In this training, Nik LeadHooks CEO will share major parts of personal frameworks we use in personal funnel reviews so you can
1. Quickly uncover issues in your own funnel…
2. Know how to fix them…
And generate more conversions in the shortest amount of time.
(Whatever your industry)
One more thing…
You do NOT have to be a LeadsHook user to join this training.
Just someone who wants to fix their funnel and boost their conversions in the quickest amount of time.
Enjoy…
The LeadsHook Team
You might be thinking, “There’s no way I’m making the same mistakes as everyone else.”
And I get it—whether you’re spending a little or a lot on your campaigns, it’s easy to think your challenges are unique.
But here’s the reality: even those spending millions a month are prone to the same fundamental errors.
Now that we’ve got that out of the way, let’s get into how to fix your funnel in an hour.
I’ve been doing numerous personal funnel reviews, and through these, I’ve condensed the insights into a framework to help you analyze and optimize your funnel.
Initially, I believed each new consultation was about solving unique problems, but over time, I realized we were consistently addressing the same few issues.
Even if you’re not spending three, four, or five million dollars a month, the nature of these problems remains largely the same.
During my one-hour reviews, I have distilled these recurring issues into a framework designed to analyze and optimize your funnel effectively.
This framework ensures you’re focusing on the right elements, helping you avoid wasting time on fixes that don’t need immediate attention.
Through my interactions with both big and small spenders, I discovered that many were not implementing fundamental strategies, which I had assumed were standard practice.
This realization underscored the importance of this framework for everyone, regardless of their budget.
By applying this methodology early in your campaign—ideally within the first few weeks—you can significantly improve your chances of success.
While no approach guarantees results, this framework can help you avoid unnecessary delays and propel your campaign forward more efficiently.
The agenda for this session covers three crucial levels to address in your funnel:
We’ll explore these levels in the recommended order and discuss why this sequence is essential.
Let’s dive in.
You can watch the video or read the edited transcript below (although we recommend watching it for deeper insights)
First things first, you need to define the problem.
I’ve been on calls where someone would say, “I need to rework my landing page,” and I’d ask, “Why are you reworking your landing page?”
Often, they’d respond with, “Because my CPMs have gone up.”
Then I’d ask, “Have the CPMs gone up because Facebook is charging you more, or have they gone up because your conversion rate has dropped?”
More often than not, the answer is, “I don’t know.”
This is precisely why you shouldn’t rush to change your landing page without understanding the root cause.
It might be a landing page issue, but without proper analysis, we can’t be sure.
Spend some time thinking through the core issue you’re trying to resolve. It could be multiple factors, so it’s crucial to clearly define the problem first.
Understand what’s not working and prioritize how to fix things. Knowing the main issue is essential to effectively addressing and resolving it.
To effectively resolve issues, we start with the technical layer.
The first step is tracking analytics to ensure you have visibility into what you’re trying to resolve.
Begin by examining your GTM (Google Tag Manager) container.
Log in and inspect any landing page to see what GTM is firing and what other tags are active.
This gives you an overview of the setup—whether you’re tracking your landing page, decision tree, or other assets.
For those not using LeadsHook, this advice still applies. Ensure you’re tracking all elements on your page, including quizzes or decision trees.
Implement node-level tracking and pass UTMs or any relevant variables into your landing page or LeadsHook.
A useful tip is to create a custom field in LeadsHook, such as ‘hook headline,’ ‘appeal,’ ‘concept,’ or ‘big idea,’ and add this to your UTM parameters.
This helps capture essential data, allowing you to understand where conversions originate by analyzing the market’s psychology.
Next, ensure your client has correctly set up server-side conversions.
Proper tracking allows you to see where things are falling off in the funnel.
Tracking can be complex, so consider hiring an expert from platforms like Upwork or reach out to our team for assistance.
Proper tracking lets you identify where drop-offs occur—whether at the ad level, landing page, or a specific node in the decision tree.
Once you’ve done that, you’ve got good visibility, now you know exactly where things are breaking.
