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Sep 22, 2016 · 23m · top-founders

EP 425: $300k Webinar Sales Funnel Like You've Never Seen with Yuri Elkhaim

Yuri Elkaim · 10m spoken Nathan Latka · 10m spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

In this episode of The Top, host Nathan Latka interviews health entrepreneur Yuri Elkaim, who details how he built an automated evergreen webinar funnel that generated over $300,000 in revenue on less than $100,000 in ad spend.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 47.9% of the talking time here. How this is scored →

Nathan as informed peer 5.7 Guest teaching 2.7 Guest disagreement 0.7 Nathan pushing back 1.8
05100:0010:0020:001:40–5:31 · Nathan as informed peer 5/10 Introducing Yuri Elkaim and His Health Mission Nathan introduces Yuri and immediately presses into concrete metrics regarding audience reach and ad spend. Yuri cooperates fully, explaining how he transitioned the Total Wellness Cleanse into a webinar model.5:31–9:14 · Nathan as informed peer 6/10 Facebook Ad Creative and Evergreen Webinar Strategy Nathan pulls up Yuri's website in real time and points out a discrepancy with a $27 price point. Yuri clarifies that Nathan is looking at an outdated sales page for a light version rather than the $147 webinar offer.9:15–12:23 · Nathan as informed peer 8/10 Webinar Funnel Economics and Upsell Optimization Nathan calculates the unit economics live on air, calculating that 100 leads at $6 CPL yields $735 in immediate revenue from 5 sales. Yuri details how upsell split testing added $30 to his average cart value.12:23–18:00 · Nathan as informed peer 8/10 Building Trust and Tactical YouTube Video Ads Nathan compares Yuri's acquisition metrics to Neil Patel's YouTube CAC for Crazy Egg, while Yuri explains high-leverage YouTube tactics such as driving clicks before the 30-second mark to avoid ad charges.18:00–21:19 · Nathan as informed peer 4/10 Total Wellness Cleanse Revenue Recap and Contact Information Nathan recaps the overall campaign numbers of over $300k in revenue on under $100k in spend and cross-references Yuri's previous interview stats before running sponsor reads.21:19–22:31 · Nathan as informed peer 3/10 The Famous Five with Yuri Elkaim The interview concludes with the standard Famous Five rapid-fire questions covering favorite business books, tools, team size, and personal advice.1:40–5:31 · Guest teaching 2/10 Introducing Yuri Elkaim and His Health Mission Nathan introduces Yuri and immediately presses into concrete metrics regarding audience reach and ad spend. Yuri cooperates fully, explaining how he transitioned the Total Wellness Cleanse into a webinar model.5:31–9:14 · Guest teaching 4/10 Facebook Ad Creative and Evergreen Webinar Strategy Nathan pulls up Yuri's website in real time and points out a discrepancy with a $27 price point. Yuri clarifies that Nathan is looking at an outdated sales page for a light version rather than the $147 webinar offer.9:15–12:23 · Guest teaching 3/10 Webinar Funnel Economics and Upsell Optimization Nathan calculates the unit economics live on air, calculating that 100 leads at $6 CPL yields $735 in immediate revenue from 5 sales. Yuri details how upsell split testing added $30 to his average cart value.12:23–18:00 · Guest teaching 5/10 Building Trust and Tactical YouTube Video Ads Nathan compares Yuri's acquisition metrics to Neil Patel's YouTube CAC for Crazy Egg, while Yuri explains high-leverage YouTube tactics such as driving clicks before the 30-second mark to avoid ad charges.18:00–21:19 · Guest teaching 1/10 Total Wellness Cleanse Revenue Recap and Contact Information Nathan recaps the overall campaign numbers of over $300k in revenue on under $100k in spend and cross-references Yuri's previous interview stats before running sponsor reads.21:19–22:31 · Guest teaching 1/10 The Famous Five with Yuri Elkaim The interview concludes with the standard Famous Five rapid-fire questions covering favorite business books, tools, team size, and personal advice.1:40–5:31 · Guest disagreement 1/10 Introducing Yuri Elkaim and His Health Mission Nathan introduces Yuri and immediately presses into concrete metrics regarding audience reach and ad spend. Yuri cooperates fully, explaining how he transitioned the Total Wellness Cleanse into a webinar model.5:31–9:14 · Guest disagreement 1/10 Facebook Ad Creative and Evergreen Webinar Strategy Nathan pulls up Yuri's website in real time and points out a discrepancy with a $27 price point. Yuri clarifies that Nathan is looking at an outdated sales page for a light version rather than the $147 webinar offer.9:15–12:23 · Guest disagreement 1/10 Webinar Funnel Economics and Upsell Optimization Nathan calculates the unit economics live on air, calculating that 100 leads at $6 CPL yields $735 in immediate revenue from 5 sales. Yuri details how upsell split testing added $30 to his average cart value.12:23–18:00 · Guest disagreement 1/10 Building Trust and Tactical YouTube Video Ads Nathan compares Yuri's acquisition metrics to Neil Patel's YouTube CAC for Crazy Egg, while Yuri explains high-leverage YouTube tactics such as driving clicks before the 30-second mark to avoid ad charges.18:00–21:19 · Guest disagreement 0/10 Total Wellness Cleanse Revenue Recap and Contact Information Nathan recaps the overall campaign numbers of over $300k in revenue on under $100k in spend and cross-references Yuri's previous interview stats before running sponsor reads.21:19–22:31 · Guest disagreement 0/10 The Famous Five with Yuri Elkaim The interview concludes with the standard Famous Five rapid-fire questions covering favorite business books, tools, team size, and personal advice.1:40–5:31 · Nathan pushing back 2/10 Introducing Yuri Elkaim and His Health Mission Nathan introduces Yuri and immediately presses into concrete metrics regarding audience reach and ad spend. Yuri cooperates fully, explaining how he transitioned the Total Wellness Cleanse into a webinar model.5:31–9:14 · Nathan pushing back 3/10 Facebook Ad Creative and Evergreen Webinar Strategy Nathan pulls up Yuri's website in real time and points out a discrepancy with a $27 price point. Yuri clarifies that Nathan is looking at an outdated sales page for a light version rather than the $147 webinar offer.9:15–12:23 · Nathan pushing back 2/10 Webinar Funnel Economics and Upsell Optimization Nathan calculates the unit economics live on air, calculating that 100 leads at $6 CPL yields $735 in immediate revenue from 5 sales. Yuri details how upsell split testing added $30 to his average cart value.12:23–18:00 · Nathan pushing back 2/10 Building Trust and Tactical YouTube Video Ads Nathan compares Yuri's acquisition metrics to Neil Patel's YouTube CAC for Crazy Egg, while Yuri explains high-leverage YouTube tactics such as driving clicks before the 30-second mark to avoid ad charges.18:00–21:19 · Nathan pushing back 1/10 Total Wellness Cleanse Revenue Recap and Contact Information Nathan recaps the overall campaign numbers of over $300k in revenue on under $100k in spend and cross-references Yuri's previous interview stats before running sponsor reads.21:19–22:31 · Nathan pushing back 1/10 The Famous Five with Yuri Elkaim The interview concludes with the standard Famous Five rapid-fire questions covering favorite business books, tools, team size, and personal advice.

