Funnels Tracking & Analytics

HOW TO DOUBLE YOUR LEADS with lead magnet optimization

It’s a well-known fact that lead generation represents one of the most important components of any (online) business.

Leads are people who’ve come to your site and signed up to receive more information from you. One of the best ways to attract them is with a lead magnet – a free item or service like an ebook, video series or checklist, which people get for free if they engage with your site. 

It is a proven fact that people who get their own copy of your lead magnet are statistically more likely to buy from you than visitors who only see an offer on your website or blog. 

So how do you get your lead magnet in front of as many people as possible?

You do this with lead magnet optimization.

Let’s start from the beginning.

What is lead magnet optimization?

Lead magnet optimization is a process to get more people to opt in to receive information on your website. It’s a series of actions you can use to make your lead magnet as prominent and attractive as possible.


The opt-in rate represents the percentage of people who register for your email list out of those who come to your website. You can easily check where you are right now by using the following formula:

When it comes to opt-in rates, most people have between 0.5% and 1%. A good opt-in rate is 2% and an excellent one is 5% or more. 

Whatever yours is, you can increase it by using the tactics I’ll share in this blog post.


I will use examples from two of my clients: Paintable and Plan Your Federal Retirement.

Paintable helps people become better digital artists by selling online courses, tutorials and offering a lot of useful material. Let’s see how we managed to help them go from 3.49%, which was already a very good opt-in rate, to more than 9.3%.

Here are our starting numbers for Paintable:

To increase their number of leads, we did three things you can do on your own. They take some time and effort but they give you the results you need. I’ll share them in a bit.

The other client we’ll talk about is Plan Your Federal Retirement. They help US Federal Employees prepare for their retirement.

Here is how their numbers looked like when we started working with them:

Now let’s see what steps we followed to help both of them.



Paintable’s lead magnet was a set of free tutorials. It was already advertised on their homepage, but we wanted to make the lead magnet more visible and to clearly show its benefits.

This is how the homepage lead magnet looked before we started working on it:

Here is how the homepage lead magnet looked after our changes:

We changed the wording above the fold to give people more information about the free material. We also worked on strengthening the wording of the offer – adding “10 FREE Tutorials & Resources” instead of just “free resources”.

Now, once someone clicks on the Call to Action button, they see this pop-up:

A pop-up works extremely well in terms of increasing the opt-in rate. Instead of taking people to a new page, you just add a pop-up with a form where they can leave their email address and download the free resource you have for them.

The pop-up has precise & crucial information for someone interested in digital painting. No more – no less.

Also, it is important to remember that the wording needs to follow data protection rules known as GDPR. The law says that you can’t offer people a free gift in exchange for their email address, and then automatically subscribe them to the newsletter.. But, you can say that people who sign up for the newsletter will be sent a free resource.

We did the same thing for the other client, Plan Your Federal Retirement.

Here is how the lead magnet looked like before:

We changed it to a CTA button & banners:

Once clicked – it opens a pop-up:

We’ve also created a sitewide pop-up with a 30 seconds delay showing just enough relevant information for the audience. So now when people see the lead magnet, they know exactly what they’re signing up for.

After the analysis, we concluded that having a sign-up for a newsletter doesn’t work as well as having a lead magnet on your website. It’s not as appealing and people are more likely to just skip it and not take any action so if you have that on your page, make sure to change it.


Paintable already had more than 100 blog posts on their website. Adding lead magnets to all of them would be a long, time-consuming process, so we made a list of the most popular ones.

If you want to check which posts on your blog people read the most, you can do that by using Google Analytics.

Here is how to do it. Open your Google Analytics account.

Click on the “Behaviour” page.

You will see a dropdown where you need to click on the “Site Content”.

Open “All pages”.

What you see below is your content over a particular period. Change the date period so that you can see a longer period, preferably one or two years back. You may need to filter it to show only blog content. How easy that is depends on your URL structure. With luck, you can just go to the box marked with the red arrow on the picture below and write “/blog”, and that will allow you to see only the blog posts that you have on your website.

You can put them in order depending on the number of page views so it’s easier to make the list of the most popular blog posts.

Once you do that, use some 80/20 analysis. It’s like that the 20 most popular blog posts will have 80% of traffic. Start adding the lead magnet to them. Over time, you can work on lead magnet optimization for the rest of the list as well.

For Paintable we added two different pop-ups, inline buttons, and sections in three different versions across all the blog posts.

Here is one of the buttons we used:

It is a nice, clear call to action and it doesn’t take people to a different page once they click on the button. It brings up the pop-up that I showed you earlier.

Here is an example of an inline section we used:

We tried several different options and this one performed the best. It is a visual overview of what clients can get once they download the resource. The information about the material is clear. So is the call to action button. And again, it also brings up a pop-up instead of taking people to a new page.

The crucial thing about this is that the inline section is added within the blog post. So when people are going through the page, reading the blog post, they see the section with the lead magnet. It’s in the middle of the page. It gets people’s attention. Everyone sees it.

If the blog post is long, you can add two or three of those throughout the whole page.

Here’s another inline section we used:

It’s a different version of the same lead magnet which means you can use them together on different posts. Having various versions makes it more likely that people will sign up. You’re getting it in front of people’s eyes in slightly different ways.

For the other client, Plan Your Federal Retirement, we added a header banner to the blog posts pages. Here is how it looks:

People who clicked on the “SIGN UP NOW” button were taken to the pop-up I showed you above:

Apart from that, we also added a form at the bottom of some pages where it made sense:

So we used a number of different methods to get people to opt in for the same thing. 


Remove links and CTAs that are not relevant

On our clients’ website, there were lots of things that could distract potential clients, like an invitation to check the YouTube page or information about other products. That’s all great to have on the website, but it gives people too many options and they will most likely end up not doing the thing you want.

Have just one CTA per page

You want your customers to take a particular action. So get them to do one thing at a time. There is a saying “A confused customer never buys” and it’s true. If you have just one call to action, you can direct your customers to do the one thing you want most.

It’s fine to repeat the call to action multiple times on a page. In fact, it can be good. But don’t have more than one CTA. .


For Paintable, after implementing all the steps, we managed to improve our client’s opt-in rate from 3.49% to 9.30% and we almost tripled the number of leads per month.

