If you are promoting anything on the Internet, then it’s important that you understand the concept of a sales funnel.  In this chapter we’ll go over the basic components of a funnel and then we’ll dive into creating those components.

So the first question we must answer is: what is a sales funnel?

As you can see from the chart below, a funnel is a series of web pages that lead a prospect toward becoming a customer.

This process is called a funnel because like the common kitchen item, it is wider at the top and more narrow on the bottom.

In the same way, lots of people can enter the beginning of your funnel (with traffic on the left), but by the time they make it through the rest of the web pages, you might only have 20% of those people that began the process.

Main Components of a 4PG Sales Funnel

There are seven main components of a sales funnel.

  1. Traffic Source – This is the entry point for your funnel. This can be a combination of organic traffic (what you generate on your own) vs. paid traffic (what you generate by running ads on Facebook or Google Adwords)
  2. Landing Page – This is the first page your prospect will see in response to your invitation to click your link via your traffic. Typically, the page contains a promised gift of some kind (PDF, report, cheat sheet) that entices your prospect to exchange their name and e-mail to receive the gift.  At this point you have acquired a lead, which is an important step of your digital career.
  3. Thank You Page – This page appears immediately after your prospect has entered their name and e-mail address in response to your promised gift.
  4. Thank You Page (Pixel) – A pixel is like a digital counter alerting different programs / advertising sites that someone has landed on this page. This allows you to calculate your conversion rate. For example, if 100 people land on your custom landing page, then 40 of those land on your thank you page, it means they have opted-in to your list and you have a 40% opt-in rate.
  5. E-Mail SequenceWhen a prospect exchanges their name and e-mail with you, your autoresponder program will initiate a series of e-mails to that prospect. These e-mails can include additional information about your product / service, training in the use of your product / service or simply more personal e-mails that humanize you as the sender.
  6. Pre-Frame Pages – This is a slightly more advanced concept that we will teach you in the Four Percent Group. These pre-frame pages can be a video series that educates / entertains your prospect and makes them more likely to accept your offer when you send them to your sales page. NOTE: Sometimes the Pre-Frame page  can act as both a thank you page and a pre-frame page.
  7. Affiliate Sales Page – This is typically the money page where your prospect will make the choice of whether to join your program or buy your product. If someone clicks on your call to action, they will usually land on a checkout page to enter in their contact and / or credit card information.

Every Point of Your Funnel Is a Point of Contact

It is important to note that every point along your funnel is an opportunity to interact with your prospect and bring them to a buying decision.  So you need to think carefully about the purpose of each page (more later) and what you want to communicate.

In addition, every point along your funnel can be optimized for better conversions (a fancy way of saying “can be improved”).

Imagine this scenario.

You send 100 people to the beginning of your funnel, which is your custom landing page.  Out of those, 25 opt-in to your list to receive whatever you have promised on the other side.  Perhaps you entice them to stay with a pre-frame and then you make your final pitch and only 5 decide to go on to your affiliate offer.  From these only one makes a purchase.

We can map this conversion this way (#1).

# LP TY or Pre-Frame Sales Page Purchase Total $
1 100 25 (25%) 5 (20%) 1  (20%) $100
1 100 25 (30%) 6 (20%) 1.2  (20%) $120
2 100 35 (35%) 10.5 (30%) 3.1 (30%) $315

But now let’s say you can increase your opt-in rate to 30%.  Then you would have scenario #2.  And if you make more improvements anywhere along the funnel, your bottom line would increase significantly (#3).

This is the power of funnels and of making sure you have a good understanding of how they flow.

The Importance of Building Relationships with Your Prospects

One of the ways that people choose to make money online is through affiliate promotions.

Typically, this means heading over to Clickbank or JVZoo, finding a product with a high gravity score in a niche that is popular and then running ads to some kind of affiliate sales page.

The funnel would look something like this:

The reason so many people fail in this business is because this is how they promote.

Conversions from cold traffic to a sales page are somewhere in the .05% to 2% range if you are lucky.

But there is so much more you can do BEFORE you send someone to a sales page that will mark the difference in your business.  This is because everything you do before your prospect reaches your sales page can be categorized as building a relationship with your visitor.

The more you can interact and engage with your visitor, the higher the likelihood he / she will take the action that you desire.  This is because people buy from people they know, people they like and people they trust.

It’s like you telling your best friend they gotta go see this movie because you know they will like it.  Your best friend doesn’t sit there and think, “this guy is trying to sell me something”, “or how does she know what I like?”

Do you understand?

Invite People Into Your Home (on the Internet)

This is one of the reasons why you have to treat everything you do before the sales page like it’s an invitation to your house.

You wouldn’t want someone to come over when it’s messy, or when there is no food in the fridge and you don’t have anything to offer them.  And you wouldn’t be inviting them over so you could make them part with their cash the first opportunity you had.

No, quite the opposite.

Everything before the sales page is another opportunity for you to stand out, to brand yourself, to make a connection and to show your prospect that you have their best interest in mind.

You can communicate all of that through your landing page, e-mail sequence, thank you page and pre-frame videos or pages.

This way, when you finally make a recommendation, you’re more like that friend that recommends a good movie instead of a cheesy marketer that no one likes.


Module 1 – Orientation

  1. Lesson 1 – Welcome to the Four Percent Group
  2. Lesson 2 – Four Percent Group Vision
  3. Lesson 3 – 4PG Back Office

Module 2 – System Setup

  1. Lesson 1 – Multiple Streams of Income
  2. Lesson 2 – Funnel Basics
  3. Lesson 3 – Landing Pages
  4. Lesson 4 – Domain and Custom Tracking Link
  5. Lesson 5 – Thank You Page

Module 3 - Traffic

  1. Lesson 1 - Introduction to Traffic
  2. Lesson 2 - Using Bing Ads for Leads and Growth

Module 4 - Setting Up Your Autoresponder

  1. Lesson 4.1 - Introduction to E-Mail Marketing
  2. Lesson 4.2 - Types of E-Mails to Send
  3. Lesson 4.3 - Setting Up Your Autoresponder (GetResponse) (in development)
  4. Lesson 4.4 - Samples 5 Types of E-Mails to Send

Module 5 - Mindset

  1. Lesson 5.1 - Orientation to Mindset
  2. Lesson 5.2 - Critical Mindset Factors for Success