Day: April 19, 2024

Copywriting Strategies for Webinar Conversions

Copywriting Strategies for Webinar Conversions

Micheal O'Neill

Copywriting Strategies for Webinar Conversions

Learn effective copywriting strategies for boosting webinar conversions. Discover proven techniques to craft compelling webinar copy that captivates your audience and drives action.
Copywriting Strategies for Webinar Conversions

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How to Capture Attention and Increase Conversions with Ad Copy

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What to copy:

  • This ad has a text book implementation of the A.I.D.A approach to copy.
  • First, it captures Attention simply and effectively – “Getting a nudge that a side hustle is in your future? ✨”. Talking to a future dream of your audience is a great opening hook for an ad.
  • This instantly positions your audience. It lets them know they are in the right place.
  • The attention is maintained by describing key elements of the future dream. Getting into specific details – “finest pair of yoga pants”, “Investing your time in your dreams instead of someone else’s”, “feeling excited to check your bank account”. 
  • When you describe, in detail, your audience’s deepest dreams, you draw them into your story and set them up to want to take the action you desire
  • Next up is the Interest section. People find stats and numbers interesting. This is also a good section to establish authority. Amy achieves this by telling us she started her side hustle 13 years ago and has helped 46,000 entrepreneurs build the business of their dreams.
  • In addition to provoking interest, Amy establishes authority but also provides us with social proof.
  • Great use of emojis throughout the ad. Emojis make the ad more exciting and easy to read. Avoid overuse, but a liberal sprinkle of well throughout emojis will increase your ads’ conversion rates.
  • Scarcity established with “new limited-time course”
  • Next, Amy builds Desire. I love this line – “Ready to trade daydreams for a proven step-by-step process for less than it costs to order take out on your lunch break?”
  • From fluffy to concrete – daydreams to a proven step-by-step process. People want proven step-by-step processes. This is a phrase we use a lot in our ad copy to great effect.
  • “less than it costs to order take out on your lunch break”. Every time you can position a cost relative to a perceived low-cost daily item, it will increase conversions.
  • And finally, Action. Amy is very clear about what people get once they register, the timelines to delivery, and a bonus that answers the specific objection of “I don’t know how to quit my job”. The two link sandwich is an approach we implement in most ads. Give them a direct Call To Action, reiterate some key elements of the offer, and then provide another call to action.

You can download the ad copy and creative for your swipe file here: 

 

Facebook Ad Swipe File

Mastering the Art of Upselling in Book Launches

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This is the above-the-fold screen grab of Amy Porterfield’s Side Hustle Success Path Free Masterclass. This is part of Amy’s, Two Weeks Notice book launch.

To support her book launch, Amy created a low-ticket, but comprehensive online course called the Side Hustle Starter Kit. 

Two thumbs up for this strategy as it will serve as a bonus and an upsell profit maximizer on book sales. 

It also serves as a way to capture the email addresses of people who buy the book from retail outlets and online stores. This will allow Amy to proactively build her audience through her book sales and maximize the LTV of book purchasers.

What to copy:

  • I love simple, clean opt-in pages. Amy follows the formula here. Pre-head > headline > 1-2 lines body copy > CTA.
  • Notice how small the logo is. Even though Amy is a big brand, the logo is tiny and does not distract from the one and only action people should take on this page
  • In all the tests we have run, removing the logo has increased conversions, especially if they are more prominent.
  • I love the CTA in the top header. Eye-tracking experiments have shown that almost all visitors to the page will scan that second of the page immediately. It is arguable that the only reason they included the logo on the left side was to fill the space in the head to facilitate the CTA. If that is the case, I am on board 👍.
  • The pre-head immediately connects with the pain – “undervalued & overwhelmed”. This is the purpose of avatar research. It is less important to know the age and demographics of your audience than to know how they feel disrespected and their primary pain point.
  • Amy is a “positive marketer”, but look how she introduces the pain subtly.
  • The body copy packs punch – 5 Signs You’re Ready to Start a Side Hustle – Use of odd number between 3 – 7 ✅. She is clear on the audience for this Masterclass. Don’t fudge the lines. Pick a specific persona and answer their big concerns
  • …for more Flexibility, Financial Freedom, and Fun. Illeteration and rythming works. Anywhere you an work it into your copy do. People love it.
  • …(Even If You’re short on Time and Have No Idea Where to Start). This is a great framework for opt-in pages and copy in general. (Get something big your really want) without (big objection or thing that’s holding you back)
  • If you are not testing a professionally taken photo of you on your opt-in pages you should be.​​

What we’d test:

  • The CTA buttons are weak. We would test making them more prominent in size and colour
  • The CTA phrase “Save My Seat” could be improved. In tests we have found that transformative CTA’s get a higher conversion reate – Start Your Side Hustle →
  • There is no urgency in the body CTA. We would test including words like “Now” and “Today”
  • A sticky header. Having the “Save My Seat” button in the header is great. We would test making the header sticky so when you scroll down you always have an option to register.
  • Urgency is missing from the opt-in page. This is a pre-recorded masterclass but people still need a reason to act now. We would test adding some reason for people to register today.
  • The opt-in form converts everything to upper case. This is only a small element, however, this may lead to some drop off in conversions. A common belief amongst people is that capital letters make a difference when in email addresses. People will try to uncapitalize them. This is an unnecessary friction. We would revert to lower case
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You can download the landing page for your swipe file here: 

Offer page swipe files

How to Sell Your Course Through Webinars

How to Sell Your Course Through Webinars

Micheal O'Neill

How to Sell Your Course Through Webinars

Learn effective strategies for selling your course through webinars. Discover tips for crafting compelling webinar opt-in pages, maximizing Facebook ads, and optimizing offer pages to drive sales.
How to Sell Your Course Through Webinars

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Free Workshop Opt-in Page Optimization

4 weeks ago, we reviewed a Challenge Funnel from Marisa Murgatroyd.

You can check out that funnel review here:

It’s always interesting to see how people stack launches. 

The high-level overview of her Challenge Funnel was:

 

  • (Lead Magnet) 
    • The 20 Most Profitable Online Course Mega-Niches
  • (Challenge) 
    • Crack Your Course Idea

Now we have her Signature Product Funnel:

  • (Free Workshop) 
  • (Signature Program) 
    • Experience Product Masterclass – Skyrocket Your Income With A New Kind Of High-Impact Online Course
Free Workshop Opt-in Page Optimization

Do me a favor. I know you are busy, but take 10 minutes for a simple exercise.

Step 1 – Study Marisa’s Roadmap

  • Put yourself in the shoes of someone who wants to start an online business. What is keeping them awake at night? What is the first problem they face….
  • Problem 1 – What’s a good topic for my course? 
  • Solution 1 – The 20 Most Profitable Online Course Mega-Niches
  • Problem 2 – Ok I know my niche but how do I come up with my “Big Idea”
  • Solution 2 – Crack Your Course Idea Challenge
  • Problem 3 – How do I make sure my course is profitable
  • Solution 3 – Free Workshop – Ultra Profitable Course
  • Problem 4 – How do I scale my course?
  • Solution 4 – Experience Product Masterclass

Notice how each stage solves the #1 top-of-mind problem for someone at that level.

Then, the solution perfectly positions them to step to the next level.

Step 2 – Map Your Perfect-Fit Client’s Journey From Nubie to Master

  • Pick someone at the very start of their journey. What’s their #1 problem?
  • Once they have solved that problem, what’s the next challenge they will run into
  • What are all the stages and steps (problems they need to overcome) to get from where they are today to where they want to be? 

Step 3 – Map Your Value Ascension Roadmap

  • What can you offer (free and paid) at each level to help them solve the problem they face and prepare them to take their next steps?

This could be the most valuable 10 minutes you’ll ever spend in your business.

Opt-in Page Swipe File

Course Creator Strategies – Ad to Free Workshop

ad to free workshop

Sometimes, it’s best just to give people all the information they need to decide up front.

 

There is an interesting touch here promoting two workshops per day over three days at different times.

 

This will maximise the number of people attending at least one of the sessions.

 

However, it may mean that fewer people will attend all three sessions.

 

I would love to see Marisa’s data on % of attendees who view all three sessions.

 

I love the simplicity of the ad format:

  • Hook (self-interest – your course sells)
  • Details (it’s convenient)
  • No. 1 reason you should attend
  • What you’ll learn
  • Why you should register now
  • CTA

 

Oh and just because you’ve delivered the workshops doesn’t mean you have to stop your ads.

 

The “Access All Areas” pass is a great reason to run ads to your opt-in up to the last day or two of your launch.

ad to free workshop

In fact often, these ads will perform better because of a sense of immediate gratification.

Facebook Ad Swipe Files

Avoid Common Pitfalls and Optimize Your Offer Page

offer page

I hate the word “Skyrocket”. It’s meaningless waffle. 

It doesn’t give your audience any indication of the measure of the transformation possible.

Overall I am not a fan of the headline. 

It lacks any form of specificity or transformation. 

But weak headlines will be overcome when you have a large, loyal, well-primed and positioned audience.

I do love Marisa’s support and FAQ section at the very top of the page.

It’s clear one of the key questions they get is….”What is an Experience Product?”

As “experience product” is vague it makes sense to answer the question right away rather than leave it as an unanswered objection in the mind of your audience.

