Service Business KPIs

min. 1%

If it's below 1%, check copy, creative or targeting of your ads. Your message is not resonating with your audience

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.

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

Try new creatives, ad copy, and targeting. Optimize landing page conversion rate. If you can not make it workout on one platform, switch platform (for example from Facebook to YouTube). If PPC as a channel is not working out, switch channel - for example produce content for organic traffic etc

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?

3-4%

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

20-25% (depends on traffic temperature)

if you put a button at the top of your sales page to click through to the application page, you will get a higher click-through rate but this won't result in actual show-ups. Make sure people do what they are supposed to do before scheduling a call (example: watch VSL video or read text)

15-20%

Go over the copy on your sales page and VSL. Make sure you get the right traffic to your sales page

50-75%

It's good that 50% of people jump off because otherwise you would block your calendar with low quality prospects. Having 5-10 questions in your application is good. Make sure that once people submit their application and they are presented with the opportunity to schedule a call, make it clear that they are not done yet with this process. But also make clear that they should only schedule a call if they can actually show-up. Having a follow-up sequence for people who submit application but don't schedule call will also help increase CR

10%

Either traffic is the wrong, the VSL or sales copy sucks, not enough people click through the application, or the drop off while submitting the application or they don't finish scheduling a call. Look for the biggest gap and fix that first

3%-5%

10% is possible. Depends on industry. If you have 1-2%, there is a problem. The problem could be email CTR, the VSL to application CR or the application to call CR

60%-80%

Depends very much on market & culture. For example if you operate in Spain or Latin America, show-up rate will be lower than in the United States or Germany. It also depends on your qualification process. If you put a call CTA on the lead sign-up thank you page (right at TOFU) then you will get more calls scheduled but your shop-rate will suffer because people are not yet emotionally invested into your company & solution

50%-65%

The better your qualification inside your funnel, the higher this metric will be. It also depends of course on your sales script, call structure and sales skills. If you think it's your script, work on your qualification questions, how to position your solution as their desire and objection management

15-30%

This depends very much on the sales person. A sales person will most likely also close lower than the founder. If you close below or at 10%, you have a problem with your script and you need to step-up your sales game

€175 (50% of your CPA Call)

5-10% of Total Acquisition Cost €350 or below for WA

30% of purchase price. For WA CPA Client should not be more than €1,740

Goal: +300% (3X) Good: 2X Problem: 1-2X Emergency: <1X

There are lots of ways on how you can make the math work: Decrease costs to deliver services, change traffic acquisition platform, increase prices, improve your funnel etc..