Day 22: Three Weeks of Data, Surprises, and $7,891 Profit

Day 22 opened with a pleasant surprise. Despite taking the weekend off from funnel tinkering, the numbers rolled in strong:

• Sales: $1,087

• Ad Spend: $485

• Profit: $602

Not bad for a day of only checking the dashboards. Today started slower at just $125 by 1 p.m., but as always, the rollercoaster continues.

The VSL Split Test Surprise

I’ve been running a split test between my control (text-only sales page) and a VSL (video sales letter) version. Early on, it looked like video might win with a conversion rate over 3%.

But after 5 days and nearly 3,600 visits, the picture became clear:

• Control (Text only): 2.8% conversion

• VSL (Video): 2.0% conversion

A surprise (and a little disappointing). I’ll let it run for another day, but it seems the plain text version is still the stronger performer.

Lesson: video still holds promise, but execution matters — and a simple animated-text video isn’t enough.

Three Weeks of Results

With 21 days of data in the bag, here’s the progress so far:

• Ad Spend: $9,322

• Sales: $17,223

• New Customers: 222

• Profit: $7,891

The three key metrics tell the bigger story:

• CPA (Cost per Acquisition): $40.72 (down from $47.98 in the prior 60 days) ✅

• Average Order Value: $42.00 (slight dip, about $1.80 lower) ⚖️

• Lifetime Value: Growing strongly thanks to cart abandonment recovery and follow-up funnels 🚀

This is where much of the profit has come from — leveraging automation to turn “maybes” into buyers.

Focus for the Week Ahead

This week is all about building on that momentum:

• Launch new Facebook ad creatives

  • To refresh campaigns and reduce cost per acquisition.

• Create a stronger VSL

  • Test a real person on camera versus text-only.

  • Aim for higher conversion rates.

• Automate the Follow-Up Funnel

  • Continue with the Academy Spotlight strategy to highlight different courses and upsell into full membership.

• Enhance the Abandoned Cart Sequence

  • Add a timed discount incentive to increase recovery rates.

• Build a Results Dashboard

  • A clear snapshot of CPA, AOV, and LTV to keep growth on track.

Takeaway

Three weeks in, the funnel is not just profitable — it’s proving scalable.

The VSL test reminded me that not every idea lands on the first try, but each experiment sharpens the system.

The focus now is on lowering acquisition costs and increasing lifetime value, the two levers that will drive this journey closer to the $240K goal.