For Plan Your Federal Retirement, the initial opt-in rate was pretty good, around 1.4-1.8%. Then something went wrong and it dropped to 0.54%. That’s when we started working with the client and after implementing all the steps we talked about, we managed to get it back on track, up to 3.37%.


Tracking your opt-in performance is important. We recommend tracking your main KPIs on a weekly and monthly basis. This is what our weekly Lead Magnet KPI Tracking Spreadsheet looks like:

You can see an increase in Lead Magnet Conversion Rate % through the weeks.


Once we make sure that our clients’ lead number is taken care of, we then start working on the next two things: building and implementing the webinar funnel and tripwire funnel. 

Both tripwire funnel and webinar funnel were explained in this blog post so you can go back and read it anytime you want. 

I hope that this blog post helped you understand how you can double your leads on your own. The key is to find the lead magnet that will attract customers, make it appealing, and put it in front of people so that they don’t miss it while visiting your website.
If you don’t have time to work on this by yourself or you feel like you need someone to guide you through this process, contact us.

Email marketing Funnels The Art Of Selling Online Courses

Funnel Strategies That Helped David Belliveau Double His Revenue Every Year

David Belliveau is a co-founder and lead instructor at Paintable, digital nomad, globetrotter, and ice cream addict. He is a self-taught digital artist and entrepreneur specializing in illustrations and realistic portraiture. And when he’s not painting for clients, he spends most of his time teaching others. 

In 2015, he co-founded Paintable, an online art school built to empower budding artists around the world, and over the years he’s been fortunate enough to teach thousands of students. His goal is to show people how to follow their dreams, use their talents, and believe in themselves by practicing and going through everyday exercises.

In this episode of “The Art of Selling Online Courses: Winning Strategies & Secret Hacks From Top Performers”, David takes us on a tour around digital art. We are talking about how he started his career as a digital artist, co-founded his current company, and how now he teaches people around the world how to use their talents and follow their dreams. David is sharing his strategies and ideas on launching online courses in the field of digital art and how to make them speak to the audience.

We talk about scaling online businesses, ways for getting people to visit the website, and driving more and more traffic to the funnel. David reveals how he managed to increase his revenue and explains why a good lead magnet is a key to success. His ideas on life lessons for success in this interview change people’s perspective on what it means to be an artist today.

Watch the video below for a short preview. And if you want the full interview, which is filled with value bombs, join us in the Advanced Online Course Creators Facebook Group, right here.


For more interviews and tips on building funnels to sell more online courses, join our Facebook group for Advanced Online Course Creators.

What You’ll Learn In Today’s Video:

  • Why it’s crucial to prepare amazing free material your audience can download
  • How important it is to have a hard-working, supportive team that helps you reach your goals
  • What are David’s funnel and marketing strategy
  • How to use a challenge to motivate your audience and make them love what you’re doing
  • How to bring more clients by giving your audience free value
  • Why it’s important to make people believe in themselves before they are ready to buy your product
  • Why webinars are an important part of any funnel which can bring you more clients and more sells
  • How everybody can start their business without being an expert in marketing

Ideas Worth Sharing:

“What we are trying to do is to really empower people that want to make a career out of it or reach what we call the professional level illustration. And we’re trying to really build a clear learning path to make sure that basically, if you have no talent, you don’t know anything about digital painting, about art in general, you can start with us and we’ll bring you there. And if you are a little bit more intermediate, you already have some stuff, you also have your place into it. We’re trying to basically make sure that people don’t get lost.” – David Belliveau

“Exercises really help you to learn something specific, get some momentum, some progress, have that win effect, so exercises are very important.” – David Belliveau

“One of the most important things we find with webinars is that there’s a flow that it’s there. It’s not just about teaching someone something useful, then make a pitch, it’s like, what can you teach people? How can you change their beliefs to set them up so that when you show them the offer.” – John Ainsworth

“Marketing is awesome. I mean, marketing is a lot of psychology when you think about it. After a few years of learning about it, you get just more passionate I guess, about it, and then it becomes a very nice journey.” – David Belliveau

“Now I’m seeing my business has been more like an ecosystem.” – David Belliveau

Resources In This Video Interview:

This interview is part of our video series “The Art Of Selling Online Courses”, where we talk with top performers about their winning strategies and secret hacks. When you join our Facebook group “Advanced Online Course Creators” you will be able to see the full videos and get more exclusive content to help you grow and scale your online course business.

Email marketing Funnels The Art Of Selling Online Courses

How Dr. Weeks Hit 6 Figures In His Online Course Business Using The Product Splintering Strategy

Dr. Shannon Weeks is the founder behind which sells Quintessential Applications, a clinical protocol taught by Dr. Schmitt and Dr. McCord, an online course that supports physicians from every discipline to help their patients heal faster.

Dr. Weeks is a board-certified, primary care physician who earned his medical degree from the National College of Natural Medicine in Portland, Oregon. He is also board certified in Applied Kinesiology. Dr Weeks believes in treating the whole patient and focusing on the cause of the illness, whether it is structural, nutritional, or emotional. His goal is to help free patients from the burden of present or previous health conditions and to prevent future illness.

In this episode of “The Art of Selling Online Courses: Winning Strategies & Secret Hacks From Top Performers”, Dr. Shannon shares about how Quintessential Applications came into existence, and we get a walkthrough of how he transformed conventional medical training by giving doctors the chance to improve their craft at their own pace, in their own time, simply by offering valuable, and proven, information in the form of an online course.

We also talk about running launches, his tripwire funnel, how he gets traffic, how he converts and positions the Quintessential Applications course as a premium offer. Watch the video below for a short preview. And if you want the full interview, which is filled with value bombs, join us in the Advanced Online Course Creators Facebook Group, right here.


For more interviews and tips on building funnels to sell more online courses, join our Facebook group for Advanced Online Course Creators.

