When we first started running YouTube Ads for our clients, one of our landing pages was converting at a measly 12%.

Yeah, I’ll admit it, 12%! haha

Then we changed ONE thing. Same page design. Same form fields.

And our opt-in rate jumped to 35% – almost 3X as high! 🚀

I’ll reveal exactly what we changed later in this email (hint: it had nothing to do with the design).

But first, I want to share why most funnels don’t convert the way people want them to. After working with thousands of businesses & helping generate hundreds of millions of dollars in revenue for our clients, I’ve found that a few simple changes can make a massive difference – and they start with building your funnel Back to Front.

As a Reminder, Our Goal with this Newsletter is to Give You the Highest Level of Value Possible. That’s my Promise to you & I intend to Over-Deliver!

Here’s a Sneak Peek at What’s Inside This Email:

• Why Most Landing Pages are Built in the Wrong Order (& the “Back to Front” Method we use instead)

• The 20-25% Rule you need to hit BEFORE adding a single extra form field

• The Number almost everyone forgets to track (that changes which page actually wins)

• The One Change that took our Opt-in Rate from 12% to 35%

Alright, let’s Dive In…

Watch the Full Video on YouTube:

Why Most Funnels Don’t Convert

Most marketers build their landing pages Front to Back.

They start by asking themselves, “What information do I need from my leads?”

So they ask for everything right from the start: Name, Email, Phone Number, Company Size, Budget…

The problem? You’re leading with what YOU want, not what your Ideal Client wants.

Building Back to Front flips that around. You start with the end in mind & ask a much better question:

What’s the MINIMUM interaction needed to start a relationship with your potential client?

^^ Re-read that question, because it changes the way you’ll build every funnel from here on out.

Start With Just 2 Things

To start, your landing page only needs 2 Core Elements:

1. A Headline that speaks directly to your Ideal Client’s biggest pain point

2. A Simple Email Opt-in

That’s it.

Now, I know what you’re thinking: “That’s way too simple, Aleric!”

But here’s why it works. When someone lands on your page, you have about 3 seconds to grab their attention. Your headline has to stop them in their tracks by speaking directly to their biggest challenge or desire.

For example, if you’re targeting business owners who are struggling with lead generation, your headline might be:

“Stop Wasting Money on Ads That Don’t Convert”

It’s specific, it hits a real pain point & it promises a solution.

Then support that headline with:

• A Sub-Headline that delivers on that promise by explaining exactly what they’ll get (or a few Bullet Points of specific Benefits – not features, but the actual results they can expect)

• A clear Call to Action Button that takes them to the next step

And keep it all “Above the Fold,” meaning everything is visible on a typical laptop screen before anyone has to scroll.

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The 20-25% Rule

Here’s the rule we follow: Get this simplified version converting at 20-25% BEFORE you add anything else.

Getting there means testing different headlines that speak to different pain points, different sub-headlines, adding or removing bullet points & even your button text.

A great place to start is your headline. Write 3 variations that each speak to a different side of your audience’s pain:

• Time Saved: “Spend Less Time Chasing Leads & More Time Closing Them”

• Money Wasted: “Stop Wasting Money on Ads That Don’t Convert”

• Missed Opportunities: “Your Competitors Are Landing the Clients You’re Missing”

Run each test for at least a week, with enough traffic to get meaningful data.

And whatever you do, don’t change multiple elements at once! If you change your headline & your button text at the same time, you won’t know which change made the difference.

Test one thing, find a winner, then move on to the next element.

Then (& Only Then) Add Qualification Fields

Once you hit that 20-25% sweet spot, that’s when the real optimization begins.

Start adding Qualification Fields ONE at a time:

• A Phone Number field (if you don’t have one already) – start it as optional, then test making it required

• A Qualifying Question with a dropdown, like their Business Size or Industry

For example, our YouTube Ads PDF opt-in asks for Name, Email, Phone Number & Business Size. That allows us to give a specific training based on the individual person.

(If you’ve been reading the Newsletter for a while, you might remember the “5 Minute Tweak” I shared about adding a Phone Number field to our opt-ins – this is exactly where that fits in!)

Now, your conversion rate will probably drop as you add more fields…

But that’s exactly what you want!

Think about it. If someone is willing to fill out more information, they’re showing higher intent. They’re raising their hand & saying “Yes, I’m serious about this!”

Those are the leads that turn into clients.

The Number Almost Everyone Forgets to Track 📈

Here’s what everyone misses: Tracking what happens AFTER the opt-in.

