This is a transcript from episode 58 of the OMGrowth podcast
I’m Lanie Lamarre and when my husband is out of town, you’re going to find soup take-out containers in the trash. It’s a money-back guarantee that I will order some kind of fancy, oversized soup and the longer he is gone, the more containers there will be. Is it 110 degrees outside? Cool story, bro – I’m still ordering soup, I love soup.
I also love examples and today, we’re going do sort-of case study because I want you to really immerse yourself with HOW you would approach improving one of your own digital marketing campaigns and examples are your best friend for doing that.
This is an opportunity for you and I to channel all of that forensics knowledge we’ve acquired from listening to true crime podcasts and watching creepy who-done-it shows on Netflix, because today, we’re going to investigate our marketing campaigns.
Consider this a continuation of the last episode where we looked at what the issue may be with your performance based on where the problem is… but we didn’t talk about how you were going to figure out where the problem is so we’re going to talk about it here.
When it comes to being less-than-satisfied with our results, we tend to make assumptions about what the problem is or was, but when we actually map out and look at the numbers, we often see that something else was going down.
Let’s dive straight into my favorite time – example time! – because this discussion will offer way more context with a case study:
Let’s say you’re hosting a webinar where you would be pitching a paid offer at the end of the training and you had hoped it would convert to 100 sales… but instead, you only made 50 sales. Womp! Womp!
But “sales made” (or “not made”, in this case) is not the whole picture of what transpired here. If you’re looking to improve your bottom line, you’re going to have to map out what happened between the top of your campaign and that bottom line you’re not so stoked about.
You’ll need to know:
- How many people signed up to attend your webinar – this will help you understand how engaged your traffic sources are with your free offer;
- How many people clicked through to the sales page you pitched at the end of your webinar – this will help you understand how interested they are in what you have to offer beyond what you’ve already taught them; and finally,
- How many people purchased the paid offer you pitched – this will help you understand how your converting to sales.
If you’re more of a visual person and you want to see this in action, check out my Instagram or TikTok because I walk you through this whole breakdown over there.
With these 3 data points, you can literally map out your performance in a way that makes your gaps light-years easier to identify and makes those opportunities for optimization as whole lot clearer.
Because let’s go back to out example where you WANTED to make 100 sales but you only made 50. It’s great that you know how many sales you made but you have 2 data points missing before you can start making some data-driven decisions or assumptions.
If we see that 500 people signed up to attend the webinar and you made 50 sales, that means you have a 10% conversion rate for sales made from webinar attendees – glasses raised to you for a job well done!
Of the 500 people who signed up for the webinar, we see that 110 people clicked through to the sales page we were pitching at the end of the webinar.
When you actually map this out, you can clearly see what your options are to work on and improve the sales performance of your future webinars.
1) Get more people to see your sales page.
Almost half of the people who SAW your sales page ended up buying. This means that if you can get just 2% more webinar attendees to click-through to your sales page, you’d have 10 extra people who saw your sales page and with all else remaining the same, that 2% increase in sales page views would mean almost 5 additional sales for you.
But you’re looking for 50 more sales, right, so what else can we improve here?
2) Get more sales page visitors through to check-out.
There are a lot of things you could do to improve how your sales page is performing, including easier check-out process, better sales copy, increased calls-to-action, among an endless number of other possible actions you COULD take.
But in this case, there’s no way you can improve your sales page performance in a way that would help you meet your goals. Even if you improved your sales page click-throughs by 10% – which is a tall order! – you’d still only have 60 sales and this would set you 40 sales behind where you wanted to be. You would literally have to have more than a 90% conversion rate on your sales page to meet your goals and I think you’d have a better chance of wrangling a unicorn than converting 90%+ of your sales page visitors to sales – just saying.
I would suggest that the reason you’re falling short of your sales goals isn’t because of your sales process – after all, we’ve mapped this out and we can see that the types of improvements we’re looking for won’t be achieved by improving our sales process numbers – and instead of being a sales issue, I would suggest you have a traffic issue.
3) Get more traffic to the webinar sign-up page.
With these results, you would have needed 1000 people to sign up for the webinar in order to make those 100 sales you were pining for and in this case, getting that sign-up page in front of more people is where I would focus on optimizing.
Which means we need to add 2 more data points to this collection:
- How did people find my sign-up page for the webinar – this will help you identify your traffic source patterns and performance; and
- How many people did your webinar sign-up page attract – this will help you understand how your different traffic sources are being made aware of your offer.
Because if we need to double the amount of people who sign up to the webinar, we’re going to have to better understand which traffic sources were your most popular? Which didn’t perform so well? Why do you think that is? What type of content did well? Are there ways you could re-distribute the time, effort and/or money you’re investing in where your traffic is coming from in a way that is more reflective of where your best gains are? What can you do that could get you and your webinar sign-up page in front of more eyeballs?
The whole deal with “knowing your numbers” is to understand how to put them to work for you like we did with this example. It’s one thing to collect data but to get anything out of it, you have to interact with it and ask it questions.
If you don’t even know where to start, this podcast is a great place to start: map out each phase of your sales process, collect your relevant performance metrics at each phase, and then stop at each phase to ask “if I improved THIS by 1%, how would that impact my results?”
Likewise, if you had expectations for your launch or your evergreen sequence or your month and they didn’t work out the way you had hoped, draw out your process, clock in those performance metrics and then reverse engineer HOW you could have made that happen. The next time around, you know what numbers you’ll need to hit at each phase of your sales process to ensure you DO hit your goal, or you may shift how you’re framing your goals once you understand your performance trends.
And this is why I’ve been a broken record over theses last few episodes about this next point but look: pick a lane. You will not be improving all the phases of your sales process all at once. If you want to get Results On Repeat, you have to be intentional about what you have to offer and how you’re tracking those offers, what sales and marketing strategies you’re using to support your offers and how each phase of those strategies are performing, and finally, which traffic sources you’re promoting those offers to and investing your strategic efforts into.
But again, I remind you that CHANGE ≠ IMPROVEMENT and this is why, before you make any changes, you establish the conversion rates against which you will measure whether your improvements have been effective or not.
If you need help with any of this, let me remind you that I quite literally wrote the book on getting Results On Repeat so that’s what I called it and you can get your copy of Results On Repeat by clicking on the link in the shownotes.
And I know some of you are visual learners out there so in addition to having me in your earholes, I recommend you give me a follow over on Instagram or better yet, TikTok – links to both of those are also in the shownotes – but I’m coo-coo for workflows and process maps and I’ll map an optimization strategy right in front of you, just like that, in front of everyone on the TikToks.
But furreal-furreal, you don’t actually need to know #allthethings to kick it into high optimization mode and this doesn’t have to be overcomplicated. You can literally grab a cocktail napkin, draw out your little sales and sign-up pages and jot down a few key numbers to account for 80% of anything you’ll ever need to know about your performance and how to optimize it. The more intentional you are about your tracking and the better you understand HOW your sales process is set up to work, the easier it is for you to set yourself up for success and set your outcomes to generate Results On Repeat.
Talk soon – baiieeee!