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Hey guys, Mark here. In this video, I'm going to show you how I make 535K per month using landing pages that look like trash.
Mark reveals how he earns $535K/month with simple, ugly landing pages by focusing on conversion rate and average order value.
Key Takeaways
- Landing page design aesthetics are less important than conversion rate and average order value.
- Sending traffic directly to a PDP is like rushing a first date; build customer relationships first.
- One-time offers (OTOs) post-purchase are the most powerful way to increase average order value.
- Marketing should sell outcomes and transformations, not just products.
- A well-structured funnel with upsells and clear, urgent messaging drives massive monthly revenue.
What the video covers
- Mark builds highly profitable funnels using landing pages that look unpolished but convert well.
- The key metrics are conversion rate and average order value (AOV), not aesthetics.
- Most marketers send traffic directly from ads to product detail pages (PDPs), which is ineffective.
- Marketing should focus on selling outcomes and transformational benefits, not just products.
- A proper funnel structure includes a sales page, order page, and one-time offers (OTOs) to increase AOV.
- OTOs capitalize on the customer's heightened emotional state immediately after purchase to boost revenue.
- Upsells and OTOs significantly increase profitability and scalability by raising average order value.
- Mark emphasizes relationship-building with customers rather than pushing immediate sales.
- Effective landing pages use urgency, guarantees, clarity, and minimal friction to maximize conversions.
- The funnel structure and post-purchase upsells are critical to scaling and sustaining high monthly revenue.
Chapters
- 00:00Introduction: Making $535K/month with ugly landing pages
- 01:41Key metrics: Conversion rate and average order value
- 03:18Problems with sending traffic directly to product pages
- 05:05Selling outcomes vs. selling products
- 06:40Funnel structure and the role of sales and order pages
- 07:40Power of one-time offers (OTOs) post-purchase
- 08:44Pricing strategy and upsell optimization
- 12:27Doubling average order value with funnel steps
- 17:00Landing page elements: curiosity, urgency, and guarantees
- 21:40Final thoughts on funnel structure and scaling
Full Transcript — Download SRT & Markdown
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fancy, and just completely impress every single one of your customers. But that's all a lie. In fact, some of my top performing landing pages that I have run look like absolute trash. Well, how is that possible? How is it if they look so
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Now, everybody thinks that your landing pages need to be clean. They need to be aesthetic, need to be all fancy, and just completely impress every single one of your customers. But that's all a lie.
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these are two quantitative metrics. These are numbers. Doesn't matter qualitatively what it looks like. If these two things are in check and that is going to be number one, your conversion rate and then number two your average order value. These two
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In fact, some of my top performing landing pages that I have run look like absolute trash. Well, how is that possible? How is it if they look so terrible, how can they still convert?
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traffic to funnels that don't have either of these things dialed in. And that's what we're going to fix in this video. Now, the first thing I want to talk about is going to be your funnel structure. What I like to call your
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Well, the reason why is because what you think gets people to convert is these aesthetics. But in reality, there's only two things that actually matter in the performance of your landing page. And
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immediately after the PDP, you just send them directly to a checkout page. You hope that they actually do check out.
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these are two quantitative metrics. These are numbers. It doesn't matter qualitatively what it looks like. If these two things are in check, and that is going to be number one, your conversion rate and then number two your average order value. These two
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with this, the problem with going directly from an ad to a PDP is PDPs are designed to sell the product. But really, we know that marketing is not about selling products. It's about selling outcome. Nobody buys products for the product itself, but rather for
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numbers, if these two are healthy, I will run the ugliest landing pages that I possibly can simply because if I have a good conversion rate and a good average order value, I am going to be printing. And most people are running
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And not only that, but when you send all your traffic from your ads to a PDP this is essentially like the equivalent of going out with a girl on the first date and the first words out of your
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traffic to funnels that don't have either of these things dialed in. And that's what we're going to fix in this video. Now, the first thing I want to talk about is going to be your funnel structure. What I like to call your
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You want to develop a relationship immediately trying to go into like to buy my product, buy my product, buy my product. No, you want to take some time build a chemistry with the customer, and then you can convert them. So, instead
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funnel architecture. Now, most people do is they'll run ads on Facebook or TikTok or Google. And they will drive all their traffic directly to what's called a PDP. All right? A standard product page is what that stands for. And then
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sales page, which sounds like it's the same, thing,, but, I'm, going to, show, you very shortly that it's not. And then even better than that, after the sales page, we are going to be sending people to the order page. Now, the order page
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immediately after the PDP, you just send them directly to a checkout page. You hope that they actually do check out.
