Day 61: Adding FAQs To Reducing Buyer Resistance

It’s October 31st — Halloween, and officially Day 61 — marking the end of month two in this year-long journey.

Next week, I’ll be doing a full breakdown of all the data from both September and October — sales, ad spend, profit margins, and key funnel performance metrics — to uncover what’s working and where to double down next.

Today, though, I want to share the first small but powerful step in optimizing my new beginner funnel: adding an FAQ section to the sales page.

Daily Numbers

Yesterday was a strong day — $991 in sales with an ad spend of £343 ($450), giving a $541 profit. That’s right in the sweet spot and exactly where I’d like to be every day.

Today, however, has been slower — just $132 by mid-afternoon. Hopefully we’ll recover a bit before the day ends, but if not, it’s still part of the natural ebb and flow of daily sales cycles.

Funnel Update

The beginner-focused funnel now has eight total sales and is roughly break-even in terms of ad spend. It’s a promising start, but to push performance further and escape Facebook’s learning phase, optimization is now the focus.

I’ve already added a simple order bump — a follow-on course that aligns perfectly with the main offer. This weekend, I’ll make the next small but high-impact tweak: adding an FAQ section to the sales page.

Why FAQs Matter

Adding FAQs below the order form might sound basic, but it’s one of the easiest ways to reduce friction and address objections right where buyers hesitate.

When people scroll to the bottom of a page, they’re often looking for reassurance before making a final decision. A strong FAQ section can directly counter doubts and reinforce key benefits.

Here’s what I’ll be including:

• Payment clarity – Confirming it’s a one-time payment, not a subscription. Even though the page already says it, buyers often forget or overlook this detail when checking out.

• Delivery format – Clarifying it’s a digital course, not a physical product. Many customers still ask for shipping details, so this helps remove confusion.

• Equipment questions – Emphasising that the lessons work for both acoustic and electric guitars, addressing a common hesitation among potential buyers.

• Skill level – Reassuring beginners that no prior experience is required. This helps turn nervous browsers into confident buyers.

• Guarantee reassurance – Outlining my “Refund or Replace” guarantee. If someone finds a course too difficult, I offer a swap for an easier one instead of a straight refund — a win-win that keeps customers engaged.

By preemptively answering these kinds of questions, I can reduce drop-off rates and increase conversions without changing the ad creative or price point.

What’s Next

This weekend, I’ll get the FAQs added to the page and then move on to the next optimisation experiment — testing carousel ads for the beginner funnel.

These ad types have worked very well for my main Classic Riffs funnel, so I’m keen to see if the same creative style converts well in this new audience segment.

Next week, I’ll also run the full month-end review, digging into data from both funnels to identify what’s driving growth, what’s lagging, and where to focus split tests in November.