[Case Study] This Boosted Sales 1,100% for Chet Holmes International

Amanda Holmes inherited an empire. The daughter of legendary sales guru Chet Holmes, she wasn’t necessarily expecting to follow in his footsteps as soon as she did. But when it came time to take over his global sales coaching business, Chet Holmes International, she immediately set clear goals for herself:

She wanted to take a very traditional, phone-based business online.

And she wanted to create an entire marketing automation system, from the ground up.

As recently as 2012, the sales staff of Chet Holmes International generated many of their their leads by phone. In fact, the company didn’t use e-commerce at all until 2014.

They’d done remarkably well using decades-old techniques. But Amanda knew that if they wanted to capture the younger demographic and keep growing the business, they’d need to modernize.

So achieve her goals, Amanda and her team rebuilt . . . well, almost everything.

To start, Amanda began working to improve their website, IT structure, operations, and order processing. A couple of years later, Amanda’s general manager convinced her that they should be using LeadPages®.

Once she looked into it, Amanda agreed—and she moved quickly. After just 5 months, she her team haven’t just embraced marketing automation and rebuilt their sales funnel. They’ve increased their sales by 1100%.


Enter LeadPages®


“I don’t know why you would create an opt-in page outside of LeadPages®. It’s just all there for you. It’s so simple.” – Amanda Holmes

Once they had their tech infrastructure in place, Amanda and her team launched a campaign to increase membership sales and test the power of going automated. They set up an email service provider with automation capability, but beyond that the campaign was powered almost entirely by LeadPages® tools. Amanda hoped that this system would help her convert leads into paid members in her sleep.

Adopting LeadPages® and LeadBoxes® didn’t just make managing their sales sequence easier. It produced some staggering conversion results.

Usually in our case studies, we pick out a couple of key performance metrics to show you the effect LeadPages® has had on our customers’ businesses. However, Amanda and her team have seen so much success with their marketing automation strategy and LeadPages®, we had to reveal them all:


Amanda’s Campaign Flow

“I know that I am not relying on another person to handle all of the things going out. It’s just automated without me.” – Amanda Holmes

The core of Amanda’s campaign consisted of pages built with four different LeadPages® templates:

  • Social Proof Giveaway Page: This was the landing page that started it all. Previously, Chet Holmes International tried to attract traffic with broad promises of learning about sales strategy. But for this page, Amanda’s team crafted a more targeted opt-in bribe: a series of videos teaching salespeople to “get past any gatekeeper,” among other enticing promises. As soon as Amanda began to funnel various traffic sources toward it, she saw results.
  • Launch Funnel Template Page: When leads opted in, they’d be sent a timed sequence of three emails, each containing a link to a video page built with this template. These pages were mainly an attractive, convenient means of delivering the promised lead magnets, but they did have an extra talent: share, like, and comment functions prompted leads to spread the word via Facebook.
  • Webinar 3.0 Page: When leads had completed the video sequence, they received a final email inviting them to a sales webinar. Perhaps because they’d already seen the value of CHI’s training techniques through the videos, a remarkable 20% of people who received this email signed up for the webinar. (And 73% of them showed up!)
  • Smart Product Sales Page: During and after the webinar, attendees were directed to this focused sales page offering a full year of access to CHI’s sales training materials. How many of them bought a membership? On average, about 12%—and more recently, Amanda’s seen sales conversion rates as high as 24%.

Check out the video for an in-depth walkthrough of Amanda’s campaign flow:


How Does This Apply to You and Your Business?

“Yes, [LeadPages®] did increase conversions. Yes, it increased our leads tenfold. But, ultimately for me, it gives me peace of mind.” – Amanda Holmes

Few family businesses are as massive as the one Amanda Holmes took on. But she’s far from alone in needing to bring an established company into the digital world. In getting Chet Holmes International online and automated, she made several smart decisions that businesses of any size would be wise to follow as they adopt new marketing technology:

  • Start simple: Amanda didn’t begin by promoting an e-commerce store for all CHI’s products, or putting up a big video library for leads to wade through. Instead, she thought carefully about what she needed people to do at each step of the sales sequence, and built a targeted landing page around that one goal.
  • Create content people will love: Another interesting thing happened when Amanda put this sequence into place—she noticed that her email open rates went up. Her theory: people were excited about receiving the lead-magnet content they’d been promised on her landing page, and that excitement spilled over into wanting to see what else CHI had to say.
  • Measure your results: And I’m not just saying that because it makes it easier to write a good case study. By keeping track of her conversion rates as she put each piece of her strategy into place, Amanda was able to feel certain she was on the right course even as she made drastic changes to her sales model. (Fortunately, LeadPages® puts conversion rates front and center for each tool you use, so this is easy to track!)

If you’re interested in trying some of Amanda’s strategies in your own business, we’ve got some tools that will make that easier. To get the four templates Amanda used for her multi-step campaign, plus a full-resolution campaign-flow diagram, click below to download them for free.


