How to Build an Evergreen Launch Funnel with LeadPages

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One of our most popular videos here at LeadPages is a video where we show you how to create a complete launch funnel using LeadPages. If you read through the comments for that video, you’ll see that people really enjoy the training but quite a few people also wanted us to show them how to set up an evergreen launch funnel. Your wish is our command. We’re going to show you how to set up an evergreen launch funnel using LeadPages. Now before we get started, I want to make it very clear that we’re showing you an advanced tactic here and when you’re first getting started you won’t need to do this. You can do far more simple things with LeadPages that will still get you amazing results. If you’re new to marketing, don’t feel that you have to pull this off in order to use LeadPages. This is for advanced marketers and since people asked us for the training, we wanted to provide it. If you have any questions or comments about this training, please feel free to leave them in the comments below this video. We’d love to help you out and address your questions however we can. 

Also, before we get into the training, I want to clarify one thing. I want to tell you why we’re not going to just show you how to simply automate a standard launch funnel, here’s why. A lot of times when people think about an evergreen launch funnel or an automated launch funnel, they think about taking a standard launch funnel and automating it. So in other words you take the steps that happen with a traditional launch funnel and replicate them in an automated way. This can and does work in some cases, however we don’t advice you do this. What we recommend is if we’re going to do something evergreen, you do what’s called an evergreen reverse launch funnel. What the heck is that right? With the traditional launch funnel you release content to build anticipation with your audience then your sales page goes live and then the cart opens. A few days later, the cart closes. The difference is with an evergreen reverse launch funnel, it’s actually swapped. Your sales page goes live first and then all pieces of content drives sales come out after the sales page goes live and help drive traffic back to your sales page. 

There are a number of benefits of creating an evergreen reverse launch funnel. With the normal launch you can’t be constantly AB split testing or investigating new ideas. You only get to learn from split tests, user feedback and analytics tracking about what sells and what doesn’t during the week or two that your cart is open. In contrast with the evergreen reverse launch funnel because you’ve never closed your cart, you can constantly be testing your pages. With the evergreen reverse launch funnel, you can constantly be split testing different tweaks to your sales page, different headlines, adding or removing testimonials, different button texts, different images and so on. Every time you release a new piece of content or feature, you’re testing how this content or feature increases sales. Ultimately this helps you to find out what’s the most profitable evergreen reverse launch funnel for your business. 

Now closing your shopping cart like a typical launch also allows you to have a truly scalable business because you’re not limited by your product only being available for a few weeks out of each quarter or each year. As we get further into it, this evergreen reverse launch funnel may sound familiar. This is how LeadPages went from having zero customers to over 20,000 customers in 15 months and you can do the exact same thing in your business by using all the available features and templates inside of LeadPages. 

As I mentioned, the first step of our evergreen reverse launch funnel is to launch with your sales page. This web 3.0 page has been working really well for people and it’s beautifully designed so it’s what we’ve been recommending to people recently. The purpose of everything we do after our sales page goes live is to (1) create renewed interest in our product or service, (2) to demonstrate a number of different ways the product or service can be useful and number (3) to send traffic to the sales page. There are at least four different types of content we can send out after we’ve launched our sales page that sends traffic back to the sales page. This applies to all new leads regardless that they opted in before the sales page, originally went live or if they opted in somewhere during the evergreen reverse launch funnel. There are at least four different types of content we can email to our list to let our audience know about after we’ve launched our sales page. This content is fresh and new in and of itself and also sends traffic back to the sales page. This applies to all new leads regardless if they opted in before the sales page originally went live or if they opted in somewhere during this evergreen reverse launch funnel. 

The first type of content that you can send your list and your audience after the sales page has gone live are videos and other types of content about product enhancements or feature releases. The second type of content are emails that you would send to your list letting them know to buy your product before you increase the price. The third type of content is an educational mini course that you can have as part of your preprogrammed autoresponder that people get after they sign up to your list. The fourth type of content are educational webinars that you would invite your list to attend. Let’s look more in depth at each of these types of content. We employ all of these methods here at LeadPages so we’ve seen firsthand just how powerful these four types of content are. 

