118: Why Monitoring Your Evergreen Sales Funnel is so Important

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Welcome to the Course Creators MBA podcast. I'm your host, Dr. Destiny Kopp, and I help business owners increase the revenue with digital products and evergreen sales funnels. In this podcast, we go deep into product and marketing strategies for digital product creators. We cover everything from digital product creation, how to market and sell your digital products, and just as important, how to find your ideal customer. Let's jump right into our show.

Welcome back to our series where we're talking all about evergreen sales funnels and we are in episode number 118 and I'm going to be checking chatting with you about why monitoring your evergreen sales funnel is so important. So you've set up your evergreen sales funnel. You have your lead magnet with your registration page, your email automations, your tax setup. You have your webinar registration page along with your sales page and everything else that goes into your evergreen sales funnel. And here's what I I want you to do next and that is test it. You're going to set up an email account, one that you can use for testing, and go through your evergreen sales funnel just like a new subscriber would. And you may be surprised as to what you'll find. So no matter how careful you have been with setting up the funnel, I can guarantee you you will find links that aren't working, tags that might not be set up correctly, emails that are being sent on the wrong day, and probably more. I would even suggest that you have your business coach, a friend or a family family member go through the funnel along with you just to get a new set of eyes on it to see if they can catch anything. So as you go through your new evergreen sales funnel like a new subscriber, I want you to click on every link. I want you to check in your email service provider to make sure that you were tagged correctly. I want you to go through your lead magnet with a fresh set of eyes. Review the emails that are being sent out. Are they being sent out on the correct days? Do you see any misspellings or bad links? And when it has come time to watch your recorded webinar, make sure that everything is set up correctly. Is the link for your sales page working? I can tell you that we have found instances where there were issues there. I want you to go through and purchase your course. You can set up a coupon code in there and just purchase your course just like a new student would. Did the purchase process correctly? Were you tagged as a student? And then put in a sequence for your student onboarding emails. So there's a Ton of things that you need to test just to make sure that everything is working properly. So after you've completed your initial test and you know that you've corrected all the areas, I want you to work on promoting your new lead magnet everywhere. I want you to send it out to your email list. I want you to post it in Facebook groups on the promo day if that is something that you're into. I want you to post the link on your bio, on Instagram or any social media account that you're using. You can provide your free gift when speaking at summits or when you're a guest on a podcast. Podcast, basically anywhere that you can get in front of other people's audiences. So you're going to promote your lead magnet and you're going to drive people traffic, what I should say traffic through there because you want to get eyeballs on your funnel. So after you've had a good amount of people going through your funnel, I like to have at least 100 people going through it. It's time to look at your statistics. Now here you will review your landing page conversion rate for your lead magnets. So basically what you're doing, you're going to measure this by looking at the number of opt ins or the number of people who sign signed up for your lead magnet divided by the unique views to your landing page and you're going to get that percentage there. In general, I'd like to see something around, you know, 40 to 50%. We've even gotten those landing page conversion rates even higher than that. I don't like to see them, you know, 20, 25, even 30s, a little bit lower than what I would like to see. But that's the kind of numbers and the data that you're going to be pulling. If you have a recorded webinar in your evergreen sales funnel, you're going to look at stats like your webinar completion rate, right? Are people actually watching your webinar? Are they getting to the point where you're doing your pitch? You're also going to pay close attention to your email automations. What are your open rates look like? Are people clicking on your links to go to your sales page? You're also going to review things like your overall funnel conversion rate to see how your funnel is converting. All of this data are going to help you identify areas to improve and optimize your evergreen sales funnel. So knowing these numbers is a good first step. Now after you've pulled all this data together, when you're looking at the numbers, the first thing you're going to kind of figure out is if you have, you know, if you have an issue, if you're not happy with it, the first thing you're going to look at and kind of identify, is it a traffic problem, meaning are you getting enough people through it, Is it a leads problem, or is it a conversion problem? And I'm going to walk you through each of these in just a second. Now, most sales funnels