All businesses suffer from churn.

Customers buy, some stay, and some leave.

And if you don't know why your customers are leaving, you won't know how to keep future ones around. An exit survey helps you understand why.

Here are 5 types of questions to ask:

1. Price

Everyone has a budget. And if your product or service isn't giving your customer the ROI they want, or they have other priorities. They're going to leave. It "pays" to know. You can either offer them a discount to stick around or think about way to improve the actual or perceive value.

2. Value

This one hurts. Here the customer is telling you, "I thought you could help me, but the truth is you aren't." Time to check your offer. You either need to refind the promise or improve the quality of your fulfillment.

3. Time

You can have the best solution in the world, but if your customer doesn't have the time to implement it, they won't use it. This is a signal to incorporate templates, or time saving hacks to help your customers gets the value you offer faster.

4. Competition

This is a subtle variation of the value question. The difference is your customer is telling that someone else is solving the problem better than you and it was worth the switch. There's a lot of friction to overcome when you change solutions. It validates the problem you are solving, but you've got some work to do on the solution side.

5. Other

People are people and they have a billion reasons for doing what they do. Give your customers space to tell you what's on their mind. There's a high probability the reason they give will fits into one of the categories.

The devil is in the details.

And when it comes to launching a low-ticket funnel, every detail matters.

Especially in your Welcome Email.

Your Welcome Email is THE most important email you send.

It's the first time your reader is hearing from you. And it's also when they are most interested in seeing what you have to say. So the probability of them paying attention to what's in your Welcome Email is high.

But...

If they miss it in their inbox, then it'll get buried—and your opportunity is lost.

Here are 2 details I missed that left me feeling like my product launch was a flop, but once I fixed them, the engine started humming.

Mistake #1: Unpublished Links

Pro tip: check your links before you fire up your funnel.

I included a link to an unpublished page in the Welcome Email. Oops.

The worst part?

It wasn't a reference link. It was the primary CTA. Sigh.

Double check your links folks.

If you people can't get your offer, that's a funnel fail.

Mistake #2: Ignorable Email Subject Line

The easiest way make your Welcome Emails stand out in your customers inbox?

1) Make the subject line short (50 characters or less) and

2) YELL (Make it bold. Use capital letters.)

For example, I changed mine from "You're in!" to "[IMPORTANT]."

Wield #2 carefully.

Your customer needs to know why your email is important. Otherwise you're like their 9-5 boss who need your status report (that nobody reads) filled out b 8AM sharp. In my case the email is important for them to read because, there is a free gift inside and I don't want them to miss it.

Luckily, both of these were easy fixes and through the magic of funnel metrics and a really smart team, I was able to catch both of these mistakes within in 24 hours.

As soon as we made them, the funnel lit up. And we made our first sale.

Now we're on to the next bottleneck.

This week I launched a low-ticket offer through a welcome funnel.

Here’s what I'm watching to make sure it works:

First off, a single sale is a win.

Because it proves the funnel works.

And...

Even if no one buys, that's still progress.

The great thing about funnels is you can see what your customer is doing at each step. Which means you can learn—and improve. And that's a big win.

So, here's what I'm watching:

1. Number of email subscribers (which equals welcome emails sent)

2. Clicks on the free offer inside the lead magnet (in exchange for a short survey)

3. Survey completions (which triggers the low-ticket offer)

4. Sales of the product

That's if for now.

I'm 99% sure I'll be tweaking email copy, subject lines, etc. to dial everything in.