speaking balance: gold is Nathan, purple is the guest (3 minute bins)

0:00 · Nathan 81.7% · guest 18.3%0:00 · Nathan 81.7% · guest 18.3%3:00 · Nathan 19.1% · guest 80.9%3:00 · Nathan 19.1% · guest 80.9%6:00 · Nathan 14.6% · guest 85.4%6:00 · Nathan 14.6% · guest 85.4%9:00 · Nathan 28.6% · guest 71.4%9:00 · Nathan 28.6% · guest 71.4%12:00 · Nathan 31.5% · guest 68.5%12:00 · Nathan 31.5% · guest 68.5%15:00 · Nathan 39.7% · guest 60.3%15:00 · Nathan 39.7% · guest 60.3%18:00 · Nathan 88.9% · guest 11.1%18:00 · Nathan 88.9% · guest 11.1%21:00 · Nathan 88.3% · guest 11.7%21:00 · Nathan 88.3% · guest 11.7%
Sharpest disagreement ▶ 8:14 Correcting live website pricing discrepancy

When Nathan challenges the funnel pricing by pointing out a $27 product on the site, Yuri firmly corrects him that it is an outdated light version rather than the live webinar offer.

 Hardest push from Nathan ▶ 8:14 Confronting guest with live website order form

Nathan actively tests Yuri's assertions by loading the live order page during the interview and calling out a conflicting price point.

 Biggest teaching moment ▶ 16:20 Explaining free clicks via YouTube 30-second rule

Yuri breaks down tactical YouTube ad mechanics, teaching Nathan that placing an immediate call-to-action within the first 10 seconds allows them to capture clicks before paying for the view at 30 seconds.

