Day 282: $4,000+ Sales in 7-days & new Upsell Offer

Sometimes the upsell that looks good on paper is quietly killing your funnel — and this week I made a change to fix exactly that.

Here's what I swapped out, why, and what the first 7 days of data look like.

Key Takeaways

- $4,000+ in sales over the last 7 days (2nd–8th June) with an ad spend of £1,761 (~$2,358), generating an estimated $1,743 profit.

- The old all-in-one course bundle upsell was a "one-hit" offer that left little room to re-engage non-buyers — so I replaced it.

- The new upsell is four 30-day challenges for $30, positioned as the structured complement to the front-end riffs course.

- The new upsell is already converting at ~10%, and the plan is to add a downsell to push average order value from $52 toward $60+.

This Week's Performance Snapshot

Over the 7 days from 2nd–8th June, we generated just over $4,000 in total sales. Ad spend in the same period came in at £1,761 sterling, which converts to roughly $2,358.

That puts us at an estimated $1,743 profit for the week — not a blowout result, but a solid foundation while changes are being made to the funnel.

Current average order value is sitting at around $52, and the goal is to push that toward $55–$60 with the addition of a second upsell or downsell.

The Problem With the Old Upsell

The previous upsell was a bundled package of multiple guitar courses — essentially everything I had — offered at a heavily discounted price. On the surface, it seemed like great value.

But it created two real problems. First, if someone didn't take it, there was nothing meaningful left to offer them — I'd essentially shown all my cards at once. Second, for those who did buy, handing over access to 19 guitar courses in one go created serious overwhelm.

Neither outcome was ideal.

Why the 30-Day Challenge Makes More Sense

The front-end offer — the 42 Riffs course — is deliberately bite-sized. Short lessons, quick wins, pick it up and put it down.

The 30-day challenges are the natural next step: structured, time-bound, and goal-oriented. The positioning we landed on is: "The riffs build the muscle. This builds the musician." It's a clean, logical progression that doesn't feel like a repeat of what they just bought.

The opening line on the sales page leans into curiosity: "Here's one thing that'll move your playing forward faster than anything else — and it isn't another riff."

The New Offer: Four 30-Day Challenges for $30

The upsell now presents four 30-day challenges bundled together for $30. Buyers can choose one challenge to start or tackle multiple — but crucially, the structure and focus are clear and digestible.

This is a step down from the previous $97 price point, which means the maths on conversion rate changes significantly.

The old offer needed to convert at around 9–10% to be worthwhile. This $30 offer needs closer to 30% to match the same revenue — which isn't realistic for a cold upsell page.

So Why Make the Switch?

The real reason is funnel architecture. By keeping the first upsell focused and affordable, we preserve the ability to follow up with non-buyers.

The 90% who say no to the 30-day challenges aren't lost — they're now in play for a second, different offer.

That's the upsell/downsell/cross-sell stack working as it should: each offer compounds on the last, incrementally lifting average order value rather than betting everything on one big swing.

Early Conversion Data

After the first week live, the 30-day challenge upsell is converting at approximately 10%. That's on par with where the old $97 offer was performing, which is encouraging given the price difference.

It confirms the positioning is resonating. The immediate priority now is building out a strong second offer — likely a small selection of additional courses — to present to the 90% who declined the first upsell.

Even capturing another 10% of that group at a modest price point adds meaningful revenue per customer.

The Average Order Value Target

Right now, average order value is sitting at around $52. With a well-structured downsell or second upsell in place, the target is to push that to $55–$60.

This matters beyond just the immediate revenue. A higher AOV means we can afford to spend more per customer acquisition, which directly increases how aggressively we can scale ad spend.

At $60 AOV, the numbers on paid traffic look considerably better — and that's the lever we need to pull to hit the monthly sales target.

The Bigger Picture: Hitting $240K

Monthly rolling sales are currently sitting at around $15,000. To stay on track for $240K by the end of the year, we need to get that to $20,000 per month.

The path there runs directly through the funnel: get the second upsell live, lift average order value, and use that headroom to increase ad spend profitably.

The ads themselves are performing steadily right now — so the funnel optimisation work happening this week is the critical piece.

What's Coming Next

The immediate next step is building out the second offer to sit behind the 30-day challenge upsell — a more targeted selection of courses aimed at a slightly different buyer motivation.

Once that's in place, we'll have a proper two-step upsell sequence to test, and we can start looking at the data across the full funnel.

The goal is simple: more revenue per visitor, which means more room to grow the ad spend and accelerate toward the $240K target.

Closing Reflection

This week is a good reminder that funnel optimisation isn't always about chasing the biggest number on an individual offer.

Sometimes the smarter move is a smaller, cleaner offer that keeps more doors open.

We're building toward something sustainable here — and the data is pointing in the right direction. Let's see what the next 7 days bring.

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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