Getting cheap webinar leads but not enough sales? You’re probably fixing the wrong thing.
I walk you through the numbers and funnel steps I check before touching another ad, including your webinar show-up rate, follow-up emails, and presentation. I also share why teaching more isn’t always the answer if you want people to buy.
Listen now and learn where your webinar is really losing sales.
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Does this sound familiar? I’ve been running my ads to my webinar for six weeks now. The leads are coming in at a good cost per lead, but the webinar is not converting. And my ads manager keeps telling me to try new creative. And you know, your ad manager is not wrong to tell you to test new visuals or new ad creative because since the Andromeda update back in fall of 2025, Meta definitely prioritizes testing new creative and showing creative to folks to create your ad funnel. But what I need to ask you is this if people are clicking on your ad and then signing up on your opt-in page at a good cost per lead, or you’re getting a good cost per lead, and then people are signing up for your webinar, what exactly is the ad failing to do? I mean, your ad found people, it got them to go to the opt-in page, register for your webinar. That is the ad’s job. The rest from there in your funnel is, well, it’s the rest of your funnel, it’s your webinar’s job. And when you spend six weeks testing creative when you’re running Facebook and Instagram ads to a webinar that’s not converting, it’s kind of like spending time painting the front door of a house, but the plumbing inside the house is broke and the toilets are all backing up. It’s different kind of priority situation. So by the end of this episode, you’ll know exactly where further downstream in the funnel, let’s say post-ad click journey, the money is leaking out of your funnel, and you’ll know a number
Ads Did Their Job
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that you should look at before ever touching another ad setting. So I would look at in your funnel the webinar show-up rate. This is a problem that I see in so many people’s funnels who I help. They’ll say, Quayjo, the webinar’s not converting, and I’ll think, hmm, are enough people showing up to the webinar? And so the webinar show-up rate is just you take the total number of people who have attended your webinar live and divide that by the number of people who registered, and then you multiply that number by a hundred and you get the webinar show-up rate. So at this step of your funnel, you should have around 25 to 35% webinar show-up rate. So if you have quite a bit less than that, like 15%, 10%, you know that the rest of your funnel might not even be the problem. You might be looking at the weakest leak in your funnel right now, and you have to fix that webinar show-up rate. And by the way, the show-up rate problem is not caused by your Facebook and Instagram ads. This is why I love helping course creators who are running their own ads troubleshoot their funnels as part of like my ads coaching, or inside my done with you Facebook and Instagram ad program called the ad room, because yes, we can increase ad results for sure, but the other hand, that funnel needs to be converting the way it should be. And it’s like science, step by step by step, or maybe it is to me, I speak fluent funnel. So, what causes a low webinar show-up rate then if it’s not the
The One Metric To Check
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ad? And well, it’s almost always one of these two things. The first one I’m gonna give you a general issue. The second one will be an issue that I saw on a client’s webinar registration page. So, what causes a low show-up rate? It’s gonna be the fault of your pre-webinar email sequence, or let’s call it your post-webinar registration email sequence. See the trap here and the issue could be that, well, I’ve seen it. Many course creators, somebody will opt in and the course creator will send in an automated fashion the registration confirmation email. And then the person who registered doesn’t hear from that course creator until like a two or one week later when it’s time for the webinar. Maybe an email will go out a day before the webinar saying, hey, there’s a webinar tomorrow. And obviously, the problem with this is that the person who opted in has heard from you two or three times. Out of sight, out of hopefully you finished that word because it is a saying and it’s very true in marketing. You see, other marketers are sending lots of emails per week, whereas maybe you or this course creator who only sent three post-registration emails is suffering from a limiting mindset. You know, I’ve heard it so many times in different ways, but basically it’s I don’t want to be pushy or sell. We’re not even selling, we’re just trying to get people to show up to the webinar. I don’t want to send people too many emails and bother them. No, no,
Email Follow-Up Drives Attendance
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no, no, no, no, no, no, no. That that will hurt your webinar quite a bit. So you need these emails to get people to show up to your webinar, and the emails need to express and communicate a reason that somebody who registered would actually show up to your webinar. They should know when the webinar is happening and they should have a reason, maybe a case study or something else that feels personal and urgent. And by urgent, I don’t mean some scarcity like this webinar is best and it’s disappearing forever. It’s not disappearing forever. Everybody knows that you and your webinar will show up again. But urgency could be the webinar topic that it addresses is urgent, as in if not taken care of, then ABC things will happen because the issue has not been taken care of. So we’re motivating you to address the issue that you signed up to solve by attending the webinar. The second mistake that’s hurting a webinar show up rate is actually a little harder to spot, and it seems, it just seems so innocent, so good for the person that is registering for the webinar. Like we’re really helping them by saying, Hey, you know what? If you miss this webinar, there will be a replay available, and boom, they start to check out because they know that they don’t have to show up live in order to get the goods. They can just continue to well, look, it’s not even see the replay in their mind, and they they’re probably not thinking it actively, but you just gave them a way to procrastinate a decision that will help them until the never to come, maybe later another day, right? And we know this. For example, me. I have been trying to lose weight. In fact, the issue I spotted it a while ago, back since this last September, but I just went traveling on too many kind of trips away from my routine, and my weight started to creep up. And it’s not like a big issue, although in my mind it is, because it’s gone on now for September now through June. It’s when I’m recording this video now, almost July. So that was been September’s number nine months and we’re number six, so so it’s been nine months. Sorry, when I say nine month and number six months, did you know I used to live in China for like 12 years? And they just have their num their months are called numbers. Like i yu, e is number one in Chinese, and yua is the way you say month, and so then i yu is January,