What You’ll Learn In Today’s Video:

  • How to market and position your course to a niche audience
  • How tripwire funnels work and how you can implement them yourself
  • How to answer to your customers’ objections in your funnel and copy
  • How to connect your offers in a way that makes sense to your customer
  • What is product splintering and why it matters to online course creators
  • Where a webinar fits in a sales funnel for an online course
  • How to experiment with different pricing strategies
  • What makes promotions a sustainable business strategy for online courses

Ideas Worth Sharing:

It’s not so much about the money. It’s about the time. And so you have to convince them that it’s worth the time …“ – Dr. Shannon Weeks

The flow of the products is vital. If you sell something, that’s a great deal for $7 and something else, that’s a great deal for $127, but they don’t connect, well, then, from the user’s point of view, it’s like, well, I’ve just got this, I’m not interested in that. They’re not connected together. They’re on different topics.” – John Ainsworth 

I didn’t try to reinvent the wheel. This seems like it’ll work… I literally copied exactly what he said to do it using my own language… there’s a lot of great information out there, no need to reinvent the wheel.“ – Dr. Shannon Weeks

“Webinars are one of the most powerful techniques for selling online courses because they give you the chance to craft your message. What is it that people would love to know? What is it that they currently believe about the world? That isn’t true. That if they understood what is true, then they would think, Oh my God, I need to buy a course to help me with this. And then you go, by the way we have the course, that’s going to help you. It’s like you can craft the entire thing. It’s like a seamless experience that delivers value and changes their worldview and gets them excited and builds trust all at the same time.” – John Ainsworth 

“You can’t just casually do Facebook ads… Hire that out for sure. I had no business running my own Facebook ads… hire a copywriter. You’re not a copywriter. I’m not a copywriter. I mean, you know, if you think you’re a copywriter, not because that’s a full-time job, someone spends a lot of time studying just that. And they’re better at it than me. So hire that guy or hire them to write out some things and then you would change the language so it suits”. – Dr. Shannon Weeks

Resources In This Video Interview:

This interview is part of our video series “The Art Of Selling Online Courses”, where we talk with top performers about their winning strategies and secret hacks. When you join our Facebook group “Advanced Online Course Creators” you will be able to see the full videos and get more exclusive content to help you grow and scale your online course business.

Email marketing Funnels The Art Of Selling Online Courses

Learn The Tactics Behind Authority Hacker’s Funnel Success

Mark Webster is one of the co-founders of Authority Hacker, where they share actionable education for website owners.

Mark got his start in online marketing tinkering with AdSense campaigns and creating ClickBank products back in 2008. And after growing and selling a successful agency, him and his business partner, Gael started their own portfolio of authority sites. And then they started Authority Hacker, where they teach other people how to start and grow content websites.

In this episode of “The Art of Selling Online Courses: Winning Strategies & Secret Hacks From Top Performers”, Mark is going to take you behind the scenes of his Authority Hacker course business. He is sharing the ins and outs of his strategies for generating traffic, converting leads, and positioning his products to appeal to the right audience.

We also talk about secret hacks for increasing online course sales such as pricing strategies, scarcity and urgency tactics, using retargeting with webinar funnels, and email marketing. Watch the video below for a short preview. And if you want the full interview, which is filled with value bombs, join us in the Advanced Online Course Creators Facebook Group, right here.

Mark Webster has a simple and straightforward plan for success. He uses high quality content to get people excited about his courses, and then he utilizes launches and an evergreen webinar to get them engaged. It’s been so successful that his online course business is thriving!


For more interviews and tips on building funnels to sell more online courses, join our Facebook group for Advanced Online Course Creators.

What You’ll Learn In Today’s Video:

  • How to differentiate offers based on customer skill
  • What Mark’s specific business model looks like
  • Why a launch based business model is better than a permanent open cart
  • How scarcity and urgency help you sell more courses
  • How to run promotions without having to reinvent the wheel
  • How to use email marketing to follow up with webinar registrants depending on their engagement level
  • Using Facebook retargeting vs Facebook cold ads to get leads
  • What are some benchmarks for website sign up rates for online courses
  • Why Black Friday sales aren’t always a good promo idea

Ideas Worth Sharing:

I think it’s quite well-documented that a launch based model, where you’re kind of putting all your eggs in one basket, tends to generate more revenue, recurring revenue, kind of membership style of selling a product. It’s more about stability so that if one launch goes wrong or, something happens, it doesn’t completely mess things up.” – Mark Webster

The broader your site, the more kind of general info, content you have, it’s just natural that your conversion rate, your opt-in rates are going to get lower as you get people, you know, not reading long stuff, just browsing and kind of getting the, you know, the feel good content from you.” – Mark Webster

We assume that everyone on our email list is reading and opening and checking out all the emails. When in fact, most people are not really, then they might have a quick scan through it, but, you have to be careful that  you don’t make your business too complex. You can literally run, as you said, the same email sequence with the same subject lines to the same people who have received that sometimes two or three times. And it’s, it’s going to work better than trying to come up with something brand new, just because, you know, the conversion rate of the email or the, the open rate of the email from last time.“ – Mark Webster

I come across a lot of other course creators who are trying to, you know, make more money. And usually they’re focused on getting more traffic into the top of the funnel. But actually, if you just, you know, increase your prices tomorrow, you double your money and it doesn’t really affect demand much.”  – Mark Webster

If the webinar is not good, then the whole thing doesn’t work.” – John Ainsworth 

If you’re selling courses, scarcity, urgency really matters. And there’s a few ways I’ve seen that work for having that. And one is you just normally have it at a much higher price. And the second one is you only have it available at certain times of the year. You can only buy it during this launch. And then that gets people really excited.

And then the third one is where you can always buy it and it’s reduced price, but we’re going to ride in a load of bonuses if you get it at this particular time. And I definitely see with launches, the one that works the best is it’s actually, you can’t get it next week. It’s not available, but that kind of freaks some people out.” – John Ainsworth 

Resources In This Video Interview:

This interview is part of our video series “The Art Of Selling Online Courses”, where we talk with top performers about their winning strategies and secret hacks. When you join our Facebook group “Advanced Online Course Creators” you will be able to see the full videos and get more exclusive content to help you grow and scale your online course business.


Lead Generation Sales Funnels: The Complete Guide

If you’re running an online business, then it’s likely that you already know the importance of generating leads. After all, without them how will your business grow? 

However, lead generation isn’t a simple task and there are many moving parts involved with getting people to willingly hand over their information. In this guide, we will walk you through the ins and outs of creating effective lead generation sales funnels.


A lead generation funnel is an approach where your main goal is to generate leads – your potential customers. A lead is every person who subscribes to your email list. When people come to your website, the goal is to catch their attention and get them to leave you their email address and permission to email them. That is done by using different lead magnets. 