First let’s look at product enhancements or feature release videos that you would email to your list or tell your audience about. Videos about product enhancements or feature releases are great to use for creating content for your evergreen reverse launch funnel. We believe in launching with the sales letter when you have the minimum viable version of our product or service that’s sellable and then every time you enhance that product or add a new feature to that product, you would email your list about the update. This can be a new feature, a new bonus, some training, additional coaching or anything at all that you add to your product or service. You release some content that’s free to everyone and updates your list. Inside of LeadPages there are a number of landing pages we encourage you to embed videos in and send your list to in order to let them know about any feature releases or any bonuses you’ve added to your product. 

Feel free to choose a page and customize it for your needs. The pages we recommend for this would be any of these video sales page templates. They have space for your video here and these pages also feature the magic buy button. It does something that’s very powerful. Your buy button is hidden during your first three minutes of content so viewers keep an open mind and pay attention to your content. Then at the exact time you’re giving your pitch in minute 4 the magic buy button appears. We found that often conversions double when you don’t show the buy button until you come to the pitch of your video. To illustrate the whole process further, we publish our sales page first then we email our list about a new feature. They come to this page and this page contains a video that explains a new feature. During the first three minutes, we’re explaining the theory behind why we created the feature and this educates everyone regardless of whether or not they’re a user of the product. In the last minute during the pitch, the magic buy button appears. When people click on the button it drives them to the sales page. You can have a page like this set up for any new piece of content you release.

So to set this magic buy button up, the first thing you need to do is figure out at exactly what time your call to action is in your video. Get the minutes and the seconds. In my video, it’s at three minutes and ten seconds. This will vary depending on your video so do this according to your video. Now click on fade inbox and this is where we enter the time for the box to fade in. Then what happens is the buy button will magically appear at that exact time you enter. For example’s sake, I’ll set my buy button to fade in at four seconds just to show you what it looks like. Then we’ll go to the page and play the video and at four seconds you’ll see the magic buy button appear. So we definitely recommend you set that up on these pages. 

The next kind of content that’s great to use for an evergreen reverse launch funnel are emails about price increase promotions. When you have enough new features and they add significant value to the product, you can raise the price of your product or service and while we’re on the subject of price, when we’re doing an evergreen reverse launch funnel, we don’t believe in doing discount based pricing because it trains people to not buy unless there’s a discount. However, when you add enough value, you can raise the price and run a promotion around purchasing the product or service before the price goes up. To do this, you simply email your list about the price increase. In the email you direct people to the sales page and then download below this video will include swipe copy of three different emails we send out around price increase promotion so you can download them and tweak them accordingly. 

The third kind of content that’s great for an evergreen reverse launch funnel is an email autoresponder mini course. The mini course employs the video lesson page inside of LeadPages and we recommend you use this particular page for this part of your evergreen reverse launch funnel. The mini course can be a series of videos that are all standalone or a series that piggyback off each other to form a course. For example, if I was launching at a hard product, this video series could be a few videos showing how to play popular songs in each video or if they were piggy backing off each other the first video could be how to play the verse of a popular song. The second video could be how to play the cords of that popular song and then the third video and then the third video can be how to play the bridge of that popular song until the last video puts it all together. 

To illustrate this further, this is how the whole process would look. The person opts into your list, once they opt in every three days you send them out an email that directs them to the next piece of the course to complete. Each of these pages are dripped out over time and then each of those pages leads to the sales page. You can create an automated drip sequence in any email service provider such as AWeber, InfusionSoft, GetResponse, MailChimp and so on. There are a number of reasons why this mini course template is so effective. The first reason is that we’re telling people that this is for example part 1 of six. So people know if they’re getting emailed every three days, eventually emails will stop and we won’t be emailing them every three days indefinitely. 

