3 Elements To Inspire Your Sales Page:

• Top Menu: Having a site wide menu on a sales or opt-in page is a big no no. But, when you have a long sales page with lots of sections it is smart to provide internal anchor links to key sections on the sales page. It makes it easy for potential buyers to find what they are looking for. 
• Social Proof: The big claim (the most important book ever written….) is backed up by a simple testimonial from another big name Ramit Sethi. Brian goes counterintuitive with the testimonial copy. “Be warned: This is an extremely dense read…but beneath the verbiage are profound insights that have stood the test of time.”   Normally it is a negative to tell potential customers that what they are about to do is difficult. But considering Brian is targeting a very select group of elite marketers I think this is smart. He is appealing to people who value intellectual prowess. Triggering them to buy to prove they are more intelligent than Ramit.
• Exit Intent Pop-Up Opt-in: Facebook doesn’t like sending their users to a page with an exit intent pop-up but Brian seems to be getting away with it. When you go to exit the page a pop-up displays offering you a free chapter from the book. If an exit intent pop-up doesn’t have a massive impact on your CPM or Campaign delivery then this is a smart strategy. If you were sufficiently interested enough to visit the sales page you are going to want a free chapter. This gives Brian an opportunity to get you into a dedicated sales email sequence.

Swipe:

• SWIPE FILE – 0041 – Brian Kurtz – Book Funnel Sales Page

C – Conversion Psychology 

Without data, you’re just an idiot with an opinion.

If you want profitable Facebook ads, you need to obsess over the data.

Here are the key metrics you need to track and what it tells you.

1. CPM – not irrelevant by any means. It tells you how competitive the auction is and whether Facebook thinks your creative enhances their users’ experience on the platform. We can’t control CPM, but we can track it.
2. CTR (Click-Through Rate) – Think of it like a popularity contest. The higher the CTR, the more people are interested in your ad. It shows how many clicks your ad is getting per impression.
3. CPC (Cost Per Click) – This is the amount you’re paying for each click on your ad. Keep an eye on CPC to make sure your ad spend is staying within budget and delivering a good return on investment.
4. Outbound Click-Through Rate (OCTR) – This metric measures the clicks on links that take people away from Facebook to your landing page. A high OCTR means your ad is successfully driving traffic outside of Facebook.
5. Conversion Rate – This metric measures the effectiveness of your ad in getting people to take the desired action, like signing up for your email list or making a purchase. 
6. Cost per Lead (CPL) – This metric measures the cost of acquiring a lead, like someone signing up for your lead magnet. Keep an eye on CPL to make sure your funnel can operate profitably.
7. Cost per Acquisition (CPA) – This metric measures the cost of acquiring a customer. It helps you see the effectiveness of your campaigns in driving results and making sales. 
8. ROAS (Return on Ad Spend) – This metric helps you see if your Facebook ad is actually making you money. It compares the revenue generated from your ad to the cost of the ad, giving you a clear picture of profitability.
9. Relevance Score – This score is Facebook’s way of telling you how well your ad is resonating with your audience. A high score means your ad is relevant and valuable to users, leading to better ad delivery and lower costs.
10. Frequency – This metric shows you how many times a unique user has seen your ad. A high frequency can indicate that your audience is tiring and you may need to expand your targeting.
11. Lifetime Value – This metric measures the total value a customer brings to your business over their lifetime. It helps you see the long-term impact of your campaigns and determine if they’re worth the investment.

H – Hot Take