Why do high-ticket products require a different approach?

Before we get into strategy, it's worth understanding why selling high-value products is fundamentally different from traditional online marketing. Unlike low-cost digital products, where a purchase decision takes seconds, high-ticket products require building trust, demonstrating value and often personal contact with potential customers.

In addition, a huge element of success in this type of campaign is the competence of the sales people. In our case, we had a huge advantage - the author of the course is an experienced expert with years of practice not only in her substantive field, but also in direct sales. Her presentation skills, deep knowledge of the target group's problems and natural talent for building relationships with webinar participants became the foundation of the entire project.

Equally important was the fact that the client has a professional customer service team that can efficiently handle the influx of inquiries, implement new course participants and provide the right level of support. In high-ticket products, the quality of after-sales service often determines the final purchase decision.

Comprehensive webinar organization by Two Colours

The implementation of this campaign required the use of the full spectrum of services we offer for organizing webinars. We're not talking about a simple "put up a Facebook ad and wait to see what happens," but a well-thought-out marketing strategy covering every element of the process - from the initial contact with a potential participant, to the technical implementation of the webinar, to the sales follow-up.

Top-level marketing support

Let's start with the fact that the campaign required the creation of a comprehensive promotional strategy. Two Colours is not limited to simple ad management - it offers a holistic approach to webinar marketing, which includes analyzing the target audience, creating messages that engage the audience and optimizing every touchpoint in the customer's path.

Landing page optimized for conversion

One element of success was the professional landing page created specifically for this campaign. It was not a generic registration page, but a precisely designed conversion machine that not only informed about the details of the webinar, but most importantly convinced potential participants to register. Every element, from the headline to the structure of the content to the placement of the CTA button, was designed to maximize registration rates.

The effectiveness of this registration site has proven to be impressive. We achieved about 60% conversions from cold advertising traffic to webinar registrations. To understand how exceptional this result is, just know that the average landing page in the education industry converts at 15-25%. Thus, our rate was more than double the market standard, which meant that the out of every 10 people who clicked on the ad and came to the site, as many as 6 decided to register. It's like the difference between a teacher who can get 6 out of 10 students interested in his subject versus one who engages only 2-3 students from the same group.

Communication system with participants

Two Colours also managed the entire communication process with registered attendees. This meant not only sending standard registration confirmations, but also a thoughtful sequence of emails that built anticipation for the event, provided valuable pre-webinar content and strategically reminded attendees of the upcoming event. This element is often underestimated, and has a direct impact on webinar attendance.

Advertising channel strategy - an unexpected discovery

When designing the campaign, we faced a key decision regarding the allocation of the advertising budget. Experience from previous projects clearly indicated that Facebook Ads typically offer lower lead acquisition costs than YouTube Ads - especially in the education industry. This is an important lesson for all marketers: don't assume in advance that previous experiences will always be repeated.

However, we decided to test both channels in parallel, dividing the budget in proportions that would allow a fair comparison of effectiveness. This decision turned out to be crucial to the success of the entire campaign and brought unexpected discoveries that changed our approach to promoting educational products.

The total budget of the campaign amounted to PLN 42,817. - amount significant, but adequate to the value of the promoted high-ticket product. In campaigns of this type, we usually follow the rule of thumb that the marketing budget should be 10-30% of the planned sales revenue, which allows us to achieve profitability with an adequate margin.

Campaign mechanics - four-stage conversion path

We designed the campaign as a well-thought-out process in which each step had a specific goal and was optimized for the next step in the customer path:

Step 1: Gain interest and registration: The first contact with a potential participant was through carefully prepared advertising creatives that did not directly sell the course, but offered valuable knowledge in the form of a free webinar. This is a fundamental difference in the approach to high-ticket products - we cannot aggressively sell from the first contact, but must first build trust and demonstrate competence.

Step 2: One Time Offer (OTO): Immediately after registering for the webinar, we launched the OTO strategy - a time-limited special offer of an additional educational product. This tactic served two purposes: first, it allowed immediate monetization of advertising traffic, and second, it tested the purchase readiness of leads before the main webinar. People who bought OTO automatically became "warm" potential customers for the main offer.

Step 3: Maximize webinar participation: Between registration and the webinar, we conducted intensive communications to maximize attendance. We used multi-channel reminders (email, SMS, push notifications), provided pre-webinar materials, and built value around the event. In high-ticket products, quality of lead is more important than quantity - It is better to have 500 engaged participants than 2,000 people who turn on the webinar for 5 minutes.

Step 4: Sales presentation and conversion: The actual webinar was where all of the previous activities were to come together to form an effective sale. Here the aforementioned sales competence of the course author and the content quality of the presentation played a key role.

Analysis of individual channel performance

The results of the campaign yielded unexpected findings that changed our previous assumptions about the effectiveness of advertising channels in the education industry. In total, we obtained 2246 signups. 

Facebook Ads - robust, but more expensive

• Budget spent: 20,565 zloty
• Registrations acquired: 918 people
• Cost per registration: PLN 22.40
• OTO purchases: 80 people (8.6% conversion)
• Revenue from OTO: PLN 3,871

YouTube Ads - an unexpected winner

• Spent budget: 22,253 zloty
• Registrations acquired: 1,328 people
• Cost per registration: £16.76 (25% cheaper!)
• OTO purchases: 185 people (conversion 13.9%)
• Revenue from OTO: PLN 9,065.

Why did YouTube prove to be more effective, even though it is usually more expensive? Post-campaign analysis pointed to several key factors. First, in this particular niche (language learning), there was much less competition on YouTube than on Facebook. Second, the video format better represented the educational value of the course offered. Third, YouTube users were more likely to engage with the educational content for longer.

