Episode 5: Test It - Running Water Through the Pipes

Welcome back to the Expert to Profit Podcast! I’m Maeve Ferguson, and I’m super excited to dive into Episode 5 today, where we’re talking all about the crucial phase we call Test It. 💡

So, you’ve built your online course business model—you’ve got your quiz funnel, your micro course, your masterclass, and your flagship course all set up. A lot of people think that once they’ve built it, they’re done. But here’s the truth: building it is just the beginning. The real process starts now.

🔄 Running Water Through the Pipes

Testing is all about running water through the pipes to make sure everything is flowing smoothly. If you don’t know your numbers, you won’t know if your business is set up for success—or even for profitability. And without profitability, well, you’re not going to be in business for long!

I’m going to try to keep my accountant hat off here (because I love spreadsheets, data, and KPIs), but today’s episode is all about knowing the minimum metrics you must track to run a successful course business. 📊

📈 Metrics That Matter

I’ve got a special freebie for you today—a Benchmark Guide that outlines the key metrics you need to track as part of the Expert to Profit Formula. Just click the link in the show notes to grab it! Inside, you’ll find the benchmarks for your quiz funnel, micro course sales page, masterclass landing page conversion rate, show-up rate, retention rate, and more.

But for now, let’s break down the basics:

1. Cost Per Lead: How much does it cost you to bring a lead into your business? If you don’t know this figure, it’s time to find out!
2. Earnings Per Lead: For every lead you bring in, how much are you earning from them across your product suite? This is critical for understanding your business’s profitability. 💰
3. Average Order Value: When you start selling your micro courses, you’ll add order bumps and upsells. You need to know the average order value for each buyer who comes through your funnel.

🛠️ Your CEO Dashboard

Imagine having all your metrics in one place—your CEO Dashboard—where you can see, at a glance, your cost per lead, earnings per lead, and more. This dashboard is your secret weapon for making data-driven decisions, not emotional ones. And trust me, that’s what separates successful CEOs from those just getting by.

🎯 Know Your Numbers, Close the Gaps

With your CEO Dashboard in place, you’ll be able to identify where you’re losing potential clients in your funnel. Whether it’s low show-up rates for your masterclass or a low conversion rate on your micro course sales page, knowing these numbers allows you to make informed decisions and close those leaky bucket gaps.

⏳ Time to Conversion

One of the biggest mistakes I see experts make is quitting too soon. They don’t realize that in today’s landscape, conversion takes time. People need multiple touchpoints to build trust before they make a purchase. So, knowing your time to conversion—the average time it takes for someone to move from lead to buyer—is absolutely crucial. Don’t give up just when you’re about to strike gold! ⏳

📚 Ready to Dive Deeper?

If you’re ready to get serious about testing your online course business and want to know all the metrics that matter, grab our Benchmark Guide in the show notes. This guide will help you ensure that your business is on the right track for profitability and long-term success.

And if you’ve got any questions, you can always reach out to me on Instagram at