What is ClickFunnels And How Does It Work?

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It was Sir Isaac Newton who introduced the world to the three laws of motion, one of which says “For every action, there’s a corresponding opposite reaction.” Now, how does this relate to marketing, specifically sales funnels? 

It is your job to walk your audience through different stages of the sales process until they become customers. This way, you get the reaction you want, which is a purchase or, better yet, commitment and loyalty to the brand. 

However, pushing them deeper into the sales process is easier said than done. Marketing, after all, is an intricate part of doing business. Fortunately, you can simplify the steps with tools, such as ClickFunnels.

In this article, we’ll together explore the following points:

  • What is ClickFunnels?
  • How ClickFunnels work, including the features
  • Who are the best users for the platform
  • Pros and cons

Before signing up for ClickFunnels, make sure to get ClickFunnels 30 Days Marketing Plan. Everyone who has ever had a ClickFunnels account, needs these 30 day blueprints. The summit is totally free.

What is ClickFunnels?

ClickFunnels is a popular platform that helps its users sell products online. To be more specific, it positions itself as a “one-stop shop” of everything you need for every stage of the sales funnel and, ultimately, convert leads into customers with the least amount of time and effort on your end through automation.


Russel Brunson founded the company sometime in 2014. Unlike other online marketing programs, ClickFunnels is self-funded. It means that it doesn’t have venture capitalists as backers.

This somehow works to his disadvantage since he has full control over the direction and use of the platform. Plus, with his deep knowledge in online marketing, analytics, and automation, he and his team are able to design features that meet the needs and preferences of its target market.

How does ClickFunnels work?

The concept of ClickFunnels is simple, but for you to better understand it, you need to know more about sales funnels. How does it differ from other marketing strategies, such as search engine optimization (SEO) or email marketing?

What are sales funnels?

The sales funnel is a representation of the customers’ journey from the time they saw the product to the moment they paid it perhaps through their credit card. It is called as such since the graphics usually resemble a funnel you see in most kitchens. Look at the photo below from business2community.com:

What are sales funnels

As you can see, the sales funnel begins with Awareness and then ends in Purchase or Loyalty and Advocacy (or social proof, when customers recommend your products and brands to others). 

As the leads go through each stage, their number will become fewer, and that’s normal and perfectly fine. After all, you cannot expect everyone who saw your ad to buy your product. However, to boost your conversion, you need to implement the right marketing strategy in every stage. 

These techniques can vary in every stage, or you can use the same platform, such as social media or e-mail. But you need to customize that to match your message and the stage of sales funnels your leads are in. You also have to keep those leads that didn’t proceed to the other levels engaged, since you can still convert them some other time.

What are the ClickFunnels features?

To help you achieve all your goals in every stage of the sales funnel, ClickFunnels provide you with the following features:

1. Templates galore

One of the primary features of ClickFunnels is templates. There are dozens to choose from, depending on the stage of the sales funnel and the marketing strategy you’re trying to implement. Currently, the platform divides these tools into the following categories:

  • Lead generation 
  • Sales generation 
  • Product launch 

You can use these templates as Squeeze Pages, which are the landing pages that help you collect e-mail addresses of your audience. You can use the data to build your mailing list for e-mail marketing. 

There are also the Tripwire Funnel templates, which appear immediately after the squeeze page. This is where you make the first offer, which is the lowest-cost product. Often, this also generates a loss, but the purpose is to get your customers deeper into the conversion process. 

You can see a few examples of the templates below:

ClickFunnels templates

2. Drag-and-drop editor

Called the Etison Editor, it is the ClickFunnels feature that allows you to customize the different templates and tools to reflect your brand and message. 

It is a drag-and-drop editor, which means the page already has some placeholders, and all you need to do is to rearrange them according to your liking. You can also change the photos, texts, and colors. You may also add elements like your logo and other business-owned assets like videos and photos. 

clickfunnels page editor

While the drag-and-drop feature is already helpful, ClickFunnels makes it even more convenient by using color-coded blocks for every layer of the page.

3. Webinar funnels

ClickFunnels also provide tools to attract your leads to take part in webinars. But why should you even bother to have one when you can do email marketing and other digital strategies? The answer is conversion.

According to Neil Patel, you can convert up to 19% of your attendees to customers. On average, industry conversion rates are somewhere between 3% and 5%.

ClickFunnels also provides various templates you can use to promote your webinar events, and they look like squeeze pages. But it gets better since you can also automate the whole process. 

It means that you can create a series of evergreen webinars, catered to the specific stage of the sales funnel, and let the system do the rest. Guests can sign up to the first webinar, and if they like it, the system will lead them to the next page, where they can join another event.

4. Analytics and split tests

When it comes to online marketing, little changes can lead to big things. With the likes of squeeze pages, landing pages, and websites, it can be as simple as changing the position of the logo, choosing a better photo, or even modifying the colors of the text. 

Clickfunnels Analytics and split tests

But how do you know they're working or not? That's where analytics and split testing come in. ClickFunnels let you test the effectiveness of the pages in meeting your objectives. You can then tweak the design until you find the one that gives you the best results even before you publish the page. 

5. Backpack

While Rome wasn't built in a day, certainly, it still happened because many people made it so. It's the same thing with growing your business. If you want your company to soar fast, you cannot market by yourself - you need help. 

