“What get’s measured, get’s managed”
Peter Drucker
We’ll be measuring traffic, conversions into leads and email subscribers. I want to share what’s working, insight as to why numbers go up or down and our goals.
We use Oribi to measure our traffic and leads and ActiveCampaign to measure leads and email subscribers.
Traffic
Result
In February we had 1681 unique visits to Sell Your Service. Down from the 2000 we had in January.
While I’m a little dissappointed in the result, February does have 3 calendar days AND January and February have the same number of weekends over a 4 and 5 week period.
It is a decrease of 19%, but on average it’s around 60 unique users per day and January was about 65 so not a huge change.
In January we ran a LOT of email traffic to the site. We promoted a big product launch and 2 webinars that were well attended.
Overall we had fewer visitors from Google, Facebook and direct in February. I think because we weren’t running a big promotion we stalled a little on our traffic.
Insight
In January’s report, we talked about a big promotion and driving lots of email traffic. At the end of February, we started a brand new Facebook traffic campaign, which we hoped to launch earlier but it didn’t happen.
In February, we published 4 YouTube videos, 4 podcast episodes and 5 blog posts. We also had a webinar at the end of February with over 100 registrants.
Interestingly, this is a shot of our YouTube analytics. While it’s not representative of the lifetime of the channel, it starts in July 2016 which is when we really had a strategy for it. That’s also when we started releasing a video every week.
There are spikes and jumps in the data, but overall you can see a climb in both the average view duration and watch time. As well as views and likes. This overall climb and growth is a starting indicator of “the compound effect”. By committing to an action over and over, you can see a steady growth over time of the results.
Next steps
We were upgraded to the new Oribi dashboard (thanks Noam!) so we’re experimenting with some new metrics. Lead sign ups in different content silos, overall traffic and customer purchases.
We’ve got a new remarketing FB traffic campaign launching too. I’m going to focus on warm traffic, rather than cold traffic for February to drive more subscribers and leads.
I think I’m going to double down on our YouTube videos too and start to drive some more search traffic. Mainly from ActiveCampaign, Beaver Builder (tool/software titles do well in search) and using influencer names (we’re booking more calls all the time. My Ryan Deiss video always drives traffic).
Sources/channels
Result
Google still crushing the #1 spot for traffic. Although overall traffic has dropped, Facebook’s traffic increased over the month, which is really great to see (expect that to jump in March).
Really awesome to see funnelsuccesssummit.com by my friend Liam Austin referring us traffic from the interview we did.
YouTube and Twitter are about the same but I eventually expect YouTube to be our top 3 referrer by end of 2018.
Insight
It looks like YouTube, WP Elevation, GoDaddy and Google are responsible for a few sales too, which is wonderful to see.
Compound, compound, compound. I have to keep reminding myself that in order to drive massive momentum, I need to keep doing the same thing.
Minimum 1 post per week and 1 video per week. Assuming the funnel and follow up works and is in order, the sales will take care of themselves.
Next steps
Facebook remarketing advertising. Do it Mike.
I’m going to start driving lead magnet ads and sign up pages, maybe even splinter products to people who have been pixeled and visited the site.
Email subscribers
Result
151 new subscribers is OK. With a total active list (for this particular list) of 793, that’s over 19% new email subscribers. Which means for every 100 subscribers, I’m finding 19 new each month. Think of it like a sales conversion rate. For ever 100 subscribers, we’d expect a 10% sales rate, meaning we’d generate 10 sales.
So this growth metric shows that for every 100 email subscribers, we’re finding 19 new subscribers.
We had a net gain of around 80 subscribers, it shows that every month we’re not only growing our subscribers, but the RATE at which we grow is slowly increasing.
Insight
I’ve started setting up the content silos in ActiveCampaign to be more manageable and easier to analyse. I’ll share that process soon. I need to continue with that and keep publishing content.
Oribi shows around 130 subscribers to our previous silos. But as we build out new silos (a new money one coming this month), we’re showing subscribers to new silos too.
Next steps
I’ve decided to focus on active subscribers from now on, in only ONE list – our newsletter list. In total we have over 2500 subscribers but they’re split over different lists and with different activities. I want to get my active subscribers to 1000.
I reckon at this rate, we can be at 1000 active subscribers by May/June time.
