[Case Study] How We Earned $2684 From 301 E-mails in 30 Days

We originally started AuthorityHacker as a blog to share our lessons in building authority websites.

However, after seeing the response from our readers, we realised we could turn AH from a blog into a real business.

To build a real business, however, you need to control the product. Affiliate earnings are nice, but they don't give you any control whatsoever over the product itself.

This is why early this year, we decided to move away from entirely relying on affiliate marketing towards building our own products and running a hybrid model promoting tools as an affiliate and education as a product owner.

The first product we created was a 5 video course called Double Your Leads. We put together a quick sales page and put it up for sale. Even though the sales page was terrible, we did pretty well, selling a bunch of copies at $20 a pop.

More...

This validated our idea that we could actually build a business on top of Authority Hacker and that people were willing to pay to get to know how we run things for our sites. 

We then decided to extend the funnel to offer more value and make more money. We followed the funnel we first laid out in our post on Clickbank marketing:

  1. Capture emails through lead magnets.
  2. Create a cheap 'introductory' product (Tripwire)
  3. Pitch buyers of above product a high ticket item (Core offer)

Based on this, we decided to expand our video course to 40 videos, a member area, a member's only FB group, and timely webinars.

All together, we decided to sell it for $297. To capture leads for the offer, we took a part of the course and sold it for $9.95. This was our 'tripwire' - the entry way into our sales funnel. We pitched it to our readers, then upsold the buyers our main offer.

Altogether in the first 30 days of this funnel, we collected 301 emails which brought in a total of $2,684.

How did we do it? Read on to find out.

What You Will Learn In This Post


  • The exact sales funnel we used to generate $2,684
  • The three simple tools we used to manage the entire sales funnel
  • The landing page tricks we used to collect 301 emails.
  • How we got a conversion rate of 26% to our main offer
  • What we learned spending thousands of dollars on Facebook ads

Our Results

Before we tell you exactly what we did, let’s take a look at the results:

In terms of exact numbers, here's a breakdown:

0

emails in 30 days.

$ 0

Revenue / Email

$ 0

Tripwire Revenue

$ 0

Core Offer Revenue

0 %

Upsale Rate

By all measures, these are very promising results for a blog as young as ours and only a 300 emails sample list. we made almost 4 times more sales since these numbers were written down but I think the first 30 days were the most interesting.


Setting up the Tech

Our sales funnel essentially looked something like this:

​In order to give credit where it's due, I must say that the customer value optimisation funnel by Digital Marketer has been a big inspiration for how we set things up.

To create this funnel, we needed several things. Namely:

  • A way to create sales pages
  • A shopping cart
  • A payment processor
  • A membership software

Until a few years ago, setting all this tech up used to be a huge hassle. Fortunately, there are now a number of products that will handle this for your.

After a lot of due diligence, we decided to go with the following:


Sales pages and shopping cart

Clickfunnels took care of all our sales page generation and shopping cart integration needs for this case study. It's NOT cheap but it replaces a lot of tools that you would need to get things up and running.

We used it to create the entire sales funnel, and probably saved dozens of hours in the process. The pre-built sales pages are slick and well optimised. Plus the designs look pro and not cheesy like a lot of competing products.

There are a few things we liked a lot:

  • Ease of use
  • Pre-built sales funnels
  • In-depth analytics
  • Conversion optimized sales pages

While the editor itself is not nearly as good as Thrive Content Builder in terms of flexibility, it was more than sufficient for our needs and most importantly it handled the checkout process that Thrive Did not.​ 

Overall Click Funnels is great if you don't want to deal with tech. It's not perfect by any means but you can get up and running very quickly and focus on selling rather than handling tech challenges.​

Here is a walkthrough video of the app:​

Disclaimer: We since moved away from ClickFunnels mostly because of the membership platform change and the much better shopping cart Membermouse offers but this was a great way to get it all up and running initially and I still wholeheartedly recommend it.


Payment processor

Stripe is the ​payment processor of choice for most startups these days. This 'unicorn' (it was last valued at $5Bn) is easy to get in, easy to setup, and will make you forget all bad memories of Paypal.

