Think about a relationship. How you go on a first date and keep working to make that person your friend, right until it gets pretty serious. That’s exactly how your marketing funnel works. An e-commerce marketing funnel is that relationship magnet you create that keeps your leads in love with your product/service right until they become loyal customers. Here, the funnel doesn’t just stop at attracting leads or getting them to buy, but it extends to customer retention strategies.

You’d have probably gotten a lot of tips that have given you an insight into creating the best e-commerce marketing funnel you can get. However, this is all theoretical. I’ll be showing you five of the best e-commerce marketing funnels out there. You’d be able to see how they put all this theoretical knowledge to real-life working funnels.

I’ve taken examples from both big brands and their smaller counterparts. So you’d be able to decide which will work for your type of business. At the end of this post, you’ll have a practical view on creating your very own marketing funnel.

1. Funneljoy

e-commerce marketing funnels Funneljoy

Funneljoy is a sales funnel builder for non-coders. Since they are focused on creating the perfect funnels for businesses, they have to show what they are capable of creating. This is why they have one of my favorite funnels because of the efforts they put in the tiniest parts of their funnel.

The site’s design is simple which is great. You don’t want to bore your users or squeeze in too much copy that ends up causing confusion. The colours of the design are also cool and calm. Each element is properly placed to compliment the other.

Funneljoy’s marketing funnel

The first stage of the funnel is the attraction stage. What Funnel Joy uses to drive traffic is its blog, social media channels, referrals and so much more. Then the interest stage is entirely its homepage. No much fuss. On the homepage, you’ll see a 4-minute explainer video that tells you all you need to know. If that isn’t enough, you can schedule a demo for when it’s convenient. The demo is a personalized 30-minute product demonstration that a specialist offers based on a tailored use-case. It goes to show that funnel joy is interested in its leads, making informed decisions.

The decision stage is met with a pricing page that lists all the features of each plan. Each plan is labelled by its recommendations for use. There’s also an option to pay monthly or annually.  Along with different payment methods like a Visa, Mastercard or PayPal. There are also testimonials of businesses who use funnel joy and how it has affected their business. It is clear that people love to see results and this marketing funnel is results-oriented. All factors that’ll influence a decision are addressed. 

For its customers, funnel joy offers retention strategies like a customer support channel. Also on all pages of the website, there’s a live chat that provides additional support. So if you have any questions, challenges or inquiries, there is assured help coming your way. This reinforces the trust and bond funnel joy has with its partners and customers. 

2. Mailchimp

Mailchimp is one of the biggest email services in the market right now. Creating a marketing funnel for a brand like Mailchimp is quite tricky because initially, it seems like you don’t need it. However, they utilize the popularity of the brand to their advantage.  Plus, they use self-advertising on every brand that contracts their services by adding the “Powered by Mailchimp” at the end of every mail sent to a subscriber. 

Mailchimp’s Marketing Funnel

As earlier stated, Mailchimp uses mostly organic traffic to drive traffic to the top of its marketing funnel. With their large email contact list, any little marketing gets them all the leads they need. There are also referrals. Brands who use them usually refer Mailchimp to their partners or friends.

Mailchimp Marketing Funnel

The homepage is direct and simple as well. There’s also a resources page that helps you answer any questions you might have about the service. Moving further down the funnel, there’s the pricing page. Perhaps, the biggest strategy Mailchimp has in its funnel is the free plan. This free plan allows you access limited features of the service in exchange for your email address. Subsequently, you can upgrade to other paid plans. The features of the paid plans are mostly focused on the number of email subscribers a business has. The pricing is also very engaging as it simply summarizes all you’re going to get from each plan.

In general, Mailchimp doesn’t use their service as the focus of their funnel. What they sell is your ability to be as creative with them as possible. Also, they use the millions of subscribers as their testimonials. If they have that number of emails as their contacts, it goes to show that they are doing something right. So, they focus a lot on that.

3. Paystack

Paystack Homepage

Paystack is an online payment processor for businesses in Nigeria and Ghana. With a business like Paystack, you have to constantly reassure your leads and customers that they are in safe hands. This is because it’s a type of service that requires a high level of commitment from its users which is mostly B2B commerce.

Paystack’s sales team obviously knows this and uses the assurance strategy on every step of their funnel.

Paystack’s Marketing Funnel

The beginning of paystack’s marketing funnel is its homepage. With a very minimalistic design, paystack highlights its entire existence on one long page. It uses referrals to drive traffic. Which is quite considerable seeing as its a finance company. On the homepage, it offers navigation that explains all you need to know. Ranging from why they are the right fit for your business to a learn page that offers resources to help you make an informed decision. It then uses the free trial approach by offering a free account for its interested users.

The funnel continues to its sign-up form that is accompanied by a signed note from Paystack’s CEO. this is to create assurance and also let you know the testimonials gotten from using paystack in the form of a number. There’s also a term of acceptable use right below the CTA.

To help you understand what it means using their service, paystack offers a pricing page for each country. The below the funnel strategy includes a live chat and a 24/7 customer support line. Another retention strategy they use is their blog which is created to announce new features and partnerships. Paystack has one of the shortest and direct marketing funnels. This alone makes it highly effective.

4. Netflix

Netflix is one of the biggest paid online video streaming services in the world. It offers users a variety of video selections from movies, documentaries, and Tv shows. Due to its vast audience, Netflix prides itself on the number of subscribers it gets. This doesn’t come easy though. Netflix has a deep marketing funnel that works endlessly.

Netflix Marketing Funnel

The top of the funnel gathers its leads from paid advertising and referrals. All of this directs you to the homepage which is simple and classy. Perhaps one of its finest features is how the background of the page is filled with promoted movies and shows. 

Then comes the hook of the interest stage. It offers new users a 30-day free trial. The aim of this is to get them to enjoy the service so much, that they never want to leave. Another effective strategy is that a reminder is set before the trial expires so you can cancel the pending payment plan at any time. And if you don’t want to cancel, Netflix automatically places you on the premium plan. Which is a really smart move. Of course, you can downgrade at any time.

There’s an FAQ page that answers possible questions you might have as well as a support helpline. Plus, multiple payment methods are allowed which creates convenience on the consumer’s part. Overall, Netflix is a huge brand, that uses its simple funnel to drive conversion and retention.

5. Crazy Egg

Crazy Egg

Crazyegg is a website that offers tracking tools for your business page and websites. The aim is to offer heat maps amongst others to help you understand customer trends and interests. Now because of how huge their marketing funnel is, everyone knows crazy egg because of their blog. And this is where their traffic comes from.

Crazyegg’s Marketing Funnel

Top of the funnel is massive. This is because the blog generates so much inbound traffic from google. And this is because of the quality content that it constantly lets out. Each of this blogpost is ended with a CTA that asks for an email address. The whole point is to drive conversions in their mailing list. 

On each post also there’s a pop-up that offers a 30-day free trial quite similar to Netflix here.  Asides from that, there’s a link to the homepage on each post as well. From the homepage, you’ll see the pricing page that highlights all payment plans available, including the free trial. Although, at the checkout, you’d have to put your billing information. 

Crazy egg uses its homepage to drive simplicity. So you’d assume that there should be a lot of copy when in fact, there isn’t at all. This keeps the offer clear and direct.


Creating the right e-commerce marketing funnel for your business might require a lot of testing. So if you’ve noticed a significant drop in the effectiveness of your current funnel, take time to go through this list. Hopefully, you’ve drawn out patterns from businesses with similar features as yours. Let me know which of these funnels worked for you.