How Decreasing Conversion Can Increase Sales - Project "Mother Funnel"

What's up, everybody? This is Russell Brunson. Welcome to the Marketing Secrets podcast. If you're watching this here on YouTube, I encourage you to, like, subscribe and comment. I read all comments, and we are going to share with you some really, really cool stuff. So the big question is this. How are entrepreneurs like us who didn't cheat and take on venture capital? We're spending money from our own pockets. How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question, and this podcast will give you the answer. My name is Russell Brunson, and welcome to Marketing Secrets. All right, everybody. So I want to talk to you today about internal project we have called Project Mother Funnel. I'm really excited about it, and I think I've told you guys a couple little secrets about it, but today, Brandon Polin from Ladyboss Weight Loss asked me. He's like, what is. What is a mother Funnel? Tell me about it. I want to know. And so I started telling him, and I was geeking out, and I'm like, all right, I'm gonna do a podcast on this today because there's some cool strategy behind it. And what we're doing now, I want to preface that this strategy may not be perfect for all of you guys, or at least not of you yet, but long term, it's something that is really, really cool. So we, as you know, launched clickfunnels, and somebody has heard my story before. It took us five funnels before. Excuse me, six. Six funnels. When it finally took off. And then when it took off, it was awesome. And it's grown and it's been nuts. It's been literally Christmas every. Well, not. I'm not gonna lie, there's a couple Halloweens in there, but for the most part, Christmas every single day. But it's been awesome. And what's interesting, though, is when we first launched clickfunnels, like, our goal was like, conversion, conversion, like, how to get as many people in as possible. And that was always the thing. We had the free trial. We had, like, high converting landing pages and, like, you know, all that kind of stuff. And it's been really, really good. Not talking down against any of that. But it's interesting as we've grown. I remember when we were first launching clickfunnels, Todd told us, he's like, based on how many people we're add, he said, as soon as we get to the point, we're out 60,000 subscribers. He's like, we won't be able to grow anymore because based on our churn numbers, like, I don't know the churn numbers, but like, let's say 10% of people churn each month at 60,000 members, that's 6,000 people a month that are churning. And so if you're adding 6,000 people a month, you're churning, like, whatever, anyway, whatever. The numbers were at about 60,000 members. That's when we stopped growing, where it just flatlines. And that didn't make any logical sense to me until we got to 55,000 customers. And then it started getting slower. And then 56 took way longer. 57 took. And we've been sitting on 57 for the last couple weeks. And like, we're getting close. 58. But it's just like everything's slowing down to the screeching halt. And I'm like, Todd, Notre Dame's Todd was right once again. How does he know everything all the time? Drives me crazy. Don't tell him I told you that. But he seems to always be right. And he was right again. And so on our side, I'm like, okay, what do we got to do? So obviously we're doing a lot of things. We're fixing, cleaning up, onboarding, cleaning up, user experience, ui, some cool UI stuff coming out, you guys, the next couple months, which is so exciting. But on my site, because I don't have any skills to do anything other than the sales funnel. So I'm like, okay, how do we do the sales funnel and change it out? So it's interesting is we had this thought of like, the problem is like, we have conversions so high that everybody can come in and sign up, which is good as we're growing. But now we're a spot where it actually hurts us because there's so many people coming in and all that kind of stuff. So like, how do we flip this around? About the same time we did some testing, we were looking at all our different front end offers, different books and things like that. I did a podcast on this, I believe. But there's a huge, a huge difference in what products something purchased immediately before they join click funnels and then their stick rate, their churn rate. There's a direct correlation. So if they buy this product first, they're gonna stay way longer versus this product gonna be less. So I was like, holy cow. This whole pre framing, pre suasion thing that we keep talking about is actually true. Like it's a legitimate thing. The pre frame Somebody enters your world in will have 100% to do with how long they stick, what they do, how they buy, how they ascend everything. So it's like, dang. So we need to focus more on architecting the pre frame. Right. And so that's where Project Mother Funnel came about. And it's something that. This is not new. It was called Project Super Funnel last year and we just didn't have the team, the people in place to do it. And after we started building this agency finally got a point where we have the team now. We've got the copywriters, the designers, the programmers, the developers, all the people we need to actually make Project Mother Funnel become live. In fact, one of them, I can't remember who it was, was the one that coined it. This is like a mother funnel. I'm like, that's the new name. So it's literally called Project Mother Funnel on our Trello board. Anyway, so this is kind of the, the gist of how it works. The goals are two things. Number one is to actually decrease conversions to weed out the people that are most likely going to churn anyway and then to after we weed out those people, then to significantly affect the pre frame that somebody goes through before they sign up for the trial. There's the concept. Right, so how are we doing that? So when somebody comes, you'll see this live in probably next 60, 30, 60 days. The live events in like 28 days. So yeah, it'll be, hopefully if we get done, it'll be sooner than that. Maybe we'll go off live after the event anyway. Become landing page and on the landing page there'll be a video and then it basically asks you like which one of these markets you're in. We've kind of broken ClickFunnels down into 10 segments now. So someone will self select like, oh, well, I'm an agency or oh, I'm in this, I'm in this. And they'll select like the type of business that they're in. And after that, then we'll redirect them. We'll get them to opt in. It will take them to a sales page that's specifically written for that market. Okay, this is the pre frame. We're trying to adjust and affect the pre frame. So they'll go through, they'll see this pre frame of this page. They'll show them how clickfunnels works for them. Number one cancellation reason we have outside of it's too expensive is which by the way, is not a valid excuse. So I Don't believe it. The number one valid excuse people have why they cancel is because they can't figure out how it actually works for their business or their industry or whatever. And so this page will identify which one these 10 markets you're in and then it specifically sells you on that. It's like, oh cool, you're in retail. Let me show you how funnels work for retail and it sells them specifically where they are. So it should be a frame that's going to increase their stick rate because they've come through this frame and that helps them understand how clickfunnels actually works for their business. And then they sign up for the trial. So we lengthened the process, decreased initial conversion, pushed out a lot of those who would just churn out anyway. And those who we who aren't going to churn out now know who they are. And we increase the likelihood to stick because of the pre frame we took them through. And then after they either sign up for the trial, they don't. Then they get three emails afterwards. Each email has a case study of somebody in their industry as showing how it worked for them specifically. And it pushes back to their specific sales letter. So there's three of those in a row and then and there are other testimonials of that, but there's a whole sequence, follow up sequence now specific to them, their market, their situation as well. And so that is kind of what project Mother Funnel is and it's exciting and I'm pumped for it. So anyway, you guys will see the fruits of it here in a little bit. But that's the concept behind it and I hope that me explaining that helps some of the wheels you have to spin. Again, I don't necessarily say let's decrease conversions on our page and make it harder, but sometimes there's a point of like segmenting the audience, weeding out the people you don't want and then increasing the pre frame to make that person stick longer. And I think it's amazing. So there you go. It could completely flop though for all I know. We'll find out here soon anyway, it's awesome. Hope you guys loved it. If you again, if you aren't listening or following if you're on itunes, please go subscribe, comment, let other people know about the podcast. If you are on YouTube watchers now, please click on the like subscribe. Follow our channel. We got a whole bunch of cool stuff coming and new videos that you guys are going to love. Appreciate you all. Thanks so much for paying attention, listening in and we'll talk to you guys again soon. Bye. Want more marketing secrets? 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