Having an online business is a long-term investment and you want your long-term investments to work. This is where statistics come in. They are an inextricable part of the financial stability of a business.
What you need to do first, is understand where your money is coming from and that means spending a lot of time with your bookkeeper and analyzing the figures. You need to understand which of your projects are generating money and what are the market’s common trends. This is crucial because you want to direct your energy in the right place.
Using bookkeeping software and a time-tracking device for your employees’ working hours are additional ways of cutting down on expenditures and maintaining your run rate.
These were the big picture numbers you probably knew already. But you need to go deeper. You need to understand where your audience is coming from, how a person finds you. It can be through one of your books, through your website, or at an event.
If your not in charge of your statistics, you'll never make any money. Take control of your business in today's episode of Serve No Master Podcast.
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Resources mentioned:
Leave some feedback. We would love to hear from you!
Connect with Jonathan Green and Serve No Master:
The post SNM186: If You're Not In Charge Of Your Statistics You'll Never Make Any Money appeared first on Serve No Master: Be Your Own Boss - Live Free
Connect with Jonathan Green
Having an online business is a long-term investment and you want your long-term investments to work. This is where statistics come in. They are an inextricable part of the financial stability of a business.
What you need to do first, is understand where your money is coming from and that means spending a lot of time with your bookkeeper and analyzing the figures. You need to understand which of your projects are generating money and what are the market’s common trends. This is crucial because you want to direct your energy in the right place.
Using bookkeeping software and a time-tracking device for your employees’ working hours are additional ways of cutting down on expenditures and maintaining your run rate.
These were the big picture numbers you probably knew already. But you need to go deeper. You need to understand where your audience is coming from, how a person finds you. It can be through one of your books, through your website, or at an event.
If your not in charge of your statistics, you'll never make any money. Take control of your business in today's episode of Serve No Master Podcast.
▶️▶️▶️▶️
Resources mentioned:
Leave some feedback. We would love to hear from you!
Connect with Jonathan Green and Serve No Master:
The post SNM186: If You're Not In Charge Of Your Statistics You'll Never Make Any Money appeared first on Serve No Master: Be Your Own Boss - Live Free
Connect with Jonathan Green
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If you are in control of your statistics, you'll never make any money. Find out how to take control of your business on today's episode. Daughters Brought to you by Easy pay direct the payment processor for entrepreneurs by entrepreneurs. Get the lowest processing fees in the business by visiting serve. No master dot com Backslash Easy pay direct today. Are you tired of dealing with your boss? Do you feel underpaid and underappreciated? If you want to make it online, fire your boss and start living your retirement dreams now then you've come to the right place. Welcome to serve no master podcast where you learn how to open new revenue streams and make money while you sleep. Presented live from a tropical island in the South Pacific by best selling author Jonathan Green. Now here's your host. Today, I'm recording upstairs in our wooden area. We call it the chill out area. It's where I did my exercising. My wife is relaxing the hammock near mean up here. I can see the sun in all four directions. I'm still not allowed to leave the house, so I have a limited about of area to work in. There's a little bit more of a breeze up here, but the disadvantage is that there are more roosters that I can hear in all different directions. So please forgive me if you hear some of that island noise in the background. We do our best to remove in a post production, but I don't wanna wait to share today's lesson with you. Now, before we dig deep into spreadsheets, I want to be completely honest with you. I hate spreadsheets. A great deal. When I was in high school, I was in advanced placement for almost every single course my senior year. The reason I graduate from college and three years instead of four. But I made a mistake. I took advanced AP math courses, but I skipped statistics. I never took the statistics class. It's one of my other great regrets. I don't know what I would have learned in there, but I'd like to think that I have learned how to really master my numbers. I know how to figure out speed of a rocket is going if it's fired from a merry go round. But I've never really had a strong grasp of how to manage all of my numbers and it's been, ah, problem, my business for a decade. I'll be completely honest with you. And I've had to work very hard over the past two years to overcome this hurdle and the reason I'm teaching this lesson it so that you don't have to learn the way I did. I want you to learn the fast way. So before you think that this is me, talk about my passion, it's the opposite. Today's lesson. Today's episode is about my greatest weakness. When I first started to have a little bit of success in my business about eight or nine years ago, my mentor was looking for a new account and I went with them. So I was like, Oh, maybe I need an accountant and I'll never forget our conversation And she said, How much money to make it? I