All About Conversion (Part 4)
Part 4: Email conversion, Discovery call conversion, and Sales Page performance
This information comes from the post-mortem process on my recent launch. During a post-mortem I review the launch data, processes, and outcomes to determine what worked, what could be improved, and what can skipped (or added) for a more effective, efficient launch.
Quick Recap:
I launched the Soulful Success Circle, a group program designed to move your business forward while embracing and integrating all your spiritual parts.
I loved this offer- still do. I’m genuinely excited about it and talk about it with everyone
The launch included sales emails to my list, social media posts, and engagement in various groups.
Email Conversion:
My email list is small, and most subscribers are business-focused. For this launch, I sent eight emails over eight days.
The open rate was low- between 9 – 12%. Adjusting for Apple’s Mail Privacy Protection (MPP), it rises to 20 – 26%. Still low, but not unexpected.
Most people on my list didn’t originally join for a spiritual/business mix. The spiritual aspect of the offer is not what originally brought them to the list. My business has significantly shifted, putting more emphasis on the integration of spirituality and business.
What did surprise me was the click rate. It was low averaging just under 1%- but there were clicks! I didn’t expect much engagement from the list so any clicks were a win.
Discovery Call Conversion:
I converted 100% of the Discovery calls. Every single person I spoke to about the offer, bought the offer.
That’s a pretty amazing data stat. Honestly, I was expecting a 50% conversion rate- four calls, and two sales.
There were two main drivers for this high conversion rate:
· I love this offer. I believe in it wholeheartedly.
· My ideal client was crystal clear.
Everyone I spoke to knew they needed support growing their business and wanted to work with someone who respected their spiritual values.
Identifying the ideal client right up front allowed people to easily self-select in or out.
Love your offer. It makes a huge difference in everything you do. It sounds simple but how many times have you created an offer and felt “meh, it’s pretty good”? Keep tweaking until it feels right to you.
Offer Page Conversion:
Offer page conversion is tracked by your landing page program. It records how many unique IP addresses visit the page and the number of orders placed.
The conversion rate is calculated by dividing the number of orders by the number of unique visitors.
Based on multiple marketing firm benchmarks, the average conversion rate for a personal development sales page is 3- 5%. My converted at 4%.
I am thrilled with that number. It means my posts and sales messages were on point.
With all the current uncertainty in the market, I was worried conversion would be teeny.
The results came from staying in a high vibration, having a well-defined target market, and delivering a clear, aligned message- a powerful blend of spirituality and business strategy.