The Art of Online Business

This ONE Tweak Increased my Friend’s Course Sales with Facebook & Instagram Ads

• Kwadwo [QUĀY.jo] Sampany-Kessie

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0:00 | 5:48

A friend of mine is running Facebook and Instagram ads to his course and asks why sales feel harder than they should. When I look at his sales page, I notice something simple but costly: too many pricing options. 

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I explain how decision fatigue quietly hurts conversions and why guiding people to one clear choice often leads to more sales. 

I show you how a small sales-page tweak can improve results from your ads without touching targeting, budgets, or creative.



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Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:

The One Tip That Boosted Sales

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My friend is running Facebook and Instagram ads to his course, and I gave him one piece of advice that he implemented right away, and it improved his course sales. And guess what? It didn't even have to do with Facebook and Instagram ads. You want to know what it was? It had to do with his sales page. Let me give you some context before I tell you the one simple change that you can make to your sales page that you're running Facebook and Instagram ads to. So my friend Jeremy, he's an American who lives in China, has this flashcard system that he developed, and it's tied to the HSK Chinese language standard. So it's a bunch of flashcards tied to different proficiency levels to teach you the vocabulary. You need to be more proficient. Okay, and so he calls me to catch up, and the conversation meanders to his Facebook and Instagram ads that he's running to the sales page to sell the course. And so I start asking my usual questions that if you've already had me audit your Facebook and Instagram ads, the link is in below, then you probably heard some of these questions. Or if you've coached with me one-on-one to improve your Facebook and Instagram ads that are running, then you've definitely heard me ask these questions. But one thing I looked at is his sales page. And the very first question I asked when I saw his sales page was that why does he have three different packages or offer packaging on his sales page, right? So the HSK, the Han Yu Shui Ping Kal Shu. It's like a Chinese proficiency test. And yes, I do speak Mandarin. I lived in China for 12 years. It has been now six years that I have not lived in China and have been in Mexico ever since I got stuck here when the pandemic started. Oh, I was here two weeks before the pandemic started in 2020, struggling to learn Spanish and not speaking so much Mandarin Chinese. I digress. So that proficiency flashcard bundle, it has three versions, six levels divided into like levels one and two for a certain price, and then levels one through four for another price, and one through six for another higher price. And I was like, Jeremy, which of those is making up most of your sales? I bet there's one of them. It's the Pareto principle or Pareto's Law, Pareto's Law, whatever you want to call it, you know, where like 20% of the sales make up 80% of the revenue. It's the 80-20 principle. And he was like, huh, funny you ask Quayjo. The full price set of levels one through six makes up most of the sales, like almost 80%, slightly more. And I was like, well, Jeremy, how about you test? Don't put all of your eggs in a new basket that has not been tested. All right. But I was like, Jeremy, how about you test a sales page that does not have any other option other than to buy that most expensive version, since it's the one that's selling most already? And I told him a certain reason, which I will share with you. The principle of decision fatigue. When somebody's presented with more decisions, they take action less of the time. The more decisions somebody has to make, the worse their decision making becomes over time. As people make more choices, they burn through their very finite, limited amount of choice making energy, which means they're gonna make fewer choices after they already made some choices. And if they have to make a lot of choices to preserve their mental stability, they're just gonna make no choice if they can, or fewer choices if possible. That means for you marketers, or for you as an online course creator who is marketing your lead magnet or your course, the more decisions that you provide to a group of people that is visiting your website, the lower the percentage of website or sales page visitors that will actually take action, i.e., buy something for you. So you've got to learn to be a good shepherd because you're the expert in your niche, right? You are blessed with skills and passions to help folks have a transformation in their life. You've got to learn to guide them towards the best way to go, right? So begin to think like whatever you're doing, limit the number of decisions that somebody needs to take, and you will have more people taking decisions, or that one somebody will be more likely to take a decision. So fast forward like two weeks later, and I followed up with Jeremy on LinkedIn, because that's where we communicate, and I was like, bro, how's how's your sales page doing, you know, with the Facebook and Instagram ads? Because I want him to win, right? He's a friend, and we go back years, at least 10 years now, which is crazy that it's already been six years since I lived in China. I started working at the same place that Jeremy works at back in 2014, and it is now 2025 at the end of the recording. I was like, How are your ads doing? Like to the sales page, and he was like, Quijo, they're doing better, actually. The change helped sales. And I was like, Cool. All right, great. And we kept talking a bit, and that was the end of the conversation. Dear podcast listener, if you're enjoying this content, can you please go to my Instagram and tell me so? That is q-u-a-y-j-o. That's q-u-a-y-j-o. Q A Y J O, which is not how I spell my name, but it sure is how it sounds, isn't it? DM me. Didn't that sound like the commercials from back in the day? Sometimes I miss old school TV. Until the next time you hear from me, take care, be blessed, and I'll see you in the next one. Goodbye. I'm waving right now, but you can't tell because you're listening to me.

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Kwadwo Sampany-Kessie

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