Nearly Three In Ten People Who Reached The Order Form Bought

Enriched Academy

$115,504 in twelve months, at 28.45% on the order form

Client: Enriched Academy
Vertical: Personal finance education, Canada
Period: 20 December 2018 to 20 December 2019
Gross sales: $115,504.22
Headline offer: A $597 course, with a four payment plan at $175
Order form conversion: 28.45% on the $597 form, across 471 unique visitors
Sales on that form: 134
Stack: ClickFunnels, ActiveCampaign, Zapier, Deadline Funnel
Work: Funnel build, automation, system integration, tracking, and ad management
My role: Marketing Tech and Automation Manager, an in-house part-time role from September 2019 to November 2020

A working business, and a funnel that needed rebuilding

Enriched Academy teaches personal finance to a Canadian audience. I worked there for fifteen months as Marketing Tech and Automation Manager, which is a different relationship from most of the projects on this site: an in-house role rather than a freelance engagement, covering funnel architecture, automation and coordinating the freelancers doing the rest.

Website, funnels and automation already existed when I arrived. Some of what is in the stats below predates me, in simpler form. The work was rebuilding.

The problem with a high ticket course sold directly, rather than through a webinar, is that the order form has to do all the persuading a presentation would otherwise do. Somebody arrives, reads, and decides in one sitting. There is no session, no reminder sequence, no attendance to segment on.

That makes every element of the path matter more than it would elsewhere. What the sales page says, how the order form is structured, whether a payment option exists, and what happens to somebody whose card fails three months later.

What I built
Two sales paths into one order flow
A general sales page and a debt-focused sales page, both feeding the same order forms. Personal finance is not one problem, and somebody arriving because of debt is not in the same state as somebody arriving to build wealth.
A $597 order form, and a payment plan beside it
The main offer at $597, with a four payment option at $175 running alongside rather than replacing it. Same course, two ways to pay, and the buyer decides which.
An upsell after purchase
A path above the course, presented after the order rather than during it.
Deadline logic
Deadline Funnel handling expiry, so an offer with a stated closing date actually closed rather than quietly staying open.
A seasonal path
A holiday sale route with its own page and order form, running alongside the main funnel rather than replacing it during the period it was live.
A billing recovery flow
An update billing page with its own thank you step, for customers whose payments failed. Most funnels have no route for this at all, which means a lapsed subscriber is simply lost.
Automation and integration
ActiveCampaign and Zapier connecting ClickFunnels to the CRM, so purchases, payment plan status and failed payments were all visible to the follow up rather than trapped in the checkout.
Ad management
Unlike the RAL Academy and Multifamily Movement projects, where the campaigns were run by others, the paid traffic here was mine. The funnel and the ads pointing at it were built and optimized by the same person.
Coordinating the freelancers
The role also covered running the people doing the rest of the work, which is a different skill from building. Multiple concurrent projects, several contractors, one system that had to hold together at the end of it.

What it produced

ClickFunnels funnel stats for the twelve month window.

$115,504.22 over the twelve months to 20 December 2019.

Step	Sales	Value	Conversion
$597 order form	134	$87,870.44	28.45%
Four payment plan at $175	45	$8,343.25, plus 18 recurring at $3,312.75	34.09%
Main order form	25	$11,512.85, plus 19 recurring at $445.86	4.49%
Holiday sale	20	$6,237.00	28.99%
Upsell	5	$1,113.90	11.90%
Billing recovery	19	$426.78, plus 6 recurring at $141.48	59.38%

Three of those rows are worth pulling out.

28.45% on the $597 order form. Across 471 unique visitors, 134 bought. Nearly three in ten people who reached that page committed $597 in one sitting, with no webinar, no call and no sales conversation.

34.09% on the payment plan. Higher than the single payment option, which is what a payment plan is for. Together the two forms account for $96,213 of the total, and the plan brought in customers the $597 price alone would have lost.

59.38% on billing recovery. Nineteen customers whose payments had failed, recovered by a page that exists for exactly that. Most funnels have no such page, so those nineteen would simply have gone.

On the dashboard figures. ClickFunnels reports earnings per click of $193.47 and an average cart value of $4,620.17 for this funnel. Neither is real. They are calculation artifacts from dividing revenue by a small tracked denominator, which happens when most traffic arrives at steps outside the main list. They are visible in the screenshot and they are not being quoted, because anybody who has used ClickFunnels would recognize them immediately.

The figures worth trusting are the gross total, the sales counts and the conversion rates, all of which reconcile.

What applies to a business like yours

Three questions worth asking about your own checkout:

Do you know your order form conversion rate, or only how many people reached the page?
Is there a payment option beside your main price, and do you know how many buyers take it?
What happens when a subscription payment fails? Is there a page for it, or does the customer just disappear?

The third one recovered nineteen customers here and it costs almost nothing to build.

Services behind this project

The thinking behind this project: Your front end offer is not where the money is

The Order Form Was Doing The Selling

No webinar, no call, no sales conversation. Four hundred and seventy one people reached a page, and a hundred and thirty four of them committed $597 on the spot.