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Why Isn't My Supplement Funnel Working?
Written by Cathy Benton on Sep. 4th 2018
You’ve gone through all the work of structuring and creating a funnel to promote and sell your supplements only to find that it isn’t working. Whether the funnel is relatively simple or complex, this can be both frustrating and disheartening. 

If your funnel isn’t working, though, don’t sweat it. We can help you troubleshoot it.

Our agency has driven more than $150 million in supplement sales for our clients, and we’ve perfected the process of running supplement funnels that are both profitable and scalable. At the end of the day, there are 4 key factors that will directly affect whether or not your funnel is a success or a flop. 
1. Your Offer Structure Isn’t Strong Enough
If your offer structure either isn’t strong enough or isn’t a good fit for how your audience is most likely to interact with your business, it only makes sense that the funnel itself won’t be effective.

When it comes to creating supplement offers, there are four different funnel structures that we’ve found relatively successful across the board. These are:
  •  Using a quiz to capture user interest, and then sending quiz participants to a customized video sales letter (VSL) 
  • Offering a free trial of the supplement with upsells that are designed to sell larger quantities of that same free-trial product, giving users incentive to purchase while building trust
  •  Sending users directly to a long-form sales page from an ad campaign, which details the supplement, what it can do, and any scientific research
  •  Sending users directly to a dedicated VSL from an ad campaign
Each of these funnel structures have their own strengths and weaknesses, and every single funnel offer is different from business to business (and even within a single business). That being said, we’ve found that no matter which funnel you choose, you’ll get the most results if you offer one bottle, three bottle, and six bottle options. Highlight the six bottle option as the best deal in order to increase your average order value (AOV) and maximize the CPC costs.
This will be preferable to selling only one bottle up front, which often then restricts the first upsell to only three bottles. This is one of the most common traps we’ve seen potential clients fall into, and it just won’t work if you want to increase your AOV, which all supplement companies should be focused on. Because of this, we’ll recommend that they make this change even before they’re actually clients.

2. Your Offer Isn’t Compliant or is Being Reviewed By Lawyers 
Speaking as a former lawyer here: When you scale enough and start getting significant volume moving through your funnel, it will absolutely be looked at by either the FDA or FDC (or both). 

Either of these agencies might look at your campaign at any point, but if you’re spending $500,000 or more a month on advertising, this is pretty much guaranteed. 

In order to make sure that the pages and offers in your funnel are compliant you need to:
  •  Ensure that your claims are based on the double-blind placebo studies for your supplements 
  •  Don’t mention curing diseases or conditions outright
  •  Avoid particularly aggressive copy 
We always recommend that our clients have their copy and offers reviewed by legal experts to ensure that they’re in the clear, because it’s a lot easier to make adjustments before the campaign starts running instead of after they’re flagged by someone else. Certain terminology and phrasings will be red flagged right away, so avoiding them is essential.
Not sure who to reach out to for this? Since I’m a former lawyer in the space, we can connect you to some of the top talent in the field that can help, along with provide general guidance on what you can and can’t say. 
    3. You Aren’t Using Stories 
    If you’re just spitting out stats and making claims, your campaigns and funnels won’t work. They’re just not effective enough when it comes to selling supplements, especially if yours is a premium product. 

    Storytelling is essential for successful funnels, because it’s what ropes people in, makes your brand and product seem more trustworthy, and makes someone want to purchase. Stories are memorable, and emotionally powerful. They will be the difference that determines whether customers walk into the GNC and buy the cheapest version from a competitor, or purchase your premium product instead. 
    Stories will also help you better articulate why your supplement is different, and they make it easier to justify your premium price point. In our experience, using a “hero” approach is most effective, where an individual shares their story through the ups and downs of a health-related journey before finally succeeding with the help of your supplement. This is a journey many potential customers in your target audience will identify with, so it’s a powerful one.
    4. It Doesn’t Seem Credible or Authoritative 
    Most supplements are regarded with wariness and distrust by the majority of consumers, and gaining trust early on is an essential part of moving potential customers through your funnel. One solution that we’ve found for this is to have a doctor front or support the product. It sets you apart from your competition while adding credibility and authority to both your product and your brand as a whole.
    When we’ve created funnels using a doctor as a frontman of the product, we’ve consistently seen an increase in CVR of about 30-35%. To get these results, we make sure we’re using that figure of authority within the first 30 seconds of someone either reading a long-form sales page or watching the video sales people. 