 Nathan holds their own ▶ 11:00 Live backwards unit economics calculation

Nathan demonstrates sharp financial modeling on the fly by taking Yuri's raw conversion and CPL inputs and instantly calculating the exact ROI per 100 registrants.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Introducing Yuri Elkaim and His Health Mission 5212 Nathan introduces Yuri and immediately presses into concrete metrics regarding audience reach and ad spend. Yuri cooperates fully, explaining how he transitioned the Total Wellness Cleanse into a webinar model.
Facebook Ad Creative and Evergreen Webinar Strategy 6413 Nathan pulls up Yuri's website in real time and points out a discrepancy with a $27 price point. Yuri clarifies that Nathan is looking at an outdated sales page for a light version rather than the $147 webinar offer.
Webinar Funnel Economics and Upsell Optimization 8312 Nathan calculates the unit economics live on air, calculating that 100 leads at $6 CPL yields $735 in immediate revenue from 5 sales. Yuri details how upsell split testing added $30 to his average cart value.
Building Trust and Tactical YouTube Video Ads 8512 Nathan compares Yuri's acquisition metrics to Neil Patel's YouTube CAC for Crazy Egg, while Yuri explains high-leverage YouTube tactics such as driving clicks before the 30-second mark to avoid ad charges.
Total Wellness Cleanse Revenue Recap and Contact Information 4101 Nathan recaps the overall campaign numbers of over $300k in revenue on under $100k in spend and cross-references Yuri's previous interview stats before running sponsor reads.
The Famous Five with Yuri Elkaim 3101 The interview concludes with the standard Famous Five rapid-fire questions covering favorite business books, tools, team size, and personal advice.

Statements from this episode (11)

Assertion Not checkable as stated
Elkaim: Initial Total Wellness Cleanse Webinar Converted at Roughly 15%
“The first time we did the webinar, I think we had conversions on the webinar of about 15%.”
Yuri Elkaim Sep 22, 2016 ▶ 4:14
Disclosure
Elkaim: Total Wellness Cleanse Scaled to $70k–$80k Monthly Ad Spend
“It would vary anywhere from about you know, kind of starting off, we do about, it's about 500 dollars a day and wrapping it up to, I think we had to spend probably at our max, probably about seven to 80,000 a month.”
Yuri Elkaim Sep 22, 2016 ▶ 4:41
Insight
Elkaim: High-value Facebook ads generate viral shares and social proof
“What we found to be really helpful, especially on Facebook is thinking about the ad in and of itself as providing immense value to the newsfeed. So even if people don't register or click on the ad or for the register for the webinar, the ad itself is valuable.…”
Yuri Elkaim Sep 22, 2016 ▶ 5:39
Disclosure
Elkaim: Total Wellness Cleanse sells for $147 on webinars versus $297 retail
“So the webinar sale price is one 47. So we basically give people a significant discount on the webinar from the regular, you know, two 97 price points.”
Yuri Elkaim Sep 22, 2016 ▶ 8:31
Assertion Not checkable as stated
Elkaim: Webinar funnel generates $16-$20 per lead against $4-$6 CAC
“So with this funnel, our value per lead, you know, and obviously it would fluctuate, but, you know, we had weeks where it was, you know, anywhere from, let's say on average, 16 to 20 dollars, 10 day value per lead. So this is, you know, for every person who op…”
Yuri Elkaim Sep 22, 2016 ▶ 9:58
Assertion Not checkable as stated
Elkaim: Evergreen webinar converts about 5% of attendees into purchasers
“So the, right now the conversions, I would say on the evergreen are converting at about five percent. So if we have a hundred people on the webinar, we get about five people to purchase the products.”
Yuri Elkaim Sep 22, 2016 ▶ 10:46
Assertion Not checkable as stated
Elkaim: Upsell flow split test added $30 to average cart value
“And that simple split test, we had 30 dollars, the average card value, just by changing or implementing this test where we basically found this new upsell flow to be a much better A fit for the products.”
Yuri Elkaim Sep 22, 2016 ▶ 12:00
Assertion Not checkable as stated
Latka: Neil Patel acquires 4,000 Crazy Egg customers for $100k on YouTube
“I had Neil Patel on back On the 13th of the month and he articulated he's getting 4000 new customers for his SaaS business, Crazy Egg, from YouTube, when he's spending about a hundred grand per month doing that.”
Nathan Latka Sep 22, 2016 ▶ 14:48
Assertion Contradicted
Elkaim: YouTube does not charge for ad clicks under 30 seconds
“And then right there in the first five to 10 seconds, I'm making that call to action because we know if we can get people to click off the video before 30 seconds, you don't actually pay for the click on YouTube.”
Yuri Elkaim Sep 22, 2016 ▶ 16:44
Disclosure
Elkaim: Cleansing product generated north of $300k in recent months
“I would say in the last couple months, probably north of 300,000.”
Yuri Elkaim Sep 22, 2016 ▶ 18:07
Disclosure
Elkaim: $300k webinar funnel required under $100k in ad spend
“I would say probably on less than a hundred.”
Yuri Elkaim Sep 22, 2016 ▶ 18:14
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