22 Funnel Types [Part II]: What Goes In Them, And When To Use Them

I wrote 7,000 words this week — This newsletter is not one of them.

Yesterday, I finalized my guest post for Moz Blog at 4,000 words. During the week, I wrote a landing page and VSL for 3,000 words.

It’s a good thing I pre-wrote this newsletter because its a good one — Also, I don’t have the energy to write another word this week, so prepping ahead helps!

In this week’s newsletter, I break down 12 more funnel types, what goes in them, when is it best to use them, along with brands/companies that are using these funnels.

Didn’t read part I of this newsletter with funnel types 1-12? Check it out here.

Before we get to the funnel breakdown, here’s a copywriting tip FTW (for the week).

🖊️ The Copywriting Tip You Can Use Right Away: Write In Present Tense

The easiest, most direct, strongest form of a verb is its present tense. — Ann Handley, Everybody Writes

She gives an example of a simple sentence: Just do it.

Now look at what happens when we write it in conditional tense: You would just do it.

Or future tense: You will just do it.

Or past perfect continuous tense: I have been just doing it since 2015.

✅ The present tense is always readable and understandable. Try it yourself when you’re writing content next time.

🧠 12 - 22 Funnel Types, What Goes In Them, And When To Use Them

Here’s how to make the most out of this breakdown: Go look at a live funnel example simply by checking out the brands that are using them.

Let’s begin.

12. Squeeze Page Funnel

A squeeze page funnel captures a visitor’s email address in exchange for a valuable resource like an eBook or a discount.

What marketing assets go into this funnel:

• A high-converting squeeze page

• An irresistible offer (eBook, discount)

• Follow-up emails to nurture leads

• Thank-you page with additional offers

Potential traffic sources: Social media ads, email campaigns, SEO

Best to use when: Use this funnel to quickly grow your email list and nurture leads for future sales.

Example of a brand & industry running this funnel: OptinMonster (lead generation software) uses squeeze pages to capture emails in exchange for guides and discounts.

13. Tripwire Funnel

A tripwire funnel offers a low-cost, irresistible product to convert leads into customers quickly, building trust for future purchases.

What marketing assets go into this funnel:

• A low-cost, high-value offer

• Landing page highlighting the offer

• Follow-up emails with upsells and cross-sells

• Thank-you page with additional offers

Potential traffic sources: PPC ads, social media ads, email marketing

Best to use when: Use this funnel to quickly convert leads into paying customers and build trust for higher-priced products.

Example of a brand & industry running this funnel: DigitalMarketer offers a low-cost marketing template to convert leads into customers.

14. Summit Funnel

A summit funnel involves hosting an online event with multiple speakers to provide value and generate leads or sales.

What marketing assets go into this funnel:

• Registration page for the summit

• Promotional content (videos, social media posts)

• Confirmation and reminder emails

• Special offers during or after the summit

Potential traffic sources: Influencer partnerships, social media ads, email campaigns

Best to use when: Use this funnel to build authority, generate leads, and drive sales through an engaging online event.

Example of a brand & industry running this funnel: The Virtual Summit Software hosts online summits to attract leads and promote their software.

15. Free Sample Funnel

A free sample funnel offers a free product sample to attract potential customers and encourage them to make a purchase.

What marketing assets go into this funnel:

• A landing page offering the free sample

• Ads promoting the free sample offer

• Follow-up emails with additional offers

• Thank-you page with upsell options

Potential traffic sources: People who come to the shop, customers who order a product may get free samples with it, influencer partnerships

Best to use when: Use this funnel to give potential customers a taste of your product and encourage them to make a purchase.

Example of a brand & industry running this funnel: Sephora offers free beauty product samples to attract and convert new customers.

16. Daily Deal Funnel

A daily deal funnel offers a special, limited-time deal each day to attract and convert customers quickly.

What marketing assets go into this funnel:

• Daily deal landing page

• Email list to promote daily deals

• Social media posts highlighting the deals

• Countdown timers to create urgency

Potential traffic sources: Daily email campaigns, Facebook groups, social media ads, push notifications

Best to use when: Use this funnel to drive quick sales and attract bargain hunters looking for daily deals.

Example of a brand & industry running this funnel: Groupon offers daily deals on various products and services to drive quick sales.

17. Self-Liquidating Funnel

A self-liquidating funnel uses initial product sales to cover advertising costs, ensuring the funnel pays for itself.

What marketing assets go into this funnel:

• A low-cost initial offer

• Ads promoting the initial offer

• Follow-up emails with upsells and cross-sells

• Thank-you page with additional offers

Potential traffic sources: PPC ads, social media ads, email marketing

Best to use when: Use this funnel to cover your marketing expenses and attract paying customers without incurring out-of-pocket costs.

Example of a brand & industry running this funnel: ClickFunnels offers a low-cost book to cover ad costs and upsell additional products.

