Building a High-Converting Traffic Funnel. Step 2

In the previous article, we found out what an advertising funnel is and how it works. Now we're ready to show you how to build a traffic funnel for your sources. We will also show the classic and convenient AIDA approach. A simple and effective step-by-step scheme + the experience of the Aff1.com team are at your disposal!

Have you ever used a regular household funnel, in the kitchen or garage? The essence of this device is to pour liquid directly into the desired container, and not all over the table or engine.

The advertising funnel works in the same stages: from the wider part at the top of the funnel (ToFu), which attracts a lot of people, through the narrow part inside the funnel (middle of funnel, or MoFu) and down to the even narrower part at the bottom of the funnel, or BoFu, where real buyers end up:

This three-stage advertising funnel is a schematic model that shows the customer journey as three stages.

• Top of the funnel, ToFu is designed to appeal to a wide audience. Content at the ToFu stage should be attractive. These are your creatives on social networks and websites, banners, notifications that attract the attention of users.
• Middle MoFu retains audiences who have shown interest in your ad but have not yet made a purchase. The focus is on building trust and providing information. Content during the MoFu stage should be more specific and tailored to the interests and needs of your prospects. These are pre-landing pages in the form of blogs with personal stories, interviews with doctors, breaking news, etc.
• BoFu Bottom of Funnel is the stage where potential customers are actively considering a purchasing decision and perhaps comparing your products or services to others. Content at the BoFu stage is aimed at selling. These are discounts, bonuses, additional benefits, free shipping, etc.

It's a simplistic but effective way to guide potential buyers from initial awareness to conversion.

Let's dive into the details

Understanding each stage helps you create targeted strategies and sales content for each stage. Now let's look at each stage of the funnel in detail.

Stage 1: Awareness of the problem/need (ToFu)

Recognizing that a person has a problem is the beginning of the buying process. If he doesn't know he has a problem, why would he buy a solution? For example, he might have gum disease, but wouldn't even think to look up gum disease online. The task of advertising is to attract and draw attention to the fact that this is really a problem.

Stage 2: Interest and Information search (MoFu)

Recognizing a problem or need is the step that triggers the search for more information and moves prospects to the second stage of the funnel. People want to learn more about possible solutions for their needs. Notice that leads who reach this stage are more serious about buying.

Stage 3: Buying Decision (BoFu)

The purchasing decision is the natural conclusion of the previous three stages. The prospect has identified that they have a problem, researched their options, decided which one is best for them... and is now preparing to pay for the purchase.

At this point in the conversion process, you can offer the buyer  trials, money-back guarantees, quick purchase discounts, and similar benefits.

And there is one more stage! This is the customer's post-purchase behavior.

Many media buyers ignore it, but knowledge is never superfluous.

So, the purchase took place. What happens after the sale?

If the buyer is satisfied, he can recommend the product to his friends. On the other hand, if customers are disappointed after a purchase, they are more likely to ask for a refund and write negative reviews. At this stage, the work of the call center and its ability to work with objections are very important.

AIDA as an alternative to a funnel

The funnel always works. But the more tools you have, the more effective your sales. Therefore, we will additionally tell you about the AIDA scheme.

Let's look at the AIDA steps to attract buyers:

1. Audience attention

Your goal: to attract the audience's attention.

Approach: Use compelling visuals and headlines. Bright creatives, catchy images.

2. Buyer's interest

Your goal: To develop curiosity and intrigue.

Approach: Offer valuable and relevant information. Pre-landing pages with stories of miraculous salvation, the story of a doctor, transformation of appearance, etc.

3. Buyer's desire

Your goal: to create a strong desire or need in the buyer.

Approach: Emphasize emotional and practical benefits. Show how your offer fulfills a wish or provides a unique benefit. These are “before and after” photos, reviews from satisfied customers, a story of a happy customer, recovery statistics, etc.

4. Buyer Action

Your goal: to get the desired target action.

Approach: Add a clear and compelling call to action. Buttons “Buy now”, “Hurry up with a discount”, “Don’t waste precious time”.

By the way, our article about the powerful FOMO effect in advertising will be very useful for you.

Instead of conclusions

The advertising funnel and AIDA technology are aimed at one goal: potential clients “peck” at your advertising and come to take the target action. All for the sake of conversion. This is our goal, isn't it?

Previous article about traffic funnels here: How to build a high-converting traffic funnel. Step 1

By the way, there are a lot of other useful materials in the Aff1.com blog.