Offer Page Swipe Files

Profitable Launch Strategies for Membership Success

Profitable Launch Strategies for Membership Success

Micheal O'Neill

Profitable Launch Strategies for Membership Success

Unlock the secrets to profitable launch strategies for membership success in this comprehensive guide. Dive deep into proven techniques for building anticipation, creating buzz, and maximizing conversions. Whether you're a seasoned pro or just starting out, this post will equip you with the tools and insights you need to launch your membership with confidence and achieve lasting success.
Profitable Launch Strategies for Membership Success

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How to Craft Successful Launch Strategies

The key to a successful launch is having a rabid audience that’s whipped into a frenzy.

An audience waiting impatiently for an opportunity to buy something from you.

So the question becomes, how do we whip our audience into a buying frenzy?

The answer; We show them a future so good it makes their wildest dreams look dull.

It might sound easy, but it’s not.

The key is painting a future beyond their wildest dreams that they believe they can achieve.

Sure, we can make massive promises, but how do we make people believe this time will be different? 

How do we show them this time they will get the promised results?

We do this by: 

  1. Understanding their current pain points and frustrations and what’s stopping them from moving forward
  2. Being able to speak accurately about their primary goals, dreams, and ambitions. 
  3. Showing them a set of simple steps to take them from where they are to where they want to go.
  4. Proving you have a proven framework to get them to where they want to go.
  5. Proving you are the person they want to lead them to where they want to go.

Let’s dive into Stu’s funnel.

Most launch funnels start with the promotion of a pre-launch workshop or webinar.

Stu starts well in advance with not just 1 lead magnet but multiple lead magnets.

The lead magnets align with the awareness and experience levels of the different avatars who will go onto to purchase his course.

Looking through the Meta Ad Library, I have found 4 different lead magnet offers:

 

This is aimed at the least aware people. 

They like the idea of an online business but have no idea where to start.

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This is aimed at people who have considered membership and who Stu wants to get excited about the revenue opportunity of launching their membership.

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This is aimed at people who are ready to launch their membership and want to discover the best way possible to do it.

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This is aimed at existing membership site owners who want to scale and grow and existing membership.

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These clearly line up with the 4 potential avatars:

  • Can I leave my 9-5 or build an online business?
  • I want to launch an online business, but will I make enough money?
  • I have an idea for a membership, but how do I launch it?
  • How do I scale my membership?

 

If you have a digital offer, you are going to have multiple avatars who will purchase.

 

How are you supporting each of them based on where they are today?

 

How are you showing them that you understand their pain points and their primary frustrations?

 

How are you tailoring your messaging to show them that you understand their primary goals and desires?

 

Each of the 4 lead magnets lead beautifully into the:

 

 

This is Stu’s pre-launch workshop leading to his course – The Membership Experience.

 

After people opt-in for any of the lead magnets they are immediately offered a seat on the Membership Workshop.

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This is a great example of meeting people where they are, giving them a tiny step to take that solves a key pain point, and then giving them a simple next step to take.

Do yourself a favour and click on any of the links above and register for Stu’s Membership Workshop. You won’t be disappointed!

Opt-in Page Swipe Files

Workshop Opt-ins: Advanced Facebook Ad Techniques

Running Facebook ads to a fixed date launch workshop in the future normally increases  your cost per lead.

The biggest reason for this is delayed gratification.

People want to feel all their problems will be solved when they hit the submit button.

Waiting for a live workshop decreases this feeling and lowers your conversion rate.

Lining up immediately available lead magnets in front of your launch workshop will both decrease your front-end cost per lead and increase your workshop opt-in rates.

When someone takes action towards a goal by opting in for a lead magnet, there is an immediate dopamine hit.

If that is followed by a free offer that takes them one more step closer to their goals, the dopamine wave will carry them to opt-in before they can even think about it.

But even if it doesn’t, you now have their email address and the opportunity to get them excited about your pre-launch workshop.

Let’s take a look at Stu’s ads for each of his lead magnets:

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This is where we start to see the real power of having multiple lead magnets.

 

Stu can customize his ad copy to target the specific challenges and fears of that avatar.

 

The amazing thing about Meta is it can hunt down and display ads to people who are in this phase.




 

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We can see Stu stepping up his messaging in this ad to talk more about the potential of your membership business.

 

Calculators are fantastic lead magnets that produce low CPLs and are massive link-building SEO assets. 

 

If you are just considering memberships as an option talking about 6, 7, or 8-figure businesses will not resonate with you. 

 

But it’s sure to capture people’s attention who have put some thought into their membership. 


 

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Again, we see the progression in the copy from calculating how much you could make in your membership to creating and scaling your membership.


 

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And finally, to existing membership site owners. 

And the real key to business growth – Retention.

 

Facebook Ads Swipe Files

Monetizing Pre-Launch Workshops: VIP Upsell Mastery

But Stu doesn’t kick back and put his feet up there. 

There’s money to be made before he even launches his course.

More and more, the big launchers are moving towards liquidating the cost of their ads before they open the doors to their paid products.

