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EmptyCup : VSL Funnel Optimization for an Interior Business Consulting Program

Business Overview

The client operates as a business consultant for interior designers and interior firms.
Their offering is not just training, but a complete business growth package, which includes:

• • • Proprietary tools and software to speed up the design process

    • Sales strategies and sales frameworks tailored for interior businesses

    • Lead-generation and conversion systems

    • Personal 1-on-1 consulting and guidance

Core Promise

Help interior business owners move from inconsistent, low-quality work to:

• • • 5–10 consistent projects per month

    • Predictable revenue

    • Scalable systems instead of dependency on referrals

1. Core Business Objective

The primary goal of the funnel was to:

1. 1. 1. Educate interior business owners about what they are doing wrong

      2. Show a clear 3-month growth roadmap

      3. Book high-quality strategy calls

      4. Convert qualified calls into:

         • Trial programs (₹30,000 avg value)

         • Long-term consulting engagements (₹1L+ value)

2. Funnel Strategy: VSL-Led High-Intent Acquisition

Given the high-ticket, consultative nature of the offer, a VSL funnel was chosen instead of:

• • • Lead forms

    • WhatsApp-only funnels

    • Short-form content funnels

This was necessary because:

• • • Interior business owners need deep clarity

    • Trust must be built before a call

    • Objections must be handled before sales interaction

3. Funnel Architecture (Step-by-Step)

Step 1: Landing Page (Problem Awareness Layer)

The landing page focuses on:

• • • Common mistakes interior business owners make:

      • Inconsistent project flow

      • No sales process

      • Overdependence on referrals

      • Poor client qualification

      • Wasted time on redesigns

    • Highlighting what they should be doing instead

    • Creating curiosity, not selling directly

Primary CTA:
👉 Watch the full video to understand how to fix this

Step 2: VSL Page (19-Minute Video)

The VSL acts as the core conversion engine.

Video Covers:

• • • Why most interior businesses stay stuck

    • What systems are missing (sales, follow-ups, pricing, positioning)

    • Why skills alone don’t scale a business

    • Introduction to:

      • The custom-built software

      • Sales frameworks

      • Consulting approach

    • Proof of concept through transformation logic (not hype)

Final CTA:
👉 Book a free guidance call to see how this can work for your business in the next 3 months

Step 3: Free Guidance Call (Qualification + Trust)

This is not a sales-first call.

The call focuses on:

• • • Understanding the interior business owner’s current state

    • Explaining:

      • How the systems work

      • How others achieved consistent projects

    • Mapping a realistic growth plan

    • Soft qualification for:

      • Trial offer

      • Long-term consulting

This structure ensures high-quality appointments, not curiosity calls.

4. Performance Metrics (Current State)

Cost Per Appointment (CPA)

• • • Current average CPA: ~₹600

    • Target CPA: ₹400

Quality Benchmark

• • • Target: 70% high-quality appointments
      (Business owners who can afford, implement, and convert)

Revenue Economics

• • • Trial conversion value: ~₹30,000

    • Main program value: ₹1,00,000+

Even at ₹600 CPA, the funnel remains profitable, but scale improves significantly at ₹400 CPA.

5. Optimization Journey (2-Month Progress)

Initial State (Before Our Intervention)

• • • CPA: ₹1,400 – ₹2,000 per booked call

    • Low predictability

    • Inconsistent quality

After Funnel Restructuring & Testing

• • • CPA reduced to ₹600 within 2 months

    • Clear downward trend

    • Funnel proven to work

This confirms that:

• • • The offer-market fit exists

    • The VSL logic works

    • Ads can convert with the right learning phase

6. Current Challenges (Why CPA Is Still Inconsistent)

Despite improvements, CPA fluctuation exists due to:

1. 1. 1. Learning Phase Instability

         • Frequent changes reset algorithm learning

      2. High-Consideration Audience

         • Interior business owners take time to trust

      3. Creative Fatigue

         • Ads need constant refresh

      4. VSL Drop-Off Points

         • Minor retention losses significantly affect bookings

7. Ongoing Optimization Actions

To achieve ₹400 CPA consistently, we are actively testing:

1️⃣ Landing Page Variations

• • • Messaging clarity

    • Headline framing

    • CTA positioning

    • Objection handling above the fold

2️⃣ VSL Improvements

• • • Hook strength (first 60 seconds)

    • Mid-video retention

    • CTA clarity

    • Social proof placement

3️⃣ Ad Testing

• • • New creatives weekly

    • Different awareness angles:

      • Income inconsistency

      • Time wastage

      • Lack of systems

    • Better audience segmentation

8. Strategic Confidence & Client Alignment

The client understands:

• • • This is a scaling + optimization phase

    • ₹600 → ₹400 reduction is realistic

    • Learning cost is temporary

    • Funnel economics already work

Because:

• • • Conversion value far exceeds acquisition cost

    • Quality of appointments is improving

    • Long-term upside is significant

9. 3-Month Target Outcome

Within the next 3 months, the objective is to achieve:

• • • ✅ ₹400 or lower CPA consistently

    • ✅ 70% high-quality appointments

    • ✅ Sub-₹5,000 cost per customer acquisition

    • ✅ Stable monthly project inflow for clients

    • ✅ Scalable consulting revenue

10. Final Insight

This case study proves that for high-ticket consulting offers:

A well-structured VSL funnel + education-first approach outperforms quick lead-gen tactics.

While optimization takes time, the long-term ROI, deal size, and scalability make this approach sustainable and defensible.