2 High Converting Landing Pages for Maximizing Conversions

2 High Converting Landing Pages for Maximizing Conversions

 

#1 Revive your list and increase your sales

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I’m 50/50 on “better-than-tv” 

I’m sure he means people would prefer to read your emails than look at TV.

But the fact that I am asking the question is enough.

The rest of the copy is on the money, though.

“Unlimited Story Diven Emails At Your Fingertips

……

Plan and write entire email sequences in the time it currently takes you to write just one email.”

Great use of simple visuals, and one of the cleanest heroes I’ve seen in a long time.

This format is definitely worth a test for your next offer page.

SWIPE FILES

 

 

#2 Get 3x more done every week

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A self-quote will probably only work if you are as well-known as Brendon.

But that one underlined sentence is the key to conversion on this page.

It’s specific, it’s odd, it’s unusual, it’s not overhyped (100X), and it’s got me hooked.

Even if it doesn’t help me get 3 times more work done if it even gets me to 1.5X it’s worth it.

SWIPE FILES

 

4 Framework Meta Ad Drafting AI Prompt For High Converting Ads

Launch Newsletter Issue #00076

Launch Newsletter Issue #00076

Hey, hey, it’s L.A.U.N.C.H., we turn online business growth into an easy-to-follow recipe.

Here's what we have for you today

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If this was shared with you, register here to receive your weekly edition of the L.A.U.N.C.H. Newsletter, so you can discover the secrets to profitable Facebook ad campaigns and online launches.

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L – Leads

Specificity – The key to online business success

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.

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Nathania sticks to the script with a textbook above the fold opt-in page.

  1. Pre-head – (always get FREE in there)
    • FREE TRAINING WEEK!
  2. Headline – {primary promise} without {misconception} or {frustration}
    • Nail your arm balances & inversion without more strength or years of face-planing!
  3. Sub Headline – (evidence to back up headline claim)
    • Discover the crucial principles that you don’t learn in yoga class….
  4. Image (transformation focus)
    • Demonstrate the transformation of your primary promise
  5. CTA
    • SIGN ME UP FOR THE TRAINING

Observations and tests I’d run:

  1. 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. 
  2. 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.
  3. I love the post CTA copy. It serves as body copy but reduces clutter before the CTA.
  4. I’d test adding transformation to the CTA – Yes, teach me to FLY today…

Opt-in Page Swipe Files:

A – A.I. Growth Prompts

Know your Perfect-Fit Client better than you know yourself

Getting specific on your front-end messaging requires intimate knowledge of your Perfect-Fit Client. 

 

Specific messaging is only beneficial when it hits your target client right in the feels.

 

Let’s see how ChatGPT can help you dial in your messaging.

 

The next few weeks will build on each other, so make sure you bookmark the chat in ChatGPT and create a working document to save the output.

 

Perfect Fit Client Avatar Deep Dive

 

I want you to act as an expert Market Researcher and client profiler.

 

Your job is to draft up to 3 detailed avatar descriptions for my Perfect-Fit Client (PFC).

 

My business helps {avatar niche/industry (e.g. online business owners)}

 

The number one pain point my PFC experiences is {primary problem}

 

I help my clients achieve {primary outcome} without {primary frustration / negative outcome}

 

Please draft a detailed description of up to 3 primary avatars for my business. 

 

In your avatar description, please outline what is at stake for my PFC if they don’t solve this problem.

 

Please also describe will my PFC’s life will look like when they solve their primary problem.

U – Uplevel Ads

Testing killer Meta ad hook variations

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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.  

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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.

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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.

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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:

 

N – Now Launching

The free Chrome extension I can’t live without for high converting sales pages

00076-s3-YogiFlightSchoool-sales-page

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

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MacBook Air View

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24 Inch iMac View

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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:

C – Conversion Optimization

3 ways to write high converting ads in your voice

The great Perry Marshall said: 

“Marketing is merely sharing your unique perspective, expertise, and worldview in the marketplace.” 

This gets lost in all the hype of hooks, frameworks, and hacks.

Here are 3 ways to make your voice shine through in your Facebook ads.

Ads that convert come from a place of authenticity & understanding your audience’s deepest desires. But how do you make your message stand out? Let’s dive into a simple yet powerful strategy that’ll turn your ads into lead-generating machines.

1 – Know your audience: Identify their pain points, dreams & goals. Talk to them, survey them, and get to know them on a deeper level. The more you understand, the easier it’ll be to create ads that resonate.

2 – Share your unique perspective: What makes your online course or membership unique? Share your story, insights, and experiences. Make your ads a genuine reflection of the transformation you help people achieve and how it will impact their lives for the better.

3 – Know the problem you solve: Be very clear about the specific problem you solve for people and how you get them a result. If you’re making broad generic promises you’ll never stand out. The more specific you are, the easier it is for people to say…YES 

 

H – Hot Take

Please stop these people eating your dinner!

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If I’ve said it once, I’ve said it a million times….

 

 

P.S. If you like this newsletter and want to support it, you can:


Forward this newsletter to a friend with an invitation to subscribe right here: https://michealoneill.com/launch 

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Increase Your Conversion Rate with Scarcity and Urgency

Increase Your Conversion Rate with Scarcity and Urgency

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Scarcity and urgency are the two best ways to increase your conversion rate.

