93% show-up: filter in the form, not the price
In short: For Endo Heal’s North American audience we kept the funnel free and put the qualifying into the booking form. CAD 5,642 in ad spend booked 163 calls. 152 people showed up, a 93% show-up rate, and 29 became clients at about CAD 194 each. A $27 digital product was added later for people not ready for a program.
In India, Endo Heal’s funnel uses a ₹399 entry offer to separate serious buyers from browsers. When we took the same coach to Canada and the US, we did not copy that funnel. The audience was different, so the filter had to be different too.
Why the price filter didn’t travel
A small entry price works when it signals commitment without creating friction. In a market where people are used to booking a free consultation before paying for anything, a paywall in front of the first call can stop the right people as well as the wrong ones.
So the funnel stayed free. The question became: if the price isn’t doing the filtering, what is?
The form does the work
A booking form is usually treated as an obstacle to minimise: fewer fields, fewer clicks, more bookings. We treat it as the filter. A good qualifying form does three things:
- It asks about the situation, so the person describes their problem in their own words before the call.
- It asks about readiness, so people who are only exploring can opt out on their own.
- It sets expectations, so nobody arrives surprised that this is a conversation about paid help.
Fewer people book. The people who do book have already told you they are ready, and they turn up.
The numbers
- CAD 5,642 in ad spend
- 163 calls booked, at about CAD 35 per call
- 152 showed up, 11 did not: a 93% show-up rate
- 29 clients, at about CAD 194 per client
- US$24,762 in revenue, a 4.4x return on ad spend
Then a product for the people who weren’t ready
Filtering hard means some genuinely interested people are not ready for a program yet. Rather than lose them, Endo Heal later launched a $27 digital product. 32 people bought it. It is a small line in the report, but it gives the not-yet-ready a way to stay close until they are.
What to take from this
Same coach, same expertise, two markets, two different filters. The mistake is copying a funnel because it worked somewhere else. Ask where your audience will accept friction, and put the filter there: in the ad, the price or the form.
Tell us where your growth is stuck and we will look at your numbers before we reply.