There's this company I worked with recently.

On the face of it they're crushing it.

440k/month in revenue...

A steady stream of traffic from a variety of paid and organic channels.

Things are humming.

Naturally, their CEO, Miles (not his real name) wants to get more for his team's effort and his ad dollars.

So he hit me up to look under the hood to uncover ways to convert more customers from existing traffic and increase their average order value.

First things first,,,

In order to get more customers from existing traffic we need to improve their lead conversion rate.

(The opt-in rate on their landing page)

Their existing opt-in rate is 80% below the benchmark.

Easy win.

We fix this, we drive more sales simply because there are more leads.

Next,,,

Average Order Value.

Miles knows what quality customers buy and what they don't.

Without giving away too much here...

The key is constructing an offer that is interesting enough to new visitors and attracts the high-value customer he wants, and is ignored by the less than desirable ones.

The main objective here is:

Come up with a new offer that people want.

^^ This will increase lead opt-in rate ^^

And structure the offer in such a way to that generate a higher than average Average Order Value compared to the legacy offer that has shitty opt-in rate and attracts not the right customer.

A triple whammy.

We came up with an offer that fit within their target cost to acquire a customer, increased AOV, and captured 4.5X more opt-ins.

Here is the before and after:

The point of it is...

Both of these levers had been ignored by Miles and his team for 5 years or so.

They took the age-old approach:

"We have these turned on so we’re good."

No. Quite the opposite.

Like many, he had no idea how badly their opt-ins were underperforming.

Clueless.

He hadn't thought about offers and how to use them to attract his ideal customer (and got them to spend more in short order).

Miles could have done nothing.

Instead, he started asking questions and thinking critically about the metrics he wanted to control.

And he sought out help.

We teamed up and focused on those metrics specifically.

And now he'll go on to drive an extra $1.2m in sales in the next year because of these two changes.

The takeaway:

There are wins like this in every business.

Focusing on a few metrics will pays off far more than feverishly trying to do 10 things at once.

You just gotta know where to look.

Announcement:

I’m taking on 3 more clients to do what I did with Miles…

Book a time to chat here and we’ll see if it makes sense to team up.

www.philscalendar.com

Be easy,

P.

We help companies grow, nurture, and monetize their audience.

Client Example:

When we started working with this client email accounted for a measly 13% of total sales. We built the strategy, did the copywriting, design, and execution and 3.5X'd the results. Reach out to see if we can create a similar graph for you. 🚀🚀🚀

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