One of the most annoying questions that I get as a traffic provider is “What’s the average conversion rate for <insert offer here>?”
People think I’m supposed to know this stuff.
But worse, they believe there is such a thing as an average conversion rate.
Here’s why you’re dooming yourself to failure by asking such question:
Anyone who clings to the idea of an average conversion rate is looking for reassurance. They need to know their offer converts before they put money on traffic. Otherwise they may lose a lot of money (which many of them don’t even have!).
They’re looking for safety in numbers.
It’s a habit that’s rooted deep in our childhood. The system that grooms us for adult life teaches us to be average, to seek average and to avoid risk. I’d argue it’s exactly why so many people fail to run a successful marketing business. They sign up for a business opportunity based on how many people make money with it. They take themselves out of the equation. They think it’s a numbers game that has nothing to do with who they are and how they market and position themselves.
The average marketer, according to a recent survey conducted by Vick Strizheus from the 4Percent group says:
“An average marketer makes less than $500 per month. Most less than $100 per month.”
On the other end of that spectrum you got the 4% of people who make $1,000 or more. Majority in the $1,000-$10,000 range. And about a handful who are multi millionaires. The “average” marketers that make next to nothing outnumber those who do well by a significant margin. So significant, in fact, they bring down the average to a measly $700 per month.
Does that mean you should expect to make at least that much when starting an online business?
Of course not.
The same is true with conversions for business opportunities. There is always going to be a handful of people who convert like crazy and most people who will not convert at all. Not because of the traffic (although that’s important too), but mostly due to their weak marketing, follow up and positioning.
Why do marketers cling to averages?
Almost every business opportunity sells its own system. They’ll give you average optin rates, average sales conversions and they’ll even tell you how many clicks should produce your first sign up.
Of course, they won’t ever tell you they’re giving you the numbers from their best affiliate. They’ll hide the fact these numbers are far fetched for 90% of the company’s affiliates. And that they begong to a blue-blooded veteran with a giant list they nurtured for years.
Why would they do that?
Because they’re giving people what they want – reassurance they can do it.
They’re attempting to create the illusion of safety in the unpredictable entrepreneurial journey. But they’re doing their members a disservice by presenting these numbers because entrepreneur’s journey is slippery by default.
The only one place that you can expect an average is the average min wage you get when you work for someone else. That’s the only way to predict your income. But this safety comes at a steep price. It cements you into a low wage job and a boring life.
You won’t have to guess how much you’ll make or risk your neck. But you also won’t get to enjoy your life or write your own checks.
You have to accept that employee thinking (looking for averages) doesn’t work online. It only works in the Matrix. By making a decision to get out of the Matrix, you leave the comfort of averages.
You can’t be thinking like an employee and expect to run a profitable business.
One cannot expect to convert like a top earner if they think like an employee.
You have to let go of what makes you an employee and you have to adapt a whole new set of life rules.
Otherwise you’re inviting struggle.
How To Find A Winning Business Opportunity
Often, after an unsuccessful promotion, marketers jump opportunities.
They trade their old opportunity they failed with for a new and exciting one that may convert better.
They believe the opportunity is what is going to make the difference for them.
This is not an exception. This is the norm.
There are always going to be people who jump opportunities. That’s why they call them biz opp junkies. Because they jump from one program to another sometimes within the same week.
They look for the winning program that’s going to make them rich.
But it won’t.
Most top earners I’ve observed never jumped opportunities to make sales. They do well with any program they join. Often with several programs at once. They only reason they jump opportunities is to create an influx of sales from their list.
Here’s the thing though – none of them talk about average conversion rates.
Sure. If you ask them what their average conversion rate, they will tell you. But their averages mean nothing to you.
The averages don’t matter.
Calculating an average conversion rate for your opportunity is a waste of time.
Instead, you should seek out the people who convert your opportunity (you’ll see their names on your company’s leaderboards) and reverse engineer how they do it.
What does their personal sales funnel look like?
What’s their unique selling proposition?
How are they executing their positioning?
What is their value stack strategy?
Are they closing on the phone, via chat or email?
That’s what you ought to be doing to make sales.
That’s what I’ve done for years to bring myself up from my knees in the internet marketing industry. While my peers jumped on the latest fads, I watched the gurus. I watched them. I didn’t listen to a word they were saying. I observed their actions. I studied their sales pages. I funnel hacked their sales funnels and email follow up. The last thing I’ve done was to change my traffic source. Early on that made no sense. After all, I was using the same traffic sources they used.
The greatest advantage over your competitors is to never assume infallibility.
So if you’re not converting, before switching your traffic source or your opportunity…
Question your positioning. Question your email follow up. Question your closing skills. Question your sales page. Question your leadership skills. Question everything within your locus of control.
Because that’s what top earners do.
So next time you’re facing a conversion challenge don’t seek safety in numbers.
Doing that is an attempt to justify failure upfront. What you’re doing is you’re saying, “Okay this is what I’m supposed to get and if I don’t get this then the system is broken and it is not my fault.”
Instead take extreme ownership for your own numbers. Ask yourself what am I not doing that can improve my conversions by 10% in the next 30 days? This will lead you to answers unavailable to infallable marketers.