How we reduced lead costs by 61% and increased lead conversion rates for Easy Exercising
9%
Increase in conversion rate
61%
Cheaper cost per lead
COMMUNITY
Who are loyal & joyful
“They say” that if something ain’t broke, don’t fix it. But we say “work to beat the control”.
Our long-term clients, Easy Exercising, had always had a bit of a problem with Facebook’s algorithm not liking their website.
Because, you see, Andrea and Jessica, owners of Easy Exercising, make some strong guarantees. Which they stand behind.
But Facebook’s system runs on the “you can’t possibly say that” angle.
So instead of sending traffic to their site, we’ve always used lead forms.
It’s worked a treat.
With an average cost per request for a call at, for example, $16.55 through the month of February 2021 and a conversion-to-free-trial rate of 17%, it has been viable when measured in terms of the customer’s lifetime value.
But we found a particular problem cropping up recently …
Facebook’s lead form setup is so simple, that some of the prospective clients either didn’t value the opportunity for a free trial when it came to following through, or simply didn’t remember filling out the form (even when it was set to the step that has users check their details).
Easy Exercising serves a mostly-senior community, so we had to bear in mind that forgetfulness was going to be par for the course.
We wondered whether a Messenger format, that involved more interaction in the flow, would help people remember they’d signed up.
So we built a simple flow.
It used all the same questions as the lead form had, but took users through a step-by-step process.
Even we were astonished.
Cost per lead dropped 61% to an average of $6.42 each.
And the quality of leads improved.
The conversion rate jumped from 17% to 26%.
Needless to say we’re impressed, and we’re setting this up on other client accounts.
Want to have our team help boost your revenue? Apply to become a client below.
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A big secret is that you can bend the world to your will a surprising percentage of the time—most people don’t even try, and just accept that things are the way that they are.
People have an enormous capacity to make things happen. A combination of self-doubt, giving up too early, and not pushing hard enough prevents most people from ever reaching anywhere near their potential.
Ask for what you want. You usually won’t get it, and often the rejection will be painful. But when this works, it works surprisingly well.
Almost always, the people who say “I am going to keep going until this works, and no matter what the challenges are I’m going to figure them out”, and mean it, go on to succeed. They are persistent long enough to give themselves a chance for luck to go their way.
Airbnb is my benchmark for this. There are so many stories they tell that I wouldn’t recommend trying to reproduce (keeping maxed-out credit cards in those nine-slot three-ring binder pages kids use for baseball cards, eating dollar store cereal for every meal, battle after battle with powerful entrenched interest, and on and on) but they managed to survive long enough for luck to go their way.
To be willful, you have to be optimistic—hopefully this is a personality trait that can be improved with practice. I have never met a very successful pessimistic person.
Most people understand that companies are more valuable if they are difficult to compete with. This is important, and obviously true.
But this holds true for you as an individual as well. If what you do can be done by someone else, it eventually will be, and for less money.
The best way to become difficult to compete with is to build up leverage. For example, you can do it with personal relationships, by building a strong personal brand, or by getting good at the intersection of multiple different fields. There are many other strategies, but you have to figure out some way to do it.
Most people do whatever most people they hang out with do. This mimetic behavior is usually a mistake—if you’re doing the same thing everyone else is doing, you will not be hard to compete with.
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