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By Russell Brunson, the Overnight

Success Maker

I’m very excited for this issue. We’re

getting back to our testing roots, and
you get to benefit from it big time! Yes,
if you’ve read the DotComSsecrets Labs
book, then you know we do a lot of
testing... But, to test well, you need a lot
of traffic...

A big majority of the DotComSecrets

Labs book came from our Neuracel
and DotComSecretsX offers. Both were
cold traffic offers and had a lot of traffic
coming to them everyday, so we could
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test a lot of things very fast. room for improvement).

But we recently sold Neuracel, and no longer actively • Fourth, from that 32 percent who put in their credit card,
promote DotComSecretsX. Between that, and focusing on only 37.81 percent made it through the trial... (this one
launching ClickFunnels, we haven’t done a ton of testing was the big shocker to me and what we addressed first).
lately for many of our pages. In fact, our testing focus has
been on the webinar registration and sales process (you’ve • Fifth, from those who got billed month one, this is how
seen our results in the past few issues). many people we lose each month...

Anyway, recently we looked at the stats of the main -- Month 1, we lose 17.83%
ClickFunnels sales page, as well as each of the pages in the -- Month 2, 15.72%
signup sequence, and found some really interesting things... -- Month 3, 8.59%
-- Month 4, 5.16%
• First, we were getting (on average) about 200 people to -- Month 5, 4.06%
register for the “free trial” every day! Yea! -- Month 6, 3.02%
-- Month 7, 2.08%
• Second, even with 200 signups a day – that was only a -- Month 8, 1.48%
1.7 percent conversion rate from click to trial... boo L -- Month 9, 1.09%
(Can you say, a lot of lost $...)!
As you can see, by month six our churn starts to drop under
• Third, from the 200 people a day that start the free trial, three percent, which is pretty good. So, here are the core
only 32 percent put in their credit card. (Hmm... more things we learned:

Initial ClickFunnels #s

2 | Issue No. 5
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videoUNlLOCKER

200
average daily signups for
clickfunnels trial accounts
- of those, 32 percent gave
38%
people who gave us their
credit card and made it
through the free trial -
us their credit card number Improving this became the
first focus of our testing

Okay, so that helped us see where our gaps were, and that’s who started building a funnel, usually never cancelled their
the beauty of direct response marketing. The numbers accounts. We needed something to get people to consume.
tell you everything - what’s working, what’s not, and most Initially the thought was to help people create a funnel, then
importantly, where you should put your focus first. we would ship them a t-shirt. We had seen that work for
P90X, Insanity, Mail Chimp and other companies; maybe it
The first issue we wanted to fix was increasing the number of could work for us.
people who put in their credit card to get billed.
The problem was we didn’t have a really easy way to do that,
Goal 1: Increase Member Trial To Paid so we came up with a quick solution that we put together in
Member Percentage a few hours. I recorded four videos teaching members how
to consume our product – and if they watched the videos,
After digging through our stats, we found that anyone then we’d ship them a #FunnelHacker t-shirt.

Free T-Shirt Offer For Watching Four Training Videos

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PRE-Video Unlocker:

POST-Video Unlocker:

Stick Rate
Our thought was that if they could understand the product
better, then they’d be more likely to stick. You can see what

+24%
happened in the screenshots above.

Yes, we increased our stick rate from trial to first billing from
37.81% to 46.84%! That’s a 23.88% increase in stick rate. At
our current rates, that little tweak will be worth millions of
dollars a year in found revenue!

There are lots of ways that you could use the video unlocker
concept. You could use it in your signup flow like we did...
Add it to a members area, or thank you page to unlock
other products or bonus training. If you need to get your

38% 47%
customers to consume what you’re selling... then test out
the video unlocker element we added for you inside of
ClickFunnels. PRE-Video Unlocker POST-Video Unlocker

4 | Issue No. 5
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Video Unlocker Element Added to ClickFunnels

Version 1 In Our Tests For Goal 2

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While I’m really happy with the 23.88% increase, I’m still not SAAS VS Registration Tests
happy to be at 46.84%. My goal is 70%, and I’ll keep sharing
with you what we’re doing in future issues of this newsletter.

Goal 2: Increase Conversions To The Free Trial

So, I’ve got to admit. When we first launched ClickFunnels, I

did what most people do. We looked at every SAAS company
out there, and funnel hacked the processes of our favorites. I
thought that was smart, but turns out few of them have any
idea what they’re doing.

It wasn’t until last week when we hired Neil Patel to train

us on our content strategy that he started asking about our
landing page. We started digging deeper into our numbers
and quickly found out how bad they really were...

Later in the conversation I showed Neil our registration page

for the Funnel Hacks webinar, and showed him how our
conversions from email hover between 65 and 75 percent.
He laughed for a bit, then asked, “Why don’t you just make
that your landing page...?” And that’s where the testing
began J. It’s only been a week, and the results from that test,
and a few since then, have been nothing short of amazing.
Let me show you what we are testing:
and we were still able to get over one percent of the people
• The Control: This page was our long form sales letter to take the trial - which is a very small drop (on the “thank
that has been live for almost a year (makes me want you page” we offer the trial).
to cry now knowing how much money we’ve been
losing... ha ha). Right now, each webinar registration is worth $35 on
average to us within five days. So while we had a tiny dip in
• V1: This was our straight webinar registration page, but initial trial conversions, we added an extra $3.18 immediate
we added in the “Free Trial, Login, and Pricing” links upfront EPC!
at the top for existing members, and because all SAAS
companies have a pricing page... J • V2 – No Pricing Table: So, like all good SAAS companies,
we had a cool pricing table. That’s what people want,
Results of Control VS V1: This Test Was right? Well, they might want it, but our test shows it
REALLY Cool dramatically hurt conversions. All we did was take off the
“Pricing” link at the top and two cool things happened:
Before we were getting 1.7 percent of people who hit the
page to fill out step one in the free trial process. By changing -- First, our trials went up by 20 percent.
the homepage to a webinar registration form, we were able -- Second, our webinar registrations went up from
to get 9.1 percent of the people to register for the webinar 9.1 to 13.46 percent! Yes, a huge 41.91% jump,

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Listen To Your Numbers, Not Tweets!

Earnings Per Click
+$1.53

$3.18
V1 Link to Pricing Table
$4.71
V2 No Pricing Table

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SAAS VS Registration Tests

increasing our initial EPC to $4.71. That means a lot headlines, but so far, we just can’t get either to win. So,
when you’re buying traffic. my goal for next month, is to have one of these pages
become our new control!
• V3 and V4 – I actually like the format of these pages the
most, but so far we can’t get them to win. Versions three So, the moral of this story, is even when you’re funnel hacking,
and four are the same, except for the headlines. We you have to be testing. Use your hacks as the control, but you
made a cool demo video showing us using the software should constantly be striving to beat it every day! And the
in the background, and are testing a few different great news – ClickFunnels makes is super easy to test!

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DCS SUCCESS
HENRY KAMINSKI JR, INNER CIRCLE

Q: Can you tell us a little about your business,

why you started and how long you’ve been
an entrepreneur?

A: Back in 2006, I was working at a hospital as a special events

director and was in charge of planning charity events to raise
money and awareness for the SIDS Center of New Jersey
(Sudden Infant Death Syndrome). The monies raised would
benefit families in NJ who went through the tragedy of losing
their baby to SIDS. It was a super rewarding job but very
emotional at the same time!

When I was planning these events, I always needed flyers and

marketing materials designed to help promote the event. One
day, after literally sending out a random email to one of the
DJ’s at one of New York City’s biggest radio stations (Z100)
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asking them to sponsor one of my events, she replied YES!

At that point I needed my designs for this particular event to

look extra awesome so I asked my buddy who was a graphic
designer to help me create all the marketing. As I sat next
to him on that Sunday morning, watching him design these
awesome ads, I fell in love with graphic design.

So after that event’s success, I set out to learn Photoshop

and study design all on my own. After months of designing
on a little laptop (with no mouse mind you) in my little tiny
apartment, sitting on nothing but a little barstool, I started to
pick up some clients...

