WEBINAR FUNNEL
The Before:
The Details:
The main objective of their funnel was to get as many quality leads through the webinar so that they could:
- Build their email list
- Add value and build trust / relationships in the industry
-
Sell them on their core offer for this funnel
The products Credit Repair Cloud sells are:
- Free Trial with an upsell. The upsell is “7 Day Essentials Credit Repair Business Training Course & Certification” for $29. (downsell in the funnel)
- Build your Business Masterclass - $997 (this is what is pitched on the webinar)
- Build-Your-Business Masterclass Package + 12 Months Of Credit Repair Cloud - $1997 (upsell in the funnel)
- Build-Your-Business Masterclass Package + 2 Years Of Credit Repair Cloud Start- $3,997 (upsell in the funnel)
The Strategy:
With the Webinar Funnel, there was a concern of being able to scale without the cost per complete registration spiking. Keenan and Daniel wanted to increase the ad spend while keeping the cost per complete registration at about $10 or less.
We set the webinar funnel up to target cold interest audiences, with each unique interest in its own campaign. This is a very niche industry and so there are specific interest audiences to target:
Mortgage Brokers
Tax Preparers
Car Dealers
Real Estate Agents
Financial Services
We also tested warm and lookalike audiences.
For each audience, we tested a variety of creative versions. One of the biggest keys here was not only did we segment the audiences we targeted but we segmented messaging to each audience.
Using different versions of videos, (including testimonials) carousel ads, and text only images we maintained the cost per registration we were aiming for with each category.
FINANCIAL SERVICES WEBINAR AD
REALTOR WEBINAR AD
REALTOR WEBINAR AD
TAX PREPARER WEBINAR AD
REALTOR WEBINAR AD
AUTO DEALER WEBINAR AD
TAX PREPARER WEBINAR AD
AUTO DEALER WEBINAR AD
Using The Hirsh Process, there were also a number of retargeting campaigns set up:
- We retargeted people who registered for the webinar but didn’t show up for the Webinar.
- We retargeted people who visited the Webinar Page but didn’t register
- We retargeted people who watched the webinar but did not purchase the $997 Masterclass
WEBINAR REPLAY RETARGETING AD
WEBINAR REPLAY RETARGETING AD
MASTERCLASS SALES RETARGETING AD
MASTERCLASS SALES RETARGETING AD
The Results:
With all of the various audience categories we tested we were able to narrow down which ones converted the best and put more budget towards them.
Mortgage brokers, tax preparers and financial services tended to be the best performers with the highest volume of leads overall at the lowest cost per lead. Car Dealers and Real Estate Agents were less successful, typically with the highest cost per lead. We shifted the budget to spend more on mortgage brokers, tax preparers and financial services to keep our overall ROI down.
As we gathered more data we also used warm audiences and lookalike audiences to keep our overall cost per lead down and increase the volume.
- 30 day campaign
- 541 webinar registrants at $9.25 cost per lead
- 4 sales at $280 cost per purchase and an average order value of $1500 with upsells
- Total Revenue: $7,544.67
- Total ROI: 202%
The Takeaways:
Segmenting Cold Audiences & Messaging For Each Group
By segmenting the audiences and creating messages specific to each audience we were able to really speak to each audience group and get our cost per registration below our goal. A cost per registration under $10 is very hard to achieve in such a niched audience and we definitely attribute this segmentation and specific messaging to being able to achieve our goal.
Strategic Retargeting
Our retargeting of people at various steps in the funnel is a large part of The Hirsh Process and proved itself to work really well in this entire campaign. Our retargeted ads spoke to people who had watched the webinar versus didn’t and used various types of creative such as videos and text images to capture their attention. This allowed us to move people strategically through the funnel at each step.