump

Kartra doesn’t have an usual shopping cart you’re used to seeing. It has an order form that can either be a one-step or a multiple-step kind of form.  

After a customer enters their credit card details, this is where the real money is made. You see, at this point, the customer is already sold on your product. You don’t have to spend any more money on advertising to them.  

In other words, after a customer decides to purchase a product, you have a chance to make them a kind of offer they’re already sold on. You don’t need to create a long sales page again.  

And all they have to do is just click a button if they want that product. Nothing more.  

Your upsell should correlate to your main product. It can also be more expensive since the customer is already sold on the niche.  

In addition, another type of upsell you could offer is more of your main product, at a quantity-break discount. At this phase, you could lower your prices but still profit since this offer is free to make. For your main offer, you needed to spend money on ads.  

Also, depending on the product itself, shipping costs can stay the same if they order more of that same product if that product itself is small enough. At this point, you’d have to do your own calculations. Of course, this is only the case if you do not have a table rate shipping plugin.

shipping costs

Another type of upsells that work so well are digital products. Here, your profit margin will be much higher because you don’t have to ship anything. 

Types of digital products you could sell are courses, eBooks or even memberships. This all depends on your specific niche. 

This is an eCommerce funnel in a nutshell. For the technical side of things, Kartra has a bunch of tutorials on their site on how to add a product to your funnel and make all the necessary integrations. 

To end this post, I’ll now quickly go over one of the best practices of eCommerce sales funnels I’d seen. 

Trey Lewellen is an 8-figure dropshipper but back at the beginning, he was just like most people in the industry. 

He had a few Shopify stores running but none of them worked. Then he was introduced to sales funnels. 

He went out to build the funnel you see below and made over $20 million in six weeks selling flashlights. 

ecommerce-sales-funnel - led flashlight

His story was featured at Russell’s speech at 10x event by Grant Cardone. 

“He had a bunch of Shopify stores set up, one of which was selling flashlights. And it was one of his duds, it wasn’t working! 

He was moving offices and they had a whole closet full of these flashlights and he told one of his guys to build a funnel and let’s see what happens.  

He shifted it from eCommerce store front to like buy the flashlight, upsell battery packs and upsell warranty. This funnel did $20 million in the first six weeks after it launched.  

That crazy? Right now he’s got a record for the fastest growing funnel inside of Clickfunnels and it was all selling flashlights.” – Russell Brunson  

It really doesn’t matter what type of product you sell, you can create a funnel for it

Conclusion 

Hope that this post has helped you realize the importance of having a sales funnel for your products. Again, you don’t have to entirely ditch your already-existing store – if you have one – but what you should do is to consider taking a different approach than everybody else’s.  

In today’s eCommerce world, it’s especially common to see stores copying other stores and it’s why it got so saturated so quickly.  

Coming up with a unique offer will help you stand out and improve your brand. It will also help you make the most amount of money out of every customer.  

That’s it for this post! If you have any questions, make sure to leave a comment down below. I’ll get back to you as quickly as I can.

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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