Why Replays Kill Live Show-Ups
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you know, and um liu yua is number six, liu number and yu, which is month, and that’s the month we’re in right now. The numbers work a lot better for me than just names of the month, like January, February, April, June. So it’s been nine months, it’s an issue in my mind because how could I let my body weight creep up nine months slowly? And now I’m like 12 pounds heavier than I was in the fall. Like Quajo, why are you telling us about your personal life? Because these things actually matter. I mean, we’re living, breathing human beings, right? Okay, so I know that if my weight came on gradually, I could just lose the weight gradually or lose it quickly, because who doesn’t love a 10-pound fad diet, you know, right? Drop 10 pounds in a month, which actually isn’t that crazy. But have I done it? No, because I know that I have time to do it. It’s not like I have a deadline. I tricked myself, we all do, into thinking we can just wait. And that’s what you’re doing to your potential leads when you say, hey, there’s a replay. Help them. Don’t offer the replay on the opt-in page. Maybe, maybe you just don’t offer a replay at all. And then the people who are ready to actually get help, they have a little more motivation from you to get the help that they need. Does that make sense? Hopefully that makes sense because what we’re really in the business of doing is empowering people to make a decision, right? Like you and me, we have courses, we solve people’s problems. I know you do it well, but you got to empower people who are coming into your business ecosphere to take the decision to take your course or to show up to your webinar or your challenge, right? That’s not necess that’s not being like a sleazy salesperson. That’s being somebody who’s serving them. So calculate your show-up rate before you do anything else in the rest of the summer or fall, because your show-up rate tells you more than just what you could learn by testing different ad creative and trying to drop your cost of lead by your cost per lead by 50 cents. And once you figure out how to get your show-up rate within range, or if yours is already in range, then you need to look to the next step in the funnel. And this one, it does, it really hurts, folks. It really hurts your conversion rates. It will leave you with a feeling of I I know I can help people, but why don’t they want to buy from me? And I’ll tell you that because as a former course creator, I really suffered from it. And listen, if you’re like preparing for your upcoming fall launch and you want somebody to look at your specific funnel and your ads before you put ad budget behind it, that’s what my free strategy session is for. Only if you plan on running ads to your launch, I’ll ask you a few questions and learn about your setup and give you one concrete place that you could look first. You can go and get yourself a free ad strategy session. You can go and get yourself a free ad strategy lesson in the show notes below this audio podcast episode. Okay, dear course creator friend, your show up rate to the webinar is fine or to your challenge is fine. Next thing that could be killing your sales is it’s you, unfortunately. And you’re like, quite what do I mean? How the how could it be me? Do I need to like dress better or speak better? Not necessarily on your webinar, but what you do need to do is quit teaching so much. Like, that’s our problem. Like, I am a course creator too. I’m a teacher. I taught for like six years in China. And as teachers, course creators, who have a passion and a skill around a certain topic, we definitely tend to want to help people, right? But that means then that we show up to the webinar ready to teach and new, ready to teach and over-teaching, which is what I frequently see, and what just three weeks or so ago I coached a client through is bad. You do not want to educate on the webinar. Yes, teach a little bit. That’s good, right? But so many of us, me included, I’ve had this issue. We overteach. And if you’re over-teaching, what happens is somebody who comes to your webinar leaves the webinar feeling satisfied. And this is harmful to them, and it’s super harmful to you too, because if they leave the webinar feeling like they have enough to go and get that result, well then why do they need you and your course? So of course they’re not gonna buy. But this is problematic because then they learned from you and they’re like, ah, you know what? Now I know because I went to the
Stop Over-Teaching On Webinars
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webinar and it was so informative. I can go and do the thing. And then they try to do the thing and they suck at it and they don’t get the result that they think they should be getting from you. And why do they think that? Because you taught them so much, right? And so they feel like they’re good to go. But did you know people are mostly emotional buyers, by the way? Like we buy because of our emotions. So you sort of filled up somebody’s knowledge tank because you wanted to give a good webinar and you thought it was teaching, and then 45 minutes or even an hour and a half later, please don’t do an hour and a half webinar, please. You finished teaching and then gave some very light sales pitch to casually join because you didn’t want to be pushy. And people were like, Good, I learned a lot. And by the way, that’s cool. You’re a cute little program, but you gave me stuff here. I’m gonna go and use what I know right now that you’ve just taught me, and I’ll circle it back