In this week's episode:

I'm breaking down the one framework I run every single client through when their launch or evergreen funnel isn't converting.

Are you dealing with a traffic problem or a conversion problem? Because once you know which one it is, the fix becomes obvious.

What you'll learn

• The two (and only two) reasons your offer isn't selling
• Why a high-converting funnel is useless without traffic — and why a huge audience is useless without a funnel that converts
• The exact calculation to find your conversion rate at any stage of your funnel
• Why "views" and "reach" are vanity metrics that tell you nothing about sales
• What to do when you think you have both problems
• Why ads are my go-to for testing a funnel fast — even when they lose money in week one
• The most common conversion killers: wrong traffic, weak messaging, low show-up rates, and checkout page abandonment
• Why you should never rebuild your whole funnel from scratch — just fix the leaks

The framework

Traffic problem — not enough people are seeing your offer. Think: 50 people register for your webinar and you needed 500.

Conversion problem — plenty of people are seeing your offer, but they're not buying. Think: 1,000 webinar registrations and zero sales.

The formula I walk through:

Conversion rate = (number of sales ÷ number of leads) × 100

Run this at every stage of your funnel — landing page, opt-in, sales page, checkout — and you'll find exactly where people are dropping off instead of guessing.

Key takeaway

Traffic always comes first. You can't diagnose a conversion problem until you know your funnel actually gets seen. Once both traffic and conversion are dialed in, sales stop feeling random and start being predictable — because you can work backwards from your revenue goal to exactly how many leads you need.

Timestamps

• 00:20 — The two problems behind every "my launch isn't selling" conversation
• 01:54 — Why you need both traffic and conversion working together to scale
• 04:22 — Step one: go look at your numbers (and stop obsessing over views/reach)
• 06:06 — The conversion rate calculation, explained with real numbers
• 08:26 — Using this calculation on individual funnel steps, not just the whole funnel
• 09:44 — What to do if you think you have both a traffic AND a conversion problem
• 10:26 — Why ads are the fastest way to test a funnel
• 12:26 — Diagnosing a conversion problem: wrong traffic vs. wrong messaging
• 13:24 — Fix the leaks, don't rebuild the whole funnel
• 15:49 — Recap and next steps