Day 108: Small Recovery and the Pressure of Time

Today is Wednesday the 17th of December, and Christmas is getting ever closer.

Along with that, my motivation and available time to do lots of new work on the funnels is definitely starting to feel stretched.

Despite having plenty of ideas and plans, I can see time becoming the biggest constraint right now. With that said, I wanted to do a quick review of what happened yesterday and where the revenue actually came from.

Daily Numbers Overview

Yesterday did see a bit of a recovery, which was good to see. Once we push above the $550 mark, we’re back into profit territory.

It wasn’t a massive profit, but it was still a positive day.

Ad spend yesterday was around $422. Total sales came in at roughly $563.

That meant we finished the day with about $208 profit. It’s not where I want to be, but it’s far better than another loss-making day.

Funnel Performance Breakdown

Looking at how that profit breaks down tells a more nuanced story. Funnel number two, the beginner funnel, generated around $121 in sales.

Ad spend on that funnel is £100, which is roughly $130.

That means the funnel is still making a small loss. The conversion rate on that funnel is still hovering around one percent.

The reason I’m continuing with it is because of its higher average order value. That higher AOV is what gives this funnel real potential once it stabilises.

My original funnel tells a very different story. The average order value is lower, but it consistently generates sales.

This funnel is effectively carrying the overall profitability.

Conversion rates are closer to two percent. There is also revenue coming in from cart abandonment and upsells. This funnel benefits massively from its low traffic costs.

CPMs and the Learning Phase

One positive sign is that CPMs on the second funnel are starting to come down.

That’s encouraging and should help improve stability over time.

However, despite that, the funnel is still stuck in the learning phase. Looking at the last seven days, we’ve recorded 42 purchases.

Normally, 30 to 50 purchases in a seven-day window is enough to exit the learning phase. Despite that, Facebook still shows the campaign as learning.

Hopefully, over the next day or two, it will finally come out of that phase.

If it does, that should help reduce CPMs further and smooth out performance.

It should also reduce those extreme days where we see zero sales.

What Needs to Happen Next

There’s no avoiding it now. I need to split test the landing page on the second funnel.

Specifically, I need to test a video sales letter. That means scripting and recording a video. The challenge is whether I’ll realistically get that done before Christmas.

There are several other projects moving forward at the same time. Time is tight, but at least the funnels are just about holding together.

Where Things Stand Today

So far today, there has been one sale. As of just before midday, total sales are sitting at around $266.

That’s very low for this time of day.

It means we’ll need a strong pickup this afternoon to avoid another disappointing result. Otherwise, it’s going to be a frustrating day.

Upcoming Focus

Tomorrow, there are two things I want to prioritise. The first is mapping out the VSL for the sales page.

The second is building additional funnel pages for people who don’t buy the upsell. In the beginner funnel, the first upsell is the next volume in the course series.

I want to create an automated email sequence for people who skip that upsell. The aim is to recover more upsell sales within the first 30 days.

I’ll go into more detail on that once I start building it.