A lead magnet is something that will attract your customers. A free, useful gift that will make them say “Yes, I want this! It looks like something I could use”. It might be a free PDF file with some tips, a short course, or an option to attend a free webinar.

Every lead magnet serves one purpose – to motivate your audience to leave you their email address so you can start communicating with them.

lead magnet example
An example of a lead magnet done for one of our clients


Knowing your audience, their needs, and struggles will help you create the best lead magnet for your business. Lead magnet needs to have a high-perceived value as well as high-real value for your customers when you show it to them. It needs to be something that they want and that is useful for them.

For example, if you’re selling language lessons, your lead magnet should solve one problem that people who are learning languages face. If you’re selling services about funnel building, your lead magnet should be something about funnels that’s useful for them. For example, on our website, we use the revenue calculator which helps people calculate how much more money they would be making if they had a funnel in place.

lead magnet funnel revenue calculator

If you’re not 100% sure what to choose and you’re having a hard time deciding, you can always ask your customers. Run a survey and ask them what their biggest frustration and pain points are. 

Then, based on their answers, create a quick fix (eBook, checklist, calculator…) that will solve a part of their problem quickly – there’s your lead magnet! You may even be able to “splinter” it from one of your existing products. 


There are a lot of lead magnets you can pick through, depending on the business you are in. We are mostly working with course creators and people who sell online courses. Here is a list of lead magnets that are the best choice for this type of business:

1. Courses and training videos

2. PDF files with tips, ebooks, workbooks

3. Free trials

4. Templates for writing emails

6. Case studies

8. Checklists

9. Free webinars


1. Inline banner

It is a sign-up form that goes somewhere in your actual blog post, either at the beginning, middle or end.

lead magnet paintable

2. Sidebar

It is a sign-up form that goes in the sidebar of your blog posts.

lead magnet plan your federal retirement

3. Pop-ups

You can have a regular pop-up placed on your website – once someone opens your page, the lead magnet will appear on the screen showing the free offer you have for them.

a) Exit-intent pop-up

It is a lead magnet that will appear when a potential customer starts moving their cursor towards the exit button. They are very good at catching people’s attention and if designed well, they can work very well. The example below comes from our client’s website who specializes in teaching English.

lead magnet English language courses

b) Time-delayed pop-up

This pop-up is like the intent exit pop-up, but it appears after a potential customer spends a certain amount of time on the website.

c) Footer Banner

Lead magnets can also be placed in the website footer as banners, like the one we have used on our website. It is a good way to inform your potential customers about your offer without interrupting them while they’re reading through the website.


lead generation sales funnel map

First of all, you need traffic. 

The traffic can come from different sources such as Organic, through Facebook, podcasts, Google ads, YouTube etc. 

Once people come to your website, you attract them with your lead magnet and they leave you their email address. Once people become your leads, they start receiving the welcome email sequence. That’s where you thank them for opting in, give them a lot of free resources and then you start presenting your offers and give them general information about what you do and what you have for them.

The next step is to take them to your sales funnel. A sales funnel is everything that happens after your potential customers use the lead magnet on your website and subscribe to your email list. They can be taken to the sales page directly after signing up for your lead magnet or you can use the welcome email sequence to show your offer and provide them with links to the sales page.

We are mostly focusing on two possible sales funnels: the tripwire funnel and the webinar funnel. That is the next step in the lead gen funnel – to set up one of those two funnels that will follow your lead magnet.


A tripwire is a low-priced offer designed to turn a prospect into a customer. 

It is a good option to use if you have a lot of offers with different prices and you want to implement them all in your sales funnel. In a tripwire funnel, you can use order bumps, upsells, downsells to catch your customers’ attention.

Tripwire allows you to test different options, get customers to buy low-priced offers so that later you can show them your more expensive product.

We have covered this topic in more detail in this blog post, read it if you need any more information.


A webinar funnel is a tool used to automatically convert leads into buyers. 

In a webinar funnel, you start with a webinar promotion or indoctrination sequence. It’s a set of emails letting your audience know about the webinar, what it will cover, why it’s beneficial for them, and giving them all the information they need to know. 

Use the emails to remind people about the webinar date and time. Make sure they get a link to the webinar registration page and then the link for watching the webinar.

The point of the webinar is to show your knowledge, expertise, give them useful tips and build trust. At the end of the webinar, you close with information about the offer you have for them and direct them to the sales page

Read more about the webinar funnel in this blog post 


The more subscribers you have, the bigger your profit can be. Usually, businesses have anywhere from 0.4% to 1% opt-in rate and that is considered normal. A 2% opt-in rate would be considered good, everything over 3% very good, and if you can get 5% that is just excellent.

Let’s look at some examples from my clients so that show you how an optimized lead magnet can influence your business.


Going from a 3.5% opt-in rate to 9.3%

This client has started with an exceptionally high opt-in rate because it was already above 3%. This can look like an amazing deal for some people, but we knew it can get a lot better. And it did. After just a few months of work, we managed to improve the opt-in rate up to 9.3%!


In this client’s case the opt-in rate was below 2% so it was as good as in the previous example. After applying all the changes, the opt-in rate grew to 3.37% which is very good considering lower numbers at the very beginning.

How do you check what your opt-in rate is? 

Take the number of your email subscribers, divide it by the number of your website visitors and multiply the result by 100.

For example, if you have 200 subscribers and 10,000 visitors coming to your website, your opt-in rate is 2% which is good!

I hope this will give you an overview of why lead magnets are important and how they can improve your business in just a few steps. 

We can’t help but be excited about the possibilities of what is to come.

We’ve made it our goal to work with as many course creators as possible and bring them more leads without spending a single dollar on ads. This will no doubt provide a better experience for those who are looking for your courses, in turn making you more money. 

If you feel like you could use professional help optimizing your lead generation & funnels, get in touch.


Your Guide To Automated Evergreen Webinar Funnel

If you’ve read my blog post about two best funnels for online course creators, you will have seen that the webinar funnel is one of them. They are not easy to set up but they are really effective. 

Webinars are a great marketing tool. They can be used for presenting new products or features, educating customers how to use your product, selling your product or service, discussing relevant topics or issues. 

This blog post is going to focus on automated evergreen webinars for selling online courses, but most of this advice applies for selling any info product or service. 

What is an automated evergreen webinar?