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And most people stop. Most people are like, "Okay, I got the customer. My job is done." Wrong. In fact, this next step is one of the single most important steps in increasing your average order value so that you're making more money
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And at that point, the payment is secured, and you never really talk to those customers again, never worry about them. They buy from you and they're basically gone forever. This is what most people are doing. And the problem
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So this would be like Otto1. The reason this works is because Otto's are the most powerful step in your entire funnel. The reason why is because number one, this state that you got people in right here where you actually accepted
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with this, the problem with going directly from an ad to a PDP is PDPs are designed to sell the product. But really, we know that marketing is not about selling products. It's about selling outcome. Nobody buys products for the product itself, but rather for
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got the one purchase. Let them go." But what great entrepreneurs and great marketers do is they realize that they're in a heightened emotional state their customers as soon as they buy, and they channel that energy into pushing them to buy another product. ethically
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what that product is going to do for them. And this isn't like features and benefits either. It's even a step further than benefits. Outcomes. People buy for this transformational outcome.
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you can charge and still get customers to buy from you on a particular funnel step. So typically the price elasticity on these early pages is pretty low.
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And not only that, but when you send all your traffic from your ads to a PDP, this is essentially like the equivalent of going out with a girl on the first date and the first words out of your
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door, typically the multiple for what you can sell on O1 is a minimum minimum.
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mouth are, "Hey, you want to go back to my place?" Obviously, that's not going to work very well for you with the far majority of girls. Can't say I've done it before, but you know, I don't think it would be a super effective method.
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$5,000, but let's let's be a little bit conservative here and say $500. Right now, I know what you may be thinking Mark, who the hell is going to actually buy a product for $500 after they just bought something for 50? Well, number
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You want to develop a relationship immediately trying to go into like to buy my product, buy my product, buy my product. No, you want to take some time, build a chemistry with the customer, and then you can convert them. So, instead
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And number two, maybe you do have less people actually take a $500 upsell compared to a $100 upsell. But what you're trying to measure is not the take rate. That is not the variable that you're trying to max out. The variable
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what I like to do if I'm going to be running directly to, you know, some kind of page where I'm trying to sell an outcome instead of selling a product, is I'll have that same ad instead go to a
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Another term for this, especially in ecom, because you want to factor in your cost of goods sold, is basically going to be your profit contribution per funnel step. So, if we take our example and on that Otto1 page, we actually have
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sales page, which sounds like it's the same thing, but I'm going to show you very shortly that it's not. And then even better than that, after the sales page, we are going to be sending people to the order page. Now, the order page
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That is an AOV contribution of $50. So you just raised your AOV from 50 to 100.
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is also different from a checkout page and I'll explain that in a second. And here once again we collect the payment.
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upsell. What if it was only five? Okay five. That's a $25 AOV contribution. Either way, it is substantial. I'm not saying that you should immediately go you know, run some upsells for like $1,000. Be like, well, I got 10% of
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And most people stop. Most people are like, "Okay, I got the customer. My job is done." Wrong. In fact, this next step is one of the single most important steps in increasing your average order value so that you're making more money
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your AOV will increase and it'll be so much easier for you to be profitable to scale your ads because you have so much more margin for safety, margin for scale. So, generally speaking, this is the funnel structure that I see working
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per customer coming through your door. And that is going to be all your upsell pages post purchase. These are called OTOs. OTO stands for one-time offer.
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I'm not going to be talking that in this video. I have a billion videos of that on my channel already. In this video I'm going to talk about more so these three pages that we got right here. So
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So this would be like OTO1. The reason this works is because OTOs are the most powerful step in your entire funnel. The reason why is because number one, this state that you got people in right here where you actually accepted
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so that you can understand how all the parts work and move together. Like the people that I know that understand cars the best are the guys that literally built cars from scratch, like from the ground up. They know every single
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the payment information, this is the most emotional state that your customers will ever be in in the history of your business. And what average entrepreneurs do is they basically just kind of let that customer go. They're like, "Okay, I
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Well, landers are just a combination of three different things on a web page. And those three different things are going to be number one, copy, which is the actual words, the text that is all over the screen. Number two is you have
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got the one purchase. Let them go." But what great entrepreneurs and great marketers do is they realize that they're in a heightened emotional state their customers as soon as they buy, and they channel that energy into pushing them to buy another product, ethically
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the landing page. Now, the reason why I titled this video ugly landers or landing pages that look like [ __ ] is because if you get these two right, for the most part, this one doesn't matter unless you are adding friction to the
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of course, and that is the power of the OTO1 pages. Not only that, but OTO1 pages, reason number two that they work so well is they have something called very high price elasticity. Price elasticity is basically the amount that
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color of your button is going to be. It doesn't matter what Shopify theme you're using. Nothing matters because you're saying the right sales message, which is copy, and you're substantiating that sales message with good visual asset.
