$106,000 in sales &  2,500 new subscribers, in less than 5 months with a $37 offer

A 3-minute read

What I did right. What I did wrong. And what you can learn from it.


Low-ticket sales funnels are special because they usually offer massive value to the buyer, they pay for themselves, and automates your audience growth.

Low ticket doesn't mean low-value or low-maintenance. Like any sales funnel takes time, testing, and optimization to get right.

This week's issue is a sneak peek into the success factors for me and what I needed to optimize to build a successful sales funnel.


#1 Your offer is EVERYTHING

STARTING HYPOTHESIS: Serious online coaches, course creators and solopreneurs know a great webinar will catapult them to 7-figure annual incomes. That’s the audience I wanted to attract.

MISTAKE #1: I launched with a webinar “strategy training” with webinar templates as a $17 upsell. I booked $350 in sales the first 10 days of my launch.

OPTIMIZATION: It became clear my offer was not a bullseye.

The audience I was targeting valued their time more than money—and they didn’t need webinar training. I changed the offer on Day 10 of my launch from a webinar training to webinar templates. Sales jumped to $3,200 over the next 10 days. Ending that first month with $7,300 in total sales. (Not bad!)

OPTIMIZATION: It became clear my offer was not a bullseye.

The audience I was targeting valued their time more than money—and they didn’t need webinar training. I changed the offer on Day 10 of my launch from a webinar training to webinar templates. Sales jumped to $3,200 over the next 10 days. Ending that first month with $7,300 in total sales. (Not bad!)

The next month (Dec), sales totaled $28,000. All cold traffic from ads.

OPTIMIZATION: It became clear my offer was not a bullseye.

The audience I was targeting valued their time more than money—and they didn’t need webinar training. I changed the offer on Day 10 of my launch from a webinar training to webinar templates. Sales jumped to $3,200 over the next 10 days. Ending that first month with $7,300 in total sales. (Not bad!)

The next month (Dec), sales totaled $28,000. All cold traffic from ads.

TAKE AWAY: It’s so easy to test your offer BEFORE you launch. Take a few days, even as much as a week to test your offer. Then go for it.

For me, offering a “tool” such as templates, then making the tool into a system with emails templates to encourage show-ups, then a sales page template that turned the offer into a system for those in the market.

For your offer, a workshop, a challenge, a behind-the-scenes review, a smaller version of your big offer can also work.

Full transparency, these low-ticket funnels are ONLY PROFITABLE if you are converting your buyers and site visitors with back end offers, such as upsells, a trial membership, or booking strategy calls with qualified high-ticket leads.



#2 Get specific with your niche

MISTAKE #2: My sales page copy spoke to veteran and beginner coaches and course creators.

Not niche enough.

My definition of niche is now a specific person, with a specific problem, and a specific moment in their journey.

Beginners and veterans are at very different moments in their business journey.

My first sales page jumped around from “saving pros time” to “getting you over the fear of your first webinar.”

This mistake didn’t reveal itself to be a problem until about four months into my sales funnel when sales started to fall off. What an embarrassing mistake since I’m a copywriter and know better.


OPTIMIZATION: I’m pretty sure it was highly-targeted pre-iOS Facebook traffic sent to my sales page that covered up this mistake for a good four or five months.

My average conversion rate was 12% before Apple iOS changes hit.

After iOS, I went back to basics and started testing headlines to get better conversions.

I knew right away my landing page was the problem because my new creative ads were performing well with 1.5% or better click-through rates.

I never saw an average conversion rate of 12% again. However...

... a 2.5% conversion rate is high by industry standards, so my most recent average of 9% is still a good performer.



#3 Grab immediate social proof

REVELATION: The social proof on my sales page was pretty soft when I first launched. Yours will be too if it's a new product.

I used what client testimonials I had. And I got skeptical comments & questions on my ads at first.

But then…

Social proof started flowing in on comments on that same ad. That ad ended up with 1.5K likes, 400 comments, and 347 shares.

I took screenshots of the good comments and wallpapered my sales page with them.

OPTIMIZATION: I ran that ad until the creative fatigued. Keeping it real, I still run that same ad as retargeting ad just because of the massive amounts of social proof. I can’t seem to part with it.

However, in today’s ad world, creative is king. Ad creatives have to be refreshed often. So we can’t be lazy and just catch all those rich testimonials off of ad comments.

NOW, you need to ask for social proof in multiple places throughout your course automatically. Use VideoAsk with prompting questions so you can get video testimonials and it takes only 5 minutes of your clients’ time.

REMEMBER: Not all social proof needs to wait until you’re done. Place feedback prompts at key milestones, starting with “why did you buy?”



#4 Build your back end offers first

HERE’S THE THING: The only way you make a profit on this type of sales funnel is because of the “bump,” upsells, and or calls booked.

If I only sold the $37 templates, I would have booked $54,723 in revenue against an ad spend of $55,951 for a list of 1,479 new buyers during this 4-month time frame. Plus, added another 1,000 people who opted in but didn’t buy to my email list.

Pretty good results, but…

By adding a bump of webinar show-up email templates for live webinar users ($17), and one upsell of $77 for a sales page template if you needed a new sales page, I booked another $41,634 in revenue for a profit of $40,405.

I ran some fee-based implementation workshops for buyers who wanted feedback on their webinar and some copywriting coaching. That revenue isn’t included in this analysis.

MISTAKE #3: I left money and clients on the table.

If I had it to do over again, I would offer one additional upsell of a strategy call or webinar audit from the very start.

I ultimately booked 1:1 business from this funnel… but people had to come find me, which is not optimal for them or me.

One additional upsell page would have automated that process and made it even easier for buyers to get great results.


TL;DR
1. Your offer is everything (test it first)
2. Get specific with your niche (really drill down)
3. Grab immediate social proof (easy peasy with VideoAsk)
4. Build your back end offer before you do anything

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