But most online business owners don’t know how to apply them for maximum effect. Here are five powerful psychology principles to help you increase your conversion rate…

…that will send you course and membership sales through the roof 

Conversion rate optimization strategies

  1. Limited-Time Offer: Create a sense of urgency by providing a deadline. Set a specific date and time when your offer ends. This will encourage potential customers to act quickly, not wanting to miss out on the opportunity and will increase your conversion rate.
  2. Limited Enrolment: Cap the number of people who can enroll in your course or program. This creates exclusivity and a sense of urgency. Prospective students will want to enroll quickly before the course fills up. 
  3. Limited Access: Restrict access to your course or membership. Only allow enrollment during your launches and make sure people are aware that if they miss this chance they will have to wait until you next launch if they want to sign up.
  4. Limited Time Bonuses: Add bonuses that are only available for a limited time. These bonuses should be valuable enough to make prospective students act fast to enroll before they miss out on the extra benefits. 
  5. Early-Bird Discount: Reward your early customers with a special price. This is a time-sensitive offer that creates urgency and scarcity. Prospective students will want to enroll early to take advantage of the discount before it expires. 

There you have it! Five scarcity and urgency tactics that will make your online course or membership irresistible and will help you increase your conversion rate. Start implementing these conversion rate optimization tools today and watch your conversions grow.

 

4 Framework Meta Ad Drafting AI Prompt For High Converting Ads

Launch Newsletter Issue #00073

Launch Newsletter Issue #00073

Hey, hey, it’s L.A.U.N.C.H, the newsletter that spices up your online business growth diet more than Franks Hot Sauce.

Here's what we have for you today

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If this was shared with you, register here to receive your weekly edition of the L.A.U.N.C.H. Newsletter, so you can discover the secrets to profitable Facebook ad campaigns and online launches.

And, if you think L.A.U.N.C.H. is awesome, why not spread the love. Share it with your online business owner friends.

For daily strategies showing you how to run profitable Facebook ad and launch campaigns connect with Mícheál:

L – Leads

How not to generate leads

Normally L.A.U.N.C.H. features a big-name marketer with a funnel to die for.

 

They have killer hooks, awesome ads, seductive opt-in pages, and A+ offer pages.

 

I do the analysis and give you 3-7 key elements you can implement in your funnel to increase your conversion rates and ultimately make more $$$$’s.

 

This week instead of teaching by example I am going to show you the mistakes to avoid.

 

There I was searching for a killer funnel to review when an ad popped up – 

  • Learn how to rewire your brain

 

As a marketer I am obsessed with psychology and the brain so I was instantly hooked.

 

Into the funnel, I dove. 

 

On the surface, it looked the part. 

 

But the further I explored, the more cracks I discovered 

 

It was then I realized this is the poster child for KnowledgeCom funnel mistakes.

 

So let’s get stuck in.

Lead gen mistakes

Now this opt-in page is not part of the funnel, but it is available as a link from the hero section of the website’s home page.

 

  1. If you’re launching an opt-in page please make sure it’s on your domain.

 

In this case, we can see they are using ConvertKit to host their opt-in page.

 

If you are going to invest in ads please make sure you spend the 10 minutes setting it up so your opt-in pages display on a custom domain.

 

It’s a small thing but these little things mount up.

 

  1. ConvertKit is okay as a starting platform, but it is very limited

 

ConverKit has taken the creator world by storm. 

 

Having worked with a number of clients who use ConvertKit, its landing page templates are limited and it doesn’t have a build-from-scratch option.

 

Before you invest in ads, invest in a landing page builder that is fit for purpose.

 

  1. Formatting is important

The headline shows promise – 7 things about the brain I wish I knew When I was younger.

 

This is a variation of the popular Twitter kook- 

  • 7 things I know at 40 about the brain I wish I knew at 20

 

But for the love of god, please watch the capitalisation of your headline. 

 

Either go with proper caps or all first letter caps. Don’t just stick one random capital letter into the headline.

  

  1. Not making it about your prospect

 

I’m into Neuroplasticity. 

 

I’m interested in it, but I don’t care about it. I care about what it will help me do.

 

I care about it because it will help me learn and adapt quickly.

 

But that isn’t why I really care about it. 

 

I care about it because it will make me a better guitar player and business person.

 

It will help me make more money. 

 

It will help me achieve my goals faster and give me more time to sit on the beach sipping a pina colada (if that’s what you are into!)

 

This opt-in page leaves me completely cold.

 

I don’t know who Gregory Caremans is, and I don’t care about his journey.

 

When someone looks at your ad, all that is going through their head is…..

 

What’s in this for me? 

 

How does this solve a major pain point for me right now? 

 

How will my life be better once I have this?

 

They don’t care about Gregory’s stagnations and regressions.

 

In the words of Jerry Maguire, “Show me the money”

 

Opt-in Page Swipe Files

A – A.I. Growth Prompts

Turn ChatGPT into a direct response legend

ChatGPT is a horrible copywriter.

 

There I’ve said it.

 

However, it is an amazing impersonator.

 

Next time you are asking ChatGPT for copy, give it a famous copywriter to mimic.

 

Let’s say you are asking ChatGPT to draft a headline for your opt-in page.

