While there are a few general best practices, every industry has unique customer journeys, and tailoring the funnel to meet these expectations can make all the difference.

Below, we dive into some general funnel strategies as well as specific best practices for beauty, supplements, and men’s apparel.

While we will go into industry-specific best practices and strategies, here are a few tactics any brand can use to build an effective funnel strategy.

1. Repurpose Ad Content to Launch Funnels Quickly

While you can build a funnel for anything, one of the easiest ways to get started is to reuse content and assets you are already using in your ad account.

Instead of sending 5 different ads to the same destination, use the content from those ads to create unique funnels that re tailored to the content of the ad.

Once you find what's working you can create assets designed specifically for your funnels.

2. Build Persona Specific Funnels

Funnel strategies benefit from tailoring messages to the target audience. Whether it’s young professionals, parents, or athletes, addressing unique needs through post-click experiences creates a more relevant and compelling customer journey.

Build a funnel for each of the personas that finds your product appealing by using visuals that include that persona, content that speaks specifically to their use case, is merchandised with products they will love, and even uses reviews specifically from that group of people.

3. Build Value-Prop Specific Funnels

While the tactic above is all about tailoring the experience to a person, this one is all about getting specific around value. Most products have a host of benefits that you could use as a hook. The problem is that the PDP these ads point to are not specific at all, the value prop you are hitting on might just be a bullet point.

You can easily create a funnel that highlights the exact same value as you hit on in the ad.

Beauty best practices focus on leveraging all of the UGC that most brands have while also focusing on making it easy to find the right product by focusing on product specific funnels.

Objective: Build trust and capture attention.

Example: Use a “Get Ready With Me” (GRWM) video format with a popular influencer or creator to showcase products in action. When an influencer shares their routine, potential customers can see how products perform in real time, which helps build trust.

Tactic: Create a funnel with a co-branded influencer page where the creator's profile photo and name are prominent. For instance, if Sarah is the influencer, the page might be labeled “Sarah’s Morning Routine.” The product page should feature the exact items used in the video, making it easy for shoppers to replicate the look.

Objective: Simplify decision-making for diverse product options.

Example: For skincare and makeup products with multiple shades or variants, customers may feel overwhelmed trying to pick the right option online. Use FERMÀT's virtual products to merchandise specific variants together and offer variant specific images.

Tactic: Use FERMÀT's virtual products to merchandise specific variants together and offer variant specific images. Making it easy to see and understand the differences between each shade or variant. You can also set each variant to make recommended upsells.

Objective: Address specific customer concerns.

Example: Customers shopping for skincare often have particular concerns, such as sensitivity or anti-aging. Advertorial-style pages can provide detailed information on these issues, demonstrating how the product meets their needs.

Tactic: Use an advertorial funnel that dives into common skincare concerns (e.g., hydration, anti-aging). Including user testimonials, clinical data, and application tips can help customers feel confident about their purchase.

Wellness and supplement funnel best practices focus on matching ads and funnels to specific value props and use cases.

Objective: Directly address customer pain points.

Example: Supplement funnels often perform best when designed around a primary benefit, such as increased energy or improved focus. An advertorial page, for instance, might focus on how a product boosts energy levels through natural ingredients.

Tactic: Structure the funnel around individual benefits rather than product categories. Each ad and funnel combination can highlight a different benefit, ensuring the customer’s need is addressed from ad click to checkout.

Objective: Build credibility and create a relatable experience.

Example: A UGC-driven funnel can showcase real users talking about their results after trying the supplement. This format builds authenticity and trust by giving potential customers a window into how the product performs.

Tactic: Start the funnel with an ad featuring a short testimonial video. The post-click experience then presents a longer-form testimonial with user stories, before-and-after photos, or quotes to reassure the customer about the product's benefits.

Objective: Encourage larger purchases and support habit formation.

Example: Supplement funnels can incorporate a "bundle" strategy, where several products are recommended as a complete routine. For instance, “Sarah’s Energy Essentials” could include a bundle of complementary products for daily use.

Tactic: Use the product landing page to introduce the bundle and provide details on how each item supports a common health goal. Showcasing these products together encourages shoppers to consider a more comprehensive approach to their health.

Men's apparel brands can usually benefit from making product page adjustments that make it easier to shop a large catalog of similar but different products. They also benefit from using funnels to target wives and girlfriends without deteriorating the masculine brand on the site.

Objective: Showcase benefits to a users significant other

Example: Use a video that features women interacting with their man in the products to show off both fit/function but also how they will be perceived.

Tactic: Use a video funnel to match the context of the video ad. You can make these funnel more feminine than the main site since the funnel will live independent of the main site content.

Objective: Simplify the buying experience for items with multiple colorways or styles.

Example: Men’s apparel often features hero products with multiple color or size variants. To reduce decision fatigue, design the funnel so that the product page defaults to a popular color or size, allowing the customer to explore additional options if they choose.

Tactic: Group the most popular colors or variants on the product page, with the default option matching the ad. This targeted approach makes it easier for customers to find exactly what they want without feeling overwhelmed.

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