The Road To 2.6% Conversion Rate On A $2,000 Webinar Offer (Cold Traffic)
Hard-Learned Lessons From Getting A BizOpp Webinar To Convert At 2.6% On Ice Cold Traffic With YouTube Ads
What makes an offer work on cold traffic?
Is it a good copy structure? Great hook? Solid mechanism?
All of these are important
But in my personal experience, there’s a more important element that comes before these…
And you’ll find it present in every single offer crushing it on cold traffic right now
Back in December 2022 when I started writing this BizOpp webinar for my client…
I spent a lot of time working on the mechanism, the hook, the copy, etc…
Which is something you definitely should do
However, the mistake I did was that I didn’t spend any time thinking about the offer (and its positioning)
That’s why 2 weeks after launching the webinar…
Crickets
There was something wrong with that webinar
My former self would have blamed it on the ads, the landing page, or something else…
But this time…
I shut down my ego
And asked for help
Luckily, I was working with Ed Reay at the time (one of the best marketing coaches you’ll ever have the chance to work with)…
And after going through the webinar with him…
We discovered the solution to why this webinar hadn’t made any sales
The offer wasn’t good enough
In fact, compared to other offers in the market…
It was average AT MOST
So there was no reason why a customer would choose us when he could find better products out there for the same price (or slightly higher)
This got me thinking…
How can we make this an “irresistible“ offer?
In my case, we were selling a program that teaches people how to start their eCom stores
Which is a very competitive market
So standing out from the crowd was no easy task
However, after a few brainstorming sessions…
We Finally Came Up With A No Brainer Offer
Here’s what it looked like:
You don’t just get our course on how to build a 6-figure eCom business…
We’ll also create your Shopify store for you so you don’t have to deal with all that technical stuff (Done-For-You service)
You don’t just get access to 2 Q&A group calls per week…
You’ll also get THREE 1-on-1 coaching calls with an eCom expert to ensure you’re taking the right steps to success (Handholding)
You don’t just get our framework for running highly profitable Facebook ads…
You’ll get $250 back when you join so you can use that money to launch your first ads and make your first sales (this eliminates the double-spend problem which is something Alen Sultanic talks about)”
As a result, the conversion rate didn’t just jump to 2.6%…
We also increased our AOV dramatically because we bumped the price from $997 to $1,750 ($2,000 - $250)
Now, this is not at scale
And the conversion rate may drop a bit when we scale this bad boy
But when your client puts $500 into ads and makes $5,000 back…
You know you’re onto something
PLUS… there’s still a lot of room for improvement
So we may actually be able to keep the conversion rate at 2.6% (and maybe even go above that)
Who knows?
One thing is for sure though
If you want to ensure your offer works on cold traffic…
Focus On The Basics
A great offer with an average copy can still crush it
But an average offer with great copy isn’t going to make a difference in your business
So next time you’re trying to make something work on cold traffic…
Take a step back
And see how you can actually improve the offer and make it better than anything else out there
Hope that helps :)