The Hidden Truth About Evergreen Offers: Why They're Not Converting and How to Fix It
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Mentioned in this episode:
The hidden reason your evergreen offers are underperforming (and the data-driven solution to fix it)
5 foolproof steps to launch a high-converting funnel from day one
Expert troubleshooting: How to diagnose and optimize your existing funnel for maximum results
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Here’s a topic I know many of you are grappling with…
Why your evergreen offers aren’t converting.
I hear about this in the DMs more than you might think! Not surprisingly, as I really pioneer the success of evergreen business models.
Today I don’t just want to explore why your offers aren’t converting… I want to tell you what you can do about it.
Now, I know the allure of evergreen offers. It’s the dream of passive income, right?
Set it up once and watch the money roll in while you sip margaritas on a beach somewhere.
But here's the thing - and I'm going to be real with you - a high-converting evergreen funnel isn't built overnight.
It needs something crucial: data. And lots of it.
Let me break it down for you.
To create an evergreen offer that truly converts, you need to know your ideal client inside and out.
I'm talking about understanding their deepest desires, their most pressing pain points, and exactly what makes them pull out their credit card and say "yes" to your offer.
But here's where many of us trip up. We try to go evergreen before we've gathered enough of this vital information.
We create a funnel based on assumptions rather than real, solid data.
This is why I always, always recommend launching before you even think about going evergreen.
I recently shared about the difference between live launches and evergreen, you can read it here.
When you launch, you're essentially running a live experiment.
You're gathering data in real-time about what resonates with your audience, what objections come up, and what ultimately leads to conversions.
Think about it.
When you're launching, you're in constant conversation with your audience.
You're getting immediate feedback.
Maybe your sales page isn't hitting the mark, or your email sequence isn't addressing the right pain points.
You can pivot and adjust on the fly.
Some of the actions I take in a launch to help gather data like this are:
Reach out to people who are on a waitlist (if applicable) and ask them if they have any questions or feedback. Just yesterday I received feedback from someone on the waitlist for Constantly Converting By Design (which is currently open for waitlist enrolments and will open to the public on October 23 at my upcoming event) that the call schedule link in the email wasn’t working. How would I have known that had I not reached out?
Review my google analytics and explore my page traffic and conversion rate
Look at what emails are getting the most open and click rates, as well as which ones lead to unsubscribes
With an evergreen funnel, on the other hand, you set it up and let it run.
If something's not working, you might not know for weeks or even months. You have to wait for people to go through it to actually get some proper data.
For example, with our funnels, we try not to make any changes until we’ve had at least 100 people through the funnel.
Then, we want to look at things like:
Have we had the right people come through the funnel? If yes, but they haven’t converted, we have a conversion problem. If not and they’re not the right clients, we have a messaging and lead generation problem. By the way - in terms of working out if they are the right clients, I gather that information from doing a search of the profiles of people within the funnel and through any conversations I’ve had.
Where are people dropping off in the funnel? Where are people converting?
How many people are actually watching the masterclass in full?
There’s a lot to consider and it takes time to draw these conclusions.
Now, I'm not here to bash evergreen funnels.
They absolutely have their place, and when done right, they can be incredibly powerful. #HelloRichnessWithoutSacrifice
But the key is in that phrase - "when done right."
But what does "done right" look like?
5 foolproof steps to a high-converting evergreen funnel from day one
Here are a few key points:
Launch first, evergreen later. I recommend at least 2-3 live launches before you even think about going evergreen. Use these launches to test different aspects of your offer and marketing.
Test your messaging. During your launches, pay close attention to which messages resonate most with your audience. What pain points are they responding to? What benefits are they most excited about?
Optimise your sales process. Look at where people are dropping off in your funnel. Is it at the opt-in? The sales page? The checkout? Could you try an application process or book a call? Could you test it by going straight to checkout? Each of these points gives you valuable information.
Gather testimonials. and case studies. Nothing sells like social proof. Use your launches to collect powerful stories from your clients which you could then include in an evergreen funnel.
Refine your offer. Based on feedback from your launches, you might find ways to improve your offer itself. Maybe you need to add a certain bonus or rejig the call schedule. Perhaps you want to bring in some co-mentoring support.
Once you've done all this, then you can start thinking about setting up an evergreen funnel.
And when you do, you'll be doing it from a place of knowledge and data, not guesswork.
Now, I know some of you might be thinking…
"But Jazze, I've already set up my evergreen funnel and it's just not converting. What do I do?"
Don't worry, I've got you.
