Trying to Revive a Webinar Funnel that Stopped Working

by jwpss
12 replies
Hey guys,

We had a webinar funnels that was crushing during covid.

Live version literally had 8-12x ROI every time and evergreen one had 3-5x. Had 2 20k+ days and a 80k month without scaling that much. (10k/m budget)

This was all up to summer where the covid restrictions got lifted and it lost money all 3 months. (Only Evergreen was running.)

Then when summer was ending I tried doing the live version a few times and the results were completely underwhelming. 2 times no sales and one time 4x ROI. The evergreen is 0.5-2x ROI atm. Everything is the same. Massive head-scratcher.

Is it just dead? Should we try other angles or webinar or should we try to fix the problem.

All the different metrics are:

The show up rate for both live and evergreen is massively lower than the original campaign. For live the show up rate is around 15% and evergreen about 25% watches.

The webinar is 2.5 hours. It converts well. This is not a problem. We tried a 1 hour version and the conversion on that is garbage. We split tested and the viewer retention isn't different between short and long version. Webinar hooks very well and full of value. People finish it. Usually when people click play stuff works but they don't. I assumed it was mostly summer but the problem continues as fall is ending.

Facebook ads aren't working as well as they used to. CPMs, CTRs and CPC's are all going up.

I'm just thinking about fortifying the webinar with other products, tripwires and upsells.

We tried Frank Kerns immediate breakeven offer after sign up but it lowered show up rates even more. The breakeven converts at 3% which is good but only covers 30% of traffic cost. Will try ot increase the price and/or add some upsells/cross sells before running it again. We then went back to check your spam folder please thank you page and the seminer show up went up.

I'm thinking of completely transitioning from a one product business and just having a sophisticated funnel with different offers this is too depressing.

Big issues:

1) Show up rate.
2) FB Ads not working as well. Everything is 5-15x more expensive.
3) Emails not being opened and clicked as much. Original campaign we had 49% open rate and 36% click rate. Now it's much less. Probably is getting into spam folder a lot now.
4) Synergy with breakeven offer. Not having any other offers other than the big product. Very yes and no situation.

Possible solutions:
1) Not have a one product funnel/business. Fortify the funnel with different breakeven/tripwires, upsells, cross-sells and downsells. Get more juice out of leads instead of you want this? Y/N situation.
2) Change it up. Some good campaigns die, accept it. Change up the copy. Change up the webinar. Change up the ads. Even offers. It made 170k and had a good run. Maybe everyone who would've bought, bought.
3) Add a lot more trust building elements into the campaign. More face videos, reframe videos. Warming up the funnel more before the seminar offer. Not having a cold webinar funnel but building free value/trust first then invite to the webinar.

Working well?

Webinar retention and conversion.
Landing page conversion.
Breakeven offer conversion and retention.
FB ad copy is within industry standard percentages.
#funnel #revive #stopped #webinar #working
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  • Profile picture of the author jwpss
    Would love all things of feedback, suggestions and input.
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  • Profile picture of the author DABK
    Facebook made some changes in May, I think, that made a lot of people's ads not work or work less. You may be able to counter that. You'd have to look into what the changes were and if there is anything you can do to counter.


    Apple made changes to Iphone that interfere with Facebook ads (https://www.cnbc.com/2021/09/24/appl...-business.html).


    And the big change was people could not go anywhere and during the summer (and now) they can. They spend less time in, which may mean, less time in front of the computer / on the phone and have more things pulling at their attention span.


    How did you do pre-covid?


    By the way, Covid changed people's thinking on a lot of things: look at the number of people quitting their job for reasons they would not have done so pre-covid.


    Seems like your main problem is fewer visitors. Fortifying the webminar may counter some of the loss there, but that's your main issue.


    Where else could you advertise? How else could you do it?



    Originally Posted by jwpss View Post

    Hey guys,

    We had a webinar funnels that was crushing during covid.

    Live version literally had 8-12x ROI every time and evergreen one had 3-5x. Had 2 20k+ days and a 80k month without scaling that much. (10k/m budget)

    This was all up to summer where the covid restrictions got lifted and it lost money all 3 months. (Only Evergreen was running.)

    Then when summer was ending I tried doing the live version a few times and the results were completely underwhelming. 2 times no sales and one time 4x ROI. The evergreen is 0.5-2x ROI atm. Everything is the same. Massive head-scratcher.

    Is it just dead? Should we try other angles or webinar or should we try to fix the problem.

    All the different metrics are:

    The show up rate for both live and evergreen is massively lower than the original campaign. For live the show up rate is around 15% and evergreen about 25% watches.

