Alright, let’s get into it. What makes a sales funnel actually work? We’ve already talked about why most funnels fail—now let’s flip the script and break down a winning funnel that’s crushing it.
I’m talking about a brand that prints money like it’s Monopoly. Glossier. Love it or hate it, their funnel is dialed in—and today, we’re going to dissect exactly what they do right so you can steal their strategies for your own business. Let’s go. 🚀
Step 1: The Irresistible Hook (Top of Funnel)
Before you can sell, you need attention. Glossier gets this. Instead of traditional ads screaming “BUY OUR STUFF,” they built an organic content machine.
🔥 What They Do Right:
✅ UGC Power – Their customers ARE their marketers. They repost real people using their products, which makes their brand feel personal and authentic. ✅ Community First – Instead of shoving ads down your throat, they built a cult-like fanbase on social media before selling anything. This means people trust them before they even land on their site. ✅ Seamless Paid Ads – Their ads feel native—like a friend recommending a product, not a faceless company pushing sales.
🚀 How You Can Apply This:
🔥 Get real customers to share their experience with your product. 🔥 Focus on trust-building content before asking for the sale. 🔥 Make your ads feel like organic content.
Step 2: The Addictive Product Page (Middle of Funnel)
Once someone clicks through to the website, Glossier keeps it simple. The product pages are clean, distraction-free, and loaded with trust signals.
🔥 What They Do Right:
✅ Minimalist Design – No clutter, no unnecessary distractions. Just the product, a strong description, and a clear CTA. ✅ Social Proof Everywhere – Real reviews, UGC images, and even a star rating at the top. Proof = trust. ✅ One-Click Bundles – Instead of selling just one item, they push bundles—boosting AOV (Average Order Value) effortlessly.
🚀 How You Can Apply This:
🔥 Keep product pages clean and conversion-focused. 🔥 Show real customer reviews & UGC front and center. 🔥 Bundle your products to increase AOV effortlessly.
Step 3: The Effortless Checkout (Bottom of Funnel)
Here’s where most brands screw up. They make checkout complicated, throw in too many steps, and kill conversions. Glossier? They’ve optimized this process to perfection.
🔥 What They Do Right:
✅ One-Page Checkout – No unnecessary steps. Just add your info, pick a payment option, and boom—you’re done. ✅ Multiple Payment Options – Apple Pay, Google Pay, Klarna. They let people pay however they want, reducing friction. ✅ Cart Recovery Emails – If you abandon your cart, they hit you with a friendly, no-pressure reminder email to bring you back.
🚀 How You Can Apply This:
🔥 Simplify your checkout—fewer steps = more conversions. 🔥 Offer multiple payment options (PayPal, Apple Pay, etc.). 🔥 Set up cart recovery emails to recapture lost sales.
The Secret Sauce: Post-Purchase Magic ✨
Most brands stop at checkout. Glossier keeps the funnel going with post-purchase engagement.
🔥 What They Do Right:
✅ Follow-Up Emails That Aren’t Annoying – They send helpful tips, product care instructions, and exclusive content—not just “buy more” spam. ✅ Referral & Loyalty Programs – Customers get rewarded for sharing and reordering. ✅ Packaging That Feels Special – Every order comes with stickers, pink bubble wrap, and a personal touch. It makes the experience memorable.
🚀 How You Can Apply This:
🔥 Send valuable follow-up emails (not just sales pitches). 🔥 Reward loyal customers with referral programs. 🔥 Make your unboxing experience exciting & shareable.
The Takeaway: Why Glossier’s Funnel Works
Their funnel isn’t magic. It’s just well-executed.
✅ They hook you with organic & UGC content. ✅ They sell effortlessly with clean, trust-filled product pages. ✅ They remove friction at checkout so buying is easy. ✅ They nurture customers post-purchase to increase LTV.
Now it’s your turn. Go analyze your funnel, fix the weak spots, and start optimizing like a pro.
And if you need help? Hit me up. Let’s build a funnel that actually works. 🚀