We signed up within minutes and loved a few things immediately:

  • Very easy to get in
  • Doesn't require a merchant account
  • Low payment failure rate
  • Works with several payment methods

On the downside, at 1.8-2.8% of the transaction, it definitely wasn't cheap. But for us, the convenience was worth the price.

It's worth noting that a lot of potential customers asked for paypal payment because they wanted to use their Paypal balance to pay for the product.

When we did open both Stripe and Paypal, sales went up so consider running both in parallel if you are going for a similar setup to ours.


Membership software

This is where we made a big mistake (and learned a lot in the process). We'd seen Wishlist Members promoted heavily by a lot of bloggers who now seem to either have low standards or haver never used the tool at all.

Their sales page looked quite slick as well. So we bought into the hype but regretted the decision within days.

A few sore points that stood out:

  • The Shopping cart is terrible (that's why we went with Clickfunnels)
  • Almost no integration with tools that are less than 5 years old
  • Member management, subscription etc lacks of any management options. I actually challenge anyone to run a real membership site efficiently with this solution.

Honestly, we burned our fingers with this one. It's promoted a LOT, but it's just not worth the hype. I don't care if their affiliate program pays more than anyone else in this niche, I won't even link to it, DON'T BUY WISHLIST MEMBER.

As an alternative, we recommend MemberMouse (we recently switched to that solution for our membership and it's heaps and bounds better and will grant your most secret marketing wishes.)

This took care of the backend. However, there are a lot of questions still left to be answered about the lead magnet, sales page and all the lessons we learned.


Zooming in on the Lead Magnet and Tripwire

The lead magnet and tripwire are the two most important cogs in this sales machine. Whether you can get people to sign-up for your lead magnet/tripwire will decide your success rate in selling the upsell.

We tried a number of experiments and learned a lot in the process:​

​The Lead Magnet

The first step in our sales process was to capture leads for our tripwire product. For this, we needed a quality lead magnet.

After brainstorming some ideas, we came up with this:

This lead magnet works for three​ reasons:

Copy

The landing page copy does two things:

  • Real world results. Instead of saying "these tools are great", we tell visitors that we've actually used these tools to ​capture thousands of emails.
  • Curiosity. We deliberately used curiosity-generating copy, such as "1 trick to make sidebar opt-ins convert 10x more", etc. Surely, you would want to know what this trick could be?

Content

While copy is important, the content of the lead magnet matters as well. Ours succeeded because:

  • ​Evergreen topic. Lots of people are interested in learning about tools to help them work better. "Marketing tools" alone has over 7.8M results.
  • Market fit. Our readers are mostly beginners and intermediate marketers. While advanced marketers usually already have a set of tools they rely on, newbie marketers need more handholding in selecting the right tools. Our lead magnet fits their needs perfectly.
  • Free tools. We know that not all our readers have bundles of cash sitting around for expensive purchases. This is why we made sure that more than half the tools in the list were free to use.

A list of tools works in favor as well - it's relatively easy to write and there's always the possibility of getting some affiliate commissions.​

Landing page

Our landing page is nothing fancy, but it gets the job done.

  1. Strong headline. The first word is 'Free', which is one of the most powerful catalysts for conversions. The headline also mentions our own real-world results.
  2. Simple content checklist. Not only is it easy to read, but it also has conversion oriented copy that generates curiosity. A well-crafted product image helps as well.
  3. CTA. Our download button doesn't just say "Download"; it also mentions that the cheat sheet is 100% free.

Combined, this helped ​us get a lot of emails with relatively little effort.

Tripwire Sales Page

​This page is the page on which you land right after you've opted in (you get redirected).

Our tripwire was a $9.95 product. It's not free like the lead magnet, nor is it a $500 product that needs a lot of pre-selling and a lengthy sales page.

Keeping in mind the price and the target market, we decided to do a simple video sales page. We kept the video intentionally short - nobody wants to watch a 20min video just to download a $10 product.

Here's what the sales page looked like:

Granted, it's extremely simple, but it works. 