 

Set your prompt up as normal. Here’s the previous library to choose from:

 

Then ask ChatGPT to refine the headlines in the voices of one of the direct response greats.

 

Here’s my go to list:

  • Eugene Schwartz
  • Gary Halbert
  • Joseph Sugarman
  • Claude Hopkins
  • David Ogilvy
  • Bob Bly
  • Clayton Makepeace
  • John Carlton
  • Ben Settle
  • Todd Brown
  • Jeff Walker
  • Dan Kennedy
  • Brian Kurtz

 

It’s scary to see how well ChatGPT can ape the voices of these copywriters.

 

The style and tone might not be right for your audience, but it is cool to see the different slants put on each headline by these legends of direct response.

U – Uplevel Ads 

How not to write a boring Facebook ad

Ad optimization

Back to the funnel at hand.

This is the ad that caught my eye.

  • Learn how to rewire your brain

Now you have to remember I am a convert, which brings me to mistake #1. 

  1. Be specific but don’t target too narrow an audience

I believe we can rewire our brains.

I know what’s possible when people rewire their brains, and I am looking for guidance on “how to”?

I am product-aware.

As for every other offer in the world, the solution-aware group will be the smallest cold audience group you can try to tap into. 

Unless the total addressable market is massive, most cold advertising to this group will fail. 

The stages of awareness that your customers fall into are as follows:

  • Unaware
  • Problem Aware
  • Solution Aware
  • Product Aware
  • Most Aware

Your cold ads need to target potential customers in the problem and solution-aware phases.

Lot’s of people want the benefits of neuroplasticity, but they’ve no clue what neuroplasticity is.

In this case, they’ll breeze right past this ad.

2. Don’t focus on the vehicle, focus on the destination

There is no primary promise in this ad.

This ad in no way answers the golden question… What’s in this for me?

It’s a good advertisement for neuroplasticity, but no one wants neuroplasticity.

Everyone wants what’s possible when they have a brain that can quickly learn and adapt.

And the fact is, most people don’t even care about that level. 

They want what they will feel on the next level after that.

They want attention and applause as they sit around the campfire playing everyone’s favorite song on their guitar.

They want the big house in the hills when their business takes off, and they make millions.

They want a “fully booked practice” when they can teach their clients to achieve remarkable things by teaching them how to develop neuroplasticity.

3. Don’t make it about you

Yes, we want to provide social proof

Yes, we want to provide proof that our program works. 

But instead of saying how brilliant you are, make it about your clients. 

Talk about the results your clients have achieved.

No one cares if this is your number 1 best-selling course.

Turn… 

“Neuroplasticity: How to rewire your brain” is our number one bestselling course. Over 114,000 participants have joined us already.”

….Into (and yes, I’m going to go a little overboard, but)…

Join over 114,000 people who have discovered my step-by-step blueprint to learn any skill 242% faster, effortlessly.

From getting a promotion or building your dream business, to finding a new job or cracking your childhood dream of solving the Rubik’s Cube. 

You will discover simple steps that you can apply every day to every task to hit your goals and create the life of your dreams. 

4. Don’t include the price in the ad unless it’s a major selling point

Just because something is $35 doesn’t mean it is attractive to people.

Including a price in your ad should only be done if it makes it a no-brainer for people.

Let’s say you are Tony Robbins, and people know you sell a program for $1,997.

If you are selling it for $35, that is an amazing deal, and people will buy it.

Let’s say you are retargeting your email list with ads, and they know the cheapest program you offer is $1,997.

If you launch a mini program at $35, that is an amazing deal, and people will buy it.

Facebook Ads Swipe Files

N – Now Launching

How not to write a dull sales page

sales page optimization

Brain Academy are using a simple(but challenging) Facebook ad > Mini-Product funnel.

For a $37 product this is not unheard of.

However, it puts a massive premium on the offer and your offer page copy.

You need to be elite-level to get this to work.

Unfortunately, like the previous steps, this offer page shows a lot of common mistakes infomarketers make

  1. Don’t include general navigation on your sales page

This is a massive no-no.

The header section is a valuable space.

The #1 thing you need to include is a big buy now button.

You can include links, but make sure they are links to sections within the sales page.

Leading people away from the sales page back to the home page or about us page is a recipe for killing your conversion rates.

2. Don’t fluff the headline

$0.80 of your $1 is spent on your headline.

Brain Academy falls into the trap of talking about the vehicle rather than 

  1. i) the problem they solve or 
  2. ii) the ultimate promise they help people achieve.

I’m not going to repeat myself from the ad review section but despite telling people what the product does there is no away from or toward motivation imparted.

There is nothing for potential customers to get excited about and no reason for them to keep reading.

00073-s3-Brain-Academy-mini-front-end-offer-page-2-sales-page-optimization

3. Don’t have a weak (and buried) primary promise

 

Somewhere down the page we finally come to the primary promise.

 

But unfortunately, it’s as weak as a 3-second dipped tea bag.

 

“Take life back into their own hands”

 

People want to be inspired. They want to imagine themselves as the heroes of their own story.

 

They need specifics about what their life will be like once they are endowed with their new superpower. 

 

But they are lazy. They can’t imagine it for themselves. They need you to spell it out.