If you have LeadPages®, you don’t need to download these templates – they’re already available to you inside your LeadPages® account. Just log in and you’ll see how super easy it is to customize these pages in seconds with no technical knowledge or skills, make them mobile responsive, integrate them with your email service provider or CRM, run A/B split tests, and publish them to Facebook, WordPress, or your own server.

  • Amanda Holmes

    Thank you LeadPages for this opportunity! Brandon Lytle and John Nye specifically! Your tool helped me completely transform my business! If anybody would like to go through the process we’re talking about above you can see it live here:


    Thank you! (Special thanks to Greg Digneo for collaborating with me on building all this.)

    • John Nye

      Amanda, Brandon and I are so glad that we were able to bring this to fruition. You have such a great story and we’re so happy that we at LeadPages have been able to help you and your business!

    • I have watched TRICE…that’s how valuable your webinar is. Your dad would be proud 🙂

      • Thank you Blasko! Three times?! That’s awesome! I’m going to use that as a testimonial!! 🙂

  • Andrew Harris

    Really interesting write-up. Great way to see what tech can do to help, when chosen with a discerning eye towards worth. I’d be interested to see the further increase in ROI with a solid attribution app like Bizible

    • John Nye

      Great point, Andrew! Tech can certainly go a long way when capturing new leads, especially the younger demographics.

  • This is great. But I wish that it was easier for LeadPages customers to find which templates were used once logged in. I know we don’t have to download them because we have them, but the flowchart and specific examples seem to be available via download only. Unless I’m missing it which could VERY easily be the case 🙂

    • Jeff Wenberg

      Hey John sorry for the hassle. The templates in LeadPages are as follows: The Social Proof Giveaway Page, Launch Page, Webinar 3.0 Page, The Smart Product Sales Page. Hope that helps.

  • Eran Malloch

    Great post. I am a big Chet fan (I have had his book for years) and was shocked & saddened to hear of his passing. Well done to Amanda for picking up the reins and running with it. I’m sure her dad would be very proud of her.

    • John Nye

      Well said, Eran! Amanda and her team has done some amazing work and I too believe her father would be very proud.

    • Thank you Eran! 🙂

  • Great post! But curiosity has gotten the best of me and I have to ask…

    – I love the gif at the end for the opt-in!
    – And the video you have in the center (without sound, not on YouTube) — I’ve never seen anything like that before. *Is there a reason why it isn’t a .gif, and instead a video?*


    • Jack Anderson

      Hi Laurence! Glad you liked the media! The reason I didn’t use a GIF is because the files size gets HUGE really quick for high resolution images.

      Instead, I just uploaded the video to WordPress and added “loop=on autoplay=on controls=false” to the end of the HTML slug.

      That way we get high resolution but small file size H.264 video that still acts like a gif!

      Hope this helps.

      • Hey! As I read that, I realized I never, ever uploaded a video directly to WP. (But a 10MB max? Yikes.. Not too much room there!)

        And naturally another question: do you use Photoshop to make gifs? Or do you use Screenflow…or another tool? (Or maybe Illustrator and then you bring the graphics elsewhere?)

        I never used Screenflow for gifs — but heard good things. I’ve dabbled with a few gif makers (free or affordable) but I do not think any of them could whip up a gif like the last one you included!

        Thanks for providing so much helpful details and info 🙂 It means a lot!

        • Jack Anderson

          Hi Laurence! Yea…10MB is definitely pretty small. But if its just a short looping clip you should be able to fit a good 20 seconds of footage in there.

          I don’t think Screenflow can export Gifs (but we DO use Screenflow all the time to record any screen capture).

          For creating GIF’s I usually do all the animating in After Effects, export it out as a video, open the video file in Photoshop, and then export it out as a gif.

          Let me know if you have anymore questions!

  • Walt Sheldon

    So if LeadPages eliminates 100 jobs at every company who buys their services, how many people are now out of work? Just wonderin …

    • Is it LeadPages’s fault or is it perhaps where the entire economy is moving? We can complain or we can get busy. It’s a matter of choice. I chose to get busy so I don’t become redundant …and that’s the same for employees and businessmen.

    • John Nye

      Hey Walt, Appreciate you weighing here. I can’t speak for other companies, but I can tell you about our experience here at LeadPages. Since 2013, we have used our own landing pages and other tools to market our business. We have found that by using our own tools, we were able to test new marketing ideas faster. This lead to more leads, more sales, and more revenue for our overall business. That has allowed us to grow quickly as a company and hire over 100 employees. So in our case, using our own tools helped us create new jobs. I’d imagine it’s similar at other large corporations. When you give talented people the tools to specifically market their business faster and increase their sales — it leads to overall growth and new jobs.

  • DirtCheapStartup

    Awesome Post!!