    There is a slight catch to this. Most doctors will only support supplements that contain ingredients that have been proven to work through randomized, clinically-controlled placebo studies. They may even ask to see studies regarding your product specifically. And because consumers know that very few doctors will stick their necks out for a small payday and risk their reputation over a supplement they don’t care about, this will help earn trust faster than using a random person on the internet (though testimonials are still always beneficial!). 
    Conclusion 
    There you have it. These are the 4 trends we’ve found that prevent supplement funnels from being successful. By troubleshooting your funnel and applying our recommended strategies to it while fleshing it out, you’ll increase your chances of success and maximize both your results and your ad spend all at once. 
    Still struggling with your marketing funnel? 
    There are a lot of other factors that need to be put in place, too, for a successful campaign. Get in touch with us and see how we can help make it great. 
    Onwards and upwards,
    Robbie
    Sign Up to Our Newsletter
    All Your Information is Protected When You Sign Up
    Other Blogs
    • Why Isn't my Supplement Funnel Working? - Super Cool Thing #1
    • Why Is There no Consistency When Acquiring Customers from Facebook?- Amazing Thing #2
    • And So Much More...
    Why Isn't My Supplement Funnel Working?
    Written by Cathy Benton on Sep. 4th 2018
    You’ve gone through all the work of structuring and creating a funnel to promote and sell your supplements only to find that it isn’t working. Whether the funnel is relatively simple or complex, this can be both frustrating and disheartening. 

    If your funnel isn’t working, though, don’t sweat it. We can help you troubleshoot it.

    Our agency has driven more than $150 million in supplement sales for our clients, and we’ve perfected the process of running supplement funnels that are both profitable and scalable. At the end of the day, there are 4 key factors that will directly affect whether or not your funnel is a success or a flop. 
    1. Your Offer Structure Isn’t Strong Enough
    If your offer structure either isn’t strong enough or isn’t a good fit for how your audience is most likely to interact with your business, it only makes sense that the funnel itself won’t be effective.

    When it comes to creating supplement offers, there are four different funnel structures that we’ve found relatively successful across the board. These are:
    •  Using a quiz to capture user interest, and then sending quiz participants to a customized video sales letter (VSL) 
    • Offering a free trial of the supplement with upsells that are designed to sell larger quantities of that same free-trial product, giving users incentive to purchase while building trust
    •  Sending users directly to a long-form sales page from an ad campaign, which details the supplement, what it can do, and any scientific research
    •  Sending users directly to a dedicated VSL from an ad campaign
    Each of these funnel structures have their own strengths and weaknesses, and every single funnel offer is different from business to business (and even within a single business). That being said, we’ve found that no matter which funnel you choose, you’ll get the most results if you offer one bottle, three bottle, and six bottle options. Highlight the six bottle option as the best deal in order to increase your average order value (AOV) and maximize the CPC costs.
    This will be preferable to selling only one bottle up front, which often then restricts the first upsell to only three bottles. This is one of the most common traps we’ve seen potential clients fall into, and it just won’t work if you want to increase your AOV, which all supplement companies should be focused on. Because of this, we’ll recommend that they make this change even before they’re actually clients.

    2. Your Offer Isn’t Compliant or is Being Reviewed By Lawyers 
    Speaking as a former lawyer here: When you scale enough and start getting significant volume moving through your funnel, it will absolutely be looked at by either the FDA or FDC (or both). 

    Either of these agencies might look at your campaign at any point, but if you’re spending $500,000 or more a month on advertising, this is pretty much guaranteed. 

    In order to make sure that the pages and offers in your funnel are compliant you need to:
    •  Ensure that your claims are based on the double-blind placebo studies for your supplements 
    •  Don’t mention curing diseases or conditions outright
    •  Avoid particularly aggressive copy 
    We always recommend that our clients have their copy and offers reviewed by legal experts to ensure that they’re in the clear, because it’s a lot easier to make adjustments before the campaign starts running instead of after they’re flagged by someone else. Certain terminology and phrasings will be red flagged right away, so avoiding them is essential.
    Not sure who to reach out to for this? Since I’m a former lawyer in the space, we can connect you to some of the top talent in the field that can help, along with provide general guidance on what you can and can’t say. 
      3. You Aren’t Using Stories 
      If you’re just spitting out stats and making claims, your campaigns and funnels won’t work. They’re just not effective enough when it comes to selling supplements, especially if yours is a premium product. 

