So, you’ve finally launched your sales funnel, and...crickets.
That’s totally normal.
It can take quite a few tries before you get that perfect funnel that converts like gangbusters. (What are gangbusters, anyway?)
The important thing to remember is to get that minimum viable product out there, and you can tweak and optimize from there.
But what if your funnel isn’t converting the way you want it? How do you figure out where the “leaks” are (or where you are losing the people going through the funnel)?
Now, there are a few variables you’re going to want to look at when you’re trying to find the leaks in your funnels. I like to reverse engineer it and look at it backwards.
- Your offer
- Landing page
- CPM (or cost per 1000 people)
Once you do this, you’ll be able to figure out where to optimize and split test to fix those leaks!
So - working backwards:
Is your offer a GOOD one?
Will it improve their WEALTH? HEALTH? RELATIONSHIPS? STATUS?
What PROBLEM does it solve for them? Is it a NEW OPPORTUNITY?
These are questions you need to ask yourself!
A new opportunity is very important. You don’t want to offer someone an improvement. You want to disprove what they’ve tried thus far and offer them something completely new.
For a few reasons - and if you want to dive deep into this, you’ll want to read Russell Brunson’s Expert Secrets.
But the basic reason is this: people have tried to improve in the past, and if it hasn’t worked, they’re not going to want more of the same concepts and ideas. They’re going to want something completely different - because that gives them hope for change.
Take the Whole30 diet. Why did so many people jump on the Whole30 bandwagon? (Or pretty much any new diet that comes out?)
Because it was something NEW and DIFFERENT. Anyone who’d tried dieting in the past and hadn’t succeeded in losing weight now had hope that THIS diet would finally be the one that got them the results they wanted.
If you’re not sure about this, it’s important to go back to basics and read Expert Secrets. He breaks it down very clearly and all you need to do is follow what he says. Yup, it’s that simple.
Do Your Offers Make Sense?
You’re also going to want to make sure that your tripwire offer works together with your OTO (one-time offer). Make sure that your OTO isn’t just more of the same - you want it to complement your tripwire offer and make it better, not offer information that your tripwire left out. That makes people feel cheated, as if they paid for something that wasn’t complete. Alternatively, they may feel like they already have everything they need with your tripwire offer.
For example, someone I know sells a branding course and then upsold a web design course. These worked perfectly together, because once you’ve locked in your branding, you’re going to want to make your website look awesome. If she’d offered MORE branding help, her customers would either have been disgruntled because they’d have felt like she left something out of the original branding course, OR they would have been happy with the course they’d already bought and wouldn’t feel the need for even more branding advice.
Okay, you’ve done your due diligence and your offer kicks butt. Now what?
If your offers are fine (that’s opt-in, tripwire, and OTO), you’re going to want to check your landing page. If you have at least a 20% conversion rate, you’re doing well. Anything more than that is fantastic!
In order to figure out your conversion rate, you’re going to want to drive at least 100 people to your landing page - and if 20 of them opt-in, you’re on the right track.
But what if your opt-in rate is 15% or 10%...or worse?
You’re going to want to take a look at your copy (and design).
Copy is the single most important thing that sells. In fact, good copy can even sell a terrible offer! So if you know your offer is gold, that it’s going to help your audience, and the only thing that’s missing is them actually KNOWING it, you’re going to want to look at your copy to make sure it converts.
How can you do this?
1. Know your target audience and research their pain points. This means going into their Facebook groups and LinkedIn groups and forums and seeing which questions come up again and again. This might mean actually surveying your target audience - and you can even consider offering them something to entice them to complete the survey, like a Starbucks gift card. The most important thing is to know WHAT IS BOTHERING THEM so that you can speak their language and address those pain points directly.
2. When you’re discussing their pain points, don’t just bullet point the actual problems. Describe how those problems FEEL. Use metaphors. Get really deep into WHY those things bother them so much!
3. Address their objections - and then overcome them. Hit them straight out of the gate. When people see you’re not afraid to ask (and answer) the hard questions, that makes them much more likely to buy. Things like “I’ve heard that LinkedIn is only for corporate workers” or “Organic reach is dead” etc. Use those objections to create compelling copy!
4. Use psychology. (For more about psychological selling, check out this article by Copyblogger.) One great tactic I’ve seen is the reverse psychology one: “This program is NOT for you if...XYZ.” When you’re giving them reasons that they should NOT buy it, it causes a reverse psychology effect wherein your people are suddenly thinking about all the reasons that they SHOULD.