A few things stand out immediately:

1. Tie the lead magnet to the tripwire

Right at the very ​top of the page you'll see a note telling people to watch the video before they download their lead magnet:

This is a simple, but effective way to bridge the lead magnet with the tripewire. It catches them at a moment when they've already given up their email, and thus, are more likely to convert to another offer.

But if we did not actually bridge the offer there is a fair chance people would be a little wary to buy as we did not deliver on our first promise yet.​

2. Video works well, but only when used right

As several case studies show, adding video to a landing page is a great way to improve conversions.​

Most people, however, don't approach video right. They usually want their videos to look extremely slick which drastically increases conversion costs while not really thinking the sales messaging through.

We decided to use a very short video (under 10 minutes) on our own sales page. The production is also extremely basic (Powerpoint) And instead of talking about theoretical concepts or selling the product, we simply decided to walk the viewer through our own results.

We also decided to start teaching them some of the concepts so the sales process brings value to them as well and the people that would be reeled in would want to buy the product to get more.

This does two things:

  • It keeps the viewer interested. Unless you have the on-screen charm of George Clooney, your viewers will get bored in a 10 min+ video. It's much smarter to get your message across as quickly as possible.
  • It shows instead of telling. Many marketers make videos where they tell viewers about all the amazing results they can get with a product. We chose the opposite route - we showed our results on-screen. This gave us our high conversion rates.

3. Use simple layout with powerful CTA

You'll notice there are no fancy columns, icons and other distractions on the page. It's literally a video followed by a CTA.

Why?

Two reasons:

  • Well-qualified buyers. People who see this page have already signed-up for a lead magnet. They don't need a hard sell with multiple value points in a long sales page.
  • Less distraction. Multi-column layouts, icons, etc. can be distracting, especially when you've already got a well-qualified audience.​

The only interactive element on the page is a big CTA button. You'll notice three things here:

  • The CTA button is the single largest element on the page.
  • The CTA uses action-focused copy "Yes, I want to grow my mailing list faster". This results in better ​conversion rates than purely descriptive copy.
  • Credit card icons, money-back guarantee text, etc. can increase conversion rates.​

Another thing that can't be shown in the screenshots is that the buy button only appears at the end of the video. Making it look like content up until we ask people for money and announce the price.

This helps keeping more people watching and gives you time to sell yourself before you ask for any kind of money.​

This simple sales page converted 10% of opt ins at $9.95 each. Not bad at all :)


Lessons Learned

Building up Authority Hacker's audience and selling our first major info product has been an incredible learning experience. We have not made millions from it yet but the conversion rate, customer feedback and enthusiasm is exciting.

These are our key takeaways from the experience:

1. ​Building a Community is Fun (and Scary)

​We built AH to share our lessons in creating authority sites. Somehow, we managed to build a community of amazing people around the site, people who loved, used and benefited from our content.

Launching our first paid product was slightly unnerving. People loved our free content, but what if they thought our paid stuff was not worth the price? Would we risk our reputation? Our community?

Our fears were unfounded, of course. Turns out, people are more than willing to pay for quality content.

We had just 1 refund in our entire run - an amazing figure in this industry considering the fact that at the time at which I'm writing this article we've sold over 100 pop up mastery copies.

  • Trust comes first
  • You can probably push monetisation further than you think and your audience won't mind.
  • Lead magnets in post and via broadcast are a powerful way of segmenting your audience. The reason we achieve such earnings per email is because people opted in that sales path and already stated their interest in the topic.

2. Sales is easy when you have a fan base

If you were to launch a brand new site tomorrow, would you get the same results from 301 emails?

No.

We owe our success largely to the quality of our community. Sure, our content was top-notch, but without the fan base, our results would be radically different.

We got such a high conversion rate because we pitched our offer to our existing audience. When we tried selling the same offer to cold FB traffic, conversion rates were 2-3 times less (more on that in a minute).

Here's what we learned:

  • Build a platform that people love. Our conversion rates were high because we already had a lot of fans who loved Authority Hacker.
  • Give before you take. We managed to build a community because we never bothered with monetization. Our first concern was, and still is, to give value to our readers.
  • Facebook ads can work really well, While they're technically outbound marketing because it's paid placement, Facebook ads are incredible at helping you reach your audience. This is something we're still working on. You'll see an update soon enough.

