Responsive Webinar Funnel Optimization for Your Next Launch

April 18, 2024April 18, 2024 Micheal O'Neill

Responsive Webinar Funnel Optimization for Your Next Launch

Discover key strategies to optimize your webinar funnel, and maximize engagement with expert tips and techniques tailored for success.

Webinar Registration Page Design

Up to 80% of visitors to your opt-in pages will be on mobile.

If you want to succeed online today, you’ve gotta think mobile first.

I’ve been banging on about this for years.

But this is the first time I’ve seen a double hero.

When I landed on Jenna’s (desktop) opt-in page, my first thought was… boy this is cluttered.

It wasn’t until I switched to mobile view that I saw the genius of what she had done.

The top banner of the desktop page becomes the mobile above the fold section complete with.

Headline
Body Copy
CTA
Image
Scarcity (Countdown timer)

And then when the visitor scrolls, they have a second hero section.

One thing that stands out when looking at the desktop version is how little space you have on mobile.

Looks like we all better get good at saying a lot with as few words as possible!

Opt-in Page Swipe Files

SWIPE FILE – 0067 – Jenna Kutcher – Webinar Registration Page

SWIPE FILE – 0067 – Jenna Kutcher – Opt-in Pop up

SWIPE FILE – 0067 – Jenna Kutcher – Thank You Page

Persuasive Facebook Ad Journey to a Free Webinar

Is launching a successful Podcast as easy as 3 Simple Steps?

No, of course, it isn’t, but if most people knew how hard it was, they would never try.

Is Jenna a “bad person” for painting a podcast launch much easier than it is?

No. Not at all. She knows how powerful a podcast can be in driving online business growth.

Her job is to convince as many people as possible to launch a podcast so they can have the same growth she has.

And how do you do that? You make it seem effortless.

You break it down into simple steps and give people what they want: a silver bullet.

Her job is to get people to take just one step.

One step forward toward their ultimate goal. One step into Jenna’s world.

Because once they are in Jenna’s world, she can help them take the next step.

Create a framework, give people simple steps, and show them the shortcut.

To get them to take their first step, make it feel effortless and guarantee their success.

Facebook Ads Swipe File

SWIPE FILE – 0067 – Jenna Kutcher – FB ad to Free Webinar

Offer page template for your next launch

Speaking of keeping things simple.

Here is an offer page hero template for your next launch.

Introducing Your Complete A-Z {Your Topic} Roadmap

Get my proven, 5-step stress-busting system to {primary outcome} in just 30 days.

I love the phrase “5-step stress-busting” so much alliteration and consonance.

Sales Page Swipe Files

SWIPE FILE – 0067 – Jenna Kutcher – Podcast Lab Offer Page

Optimizing Webinar Funnels for Maximum Conversions

April 18, 2024April 18, 2024 Micheal O'Neill

Optimizing Webinar Funnels for Maximum Conversions

Unlock the secrets to maximizing conversions in your webinar funnels with expert optimization strategies for course creators.

**The “How I (Achieved Primary Promise)” Headline**

Hate him or love him. (and you probably hate him!) Grant Cardone is one of the world’s top marketers.

His marketing style is brash and loud with private jets and lambos.

This isn’t our cup of tea. And if you’re reading L.A.U.N.C.H., it probably isn’t yours.

But that doesn’t mean we can’t learn from Grant.

In fact, some of the best lessons we can learn are from people at the polar opposite of our marketing style.

What I love about Grant is he knows his audience.

Every campaign, promise, word, and image he delivers is fully aligned with the audience he serves.

Before we get into the review can we just stand back and applaud the social proof.

“Grant Cardone – Certified Billionaire”

Firstly, I am pretty sure there is no Billionaire certification program.

(Not that it isn’t something I’ve had to research just yet!)

But it takes a certain type of person to put this on an opt-in page. Bravo, Grant 👏👏👏👏

OK, back into the opt-in page structure and what we can learn and implement in our own funnels.

There are two versions of this headline

“How I did X”
“How Student Z did X”

Both of these are powerful mechanisms.

In both cases, “X” is the primary desire of your audience.

Primary desires need to be specific. In this case, it is earning $5,000,000.

But not just making $5,000,000. It’s making it in 90 days with 0 contacts and just $100.

Bounding your primary promise with a timeline for attainment will always increase the appeal.

