The Paradox of Business Success...

The most money my online basketball training business ever made was:

WHEN THINGS WERE SIMPLE

And by simple, I mean…

• We had a product suite of around 12 items
  
  
• Each product had a relatively simple text + video sales page
  
  
• Each product solved a very specific problem our audience was facing
  
  
• All products were digitally delivered
  
  
• We emailed every day
  
  
• We had 1 strong source of paid traffic (facebook at the time)
  
  

Not only were we making the most money…

We were also the most profitable.

Part of the reason for this was that the simplicity of the business allowed for quick decision making when it came to testing…

We were able to (relatively easily) test different front end offers.

And test pulling different conversion levers to see what it did to the overall Customer Acquisition Cost and Average Order Value.

Things were streamlined...

So the process of testing was rather simple:

There was 2 different sales pages for each product.

↳ One that we would send our organic traffic to (since they knew, liked, and trusted us already…)

↳ And one that we would send our paid traffic to (since they usually didn’t know who we were yet…)

This made it easy to test.

We would swap out different offers to see how they did with paid traffic.

→ And test changing the price.

→ And test changing the headline.

→ And test changing the video on the sales page.

→ And test adding different bonuses to the offer.

The reason all of this was possible was because:

THINGS WERE SIMPLE

Once we started adding a boat load of complexity to the business, testing became a nightmare…

I remember having a master on-going document that would list all the different URL’s for the different sales pages we were testing.

Every time we wanted to test something we’d have to refer to this document and see what pages we’d need to update to keep the entire sales funnel in sync...

Have you ever had a landing page URL get broken while running paid traffic to it?

It’s kind of like the opposite of winning the lottery.

Not fun.

Why am I sharing this?

Well, hopefully to keep you from making the same mistakes I made.

Remember:

When you add complexity to your business, it becomes harder to run.

*Duh.*

But it’s not just harder to run, it’s usually a lot less efficient.

We went from being able to split test different pricing options in matter of minutes...

To basically having an all-hands-on-deck meeting every time we wanted to test or change something.

It slowed things down.

And slowing things down when you’re spending $1,000+ a day on advertising, sucks.

So, what did we learn today?

Keep things simple.


The paradox of business success:


It’s hard to keep things simple.

It’s easy to make things complex.

Keep this in mind next time you want to add a new revenue stream to your business plan.

Or spin up (yet another) new funnel for (yet another) new traffic source.

Hope this helps.

- Adam