Getting To Know Our Funnel Editor
Our funnel editor is where the magic happens.
From here, you're able to define who should get pitched what, and when. If you've ever used a visual automation or workflow editor in something like your email marketing software, then you'll feel right at home with RightMessage's funnel editor.
A quick crash course
On every page load and for every visitor, each of the funnels you've created will run. By looking at data you keep in your email marketing database (like the tags the current visitor has), you'll be able to route the visitor to the perfect offer for them.
The goal of a funnel is to present someone with an offer. When someone should be given an offer (like an anonymous visitor being pitched your newsletter), we'll take that offer and inject it into one of the widgets you've defined – like a sticky bar or popup.
If a visitor isn't routed to an offer (maybe they've already bought everything of yours and there's nothing left to pitch them), we won't display any of the widgets associated with your funnel.
Splitting, Pitching, and Asking
When you create a blank funnel, you'll see a small + icon. This is what's called a node, and a node can make a decision ("is this visitor anonymous or a subscriber?") – which is what we call splitting. Or it can decide to pitch an offer. Or you can ask a question to someone, which allows you to create survey funnels that can be used to pitch different offers to different people.
You can add two types of splits. The first is splitting by segments, which will let you route people down different pathways depending on how they're segmented. More on segments in a second. And the second is to split by yes/no, giving you the ability to use our powerful segmentation filters.
(In the above example, if the visitor is currently looking at the pricing page they'd go down one path – and could be given an offer like "Hey! Have questions about our pricing? ...", whereas everyone else would go down a different path.)
Let's talk quickly about segments.
When you ask a question and present a few possible answers, you're actually creating what we call a segment group that contains multiple segments. So if you're asking a question like "What industry do you work in?" and the options include "Finance", "Retail", ..., we create a segment group that houses all possible industries, and that segment group contains a number of industry segments a visitor could be added to.
When you split by segment, you'll be able to quickly define how the various segments within a segment group get handled.
The goal of a funnel is to get someone to the right offer for them.
In its simplest form, a funnel pitch a single offer.
The above example would have everyone pitched on your newsletter, regardless of whether they're on it or not.
But that's not very useful, is it? (In fact, this is what most websites are doing – they're pitching opt-in forms to everyone!)
A better approach is something like the above.
If they're anonymous, pitch them on a newsletter. Otherwise, pitch them on a course.
But what if they're already a customer of your course...?
Ah! Now we're getting somewhere. Now we're only pitching the course to subscribers who haven't yet bought it, and otherwise we're not pitching anything (so returning customers won't see any of your CTA widgets.)
You can also decide to ask someone a question. This is a way of self-segmenting visitors via surveying (as opposed to behavior, like the site that referred them to you, or tag or custom field data you keep in your email database.)
When you ask a question in RightMessage, that question will appear before the offer you pitch.
In this example, opting in to your newsletter is a two-step process.
- A visitor is asked about what kind of work they do
- They're then asked to join your newsletter
By adding a split by segments node immediately after asking a question, we could do something like this:
In the above example, we have three different offers we're pitching. If someone hasn't yet started a company, they're given a guide on how to start one. If they just started, they're given a guide on growing a business. And otherwise, they're pitched on a 1-on-1 coaching call.
Our surveying functionality is super powerful. If someone's already answered a question in the past, we won't ask them it again – we'll jump straight to the offer (assuming they haven't already acted on it!) And because we let you sync answer data up to your email marketing database, you'll be able to start off new subscribers with more data about who they are and what they want from you.
Find out more about how we can help you better understand your visitors here.
To the right of the funnel editor, you'll see what widgets you've created that are associated with this funnel.
You might be wondering if and when you'd ever have multiple funnels, where each funnel would have its own set of widgets.
Imagine that you have a sales page for a course, and on this sales page you want to have a popup widget (but not a sticky bar or anything else.) You might ask people on this sales page why they're interested in this course, and maybe pitch them on a free sample of the course.
This funnel, along with the popup widget, would be exclusive to just this page. Whereas you'd probably also have a more "global" funnel with its own widgets (sticky top bar, popup, inline end-of-blog-post, ...) that would be active on the rest of your site – and just not your course sales page.
[Find out more about widgets here.]
From the sidebar, you can also rename and delete your funnel.