We all know you want that evergreen webinar funnel so bad; we all do! But there is a lot more to it than what meets the eye. If you want it so badly, then be prepared to do the work. Here’s how. In this episode, Kendra Perry highlights the intricate process behind achieving a successful evergreen webinar funnel. While the allure of passive income can be tempting, Kendra emphasizes that it takes significant effort and understanding of every funnel component to make it work. She suggests beginning with the critical aspect of driving traffic, followed by optimizing the registration page for higher opt-in rates. Kendra underlines the importance of a well-structured webinar that leads viewers to the pitch and offers insights into email follow-up strategies. Finally, she briefly introduces her “Holistic CEO Mastermind” program, tailored to business owners seeking automation and growth. To achieve your dream of a thriving evergreen webinar funnel, be prepared to put in the necessary work and meticulous fine-tuning at every stage. Tune in to learn more!
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The ABCs Of Making Your Evergreen Webinar Work
What’s up? I am excited to be with you here. In this episode, we’re going to be talking about something a little bit higher level. I know there are a lot of people out there who want to have an evergreen webinar funnel. What I mean by that is an automated webinar that sells your program while you are not there. It’s not live. You’re not there in real life. You’ve recorded it and then you’re going to drive traffic to it, and then that webinar is going to sell your offer. A lot of people want an evergreen webinar funnel, myself included. I wanted one so badly and it took me years to make it work. I’m still working on it. It hasn’t been super straightforward for me, and that’s very normal.
If you’re following anyone who is teaching passive income, passive courses, something like that, and they’re making it sound easy like it’s no big deal where you turn it on and you’re going to make all these sales, I would put some red flags in the ground. Truthfully, that’s not typically the experience for most people. There are outliers, but typically, there is a lot of tweaking and optimization that has to happen to make it work.
If you are going to do an evergreen webinar funnel, I believe that you need to understand every single moving part of that funnel because, to figure out why it doesn’t work, you’re going to have to get micro into each individual piece to figure out what’s not working. A lot of people, when they have their evergreen funnel and it’s not generating sales, say, “This isn’t working,” or they will keep changing the webinar when the problem could be something else entirely. That’s why it’s important to understand all the moving parts and be able to isolate each moving part to figure out what is not working.
When we have an evergreen funnel, these are the things that we need to consider. There’s going to be traffic, a registration page, the actual webinar, email follow-up, a sales page, and some sort of urgency. If there’s no urgency, that’s going to be a problem. What I mean by urgency is some sort of deadline or pressure to buy. Maybe they only get the promotion for five days and then it goes away.
If the outcome is that I’m not getting sales, I start at the beginning. What really helps me is to start at the beginning of the funnel, think about the funnel as a person who would be going through it, and optimize each of those pieces before moving on to the next piece. What I mean by that is if you’re not getting sales and you think there’s something wrong with the webinar, but you don’t have traffic or if the traffic is too low, then it doesn’t matter how good the webinar is because you don’t have the traffic. Maybe the webinar is amazing, but maybe your registration page opt-in is low. It doesn’t matter that the webinar is amazing because you need to optimize the opt-in rate for the registration page.
When we think about an evergreen funnel, this is what we’re thinking of. We’re thinking that there are people coming into the funnel. That’s the traffic side of things. How are they finding the webinar? Once they come in, they’re going to land on a registration page. They need to opt in, and then they need to receive an email that tells them how to join the webinar. In terms of the webinar, we have an intro, content, and pitch. We have to think about all the analytics on the webinar. From there is a sales page, email follow-up, and urgency.
We’re going to start at the beginning. The first thing we need to think about is traffic. How are people finding your webinar? You have two options, organic and paid or a combination of both. With evergreen webinar funnels, the conversion is typically going to be much lower than anything live. This is a really important thing to know because, typically, for most people, evergreen webinar funnels are hungry for traffic.
A good conversion rate for an evergreen webinar is about 2%. Can it be higher? Yes. I have a 10% conversion for one of my evergreen webinar funnels. For my other one, I have about 2%. It can vary. It can be higher. If you’re getting 2%, you are doing pretty well. You have to think about that because if your goal is to make ten sales a month through your evergreen webinar funnel and you have a 2% conversion, that means 500 people have to go through that funnel each and every month in order for you to hit your goal. Where are those people going to come from?
This is a big mistake that a lot of people make with evergreen webinar funnels. They don’t get enough people through. Maybe they’re only getting 70 to 100 people a month, and then they’re saying, “This doesn’t work.” 2% of 70 is less than 1 sale. We have to think about that. You have to think, “How am I driving people to this funnel?”