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you can charge and still get customers to buy from you on a particular funnel step. So typically the price elasticity on these early pages is pretty low.
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the confusing [ __ ] that you have on your website. I would much much much rather have a very ugly but fast and clear landing page than a super duper heavy one with all these animations incredible like aesthetic design put
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That's why it's harder to scale a business when you're selling a product that is like $500 versus a product that is $50. So, if I was selling a front-end product here, for example, for like $50 and I get a $50 customer through the
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of you suck at writing copy, even if you're using AI to do so. Just because you know how to use AI doesn't mean you know how to write copy and understand how to achieve copy. Even more importantly, however, bad copy typically
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door, typically the multiple for what you can sell on OTO1 is a minimum minimum.
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go through to deeply understand your customer, how they speak, their main pain points, their desires, their nightmares, like understanding them better than they know themselves. But now with AI, you barely have to [ __ ] think. And that is why I created this
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You don't have to do this much, but you can sell it for 10x the price and still get people to convert and have good AOV contribution, which means that on this OTO1 page, you could literally sell a product for $500. Some people even do
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SOP to create your foundational docs just go to my Instagram, marks Brands and DM me the word foundation, and I'll send it over to you for free. But what this does is it completely automates the research process for you into a few
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$5,000, but let's be a little bit conservative here and say $500. Right now, I know what you may be thinking Mark, who the hell is going to actually buy a product for $500 after they just bought something for 50? Well, number
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that good stuff. If you put this through the foundational docs SOP, what'll happen is you'll have four documents returned to you. And the first of these docs is going to be your research document. Now, the research doc is
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one, yeah, there's caveats to this. This doesn't work if you're dog [ __ ] at writing copy. If you're not good at structuring these OTO1 pages, then you are simply not going to convert anybody.
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words, most importantly, not yours. Because, that, is, one, of the, biggest mistakes that I see people make with their copywriting in general is they're not using something called VOCC. VOCC stands for voice of customer. You're not writing copy in your own voice or at
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And number two, maybe you do have less people actually take a $500 upsell compared to a $100 upsell. But what you're trying to measure is not the take rate. That is not the variable that you're trying to max out. The variable
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there's immediately a disconnect between you and your customers and that is no good. research document alone gets that real raw research from your customers of how they speak, their pains, the previous solutions they tried. Look this is a big document. You know, these
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that you're really trying to max out is your AOV contribution for that particular funnel step. All right?
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Document number two is going to be the offer brief. So if you think about the research being everything about the customer, the offer is channeling all of that data, all of that, you know, 20 plus pages of gold into the actual
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Another term for this, especially in ecom, because you want to factor in your cost of goods sold, is basically going to be your profit contribution per funnel step. So, if we take our example and on that OTO1 page, we actually have
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sophistication? What is the big idea? What is the mechanism? Like these are foundational pieces of copywriting. Like if you're to bake a cake and you need all these ingredients, these are the ingredients. The same is true for copy.
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a $500 OTO1 and maybe only 10% of people actually buy that $500 upsell, right?
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that 20 plus pages from the research doc, but only relating it to the actual avatar. So what are their demographics?
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That is an AOV contribution of $50. So you just raised your AOV from 50 to 100.
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writing good copy in any way, shape or form. And you just have this massive bank of words to use in your own copy.
