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Read Time: 4.5 Minutes
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Happy 15th.
Today I've got a very simple message for you, about "plugging leaks".
I want you to start off by picturing the floor of a boat. Could be a sailboat, a Catamaran, or whatever comes to mind first.
Now obviously, a solid, intact floor of a boat is going to lock out water. But of course, even one hole with enough flow can sink your whole ship.
Your sales funnel is exactly the same way.
Every stage in your funnel, where you either:
- FAIL to deliver value, or
- MISS the opportunity to progress the relationship
... is like another hole at the bottom of your boat.
Let's figure out how to make your sales funnels efficient, consistent, and reliable.
#1 - Diagnose
If you have no idea where you're losing people (racking up holes), then you obviously have no idea how to fix it.
The first step is to figure out where people are not going to the next stage, and more imporantly, why.
For instance, your ad is pulling tons of traffic, but you aren't getting opt-ins.
WHY?
It could be a number of things, like:
- the messaging on your opt-in page is off (not attractive to this audience segment),
- the promise is too weak, or they don't care about it,
- the ad and landing page look like they're from two different businesses, or
- you're not targeting their pain points or issues correctly, or deeply enough
This means it's on you to find out which one it is, go back to the drawing board, and try something new until you start getting opt-ins with targeted leads.
#2 - Repair
This is the step where the most iteration is needed.
First off, you should look at the traffic, how long they're staying, and other intel that tells you what type of lead is opting in.
Then, brainstorm why the leads you want are bouncing off your page, and what you could put in front of them that's more enticing.
Do you need to provide a valuable founder interview, instead of an E-book?
Should you switch the angle of the lead magnet, and position it differently?
Does the page copy need some work?
Does the design suck?
Test one variable at a time and find out.
#3 - Improve
If what you're offering them isn't relevant or valuable enough, guess what?
It's your fault! And also your responsibility to improve it.
Is there some deeper research you could conduct, to see what your leads value, or are struggling with?
Diagnose it. Fix it. And try again.
If you're able to do this with every step of your funnel, eventually you WILL find a way forward that works - with enough iteration.
Sometimes it comes from thinking outside the box.
Sometimes it comes from adding more social proof.
And sometimes, it's as simple as rearranging things like copy, imagery, headlines, or the hook.
Again... Diagnose. Fix. Try again.
Navigate your way around, over, or under the roadblock!
Avoid These Mistakes:
Don't try and tweak more variables than one. That's just making your life harder, and making the data you collect obsolete.
In our landing page example, write up 5 different headlines and split test them against each other.
Then, run it for a month (with 3-5,000+ unique visitors ideally).
Don't switch it up after 3 days.
Don't try out 4 variables like imagery, copy, hook, and design simultaneously.
And definitely don't make a decision after only 200 people have seen that stage of your funnel.
Test one thing at a time, be patient, and coldly analyze the numbers.
Don't bring emotions into the analytics game.
Tying It All Together:
Every time you "miss" the transition from one stage to the next, water comes in - and increases your chance of going down.
Locate the hole, test n' tweak your way around it, and plug it up.
Then, move onto other holes in the boat, and repeat the process.
Your One-Minute Takeaway:
Your funnels are like a boat.
Oftentimes, water enters through a hole you weren't previously aware of.
It's your job as the business owner to locate, diagnose, and repair.
Don't just keep blindly running the same funnels or structures you always have, because "it works well enough" and you've "always done it this way".
Onward and upward.
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If you're running an expert business (where you package and sell your expertise in membership sites, paid communities, or online courses)...
Motive In Motion specializes in helping you scale - holistically and profitably.
We help you plug holes, systemize your funnels, and reach new heights.
If you've got a validated offer, sold to a hungry niche audience who loves you, and currently bring in $10k+ per month?
We should talk.
Even if you're earlier on your journey, but have an engaged email list, expertise in your niche (experience, credibility, social proof), and want to crush your first product offering...
We've got solutions for that too. Our clients share things with us afterwards, like:
"Motive In Motion is my go-to team for all my Direct Response needs. They understands my market niche perfectly, and communicate with my audience on a personal level.
Their marketing campaigns have single-handedly brought me multiple six-figure sales from product launches, and made my email autoresponder a money-making machine! Try 'em out, you won't regret it."
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"We'd tried a few email launches in the past, and our results with those strategies were mediocre - sometimes crickets! After implementingMotive In Motion's campaigns, we saw a soft-launch of around $35,670 in profit in just one week of launching.
At first, we were hesitant of a large brand investment, uncertain the ROI would be there. But there was a huge difference between what we invested and returns we saw. We learned so much and created evergreen assets that continue to pay dividends and compound every subsequent month and year we continue to run this offer."
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Click HERE to see a whole lot more client results, proof, and testimonials - and see if you qualify for a discovery chat about your business.
Looking forward to helping you succeed,
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Evan Teague
Motive In Motion |
