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All About Sales Funnels: A Master Help Guide

The step-by-step, best-practice way to sell your course, coaching program, community, or any other offer that sells directly online.

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Written by Grace
Updated today

Getting Started With Sales Funnels

So... What's a sales funnel?

Are you wondering what a funnel actually is? When we refer to funnels at Ivorey™, we are talking about the funnels you can access from the main menu > [Site Pages] then > [Funnels].

These funnels are simply a set of pages that helps guide your audience on a particular journey. Unlike a website that allows people to click around into whatever pages and links they like, a funnel only provides one next step to take each time so they travel through a certain sequence of pages. A simple sales funnel looks like this:

  1. A sales page (where you promote the offer and give all the details, encouraging people to buy)

  2. A checkout page (where you have an order form they can pay through)

  3. A thank you page (where you deliver the thing they purchased, or tell them to check their inbox for next steps/access. If what they purchased was a call, you could also add the calendar on this page to get them immediately booked in)

  4. A workflow to tag that contact, send them a welcome email, and notify yourself of the sale.

What offers should NOT be sold through a sales funnel?

Sales funnels are powerful and perfect for selling courses, coaching, masterminds, fixed-price packages and more - but they’re not for every use case.

  • If you’re selling multiple products on one page and need cart functionality. → Use the Online Store instead, which allows customers to browse, add to cart, and check out with multiple products all at once.
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  • If your offer is custom → Use proposals and invoicing for offers that need tailored pricing, inclusions or approval before purchase.

Can the Ivorey™ team build my sales funnel for me?

Absolutely - our mission is to close what we've coined the 'Implementation Gap' - which is why women hire us to "do it for them" every single day! Browse and book a done-for-you service right here.
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Why You Should Sell Your Offers Through A Sales Funnel

If you’re selling any kind of digital offer that someone can buy directly online - without needing a custom proposal or invoice - this is for you. Sure, there's dozens of other "quick and easy" ways you could sell your offer through Ivorey (e.g. a simple payment link), but we aren't here to just hand you tech.. We're here to teach timeless business principles and best practice, that set your business up for long-term success, which is why we recommend a Sales Funnel. Sales funnels are ideal for selling a:

  • Course or digital program

  • Coaching package or mastermind

  • Membership or community

  • Digital download or bundle

  • A fixed-price service or retainer

By taking the extra hour or two to set up a proper sales funnel, you'll have maximum control, design capabilities, analytics, and optional add-ons such as bump offers, upsells, abandon cart emails and more.

1. A Walkthrough of the Funnel Types and Templates

What even is a sales funnel - and why do we preach building one instead of sending a simple payment link? This video explains the strategy behind funnels, shows you 2 real life examples (including a quick option!) and how to import one of our beautiful, high-converting templates to make the process as easy as possible.

STEP 1: Why it's ALWAYS best practice to use a funnel when selling an offer

It’s important to understand what a sales funnel actually is, and why it’s far better than sending people to random payment links (like other platforms promote because it's considered "easier").

In its simplest form - a sales funnel is simply a set of pages that your customers will go through to buy one of your offers. These are created under the "Funnels" tab of the Site Pages area inside your Ivorey™ account. From the user perspective, they will NOT know the difference navigating between a funnel or your website. As long as you keep the design cohesive, it's a seamless experience for visitors browsing your site. On the back-end however, using the "Funnel" feature unlocks more powerful analytics, features and control.

We have created dozens of funnel templates and gifted them for free inside every Ivorey™ account. We've also provided a long vs short version, for those who may not be quite ready to build out a full sales funnel experience. No matter which funnel template you choose - both give you maximum control over design and important analytics like page views, conversions, and the ability to follow-up those who abandon the checkout. It also unlocks more advanced features down the line when you're ready for them - such as adding on upsells, order bumps, automated emails, and more to your funnel. For this reason, we always guide our members back to best practice, which is setting up a funnel to sell your offer instead of using "quick and easy" payment links that do not set your business up for best-practice.

STEP 2: Choose between a sales funnel or order funnel

  1. Full Sales Funnel (Best Practice)
    All of our full Sales Funnel templates include a Sales Page, Order Page (Checkout), and Thank You Page. This sets you up for the highest conversions, as you'll craft a sales page that promotes your offer, gives social proof, answers objections, explains payment options etc. You can rebrand our templates with all your own colours, fonts, images, copy and add/delete sections to make the sales page as long or short as you like.
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  2. Order Funnel (Quick Version)
    This option skips the sales page, and instead you send your visitors straight to a simple Order Page (Checkout) then Thank You Page after purchase. This is a great option if you don't have time to write a full sales page, but still want to setup a funnel so you can track your analytics and keep adding more features/improvements as your offer scales. This is still far better practice than sending a simple payment link and a great option for anyone in need of a quick, temporary solution.

