What Is An Application Funnel? Strategy & How To Create One Online

Most companies’ sales processes start simply: a free offer, a front-end product, a middle offer, and then a back-end service. After customers purchase from you, they will continue to climb the value ladder and eventually to the high-ticket product or service.

When your product or service costs above $2,000, you’ll see higher conversions by moving from online to offline sales.

Before funnels, many companies wasted countless hours cold-calling random prospects. Hours wasted talking to people who can’t afford your services. Energy is drained chasing prospects who aren’t ready to buy.

Application funnels solve this problem by pre-qualifying serious buyers before they speak with you.

In this article, I’ll show you how to build an application funnel that filters quality prospects and books qualified calls, providing you with valuable data so you can focus only on people ready to invest in your high-ticket offers.

What Is An Application Funnel?

An Application Funnel (or Phone Funnel) is a multi-step sales system that pre-qualifies prospects through an application process before allowing them to speak with sales representatives. Used primarily for high-end coaching and consulting, which require a customized solution.

This powerful system acts as your personal lead detective. It identifies your ideal customers and creates a personalized sales process that helps you gain insight and speaks directly to their specific pain points and burning needs.

The Application Funnel basically has 3 steps:

• Reverse squeeze page: usually features a case study or an overview of your services. At the conclusion, visitors are prompted to enter their name and email address via a pop-up after clicking a button, which then directs them to the application page.
• Application page: Here, prospects complete a detailed application providing comprehensive information about themselves and why they are a good fit for your services. After submission, they are directed to the Thank You page.
• The Thank You Page: This is where you express gratitude to the applicant, confirming that their application has been received. At this point, you have a qualified lead, ready for you to follow up with and present your products or services.

Why Application Funnel Works?

Ever tried selling a $5,000 coaching program to someone who just discovered you exist five minutes ago?

Many business owners burn cash trying to convert cold traffic. They direct ads to high-end services or make cold calls, which wastes a lot of time, money, energy, and effort on unqualified prospects.

Yeah, that’s why application funnels exist, as they are designed to lead you towards a positive outcome.

They solve the biggest problem in online marketing: “Wasted time on unqualified leads.”

Look at the Value Ladder below, we warm people up with free content, then front-end offers, middle-end offers, and then back-end tier products.

In each tier of the value ladder, we have different types of funnels to communicate with our customers and build a relationship with them. After customers purchase from you, they will continue to climb the value ladder and eventually to the highest-priced product or service.

This is where you should use the application funnel.

But here’s the catch: Application funnels DON’T work alone. Without warming up prospects through other funnels first and asking qualifying questions, you’re still shooting in the dark.

When you’re selling $2,000, $5,000, or $10,000+ services, people don’t just whip out credit cards online. Application funnels bridge that online-to-offline gap, turning browsers into phone conversations.

Instead of cold calling hundreds of leads, now THEY apply to work with YOU.

For some businesses, all their selling happens on the phone or face-to-face. So application funnels will help you become a lead detective, create qualifying leads, and warm them up before they ever get on the call.

Your sales team? Actually happy. They’re talking to prospective customers who already said “yes, I’m interested” – not tire-kickers who ghost after hearing the price.

It’s like the difference between speed dating and having a friend set you up.

The Application Funnel Step Structure

1. Reverse Squeeze Page

A reverse squeeze page is the first step in the application funnel. On this page you give value FIRST, then asks for contact information. It’s the opposite of traditional squeeze pages.

Think about it: Nobody likes being forced to give their email before seeing if something’s worth their time.

That’s why reverse squeeze pages work so well for high-ticket offers. You can create a page where you embed a video to show them the BIG result you can deliver. Not some wishy-washy “maybe we can help” nonsense. Show them exactly what’s possible when they work with you.

How? Two ways work best.

Success story or free case study.

Both cast a vision of their future. “See this person? They were exactly where you are. Now look at them.” It’s show and tell for adults who have credit cards.

Your reverse squeeze page has three goals:

1. Get them to actually WATCH your success story or case study. (Sounds obvious, but most people mess this up.)
2. Let them apply if they want those same results.
3. Grab their email address.

Here’s how it works: When someone clicks that submit button, BAM. A pop-up appears with an opt-in form.

Why? Because people are flaky.

They might get distracted. Their boss might walk in. Their cat might knock over their coffee. Whatever. If they don’t finish the application form in the next step, you’ve got their email.

Now you can follow up instead of losing them forever.

Traffic sources also matter here. You’re not looking for cold traffic. You want people who already know something about you. Maybe they came from your other funnels. Maybe from your content. Maybe from paid ads targeting specific pain points.

