Getting REAL: How To Know When Your Funnel Is Working

By , Small Business Consultant and Marketing Strategist

Solo-E Certified Solo Entrepreneur Expert

Michele A Scism - Small Business Consultant and Marketing Strategist

You’ve worked very hard to get your product funnel launched – you have all the pieces in place. Trouble is, you aren’t making sales.

It is tempting to throw the whole funnel out and start over. The thing is, most funnels are just a few tweaks away from being effective. Why waste your time and hard work starting over, when you can take what you have and make it work for you?

What Would Your Business Be Like If Your Funnel Was Working?

Imagine how much easier your life would be if you weren’t constantly creating new products? What if you could concentrate on making your product funnel as effective as possible? Most people are just 5 or 6 pretty small tweaks away from six figures. I know that my breakthrough came when I made just a few minor changes to my business model. The changes were a result of a pretty big mindset shift – but the actual changes were quite small. After making the tweaks – my business tripled.

How do I know what to tweak?

Ah… that is the main question. My clients tend to be too quick to throw things out if they aren’t bringing sales right away. People tend to overestimate a good conversion rate and underestimate the power of small tweaks. Getting just 10 more people signing up for a webinar – can end up meaning thousands of dollars in extra profit from a product.

In order to tweak, you need to know your numbers. Here is a basic list of the different parts of a funnel – and the conversion rates we shoot for in the coaching industry. Want to learn how to improve your conversion rate? Sign up for my Highly Paid Authority training.

Website Traffic

Website traffic grows over time. But, you need to be tracking to make sure that your audience is constantly growing. You can find out how many people are visiting your site by using Google Analytics. Just being aware of your numbers is an excellent start. You can also drill down and find out what pages and blog posts are most popular with your audience.


The preferred opt-in rate can vary widely. For an opt-in for a webinar or teleseminar – our goal rate is 40%. You find the opt-in rate by dividing the number of people who signed up by the number of people who saw the page (you can find this in google analytics or LeadPages). Opt-in rates for cold traffic (from ads) can be much lower. It helps to be able to track opt-in rates from different kinds of traffic. But, in the beginning a general opt-in rate is JUST fine.

Webinar Attendance

Even now, I am always a bit disappointed when only a small fraction of the people who sign up for my webinar actually attend. It is exciting to see 1,000 people signed up for a webinar – and heartbreaking when less than 200 make the call. We usually expect 20-30% of the people to sign up to register for the call. Sending multiple reminders can help get that number closer to the 30% range.

Sales from Webinars

Even more frustrating than having less than 10 people on your call – is not selling anything. Not everyone on your call will buy – we consider 20% of the people on the call to be a good number of sign ups from a webinar. It is really important to note that the 20% number is after follow ups. If you just do the call, the number is closer to 5%. Make sure that you are sending at least 3-4 more e-mails after the call and that you have a deadline for people to make a buying decision.

Sales from Strategy Sessions

It is really tempting to think that you can do all your selling via webinar. I’ve been in this business for over 5 years and the absolute truth is that the only way to get people into higher end programs is to talk with them. And, as much as we all would love to end with a yes on every single conversation, most conversations will end with a no. If you are a good closer – you might get an enrollment 25% of the time. Most people start at 10% and go up from there. Since these are high end programs, those extra percentage points can make a huge difference in your bottom line.

Want to learn more tweaks? Register for my free Highly Paid Authority video training series.

Michele Scism is a decisive, driven and committed entrepreneur who helps successful business owners create passive income streams so they can stop working so hard and start enjoying the benefits of entrepreneurship.

Michele’s business expertise has been highlighted recently on NBC, CBS, Fox, and She is an international speaker, best-selling author and the Founder of Decisive Minds.

She is a serial entrepreneur who knows how it feels to fail miserably at business, at one time the bank actually called demanding their $1.5 million back, and also knows how it feels to sign the contract to sell your company for $9 million dollars. For business building tips visit

© Copyright 2015 Michele A Scism
One comment on “Getting REAL: How To Know When Your Funnel Is Working
  1. Don says:

    Thanks Michelle – concrete numbers are always SO helpful.

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