    The webinar is 2.5 hours. It converts well. This is not a problem. We tried a 1 hour version and the conversion on that is garbage. We split tested and the viewer retention isn't different between short and long version. Webinar hooks very well and full of value. People finish it. Usually when people click play stuff works but they don't. I assumed it was mostly summer but the problem continues as fall is ending.

    Facebook ads aren't working as well as they used to. CPMs, CTRs and CPC's are all going up.

    I'm just thinking about fortifying the webinar with other products, tripwires and upsells.

    We tried Frank Kerns immediate breakeven offer after sign up but it lowered show up rates even more. The breakeven converts at 3% which is good but only covers 30% of traffic cost. Will try ot increase the price and/or add some upsells/cross sells before running it again. We then went back to check your spam folder please thank you page and the seminer show up went up.

    I'm thinking of completely transitioning from a one product business and just having a sophisticated funnel with different offers this is too depressing.

    Big issues:

    1) Show up rate.
    2) FB Ads not working as well. Everything is 5-15x more expensive.
    3) Emails not being opened and clicked as much. Original campaign we had 49% open rate and 36% click rate. Now it's much less. Probably is getting into spam folder a lot now.
    4) Synergy with breakeven offer. Not having any other offers other than the big product. Very yes and no situation.

    Possible solutions:
    1) Not have a one product funnel/business. Fortify the funnel with different breakeven/tripwires, upsells, cross-sells and downsells. Get more juice out of leads instead of you want this? Y/N situation.
    2) Change it up. Some good campaigns die, accept it. Change up the copy. Change up the webinar. Change up the ads. Even offers. It made 170k and had a good run. Maybe everyone who would've bought, bought.
    3) Add a lot more trust building elements into the campaign. More face videos, reframe videos. Warming up the funnel more before the seminar offer. Not having a cold webinar funnel but building free value/trust first then invite to the webinar.

    Working well?

    Webinar retention and conversion.
    Landing page conversion.
    Breakeven offer conversion and retention.
    FB ad copy is within industry standard percentages.
    {{ DiscussionBoard.errors[11686126].message }}
    • Profile picture of the author jwpss
      Hey man, thank you so much for the detailed answer.

      FB ads was our only lead gen. It worked VERY well for 6 months or so. We launched in covid so I can't comment on how we did pre-covid.

      I was also thinking diversifying the lead-gen. Get into google ads. Do some content marketing with blogs/seo and YT but that requires a lot more than having a rock solid funnel. Yeah, show up rate is the biggest issue but the funnel could be a lot more fool proof. We just trusted the offer/angle too much.
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      • Profile picture of the author DABK
        Marketing is always more than having a rock-solid funnel.

        Even if things were still going great, you should be looking into more ways of driving traffic to your offer.

        (Quote whoever you are responding too: makes things easier.)
        Originally Posted by jwpss View Post

        Hey man, thank you so much for the detailed answer.

        FB ads was our only lead gen. It worked VERY well for 6 months or so. We launched in covid so I can't comment on how we did pre-covid.

        I was also thinking diversifying the lead-gen. Get into google ads. Do some content marketing with blogs/seo and YT but that requires a lot more than having a rock solid funnel. Yeah, show up rate is the biggest issue but the funnel could be a lot more fool proof. We just trusted the offer/angle too much.
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  • Profile picture of the author savidge4
    Advice? Use a negative headline and done. dont ask how or why, just try it, you will thank me later
    Signature
    Success is an ACT not an idea
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    • Profile picture of the author jwpss
      For what? Ad copy, webinar title, email title?
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    • Profile picture of the author savidge4
      Originally Posted by savidge4 View Post

      Advice? Use a negative headline and done. dont ask how or why, just try it, you will thank me later
      For the Ad
      Signature
      Success is an ACT not an idea
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      • Profile picture of the author jwpss
        Will test and get back to you. FB ad/ad copy performs reasonable well though. But will test.
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  • Profile picture of the author max5ty
    Please stop with the webinars...

    they're dead
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    • Profile picture of the author jwpss
      What would you suggest doing instead?
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  • Funnels gaht a fill end an' a squirt end.


    Less'n your mid-areah copy been outpaced, likely yr ishoos begin here.
    Signature

    Lightin' fuses is for blowin' stuff togethah.

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    • Profile picture of the author jwpss
      Umm... No disrespect but I had a difficult time understanding what you wrote. You mean every funnel ends. What do you suggest I should do?

      New copy, new angle for the same webinar, new webinar, completely new sales system like 3 videos auto-launch?
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