Sales Funnel Development and Setup for an Online Course
PROJECT: CUSTOM PROJECT
OVERVIEW:
Tanya had already created an amazing online course but was looking for help increasing sales. She wanted to develop other courses so she wanted a repeatable process to help sell those in the future as well. I knew that meant we needed to develop a comprehensive sales funnel to not only sell the current course but also that she could adjust, tweak, and launch for future courses. During this project, I helped with the following:
Developed lead magnet using an existing resource
Strategized and developed funnel flow
Wrote funnel copy for the email automation
Designed landing pages for the free email course, thank you landing page, and paid course sales page
Created and optimized Instagram ad for the free course (top of funnel)
HERE’S WHAT I CAME UP WITH FOR THE EMAIL FUNNEL:
Tanya already had some really great free resources so I used one of them to create a new lead magnet (aka incentive to sign up for their email list). I reworked an infographic to create a 5 day free course (I identified that a free course would be more enticing than an infographic) which would then lead into their paid course.
I then wrote the copy for the free 5-day course as well as for the sales emails in the funnel. Here’s what Tanya and her team had to say about the copy:
“Thank you so much for sending this! To say that our jaws dropped to the floor when we went through this yesterday would be a terrible understatement! And while we probably have some polishing to do on our end to get it perfect, this is such an AMAZING start and we can’t wait to deploy it.”
Along with writing the emails in the funnel, I also helped create the landing page for the free 5-day email course, a thank you landing page that they were automatically redirected to upon signing up for the free course (this upsold the paid course), and created a new sales page right on their website instead of using the one on Teachable. I advised building the sales page on their site so we had more control over the design to match their branding and it would also allow us to collect more data that we could use in the future to optimize the page if needed.
RESULTS:
Once we had the funnel set up, connected, and tested, it was time to get people into the funnel. To do this, they regularly promoted the free course via social media and we optimized various pages on their website with sign up forms to capture that organic traffic (along with a popup on their site).
But the primary way we planned to get people into the funnel was through targeted Instagram ads. We worked together to design and create a post that they would first share to their Instagram feed and then we’d later boost that post to a customized audience with the goal of getting clicks to their website (aka the free course landing page).
The targeting on the boosted post was going to be really critical to make sure we were actually reaching their target market. Luckily we nailed this on the first set of the boosted post.
Test Round Ad Results:
We started with a test round for the ad where we limited the budget and timeframe to make sure our targeting was correct and see what type of results we could expect. Here’s the overall results from that test run:
Test budget: $5/day for 10 days
Clicks from ad: 62
Approx sign ups to free course: 21
Conversion rate: 34%
Cost per click: $0.81
From here, Tanya and her team could re-boost the ad using the same targeting over and over again to continue to get people into their funnel and introduce them to their paid course.