Welcome back to the Expert to Profit Podcast! I’m Maeve Ferguson, and today we’re diving into a game-changing topic: Optimisation. If you caught the last episode, you know we covered the importance of testing. If you missed it, be sure to go back and listen from the beginning, because each episode builds on the last. Today’s focus is on how to take your online course business to the next level by constantly optimising—because this phase never really ends. 🔄

🔍 The Power of Continuous Optimisation

Optimisation isn’t a one-and-done deal. It’s an ongoing process of tweaking, improving, and refining every part of your funnel to ensure that every ounce of effort you put in yields maximum results. This is where the real magic happens in scaling your online course business. ✨

Let’s be clear—this isn’t about throwing in the towel when things don’t go as planned. We’re not here to quit at the first sign of trouble. Instead, we’re going to look at how to fine-tune each element of your funnel so that everything works better and better over time. This is how you set yourself apart from the hobbyists and build a sustainable, profitable business.

📈 Optimisation Roadmap: Step by Step

There’s an optimisation strategy for every part of your funnel, and today, I’m walking you through some key areas to focus on:

🛠️ Quiz Funnel Optimisation

• Congruence: Is your ad copy consistent with your quiz hook? Start split-testing different hooks, ad copy, and images to see what resonates best with your audience.
• Landing Page: Simplify your landing page. Make it clear why they should enter their email address and what value they’ll get.
• Success Page: Are you using social proof and persuasive techniques to encourage micro course purchases right after they finish the quiz?
• Email Follow-Up: Optimise your email subject lines, copy, and CTAs to boost conversions. Retarget those who didn’t complete the quiz or didn’t buy your micro course.

💻 Micro Course Optimisation

• Congruence: Ensure that your sales page feels like a natural extension of your ad or organic post. It should look and feel cohesive.
• Copy & Creatives: Split-test different angles, images, and copy to see what drives the most sales. Test everything from the urgency in your messaging to the layout of your sales page.
• Sales Page: Adjust one variable at a time—whether it’s social proof, order form tweaks, or the overall design—to see what improvements yield the best results.

🎥 Masterclass Optimisation

• Congruence: From the initial touchpoint to the masterclass sign-up, make sure everything aligns. The topic, the messaging, and the offer should all feel connected.
• Show-Up Rate: Boost your excitement campaign, improve your SMS reminders, and tease any gifts or bonuses to increase attendance.
• Retention: Keep your audience engaged throughout the masterclass with interactive elements, strong tonality, and smooth transitions from teaching to pitching your offer.

🎯 Continuous Improvement for Better Results

As you move through these optimisations, remember to focus on data, not emotions. Every tweak you make should be informed by the numbers, allowing you to close the gaps where potential clients might be dropping off. And if someone doesn’t buy, don’t just change your price—dig deeper, find out why, and address those objections head-on.