Innovative Strategies for Challenge Launch Funnels

Innovative Strategies for Challenge Launch Funnels

Innovative Strategies for Challenge Launch Funnels

Unlock high-converting tactics for your challenge launch funnels with innovative strategies. Explore the double funnel approach, reducing lead acquisition costs while increasing revenue per lead. Discover insights and swipe files for a successful online launch.
Innovative Strategies for Challenge Launch Funnels

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Challenge Launch Funnel – Strategies for High Conversions

There’s always more than one way to skin a cat….

Let’s dive into an interesting Challenge Launch Funnel from Marisa Murgatroyd.

Selling online is continuously evolving. 

As a launch method becomes popular, it loses its magic, and we need to innovate.

Challenge launches have been all the rage since the summer of 2020.

Getting sign-ups for a challenge was like shooting fish in a barrel.

2023 is a very different world. That doesn’t mean that challenges don’t work anymore.

It just means we need a little more ingenuity. 

The goal is to reduce our Cost Per Lead and increase our pre-launch Revenue Per Lead.

Marisa is following a trend we started to see emerge about 6-8 months ago.

I call it the double funnel launch. We’ve analyzed a similar approach by Ryan Levesque back in issue 53 of the Newsletter.

This approach splits your paid traffic between sending people directly to the opt-in for the challenge and sending people to a lead magnet opt-in that offers the challenge as your next step.

The hope here is that you can reduce your front-end lead acquisition cost, as the CPL for the lead magnet can be 25%-50% of the cost of a challenge opt-in.

Then both opt-ins offer an upsell to VIP for the challenge.

Reviewing funnels every week, it feels like the days of a fully free launch workshop are limited.

The VIP upsell is now a constant feature in most launches, and seeing the conversion stats of people with paid launches, it’s getting harder and harder to argue for the free model.

So let’s take a look at Marisa’s double funnel opt-in pages:

Lead Magnet Opt-in Page

Challenge Launch Funnel

Challenge Opt-in Page

Challenge Launch Funnel

I’m a big fan of Marisa’s clean and simple opt-in page designs.

The stand-out element of both pages is the headlines:

  • The 20 Most Profitable Online Course Mega-Niches
  • The Fast, Free, Proven Way to Make Sure Your Online Course Idea Is Profitable — Before You Create It

Fast, Free and Proven – 3 massive conversion boosting words one after another.

Both headlines deal with objections. 

I don’t know what niche to pick & I don’t know if people will buy my course.

I love how these are sequential problems. 

Marisa is casting a wide net. 

The lead magnet hooks people who want to start an online business but don’t yet know their topic.

The challenge is for people who have a topic but don’t know where to go next.

The beauty of the double funnel is that Facebook will be able to identify the perfect people for each funnel and will target them accordingly. 

Jump down to Uplevel Ads to see Marisa’s ad copy.

Opt-in Page Swipe Files

A.I.D.A. Framework: Persuasive Launch Facebook Ads Strategy

Facebook Ad For Lead Magnet Opt-in 

Launch Facebook Ads

Facebook Ad For Challenge Opt-in


Notice how both ads open with a question. 

In A.I.D.A. framework, asking a question is one of the best ways to capture people’s attention.

Marisa leads with the problem and instantly positions who should pay attention to the ad.

In both cases, she establishes authority and credibility. 

But remember you will always be best served when your authority is based around the results you have helped others achieve.

I love the bullet points in the challenge ad.

Get out of overwhelm, stop procrastinating, and find the perfect course idea that’s right for you.

Facebook Ad Swipe Files

Challenge Opt-in Upsell – The Next Logical Step For Your Clients

challenge opt-in upsell

Instead of the traditional VIP package Marisa has gone with an upsell the impeccably named:
Instant Clarity Toolkit.

Not everyone wants to pay for extra calls and call recordings, but who wouldn’t want help with the most critical and challenging parts of coming up with their course idea?

I don’t think pricing this at $7 or $17 would affect the upsell conversion rate.

This is a beautifully aligned offer that encourages little step after little step in a logical and throughout way.

Challenge Upsell Swipe Files