How to Build a Sales Funnel in Kajabi (Step by Step)

Most coaches on Kajabi are set up to make one sale at a time. A potential client finds their sales page, buys the product, and that's where the transaction ends. If that sounds familiar, you're almost certainly leaving a significant amount of revenue behind.

A well-structured sales funnel changes that. Instead of one sale, you create a sequence of buying opportunities from a single customer — and with Kajabi, the whole thing runs automatically once it's built.

Here's exactly how it works.

Why Most Coaches Leave Money on the Table

The typical setup looks like this: one product, one sales page, traffic driven from social media, and a hope that the right person sees it at the right time.

The problem isn't the product. The problem is the structure. When your entire revenue model depends on a single transaction, your income is always going to feel unpredictable. A funnel fixes this by creating multiple points where a customer can spend money — without you doing any additional work after setup.

What a Sales Funnel Actually Is

A sales funnel is the complete journey a buyer takes from first discovering you to making a purchase (and potentially several more after that).

Think of it as a structured sequence of steps, each one designed with a specific purpose. Traffic comes in at the top. A series of well-placed offers guides the buyer through the process. By the time they exit the funnel, the average value of that customer is significantly higher than it would have been from a single product sale.

Sales funnels aren't only for digital products. Coaches use them to sell online courses, group programs, memberships, and one-to-one packages. The structure is the same regardless of what you're selling.

The Five Parts of a Kajabi Sales Funnel

The Sales Page

This is where your primary offer lives. It explains what you're selling, who it's for, what's included, and what it costs. A strong Kajabi sales page will also include social proof — testimonials, results, case studies — and handle common objections before the buyer reaches checkout.

The Order Bump

An order bump is a small add-on that appears at the checkout page, before the customer completes their purchase. It's a low-friction, low-cost offer that's directly related to what they're already buying. Because the customer already has their payment details entered and is in a buying mindset, conversion rates on order bumps tend to be high.

The Upsell

After the purchase is confirmed and the card is captured, the customer is presented with a higher-value related offer. This is called an upsell. Because they've already bought once, the trust barrier is lower and they're more likely to say yes to something more substantial.

The Downsell

If the customer declines the upsell, a downsell gives them a one-time opportunity to access the same offer at a reduced price. This recovers revenue you would otherwise have lost entirely.

The Automation Sequence

After the purchase, an automated email sequence takes over. These emails welcome the new buyer, deliver value, and introduce them to other products in your suite. Done well, this sequence continues to generate sales long after the initial transaction.

A Real Example: What This Looks Like for a Coach

Here's a practical example using products a coach might realistically sell.

Your primary offer is a $19 content planning template for coaches. At checkout, you offer an order bump: a $10 Canva social media graphics pack that pairs with the template. After purchase, the customer is presented with an upsell: a $97 mini-course on building a consistent content strategy. If they decline, the downsell offers that same course for $47 as a one-time offer.

Without the funnel, that customer spends $19.

With the funnel, the same customer — in a single session — could spend $136

Your automation sequence then continues working in the background, introducing that buyer to your higher-ticket offers over the following days and weeks.

How to Drive Traffic to Your Kajabi Funnel

The funnel only works if people are entering it. Social media can play a role here, but relying on it as your primary traffic source puts you at the mercy of an algorithm that has no interest in your revenue goals.

A more reliable approach is to create five to ten SEO-optimized blog articles around the topic your ideal client is already searching for. These articles should be genuinely useful — not thinly veiled sales pitches. They build trust, establish your authority, and send warm, pre-qualified readers to your sales page.

The full traffic flow looks like this: SEO and Pinterest traffic finds your article, the article builds trust and positions your offer, the reader clicks through to your sales page, and the funnel takes it from there.

Pinterest is worth mentioning specifically because it functions more like a search engine than a social platform. Content on Pinterest has a much longer lifespan than a post on Instagram or LinkedIn, and it continues driving traffic for months after you publish.

How to Set This Up Inside Kajabi

Kajabi is one of the few platforms that lets you build every component of this funnel in one place. You don't need a separate email marketing tool, a separate checkout tool, or a separate course platform. The sales page, checkout, order bump, upsell, downsell, and automation sequence can all be built and managed inside your existing Kajabi account.

To set up your funnel inside Kajabi:

Start with your sales page. Build and publish this first so your primary offer is live while you build out the rest.

Add your order bump inside the Kajabi checkout settings. This is configured at the offer level and appears automatically when a customer reaches the payment page.

Set up your upsell and downsell using Kajabi's offer and pipeline features. These are triggered automatically after a successful purchase.

Build your automation sequence inside Kajabi's email and automation tools. Map out the sequence before you build it — decide how many emails, what each one covers, and what product each one points toward.

Once it's built, the funnel runs without you. That's the point.

The difference between a coach who feels like she's constantly chasing sales and one who has a predictable revenue stream often comes down to structure, not effort. A Kajabi sales funnel doesn't require more hustle. It just requires building the system once and letting it work.

If you need a foundation for your Kajabi funnel, make sure to check out my collection of aesthetic Kajabi Templates, just customize for your products then add the bump, up/down sells and sequence.