The next two elements are key because they answer two primary objections.

“Well, of course, Grant can make $5,000,000 in 90 days, but I don’t have his network or his money.”

Everyone who lands on our opt-in page has a number of objections.

If we don’t answer the most common objections there and then it will kill our conversion rate.

This mechanism can be equally powerful to demonstrate how you achieved your audience’s primary desire or how a student of yours has achieved the primary desire.

Remember, people need to believe 3 things before they buy from you:

You have the skills and knowledge to help them achieve their primary desire
You have a process that guarantees they can achieve their primary desire
You are the person they want to lead them to their primary desire

Both of these style webinars or lead magnets can work exceptionally well to instill these 3 beliefs before making an offer.

The pre-header is also a common and highly effective mechanism you can implement on your next opt-in page:

FREE (Training, Guide, Plan, Cheatsheet) Reveals

Opt-in Page Swipe Files

SWIPE FILE 0075 – Grant Cardone – Webinar Opt-in Page

SWIPE FILE 0075 – Grant Cardone – Webinar Opt-in Thank You Page

The very first Facebook ad I write for every new campaign

When you crack your primary promise, the copy writes itself.

Everything that we discussed in the Leads section applies here.

Notice how closely the ad copy language mirrors the opt-in page copy.

The first ad I draft for a new opt-in campaign always uses the majority of the copy of the opt-in page with very little else added.

The feedback loop on Facebook is faster than your opt-in page.

If an ad containing your opt-in page copy flops, you know your opt-in page won’t convert, and you need to go back to the drawing board.

On the other hand, if the ad is getting good engagement on Facebook, you know you’ve got something to work with.

Facebook Ads Swipe Files

SWIPE FILE 0075 – Grant Cardone – Ad to Webinar Opt-in

The upside down sales page

Grant brings an energy and enthusiasm to his webinar that is hard to beat.

We may roll our eyes at his message and his brash style, but his audience loves him and hangs on every word he says.

He has an infectious confidence.

He believes 110% in his own abilities and his ability to get you the result you want.

By the time the sales page link is shared at the end of the webinar, he knows there are people who are ready to buy.

And if you have people you know are ready to buy the last thing you should do is make them work to do so.

And that’s why I believe Grant’s upside-down sales page works.

When drafting a traditional sales page, we want to bring people on a journey.

On a journey from objection-filled, disinterested, skeptic to enthusiastic buyer.

On a traditional sales page, we map that journey as:

Position
Problem
Pain
Prescription
Pivot
Product
Product Details
Price
Promotion
Purchase Details

You can see here Product Details and Price are right at the bottom.

Grant flips the script on this, placing these two items at the very top of the page.

This would be disastrous if Grant were sending cold traffic to the sales page.

They would make their decision based on cost alone.

However, as he has whipped his audience into a frenzy during the webinar, it makes sense to put it front and center.

And remember, they have already seen the offer block and the price on the webinar.

And look how he stacks the value further down the page in the pricing section:

Positioning the done-for-you option so close in pricing to the do-it-yourself option will push the majority of purchases to the higher price option.

We can achieve the opposite effect by making the done-for-you option $1,497.

In this case, $1,497 would provide a positive price anchor for $497 and make it seem even better value.

This is definitely a sales page to study in full for your next offer:

Sales Page Swipe Files

SWIPE FILE 0075 – Grant Cardone – Post Webinar Sales Page

How to Use Webinars to Sell Your Course Online

April 18, 2024April 18, 2024 Micheal O'Neill

How to Use Webinars to Sell Your Course Online

Unlock expert strategies and tactics to maximize your webinar effectiveness and drive revenue for your course or membership.

How to be an overnight rockstar (like you aren’t already!)

What I love:

Great use of space. This page has a lot of content, but it doesn’t feel like it. Using vh100%, Susie uses space to draw attention to the key points.
Great use of bold to highlight keywords and phrases. Bold makes the content easy to scan and helps the reader understand the key points.
The subhead gives you everything you need to know about the webinar. The “attract new clients” part is hugely important, as it describes the transformation that having these new skills will help you achieve.

