Application Funnel

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An Application Funnel is a specialized type of sales funnel designed to guide potential customers through a series of steps or stages, with the ultimate goal of having them complete an application form.

This funnel is particularly relevant in industries where a business offering requires a more in-depth understanding of the customer’s needs, qualifications, or intentions before proceeding to a sale or engagement.

This funnel type is often used to qualify leads, especially for high-ticket products or services.1

Visual Representation:

Application Funnel Visual Representation

Purpose:

The main goal of an application funnel is to make it easier to identify and connect with potential clients who are interested in and compatible with a certain product or service.

It helps weed out people just looking around and puts effort into those more likely to become customers.

By simplifying and automating steps, such as information provision, form submission, and follow-up communication, these funnels aim to help get more and better applications.2

Key Components:

Here are the key components of an application funnel:

  1. Attracting Content: Uses engaging stories and information to draw people in.
  2. Landing Page: Highlights the benefits and has a strong call to action to apply.
  3. Application Form: A simple, user-friendly form for submitting applications.
  4. Qualification Screening: Checks to ensure applicants meet the necessary criteria.
  5. Informational Resources: Offers FAQs, guides, and videos for more details.
  6. Follow-Up Communication: Sends automatic messages to keep applicants informed.
  7. Interview or Assessment: This may include interviews to evaluate applicants further.
  8. Acceptance and Onboarding: Tells applicants they’re in and what to do next.
  9. Feedback Loop: Collects applicants’ opinions to improve the process.
  10. Analytics and Optimization: Tracks how the funnel performs and makes it better.3

Benefits:

Here are the key benefits of the application funnel:

  • Efficient Filtering: Quickly sorts through applicants to find the best matches.
  • Higher Conversion Rates: Increases the number of people who complete the application process.
  • Enhanced Applicant Experience: Makes applying straightforward and enjoyable.
  • Data Collection and Insights: Gathers useful info on applicant behaviors and preferences.
  • Improved Communication: Keeps applicants updated automatically, reducing their uncertainty.
  • Time and Resource Savings: Saves effort and resources in managing applications.
  • Customizable Journey: Tailors the process to fit different programs or services.
  • Feedback Loop for Improvements: Uses feedback and data to continually improve the process.
  • Better Quality of Applicants: Attracts more qualified candidates by setting clear expectations.
  • Increased Engagement: Builds interest through engaging content and resources.2 4

Usage:

An application funnel is often used when a business’s products or services require a significant commitment from the customer, such as money, time, or effort.

It’s typically used in fields like higher education, specialized business-to-business (B2B) services, luxury goods, and providers of custom services.5

Example:

Let’s consider a company offering a high-end fitness coaching program.

Here’s how an application funnel might work for them:

Stage 1: Awareness & Interest

  • Landing Page: The prospect finds a landing page discussing the benefits of achieving peak fitness and overcoming plateaus. It showcases success stories from past clients.
  • Lead Magnet: Instead of a generic “subscribe for our newsletter” button, the call to action might be “Apply for a Free Fitness Assessment.”

Stage 2: Application

  • Short Application Form: The prospect fills out a form with questions about their fitness level, goals, and past injuries.
  • Pre-qualification Check: Based on the answers, the application could direct them to a relevant program (e.g., weight loss, muscle building) or politely inform them the program might not be the best fit for their needs.

Stage 3: Conversion

  • Thank You Page: The applicant receives a “Thank You” message with an estimated timeframe for a follow-up.
  • Personalized Follow-Up: A coach reviews the application and contacts the prospect to discuss their goals in more detail and explain how the program can help them achieve them. This personalized approach can address any remaining hesitations and convert them into a paying customer.

Related Terms:

References:

1. Application Funnels – Clickfunnels. (n.d.). https://help.clickfunnels.com/hc/en-us/articles/1500005488522-Application-Funnels

2. Day, K. (2023, May 4). What is an application funnel and how do you use it?. Interact Blog. https://www.tryinteract.com/blog/what-is-an-application-funnel-and-how-do-you-use-it/

3. BSG, F. (n.d.). Step-by-step guide to creating an application funnel. ClickFunnels 2.0. https://support.myclickfunnels.com/support/solutions/articles/150000156909-step-by-step-guide-to-creating-an-application-funnel

4. Thompson, N., Published by Nathan Thompson    Nathan Thompson is a father, Thompson, P. by N., & father, N. T. is a. (2020, February 23). How to easily qualify leads with application funnels. OptinMonster. https://optinmonster.com/qualify-leads-with-application-funnels/

5. Prima, S., Akhil, Mr., & Sadia, S. (2023, April 4). Application funnel – growth strategy for a high-ticket business (2023). WPFunnels. https://getwpfunnels.com/application-funnel-for-high-ticket-business-leads/

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