3 Simple Steps ANYONE Can Follow To Fix an Underperforming Cold Traffic Funnel

Fix Your Funnel

If you’ve been running Facebook ads for a while and you’re struggling to hit your conversion goals – it can be hard to isolate the root cause of your problems. It could be your ad creative or your targeting. It could be your landing page design. Or it could be that your offer simply isn’t appealing to cold traffic

So how do you figure out which part of your cold traffic funnel is broken? To people on the outside, this Facebook Ad troubleshooting process can look daunting. 

When all it takes is to follow a methodical…step-by-step process…and to deal with one piece of your funnel at a time…

…instead of trying to fix All The Things at once (which is what most advertisers do when their ads aren’t working)!

Which is why I’m going to walk you through my Facebook Ad troubleshooting process – so you can see where your funnel is leaking, without tearing your hair out or giving up on your ad campaigns. 

Step 1: The Front End

When I’m picking apart an ad campaign, I always like to start at the front end. Why? Because your ads are the quickest and easiest element to fix. 

In general, Facebook ad problems tend to stem from 3 major sources. That’s your budget, your targeting or your creative:

 

Budget: If you’re working with a smaller ad budget, this can sometimes cause issues with conversion campaigns. That’s because Facebook actively seeks people who are most likely to convert in the way you’ve specified. And if you don’t put up enough cash, Facebook’s algorithm won’t have the budget to show your ads to enough people to generate a conversion.

Let me give you an example. 

Let’s say you’ve created a conversion campaign and optimised for a purchase event. In other words – your goal is to show your ads to people who are going to BUY your product.

And let’s say it costs £25 for you to achieve one sale (or conversion). You would need to give Facebook at least £25 per day in order for it to find one buyer every day. That means – if you were to spend only £15 per day – it would be very difficult for Facebook to generate any conversions, and optimise your campaign.

How do you fix it? 

In order to fix a budget problem you have two options. You can either raise your budget to allow Facebook enough room to find buyers at a reasonable acquisition cost.

Or you can change your campaign objective to a cheaper one like Traffic or Lead Gen -and keep spending at a lower level. The choice depends on entirely on your funding situation, and your appetite for risk. 

 

Targeting: You’ll know there’s a good chance your targeting isn’t working if your CPM number is higher than you’d expect.

When it comes to a good or bad CPM – that really depends on your niche or your campaign objective. So you’ll need to look back at your historic performance metrics to see how your current CPM stacks up against past prices.

Failing that, you can also ask other advertisers in your niche what kind of CPM numbers they’re seeing. If their numbers are significantly lower than yours, that’s a sign you need to improve your audience targeting. 

Generally speaking, you can improve your CPM and acquisition costs by targeting less obvious audiences than your competitors are unlikely to go after. For example, if I wanted to target entrepreneurs I could target Entrepreneur Magazine. 

But so will everyone else – which pushes up the price to show my ads to that particular audience. So what do I do? I research less obvious audiences like super niche publications…podcasts…blogs…books…tools and resources.

Creative: If your ad creative is underperforming, this normally shows up in your Click-through rate and your Cost Per Click. If those metrics are stinkers, you probably need to improve your copy and visual creative. 

Remember, Facebook is a social platform. And so your ad creative should look and sound as native (and non-ad-like) as possible. 

Fix Your Funnel

Step 2: Landing Pages

Once you’ve got your ads ticking over nicely, there’s almost always room to optimise your landing pages to boost performance. When I work on a client project, I like to see:

  • A 30-50% conversion on an opt-in page or 
  • A 3-5% conversion on a sales or product page 

If we’re not hitting those metrics, that means there’s work to be done on the landing page design and/or copy. Now, the reality is there’s no surefire way to tell if it’s the design or copy that’s hindering conversions on a landing page.

But there are tools which can help you make smarter decisions about where to make changes to your pages:

 

  • Google Analytics – Google analytics can tell you how much time a page visitor spends on your page (as well as lots of other nerdy metrics which I won’t get into today). 

Why is that useful? Well, if page visitors bounce immediately, it probably means your ‘above-the-fold’ copy and design are not grabbing attention or generating any interest. And so you should begin your page optimisations at the top of your page.

However, if page visitors are staying on your landing page for a decent amount of time – that’s a good sign they’re resonating with your messaging at the start of your page…but something is stopping them further down. Which is where the next tool comes in!

 

  • Heat Mapping Software – Heat mapping software is super cool (and also a little bit creepy). That’s because it can secretly…and anonymously record page visitors’ behaviour when they visit your landing page. 

The data you get is a visual heat map, which tells you which buttons people are clicking…which page sections they’re engaging with…and where on your page they’re dropping off. 

This kind of CRO tool is really powerful. And while it can’t tell you what your copy or design should look like – it CAN save you throwing your entire landing page in the bin. It can also give you clues about whether your offer is resonating. 

Fix Your Funnel

Step 3: Your Offer

So what happens if leads are clicking on your ads…and site visitors are sticking around to read your copy – but they’re still not converting? It could mean you have an Offer Problem. 

In other words, prospects simply don’t want what you’re offering them. Now this problem can be a hard one to stomach. Especially if you’ve poured your heart and soul into creating a life-changing product.

But fret not! Because if you have an offer problem, it doesn’t necessarily mean that your product is pants. Offer problems can be caused by the following:

 

  • Poor product to market fit – Sometimes you can get a killer product that doesn’t sell. Not because it’s a bad product. But because it’s been rammed into the wrong market. 

For example, you could take a beautiful pair of red patent stilettos – and with all the will in the world…you’re unlikely to generate much interest if you try to position them as the ultimate sports shoe.

The shoe doesn’t fit. Literally. (Sorry, couldn’t resist).

Or you could take a story-writing course and unsuccessfully sell it to teachers. But when you sell the exact same programme to marketers. BAM! It sells like hotcakes.

 

  • Unclear promise – For an offer to be appealing, it has to come with a clear, tangible promise. If buyers don’t understand how your offer can improve their lives – they will not buy it.

It’s why you must never take for granted that buyers will instantly understand the benefit of buying from you. Be ultra specific – and you may just revive an underperforming offer. 

 

  • Low perceived value – Have you ever noticed how Direct Response promotions almost always present their offers with a whole stack of goodies? That’s because value perception is everything. 

It means you have a choice. You can either drop your price. Or you can increase your product’s perceived value, by adding extra bells and whistles which enhance the appeal of your core product. 

But a word of caution. Don’t create BS Offer Stacks. You know the ones I mean. I’m talking about the Offer Stacks where every item on the list has a “value” of $2,997…and the total offer price is just $37.

Buyers aren’t stupid! So make sure you present your product’s value at a level that is both appealing and credible. 

 

  • Bad timing – Right now it’s January. Do I want a new bikini? No I do not. But ask me again in June and I might take you up on your offer. 

Don’t underestimate the importance of timing when making an offer! 

 

Often, when I work with clients to launch a new funnel, they expect instant conversions and sky-high sales. And who can blame them? Wouldn’t it be awesome if it was as simple as hitting the launch button and seeing an avalanche of sales!

Truth is, most funnels require 3-4 months of optimisations and campaign tweaks to start turning a profit. It’s why patiently looking at your metrics, and making data-backed decisions, is essential if you want your Facebook Ad funnels to succeed. 

Want a Foolproof Method for Writing High-Converting Facebook Ad Copy?

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