around if I have problems. But now your reputation is going down. You know why? People leaving your webinar thinking that they have the solution and can go apply it themselves and then they can’t apply the solution. You think they’re gonna look in the mirror and be like, hmm, I went to a webinar and then I learned, and I guess I didn’t learn enough, which is why it didn’t work for me. Nah. They’re gonna be like, that joker is not good at what they’re teaching. I went to their webinar or their class or their training, and I learned this and it didn’t work. Now, of course, you as a course creator are like, of course it didn’t work. It’s just it was 45 minutes of free education. The thing that would work is my whole group coaching program that I tried to sell to you that you pieced out on, or my course, you know, and that’s the issue, right? How do we solve that issue? Well, you stop teaching so much. And if you’re like uh Quajo, what are people going to learn on my webinar if I don’t teach? Well, I’m glad you asked. I am glad you asked, and you stuck around till this point in the podcast episode. The webinar is not to educate people. Let’s call your webinar now. It should be education light and decision making heavy. You, as a responsible course creator, have to educate people a little bit and then motivate them to make a decision. That is true urgency. Let’s just talk about weight loss because you know that’s one of the uh evergreen niches, is then you can go into weight loss and make money because people are always going to be overweight and struggle with their weight, right? Like not saying this in a triggering way, just saying it in a very personal way. Like, I’ve wanted to lose weight for the longest. Many people do. People that are fit still want to lose weight, and sometimes, you know, and people that aren’t fit want to lose weight, and people that are getting older and have to lose weight for health. It’s just one of those evergreen things, just like money, like finance and relationships. Okay, cool. So an education light webinar means that you don’t educate much except for around the urgency of the issue or the topic of your webinar. So it changes from a these are 13 ways to lose weight webinar to this is one way that I’m going to explain to you to lose weight. I’m not going to go in depth, and I’m going to give you 13 reasons why you need to go and choose to take care of your body now. And I can spout off a few reasons. Like, you know, people who carry more weight as they get older have lower energy because the fat literally
Education Light Decision Heavy
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takes energy from your body and it changes your hormones, which really begins to affect you as you grow up. Plus, if you have kids, they are watching. So either you have visibly lots of weight to lose, or they know that you want to lose weight if you’re, you know, open with your kids and they don’t see you taking action on your goals. And did you know it gets worse? Did you know that unfortunately people who uh weigh less are treated better in the workplace? And now, see what I just gave? Urgency, right? So if you’re like me and you want to lose a few pounds, you’re like, dang it, I need to lose a few pounds. Here’s some other urgency. How many more times are we gonna miss the summer season to be able to put on, and it’s not necessarily to look good, but how about how about let’s go deep here for a second? Be able to put on the swimsuit and not feel embarrassed and not have to check the mirror because I feel like I just wish I was five pounds lighter. What if I got to the five pounds lighter and I went to the pool and I had fun and I didn’t even have the mental burden of being heavier than I wanted it to be? Look at that urgency. Did I say my weight loss course is going away in 20 seconds? You must buy, buy, buy. Uh or it’s doors are only open now and then they close, and now I’m gonna trigger you and say you will never lose weight until the next time I open it in January. Did I do any of that? No. Did I share a true urgency around the need to lose weight? Yes. Are you doing the same thing in your webinar so that you don’t over-educate and you do, I guess, give somebody proper urgency in a non-triggering way to take action? Very quite possibly the action that they need to take that is underlying the reason or underpinning or just underneath the reason that they showed up to your webinar in the first place, because that is how we move people into our programs. And I trust that your program does get results, and I trust that you’re selling your program with the heart to serve people, and then, of course, if you do it right, your business will benefit too. In one of these scenarios, somebody will buy from you, or the chance that they’ll buy from you is a lot higher. In the other scenario, they have this false sense of security, like you’ve given them something which you actually haven’t, and they can go do it on themselves. They fail. And that part of that responsibility is on them. You cannot save the world. But now that you’ve heard this, you understand some basics about a webinar that converts, and you can go and serve somebody better by setting up your webinar correctly, delivering it right, and having more people that somebody come into your program, get help from you, and have a change in their life. So if your webinar has that solid show-up rate, and if you feel like your webinar is being delivered okay and the issue might be somewhere else in your funnel, I would like to see how your ads are working and if the other problem is truly in your funnel, that’s a free 30-minute ad strategy
Free Strategy Call And Wrap
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call in the show notes below this podcast. Remember, friend, it’s both ads and funnel. I always say Jesus saves. Facebook and Instagram ads do not, because just getting more eyeballs on an offer that hasn’t been proven, messaging that hasn’t been refined or shown to convert already organically, or a funnel that isn’t really converting. That’s not a good move to get more eyeballs on that thing. Don’t expect Facebook and Instagram ads to save the funnel or the offer that really just hasn’t been proven so far. I hope you are doing well on your side of the screen. I would love to know how you’re doing. Say hi once in a while. Shoot. All right, till the next time we get to hang out here on this podcast. Take care, be blessed, and I’ll see you in the next one. Bye.
