How To Get A Higher-Converting Funnel In 4 Steps

Say Hello To High Conversion Rates in Your High-ticket Funnel in Just 4 Simple steps (and get the BONUS Funnel Audit Matrix worth $997)

This post will share with you the metrics I use to determine exactly where a funnel blockage is occurring and why. It will give you exact steps to find where your course, coaching, or consulting funnel is blocked and Fix it!

This diagnostic is the exact method I’ve used to scale countless course, coaching and consulting businesses to 6-figure months..

It’s designed to locate problems with the funnel as quickly as possible and take the guesswork out of finding the solution to get leads (and revenue) flowing in nicely.

When digital course creators, coaches, consultants and marketers ask me to audit their funnel, the first thing I do is identify the blockage using the checklist I’m about to walk you through before solving their problem and generating 6-figure months.

If you want to do 6-figure months, then this is the diagnostic process you need to check your funnel with to do it.

Grab my BONUS Funnel Audit Matrix below to see if your funnel is running smoothly.

Then, read on to gain insight into exactly which data points you should review to effectively diagnose your funnel problem.

The Blocked Funnel Diagnostic: Conversion Focused Marketing (Without The Guesswork)

Testing new audiences, ad creative, headlines, CTAs… it’s all well and good but all you’re really doing is throwing things at a wall and waiting for something to stick like jelly or spaghetti. And nobody likes jelly or spaghetti all over the wall. Not to mention, you’ll end up wasting time and a whole lot of money.

With the Funnel Audit Matrix you can quickly pinpoint exactly why your funnel isn’t converting as it should, and take a highly targeted and precise approach to fix it.

Here’s what your funnel looks like:

If you aren’t making conversions, a marketer with a very basic understanding of the sales funnel will tell you one of these three things:

  1. Your Facebook targeting is wrong.
  2. Your ad copy isn’t selling your offer.
  3. Your ad creative isn’t “hype-y” enough to get people to stop scrolling.

Each of these explanations fails to look at the sales funnel in its entirety.

I might upset a few people here, but I’m just going to say it… Facebook targeting is kind of hard to get wrong. I mean, think about it, you either create an audience with interests that align with your business, or you don’t. It’s pretty intuitive. Or, Facebook creates a lookalike audience for you.

While Facebook targeting is important, it’s not usually the reason that your funnel is not converting to KPIs.

And the thing about ad copy? You shouldn’t be selling your offer on Facebook in the first place. But we’ll get into that more later.

Sure, your ad creative can always be more hype-y (or more witty or pointed) but I guarantee it’s not the reason you’re not seeing the results you’d like.

The 4-Steps To Using “The Blocked Funnel Diagnostic” To Increase Conversions & Do 6-Figure Months

There are four steps to run The Blocked Funnel Diagnostic accurately.

Step 1

Are Your Facebook Ads Doing Their Job?

Step 2

Is Your Landing Page Delivering On Your Promise?

Step 3

Is Your Webinar Delivering Enough Value?

Step 4

Is Your Offer Desirable?

Below is a breakdown of how to look at each step in the diagnostic process.

Download the BONUS Funnel Audit Matrix. You can access it for free here.

Step 1: Are Your Facebook Ads Doing Their Job?

Take a look at these two ads for a moment. Which ad do you think performed better? Ad A or ad B?

Ad A

The best-performer is ad A. Why? There are a few reasons:

  • It has a strong headline that offers value straight up and lets users know exactly what’s on offer.
  • It has a strong call to action button. “Download” lets the user know exactly which action to take next.
  • The first sentence explains exactly...
    - What the accompanying video is for (“automated webinar funnels”)
    - What will be explained (the “Contextual Content Ad Strategy”)
    - The benefit (“hot qualified leads”)
  • “This is something I’ve never shared with the public until now” creates a sense of scarcity and rarity, persuading the user to download the framework because they may not get another opportunity.
  • The copy is down-to-earth, engaging and uses simple language.
  • The video adds immediate value to the user and is less about making a hard sell and more about providing value.

Ad B

Why doesn’t ad B work?

