4 Ecommerce Funnels That Beat Walmart
and Launched a Million-Dollar Shopify Store
4 Ecommerce Funnels That Beat Walmart and Launched a Million-Dollar Shopify Store
We made a list of the 4 most profitable offers from ColorIt.com including the winning strategies behind their success, the landing pages that make them work, and the one tool you need to copy them.
We made a list of the 4 most profitable offers from ColorIt.com including the winning strategies behind their success, the landing pages that make them work, and the one tool you need to copy them.
These are the 4 top ecommerce funnels from ColorIt, a Shopify store that makes millions a year selling coloring books online.
But when the company first got started, they ran into a BIG problem: competition.
Hundreds of online stores sell coloring books — including billion-dollar corporations like Walmart, Target and Amazon that can afford to sell cheaper versions for 75% less.
So how did ColorIt sell thousands of $18 coloring books to people who could have bought one for $4 from an established brand?
They got creative with these 4 next level ecommerce funnels.
These are the 4 top ecommerce funnels from ColorIt, a Shopify store that makes millions a year selling coloring books online.
But when the company first got started, they ran into a BIG problem: competition.
Hundreds of online stores sell coloring books — including billion-dollar corporations like Walmart, Target and Amazon that can afford to sell cheaper versions for 75% less.
So how did ColorIt sell thousands of $18 coloring books to people who could have bought one for $4 from an established brand?
They got creative with these 4 next level ecommerce funnels.
And in this article, their Chief Marketing Officer Michael Jackness shares the strategies behind these funnels, the landing pages that make them work, and the only marketing tool you need to copy them in minutes.
And in this article, their Chief Marketing Officer Michael Jackness shares the strategies behind these funnels, the landing pages that make them work, and the only marketing tool you need to copy them in minutes.
FUNNEL #1
20 Free Downloads Offer Page
Audience: COLD TRAFFIC
Goal: LEADS, SALES
Compared to email marketing, Facebook advertising is expensive.
That’s why ColorIt created this ingenious funnel to generate leads and transition them to their email list.
They start the funnel by advertising a lead magnet on Facebook: They offer 20 free coloring page downloads in order to get email opt-ins into their funnel. Why so many?
Well that’s the smartest part: They don’t deliver all 20 pages at once. Instead, they stretch the email sequence to 40 days by delivering one page every other day. And on the days in between, they send additional content about their products and brand.
That’s 40 days of marketing that would have cost an arm and a leg on Facebook!
“Now we have 40 tries to turn someone into a customer,” says Michael,
“Instead of just that split second interaction on Facebook.”
“Now we have 40 tries to turn someone into a customer,” says Michael, “Instead of just that split second interaction on Facebook.”
And during that time, they have the customers’ full attention because they’re delivering value.
“People love these emails, because they’re getting something for free. Our open rates for these promotions are usually over 35% — that’s more than double the industry average.”
This funnel has resulted in over 12,663 email opt-ins at $0.30 per lead, and dramatically reduced the cost of acquiring a new customer on Facebook from $12 down to $2.
And with each free download they send, ColorIt trains new subscribers to open their emails — a smart way to keep open rates high in the future.
How to Use it in Your Business
Looking for a cheaper way to get customers? Try running this funnel to cold traffic.
Create a landing page offering a lead magnet — like a free download, tips list or training video. (ColorIt created theirs using the Zipify Pages app, a drag-and-drop page builder for Shopify stores.)
Now that you have these opt-ins on your email list, take a page out of ColorIt’s book and stretch out your content delivery window. This way you have more time to build a relationship and generate sales.
PRO TIP:
In between these delivery emails, send content about your brand. Once you’ve established a relationship, try making a few product offers.
FUNNEL #2
12 Days of Christmas Flash Sale
Audience: WARM TRAFFIC
Goal: SALES
Each year, holiday campaigns get tougher for small brands.
With more competition than ever on Facebook, do-it-yourselfers like ColorIt are getting crushed by huge brands with massive budgets.
So ColorIt found a way to capitalize on holiday customers when they weren’t being bombarded by offers and before ad prices got out of control (i.e., between Cyber Monday and mid-December).
On the last day of November, they send this “12 Days of Christmas” sale announcement to their email subscribers and pixeled lists. Then, from December 1 - 12, they run one single-product flash sale each day.
“Since we implemented this promotion,” Michael says, “December is 2x the revenue for us.”
The best part? ColorIt stocks up on new leads first.
In October, they run a lead-generation funnel similar to the one we just covered (this time it’s called the “12 Free Drawings of Christmas”), then use this Holiday Sale to monetize their new leads.
"At a time when store owners are spending a ton on ads for very few sales, Michael says, “I was getting a lot of really cheap email addresses, and a bunch of sales through email marketing and retargeting.”
How to Use it in Your Business
Looking for a cheaper way to get customers? Try running this funnel to cold traffic.
