KPI | Funnel | Benchmark | Solution | Certainty |
|---|---|---|---|---|
tofu | min. 1% | If it's below 1%, check copy, creative or targeting of your ads. Your message is not resonating with your audience | 3/3 Explanation 3/3: 100% certainty - tested with WA metrics & client metrics 2/3: Tested with WA metrics and a few clients but we need to collect more data 1/3: Only data from WA and therefore not enough | |
tofu | 30% | If you achieve 25% that is okay. Anything below 25% should be improved. If you get 10% CR, then you are leaving tons of money on the table. | 3/3 | |
tofu | NA - This can not be generally answered as this highly depends on market, language, platform & industry. Examples: For Wild Audience avg. CPA Lead is around 5-6€ per lead in 2019 on the Facebook platform. Everything at 4€ and below is great. 6-7€ is when we start to optimize but it's still okay. The range of 8-10€ per lead hurts but our funnel can operate at a profit if optimized well. At 10€+ it's usually not profitable anymore | If you achieve 25% that is okay. Anything below 25% should be improved. If you get 10% CR, then you are leaving tons of money on the table. | 3/3 | |
mofu | 30%+ | Should be around 30% for emails after sign-up within the first 30 days. If it's below that, check your subject line immediately. Is everyone double-optin? | 3/3 | |
mofu | 3-4% | If it's below 3%, you can improve. If you have below 1% you have a problem. Ideas to improve are implementing open loops, frequency selectors, better stories and content inside your emails. Also consider that links to sales pages will always be lower than links to educational content | 3/3 | |
mofu | 10-20% | If it's below 10%, make sure that the content inside your emails hits the right beliefs & is well aligned with to your trial sign-up page | 2/3 | |
mofu | 10-15% | If it's below 10%, check email click rates. If they are good but conversion rate is still low, then make sure content of trial page is aligned with email content. If it's still not working out, you need to re-work how to communicate benefits best to you leads via stories to install the right buying beliefs | 2/3 | |
bofu | 4-5% | Only trial users have access to this page. If you're at below 3%, optimize your onboarding experience. What are the "wow moments" one has to experience in order to see the value of your tool? Build an onboarding experience with getting started articles & videos & feature tours to educate users & "activate" them | 2/3 | |
bofu | 15% | Look at solution for "Upgrade Page to Customer CR" | 2/3 | |
mofu | 50-75€ for WA | 2/3 | ||
bofu | 30% of CLV. You need to know your CLV | 2/3 | ||
bofu | 2-3X min. | 1/3 | ||
