Launch Strategies for Course Creators and Membership Site Owners
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Bootcamp Opt-in Page Mastery for Conversions
Nathania Stambouli has taken the yoga world by storm with her Yogi Flight School.
Yogi Flight School is a perfect example of solving a very specific top-of-mind issue.
Nathania teaches people how to do arm balances and inversions.
Will a beginner yogi be interested in this? No.
Will every experienced yogi be interested in this? No.
But, for a specific type of yogi, arm balances and inversions are their #1 pain point and dream.
Yogi Flight School is exactly what they have been looking for.
Because Nathania solves a very specific problem, she can use incredibly specific language that instantly resonates with, attracts, and converts her perfect-fit clients.
The biggest trap online business owners fall into is being too broad, generic, and general.
Often, we are afraid to niche down and get specific because we’ll lose customers.
When in reality, the direct opposite is true.
Solving a high-value, high-pain, specific issue is the key to online business success.
A lot of Nathania’s success comes down to the specificity of her front-end messaging.
Now, don’t think she only teaches Arm Balances and Inversion.
Once she has you in her world, she goes way broader, even beyond yoga teaching.
But she keeps her front-end messaging to make sure she attracts her perfect-fit client.
A couple of weeks back, Nathania ran her big annual launch.
Let’s take a look at her launch funnel.
Here’s her free bootcamp opt-in page.
Nathania sticks to the script with a textbook above the fold opt-in page.
- Pre-head – (always get FREE in there)
- FREE TRAINING WEEK!
- Headline – {primary promise} without {misconception} or {frustration}
- Nail your arm balances & inversion without more strength or years of face-planing!
- Sub Headline – (evidence to back up headline claim)
- Discover the crucial principles that you don’t learn in yoga class….
- Image (transformation focus)
- Demonstrate the transformation of your primary promise
- CTA
- SIGN ME UP FOR THE TRAINING
Observations and tests I’d run:
- At first glance, it looks like there are 3 headlines of equal importance. I would test moving FREE TRAINING WEEK into the logo position and reducing the font size of Yoga Ninja Bootcamp.
- Saying there is a replay may increase registration but decrease live show-up rates. If it is a live class you want people to attend, don’t include this on the opt-in page. If your audience is global, then there is an argument for replays.
- I love the post CTA copy. It serves as body copy but reduces clutter before the CTA.
- I’d test adding transformation to the CTA – Yes, teach me to FLY today…
Opt-in Page Swipe Files
Crafting Compelling Facebook Ads for Your Launch
Great opening hook from Nathania; it’s short, clear, and concise.
“Imagine standing on your hands, elbows, and head with confidence.”
If you’ve been working on your arm balances and inversion practice…
…or if you’re a yogi who has stared in awe at the cool kids in the yoga class standing on their hands, elbows, and heads, this hook is going to grab your attention.
Effective copy is never about the volume of words. It’s about using the fewest “right” words.
But the only way to find the right words is to test.
I selected just a few of the opening hooks Nathania used in this campaign.
When testing, the changes from control don’t have to be massive.
The same theme with slightly different words can dramatically impact ad success.
Introducing concepts like “Yogi Flight Method” will increase curiosity and elevate the perceived value of your offer.
A unique mechanism underpins how you can help people get results where others fail.
Testing negative hooks is always a good idea.
People will do two times more work to avoid pain than gain pleasure.
I’m a positive guy, but the data tells me that negative hooks often get better results.
The resolution hook is always worth testing.
Right that’s it, this is the year for me, line drawn in the sand, I’m going to do it.
Observations and tests I’d run:
- When it comes to ads, volume wins, and Nathania went all out on this campaign. (I’ve only included a small sample of the ads for the workshop above) The more ads you test, the more likely you will have a winner.
- In the main ad I’d test moving the registration CTA from the 3rd line to below the 3 bullet points. “Secretly… your handstand and other shapes aren’t about strength…” is an interest builder. If this ad targeted cold audiences, the CTA might have been too early.
- The text in the ad looks blocky and dense. I’m a big fan of 1 / 2 line paragraphs and adding color to break the copy up. Long sentences are harder to read than short sentences.
Facebook Ad Swipe Files
- SWIPE FILE 0076 – Yogi Flight School FB Ad 4 to Launch Opt-in
- SWIPE FILE 0076 – Yogi Flight School FB Ad 5 to Launch Opt-in
High-Converting Sales Page Strategies for Course Creators
Onto the sales page.
Straight up, the headline is hard to read.
You are better off with no hero image than one that interferes with your headline.
I’m going to give Nathania a break here.
I narrowed the window width to screen grab the page.
However, testing your hero in various dimensions is important.
Your hero may look perfect on your desktop, but on smaller-resolution desktops or mobiles, it may look completely different.
I use this Chrome extension nearly every day: https://www.webmobilefirst.com/.
It shows you what your landing page looks like in various formats.
iPhone 13 View
MacBook Air View
24 Inch iMac View
My approach is design for mobile, and make sure you have a CTA above the fold on all devices.
On a sales page the CTA in the hero should bring people to the offer stack near the bottom of your sales page.
This makes sure potential customers have a good grasp of the value before they see the price.
Observations and tests I’d run:
- This is a textbook sales page hero section. Specific tangible promise, linked to desirable transforamtion.
- Countdown timer for deadline urgency
- Social proof – 8,000 yogis fly upside down
- Unique method – (I’d prefer if this was named) to get primary desire with primary frustrations.
- Check out the mobile view section under the video. I love “Gravity Panic” if you can label a fear your perfect-fit client has in a cool way they are going to instantly believe you will be able to help them overcome their fear.
- Video with a crazy face still frame will trigger people to press play just to see what is going on.
Sales Page Swipe Files
- SWIPE FILE 0076 – Yogi Flight School Sales Page Mobile
- SWIPE FILE 0076 – Yogi Flight School Sales Page MacBook Air
- SWIPE FILE 0076 – Yogi Flight School Sales Page 24 Inch iMac
