Russell Brunson – Funnel Hacks
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Why You Shouldn’t Create a Marketing Funnel: Hacking (Instead)
Funnel hacking is the process of strategically investigating the sales and marketing process of your competitors and then using that framework to build, test, and optimize your own.
Why Should You Know How to Hack Marketing Funnels?
Funnel hacking is one of the easiest and most crucial ways to grow your business. Being able to go deep into your competitor’s marketing funnel and reverse-engineer what they’re up to, you can begin to test their strategies within your own business. In an online business, this can be anything from landing pages, price points, email sequences, and even retargeting ads.
It’s common knowledge that split testing various elements of your marketing funnel can yield great results, but testing blindly is a slow and sloppy process, agreed?
By taking advantage of the culture of funnel hacking and getting into the thick of your competitor’s processes, you can really see how successful they have been, and start to see similar results within your own business. While this won’t happen immediately, you’ll begin to see trends in what’s working and what’s not a lot faster than testing floating ideas from scratch.
On some level, this funneling occurs even if you don’t have intentional marketing funnel stages in place. By taking a strategic approach, you’ll dramatically increase the number of customers you end up generating.
But what about growth hacking? Lead generation? And email marketing? Here’s a quick primer on how those compared …
Different Approaches to Hacking Marketing Funnels
Growth Hacking vs Marketing Funnel Hacking
Growth hacking is a catch-all term for finding a repeatable sales & marketing system that accelerates a business’ growth. It covers both the product and marketing sides of the business. Funnel hacking falls under the “marketing” part of the equation.
They both use heavy testing across multiple marketing and distribution channels to figure out what works and what doesn’t.
The difference is that a growth hacker might want to grow the business in terms of users, downloads, or revenue, with profit as a secondary measurement. A funnel hacker, on the other hand, is obsessed with how much profit the funnel is throwing off.
For example, if a marketing funnel is spitting out $2 in sales for every $1 in ad spend, then a funnel hacker won’t have any problem pouring $1,000,000 dollars into the funnel. They can rest assured they’ll make at least another $2,000,000 back.
In contrast, a growth hacker might focus on getting the most number of people with the least amount of money, regardless of how much bottomline revenue the funnel actually makes.
Some people would even say that funnel hacking is more important than growth hacking.
Lead Generation vs Marketing Funnel Hacking
Lead generation and funnel hacking are complementary ways to grow an online or offline business.
Lead generation is about capturing information — voluntarily capturing things like email address, phone number, job title, business size, location, etc. — that you can use to sell to people later. Funnel hacking helps you figure out what has worked for your competitors and apply that to your business.
With lead generation, a landing page is the face of your business’ marketing funnel: the first impression and entry point. For more information on how to build a great lead generation website, check out this article.
Email Marketing vs Marketing Funnel Hacking
If lead generation is the frontend of your marketing funnel (the “face”), then email marketing is the backend.
Once you have a visitor’s contact information, email should be their primary guide through the other stages. Similar to growth hacking and lead generation, you can take note of what your competitors are doing and hack your way to a successful email marketing campaign.
Also similar is the supporting role email plays. Rather than a separate strategy, your email funnel should serve like a funnel within a funnel focused primarily on moving subscribers from desire (D) to action (A):
How to Build Your Marketing Funnels: Step-by-Step
While there’s no right or wrong way to begin to funnel hack your way to more profits, here’s a simple road map for you to follow which will allow you to really take advantage of funnel hacking.
Greenshot is a good one, too.
Next, create a New Folder called <Competitor Name 1>. Then start taking full-page screenshots of the pages that you visit. Place them into the folder you’ve created for that website.
Be sure to either create sub-folders or rename the images to thread them to the web pages they’re pointing to. Otherwise, it’s very easy for it to get messy and lose track of what’s going on.
What we generally do is setup folders along the lines of:
- Competitor Research Folder Structure
- Front End Funnel Landing Pages
- Backend Funnel Landing Pages
- Ad Creatives
- Retargeting Ad Creative
- Other
3. Start Building Your ‘Funnel Hacking Bible’
Now that you’ve taken the screenshots of your competitors’ homepage, it’s time to analyze.
Ghostery sees the “invisible” web, detecting trackers, web bugs, pixels and beacons placed on web pages by Facebook, Google and thousands of other companies that gather information about your internet activity.
While this app is primarily designed to stay hidden from trackers, it’s also a great tool to highlight to marketers which trackers and programs are being used on by competing businesses.
2. BuiltWith Technology Profiler allows you to — with a simple click of an icon — see exactly what tools and technology a site is using.
Now that you’ve installed both of these tools into your browser, reload your selection of competitor’s websites and you’ll be able to see all of the tools and tracking which is taking place for every visitor who hits their website.
This will begin to answer some of your traffic and conversion questions like:
- Do they use retargeting?
- What about Google, Facebook, or other platforms?
- Do they use any conversion tracking software?
- What other tools are in their “tech stack”: email provider, personalization, loyalty programs, pop-ups, etc.?
Again … the list goes on. Some sites have 5-10 trackers. Other sites have 40+ scripts running in the background.
All of this should go straight into your FHB as you begin to build a web of information from your competitors.
5. Use Advanced Competitive Intelligence Tools
Ghostery and BuiltWith show you which technology your competitors’ websites run on. But we also want to know where your competitors are getting their traffic. To find these real game changers we’re going to need to move beyond plugins into some competitive intelligence tools.