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Literally doubled your AOV with one funnel step, one OTO. That is it. That's not including any of the other steps or any of the other things that you could potentially do. Say, well, 10% is really [ __ ] good for a $500
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they have a specific set of beliefs about the world, about your product about the market, about everything. And your only job is to shift those beliefs from limiting beliefs to empowering beliefs. Specifically, beliefs that are going to empower them to purchase from
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upsell. What if it was only five? Okay five. That's a $25 AOV contribution. Either way, it is substantial. I'm not saying that you should immediately go, you know, run some upsells for like $1,000. Be like, well, I got 10% of
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It's typically just four to six statements that begin with I believe that. So, we can see in this case, I believe that this brand is safe and transparent. I believe that last results are worth waiting for. Again, all of
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people. That's $100 in my AOV. Obviously, the price does matter and it's fully dependent on your ability to write good copy. But the point that I'm trying to tell you is that if you have well structured OTOs on your funnel,
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difference between a sales page and a PDP is a sales page is designed to sell the outcome where a PDP is designed to sell the product. And humans, we are very emotional creatures. We always buy based off of emotion and then we justify
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your AOV will increase and it'll be so much easier for you to be profitable to scale your ads because you have so much more margin for safety, margin for scale. So, generally speaking, this is the funnel structure that I see working
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list here of eight things that you want to ensure that you have on your sales page to convert as many people as possible. Number one, and number two, at a high average order value. Now, the first thing on the list is going to be
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really well. I know a lot of people also send traffic to kind of an intermediary step here called pre-sales pages. So this could be like an advertorial, a listicle, a quiz funnel. Oftentimes is technically like a pre-sales page. So
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will teach you is that the first piece of any piece of copy is always the most important. And on a landing page, on a sales page, that first piece of copy is your headline. If you mess up the
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I'm not going to
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what's next on the page. If not, they're leaving. Most people, 80% on average typically, if the above the fold section, the headline, that first image doesn't get people to keep scrolling then, they're, not, going to, buy., So, there's, kind, of a, checklist, that, I, use
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to make sure that your headline, that first benefit driven headline, is actually going to get people to keep reading the rest of the freaking page.
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Now, you don't need to have all seven of these in a headline, but I would shoot for at least three or four. And a lot of times it is the case where the more that you have, the better it is. So, first we
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got curiosity. We got calling out the pain point, promising the solution. And then next, specificity, simplicity credibility, and a time frame. So, let's actually look at an example and see how well it does on this particular list. I
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think most of these are pretty straightforward, so I don't really need need to explain them, but the example is the best way to explain anyways. Now first, this page here is actually a VSSL page. So, it's not really like a typical
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sales page, but this headline is incredibly good. Let me actually show you, why., All right,, let's, start, with number one, curiosity. Do we have it?
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Absolutely. We have 7second brain trick. That alone pies quite a bit of curiosity. We also have scientists stunned, which peaks some curiosity. And the last piece here, with no effort, is also good amount of curiosity. There's a lot of instances in this headline. How
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about calling out the pain point? This headline, not really. I mean, I guess you could say with no effort is a pain point, but it's not calling that out directly. It's more using that as something that you can get this outcome
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without this super annoying thing. So on that one, did not call out the painoint. How about to promise the solution? Yes, absolutely. It promises a solution. Attract success with no effort. That sounds pretty solutionoriented to me. Next specificity. Once again, almost directly
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in line with curiosity, we have 7-second. That is definitely some specificity. Actually, outside of that that's mostly it in terms of specificity, but still checks it off the box. Now, we have simplicity. Now, this is actually what I think this headline
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does the best is simplicity. That checklist that I gave you of seven different things to have on a headline that's tough to do. And this headline is only 1 2 3 4 5 6 7 8 9 10 11. It's only
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12 words long. And it was able to check off almost every single thing on that freaking checklist. That is incredibly good. There's not a rule ever for how long your copy should be. But the general rule of thumb, if you go and
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study some amazing copywriters, they always say there's not anything wrong with writing headlines or copy or anything that's super duper long, but you shouldn't ever make it longer than it needs to be. You should make your sales message as long as it needs to be
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for you to communicate it with clarity and concision. That is it. So simplicity 100% is obviously checked off on this headline. Next up on the list, we have credibility. And this one is super obvious. We have scientist stunned right
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here. Credibility immediate. And then the last one on the list is going to be the time frame to achieve the results.
