You need to have a solid sales funnel in order to earn the most profits from your digital product. If your sales funnel is not solid, your profit potential will be much lower and the hard work you put into your product will be wasted.
There are basic components of a solid sales funnel required to maximize its effectiveness. The first component is a good squeeze page. A squeeze page is a web page that offers something like a valuable report, eBook, or software program, etc. for free in return for contact information (usually name and email address).
The person gets the free gift, while you get the contact information to follow up with. Through good email marketing practices, you demonstrate that you are a trusted expert in your field. Over time, the prospect hopefully will come to trust you and your recommendations and in your emails, you provide a link to your main product's sales page.
Hopefully the prospect will click onto this and then prospect is brought to your main product sales page. Provided your sales letter is convincing enough of the product's value and usefulness to the prospect, that prospect will order it and become a customer. Then, the customer will be shown one or more up-sells or one-time offers, commonly referred to as OTO's.
This is a product enhancement of the main offer that provides more value, or it's a related offer that will help to provide more value to the main offer. If the customer orders it then they will gain access to this. Either the customer will gain access to the two offers they purchased or will be taken to another up-sell offer that again increases the value of the original offer.
There can be a number of up-sells in quality sales funnel, all of which are to provide increased value to the buyer while providing increased profits for the seller. Now, if the prospect decides to reject an up-sell, they may be presented with a down-sell, which is an offer either identical or very similar to the up-sell they just rejected, but often with one or more components of the corresponding up-sell missing and offered at a lower price.
The idea of the down sell is to encourage the customer not to walk away without increasing the value of their original purchase, so the down-sell is offered as a compromise to the rejected up-sell offer.
Therefore, a quality sales funnel will have a squeeze page, quality email marketing messages convincing the prospect to visit the main product sales page, the main product offer sales page, and a combination of one or more up-sells and down-sells to add value to the main product for the buyer and add profits for the seller.
This is how Internet marketers make the most profits from their own digital products.