Today we’re here with one of our Inner Circle members who’s in the hot seat for a 15 Minute Feedback. This is where one of our members gets chosen to ask one burning question and we’ll tell them what we think.

This also helps members get passed obstacles that may be a thorn in their side.

Joanne has a women’s fashion business, Steel Pony, with a retail brick and mortar presence in Philadelphia in addition to her e-commerce store.

Online is really where she’d like to flourish. She’s facing some challenges with Facebook ads in regards to generating sales.

One thing we stress is that our goal from ads is not necessarily to chase immediate sales, which is very risky, but drive quality traffic to our website the first time and put them on the path to conversion.

I see it a lot where people are getting low-cost clicks, but not getting sales as a result. My first question is asking if the messaging is right, and is it for the right people.

In the video below, we take a lot at Joanne’s Facebook Ad results using a custom report we use for our testing methodology called “Traffic Bootcamp”. We also dig into her Google Analytics to read what the traffic data is telling us about the visitors from her Facebook ads.

Exploring the details of her typical customer, we try to figure out who she should narrow her focus on. We also identify some of her best moving products that stand out from the rest. With these piece of information, we want to combine that demographic with that winning product to retest new audiences and drive the right traffic to her site.