 

They need to know how much, by when, and how they can get a guaranteed result with as little work as possible.

 

This might sound like direct marketer speak, but it is true.

 

And your offer needs to be designed from the ground up so you can make these claims

00073-s3-Brain-Academy-mini-front-end-offer-page-3-sales-page-optimization

4. Don’t turn people off buying with dull module titles

If you don’t turn every module title into a curiosity-inducing, excitement-building, benefit-laden knock-out reason to buy, don’t list them on your sales page.

Unfortunately, this is a feature of teachable that I get all my clients to switch off immediately.

Seriously who is going to buy – “Scope of this course” or “neuroplasticity-sensorial-motoric-exercises”

No one wants to sit through hours of video. 

They want the greatest possible result, in the shortest possible time frame, with the least possible effort.

For titles to be inspiring they need to promise a big win.

That is what the person will be able to do when they have learned this skill or technique.

Sales Page Swipe Files

 

C – Conversion Optimization

5 powerful scarcity and urgency tactics

Scarcity and urgency are the two best ways to increase your conversion rate.

But most online business owners don’t know how to apply them for maximum effect. 

Here are five powerful scarcity and urgency tactics… 

…that will send you course and membership sales through the roof 

  1. Limited-Time Offer: Create a sense of urgency by providing a deadline. Set a specific date and time when your offer ends. This will encourage potential customers to act quickly, not wanting to miss out on the opportunity.
  2. Limited Enrolment: Cap the number of people who can enroll in your course or program. This creates exclusivity and a sense of urgency. Prospective students will want to enroll quickly before the course fills up. 
  3. Limited Access: Restrict access to your course or membership. Only allow enrollment during your launches and make sure people are aware that if they miss this chance they will have to wait until you next launch if they want to sign up.
  4. Limited Time Bonuses: Add bonuses that are only available for a limited time. These bonuses should be valuable enough to make prospective students act fast to enroll before they miss out on the extra benefits. 
  5. Early-Bird Discount: Reward your early customers with a special price. This is a time-sensitive offer that creates urgency and scarcity. Prospective students will want to enroll early to take advantage of the discount before it expires. 

There you have it! Five scarcity and urgency tactics that will make your online course or membership irresistible. Start implementing these tactics today and watch your conversions grow.

 

H – Hot Take

Winter’s coming… are you ready?

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Winter is coming. Still most likely to hit in 2026. But make sure you’re gathering wood.

 

 

P.S. If you like this newsletter and want to support it, you can:

1) Join the waitlist for Lead2Launch next enrollment date here: https://michealoneill.com/join-the-waitlist
2) Forward this newsletter to a friend with an invitation to subscribe right here: https://michealoneill.com/launch 

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Launch Newsletter Issue #00048

You’re viewing an email archive of The L.A.U.N.C.H. newsletter.

Join free to receive the weekly newsletter keeping course creators and membership site owners in the know-how.

L – Latest News

Instagram’s changing things up and rebranding Branded Content Ads to Partnership Ads!

This means more opportunities for brands and creators to partner up and create killer content together. So, if you want to up your ad game and get those click-through rates soaring, read on! Don’t be left in the dust, join the partnership ad party!

>>> Read more

Instagram and Facebook are taking it to the next level with Reels!

They’re bringing AR Ads to Reels and Facebook Stories, making it easier for advertisers to reach their audiences with augmented reality and create unforgettable experiences! Don’t miss out on all the Reels action, read on and get ready to create some killer content!

>>> Read more

LinkedIn is at it again!

This time, they’re experimenting with generative AI prompts for posts. That means you could get AI-generated suggestions for a first draft of your next LinkedIn post.

>>> Read more

A – A.I. For Growth

A.I. Prompt of the Week

Prompt Objective: 

 

Prompt Outline:

 

I want you to act as an expert market researcher and audience profiler. 

 

My product/membership is {…..}, and it helps people do {….}.

 

My avatar is {….}

 

Please identify the 5 major pain points and frustrations experienced by my avatar.

 

For each pain point or frustration please elaborate what is keeping them stuck or preventing them from taking action.

 

Please also provide an overview of what they think the ideal solution is.

 

Prompt Use Case

  • Avatar research
  • Content creation
  • Post opt-in email sequence creation
  • Offer page copy creation
  • Pre-launch workshop content identification
  • Course and membership content creation

Latest A.I. Tools

Do you hate taking meeting notes and drafting follow-up emails?

With Briefly, you can transform your meeting transcripts into polished documents and personalized action items, all without lifting a finger. Request early access now and get ready to boost your productivity to new heights!

>>> Read more

Effortlessly extract data from any web page

With autonomous crawling, unblocking capabilities, and a powerful API, you’ll have the data you need in no time. Plus, you won’t have to worry about constantly changing website structures, CAPTCHAs, or maintenance. Just set it and forget it!

>>> Read more

Looking to revolutionize your customer management?

Your very own tailored CRM will be ready for action. Say goodbye to the headache of implementation and hello to saving time and money.

>>> Read more

U – Uplevel Ads 

One size does not fit all. 

 

Proof that there is more than one way to skin a cat this week with an interesting approach from Mastin Kipp.

 

Mastin is a well-known personal development coach. He has a range of online courses, live events, and retreats.