said, I don't know. And she said, How much money do you spend? I said, I also don't know that, and she said, What do you do when you need more money? And I said, I just make more. It's absolutely true. My greatest skill, more than anything else, is that I'm a rainmaker when I need money, I find a way to make it happen. I can always find a client or an opportunity or a project or launch a sale. This week, I was wondering if there would be enough money in the PayPal account to pay the team. I'm always trying to pay the team from PayPal completely on my workers so that anything that goes into the bank just keeps going up, up, up, up, up A little game. I play. And, of course, half the people who buy stuff from you use a credit card. Half use PayPal. So it's, Ah, game. I don't always win. And I was looking, and I received a payment this week for $322. I have no idea where it came from, but it allowed me to win my game. That happens all the time. My ability to make rain is very powerful, and I've used it to make up for midges organization for too long. For a very long time. My business, my stats were massively disorganized. I wasn't in control off my numbers and it kept me from scaling. I can tell you something right now, I am obsessed with organization because every time we get more organized, I make more money. That's to me. It's the craziest thing I've ever learned. But it's absolutely true. Every time you get more control over their statistics, our numbers, our strategy, our process flow, the communication within the team or our project manager boards, everything goes up significantly. Productivity, team, happiness and money. I have a pretty good memory for what I'm working on, which is countered by the fact that I usually forget everyone that I've ever met. So I've been able to slide by without keeping track of my projects very well. Some of my processes have over 150 steps, and I never wrote them down until I started having a team. I would just remember how to do all the steps in order. If you miss a single step, it could cause an entire project collapse, and I never wrote them down until about a year and 1/2 ago when I started using project and software successfully for the first time, I want to take you through the most important statistics you need to know. In your business, there are some big picture statistics that we want to be in charge of, such as your book, keeping your salary, your run rate, those big picture numbers. And I say that because I didn't know there for a really long time. So before we dig into the specific sees the big picture ones you probably know about, I'll tell you all the tools that I use for my book keeping software. I used zero Exxaro. We have a link in the show notes to the software. It's really great. I find it much, much easier to use and easy to understand that any other software abuse in the past, everyone I know has kind of switched over the past few years, and it just pulls everything in automatically. And it's really great because it makes reports to get caught up on my books. I finally hired a new bookkeeper. My last book keeper kind of dropped the ball when she had some stuff happened in her family, and I didn't take any action for five years. So I'm totally guilty but hired a new bookkeeper and he's really amazing. If you're looking for a new bookkeeper, you could certainly send me a message. He actually email yesterday saying he's looking for more clients. I don't have enough work keeping busy 40 hours a week, Thank goodness, but what's beautiful? That we could work together. He goes through all my reports. We analyze every where the money goes and we can look ago. Okay, where did money go last month that we could move it more efficiently? I really try to look at which projects like putting money into in which products generated money because their market shifts. And I need to see those trends or Aiken start leaning into the wrong wind. An example of this is that my money, from my books and from royalties has been diminishing significantly for the past year, to the point where some months it's 1% of my monthly revenue because the other part's my business air growing so much a year ago, I was investing the majority of my salary and time into putting more books out involved, you know, spending money on my editor, spending money on but cover spending money on time, creating books and transcribing them and all that process. Now I redirected those funds to where the big money is coming from which is list growth website speed optimization, bringing in more traffic, improving our process flow. So sometimes it's not about increasing how much salary of spending every week. It just redirecting to different team members. I can raise and lower people's hours. I have some people working as few as 10 hours, and some has worked as many as 40 and each different person on the team has the number of hours they want, and I try to get everyone to that number. But I also use this data to be strategic about where I aim the efforts of my team so that we can get maximum are why I use time tracking software that's called Time Doctor. I've mentioned it in some previous episodes, is pretty cool. Software again will share linked anything I mentioned in the show notes and in the description and the quick about this software. In addition to being tracked, my team members and track their work and make sure that they don't bill me for time, that actually working and it just helps to organize everything what it really does. Ah, top of that is it keeps track of limiting their hours, so if someone is only allowed to work 20 hours a week. It warns of us is, Hey, you've mets out this week. Don't do extra, which helps me maintain my run rate and the second thing it does that's really cool. That lets me know my maximum