10. Examples of Convert Sales Funnels for Handmade Business

Examples of Convert Sales Funnels for Handmade Business

-What to do? Again, my head is a mess.
Do you know what I wanted most in this workshop? -Sara, as always, could not contain her emotions.
-What? To kill the hostess? -With a laugh, I answered.
-No! To vanish into the air! But I like your version, too. You can’t imagine what a nightmare that was. When I looked at the girls and read in their eyes: why are we here? What to do next? Offline workshops are more challenging than they seem. 

I wanted to give Sara good advice … but what? I thoughtfully twirled a spoon in my hands when suddenly, an interesting thought occurred to me.
-Listen, what if you do a workshop online?
-That is, as in ONLINE? I’ve never seen such a thing -my friend was interested.
-I don’t know how either. It certainly is not anywhere else. So it will be interesting!

I wanted to give Sara good advice … but what? I thoughtfully twirled a spoon in my hands when suddenly, an interesting thought occurred to me.
-Listen, what if you do a workshop online?
-That is, as in ONLINE? I’ve never seen such a thing – my friend was interested.
-I don’t know how either. It certainly is not anywhere else. So it will be interesting!

Sara thought.
-Wait, and how will I show online how to embroider?
-Through live broadcasts? Why, that’s not bad. Sara’s eye twitched nervously.
-Wait, I can not do that. For me to broadcast and be watched by strangers? No, I’ll pass! I generally do not like to speak in public.
-Do you like cockroaches in other people’s studios? Okay, Sara! I’m hosting an online game in early December for creative people to get brave and start developing their online projects. Your goal is to run your first online embroidery masterclass at the game. And try not to do your homework! I’ll never talk to you again!

-Are you kidding? -Sara asked with a smile.
-No, I’m not! Look, what a strategy.
I took my napkin and pen and started to draw again, just like when we met in the cafe. Before that, everything we drew on napkins came true. It may work this time, too.
-We need to build a sales funnel. First, we must get people’s attention with something free, like a free online embroidery masterclass. You need to put yourself out there. People will go to YOU; they like the way you talk and the way you present information.

 That’s what makes you unique, your unique offering, you know? Next, you need to get participants’ contacts to offer them some paid master classes, even for some money. And then to provide an extensive course or ready-made brooches to sell.

Sara looked thoughtfully at my crooked doodle drawing.
-And how many do you think will come to the free masterclass?
-Well, if fifty people show up, it’ll be good. Of those, about half might go to a paid masterclass for, say, $10. 

25 x 10 = $250.

And of those 25 people, five can buy something ready-made or come to a live master class for $50. And that’s another $250.

Sara took the napkin and took another close look at the drawing.
-So I have to perform live and have 50 people looking at me?
-I don’t know, we can get more.
-No more! What are you talking about? -She shrugged nervously and asked with a sly smile: 
-And what happens if I disagree? Make me sing in the subway?
-No, even cooler. I’ll stop talking to you. I’ll pretend I don’t know you,” I said firmly but with a smile.

-You have no choice. You have to do it if you want to succeed. Don’t you have a dream? 
-Yes, I do! I want to climb Mount Elbrus! I don’t know why I want to do it, but the thought won’t leave me alone.
-Here! For your dream. Do what I tell you. Sara had no options. She said yes!

Examples of Convert Sales Funnels for Handmade Business

What is a sales funnel and sales pipeline?

A sales funnel is a marketing concept that illustrates the customer journey from initial awareness to purchasing. It represents the process through which potential customers are guided through various stages, ultimately converting them into paying customers.

The sales funnel is often visualized as an inverted pyramid consisting of several stages that customers progress through:

  1. Awareness: At the top of the funnel, potential customers become aware of your product or service. This can occur through various marketing channels such as advertising, social media, or content marketing.
  2. Interest: Once aware, customers develop an interest in your offering. They may engage further by visiting your website, landing page, signing up for a newsletter, or following your social media accounts.
  3. Consideration: In this stage, potential customers evaluate and compare your offering with alternatives. They may seek more information, read reviews, or compare prices.
  4. Intent: At this point, customers have a clear intention to purchase. They may add items to a shopping cart, request a quote, or initiate contact with you.
  5. Evaluation: During this stage, customers thoroughly evaluate their options before making a final decision. They might seek additional reassurances, compare features, or negotiate terms.
  6. Purchase: The customer makes a buying decision and completes the transaction. This can be an online purchase or another payment type (shop, fair).
  7. Loyalty: After the purchase, the goal is to boost customer loyalty and motivate repeat purchases. This involves providing exceptional customer service, post-purchase support, and ongoing communication.

Why is the sales funnel essential, and how a sales funnel can help?

A sales funnel helps you understand what potential customers think about and do along the buying journey.

Studying your sales funnel will help you understand where you’re going wrong, exactly where leads drop off, and what led existing customers to follow the sales funnel all the way through.

When you build a successful sales funnel, you can optimize and improve your sales process and your sales strategy.

