Курс маркетинг ч.2 / Что такое воронка продаж?

0:00 hi hi hi [laughter] maybe this driver you remembered this word suggested there is by camera power will work come on andryukha where are you suddenly watching TV again misfortunes while I'll switch off I quickly get dressed just ran acheter sound delivers

0:47 so we won't have today [music] maxima like this I go and call myself po so everyone write here in the chat maxim and today we won't have again he this he has some business and by the way if anything we have the next lesson the next lesson will be next Monday Wednesday won't be next Monday and Wednesday they will be offline most likely they will take place in the nest this is for us at sony if anyone knows where piccolino and so on there is a cool isolator on the second floor I will agree and we will hold joint classes there offline classes will not be signed up she will just be on such a sensitive topic that I wanted it to come secrets I don't want it to be

1:34 laid out these are my developments related more to such a large complex imperceptible marketing so I would like to leave it a secret so it will be in offline so it will be without records that's why plan yourself for the next week 2 2 offline meetings they will also be from 19 but I think we will be there until half past eight in front of us to manage for 1 piece we will discuss the past lesson questions of a friend one more thing I all the next homework will be in the format of tests and through google doc so I will send you links you will go through them and there I

2:20 will check just looking someone homework a little felon from the last poison to send but then just now very loyal homework it is so simple more creative does not always directly now affects the result the next homework especially when we go there to online marketing there will be things related to setting up direct with setting up trading then segmentation of the target audience with the development of mind maps with the development of archetypes analyst with demand research on the Internet and so on these will be large-scale tasks and you need to accustom yourself now to start little by little the business of homework daily there today did some amount of work tomorrow because then in

3:06 one day in the evening you will not do it there there were big tasks on the KSU get ready that is we will set up the target on that organization there that on your torso which works better look there in our task will be if there is an opportunity to take some advertising budgets and set up yes well or myself there will allocate 500 rubles for testing then the general is ideal for the most part our task will be to get acquainted from the beginning with the advertising account how it looks with the settings what are the main strategies there are special targeted advertising with contextual advertising in general all posts change the main thing is to learn to understand how the account works see how the metric works type what types of analytics and so

3:52 on everything I will show the starne there are post strategies settings there are clear working always that is 2 threads you can pull out 80 percent of the audience efficiency with simple settings professional tyrnet about lags who are deeply trained in this craft there to jerk off and so on I do there plus 20 percent efficiency and there but this is necessary for large budgets when on the auction as there and 500 million well and then further when on the auction it rolls up to 2 and thousand rubles per month then in principle the efficiency can be taken with standard settings with standard algorithms and just slightly pumped up works with creative and so on the account understood a good

4:38 thing but look if there up to a hundred you unscrew yourself further you understand what you need in general and the account to squeeze the conversion to the maximum there to squeeze even more leads and so on you attract will become about the log we cry and there 10 15 thousand rubles he will make you you charm that on average specialists there cost up to 20,000 rubles such understood well so I already set the recording right away so that we do not lose and we will have a lesson with you today

5:27 will be on the sales framework on the sales funnel well tell me who knows what about the sales funnel what it is in his understanding what it looks like what it consists of what are the key husband values ​​of the sales funnel this is the process of warming up the client and bringing him to our product which he buys and in the future there are still steps of what we still sell so that the

6:12 warming up process is good okay yes in general not bad Olga what do you think or know I'm looking I don't care about the definition of the general I do everything in my own words everything that is written in these confess type of jokes rockets we as still stuck from experience in your case from what you think that it could be like this this sales funnel well this is when out of 10 potential buyers became real buyers and let's say grass and gives a sales funnel got three people

7:02 their interest in the correct presentation of the product okay yes there is there is Dmitry Valery or Andrey whoever has the sound starts working they don't hear you can hear other prominent now yes it seems to me that our funnel is a certain path and which the client goes through in the process of interaction with the service or Aram initially there is a selection well and purchases there reach accordingly minimum but then a small percentage of clients but they go through a certain stage of interaction with the product or service

7:50 listening what do you think I have a form of a funnel where a large patent client goes a large percentage well I don't know maybe these are some kind of there well some at some stage some kind of pyramids to invest or bitcoin well yes no no well okay what's next Dima teeth you just need soon he will get well you can answer to the question can you guess how inconvenient

8:38 [music] will they see clients whether they are interested and ending with the sale of leaving and the filed okay sele hu hu you seem to have the microphone turned off saying

9:23 goodbye from the kitchen I hear but here no no pleasant filtering from the walkie-talkie of interested people and to our consumer for example from a large crowd it became more will

10:10 not be our funnel and personally male then new thoughts appeared the opinion changed in the bay while everyone has spoken out or let's go further but it seems to me that the sales funnel does not narrow in the grocery sector I did not understand but you asked me a question if some sectors where the sales funnel does not listen to several clients you know no no I did not say that how many for are there no

10:58 such crows where this number is not the minimum that is atom 40 percent 50 from percent 60 percent but I think that this is just some kind of grocery sector grocery sector in the sense of a supermarket yes-yes-yes well bring what is your own sales funnel yes yes certain there are certain there is food in short to give well yes yes yes it is interesting okay let's go sales funnel to in fact this is the customer's journey with the moment of attracting his attention with your brand that is how to attract attention