3. 1 Click Upsales Work Like Magic

If you take a look at our results, you'll notice that nearly all our revenues came from our core offer upsale.

$ 0
Tripwire Sales
$ 0
Core Offer Sales

Our conversion rate from tripwire to core offer was nearly 26%. For a product priced at $297, that's absolutely insane.

There were three reasons why we managed to get this incredible conversion rate:

  • Quality product and authoritative brand. Our product was top-notch and people had faith in the AH brand (thanks to our free content).
  • Highly qualified buyers. Instead of targeting everyone, we pitched this product only to people who had already downloaded a lead magnet and purchased the tripwire. This meant they were highly likely to be interested in an upgrade.
  • Smooth upgrade process. Buyers could buy the core offer with a single click. This reduced friction dramatically and helped us sell more.

I will go as far as saying that I don't really care about tripwire income (but I care about the customers!).

Those are merely here to give a good reason for people to become a customer even if it makes you no money so you can follow with profit boosting complementary offers.


What Lies Ahead

​The results from this experiment have been encouraging to say the least. We learned that people are willing to pay a lot of money for quality information, provided we setup the funnel correctly.

In the near future, we're going to shift our focus to the membership offer. We believe it gives a lot more value to our readers at a price point everyone can afford. 

Going forward, this is what will happen to this funnel:​

  • Opt-in pop-up mastery is going to become a tripwire for our larger membership course.
  • The $297 upsale with Double Your Leads is going to be replaced with our membership.
  • If you have already purchased Double Your Leads, you are going to get a LOT of value in the near future.
  • We're going to create a LOT more tripwires and pitch them the core membership upgrade following the same principle and use that method as the main way to monetise this site.​

Needless to say, the next few months should be very exciting indeed!

Just One More Thing...

Before we leave, there's one more thing we want to talk about - our Facebook Ads experiment.

​So far, we have been using our own organic traffic to capture leads and push them into the funnel.

While this is great for conversions (and basically free at this point), it isn't exactly scaleable and just lacks of control.

We figured if we could get strong conversion rates from Facebook Ads, we could make a LOT more than $2,684.

To test this, we ran an experiment. Here's the step-by-step process we used:

1. Created a test ad to our post on making money through Clickbank in 2015.

2. Split test the ad through AdEspresso to get best CTR. AdEspresso offers a free trial and comes highly recommended for any serious FB marketing.

3. Pushed our blog post to cold FB traffic (people who never heard of us).

Our conversion rate (people clicking the link/people downloading the content upgrade) was around 10%. Not bad for pushing a blog post to cold traffic:

4. We then used retargeting on above blog traffic to show them the lead magnet one more time, this time pointing to the squeeze page which yielded to an almost 54% opt in rate:

Overall, our cost per lead was:​

$ 0
Cost Per Lead

Given the conversion rates with our tripwire and sales, we're pretty much break even at this rate (the cold leads converted roughly 3x less than our solid fanbase).

Right now, this isn't really profitable for us and the scale of these numbers is clearly not massive.

However, we aren't making a huge loss either. That we've managed to more or less break even shows that with a bit of work, we will be able to make Facebook ads work for us and extend the reach of our brand much faster very soon.

Going forward, we are going to try the following to get our costs down/revenues up:

  • Optimize ads for higher CTRs
  • Reduce price jump of the upsale (from $297 course to membership, roughly $50/month)
  • Showcase more value upfront, (landing page design, lead magnets etc).

If we can make PPC profitable, we can scale this way faster. This is definitely something we're very eager to try in the coming few months.


Conclusion​

Our experiment with lead magnets and tripwires convinced us that there's a LOT of money waiting to be made if you just get your sales page right.

We also learned the importance of setting up the backend right and picking the correct tools. These can make or break your marketing so take your time when setting it all up.

Most importantly, we learned just how important it is to build a brand and constantly give value to your readers. The numbers speak for themselves, the people who read us regularly were 3x more likely to buy than the people who barely knew us.