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Now, so technically they do have a time frame, but it's not necessarily of the outcome. I think it's more of like the process, but regardless, it hit every single other thing on this list with the exception of one, which is call out the
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pain point. Wasn't really done. But if they wanted to have a little eyebrow like a pre headline, just have it like up here calling out that painoint, you could easily do that and then you would literally check off all seven. But
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again, the most impressive thing here is the simplicity by far. So that right there is headlines. When you're writing headlines, you can use this checklist and, if, it, gets, at least, three, or, four out of seven, you're in pretty good
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shape. But you would be shocked how many headlines out there don't even have like one or two of these things, let alone four to seven. So, if having a really good benefit driven headline is first thing that you need in a sales page
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what is next? Well, number two is going to be using something called urgency right? This one is very straightforward.
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Urgency is simply using time and compressing time, manipulating time in order to get people to come and buy from you. Let's look at Primal Queen as an example here. They actually have a few instances of urgency. Number one, they
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got the timer up here for the Black Friday sale, which is a little early you know, but it is Black Friday. I'm just kidding. We all know how it works.
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Also, if we scroll down to the offer section on the page, you can see right here, they do have another instance of urgency with their shipping. You know if you order within X amount of time we'll ship it today. So, both of these
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are like ethical uses of urgency. If you use the fake urgency timers, just know you're, you know, you're treading on a thin line, pal. Number three on the list is going to be scarcity. It's like the little brother of urgency where instead
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of centering it around time, you're centering it around volume as in typically we don't have a lot of stock left. That is a textbook example of scarcity because we value things more that are scarce in their supply. That's
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why we really value things like Bitcoin and we don't value the dollar. One has unlimited supply and one has scarce limited supply. Once again, Primal Queen being a fantastic example of this right? Due to high demand shorts of beef
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organs, very high risk of selling out. Once again, I think this is a good way to do this ethically without like crossing any boundaries that would put you in legal risk. You know, I'm not your [ __ ] attorney or your lawyer
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but to me, this is a lot better for even just for your relationship with your customer. But there's all different ways that you can position it. You see how they're not saying, "We are about to sell out and there's only seven units
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left." You know, they're like, "There's a risk of you selling out." So you still get the potential scarcity without like crossing any lines. Like I said, next thing on your sales page that you definitely want to have is going to be
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some sort of guarantee or risk reversal. Now, a lot of people will just go to the standard 30-day guarantee, 90-day guarantee, 365day guarantee. I think the most important thing here with the guarantee is not just to have a
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guarantee for guarante's sake. The point of the guarantee is the risk reversal. So, how can you make it so that even if everything totally fails, there's no risk for the customer. Sometimes that'll just be like money back guarantee. Other
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times it'll be like the infospace has been doing for years now. It's like if it doesn't work, you don't pay and I'll like Venmo you $1,000. Like Jesus Christ, you can see how far we're going with the evolution of these guarantees.
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But, I, think there's, actually, something for ecom guys to learn from that cuz if you just compete on the amount of time that your guarantee is, you'll go from 30 to like a one-year guarantee to a lifetime guarantee. Where do you go
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after that? Like lifetime plus the afterlife. like you're guaranteed that you can still get a refund in heaven.
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No, no, I don't think so. That's not this is not how it works. You got to be more creative with how you're structuring these guarantees. So, next thing you want your landing page to have is going to be a mechanism. You can
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think of this kind of in two ways like in through the direct response lens. You have kind of the the UMP and the UMP is unique mechanism of the problem and is unique mechanism of the solution. So for
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example, this is uh some random weight loss product that I pulled up. But if we look at the unique mechanism here, we just have to scroll down a little bit and you can immediately see the unique mechanism of the solution is this fat
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burn switch, right? Like the reason that you haven't been able to lose weight this entire time. Who would have thought? Just a little biological switch that your body has to switch on and then you'll actually start to lose weight.
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That is the unique mechanism of the solution because it's the reason why everything that you've tried before that hasn't actually worked. I don't need to over complicate this. All the mechanism is is why is it that this product is
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actually going to work for me? Like tactically, what is the reason? And why does it justify why everything else that I've tried before this doesn't work?