11:45 there are a lot of different ways maybe billboards on Yandex maps flyer handed out suddenly told something else a lot of different options to attract attention like until the moment of its purchase then there is already post service and the funnel can expand near like a skirt I will show you further the option of a two-sided funnel the funnel goes from top to bottom narrows how then it can expand additionally due to recommendations reviews and you work for years so the concept was generally invented a long time ago this is one of the Americans naturally 110 years ago Elias Lewis he formed interesting merchants the concept

12:33 definition of a sales funnel in essence a sales funnel consists of four key stages this drew attention showed interest expressed a desire and did actions that is bought paid and so on these are four simple actions are the basis of a sales funnel naturally over 110 years it has changed a little modified further we will look at examples of how a sales funnel in general devices all the time in the modern world that these of these stages are not 4 there can be 10 12 16 and more but these are the four main stages that you can generally use for your sales funnel conditionally

13:18 how many people paid attention to your advertising campaign in general yes how many there I don’t know the author of the GITE showed how many in the context was showing how many on Yandex maps people saw your ad card how many you there will fall into on Instagram posted a post saw how many I don’t know what you think a person drove past billboards saw your ad then how many showed interest the appearance of interest is essentially a search for information a person went to your site went there social networks read the information looked who you are and so on the third step expressed a desire this is already when a person directly contacts the company this is a call or coming to the place of the point of sale and write in direct

14:04 write to father or leave a request that is any communication where you get open communication with the client and the caretaker this is open communication with the client where you can answer him because if I say that this is just contact potential clients is not entirely correct because let's say in a store or a house will be considered a person who entered the store and this is already whether that is with him there is an open communication and he can outgrow the buyer bottom band in online business it can be write in direct call build a route and so on and did actions for us actions then preferably purchase paid invoice physical money that we received from the client such simple four

14:51 stages are the basis of any sales funnel on the example a person saw an advertising banner somewhere on the Internet there at the post office sat in contact saw an advertisement attracted his attention after he saw let's say he liked what was written on this advertising banner interested in the text he clicked on it and went to the site this he showed interest in this advertising offer of supplies he went to the site he looked at the information read at etc. offer there are prices and let's say he called the company, this is he showed a desire to buy this product, he has an increased interest and at the

15:36 fourth stage we paid money, made posts in childhood, as they called my knee deal and sold, naturally, naturally, this is a very simplified funnel, but to understand, you need to start over with proceed further I will show you a long path of the sales funnel, or a person walked down the street, saw a store sign, his attention was attracted by the sign that there are products written on clothes, and so on, went into the store showed interest, yes, that is, he went in to see what was being sold there, what kind of hope there are, what dresses, colors, what style, and so on, walked around the store, I decided to try on something that was being sold there, that is, he showed a desire, tried on if he liked everything, paid money and take

16:23 action, this is what about the offline sales funnel, there is a deeper funnel, let's say in the same store, a person is already in the store, this is what is happening, he saw a promotion that is in the store, the promotion attracted attention, this is the first stage, he came up, started reading, that is, he showed interest, kite promotions, called pop to clarify the promotions, are any others participating? whether there is some specific product of reaction and in the end measured went did the action that is, in fact, we can break this second stage went into the store into a small funnel inside the store how a person behaves how to do it in order to increase

17:10 sales that is, yes due to what there to attract attention to the promotional offer due to what to make him as due to what to build communication between the seller and the buyer because not everyone and not always wants to do this communicate with the seller because they don’t water us with ponies therefore, according to these four points, it is clear how the sales funnel works consisting of four points and either kidneys and part Olga to how do you have a sales funnel and a bat from four points can be built in your project well come on come on well a

18:00 person, for example, saw an advertisement for a site yes somewhere, let’s say, an advertisement for a site [music] went in looked at such an Internet platform went well that’s how I imagine it yes let’s say he needs sneakers there he went looked at the sneakers are there any that he needs or not there he compared, let’s say, with the same Waldres and saw that on the stack market, for example, these sneakers are cheaper yes and so don’t give attraction interest then he saw the advertisement further

18:46 where the stage on showed a desire how it will look in that case showed a desire on an example of such I need these paints in Odessa remember what actions should he perform on your site that is he clicked on the can went to the site then on your site what action should he perform so that there was an understanding that he showed a desire in the line a request of some kind for yes no this is he very much and brought the hall they are there while you are interested what will be the step in your funnel that here he has definitely already expressed a desire to buy some thing to buy what is needed

19:34 yes right this is look this is an important thing this these things put in the basket and bought this is a very important thing so that you understand in online stores let's say the conversion in put in the basket can be six percent and in the purchase from the total site then be 0 1 percent out of a thousand people who put the goods in the basket will buy it there 15 people or 20 people and this can be the norm you understand and therefore at the stage let's say when you will be there further to understand the funnel here this step put in the basket this desire appeared you have not bought yet this he has not yet done the action then he only stuffed this to give and how we go to

20:21 wildberries somewhere yours but you like this here stuffed this basket there then went there this you will invent your mother 48. this is not necessary this is not necessary or then I'll go in a little and order from there that is and also with you with the site showed a desire a basket was added and then when he placed an order it appeared and here you should understand that the funnel is built from such actions that a person does on the site there are actually much more of them you will have that is because his step-by-step actions that is the sales funnel someone drops out at the stage led to the search bar conditionally the site yes it didn't quickly

21:07 get out of the search he left the site everything you have at the stage of searching on the site a person dropped out an error for an hour so let's do it again for you where we stopped at the fact that we got to I know that I will most likely buy and in general I will not return then here is such a zine so as not to be afraid anymore see what is happening there here we need to understand the figure on each sales and conversion market so that we understand where our bottleneck is where we are losing customers because often it's just in fact in marketing just

