The $100M Ecom Funnel Secrets

Hey, Michael from AdSumo Digital here.

In todays email I want to address something I see every week when talking to Ecommerce brand Founders in regards to cold traffic.

Lots of them are wondering why their Facebook ads are not converting well. Here’s the mistake I’m seeing. (I’m not a Paid Ads specialist nor do we do paid ads as a service but I’ve picked up a think or two 😉)

You're sending cold traffic to your homepage, no great brand does this at scale.

Why?

Because people who've never heard of your brand are landing on a page built for people who already love you.

• Your homepage is perfect for repeat customers, terrible for non buyers.

• Cold traffic needs education before they're ready to buy anything.

• Landing pages that match your ad promise will at least 3x your conversion rates.

Your Homepage Assumes Too Much. That's the Problem.

When someone clicks your ad about "organic meal delivery," they have one thing on their mind.

They want to know more about organic meal delivery.

But your homepage shows them 47 different products, collections, and customer reviews for a product they don't understand yet.

They came for one thing. You gave them everything.

So they leave.

The solution?

Give them exactly what your ad promised. Nothing more, nothing less.
(we’ll look at an example later on in this email)

Cold Traffic = Break Their Beliefs First

Here's what $100M+ brands understand that most brands don't.

Before you can sell your product, you have to break down what your customers already believe.

If someone thinks "organic food is too expensive" and you immediately show them your $150 monthly membership, they'll bounce.

But if you first explain why cheap food actually costs more in doctor bills, then introduce your membership as the cheaper option long-term, they'll listen.

The best landing pages don't start by selling. They start by re-educating.

You have to treat cold traffic like they're five years old.

Not because they're stupid. Because they don't know your brand, your products, or why they should care.

They are simply UNAWARE.

Look at AG1. Their ads say "replace your multivitamin and five other supplements."

When you click, you don't land on their homepage with 20 different products or collections to choice from.

You land on a page that explains exactly why you need fewer supplements and how this one drink does it all. It educates you on the science behind how it does this. It shows exact reviews talking about the customers experience when they stopped taking 20 supplements and started to ONLY take AG1.

“Not only did I save $160 a month on my supplement stack, I was more consistent because I only had to take one! Now I feel better, save almost $2,000 a year, and I never miss a dat!'“

So you see how a review like that on a landing page before someone buys the product just hits so much better?

By the time you see the product page or add to cart button, you're already sold.

Match Your Page to Your Promise

Here's what works: whatever your ad says, your landing page delivers.

Ad says "6 reasons people are switching to organic food delivery"?

Landing page lists those exact 6 reasons.

Ad talks about "farm-to-table convenience for busy families"?

Landing page tells the farm story and shows how it saves time.

Ad mentions "non-GMO membership that saves you $80+ per month"?

Landing page breaks down the math on those savings.

Your ad sells the click. Your landing page sells the purchase.

Give Them Your "Big Mac Sauce"

One thing I learned from studying Pet Lab Co's $100M funnel: always explain what makes your version different.

They don't just sell joint supplements for dogs. Anyone can buy glucosamine on Amazon for $12.

They sell their "unique ambient linking process" that makes the ingredients absorb 3x faster.

Now you can't just buy that anywhere else.

What's your version of this? What process, sourcing method, or combination makes your product different from every other competitor on the market?

Name it. Explain it. Make it sound like you can't get it anywhere else.

And if you don’t have one, well… now you have some homework :)

Stop Overthinking It

I know what you're thinking. "This sounds like a lot of work."

It is… but thats the trade off every successful brand makes.

What’s more high leverage and high ROI than getting 3x conversion rate from people you are ALREADY paying to acquire to your website???
(a 42:1 roi email 😉, kidding… slightly)

You already know what works in your ads. You already know what people respond to.

Just build a page that expands on that one thing.

Three sections: explain the promise, show some proof, give them a way to buy.

That's it.

Bottom Line

Your homepage is for customers. Your landing pages are for strangers.

Stop sending $10K/month in cold traffic to a page that assumes they already know you.

Build pages that teach them why they should care first.

Talk Soon,
Michael

PS - If you run an Ecom brand and want to have a 15 minute strategy session with me, book a call here »

Funnel Inspiration Of The Day

Landing Page: PET LAB CO

How to: Go to the meta ad library and search Pet Lab Co. Watch some of their ads and click on the links to their landing pages. Ask yourself what is the correlation between this ad and the page I just read? Am I more likely to buy from them now that I have all this context?

Notes: Study their ads and landing pages, not their emails today. They generat over $100M ARR because they break customer beliefs before selling anything.

They don't lead with "buy our dog supplements." They lead with "your vet's biggest secret for keeping dogs active into old age."

Same principle works for any product category. Same principle works for EMAILS!!

Today’s Helpful Links

• Meta ad costs are ups, Tariffs are tariffing... And your email list is the untapped gold mine you're ignoring.

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