That's the power of giving value upfront, clearly demonstrated with real life numbers.​

It is thanks to you, our readers, that we managed to make this experiment a success. We hope we can continue to give you valuable content in the near future.

Until then, keep a look out for our membership and updates on Facebook ads experiments!​

Gael Breton
 

Hey I’m Gael, one of the guys behind Authority Hacker. I make a living working from my laptop in various places in the world and I will use this website to teach you how you could do the same.

Click Here to Leave a Comment Below 57 comments
Doug - August 17, 2015

Awesome Case Study, Gael. I can attest to the power of a trip wire.

It make all the difference in the world. I launched a couple products where there was no entry level option – just going for a high price off the bat. It converts terribly.

Recently, my partner and I adjusted a funnel and removed the tripwire. (It was my idea, D’OH!) Sales plummeted by about 60% in the month!

Of course, we re-adjusted and the tripwire is back in place. It looks like we will be able to recover with the TW in the funnel.

Do any of the customers get upset with being sold the $9.95 tripwire since that is part of the larger core offer? If so, how do you deal with that?

thanks

Reply
    Gael Breton - August 17, 2015

    Hey Doug,

    Yep, I like those a lot, they make selling much easier.

    So far people asked but were happy anyway because the rest of the course kicked ass and helped them get awesome results so nobody was upset.

    Gael

    Reply
Dan Ewah - August 17, 2015

Hi Gael,

What an eye-opening case study, thanks for sharing.

I learnt a couple of things from your post.

Cheers

Reply
Kulwant Nagi - August 17, 2015

I always love your blog posts, because you not only write very deep stuff but they teach us great hidden strategies as well.

Even I have launched my book named ‘Keyword Research Domination’ few days back, and tried launching it in WarriorForum as well. It did pretty well in first few days, but now the page has been buried under many other threads.

My landing page – http://www.bloggingcage.com/krd/ (using Thrive landing pages) :)

Can you please recommend to find a good traffic source which can help me to get targeted leads.

I am already trying FB ads and I have placed retargeting pixel on the page as well, but the result from FB ads are not that much fruitful.

Your suggestion would help me a lot.

Thanks.

Reply
Paul Voorberg - August 17, 2015

Bookmarked! This really opened my eye to the tripwire concept. Of course I’ve seen it before but reading your explanation it makes so much sense.

Definitely will take this info and apply it once I get to the monetization phase on my site.

Reply
    Gael Breton - August 17, 2015

    Hah, I think it gives it an in depth practical spin few people covered before. Happy to see it inspired you ;o.

    Reply
Keith Bresee - August 17, 2015

This is great Gael!

I was trying to figure out which direction to go with something and this really helped! :)

You rock! :)

Be awesome!
Keith

Reply
Dale - August 17, 2015

This is brilliant Gael. Great ROI, will be interested to see how easy you’re able to scale this.

Don’t know if you’ve seen Bryan Harris’ post from today, but it looks like he’s up to similar things with Facebook Ads, and has a bit lower CPL. Might want to check it out
http://blog.videofruit.com/facebook-ad-experiment/

Reply
    Gael Breton - August 17, 2015

    Hey Dale,

    Yeah Brian goes differently about his Ad setup, he sends people to squeeze pages which makes leads cheaper for sure. However, the engagement is usually VERY low and your list becomes full of people who don’t really want to be there.

    That’s why I advertise blog posts with upgrades then just retarget post visitors so I hint strongly that people should join the list but it’s a deliberate choice of them PLUS they get to know how great we are through our free content without any opt in before getting pitched.

    So yep, you pay more per email but the emails are much higher quality in my experience.

    Reply
      Dale - August 17, 2015

      Very interesting, perhaps he could benefit from testing out your approach.

      Reply
Todd - August 17, 2015

Hey Gael,

The value of this post on how it covers the tech setup, the marketing funnel strategy, and your exact numbers is so incredible. Awesome job putting this together!

I agree that you’ll be able to improve your cold traffic with the Facebook ads, but this shouldn’t be looked at as a loss (and maybe efforts could be better spent in what I’m about to say).