21:52 calculate the sales funnel and see at what stage how many customers drop out what what percentage conversions need to work on this place wax in this narrow dumplings due to this you can grow profit there bags several times when a new enterprise is opened it opens it is clear it has a narrow neck in the form attracted attention you need to give the maximum amount of advertising but when there is already a sufficient amount of advertising in water people invest a budget and you need to look at the next stage and sales the next stage of this funnel to understand where the client falls off and our task as marketers people if we come to the project as employees or like partners or there as a marketing consultant agency freelancer it does

22:39 not matter our tasks first describe this funnel and then insert numbers there and see where there are weak points and after that the work begins this is an important stage for understanding how in general it will be how this business works in all this people do not pick up the phone and burn we have no sales we roll so much money on advertising damn there are no sales since the phone just people will not be in business or people add goods to the basket and then cannot order what the buy button does not work I met such things when the button in the basket to place an order is not working

23:27 literally something I also tried of root on the con on the site and at the time of registration nothing happened when I pressed the button cool this is also here year we were on what I want to buy and they don't give me in the store there is also a sales funnel offline Nevsky only you and even in some stores there are visitor counters how many people came out how much was ruined do you know what conversions are there bioconversions I didn't calculate I don't know for example but for example 120 people can come in there a day of checks a day will turn out to be about 15

24:15 turned out by an agent for conversions and sometimes it happens and for 5 hours a day there they bought wires for ears and by the way what kind of sales funnel do you have can tell right at your point somewhere there to work with names store yes well yes about the main us stories work but it seems to me basically people find out about us they see a store we always have like this installment plan until we have it written there sim cards for sale it says promotions you deepen you tell me 44 how you do it but I'll just tell you 1 good good a person saw an advertisement for installments went into the

25:04 store asked the consultant the terms of the installment plan bought no and will lost 33 top showed desire showed desire and if he asks the same design it's interesting what conditions do you have you tell him these are the shoes he's like okay what happens next step and after what kind of ok he can go for a walk around the shops along the path that they give installments to everyone no with that registration gave a passport yes this has already brought never these torments suffered and you

25:51 went to register it fill in the database everything I understood yes how what is the difference it turns out that at the stage from desire to action the right clients are lost the same to whom installments are not approved up to a lot of such malicious violators like me non-payers do not cry or a second to credit organizations here or the story can be on the example of Instagram when a person went to the publication bring already showed interest expressed a desire this he called found a number from Sean and then came

26:37 to the store this what action will be the next put how he called he will not buy from you right away correctly dou we are waiting for him to come the store here is the action these are the sounds to come this is the project up to the action this is to come just go to the store a lot of you falls off after a call from people who do not reach I do not do Instagram I like but a lot I taxi when I worked she went there talked about something on Instagram there for example did not call he described direct that is he expressed a desire and then Jim is sent to photos of covers or glasses and then many

27:24 people are already boiling girlfriends to do something at this stage probably if you repeat the action but does not work on three you have what wrong now express 4 stages that's exactly four we have a coffin and do but the first stage is they saw an advertisement in direct or everything and then they went or well on advertising from went to the site or through the villages went to the site the next stage left a request or called the next stage is the key then our funnels are

28:11 this a consultation in the office or arrival at the clinic and the next stage is closing the deal well yes you already have more things this is the path and after brought a desire a little more you most likely left a request this is still an interest desire when to study directly came to the clinic we will get acquainted so I understand Vara you consultations this is a very important stage yes yes this is the key stage of the funnel yes but selling immediately for 60 thousand by phone is very difficult yes I understand you work to Dmitry Valery well come on your funnel come on the Internet funnel

28:58 through Yandex maps what do you think how Yandex map happens how how well come on you need to describe this funnel from stage 4 there is attracted attention and through desires and did an action a person is looking for establishments in Sevastopol here found went over

29:43 studied became interested chose came what will happen so that 1 attracted attention so that by the interest of his case what action to us physically what action will be that he showed interest comes good clothes instagram his actions action subsequent you booked no look come on now I server will say organs stage index how did you get there and you will tell me later queen flocks look man in searches shield barf Sevastopol attracted attention he has Yandex maps you some he saw his card whine shop 49 went over appeared once further he

30:32 studies the product card looks there what are your prices 4 reviews and photos in this card of your enterprise after that when he already he liked it he showed a desire by the appearance of a desire on Yandex maps will either build a route or call if it is just a route it begins to move in you and that's when it has already come to you it is like orders from you comes in the establishment also did an action let's go on Instagram let's how this can happen let's say with an event on you have some kind of party going on how will this happen here these

31:17 four stages saw get interested wrote came wrote they write to you more or call and that's why further at this stage several positions come out he [music] listened to himself in the management tables are trying to

32:02 book of course always and you switch everyone call the manager and here and by the way this by the way you have to come no also an additional stage of the funnel you understand that some number of people fall off at this stage this is a forced measure everywhere we can bypass everything or you just did not think how to do without it without it is easy the manager to call instead of these guests clarifies but unfortunately this is not this is counterproductive for their moment which leads not one but several objects I understand what to do especially on this night and

