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Lead Magnets vs Direct Sales: Which is Better for FB? (6)

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Hi guys.

I'm about to launch a digital product, and I was wondering which of these is the better FB ad strategy:

1. Sending clicks to a squeeze page where they can download a lead magnet in exchange for their email
addresses.

OR

2. Sending clicks straight to the sales page.


Based on your experience, which strategy leads to higher conversions, and which one has a lower chance of getting your account banned?

Note that since I own the product I am ultimately selling, I will capture the contact information either way. What I want to know is if it makes more sense to charge money, and try to break even, on the front end, or to take a loss on the front end and make it up on the back end.

Thanks in advance.

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If cost of the product are high you "need" a prelander before going to the sales page. Most of time you need to sell the product a bit more, ad spaces are most often too small for that. What kind of digital product is it? Getting banned depends on a lot more than the two options you are considering. If your ads and landers are agressive, none of the options will hold very long I think.

Try to think of a funnel with the right balance of a cutting edge sales pitch vs not-misleiding and spammy stuff. This way you "avoid" getting banned and getting the best ROI.

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Based on my experience, it's easier to optimize a direct sale funnel compared to email collection with an upsell. On the other hand, if done correctly, an email list can become a valuable asset that could be making you some $$$ for many months to come. I would suggest to build proper funnels with direct sale first, learn how to sell the product effectively and then move to email collection too.

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It's an ebook on increasing self confidence, with a checklist, resource sheet, and mindmap being offered as bonuses (or possibly upsells, I haven't decided yet).

Thanks for the tip. How do you know when you have the right balance? Is it mostly subjective? Should I run my funnel by this forum as well as the Copywriting forum before going live?

Thanks. That's what I was thinking. I'll still be collecting emails with direct sales because it's my own product, but should I split-test a lead magnet offer in the future once I have direct sales down?

Thank you both for your very informative answers.

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There is no reason not the test the lead magnet approach ... lead magnets definitely do increase the optin rates, the question is how motivated the leads would be this way, many just get the magnet and never open any emails from you again. It's all about the % ... open rate, ctr and then the final cvr.

I would definitely test several ways ... entry collection box, exit pop with the box, push notification alert ... with and without the lead magnet ... just don't do it all at once, take it one step at a time.

But work on the funnel first, learn how to sell your product first, then look for ways to scale it.

Cheers.

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Test test test. If both are profitable then Run Both.

Within your audience pool people will be at different stages of the buying cycle.

Some will buy straight away, others will need to be warmed up a bit via email (squeeze.) Everyone is at a different stage in the customer cycle, so run as many different funnels as possible as long as they are profitable of course.

In my experience the approach that has worked the best has been different with every offer.

Hope this helps.

Franky.

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