If you create a value ladder that ascends your customers from this first $297 offer up to a continuity program (recurring payments) of some kind or a higher ticket purchase, then acquiring customers at break even is a big win. Be careful that you don’t overspend time on small tweaks for that customer acquisition if you can better use that time to increase your Customer Lifetime Value. That’s where a bigger win will come.

Keep up the great work!

Reply
Fran Civile - August 17, 2015

I really enjoyed reading that enlightening post Gael! And learning from it! Fran

Reply
Cesar - August 18, 2015

Excellent case study as always Gael, I’ve learned a lot by just reading Authority Hacker, I’m looking forward to the membership site you’re creating, I’m sure is going to be amazing!

Reply
Bo - August 18, 2015

Can you elaborate on the switch to member mouse? I’ve been looking into click funnels but your switch gave me pause.

Great post,

Bo

Reply
    Gael Breton - August 18, 2015

    Sure (I also have a lonnnnng click funnels review in the work where I compare it to custom setups in costs and flexibility but let’s do a short version here). Basically Clickfunnels is great because all parts of it talk with each other by default and that makes tech MUCH simpler. However it’s not nearly as deep as for example a setup I have for AH Pro with Membermouse where I can do a lot more member management, automations etc.

    Basically if you are a newbie I’d still go with Clickfunnels and use it to launch fast, make sales and learn and then probably switch to something more advanced when ClickFunnels is not enough anymore in terms of features.

    That’s how I’d do it :).

    Reply
      Raj Sidhu - August 18, 2015

      Hi Gael, great post as usual.

      I’m a bit confused. Memebermouse does not seem to offer the ability to create sales funnels so I’m wondering how you are building them now?

      Are you just using Thrive Content Builder to create you pares and do all the other stuff using Memebermouse?

      Reply
        Gael Breton - August 19, 2015

        Hey Raj, thanks for the comment.

        If you think about it, sales funnels are just a series of pages one after another, you don’t need a special “sales funnel software” to build them, you just need what to put where. So yep, I build them with Thrive Content Builder and use Membermouse as the shopping cart. Easy, flexible and affordable :).

        Reply
jake b - August 18, 2015

Gael,

If you haven’t already watch episode 2 from russel here: https://funnelhacker.tv/theshow
the guy is killing it apprently with facebook traffic and a solid funnel. Would love to get your insights on this as I’m looking to build out something similar.

Reply
    Gael Breton - August 18, 2015

    Yep, great spend of your time. That’s essentially what I am slowly building here to transform Authority Hacker into a real business not just a blog :) (and Health Ambition too ;o).

    Reply
Stuart Walker - August 18, 2015

Great post Gael, we’re both moving in the same direction in terms of turning the blogs into proper business not reliant on affiliate commission and with solid sales funnels in place making money on auto-pilot.

For a long time nearly all my income came from participating in affiliate launches and I had to win or place well in the contest to keep my earnings consistent.

All it takes is a bad promo, no good products to promote, or tons of super affiliates on the same launch you are and suddenly you’re not making much / any money that month.

Even though I think AH isn’t quite as old as NicheHacks yet you seem to be way ahead of me in this process. I’m still in the transition process and working on some of my products and funnels. My high end course in in the process too.

Still with what I have done so far I’m seeing 5% of new email subscribers becoming customers instantly and that’s worth an extra $1.5K a month on auto-pilot without any additional traffic or work. It will rise a lot more when everything is in place.

How did you get the one click upsells to work with ClickFunnels?

I thought it only did if you connected it with some obscure shopping cart I’d never heard of, I forget the name. (Not Stripe).

I bought it but refunded after a month because it was causing me more problems than I needed, was slowing me down at creating my funnels, and didn’t integrate with the tools I was using at the time.

I needed a lot more time to work it all out and was simpler just continuing with the basic set up I had (basic WP sales letter style pages + WarriorPlus for payment and tracking).

I would like to go back to it at some point though.

Great post, I will bookmark it and sharing it with the mastermind group too. Thanks!