I recently clicked on a Facebook ad from a company called Smart Money. I don’t think they’re a LeadsHook user, but their landing page performance highlighted an important issue.
Their first call to load the page took almost five seconds on a fast internet connection—specifically, 4.53 seconds to display just 6.7 kilobytes.
This is a significant problem, suggesting a poorly optimized server or WordPress theme setup.
Such delays can severely impact your performance, especially on platforms like Google, which will penalize slow-loading pages by reducing your impression share, ultimately hurting your conversions.
To evaluate your page speed, you don’t need to get bogged down with technicalities like Google PageSpeed scores.
A straightforward approach is to simply check if your page loads quickly.
Load the page from a location close to where your primary user base is. If you’re in the UK and your users are in the UK, this can give you a good indication.
Ideally, your page should load in under one second, with less than 500 milliseconds being optimal. If you improve this, especially for Google search traffic, you’ll likely see an immediate increase in impressions.
Sometimes, the conversion issue isn’t with the funnel, ad, or landing page content—it’s the speed of the landing page.
However, be mindful of diminishing returns.
Reducing your load time from one second to half a second is beneficial, but going beyond certain optimizations (e.g., from half a second to 100 milliseconds) offers negligible benefits.
The key is to ensure your page speed is fast enough for a positive user experience and satisfactory performance metrics, then move on.
So, check your page speed, ensure it’s up to par, and then proceed to the next steps without spending too much time obsessing over milliseconds.
Fraud detection is another critical aspect to consider, depending on the funnel. I’ve observed this increasingly during the one-hour reviews I conduct.
As a bonus, I’ve added some decision trees into a fraud detection system and shared the results with the users.
This is part of an ongoing test to see whether we should integrate fraud detection directly into LeadsHook.
A notable case of fraud was uncovered either last year or the year before. The bad actors injected JavaScript to manipulate ad impressions, meaning advertisers paid for views that were never seen by human eyes.
They managed to display multiple ads within a single ad unit, leading advertisers to pay for, say, ten impressions, while only one was shown to a real person. This resulted in a significant waste of the advertising budget.
To understand the scale of this problem, consider a case study from a LeadsHook user.
We’ve been monitoring their data since mid-December, and the results are telling. Human traffic constituted only 47%, while direct human bots accounted for 30%, with an additional 23% of traffic being unidentifiable.
If you’re spending a million dollars a month on ads, nearly 50% of that could be wasted on non-human traffic.
While fraud might not be a concern at lower spending levels, it becomes significant as you scale.
For instance, if you’re spending $5 million a month, a large portion of your budget could be wasted due to fraudulent traffic. The responsibility for addressing this falls on us, as ad networks may not be motivated to tackle this issue due to potential revenue impacts.
We are exploring ways to mitigate fraud by firing fraud events back into ad platforms like Facebook and Google, creating audiences that exclude fraudulent traffic. Whether this will work at scale remains to be seen, but it’s a promising approach.
When should you start worrying about fraud?
Typically, you should begin considering it once you scale beyond a certain threshold—say $10,000 a month. However, this is relative. If your maximum budget is $10,000, start looking at fraud at the $500 or $1,000 mark.
Conversely, if you’re scaling to millions a month, don’t focus too much on fraud at lower spending levels.
One practical step is to diversify your traffic sources.
Fraud rates can vary between platforms. Sometimes TikTok has high levels of fraud, while other times it’s very clean. Facebook generally has the lowest fraud rates we’ve seen. By using multiple traffic sources—such as YouTube ads and Facebook—you can hedge your bets and identify which platform delivers cleaner traffic.
This approach allows you to shift your budget to the more effective source.
Ideally, we hope to integrate fraud detection into LeadsHook, so you won’t have to worry about it.
It would run in the background, giving you insights into the level of fraud for each campaign you run.
In summary:
By addressing these points, you can ensure your advertising budget is spent more effectively and avoid the pitfalls of fraudulent traffic.
I’ve noticed an issue during several hourly reviews I’ve conducted, and it’s important enough to bring to your attention.
