Yes – if cashflow is what’s stopping people. Sales of my $299 product started slow, so I added a 3x $99 payment plan (no extra premium). From that point on, 83% of buyers took it and volume went waaaay up.
The trade-off: average order value went down, because pay-in-full buyers were far more likely to take the bump and the upsell.
Two more lessons from the same launch: 66.7% of ALL orders came in on the last day, and the personal, story-based emails produced the biggest spikes in sales.
A while back, I launched a brand-new product called Ignite & Sell…
And I want to briefly share a few lessons and insights from this campaign.
Hopefully, you’ll find these helpful.
The quick picture
There were 31 unique sales, which – along with the bump offer and upsell – generated $10,734 in revenue.
(about 60% of this was collected up-front… while 40% will be collected via payment plans. Even if a few payments fail, the final amount is going to be $10k+)
Not an earth-shattering amount…
BUT…
When you consider that 60+% of my 4.5k email list doesn’t have a list of their own (which this was primarily aimed at)…
And that there were only 337 people on the “Waitlist” for this…
It’s not too shabby 😁
I converted almost 10% of the waitlist…
Almost 2% of “qualified” people for this…
And about 0.7% of my total list.
Here are a few more insights:
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Send Me the Rapid Lead Activator →How many launch sales come in on the last day?
66.7% of ALL orders came in the LAST day!
Look…
If you’ve been following my work for some time, you know that each time I share a debrief like this, I always point out that about 50-60% of the TOTAL revenue of a launch like this comes in on the last day.
But 66.7%????
That’s a new record… even for me!
Think about that for a moment:
2/3rds of your TOTAL sales come in on the very last day.
2/3rds!
And yet…
A lot of entrepreneurs, marketers, and copywriters are afraid to send more than 1-2 emails on the last day of a promotion.
“I’m afraid I’ll piss off my audience”
“What if they unsubscribe?”
“What if they’ll think I’m salesy?”
“[INSERT RANDOM SHOOT-YOURSELF-IN-THE-FOOT OBJECTION]”
So what?
You’re in this business to make sales, aren’t you?
So then why leave A TON of money on the table – 30, 40, 50% of your TOTAL SALES – by not going hard on the last day?
You kind of have to!
(that is, if you want to succeed in the game)
No… you DO NOT have to be annoying about it…
But the undeniable fact is that people need deadlines in order to act.
And this is getting even worse nowadays!
Don’t hate the player, hate the game 🤷♂️
(I tested exactly this in another launch – 12 emails in 5 days, 7 of them on the last day: here’s what happened to my unsubscribes.)
What happened when I added a payment plan?
The biggest leverage point
Sales started out pretty slow on Monday + Tuesday (when I opened the cart)…
So I wanted to figure out WHY, asap.
On Wednesday, I realized that maybe the issue is the fact that people can only buy this as a “pay in full” option for $299.
So, on Thursday morning, I announced a payment plan option.
3x $99.
Very simple…
And this time, I didn’t even add an extra 10-20% premium to the price for payment plan buyers.
I simply split the full price up into 3 convenient installments.
And lo and behold… this was like turning on a light!
From that point on, 83% of all buyers took the split-pay option.
It was obviously a HUGE hit!
Does a payment plan lower your average order value?
Volume went waaaay up…
…but at the same time, average order value (AOV) went down.
Because while the payment plan option removed the biggest friction point most people had (cashflow issues)…
Pay-in-full buyers spent WAAAY more on average.
They were far more likely to take the bump offer (Imprinting Co-Pilot) + Upsell #1 (The Borrowed Authority Method).
(I was quite surprised, actually, that EVERY ONE of the first 4 pay-in-full buyers also bought the bump offer and Upsell #1… so for a brief moment, my upsells converted at 100% lol)
So next time, maybe I should give the PIF option more gravity.
Maybe a PIF-only bonus…
Default PIF on checkout…
Or maybe a one-click “switch to PIF” on the thank you page.
We’ll see.
Which launch emails sold the most?
Personal & Story-based emails did really well
(shocker, I know 🙀)
The emails that “looked neat” on paper performed… neatly.
The ones that moved people were… human.
For example…
The honest “Why you shouldn’t buy Ignite & Sell” email…
The simple check-in (“before it ends tonight”)…
And the future-pacing email (“[TIME SENSITIVE] Before you wake up tomorrow”) on the last day that painted two versions of tomorrow morning…
They all produced a meaningful spike in sales.
And also, the long FAQ email near the end.
While it wasn’t anything “special” or “narratively brilliant”…
It quietly closed fence-sitters who just wanted clarity and objection handling.
(FUN FACT: During the promo, I had multiple people ask me if the AI-powered Assistant also worked in other languages. I automatically assumed most people would know that today’s AI models are language-agnostic… but apparently, that’s not the case. So this was a nice reminder that I shouldn’t “assume” anything haha!)
So there you go…
That’s the game (of conversions – wink) I’m playing…
And the game I’m constantly getting better at.
And you better believe I’ll use these data points to make the AI-powered Assistant even better 😉
I like to eat my own dog food, you know :))
What I’d do differently in my next launch
1. Offer a payment plan from day one. If cashflow is the friction point, a simple split (here 3x $99, no premium) removes it.
2. Give pay-in-full more gravity. A PIF-only bonus, PIF as the default at checkout, or a one-click “switch to PIF” on the thank you page.
3. Go hard on the last day. Up to 2/3rds of the orders can come in then. You don’t have to be annoying – but people need deadlines to act.
4. Send the human emails. Honest “why you shouldn’t buy”, simple check-ins and future-pacing beat the neat-looking ones.
5. Answer the questions nobody asks out loud. A long FAQ email closes fence-sitters. And don’t assume anything.
If you want to run a short promo like this to the list you already have, Ignite & Sell is my system for exactly that: fast revenue from the list you already have.
Free book + AI assistant
Turn the Leads Already Joining Your List Into Buyers – Faster
The Rapid Lead Activator reveals the psychology-based framework I use to write welcome sequences that sell – without hype. Normally $9.99 on Amazon, yours free. Plus a bonus AI assistant that writes your first 5 welcome emails for you – in minutes, not days.
Send Me the Rapid Lead Activator →-Csaba