In this case, Stu has a lovely little $47 VIP upsell package for his free pre-launch workshop. 

Once you opt-in for The Membership Workshop you are offered a VIP Fast Pass.

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Like all good upsells, it offers a shortcut.

In this case a shortcut to go from learning to implementation to quick, profitable results.

“Start building your membership with confidence”

 

VIP Upsell Swipe Files

 

Maximizing Sales Page Conversions with Facebook Ads

Maximizing Sales Page Conversions with Facebook Ads

Micheal O'Neill

Maximizing Sales Page Conversions with Facebook Ads

Discover expert strategies for maximizing conversions on your sales pages using Facebook ads. Learn proven tactics to drive targeted traffic, engage your audience effectively, and boost sales for your course or membership. Unlock the potential of Facebook advertising to optimize your sales page conversions and achieve greater ROI for your business.
Maximizing Sales Page Conversions with Facebook Ads

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Facebook Ad Strategies for Increased Sales and Conversions

Buying high-quality traffic is not the challenge.

The challenge is crafting an offer that converts at a profit.

This week we are looking at a campaign from Susie Moore.

Susie is currently in the middle of a webinar launch.

When I went looking for her ads, I got a surprise.

Susie’s entire ad library focused on her evergreen launch.

Most ads have been live since Nov 2022. (AKA these ads are killing it!)

But that wasn’t the surprise. Check out the Now Launching section for the surprise.

So enough chit-chat. Let’s get down to the ad copy.

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I had to pick this ad as it features my good friend Andrew Woodward. What up Woody!

Social proof is one of the strongest psychological conversion tools we can use. 

Social proof takes many forms.

In this ad (as in 90% of her other ads) Susie uses the before and after frame.

It provides social proof that Susie’s methods work. 

And more importantly, paints a picture of what someone’s life looks like after her program.

First the ad connects with the frustration and the pain.

“Andrew was about to give up on his financial coaching business” 

(never let the truth get in the way of good ad copy!)

Then he took my program, and now this is how his life has changed.

The real trick with transformation is to make it as specific as possible.

Susie does a great job of connecting media exposure to the ultimate goal….

…increased conversion rates and sales….

Facebook Ads Swipe Files:

 

High-Converting Evergreen Webinar Strategy

Let’s leave the “Live Launch” to one side for a moment.

The first thing I noticed about the ads was how long most of them had been running for.

A couple were published in July 2023 but the majority of ads had been running since Nov 2022.

This is a sign that the ads are killing it.

But my surprise came when I clicked the link in the ad to access the webinar replay.

I was expecting to land on an opt-in or webinar registration page.

But I landed on a sales page with the webinar replay video at the top.

This is a 1h 33m webinar.

Susie has her ads split into top-of-funnel and bottom-of-funnel.

The top-of-funnel ads drive people to the sales page. 

The ads running from November 22 retarget people who have visited the sales page.

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This isn’t for the faint hearted.

Driving cold traffic from Facebook to a $497 offer is HARD.

Don’t even attempt this if the conversion rate for your offer isn’t off the charts.

My guess is the webinar completion rate is low. It’s just the lure people to the page.

You need to have a knock-out offer and killer copy to pull this off.

Swipe Files:

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How to Create a Profitable Evergreen Webinar Funnel

Micheal O'Neill

How to Create a Profitable Evergreen Webinar Funnel

Discover expert strategies for creating a profitable evergreen webinar funnel. Learn proven tips to maximize revenue, optimize for profitability, and drive sales and course enrollment. Craft an effective strategy to boost membership sign-ups and maximize ROI with your evergreen webinar funnel.
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Decoding Success in the Evergreen Webinar Ad Strategy

Let’s talk about the evolution of a Facebook Ad. 

The biggest mistake we see advertisers make is not testing enough ad variations. 

Today instead of reviewing a single Facebook Ad, I want to take you behind the scenes and show you the evolution of a Facebook Ad.

The Ad in question is for James Wedmore’s front end webinar funnel 

The first version of this ad was published in August 2022. 

There is a valuable lesson here in its own right. You are better focusing on scaling one funnel instead of building many funnels. Many large online businesses have been built on the back of just one lead magnet.

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In December 2022 an updated variation of this ad was published.

