Day 138: Two Split Tests Conclude and Clear Winner

Today is Friday, January 16th, and we’re on day 138 of this 12-month journey to $240k.

Yesterday was another slightly disappointing day in pure numbers. Sales came in at $841. Ad spend across the two ad sets was £435, which translated to $583, leaving a profit of $258 on the day.

That’s below where I want to be. At this stage, I’m really targeting closer to $500 a day in profit, so we’re still behind on that front.

That said, there is some genuinely good news coming out of the testing we’ve been doing.

Landing Page Split Test Results

The first split test was on the main sales funnel landing page. This was my long-running control page versus the stripped-back version I’ve been calling the “anti-design” page.

Before going into results, one quick note. Average order value is still down. It was previously around $44 and is now closer to $39.

That’s something I’ll be addressing next, but for now I wanted to isolate the conversion side of things.

The control page has been converting at around 2%. In stronger months it can get closer to 3%, but realistically it lives in the 2–3% range.

The anti-design version has been converting at around 3%.

That might not sound huge at first glance, but this test has now run for five full days, with nearly 2,300 visitors sent to each page and over 100 sales recorded.

That’s a solid volume of data.

Crucially, the stripped-back page has beaten the control every single day since the test started.

Earnings per click moved from $0.55 on the control to $0.79 on the new design. That jump from 2% to 3% conversion is effectively a 50% uplift at the top of the funnel, which has massive downstream implications.

Even though upsells haven’t been performing particularly well over the same period, this is still a clear and meaningful win. I’m confident enough in the data now to stop the split test and move forward with the anti-design page as the new control.

This result also sparked another realisation. If this minimal, stripped-back approach works so well on the main sales page, there’s a strong chance it could work elsewhere too.

Next Split Test Identified: Opt-In Pages

One area that stood out immediately was opt-ins. Looking at my opt-in rates, organic traffic from YouTube is converting at just 2.36%, while another opt-in page sits at around 12%.

That gap alone makes this an obvious next test. I can very quickly set up a similar anti-design split test on the opt-in page and see if the same principles apply. Given what we’ve just seen, there’s a good chance they might.

Organic traffic itself isn’t a massive revenue driver right now. Over five days it only generated $98 in sales, around $20 a day.

But it’s free traffic, and if I can lift those percentages with a relatively simple change, it’s well worth doing.

New Facebook Creative Results

The second test was around Facebook ads creative.

This wasn’t a traditional split test, but a structured test where I duplicated the existing ad set and introduced a new batch of creative, rather than interfering with what was already working.

The results here are also encouraging. In the new ad set, frequencies are low and cost per purchase is very strong. Average cost per purchase is down around £10.34, which is excellent.

This tells me the new creative has done its job. It’s helped reduce fatigue and is delivering purchases at a lower cost. Because of that, the next step is to consolidate.

I’m going to move back to a single ad set by turning all the duplicated ads back on and letting the budget flow through one consolidated structure. That should simplify things while keeping the benefits of the new creative.

What Happens Next

There are three clear actions coming out of today.

First, the landing page split test is complete and the anti-design page becomes the new control.

Second, I’ll consolidate the Facebook campaign back into a single ad set with all the working creative.

Third, I’ll set up a new split test on the opt-in page using the same minimal design principles.

After that, the next major focus, likely over the weekend, will be lifetime value. The follow-up sequence and post-purchase flow need attention, especially given the dip in average order value.

As for today, we’re currently at $559 in sales at around quarter to three in the afternoon. If that trajectory holds, there’s a decent chance we can finish closer to the $800–$900 mark, which would put us back in a much healthier position.