32:52 yes of course now high there is such a thing how chatbots inside directly direct and now recently appeared you can customize chatbots where automatically will be that for statement by account things war sikkativ times ladoga 9 messages yes even automatically there he chooses what where when how at what time Ksenia this is a standard greeting message or they made it possible for any answer yes I subscribed yes I subscribed to you

33:40 I you I received a useful message or now you can any don't look at all now you can let 's say you were just for today party want to book a table find out details party person things and steering he gets a message with buttons with a choice want to book a table want there I do n't know warm know details of the party want to get a free cocktail party on the button depending on his chosen can come here you can build a defense I hear you in more detail but we will do these things later I will

34:27 show you how chatbots are hidden the logic of the chatbots themselves there are services and messenger it doesn't matter how it works the main thing is to understand the logic and everything else if the public advertising interesting layout let's say he was interested in what it is and beautiful interesting exciting I also suggest some check leaves I don't know Averkiev's account I have a beautiful same cabbage

35:16 also understands and I will help them you are so good yes well done normal little funnel everything is correct and traces our shoulder than we want to fight back to get and the action so that he wrote correctly now I will show you using an example of my services what an acceptable sales funnel looks like a person saw an advertising banner we attracted his attention then he goes to the site showed interest and after that he saw a unique offer we brought Kyiv's attention with this unique offer then he read it and opened the details we

36:02 again aroused interest after that he left a request to receive an extended presentation let's say but to receive a personalized offer for your project is interest then he read the presentation and signed up for a consultation expressed a desire already about the purchase after that he liked the consultation and he asked for an individual offer a commercial offer for him this is an action after that he received the offer is completely satisfied offered asked for a contract this is again an action after we signed the contract he received an invoice this is an action paid the invoice again an action then received the service and was satisfied

36:50 this is also an action then we ask the person to write a review and he will receive some more bonus from me this is once again the action recommended to friends actions and received a new offer we again attracted attention that is you see the funnel can actually consist of a large number of steps let's say in my case I saw how the advertising banner went to the site unique offer opened details received an extended presentation read signed up for a consultation for a consultation I liked everything then I send him a PC and he can fall off here because see like 100,000 rubles for service or at the stage of consultation he will fall off because he does not like and you understand that in

37:37 essence what does a common situation mean the more steps of the sales funnel on the one hand, the more likely it is that a person will fall off with us at some stage but it turns out that the more detailed our sales funnel is described, the greater converge he can get as a result if I just have a defense step saw an advertising banner site left an application bought - then between left an application and bought there will be a very big gap in conversion I can't understand where the person is falling off that is what I need to tweak and in this funnel I can already

38:23 see if he it falls off after the presentation, it means that something is wrong with the presentation if it falls off to people in large numbers after consultations, it means that you need to pump up the consultation itself if they like to pour themselves out after a commercial offer, it means that you need to pump up both the top and, in fact, the more detailed it is described, our funnel is, and it is desirable that there are 3, not just a detail, not for the sake of detail, when you just cram and there steps about really important steps in your sales funnel, the easier it will be to work with it further, I understand, that's how I said it because

39:09 look, you have it approximately like this, as you also have services, this is most likely like this is not with a small person who you have plus or minus, here is the same funnel when, well, yes, I noted for myself, I will definitely devote time tomorrow, I am writing, it is written for us, there is a forehead and chest, thank you, only here, right here, there are moments, these extended presentations, plus, don't forget, what a sales funnel helps with, this thing helps you understand what the next stage to close clients at, because if I immediately close a person on the site so that they can buy, say, buy a service from me for 100 thousand rubles, then, well,

39:56 he won't buy, no matter what I have described there were no cases there, no matter what company logos I worked with, no matter what letters of thanks, that is, all the tools for increasing the level of trust will be described on the website, he still won’t buy the service there for 100 thousand rubles, just the website, he needs to talk to me, he needs to get an individual offer because here, but there, especially in hand, a bat, and customization of offers for each client, the price tag may differ slightly depending on the amount of work, depending on the situation, someone may not buy a fairy tale for 100 thousand rubles, this is a cheap servant, I’m not interested in what my some kind of crap can be done for me for a thousand, for 100 thousand rubles,

40:42 therefore, there is an understanding of the next step, I don’t close the person to purchase supplies, he went to the website, I suggest you get an extended presentation on his offer about the technology about how we achieve results, like there, and the company is people, hockey juice, he gets it, then I suggest conducting either an audit or a closed consultation, that is, I conduct an audit, do the minimum amount of work, show the result, after that we already discuss there what he needs, business for him commercial offer and so on also in many here especially where business individualization that is funnel in sufficient detail I should and there saw an advertising banner a huge number of possible opportunities as chuck set up the interval magma on up to this class of advertising and

41:28 graphics here are advertising and traffic what we were burning about when earlier there in the first lessons we considered that advertising is equal to marketing in fact marketing is this this this this all the rest these are the points after p from 2 to the last is marketing advertising this is this small first point young saw an advertising banner attracted attention here she is a [ __ ] further this is all brands by the way here I am teaching after received a new offer read signed up for a consultation the second time we loop this thing you have already heard a lot from me the word conversion of the sales funnel

42:14 now we will talk about how we count conversion what is it by the way we came with you you boukin wig light bulb what is conversion well how there I will not tell you what is conversion in my own words they will remove Olga come on why am I always the first and because we have one here who is straight from scratch from scratch practically it is disabled

