Guide & Workbook

Become OKAY With The Fact That Funnels

Don’t Work The First Time.

“Properly Exploited, One Good Idea That Occurs To You While

Walking On A Beach Is Worth More Than 10 Lifetimes
Of Hard Work” – Gary Halbert

IT’S THE SAME WITH FUNNELS.

“Properly Exploited, One Good Funnel Is Worth More
Than 10 Lifetimes Of Hard Work” – Russell Brunson

It’s WORTH the energy.

 STEP ONE:
Watch The Funnel Audibles Presentation

STEP TWO:
Use The Funnel Audibles Workbook to
Optimize Your Funnels!

As we get underway, remember that funnel math isn’t that hard.

It’s all based on TWO numbers.
 Look At Your Ads. How Much Does It Cost In Ad
Dollars To Get Someone To Purchase?
In order to do this, you’ll need to first figure out if you’re running Conversion Ads or
Link Click ads. Use the section that fits with the type of ads you’re running to figure out
your average CPA.

If You Use Conversion Ads:

Ad One ID: CPA:
Ad Two ID: CPA:
Ad Three ID: CPA:
Ad Four ID: CPA:
Ad Five ID: CPA:
Total Average CPA:

If You’re Running Link Click Ads:

Daily Ad Budget:
Average Daily # of Units Sold (First Product Only):
Average CPA (Divide Budget by Units Sold to Get CPA):

Your Average CPA: Date:

How much should you spend? We recommend $1000 to start. Think of that $1000 as
you paying Facebook (or Google) to acquire data about your market. Once you have a
baseline, you will spend money every time you create a test, and eventually, you’ll
make your funnel profitable!
 This Worksheet Will Help You Determine Your
Average Cart Value.
There are two ways you can determine ACV. The first is to simply look at your stats in your
funnel, and read the number right at the top right.

1. What Is The Acv On Your Funnel?

Go into the stats on your funnel, and pull the number you see in the top right hand corner.
2. What is the Conversion % & ACV on Each Step of Your Funnel?
Go into the stats on your funnel, and pull up each page and step and write down the
percentage of conversion. Then, to determine individual ACV, look at the total amount of
money collected on that product, and divide it by the number of customers to get the
individual ACV of each step.

Total Customers Divided By Earnings = ACV

Conversion Total $$ On Product Divided By

Percentage Number Of Customers
Step One: ACV:
Step Two: ACV:
Step Three: ACV:
Step Four: ACV:
Step Five: ACV:

Your individual ACV’s should match the big ACV number you wrote down in step one.

ACV: Date:
 Fill Out Your Funnel Audibles Overview Sheet
You should have the information you need to fill out this sheet. Make sure you date it!

Ad One: Your Average Cart Value: Cost Per Acquisition:

$
Ad Two: Average Cart Value (ACV):
1.)
Ad Three: 2.) +
3.) +
4.) +
Ad Four:
Your Score:
ACV $
Ad Five: CPA -$
Total $

Example of What a Filled Out Sheet Looks Like:

 How To Give Yourself A Raise Everyday:
Calling Audibles
You need to focus on ONE thing at a time. So here are your two options:

1
Start with the step of the funnel that has the LOWEST percentage and
make small changes to see if you can raise the percentage that step to
change the big numbers - CPA and AVC.

Or...

2
Start with the first step, and work to increase the percentage at the
top, test, and see if it affects the rest of the funnel before proceeding
to increase the next percentage.

Standard Benchmarks

Please note that ALL funnels have different benchmarks, and it’s important for you
to compare your stats against yourself, however we know it’s nice to have an “idea”
or where to start with, so you can assess if you’re on the right track or not. So here are
some standard benchmarks, that if you’re under this percentage, it means you definitely
need to audible that step. EVEN if you are above the benchmark, you should always be
audible-ing your funnel, because small changes yield big $$$ over time.

• Lead Opt-ins > 20%
• 2-Step Opt-ins > 10-15%
• Tripwire Sales Conversion > 1-5%
• Order Bump Conversion > 20%
• OTO/Downsell Conversions > 3-15%
• Webinar Show Up Rate (LIVE) > 10-20%
• Webinar Show Up Rate (AUTO) > 50-80%
• Webinar Buy Rate (Hot traffic LIVE) > 10%
• Webinar Buy Rate (Cold traffic LIVE) > 1-5%
• Webinar Buy Rate (AUTO) > 3-8%
 What Should I Change?

The idea is to change something (either directly in the funnel, or using the split test option
in Clickfunnels), and run traffic for a few days, and compare your numbers.

Using the ideas below, pick some changes to make that work for your funnel. Remember,
in order to really know if your audible is working, you need to change one thing at a time
- test it with traffic for a few days - and then change the next thing.