The second reason this mini course template is so effective is these pages have a progress bar. This may not seem like a big deal but as part of human psychology we have a tendency to not like to leave things in complete. By simply having this progress bar at the top, it drives consumption. Your emails get opened, the links get clicked and the videos get watched. By seeing this progress bar coming closer to the end with every video, it only dials up the need to complete things. People want to get to the end of your course to fulfill that need to complete things they’ve started. 

The third reason is these pages are equipped with a magic buy button. We’ve talked about the importance of this magic buy button earlier so just to recap the magic buy button prevents curious clicks to just see how much a product is and it helps the visitor focus on your video. So now we’ve discussed why the page is effective, let’s look at what makes the videos in this mini course effective. Again we recommend these videos be around 4 minutes or shorter. In each video we also recommend you talk for about three minutes on something that’s 100% valuable on its own. For example like before if you were selling a super foods course, you could spend the first three minutes talking about your three favorite super foods. So in minute 1 you could go over super food number 1, its benefits, how it works and some ways it can be prepared. In minute 2 you could go over super food #2, its benefits and some ways it could be prepare and then do the same for super food #3 in minute 3. Then in the fourth minute, you can place your pitch. 

You can say something like if you buy my health food coaching program, I’ll not only show you these three super foods but I’ll show you four others and I’ll show you how to incorporate them all in your diet, how to lose weight, gain more energy, etc. So in the first three minutes you’re giving value that 100% stands on its own and then in the fourth minute, you explain something extra they would get if you buy what you’re offering. Also, at that fourth minute, when you’re stating your offer, the magic button would appear leading people back to your shopping cart. So your favorite super foods could be video #1, video #2 could be on the three best places to find your favorite super foods and video #3 could be on how to eat these super foods while you’re on the go. While each video is different the format is the same. You get valuable content that can stand on its own in the first three minutes and then in the fourth minute you tell them about something extra they’d get if they buy your course. Let’s look at how to set this page up inside of LeadPages.

In the member’s area find the video lesson page and click on use this template. Select your market. Now like with all pages inside of LeadPages you simply click on something to edit it. So I’ll just add my logo at the top, I’ll change the course name then when you change the course numbers the progress bar updates accordingly. Then I’ll add a little blurb under the progress bar about what this video covers. I’ll click the video and paste in my video embed code and you can embed videos from services like YouTube, Wistia, Vimeo or any other service that gives you a video embed code. 

From there, I’ll update my buy button text and I’ll link the video to my sales page. Last but not least I’ll set my magic buy button to fade in at the correct time so it corresponds to my video. Now I’ll name the page and save the page. Now the page is all set up and from there I’d create a new page like this for each part of my mini course. Okay. So let’s recap. Up to this point, your evergreen reverse launch funnel looks like this. First we launch our sales page when we have the minimum viable version of product or service that’s sellable. Then we create content that drives people to the sales page by using feature enhancements, prince increase promotions and mini courses. 

The fourth major type of content you can use in your evergreen reverse launch funnel are educational webinars to invite your list to attend. In these webinars, people attending the webinar gets something special if they purchase during the webinar. So you email your growing list about this upcoming webinar and you send them to a webinar registration page so they can sign up. We recommend that you couple this webinar with the mini course that we are just talking about like placing the webinar right here in the process of your mini course. So on day 3, they get the email for this page, on day 6, they get the email for this page, on day 9, they get the email for this page then on day ten they get an email to register for a webinar where you’d send them to a webinar registration page. LeadPages webinar registration pages are the best of the industry so they’re proven to convert at high levels. Just the other day a LeadPages customer sent this about our webinar registration pages. Consistent with everything else you guys are putting out, my webinar today had a 76% conversion, opt-ins to clicks. Best ever and the first time out with LeadPages. Thanks.

