I don't think you have enough data yet. You really don't know until you go out to cold traffic. Existing friends and fans don't really give you any data that you can use for the long term.

1% isn't incredibly bad, many markets make a lot of money converting at 1% and that's sort of a base line of "decent" with most affiliate products, especially ones that cost $100 or more. Still, you want to try and improve it.

I'm not totally clear on what you have going on here though...

Is http://howtomeditatewithmusic......ith-music/ the actual webinar that people are signing up for or is it a landing page that takes people to a sales page? I don't see any button to order or do anything but you may have that on a time delay and I just haven't been there long enough. 

The video looks very pro, but it feels like a sales video to me more than a webinar. I always expect a more classroom like experience in a webinar. But I would expect to see something like this on a sales page. I'm just a little confused about the order of events here. But I definitly wouldn't scrap it yet, it's just not as intimate and one-on-one-feeling as I think a post-sign up experience should be. But who knows, it's all in the numbers.

I think that http://mindfulnesswithmusic.com/ is a great looking squeeze page. I'm used to seeing the name and email address fields and I would assume that displaying them might get a slightly higher conversion rate, but I could definitely be wrong there.

The good news is that you sold one to a total stranger. That's a strong indication, if not proof, that this will work and it will sell. You just need to fine tune now to get things up to where they need to be. 

Whenever I'm unclear as to how to do that I just try to envision being on the street and needing to stop a perfect stranger in their tracks and convince them to buy something. If you're life depended on it, how would you get them to buy? This always puts me in a much more one-on-one mind frame. It's that genuine dialogue between two people that usually results in sales. The more we can duplicate that with our sales material and process, the better.

So what are you doing for your follow up after the webinar? I usually only make about a third of my sales during the actual webinar. The remainder come in over the next 3 or 4 days while I do my follow up and ultimately give a last call on the discount, or whatever I'm offering to webinar attendees.

I'm still kind of unclear on the difference between the webinar and the replay. It sounds like your saying the replay has more info and is more interactive. I don't know why you would do it differently. I also would personally be a little put off if I signed up for a webinar and got what was obviously a recorded presentation. I think you might do better to call it a video presentation, class, or some other thing if you're not going to give an actual webinar. I think one expects more of a live event kind of thing with a webinar, even if it is pre-recorded. But maybe thats just me. Aagain, it's all in the numbers, and you are getting conversions from strangers. So I'd just keep driving traffic and see what happens. Maybe test an alternate version later.

I'm also unclear why you are talking about sending traffic to the main video as apposed to the squeeze page. If I was promoting what you are I would have a funnel that went something like this...

1. Drive traffic to a squeeze page where I promise a free online class.

2. Send people to that class and then make the pitch near the end.

3. Follow up 1: Follow up with a replay/reminder that has the order button displayed the whole time. An expiration clock would also help.

4. Follow up 2: Then follow up with some testimonials and/or another angle as to how the course will benefit them.

5. Follow up 3: Let them know that the special discount is going to expire tomorrow.

6. Follow up 4: Final notice email, the offer expires tonight.

I'd send each email every day with a possible pause of a day between 2 and 3. You could also merge emails 2 and 3 if you wanted a shorter funnel.

Once you had that dialed in I would add a second promotion to the funnel for a few weeks down the line (broken up with at least one non-sales oriented piece of content). This could be a product of yours or even an affiliate product. Ideally a cheaper product of your own (for those who resisted because of price). Then you could upsell those people on your initial product with some kind of a special deal the haven't been exposed to yet.

Julianna Raye said
 

What I meant about the replay vs. the animated presentation is that once I've done my first live webinar, I'll have the option to send cold traffic to the replay of that, instead of to the animated presentation. Isn't that how the evergreen system works... you send people to a replay webinar? Have you found that effective? And do you think that would be more effective than sending them to the animated presentation they are currently being directed to?

I'm still a little unclear about what you're saying/asking here. The way an evergreen system works is exactly like a live webinar would work. You just have everything running with expiration scripts so that it's a rolling expiration date instead of a fixed one. So I would send a new subscriber to what was for all intents and purposes a live webinar (though you couldn't actually call it live), and then you would follow up a day later with the replay link. I would never bi-pass the pseudo live event.

Question about the follow up: on follow up 1 when you say the order button should be displayed the whole time, is that something that happens within the body of the aweber message, or do you mean I send them to a page with a sales button and expiration clock?

One disclaimer... there is no real "should" here, this is just what I would do. Others might do it different with lots of success. But in this instance I am just talking about the order button that displays below the video. Many people will go to your live webinar but decide not to make an impulse buy. They might think about it and go to your replay to buy later. In my opinion, you don't want to make those people wait for 30 minutes to be able to order. Another way you could do it is to create one link for the first replay video with an invisible buy button that appears at the appropriate moment, and then a second duplicate replay page with the buy now button always present and use that for all of the remaining follow up. I have done it both ways.

Regarding the second promotion, I'll be offering a monthly membership program. So, I would be pitching that and then if they purchase, give the opportunity to get the original product at half price, for example. Is that correct?