 

I spotted he is running a 10-day challenge from May 17th – 25th. 

 

I decided to investigate! 

 

Mastin has a large Instagram following of 280k people. 

 

But, I knew from an earlier funnel deep dive that Facebook Ads weren’t his #1 way of promoting his business.

 

Here’s what I found:

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This is clearly an organic Instagram post being run as an ad. Because there is no call to action button, it is likely a boosted post. I strongly advise against this method, but that’s a topic for another day. We can tell the ad is being run solely on Instagram as it doesn’t have a link in the copy, and it directs people to Click the link in the bio for further information.

 

3 Elements To Inspire Your Ad Campaigns:

  • If you spend time and money creating content, why not put some ad spend behind it? One simple strategy is to take your 3 best-performing organic posts every week and put $10 – $20 behind them. It will grow your audience, following, and reach. Social may be free, but creating content isn’t. So if you calculate the cost of creating posts spending an additional $60 per week to get the most return from them just makes sense.

 

  • Engagement can reduce your CPM significantly. If you have a lead generation or sales ad you know will perform well, run it with an engagement objective first to get likes and comments (bonus points if you can target your existing customers). Then, use the ad/post ID in a lead or purchase conversion ad.

 

  • Try different things. I don’t think this ad will directly result in many Challenge registrations. However, I think it will bring many new people into Mastin’s world. If Mastin has a deliberate strategy to convert people from Instagram followers to clients, this is a great strategy. I am a big fan of following best practices…. until I don’t. If you are experimenting, do it with a limited budget and never have a financial outcome dependent on an experiment.

 

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N – Now Launching

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One of the biggest problems for people in the Personal Development space is making their promise concrete and specific. Healing your past, aligning with your purpose, and unlocking your potential is great, but I don’t really know what that means.

 

Further, there is no transformation anywhere in the above-the-fold section. This leaves it up to my audience to imagine what life will be like for them once they achieve all these things.

 

From a positioning and messaging perspective, this message will only resonate with solution or product-aware people. And that is fine if you have a big audience, but if you have a small audience, it’s possible you won’t have enough of those people to make it work.

 

Mastin is massively successful, and I know he will fill this challenge and get massive results for the people who attend. And I also feel for the people who don’t have Mastin’s audience and struggle to get the results they want.

 

If Mastin was here, he would argue that to be any more specific would devalue and dilute the magic of what he makes possible for people.

 

The takeaway for you if you are in the Personal Development space. How can you make your promises as concrete and specific as possible while holding true to your principles and mission?

 

Oh, and I love this section for the bottom of a free opt-in page where the “Buy Now” block would normally go on a sales page!

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C – Conversions 

Profitable front-end Facebook Ad campaigns may be killing your business. 

 

If you sell digital products and you only focus on front-end profitability you may be destroying  your long-term growth.

 

So the question becomes, how do I pick the best Cost Per Acquisition for me?

 

Let’s dive in:

 

Course creators & membership site owners, are you ready to discover a formula to calculate the optimal Cost per Acquisition (CPA)? It’s not just about front-end profitability but also considering long-term gains. 

 

The Optimal CPA Formula:

 

Optimal CPA = (Customer Lifetime Value – Desired Profit) * Conversion Rate

 

By taking into account Customer Lifetime Value (LTV) and desired profit, you’ll find the perfect balance between initial acquisition costs and long-term revenue. 

 

Example:

 

LTV: $2,000

Desired Profit: $1,000

Conversion Rate: 5%

Optimal CPA = (2,000 – 1,000) * 0.05

Optimal CPA = 1,000 * 0.05

Optimal CPA = $50

 

In this example, the optimal CPA is $50, meaning you can spend up to $50 to acquire customers while still maintaining your desired profit. 

 

This approach helps you look beyond front-end profitability and consider the entire customer journey. By focusing on long-term revenue, you’ll be able to scale your campaigns more effectively and outpace competitors who only focus on immediate gains. 

 

RECAP: Calculating the optimal CPA helps you strike the perfect balance between acquisition costs and long-term profitability. Use the Optimal CPA Formula to make informed decisions about your ad spend and boost your digital product sales

 

H – Hot Take

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It’s not a matter of if. It’s only a matter of when. As long as you don’t give up.

 

P.S. If you like this newsletter and want to support it, you can:

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5 Actionable Steps to Master Facebook Ads for Course Creators and Membership Site Owners

Do you ever feel like Facebook Ads are an impossible maze to navigate? You’re not alone! Many course creators and membership site owners struggle to unlock the full potential of Facebook Ads to scale their online businesses. But worry not! In this blog post, we’ll guide you through five practical and actionable steps to help you master Facebook Ads and turn your digital products into a booming success.

Step 1: Research and Understand Your Target Audience

The foundation of any successful Facebook Ads campaign is knowing your target audience like the back of your hand. To do this, use Facebook Audience Insights to gain a deep understanding of your audience’s demographics, interests, and behaviors.

Start by entering your niche or a relevant interest in the tool. This will show you the percentage breakdown of your audience’s age, gender, relationship status, and more. Take note of these insights and use them to tailor your ads, making them more relatable and engaging to your specific audience. Remember, the more you know about your peeps, the more effective your ads will be!