43:04 even on the screen it actually managed to be there is a hint on this slide what conversion is I 'm afraid to seem stupid can I and the point although I seem stupid but it generally all fell off today turned off did not work the biggest mistake listen to ours it is better to make mistakes the more mistakes we make during training the less we will make later it is better to make mistakes what do you think what do you think look you tell me what you think and then we will figure out how this is in fact this is exactly you will remember than I will just say what versions are on the sales market yes just

43:52 conversion without a sales funnel this is also probably the percentage of people who reached the final as if the purchase of goods yes yes you are right in general everything is correct that is if we take the conversion of the sales funnel that this is the ratio from the first stage to the last stage that is from how much they saw the advertising banner to read signed up for someone money paid the bill I even remembered the test this is in this answer to what 35 percent is like a

44:40 good conversion for yes I yes and and remember in the game that a good conversion does not happen the main thing is to count the numbers and then already think about how to improve how to increase look this is in general the conversion of the sales funnel and also between each stage there is also its own conversion conversion from saw and went to the site then conversion went to presentation details from the presentation to the consultation from the consultation to the commercial offer from at each stage too if the conversion little daughter sales funnel this is the conversion process the result can this yes efficiency efficiency result these are some numbers 15 - this is

45:27 how many percent so look the formula for calculating conversion it is quite simple you need let's say we have here impressions of advertisements this is a gray disk then visitors the site is blue turquoise light blue there is a disk then a green disk this is an appeal to the company leads and a red disk this is a sale so look to calculate the conversion from impressions visitors that is but clicks and impressions visitors this is clicks on the site we need the number of clicks divided by the number of impressions that is this part divided by the lower part divide by the upper multiply by 100 only not by 100 percent to go made a mistake just by 100 that

46:13 is if we look there were 1000 impressions of ads of which 50 people came to our site we take 50 divide by a thousand and multiply by 100 a lot of juice turned out percent half a percent that is 0 5 percent we get conversions from impressions of ads into site visitors conditionally site visitors we had fifty people site visitors of which 10 left a conversion well they called us left a request 10 people out of 50 who will count for me now what

47:00 percentage come on Lyokha come on I listened to the numbers come on 5050 site visitors 10 rows rows this is the company's appeal up to 10 rows 50 divide by 50 it turns out 0 2 multiply by 120 percent you are right well done everything is correct now look we have an appeal to the company we have 10 people contacted the company of which 2 bought

47:48 Ksenia what is the conversion into a purchase 10 contacted the company green disc 2 bought what is the conversion into a purchase yes how much is that [laughter] humanitarian in action yes everything is correct 20 suggested yes here is the calculator Dmitry lying there are questions it is clear in general how the

48:34 formula is calculated for Converse you need to understand on thank you everything is clear look the main thing remember so that the lower action is divided by the upper action multiplied by 100 I myself sometimes get confused then remember so if we had impressions then clicks then it means first books are divided by impressions and multiplied by 100 if we have clicks or David and divide by clicks date if we have on Instagram conditionally if we have on Instagram people from 1000 people visited our page of them 50 called what to find out the conversion of the Instagram account what needs to be done

49:22 1000 visited up to 1000 1000 multiply by yes everything is correct and then we will understand the effectiveness of Instagram accounts that gives us applications but only the only thing that you look at as leads as leads if we take Instagram or a site then you need to write applications in direct and adjust the route together connect everything because all of this is leads if a person has attributed this to a potential buyer with a person called a potential buyer a box built a route for a potential buyer therefore in leads we combine all these conversion actions we add them up and then we have the total number but we divide this amount by the total number of visitors it is clear

50:10 also on the site a lead is not only if a person left a request this and called and left a request and wrote a service condition a clear online chat yes or switched to WhatsApp and so on that is there are several options when people leave a request everything I hope this point is clear with the conversion of the sales funnel what to consider is clear look now I will show you another interesting service decomposition 5. erofeeva I'll send you it's very cool here you can let's say 25 thousand ad impressions

50:58 345 [music] in short okay then forgetting the video separately and just on this thing there is one just look here there are both ads and sites sales department and money here you can directly calculate the decomposition of your sales funnel find out how much conversion sales how much you need to do let's say if we have one percent site conversion in networks we have, let's say, 5 percent conversion into sales 15 percent there the average check is 300 thousand rubles and profitability without advertising there in short it allows us to calculate what will happen if we reach the conversion into sales

51:43 only to 17 percent how much net profit will increase and if we reach the conversion of the site to 6 percent how much profit personally and if we reach the conversion of ads to one and a half percent in total how it will increase see here with the help of this thing you can play with the sales funnel you can see what indicators you need to make in business to increase profit if here 05 watch hour 13,000 rubles there are conditional up to the figure if there will be ad networks 05 then four and a half thousand rubles and if ad networks will be at least three percent then 27 thousand rubles you understand

52:29 that small insignificant changes in the efficiency of this conversion of the steering wheel greatly affect the final result in net profit noticeably understandable to you a cool thing a cool thing and when you have a key figure so to begin with we measured all the numbers here we hammered them in and then we start 7 or acetone so and if we make 10 percent there but it is here the percentage in networks is difficult there 4 percent networks but the site conversion rope is similar we will do everything there 15 percent and we

53:17 will force the sellers there to 25 percent so that you have net profit as a result and everything up to 319 thousand rubles increased or the average check will not be 200 m thousand rubles a2 800 at least we will raise the profitability okay folded raise is not in our competence from the leaders so listen to us here [music] zoom-zoom swears we need to reconnect will he believes that too much we communicate and further only for a fee now I will close and you again the link will go in ok I put a year