STEP 3: Import your chosen sales funnel template

  1. To import a sales funnel template from our template library, from the Ivorey™ main menu, go to [Sites] > [Funnels] and click [+ New Funnel]. Choose [From Template] to open the funnel template library. This will automatically show all available sales funnel designs.
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  2. Browse the beautiful designs we've pre-made for you, and preview any funnel by clicking the 👁 icon. Once chosen, click [Use This Template] to import it into your account.
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    1. If you want a full sales funnel, look for "Sales Funnel" templates.
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    2. If you want a simplified order funnel, look for the "Order Funnel" template. Alternatively, you can still import a full "Sales Funnel" and just delete the sales page, leaving only the Order Form and Thank You Page.
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  3. Once imported, your funnel will appear under [Funnels] in your account and is ready to customize in the next step.

2. Configure Your Product, Pricing & Access Settings

In this step, we’ll walk you through how to set up your offer as a product inside Ivorey™ - including how to configure different pricing options like one-off payments, payment plans, or ongoing subscriptions. Plus, if your customers should gain access to an Ivorey™ course portal, we'll show you how to link that to your product in this step.

STEP 1: Setup the product and price points inside Ivorey™

  1. Before adding a product to your funnel, you need to setup the product in Ivorey first. From the Ivorey™ main menu, go to [Payments] then > [Products] and create your product if it hasn't been setup already. If your product is in Stripe, you can also select [Import From Stripe].
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    ​Note: You do NOT need to add a product description, image, product label, inventory or toggle the "Make Available In Online Store" option on for a sales funnel. Those settings are only relevant if you're adding this product to an "Online Store" (e-commerce store) in Ivorey. Simply skip those steps.
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  2. Setup any price points you'd like to add for this offer. Here's what each setting under price points means:
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    1. One-Off - This will create one individual transaction with no future payments.
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    2. Recurring - This will create a subscription that occurs according to the settings you create. Use this for payment plans or ongoing subscriptions.

    3. Amount - This is the value and currency for each payment.
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    4. Billing Period - If you have a recurring payment, this is how often the payments should happen. You can select daily, weekly, monthly, annually or custom.
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    5. Number of Payments - If you have a recurring payment, this is how many payments in total should be processed. Some examples are:

      1. If you have a 6-month payment plan, set the billing period to monthly, and the number of payments to recur 6 times.

      2. If you have an ongoing subscription that should keep charging every month until they cancel, set the billing period to monthly, but leave the number of payments blank This will continue billing indefinitely until the subscription is cancelled.
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    6. Trial Period - This is an optional setting if you want to grant a free trial. For example, if you set this to 7 days, the customer will not get charged until 7 days after they sign up, unless they cancel before. If you do not want a trial period, leave this blank.
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    7. Setup Fee - This is an optional setting if you want to charge a one-time setup fee. For example, you could add a $100 setup fee which would be added on-top of the original payment. If you do not want a setup fee, leave this blank.
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  3. Hit Save once your product has been setup.

STEP 2: Link the product to a course/membership offer (if applicable)

If the offer you're selling in this funnel should also include access to a course portal, you need to link it in the products section. This tells Ivorey™ that access should be granted when someone purchases this offer. To do this:

  1. Inside Payments > Products, navigate to the product you've setup and click into the price point section.
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  2. Select the "Additional Options" dropdown and toggle the "Membership Offer" ON.
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  3. Select the membership offer from the dropdown menu. If you have not yet created an offer, please follow the Course Master Help Guide and then come back to finish your funnel once that's all set up.
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  4. Repeat for all price points of this product that should include access to course portals, then hit Save.

3. Rebrand Your Sales Funnel Template

Your sales page is where you present your offer, create trust, and help someone confidently say “yes.” While our templates give you the perfect starting point, this step is about making it truly yours.

STEP 1: Setup your brand board

  1. To setup your brand board to use inside of a funnel - from the Ivorey™ main menu, go to [Marketing] > [Brand Board] and start from blank.
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  2. Add your brand colors using the color picker or enter hex codes from your brand guide.
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  3. Choose your fonts (Google Fonts supported). If you’re using a custom font, this can be custom coded into your site separately.

