Looking for the best sales funnel examples for inspiration for your funnels? The Netflix sales funnel is a great example of how to turn website visitors into paying customers using a sales funnel.
In this step-by step example, I’ll guide you through each stage of the Netflix sales funnel.
I’ll also show you how the Netflix sales funnel works, and why it is a good example to use as a model for your own funnels.
What Is The Netflix Sales Funnel?
The Netflix sales funnel is a 7-stage lead magnet sales funnel that attracts visitors with a 30-day free trial offer. Visitors enter the Netflix sales funnel via a call-to-action button on its landing page.
Netflix then guides visitors to sign-up and pay using a series of simple sales funnel pricing and payment pages.
Netflix is one of the largest on-demand streaming providers in the world. Users pay monthly to watch TV shows, movies, and more on devices connected to the internet.
As of 2021, Netflix has over 193 million paid subscriptions worldwide, with 73 million in the United States. It gets this business through a sales funnel.
The Seven Stages Of The Netflix Sales Funnel
Here are the seven stages of the Netflix sales funnel:
- Sales funnel landing page
- Plan introduction page
- Plan pricing page
- Create account introduction page
- Create account sign-up page
- Payment method page
- Payment details page
Let’s have a closer look at each stage in action.
1. Netflix Sales Funnel Landing Page
The first stage of the Netflix sales funnel is its landing page. In this case, Netflix uses its website homepage for its landing page.
Netflix keeps the page very simple with a clear, bold headline for its free 30-day offer. Netflix also makes it clear that you can cancel anytime. And, that it will send you a reminder.
The company is risk sensitive in its marketing strategy. Netflix knows that people do not want to be locked in an expensive contract.
This image is only the above-the fold part of its landing page. On scrolling down, the landing page also acts as it main sales page too.
The landing page works to raise interest and desire by listing three top benefits of the service. It also lists some frequently asked questions for those with any concerns.
Netflix Benefits Example One
First, Netflix highlights that you can enjoy its service on your TV as well as a range of TV-related devices.
Netflix Benefits Example Two
Secondly, Netflix informs you that you don’t have to watch its service live. You can download shows to watch them when it is convenient for you.
Netflix Benefits Example Three
Thirdly, Netflix points out that you can use its unlimited service everywhere. It works on multiple devices without paying more.
Netflix Funnel FAQ Examples
Netflix knows that its sales funnel visitors will have questions and concerns. So, it answers the most common ones upfront. This makes it easier for them to take action and get started.
This landing page is very effective. It has a great offer with zero risk. What’s more, it raises awareness, generates interest, AND builds desire on only one page.
Clicking on the Start 30 Days Free button takes you to the second stage – the plan introduction page.
2. Plan Introduction Page
Instead of taking you straight to its pricing page, Netflix use a plan introduction page. This is very important for Netflix, and for beginners learning about sales funnels.
Netflix knows that if it shows you costs right after a free offer, most visitors will leave the funnel. Instead, it uses a simple page to soften the price impact. It reminds you that there is no-risk during the trial, and that you can cancel anytime thereafter.
In this case, Netflix is building your trust with this page. Clicking on the See The Plans button takes you to the third stage of its sales funnel – the plan pricing page.
3. Plan Pricing Page
In the third stage of the sales funnel, Netflix makes it easy to compare three packages. By default, it pre-selects the Premium plan to maximize cart value. But you can select the other two lower cost options if you prefer.
Clicking the Continue button takes you to the next stage of the funnel – the create account introduction page.
4. Create Account Introduction Page
In the fourth stage, Netflix now lets you know that you need to create an account.
This stage of the sales funnel works like the second stage. It uses another introduction page as it knows visitors may leave the funnel as soon as they have to sign-up.
Here, Netflix pre-frames you that you have to use an email and password.
In this example, it cleverly surrounds this pre-framing with two benefits. A personalized service. And, the ability to use their service on any device and at any time.
Like the second stage, this stage is designed to keep you comfortable moving forward. It works by keeping your interest and desire.
Clicking Continue takes you to stage 5 – the create account sign-up page
5. Create Account Sign-up Page
In the fifth stage of the funnel, you create an account. Netflix only acquires your email address. By keeping this request simple and on a new page, it increases the chance that you will stay in its funnel.
In this case, Netflix has been successful in getting you to take action. It has got a conversion and now has a new lead.
If you leave the sales funnel at this stage, or after the trial, Netflix now has a way to woo you back.
Clicking Continue takes you to the next stage – the payment method page.
6. Payment Method Page
In stage six of the sales funnel, Netflix asks you set up your payment method for after the free trial. In this illustration, you have three options.
Netflix uses this stage like the introduction stages 2 and 4. It works to soften the effect of giving your payment details. Once again, it reminds that you are not committed, and that you can cancel at any time.
Choosing an option takes you to the final stage of the funnel – the payment details page.
7. Payment Details Page
In the final stage of the sales funnel, Netflix collects your payment information for after the free trial. You can now start your membership and use its service.
Netflix has succeeded in getting you to take action again. In doing so, it has got another conversion. Better still, Netflix now has a lead who is registered to become a paying customer in 30 days.
To build your own sales funnels with payment integration gateways like this one, good sales funnel software will already include it for you. Simply, choose your preferred payment provider (Stripe, PayPal etc), and in a few clicks you can get paid.
Netflix Sales Funnel Email Marketing
If you leave the Netflix sales funnel before giving your payment details, Netflix reaches out to you with email marketing to remind you to finish signing up.
Here is a sample of one of its standard reminder emails it sends you within 24 hours.
And here is another example of an email reminder Netflix sends you a few days later. Notice that the basic service price of $8.99 is showing in the subject box at the top of the email.
Even though the $15.99 Premium plan was selected in the sales funnel, Netflix is now reminding you of a less expensive option to get you to finish signing up.
Clicking on a button in either email takes you to a new Netflix sales funnel landing page to finish the sign-up process.
Here, using a similar template, Netflix welcomes you back and invites you to finish your sign-up. Clicking the red call-to-action button takes you right back in to the sales funnel to do exactly that.
What Makes This A Great Example Of A Sales Funnel?
The Netflix sales funnel is a great blueprint on which you can model your own funnels.
The Netflix sales funnel works because:
- It’s simple, clear, and very easy to use
- The landing page has a bold headline AND an irresistible risk-free offer.
- Key product benefits and FAQs raise awareness, interest and desire
- Seven very short steps keep you moving forward to take action
- Every page is very sensitive to customer risk and builds trust
- It guides visitors to register and become paying customers at the end of the trial
- Effective email marketing brings visitors back to finish signing up if they leave early
Ultimately, the Netflix sales funnel is a great example of funnel because it adds value to both Netflix and the customer. It has great funnelkarma!
For more sales funnel examples, please check out my other guides:
Ready to build a sales funnel just like this one from Netflix? Here are some funnel building tools to help you get started: