Jonah Reed · 2025
Rebuilding a course funnel around the two steps that leaked
A creator with strong traffic and weak conversion. We measured the funnel properly, found the drop-off, and rebuilt two pages around it.
Results: opt-in rate 12% → 34% · launch revenue +2.7× · price change None
The brief
Jonah's short-form content was working — 90,000 monthly views and a healthy list. The course behind it was not. He assumed the problem was the price. Nobody had ever measured where people actually stopped, so the price was just the most convenient thing to blame.
What we did
- 01
Set up event tracking across the full path — video, opt-in, sales page, checkout — and ran it untouched for three weeks to get a clean baseline.
- 02
Found two leaks: 71% abandoned the opt-in because it asked for four fields, and the sales page buried the curriculum below six testimonials.
- 03
Rebuilt both pages around those findings and re-cut the top-performing videos to match the promise the landing page makes.