Welcome to The Birdhouse newsletter. It is approximately a 5 minute read.
In today's newsletter, we're going over:
Why forcing leads to pick between two offers kills your conversion rate
The math behind collapsing your funnel into one front-end offer
A 24-hour audit to find out which offer is actually working
What to do with the second offer instead of just deleting it
Apply to work with The Birdhouse (link)
Cut your funnel down to one front-end offer
(What) Run one high-ticket front-end offer and route every lead into it, instead of making them choose between two.
(Why) A prospect who has to decide which funnel they belong in usually decides to do nothing instead.
(How) Do these things:
Pull your last 90 days of inbound leads and count how many asked which offer or service fits them best.
Compare average deal size across your offers for the last 6 months and pick the higher one as your single front-end.
Point every link, bio, and CTA at that one funnel today.
Send one email to your list within 24 hours clarifying the single path in.
Here is the best link I have since last time I emailed you:
News 🗞️
MASSIVE opportunity if you target an older demographic… (link).
The split-funnel is a tax on yourself
I was on a call recently with a business owner who runs both an investing offer and an accounting offer out of the same brand. His exact words: he didn't know which funnel folks would rather go into.
Every time a lead has to choose between two doors, some % of them walks away instead of picking one.
You never see that number in your CRM. It just shows up as a lower close rate.
The math on splitting attention
Say you're running organic traffic to 2 landing pages.
Historically a single, focused offer page converts at something like 4% of visitors into booked calls.
Split that same audience across 2 offers and you don't get 4% twice. You typically get closer to 2.5% on each, because now the content, the page, and the follow-up sequence all have to speak to 2 different buyers instead of 1.
On 1,000 monthly visitors, that's the difference between 40 booked calls from one clear offer versus roughly 25 combined across 2 diluted ones.
One offer forces clarity everywhere downstream
When there's one front-end offer, your content gets easier to write, your ad copy gets sharper, and your sales team stops improvising a pitch depending on which page the lead clicked.
Every piece of content in your system, every X post, every LinkedIn hook, every YouTube title, points at the same door.
What to do with the second offer
You don't have to kill it. Fold it into the front-end offer as a bonus, an upsell, or a phase-2 backend conversation after the first sale closes. The accounting offer in this situation stops competing with the investing offer for the same lead's attention on day one.
If you like this newsletter and want to work with us, there are a few ways we can do so:
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Hope this helps.
Cheers.
Marcos