After two years of doing both, working at the hospital and

building up my design business... I got the call... The hospital
was laying off tons of people that year and I was one of them...

So I took life by the reigns and said “I can do this” and took on
Unique Designz full time...

Within the first year, I made over $250K all by myself... So

I knew at that point that I could be this person they called
an entrepreneur J. Since September 2007, I’ve worked with
hundreds of small businesses designing their marketing
materials and print collateral and one by one helped them
build a more credible and professional image for their brand
through my creative designs.

The highlight of my career was actually having the

opportunity to design a CD from cover to cover along with
having the chance to design and create all the marketing
materials for two of his world tours. This guy you might know
by the name of Bon Jovi...

help and serve others who needed my help... I struggled for

Q: What challenges were you facing when months trying to find the right guidance...
you decided to join DCS Ignite?

A: The challenges I faced before joining the Ignite group was Q: How have Russell and DotComSecrets
that I needed a coach I could relate to and connect with who helped your business grow?
could help me scale my business up... I knew there had to be a
way to help and serve my clients at a higher level. A: What can I say, If I hadn’t found Clickfunnels and Russell I
would still be spinning my wheels...
My business was running me instead of me running my
business. I needed guidance as to how I could take my God Since meeting Russell, he has given me the guidance and
given talent and creativity and bring it to another level to the ability to connect with a group of individuals inside this
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VISION BOARD:
WEBSITES
UniqueDesignz.net
UniqueFunnelDesigns.com

PERSONAL MOTTO
When people ask me what I do, I tell
them “Whatever It Takes”

AGE
34
Ignite group that all shared like-minded views on life and were
driven and motivated as much as I was to succeed.
HOMETOWN

Russell has helped me tremendously by keeping me focused

Long Branch, NJ
on my goals when sometimes I veer off course and has
aligned me with the right people to help me where I needed EMAIL SUBSCRIBERS
help the most in my business. He’s given me great pointers on Instagram.com/unique_designz =
how to take my design talent and personal characteristics of
10,398 Followers
myself and incorporate them into designing funnels to help
others grow their businesses.
INCOME EARNED SINCE JOINING:
Russell was the one who suggested I create a new company $40,168
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Clickfunnels even was, I was petrified of starting a family with
my wife. I never thought I would be financially capable of
supporting a family.

But after meeting a few folks in the group, that made me

understand that this thinking was just a limiting belief that
was stopping me from obtaining my goals.

Since joining the group, my confidence in myself and my

business has skyrocketed! I now have all the confidence in the
world to become the successful business owner, awesome
husband and hopefully one day soon, the best “DAD” I
can possibly be! My wife and I just recently have begun
the process of trying to start a family... If that’s not a game
changer, I don’t know what else is!

I look at my business, clients and prospects completely

different now and it’s all thanks to Russell and all the other
Ignite members.

Without joining the Ignite program and taking action on

called www.uniquefunneldesigns.com. By helping others trying to better myself and my business, I’d still be in the same
attract more customers and generate more sales through spot I was six months ago...
designing marketing and sales funnels has tripled the growth
of my business in just four months. So much so that I had
to hire two more designers and set up a call center to help Q: Can you share a favorite accomplishment
manage the volume. you’ve made as a business owner?

In just six weeks, I was able to recoup my investment I spent A: One of my favorite accomplishments I’ve made as a
on signing up for the Ignite Program. business owner is taking a hobby and turning it into a
successful business as a “one man show.”

Q: How has that changed your life? Looking back on the last eight years, I don’t regret a damn
thing. You can make anything out of yourself and life if you
A: Being part of the Ignite group has changed my life in so only take action and commit to achieving nothing less than
many ways... I’ve met so many brilliant people within the outstanding success!
group who have helped me grow my business as well as
helped me find traits within myself that I never knew I had...
Q: What is your top goal for the rest of 2015?
I think the biggest way joining the group has changed
my life is this.... Before meeting Russell and knowing what A: My top goal for 2015 is to hit $100K by the end of the year.

Join Inner Circle members like Henry by applying

online at http://ignite.dotcomsecrets.com
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