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Then in February 2023, we see a host of new ad variations published. I have chosen two for you below:

February 2023 Ad v1

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February 2023 Ad v2

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Inspiration for your ads:

  • If you find a winner, ride it all the way home (until it collapses and dies!) Despite testing multiple versions the fact that James is still running an ad from August 2022 means that it is outperforming the latest tests.
  • Facebook is not always rational! Even inferior ads (copy and image) can outperform superior ads if Facebook gets into a groove and finds the perfect segment of an audience. Never make any changes to an ad that is performing well.
  • It is important to test different themes. We can see all of the above ads are leading people to the same point from different directions. When starting out with a new campaign I like to come up with at least 4 different themes. These themes are then tested over time.
  • Look at the ads. Which do you think will convert best? In the long run I am sure the February ads will outperform the earlier ads. “..flying off the shelves” is not a stong proposition. “Your Sales Page isn’t converting because it contains AT LEAST 1 of these 5 Major Mistakes” is soooo much more powerful.
  • Your “X” isn’t “Y” because its making AT LEAST 1 of these “#” major mistakes” is an opening hook that can be adapted for almost any ad.
  • I avoided emojis for a long time in my ads, however, cringy as they may be, they work. Especially in opening two lines of the body copy. My hypothesis is that they act as a pattern interrupt while people are scrolling rather than people loving emojis.
  • You can’t natively bold text in Facebook ads. However, if you use a service like: https://yaytext.com/ you can enter you text and apply hundreds of effects. Again this will make your ad stand out.

Facebook Ads Swipe Files:

 

Evergreen Webinar Funnel – Opt-in Page Optimization

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A little bit more “happening” on this opt-in page compared to the last few we have reviewed. 

For the 3rd week in a row (and not by design) we are reviewing an evergreen webinar opt-in page. 

Now remember a good opt-in page is a good opt-in page whether you are getting people to sign up for a webinar, launch workshop, lead magnet or newsletter. The language may differ but the conversion principles remain the same.

 Inspiration for your landing page:

  • Let’s zoom out for a second. If you have a digital product or program (or are thinking about launching one) you know how important your sales page is. With this webinar James is solving a top 1% problem for online business owners. This is an incredibly smart play. Oftentimes the success of your funnel will be dictated before you ever draft a line of copy for your opt-in page or ads. Choose wisely. What’s a top 1% problem for your audience?
  • A personal photo. Eyes connecting with the audience and smiling. This is my go to starting image for an opt-in page. Also notice how James finger leads your eyes directly to the “Register Now” button.
  • We are hit straight away with “>>>>> FREE TRAINING!<<<<<”. Now some people argue that “Free” attracts a certain kind of person but the conversion stats don’t lie. Including free in both Facebook ads and landing pages can increase your conversions. As with everything testing is important but I like to start with free and then test it’s absence rather than the other way around. 
  • This is a strong headline “5 Sales Page Hacks” – We have specificity in the 3,5,7,9 series which you know I’m a fan of. Everyone wants a short cut, they want a guarantee that all their dreams will come true, immediately, without doing any work. “Hacks” promise all this in one word. Again there is a certain type of person to whom hacks will appeal. But it is the vast majority of people.
  • The sub head paints the desired future outcome – “get your digital program or product into the hands of thousands” – “high-converting sales page”
  • “You’re About to Discover” What you will discover is much more powerful than “What you will learn”. It makes it sound exciting and an adventure. It is also future paces you past registering. It is a soft form of an embedded command.
  • How my client Erika made an extra $30,000 simply by adding this one element to her sales page is the strongest line on the page. You need to hunt for results like this in your business to use them for this very purpose. This one line could sell the webinar in it’s own right. 
  • This is an evergreen webinar so there is no time deadline. The next best psychological trigger to a deadline is scarcity. As this is evergreen, using “limited seats” is questionable, however, I am sure there is a cap on the maximum number of concurrent users on the system.  

Webinar Opt-in Page Swipe Files:

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What Should Your Facebook Ad Budget Be?

Micheal O'Neill

What Should Your Facebook Ad Budget Be?

This is one of the most common questions I get asked.

 

Here is the formula to work out your optimal budget 

 

First off. There is no ideal budget. If you are just getting started, ask yourself how much would you be willing to spend without any return. Pick that and run with it. Look at your initial ad spend as an investment in the development of your skills.

 

If you have experience, we can get more specific. We are going to base our calculations on the cost to exit learning. This is a hotly disputed topic. Facebook says it is essential, but I have lots of campaigns running profitably in learning. It gives us a target, however.

 

Why is exiting learning important? Facebook states, when you exit learning, your cost per action will decrease. This is a good thing. The Facebook logic is once they know who you are looking for, they can find more people just like them. 

 

How do you exit learning? Facebook states that once you receive 50 of your chosen events in 7 days, you will exit learning. If you are running a lead gen campaign, it’s 50 leads if you are running a sales campaign, it’s 50 sales. I’ve campaigns exit learning before 50 events. 

 

So what’s the budget formula? So if you know your CPL or your CPA, the formula for your minimum daily budget is (target CPL/CPA X 50)/7), for example, if your target CPL is $2.50 then ($2.50 * 50)/7 = $17.85.

 

If you are unsure of your target CPL or CPA, make a best estimate or use an industry standard. The only thing you can be guaranteed is that you won’t be bang on, so if in doubt, stick to a daily budget you are happy with even if you don’t see the result you want immediately.