Ad Audible Ideas:
1. Are you testing multiple creatives? Have you tried videos vs. images vs. carousel ads?
2. Is the copy on your ad creating curiosity or pattern interrupt?
3. Do your ads tell a good story with an attractive character?
4.) Have you tried changing the targeting (gender, age, FB interests)?
5.) Do you have a list of buyers who you can make a lookalike audience for to use as
targeting?
6.) Are you using retargeting ads to capture abandoned cart people?
7.) Are you warming people up with videos or live streams that don’t require a
commitment to buy from them?
8.) Are you responding to all comments on the ads to drive engagement?
9.) Do you have a bot attached to the ad to follow up with them in messenger?

General Funnel Audible Ideas

10. Is the offer on this funnel step confusing? Are you trying to sell two things at once?
Try simplifying the copy on the offer in this step.
11. Have you funnel hacked a proven offer in another market and modeled it
(down to the details)?
12. Do you need another upsell in order to raise the ACV?
13. Do you need to add a downsell to raise the ACV?
14. Do you have a compelling and sexy hook on this step of the funnel?
Is there a reason for them to stop and pay attention?
15. Is there a good story that explains why they need this piece of the offer?
16. Is there a way to make this offer sound free (when they buy x)?
17. Is there a way to sell them something additional to a captive audience once they’ve
finished buying (on the order confirmation)?
18. Can you pre-frame or price anchor the offer so it seems more irresistible?
19. How can you reduce the wasted space at the top to get the user to the meat of the
funnel faster (without as much scrolling)?
20. Do you have urgency (time’s running out) copy or messaging on this piece of the
funnel?
21. Do you have scarcity (there are limited quantities) copy on this piece of the funnel?
22. Does your funnel step breed trust and authority? Are there lock icons, guarantee
icons, no misspellings, good grammar, contact phone number in the footer, exit pop
with a # to call if they need it?
23. Is the language friendly?
24. Is the piece of the offer you’re trying to sell on this step, does it fit with what they
just bought?
25. Do you offer a guarantee?
26. Do the buttons to buy have Call To Action copy?
27. Are the buttons easy to find?
28. Are there places on the page where the copy/images are distracting, boring, or
being skipped over?
29. Have you tried adding a sales video or sales demo?
30. Have you tried a free trial option as well as a buy now?
31. Have you tried hiding the order form behind a button click vs. having it right there
on the page the whole time?
32. Do you have an announcement bar at the top where you call out your people
(ie. Attention: Real Estate Agents!)
33. Have you added a Brunson Box (a video spoiler box) under your video?
34. Have you tried putting an ADD to CART button above your video rather than below?
35. Have you tested multiple price points?
36. Have you tried changing the price to end in a 9 or a 7?
37. Have you tried writing out your price in terms of a payment plan (3 payments of
$497 vs. $1497)?
38. Have you tried removing the comma from your price (when it’s over $1,000) so it
looks less expensive?
39. Have you added any animated elements like slide in text or arrows?
40. Have you tested FREE SHIPPING?
41. Have you tried using Paypal Credit?
42. Have you tried adding Apple Pay to your order form?
43. Can someone scan the whole letter and understand the meat of the offer by
simply reading headlines only?
44. Are you sprinkling the page with testimonials?

Webinar Funnel Audible Ideas

45. Can you make the headline more curious on your registration page (so they
don’t know the answer to what you’re offering in the presentation)?
46. Are you crushing all the objections for why people aren’t buying?
47. Does your webinar presentation need a better stack for the offer?
48. Does your webinar presentation need better trial closes?
49. Does your webinar presentation do too much teaching and not enough
belief breaking?
50. Do you have the stack on the order page when they are checking out?
51. Is the value 10x the price?
52. Are you telling epiphany bridge stories that give your viewers an aha moment?
53. Are you sending emails/texts/messenger messages to get them excited for
the presentation?
54. Are you sending emails/texts/messenger messages for the replay to drive them
back to the offer?
55. Is the button delayed on the webinar watch page (so they can’t buy until you
get through the pitch)?
56. Does the offer expire (with a countdown timer)?
 Running Your Test
Sometimes the things you change, can be done right on the funnel. Other times, it makes
sense to set up a split test inside of the Clickfunnels Editor.
You can actually use the slider to change the percentage of how much traffic is running to
one version vs. the other. You can run it 50/50 for a week (or a few days), or you can just
run the traffic to the split test version 100% for a few days, and then compare.

Comparing stats is easy with the filter button. Just change the date range so you
can compare.

Then it’s time to adjust your audibles sheet to see how your increase in conversion affects
your funnel.

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