What Happened When 50+ Sales Came In and Not a Single Person Hit Unsubscribe
Pryor- Case Study
"I sold more courses than I had since first launching it! It is hard to put a price on the 100+ hours Danielle saved me! This was absolutely worth the investment and I would recommend Danielle to anyone looking to scale their online presence."
A look inside Pryor’s quiz funnel and the sales sequence that made it work.
Why This Funnel Worked (When Others Don’t)
THE CHALLENGE:
Pryor Rayburn is one of those business owners who is ambitious enough to learn all she can on her own and smart enough to know when it’s time to look for support.
Pryor had already sold her course before, mainly through Stan Store and organic traffic to her WordPress site. With the original sales page being short-form in the length, minimal design, and messaging. Despite having a loyal, engaged audience, she felt the common overwhelm most growing course creators & educators have is trying to scale while wearing 100+ hats.
"I actually wrote 5 emails of the funnel, but then realized I had no idea how to connect them properly to my online course platform, how to correctly tag subscribers, and how to track data. I wanted to focus my time on the course and not the sales funnel!"
- Pryor, Orton Gillingham Mama
She knew she needed a full funnel that reflected the true value of her course and the professional presence her audience trusted.
The goal: Create a high-converting sales funnel for a price-resistant audience (teachers) on a validated offer.
Note: Image on right was her sales page before we worked together
THE PROCESS:
I started with a deep dive into her audience, offer, and previous marketing data which is the first step in my Audience-Audience Funnel Framework:
- Audience Reality: Most of her buyers are educators with tight budgets and a lot of noise in their purchasing decisions.
- Research: I audited her previous customers, checked industry gaps through Amazon and TPT reviews, and installed Hotjar to see user behavior on her old sales page.
Key Hotjar insights:
- Users were hovering over the second course step.
- They were reading her bio heavily and often clicking away to her About page signaling that her sales page needed a stronger on-page founder story.
My Audience-Aligned Funnel Framework
Built around your buyer. Backed by behavior. Designed to sell without pushy tactics.
This project followed my six-phase Audience-Aligned Funnel Framework:
- Know Your People: Where I dig into what your audience really needs, wants, and says so your funnel speaks their language from the first click. (i.e. Customer research, Hotjar analysis, and offer audit inside your course)
- Map the Path to the Sale: I create the actual funnel strategy/buyer journey: opt-in, email flow, page experience, and timing based on how your people make decisions, not just a template.
- Create the Pieces That Sell: Lead magnet creation, sales page copy/design, and consent-based email sequence that match your voice and convert. I build what your audience needs to say “I’m in.”
- Micro Launch: Testing opt-ins, email performance, and segment engagement with a low-pressure rollout to your warmest people so we can gather real feedback, fix friction, and make sure it lands before going wide.
- Tweak What Matters: Funnel and copy tweaks based on real behavior (what people clicked, skipped, or skimmed) so your funnel works better without starting over.
- Go Live With Confidence: Now that we know it works, you can share it with your full audience — or even run it evergreen — knowing it’s aligned and optimized.
This method ensures the funnel matches both the emotional state and attention span of the people it’s built for all within 6-10 weeks.
Funnel Strategy
With research in hand, I designed a funnel tailored to:
- Create awareness for teachers who are problem aware (know something is wrong) but aren’t solution or most aware yet
- Build trust and reduce price resistance
Lead Magnet: Identity-Created Quiz
We created a quiz to help teachers self-identify their decoding challenges and receive a bonus tip tailored to their teaching style.
Why a quiz?
- Built-in awareness-building
- Easy personalization
- Soft segmentation for a more consent-based, relevant email journey
Email Sequence: Value + Emotional Urgency
I rewrote and extended her email sequence to:
- Build a stronger case for why now is the time to invest
- Address the emotional cost of putting off support
- Use segmentation links so readers could "unlock" bonus content that matched their quiz result
Despite being a full sales sequence, Pryor had zero unsubscribes and an initial 4.94% sales conversion rate in the Sight Words micro launch, a huge sign we nailed the tone and value.
Sales Page Rebuild
The sales page needed to do more heavy lifting:
- Tell a clear story
- Reinforce trust
- Make the investment feel doable for time- and budget-strapped teachers
We:
- Brought her bio front and center
- Highlighted transformation through visuals and copy
- Added more narrative flow and better hierarchy
- Designed custom graphics to communicate the problem
- And basically did the entire service I do inside Done For You Sales Page Rebuild
Below are snapshots of the before & after
Micro Launch + Iteration
Like all my full funnel clients, Pryor launched to a small, warm segment first.
What we learned:
- The quiz opt-in page needed more clarity and proof. It originally said "2-minute fix" and lacked credibility markers.
- Opt-in rate was decent at 14%, but had room to grow.
Public Launch Tweaks
We updated the funnel before going wide:
- Changed “2 minutes” to “60 seconds” for punch
These changes improved quiz opt-ins by 15% to 40%.
We also made light tweaks to the sales page & emails:
- Sales page pricing section for budget-conscious buyers (image of section)
- Email transitions for smoother flow
The Results
- 5X increase in course sales compared to her original launch
- Zero unsubscribes in her sales email sequence (unheard of)
AND Second course launch (public launch coming soon) had a 9% sales conversion rate from micro-launch alone
"I sold more courses than I had since first launching it! I feel proud of the level of professionalism I am able to portray with my sales funnels. They now match the high-quality content I have in my courses."
"It is hard to put a price on the 100+ hours Danielle saved me! This was absolutely worth the investment and I would recommend Danielle to anyone looking to scale their online presence."
- Pryor Rayburn
Final Takeaway
This project wasn’t about reinventing the wheel.
Pryor already had a great offer and a deeply engaged audience, we just built a funnel that matched the quality of her course and the emotional needs of her buyers.
That’s the power of audience-aligned funnels: better trust, better messaging, better results.
HIRE DANIELLE