54:02 went in so I dropped a link to the service decomposition creators so that everyone could see Dmitry Valery wanted to say something if pomilasya all get lost lit up so Andrey connected we are waiting for Olga still Stas we have the last

54:58 Dmitry you are lying and by the way and how do you count the conversion of people who came to your restaurant not but what are there in general in the possibilities for this the possibility exclusively weekly monthly to convince land not but here on the web or who came in left it

55:44 happens or or came in there are no seats and left this is exclusively individual understanding you only have in this before conversion how much was the arrival how many purchases feature there is no special place to work well to get there not only with barrels clogged

56:44 less agreed here Andryukh I suggest you enter in this service which I showed my data and see how yours can change money with a change in small percentages of efficiency in the funnel yes I will use tomorrow for sure because it is a really important thing you need to work with it and constantly consider this funnel you can make yourself a porsche there make an excel table and for each month enter all the

57:30 funnel data there and see how 0 in each month it changes yes and and choose conditionally the next month you are working on increasing conversion in there at the stage of the site and at the sales stage on each of the similar way the tip is better to look well what is the great charm of this sales funnel and in general because of this marketing the work will always be because your task what they do is constantly inaudible at any microphone to improve improve and improve get

58:16 analyze and by and improve constantly the task and there is if if he wants yes if you don't want to then it seems to me you are a little crazy that you are fishing on a lamborghini there is so that you no longer want to improve your sales funnel well or if you are already really not from place to dump to get clogged you need to already work on production capacities in order to be able to service sales funnel but there are such moments but in small and medium businesses I have not yet met people when they say turn it off faster for defense we ca n't cope we don't have enough power and this rarely happens how to work with a funnel the first main

59:03 step is analyzing the efficiency your task is to digitize each of the stages if your funnel is built on online customer acquisition let's say like Andrey yes he basically does everything through websites through social networks and so on it's very easy and simple for him to digitize the funnel he just needs to rub it into the system to enter all these stages he will have understandable numbers for each but if we have an offline business what should we do if we have a damn here is a hardware store is located at a bus stop a hardware store how should we digitize each of the stages we have conditional stages a person there on the Internet somewhere saw our advertisement in social networks

59:50 contextual advertising in targeted advertising then this some number of people visited all our sites as if visited Instagram visited Contact visited the site but from this number of visitors only a few came to our store some even walked past the store by accident here's how we can count the traffic in the store and then from this traffic the number of purchases there is an assumption Lyokha come on think how if we want to count all those people who came from the Internet

1:00:36 for example a promotion come name such and such a code word discount so we will know and does not work does not work does not work very and very poorly works people Sevastopol especially really don't want to go name promo codes and discounts these all sorts of things in short they forget and so on they can come Nik understood not to name and you will not be not entirely honest and for the managers themselves to ask where did you find out about us in general even more because yes I don't know where I recreated okay let's say conversion can be measured in my store in two ways the name is exactly the conversion of the store there are two

1:01:22 ways the first way is at the entrance counters are placed entered exited in large stores in all there are like adidas yours and so on even dragging an hour in the morning there are counters at the entrance and it counts how many how many people entered the store during the day at the end of the day we can see how many sales there were the next number of sales divide by the number of people who entered the store and we see the conversion of the store as a whole and then what we do we try to work out the merchandising inside the store write some promotions give some goodies we beat up the managers so that they start working better we now set them up for the conversion of those who entered the store OGS people who entered the store and so

1:02:08 on like we have in Adidas real indicators salary was this conversion into purchase 300 people came to your store so you owe them there 30 percent of them to sell socks underwear at least something you must definitely sell them that is a person not long well like there is a second method the second method now I will show you I implemented it only recently this is a method remember computer vision in short a camera is bought that hangs above the entrance it reads the faces of unique visitors even their age age gender

1:02:56 now at least reads age gender such a CRM system that shows the real real target audience in an offline store if in an online business yes we can go to Yandex Metrica and see how old people are there what age they are before the summer in an offline store or it is very difficult to see these statistics in an establishment, let's say cameras are being installed now, we see there in a week how many visitors there were, how many of them were unique, what their age was, soon men and women, and so on, thanks to these figures we can see

1:03:42 what the target audience is that goes there and then at the end of the day we can compare it with the number of sales, so we can understand the conversion, but this establishment here has almost 100% conversion because everyone who comes to the establishment stays in it, but most of them also, what topic, if you put such a thing in a store, you can see who comes, a real sucker's store, what age people are, and count the conversion in this way, plus it throws employees out of there, due to which there is no error in conversion, you can see repeat visitors, how many times in general, Masha, every person goes there, this is just a [ __ ] export, it distracts them from their work, this is the second option for working with offline business, online business, everything is much simpler, remember analytics services

1:04:29 such as Yandex Metrica, Google Analytics, growth, you, and so on, on the Internet, in Internet advertising, everything is much simpler, there are end-to-end analytics services where you can see which advertising channel specifically brings how much money it brings 100 grams contact specific ad vkontakte specific ad in yandex direct and so on we will talk about it further I will show how the cash sample works in the case of offline 2 another option how to understand how much money before or what conversion brings us this or that Internet channel how to understand how many people from Instagram [music]

1:05:16 replenish it how many people from Instagram from contact from Yandex Direct came bought on we spent money there is such a wonderful service called lockart it has the ability to create cards this is a cashback card that is thrown into choco phone that is not needed cashback system in the form of a physical card this is what the card looks like we can create