What are the sales funnel stages? Create an effective sales funnel for your business.

Let’s take an in-depth look at the components of every stage of the sales funnel and sales cycle.

Top of the Sales Funnel: The free product, or lead magnet

At the top of your marketing funnel, one of your primary goals is attracting potential customers’ attention. 

A free product doesn’t necessarily have to be a physical product. It can be valuable information for your target audience, for which potential customers will take a targeted action -such as leaving their contact information.

Here are examples of some lead magnets that have worked well in the handmade industry:

  • The 30 best online stores to buy embroidery supplies;
  • 5 cool ideas on how to make your artwork WORSE and sell it more expensively;
  • 9 mini-tutorials on embroidery; free masterclass on knitting “Tie a bag in 4 days!
  • Quiz “Do you want to know which stones are right for you?”

The lead magnet is aimed at the target audience you want to work with. Therefore, the development of the lead magnet begins with an in-depth analysis of the target audience (read the article “Target Audience”).

Middle of the Funnel: Tripwire

Once you have captured the leads, it’s time to engage them. 

Tripwire is a cheap product that can engage a potential client in your project as quickly as possible. The goal of a tripwire is not to make money but to convert the potential client into a real client who will already bring you money for your products or services. The price of a tripwire is formed so that the benefit to the client is obvious.


  • In education: a mini-course, a cheap workshop on a specific technology (e.g., several small mini-lessons on the basics of knitting);
  • In cosmetics: one product (cream, foam, mask) that solves a particular problem of the target audience;
  • In the field of knitting: a small product so that the customer can try the quality of the yarn and the work done. For example, a hat or mittens;
  • In clothing sales: a small accessory, such as a scarf or shawl, complements the main product (e.g., a coat).

The purchase of a tripwire is more emotional and impulsive. Here the psychological aspect plays a significant role: an inexpensive purchase helps to overcome the first fears and doubts about the seller and builds a relationship of trust.

Middle of the Funnel: The main product

The main products are goods or services that have a high margin and bring the main profit. If the lead magnet and tripwire partially solve the customer’s problem, the main product should solve it comprehensively and produce results that provide customers with the desired change.

Bottom of the Sales Funnel: Maximizers

Once a customer has bought, your funnel does not close down there. Retention is an important part of the funnel since it refers to keeping customers engaged so that they return for further purchases. 

Maximizers are products to increase profits through additional sales to existing customers. Complementary products can be offered either during the sale of the main product or afterward. The main goal of maximizers is to increase the average check in the business. In some niches, it is the profit maximizers that account for a large share of profits.


  • A hat and snood set to a coat;
  • A baby blanket to the main product -bed skirts;
  • Accessory on the head to the children’s dress;
  • A set of materials for a masterpiece.

Bottom of the Funnel: Customer Return

In the sales funnel, an important task is to attract the client and retain and motivate him after some time to repeat sales.

Options for returning a customer are different, for example:

  • Membership in a closed customer club with exclusive discounts;
  • Subscriptions: fitness club, access to closed chats and communities;
  • Recurring payments for the use of services/applications;
  • Loyalty program, providing discounts on repeat
  • purchases;
  • Affiliate system: customers themselves promote you among their friends and get rewarded;
  • Cashback system.

Examples of sales funnels for handmade businesses

Social Media Funnel:

  • Awareness: Attract potential customers through engaging social media posts showcasing your handmade products. Use hashtags, collaborations, and contests to increase visibility.
  • Interest: Direct interested users to your website or online store, where they can browse your product catalog, sign up for your newsletter, or follow your social media accounts.
  • Consideration: Provide detailed product descriptions, high-quality images, and customer testimonials to help potential customers evaluate your handmade products.
  • Intent: Encourage users to add items to their cart or create a wish list. Offer limited-time discounts or incentives to drive purchase intent.
  • Purchase: Simplify the checkout process and provide secure payment options. Offer personalized discounts or free shipping for first-time buyers.
  • Loyalty: Send post-purchase follow-up emails expressing gratitude, provide order tracking information, and offer exclusive discounts to encourage repeat purchases.

Craft Fair Funnel:

  • Awareness: Participate in craft fairs or community events to showcase and sell your handmade products directly to potential customers. Create an attractive and inviting booth or display that grabs the attention of passersby. Use signage, banners, and samples to pique their interest. 
  • Interest: Use eye-catching displays, brochures, and business cards to capture visitors’ attention. Offer samples or demonstrations of your products to engage potential customers. Collect their contact information or encourage them to follow your social media pages.
  • Consideration: Engage visitors by sharing the story behind your handmade products, your artistic process, and the unique features that set your creations apart. Provide product catalogs or brochures highlighting your amazing craftsmanship, materials used, and customization options.
  • Intent: Offer incentives or limited-time promotions for purchases made at the market. Encourage customers to join your mailing list or follow your social media accounts for future updates and exclusive offers. Offer special discounts or promotions exclusively for craft fair attendees to create a sense of urgency and encourage immediate purchases.
  • Purchase: Simplify the checkout process by accepting multiple payment methods such as cash, credit cards, or mobile payment options.
  • Loyalty: Include a thank-you note and contact information with each purchase. Offer loyalty programs or referral incentives to encourage repeat business and word-of-mouth recommendations.

