Then in 2018, with retirement approaching fast, Irvin decided that it was time to get serious about his long neglected website. So this time around he hired a local marketing firm to inject new life into it. For the paltry sum of $15,000, that firm delivered Irvin a shiny new website, complete with a modern day sales funnel, upsells and fancy videos.
His sales instantly plummeted by 50%. And after 6 months of tweaks, changes and re-designs, his sales still remained at just half of what they had always been. Dismayed at the results, Irvin switched back to the old site. And when he did, sales immediately doubled, returning to where they had always been.
Stuck with a site that worked but was old and outdated…and a new, expensive site that didn’t work…Irvin decided to do some experimenting. For his experiment, Irvin did something very simple. He took one piece from his old site and plugged it into the new site. That’s all he did. And then he put that new, updated site online. This time however, his sales didn’t drop by 50%. Instead, they actually doubled yet again…to over $40,000 a year.