I Doubled Conversions & Cut Lead Cost By 50% Changing This One Simple Thing
$15 leads selling a $5,000 product with a 10% conversion rate.
I’m currently running a campaign for a client.
It’s selling a $5,000 offer and has made them a little over $280,000 from less than $60,000 in ad spend after a few months.
It’s a very simple VSL funnel.
Nothing fancy.
Bare bones.
An optin page leads to a free training page with a simple survey.
Once the survey is complete they can schedule a call if they’d like to.
If they do, they’re sold the offer.
See. Very straightforward.
What’s event more straightforward is the copy in the ads and the funnel pages.
It’s limited to headline and subheadline on every page bar the free training page.
That page also contains a two-sentence “reason why” for filling out the short survey.
We were seeing leads for ~$40.
This was below our $50 CPL. But I wanted to test to see if we could get it closer to $20.
We changed on thing.
It took 5 minutes.
The CPL dropped to ~$20 overnight.
The ad copy stayed the same.
The audiences stayed the same.
Everything about the funnel stayed the same.
All we did was change the creative from a static image to a video.
Specifically, an AI generated video.
We used two old scripts that performed okay.
We uploaded them and pushed a couple of buttons.
We generated 6 videos of ~45 seconds.
The results speak for themselves.
Look at all of those leads generated for a much cheaper CPL.
What you need to understand here is that, I am a copywriter and these results had nothing to do with the actual copy.
And they have everything to do with being a career copywriter.
A copywriter who understands that expansiveness of what they can achieve.
As a copywriter, when you understand that optimal results from your copy are created because of an ecosystem of variables, you unlock a level that less than 5% of copywriters ever get to.
Your results will exponentially improve.
During this testing phase we also:
Tested new ad copy
Tested new audiences
Tested different funnel variations
… but it was the creative that drove better results.
What you need to understand and take away from this is:
(a) You Must Test. More than you think you need to, or you want to (*and test different variables than just the copy)
(b) Leverage AI to develop yourself into a better copywriter (*as it’s the copywriters who work with AI that will replace the copywriters who do not)
(c) Think outside the box and release the limits you place on yourself when you just think in terms of writing copy
Understand the ecosystem and use it to your advantage.
Everything is connected.
It could be a new image that elevates your sales page, landing page, or sales email to an entire new level of performance without changing any words.
With love and gratitude,
Nick