An automated evergreen webinar is one that potential customers can watch again and again, and which continues to send a steady traffic of leads to your products. That’s because the content in the webinar is evergreen content – it doesn’t go out of date and will continue to be of use to the person watching for many, many years.

The difference between a standard webinar and an automated evergreen webinar is that the second one is pre-recorded. It’s not done live. It contains information and resources people can use whenever they watch it. 

Evergreen webinars are also known as just-in-time webinars because people can watch them immediately after signing up. And when we say they’re automated, it really means that.. Once you set everything up – the webinar software, emails – it all works by itself. That’s why for most people this sounds too good to be true. 

They’re not easy to build, and they’re not easy to get right, but once you get them right they are a fantastic tool for selling online courses. 

There are lots of tools out there for webinar, but the one with the most modification options is Stealth Seminar. We use it for our evergreen webinar and recommend it to all our clients. If you want to use it, here’s our affiliate link

Why are evergreen webinars so effective?

I love webinars in general as a way to reach customers. There are many reasons for this:

  • It helps you build trust with your audience because you’re able to share a lot of valuable content
  • It helps you present yourself as an expert in the area you work in
  • it gives you the chance to build rapport with your audience. They’re spending an hour listening to you. An hour!
  • You have people’s attention in the way that you don’t have with a sales page
  • You can teach content that sets up the sale in a very natural way

All of these things combine to allow you to sell a higher priced course than using a tripwire funnel or an email promotion. 

Evergreen webinars are even more effective, because you’re presenting content that remains relevant. Also, it gives you more free time because you are not present during it. 

This article isn’t about how to write your webinar, or what content should be in it. Here we’re focusing on the webinar funnel.

What is a webinar funnel?

It’s not enough just to record an amazing webinar. Your goal is to get it in front of as many people as possible from your target audience and to get those people to your sales page to buy your product. The best way to do that is through a webinar funnel. 

A webinar funnel contains all the steps you need to set up so that people who see your webinar ad and/or landing page actually watch the webinar and then go on afterwards to buy your product. 

Having a good webinar funnel in place is the best way to:

  • Be sure you will not lose potential leads 
  • Increase your conversion rate
  • Increase the average amount each customer spends

An example of a basic webinar funnel 

Let me give you an example. This is a visualisation of the most basic webinar funnel I can imagine.

basic webinar funnel

You’ve got traffic coming from somewhere (a website or an email list, let’s say). Then after they sign up they can attend if they remember. At the end you point them to a sales page and if they buy they go to an order confirmation page.

The problem with that funnel is that people might drop out at lots of different points:

  • They might not remember to turn up to watch the webinar
  • They might not watch it until the end (and your pitch is at the end)
  • If they attend and watch the pitch they might not go to the sales page
  • If they go to the sales page they might not click to add to cart
  • If they add your course to their cart they might not finish checking out

How to set up an ideal webinar funnel 

The ideal webinar funnel can help you to maximize the results of your webinar. 

How did I learn what the ideal webinar funnel should look like?

Over the years, I had the chance to analyse webinar funnels of some of the very successful businesses that are making hundreds of thousands of dollars per month. I was looking at the patterns and what all of them have in common. That’s how I’ve created the ideal webinar funnel map. My team and I have implemented this map and made many webinar funnels for our clients based on it. That’s how we know it works and it gets results.

What does the ideal webinar funnel look like?

This is how the ideal webinar funnel should look:

webinar funnel
Ideal webinar funnel

As you can see, it’s far more complex and it therefore takes a lot more time to build, but it’s all for a reason. I will explain and guide you through the entire map, so you can know how to set it up. 

What does this type of webinar funnel work for?

Webinar funnels are really good for selling online courses from about $300 – $1000. They’re also good for booking sales calls for selling bigger programmes from $1000 up, but there’s a slightly different structure to those funnels. 

The reason why they work best for selling courses from $300 up is that there’s a certain cost to getting someone registered for a webinar, and attending. 

Let’s say for example that you pay $5/ lead and 35% of people attend and you get a 10% conversion rate from attendees to sales (which is really good).

That works out as: 

  • $5/ lead
  • $5 x 35% = $15/ attendee
  • $5 x 35% x 10% = $150/ buyer

So you better be selling something for $150 or more – otherwise the numbers don’t add up. So $300 is a good price at the low end.  

One of our clients, James Svetec, co-founder of BNB Mastery is selling his $2k course directly via an automated evergreen webinar funnel. He has 271% ROI. It took him over 400 hours to set everything up and he had to do a lot of optimisation. 

A step-by-step guide to setting up a webinar funnel

Now, let’s get to work. Let’s look at the entire map, step by step. 

Create a webinar landing page

Your first goal is to get as many people as possible to attend and register for the webinar. The second goal is to get them to your sales page after the webinar and sell them your offer. 

First, set up the webinar landing page. Before people start scrolling the page they should see the webinar title and subtitle explaining what’s the webinar about. It should include a video in which you’re explaining what they’ll learn in the webinar and why they should listen to you. The most important thing is to have a register button as well, right at the beginning of the page.

The text should be clear and written in your customer’s language. When they see the title and subtitle they should say: Yes, this is what I need!

Here’s an example of our webinar page. If you want to learn about how to scale your course sales with automated funnels and see a wide range of examples, you can register for it on this link.

webinar landing page

Bonus tip: do A/B testing with different titles and subtitles and see which one works best for your audience.

The rest of the webinar landing page should focus on benefits the audience will get after they attend the webinar. Include testimonials if you have them and let people know what they will learn. 

Run retargeting ads

Make sure you capture data on who’s coming to your webinar landing page. If they don’t register for the webinar, you should set up retargeting ads to remind them to sign up. If you want to take it a step further, you can do Facebook authority ads to those who have registered for the webinar. These are ads that point people to your interviews or articles you’ve written for other publications. Their goal is to establish you as authority in the area you work in, so you can build credibility and trust with your audience. 

Add reminder emails before the webinar

People who have registered for your webinar will then go to the confirmation page. You can put another video on there and thank people for registering. Let them know they will be receiving reminder emails and motivate them to attend by reminding them about the benefits. 

On the confirmation page, it’s good to add information about how they can best prepare for the webinar. Will they need a pen and paper? Should they watch on computer, tablet or smartphone? Should they have read anything first? 

Make sure that you have an add to calendar button.

