Page 88 - Black Friday Ebook (FINAL)

This is the final decision-making step.
Conversion

Visitors have shown interest in your product, and they
might even have added it to their cart, but not yet
completed their purchase.

At that step, you need to:

● Keep the emphasis on features and benefits
● Deal with any objections
● Bring those Abandoned Carts back into the funnel
● Motivate and push for the sale
○ Introduce scarcity
■ “Only X products left”
■ “Only 6 hrs left”
○ And use extra discount to close the sale
■ free shipping for example
■ But keep in mind your profitability

We call this step: Bottom of Funnel (BOF)

Audiences

Someone who has demonstrated intent towards the
product:

● Custom audiences
○ Add to Cart
○ Initiate Checkout
○ Viewed specific product pages
● Email lists
○ Stock alerts
○ Abandoned Carts

○ Subscribers
● Time Frame since the last engagement
○ A shorter time frame this time (1/3/7 days)

Content

As we mentioned earlier, this is the place where you
further their understanding of your product and your

brand:

● Product Explainers with objection busters
● Social Proof (Influencer and User Generated
Content)