liability each week. It's as if everyone maxed out their allowed hours this week. This is how much you have to pay on Friday, so it helps me forecast a little bit, and that allows me to not over spend. While I could afford to pay every single person on my team maximum hours and they could do a bunch of overtime for a couple of weeks. Eventually that would catch up with me. And so I have to be strategic with how I spend my money. I have 11 employees that have a mix of different times. I could do the same, spend the same money money, have six employees full time. But I have different specialties and specialists on the team, and so I have access to more specialties by being strategic, and I could only do that because I know my numbers and because I know my run rates and I'm very cautious about them. Every single week I put caps on the number of hours people can do, not because I'm trying to limit them this week, but because I want to pay them consistently. So I want them to know what you made this week is what you could make next week in the next week in the next week. So it's providing them with a little bit of security for the long term. Eventually, as we continue to grow, people's hours go up and they get exactly they want to. Some people only want to be a 20 hours, and some people want to get 40. I try to meet their need. It's important to see how much money you make each month so you can catch on if things were going down or up. If money is coming in from a different source, If all my money is coming from client work one month and that's all coming in from affiliate sales the next month, those are things that I need to know. So those are big picture things. That's not what we're really gonna dial in today. On today's lesson, that's just the beginning. What we want to do in super detail is go deep into analyzing the money coming into your business, and the first thing you want to look at Number one is how person finds you when someone becomes aware of you. The relationship begins until someone's heard of me. I don't exist. But once that bridges crossed, I want to know where they came from. And there are a lot of ways that I get found. I was in a conversation with someone or mastermind a few weeks ago, he says. Oh, I read one of your books when I saw it for free on Amazon, and that's how I found out that all that's amazing. It's a little bit hard to track. That statistic is Amazon won't give me that information, but once you often anywhere you give me your email address anywhere inside my ecosystem. Whether you're buying a product is your first interaction with me or you're taking a free gift or you are there when I'm participating. Give my book away in a different type of event. I track that I don't track it on individual level. I tracked it on a mass level. An example of this had a conversation with someone last year. I'm sometimes that participate in events which are called stacks, where I give away one of my courses for free and anyone who gets my course for free for one of those events gets tagged. And the reason I do that, as I want to see if I convert those people into people who buy something. So let's say 100 people took one of my courses for free, and six months later I look and none of them ever bought anything from me. You think I'm gonna participate one of those events again? Of course not. But that's not the case. Usually there are a lot of sales and there, and what I'll do is make a group from all those email addresses and then analyze how much they as a group of spent with me over the past six months and then I divided by the number of people in that, giving the value over time, converted by six. If I want to to see what someone who finds me through that particular type event is worth per month, I want to get a feel on the reason I do this, so I could direct my energy in the right places. If I participate in event and I get a bad return on investment, the people who join my list take the free gift and immediately unsubscribe, which is fine. You're allowed to do that. But I'm not gonna put a lot of effort into joining the events again because that's not what I'm looking for. I'm looking for people that are gonna hang off me long term. I want people that are gonna read my block posts list. These podcast episodes leave reviews, leave comments, eventually buy a product or two and tell their friends about me. So while money isn't the only statistic I have people who have never bought anything from me. But they leave reviews for all of my books. Every time I do an event, they do everything they can to give because they can't afford to buy anything. I love those people because they help me to grow and they help other people to find me. So every person, as long as they're active and participating, that means a lot. And I look at things like open rate. So let's say I give away my book one of my free gifts. It's part of an event, and I get 100 people joined. I look and say, Are they reading the emails I'm sending? If that I bring the emails that even clicking the links, that's an even lower threshold so we could look at our statistics in different ways on different skills. Want to see Okay. Are they spending money? No. Are they at least participating? Are they paying attention? My messaging? Actually, out of 100 people, only 10 of them are still opening your e mails. That means that it wasn't a good fit. Those people weren't really interested in me. We weren't on the right wavelength, and that's absolutely fine. There are people out there who teach the exact same things Ideo and their audience would hate me in my audience would hate them. And so people jump between us, even though we teach the same things People spotted different ways. You might not like my voice. I know I find it hard to listen to the podcast episode