Creating Engaging Webinar Ads & Opt-In Pages for Success

Creating Engaging Webinar Ads & Opt-In Pages for Success

Micheal O'Neill

Creating Engaging Webinar Ads & Opt-In Pages for Success

Unlock the secrets to success with expert strategies for creating engaging webinar ads and opt-in pages. Discover proven tactics to drive conversions and maximize attendance for your courses. Elevate your webinar marketing game with persuasive ad campaigns and high-converting opt-in pages.
Creating Engaging Webinar Ads & Opt-In Pages for Success

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Ads for Course Creators: Facebook Ad to Webinar Strategy

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This week’s Facebook ad deep dive is for Stu McClaren’s Plan It Build It webinar funnel.

It’s great to see an evergreen webinar funnel in the wild. Unfortunately, this endangered species has almost been driven to extinction. Let’s hope Stu can bring it back from the brink.

Inspiration for your ads:

  • At just 73 words, this ad is short and to the point – Still classified as medium-form ad copy, but just about!
  • Shorter ads work better for people who are further along their problem-solution path. 
  • If you are retargeting, using Lookalike audiences, or have a very defined audience, medium-form ad copy converts well.
  • If you are targeting broader audiences who do not know you as well, you need more words to build trust, connect with their pain points and convince them that you can solve their problem.
  • Everyone likes to feel like they are in the “know”. The opening hook captures attention by creating curiosity.
  • “Psst… Let me let you in on a little secret.” This is a line you use as the opening hook for any ad.  
  • Again we can see the AIDA approach to ad writing in play.
  • “Big changes coming” triggers interest – what are the changes, and what will I miss out on if I don’t prepare for them.
  • This is followed by the Desire – “i’ll share what they are… tips to stay relevant and help people get better results.
  • Rounded out with the CTA – Save your seat.
  • It’s always a good idea to include a link to your landing page in the ad copy itself. In fact, we always aim for two links.

What we’d test:

  • There are lots of areas for testing with this ad.
  • The primary promise of the webinar could be stronger.
  • Our optimization process always starts with the primary promise or offer.
  • You can’t “out-market” a poor offer. Even if that offer is giving something away for free.
  • People don’t want to “stay relevant” They want to grow their business, they want to make more money, they want to have a greater impact.
  • People don’t want tips. They want proven strategies, processes, or case studies. Tell them what works and what doesn’t work. 
  • If you are not confident enough to be bold with your claims, work to build a book of evidence to build confidence in your process.
  • Stu has an endless number of case studies and debriefs. Introducing these as the foundation for the 5 key trends would lend specificity and weight to the core promise.
  • After registration Stu gives you a workbook. I would test introducing this in the ad. You may get a small percentage of people who sign up just for the workbook and don’t attend the webinar but at least you have their email address and you can follow up with them in the future.

Swipe:

Webinar Registratio Page: Blueprint for Maximum Impact

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Hands up who loves a clean and simple webinar registration page. Here at Kelso Digital we are huge fans of clean. Stu sticks to the proven blueprint here:

Inspiration for your opt-in pages:

  • Stu follows our 5 Part Landing Page Formula – Headline, Sub/Pre Headline, Body Copy, Image & CTA
  • Selective use of bold draws readers’ eyes to certain points. When done correctly you should be able to scan the headings and bolded words and be compelled to register.
  • We like to keep bold sections to 3-4 words max. Remember their purpose is to help people quickly scan.
  • In text heavy pages like this I would also bold the following words – $100 billion – opportunity – selling and delivering digital products – incredible innovations – amazing results for you
  • By just scanning the headline and the words listed above, if you have a course or membership, you should be sold on attending.
  • Stu uses the trusty 3/5/7 in the heading. Specificity will drive conversions.

What we’d test:

  • I’m a huge fan of Stu’s and this isn’t his best funnel. 
  • The text on the page feels too blocky and hard to read.
  • Our 5 Part Landing Page Formula encourages people to use 1-2 lines of text and 3-4 bullet points to get your message across. Yes, you have to work harder to condense your message and keep its punch but you will be rewarded with higher conversion rates
  • The Register Now button is small and tucked away in a low eye traffic part of the page.
  • We would test flipping the image and the copy to opposite sides of the page
  • The blue button also blends in with the page. I would make this brighter so that it stands out more. Remember branding has nothing to do with on page conversions.

Swipe Files:

Crafting High-Converting Webinar Ads & Opt-In Pages

Crafting High-Converting Webinar Ads & Opt-In Pages

Micheal O'Neill

Crafting High-Converting Webinar Ads & Opt-In Pages

Unlock the secrets to crafting high-converting webinar ads and opt-in pages with expert strategies. Discover tactics for maximizing conversions, driving sign-ups, and boosting attendance for your courses. Learn proven optimization techniques and persuasive methods to elevate your webinar marketing success.
Crafting High-Converting Webinar Ads & Opt-In Pages

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Strategies for Effective Webinar Ads on Social Media

When it comes to plant-powered health there are few organizations bigger than The Food Revolution Network with over 700,000 members. John & Ocean Robbins combine subject matter expertise with incredible business and marketing acumen and implementation.