1:06:04 vodka so that it how it works we take a link to the card and we advertise let's say we have 500 welcome barnesom to each person who receives their loyalty card and we say we give you a thousand rubles for the first purchase in our store in general in principle Darren thousand rubles and then you all your marketing the entire marketing strategy of an offline business hundreds and what we give thousands of rubles we give free glass we give some more goodies your main task add a smartphone card and we advertise this link because we for each for each traffic tool you see I have here a cashback five percent site cashback five percent authorization in k Yandex maps

1:06:50 QR code on the tables here they are the main sources of attracting people to our establishments we advertise these links and then we look at how many people installed these cards how many of them came to us and used this cashback how much they will come to us in the long term and leave money and thus we can understand how much money each of these tools brings there is clear and we see direct analytics for offline business we do not advertise just like buy a phone from us we advertise bought a Samsung from us brand new we give you thousands of rubles for its purchase only a card sign they install cards for him they fly there thousands of rubles well damn

1:07:36 I already have a thousand and the store starts to stomp and we look at what version of stex who installed the cards how many of them came and generally took advantage of this discount and so on it's clear the person came dates he has one from to considered all you have written off points were accrued and so on regulated sadeness integrates with 1s when it is completely integrated with all reset then I'll see how this is the first service the second service is this is u d c game this application here only cashback system is installed u d c also allows you to customize boils for each seller you can

1:08:22 see how each seller sells you can see what his efficiency is you can see at the end each person can leave a review therefore a person could get online tips much deeper analytics and more opportunities provides for loyalty programs we will talk much later but now here I told that it is possible now there is to digitize and offline business of each client pluses compares you just come to the store there to look for will happen want 500 rubles now get yourself on a bonus card with different use for a discount what will he tell you lay down yes let's go I want here please cap drive up you show flour arcade it reads you and let's go

1:09:08 that is everything is quite simple in this case [music] al to us a picture there cards for interest you create yourself yes yes you choose which one the percentage of cashback will be accrued you choose how much a person can spend with cashback, that is, 10 percent of the cost 20-30 or the entire amount, that is, all these things are configured further, and there is interaction on the topic of push notifications my congratulate them automatically on their birthday, such as sending them gifts, promotional offers, certificates, and so on, touch

1:09:59 so tell me I can see it became before it came to me, it was great, and so here is our first main step in working with the funnel, to digitize each of the stages, that is, our task is to start counting these numbers, which they understand how many people came, at what time they bought, and so on, after we have calculated all this, what we do is we count the effectiveness of transitions from each step to another, that is, measure conversions at all stages, after we have measured conversions, we begin to identify the reasons for refusing to move to the next stage, that is, there are several possibilities here, the first is the

1:10:48 company's internal data, that is, talk to employees who are responsible for a particular transition, a person, conditionally, if we are interested in the percentage of conversion from the transition from the ad to the transition to the site, we will find out why we have one and a half percent of networks there, which depends on the type we have, like this, if we are better, etc. let's take the best pictures or a cool video with them, then we can improve this indicator if we have, for example, sites in the application again, who is responsible for this, who works on the site, so that it is written on the site what kind of etc. what system next step due to what we can improve conditionally conversion here for this specialist is responsible then we have

1:11:33 salespeople here with the salesperson we need a question what do you think why people call they buy here you will listen to a lot of different reasons why people do not buy because salespeople always have a lot of reasons why this or that product is not sold before leg why not buying why they do not buy by phone or in general comes to the store paths of conversion us percentage well basically this happens because for example I did not fully interest the buyer in our product and and he stood and

1:12:18 looked and now I'll go to the forest I'll go up and look there still not sometimes they come back where they buy sometimes with most often we do not return in spite of what a big problem people uhura look and here it is necessary to work out objections maybe you need to conduct sales training for the salesperson in fact it is necessary because with us basically all are inexperienced just like me came tell the pita waiters usually well seriously you came in a usual accent and which in 1s so here they sit they do not understand their in 1s and it is necessary to do also at the same time sell on Dima Knu them Valery Alexey come to me in cents for Platova hundred

1:13:04 [laughter] as a waiter he hair there are many of them income per month so he did not say that these 16 days will have to work on their feet not to work will be judged [music] not the best suckers I will sit still additionally I will do marketing and on selling babies the right choice all when you already understand what reasons influence the transition follows the headquarters and you begin you put forward hypotheses to increase efficiency look would never

1:13:50 know for sure whether this action will help to raise the efficiency of the funnel to increase the conversion remove listen well let's say if we introduce an installment plan in our store on the phone probably the conversion to purchase will increase probably but this is not accurate because we do not know maybe people do not want to get into bondage but as practice shows once . most likely increases the number of sales to Alexey yes even much once there was a day when we did not take a single phone for cash right away we issued two or three installments or vice versa you are such damn ads only one and a half percent networks this is so little let's rewrite the ad

1:14:36 launch new ones like and how to stay like that there conditionally with some promises it will work you rewrite the ad conversion becomes 0 7 percent they made one and a half noise it is necessary to return the old ones rather this is also normal but without hypotheses there will be no improvement in results it happens that your hypothesis leads to deterioration but you understand that you no longer need to do something and test new hypotheses but you need to test constantly constantly introduce new ones some began to try to improve as a result to improve this percentage of conversion you saw yes how there half a percent can change the final profit and this is an important thing and correction of bottlenecks I will explain what such