If you can’t get the numbers that you need through organic, then your other option is paid. Often, what is going to work is a combination of both. What I tell my graduate students inside Health Coach Accelerator is, “If you want to do an evergreen webinar, you need to be at least open to ads.” You may not need ads. I’ve had successful evergreen webinar funnels without ads, but you need to be at least open to it. If you are not getting the numbers that you need organically, then where are those people going to come from? Paid ads can be a good way to do that.
Let’s say you have figured out the first part. You’ve optimized that and you’re like, “I’m getting enough traffic. I’m getting 1,000 people a month into this funnel and I am converting at 2%. That’s going to be twenty sales a month.” I’m giving an example. The traffic’s not the issue. You’re getting enough traffic. What happens next? The next is the registration page.
If we’re talking about cold traffic, so people coming from ads, you want your opt-in to be at least 30%. That means for every person that lands on the page, 30% of people are registering for the webinar. If it’s too warm, it could be higher. For example, one of my webinars is fed by primarily warm traffic. Our opt-in is about 50%, which is high. It’s great. If you are getting at least 30% with cold and maybe a little bit higher with warm, then don’t touch it. You’re doing fine. If you are getting lower than optimal, the question is always why.
Let’s say you are getting a 22% registration rate with cold traffic. Are you going to go change the whole thing? No. The issue probably lies in something small. It might be a matter of switching up the image on the page, changing the headline, or something like that. If it’s close to 30% but it’s not quite there, then you probably need to change one small thing. The worst thing you can do is change everything at once. We want to test one variable at a time. Think about the scientific method.
The first thing you might do is like, “Let’s change the image.” Maybe the image is of you and you’re going to change it to an image of the webinar. It may be a little desktop mockup with the first webinar slide on it or something like that. You’re then going to wait. I would wait for at least 100 people to go through it before you change anything. If that doesn’t change it up and it stays the same, you could be like, “Let’s test the headline.” Test one variable at a time until you get that opt-in rate up to at least 30%.
What about if the opt-in rate is really low? I’ll give you an example with one of my evergreen webinars. Our opt-in rate has been about 29%. It’s 1% lower than 30%, but generally, I’m okay with 29%. I noticed that it went down to 2%. I was like, “That’s a big difference. We’ve been converting at 29% for several months now. What is the problem?”
The problem was a tech issue. What I did was I switched the way that I was hosting the webinar. Previously, I was hosting it on the Thank You page. I moved over to using Stealth Seminar, which is an evergreen webinar software, because Stealth has better analytics and I was struggling with the analytics on a Vimeo video.
What I did was embed the opt-in page for Stealth Seminar into the opt-in page. I embedded it in as a pop-up. For some reason, the pop-up was getting stuck and it wasn’t scrolling properly. The big issue there wasn’t anything I needed to change with the image or copy. It was that there was something technically that was making it hard for people to opt in. This is on me. I should have fully tested it myself and gone through it myself on mobile and on desktop.
What I had done is I tested it on a desktop, but I had forgotten to test it through mobile. Most people are looking at your pages on mobile, so it was glitchy on mobile. For that, when that was really low, it was a technical issue. I took the embed code out of the pop-up and put it right on the page so that it’s more of a seamless experience.
If it’s not a technical issue, then it could be that the offer is wrong or the messaging is wrong. It could be something that is off. Typically, when you have a lower opt-in rate, it more has to do with a bigger issue versus when you’re close to that 30%. You may need to change the title of the offer. You may need to change up the copy. You might need to change the topic of the webinar. Test one thing at a time. You want to do that until you get that at least 30% opt-in rate because if people aren’t opting in at a high enough rate, then it doesn’t even matter that your webinar’s great. You’ll notice here that I’m starting from the start and we’re moving through.
Let’s say traffic’s good and the registration page is at least 30%. That’s good. We need to go to the webinar. The first thing I look at with the webinar is the watch rate. I want to see where people are dropping off. It is very important with an evergreen webinar that you’ve got to get people to the pitch. You have to get people to the pitch because the webinar is what does the selling for you. Where are you pitching?
The reason why I moved over to Stealth Seminar, and there are other software that will do this, is because you can get a little graph that shows you where people are dropping off. I remember in one instance I was pitching at about 1 hour and people were dropping off at about 40 minutes. I could tell that the webinar was too long. No one was making it to the pitch and they weren’t seeing the rest of my content. I ended up shortening the webinar, so I pitched at 35 minutes.
This is very common with an evergreen webinar. It is that you want it to be shorter. Everyone’s a little bit different. I certainly know people out there who have longer webinars who do great, but you want to at least get to the point where people are dropping off and pitch. After I did that, it came to the point that everyone was making it to the pitch, which was great. That increased my conversion. This can be tricky with an evergreen webinar because we have a lot to say, but with an evergreen webinar, less is more. The earlier you can pitch, typically, the better.
