Welcome to hooks flows and funnels. In this lesson, we're going to talk flows. And specifically, I'm going to walk you through a really simple example of a flow. So you can get an idea of not only how we design flows, but actually in real life, how they might be used. And then I'll show you how you can actually validate those. So this is an example.

So just go with me on it, it is a e commerce example. If you don't have an e commerce business, don't worry, I will explain how you can use the other end of the float and swap it out. So it's not a payment, it might be a signup, or an inquiry or something else that you can measure. Okay, on with the on the flow. So we're going to assume that you have created your awesome You have run an ad and it is attracting and engaged a user. They have clicked and you've designed your landing page to make sure that it answers and follows what you promised in the initial hook.

Remember what we said about joining the dots and making sure that what they see on the landing page is what they expected from you when you ran the initial ad. So they're on the landing page, there's a series of messages. There's another call to action, and they liked the look of what it is you're offering them. And this particular user sees the featured product he or she is looking at some bullet points they can see it's got some star ratings, everything at this point is looking good. So they decide to click again and they are wanting to find out a bit more detail, perhaps a video a demo of how the product works, a bit more information a bit more content check in that is absolutely right. for their particular needs, and we've discovered that it is and they go ahead and they add the product to their shopping cart, check on location, check on delivery times, everything's looking good.

And away they go, they hit the checkout phase and add in the payment details of PayPal credit card, sage pay whatever it is that your site is using. And after they've been through that you send some order details via email of the confirmation. So that looks incredibly simple and very linear. The reality is, as you can probably realizes, it doesn't always go as smoothly as that, in fact, very rarely, a bit like a pinball machine. Your users will be going backward and forward they might double check stuff, it might have another look a might For example, when they hit feature product, am I spend a lot of time looking at a customer review and we started again What did people like me say about this product, so I can get some credibility from other people to make sure that my decision is right. And if they are looking at the review, then the idea is to take them, perhaps back to the product detail.

So if they're dropping off in that main flow, let's try and help them to get back on that more linear flow so they understand where they're going, and they can go ahead and hopefully, make the purchase. However, as we know, they might drop off, they might just leave the site. Now when we talk funnels in the next set of lessons after flows. This is where funnels really comes into it, but for the moment, let's just think that for whatever reason, they drop out of the flow, they might drop out when they hit the landing page. There is every possibility they might drop out after reading a review. It might see something they don't like they might think oh hang on a second.

This particular customer has said this About when it turned up in the post and it wasn't quite right, it didn't look like they thought it would look, they might drop out after adding it to cart. And in e commerce people call this cart abandonment. So that's the amount of people who are ready to make the purchase and then drop out. So in flows, of course, let's design for the best possible outcome, which might be, in this case, a credit card transaction. But bear in mind that users are humans, and sometimes we just don't like what we see. It might be something as innocent as our network fails, and the site just drops out and we leave or it could be something that we see something we don't like or we've been interrupted, whatever that is designed for best case, but understand that people could fall out at any moment.

If you don't have an e commerce website, the bit where it says Add To Cart just imagine that might be sign up for newsletters or make an inquiry or visit you at an event you might be speaking out or networking event that you might be present. So think of that as a transaction. It doesn't have to be a financial one. It can be something where you are sharing data or making an inquiry. So I hope that makes sense. And that's a very, very basic flow.

I hope you found that useful. The next step is for me to show you how you can then validate this particular flow. And we'll do that next lesson.