New Products - Sales Funnel Question

If it were me, I certainly wouldn't start building a new website for each product, as having made that mistake myself in the past. (In fact, at one point I had purchased over 200 domains -thinking I was going to put 200 products out there, and then figure out how to get traffic!)

Instead, I would concentrate your efforts on creating either an opt-in on your landing with a newsletter, timed pop-up (*although most people hate em, even Forbes uses them) and/or a squeeze page to collect subscribers. Then, market the back end products and relative promotional offers and informative content through a series of email follow ups.

At least if they don't make a purchase straight away, you can try different approaches, or other products and related services via email...so not to lose them altogether.

Thanks for the reply, Art.


I have an email list of over 700 people who have purchased the product that I'm in the process of refreshing. I let it go cold, and only recently started emailing them. One email was an update on new products that we're coming out with, which received decent feedback. Luckily, the original product is good and the list is responsive. At least more so that the Constant Contact says the average list is - so far.


I'm thinking about adding an exit pop-up, or some type of strategy to capture additional emails other than those who purchase. But; like you said, I'm hesitant because most people hate them (myself included). But, I think if I add a discount or something it would at least be worthwhile to the visitors. Any idea on the least intrusive/annoying pop-ups or other email capture methods?


Also, I want to be sure that adding the additional pages doesn't create any issues as the primary focus will be the original product. And, on the back-end how would you recommend "offering" the product? As a "you may also like.." or "special offer/discount"? And before/or after the customer checks out? I have a feeling that doing it before could increase abandoned carts. I realize this will take some split testing, just looking for a place to start.

I've completed a lot of campaigns with add-on products and I can tell you that your success will mainly hinge on how related these products are to one another. In other words, would product #2 be a big benefit to someone who bought main product #1? Would product #5 compliment #'s 2, 3, and 4, or does it have nothing at all to do with them?

If the products go well together, then I'd offer them one of two ways. Either bundle them together from the start for a steep discount (which really isn't a discount) OR create an email marketing series that builds a relationship first, and then upsells as the user gets the most out of product #1.

For example, my first email would be, "Congrats on the purchase of #1! It can do (a), (b), and (c) with ease, plus it helps you with (d) and (e) as well. Please try it out as soon as possible and let me know how it works for you. By the way, you can also access our tutorial to use #1 like an expert at www.abc.com."

The link would be a custom landing page on the main site that delivers what it promises, plus with an ad for product #2 (or any of the other 4).

The 2nd email would be along those same lines...a "how you doing, how's it working" type of thing. Except in this one, you'd offer #2 at 50% off the normal price for the next 24 hours, and you'd also mention that quantities are extremely limited at the discount price. This would also have a custom landing page.

I usually include a 3rd email as well that offers a freebie, and this can be a warranty on #1, an eBook about #1 or anything along those lines. The download page would contain an ad for product #3 as well.

If they buy #2, then you start the chain all over again and build up to #3. If they don't buy, then you wait 3-7 days and pitch #3 anyway...pushing the benefits of how it compliments #1. Then you follow the same pattern for #'s 4 and 5 as well.

For five products, it's probably in the neighborhood of 30 emails, 10 custom landing pages and 5 different chains, so it takes a little know-how to set up properly. It works extremely well though.

yeah kk075 but there's a problem with that approach.. he can only upsell if the people buy #1.

Here's my input:
Why don't you want to link them to the homepage? I don't mean feature or highlight them in any way... but just include a link to pass that juice to the product's page or a link to the bundle (#2,#3,#4 or #5)... Some people will find them useful and might buy them all right off the bat, so you won't have to bother them trying to upsell..when they can buy it right away.

The main strategy would be to have one page for each aditional product with somewhat of a link from the main website (not homepage necessarily) and drive traffic to each product's page. If someone gets to product #2 and buys it... then you would follow up trying to sell the most relevant next one (either it's the main product, or #3)...then followup trying to sell the next product ...

And you just copy that for each product that you have.

This way you get the chance to upsell them on all products...

Thanks for the responses, KK and Nino.

That is what I had in mind for the email marketing side to new customers. However, as Nino pointed out, they would have to buy one product to reach the next one. All of the products are extremely related.

I don't want to offer them for sale, at least prominently, on the homepage, because it's designed to sell one product and does a great job funneling sales of that product. I would have a link off the home page to the others, but it wouldn't be prominent or easy to navigate to because the primary objective is to get the customer to buy the original product. But it would be found through search engines.

I would start a slow email funnel to the existing customer base as a "new product release" and discount for these products, one at a time.

I think the key is to have a page for each different product and somehow funnel buyers to each of the other products as add-ons and upsells. Then create an email marketing plan that introduces the same products, as you've both said. I think, since the products are so related, that even if a customer doesn't buy #2 in the sales funnel, I'd still introduce them to #3 because that might be what they could use.