Specifically, I’ve seen this problem with funnels built on GoHighLevel, like those used by Smart Money.
Let’s delve into it to see if it might be impacting your funnel.
If you receive a lot of mobile traffic, this is particularly relevant. One common issue is how calendar functionalities display on different devices.
On a desktop, selecting a date and time might be straightforward, but the experience can drastically differ on a mobile device.
For instance, on mobile, users may only see available times for the current day, without the option to pick a future date.
This could lead to missed opportunities, as users might assume the available times are only for the next day and abandon the process if they’re busy.
The main takeaway here is to thoroughly test your funnel on multiple devices:
Check every element of your funnel—from date selectors to forms to question-and-answer flows.
Ensure that the user experience is seamless across all devices. It’s crucial to experience the funnel as your customer would.
If you find issues on mobile devices:
Neglecting this can lead to unnecessary changes to headlines, copy, or ads when the real issue is the user experience.
A flawed mobile experience could prevent leads from even providing their information, causing you to miss out on potential conversions.
Also, remember to test across different operating systems and browsers. Sometimes, elements that work on one might not render properly on another. For instance, Safari on iOS may display things differently than Chrome or Firefox.
By ensuring your funnel is fully functional and user-friendly on all devices, you can address potential issues that might be costing you conversions and optimize the user experience for every visitor.
Now comes the marketing layer. I’ll cover two main aspects that I frequently fix: flow and messaging consistency.
The first aspect to address is the flow of your funnel.
This involves ensuring that the conversation progresses in small, manageable steps, both within individual elements and across the entire funnel.
It’s crucial to maintain a linear flow to avoid losing potential leads.
We can break this down into two components:
Let’s look at a practical example.
I came across an ad for a master class funnel, which converts webinar attendees into buyers of a high-ticket program.
The person running the traffic is doing approximately $250,000 a week from this funnel, which is quite successful.
The business behind this funnel has gross revenues nearing $100 million.
Here’s a breakdown of the flow in this specific funnel:
Let’s dive deeper into why this happens.
Sometimes, even a high-performing funnel can suffer from poor flow between elements.
I’ll show you how this ad succeeds in some respects but fails in others regarding intraflow and interflow.
This ad effectively uses a structured approach to guide the prospect from acknowledging a problem, through presenting a counter-narrative, to offering a solution and clear next steps.
This is a big one that I see breaking down all the time. It kills the funnel.
Let’s analyze a specific example to understand how this can happen and how to fix it.
Points of Congruency Breakdown
By maintaining congruency between your ad and landing page, you ensure a seamless user experience that aligns with the prospects’ expectations, ultimately improving the effectiveness of your funnel.
Broken flow is a critical issue where the conversation started in the ad does not resonate with the messaging on the landing page.
This misalignment can severely affect your conversion rates.
Here’s an analysis to highlight the importance of maintaining a coherent and consistent conversation from the ad to the landing page.
Key Points of Broken Flow
Practical Example
To achieve this at scale without creating hundreds of landing pages, you can leverage dynamic content to align the messaging across your ads and landing pages.
Here’s how:
Example for Dynamic Content
If UTM_Source = “cash_flow_ad”
Update headline = “Boost Your Cash Flow with Property Investments”
Update pre-head = “Learn Proven Strategies Today”
Else If UTM_Source = “financial_tsunami_ad”
Update headline = “Prepare for the Financial Tsunami”
Update pre-head = “Protect Your Property Investments”
Now let’s dive into the copy part of another ad from the same company.
Here’s the original ad for context:
This ad, while functional, lacks specificity and fails to address key aspects that engage the target audience. Here’s how we can improve it:
Attention Sydney Homeowners: Slash Your Taxes, Pay Off Your Home Loan Faster, and Build Wealth Effortlessly!
Unlock the secrets of wealth building, saving on taxes, and paying off your home loan 10 years quicker with our FREE ebook from Smart Money Wealth Management. Discover proven strategies that have helped thousands of Sydney homeowners achieve financial independence. Download now to start your journey to wealth!