  • The headline is confusing and vague.
  • The “Learn More” call to action button isn’t strong or compelling.
  • The first two lines don’t make the most of the space. Not enough information is conveyed before the “see more” option and nothing about it makes the user want to read on.
  • It’s not well written, clear or concise.
  • The image doesn’t indicate what the ad is for or add any value to the user. It’s obviously a stock image that won’t look organic in the feed.

Facebook ads are your first touch point. What most businesses tend to forget to take into consideration with their ads is the level of awareness of an audience.

Is your audience solution aware? Are they even problem aware?

With top of funnel Facebook ads, you should always assume your audience is completely unaware, that they don’t even know they have a problem until you bring it to their attention.

Here’s an example of one of our high-performing ads. Read on to see why it works …

1. Highlight the problem. Look at how this text jumps right into the problem many high-ticket coaches face:

Build a 🌪 funnel

Create the perfect webinar

Write a 🔥 smoking hot ad

Spend a few grand on traffic

And Hope for the best!

📆 Months go by

The credit card bills

Start to pile up

There are No new clients

No product sales

And that one deal that

Was supposed to close

Fell through at the last minute!

Now 🤷🏽‍♂️ what

2. Dig into the pain points. The pain of knowing it’s not the first funnel, but one of many that still hasn’t worked, is one many coaches don’t want to admit they are familiar with.

They say you’re only one

Funnel away but this is

The 3rd funnel in 6 months

3. Establish trust and authority. Show your audience that it’s not your first rodeo; that you are well-versed in what it takes to solve the problem that they haven’t been able to fix themselves.

I’ve personally created and sold

A brand new offer that generated

Enough revenue in one weekend

To buy a House in 🏖️ Miami Florida.

So I’m not speaking from theory

But my very own personal experience

4. Call to action. Keep this to one step. Remember, “clear is kind” - people just want to know what to do next.

Get Access To The Members Area

Here ➡

5. Headline that makes people want to read the whole ad. Who doesn’t want to get paid while testing an offer?

How To Get Paid While Testing Your Offer Before Launch

The only objective is to get people clicking through to your landing page. Don’t try to sell your offer on Facebook.

In an ad, sell your messaging, not your offer. Engage people by speaking to them in a way that’s informative and establishes authority while leaving them wanting more.

By grabbing their attention, connecting with them and touching on the pain points without letting them in on what you’re offering, they’re going to want to click through to your landing page.

Obviously, the messaging will shift at the middle and bottom of the funnel. Here, dig even deeper into your pain points, provide social proof, add value and convince them why they absolutely need to register for your webinar or training.

I look at three micrometrics to decide whether an ad is effective:

1. Post engagement. Are people liking and commenting on your ad? Your ad should resonate with your audience, should speak to them and compel them to engage with the post and tag their friends.

2. A click-through-rate of 2% or higher. An ad’s main objective is to get people clicking through. We generally aim for a CTR of 3-5% but anything above 2% means your ad is working.

3. A maximum $1 cost per click. If your CPC is anything over $1, your ad isn’t working - turn it off.

If all of these metrics are in line and hitting the minimum KPIs, the copy, creative and audience targeting are all working nicely.

Want to see the exact structure we use to write high-converting ads? I’ve put together an easy-to-follow ad copy template that you can simply adapt for your business. You can access it for free here

So...if ads and targeting aren’t the issue, what is?

Step 2: Is Your Landing Page Delivering On Your Promise?

Your ads are doing their job and getting people to click through to your landing page. Now the question is…

Are people converting to leads or do you have a high bounce rate?

The first thing to look at is whether your landing page is congruent with the ad they just saw.


Congruent landing page

See how, in this example, the messaging in the ad and the messaging on the landing page align? This is good.

As opposed to this…


Incongruent landing page

This is not good. Here, the ad has set expectations that the landing page has failed to deliver on. People will be pretty damn quick to exit your landing page once they realize they’re not going to get what they expected.


If your landing page has a high bounce rate, nine times out of ten it will be because your headline and bullet points aren’t strong enough.

I’d honestly recommend testing up to ten different headlines and bullet point variations to determine which converts highest.

Want to know what elements form a high-converting headline? Download my checklist where you can see some examples and check to see whether yours holds up.

Take a look at these two landing pages…

Landing page A (CTA above the fold)

Landing page B (CTA below the fold)

Can you guess which will convert better?

