Promotion of illustration courses
What the client brought
Maria had only made sales to a warm audience and decided for the first time to try launching to a cold audience. There was an idea to launch through a mini-course, and it was necessary to build a funnel from scratch: from the first touchpoint to payment.
Main request: to test a paid product on a cold audience, to break even from the first sales, and to lay the foundation for a stable automated funnel.
Tasks that were set
- Launch sales to a cold audience from scratch, without warming up
- Test the hypothesis of the mini-course "head-on"
- Build an automated funnel: advertising → mini-course → chatbot → flagship product
- Achieve break-even already at the first stage
- Lay the foundation for a scalable system
What was done
- The funnel was completely developed from scratch: creatives → sale of the mini-course → chatbot → automated funnel to the flagship product
- The landing page was packaged for direct sales:
offer, structure, bonus, deadline, impulse triggers
- Business manager, ad account, pixel, and conversion API were set up
- The connection of advertising → landing page → bot was established, and tracking was built at all stages
- Different formats of creatives were tested:
talking head, trigger offers, text videos
- Campaigns were launched to cold audiences: leads and sales
- A strategy for optimization was prepared: A/B tests, intensifying pain points, reframing the offer
- A sales manager was connected for follow-up after the webinar
- A system was built from which scaling can be based
Results
In this case, it is important to understand the mechanics.
The mini-course is not required to earn by itself.
For such a funnel, a working mini-product with up to -40% ROAS is considered normal,
if break-even and profit are laid out at the flagship stage.
This is exactly what the system was built for.
What was actually achieved
During the work period:
- advertising budget - $3,662
- sales of the mini-course - 392
- average CPS HP - $9.34
- revenue from the mini-course - $2,759
At the level of the mini-course, some launches operated at a loss - within an acceptable model.
The key result came from the next stage of the funnel.
Sales of the flagship product through warming up
- revenue from the flagship product - $10,600
- net profit - $9,696
- final ROAS across the entire funnel - 264%+
It is important that a base of "warm" subscribers was formed through the automated funnel with high engagement, who will continue to purchase courses.
The launch not only achieved stable profit but also confirmed the viability of the funnel for scaling.
*You can find more details with screenshots of results and feedback via the link in the work details.
Maria had only made sales to a warm audience and decided for the first time to try launching to a cold audience. There was an idea to launch through a mini-course, and it was necessary to build a funnel from scratch: from the first touchpoint to payment.
Main request: to test a paid product on a cold audience, to break even from the first sales, and to lay the foundation for a stable automated funnel.
Tasks that were set
- Launch sales to a cold audience from scratch, without warming up
- Test the hypothesis of the mini-course "head-on"
- Build an automated funnel: advertising → mini-course → chatbot → flagship product
- Achieve break-even already at the first stage
- Lay the foundation for a scalable system
What was done
- The funnel was completely developed from scratch: creatives → sale of the mini-course → chatbot → automated funnel to the flagship product
- The landing page was packaged for direct sales:
offer, structure, bonus, deadline, impulse triggers
- Business manager, ad account, pixel, and conversion API were set up
- The connection of advertising → landing page → bot was established, and tracking was built at all stages
- Different formats of creatives were tested:
talking head, trigger offers, text videos
- Campaigns were launched to cold audiences: leads and sales
- A strategy for optimization was prepared: A/B tests, intensifying pain points, reframing the offer
- A sales manager was connected for follow-up after the webinar
- A system was built from which scaling can be based
Results
In this case, it is important to understand the mechanics.
The mini-course is not required to earn by itself.
For such a funnel, a working mini-product with up to -40% ROAS is considered normal,
if break-even and profit are laid out at the flagship stage.
This is exactly what the system was built for.
What was actually achieved
During the work period:
- advertising budget - $3,662
- sales of the mini-course - 392
- average CPS HP - $9.34
- revenue from the mini-course - $2,759
At the level of the mini-course, some launches operated at a loss - within an acceptable model.
The key result came from the next stage of the funnel.
Sales of the flagship product through warming up
- revenue from the flagship product - $10,600
- net profit - $9,696
- final ROAS across the entire funnel - 264%+
It is important that a base of "warm" subscribers was formed through the automated funnel with high engagement, who will continue to purchase courses.
The launch not only achieved stable profit but also confirmed the viability of the funnel for scaling.
*You can find more details with screenshots of results and feedback via the link in the work details.
Kyiv 
A little busy
Offer work