Day 15: Two Weeks In - What 14 Days of Testing Have Taught Me

It’s hard to believe, but we’ve already hit the two-week mark of this journey. Fourteen days of watching numbers rise and fall, of optimism one moment and doubt the next, of testing, failing, testing again — and somehow still pushing forward.

Running this funnel really does feel like being strapped into a rollercoaster: one day you’re climbing with a $1,000+ sales day, the next you’re gripping the safety bar hoping to at least scrape through in profit.

But that’s the reality of building and scaling a system like this in real-time.

Yesterday, though, gave me a welcome boost:

• Sales: $785

• Ad Spend: $450

• Profit: Roughly $325

A much healthier margin and a reminder that sometimes Facebook simply “finds” the right audience at the right time. And today at midday we’re already at $350 — so things are looking promising.

The Big Moves This Week

Over the last few days, I made some decisive calls to tidy up what wasn’t working:

1. Retargeting Campaign Stopped

I tested a retargeting funnel designed to capture leads with a free tab book, but the numbers just didn’t stack up. Cheap leads, yes. Conversions? Almost non-existent. Even when I switched the campaign to direct sales retargeting, I burned through £83 in two and a half days without a single sale.

So, I hit pause. Better to roll that spend into my main campaign (currently at £315/day, soon to push to £330) than keep chasing something that isn’t converting.

2. Order Bump Split Tests Concluded

I’ve spent the last two weeks experimenting with order bumps — tweaking pricing, repositioning offers, bundling products. The results? My control bump ($17 backing tracks) still wins hands-down:

• Conversion rate: 1.91% with the $17 bump vs 1.32% with the $27 bump.

• Bump take-up: 48% at $17 vs 25% at $27.

• Average Order Value: better with the control.

It’s clear: raising the bump price actually hurt the front-end offer by scaring off customers at checkout. Lesson learned — sometimes the “safe bet” really is the best bet.

3. Video Sales Letter Test Launched

After wrestling with AI tools (and a few hilariously bad digital clones of myself), I finally produced a rough-and-ready four-minute VSL. It uses my voice, AI-generated images, and animated text to carry the story.

It’s not perfect, but it doesn’t need to be. The real test is whether a video format converts better than my long-form text sales page. That split test is now live, and

I’ll be tracking results this week.

The First 14 Days in Numbers

Here’s the snapshot of the first half-month:

• Ad Spend: $6,229

• Sales: $11,412

• New Customers: 153

• Profit: $5,183

That’s a strong start — better than I’d hoped, and proof that even amidst all the messy experiments, the funnel itself is delivering.

Key Metrics vs Last Month

I also compared these first 14 days against the previous 30-day baseline:

• Cost per Acquisition (CPA): Down by 10–15% (a big win).

• Average Order Value (AOV): Steady (but hampered by the failed bump tests).

• Lifetime Value (LTV): Slight increase (helped by backend email automation).

Everything is moving in the right direction. Not dramatically, but enough to show progress.

Where I’m Focusing Next

Reducing CPA

• Test whether the new VSL lifts sales page conversion rates.

• Create new ad creatives to keep Facebook fresh and engaged.

Increasing AOV

• Shift focus away from order bumps to improving upsell conversions, where the bigger gains lie.

Growing LTV

• Strengthen email sequences.

• Build customer relationships that naturally lead to second and third course purchases.

“Small, consistent improvements — 0.5% here, 10% there — compound over time into big differences.”

Final Thoughts

Two weeks in, I’ve learned a lot.

Some tests flopped, some gave me clarity, and others (like the VSL) are just getting started.

But the most encouraging thing is this: even with all the experimentation, the funnel has generated over $5,000 in profit in just 14 days. That gives me both the confidence and the budget to keep pushing harder in the weeks ahead.

Here’s to the next phase of the ride.