Step 2: Craft Captivating Ad Creatives

An irresistible ad is a blend of stunning visuals and persuasive copy that speaks directly to your audience. To create thumb-stopping ads, experiment with different formats like images, videos, or carousels. Keep your ad copy concise and relevant to your audience’s needs and desires. The goal is to pique their curiosity and motivate them to take action.

For example, if you’re promoting a course on photography, use a striking image that showcases the skills they’ll learn, coupled with copy that highlights the benefits of the course. Show them the value they’ll gain by signing up for your course, and watch those clicks roll in!

Step 3: Optimize Ad Targeting and Placement

Effective ad targeting is crucial for reaching the right people at the right time. Harness the power of custom audiences and lookalike audiences to target users who are similar to your existing customers or who have shown interest in your products.

When it comes to ad placements, don’t just rely on automatic placements. Instead, choose the placements that make the most sense for your ad type and target audience. For example, if you know your audience is primarily using mobile devices, prioritize mobile placements like Instagram Stories and Facebook News Feed on mobile.

Step 4: Set Up Conversion Tracking and Monitor Ad Performance

You can’t improve what you can’t measure! To make sure your ads are hitting the mark, set up conversion tracking using Facebook’s Pixel. This will help you track the performance of your ads and the actions users take after clicking on them, such as signing up for a course or purchasing a membership.

Regularly monitor your ad performance using the Facebook Ads Manager. Keep an eye on metrics like click-through rate (CTR), cost per click (CPC), and return on ad spend (ROAS). This data will help you identify what’s working and what needs tweaking, allowing you to optimize your campaigns for maximum ROI.

Step 5: Test, Analyze, and Iterate

In the world of Facebook Ads, there’s always room for improvement! Continuously A/B test different ad elements, such as headlines, images, and target audiences. By comparing the performance of different ad variations, you’ll discover what resonates best with your audience and drives the highest engagement.

Remember to learn from the data you collect. Analyze your ad performance, draw conclusions, and apply those insights to future campaigns. As you iterate and optimize, you’ll unlock the true power of Facebook Ads and watch your online business grow.

There you have it – the five actionable steps to master Facebook Ads for course creators and membership site owners. By understanding your target audience, crafting captivating ad creatives, optimizing ad targeting and placements, setting up conversion tracking, and constantly testing and iterating, you’ll be well on your way to scaling your digital products with success. Don’t let Facebook Ads confuse or intimidate you any longer. Embrace these steps, and watch your online business thrive. Happy advertising!

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Creating High-Converting Landing Pages and Funnels for Course Creators

Creating High-Converting Landing Pages and Funnels for Course Creators

Table of Contents

Are you struggling to generate the online profits you want? Are you frustrated with the underperformance of your sales funnels and landing pages? Do not panic, because we are here to help! In this post, we will share with you seven simple steps to increasing your course and membership sales with high-converting landing pages and sales funnels.

Step 1: Define Your Target Audience and Their Needs

To create a high-converting landing page or sales funnel, you need to clearly define your target audience and their needs. Consider who they are, their goals, motivations, and pain points. Use this information to create a customer avatar that guides your copy and design choices.

Step 2: Craft a Compelling Offer

Your offer should speak directly to your customer avatar and solve their #1 problem or fulfill their ultimate desire. Make it easy to understand, highlight its value, and use persuasive language to encourage action. Your offer should be the centerpiece of your landing page or sales funnel, so it needs to be irresistible.

Step 3: Design Visually Appealing and User-Friendly Landing Pages

Design a landing page that matches your offer. Use a clear and concise headline, subheading, and call-to-action. Ensure your landing page loads quickly and looks great on all devices. Avoid clutter and use plenty of white space.

Step 4: Use a Proven Sales Funnel Structure

Use a sales funnel structure that guides your leads towards the desired action. Start with a free or low-cost offer that leads to a higher-priced offer. Use upsells, downsells, and cross-sells to increase revenue per customer.

Step 5: Use Social Proof

Social proof can increase credibility and trust. Include testimonials, reviews, case studies, and social media mentions on your landing page and throughout your sales funnel. Social proof is a powerful motivator for leads to take action.

Step 6: Optimize Your Landing Pages and Sales Funnels for Conversions

Use A/B testing, heat maps, and analytics to track and improve your conversion rates. Test different headlines, offers, calls-to-action, and layouts. Keep refining your landing pages and sales funnels until they are high-performing assets.

Step 7: Keep Testing, Learning, and Improving

Landing pages and sales funnels are not set-and-forget assets. Regularly review and analyze your metrics to identify areas for improvement. Experiment with new offers, designs, and copy. Keep refining your landing pages and sales funnels to ensure they remain high-performing assets.

Creating high-converting landing pages and sales funnels for your online business is crucial to attract and convert leads. It all starts with knowing your audience and crafting an offer they cannot refuse.

If you are looking to take your online business to the next level, then you need to learn how to create high-converting landing pages and sales funnels. With these seven simple steps, you can create landing pages and sales funnels that will help you achieve your business goals.

Don’t forget to join our free LAUNCH newsletter to discover the secrets to profitable Facebook campaigns and online launches.

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Conversion Optimization: Free Training Opt-in Page Strategy

Conversion Optimization: Free Training Opt-in Page Strategy

“But wait”……. I hear you say. Isn’t Stu in the middle of his big annual launch? Why is he running ads to a separate opt-in? Well, this is where the strategy becomes interesting.