because I don't sound the way I thought I would. I always think I sound like a 15 year old on the beach in California Even creeping towards 40 my voice hasn't gotten as deep as I thought it would. That's OK, so most of us don't like our own voices. So I'm not a singer, so you want to have an understanding of where your audience comes from. This congest be a simple as a pie chart and this commie broken up into areas like events like Anytime you participate, any type of group event or group promotion or stack. The second thing could be a search engine optimization. People who find you simply by typing in a search term into Google and then visiting your website. Or maybe they're using Bangor Yahoo. If anyone uses those, I know they still exist, so someone must be using them. Maybe they're old school Internet user who's using in the Alta Vista search engine, which was the king of search engines. Like 20 years ago. When they find you through social media or through your YouTube channel, you want to know that, so the first thing you want to know is what percent your audience comes from each of your different channels or each of your different efforts. If 90% of your followers are coming from your blog's posts and 10% air coming from your video channel. Then you need to really focus on putting on more block posts unless videos. That's how this is important because it tells you which direction to aim your business in. Once you know how they found you, then you want to start looking at those other values of how they interact with you. How much time they spend on the site? Do they spend money? Do they do those other things? The most important statistic, I believe, is our second number is opt in. Conversions often simply means when someone opts into your list. It's a technical term. The marketing nerds like me used. All it means is you sign up for someone's newsletter. Now I don't think about the Moses, a newsletter, but maybe you dio call it an email list or market list or a file for an old school marketer. But when someone visits my website or Reeves one of my books, when I want to look at us out of how many people who read my book serve no master out of every 100 how many of them take the free gift and give me their email address and what you can do there. This is something a little bit harder because you can't do it. Their software is. You could look how many books you sold last month, and then how many people opted into that particular form inside of your tracking software? And then that gives you a percentage so it can be done. That one you just have to month to month. You can't really look a daily run rate because the data's murky because reporting of sometimes delayed and will give you perfect number because there, of course he will read your book, then go to your website joining mailing list. That way, they started from your book, but we want to get that feel, and then we want to talk to other authors to find out what their numbers are to see if your number is in the same ballpark. If one out of 100 people who read your book gives you an email address and someone else with similar book is getting 20 then you know you need toe, fix something. You need to prove that gift and improve the connection between that gift in your audience. More importantly, as far as this statistic is when someone visits your website, you absolutely, positively need to know your operate. The reason I say this because a year and 1/2 ago, almost two years ago now I hired a consultant to his naps, a genius, and I said, Hey said I'll look through all your numbers and give you some statistics and spreadsheets did some really cool stuff. What we discovered through that conversation relationship was that my numbers were abysmal. I actually didn't understand my numbers correctly, and this is just goes to show that you could be really successful and have some holes in your expertise, and we analyze. You sat down and said, If you take these five actions, you'll make more money and I didn't mean it happen and it was true, was amazing. So first thing we looked at was my opt in rain, and I didn't know because I haven't thought about it really wasn't my main traffic. I kind of wasn't paying attention to the website. I never have. I've never with ServiceMaster, never really driven traffic from pure search. People find my website or easily moved to search for Jonathan Green, author or serve No master the people who already know who I am, but I still needed to fix some numbers. And he discovered through looking at my numbers us. You have a 2% conversion rate of every 100 or visit our website to giving email address. And I said That sounds great And he said, Industry average for okay website is 10% and the gold, if you can get to it 15% is the dream. And I said, Okay, well, then I have a problem and we did some work and we got it to 10% within a month. Was excellent really, or really wonderful results. And the reason I'm talking about these number of first right it's tempting when you're thinking about knowing your numbers is to know about your sales page conversion rates, and those are important later on the line. If the first place people find you was a sales page because you're getting paid traffic to that page or joint venture traffic page, then you need to know their conversion rate of that page of work on that. But for my business, my first interaction with you I don't sell anything until I've got your email address to tell. I've emailed you a few times. That's the most important number because it makes the biggest difference. If I improve a sales page by 1% then I make increase how much I make from that one product by 1%. But if I increase my often rate by 1% increases all of my products by 1%. It's a massive difference toe. Earlier in the relationship, you can