2. Application Page

The application page is the next step in the application funnel and is designed to collect more information from potential clients or customers and qualify them as leads by asking follow-up questions that reveal more about their needs.

Consider adding a short video element prominently above the fold to showcase what it’s like to work with you, along with as many testimonials or put social proof as possible to build trust.

For the application form, you can ask potential customers specific questions, so we can collect valuable information, discover their pain points, and needs.

There are tons of questions you can ask depending on your industry. However, some key questions will help prepare your ideal customer before the sales call:

• Revenue qualifiers cut straight to the chase. “How much do you currently spend on ads each month?”, “What’s your monthly budget for professional development?”, “How much have you already invested trying to solve this problem?”
• Future vision questions are pure gold. “What needs to happen in your online business over the next 6 months for you to feel like this was a massive success?”
• Current challenges: “What’s the biggest challenge you’re facing that you want help with?” Let them tell you exactly how to sell to them.
• Motivation and urgency: “Why is NOW the right time to solve this?” If they can’t answer this, they’re not ready to buy.
• Investment readiness: “Are you willing and able to invest in coaching to solve this problem if it’s the right fit?”

3. Thank You Page

They applied. Now don’t drop the ball.

Your thank you page isn’t just a polite “we’ll be in touch.” It’s your chance to keep the momentum HIGH and get them excited about that upcoming call.

This page does three critical things.

First, it builds a connection. Show your face. Be human. Make them feel like they just joined an exclusive club, not submitted another boring form.

Second, set crystal-clear expectations. “Here’s EXACTLY what happens next. Sarah from our team will call you within 24 hours. She’ll ask about your business goals and see if we’re a good fit to help.”

No mystery. No confusion.

Third – and this is crucial – give them homework. A short video to watch. A case study to read. Something that preps them for the conversation and keeps them engaged while they wait.

Why? Because prepared prospects close better.

But here’s where it gets interesting. Not everyone who applies will be qualified. And that’s OKAY.

Maybe their budget’s too small. Maybe they need something you don’t offer. Maybe they’re just not ready yet.

If they’re NOT the right clients for your high-ticket product, be honest and don’t push hard sales too much. You can direct them to another option, such as a lower-tier product or service on your value ladder that better fits them.

This way, you maintain trust and still provide value, keeping the relationship positive and open for future opportunities.

Example: During the call, you realize they’re just starting out. They’ve got $500/month for ads when your minimum is $5,000. Instead of sending them away empty-handed, your sales team pivots: “You’re not quite ready for our done-for-you service, but our online course would be PERFECT for you right now.”

They still buy. You still help. Everyone wins.

That thank you page starts this entire conversation. It’s not an ending – it’s the beginning of figuring out the BEST way to serve them.

Even if that’s not your high-ticket offer.

How Does Application Funnel Work In Your Business?​

• Author/ Speaker/Coach/Consultant: Use this funnel to sell your coaching program. Placing a success story on the first page, then asking them to apply on the next page. This would be the default backend funnel after every mid-tier funnel.​
• B2B (Business To Business): End potential sponsors to an Application Funnel, which results in a phone call. The first Reverse Squeeze page would highlight other companies’ successes we have gotten results for in the past.​
• Professional Service​: Use for existing customers to apply for special continuity-based pricing. When they apply, we make it through the qualifications and are added to the continuity with my business. Then they get special pricing and coupons.
• Retail / Brick & Mortar Business​: Use this funnel for new and existing customers to apply for high-discount holiday tickets. If they’re accepted, they’ll get huge discounts and offers during holiday shopping seasons delivered to their email or door.​
• Network Marketing / Affiliate: Make people apply to join your team. This would let them know how serious your team is, but also add exclusivity. The funnel would result in a phone call, answer their specific questions, and then close.
• E-Commerce​: Use the Application funnel to get people to purchase my more exclusive high-end products. Do a demo video of the new product, and then have them apply to get on a waiting list to have the ability to buy in the future.

How To Create An Application Funnel?

Step 1: Understanding Ideal Customers

Before you touch any software, you need to know WHO you’re building this funnel for. An application funnel without a clear target audience is like fishing without bait. You might catch something, but it won’t be what you want.

Here’s the thing: To create an effective application funnel, you MUST understand your ideal customer’s needs, pain points, and behavior patterns. Skip this step and you’ll waste time attracting the wrong people who’ll never convert at high-ticket prices.

Start by creating buyer personas.

• Who’s your perfect client?
• What keeps them up at night?
• What have they already tried that failed? What would success look like for them?

These aren’t just nice-to-know details – they’re the foundation of your entire funnel strategy.

