Why is it important to set small goals?

If you only have one big thing that you want to hit, you have fewer flexibilities on things you can’t control

• e.g. if the cost of traffic increases and you don’t have the budget to accommodate that, you are screwed

When you have a bunch of small goals set toward achieving a big one

• you can optimize each step of the funnel
• if one thing goes wrong, you can optimize other things that go right to overcome that one thing that goes bad

Small goals are more achievable and measurable

Example 1

Instead of doubling your opt-in conversion rate, stack the little wins and test them out

• increase the opt-in conversion rate by 30% – you can do that with a headline or bullets or CTAs
• increase the conversion rate from opt-in to booking in a strategy session by 25%
• improve show up rate on the booked strategy session by 15%
• increase close rate by 5%

Example 2

When you want to increase traffic to your website (07:40)

• Increase average order value on the first checkout process
• Increase repeat purchase rate with a 12-month period
• Lower cart abandonment percentage

What to split test?

Businesses that are testing the most things at the highest speed are the ones that win.  They fail more, and they also learn more, and they improve faster.

Instead of creating new funnels or e-commerce stores, optimize the existing ones.

How to run split test: 50% goes to the control, 50% goes to the variant.

#1: Headlines

• lowest cost profile with disproportionate output when you find a winner
• on landing page, product pages, long form strategy session pages, opt-in pages, or pages you ask for money

#2: Your offer

• what is included, pricing, payment plans

#3: Your sale pitch

#4: Your product descriptions

Source: THIS Is What Your Business Needs To Double In 2022 by Sabri Suby of King Kong