Day 97: Cart Abandon Recovery & Strong Ad Performance

It's Saturday 6th December, Day 97, and for the first time in over a week, there are some genuinely positive signs emerging from the second funnel – even while it continues to sit in the learning phase.

Yesterday finished at $756 in sales, with ad spend of £395 ($527), producing a $229 profit.

That puts us back into the green, though still far from the “double-your-ad-spend” territory we ultimately want to maintain consistently.

Today by 5:15 p.m., we were at $694, and the day is shaping up to finish in the $800–$900+ range if things continue steadily.

Two big wins today:

1. The cart-abandon sequence already recovered a sale.

This is huge – the first recovered order from a sequence that didn’t even exist a few days ago. That’s profit that would have otherwise been lost forever.

2. The new short-form “beginner pain point” videos are performing extremely well.

Strong CTRs, great outbound clicks, and landing-page views as low as £0.41. Plus, these ads have already driven multiple purchases even with CPM still inflated due to the campaign being in learning.

These early results validate the creative direction and confirm that relatable, down-to-earth content is resonating strongly with true beginners.

What You’ll See

• Yesterday’s $756 revenue and $527 ad spend

• Profit of $229

• Today’s progress at $694 so far

• Cart-abandon sequence showing its first recovered sale

• Average cart value trending upward around $16+

• New short-form videos demonstrating high CTR and low LPV cost

• Purchases coming directly from the Sore Fingers video

• Confirmation that Funnel 2 is still in learning, but improving

• Preview of additional videos created and ready to deploy

• Momentum and a clearer path forward after a challenging week

Strategy Breakdown

Today’s improvements are the result of two major strategic actions taken this week:

1. Installing the Cart-Abandon Email Sequence

The new funnel had no recovery automation until now – a major gap. With abandonment rates typically between 50–70% in most funnels, failing to follow up leaves massive revenue on the table.

The five-email sequence is already doing its job:

• First recovered sale logged

• Higher average cart value for those returning

• Early proof that this automation will meaningfully improve December’s profit

In Funnel 1, the cart-abandon sequence recovers over $4,000 per month. Funnel 2 now has that same potential.

2. Increasing Creative Volume – Especially Relatable Short-Form Videos

This has been the biggest breakthrough.

These new “average guitarist” videos speak directly to beginner frustrations:

• Sore fingers

• Strumming inconsistency

• Chord transitions

• Confidence issues

• Slow early progress

The tone is intentionally non-expert, friendly, and believable. It positions me as someone just a few steps ahead – close enough for beginners to relate, but far enough to guide.

The early numbers prove it works:

• Strong CTR

• Solid outbound click-through

• Landing page views under £0.41

• Purchases already coming in from these ads

Even better, this is happening despite CPM still being elevated due to the learning phase reset.

This suggests that once CPM stabilises, this creative style could drive exceptional cost-per-purchase numbers.

Focus

My focus now is on:

• Continuing to add these beginner-friendly videos into the campaign

• Letting the new targeting settle so the campaign exits learning quickly

• Monitoring cost per purchase daily as the system recalibrates

• Maintaining profit while scaling carefully

• Preparing next week’s creative and testing plan

The videos are the strongest lever right now – they’re producing clear, immediate impact even under suboptimal conditions.

Insight

A single well-targeted, emotionally resonant creative can outperform dozens of generic ones – not because it’s flashy, but because it meets the audience exactly where they are.

In this case, the breakthrough wasn’t a new angle, a new hook, or fancy production.

It was simply speaking the beginner’s language, acknowledging their struggles, and offering a path forward that feels achievable.

It’s a reminder that the best-performing ads are often those that make people feel seen.

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