have a traffic problem, meaning they're not getting enough people into their funnel to even get eyeballs on their offer. So if you, if you are not happy with your sales, that's the first place that you're going to look. You know how many people are even seeing what you have to offer now to solve for this, you're going to want to make sure that you're optimizing your traffic sources. So maybe you need to do more podcast interviews, maybe you need to speak in summits, maybe you need to do some joint collaborations, maybe even add some type of affiliate program to get other people to promote your program, your stuff, whatever you need to do to drive more people into your funnel. Okay? If you determine that it's a lead problem, that means that people are. You have enough people coming through, but they're just not signing up for your leads. Right. The main area for improvement is going to be the opt in pages for your free gifts. So your main free gift, or maybe even your webinar, you know, your webinar, we call that a lead magnet, too. But, um, the one thing that you can do here to increase those conversion rates, one thing you could do is to kind of repackage your gift. Is the headline or the promise not appealing enough to people? Are they going to your landing page for your free gift? They're like, I don't really want this. Or they're going to the landing page for your webinar. And it's just not, you know, appealing to them. It doesn't mean you have to completely change your lead magnet, doesn't mean that you have to completely change what you're teaching in your webinar. You could, but it could be as simple as changing the title of your webinar or kind of repackaging your gift. Now, moving on, if you determine that it's a conversion problem, meaning people are. You're getting enough people into your sales funnel, you're getting enough people to sign up for your lead magnets. So you're happy with the conversion rate on your lead magnets. The next question is, are they actually Purchasing. So is it a conversion problem? And this means that you're going to have two main areas of improvement for your sales funnel. We One is you're going to want to look at your sales page. Okay, what can you do to improve it now on your sales page? A lot of times you really need to go back through it and say, am I speaking to their pain points? Am I covering really, you know, what is frustrating them? Am I talking about the transformation they're going to get by enrolling in my program? If you're just talking about your process or, you know, your formula or your framework, people don't care about that kind of stuff. They care about how you're going to help them. So you need language on that sales page that speaks to all of those frustrations that they're feeling because they want, that's what they want you to solve for them. Okay. The other thing that you can look at if it's conversion problem is look closely at every email that you're sending out. What can you do to increase the open rates or the number of click throughs to your sales page? So looking at that and making changes there will help increase the conversion of your evergreen sales sales funnel. Okay. Now if you're here and you're saying, destiny, all of this sounds great, but I really need someone by my side. So to kind of help me how I can do this, to kind of help me optimize my evergreen sales funnel. We can do that inside of our digital product accelerator program. I know, and I know data is difficult for some of you. It is certainly not easy for me. So you're certainly not alone. It's also good, quite frankly, to get another set of eyes on your stuff so you're not having to sit out there on an island all by yourself trying to figure this stuff out. The other thing that I do want to mention is if you already have an evergreen sales funnel and you're really tempted to give up on it and kind of move on to something else, I would wait. Right? It could be that you just need to make some tweaks here and there. It could be that you just need a repackage. Like I mentioned that webinar, not change it completely, but kind of repackage. Maybe the title of it or maybe it's just you just need more traffic coming through your funnel. Maybe your funnel is rock solid and you just don't know it yet. You just need more people seeing it. So if you've already done all this work, set it up, take some time to gather your data to see where you can tweak and optimize it. So it could just be, like I mentioned, a couple of minor, minor tweaks that are needed and you can salvage all of that hard work that you put into it. So as I wrap up here, I want to let you know that if you have any questions about Evergreen Sales Funnels or our Digital Product Accelerator Program where we help business owners like you who have digital products or coaching programs set up and optimize their sales funnel, you can reach out to me and DM me on Instagram. You can contact me on LinkedIn, estinycomp. I would love to learn more about you and your business. I'll also put the link to our Digital Product Accelerator program in the show Notes so you can learn more there and apply if you think it's a great fit for you and kind of where you are in your business journey. Bye for now. Thank you so much for joining us today. I hope you enjoyed this episode. If you love the show, we'd appreciate a review on Apple Podcasts or your favorite podcast platform and show us some love there. Have a great rest of your day and bye for now.