when 2 advertorials are better than 1

On our latest Funnel of the Week clip, John Belcher talked about the one, counter-intuitive funnel step he added that boosted conversions 50%.

(and allowed him to scale to $20k/day+ on YouTube)

What was it?

Let's get into it…

This "Double Advertorial" cut his CPA by 50%+

Here's the setup:

First, if you don't know John, he is ex-Google, co-built AdSkills, built GiddyUp's elite internal testing/traffic "Delta Team", and has helped many brands scale from 7 or 8 figures to 9 figures + with his patented traffic & conversion focused approach he calls "Funnel Plumbing."

Go here to get in touch with John, he's a beast: https://johntbelcher.com/

John was tasked with helping GiddyUp re-start efforts on of their top ecommerce products, Fixd:

Let's see what John & his team were working with...

Phase 1: Mini VSL -> Product Page

To get Fixd off the ground, as a starting point John & his team tested running a mini VSL to the product page.

Results?

Meh. Not great.

Time to try something different...

Phase 2: Mini VSL -> Advertorial 1 -> Product Page

So John did what he usually does:

Added an advertorial to the funnel to increase buyer intent:

The result?

Getting better. $3-$5k/day while hitting CPA targets

🚨 But John saw something interesting:

For this phase 2 setup:

While add to cart rate was great...

...The add to cart to purchase rate was FAR below his benchmark of 30% for typical ecommerce funnels.

What to do?

Phase 3: Mini VSL -> Advertorial 1 -> Advertorial 2 ->Product Page

Enter phase 3: adding a SECOND advertorial, immediately after the first advertorial:

But this new 2nd advertorial was a very specific type of advertorial...

And while advertorial 1 explained the problem and the product & the offer...

Advertorial 2 focused on SOCIAL PROOF:

What effect did adding this 2nd advertorial have?

Before we get into the CPA / bottom line impact, some quick on-page behavior stats for you:

• CTR on advertorial 1: 30%

• CTR on advertorial 2: 80%

(^^ adding these numbers in case you're skeptical and thinking "I don't want to add more friction to the buying process!" etc...)

Now here's the payoff:

Adding this 2nd advertorial to the funnel cut CPA by over 50%.

...allowing John & his team to scale this to $20k/day+.

Pretty cool right?

Here's the Takeaway:

Don't be afraid to experiment with adding ADDITIONAL funnel steps when you identify a weak spot in your funnel.

👉👉 Go here to watch the clip from this week’s Funnel of the Week with John that gets into this and why it worked.

Earlier this week Funnel of the Week also dropped this clip of John breaking down a top advertorial to VSL funnel campaign, specifically about these 27 ad tracking parameters they are using:

These are clips from a full episode & breakdown that's inside the Funnel of the Week Members Area, go here to learn more about it. 

More on What’s Inside Funnel of the Week Members Area

The big idea of Funnel of the Week is this:

We break down a new DTC funnel (including ads, front end offer, upsells, post-purchase emails/sms/etc.), each and every week.

Here’s a quick Google doc walking through what we at Funnel of the Week has got in store for you, each and every week:

Check it out. We’re doing a special “early bird” price for access for a limited time.

And if you want great funnel insights delivered to your email inbox, multiple times per week? Go here to sign up for our Funnel of the Week email newsletter (it’s free) funneloftheweek.com

That’s all for today.

Have a great week!

The Funnel of the Week Team

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