NOTE: To use your brand colors inside your funnel builder, go to [Settings] > [Labs] and make sure the “Color Picker for Funnels and Websites” toggle is ON. If you don't see this setting, it means it's already enabled in your account - so just skip this step.

STEP 2: Customise the funnel template

  1. Go to [Sites] > [Funnels], select your funnel, and click Edit on the Sales Page.
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  2. Adjust any colours, fonts, images and copy with your own.
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  3. Click the [SEO Metadata] tab to update your page title and meta description. This will control what shows when you share your link (e.g. in DMs, emails, or on Google). Be sure to add:

    • Page title (e.g. the name of your product/offer)

    • Meta description

    • Author (your name or business name)

    • Social sharing image
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  4. Repeat for all pages within your funnel. Don't worry if the Order Page/Checkout does not show any products yet - that comes in the next step.
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  5. Once you’re happy with each page, eclick Save. Don't hit publish unless you've connected your domain and are happy for your new site to go live.
    Connecting your existing domain to Ivorey™ will mean your old website will disconnect. Ensure you only do this step at the very end when you're ready for your old site to go down, and your new Ivorey™ site to go live.
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BONUS: Funnel design tips (shown in video)

  1. To set the default heading and paragraph fonts inside any funnel page, click the [Typography] tab inside the page editor. Update the heading font and body font as needed, with any Google Font of your choice. You can also adjust default text color here.
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  2. When you're inside the page editor of any funnel page, you can open the Layers Panel (top toolbar) to easily see the full page structure and naming conventions we have setup. You can re-name anything you like, and also drag-drop different layers sections to re-organise the order they appear on your site.
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  3. When you hover over any section on the site inside the page editor of any funnel page, you'll see a box appear. Green = sections, Purple = columns, Orange = elements.
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    If you want to add extra things onto the site, you must add them to the page in that order, e.g. first add a section (think of this as a giant block on your page), then add columns (e.g. you could want 2 columns (which would split that block into left and right), then finally add your elements (into either the left or right column).
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  4. If you want to add an element into an existing part of the funnel template ( text, buttons, images, countdowns, and more), use the Add Elements button to drag and drop your chosen element into any column.
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  5. Click on any section, column or element on the page to open its settings in the right-hand panel. This is where you can adjust fonts, size, alignment, padding, colours and more.
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  6. Adjust padding and margins to perfect spacing. Click on any element, column or section and you'll see this setting in the settings panel that opens on the right hand site.

    • Inside spacing (padding) = space within the element (e.g. inside the button you've clicked on)

    • Outside spacing (margin) = space around the element (e.g. above/below the button)
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  7. Check your design in Mobile View (top toolbar) to make sure everything looks good on mobile. Our templates are mobile-optimized by default, but you can hide or edit sections just for mobile or desktop if needed.
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  8. Watch the video above for a visual walkthrough of these tips. Want us to take care of the funnel for you instead? Book an agency service here.

4. Finalise Your Checkout & Funnel Settings

Ivorey™ checkouts are dynamic which means they won’t show anything until you tell them what to sell. This step walks you through how to connect your product(s) to the order page, so your checkout displays the correct price points and is ready to take payments.

STEP 1: Link your products to the Order Page of your funnel

  1. From the [Sites] > [Funnels] tab, click on your Order Form page and select the [Products] in the top right.
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  2. Click [Add Product] and select the product you created earlier (see Step 1).
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  3. Choose the Price Point you want to show at checkout. You can also rename it here (e.g. “Course – 4 Monthly Payments”) if needed.
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  4. Click Save. You can add multiple price points to the same checkout page (e.g. Pay in Full + Payment Plan). Just repeat the process for each one.

STEP 2: Finalise your funnel settings

  1. From the [Sites] > [Funnels] tab, click on the [Settings] tab of your funnel and update the:
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    1. Funnel Name
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    2. Domain - NOTE: Connecting your existing domain to Ivorey™ will mean your old website will disconnect. Ensure you only do this step at the very end when you're ready for your old site to go down, and your new Ivorey™ site to go live.
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    3. Path (e.g. yourdomain.com/product-name)
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    4. Tracking Codes (Google Tag Manager, Meta Pixel, etc.)
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    5. Chat Widget (toggle ON if you've set up an Ivorey™ chat widget)
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    6. Payment Mode: Set to Live if you're ready to accept payments or Test if you want to do testing (highly recommended)
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    7. Image Optimization: Turn OFF to preserve image quality
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    8. Require Credit Card: Keep enabled
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    9. Optimize JavaScript: Leave ON unless using heavy custom code
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    10. Click Save.
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OPTIONAL: If you want multiple Order Pages instead of one (shown in video)