Breaking Down the Improved Ad:
By applying these principles, you can craft compelling ad copy that resonates with your target audience, highlights clear benefits, and encourages immediate action.
The back end of your funnel presents a significant opportunity often missed by many, especially in highly competitive lead generation markets where every lead matters.
To address the common issue where leads provide an email but skip the phone number, or provide a phone number but don’t verify it, you can create specific email sequences to target these gaps.
Billy was able to achieve a 44% conversion rate on phone numbers through a strategic backend process.
Let’s break down how he did it and how you can implement similar strategies.
The Process
In Billy’s case, implementing a targeted email sequence led to a significant increase in phone number conversions—44% of the leads who initially provided only their email ended up providing their phone number after receiving the follow-up emails.
The Email Sequence That Disarms Even Your Most Skeptical Leads… And Forces Them to Surrender Their Phone Number! “How do I get my leads to give their phone number?” A better question is… “How do I overwhelm my leads with so much proof, they would question their sanity if they didn’t want to deal with me?” Use this messaging sequence. It can be an email, SMS or voice-blasts (or combo). This is a basic sequence. Feel free to change the order or even mash them up. Overwhelm with Proof + Future Pace in every email. Email 1: Congratulate on Taking Action + Value of End-Benefit. E.g. Reduced mortgage payment Email 2: Sell the value of the benefit of the benefit (Reduced payment = more family time, less stress, better dinners, more holidays, fancier Xmas etc). Email 3: Sell the cost of inaction (Needlessly making the bank rich) Email 4: Why now? (Crisis has alreasy created an opportunity – govts are forcing banks to look after their customers, reserve bank has slashed rates) Email 5: Why you? Demonstrate Your USP Email 6: The Process/Ease of process and Speed of results Email 7+: Case Studies of Before/After (include elements of 1 – 6). Feel free to change the order. You should test the order. Every market and segment is different. |
Optimizing the back end of your funnel is not just a small tweak; it can be a game-changer. By capturing and verifying complete lead information, you can significantly enhance your conversion rates, making your funnel far more profitable.
This approach is especially crucial in high-competition niches where every lead and every dollar spent on CPMs matter.
Billy’s experience underscores the difference this strategy can make.
Don’t leave money on the table—implement these optimizations today and watch your funnel’s performance improve dramatically.
Welcome to level three – this is where the magic happens, where you truly move the needle. Let me walk you through how to get there.
First off, let’s talk data mining.
What are you actually trying to do? Market segmentation.
You need to identify the clusters of people resonating in your market.
Forget the lander, forget the ad for now.
Focus on who is converting.
When you pass your hook, headline, or emotional appeal of your ad as a variable in your UTM parameters, you track the emotional appeals resulting in conversions.
Now, validate your initial idea. Google Sheets or Excel works fine here—zero cost, accessible to everyone.
Here’s what your data might look like:
This setup helps you see who’s buying what.
For example, you might discover that men in their 50s with black hair making $50,000 resonate most with appeal C.
This insight helps negotiate better deals and optimize your customer targeting.
So, what do you do with this information?
Incorporate questions to understand emotional drivers.
For example, in a weight-loss funnel, ask how losing their target weight would make them feel or what they’d do. Use these emotional insights to tailor your ad copy.
Run these questions for a short period to gather insights.
Add this question either in the decision tree upfront or on your thank-you page to enrich your understanding of your audience.
Let’s say you’re collecting data like gender, age, income, and more. You’ll see which segments are converting best.
For example:
Taking Action
The real utility here is in using this granular data to make informed decisions.
Let’s say you identify a high click-through rate but low conversion rate—give them a new funnel that better aligns with their expectations.
By following these steps, you identify who to spend money on and who to avoid, ensuring your efforts and resources are focused on high-converting segments.
This strategic approach optimizes your campaigns and drives meaningful results.
Make sure you leverage these insights, continuously refine your strategy, and you’ll see the needle really move in your favor.
If you feel after watching this training you’d like to explore LeadsHook further…
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