5. Social proof for the win. You can literally NEVER have enough social proof. One program I signed up for had 16 web pages of testimonials. 16! (And yes, I scrolled through and checked!) Seed your copy and design liberally with social proof. You can use testimonials from happy customers or clients, or even screenshots of Facebook comments attesting to your expertise!
6. Benefits before features. Benefits before features. Benefits before features. Yes, you’ve probably heard this so many times, but it bears repeating because people FORGET. You love your product and want to shout to the world all about it - and you mean ALL ABOUT IT. Every module, every detail, every spec. Well, guess what? People don’t care. All they want to know at first is what it’ll do for THEM. Don’t forget that people buy with emotion and justify with logic. So make sure to hit their emotions FIRST, and what your product or service will do for them (Allow them to spend more time with their family? Help them feel better in their clothes? Make their marriage a happier, more connected one?). After you’ve painted a picture of what you’ll be able to help them achieve, and they’re pretty much sold on the result - THEN you’ll want to add your features to help them justify the decision they’ve already made emotionally.
7. Don’t forget to have fun and let your personality come out in your copy! You want to attract YOUR people - the ones who resonate with YOU.
Now, why would I put design after copy?
Because, honestly, even the ugliest funnels have converted when their copy is on point. Lock down your copy and then work on your design.
One great design trick I’ve seen on highly converting funnels is a photo or video of the creator/coach/attractive character. This helps people see the person behind the program and will immediately increase the know/like/trust factor.
A few more design points:
- Bullet points convert really well
- Make sure there are contrasting color blocks to break up the page
- Make sure that your headlines flow well together as you scroll down, because odds are that many people will just be looking at the headlines.
Link Clicks (AKA Traffic) and CPM
Here’s where you’re going into Facebook Ad territory. Don’t forget that Facebook Ads only amplify what’s already happening - so if your landing page and order form aren’t converting, all you’ll be doing is wasting your money.
You definitely can use Facebook Ads to get those first 100 people to your offer, but after that you’ll want to make sure you can see where leads might be dropping off.
If you’re getting tons of link clicks but not many opt-ins, that means that your ads are doing well and you’ll have to go back to your landing page and offer.
But - if your landing page and order form and offer are all on point, but your link clicks or CPM are expensive or you’re barely getting any - you’re going to have to check your targeting.
(For reference: An average CPC on Facebook is around $.50, and the average CPM is around $10.)
Targeting is the NUMBER ONE reason that Facebook Ads fail. You might have the world’s most amazing offer, but if the wrong people are seeing it, you’re not going to make any sales.
Ideally, the best place to start are warm audiences - website traffic, email list, people who’ve engaged with your Facebook Page or Instagram Profile, and video views of 3 seconds or more (on Facebook or Instagram).
From there, you can also create lookalike audiences of your past customers, or lookalikes of your email list.
(Lookalike audiences, for reference, are audiences that Facebook creates that are similar to your existing audiences - like your website traffic or email list.)
Again - if you have these warm audiences, this is where you’ll want to start to get best results. If you don’t have any warm audiences, you’ll want to start warming them up with video - but that’s for another time!
After that, you can test a bunch of cold audiences for a couple of days and turn off the ones that aren’t converting.
But when you’re defining your cold audiences, you’re going to want to go back to where you did your target audience research and think: What is their lifestyle like? What kind of products do they buy? Which influencers do they follow? What do they enjoy doing?
The deeper you delve into your target audience’s psyche, the more you’ll be able to identify where to target them.
So...what does this all mean?
When trying to find the leaks in your funnels, here’s how you should troubleshoot it:
If you’re not getting a lot of link clicks to your landing page at a reasonable rate, you’re going to want to split test your ads if you aren’t already. If you’ve done that and still aren’t seeing results, you need to change up your targeting.
If you’re getting a lot of link clicks but not a 20% opt-in rate? You need to check your landing page copy and design.
If you’re getting a lot of opt-ins but not a 1-5% purchase rate? You need to consider your offer - whether it’s a good one, and whether it works with your opt-in.
The important thing to do when finding leaks in your funnel is split test at the earliest stage that you’re seeing a drop off.
So if it’s at the traffic level - you’ll want to split test your ad copy, creative, and audiences. If it’s at the landing page level, split test your copy and design.
Past that, make sure that your tripwire and OTO aren’t too similar to avoid customer frustration.
Ready to troubleshoot and find those leaks?
Go get ‘em!