Day 30: Rethinking the Upsell and Closing Out Month 1

We’ve made it—Day 30 marks the end of the first month in this 12-month journey to $240K.

Looking back, it’s been a whirlwind of split tests, ad tweaks, funnel adjustments, and some eye-opening lessons about what works (and what definitely doesn’t).

Today’s update is about two things: a new approach to the upsell and the anticipation of reviewing the month-one results in full.

Yesterday’s Numbers

• Sales: $1,141

• Ad Spend: $485

• Profit: $655

It was another strong day—anything over $1,000 in sales feels like a win.

Even better, Facebook kept ad spend under control this time after last week’s overspend issue.

Today’s tracking shows $591 in sales by 4pm, which means we’re already in profit and hoping to finish strong for the month.

The Upsell Decision

Yesterday I was exploring the idea of creating a completely new, lower-priced upsell.

On paper, it made sense: a smaller offer that tied more directly to the riffs course, with the hope of doubling conversions at half the price.

But then reality set in. With a three-day trip coming up, I didn’t want to build something complex that I couldn’t properly monitor.

Instead, I decided to reposition the existing upsell rather than reinvent it from scratch.

Here’s the change:

• Instead of a generic “bundle of courses,” the upsell now presents five clear pathways.

• Each pathway groups courses by theme—Blues Mastery & Solos, Foundations, Structured Journeys, or even Jamming with a Band.

• This makes the upsell feel more like a natural next step from the riffs course, rather than a random leap into “everything else.”

The offer itself is still $97, but the framing is different. It’s now about helping students choose their journey—something more logical and congruent with where they’ve started.

Why This Matters

My current upsell converts at about 8%, and the goal is to push that closer to 15%.

That change alone would significantly lift the average order value (AOV), one of the key metrics that will determine whether this funnel can scale profitably.

Of course, upsell data takes time to accumulate, so it may be weeks before I know whether this new positioning is moving the needle. For now, the test is live and collecting results in the background while I take a short break.

What’s Next

Over the next few days, updates will be brief—just quick check-ins on numbers.

But by the weekend, I’ll be back with a full month-end review. That means:

• A recap of all the split tests so far (ads, landing pages, upsells, and cart recovery).

• What worked, what didn’t, and what surprised me.

• Where the funnel stands after 30 days in terms of sales, profit, CPA, AOV, and lifetime value.

• A roadmap for Month 2, including new tests and optimisations.

“Sometimes progress isn’t about creating something new—it’s about reframing what you already have so it makes more sense for your audience.”