improve a number, the more valuable it ISS. That's why the beginning relationship is. Why focus? So if you don't know your numbers or if you're not capturing email addresses from your website, we cover this two episodes ago so important. So I'm building on the last two episodes executed. We thought it was part three of that series. We have to know our conversion rate because that can tell us some important things. Number one is your traffic wrong? I used to have the number one search results in the entire world for people looking for an image of a nerd. I got massive traffic, and when I research like, where's those traffic coming from? It was people who would type in the word nerd see an image that happened a stock photo on my Web site. It wasn't like it was a picture of me. Thank goodness, and it would click on their visit my website. Guess what? That's trash traffic because they're not looking for anything about me. That was on my dating website when I used to tell dating stories long time ago. Totally un relevant. A second example of this is when I ran a search engine optimization company. For a while. I was in the top 10 for the Term Shirts CEO. I got a ton of traffic. Guess what? It was only other people who ran Seo agencies. It wasn't Ah, buyer keywords. If you type in search engine optimization and then the name of a city, that's a great keyword, because that says someone who's looking to get help in their city. But without the city modifier, it's a research cured. My chat box was always filled with other s yo companies who are trying to take market share from me who didn't realize that it wasn't a good keyword, and they were just ask those questions in my chat box I finally turned off the chat box was such a waste of my time. I couldn't talk to customers because people who were just finding me through a key where there wasn't any good were there. So you wanna see what the problem is that the problem isn't your traffic, it could be number two. Your gift is wrong. First free gift I ever made was for my a dating Web site. What was telling stories about my dating life? And it was how to be good at kissing guide. Nobody ever took it hard. Zero. And I didn't know what was going on until I talked to some other people who were in the same market. Me, they said, No one ever, ever, ever, ever wants to admit their bad kiss. Or even though based on my experience in my single days, a large percentage of the population is batting, kissing their people who kiss on Lee with their teeth. He will kiss with their eyes open people who make scary dinosaur noises. How do I know that? Cause I've experienced all three. One of my many, many life experiences. I First time I ever kissed a girl I didn't know what I was doing, and I had her chin in my mouth for like, four minutes. She'd have the heart to say anything. My first kiss, What a win! But nobody wants that gift. It doesn't convert any market. So the problem was that me or the copy of the traffic, it was a gift that nobody wants and no one ever wants it, because people I know who have massive businesses in that industry, we're doing huge numbers to have huge followings. They couldn't give away a guide with that same principle, either. The third possibility, if it's not your traffic inside a gift is the form itself. The offer our people seeing it doesn't look nice. Is it an irrelevant place? The first thing you want to create is a universal offer. This isn't offer that will appeal to anyone who visits your website. My universal offers joined my tribe, which is to join my group, and it was a Facebook group for a long time. Or actually we bought something software trying to build, ah platform that we control, so that's a little bit more manageable because I want to bring more and more of the my assets into my room and I get about 10%. People email me and say they hate Facebook. It would never join a group on Facebook and don't want to just doing great drama group, but they want to join my group. So I'm responding at part of the audience and we are working on that software. It's just another thing that's coming after we finish their vision of the website. But that's universal offer and I got that from a fashion website who was doing really well. I got a lot of really good ideas from this one. Interview with the lady with an over 40 fashion blogger from Australia. Her charity was great. It's a pro blogger interview so well, actually, we'll put a link below in the show notes below, so you can listen to it too. If you want to legislate, had to say because fair enough was really I found her website good. I found her free. Good. I said that such a good universal gift because it could appeal to a large audience. Now, if you visit my website, you don't have gifts for people that are just copy writing or blogging or ghost riding and have a match gift. That means if you go to an article about networking, the free gift that you get offered should be networking free gift. That means gift match. And then it's about the copier, the language that gives people a motivation to join. Why should I join your Facebook group? You on my face or group? First of all, you got free video every day. Record hundreds of free training videos that I post them there before anywhere else. If you don't mind waiting 30 60 or 90 days, you can follow me on a different social media, more public channel. Not only that, but inside the group I post advanced training. I answer questions with videos, and I do a lot of other stuff to put a lot of value into that group. So I give a lot of reasons. Hey, you know what you need is people around you who are on the same journey so you don't feel alone is the hardest part. Building online businesses, the loneliness. You can make a small mistake in your business if you don't have anyone around