First Off, Let Me Tell You About "Lists"
It’s weird, really. You may have to visit my other blog posts to read how to leverage the most out of Facebook ads as a fitness professional. But, you are going to have to understand that list building is the most important revenue source, that you are under utilizing.
Don’t get me wrong. Facebook, generally, and Facebook ads are very important. You can take full advantage of getting quality leads, and sales directly from your Facebook ad clients itself! What I am trying to show you is, you are leaving a HUGE source of revenue on the table by not optimizing your list nurturing techniques!
There is no method out there that is more effective at building a relationship with people than email marketing, still to this day! None.
Step 1: Landing Page
It is important to have a well rounded tested landing page that can get you conversions. The objective of the Facebook ad in most cases is disclose a problem the user is having. In most cases!
Giving the users a problem filters out the people who are not having this particular problem, and therefore helps you generate the qualified click from who is actually looking on ways to find a solution to their problem!
So in this case for one of our clients, we do a marketing call out to runners since that is his targeted audience. And people who have injuries or have had injuries looking to improve their running time (benefit) in the next 8 weeks (timeframe, which gives the user a sense of accomplishment.)
The objective of the Landing Page is to get the user to "Opt-in" so that we have their contact information such as their name, email and phone number.
This is the micro-committed step, that we need in order to get them into a momentum of a commitment coming up!
Step 2: The Application Page
After they've filled out their name, email and phone, they are redirected to an application page. On this page we educate them why we are prequalifying them from people who are ready to commit right now, from the people who are not quite ready yet.
This form is important! If you want to have an understanding of who you are going to be helping it is very important to ask them the correct sequence of questions!
Based on the questions you asked, will determine the outcome of what they will do on the next page!
Step 3: Order Page (the next page)
We have built that momentum of getting us a prequalified lead who have just now filled out an application form. They are committed and ready to do this. Keep their mind fresh on what type of results they are expected to receive by giving them "social proof!"
Before & Afters, testimonials, and reviews are all signs of showing people what type of results typically others have gotten from your services!
KEEP YOUR ORDER FORM SIMPLE!
Some people ask for shipping address. Unless you are going to ship them something, there is no real need to have it. If they pay online, then perhaps asking for it later is also a suggestion. The more simple you have that form, the more likely that user will complete it!
This order form we created for one of our clients right now is producing a 84% conversion rate at the moment!
All we did, was keep the form simple, and short! The user already knew what they were committing to once they arrived on the page!
Step 4: Order Confirmation Pg/ Order Bump
There are two things we can do after they have financially committed with you online.
1. We can stop right there and say, great and thanks. Take them to a page to confirm their order and give them what is the next step!
2. We can upsell them to something else...
Why... This right now is the one and only time you have with these users who already paid, they are in a mindset of ready to get started and you do not want to lose this chance with giving them something else that they may need.
So for example... If you are offering a 6 week challenge, and then have already committed to the program, why not upsell them to a 12 week challenge or a specialized Semi-private group or etc...
They may need some extra help. And based on the type of results they are looking for, a much more longer term challenge or even a commitment to build them in on a membership recurring may be the better option for them. It just depends on what you offer!
The Metrics of Online Payments For Fit Pros
Measuring Direct Return on Investment (ROI)
The above metric shows leads, prequals, and sales.
So lets jump into the most important metric! Sales...
It appears he has gotten 12 sales so far. These are people buying his services directly online immediately as soon as they sign up.
His program is a 6 Week challenge that is offered at $197 and $97. So lets measure this on a worst case scenario and say that all sales were $97.
That means his total value currently = $1,092 (because 12 * $97)
His spend was $182 so far! So his return is $910!
Not too bad, a 600% ROI. Now let's reinvest on the ad sets that are generating the cheapest cost per sales and make replica audiences (lookalikes) on the ad sets with the highest sales value!
Do you have a custom online payment funnel converting yet? Would you like us to build you one based on the strategies we've used for clients?