These tools uncover what’s happening in the market:
AdBeat or WhatRunsWhere
You can see anything from how many days they’ve been spending money and running a particular advertisement, all the way to the creative and landing pages they’re sending their paid traffic to.
SEMRush
This tool gathers paid and organic insights on your competitors. Some of the features include displaying, search positions & changes, ad copy, video advertising, backlinks, estimated traffic expenditure, keyword research and much more.
SimilarWeb
Another fantastic traffic insight tool. This lets you see a wide range of activity that’s going on within the websites you’re profiling. One of our favorite activities that you can see on SimilarWeb is the top referring sites and top destination sites as people flow in and out of
your competitor’s website. You can also get information like a breakdown of social traffic, banner ads, other similar websites and more.
6. Put Your Money Where Your Mouth Is
For now, don’t try to be creative. Just follow what your competitors have already come up with, after spending thousands of dollars testing.
So by now you’ve got all the tools you need to see what’s happening on your competitor’s websites.
But there’s just one thing a tool can’t do for you.
Do you know what it is?
That’s make purchases of your competitor’s products and go through their funnel. Maximize all the data you get from this stage.
The reason you’re spending money with your competitor is to rip apart their marketing funnel. You want to know the complete anatomy of what’s going on behind their closed doors.
Backend Tip #1: Look At Backend Email Sequences
Backend Tip #2: Screenshot Retargeting Ads & Their Landing Pages
Backend Tip #3: High-Ticket Webinar Funnel Hacking
If you go through a webinar funnel with a somewhat high-ticket offer at the end of it, screen record the webinar and save a copy of it on your computer.
This shows you the slides, the script and the flow of the webinar. Most importantly, you’ll see them pitch the product and address the types of objections they handle. This works especially well for products being sold straight off a webinar funnel (which can be re-built right out of the box using Clickfunnels).
TIP: Again, save the order page link they tell you to go to. I’d screenshot the order page too as they might be time sensitive and can be taken down at any time.
Backend Tip #4: Ask For Affiliate Metrics (Affiliate-Based Products)
If your competitor’s products have an affiliate program, they’ll generally discuss the numbers they’re achieving throughout their funnel. This is a great opportunity for you to see what types of numbers they’re getting. Affiliate pages (coming soon) offer a wealth of information to entice people to promote their products – great news for us funnel hackers!
You can even re-build an affiliate page in Clickfunnels yourself if you also run an affiliate program too.
Backend Tip #5: Jump On A “Strategy Session”
One of the biggest back end funnels is to get people into a strategy call. Being able to go through the process of your competitor’s sales call will give you insight into products they may not list publicly. If you get the chance, jump on the phone and take lots of notes while your competitor sells you over the phone. This gives you a glimpse into their strategies.
It may even be worth taking the product offer to see if that’s where their funnel ends!
If you want to learn more about how we ethically stole over $1M of funnel hacks from our competitors for under $100, check out the video below:
Types of Marketing Funnel Hacking: Three Examples
Now that you’re convinced that hacking your marketing funnels is the way to go, you might be wondering how to tailor this to your business.
Well, we’ve got you covered.
Funnel Hacking for Ecommerce: 2-Step Order Form & One-Time-Offer (OTO) Funnel
eCommerce entrepreneur Alison Prince wanted to see if she could teach her daughters to sell online, just like her.
She wanted a simple solution and her girls started selling pillowcases. And within about nine months, they grossed over $100,000 in revenue.
This is a very simple marketing funnel they used during Valentine’s Day.
They used a 2-step order form, sprinkled with some scarcity. They limited the inventory. They also made it a secret sale that was only available to their best customers.
The 2-step order form they used meant that even if a prospective customer doesn’t complete their purchase, they will have gathered the contact information. This way they can send the prospect an abandoned card email a couple hours later.
Before the customer checked out, though, they also offered a one-time offer (OTO) for St. Patrick’s Day pillowcases. While the Valentine’s covers were only $12.99, the OTO raised a customers’ cart value by $10.99 if they took the offer.
Out of the 46 people that purchased, 19 of them took the OTO. You can also see that the average cart value is $22.
In 24 hours they grossed over $1,000 on this simple sale.
Funnel Hacking for B2B Lead Generation: Survey Funnels
Logan Brown works at a company called the Universal Waste Disposal company in the B2B space. And before Clickfunnels, his company had zero leads online. They didn’t really know how to use the internet.
After his boss saw an episode of The Prophet that featured Russell Brunson, Logan’s boss gave him Clickfunnels to figure out how to use internet marketing to get leads into their business.
This is what he did.
Logan built a very simple marketing funnel, called a survey funnel.
In it, a visitor can request a quote by putting in what kind of service they needed. There’s also a little bit of information about who they are and what they do.
Then a pop-up box with a contact form comes next. The prospect puts in their name, their email, and any comments. Logan also included a phone number if the prospect wanted to call him right away.
And then all it has on the next page is a thank you page with a link to their physical product store.
If you click “Go To Store”, you can actually go over and purchase a recycling kit, for example.
This simple funnel averages 4-7 online submissions per week. If that number seems low, remember that in the B2B space, each customer can be worth it.
In fact, Logan said that they generated $100,000 in new revenue in the year he created this funnel.
Funnel Hacking for Affiliate Marketers: Bridge Funnels
At first, affiliate marketer and agency owner, Julie Stoian, had no idea what passive income looked like. She was so busy building websites, building marketing funnels, and running Facebook ads for her clients.
She started maki
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