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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.
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:
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.
There are four steps to run The Blocked Funnel Diagnostic accurately.
Are Your Facebook Ads Doing Their Job?
Is Your Landing Page Delivering On Your Promise?
Is Your Webinar Delivering Enough Value?
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.
Take a look at these two ads for a moment. Which ad do you think performed better? Ad A or ad B?
The best-performer is ad A. Why? There are a few reasons:
Why doesn’t ad B work?
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!
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.
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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.
So...if ads and targeting aren’t the issue, what is?
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.
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…
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.
Take a look at these two landing pages…
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.
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:
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.
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.
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?
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.
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