When we started promoting Monthly1k, we sent out a super targeted email to 30,000 people. (That’s a lot btw.)
I was waiting for the dollars, accolades and success stories to roll in…drum roll please…
And only 30 people bought 🙁 That’s a .1% conversion rate which is SUPER disappointing.
I’m Noah Kagan, things always work out for me, right?
This time I had to figure out what was wrong. I already knew that “How to Make a $1,000 Business” was making a huge difference for the customers that bought it. People were making $1,000+ a month just like the course promised.
But the conversion rate on the email wasn’t working. I had to figure out the problem then fix it.
What to do?
Normally, we would start swapping out email text, a/b testing subject line, etc. I call this “adding car parts to a Honda.” It’s still a Honda, buy a faster car if that’s what you want.
Ultimately, I had to understand the root of the problem.
Why didn’t people buy and what CAN I do about it?
So I decided to do a survey…but it was WHO I surveyed that proved to be the most helpful.
I emailed people who:
1- OPENED the email
2- CLICKED the email
3- BUT did not buy.
That totaled over a few hundred. Jackpot.
You can see the exact survey here http://okdork.com/firstdollar-survey (feel free to make a copy for yourself and use/modify it.)
These people showed some interest in buying it but it wasn’t enough. Why not?
I asked four questions:
A) Were you at least interested in buying? Yes or NO
B) Be specific about your answer
C) What’s holding you back from starting your business?
D) Should we make our support sumo do a dance video?
I deleted the responses from anyone who was NOT interested in buying immediately. I can’t help people who don’t want to be helped.
The most FASCINATING response was from B.
Then I sorted the top reasons (by frequency) of people who WANTED to buy but didn’t.
The top four reasons were:
1- I’m afraid.
2- Will this work in my country.
3- How will I know that this will work.
4- I’ve failed before, what’s different this time.
This survey produced insane returns for the product. Those who were interested in using How to Make A $1,000 a Month Business to start their own businesses provided the answers.
Here is how I used the survey to better serve customers
#1 I used the customer’s LANGUAGE on the landing page. It’s not about my words but how the potential customer is thinking about starting their business.
#2 We reordered the page so that the top questions people were asking were being answered in the most logical progression.
#3 We added answers to the questions that people were asking but we were not addressing.
#4 The “Failure Olympics” was added to address the fear that people kept stating about their fear of failure.
#5 We added more individual support and accountability to help people when they hit tough times.
This one survey literally changed the product overnight.
What does that mean for you?
If people aren’t buying at the level you think they should…
USE this EXACT survey to figure out what you can do to help people to buy it.