Almost instantly, we noticed that our evergreen webinar strategy was not converting. We found that users were barely watching the webinar. They were dropping off around the two minute mark and weren’t sticking around for the remaining hour of the webinar.
We realized J.M.’s audience did not have the attention span for such a long, pre-recorded webinar, so we had to pivot. We implemented a two minute video sales letter (VSL) urging them to book a call. The volume was still too low, and those who did show up for a call were not ready to buy.
So we decided to create a new hybrid strategy. J.M. wanted consistent volume, but we knew his organic success was from face to face contact with the potential clients. This is what was missing from the original strategies. At first, we thought that the audience’s attention span was not long enough, but when the volume was still scarce after a shorter video, we realized that the missing component compared to organic success vs. paid ads was the LIVE component.
We pivoted to create a live webinar sequence with dynamic sign-up pages where users are served an ad to a landing page that offers 3 time slots for a live webinar. J.M. goes live approximately 3 times per week. Each week, the URL changes automatically to account for the next weeks’ webinars.
This strategy has been performing extremely well because now J.M.’s potential clients get the face to face contact they need to learn about J.M.’s offer. We finally managed to find the perfect balance to get J.M. the results he needs! In October, J.M. was able to make $37,400 in sales, and achieved a 151% ROI and a 257% ROAs.