Etsy Funnel:

  • Awareness: Create an attractive and well-optimized Etsy shop with high-quality product images, engaging descriptions, and relevant tags to increase visibility within the Etsy marketplace.
  • Interest: Utilize social media platforms and content marketing to drive traffic to your Etsy shop. Share behind-the-scenes photos, product tutorials, or customer testimonials to generate interest.
  • Consideration: Encourage potential customers to add your products to their favorites list or join your mailing list for updates on new releases, promotions, or discounts.
  • Intent: Use Etsy’s built-in features, like sending personalized offers or coupons to potential buyers who have shown interest in your products. Offer limited-time discounts or free shipping to incentivize purchases.
  • Purchase: Ensure a seamless purchasing experience on your Etsy shop by providing clear product options, transparent shipping costs, and multiple payment options.
  • Loyalty: Follow up with customers after their purchase with personalized thank-you messages. Encourage them to leave reviews, join your loyalty program, or sign up for future promotions.

Influencer Collaboration Funnel:

  • Awareness: Collaborate with influencers or bloggers in your niche who have a strong following. They can showcase your handmade products through sponsored posts, reviews, or tutorials.
  • Interest: Provide influencers with unique discount codes or affiliate links to share with their audience. This can generate curiosity and drive traffic to your online store or website.
  • Consideration: Offer special promotions or exclusive bundles for the influencer’s audience and compelling product descriptions and visuals to create a desire for your handmade items.
  • Intent: Track the performance of the influencer collaboration by monitoring click-through rates or coupon code usage. Retarget the engaged audience with personalized ads or emails to encourage conversions.
  • Purchase: Ensure a seamless purchasing experience on your online store or website. Consider offering a limited-time discount for first-time buyers referred by the influencer.
  • Loyalty: Follow up with customers who made purchases through the influencer collaboration. Provide exceptional customer service, offer post-purchase support, and consider creating a referral program to encourage loyalty and advocacy.

Email Marketing Funnel:

  • Awareness: Collect email addresses through your website, social media, or craft fair sign-ups.
  • Interest: Send regular newsletters or email campaigns showcasing new products, behind-the-scenes glimpses, or upcoming promotions to keep subscribers engaged.
  • Consideration: Share customer testimonials, reviews, or case studies to build trust and highlight the quality and uniqueness of your handmade products.
  • Intent: Send targeted emails with personalized product recommendations or exclusive discounts to subscribers who have shown interest or added items to their cart.
  • Purchase: Include clear call-to-action buttons or links in your emails that direct subscribers to your online store or website for easy purchasing.
  • Loyalty: Collect customer feedback and contact information for future follow-up. Send post-fair thank-you emails, provide exclusive discounts to repeat customers, and consider participating in future local events to maintain visibility. Segment your email list based on customer preferences and purchase history. 

Referral Funnel:

  • Awareness: Encourage your existing customers to refer their friends, family, or colleagues to your handmade business by offering incentives or rewards for successful referrals.
  • Interest: Provide referral cards or unique referral links to your customers that they can share with others. Highlight the benefits of your handmade products and their positive experiences.
  • Consideration: When a referral is made, provide the referred person with a warm welcome message and additional information about your products and services.
  • Intent: Offer a special discount or gift to the referred person as an incentive to make their first purchase. This helps solidify their intent to buy.
  • Purchase: Make the purchasing process seamless and convenient, ensuring that the referred person can easily find and purchase the recommended products on your website or online store.
  • Loyalty: Express gratitude to both the referrer and the referred person. Consider implementing a loyalty program to reward customers for continued support and referrals.

Wholesale Funnel (offer your products to other sellers):

  • Awareness: Target retailers and boutiques that align with your handmade products. Attend trade shows (fairs) or reach out directly to introduce your offerings.
  • Interest: Provide retailers with a catalog showcasing your product range, pricing, and terms. Include a compelling story about your brand and the craftsmanship behind your products.
  • Consideration: Offer samples or a trial package to interested retailers. Provide additional product information, marketing materials, and testimonials from existing customers.
  • Intent: Follow up with retailers to discuss their needs, answer questions, and negotiate terms. Provide incentives such as volume discounts or exclusive product lines to encourage placing an initial order.
  • Purchase: Streamline the ordering process by providing clear instructions, an order form, and assistance with any required documentation or contracts.
  • Loyalty: Maintain a strong relationship with your partners by providing excellent customer service, timely delivery, and ongoing communication. Offer exclusive discounts or early access to new product launches.

These examples provide a starting point, but it’s essential to tailor your sales funnel to your specific handmade business, target audience, and marketing channels. Regular analysis and optimization of your funnel based on customer behavior and feedback will help you achieve better results.

Assignment 14. Create a product matrix for the sales funnel.