One Page. Four Different Visitors, Each Clicking For A Different Reason. The Same Four Sentences Are Missing For All Of Them.

“You’ve got a… MYSTERY DISCOUNT. Pick a box to claim.”

Three identical boxes, each hiding a question mark, sit on Aurora’s entry pop-up. Before a visitor sees a single product, they’re playing a tiny game.

It’s a good instinct. A brand that sells calm and slow evenings opens the relationship with a dopamine hit instead of a coupon code. Worth remembering that scene, because by the end of this newsletter it’s going to look like the smartest and riskiest thing on the whole site.

But the game isn’t where this funnel starts. The ad is. And right now Aurora is running four of them at once, each one making a completely different promise about what this projector is for.

In this post:

• Four Ads, Four Different Bets

  • The Forgotten Gift

  • Her Time

  • The Direct Pitch

  • The Camping Substitute

• The Web Page Only Believes One Of Them

• The Mystery Box, Graded

• The Report Card

Become a Funnel Buddy To Read The Rest.