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That's all a mechanism truly is. It's like logically explaining why everything else has failed and this is the only thing that's actually going to work for me. Now, number six on the list of things your lander has to have is going
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to be social proof. This one very self-explanatory. Once again, Primal Queen did a a great job with this. Down here, they have an entire testimonial section, which is always good. Kind of a review section, but they also do
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something really good that you guys should be doing, too, which is called embedded testimonials. Embedded testimonials are testimonials that are embedded throughout the page, not in a dedicated testimonial section, but they have a very specific purpose. Like don't
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just throw social proof in here in reviews for the sake of throwing in the reviews and social proof. Like it should serve a purpose. And for me testimonials should always do one of two things. Number one is it should overcome
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some sort of objection or number two it should install some sort of empowering belief. You know, in sales they say that if you can handle objections before they actually come up, before they scroll down to the FAQ section, you're going to
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be converting more people. Period. A lot of times customers have objections. they're just not thinking of them consciously enough to go scroll down to the FAQ. So, if you can overcome those objections with very specific and purposeful embedded testimonials, you
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can do very, very well. Now, number seven on the list is, you guessed it going to be those FAQs. Again, the purpose of the FAQs, it is to answer the most frequently asked questions from customers, but more importantly, this is
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to overcome objections, plain and simple. So, one of the big objections for example,, in, the, supplement, space, is what is the quality of these supplements? like, have these been tested by an external third party? Boom objection overcome. I'm pregnant. Will
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this work for me? Boom, objection overcome. But again, I think that you can pre-handle these objections earlier without the FAQ section. If you give a testimonial, for example, specifically about how it was of a pregnant woman that is going to pre-handle that
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objection. So, the objection doesn't even become an objection in the first place. It's already handled. Now, the eighth and final thing, eighth wonder of the world that you want to have on your landing pages is going to be some sort
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of credibility. Now, when I say credibility, I think a lot of people are immediately thinking of like doctors or some like influencers that are promoting their product or something like that.
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But in a lot of markets, it's not automatically just like a doctor or a lawyer. You This is why the research and using these foundational documents is so important. For example, like I sell in markets right now where the medical
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industry is actually the enemy in a lot of modern markets, especially in the health and wellness place. I mean, [ __ ] Primal Queen is a good example of this.
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They are literally saying that, hey, the modern medical system is designed to keep you sick. And we have to go back to our roots. We have to go back to eating organ meat because that's the reason why we're all so unhealthy now. It's because
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of the modern medical and pharmaceutical complex in the US. So, yes, you should still shoot for credibility. I'm not saying like [ __ ] credibility, but it should be specific to your brand. Don't just assume it's a doctor or assume it's
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like an athlete. Just listen to what your market. Who do they look up to? Who are the the gurus and their specific minds? Next up, we have the order page.
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Now, anytime that I run a split test on my order page, it's usually one of the most impactful split tests that I run in my whole business because this is where so many people are actually going to be
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leaving your page. If you look at the drop off on a funnel from like sales page to order page or from advvertorial to sales page, the biggest drop off always is on the checkout page, also known as the order page. The order page
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obviously has one job and that's to convert customers. But again, the point I want to make here if you want to have a really really good order page, you should have one goal in mind, which is to have as little friction as humanly
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possible between the customer and the customer completing their order. No friction. This is the one page where clarity is king. I mean, clarity is king on every page, but especially this page.
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If they legitimately don't know where to enter their credit card information which has happened, then you're not going to get people to buy. You're going to look at your funnel stat and be like "What the hell?" Like, "Why aren't these
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ads profitable?" People don't even know how to put in their CVV number, man. Like, you have to enforce clarity over being clever. Keep it simple, stupid.
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This is a very traditional example of a good sales page. Now notice we have the most likely fake urgency here, but more importantly, we have a few things done really, really well. Number one, we got the quantity breaks, right? We got
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quantity discounts that is trying to push people for them to buy more units of the same product, which will obviously increase your average order value. Number two, if we scroll down, we got these little boxes right here, these
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two boxes, which are called order bumps. Order bumps are one of the greatest inventions and that's why I'm so bullish on order pages instead of like the Shopify checkout pages because a lot of times this upsell technically an upsell
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is the upsell with the highest take rate. So maybe it's only like $10 or $20, but you get 50% of people to check this box. I mean that's like immediately a $5 AOV contribution. Like that's substantial as you scale up having an
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additional $5 per customer. You know if you're getting 100 customers a day in your brand that's additional $500. And a lot of times, for example, these two these don't cost you anything else.
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Expedite shipping, shipping insurance. We know damn well you're not changing anything. So, a lot of times, for that reason, digital products can be an incredible upsell here, too. But do you notice something here on this page? Are you kind of getting the trend of this
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video? This [ __ ] is ugly. Like, it doesn't look aesthetically pleasing by any means whatsoever. And I've ran checkout pages. Some look similar, some look a little bit different, but all of them are ugly. And they just work.
