Total Wellness Cleanse

Yuri Elkin had a long-running cleanse program, the Total Wellness Cleanse, that he had launched every year with a joint-venture (JV) launch. Last year he skipped that launch and sold it internally at about $297. As he put it, the higher price "just wasn't working well for us," so he shut it down and spent a couple of months figuring out how to revive it.

The breakthrough was a webinar. The first webinar converted at roughly 15 percent, with the program discounted to $147. That result led Yuri to remove the sales page entirely and send paid traffic straight into the webinar. He explained that high-ticket health products don't sell well on a standard sales page, so "teach then sell" does the work instead. The format moved from live to evergreen, using EverWebinar (run through WebinarJam), so viewers could join at set times or within the next 15 minutes.

Creative was built around giving value in the news feed. One Facebook ad, about a pale lower eyelid signaling iron deficiency, earned thousands of shares, which lowered impression and click costs. For YouTube, Yuri stopped making organic videos and produced ads instead, such as a video on three cleansing mistakes. A free-workshop overlay appears within the first seconds, and a clickable box appears around second nine.

The funnel was built around acquisition economics. Cost per lead ran about $4 to $6, while the 10-day value per lead was $16 to $20. Yuri's rule was that the 10-day value should be at least twice the cost per lead. He reports about 5% of webinar viewers buy. At $6 per registrant, that means roughly $600 in spend for five sales at $147, or $735 in immediate revenue.

Upsells were a second lever. A split test of the upsell flow added about $30 to average order value, which, as he noted, lets a business outspend competitors on acquisition by that same amount.

YouTube outperformed Facebook. Yuri says YouTube viewers are more valuable because they can target people searching for terms like "how to cleanse," while Facebook ads interrupt. Tracking was not reliable at first. Yuri said he was "not fully 100% confident" in the numbers because webinar tracking was "a bit wonky." The company also uses two payment processors, ClickBank and UltraCart, which makes lifetime value hard to measure, so Yuri moved to a 30-day value-per-lead metric.

He is also testing a three-part mini-class before the webinar to build trust with cold traffic before the pitch.

In the past couple of months, Yuri reports sales "north of 300,000" on spend of "less than a hundred" thousand. He is spending roughly $500 a day on Facebook ads at the low end and about $70,000 to $80,000 a month at the peak. He is also building a health-professional business, HealthPreneur Group, to teach other practitioners the same model.