Here is the opt-in page you land on from the ad.

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  • 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:

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Launch Newsletter Issue #00036

You’re viewing an email archive of The L.A.U.N.C.H. newsletter.

Join free to receive the weekly newsletter keeping course creators and membership site owners in the know-how.

L – Latest News

Google falls behind in AI race as competitors outpace its innovation and research efforts

Google is falling behind competitors in AI as they have failed to maximize their own inventions and have kept their best researchers focused on corporate strategy. While Google has made advances in AI computation hardware and developer platforms, competitors like OpenAI are making progress in large language models and AGI, and inventing new technologies such as DALL-E 2 and ChatGPT.

>>> Read more

Get ahead of the game with Pinterest Academy! 

Sharpen your Pin marketing skills with their refreshed education courses, including video and visual elements, and earn achievement badges along the way. With 450 million users and a focus on shopping intent, it’s worth digging deeper into the platform and seeing how it can benefit your brand. Plus, who doesn’t love a good achievement badge?

>>> Read more

Boost your TikTok game with Promote

TikTok just made it easier to turn your existing videos into ads with its new targeting and boosting features on the Promote platform, so you can finally take a step up in your influencer career. The new features give TikTok creators additional tools to target their desired communities, making it a great opportunity to increase your organic content’s visibility and amplify your creator marketing budgets.

>>> Read more

Twitter causes uproar among users as it makes TweetDeck exclusive to Twitter Blue subscribers

Twitter’s latest move to make TweetDeck a Twitter Blue exclusive feature has many Twitter users up in arms. The move is seen as a way to boost Twitter Blue’s subscriber base, which currently has around 300,000 paying subscribers, a far cry from the 33 million needed for it to make up 50% of Twitter’s overall revenue. But will making TweetDeck a Blue exclusive feature really help? Only time will tell, and we’ll be here to report on all the Twitter drama as it unfolds.

>>> Read more

A – A.I. For Growth

Muse.ai’s Perceptual Artificial Intelligence technology makes video content more accessible than ever

The all-in-one video platform is perfect for marketers, creators, and anyone looking to consume and share information more efficiently.

>>> Read more

Take your video skills to the next level with InVideo! 

No more stressing about creating videos that are less than perfect. InVideo’s templates make it easy to create professional-looking videos in no time, even if you have no video editing experience.

>>> Read more

Get ready to be a video editing pro in no time with Wisecut! 

This AI-powered tool uses voice recognition to create stunning videos in a snap, making it perfect for content creators, marketers, and anyone who wants to create professional-looking videos without breaking a sweat.

>>> Read more

U – Uplevel Ads 

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.

Swipe:

N – Now Launching

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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.  

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C – Conversion Psychology 

6 Tips for Crafting Profitable Facebook Ads by Framing Your Offer in the Right Way

Want more profitable Facebook Ads?

You gotta work on your offer.

Simple changes to how you present your offer can result in big $$$. 

This is called Framing.

Here are 6 ways you can use Framing to increase your course or membership sales.

  1. Framing is a psychological principle that refers to how the way information is presented can influence how it’s perceived. In other words, it’s all about the packaging! How the information is presented is more important than the information.
  2. For example, let’s say you’re selling a course on how to start a successful business. Instead of just listing the course features, frame it as a solution to a problem. “Are you tired of struggling to make your business work? Learn the secrets to success with our course!”
  3. When presenting your offer, don’t focus on just the deliverables. Spend 90% of your time painting a picture of what life will be like when they achieve the transformation you promise. What will they see, hear, feel and do differently? – Link this to their dreams.
  4. Another strategy is to use testimonials and success stories from previous members. This will frame your course or membership as having a proven track record of success. Now, potential buyers will be more likely to take the plunge.
  5. Don’t forget positive and negative framing. There is a big difference between a surgeon telling you you have a 90% survival rate or a 10% chance of dying. Remember we are more motivated to avoid pain than gain pleasure.
  6. Lastly, use value frames. Value frames make us feel like we are getting a better deal. For example, 20% off a $999 doesn’t look as impressive as $199 off. But it isn’t just monetary value. You can also appeal to the values of your audience. Environmentally friendly, health conscious, equal opportunity….

H – Hot Take

This applies as much to us in the knowledge space as to SAAS businesses. 

What are you doing today to ensure your business is 1 > 2 > 3?

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P.S. If you like this newsletter and want to support it, you can:

1) Join the waitlist for Lead2Launch next enrollment date here: https://michealoneill.com/join-the-waitlist
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Facebook Funnel for Coaches: How to Get Started

Facebook Funnel for Coaches: How to Get Started

If you’re not using Facebook ads to drive traffic to your sales funnels, you’re missing out on one of the most effective marketing strategies available. With over 2 billion active users, Facebook is a veritable gold mine for online course creators and membership site owners that know how to use it effectively.

When done correctly, Facebook ads can be a highly effective way to generate leads and convert them into paying customers. In this blog post, you will discover how to use Facebook ads to drive traffic to your sales funnels so you can start generating leads and growing your business.

Pick the Right Objective for Your Campaign. 