Everyone who registers should receive a confirmation email. But, that’s not enough. The average statistics say that only about 35% of people who register will show up. That’s not good enough for us. We want to get 50-60% of people attending, and reminder emails help achieve that number. 

Depending on when they signed up to watch it, you can send from 1 – 5 reminder emails. Of course, you could send more, but you don’t want to spam your audience. If your webinar software allows it, you can set these emails to be sent out automatically 24 hours, 12 hours and 15 minutes before the webinar starts. This is the usual reminder frequency. 

If you wish, you can modify these emails and include reminders about all the benefits they’ll get if they attend.

Here are some examples.

reminder email example

Or it can look like this:

Or even this simple:

Add post webinar email sequences

Make sure you tag everyone who registered to watch the webinar. Have a different tag for those who attended, those who missed it, and those who attended but dropped out at some point.

You can either send links to a webinar replay or you can send them the link to register again and pick a different time to watch it. Both of these work fine. We prefer the second option with evergreen webinar and the first option with a live webinar.

Create email sequences for each group:

  • Attended – they should receive reminders to go to the sales page and buy the course (if they haven’t bought it yet). These emails can include testimonials, frequently asked questions, objection handling and everything that will show the audience that your offer can help them
  • Missed – they should receive reminder emails to register again and watch the webinar
  • Attended but dropped out – they should get teaser emails about what they missed and a link to register again

Here are some examples:

For those who attended but dropped out at some point:

For those who watched until the end but haven’t signed up for the call:

Add abandoned cart emails

Those who got your product into the cart, but didn’t buy it should receive abandoned cart emails with the link to finish their purchase.

Make your offer compelling

Offer your audience different payment plans. Offer a special price because they’ve attended the webinar. Create a bundle and add bonuses. I wrote a detailed post about how to create a compelling webinar offer, which you can read about here.

What if they want to spend more money?

Some people will always be willing to spend more than your initial offer. You don’t want to stop those lovely people from giving you more money, do you? Of course you don’t. 

That’s why you should add in a one-click upsell for those who bought your offer.

An upsell is an additional useful offer you show to your customers after they’ve bought something. It should be related to what they’ve bought. For example, if they buy a course about content management, your upsell can be a course about copywriting or ads. If they want to organize their content, they might find those skills useful. Or maybe the upsell is some useful templates for $149. You can find many upselling examples in this blog post. You can also include a downsell – for example if they don’t want to buy the templates that go with your course then we can offer them a smaller pack of templates for $49.

After you add upsell, downsell offers and all the emails and Facebook retargeting that goes with that, you’ll have the ideal webinar funnel. It will help you:

  • Make sure you don’t lose potential leads 
  • Increase your conversion rate
  • Increase the average amount each customer spends

The reactions I get 

The normal reaction I get when I show people this is first “That’s really impressive,” and secondly “It’s overwhelming and looks like lots of work.” 

The reason it looks like a lot of work is because it is a lot of work. It’s complicated. There’s a ton of automation to set up. You need all the content. It takes lots of time.

Of course you don’t have to do all of this to make a successful webinar funnel. 

But this is the ideal. This is the best of what’s working right now.

Still need help?

We specialise in creating sales funnels, and we often create webinar funnel for our clients. We can help you, if you like. 

Book a free discovery call here if you would like some help. 


How to draw a sales funnel diagram: Examples, Software & More

How many of you know how to draw a sales funnel diagram and keep track of it?

If you are anything like my clients, probably not so many.


Because you’ve probably never even heard about it, am I right?

Most of my clients are surprised when I show them that there is such an option.

And they are even more amazed when they see how simple it is to draw your own sales funnel. They’ve never seen it before because nobody told them about it and they’ve never searched for it themselves. I bet you are in the same group.

If you want to know more about the sales funnel themselves, I have talked about it in this blog post – if you haven’t read it yet, you should put that on your agenda to learn more.

This time, I would like to show you how you can draw your own sales funnel diagram in just a few simple steps.

Let’s take a look at this 17-seconds long gif below.

Looks simple?

It is an example of a sales funnel I mapped out for one of my clients.

Let me explain step-by-step what you just saw on this sales funnel flow chart. The idea here is not to show you the best or ideal funnels we create for our clients but to show you how you can draw one on your own.

First, there is a website and traffic coming into it. In my client’s case, it was mostly coming from Google search but from different pages, such as blog posts or YouTube.

Each of those pages has an opt-in so that people who visit the website can become leads.

After someone uses any of the pages and opts-in, there is a chance to share the information they got with friends on Facebook.

Once they shared on Facebook, they’re getting a chance to sign up for a free email course.

When the opt-in, they’re going to get some emails, a welcome sequence or a video course, one of these two different sequences and each of the sequences will have four emails. That leads them to a promotional email sequence.

After that, they get an offer of an annual membership sales page. If they don’t buy the membership, there are four emails in a promotional sequence leading to a monthly membership sales page.

After that, there are a couple of emails, my client used Tuesday and Friday emails. Occasionally, 2-3 times a year there is a launch and all of that is pointing people back to the annual membership sales page.

If we look back on the annual membership sales page, there is an order page and we have a couple of emails that go out to people if they don’t actually buy the membership.

After the order page, the website takes people to a thank you page. The same sequence is used for all three of those different sales pages. These are all the steps we usually take to draw the current sales funnel diagram for our clients.


  1. Helps you remember what exact steps you’ve already set up.
  2. Helps you easily control your sales funnel and see exactly at what stage it is at the moment.
  3. Helps you see how you can improve your funnel.


There is a lot of different software you can use. I am working mainly in Funnelytics. It’s a funnel mapping tool that allows you to map your strategies in just a few minutes. You can use already created templates to make your work easier or map out your funnel by yourself.

Let’s see how it looks.


The diagram can be used not only to map out your funnel steps but also to add some of the results you got.

Like in this example.

As you can see above, the conversion rate on a tripwire is usually 1-3% which means that many people are likely to buy your offer.

If you have an order bump in your funnel, about 33% of your clients could buy it. Usually, my clients get between 20% and 60% where the latter is considered an amazing result.

Upsell 1 can get about 20-40% of your clients to buy whatever you’re trying to sell them. You should aim at 20% because that’s the number you will most likely be able to reach. If you add a downsell and/or the second upsell, you can expect up to 20-25% of the people to buy it.

By having those numbers, you are able to estimate how much income your funnel can actually generate. Just multiply the number by the price of your offer and you will see how much you will earn per month. 