OTO strategy - instant monetization of traffic

The One Time Offer proved to be a hit, generating conversions of 11,80% from all registrants. To understand how impressive this result is, just know that the average OTO conversions in the education industry are 3-8%.

The key to OTO's success was its strategic positioning in the customer path. The product was a logical complement to the main offering, not competing with it, but preparing the ground for a larger investment. In addition, we applied an element of time limitation and a clear rationale for why this offering is only available at this time.

The total revenue from OTO was PLN 12,985.00, which covered 30,21% of the total advertising budget already at the registration stage. This meant that we started the actual webinar with a "financial cushion," which greatly reduced the sales pressure on the main product.

Webinar - the place where sales magic happens

The actual webinar was attended by 932 people - An impressive 41.5% of all registered participants. In the online education industry, the average attendance is around 25-35%, so our result was well above market standards.

The high attendance was not an accident, but the result of a well-thought-out pre-event communication strategy and the quality of the leads acquired. People who registered for the event were genuinely interested in the subject matter, not random "clicks" attracted by a cheap offer.

During the webinar presentation and 7-day sales window finalized the sale of the main course to 81 people, generating revenue of PLN 292,600. The conversion of webinar participants to purchase the main product was 8.8% - a result that should be considered an outstanding success in the high-ticket segment. And looking at the fact that there were about 80% participants left on the sales part, the result came to 11%! 

Why were these results so good? A combination of several factors: excellent content preparation of the webinar, the presenter's presentation skills, high-quality leads, and a properly constructed offer that realistically solved participants' problems.

Comprehensive ROI analysis

When we look at the full financial picture of the campaign, we see the math of true marketing success:

Revenue structure:

• Revenue from OTO: PLN 12,985
• Revenue from main sales: PLN 292,600
• Total revenue: PLN 305,585

Total advertising budget: PLN 42,817

Return on Investment (ROI): 713%

This means that for every zloty spent on advertising, the customer got back more than 7 zloty. In the world of Internet marketing, this is a result that most entrepreneurs can only dream of.

But the real value of this campaign goes beyond the immediate financial return. The client has also acquired a database of 2,246 interested potential students who may be persuaded to purchase other educational products in the future. In the high-ticket business, the customer's long-term value (CLV - Customer Lifetime Value) often exceeds the value of the first purchase many times over.

Key performance indicators

To fully understand the success of this campaign, it is useful to analyze the key indicators:

Average webinar participant value: 328 PLN (305 585 PLN ÷ 932) This ratio shows how much each person who showed up for the webinar was "worth". In the context that it cost us an average of PLN 46 (advertising budget ÷ attendance) to get one participant, the margin was very attractive.

Average lead value: 136 PLN (305 585 PLN ÷ 2 246)
Each webinar registration brought in an average of PLN 138 in revenue, at an acquisition cost of about PLN 19. That's almost a seven-fold margin on a lead level.

The cost of acquiring a main course customer: PLN 528 (42,817 ÷ 81) With the average value of the main bourse around PLN 3,600, the cost of customer acquisition accounted for only 14.5% of the transaction value. In the high-ticket education industry, a CAC/LTV ratio below 20% is considered excellent.

Success factors - why did this campaign work so well?

Analyzing this case study, there are several key elements that determined success:

1. product quality and vendor competence: The foundation was a combination of a high-quality educational product and the author's exceptional sales skills. The best marketing campaign is no substitute for a poor product or incompetent presentation.

2 A comprehensive approach to webinar organization: The use of Two Colours' full spectrum of services - from marketing strategy to technical implementation to conversion optimization - ensured the professional level of the entire project.

3. smart pricing and bidding strategy: The combination of a free webinar with a thoughtful OTO offer and a major high-ticket product created a perfectly balanced monetization path.

4. channel testing and optimization: The decision to test YouTube Ads alongside Facebook Ads, despite previous experience indicating Facebook's higher effectiveness, proved crucial to success.

5 Focus on quality, not quantity: The strategy was to attract engaged leads, not to maximize the number of registrations at any cost.

Long-term implications and strategic conclusions

This case study provides some important lessons for the online marketing industry, especially in the context of promoting high-ticket products:

Advertising channels may surprise you: Even experienced marketers should regularly test different channels, as their effectiveness can vary depending on niche, timing, competition and other factors.

The importance of sales competence: In high-ticket products, marketing technique is only one side of the coin. The other is the presentation and sales skills of the webinar presenters.

The value of a comprehensive approach: The success of this campaign was the result of a well-thought-out strategy involving every element of the process, rather than isolated individual actions.

ROI over the long term: While the immediate return on investment was impressive, the true value of this campaign will be revealed in the long term, by selling more products to the customer base that has been built.

Summary - a recipe for success in high-ticket sales

This campaign is an excellent example of how combining professional online marketing with quality product and sales skills can yield exceptional results. However, this is not a formula that can be blindly copied - each business, product and target group requires an individual approach.

The key to replicating this success is understanding the basics: focus on customer value, professional execution at every stage of the customer path, testing different solutions and, most importantly, having a truly valuable product handled by a competent team.

For Two Colours agency, this project confirmed the effectiveness of a holistic approach to organizing webinars and showed that investing in comprehensive marketing services can yield spectacular results for clients in the education industry.

Want to achieve similar results in promoting your high-ticket products? Contact Two Colours, to discuss a dedicated strategy for your business. We specialize in the comprehensive organization of webinars, from marketing concept to technical implementation and sales follow-up.