Today we are going to look at a Facebook ad for one of their many evergreen webinar funnels. Let’s dive in. 

Ad Version 1 – Medium Form – Tackling Type 2 Masterclass

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3 Elements To Inspire Your Ad Campaigns:

  • Look at that opening hook; “Each year, type 2 diabetes claims more than a million lives…” What an attention grabbing line. If you have type 2 diabetes or if you are worried that your lifestyle will lead you to type 2 diabetes, there is no way you will skim past this without paying attention. Now there are no fingers being pointed here. People are not being called out over their health but a real problem is surfaced and people are forced to ask…. Could this be me in the future?
  • They immediately move to tackling an objection. “We often treat it with medication….” It is important to join the conversation that your audience is having in their head and lead them where you want them to go. The best marketing set up an enemy, someone or something to throw stones at, to blame. To create an us v them feeling. Once you establish an enemy you want to discredit them. No I’m not talking about a mudslinging political campaign. I’m talking about establishing why your solution is superior to the alternative – “serious side effects, are expensive and often don’t work”
  • “That’s why this message is so urgent” Remember this is an evergreen campaign, but that still doesn’t mean that you can instill urgency. Remember urgency will drive more people to take action, scarcity will drive people to pay more for a solution.

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Webinar Registration Optimization: Strategies Behind Webinar Opt-In Pages

 

Webinar Opt-In Page – Above The Fold

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Webinar Opt-In Page – Pop Up

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Webinar Opt-In Page – Registration Bucketing Question

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3 Elements To Inspire Your Ad Campaigns:

  • Attack Conventional Wisdom. Counter cultural arguments are extremely powerful. Even non-conspiracy theorists love when conventional wisdom is wrong. People respect others who challenge the status quo. People also hate when they feel they have been lied to or there is some hidden truth that has been kept from them. This headline is very compelling. They have triggered curiosity, suspicion, and FOMO. This is one of the best ways you can get people to register for your webinar or lead magnet.
  • This Masterclass is absolutely FREE and plays in your local time – I love how they have verbalized the evergreen nature of the webinar and portrayed a potential negative in a positive light.
  • Once you enter your contact details there is a 2nd step to the registration process. If this question was asked up front it would reduce the conversation rates significantly. As people have already entered their contact details and committed to the process there will be very little fall off with the request for extra info. However, that info is massively valuable. Based on people’s answers you can now have 3 different sales sequences which focus on the specific situation of each avatar. Everything from hooks, challenges, emotional drivers, outcomes and testimonials can be tailored to speak to the specific avatar. This is guaranteed to increase your sales during your follow up sequence.

3 Elements We’d Test:

  • We’d test removing the support and login menu. Any distraction is likely to reduce conversion.
  • There is some debate as to whether video increases or decreases on page conversion rates. It is likely that Ocean has tested the registration page with and without the video trailer. If you are including video on your registration page I would definitely test: Voomly https://www.voomly.com/. There are plenty of tools with similar functionality but this pops a registration form when a video gets to a certain point. 
  • I’d test with and without the social sharing icons in the header and sidebar. Unless you are getting a significant number of shares and these shares are producing registrations I would take these off. They are not driving people to register for the webinar. I would set up a test that removes them from the opt-in page but adds them to the thank you page. People will be more likely to share once they have registered. One question I have is….How many people are willing to admit having or being worried about type 2 diabetes and sharing it openly on their social channels?

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Webinar Funnel Optimization for Course Sales

Webinar Funnel Optimization for Course Sales

Micheal O'Neill

Webinar Funnel Optimization for Course Sales

Discover expert strategies to optimize your webinar funnel for higher course sales success. From crafting compelling ads to irresistible opt-in pages and converting leads into Perfect-Fit Client, learn how to maximize conversions and drive revenue with webinar funnel optimization for course sales.
Webinar Funnel Optimization for Course Sales

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Opt-In Page for Webinar Registration: Objections Crushing Strategy

Opt-In Page for Webinar Registration

Who doesn’t love a good webinar?

Here’s an above-the-fold view from a Codie Sanchez webinar registration page.

Codie has seen exponential growth over the past few years building her email list to over 400,000.

People love steps and frameworks. 

They want a silver bullet that will make their dreams come true with 0 work.

We know (most times) that’s not possible but we have to meet them where they are.

I love the headline. It is clear and teases an extraordinary promise.

Buy a business in just 10 steps that throws off free cashflow from day 1.

Everyone knows that buying a business is complicated. 