Landing page A will convert better every time because the registration or opt-in button is accessible above the fold.

And while we’re discussing the technical aspects of a landing page that are important to get right, you need to make sure your landing page is optimized for mobile.

98.3% of Facebook users access their accounts via mobile. That means, 98.3% of people who click through to your landing page from an ad will be doing so on their mobile. If your landing page isn’t mobile-first, users will get frustrated and your bounce rate will increase while your conversion rate decreases. 

Your landing page is working if you see a 20-25% conversion rate from people who visit the site to webinar registrations.

If the conversion rate of your landing is less than this, make sure the messaging is congruent with the ads, test various headlines and check its fully functional and user-friendly on mobile.

Now it’s time to take a look at your webinar.

Step 3: Is Your Webinar Delivering Enough Value?

Once people have registered for your webinar, are they attending? Have you positioned it as something they absolutely cannot miss out on?


It’s important to note that your attendance rate will vary depending on whether you’re hosting a live webinar or it’s automated. You’ll generally see a higher attendance rate for automated webinars.


As a general rule, you can expect a minimum 25% attendance rate for live webinars and 40-50% for automated.

If your attendance rate isn’t cutting it, then either the webinar hasn’t been positioned as extremely important in the messaging or the email automation isn’t sending enough event reminders.

If webinar attendance is in check, the next thing to look at is the watch rate. Are people dropping off part of the way through, or are they watching until the very end?

As a rule of thumb, a webinar should have a 50% stick rate.

If you’re losing your audience partway through, then it’s time to evaluate the webinar.

Ask yourself the following questions:

  • Is it engaging? Does it encourage the audience to play an active or passive role?
  • Is it adding value? What am I offering to the audience? Am I providing new, appealing insights and teachings?
  • Is it clear and concise? Am I confusing them with rambling and complex language or am I cutting to the chase and explaining myself clearly?

The webinar is your #1 place to establish authority and build trust. It’s your opportunity to really introduce yourself and convince your audience you know what you’re talking about. If you’re not doing this, they won’t stick around long.

How do I know if my webinar is ticking all the boxes? Download my BONUS Funnel Audit Matrix worth $997 to find out.

If your audience is watching right through to the end but no one’s booking a call or purchasing your product, there’s a problem with your offer.

Step 4: Is Your Offer Desirable?

Toward the end of your webinar is when you’ll want to introduce your offer. This will either be a product or an invitation to book a call.


Of everyone who attended the webinar, you should aim for a 2-3% conversion rate. 

If the conversion rate is lower than this, it’s because your CTA isn’t strong enough, you haven’t dug into the pain points enough or your offer isn’t desirable.

What does my offer need to have to convert well?

  • Your offer needs to match customer awareness. Before you even think about an offer, you need to understand what level of awareness your target market is at. Your offer needs to align with this level of awareness. For example, you wouldn’t sell a chef’s knife to someone who doesn’t know how to cook, you’d sell them a cookbook.
  • Develop an intellectual property term. Create IP terminology to define yourself from your competitors. This will also help to position you as an authority in your field. Once you’ve come up with your own unique and distinct messaging, incorporate it throughout all your messaging.
  • A fair price point. Is your offer a good deal or fairly expensive in regards to the value you’ll be providing? If it is expensive, are you conveying the value of your product or service well enough to justify that price point?
  • Something better or different. Your offer doesn’t have to be better and different but it does have to be better or different otherwise you’re not offering anything your competitors aren’t. Take stock of your offer. What is its unique offering? If it doesn’t have one, what makes it better (more up-to-date content, high-quality resources, etc)? And if it’s not different or better, then is it cheaper?

Most of the time, when someone comes to me for help with their conversions, it’s because they haven’t developed a strong, desirable offer.

Want to see an example of a high-converting offer and a breakdown of why it works so well? I’ve put together examples that you can access here.

Now It’s Your Turn To Run The Diagnostic

Every 6-figure business is scaled from a consistent, high-converting sales funnel.

But testing a million different ad variations and interest audiences, and praying something finally works isn’t a scalable strategy.

You’re far better off running the Funnel Audit Matrix, finding the specific problem and fixing it so your sales funnel brings in a steady stream of high-quality leads and clients.

