Maximizing Squarespace Funnel Pages
The Basics of a Funnel Page
Inside of Squarespace, using either a regular Page or Cover Page, your Funnel Page's intent is for visitors to take action on ONE thing. Examples:
- Download a free gift
- Signup for an event
- Buy something
Using a Squarespace Form Block you can request information from the visitor in order to complete the transaction, and then send the visitor to an "Exit Page".
Collect Visitor Info for Mailing Lists
When they take the action you desire, the visitor will be providing information, typically a Name and Email Address. If what they're requesting is Free (no money being exchanged), then their information would be collected via a Squarespace Form, and can be sent to MailChimp, thus building your email list.
IMPORTANT: due to GDPR, you will need explicit consent (Yes/No) that the person receiving the download/service/product is willing to receive emailed information, such as a newsletter.
The Exit Page
If the visitor is providing a Name and Email Address through a Form Block, you must configure what they see AFTER they submit the information. Your choices are:
- displaying a message ("Thanks for signing up!")
- sending them to an "Exit Page"
If what they're requesting is Free (no money being exchanged) it's typically an item like a PDF file, audio file. or video. Those items would be embedded on the "Exit Page" so they can download or play the item, and still be surrounded by your web site navigation. This may lead to further engagement, which is why I recommend this option.
Recording What Free Stuff Visitors Download
It is possible to track the precise item the visitor requests to download or play. The best way to do that is to use a combination of Zapier (http://zapier.com) and MailChimp. By using Zapier, you can push details about what visitors buy/download into the MailChimp list. This gives you the ability to later create targeted campaigns using that information.
Collecting Payment for Appointments and Classes
If your funnel page intent is to sell spots in a class, or individual appointments, I recommend using Acuity Scheduling (https://acuityscheduling.com), which has a native integration with Squarespace. This integration allows the visitor to signup for a specific date and time and submit payment as part of the process. Acuity works with a number of payment processors, including PayPal and Stripe.
Collecting Payment for a Product or Service
Your Squarespace site has built-in Commerce features, allowing you to sell products and services directly from your site. Please check your specific plan details for costs and limitations, as those vary by Squarespace Plan. You can review your plan by going into Settings > Billing & Account > Billing.
Selling Items Through Amazon
If you have a product (like a book) that you are selling on Amazon, you can use the built-in "Amazon Associates ID" together with the Amazon Product Block to collect commissions on sales of your own items (or other Amazon items that you link to).
Nurturing the Leads on Your Mailing List
When you get people on your list through Funnel Page engagement, it's critical to keep them engaged, to develop the relationship. The easiest way to do that is to create/modify a Squarespace Blog to auto-generate a newsletter to be sent to people on your mailing list. You can put any type of content in the Blog: text, images, audio files, embedded video and the like. When a Blog is connected to MailChimp, each time you publish a new post, MailChimp will automatically generate a newsletter with that content and deliver it at the day and time you specify during setup. This means that your web site gets updated, and your mailing list gets those updates, all in one step. It's a great way to build an engaged audience that's more likely to purchase from you.
Sharing Your Page on Facebook
If you've ever shared a Page URL on Facebook, you may have noticed that it automatically generates the same image and descriptive text for every single page of your site. The image is typically your logo, or the first image on the home page. The descriptive text is the Site Description you assigned in Squarespace settings.
For Funnel Pages, you will want to control that image and descriptive text to be relevant to the Funnel Page. That will require creating a unique image, and custom Open Graph Meta Tags, to be injected into the Page Header Code for that specific page.
Here's Facebook's Support page on that topic.