Clickfunnels backpack

For this reason, ClickFunnels lets you run an affiliate marketing program right within your funnel. As a feature, you can:

  • Choose your preferred affiliate type.
  • Determine your commission.
  • Add at least two pages for your program in the sales funnel and customize the content.
  • Create up to two tiers for the affiliate program.

By the way, don't forget to check my article: Best Affiliate Programs With Recurring Commissions

6. Multichannel Use

ClickFunnels also has a Follow-Up Sales Funnel, which helps you reconnect to your leads in different channels. These include e-mail, social media, desktop notifications, and even texts.

Who should use ClickFunnels?

ClickFunnels is ideal for every digital marketer, but it can be a must-have for the following:

1. Startups

When building a startup, money can be tight. You may also feel issues with building a team. When you cannot hire plenty of professionals for your business, ClickFunnels can fill in the gap. With it, you may skip having a website designer or web developer.

Clickfunnels target audience

2. Entrepreneurs with poor technical know-how

Building a website or a page can be both frightening and intimidating for anyone who isn't tech-savvy. Tools like Etison and other automated features mean you no longer have to learn how to code to publish your pages. 

3. Digital marketing agencies

When you're managing more clients, time management is a problem. ClickFunnels can help in this area by automating many processes. 

4. Content creators

Whether you're a blogger or a copywriter, ClickFunnels features can speed up the working process. It also provides you with a competitive edge since you can do more than fill the content. For instance, you can already offer analytics or split testing and page design.

Pricing plans

  • ClickFunnels (which is the most basic plan) at $97/month
  • ClickFunnels Platinum at $297/month
  • TwoCommaClubX at $2,497/month
What is ClickFunnels

For the details, refer below:

  • For the most basic plan, you can create up to 100 pages and build up to 20 sales funnels. In the other two options, you can get both of these unlimited.
  • You can share your funnels with others in all three plans and add team members. However, you can include only one in the basic plan and 3 under Platinum.
  • You won’t get the Follow-Up Funnels feature under the basic plan.
  • When it comes to support, the basic plan entitles you to a chat support, but it’s the Platinum plan that provides you with priority access. Only the TwoCommaClub X members can receive VIP phone support.
  • The high-tier plans include coaching, with TwoCommaClub X offering the most intense guidance from the experts, including the founder. However, the basic plan allows you to join their members’ forums. 
  • Platinum and TwoCommaClubX plans pack with plenty of add-ons. These include Affiliate Bootcamp (though I also have plenty of articles about affiliate marketing here), Live Experiences, and High-Ticket Funnels.

Pros and cons of ClickFunnels

With all this information, should you use ClickFunnels? Would it make a worthwhile investment? Let’s weigh the pros and cons:


1. Ease of use

The user interface of ClickFunnels is easy to understand, and navigating through the various tools is convenient. Even someone who doesn't have a lot of technical know-how will learn to use it fast. The drag-and-drop editor and the customizable templates ensure you can create pages for sales funnels in record time.

2. Automation

In this day and age where time is golden and you're up against hundreds of fierce competitors each day, you need to learn how to manage your resources. ClickFunnels lets you do that through the power of automation. You can basically set up the system and let the platform do the rest for you.

This way, you can just keep track of the performance of these pages and modify them when necessary.

Clickfunnels actionetics_new action funnel

3. Diverse support and coaching

It's not unusual for businesses, including platforms, to offer support. However, what I love about ClickFunnels is you feel that it wants you to succeed. Besides chat support, you can also call. You will also receive access to dozens of courses and training. If you become an exclusive member of TwoCommaClubX, you may even join live events, to name a few.

4. Scalability

ClickFunnels is a software as a service (SaaS) platform. You pay for only what you need, upgrade when you're growing, but also go back to your old plan when you need to. You can also cancel it anytime without worrying about paying for a cancellation fee or breaching contracts.  

5. Simple pricing plans

Some platforms offer dozens of plans that everything is confusing and overwhelming. That can cause analysis paralysis. By simplifying the pricing plans, it's easy for you to compare your options.

Clickfunnels seo data


1. Pricey plans

Although the plans are easy to understand and come with good features, they are still expensive compared to other options, such as Kartra or Builderall. It comes with a 14-day trial, but it isn't for free. The upside is all funnels are free regardless of the subscription you chose.

2. Need for other digital marketing platforms

As mentioned, marketing strategies are complex. While ClickFunnels gives you an excellent head start against your competitors and saves you time and effort, you may need more platforms if you want to automate comprehensively. For example, you may need a solid autoresponder for e-mail marketing.

3. Potential lack of support for those with a basic plan

For a price of nearly $100 a month, basic plan holders can only receive chat support, and they may not even be a priority. They also don't have access to guides and training, only a forum.


Overall, ClickFunnels is one of the best sales funnels platforms in the market today. Despite the hefty price, it is easy to use and understands the demand and problems digital marketers face.

It offers excellent customer support for higher plans, including comprehensive training and guides.

In case you want to learn about other funnel builders, check out my guide - Best Sales Funnel Builders

Before signing up for ClickFunnels, make sure to get ClickFunnels 30 Days Marketing Plan. Everyone who has ever had a ClickFunnels account, needs these 30 day blueprints. The summit is totally free.

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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