May 5, 2020

FFR036 - Advantages Disadvantages Of Multiple Funnel Paths

FFR036 - Advantages Disadvantages Of Multiple Funnel Paths

An interesting point that Ben Moote raised in a recent podcast interview I did with him was keeping things simple without too many funnel paths.    I think this is an excellent point he made for people who are relatively new to funnels and...


  • An interesting point that Ben Moote raised in a recent podcast interview I did with him was keeping things simple without too many funnel paths. 

 

  • I think this is an excellent point he made for people who are relatively new to funnels and are still figuring out how to make them work. 

 

  • A good example is setting up quiz funnels where you have multiple different scenarios that take the user down a specific customized path based on how they answer the quiz. 

 

  • Here are some downsides to over complicating things with numerous funnel paths from quizzes:
    1.  The more questions and options you add the more work it takes to set up. 
    2. It also gets very confusing to make EVERYTHING is connected properly and working 100% as it should be. It’s super easy to miss something and struggle to pinpoint where the issue is. 
    3. You need a lot of traffic to make it worthwhile. Otherwise you just get trickles that go into each segment
    4. It’s hard to work out what to optimize as you are looking at so many different touch points

 

  • That said there are certainly some very good upsides to tracking a funnel with multiple paths. The main ones being:
    1. You can segment your subscribers into groups, which makes it easy to speak to them about things that relate to their specific situation and core problems/desires
    2. It’s a better experience for the user as they are not shown generic messages that apply to a broad group. 
    3. You get a good idea about what are the most common problems/desires and can focus more time on those areas... and possibly end up niching down specifically into that area
    4. You can offer relevant products to these people as you’ve drilled down to better diagnose their problems. No more one-size-fits all solutions. 

 

  • In summary there are definitely pros and cons to this... but I think the main point is for funnel marketers who are just getting started or are not making much money yet... it’s better to keep things as simple as possible and avoid multiple funnel paths. 

 

  • The advanced segmentation is better for those who have large ad budgets, a team to analyse the data and set it up all, and have extensive experience with marketing. 

 

  • If you want to learn how to do this properly I highly recommend Ryan Levesque’s book ASK. This book simplifies a complicated subject and is the best resource I’ve seen on this topic.