Reply
    Gael Breton - August 19, 2015

    Hey Stuart,

    Yep we talked about the promo thing, my issue as well is I don’t trust a lot of product owners in these launches to actually deliver. I find most online courses poor of details and actual hands on demos which is why I chose not to go this route at the cost of not making much money for a year with AH.

    As for 1 click upsell with clickfunnels they do work with Stripe which is what I was using but judging by the membership launch, paypal is equally as important so I wanted a system that can run both in parallel and handles this elegantly. Membermouse does it better than Clickfunnels actually.

    Thanks for sharing, it always helps :)

    Reply
Theodore Nwangene - August 19, 2015

Wow Gael,
This is really incredible and i love the experiment, its really so amazing. I’ve noticed many people doing similar experiment lately and seeing some awesome result from it and I’m happy you also succeeded with it.

Most times, I’ve discovered that the money is usually at the back-end offer (The more pricey) but if you think about it the other way round, you might end up making a mistake because it will be assumed that people will always prefer the cheap offers.

However, its all about your package and presentation. If you display yourself as an authority in your niche and also shows them that what you’re promoting is really working then, they’ll be happy to spend their money on it.

One question though: Did you got all your traffic via Facebook ad or did you use any other method to drive traffic to your landing page?

Thanks for sharing Gael.

Reply
    Gael Breton - August 19, 2015

    Hey Theodore, thanks for the comment.

    Most of the traffic was driven through my blog posts that get traffic from all around (social media, seo, some paid etc). It works with paid to blog post as shown at the bottom but cold audiences tend to buy a lot less so it’s more of a break even game to grow your audience than a real profit maker at this point. Organic traffic on the other hand is awesome profit.

    Reply
Tola - August 19, 2015

This is awesome. It stands out in that it is not complicated. What I love most is the fact that you have already added value to your audience thereby earning their trust. Keep it up

Reply
widmaer - August 21, 2015

Guys… you absolutely do rock! I’ve ben spying you :D for the past weeks and replicating the formula from your CB post along with Ryan’s Deiss courses from DM Lab..

I’m about to turn the traffic on in a few days :)

However from seeing your ad in my newsfeed, I noticed that you still run the lightbox pop up. I’ve been running FB Ads for almost 3 years and never found a definitive answer about if it was okay or not to do it.. was just wondering if you guys had any issue running a lightbox with traffic coming from FB ads.

Reply
    Gael Breton - August 21, 2015

    Hey Widmaer,

    As far as I know running pop ups is completely fine especially on content. Glad you liked the post!

    Reply
Jeff - August 21, 2015

One thing I noticed with a trip wire sales offer directly after an opt-in is that many people think the tripwire is required to download the free opt-in.

Specifically, if you’re on DigitalMarketer’s Facebook retargeting list, you can see this in the comments of many of their ads which lead to tripwires. People saying “it’s spam”, “where’s the free download, why do I have to pay”, “don’t download, it’s a scam”.

I’ll try and send a screenshot next time I see one.

Did you experience any of this?

Reply
    Gael Breton - August 22, 2015

    Yep some people struggle with the concept especially if they don’t know how to use their emails and to be REALLY honest outside of tech friendly circles I’m wondering if that doesn’t make the tactic work better. That’s why on Health Ambition we actually put a buffer page in between to explain they’ll get their download and add a CTA to the tripwire to help confused people.

    Reply
      Jeff - September 2, 2015

      Interesting tactic to have a buffer page. I am sure it reduces total conversions, but if it’s a better user experience, especially for less tech-savvy users (which many of mine are), then I am sure it’s a net gain. Thanks for sharing your experience.

      BTW – here is a screenshot: http://screencast.com/t/kSGR18os

      Reply
        Gael Breton - September 3, 2015

        Yep I like the buffer page to make the thing look less agressive so people understand this is something else. I’m sure you lose out on conversions too but as we’re moving towards repeat purchase models (memberships) we have to take the experience into consideration as well.

        Reply
Sunny - August 22, 2015

Thanks for this! Clarified a lot of things for me, and I’ll definitely be using it as a blueprint in the near future. Looking forward to more updates!