But Codie breaks it down into just 10 steps. And who can’t follow 10 simple steps?

The sub-headline introduces the concept of “volatile markets” 

Even a casual observer of markets knows that’s when the most opportunity exists.

But then Codie introduces an awesome twist.

A “Boring Business” is an antidote to “volatile markets”. 

The contrast here stokes interest and curiosity.

Your audience will always have objections. Make sure you deal with them front and centre.

Codie does this nicely with “FREE” and “No prior experience needed”.

A great question to ask yourself.

What objections does my audience have to registering for my webinar or lead magnet?

Opt-in Page Swipe File:

 

Facebook Ad to Free Webinar – Analyzing a Profitable Strategy

Facebook ad to free webinar

Simple ad format here from Codie. She lets the Creative do the talking.

There’s lots of debate as to whether a native image without any test performs better than an ad style image.

The truth is they both work. And, they can both work even in the same account and the same campaign.

Your job is to test both in every campaign and see which one gets the best results for you.

This image has a massive hook.

Learn how to buy successful businesses with other people’s money.

Oh, my word. While buying a successful business is awesome. 

Buying a successful business with OPM is the ultimate hack.

She then backs this up with some massive social proof…..

Join 20,000+ people.

And our most popular word used in lead gen ads….. FREE.

Facebook Ad Swipe Files:

Course Offer Page – In Alignment with Your Launch Webinar

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And then onto the offer page.

“Learn How To Buy Your First Small Business in Just 30 Days”

It’s clear. It’s specific. It’s time-bound. It aligns perfectly with the topic of the launch webinar.

But what she’s really selling is “Financial Freedom”

Codie amps up how difficult it is to start a business.

She is offering you a “fool-proof”, step-by-step, approach to shortcut all the hassle and risk.

To take the “Unconventional” counter-intuitive approach that will make all your dreams come true without the pain and struggle.

Did someone say silver bullet???

Course Offer Page Swipe Files

Optimizing Membership Conversion: From Webinar to Offer Page

Optimizing Membership Conversions: From Webinar to Offer Page

Micheal O'Neill

Optimizing Membership Conversions: From Webinar to Offer Page

Unlock the secrets to optimizing your webinar funnel and skyrocket membership conversions with expert strategies. From crafting compelling opt-in pages to mastering irresistible sales copy, learn how to transform leads into committed members
Optimizing Membership Conversion: From Webinar to Offer Page

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Webinar Opt-in Page Mastery Unveiled

Did someone say romance?

Hey….”love” needs funnels too.

Let’s dive into a Funnel by “Get The Guy” Matthew Hussey.

The funnel kicks off with a free training – Dating WIth Results.

This super clean registration page is a masterclass in copy.

webinar opt-in page

The promise is right there in the title “Dating With Results” 

 

But it’s the pre-header and body copy I love.

 

“Transform Your Love Life and Start Turing Chemistry Into Commitment”

 

“Turn Chemistry Into Commitment” is a beautiful line. 

 

Take every opportunity you can to introduce alliteration or rhyming into your copy.

 

Matthew uses bold to draw attention to keywords in the copy. 

 

Remember, people scan, not read your opt-in page. 

 

Help them pick out the most important words on your page with bold.

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Take some time to study the 6 bullet points outlining the content of the free training.

 

Each one is strong enough to stand alone as an opt-in page headline. 

 

And that’s how you should think when drafting your copy.

 

Matthew builds curiosity and excitement. 

 

He introduces frameworks, stages and 4-word scripts. He talks to pain points and desires.

 

Finally, he wraps up with avatar callouts to position his audience.

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This is one hell of an opt-in page.

And best of all…. simple to recreate for your topic…

Opt-in Page Swipe File:

SWIPE FILE – 0065 – Matthew Hussey – Webinar Registration Page 

Facebook Ad to a Free Webinar

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Short and sweet today.

And I’m not going to ruin it by over-explaining this…..

ARE YOU AFRAID YOU’LL STAY SINGLE FOR THE REST OF YOUR LIFE?

Facebook Ad Swipe File:

SWIPE FILE – 0065 – Matthew Hussey – FB ad to Free Workshop

Mastering Irresistible Sales Page Copy

Membership Offer Page

Matthew’s excellent copy follows through to his sales page.

DISCOVER THE 3-STEP FORMULA FOR CREATING THE COMMITTED RELATIONSHIP YOU DESERVE.

Simple and to the point. 

Promises his avatar the number 1 thing they want – a committed relationship.

Makes it sound simple – “What, there are only three steps?”

Provides a guarantee via a “formula”.

Highlights that people will get 3 free bonuses worth $447 when they sign up.

This is a great price anchor for a membership costing $69.95 per month or an annual sub costing $41 per month.

Offer Page Swipe File:

SWIPE FILE – 0065 – Matthew Hussey – Membership offer page