Of course, those are only exemplary numbers but you can get a general idea and make some adjustments if necessary.


Here are a few of the funnels created for our clients. Some of the pictures show only a part of the actual funnel and some show the fully created one.

As you can see, all the funnels are different. That’s because every client has different offers and whether you use a tripwire, a webinar or any other funnel depends on the type of business you have.

When I help my clients figure out and then map out their ideal funnel, I spend a lot of time putting all the pieces of their business together so that we come up with the best option for them.

I showed you that preparing the funnel drawing takes just a few steps. It’s simple and it helps a lot when it comes to figuring out the best business strategy. I hope that now you will see why it’s so important. Since you learned how to do it on your own – do it! Map your own sales funnel, practice what you know.

If you have questions or if you’d like to talk through what your current funnel is vs. what it could be, contact us and we will help you draw and build your ideal funnel.

Email marketing Funnels The Art Of Selling Online Courses

How Allen Matthews Got From $0 to $400k Per Year With Selling Online Courses

Allen Matthews is the founder and content creator at Classical Guitar Shed where he teaches people how to play classical guitar. He started his online course business in 2013 and for two years, his only focus was delivering massive value through his website and blog. Two years later he launched his first online course and today he makes over $400K per year.

In this episode of “The Art of Selling Online Courses: Winning Strategies & Secret Hacks From Top Performers”, Allen is going to share with us how he did it, reveal his entire tripwire funnel and shows us behind the scenes of what happens after a visitor becomes a lead and later on converts to a customer.

Allen goes on to share what a big difference one tactic made in increasing conversions and overall audience engagement. That tactic was adding a $7 tripwire right after his website visitors would sign up for a freebie, a total of $2,5K a month or somewhere around $30K per year in revenue.

We also get a peek inside his email nurturing and segmentation strategy as he walks us through tactics that include segmenting his audience just as they become subscribers, nurturing content and the use of a bridge sequence that introduces his offer.


For more interviews and tips on building funnels to sell more online courses, join our Facebook group for Advanced Online Course Creators.

What You’ll Learn In Today’s Interview:

  • How a tripwire builds trust with your audience
  • How to segment your audience as they enter your email list and why
  • How to segment your audience by engagement KPIs 
  • How to use email marketing to nurture your audience from cold, warm to hot
  • What is a bridge and how to use it to prepare your leads for a pitch
  • What a pitch email sequence looks like
  • How to introduce a downsell via an automated email sequence to warm leads

Ideas Worth Sharing:

“It’s about weeding people who are out for immediate results, it’s more about just targeting the people who are interested about the craft of playing, and that’s what classical guitar is, ongoing study, and it is also about what my membership is, so my content speaks directly to those qualities and those persons” – Allen Matthews

“Your suggestion was just go right to a tripwire. And so I did that and that’s been a great improvement. But those come in constantly, it’s somewhere around 130 to 150 of those a month little $7 things and oftentimes people will also get upsells with those” – Allen Matthews

“(the bridge sequence) starts talking about the course just a little bit at a time, and then the day before the pitch is supposed to hit their inbox, they get a reminder that they should be on the lookout for that offer. They get three emails that are saying the pitch is coming” – Allen Matthews

“There’s a few clever things there: You are finding who is your hottest people because you don’t want to make a pitch to somebody until they are hot, you are giving them a build up so they are excited about what’s coming, three times you’re doing that so that they can get really excited about it in advance, and then you move into the pitch itself” – John Ainsworth

“I have a different pitch to people who are beginners versus intermediate”  – Allen Matthews

“How many people stick around for month 2 – we’ve seen 30% is reasonably common, and 50% is working very well. We’ve used a consumption sequence to get from 30% to 50%” – John Ainsworth

“One of the things we’ve seen work very well in terms of launches is layering all the different tactics together, like warm up content, going live on Facebook, plus a challenge, plus webinars, plus the sales copy and downsell, it all comes together… If you have the time to do it, it just works amazingly” – John Ainsworth

Resources In This Video Interview:

This interview is part of our video series “The Art Of Selling Online Courses”, where we talk with top performers about their winning strategies and secret hacks. When you join our Facebook group “Advanced Online Course Creators” you will be able to see the full videos and get more exclusive content to help you grow and scale your online course business.

Funnels Tracking & Analytics

The Latest Tripwire Sales Funnel Conversion Rates

This blog post is about tripwire funnel conversion rates – measuring how well the tripwire funnel is working in your marketing.

A tripwire is a low-priced offer you show to people who opt-in to your email list, usually by signing up for your lead magnet. It’s usually priced between $5 – $30 and the goal is to convert your website visitors into customers. It gives you more information about those customers, and it means they’re more likely to buy something else.

Specifically, this is a blog post about how to track your tripwire funnel conversion rates. A conversion is any specific, desirable action that’s taken by a website user or email subscriber.

It can be as simple as signing up for a lead magnet, or making a purchase, or booking an appointment. Tripwire funnel conversion rates is the percentage of people who buy your tripwire offer out of those who sign up for your email list on your website (and see your tripwire offer). 

You might have realized that just putting a tripwire funnel in place isn’t everything. The work starts when you’re trying to figure out how your funnel is performing and whether it needs to be optimised. 

If you’ve been trying to do this yourself, you’ve probably banged your head against the desk… a few times. With this post, you won’t have to do that anymore.

I will tell you how this process works – and provide you with the latest benchmarks we have, so you can figure out how to make the most of your tripwire sales funnels.

When you have your data and benchmark data, you can compare your figures to the benchmarks, and see where you’re not doing so well.

Don’t try to fix everything at once. Focus on the bit where you can make the biggest difference most quickly, as I’ve explained in this blog post, how to identify what is the biggest hole in your sales funnel. 

Remember: every hour you’re working on the wrong thing, that’s one hour you’re not working on that thing that’s going to make the biggest difference. 

Tripwire Sales Funnel Conversion Rates

A tripwire funnel is not the first step in your sales process. Usually , to capture new email subscribers, you’ll begin with a lead magnet. This is a free resource like an ebook, an email template or a mini training course delivered via email.

This is why when we track tripwire conversion rate, we start with the benchmarks for opt-in rates (the percentage of people who sign up for your email list out of all your website visitors).

This conversion rate data we’re sharing is for online course creators and info products.