Create a landing page offering a lead magnet — like a free download, tips list or training video. (ColorIt created theirs using the Zipify Pages app, a drag-and-drop page builder for Shopify stores.)
Now that you have these opt-ins on your email list, take a page out of ColorIt’s book and stretch out your content delivery window. This way you have more time to build a relationship and generate sales.
PRO TIP:
Don’t forget to bulk up your email subscribers and pixeled lists by running a lead generation campaign the month before.
“About Us” Sales Page
(#1 Money-Earning Page)
Audience: COLD TRAFFIC
Goal: SALES
Would you buy an $18 coloring book when you could get one for $4?
When you’re fighting Walmart, Target and Amazon for every new customer, overcoming price objection is the #1 obstacle. So how does ColorIt convince customers their books are worth the extra $14?
First off, they don’t send expensive Facebook traffic to a traditional offer page that immediately asks them buy.
"There’s only so much you can do with a product page,” says Michael. “It doesn’t get people over that mental hump of What’s this company all about?"
Instead, ColorIt uses their new-and-improved product page template that focuses on their brand, the quality of their products and the benefit of small business.
ColorIt’s “About Us” Sales Page begins with a video introducing their brand. From there it transitions to a photo gallery emphasizing the quality of their products, and then to images sent by customers that showcase the user benefit and provide social proof.
Only then — after the prospect’s had an opportunity to experience the story, quality and benefits of ColorIt’s books — are they asked to buy.
“This page, from a revenue standpoint, is our biggest dollar value page.”
How to Use it in Your Business
Want an easy way to overcome price objection? Try running this page to cold traffic.
It’s the easiest funnel on this list to copy: You can literally set up a Facebook ad that drops people right on this page, then let the combination of brand content and product offers generate quick sales.
Include a video at the top introducing your brand, and fill the page with any other assets you have that show visitors why they should do business with you (instead of mega-corporations like Walmart).
Shopify doesn’t offer this type of content-rich offer page, but you can copy ColorIt’s “About Us” Sales Page in the Zipify Pages app.
PRO TIP:
Once you create your “About Us” Sales Page, try using it as the sales page in your existing campaigns. It works well in any cold-traffic funnel.
FUNNEL #4
“Deep Discount” Product Page
Audience: WARM TRAFFIC
Goal: TRIPWIRE SALES
There’s a cheaper way to get your products into the marketplace:
The challenge with offering higher-end products is you’re asking new customers to commit to a high price point on their first purchase, and without giving them an opportunity to experience the better quality and added benefits, that price can be hard to justify.
That’s why ColorIt decided to offer a tripwire using this “Deep Discount” Product Page. It allows prospects to try their products without committing to an $18 purchase first.
For their tripwire, they created a shorter coloring book they could sell for $4.99 without devaluing their best-selling products.
Then, after people make a purchase and enter this funnel, they email them cross-sells like pen and marker sets and full-length books.
“Now I’ve gotten them over the fear of giving me their credit card info,” says Michael. “I don’t need to sell them anymore; they’re my customer.”
This funnel has been incredibly successful for ColorIt: 55% of people who buy the deep discount offer return to buy a full-price book later — and these were customers that wouldn’t convert in any other funnels.
How to Use it in Your Business
Looking for an easy way to get people to make that first purchase? Use this funnel for warm traffic to convert prospects that have been through your other funnels but haven’t bought.
“For people who have taken us up on our free downloads and haven’t purchased yet, this is a way to convert them further down the funnel,” says Michael.
Try creating a low-cost offer — either a demo or trial size item if you sell physical products, or if you sell information or software, find a way to deliver a little taste of what your business offers. It must be low-friction and irresistible, and must demonstrate the core benefit of your brand.
Then, leverage your customer’s positive experience and new-found trust to sell them full-price products later.
PRO TIP:
Don’t forget to bulk up your email subscribers and pixeled lists by running a lead generation campaign the month before.
These are the real funnels and strategies that have helped ColorIt become a multi-million dollar brand.
If you want to test them today in your store, ColorIt’s Chief Marketing Officer Michael Jackness recommends the Zipify Pages app, a drag-and-drop funnel builder used by their brand and 2,100+ other Shopify stores.
“We love Zipify Pages,” Michael says. “It makes creating these types of offers so easy.”
According to Michael, the key to creating these successful funnels was having the speed and flexibility to try new things.
“We’re always coming up with hair-brained ideas. But before Zipify Pages, I would have had to hire a coder, and I would have spent thousands of dollars and it would’ve taken forever to get it done.”
But with Zipify Pages, you can quickly create new funnels and test new strategies in minutes instead of weeks.
And as a bonus, all new Pages users get ColorIt’s exact pages to use as templates, so they can have their own versions of these funnels up and running the same day.
To start your membership to Zipify Pages or to get more information, go to zipifypages.com.