If you have multiple price points for this funnel, you can set them all to show-up on the checkout of your Order Page. If you want them to each have their own individual page instead, simply duplicate the Order Form page as an additional step in your funnel by following these steps:

  1. Click on the [Clone Funnel Step] button (bottom right) to clone the Order Page. Ensure that each Order Page has the correct product price point linked under its "Product" tab.
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  2. Go into your Sales Page in [Edit] mode ensure you change where your buttons link to. In our templates by default, they are usually set to go to the "Next Step" of the funnel when clicked. If you are creating multiple Order Pages, you'll need to change those button settings:
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    1. Click on the relevant button, and you'll see the settings panel open on the right hand side.
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    2. Scroll down to [Button Actions] and select [Step] then > select your chosen page for that button to direct to. Example: A “Pay in Full” button → link to the Pay in Full checkout. A “4 Monthly Payments” button → link to the Payment Plan checkout.
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  3. Press [Save] once you've finished editing or publish if the site is already live.
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OPTIONAL: If you want to add a bump offer to the checkout (click for new video)

If you want to offer a bonus product (like a one-time upsell or add-on) directly on your checkout page, you can add an Order Bump to any Order Form page inside your funnel.

  1. Go to your Site Pages, open the funnel, and navigate to the Order Form page you want to edit.
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  2. Click into the Products tab for that funnel step. This is where you add the product you want to offer as a bump.

    • Click + Add Product and choose a product from the dropdown, or click to create a new one.

    • Select the correct price point and rename it if needed.

    • Under Additional Options, choose whether this is a main product or a bump product

    • Press Save
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  3. Open the actual Order Form Page in [Edit] mode. Then, click directly on the Order Form element on the page. This will open the settings panel on the right-hand side. Scroll to the Advanced tab, then scroll all the way down to the Order Bump Options box. Toggle on Enable Order Bump, then select your bump product from the dropdown list.
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  4. Add the content that will display alongside your bump:

    • A headline (e.g. “Limited Time Add-On”)

    • A description of the bonus offer

    • (Optional) An image to display next to the offer
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  5. Decide whether to toggle on Enabled by Default. If this is turned on, the box will be pre-selected at checkout. If you want customers to actively choose the offer, leave it toggled off.
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  6. If you'd like to edit the bump offer colours, we've created custom CSS code for you here.

  7. Press Save once you're finished editing. You’ll now see the bump offer appear on your checkout page.

5. Rebrand Your Email Templates

Once your sales funnel is built, you’ll need to set up a post-purchase email that gets sent to anyone who buys through your funnel.

NOTE: If you're selling a course or community, you'll also need to follow our Course or Community setup guides that show you how to send emails with login details. Course or community login details should NOT be setup with your sales funnel. Please continue below for which emails you do need to set up.

STEP 1: Clone the email templates we've created and organise them into a folder

  1. From the main Ivorey™ menu, go to Marketing > Emails > Templates. Look for the Post-Purchase Emails folder. Inside, you’ll find templates for courses, communities, and general products. If you don’t see our email templates already in your account, open the chat widget and we’ll add them for you.
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  2. Choose the right template. Use the Course or Community version if needed.

    For everything else - digital products, PDFs, bundles, calls - just use the Generic Product template.
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  3. Duplicate the email template as many times as you need . In the Post-Purchase Emails folder, click the three dots next to the template → Clone it → rename it accordingly. Move the cloned version into your new folder. If you have different price points or bump offers, you can clone the email multiple times to customise the message based on what they bought (optional).
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  4. Create your own folder to stay organised. Back in the main Email Templates area, create a new folder for this product or offer (e.g. “Emails for [Product Name)" and move the templates here so they are neatly organised for future reference.

STEP 2: Customise the email templates

  1. Customise the email templates. This is the email your customers will be sent after purchase. Open your cloned version and edit the text. You can also add buttons to deliver a bonus PDF, link to your calendar, or send them anywhere else. Do NOT include any login details for courses or communities here, as those custom values will NOT populate inside workflows. Follow our course and community training to setup those emails separately.
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  2. If images inside your email template is missing, follow the link below the template for our Custom Values training, which shows you how to set up your logo, photo, and signature to apply across ALL of the email templates we've created for you.
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  3. Hit Save once you're done and move onto the next step.