Application funnels are actually data goldmines. Every question you ask, every response you get, gives you deeper insight into what your market really wants. Use this intel to refine your messaging, adjust your offer, and increase conversion rates. Smart marketers treat applications as market research that pays.

For example, let’s say you’re a business consultant targeting SaaS founders. Your application funnel might reveal that 80% of applicants struggle with scaling past $10K MRR. Now you can create a specialized program addressing that exact problems, with messaging that speaks directly to that challenge. That’s how you charge premium prices – by solving specific problems for specific people.

💡 Pro tip: Review your first 20 applications carefully. Look for patterns in their answers. What words do they use? What problems appear repeatedly? This intel is worth its weight in gold for crafting your sales conversations and future marketing.

Step 2: Create Funnel Landing Pages

A high-ticket application funnel can be built quickly using ClickFunnels’ pre-designed templates. No coding. No tech headaches. Just drag, drop, and customize.

In ClickFunnels, go to the Funnels section from the left navigation menu.

• Click the Create Funnel button.
• You’ll see different funnel types.
• Browse the available funnel types and select Application Funnel.

Each funnel type includes a training section with:

• Overview: Understanding how an application funnel works.
• Strategy: Learning how to structure your funnel and offer for maximum impact.
• Implementation: A step-by-step guide to customizing your funnel and application form.

Watch the training first – it’ll save you hours.

In this case, you need three pages minimum:

• Reverse squeeze page (case study)
• Application page
• Thank you page.

If you prefer a completely custom setup, click Start from Scratch to build your application funnel manually. But why reinvent the wheel? Use the templates.

Note: ClickFunnels 2.0 starts at $97/month and includes everything you need for application funnels – templates, workflows, pipeline, calendar, and CRM features. You can get a 14-day free trial. The investment pays for itself with just one high-ticket client.

Step 3: Adding Call Booking Options to Your Funnel

Once a qualify lead submits their application, you may want to give them the option to book a call with you. You’ve got three options:

Option 1: Use the Event Type Scheduler element to display your calendar on the page.

Option 2: Embed your booking form using the Custom HTML element in the page editor. Works great with Calendly or Acuity.

Option 3: Link to your appointment from a button or email. Gives you more control over who books when.

My recommendation? Use direct booking for qualified leads, external links for everyone else.

📄 Helpful resources:

• How to Create and Manage Event Types
• Add Appointment Booking Calendar in the Page
• HTML/JS: Insert Custom HTML and JavaScript Code in Clickfunnels

Step 4: Automating Communication with Workflows

Workflows in ClickFunnels help automate tasks and communication, making it easier to manage leads, send emails, and trigger actions based on customer behavior.

To set up your workflow:

• From your ClickFunnels dashboard, click the Automations app to access the Workflows.
• Click the Add Workflow button
• Name it something obvious like “Application Follow-up.”

A trigger is the event that initiates your workflow. For application funnels, use “Form Submission” as your trigger.

Then add these actions: Send Email: Automate sending email messages to your contacts, tag contacts based on quality, and add delays between emails.

The workflow might look like this: Application submitted → Confirmation email → Tag “New Applicant” → Check if call booked → Move to opportunity → (If no) create email campaigns.

Step 5: Build and Move Potential Clients To the Sales Pipeline Automatically

First, click on the Opportunities from the left-side navigation menu.

Add pipeline stages like: New Application, Call Scheduled, In Negotiation, Closed Won, Closed Lost.

In the Workflow editor, click the + Sign under your trigger to add a step. Scroll down and select Create/Move Opportunity from the sidebar.

Configure it to automatically add opportunities from applications and assign them to your team.

Use Pipeline Round Robin: This option uses the round robin settings of the selected pipeline to automatically assign opportunities to team members. No more manual lead distribution – everything happens automatically.

Step 6: Testing and Publishing Your Funnel

Test EVERYTHING before going live.

• Submit test applications on mobile devices.
• Check email delivery to Gmail, Yahoo, and Outlook.
• Book and cancel test appointments.
• Verify the workflows trigger correctly and opportunities appear in your pipeline.

Use the Preview option to check how your funnel looks before publishing. Get team feedback on the preview link.

Ready to launch? Connect your custom domain to make your funnel live.

Use a professional URL like “YourName.com/apply” instead of a ClickFunnels subdomain. Set up tracking pixels, configure email settings, and brief your sales team.

Remember: Your application funnel is a living system. Monitor conversion rates at each step and optimize based on real data. With everything automated, you’ll wake up to qualified leads in your pipeline, ready for high-ticket sales conversations.