I just wrapped up my first experiment for the Goodvalchal and I’m ready to take my learnings from that experiment and leverage it into an effective second.
Primary learning from experiment 1: People won’t sign on to pay Social Change Nation for online content or coaching at first look (i.e. they won’t sign up for a paid service the first time hitting a landing page).
Experiment 2 hypothesis: By creating a ‘value funnel’ that offers content, funding opp, and tools for Social Entrepreneurs over the course of 2 weeks, we will warm leads to a point of getting more deeply involved with SCN. 20% of leads who go though the value funnel will pay us something for content we’re offering.
How we’ll experiment: I’m running $160 of Facebook ads and $90 of LinkedId ads geared to drive email sign ups on Social Change Nation’s site. When someone opts in, they automatically receive a drip campaign of emails that contain videos on Social Entrepreneurship and and offer to get a $1k grant via the Goodvalchal. I hypothesize the campaign will have a 30% conversion rate (conversions in this case being defined as email opt ins)
Failure condition: Less than 20% of leads exposed to the ‘value funnel’ fail to buy in 6 months. Buy can be defined as: completing the goodvalchal or purchasing any level of content from SCN.