Product Launch Funnel (Examples, How-To, ClickFunnels Setup)

The cool thing about the Product Launch Funnel (sometimes known as the Mini-Class Funnel due to its course-like format) is anyone can use this strategy to increase sales and conversions, it's not just for guru's with giant email lists. It's actually well adjusted for cold traffic.

You can send cold traffic to these pages and warm them up through the video series so they're blazing hot by the time they reach the order pages.

In this article, you're going to learn everything you need to know about Jeff Walker's Product Launch Formula (PLF). We're going to enlighten you on one of the most successful product launch funnels out there, and show how you can replicate it's success via ClickFunnels.

What Is The Product Launch Funnel?

PLF is a simple enough strategy that relies on pre-selling the hell out of your subscribers and traffic on an upcoming product launch via a series of strategic videos and digital assets.

Jeff Walker introduced the product launch funnel as a way to turn cold traffic into eager buyers. The formula is simple: 

1. Get subscribers to opt-in for a freebie lead magnet or sign up to be notfied of early access for a product launch
2. Pre-launch, start sending your subscribers to a daily video warming them up to the offer and exploring the pain points and problems they might face in their industry
3. Launch the product to your list. By now they should understand the problem and the solution and be more likely to convert on your offer, which is of course the solution to the problem

Selling high-ticket courses, coaching, and digital products takes a LOT of effort and resources. You can't just slap up a sales page and expect tons of conversions. This is why webinars really took off, it's just easier to pull all the levers you need to pull to sell a $1,000 product over personalized video.

Enter the ClickFunnels Product Launch Funnel and a simple way to replicate Jeff Walker's famous PLF funnel. 

What Is The ClickFunnels Product Launch Funnel?

The Product Launch Funnel is one of the 6 core funnels that you get with a new CF account and can be used by any business to help launch a new product.

The ClickFunnels Product Launch Funnel is a 4 - 5-page funnel modeled after the PLF funnel pages and designed to drive hype around an upcoming product launch and nurture prospects prior to reaching your sales pages.

This funnel is perfect for high-ticket services like coaching or for selling digital courses and other digital products.

Page 1 of the ClickFunnels Product Launch funnel is an opt-in page designed to build the email list around the upcoming launch and increase curiosity and show-up rate with teaser content. On this page you're teasing content that will be dripped out to the subscribers over several days.

Check out Page 1 of this funnel template that you'll get automatically with a free ClickFunnels trial:

Pages 2 - 5 of the funnel are video pages that are designed to educate and nurture the prospect so when you finally "reveal" the product to them, they're much more likely to buy. You might create the offer on a seperate funnel, or you might show it on Video 4 or 5, it depends on your needs.

Selling anything online requires a lot of nurturing of prospects and these pages are designed to automate that nurturing, counter sales objections, build hype and curiosity, and frame the "problem" and "solution" well in advance of reaching the sales pages. 

Here's an example of how you could customize the product launch funnel. Add an order page (cart-open), and upsell and thank you pages and you're on your way: 

Can The Product Launch Funnel Help You Make Money?

Absolutely. In fact, this funnel is designed to help you get maximum dollar value out of your product launches by creating an army of eager ready-to-buy prospects just waiting for you to open the cart on your product. 

The awesome thing about this funnel is you can easily turn it into an evergreen funnel and send cold prospects into it continuously and also re-launch it to your lists whenever you want. However, I caution you to only hit your lists with it every 2 months or so, resending it too often will start to turn people off.

So what are some good use-cases for the Product Launch Funnel?

I've seen this type of funnel used to launch a ton of different products and theoretically it could be used for almost anything, but I believe it's best suited for high-ticket digital courses, coaching, masterminds, and other digital products that cost in the $500+ range. 

You simply don't need a funnel this robust for less expensive products, but you do need to do a lot of selling to get anybody to hand over $500 - $10,000 for an online product or mastermind, and this is perfect for that. 

Let's Look at A Recent Example Of The Product Launch Funnel In Action

I recently got hit with a messenger (bot) ad from Anik Singal at Lurn and it lured me perfectly into a PLF style funnel, heavily branded and customized of course, but closely following that format.

The funnel was selling access to a workshop and it was executed beautifully. Anik's pages aren't built on ClickFunnels from what I can tell, but you could easily use CF to build something very similar.