Another LeadPages customer replied to that comment and said get used to those numbers Tom, I’ve filled many webinars and I’ve yet to see and opt-in rate below 73% to our own list. LeadPages out convert any design I’ve spent years testing. These are great testimonials and they show you people are using these pages to get results. To get your webinar registration page set up inside of LeadPages, you just select the webinar page that’s best suited to your needs. One incredibly powerful tool inside of LeadPages is this little box right here. When you check this box, LeadPages allows you to sort the pages by average conversion rate across our entire platform. So you’re able to see which pages are converting the best at that exact moment. This webinar registration page is close to the top and it’s one of our best performers so I can select this page with confidence knowing it’s converting at a high level. 

Now again you simply click on something to edit it so I’ll change my webinar name, update the image to an image of me then I’ll change the event title and host name. Next I’ll update this text right here. Finally I’ll update my button text. Now let me show you how to integrate this page with GoToWebinar. Click on the opt-in form integration and select which email service provider you’d like to integrate the page with and what list you’d like to add people to. Now click on integrate with GoToWebinar and select which webinar people will be registered for when they opt in on your page. 

Now this page will not only add people to your list or sublist but it will also register them for the webinar at the same time. Finally, we need to set up the page to send the mind map when someone opts in. Just turn this button to on and select your mind map from the drop down menu. Now once you’ve named the page and saved the page, when someone opts in, LeadPages handles adding them to your list, registering them for the webinar and sending them their mind map or lead magnet all with a few clicks. So now let’s recap what we’ve covered thus far. First, we launch our sales page when we have the minimum viable version of the product or services sellable then you create content that drives people to the sales page by using feature enhancements and price increase promotions. Also, every three days you send people who have opted into your list to your mini course which ultimately leads to your sales page. On the tenth day, you send people who have opted into your list through a webinar that provides them with some special incentive to purchase your product or service during the webinar. Again the major benefits of creating an evergreen reverse launch funnel are the ability to constantly be split testing and investigating new ideas. During a standard launch, you can only do this for a week or so your cart is open. Being able to constantly test new ideas helps you create the most profitable evergreen reverse launch funnel. With every new feature release or pricing increase, you’re also testing how each promotion increases sales.

Also by not closing your shopping cart like a typical launch, you have the ability to be truly scalable in your business because you’re not limited by your product only being available for a few weeks out of each quarter or each year. You can build this exact same evergreen reverse launch funnel in your business by using all of the available features inside of LeadPages. LeadPages was designed from the ground up to make processes like this easy on you and as you saw it doesn’t require any coding skills or programming knowledge. If you’re not a LeadPages customer, you can opt in below to download all the templates that we used in this video. 

If you’re not a LeadPages customer you will need to be a coder or hire a coder to make the downloadable templates below work. For nonLeadPages customers, the templates are a bit more difficult to set up. Here’s what you’ll need to do if you’re not a LeadPages customer. 

If you’re a developer, click on the link below and opt in to get the templates needed to create an evergreen reverse launch funnel and our LeadMagnet delivery system will deliver them to you. Modify the HTML and CSS using your coding skills or the coder you’ve hired, integrate the pages with your autoresponder, WordPress etc., get your landing page code that you’ve generated and finally publish the pages. So these are all the steps that you’ll need to take if you’re not a LeadPages customer. 

Now we’ve found that if you’re not a LeadPages customer, typically it will cost around $300 for a coder to customize and publish each page for you. If you are a LeadPages customer, you can customize the pages and have them live online within five minutes. In fact, you don’t need to download the templates, they’re already in the member’s area where LeadPages handles everything for you including making the pages mobile responsive, sending out a LeadMagnet, integrating the page with Facebook, WordPress, and so on as well as integrating the pages with your autoresponder like AWeber, MailChimp, Infusion Soft, Office Autopilot etc. Plus if you use this pages with LeadPages, you’ll get amazing analytics and if you’re a pro or enterprise member, you’ll get the ability to run split tests on different variations of each page. 