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Period. cuz the copy is good, clear, and I don't give a [ __ ] about slowing everything down with these insane design elements. And last but not least, we have the Otto page, which is my favorite page of all because typically it has the
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potential to add the most amount of money to your AOV. And if you have an AOV with the same CPA as everybody else but your AOV is double all your competitors, you're going to destroy them. Most people, as I was saying
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earlier, they stop after they collect that payment. Right? That dotted line that I drew that signified you actually collecting payment. Most people just stop. But the real thing that you should do is continue to sell and put good
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offers in front of the face of your customers in the form of Otto's. Now the structure of an Otto typically will fall into one of two categories. First you got VSSL Otto's, which is a video sales letter. It's essentially a video
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embedded on a page with almost nothing else on there. And the VSSL itself is selling the product. Or you have these short TSL Otto's. TSL obviously stands for text sales letter. And it's literally just a VSSL except it's
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printed out on the page. That is all. So for a video upsell, a VSSL Otto, this is a good example here. Typically, it'll look like, wait, your order is not yet complete. Please watch this video to get this, you know, special XYZ offer. And
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then you can have a little bit of details underneath the video. This isn't even an ecom example. It's in the info space, but still a very good example of a VSSL Otto. Another good page is this one right here. I don't even know the
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name of this brand, but this page here as you can see, right, we got the order approved. We got you're kind of in this middle stage of customizing your order before you get to the order confirmation. And it says, "Wait, order
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is, not, going to, be yet, complete., Please watch this important message with a VSSL and then the offer directly underneath the VSSL." Ironically, the thing that most people [ __ ] up with the Otto's is what product they're actually selling. I
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think there's two really good frameworks for deciding like what product you should decide sell as an Otto. Framework number one is simple AOTS upsell, which literally just stands for more of the same. That's it. and it's selling the
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exact same product just in higher quantities. This is most popular in the supplement space because people buy like one bottle of a supplement, they'll hit that OTO1, they'll say, "Hey, you can get, you know, an extra 3 month supply
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6 month supply for discounted price while we're like packaging your order." That's usually the typical frame that they put you in. The second one that I actually prefer is going to be I don't have a sexy name for it, but it's
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literally just solve one problem, create another. So, this is how you should think about it. When you're selling products on the front end, right, which is like before the Otto1 pages, the main product that you're selling, it should
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have two purposes. Its purpose is to solve one problem and create another. Perfect example is the weight loss space. In weight loss, you have this I mean we can use ompic gop ones as an example, right? People are fat, they're
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overweight, they want to lose the weight, so they get on semiglutide whatever, they inject themselves, they lose the weight, but then they get off and the weight comes right back. So yes it did solve the problem of them losing
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weight. But the new problem that was created as a result was how do I keep the weight off? And that gap right there is the perfect place to position an additional product. When you're like sitting down, you're like, hm, what
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product should I sell? It should both solve a problem and then create a new one. Two things. And nobody thinks like this when they think of what product to sell. But I promise you, you look at the big brands out there that are not just
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like 8 figureure companies, but they're like nine and sometimes even 10 figure companies. This is something that they do extraordinarily well. Extraordinarily well. And the best part is with the Otto, back to our original drawing up here. Let me make some space. After this
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first Otto, what are you going to do? Stop? No. You can send them to Otto number two. Or what if they say no to Otto1? Well, if they say no, then you can send them to an OTO1 downell. So
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there's so many options and like customizations that you can make here to just have a wildly wildly profitable funnel and landing page structure. Now if we zoom out here, this is a lot of information. For a lot of people, it can
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become very very overwhelming especially this funnel structure section. But I'm telling you, like if you want to win and create those highly profitable landing pages, this is one of the best structures that you can run with. And this is the reason why like I
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built Brandill's Academy with my partner Alex so that we can have like actual real training around this topic because you go and like search on YouTube, very very few people actually talk about this and nobody goes into depth. So that's
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why we created this program to do that and also help you with everything else like for example email and SMS which what I didn't tell you is that every single step here there's drop off and email and SMS is designed to plug those
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leaks. So if you're interested in joining Brmples Academy obviously you can click the first link in the description. Other than that y'all thank you so much for watching the video. I'll see you on the next one.
Topics:landing pagesconversion rateaverage order valuefunnel structureone-time offerupsellsecommerce marketingsales funneldigital marketingMark Builds Brands
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