      Storytelling is essential for successful funnels, because it’s what ropes people in, makes your brand and product seem more trustworthy, and makes someone want to purchase. Stories are memorable, and emotionally powerful. They will be the difference that determines whether customers walk into the GNC and buy the cheapest version from a competitor, or purchase your premium product instead. 
      Stories will also help you better articulate why your supplement is different, and they make it easier to justify your premium price point. In our experience, using a “hero” approach is most effective, where an individual shares their story through the ups and downs of a health-related journey before finally succeeding with the help of your supplement. This is a journey many potential customers in your target audience will identify with, so it’s a powerful one.
      4. It Doesn’t Seem Credible or Authoritative 
      Most supplements are regarded with wariness and distrust by the majority of consumers, and gaining trust early on is an essential part of moving potential customers through your funnel. One solution that we’ve found for this is to have a doctor front or support the product. It sets you apart from your competition while adding credibility and authority to both your product and your brand as a whole.
      When we’ve created funnels using a doctor as a frontman of the product, we’ve consistently seen an increase in CVR of about 30-35%. To get these results, we make sure we’re using that figure of authority within the first 30 seconds of someone either reading a long-form sales page or watching the video sales people. 

      There is a slight catch to this. Most doctors will only support supplements that contain ingredients that have been proven to work through randomized, clinically-controlled placebo studies. They may even ask to see studies regarding your product specifically. And because consumers know that very few doctors will stick their necks out for a small payday and risk their reputation over a supplement they don’t care about, this will help earn trust faster than using a random person on the internet (though testimonials are still always beneficial!). 
      Conclusion 
      There you have it. These are the 4 trends we’ve found that prevent supplement funnels from being successful. By troubleshooting your funnel and applying our recommended strategies to it while fleshing it out, you’ll increase your chances of success and maximize both your results and your ad spend all at once. 
      Still struggling with your marketing funnel? 
      There are a lot of other factors that need to be put in place, too, for a successful campaign. Get in touch with us and see how we can help make it great. 
      Onwards and upwards,
      Robbie
      Sign Up to Our Newsletter
      All Your Information is Protected When You Sign Up
      Other Blogs
      • Why Isn't my Supplement Funnel Working? - Super Cool Thing #1
      • Why Is There no Consistency When Acquiring Customers from Facebook?- Amazing Thing #2
      • And So Much More...
      Why Isn't My Supplement Funnel Working?
      Written by Cathy Benton on Sep. 4th 2018
      You’ve gone through all the work of structuring and creating a funnel to promote and sell your supplements only to find that it isn’t working. Whether the funnel is relatively simple or complex, this can be both frustrating and disheartening. 

      If your funnel isn’t working, though, don’t sweat it. We can help you troubleshoot it.

      Our agency has driven more than $150 million in supplement sales for our clients, and we’ve perfected the process of running supplement funnels that are both profitable and scalable. At the end of the day, there are 4 key factors that will directly affect whether or not your funnel is a success or a flop. 
      1. Your Offer Structure Isn’t Strong Enough
      If your offer structure either isn’t strong enough or isn’t a good fit for how your audience is most likely to interact with your business, it only makes sense that the funnel itself won’t be effective.