If you’d like to start building an evergreen reverse launch funnel with LeadPages, head to www.LeadPages.net, click on the button below the video to get LeadPages. If you’re unsure which plan to go with, we recommend the pro annual plan as it comes with the majority of the features we have and it’s 40% cheaper than paying monthly. So join us at the pro level. 

I’m Jeff Wenberg and let’s start building our evergreen reverse launch funnels now

  • Kat Von Rohr

    Hands-down the best blog video I’ve seen at LeadPages. Well done Jeff! 🙂

    • Jeff Wenberg

      Thanks Kat, I appreciate it. Jack did an amazing job on this as well! Everyone else, let us know what you think. Will you be putting any of this into play in your business?

  • Hugo Landolfi

    Excellent! What animation system do you use to generate this video? Thans

    • Jeff Wenberg

      Hugo it’s a mix of After Effects, Premiere, and Screenflow.

      • Hugo Landolfi

        Thanks Jeff, excellent work!

        • Jeff Wenberg

          Thanks Hugo, my new video man Jack helped out an incredible amount on this. He’s amazing!

  • Ahhh! This was the missing link for me. I will be putting this into effect very soon. Thanks!!!

    • Jeff Wenberg

      Jeff! That’s so awesome to hear! Come back and share links once you’re up and running!

  • Would just like to clarify. So the product enhancement and price increase you usually send to your existing list. But those are usually one time things correct? The real evergreen is the email autoresponder course and webinars. Correct?

    • Hey Brandon, great question!

      While each price increase is an isolated event, it’s a strategy you can continuously use any time you add significant features or value to your product, which makes it a strategy that scales with your business.

  • Emanuel Michael

    WOW Thanks this is some amazing content! I have been looking for a effective way to do a evergreen launch.

    • Jeff Wenberg

      Emanuel, thanks for the kind words. In your pic it looks like you do voice work or radio work? Very cool! Keep us posted on your launch funnels!

      • Emanuel Michael

        Thanks Jeff I do Radio and I sure will!

        • Jeff Wenberg

          Awesome! Can’t wait!

  • Terrific information. I’m new to Lead Pages but already have 4 evergreen courses with mediocre reverse launches. This will make a great difference. I also really like that you list the specific Lead Pages so i don’t need to search the templates for the right one. I may even upgrade to enterprise!

    • Jeff Wenberg

      Adam, that’s so awesome to hear! Enterprise is amazing should you decide to upgrade 🙂 That said, all the versions of LeadPages are awesome…I may be a little biased 😉 If you get time would love to see some urls!

  • Love the concept of the evergreen reverse launch funnel, and this is perfect timing once again. I’m about to offer a long awaited intensive 3 day live workshop to my travel industry coaching clients. I’ll start with the Web 3.0 video salesletter, then drip a “bonus stack” via the multi-part lesson pages, each teaching about an important component that they would have to pay for separately if they DIDN’T sign up for the workshop. Kind of how you explain “If you don’t have leadpages, you can hire a coder, etc. etc. etc, and how simple and easy it is if you have a leadpages account”, which I think is YOUR best evergreen “hook”! Awesome strategy (and pages)!

    • Jeff Wenberg

      Capt Lou! Ever seen the movie Captin Ron? 🙂 That sounds fantastic. Love the strategy and thanks for sharing. When you get it set up, share urls if you would. Would love to take a look!

  • Bruno Sette

    How could you make the webinar Evergreen?

    • Jeff Wenberg

      Bruno, you can use any automated webinar service like Stealth Seminar. I would urge you to do live webinars. While automated webinars do work and free up time. You might be surprised how well your audience responds when things are live. Definitely something to test out,

  • Thanks Jeff for creating this great content, it really helps clarify the sales funnel for those of us who are novices to this.

    Please, please keep creating content like this, it really helps us figure out the other ways we can use LeadPages to our advantage.

    • Jeff Wenberg

      Thanks Suzanne, this is amazing to hear! We are planning to do more content like this, so it’s great to hear it’s helping!