What I’d test:

I’m allergic to “skyrocket.” It is overused and, in my mind, lazy, especially in the age of turgent AI copywriting.
The CTA button is lost on the page. I would make it bigger and brighter. To do this, “Overnight Rockstar” could be reduced by 30%.
The header banner is the most valuable area of an opt-in page. Everyone sees it and reads it. There is a lot of wasted real estate there at the moment. I would expand on FREE WORKSHOP to include some of the benefits of attending.

LEADS – Opt-in Page Swipe Files:

SWIPE FILE 0081 – Susie Moore – Webinar Registration Page

A counterintuitive open hook that provides instant audience positioning

What I love:

Counterintuitive Opening Hook – Going against the grain is a great way to grab attention
Audience Positioning – Within the first 14 words, someone knows if they are in the right place or not. Want to be featured in the media? Well, read on.
Inferred Authority – People ask me all the time who my publicity team is. This is inferring that Susie gets lots of media attention and you should pay attention to her.

What I’d test:

Susie has lot’s of ad copy variations in the ad library but they all use the same ad copy. Even if you have found your unbeatable ad you should always be testing. You never know whey your winning ad will keel over and die.
I’d break up the text to make it easier to read. Aim for one line of text max, and never go over two. Single lines make it easier to read.
The image above is only ⅓ of the ad. I’d test shorter ads formats as it give Meta an opportunity to follow up and show people a variety of ads. Remember, not everyone is ready to register straight away.

UPLEVEL ADS – Ad Swipe Files:

SWIPE FILE 0081 – Susie Moore FB Ad to Webinar

Price anchoring an evergreen offer to drive sales

If you are launching an evergreen webinar, a question that will quickly come up is:

Should I promote the offer I’m selling through my evergreen funnel on my website?

The answer is yes, but the level of detail on your sales page depends.

Susie uses one of my favorite approaches.

She uses her always-available sales page to price anchor her evergreen offer.

People aren’t stupid.

When you make them an evergreen offer, they will do their research.

This means you can make them feel like the evergreen offer is a steal.

In this case, Susie has her course listed on her website for $2,997.

However, when you go through her webinar funnel, you can buy it for $497.

This will result in a massive conversion bump for your evergreen funnel.

Of course, you can still sell your full-priced course during your live launches.

The price difference is normally justified by an element of live coaching which isn’t offered on Evergreen.

NOW LAUNCHING – Offer Page Swipe Files:

SWIPE FILE 0081 – Susie Moore – Sales Page Evergreen Webinar Replay

SWIPE FILE 0081 – Susie Moore – Sales Page Public

Challenge Funnel Strategies for Course Creators and Membership Site Owners

April 18, 2024April 18, 2024 Micheal O'Neill

Challenge Funnel Strategies for Course Creators and Membership Site Owners

Discover expert insights and proven tactics for optimizing challenge funnel strategies tailored specifically for course creators.

How to Optimize Your Challenge Opt-In Page

Love or hate his style, Russel Brunson’s copy is always on point. This is a simple above-the-fold opt-in page for a 5 Day Challenge.

The countdown timer in the header instantly creates urgency.
The attention section instantly helps people identify if this is for them and answers the question, “do I belong here?”.
“5 Short Days” “5 days”: tells people when exactly they can expect the promised result, and “short” gives a feeling of reducing the time delay to achieving the key promise.
“Exact Step By Step Method” provides a container for how the results will be delivered. It tells you that Russel has a process. He isn’t just making stuff up on the spot. It tells you that he has helped others do it before. It tells you that if you follow the process, you too can get the promised result.
Russel stresses the words “For Free” twice. This is proven to increase on-page conversions. However, some people worry that it will attract a certain sort of individual that is interested in “For Free” but may not be as interested when it comes to a “For Fee” offer.
The additional bonus here is smart. Getting an opt-in for a challenge, webinar or launch is only the starting point on the path to a sale. Once you have their email address, you have to work as hard if not harder, to get them to show up for the deliverable. Russel seeds this early in play.
Not one but two “free listing building software products” from the founder of the No.1 lead generation and sales software company in the world is a big incentive. But to get it you have to show up.
The Call To Action (CTA) is strong and clear. The green is not a Clickfunnels brand color. You will also notice that it is a different green than is used in the logo and the countdown timer. The goal is to ensure that the CTA is unique and stands out on the page. Psychologically while green is associated with “GO” neon green is also associated with vitality and excitement.
Subline on CTA. You will also notice the subline on the CTA. In this, Russel tells people that they need to enter their email. Some people are not eager to give up their email. So he links the giving of the email to the benefit being offered. This will reduce sign-up friction and is designed to ensure minimum drop-off from stage one of the opt-in to stage 2 of the opt-in, which is submitting your details.