      When it comes to creating supplement offers, there are four different funnel structures that we’ve found relatively successful across the board. These are:
      •  Using a quiz to capture user interest, and then sending quiz participants to a customized video sales letter (VSL) 
      • Offering a free trial of the supplement with upsells that are designed to sell larger quantities of that same free-trial product, giving users incentive to purchase while building trust
      •  Sending users directly to a long-form sales page from an ad campaign, which details the supplement, what it can do, and any scientific research
      •  Sending users directly to a dedicated VSL from an ad campaign
      Each of these funnel structures have their own strengths and weaknesses, and every single funnel offer is different from business to business (and even within a single business). That being said, we’ve found that no matter which funnel you choose, you’ll get the most results if you offer one bottle, three bottle, and six bottle options. Highlight the six bottle option as the best deal in order to increase your average order value (AOV) and maximize the CPC costs.
      This will be preferable to selling only one bottle up front, which often then restricts the first upsell to only three bottles. This is one of the most common traps we’ve seen potential clients fall into, and it just won’t work if you want to increase your AOV, which all supplement companies should be focused on. Because of this, we’ll recommend that they make this change even before they’re actually clients.

      2. Your Offer Isn’t Compliant or is Being Reviewed By Lawyers 
      Speaking as a former lawyer here: When you scale enough and start getting significant volume moving through your funnel, it will absolutely be looked at by either the FDA or FDC (or both). 

      Either of these agencies might look at your campaign at any point, but if you’re spending $500,000 or more a month on advertising, this is pretty much guaranteed. 

      In order to make sure that the pages and offers in your funnel are compliant you need to:
      •  Ensure that your claims are based on the double-blind placebo studies for your supplements 
      •  Don’t mention curing diseases or conditions outright
      •  Avoid particularly aggressive copy 
      We always recommend that our clients have their copy and offers reviewed by legal experts to ensure that they’re in the clear, because it’s a lot easier to make adjustments before the campaign starts running instead of after they’re flagged by someone else. Certain terminology and phrasings will be red flagged right away, so avoiding them is essential.
      Not sure who to reach out to for this? Since I’m a former lawyer in the space, we can connect you to some of the top talent in the field that can help, along with provide general guidance on what you can and can’t say. 
        3. You Aren’t Using Stories 
        If you’re just spitting out stats and making claims, your campaigns and funnels won’t work. They’re just not effective enough when it comes to selling supplements, especially if yours is a premium product. 

        Storytelling is essential for successful funnels, because it’s what ropes people in, makes your brand and product seem more trustworthy, and makes someone want to purchase. Stories are memorable, and emotionally powerful. They will be the difference that determines whether customers walk into the GNC and buy the cheapest version from a competitor, or purchase your premium product instead. 
        Stories will also help you better articulate why your supplement is different, and they make it easier to justify your premium price point. In our experience, using a “hero” approach is most effective, where an individual shares their story through the ups and downs of a health-related journey before finally succeeding with the help of your supplement. This is a journey many potential customers in your target audience will identify with, so it’s a powerful one.
        4. It Doesn’t Seem Credible or Authoritative 
        Most supplements are regarded with wariness and distrust by the majority of consumers, and gaining trust early on is an essential part of moving potential customers through your funnel. One solution that we’ve found for this is to have a doctor front or support the product. It sets you apart from your competition while adding credibility and authority to both your product and your brand as a whole.
        When we’ve created funnels using a doctor as a frontman of the product, we’ve consistently seen an increase in CVR of about 30-35%. To get these results, we make sure we’re using that figure of authority within the first 30 seconds of someone either reading a long-form sales page or watching the video sales people. 

        There is a slight catch to this. Most doctors will only support supplements that contain ingredients that have been proven to work through randomized, clinically-controlled placebo studies. They may even ask to see studies regarding your product specifically. And because consumers know that very few doctors will stick their necks out for a small payday and risk their reputation over a supplement they don’t care about, this will help earn trust faster than using a random person on the internet (though testimonials are still always beneficial!). 
        Conclusion 
        There you have it. These are the 4 trends we’ve found that prevent supplement funnels from being successful. By troubleshooting your funnel and applying our recommended strategies to it while fleshing it out, you’ll increase your chances of success and maximize both your results and your ad spend all at once. 
        Still struggling with your marketing funnel? 
        There are a lot of other factors that need to be put in place, too, for a successful campaign. Get in touch with us and see how we can help make it great. 
        Onwards and upwards,
        Robbie
        Sign Up to Our Newsletter
        All Your Information is Protected When You Sign Up
        Other Blogs
        • Why Isn't my Supplement Funnel Working? - Super Cool Thing #1
        • Why Is There no Consistency When Acquiring Customers from Facebook?- Amazing Thing #2
        • And So Much More...
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