As an online course creator, membership site owner, or online coach, one of the most important aspects of your business is generating leads and making sales. And one of the best ways to do that is through Facebook advertising. However, in order to run a successful Facebook ad campaign, you need to choose the right objective for your goals. Otherwise, you could end up wasting a lot of time and money.

Choosing the right objective for your Facebook ad campaign is important because it will determine how your ad is structured and what type of results you can expect. For example, if you’re looking to generate leads, choosing the “Lead Generation” objective will allow you to collect lead information directly from within your ad. 

Or, if you’re looking to increase conversions on your sales page, choosing the “Conversions” objective will help optimize your ad delivery to people who are more likely to convert. There are a number of different objectives available, so make sure to choose the one that best aligns with your goals. 

Pick Your Target Audience

As an online course creator, membership site owner, or online coach, it’s essential that you take the time to select your target audience carefully before running ads on Facebook (or any other platform). Thankfully, Facebook makes it easy to target your ideal customer with its robust targeting options. Think about who your Perfect-Fit Client is and what interests them. Then, use those criteria to create your target audience.

To get started, log into your Facebook Ad Account and go to the “Create an Ad” page. On this page, you’ll be able to select your objective for the ad. For our purposes, we’re going to choose “Drive traffic to a website.” Now, you’ll need to enter the URL of your sales funnel you want to drive traffic to. Once you’ve done that, click “next.”

Now, it’s time to choose your audience. Facebook allows you to be very specific with your targeting criteria. You can target by location, age, gender, interests, behaviors, and more. For our purposes, we’re going to focus on interests. Start typing in the interest you want to target and Facebook will provide some suggested options. Select the option that best describes your ideal customer. You can also add additional interests if you want to further narrow down your audience. Once you’ve selected your interests, click “next.”

For example, let’s say you’re an online course creator who specializes in helping people learn English as a second language. In that case, you might want to target people who live in non-English speaking countries, are aged 18-35, and have expressed interest in learning a new language. Once you’ve created your target audience, you can then start creating your ad campaign with that specific group of people in mind.

Create Your Ad Copy and Image

Once you know who you’re targeting, it’s time to create your ad copy and image. For the copy, focus on creating a headline that will stop scrollers in their tracks. As for the image, make sure it’s high quality and visually appealing. Keep in mind that people are more likely to engage with ads that include images, so don’t skimp on this step.

The first step is to write an attention-grabbing headline. Remember, you only have a few seconds to make an impression, so make them count. Write something that’s clear, concise, and to the point. Next, you’ll want to include a short description of what you’re offering. Be sure to highlight the benefits of your product or service so that people can see how it will solve their problem. Finally, include a call-to-action (CTA) that tells people what you want them to do next. 

In addition to copy, your ad should also include an image. Make sure the image is high quality and visually appealing. It should be relevant to the product or service you’re advertising and help convey the message of your ad. People are more likely to engage with ads that include images, so don’t skimp on this step. 

Once you’ve created your ad copy and image, it’s time to test different versions to see what performs best. A/B testing is a great way to do this. Simply create two different versions of your ad (e.g., one with a different headline) and then send each version to a different group of people. After a few days or weeks, compare the results to see which version performed better. Then, use the winning ad as your template for future ads. 

Creating compelling Facebook ads doesn’t have to be complicated or time-consuming. By following these tips, you can create ads that are sure to stop scrollers in their tracks and get them interested in your offers. 

Monitor Your Results and Optimize

Once your campaign is launched it’s important to monitor your results so that you can make adjustments as necessary. Pay attention to things like click-through rate, conversion rate, and cost per conversion. These metrics will give you a good idea of how well your ad is performing and whether or not it’s worth continuing to run it.

There are a number of different metrics that you should be paying attention to when you’re running ads. The first is click-through rate, which is a measure of how often people who see your ad actually click on it. A high click-through rate indicates that your ad is relevant and interesting to your target audience. If your click-through rate is low, it may be an indication that your ad needs to be tweaked or that it’s not reaching the right people. 

Another important metric to keep an eye on is conversion rate, which measures how often people who click on your ad end up taking the desired action. For example, if you’re running an ad for an online course, your desired action might be for people to sign up for the course. If a lot of people are clicking on your ad but not many are signing up for the course, that’s an indication that something is wrong and needs to be fixed on your sales page. 

Finally, you’ll also want to keep track of your cost per conversion. This metric measures how much it costs you to get each person to take the desired action. For example, if it costs you $100 in ad spend to get 10 people to sign up for your course, then your cost per conversion would be $10. In general, you want to keep your cost per conversion as low as possible so that you’re not spending more than necessary to get people to take the desired action. 

Monitoring your results is an important part of running a successful online business. By paying attention to things like click-through rate, conversion rate, and cost per conversion, you can get a good idea of how well your ad is performing and make adjustments as necessary. By monitoring your results regularly, you can ensure that your campaigns are efficient and effective, and that you’re getting the most bang for your buck.

If you want to drive more traffic to your sales funnel pages, Facebook ads are a great way to do it. Just make sure you target your audience correctly, create engaging ads, and test and optimize on a regular basis. These are just a few tips on how you can use Facebook ads effectively to drive traffic back to your sales funnel pages – if you implement these correctly, you’ll start seeing an uptick in leads and sales in no time!