How to fix your evergreen funnel
Here’s what you do:
Look at your numbers. Where are people dropping off in your funnel? For example, if you’re getting great opt-ins at the top end of your funnel (e.g. into your free masterclass or low-ticket offer), but then they’re unsubscribing early in the funnel, this might suggest the offer needs a tweak. If people are staying on your list but not buying, this probably means they’re interested, but the offer is positioned as a “nice to have” instead of a “must have” and needs a slight tweak in messaging. This will give you a clue about where to focus your efforts.
Survey your audience. Ask them directly what's holding them back from purchasing. You could even include this within the actual funnel emails. Their answers might surprise you.
Test one element at a time. Maybe it's your headline, your opt-in offer, or your email sequence. Change one thing and see how it impacts your conversions. For example, when we want to increase opt-ins to a free masterclass, we change just the headline and that’s it. We test it for a week and we see if it improves the conversion rate.
Consider running a live launch. Yes, even if you're already evergreen. Use it as an opportunity to gather fresh data and reinvigorate your audience. You could have a limited time offer if they purchase within a certain period of time. We often do this with NEON because inside that offer we hold quarterly 1:1’s. So sometimes I do a launch event before the 1:1’s so there’s some urgency there for people.
Align with your Human Design and Astrology. Remember, your business strategy should work with your energy, not against it. For example, my funnels break all the rules 😆 They’re not short and sharp. They’re lengthy and full of depth. But I’m also a 5/1. My gift is my depth. So I create my funnels with this in mind. I also love to connect as a Cancerian so I create a sales process that is full of connection.
Remember, loves, that no matter how you’re selling - there is *always* a way to make it work.
I’m excited to optimize your sales process with you at Selling Soulfully!
So, when it comes to creating a high-converting evergreen funnel is not about following a one-size-fits-all formula.
It's about understanding your audience deeply, testing your offer through live launches, and continuously refining your approach based on real data.
Remember, your evergreen funnel should be an extension of your unique energy and strengths.
By aligning your sales process with your Human Design and staying true to your authentic voice, you can create an evergreen offer that not only converts consistently but also feels aligned and sustainable for you.
Whether you're just starting out or looking to optimise your existing funnel, the key is to remain curious, stay open to feedback, and never stop refining.
Your path to Richness Without Sacrifice is unique to you – embrace it, and watch your business thrive.
At this event, I’ll also be opening the cart for Constantly Converting By Design which is our signature 12 week program for service providers who want to convert consistently.
FAQ
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This is something I covered in DETAIL in a recent blog: Launching vs. Evergreen; the best model for your online service business according to Human Design. Evergreen models aren’t going to be for everyone and there are certainly some Types that will benefit more than others. That being said, there are ways that you can utilise evergreen strategies to optimise your business, even if you continue to live launch in between.
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To improve conversions of your evergreen offer, start by analysing your data. Look at where people are dropping off in your funnel and survey your audience to understand their hesitations. Test one element at a time, like your headline or email sequence, to see what impacts conversions most. Consider running occasional live launches to gather fresh data and create urgency. Don't ignore your strengths; consider how your Human Design influence your offer suite. Remember, a high-converting evergreen funnel is built on a foundation of solid data and deep understanding of your ideal client.
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The decision to launch or go evergreen depends on your business stage and Human Design. My number one rule is; if you're new or haven't tested your offer extensively, start with live launches. Aim for 2-3 launches before considering Evergreen. Launches provide valuable real-time data about your audience's responses and allow you to refine your offer and messaging. Once you've gathered sufficient data and optimised your offer, you can transition to an evergreen model. Don’t forget that even with an evergreen funnel, occasional live launches can reinvigorate your audience and provide fresh insights. Ultimately, the best approach often combines both strategies, tailored to your unique energy and business goals.
Constantly Converting By Design
Want your business to convert consistently and predictably? (While your mind and body feel fully grounded and deeply regulated because you’re finally being guided by your unique Human Design Energy Type).
Constantly Converting By Design is open for enrolment!
Over 12 weeks, you'll learn how to create, position and SELL your offers consistently and in a way that leverages your uniqueness and strengths.
P.S. One of the things I teach inside Constantly Converting By Design is my whole content system which can be executed according to your Human Design and implemented in a way where you can easily repurpose content and leverage things more and more over time.
APPLY FOR NEON
If you’re desiring more intimate support from me and my team, right now, we’re accepting applications for NEON, where we can work closely to help you scale your business in alignment with your Human Design so you can create a profitable business that loves you back 🤌🏽
Get your application in asap, and you’ll gain immediate access to our coaching calls inside Slack, PLUS you’ll score an action-oriented onboarding call with me to plan out the details for your next successful quarter 🧠💸 (until the 19th of September)
APPLY TO WORK 1:1
I’m Jazze Jervis
Jazze Jervis is a business coach supporting high achieving service providers to increase their visibility, scale their brands and increase profits with *personalised* strategies, human design and astrology so they can experience “richness” without the sacrifice.