What’s a good opt-in rate?

Across the website, we’ve seen conversion rates for opt-ins varying from 3% to 8.6%. The highest we’ve seen was 10%.

For individual landing pages with traffic from paid sources, the best we know of is 60% (that was for online course creators). The lowest was 11.7% (That was for education for entrepreneurs interested in the BnB model).

What’s a good conversion rate for a tripwire sales funnel?

I’ve heard this question from many business owners in the online courses industry, and there isn’t an easy answer. There’s no preset good conversion rate for this type of sales page. 

The main reason I can’t give you a clear benchmark for this is that there are too many price variants and conversion models to take into account. What I can tell you is that out of everything we’ve tested so far, the magical price for a tripwire offer has been $17.

Another detail that needs to be taken into account is the traffic a website gets. 

The lowest conversion rate we’ve seen for a tripwire page was 0.5%. And the best ones we’ve seen have hit 5%. Most commonly we see tripwire pages hitting anywhere from 1.5% to 3%.

What is a good conversion rate for an order bump?

The order bump is usually offered at the checkout, right as someone is looking at buying the tripwire. 

It’s a great way to up your sales and average order value of each new customer that comes through your funnel, especially if you get it right and it is relevant to the tripwire and your audience’s pain points. 

The lowest conversion rate we’ve seen for this stage of a funnel is 20%, and the highest would be 60%. On average, the order bump would convert at 40%. 

What is a good conversion rate for an upsell (or OTO)?

Upsells are where the money is. Offering an upsell, also known as One Time Offer is encouraging a customer to purchase something more expensive than the tripwire that has brought them into the funnel. 

In many cases, there are one or two upsell opportunities in funnels, and one of them is usually the core offer (your main offer).

With upsells it’s not just the traffic that impacts the performance. Positioning, anchoring, design and copywriting are going to make or break how that upsell is converting. 

The lowest conversion rate we’ve seen for an upsell offer was 19% and the highest one was 28%. On average, we feel comfortable with 20%. Which is in fact a very good number.

If there’s a second upsell in the funnel, the conversion rates for it varied in our experience from 8% to 25%.


You might not have the same results as the benchmarks listed above. 

If they are lower, that is probably a sign that you can improve your results. 

The good news is that you’ve got plenty of opportunities to change them for the better. You can keep fine-tuning your tripwire sales funnel until you find the strategy that results in the most conversions.

Knowing your numbers and comparing them to the benchmarks is a great way to start. However, if you hate crunching the numbers, I’ve got just the right thing. 

I asked my team to help me put together a free calculator that helps predict how much money you could be earning if your tripwire funnel would be optimised. Go check it out right here.

If your numbers are better than our benchmarks, that’s amazing! I’d love to hear from you and add your numbers to this post so we can help other online business owners.

And who knows? Maybe we can help you get them even higher.


Two Best Sales Funnels For Online Course Creators

I work with amazing online course creators. They are great at what they do – creating and improving courses, communicating with students… That’s their full-time job. On top of that, they are trying to figure out how to scale their business, and to learn all the best ways to do that. I admire them. It’s not easy to do all of that. 

There are so many different suggestions out there about how to market your online course:  drive more traffic, run more ads, start a YouTube channel, record your own podcast, do a webinar, write more SEO friendly content, set up a funnel… It’s overwhelming.

Do you feel the same? 

I can’t tell you what to do in other marketing areas, because I’m not an expert on everything. But when it comes to funnels, I will share with you three proven strategies for scaling your online course business.

You don’t have to learn about all of the different sales funnels. I’m going to give you a shortcut so you can implement what’s proven to work. I talked about this in a lot more detail, with many examples, in my webinar, Funnels for online course creators. 

But if you want a short summary or you prefer to read, then keep reading 🙂

There are two funnels that we use on a regular basis at Data-Driven Marketing because they are the best for online course creators. These are:

  • The tripwire funnel 
  • The webinar funnel

We also spend a lot of time on email promotions, because they’re such a great way of getting customers into your funnel. Email promotion to a funnel is the third most effective tactic for selling more online courses.

Ok, now that you know, let me give you useful resources about these three tools, so you can go ahead and set them up. 


A tripwire offer is a cheap but useful offer you give to your audience right after they sign up for your lead magnet (a free gift you give to your audience to subscribe to your list). The idea behind a tripwire is simple: make an irresistible low-cost offer to gain a new customer. 

Once people have bought an inexpensive item from you, they are more likely to purchase something else. Additionally, if your traffic is high enough, your tripwire sales can cover your ad costs. That’s the real value of a tripwire funnel. 

Using this method gives you the best opportunity to upsell your new buyer once they are in your sales funnel. If you’re interested in turning more visitors into buyers, then read this blog post.


The webinar funnel is a bit more complex and it will take you more time to set it up. But webinar is a great tool for selling online courses. 

Webinars are great for building trust and showing people how you can help them. They’re a powerful tool. You can set up an automated webinar funnel and then you’ll be literally making money on autopilot. It’s not easy, but it is possible. 

One of our former clients, James from BNB Mastery, has an automated funnel that brings him 271% ROI.

This is what an ideal webinar funnel looks like:

I wrote a very detailed guide on how to create the ideal webinar funnel. You can read it here

Creating an evergreen automated webinar funnel is one of our specialties. If you need help, book a call here.


Some of the best online course creators I work with do at least two email promotions to their list monthly. They are great at using all the resources they already have. 

If you have an email list and people who applied to receive useful content from you – use it!

Can it really make a big difference?

One of our clients, Seonaid, is making an additional $10,000 per month just because she started doing two promotions per month. If your email list is smaller, your results won’t be like hers but it will still make you additional money.

Is email promotion a funnel? No, but you can send people to a funnel from your email promotion offer. If you add an upsell and order bump to your offer. 

Upsell is a more expensive offer you show to people after they’ve bought something. Usually, it’s related to what they already bought and it can be your other course or level 2 of what they already purchased. 

An order bump is a small offer shown on the order page. People can just check the checkbox to include the order bump in their offer. It can be a workbook or something additional that goes well with the purchase. 

Both of those can increase your average cart value and your profit. 

I hope you see now there’s no need to try and figure out everything by yourself. You now know what works and what are best funnels for online course creators. 

If you end up stuck at any point, need help, or have additional questions book a call here.