I'm not clear what you're asking here. The idea with a webinar is that you give some great free content away during your presentation and then you offer a product that compliments what they just learned at some sort of a limited time discount. If you wanted to have an upsell after the order you could, and probably should, do that as well. The idea with the upsell is that it's either similar content at an even better price (so it's hard to rationalize passing on), or you offer something that will make the original product, better, faster, cheaper to implement, or more productive.

Basically, yes, or you could do the same with your upsell. You don't have to at all, but it saves you from creating another product and brings in the people who were resistant because of price. I get a lot of people who consider buying, don't, and then when I offer the same product months later at a cheaper price they jump on it because that old inner debate is reawakened but the price resistance (which is usually what stops people) is removed. That's just what I would do. You could change things up a lot. But those fundamentals are solid and work pretty well.

Assuming I'm understanding everything correctly, then yes, usually that's how I do it. My thinking is that the most interested people do go to the live event. Many of them don't buy right then and there but come back later to buy. That most impactful email will be the replay email. My concern has always been that those most interested people would come back to buy after having a day to think about it but then see no buy button and just move on. Who wants to sit through a whole presentation that they've already seen?

The only time I've done anything different is when occasionally I will make two replay pages. On the first replay email I send them to one with a disappearing button. On the second follow up I send them to a duplicate page where the button appears the whole time for the reasons stated above. Then I sometimes send them straight to the sales page for the last two (final notice) emails.

That is not so easy to do with the system I use so I only do that when I am running a one off event.

The only other thing I'm unclear on is that I seem to remember you saying that you are using the live chat aspect on the replay. I'm unclear as to why you would do that, given that it's obviously not live. But I might be remembering wrong. I only do the q and a in the real time events. But as always, whatever gets you the results you re after...

Julianna Raye said
It's just a feature that enables them to email me a question on the spot as they're watching the replay of the webinar. I like the fact that in case someone thinks of a question right then and there, they are free to ask me. I think it could be a nice way to engage people in what might otherwise be a completely passive process. 

Cool, interaction is great. I just wouldn't personally try to create a "real time" feel in a replay. But whatever works.

 

I have a question about some results i got running a fb promoted post. The goal was to get signups to my webinar. If they clicked the link they got to the registration page:

$45 spent, 4,446 impressions, 9 likes, CPL: $5.00, 81 clicks, 1.822% CTR, CPC: $0.56, post likes: 30, link clicks: 44, Average position: 19

Could you analyze that data and let me know your thoughts? Is it below average, average or above average?

Only thing that really matters to me is the cost to acquire each lead. You list $5 as the CPL but that looks to actually be the cost per "like", is that right? I place very little value on Facebook likes, at least compared to email leads. I don't personally go after likes much at all. I would drive everyone to a squeeze page, or if you prefer to keep it on FB and possibly get cheaper clicks you could set up the FB squeeze page I gave you last month. As for analyzing the data, it's all about the cost per lead, the conversion rate of the product, and the subscriber value. If your course sells for $100 and you pay $5 per lead you need to have a 5% conversion rate to break even. Beyond those, the rest of the stats are sort of irrelevant. If that is $5 per like then you'll want to change that up. I don't personally use promoted posts very much though, I tend to go straight to the landing page with a direct ad, for no real reason other than that is what I've always done.

Also, What's CPL? And what's the difference between clicks and link clicks?

I addressed some of this above but normally CPL is cost per lead, but your stats read like that means cost per like, which at $5 would be terrible, if that's the case. Again, I don't really do much in the way of sponsored posts so I don't recognize that stats break down but i assume clicks is the number of people who clicked on the ad, and link clicks is the number of people who clicked on the link in your post, but I'm just guessing there.

What made you want to go with sponsored posts as apposed to a traditional ad?

Hey, sorry, busy few days. There is no average as far as how much a subscriber should cost. It's really just a matter of subscriber value. then your task is to find traffic sources that can deliver subscribers for less. I have paid between .20 and $5. Totally depends on the funnel and what you can afford.

I checked out those sites but I didn't see an easy to find demo of the replay landing page. Feel free to post a a screen shot. But I really don't know why you would need another tool at this point. Your main webinar platform should definitely have a replay page. You can also just create a simple page in wordpress or any other format. A replay page is just a video and a button below it. Not much more to it aside from design.

I'm skeptical of getsubscribers and my feeling is that it's got to be low quality traffic that won't convert well. But if it worked it would be great. If you try it let us know how well it works and I'll do the same.

Julianna Raye said
also don't you use the evergreen business system for your replays and something else for live webinars?

I didn't think I'd be able to add a timer and other elements to the replay on my webinar company and I also think less expensive solutions like join.me are close to providing much cheaper solutions for live webinars (they are in the midst of adding the ability to record meetings) so I don't want my live webinar company to host the replay...

Whenever I use EVBS I use it for both the replay and the event. I sometimes use a simple blog page for the replay as well, but that's mostly when it is a one off event, and it's not often.

What I meant when I referenced using one for live and one for recorded is that when I am doing something that is completely live I tend to use Instant Teliseminar. But they aren't very good for sales. Lousy looking landing pages, not screen capture, and the pop up buttons suck. But if it's a recorded presentation I usually do the whole thing in EVBS. Whether it's a one off or an evergreen funnel.

EVBS now also has a live webinar option which I haven't used yet, but it has a seperate fee that is pretty reasonable.