to talk to to say it out loud to you might not catch it until a small crack has become a huge cavern. Sojourn. My tribe. With your universal appeal gift, you can test different versions of it, and you want to have a lot of different ways People can see it. You can try sidebar. You can probably pop up, pop down. You have a bar at the top of the screen, a bar to buy the screen. Try different ones to see what gets the right conversion rate. And, of course, you balance. That was not being annoying. The reason that I use convert pro over bloom or over Monster is simple. It allows me to run really complicated split tests and because the way I run them, if someone says no in excess of pop up for one type of gift, they're not gonna see a pop up for a different gift Tomorrow they won't see any problems for at least 30 days, so I don't wanna be annoying. It's a balance, right? Our balances, how much how we maximize conversions without maximising annoyance, and it's ah ah balance, and that comes from knowing your numbers and knowing your statistics and so you can work on that, and then you create different versions. Let's say you just do a papa. This is what I did. I switched from tribe to my seven product creation Myths. Free gift for a very simple reason. Rock, racial. Miss Out. Converted it. So when I first used to do was send you, you would click on a button, would have a green pop up. You may have seen it was running along for a long time last year. I would say, Join the family. You don't wanna be alone. Whatever I forget, the exact headline was, I could look at my computer. But that's not port. It was, ah, message of joining groups solitary. Join the tribe, Click this button. It would take you to serve extra conference. Last tribe, Which was that? A big opt in page. Then I said, You know, why did I test something? Why make him go to that page? They already clicked a button. Maybe if I just give him a form right there. And so it just had a little box. Now you enter email address to click the button, and you get set straight to the thank you page that was my first iteration, and that converted exactly the same. So if I had a temper set, conversion rate and 800 visitors, 10 of them would click the button and go to the try page or 10 would enter. Their email doesn't click the button. But then not every single person which the try page would enter their email address on that page. So actually, the second version was a better converter. And then the same thing happened with the building out of the front creation myths, free gift. It converted better. And even more importantly, the trip wire potion, which I talked about in our last episode, converted even better. And that takes us to a big number three, which is understanding the money. We really want to know if people who are giving us their email address our customers and we want to look at what they're worth over 7 30 90 days. No, I know people in certain markets who spend a lot of money for every single subscriber, and it takes them 60 days to break even so they're negative on every dollar they spend for 60 days, but after they 60 their break even in every day after that is 100% profit, and they have enough money. And they have everything dialed in with their email addresses with their email messages and their offers that they can afford to do that because they've tightened up and they know their numbers so well. So many people miss this opportunity. They don't know their numbers very well. Now what you might know what you hopefully don't want to talk about. The beginning is how much money comes in every month. But if you don't know where it's coming from, you can start debt problems. You might have 10 super fans who buy anything you sell and that makes you think that everyone in your audience, because you're averaging out, is spending money with you. But if you look at new people versus old people, you confined. First of all, people spend more money at the beginning, but at the end of your relationship, there far elect you to send money when you first get to know him so that his 1st 7 30 90 day periods were really, really critical, because that's where you'll make 90% of your revenue from your new people. Sure, some people might wait a year or two years to take action, but they're the exception, not the rule. And we can't We don't want to track that. We don't want to make a plan with a two year turnaround time. That's really love. Three months is hard enough, right? So you want to look at is all that money that's coming in and where it comes in during the relationship and you can track those statistics and it's worth doing. I know this is numbers and money and statistics episode, and that's why I said the beginning. It's gonna be about numbers and statistics. This none of the stuff is fun for me, right? I just I'm teaching you this stuff because it's so critical makes such a difference. I have worked with people who are losing money on every dollar they spend, but they don't realize it. And so they're increasing their advertising budgets to go from losing $5 a day to 500 a day, and only when they suddenly bought about do they realize they had something wrong with our calculations. The final thing you want to look at is low hanging fruit. Where are the biggest opportunities for you to increase your revenue, your growth, your reach, your profit? I mentioned earlier. The first thing you should look at is the beginning of your relationship. Going to start at the beginning of the last two episodes were so critical. That's why I went over those first. Anything you do to improve your conversion rate on your website low hanging fruit. That's why I went from 2% to 10% and fighting to get to 15%. The second thing you want to look at is if you're wasting your thank you page if you don't have