Optimizing Ads for Free Challenge Opt-ins

Now that you have seen the opt-in page, you might as well look at one of the Facebook Ads Russel uses to drive traffic to his 5 Day Lead Challenge.

This is what I classify as a medium-form ad. Russel and his team are fantastic storytellers and copywriters, so most of his ads are long-form, but this one gets down to business quickly.

Some key takeaways:

Headline:

What would you do with an extra 10, 100 or 1,000 New Leads Per Day? I love this. He has made something that is unquantifiable specific. A wide range of people will join the challenge. They will have varying goals and dreams. They will also have varying limiting beliefs.

I usually am not a fan of casting a wide net. Specificity for the WIN! But I think this headline does a great job of appealing to a broad audience in a specific manner.

Description:

Don’t be lazy. If you use the description section, don’t just repeat the headline. It looks silly.

As the description only shows in a couple of ad formats, I have stoped using it. Sometimes I like to throw in an Easter egg but that is how I look on it.

Creative:

Russell and his team crank out creatives like there is no tomorrow. It is not unusual to see 10-20 creative variations for a single ad.

They do a great job of creating curiosity in this image. “What’s under the post-it notes?” “What’s the magnet that is attracting all the leads?”

I also think the handwritten flip chart brings an element of authenticity and personal touch to the ad.

Talking about personal, I’ve found that creatives with the key person or entrepreneur, can outperform stock or non-human images. When launching ad campaigns for course creators and membership site owners, I always include at least one image or video of the key person.

Body:

A solid hook. Who doesn’t want an “endless stream of hot leads for your business”?

It could be argued that this isn’t the most imaginative hook and it certainly isn’t unique. For Russel, this is ok because he has the name and brand to carry it. For us mere mortals we may have to try a little harder.

The hook leads you into the headline from the opt-in page. When starting a lead generation campaign this is always one of the first ads I draft. The ad stats will give you immediate feedback on the effectiveness of the core promise, headline, and body copy. You can then use your ad data to optimize your opt-in.

Notice that Russel doesn’t simply list what he will talk about each day. Words like “Unlimited Leads” & “Creating Your Onepager” build curiosity and intrigue.

It is always a good idea to include links to your opt-in page in the body of your ad copy. This increases your Outbound Click-Through Rate (CTR). That’s the second critical success metric of any campaign.

All Caps is a good way of drawing attention to elements in an otherwise very plain section. Use it sparingly, however, as neither Facebook nor their users like you shouting all the time!

Bonus tip:

If you do want to add additional formatting like bold, italics, strikethrough etc. to your body copy, check out this website: https://yaytext.com/

Again, use sparingly and be aware that your formatting might not always show up.

A Simple But Effective Sales Page Format

April 18, 2024April 17, 2024 Micheal O'Neill

A Simple But Effective Sales Page Format

So, let’s take a look at Colin’s offer.

Structurally, this is a very simple sales page built in Clickfunnels.

Colin’s 13-minute VSL does most of the heavy lifting when it comes to the sale.

It’s a $47 offer with a $27 offer bump and a $297 one-time offer.

The primary promise is clear:

How to sell people into your programs using your conversion story.

He uses the [Primary Promise] without [Primary Frustration] headline format.

Colin also shows that you don’t need to worry about long headlines.

At 29 words in the primary headline and 10 in the sub-headline this is a mouthfull

Colin relies heavily on social proof from a lot of the “big” names in the online world.

The offer page is short (or comparably short to a lot of the pages we review).

But I like it. Even in its shortened form, it ticks all the boxes.

Connect
Problem
Solution
Your Solution
Bonuses
Transformation
Objections
Price reveal
FAQ’s

The only thing I don’t see is a guarantee, which is unusual but perfectly acceptable with a low-ticket offer.

UPLEVEL ADS – Ad Swipe Files:

SWIPE FILE 0083 – Colin Boyd FB Mini Offer Sales Page

SWIPE FILE 0083 – Colin Boyd FB Mini Offer Checkout

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Day: April 18, 2024