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Babs - August 25, 2015

Hey Gael,

I enjoy reading every of your blog post. Have read several of them including the complete guide to making money online with clickbank ~ All were fantastic.

But i was on mobile then so i couldn’t say much when it comes to leaving a feedback on any of your articles have read.

But this morning i decided to read this one again via my PC. It’s information packed. Thanks for revealing this to everyone.

You guys are so DAMN good. Please keep writing.
~Babs.

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David - September 2, 2015

Hi Gael,

Nice post i´m following them all and they are very well explained, but i have two questions, first, is it possible to create a simple payment page with thrive content builder and stripe?.
Second, for the animated videos do you produce them yourself or hire someone, if it is the first, wich program do you use?.
Third, For email automation which program do you use, member mouse or another like Active Campaign?.
I suppose you are paying a lot on subscriptions lol.
Another one, i have a e-commerce website do you think i should be interested in the subscription to your pro plan or it is for other kind of pages.
Thanks a lot for your time.

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    Gael Breton - September 3, 2015

    Hey David,

    Thanks for dropping by, For taking payments, nope, you also need a shopping cart. On AH, Membermouse acts both as membership management software and shopping cart. As for Automation, we use Active Campaign and yep we pay a few hundred $ in subs but that’s already covered by the existing members so we’re all good :). There’s a full breakdown of that in AH Pro.

    As for e-commerce for pro members, yes it can work, a lot of it revolves around both affiliate and selling your own products so e-commerce lands in that category, we are more about the content marketing and promotion that builds the audience that you can then sell to than the actual e-commerce part though.

    Thanks for dropping by!

    Reply
      David - September 3, 2015

      And for the Video and video animation?

      Reply
        Gael Breton - September 4, 2015

        We just use Powerpoint :).

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          David - September 4, 2015

          And i am killing myself learning after effects.
          So for animated videos power point and export to video and for composing the video and video recording camtasia?

          Reply
          Gael Breton - September 4, 2015

          I actually record and edit directly into keynote but that’d work too :) Keep it simple.

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Asif - September 6, 2015

Hi Gael, Many thanks for the post.

I was wondering if you could direct me towards some free tools to achieve the marketing automation. What’s your opinion of Easy Digital Downloads for WordPress?

I have a small business software (my own product) that I want to sell online.

Thanks again.

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Rhonda Chapman - September 27, 2015

Hi Gael

Fantastic case study. I’m inspired!

I’m looking at launching a program and have been browsing for ideas to help me write my marketing plan for it. You’ve mentioned many things I hadn’t thought about. So thank you!

And I totally agree… people will pay for quality information.

What I take away from this study is the best approach is to spend time:

– building trust
– developing a quality product
– designing and executing a strong marketing/sales plan

Great lessons. Thanks for sharing!

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    Gael Breton - October 4, 2015

    Hey Rhonda,

    Thanks for dropping by. Yep, that’s the recipe. The thing is most people focus on the last item and forget the first two. Having a strong brand with a solid base is everything.

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Brian - October 9, 2015

Hi Gael,

Germany is calling. ((so;

A great Funnel. Very impressive.

What would interest me more is.

When you send the e-mail for the main product out?

A day later or a week later?

What´s the best?

best regards
The Brian

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    Gael Breton - October 10, 2015

    If people buy the tripwire they get emailed almost daily for the following week about the upsale. Otherwise they never even see it.

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Brian - October 9, 2015

Hi Gael,

I forgot something.

When you send out only an email or a 3 series for the main product?

Thank you

Best regards
The Brian

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Justin - April 29, 2016

Hi Gael,

Excellent case study! What diagram/flowchart program did you use to create that flowchart above?

The diagram below “3.Pitch buyers of above product a high ticket item (Core offer)”

Thanks so much!

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Thomas - August 9, 2016

Wow. Must be a bit scary! It’s exciting to see how you start from product to gradually shifting to the membership model. It’s almost like the folks at Fizzle, who pitches relatively low monthly subscription plan for business advice, ongoing support and more goodies. I’m not sure how much maintenance a membership model is required in the near future, but I wish you all the best of course!

Tom

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