1:15:21 bottlenecks are Alekseevich how you smile let's assume that such bottlenecks but I am smiling on another issue on what issue long correction presentation of bottlenecks in general bottlenecks are this narrowing goes sales funnels what is it our bottleneck or bottleneck also called in this marketing sales okay who are we this is the last stage when we have already bought no losses no no not when he showed a desire no Andryusha well come on come on you you should direct about

1:16:07 to bottleneck sales funnel 3 and TV again you watch you can't hear Andryukh what's up

1:16:54 [music] listen to the rest I'll watch then the main thing I understood Dmitry Valerievich you as I think that something Kursk places or bottleneck France slows down the execution of processes and productive did not understand how I did not understand anywhere Olga you understood okay look worked as a waiter until about

1:17:40 well come on Olga I'll explain how you directly this is the one and so about which the most potential buyers fall off yes yes in general that's exactly the point all the fields were built only need to circle well yes you exactly understand that is we need we have in our funnels there are a bunch of different stages and we need to find the stage at which the lowest efficiency that is, where exactly the most of our customers drop out, using the example of aloha, I'll do it now, the guys have visitors to the site, they created an SEO context, and so on, there is an addition to the basket, an

1:18:25 excellent game, conversion, but when a person places an order, all of our customers drop out because the order sent to will be lost, the manager who works on the site saw all the orders that came in and he couldn't process it, call to tell you he wants to buy a phone, he doesn't call him, no one calls, I left, threw the basket, made an application, everyone forgot about me, and I forgot myself, I immediately understood this is a bottleneck, why are we losing all of our customers, yes, I understood, and we urgently need to fix this in this place, the result of the work, and so on, look at why, why do we have people on the site

1:19:11 adding to the basket, we see, but there are no sales, we start testing everyone, we start coming ourselves, the whole funnel, and we look at where, like, they do n't contact us as a client, yes, what's going on, we are luxury, and no one calls us back, we are already starting to dig there, I didn't understand, Vladimirovna, you understood what a bottleneck is, so let's move on, okay in fact, we have everything today on the

1:19:57 sales funnel these are the basic concepts that we have earned here is this thing how the sarong works it is our main task to measure everything digitize understand what conversions identify reasons for refusal identify bottlenecks and put forward hypotheses to improve efficiency after we have taken away these hypotheses our task is to measure these conversion percentages again and put forward hypotheses again for their best questions on the sales funnel I sales funnels well and why is there that is what I am interested in why that is what I said that we need to try something new to introduce analyze at what stage our

1:20:43 clients fall off and I am interested in why here are the Wallachians they said in the winter we were engaged in post sales we had a call center we called the conversion from it was nothing and not in general we never returned to this at all although I think in every store there should be a post sales finish well or sellers and at least interested and sales should be nicknamed and in general in general the question is why in Crimea so that no one wants to try anything new I will explain the fact is that not this stage of digitalization of clients works understood that is there is no person to whom all this is digitalized yes well more

1:21:28 precisely there is no responsible person who from the top to digitalization of the entire and sales funnel someone you exactly this thing does not do neither measures conversions of all stages and identifies reasons shield bottlenecks and so on but the person who cannot justify why yes because look they tell you we launched well call center conversion 0 you tell them and can you show a report for that period where it was visible the number of calls made the number of like interested the number of transactions I am 95 percent sure that it is not there that they are not therefore this further this is just a small

1:22:15 business where business management occurs at the level of intuition like it seems to me that the set worked here or it seems to me that Instagram works in our business why do you have such well because here I am posting there after all in the comments we write although undoubtedly let's do it this way this will be for offline classes I will tell that there are direct sources of profit in marketing before direct marketing when it is aimed at attracting clients on sales and so on and there is a formative marketing image which does not directly affect sales

1:23:00 like Instagram it seems on the one hand to in some businesses let's say there I as a marketing agency launch a sales funnel which will include several stages the box will receive free checklists close people for a consultation I will sell at a consultation and it will be clear the sales funnel but let's say in the case of a restaurant business it is possible of course without Instagram it is worth the fact that a person received these welcome 50 points registered in the application in a pile and already see how many people from Instagram digitized everyone came to us but still not everyone will do it and in general on the goals carries out informational activities it talks about parties shows about guests shows the

1:23:46 atmosphere of the establishment dish prices and then conducts familiarization activities and and such we can't what let's say we led ud put a link header glue everything go get 500 welcome bonuses and see what profit there let's say and transitions from Instagram on this link are not so big we cannot conclude that it itself does not work completely we no longer deal with its invisible because there is but you understand that in the restaurant business social networks play an important role in communication in the guests although there are restaurants I think in Russia in the world that do not have social networks and they are popular one hundred percent if it

1:24:34 became interesting to look I think if you count somewhere you know in Italy a 50-year-old restaurant which most likely long-livers ask Janda three weeks in advance and so on yes but they exist and it is clear yes if you are opening just opening in the modern world of course to convey your values ​​it is necessary to use social networks is it possible do you have any questions any suggestions lizard I apologize here I missed a little my child will be able to come with lessons in general I thought for the last actions

1:25:21 everyone has no questions yet look your homework will be to write a sales funnel but the stages of the sales funnel will make up therefore you will need while you are cooking in your business and make this frame submit Ksenia there are questions boxes thank you Dima Dmitry Valerievich