Personalized the Path: Customizing
Your Sales Funnel Experience

A well-run sales funnel is the key to converting potential customers into loyal
customers. However, building and managing a sales funnel can be tricky. More
outreach usually means more leads but hitting your numbers can come at the
expense of relevance. You want your reach to be broad enough to attract a variety
of potential buyers but tight enough to speak directly to each one. That balancing
act can be especially challenging when you’re building your sales funnel from the
ground up or scaling rapidly.

A good sales funnel starts with social media, ad campaigns, and landing pages that
introduce your business to new audiences. It moves users through the stages of
awareness, interest, evaluation, and purchase to ensure that your business is top-of-
mind for potential customers. At the end of the funnel, your customers are ready to
take action—buying a product, signing up for a service, or renewing their
relationship with you.

Sales funnels can be used to market any type of business. But they are particularly
effective for B2C businesses that can appeal to consumers’ desire for self-
actualization, and can help convert buyers in a shorter period of time. To maximize
the impact of a sales funnel, it’s important to define your business’s objectives and
goals, and to regularly evaluate your funnel to make sure you are on track to meet
those objectives.

For example, a luxury furniture company that wants to attract users aged 30-40
would advertise on Instagram. The ads direct the user to a landing page that invites
them to sign up for the brand’s newsletter and receive tips, updates, and offers. This
helps the brand capture and qualify leads and build an email database to nurture
with targeted email sequences and broadcasts.

Once a lead is captured, the next step in the sales process is to provide them with
detailed information about your products and services to help them evaluate your
offerings. This can be done through email campaigns, web pages, videos, and
webinars. It’s also important to feature social proof in your sales materials—
references from past or current clients, reviews, testimonials, and FAQs—to reassure
new customers that your business can be trusted.

For a Canvas journey that uses the Personalized Paths feature, once an experiment
has been run and a winner has been chosen, all future users will be sent down the
path that performs best for them. This includes those who were in the delay group at
the start of an experiment (or when it ends). To see a breakdown of how the
different paths performed, check out the “Experiment and Personalized Paths” tabs
in the analytics view.

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