You’ve got people signed up for your challenge! Well done!

Now you need to get them to come to your masterclass. In this post, we’ll look at crunching the numbers for how many people have signed up for your masterclass.

We’ll look at what to track, what your results are, and some questions that come up along the way.

Sales funnel broken apart showing our steps in this example (in text to left).

Layer 2b: How many people signed up for your masterclass?

Here, we’re trying to answer the question:

  • How well did my marketing about my masterclass speak to my various audiences?

In this example, since you’ve decided to make your pitch at your masterclass, you need to get as many people as possible to attend. This is a key point in your funnel.

In reality, I want to encourage you to make your pitch throughout your entire launch. Make it via emails throughout your challenge, and drop it into your lives, your group, etc, throughout your challenge. You may decide to wait until halfway through your challenge to make your pitch. I’ve seen people clamouring to know how to work with the person running the challenge from even before they begin the challenge.

Either way, your masterclass will be a crucial point in your funnel. Let’s say in this example that you’ve teased your offer, but now you’re finally revealing it in full (after or alongside delivering the training you promised, of course).

What to track

adults learning from leader, in comfortable seatsYou’ll want to track people who sign up for your masterclass from

  • The emails you’ve sent them, who originally heard your offer on social media, and
  • The posts and advertisements you make on social media specifically for your masterclass.

That second group of people may not have signed up for your challenge; perhaps they didn’t see it, or perhaps a challenge just didn’t appeal to them. Yet your masterclass does, and so they are coming to hear your training and your pitch – hooray!

You may choose to break down your numbers to consider these two groups separately. In this example, we’re going to leave them together. We’re focused on the key business question: which sources of audience members brought you the best results for course signups? So, we’re considering all your effort on Instagram vs Facebook vs LinkedIn vs networking groups vs speaking, etc (as outlined previously).

How should you structure your launch?

If we were trying to answer the question, “How should I structure my launch?”, then we would break these two apart at this point. We would want to know how effective it was to run the challenge before the masterclass, or if we got enough interest from the masterclass alone and could skip the challenge next time.

This is why it’s so important to know what questions you’re trying to answer before you work out what data to gather – and what to do with it.

What were your results?

pile of 3d social media iconsLet’s say that after your masterclass runs, you check your numbers and you find that of the people who signed up:

  • 30 came from Instagram
  • 600 came from Facebook
  • 80 came from LinkedIn

What were your conversion rates?

To get your conversion rate for this step, take the number of people who signed up for the masterclass and divide by the number of people who signed up for the challenge.

  • Instagram: 30 / 200 = 15.0% conversion rate
  • Facebook: 600 / 800 = 75.0% conversion rate
  • LinkedIn: 80 / 106 = 75.5% conversion rate
  • Total: 710 / 1,106 = 64.2% conversion rate
Pie chart showing a slice of about one-seventh with an Instagram logo on it.
Pie chart showing a slice of three-fourths with a Facebook logo on it.
Pie chart showing a slice of just over three-fourths with a LinkedIn logo on it.
Pie chart showing a slice of about two-thirds with Instagram, Facebook, and LinkedIn logos on it.

What does that mean?

Interestingly, here, we see your conversion rate for Facebook and LinkedIn are about the same, and it’s Instagram that’s plummeted.

Now, you’ll want to consider your Instagram audience’s needs, hopes, desires, and fears, and why they don’t align with your marketing about your masterclass.

However those Facebook and LinkedIn conversion rates for this step are really high, so you did a great job with your masterclass marketing speaking to those audiences.

What next?

In the next post, we’ll look at how many people attended your masterclass and what to do with that information.

See the whole series here.

Hi, I’m Sara-Jayne Slocombe of Amethyst Raccoon. I help your small business thrive using the power of your numbers, empowering you so that you have the confidence and knowledge to run your business profitably and achieve the goals you’re after.

I am a UK-based  Business Insights Consultant, which means I look at your data and turn it into information and insights. I separate the noise from the signal and translate it all into actions that you can actually take in your business.

I also facilitate the Power Pod Roundtable, which is a business discussion group, and the AIM HIGH Mastermind, which is a small group of business owners who want to move their businesses forward.

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Sara-Jayne Slocombe