Day 254: April Wrap-Up, a 30% Conversion Uplift.

April was a quieter month in terms of revenue — but a win in terms of margin, efficiency, and what we learned from our latest landing page split test.

Here's the full breakdown of where the numbers landed and what's driving decisions going into May.

Key Takeaways

- April sales reached £13,574 on a reduced ad spend of ~£200/day, with a 35% profit margin.

- Overall sales to date sit at $180,000 against a £160K target — ahead on sales, but behind on profit at £61,446 vs an £80K goal.

- The latest split test produced a 30% conversion uplift — moving from 2.29% to 3.2% — by restructuring the landing page copy hierarchy.

- Facebook CPMs are averaging around £15/1,000, with strong click-through rates and promising results from Canada suggesting room to expand into new markets.

Why April's Revenue Dropped

After March's disastrous campaign performance — where Meta wasted significant budget targeting the wrong audiences — we made a deliberate decision to pull back and rebuild from scratch.

That meant restarting at £100/day in ad spend before scaling back to £200/day across most of April.

The lower spend directly explains the lower revenue. But the important thing is the foundation is solid again and the numbers are moving in the right direction.

The April Numbers in Detail

April generated 367 new leads and 190–191 new customers — a conversion rate from lead to customer of over 50%, which is a healthy sign that the funnel is doing its job.

Front-end sales came in at £11,000, with back-end sales adding another £2,196.

The overall profit for the month was £4,761, representing a 35% margin. Cost per acquisition dropped from £56 in March to £46 in April, and we're targeting closer to £40 as the next milestone.

Where We Stand in the 12-Month Journey

We're now into month 9 of the 12-month challenge. Total sales to date are $180,000 against a target of $160,000 — so we're actually ahead on revenue.

However, profit to date sits at £61,446 versus a target of £80,000, which means there's real work to do over the final four months.

The profit gap is the priority. Increasing ad spend gradually and improving CPA will be the two levers that matter most between now and month 12.

Two Weeks of Hands-Free Running

One of the more reassuring things from this period: the funnel ran almost completely unsupported for two weeks while we were away. Near-zero time input, and it held up well.

That's the whole point of building a system — it should be able to sustain itself in the short term without constant attention.

That said, things don't stay the same forever, and there are updates needed — particularly on the ad creative side — that we'll be prioritising on return.

Facebook Ads: What the Data Shows

The average cost per sale on the Facebook side is running at around £13, which gives us a comfortable profit margin at current pricing. Click-through rates are strong across the board, and CPMs are averaging around £15 per thousand impressions.

The US remains the dominant source of sales, but CPM there is higher at around £21.50. Interestingly, Canada has come in at a much more efficient level — which signals an opportunity to expand into additional markets including Australia and

New Zealand to bring the overall CPM down and improve CPA.

The Split Test: What We Changed

The most significant insight from this update is the split test result. We ran both versions to approximately 1,000 visits each to ensure the data was meaningful rather than just noise.

The only change between the control and the test page was the positioning and expansion of the "what's inside" section.

On the test page, we moved this content higher up the page and added copy that walked the visitor through how the Myelin Method applies not just to learning one riff, but to a broader approach to learning songs — framing it as a repeatable, transferable method rather than a one-off technique.

The Split Test Result

The control page converted at 3.2%. The new version came in at 2.29%. The control won — but that's the point of testing. What looks like a logical improvement doesn't always perform better in practice.

More importantly, the gap between 2.29% and 3.2% represents roughly a 30% uplift in conversions.

At our traffic volumes, that difference compounds significantly over time. We're now locking in the control as the baseline and planning the next test.

What's Coming Next

The immediate priorities heading into the back half of May are: refreshing ad creative to better reflect the Myelin Method positioning, expanding the target countries to include Canada, Australia, and New Zealand, and designing the next landing page split test to keep pushing that conversion rate higher.

The profit gap is the challenge we're working against. With four months left and £18,000+ still needed to hit the profit target, every improvement to CPA and conversion rate matters.

Closing Reflection

April was steady rather than spectacular, but there's real signal in the data.

Margins improved, the funnel ran autonomously, and the split test gave us a clear, defendable winner to build from.

Sometimes a slower month is exactly the reset you need before pushing the throttle again.

The next few weeks are about execution: better ads, broader targeting, and one well-designed test at a time.

Resources & Next Steps

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

Join the Facebook community: https://www.facebook.com/groups/coursecreatorads

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