Day 234: 45% Profit Margins & Why I'm Holding Back

Showing the price upfront on a sales page sounds logical — especially when the ad already mentions it.

But does it actually convert?

That's exactly what today's split test is designed to find out.

Key Takeaways

- The previous headline split test is done — the original control won after ~1,000 visits to each variant.

- Showing price above the fold is underperforming — early data shows roughly half the conversion rate of the control.

- Profit margins are holding strong at 45% — down slightly from 48% the week before, but still nearly doubling ad spend.

- One standout day hit £518 in sales — with a cost per purchase as low as £8.58 that day.

The Previous Split Test: Headline vs Headline

The last test I ran kept all the copy identical and just swapped the headline. I brought back a headline I'd used successfully in the past, this time incorporating the MyLin Method branding.

After giving each variant roughly 1,000 visits — enough to draw a reliable conclusion — the original control held the lead throughout. Test called. We move on.

The New Split Test: Price Visible Above the Fold

This new test keeps the headline the same on both variants. The variable is whether the price and a buy button appear in that very first field of view — before the visitor scrolls at all.

The thinking was that since the ad already mentions the price, prospects might arrive pre-sold and just want to find the button quickly. Early results suggest that's not the case.

What the Early Data Is Telling Us

As of this evening, the control page is converting at around 5%. The variant with the price shown immediately? About half that — roughly 2.5%.

My instinct is that the story still needs to be told first. The MyLin Method needs context before a price makes sense. If another day of data shows the same gap, I'll call the test and move straight to the next one.

Performance Snapshot: Last 6 Days

Here's a quick look at where things stand across the last six days of running:

- Profit margin: ~45% (vs 48% the prior week)

- Cost per purchase: averaging around £10.95, with one exceptional day at £8.58

- Best sales day: £518 — nearly doubling the ad spend that day

- Daily break-even: approximately $270

- Today's revenue: £223 (below break-even, but most days are profitable)

- Current ad budget: £200/day

Why I'm Being Cautious About Scaling

I was running at £400/day not long ago and hit some real turbulence scaling up.

That experience has made me hesitant — perhaps overly so — about pushing the budget back up again.

For now, I'm planning to increase by just £20/day, taking it to £220, and watching how that affects performance over a couple of days before making any bigger moves.

What the Ad Creative Data Shows

Looking at the last seven days by purchase, it's a real mix of creative formats driving sales: a 13-second video, a static image, a one-minute video, another static image, and a carousel — all contributing.

The carousel in particular is showing a strong cost per purchase. What's interesting is that all of this is running on older creative. Updating the ads to properly feature the MyLin Method could push click-through rates even higher — that's on the to-do list.

Click-Through Rates Are Still Solid

Unique click-through rate is sitting at 4%, outbound CTR at 2.3%, with another metric at 3.9%. These are healthy numbers, and there's clearly still room to improve them with fresher creative.

The fact that these rates are holding up well on older ads is actually encouraging — it means the underlying offer and audience targeting are doing the heavy lifting.

What's Distracting Me Right Now

I'll be honest — I've been heads-down on a new product launch for a different market, which is just weeks away now. That's taken most of my attention and is part of why the ad budget hasn't been pushed harder.

The good news is that this campaign has been running profitably in the background without needing constant attention. That's a great position to be in.

Looking Ahead: The Final Push Begins in May

We're heading into the last week of April, and once May hits, we'll be down to three months left to hit the $240K target. That means it's almost time to get serious about scaling again.

I've already got the next split test in mind for this page. If the current test gets called in the next day or two, I'll implement it straight away.

The goal is to keep optimising while gradually increasing spend — and get this funnel working as hard as possible before the final push.

It's a slower week for data, but the fundamentals are solid. A 45% profit margin, improving cost per purchase, and a funnel that's running itself while I work on the next product — that's not a bad place to be at Day 234.

Resources & Next Steps

Free Top 10 Split-Tests: https://www.jonathanhowkins.com/split-testing

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