If you haven't been following my story of 25 webinars in a row, you can catch up here.

On webinar #9, I hit a sales record of 9 live sales!

The post-webinar replay sequence brought in another sale, AND we got our first refund request that week. (Totally normal, and I can honestly say it didn't bother me.)

One change I made to the webinar for the following week:

Based on answers we got to a "why didn't you buy" email campaign, I tweaked the content a bit.

Here's some feedback I got from that email campaign:

"I took Emily Hirsch's course, and she talked about visibility ads versus retargeting, which I needed to know right now. I just got off a free webinar with Ads with Ashley. She also reiterated the two different types of funnels."

It was only one person who said this, but I wondered if others were thinking it, too:

"Claire doesn't recommend retargeting, but I hear others talking about it all the time, so her strategy must be missing something."

It's a valid concern!

So I added one slide and about 2 mins of talking about WHO retargeting actually works for (people with gigantic audiences or gigantic budgets), clarifying why I don't teach that method.

I didn't HAVE to make that change, but I figured it probably wouldn't hurt my conversions.

So here are the numbers for webinar #10:

• Spend: $4,747 ($1,700 more than the previous week)
• Registrations: 173 (only 13 more than the previous week 😭)
• Attended live: 37 (HALF of the previous week's attendees)
• Sales: 2

Definitely not what I was hoping to get when I had increased the budget by so much.

The reason my registration rate when down so much was because I accidentally broke my own tracking.

Facebook thought I was getting 2X the number of sign-ups that were actually coming from the ads.

When your tracking is messed up, Facebook can't find you as many right-fit leads as you would normally have.

So yes - this can even happen to the expert! 🫣

And to be clear, it didn't break because I increased the budget. I literally pressed some buttons inside a tool I'm still learning, which caused the leads to double-count.

The great news is that this low-sales webinar didn't impact my belief in the overall webinar strategy at all. The same thing happened the last time I had a webinar with a fabulous conversion rate: the next TWO webinars were duds low-performers!

So I knew I'd just keep going, keep tweaking, keep getting feedback, repeat.

"Was that extra slide and talking about retargeting what hurt the conversion rate?"

In my opinion, definitely not. So I left it in for the following week.

Keep an eye out for the rest of the story to find out if I still have that slide in my deck!

Talk more soon,

Claire

P.S. A lot of my current mastermind clients are also doing weekly webinars, and some of them have a higher ROI than I do! (But I'm still leading the pack in dollars spent. 🤑)

I'll be opening enrollment for the mastermind in November. Get on the waitlist with one click HERE!