Let’s say you’re testing 2 versions of your page:

• Version A gets a 30% Opt-in Rate, but only 2% of those leads book a call

• Version B gets a 20% Opt-in Rate, but 8% of those leads book a call

Most people would crown Version A the winner. It has the higher opt-in rate!

But let’s run the numbers on 1,000 visitors:

• Version A: 300 Leads → 6 Booked Calls

• Version B: 200 Leads → 16 Booked Calls

Version B books more than 2.5X as many calls, with 100 fewer leads!

Version B is your winner, even with the lower opt-in rate, because it’s attracting more of your Ideal Clients.

That’s why you can’t just watch your opt-in rate. Watch how long people stay on your page & (most importantly) which version leads to more bottom of funnel actions like booked calls & sales.

What Matters the MOST: Your Offer

Remember that landing page I mentioned at the top of this email, stuck at 12%?

Here’s what we changed…

The original offer was a generic “Digital Marketing Guide.”

We changed it to a specific framework showing exactly how to scale your business using YouTube Ads. Same page design. Same form fields. Same information we were collecting. Just a different headline & promise.

And our conversion rate jumped from 12% to 35%. Seriously, that’s almost 3X as high!

Why? Because we weren’t just offering information anymore. We were offering a solution to an Immediate Problem.

Your potential clients don’t want another PDF that sits unread in their documents folder, or another training they’ll never watch. They want something that solves their problem right now.

You can have the perfect headline, the cleanest design & the most optimized form fields, but if your offer doesn’t solve an Immediate Problem, none of it matters.

So before you spend weeks testing button colors or form fields, ask yourself 2 questions:

1. Does my offer (my lead magnet, training, PDF, gift, etc.) solve an Immediate Problem for my Ideal Client?

2. Would I be excited to receive this if I were in my client’s shoes?

If the answer to either one is “not really”… that’s the first thing to fix!

The Back to Front Funnel Recap

1. Start Simple: a Headline that hits your Ideal Client’s pain point + a Simple Email Opt-in

2. Test one element at a time until you hit a 20-25% Opt-in Rate

3. Add Qualification Fields one at a time (Phone Number, Business Size, Industry)

4. Track what happens AFTER the opt-in – booked calls & sales decide the winner, not your opt-in rate

5. Above all, make sure your Offer solves an Immediate Problem

I break all of this down step-by-step in my latest video on YouTube. And at the end, I share how you can get my Free 30-Minute Training on our “Self-Optimizing Funnel” System!

Watch the Full Training on YouTube! (Click Here)

Watch The Full Video on YouTube:

Complimentary Video Marketing Strategy Call!

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I want to invite you to a 1-1 Strategy call with my Team to map out a YouTube Ads & Video Marketing Strategy specifically for your Business!

This is a 45-minute call where we’ll dive into your Business, your Goals & map out a Custom Strategy to help you Achieve them through YouTube!

Fill out the Quick Booking form to Schedule your Strategy Call.

Book Your Complimentary Video Marketing Strategy Call Today!

Let’s Finish the Year Strong!

We’re officially in the home stretch of the year, which makes now the perfect time to tighten up your funnel so you can hit the ground running in 2027!

Simple first, then optimize. Build Back to Front, test one thing at a time & make sure your offer solves an Immediate Problem.

I hope you found this Newsletter valuable & I can’t wait to hear about your new opt-in rates. Hit Reply & let me know how your tests go! 😁

Stay Tuned for More Great Value & Content Coming your Way!

Here’s a Sneak Peak at What’s Coming Next:

• More Free Trainings & Resources — In your Inbox!

• Real Case Studies & Examples of the Marketing Funnels that Scaled Coaching Businesses past 7 & 8 Figures

• The REAL on-the-ground insights into what’s going on in the Online Marketing & Coaching/Consulting/High-Ticket Industry (Based on our Insights working with Thousands of Clients)

• The Latest YouTube Ad & Marketing Strategies as we Discover Them – So that you’re Always on the Cutting Edge

• Guest Articles, Videos & Podcasts from the Top Marketing Minds of Today — Stay tuned for some exciting announcements around this 😉

• And a LOT More…

I’m serious when I say I want this to be The Most Valuable Newsletter You’re Subscribed to — Look out for us in your Inbox Every Friday!

I’ll see you in the next one!

To Your Success,

– Aleric Heck | Founder & CEO of AdOutreach

This Edition of the Marketing Minds Newsletter is Sponsored by:

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