There are going to be people who drop off earlier, but you want the majority of people to make it to that pitch. People are going to stop dropping off as you go through the pitch. That’s very normal, but you want at least 30% to 40% to make it to the end of the webinar. Let’s say that’s not an issue. Everyone’s making it through the pitch, which is fine, but they’re still not buying. It could be the webinar, the email follow-up, or the sales page.
Where I would typically start is the webinar because the webinar is the sales asset. It is a thing that gets you sales. I would look at your pitch. How are you pitching? Are you speaking too much about the features and the logistics? Are you not doing emotional selling? You’re not speaking to the benefit and the outcome. Are you going too much into the nitty-gritty details of the features and forgetting to speak to how your program can help them achieve the result that they want?
I would analyze your pitch first and see, “Is this the reason why people aren’t buying?” This is where it gets a little bit trickier because the webinar is a huge asset. It could be up to an hour, so you’re going to have to fine-tune a lot in there. If they’re all making it to the pitch and the majority of people are getting to the end of the pitch, that’s a good thing. You could tweak that a little bit, but I would also be looking at what comes next, which is your email follow-up, sales page, and urgency.
The next thing you’d want to look at your sales is emails. Typically, you’re going to be sending out 1 to 2 emails a day during whatever that promotional period. Look at your open rates. We want to see open rates of at least 3% to 40%. We want to be seeing CTRs or Click-Through Rates of at least 2%. If you have low open rates, then you have to change the subject line of the email. If your Click-Through Rate is low, then you have to change the content of the email so that more people are clicking over to the sales page.
Next, we’re going to look at the sales page. What are the views? If you have 1,000 people a month signing up for your webinar, but only 50 people are hitting the sales page, that’s pretty low. If you had 1,000 people going through your funnel each month, I would want to see several hundred unique views on that page. What’s your sales page conversion? Is it 0%? Is it 2%? Is it 5%? I like to see sales page conversion of several percent, at least 3%. I’ve had a sales page conversion as high as 20%. You want to be comparing your own data with your own data.
Another thing you can do that’s been really beneficial to me is you can put a heat map on your sales page. A heat map is software that records people scrolling on your sales page. What it can tell you is if people are making it through your entire sales page. It can also highlight areas where maybe people are getting stuck, or maybe technically something’s off, or maybe something’s confusing. For example, it may be something where people think it’s a button so they keep clicking on the button, but it’s not a button.
I use a software called Mouseflow. What I do is I connect my sales pages on Mouseflow and then it’ll give me completion rates. I could go over to a sales page and see something like people are generally only making it down 30% of this page. What that might tell me is the page is too long. I might cut out a section of the page because it’s way too long and nobody’s seeing it anyway. I could shorten the page.
I also might see that a bunch of people are getting really stuck on one section. They’re clicking, and they’re not getting anywhere. Maybe I need to go look at the page and see if is there a button that’s not working or if is there something that looks like a button that people are thinking is a button. They’re clicking it and it’s not working. You can see how nitty-gritty this gets. We need to be able to analyze each and every piece of the page.
The final thing you want to look at is the urgency because sometimes, the urgency is too long. I was able to increase my conversion by taking my urgency from 7 days to 3 days, and then one time taking it from 7 days to 5 days. Typically, with evergreen, a bit of a shorter urgency period is going to be better. Personally, I prefer 5 to 7 days because I want people to have the opportunity to reach out and send me a message. My program is a bit higher ticket. I’m selling a pretty high ticket program for an evergreen funnel, so I do want people to have the opportunity to reach out to me.
For lower-ticket things, you might want to do about three days. Usually, a quicker deadline is going to be better. Hopefully, you can see there are a lot of things that go into this. When I set this up, I had no idea about any of these things. This is what I’ve had to learn to be able to make an evergreen webinar funnel work for me.
Maybe you are a higher-level coach, practitioner, professional, healer, or therapist and you’ve been in business a few years. You are generating at least $5,000 a month and you want to set up some automation in your business. You would like to create an automated webinar to sell your program. I invite you to apply for the Holistic CEO Mastermind. This is a brand new program I’m offering for higher-level business owners in 2024. It is going to be a combination of community group coaching and one-on-one, something I have not offered since 2019. It is going to be very specific for you, your needs, and your goals.
Maybe you don’t want to set up an evergreen funnel. No problem. We are going to help you with whatever you need help with. You need to be generating at least $5,000 per month in your business consistently and have the goal of hitting a high multiple 6 figures. We want to be getting to at least $30,000 to $50,000 per month consistently.
This is what I’m going to be working with you inside this mastermind program. It is six months. I’m very excited about it. If you are interested in applying, please go to KendraPerry.net/Apply. If you seem like you’re a good fit, I will reach out to you. We can have a chat and decide if working together feels like a fit. I hope you enjoyed this episode of the show. I will see you next time at the same time and same place where I help you become wealthy AF.
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