Get More Students For Your Practice and More Participants for Your Workshops
For me 2010 is going to go down as the year that every Feldenkrais practitioner “had to” start using social media and begin “Tweeting” and “Facebooking” and learning 10,000 different ways to use social media to create “buzz” and manage their “brand” online. I’m exaggerating of course – but not by much. Just about every week I meet new practitioners and trainers and such who want to engage people via social media and somehow use it fill their practice. It’s great to see so many people actively engaging the internet and looking for ways to connect others.
But when it comes to business – real business and measurable results such as increasing income and gaining more students – social media is not the most effective solution. I realize that with that statement I have lost many of you. Sorry. But in a world in which we all have finite resources – especially limited money and limited time, we have to put our action into areas that give us the greatest results with the least amount of effort.
I do research online and I know what works and what doesn’t. When I engage in a tactic on the internet, it has to be measurable and it has to lead directly and efficiently to a desired result. For me that result is having someone purchase one of my downloads (at ever increasing rates), buy an affiliate product from which I get a commission or contact me to help increase their results online. For many of you, it would be (I assume) having people contact you to schedule a session? Or to attend one of your classes? If so, is that happening for you?
Is your website or blog bringing you new students?
Is it increasing enrollment in your classes or workshops?
Are people contacting you via the web to get more information or schedule a session?
If not, then tweating or posting on Facebook can be a major time waster. As is increasing your number of “friends” and “followers” and all that stuff. It’s fun and can be useful. And I know that many of you have seen me there. I have personally benefitted by reading and finding great videos and articles posted by other practitioners and friends (maybe even one of yours?) I’ve found wonderful resources that I would not have found otherwise.
But in the place where we directly focus on building our businesses and practices – and expanding the reach and influence of the method – we need to – must – focus on indicators directly relevant to the health of our businesses. The most relevant measure online is called “conversion.” Have you heard of it? I measure it like a maniac and it pays massive dividends.
Conversion and Why It’s Critical
Conversion is short for “conversion rate” which is simply the percentage of people who take a certain action after viewing your website (they call you, send you an email, buy your product etc). For example if 1 out of every 100 people who visit your website send you an email to inquire about getting a functional integration session, you have a 1% conversion rate. If you can increase that number to 2 people per 100 you have a 2% conversion rate. And you have doubled the effectiveness of your website! Income and influence can be built on high-conversion rates.
How I know. Since mid-2006, I have been conducting conversion tests on my and my client’s websites. What I mean by that, is I take a webpage that is designed to get a result and I create multiple versions of the website. Each version is different than the other in one small way that I think might be relevant. For example, I might test three different prices for a product and see which price sells the best (It’s not always the lowest price that sells the most). Or I might test the images on a website to see which helps get the most sales or referrals. I use a program that measures the results and does statistical analysis so that I know which is best. I want real knowledge of what works, not “guess work.”
The overall process is called “conversion optimization” and though the programming can be difficult, the measurement only requires knowledge of two things: The number of visitors to a website and the number of visitors who take action while viewing the website. This is the equation:
Actions ÷ Visitors = Conversion Rate = New Students/New Sales (etc)
Got that? It’s just a simple percentage – the percentage of people who take an action. Many of you already get a fair amount of traffic to your websites. Not enough to build an entire practice around perhaps, but enough to be getting regular phone calls and emails from your site. Is that happening for you? Does your website “convert”? To get there the percentage of people who actually DO something must be increased.
Repeat: The number of people who come to your website is largely irrelevant as a business indicator (as is the number of your twitter followers, facebook friends etc). Your influence and ability to get more students and workshop participants is a function of the percentage of people who “convert” or do something on your website. Having a website where you only get 500 visitors per month but 10 people contacting you, is infinitely better than having a website where you get 1000 visitors but only 1 contacts you.
I’m not sure how to make it clear to you how important that is: Conversion is King. A beautiful website won’t bring new students to you. Neither will an “award winning” website nor one that your colleagues love or appreciate. The only thing that matters for building a practice online (or any business) is whether your website gives you a meaningful and measurable result: Do people visit your site and then contact you? If not, how can you organize yourself and your website to get better results?
“Conversion 101: Simple Techniques For Increasing Your Website’s Performance”
There are many ways to instantly increase your website’s conversion rate and get more clients (or sales or leads or whatever else you want). Many of them are very simple and involve nothing more than changing a few words. Seriously. Even a child can make some of the changes. Other conversion accelerators are slightly more complex. They involve changing or moving certain elements that you have on your site such as your pictures and graphic elements.
Other techniques require taking a deep breath and a leap of faith and making some seemingly radical offers to your website visitors. (Believe me – It once took me a year to make a change on one of my websites that I “knew” I needed to make). In this webinar, I will not only go over the potential changes step-by-step, but also rank them for you, so that you can decide which you can most comfortably use now and which you may want to save for later. This particular webinar is also going to be interactive so we will have some time to do a “live” review of some participant’s websites and you can ask me any questions that you would like.
The Geek Stuff Is Not Required
In this webinar, I’m not going to ask you to do research, nor even understand research. But I do want you to realize that the advice that I will be sharing with you is research-based. That’s why I gave you details about the process above. I’m not sharing with you what “I think” will work, but rather what actually works. What I have found often runs contrary to common sense. In fact, I have been 100% sure that something wouldn’t work, only to find over and over again that it DOES work and make a difference. That’s why measurement is so important. It gets you out of the realm of mere opinion.
“I’m getting more referrals from my website now, including a recent one from a famous local celebrity! Bob S, GCFP, Perth Feldenkrais
“My website is bringing me more referrals from local students and also generating interest and comments from colleagues all over the United States.” Carrie Lafferty, GCFP
“I was frustrated with a lead generation website page that was not generating any income. Within two weeks of implementing the website changes suggested by Ryan, I received several leads that ended up being worth thousands of dollars. I pay very close attention to what Ryan suggests.” Michael Beale, U.K. Business Trainer
Ready to Give it Go?
This live, interactive online workshop is jammed-packed full of conversion tips that will help you accelerate your results online and get more students and class attendees. And the information is laser-targeted to helping you increase your conversion rate and get better results from your online presence. When we are done, you will have a list of easy-to-make changes – many of which you can do yourself. And you will be empowered with the knowledge of what works online and how you can get there. Some of you may find that you are just one or two “tweaks” away from increased results.
The workshop will be recorded so that you can review it later. To attend you only need a computer and an internet connection. You will be able to see my computer screen (so I can show you examples of what works) and you will also be able to hear (via your phone or computer speakers) and interact with me. Enroll below and you will get your own personal link to the session.
Space for this workshop is limited. My interactive meeting service (GoToMeeting) only allows 15 participants. My last online workshop sold out and this one will likely fill up quickly. Register now to ensure a space.
When? Weds, October 27th
Where? Everywhere. Just get online!
Time? 10:00 AM Central Time (Which is 8:00 AM Pacific/11:00 AM Eastern
I stand behind what I sell. If you are not satisfied with the workshop for any reason, you will get your money back – no questions asked.
GoToMeeting is the most advanced, reliable and easy webinar service that I have used. You only need a web browser and internet connection to join. If your internet is slow, you may want to consider calling in to hear the audio.