a trip wire in place. If you don't have an offer, there are some really important places. Toe. Have your first offer at the end of your free gift in a PS on your very first email to people and the thank you page should be a free gift page Now, every once in a while, we've actually been getting a bunch of emails from the same person over the past week who was absolutely baffled by the fact that we deliver our free gifts V email and that instead of a thank you page or download page. There's a sales page. It's probably email me and my support team 20 times this week really upset. So out of 10,000 people have seen that page. One person complained. You think I'm gonna change my business for that one person off course? Not. Just because people complained doesn't mean you should pivot your business. I see all these massive businesses that pivot because they get a Twitter complaint campaign and they don't look at our these people customers. Why would you listen to a bunch of who aren't already your customers? All they could do is hurt your business. The most important voices that I hear are from my employees. Number two is my master binder. High ticket students. My coaching clients Number three is any customer. Number four is anyone who is on my list. So the more you connect with me, the more important your voices. But that's why. Listen to if someone's not on my list and gives me advice, why would I listen to that? They're already not interested in me, So if someone says I don't like your website, you can. But you already didn't like me. My website was really beautiful. Would you suddenly become a fan of me? Well, no. Why would I take your advice? So be careful not to listen to the voices that don't matter. So when you get people, for example, everyone. So I get someone who says, Oh, hey, can you just love your emails? You send one once a week. I really have the technology to do that. I'm not there yet. It is a thing that some people do where they can put you into a different track that just says, Oh, this person's newsletter only I don't have that really set up yet. So I just unsubscribed that person. I go, I don't want annoy this person. I don't want them to put a spam complaint. I'll just free them. Why? Because that comes in about one out of every 10,000. You don't want to pivot your business because of a single person. If no one's complaining, you're not doing enough. Now. If the complaint numbers go really high, then that does mean something, right? So you want to balance it. That means knowing go one of 2001 of 10,000 problem one out of 100 start paying attention. One out of 10 the house is on fire. You really need to pay attention. So anywhere you can get a quick win is what you should work on first. So when I started working on statistics was my first consultant. The first thing he said was Okay, This we need to work on you. Fix your opt in rate, cause that's the lowest hanging fruit goes. If you change your operate by this much and you have this cool spreadsheet, I don't know how to do this, but he would change one number and all the numbers blow would change. But how much I'm making each month. So the things that really matter okay, our traffic, how many people are coming to your website and that initial conversion rate? Those are the things you can improve, so traffic is harder to improve quickly. You spend a lot of time or money, so let's say your conversion rate is 1% right now. That's acceptable because that means we can improve. It's much harder to go from 0 to 1 that I wanted to much harder. If you are from 1 to 2% you double your income double because you've doubled your convert rate to is double one. If you're getting 100 visitors a day from your blood, sweat and tears, you can either tweak your opt in, which will take an hour. Or you can try to get 200 visitors a day and you'll get the same results now. Of course, as you go, you're gonna try and work on every air of your business. But it's much easier to fix that conversion rate. Then you could work on other things. Then you can work on the track because you know that of all the traffic coming and you're getting the maximum value, So if you have one email address coming in every day out of 100 visitors, you go toe to. Now you get to email addresses a day. You double that traffic getting four you four x your income. You've quadrupled your income by improving those two numbers, so at a certain point there's diminishing returns. Once your conversion rates 15% it's really hard to go higher. I guess it's possible, but if you improve it by 1% point now, it's not a significant. It's not a doubling its like a 6% improvement. Something like that, I don't know the exact number. I don't know what you know. I'm not perfect statistics, like I said, But going from 1 to 2 is significant. Going from 15 to 16 isn't a significant. So then it starts to make sense to focus on the next conversion rate Near funnel, which is your trip wire page. And then you start working on your traffic because you have everything else perfect. So what you want to do is look at each of your statistics in which one has the biggest impact and work on that first. And that's how you can take control your statistics and start to make a lot more money. Thank you for listening to this week's episode of Serve No Master. Make sure you subscribe, so you never miss another episode. We'll be back next Tuesday with more tips and tactics on how to escape that rat race. Head over to serve no master dot com forward slash podcasts. Now for your chance to win a free copy of Jonathan's bestseller Serve No master, All you have to do is leave a five star review of this podcast. See you Tuesday. Thank you for listening. This episode of the serve No master podcast. Follow me at facebook dot com Backslash serve no master.