18. The Service Upsell Funnel

A service upsell funnel offers additional services to existing customers, increasing their overall spending.

What marketing assets go into this funnel:

• A compelling upsell offer

• Follow-up emails promoting the upsell

• Personalized recommendations based on previous purchases

• Thank-you page with additional upsell options

Potential traffic sources: Email campaigns, in-app notifications, customer support follow-ups

Best to use when: Use this funnel to maximize revenue from existing customers by offering additional services.

Example of a brand & industry running this funnel: GoDaddy offers website security and maintenance services to customers who purchase domain names.

19. Challenge Funnel

Explain the funnel: A challenge funnel engages potential customers with a multi-day challenge that provides value and builds trust.

What marketing assets go into this funnel:

• Registration page for the challenge

• Daily challenge content (videos, emails, tasks)

• Community support (Facebook group, forum)

• Follow-up emails with offers

Potential traffic sources: Social media ads, email marketing, influencer partnerships

Best to use when: Use this funnel to engage and educate potential customers, building trust and authority.

Example of a brand & industry running this funnel: Beachbody runs fitness challenges to engage potential customers and promote their programs.

20. E-commerce Conversion Funnel

Explain the funnel: An e-commerce conversion funnel guides online shoppers from browsing to purchase, optimizing each step for conversions.

What marketing assets go into this funnel:

• Product pages with detailed information

• Abandoned cart emails to recover lost sales

• Personalized recommendations

• Follow-up emails with cross-sells and upsells

Potential traffic sources: SEO, retargeting ads, email marketing

Best to use when: Use this funnel to maximize conversions and sales in an online store.

Example of a brand & industry running this funnel: Amazon uses personalized recommendations and abandoned cart emails to drive conversions.

21. Quiz Funnels 

Explain the funnel: A filter funnel uses quizzes or surveys to help potential customers find the best product or service for their needs.

What marketing assets go into this funnel:

• A quiz or survey embedded on your website

• Follow-up emails with personalized recommendations

• Landing pages with tailored offers

• Thank-you page with additional resources

Potential traffic sources: Social media ads, website traffic, influencer partnerships

Best to use when: Use this funnel to engage visitors and help them find the perfect product or service, increasing the likelihood of conversion.

Example of a brand & industry running this funnel: Warby Parker uses a quiz to help customers find the best glasses for their face shape.

22. Webinar Funnel

Explain the funnel: A webinar funnel attracts and engages potential customers through an informative online seminar, building trust and showcasing your expertise.

What marketing assets go into this funnel:

• Webinar registration page

• Promotional content (emails, social media posts)

• Reminder emails to attendees

• Follow-up emails with offers

Potential traffic sources: Ads, email invites, partner promotions, organic traffic

Best to use when: Use this funnel to educate potential customers and build trust while showcasing your expertise.

Example of a brand & industry running this funnel: HubSpot uses webinars to educate marketers and promote their tools.

Remember, a funnel can combine two or more elements. For example, Moz's strategy can be seen as a combination of elements from both the Summit Funnel and the Inbound Funnel, where they attract organic traffic through valuable content and then engage that audience through high-value summits.

✨ A Mindset Tip For Entrepreneurs

Never tie your worth to your income.

It’s easier said than done. But as freelancers, we tie our success back to how much money we make each month or quarter.

All those I made $10K in 3 days of social media posts don’t help either.

Know this: Your achievements are not the sum of your income. You are a business, a brand. Your achievements go back, front, and wide to cover your impact, influence, and network.

You got this.

📚 A Book Recommendation…

This week’s book recommendation is The Silva Mind Control Method, by José Silva.

The technique helps people reach an alpha state of mind, where brainwaves slow down to a frequency between seven and fourteen Hz, similar to when you're daydreaming or just about to fall asleep.

During this state, your mind is suggestible — you can rewire the brain to create a better consciousness, one that supports your goals.

This quote by José Silva shows that the images and thoughts you visualize in your mind can influence and shape your future reality. Essentially, what you focus on mentally can manifest in your life, suggesting that positive visualization and mental imagery can lead to the achievement of your goals and desires.

How did you find today’s newsletter? Reply to this email and let me know what stood out to you the most!

About The Founder…

Hi. 👋 I’m Hira, A Copyhackers certified SaaS conversion copywriter.

I raised $2M for MedTech and nonprofits in partnership with two different agencies last year. Currently, I write end-to-end sales funnels (ad scripts, landing pages, VSL, nurture sequences) and product marketing blogs for 8-9-figure marketing agencies and enterprises.

Check out my guest post in The Copywriter Club, and scroll through the insights I shared on Hubspot’s 2024 Social Media Marketing Trends Report.

Don’t forget to peek through my website, maybe you’ll find a podcast episode that you like!