Since I'm already on his messenger bot list I didn't see the opt-in page, so we'll be taking a look at 3 video pages that pre-sell the offer. 

He opened the funnel with this message:

Clicking on yes got me the link to the offer:

The next two days I was sent a similar message with a similar video... but let's take a look at page one of the video series.

Notice the teaser videos on the top? These are marked "available" since I'm taking screenshots of this after the launch, but normally would only become available each successive day.

The entire point of this page is to get people to start investing time with Anik, learning something of value, and engaging with his content. People that get great value from this will watch the next two videos.

I find some of the choices on these pages to be fascinating, for example each page builds a new email list for the following day. I assume this is to drive scarcity and FOMO, or possibly to segment audiences with tags in the email system based on which lists they join. 

The key to this funnel is the free teaser content must lead naturally into the paid offer introduced on day 3 and has to be super valuable to the audience.

Giving little to no value on the freebie content will absolutely KILL the paid offer, you really want to help your visitors with their big problems and help them get results. In fact, if your visitors can take this info and get real results with it, all the better, they'll be much more likely to buy a product that helps them get more results.

Here's day 2:

And finally day 3, where Anik provides more value and opens the offer for his workshop (seen below).

Check out the offer:

The actual offer is essentially a step-by-step guide and workshop... to do all the things teased in the first 3 videos 🙂 

So there you have it, we funnel-hacked Anik Singals offer which is built on the Product Launch Funnel and it's a beauty.

The sky's the limit as you can see and getting creative with this funnel will go a long way to differentiate your offer from all the other ones out there.

So How Can You Use ClickFunnels To Nail Your Next Product Launch?

Alright, let's assume you've got an upcoming launch and want to crush it like Jeff Walker or Anik Singal Style with a killer launch funnel.

What's the best way to get started and how can you replicate these superstar launch funnels on a modest budget and without hiring designers and coders to build the pages?

The answer is ClickFunnels, of course. I assume you know that, since your here. But maybe what you did not know is that there's actually TWO ways to go about this within the CF dashboard.

By the way, ClickFunnels is by no means the only way you can go about replicating this sales funnel, but it's certainly one of the easiest. You can also use a product like Kartra, or even HighLevel if you want to include more functionality. Kartra is alternative to ClickFunnels with a similar product focus geared towards digital product creators, while Highlevel is better for agencies, SaaS companies, and sales teams.

Option #1 is to use the Product Launch Funnel Template that we've shown you above and then customize each page for your needs. ClickFunnels is so flexible that you can do virtually anything to these pages: add order bumps, add upsells, downsells, thank you pages, membership areas, affiliate areas, etc. Get the funnel free here.

If you're totally new to ClickFunnels this link is where I suggest getting started. 

Option #2 is to create a funnel from scratch and to build the pages using the many available free templates that will be accessible via your account.

In the funnel area of your account, create a new funnel, and you will then have the option of walking through the funnel builder guide, and selecting "Product Launch Funnel." See below:

After you select the funnel type you will be building, you'll need to choose page templates that match your objective:

There's a number of free Product Launch style templates available in ClickFunnels including pages similar to the video pages. All you have to do is select the pages you like the best, and start customizing for your offer.

Of course I can go into much more detail here regarding customizing indivual pages, but honestly that would require writing an entire book, so instead I recommend checking out our ClickFunnels resources page which is where I organize all my CF reviews, guides, etc.

Conclusion: Is The ClickFunnels Product Launch Funnel Right For Your Launch?

If you're looking for a way to heat up your audience prior to selling them a high-ticket offer, this funnel is for you. It's infinitely customizable and adaptable. I've seen it used for courses, books, coaching, etc.

There's many ways to sell expensive courses and coaching including webinars and phone consultations, etc., but this is one of the more evergreen aproaches which will let you create an infinite launch cycle. It's much more scalable than phone calls, for example. Just automate the traffic and you've got yourself a perpetual launch.

So if you're looking for a way to launch to your current list, or heat up cold traffic for a new launch, grab your ClickFunnels trial and just start tinkering with it! Make sure to check out all of our CF bonuses below.

Now to you... hit us in the comments and tell us your plans for the Product Launch Funnel and if you need any help getting it set up with ClickFunnels 🙂