Or  if you’d like me to audit your course, coaching or consulting funnel, then fix it for you so it’s profitable at 2x ROI or higher, apply here

The Most Important Metrics in Facebook Advertising

The Most Important Metrics in Facebook Advertising

The first thing any beginner should do before jumping into Facebook advertising is to understand the most important metrics to track. Knowing these and how they can affect your campaign can be the difference between making your ads a success or a failure.


Product Price

You’ll want to start with thinking about the price of the product you intend to sell. This is important as it impacts heavily on your ad spending. In general, the higher the price of your product, the more money you can invest to acquire a lead or a customer.

An expensive product gives you more leeway when it comes to ad spending. Imagine selling a $150 product as opposed to a lower priced one. We could spend up to $150 on an ad, get a ton of clicks, and even if only a single person buys, you still at least break even. Can you imagine the returns if 2 or more people convert?

Sales Funnel Conversion Points

Secondly, you should think about your Sales Funnel Conversion Points. A sales funnel is basically the process by which you lead customers toward buying your product.

A basic sales funnel begins with the Awareness Stage, letting your target audience become aware of the problem or solution. Then, you get them to the Interest Phase, where they start doing research on products. Then they evaluate your competitors, make a decision and hopefully choose your product.

The most successful Facebook advertisers understand which points they have to optimize in order for their campaign to be successful. And this requires extensive knowledge of both their product and their target audience.

Let me give an example. Imagine selling a product for a relatively unknown problem. In this scenario, you’d have to invest a lot more during the Awareness Stage to make sure enough people are aware that not only a problem exists, but that a solution also exists and that solution is your product. But at the same time, if the problem is obscure enough, your solution may be the only one on the market, and hence you don't need to worry so much about competitors.

If we take the flip side and sell a product to a widely known problem, you may not even need an Awareness Stage. However, you’d have to dig deep during the Evaluation Stage to differentiate your solution from the tons of competitors that are out there.

Funnel Conversion Rates

Last but not least, you should look at your Funnel Conversion Rates. If you have some data from a previous campaign, then great. But even if you’re just starting out and don’t have any data, you should still make projections so that at the very least you have an idea of what sort of numbers are necessary in order for your Facebook campaign to be a success. Information is the key to all ad campaigns, and estimating and projecting your Funnel Conversion Rates isn’t as hard as it looks.

The 4 Key Ingredients To Attract


The Webinar Sales Funnel I: Data Gathering and Ad Underspending

The Webinar Sales Funnel I: Data Gathering and Ad Underspending

In the last blog post, you got to learn some of the key metrics in Facebook Advertising and why they matter. In the next few blog posts, we’ll start to go through an example sales funnel in order to cement what you’ve learned into your minds and further your knowledge. You’ll get to see a couple of those key metrics in action and also understand how to optimize these for a successful ad campaign. I’ll also point your attention to some of the most common mistakes I see people make time and time again when using Facebook Ads.


Let’s get started.

So in this example sales funnel, we have a Product Price Point of $1000. Our Webinar Sales Conversion Rate is 5%. This means that 5% of the people that attend the webinar actually go on to buy the product in question.

In order to get people to attend the webinar, we have a registration page set up beforehand. Our Webinar Attendance Rate is 40%. That means that at least 40% of all the people that register will turn up at the webinar. And our Webinar Registration Page Attendance Rate is 10%. So, at least 10% of the people that end up on your registration page will end up registering. And finally, your CPC/CPV is $1.

Visualize the sales funnel in your head. First, we send people to a registration page from our ads. Some end up registering. Some of the registrations turn up to the webinar. And finally, a portion of those people that turn up buy your product. The numbers I’ve given above are very realistic for any Facebook Ads Campaign. In fact, a well-optimized campaign should have numbers far better than these. But we’ll get to that later.

Carrying on from the example above, say you invested in 100 clicks. This means 100 visitors. And at a 10% Registration Rate, you get 10 registrants. These 10 registrants cost you $10 each ($100 spent on clicks /10). And because only 4 of your registrants will end up at your webinar, that makes your cost per attendee $25.

