Don’t panic! There are several things you can do and check to boost conversions when your Challenge event is about to close AND even once it has finished. Just read on, but first, check your conversion rate metrics. Do they match realistic/industry expectations? Although conversion statistics can vary hugely, it is worth considering each event uniquely. With industry expectations set to 2-3% it can feel like the bar is set pretty low, but this can help you judge and gauge your results with greater confidence. Are they in line with audience nuances as a broad audience will convert at a much lower rate than a highly specific, micro-niched and targeted audience? If numbers are indeed unexpectedly low, then
Before Cart Closes
Check the tech
- If you are taking payment through an automated system, website or funnel, can visitors progress to payment and complete their checkout experience? Sometimes the roadblock is an unscrupulous poor connection, setup or coding error, or platform issue. Simple checks include buttons and links connecting to the right next step, and although checks should always be made before going LIVE, things can get missed even with testing.
- If your tech seems to be fine, then check if there is any disconnect between your offer presentation and funnel copy/branding if you are using a funnel. Anything that might bring about confusion can lose a sale – from unintentionally calling a product by different names, presenting different price-points, to the branding and feel of a payment gateway being different from what people expected. It doesn’t take much for a visitor to think “Ops! I’ve landed in the wrong place” when they haven’t – so check the user journey and minimise any frictions points along the way. Consistent copywriting and branding all help to create a safe and secure path, so that potential clients can feel confident they are where they belong, and their data and details will be safe and secure. If you are automating the sales process with eCommerce, do ensure your all your legal documents are in place and accessible – and check that any data is secure with SSL certification by checking that there’s a closed padlock icon just next to the payment gateway URL. SSL certification is vital and will ensure data is encrypted during transit – and although many people might be unaware of such things, your audience might be, so do check.
Consider how you presented your offer
- Was the offer clear? Confusion is an action killer. Were multiple offers made that could have been overwhelming or was the offer spontaneously changed and ambiguity crept in? If you feel you messed up or think your offer could have been more clearly presented, is there a way of representing it again before cart closes – perhaps through any additional training/presentations, or an additional social post/graphic or email communication?
- Consider how many people caught the LIVE presentation & how many watched on replay? Timing can be everything and it’s possible that some people will not have heard your offer. Is there anything that can be done to ensure your invitation reaches EVERYBODY in a timely manner? Are you able to restate your offer multiple at times and in different ways that would be helpful to your audience?
- Consider how close the event is to cart close. The truth is urgency creates the sale and typically the first day of cart open can be disheartening. If you have recently opened cart, it is still possible to be met with a flurry of sales as cart closes, so factor in the time left before the FOMO (Fear Of Missing Out) becomes hugely tangible.
- Consider whether objections were handled effectively during your Challenge or offer presentation. Did you tackle objections in your Challenge content and if not, is there any additional means by which you could do so before cart closes? Could you message or dm participants individually to check or could things be rectified with special Q&A or bonus session?
- For higher ticket items, did you have the opportunity to price anchor – essentially leading participants through a thought process where they could consider the true value of your offering as it contrasts an alternative outcome that would cost them significantly more? If not, could you help price anchor your offering before cart closes?
- Finally consider whether there is any mismatch between what the audience wanted and your offer. This tackles the heart of Challenge Design, and remember to offer people what they want, but deliver what they need. Would tweaking your offer, adding an additional “surprise” or fast-action bonus, or changing your messaging to be wants driven, be possible before cart closes?
Consider how urgency & scarcity has been handled
Because transformation is inherently uncomfortable and requires us to do things differently from before it can be a huge barrier to breakthrough. Resistance sets in, and old ways and previous paths well-trodden, can suddenly seem extremely tempting despite our yearnings for something better. The only way to break out and break through, is to create a sense of urgency where the space between what becomes possible when a problem is solved, and what is at risk if it is not solved, is reduced. Creating urgency is not the same as unethically manipulating a sale. Instead it is enabling a person to look into the future and make a decision based on where they said they would like to be, showcasing the potential impact of a single decision made now.
- Consider how you can present your offer with urgency – can you represent your offer in a way that condenses time, where the true effect and consequences of our NOW decisions can be more easily seen with respect to our FUTURE hopes? What are the true risks if people were not to take action? How would it affect them, the lives of those around them, and indeed the world?
- Consider if scarcity is a true issue and how you can help people become aware of any limitations or restrictions. Is your offer time-bound or limited?
Consider how social proof can be emphasized before cart closes
- If you were not able to leverage social proof during your previous challenge sessions, can you leverage social proof before cart closes? Can you highlight feedback and comments generated during the Challenge, or any initial wins that participants experienced?
- For those who might have bought into your offer, is there any way you could encourage shares and encourage applicants to post or go LIVE to re-seed offer with peer-to-peer testimonials? Could you interview buyers or create a badge where others can acknowledge and celebrate those who stepped out more boldly?
After Cart Has Closed
Is it possible to implement a Follow-up sequence
- Can you follow up, post-challenge, through social posts, Messenger, dms, email or paid ads targeting opt-ins, to ensure all are fully informed of the offer and its benefits?
- Could you present an alternative offer in your follow-up? Could you tweak your offer or present a down-sell or cross-sell?
Analyze the challenge design
Consideration of past events and lessons learnt can be crucial in up-levelling your game for the next time. At the heart of marketing is the process of experimenting and testing, creating and evaluating – and although it can feel painful looking back when results were not as we hoped, it has the potential to save us from future pain and catapult us to where we always wanted to be. Once cart has closed, consider the Challenge Design process and its elements, and evaluate with honestly the areas that could be improved.
- Consider the quality of the offer Was it a good offer? Was it a superior offer that could deliver a better result than others? Is it irresistible – comprising of the very things your audience WANT? Is it a no-brainer, where risk of failure has been minimised or the potential for success maximised? How did any down-sells/up-sells perform? Could you craft something that would be even more transformative?
- Analyze your audience – was the offer a good fit for your audience? Did you tap into your audience’s wants (rather than needs) deeply enough or do you need to pivot or test a different micro-niche? Was your audience too broad or not particularly problem aware? Do they conform to being pleasure driven or do they seek to avoid pain more?
- Analyze the offer presentation – Was a soft offer made leading up to your main offer presentation? Did you price anchor? Was the offer presented with confidence?
- Did the challenge content effectively lead to the offer? Was there any confusion, conflict or disconnect? Were you able to create a clear and direct through-line? Did unexpected issues or objections crop up? Were steps mission or were people taken through the content too fast, in a way that created overwhelm or tension rather than simplicity and ease?
- Did any traffic generation strategies work well in connecting with the right audience? Did you leverage organic traffic or paid ads? Did you target the right platforms? Were you able to niche-down?
- Was conversion affected by poor participant engagement? Did you suffer from any negative or limited social proof? Were participants able to interact and engage in the way they had hoped? Were there limitations/restrictions/issues with the tech?
Challenge Consultation & Support
If you need support and accountability I’m delighted to say that help is not far away. Sometimes a fresh pair of eyes can make all the difference, and talking things through with an expert can save you crazy amounts of time, energy and heartache. For a free Strategic Consultation and to see how far you really could go, do get in touch.
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