When Great CPAs Drive You Out of Business

Special “Early Bird” Invite: Funnel of the Week Members Area

Real quick before we dive into today’s content about CPAs:

It’s been one week since we dropped our first piece of Funnel of the Week content…

…And just wanted to say Thank You for being an “early bird” member of our Funnel of the Week email newsletter.

We’re going to continue to drop free “knowledge nuggets” several times per week, right here in this free Funnel of the Week newsletter.

But if you are a DTC “Funnel Fanatic” like us?

You might find this announcement interesting:

We just opened up our Funnel of the Week Members Area, where we’ll be sharing (and discussing) new detailed DTC funnel breakdowns + analyses each week.

Here, for example, is a quick peek at one resource we shared this week, an interactive pre/post purchase funnel map for Moonbrew:

(We’ll talk more about what’s inside the Funnel of the Week Members Area at the end of this email…)

As a way of saying thanks for being a Funnel of the Week newsletter reader, you can go here to get “Early Bird” access to the Funnel of the Week Members Area at a special rate.

But of course, if you don’t want to join right now?

No worries at all.

We’re going to keep sending you free funnel knowledge nuggets from our Funnel of the Week interviews & analysis right here in this free newsletter, several times per week.

And on that note, let’s dive into today’s content…

When Great CPAs Drive You Out of Business

Let’s talk about CPAs / CAC.

Because great CPAs…

…on the WRONG funnel?

Can drive you out of business, fast.

Moonbrew's co-founder Andrew Case & VP Marketing Ronak Patel know this first hand.

They thought they had hit gold when their new main front-end offer was delivering a CPA (cost per acquisition) 50% better than their original offer.

But after a few weeks scaling that and seeing what that cohort actually did, beyond that first purchase?

They saw that this new “breakthrough” front end offer was actually draining their bank account.

They needed to course-correct, ASAP.

So, what did they do?

First, they did a deep dive into the business metrics that actually contributed to Moonbrew's bottom line.

Then, they re-oriented their entire paid ad strategy around a new, crucial metric.

(More on that specific metric they found on today’s clip from our chat with Moonbrew…)

This pivot required completely re-building the front-end offer and the entire funnel.

Want to see what happened when they launched this new funnel?

Here's a teaser: they 5x’d their front-end subscription rate.

(We’ll get into what effect this had on their LTV (lifetime customer value) on the interview...)

(If your business has a subscription element, you'll especially love this—they dive deep into the numbers so you can benchmark your own metrics against this high-performing DTC brand.)

Go here to watch the clip: https://www.youtube.com/watch?v=uF-cpgliqio

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, each and every week.

Here’s a quick Google doc walking through what we’ve got in store for you:

Check it out.

And if you like what you see?

We’d love to have you in our Funnel of the Week Members Area.

Go here to see what it’s all about.

Hope to see you inside!

The Funnel of the Week Team

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PPPS: Got a funnel you think we should break down? We’d love to hear your suggestions!