6. Setup Your Sales Funnel Workflows

You’ll need to tell Ivorey™ what to do when someone buys. We’ve created bonus workflow templates to make this fast and easy for you.

STEP 1: Duplicate our workflow templates and organise into a folder

  1. Go to Workflows and open the Bonus Workflow Templates folder. If you don’t see it, ask us via the chat widget and we’ll add it for you.
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  2. Duplicate the relevant workflow templates. Click the three dots > Duplicate workflow > rename it using your product name (e.g. Grace’s Course – Post-Purchase).

    • Duplicate Post-Purchase – [Product Name] (essential)

    • Duplicate Abandoned Cart – [Product Name] (optional, but recommended)

    • Duplicate Bump Offer – [Product Name] (only if you have a bump at checkout)
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  3. Create a folder to stay organised. From the workflow home, create a new folder called [Product Name] Workflows and move all duplicates into it.

STEP 2: Customise the abandoned cart workflow (optional)

  1. Set the trigger to "Order Form Submitted" then add the following filters:
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    1. Submission type = Optin. This is once they submit their details (e.g. name and email) on the order form.
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    2. In Website/Funnel = Select your sales funnel. This ensures this workflow only fires on your chosen funnel.
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  2. Customise the action steps:
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    1. Wait: This step creates a delay (e.g. 1 hour) to give them time to purchase before sending reminders.
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    2. Add Tag: Replace the example tag with your own (e.g. Abandoned Cart – Product Name). This helps you track who abandoned checkout.
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    3. Send Email: Select the abandoned cart email you created in the previous step. This will send to the lead who abandoned the cart. Ensure to edit the button URL to include the link back to your sales or checkout page.
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    4. Internal Notification: This sends you a notification via Ivorey's notification tab or the LeadConnector app on your phone when someone abandons their cart. Customise the message to your liking.
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    5. Toggle it ON to publish mode and press Save.
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STEP 3: Customise the post-purchase workflow (essential)

  1. Set the trigger to "Order Submitted" then add the following filters:
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    1. Global Product = Select the product you're selling in the funnel. If you wish, you can continue filtering down to the specific price point if you want this workflow only to trigger on one of them.
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    2. In Website/Funnel = Select your sales funnel. This ensures this workflow only fires on your chosen funnel. You can leave this filter OFF if you sell this product other ways on Ivorey (e.g. via invoice, online store) and want the workflow to trigger no matter how it's sold.
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  2. Customise the action steps:
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    1. Remove from workflow: Select your abandon cart workflow to ensure anyone who purchases gets removed from there.
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    2. Remove tag: Select your abandon cart tag if you wish to remove it from abandon cart leads who end up purchasing.
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    3. Add Tag: Replace the example tag with your own (e.g. Purchase – Product Name). This helps you search, filter and segment your leads based on their purchase history.
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    4. Send Email: Select the post-purchase email you created in the previous step.
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    5. Internal Notification: This sends you a notification via Ivorey's notification tab or the LeadConnector app on your phone when someone purchases. Customise the message to your liking.
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    6. Toggle it ON to publish mode and press Save.
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    7. If you want to create workflows for multiple price points and/or products inside a funnel, duplicate this workflow as many times as you need.

STEP 4: Customise the bump workflow (optional)

  1. Set the trigger to "Order Submitted" then add the following filters:
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    1. Global Product = Select the product you're selling as the bump offer in the funnel.
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    2. In Website/Funnel = Select your sales funnel. This ensures this workflow only fires on your chosen funnel.
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  2. Customise the action steps:

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    1. Add Tag: Replace the example tag with your own (e.g. Purchase – Bump Product Name). This helps you search, filter and segment your leads based on their purchase history.
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    2. Send Email: Select the post-purchase bump email you created in the previous step.
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    3. Internal Notification: This sends you a notification via Ivorey's notification tab or the LeadConnector app on your phone when someone purchases. Customise the message to your liking.
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    4. Toggle it ON to publish mode and press Save.
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Need Help?

Hit the support chat widget inside Ivorey - we can:

  • Drop the templates directly into your account if you can't find them

  • Walk you through any of the steps

  • Troubleshoot anything that’s not working

We’re here and ready to help via the chat widget in the bottom right of your Ivorey™ account. Or if you are looking for done-for-you support, you can browse our current services here 🤍

Related Articles
All About Funnels: A Master Help Guide
All About Courses: A Master Help Guide
All About Websites: A Master Help Guide
All About Domains: A Master Help Guide
All About Order Funnels: How To Sell Without A Sales Page
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