Now here comes the important part. Your Webinar Conversion Rate is 5%. With only 4 attendees, is it likely that you’ll get any sales? Probably not. But does this mean your webinar doesn’t work? The correct answer is we still don’t know. And this is despite getting no sales. Why’s that? Because with only $100 dollars invested and 4 people attracted to your webinar, your conversion data is not large enough to be statistically significant.

This is a mistake I see very often. Many people will invest too little in the beginning and not get any sales. Then, they get scared of overspending and choose to cut off the campaign, not realizing that they are in fact underspending and generating too little data in order to accurately judge their campaign’s effectiveness.

The simple truth is that with expensive products (and remember that we like products with higher prices) you need to invest more in order to get the relevant data you’ll need to turn this campaign into a success. Underspending on your ads is a critical mistake which can give you the wrong impressions of your campaign, hurting you in the long run. You may be sitting on a gold mine, as we’ll soon see in the next blog post.

The 4 Key Ingredients To Attract


The Webinar Sales Funnel II: An Introduction to Conversion Profit Levers and Getting the Most Out of Your Ad Campaigns

The Webinar Sales Funnel II: An Introduction to Conversion Profit Levers and Getting the Most Out of Your Ad Campaigns


In the last blog post, I presented you guys to an example Webinar Sales Funnel. I also made it clear that underspending in the initial stages of your campaign and cutting your investment too soon can hurt your business in the long run. Data gathering is extremely important. It lets us know what’s working and what’s not. Focusing on the short-term and being hesitant about your initial ad spend is NOT the way to go.



Now, we’ll dig deeper into the Webinar Sales Funnel and I’ll show you a better way to go about your Facebook Campaign. Firstly, ask yourself just how many attendees you need to at least break even with your current price point. In the last blog post, we only attracted 4 people with our ad spend. This wasn’t enough to get even a single conversion.

Imagine if we attracted 25 people to the webinar. Remember, our price point was $1000. With 25 Attendees and a 5% Conversion rate, our sales is 1.25, giving us a Gross Profit of $1000 from a single sale. Our Cost per Attendee was $25. So 25 Attendees will cost us $625, giving us a Net Profit of $375. This is a perfect example of why you shouldn’t cut your ad spending so early. Imagine if you had only invested $325. You probably wouldn’t have gotten that one sale, and you’d be at a deficit instead of turning a profit.

Here’s the golden rule. Think about your break-even point and understand exactly how many people you need to attract in order to gather data and make back your ad spend. Don’t cut off your ad spend before giving your campaign the correct amount of sales opportunity in order to generate revenue.

Let’s go one step further. What if we attracted 100 attendees using the same metrics? Well, that would mean 5 sales and a Gross Profit of $5000. The cost of generating this profit would be $25 x 1000 = $2500, and our Net Profit would also be $2500. Compare this to the previous example. By quadrupling our investment ($625 to $2500), we’ve multiplied our Net Profit by approximately 7.5 times over ($375 to $2500).

This highlights the importance of understanding your conversion profit levers. Basically, your conversion profit levers are the things that you can incrementally improve in your campaign to make your numbers better. Having an ROI of 100% is great. But how about a 200% ROI? Or even a 300% ROI. These things are simple to achieve once you understand the principles and metrics. And in order to understand your conversion profit levers, you need to gather sufficient data. Without the numbers we had before, we would have never known that increasing our investment could generate even higher returns. In the next blog post, we’ll carry on with our Webinar Sales Funnel and I’ll give more examples of conversion profit levers that could be utilized to fully optimize the profits it generates.

The 4 Key Ingredients To Attract


The Webinar Sales Funnel III: More on Conversion Profit Levers

The Webinar Sales Funnel III: More on Conversion Profit Levers

In the last blog post, I introduced you to conversion profit levers, the metrics on your ad campaign that we can incrementally improve in order for it to provide higher returns. You also saw an example of one such conversion profit lever when we multiplied our Net Profit by approximately 7.5 times over by quadrupling our ad investment and hence increasing the number of webinar attendees. Today we’ll carry on from where we left off on the last blog post.


Your ad investment isn’t the only conversion profit lever you’ll encounter during your Facebook ad campaigns. In our Webinar Sales Funnel, the Cost per Visitor is another important conversion profit lever. If you remember, we had to pay $1 per click in order to attract leads onto our registration page. If we could pay $0.50 per click instead, our profits should double, assuming everything else stays the same.