  • Seems like launch is the reverse of what we’re talking about here. If you con’t have a business that operates evergreen, do you really have a business?

    Great advice that I’d say ought to be in place in your business before planning the big launches.

    • Jeff Wenberg

      Thanks for the comment Warren. In my opinion, yes you can still have a business if it doesn’t operate by the definition of an evergreen business. What matters is if that’s your goal or not. I know plenty of successful businesses that don’t really have an evergreen business model by traditional standards but are doing incredibly well.

      I do agree that this would be a great strategy to have in place before doing a huge product launch.

      • Promoters can make millions. They can grow staffs and build buildings, incorporate and pay taxes.. just like any other business.

        My point is, MOST of the promoters I know have a business that depends on the series of launches and promotions continuing. Technically, they are “real businesses” but a few months off or a couple of bad calls and they can be wiped out.

        I know.. My consulting business IS a series of promotions/ventures. I was doing very well off my stable “evergreen” real ongoing products and services and didn’t have to run them myself to make money. When I got rid of them and just took the occasional high dollar consulting job, I started to see more dips in income. I’m using LeadPages to make sure I never have another “no evergreen” situation.

        • Jeff Wenberg

          Warren, understand your point and think it’s something to consider for any business. It’s also awesome to hear you’re using LeadPages to combat dips in income.

          • Back when I had a stable business with regular income, I did 5-10 lead pages a week to try new things. PPC before Adwords was not considered successful unless you got 10x back quick.

            Got lazy over the years and just now realized that I have had a hangup on paying for a monthly service instead of a software package. Finally did a quick ROI projection and want to kick myself for the trivial fee. The interaction here and the support of seeing winning campaigns makes this a no-brainer.

          • Jeff Wenberg

            Awesome to hear Warren. Keep us posted on your progress. Love hearing about how people are using LeadPages!

  • Amazing, I’m going to use it now ! I’m new to leadpages but it sounds great and thanks for your support videos.

    • Jeff Wenberg

      Awesome Blum! Thanks for joining us.

  • Jeff, Great training vid! It so fires me up to get one of these going this quarter.

    Keep Inspiring—

    Robb

    • Jeff Wenberg

      Rob that’s so awesome to hear! Keep us posted!

  • Valerio Fioretti

    Great video! Any chance to get LP integrated with WebinarJam (Google Hangout) for webinars? Thanks!

  • Howie

    How do you create scarcity if you are always open and there is no time limit for the shopping cart being open?

  • Howie

    Regarding: increasing the cost if they don’t buy on a certain date.

    If they go through the process and I increase the price, then how do I continue to try and sell to these potential customers knowing that they could see me playing games by lowering the price again only to increase it over time.
    I don’t think I fully understand the strategy behind this.

    • Hi Howie, great question! The idea behind price increases is to only increase the price when you add significant features to your product. However, you also have the option to give those significant new features to your customers (people who already bought the previous version) free.

      Since you’re selling a book, here’s an example: Let’s say you go back and add a couple new chapters, an all-new section, and add significant value. Prior to releasing this new edition, you could email your list and say, “In 48 hours, I’m releasing the new updated edition, so the price will be going up. However, if you purchase now at the current lower price, you’ll automatically get the new edition and any future editions I release free of charge.”

      This creates scarcity because your prospective customers now have 48 hours to lock in the lower price instead of paying the higher new edition price. So you would not be raising the price and then lowering it. You would have the option to raise it anytime you add significant value to the product.

      • Howie

        That makes sense, however my book is already at $33
        Maybe I should start lower and work my way up?
        I would prefer to increase price vs. decrease price.
        But I also know there is a threshold to what people will pay for this type of book.

  • Howie

    My main product is my new book on amazon.

    http://amzn.com/1495432262

    how can I discounted it and then increase the price while at the same time Tracking where people are at in the sales funnel and who should see the discount and who shouldn’t.

    Clearly I’m missing some steps/tactic here.