Results Peggy Leenders

Costs: € 8,126.64 total until September 2020

Costs per month on average: € 812.66

Reach: 225,619 persons

Views: 1 ,523,715

CPM: € 5.33

Clicking on links: 7,824

Total clicks: 21,688

Download free e-books: 908 via adPage.io and 755 via website = 1663 leads

Sales of entry-level courses to date: 723 at € 47.00

End of funnel revenue including end of offer (courses, branding, social management packages) = €87,656 so far in 2020

‍

"3 steps are essential for the success of my funnel".

Peggy Leenders

‍

STEP 01 - KNOW

Introduce the potential customer to my product and knowledge  

STEP 02 - LIKE

Build up the favour factor (because I give away free knowledge)

STEP 03 - TRUST

Building trust (expert status)

‍

‍

STEP 1: THE FREEBIE

For the campaigns, I am testing dynamic material for my e-book. I test different pictures and different texts.

In the end, I notice that it does not make much difference whether I am in the photo or not, because the photos in which I am in the picture and where I share a photo of a nice setting and computer, for example, score equally well on average.

Of course, my focus here is on a cold audience (know) and these people don't know me yet, so the difference between a photo of me or a setting photo doesn't really matter at this stage. I do see a difference in a strong title.

This is very important and you can immediately see which title people stick to. Often titles with numbers in them score very well such as: "I grew to 28,000 followers within a year". Or, "I bring in an average of 95% of my customers through social media".

‍

‍

STEP 2: ENTRY PRODUCT

For my entry product, I focus on the target group that has already interacted with my Instagram and Facebook, my website, the people who have already downloaded my e-book (re-targeting) and various interest groups: including, for example, online marketing and social media marketing.

I test an average of 6 different target groups per campaign and during a campaign I look at the results and see which ones drop out. Sometimes I also add new target groups. For the images, I use a lot of pictures of myself - this is because I am now targeting the warm audience and these people already know me. By sharing a picture of myself, they immediately see that it is me. For stories, I set up separate ads and these also work very well! Stories usually work better for me than timeline ads.

Of course, I am lucky that my work is 100% related to social media and online marketing and that makes it a bit easier for me to advertise. After all, my target group is 100% on these platforms. Actually, everyone who has a business and is active on social media is my target group.

‍

‍

STEP 3: LANDING PAGE

When it comes to landing pages, I focus on the design and, of course, a converting layout. No matter how beautiful a landing page may be, it should of course generate sales. I divide the landing page into different parts. The number of parts differs if you are using your landing page for a lead magnet like a free e-book or of course the sale of a high-ticket offer.

The landing page of a lead magnet doesn't have to be so elaborate, because you don't have to persuade people for a long time for a free offer. A high-ticket offer has a longer construction because you have to persuade people for longer. There are more doubts and objections that you need to remove.

In terms of structure, I start with an eye-catcher. An important question or pain point of the customer. Something that immediately evokes a recognition or association with your customer. Like 'hey, I have that problem!

Then I place an introduction to the offer. Then I immediately place a call to action, for the quick decision makers.

The next section I think is one of the most important sections and it determines whether a customer sees the 'urgency' to purchase your offer. So this is an important section to persuade the customer to convert. These are the pain points. I describe the pain points of my ideal customer and make sure they recognise themselves in this and especially the fact that they start thinking about these pain points that they actually have unconsciously. So I also make them aware that they have these pain points.

‍

Then I will give a short introduction about myself. So who am I and what am I an expert in? I also post a personal story, about my (and my ideal client's) pain points and how I overcame them and why I made this offer. Then I make a section for WHO the offer is intended and a section for who the offer is NOT intended. This prevents miscommunication and dissatisfied customers for whom the offer is not intended.

In between, I place another call to action (so that they don't have to make a lot of effort to find a purchase button).

The next section is also of great importance and also one from which direct conversions can emerge. This is the transformation. Here I tell what the customer achieves after they have worked with me or bought my offer. So I give a quick glimpse of what their future could look like. Often, this is also money (sales) related, because that's what triggers.

Then I place a section with a detailed description of the features and benefits of my offer. So what can the customer expect? What is included in the offer? I also place an image next to it, which makes the offer more attractive. Of course, the customer also has many questions and objections, which I want to answer and refute in the next section.

I prevent people from not buying my offer because they have questions or because they have doubts. So with this section, I can really win them over.

To support my offer, I post reviews from customers I have worked with before or who have tested my offer in the following section. This is called social proof. People are more motivated when someone else has tried it and experienced a positive outcome.

Then I post a section on bonuses. So what bonuses does the customer get when they buy the offer? I present the value and why these bonuses are indispensable. I make it clear that the investment is much less than the actual value of the offer.

At the end I put a clear call to action and place the investment. So what does it cost to buy the offer? Here I also offer various payment options. So for example payment in instalments etc.

At the end of the page, place a link to the Legal Policy, Terms of Use and Privacy Policy.All in all, I continue to test, adjust and optimise my funnel.

‍

The winning Facebook ad

The Facebook Ads that Peggy used to achieve this result.

Advertisement 1

Advertisement 2

Advertisement 3

‍

‍

‍

‍