And what about our Webinar Registration Page Conversion Rate? If 20% of the people we attract to our Webinar Registration Page end up registering instead of 10%, we’d double our profits yet again.

Furthermore, consider our Webinar Attendance Rate. 40% is pretty average, to be honest. It’s quite possible to get an attendance rate of 60-70% depending on the type of webinar you’re running. Consider evergreen webinars whose topics are always relevant to their target audience regardless of when they’re run. These typically see high attendance rates due to their content. And last but not least is our Webinar Sales Conversion Rate, the final step in our sales funnel.

These are all examples of metrics that we can adjust or optimize in order to improve our bottom line. And it may look quite simple when I’m explaining it, but remember, I’ve done the difficult part and gave you all these metrics at the very beginning of this series of blog posts.

Identifying what factors you need to tweak and focus on in order to make your campaign a success is always going to be one of the most difficult parts of running a Facebook Ads Campaign. Your conversion profit levers may not stay the same from campaign to campaign.

Our example was a Webinar Sales Funnel. Your business funnels may be different. Which is why I’ll say yet again, data gathering is crucial. It allows you to understand what metrics impact on your ROI and the conversion profit levers that you should be focused on optimizing. If you don’t know these things, then it’s hard to increase the revenue from your ads.

Even if you’re just getting started and have no data, it’s important that you do some projections of your expected numbers. You don’t need current data in order to calculate your break-even point. You also don’t need current data to make an estimate of your revenue. And just by doing this, you create some model or framework of what to expect from your campaign which can prevent you from making simple mistakes, like cutting off your ad spending too early.

In the next blog post, we start to tackle the High Ticket Avatar Method.

The 4 Key Ingredients To Attract


An Introduction to The High Ticket Avatar Method

An Introduction to The High Ticket Avatar Method

By now, you should understand the key metrics to look out for when running a Facebook Ad Campaign. You would have seen these metrics in action with our example Webinar Sales Funnel. And, you should know that a successful campaign centers around leveraging the metrics that you can incrementally improve in order to provide higher profits. These are your conversion profit levers.


Now, I’ll introduce the High Ticket Avatar Method, an efficient way to run and optimize your Facebook Campaigns in order to provide maximum returns.

If you know a little bit about Facebook Advertising or have invested in other courses online, then the High Ticket Avatar Method will seem a little bit counterintuitive at the beginning.

You see, we target what I like to call micro-audiences. These are people who are specifically targeted and highly engaged. So, they’re more likely to convert than the average lead. We avoid the generic shotgun approach where we throw ads at any generic person and hope they’ll be interested. Because that’s a waste of money. And being profitable is as much about spending efficiently as it is about spending enough.

In order for the High Ticket Avatar Method to work, you need to identify the most passionate segments (the people most interested in your product) who also have money and resources to invest. And this is incredibly easy to do with Facebook Ads. Furthermore, if you’re unsure as to whether a segment is interested or not, you can also double qualify them via layering. Don’t worry. I’ll show you how to do that later.

Before all of that, I’d like to go over some things you shouldn’t do. First, don’t target what seems to be popular. This is a common pitfall that I see a lot of people make. Yes, what’s popular is likely to be selling well. But other people are also likely to be targeting the same things. And that means that your costs are also going to be much higher because you have many competitors bidding on that same interest.

In most cases, the increased costs due to multiple bidders outweigh the benefits you get from targeting something popular. You lose more than you gain.

Second, don’t just jump into audience insights. Instead, use the first few interests that seem relevant. We’ll go into more detail on this later.

Last of all, don’t target huge audiences unless you’re selling to the masses.

It’s always more efficient to go after specific niches. I see this time and time again. People will go and build huge audiences and then switch on their ads without any data. All you’re doing is wasting precious advertising money on poor-quality leads who’re highly unlikely to be interested.

Think about your everyday lives. These days, we’re bombarded with so many ads that we’ve conditioned ourselves to simply ignore those that don’t resonate with us. And every person we show an ad to that wouldn’t have been interested in the first place is wasted money.

The 4 Key Ingredients To Attract