funnel chokepoints

I’m currently guiding a new client through the process of creating an evergreen webinar funnel.

This includes:

- Coming up with a differentiated unique mechanism
- Crafting a compelling a high-level promise
- Mapping out the offer stack
- Writing the script & slides
- And more

Now, for context:

I’ve helped multiple clients hit million dollar months with evergreen webinars.

So it’s a process and funnel setup I’m quite familiar with.

And the payoff for getting it right (both for the client and for me) are handsome.

Yet as we’ve begun going through the motions…

I’m struck by how many more “funnel chokepoints” there are…

Compared to the Tiny Visual Book funnel I’m using to grow my own list.

You see, these chokepoints can bring the entire funnel crashing down if they don’t convert.

With a webinar funnel, you’ve got front-end ad performance…

Conversion rate on the registration page…

The show-up rate…

The percentage of people who watch through till the CTA…

(which is often 60-90 mins into the presentation)

Etc etc.

In other words:

You’ve gotta tune a lot of things just right for the overall campaign to be profitable.

Many of which are lagging indicators…

Adding to the overall difficulty level.

Meanwhile:

My Tiny Visual Book funnel is so much simpler.

All I have to worry about is the performance of my ads and sales page…

Because the feedback loop is instantaneous.

Either they buy or they don’t.

This makes it sooooooo much easier to monitor and optimize.

Something to keep in mind as you design your own acquisition strategy…

Whether using organic or paid traffic.

Ask yourself:

- How many potential chokepoints are there?
- What are the benchmarks for each one?
- How many are lagging indicators?

Understanding the interplay is crucial to profitable customer acquisition.

Make sense?

I hope so.

That’s all I got for ya today :)

Jim Hamilton