The Course Brought In $7,243. What Came After It Brought In $23,445
Mike Zeller, Magnify Your Abundance
$30,688 gross, $1,227.52 average cart value, $38.94 earnings per click
- Client
- Mike Zeller, coach, consultant and author
- Vertical
- Personal development and coaching
- Front end offer
- Magnify Your Abundance course pre-order, $597
- Upsell offer
- The Abundant You Mastermind, $2,995, with a payment plan option
- Audience
- The same 10,000 person list. No paid traffic
- Period
- 1 to 29 May 2021
- Result
- $30,688 gross, $1,227.52 average cart value, $38.94 earnings per click
- Stack
- ClickFunnels, ActiveCampaign
- My role
- Direct client. Funnel design, offer sequencing, automation and integration
Two offers, one finite list, and a five times price jump
Mike Zeller had already launched to this list. The Magnetic Microdosing event had gone out to the same 10,000 people and produced $27,000 in a day at a $27 ticket.
This was a different problem. Two offers rather than one, at $597 and $2,995 rather than $27, sold to the same audience with no paid traffic behind it. A list that has already bought from you once is a better audience than a cold one. It is also finite, and it had just been used.
The default way to sell two offers is to sell them separately. Launch the course, then a few weeks later launch the mastermind to whoever is left.
That approach loses on both ends. The mastermind gets sold to a tired list, and the moment when somebody is most likely to buy something bigger gets missed entirely. That moment is the ninety seconds after they have already bought something smaller, when the decision is already made, the card is already out, and the objection they had just got overruled by their own action.
There was also the price gap. $597 to $2,995 is a five times jump. Presented as a separate launch, that is a hard sell. Presented immediately after a purchase, to somebody who has just demonstrated they want what you are offering, it becomes a different conversation.
What I built
- A funnel where the second offer depends on the first
Sales page for the course, order form, then the mastermind presented as a one time offer immediately after purchase, then a thank you page. The mastermind was never sold to the list directly. It was only ever offered to people who had just bought.
- A payment plan on the upsell
$2,995 in one payment is a different decision from $2,995 across installments, especially in the seconds after somebody has already spent $597. The payment plan option was placed on the upsell for exactly that reason.
- A second path for the mastermind
The funnel carried a separate route into the mastermind alongside the one time offer, so the offer was reachable by more than one journey rather than existing only inside a single sequence.
- ActiveCampaign automation and integration
ClickFunnels connected to ActiveCampaign so buyer state drove everything downstream. Course buyers, mastermind buyers and people who declined the upsell were each tagged and handled differently. Nobody kept receiving an offer they had already accepted.
- Sequencing across the whole launch
The order in which the list met these offers was the design decision, not a scheduling detail. Everything else followed from getting that order right.
The funnel, step by step
VSL
Checkout
OTO, The Abundant You Mastermind
Thank you
AYM sales page
AYM checkout
AYM thank you
What it produced
Over 29 days in May 2021:
| Sales | Value | |
|---|---|---|
| Course pre-order | 19 | $7,243 |
| Mastermind, one time offer | 5 | $14,975 |
| Mastermind, second path | 6 | $8,470 |
| Total | $30,688 |
Average cart value: $1,227.52 Earnings per click: $38.94
Three quarters of the revenue arrived after the front end sale. The course produced $7,243. Everything downstream of it produced $23,445.
Of the 19 people who bought the course, 5 took the mastermind immediately. A 26% upsell take rate at a five times price jump, in the moment right after purchase.
An average cart value of $1,227.52 on a $597 front end offer is the same fact stated another way. The average buyer spent roughly double the advertised price, because there was somewhere for them to spend it.
What applies to a business like yours
Three questions worth asking about your own funnel:
- What is the first thing a buyer sees after their payment goes through?
- If you have an offer above your main one, when do buyers hear about it?
- What is your average cart value compared with your headline price? If they are the same number, nothing exists after checkout.
The third question is the one that puts a figure on the gap.
Services behind this project
The thinking behind this project: Your front end offer is not where the money is
Nobody Was Persuaded. They Were Asked At The Right Moment.
Nineteen people bought a course. Eleven of them went further, and that is where three quarters of the money came from.