• The Art Of Livin’ was a pre-launch workshop for his course Roadtrip priced at $397.

  Here’s the crazy thing. 2.4 million people registered for the event.

  Now, I don’t have exact numbers for the launch revenue, but by piecing together some info, we can come up with some round figures.

  50 meals were donated through Feeding America on behalf of everyone who purchased the course.

  They reported that 1.2 million meals were donated.

  If you run the numbers, this means that 240,000 people purchased the course.

  So Mr. alright, alright, alright brought in $9.5 million in sales.

  And, remember that isn’t including the VIP upgrades on the front end. 

  Not bad for your first launch!

  Let’s dive into the Art Of Livin’ opt-in page:

• The primary promise here is clear. Register, and your will “Watch the Free Video Now”.

  One of the big challenges running Facebook ads for a launch that happens in the future is delayed gratification. People opt-in, but they have to wait to have their problem solved until some time in the future and ain’t no one got time for that. I want all my problems solved right now (preferably without having to do any work!)

  So let’s take a look at the opt-in thank you page:

3 Elements To Inspire Your Opt-in Page:

• Follow the proven model: There are 5 key above-the-fold components of an opt-in page. Headline, Subhead/Prehead, Image, Body Copy, CTA. Not alone is Jeff following the proven model structurally. He is following it from a copy perspective too. Free is used twice (Prehead & CTA). Clear primary promise (Launch Your Online Course, Member Ste, or Coaching Program). Make it feel easy (3 simple steps). Then the body copy backs up your claims and provides evidence as to how people will achieve the primary promise of your headline. Deviate from this model, and you risk a much lower conversion rate.
• Make it easy: People are busy. They don’t read your copy. They scan it. I love how Jeff has highlighted key phrases and sentences using bold. This helps people take away 80% of the message in your copy at a glance without reading all the words. This is one of the reasons I love bullet points. Bullet points force you to say what you want to say concisely. They also draw the reader’s attention to the points and force them to slow down.
• Mobile optimization: Below is a screenshot of the mobile version of the opt-in page. If you are running ads 60%-80% of your traffic will come from mobile. If you’re driving email traffic, your mobile percentage might be a little lower, but it will still make up over 50%. Look how Jeff moves the opt-in button up directly below the headline to make sure it shows up above the fold. If you download the pdf of the mobile opt-in page you will also notice the image has moved to the very bottom of the above-the-fold section from the desktop version. There is nothing worse to arriving on a mobile opt-in page and being hit with an image that takes up 75% of your screen. Ain’t no one got time to be scrolling past images on their mobile! 
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3 Elements To Inspire Your Landing Pages:

• TME Launch Opt-in Page – Single page, everything above the fold, opt-in page here for Stu. If it’s good enough for Stu with a launch he will be hoping will bring in over $5mill, it can work for your launch. Brilliant use of scarcity and deadline – This live training only happens 1X a year. Notice FREE Workshop. Despite being a multi day training only the first date is mentioned. This keeps it simple and doesn’t drive people into overwhelm. 
• TME Launch Opt-in Pop-up – Notice the inclusion of the phone number. Text message marketing is extremely powerful. Yes, there is a cost associated, but with Twillio’s low rates and high text message engagement rates, you will get a positive ROI.
• TME Launch Opt-in VIP Upsell – An upsell is powerful from several perspectives. 1) it gives you an opportunity to scale your ad spend. At $47, it is somewhat realistic for Stu to break even on the costs of ads for his launch. This gives him massive confidence to scale his ad spend. 2) People who purchase a VIP package will be more like to engage with the launch. People who are more engaged will be more likely to buy. 3) The psychological principle of consistency means that people who have already paid an amount earlier in the process will be more likely to feel internally compelled to purchase when the primary offer is made for TME.

3 Elements We’d Test:

• Paid launches are steadily rising in popularity. Those who have tested the model have seen far a far lower number of people partaking in their launch but get a far higher conversion rate during the launch and are reporting higher launch revenue. People have become used to opt-in for launches and then not taking part. It is a big scary test but one I would love to see on a launch of this scale.
• I always test the text on the left and right sides of the page. There are two entrenched schools of thought on this. 1) your eyes always end up on the right side of the page, and this is where you should place the text. 2) your eyes scan the top of the page, hit the right side, and then travel diagonally from the top right-hand corner to the middle right in a Z pattern. Therefore your should place your headline along the top and your important text on the right side of the page. I have tested both and don’t have conclusive evidence for one approach or the other. I have seen switching sides, either way, result in a big jump in conversions, so it is always worth testing.
• Getting a phone number is a good idea, but I would like to know how much it hurts the overall conversion rates. I would run 3 tests over a limited period of time: 1) no phone number collected 2) phone number on the secondary screen after opt-in 3) Phone number not optional. The real test is the impact on purchases for The Membership Experience. As a result, we want the opt-in sample sizes to be around the same size and be able to calculate the total spent per test.