How I Help Clients Launch A New Offer And How To Know If You Can Scale It To Cold Traffic

Reality: Too many people are spending thousands of dollars on offers and funnels that will never be profitable.

But here’s the kicker,

When I help coaches and creators validate new offers I’m not looking for success or 3-4x ROAS when we launch it…

…Instead, I’m looking for 8 specific signals (or indicators).

These 8 signals tell me if the market has validated the offer, and what levers we need to pull to scale it profitably to cold traffic.

Here are the 8 signals (or KPIs):

Click-through Rate (CTR)

Our ads (should) contain our primary unique selling proposition (USP) in the image and/or the ad copy. This allows us to gauge the market’s interest in what we’re offering and the problem we’re solving. Did we hit or miss the mark?

Cost Per Lead (CPL)

This will combine our CTR and Conversion Rate on our landing page. Once people clicked through, was the interest high enough to encourage them to optin for our lead magnet, webinar, workshop, challenge, etc?

Show Up Rate (SUR)

How many of our leads attended the event (webinar, challenge, workshop, etc.) This can indicate the size and urgency of the problem we’re solving and it’s perceived value to our prospective clients.

Hold Rate

Out of the people who showed up to our event, who stuck around? If people stick around for a 2-3 hour training or show up on day 4 of a 5-day challenge, it tells us a lot. The concept of hold rate can be applied to all offers but its application and interpretation will vary if it’s not live or video based.

Engagement Rate

While somewhat subjective, the overall engagement tells us a lot. Did people ask questions on our webinar, were they active and engaged in our Facebook group, did they complete the homework? Pay very close attention to people’s level of engagement.

Email Open Rate

Many signals can be gathered by this single metric telling us numerous details about our audience and offer. Are people opening the confirmation emails, was follow-up information opened, did they open our sales or offer emails? A lot is learned by the open rate not limited to engagement and interest but also by the subject lines used.

Questions / DMs

Again, somewhat subjective but highly indicative. This is not limited to questions on a webinar, during a challenge, or in a Facebook group. Oftentimes, people prefer to ask questions in private vs. public. Are people replying to your emails or reaching out with private messages or DMs to ask you questions or give you feedback? Not only do we gain insights into the relevance of what we’re doing but we gain insights for marketing and positioning.

Return On Ad Spend (ROAS)

Our offers need to sell. How many sales did we generate and what was our return on ad spend (ROAS) (factor in overhead as needed). However, with new offer launches, don’t limit our perspective to immediate sales but pay attention to interest and indicators of other things they may have purchased if it was being offered. Here, I like to factor in revenue potential.

While many coaches and creators I work with or consult with fixate on ROAS it is only 1 out of 8 KPIs I evaluate when launching a new offer.

Special Note: The unique nature of each offer and niche will vary these metrics. For example, a hyper-specific offer such as a business opportunity for Chiropractors with brick-and-mortar practices has a smaller market than someone selling a new to market Pet Supplement for Dogs. As such metrics like CTRs and CPLs will fluctuate based on total market size.

When launching a new offer I'm looking to spend $1,000 - $5,000 and see what the signals tell me.

While it’s great to get amazing results right out of the gate, the signals give me far more indicators than ROAS alone.

I may only generate a 1.5 - 2.0x ROAS on the first launch…

…But the signals tell me that with a few tweaks, we have an offer that can profitably be scaled to cold traffic.

Alternatively,

I see multiple offers and funnels where all signals indicate it can’t be scaled.

Yet, the coaches and creators spend thousands of dollars attempting to scale something when in reality they should be back at the drawing board making adjustments based on what the signals told us.

-Landon

P.S Your Offer Launch Scorecard

I am putting the finishing touches on a worksheet and scorecard that walks through how to monitor and read these 8 KPIs, understanding exactly what each one tells you, and how to know if your offer is ready to be scaled to cold traffic.

If this is something you’d be interested in, please comment below, shoot me a DM, or send word by carrier Pigeon (aka message me anywhere).