David Woodward of ClickFunnels

Stephen Esketzis

Funnel Architect at Stephen Esketzis

Stephen Esketzis is a sales funnel architect and a marketing strategist who builds, automates, and scales high performing sales funnels. Stephen scout sales funnels for himself and his clients repeatedly using modern marketing automation. He got seven and eight figure revenues through building funnels, automating marketing systems for his clients and himself.

Expert session

Tactic that has had the biggest impact on Stephen’s success

Free plus shipping funnel

Result if you follow the steps in Stephen’s session

Build and scale sales funnels for yourself and clients into seven and eight figures in revenue

Full session with video, notes, audio and discussion inside EHQ Club. Learn more

Expert session snapshot


A free plus shipping funnel is essentially, you’re giving a low ticket product or something that, you know, is fairly low ticket for free and all they do is they cover the shipping and handling. It’s an attractive offer to the buyer because basically, they see it as a free product.

And you know, all they do is cover shipping and handling and what they do, what you’re doing in that, you know, process of, you know, finding a product that’s fairly cheap and you’re giving away and only covering shipping handling, is you’re using the shipping handling amount to cover your adspend. So you want to liquidate your ad spend so you can acquire customers relatively cheaply.

And then you know, you’re not looking to make a profit on this. It’s simply looking to break even so you can acquire customers, people who are actually paying, you know, they’re paying for their shipping. And then you can sell them things in the future.

So you just want to start acquiring customers. That’s the goal of a free plus shipping funnel. It’s not to make a profit on the front. And then what you can do is, after they’ve purchased they, you know, you’re giving away.

So I had a friend who, you know, we worked on a funnel and he was giving away golf balls, you know, for the golf market, did a free plus shipping funnel, you know, box of six golf balls, it’s completely free 995 shipping and handling.

So he sent traffic on Facebook ads straight to the box of golf balls. And, you know, 995 and I think, you know, it costs him maybe three or $4 to actually buy the product from China. And a really good way, I’ll probably talk about later is, you know, buying things from China like alibaba.com, aliexpress.com, you know, really cheap ways to buy these, you know, products that you’re using.

And then it’s essentially costing about four or $5 to, you know, buy the product and send it out. Plus, I think three or $4 to acquire a customer. So, you know, he was breaking even at $9 and you know, the shipping was 995. So had a little bit of a margin. You know, even aiming for that, but if you can get it breakeven, you’re doing really well.

So, you know, he was acquiring all these customers, giving away free golf balls, you know, wasn’t costing him anything. And then on the next page, kind of what he saw, he saw this, it’s like a little thing where you say, I’m gonna go for, so I’m probably explaining this wrong and I’m gonna butcher the story, but you put it to your eyes like a little telescope and tells you how far away the hole is when you’re playing golf.

So he was telling these things, I think it was like $79 and $99 and a percentage of the people who bought the previous offer, but this one, I think it was Fox 10% and, you know, if you’re selling $100 product, or $150 product, something like that it was and 10% of the people that you send through purchases straight away, you know, that immediate time after they buy the golf balls, then you know, you’re adding your cost, the sorry, your average cart value.

The amount of people that spend money at that time of purchase starts increasing, you know, so you can afford to spend more to acquire customer and then you know, send them through that funnel because they’re spending more with the upsell. If that makes sense. So that’s what he was doing.

And then he had another upsell. On the second upsell was, I think buying another one of those same products at a discount. So you know, if you buy two of them, will give you the next one for 99 instead of 149 or something like that. And again, another, you know, two or 3% probably took that offer. So you keep extending the average cart value.

So you can say that, you know, the average person spends, you know, $20 going through this funnel. If I can find someone and acquire that customer on Facebook to, you know, go through it for say, $5, then you’re in profit, and that’s the goal of this. And then long term, you know, you’ve got this people on an email list as well, so doesn’t have to just stop there.

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