Free Account Campaign Pages (ScoreApp) — a Free-trial funnel teardown

ProductSaaS
TypeFree-trial
CategoryMarketing software
ScoreApp — "$300,000 in sales in 3 days" waitlist video ad

How ScoreApp sells its free plan

Since late August, ScoreApp has been running a second set of ads alongside its masterclass, and these sell the software directly. Each ad is about one job: building a waitlist, generating leads, replacing a landing page with a scorecard, or building a page with AI. Each one has a landing page of its own, and every page ends at the same free sign-up with no card.

The pages are one template. The headline changes with the job and the rest stays the same: the rating, the “5M+ leads generated” figure, a video, three steps, a comparison table and an FAQ. Writing a new ad and a new headline is cheap, so the job is what gets tested.

Two extras do the persuading. The scorecard-marketing page sends a free copy of Daniel Priestley’s book to anyone who opens a free account, so the book from his other business becomes a sign-up bonus. And every page, including pricing, offers a seven-question quiz to anyone who isn’t ready. The quiz is built in ScoreApp, so a visitor who hesitates is shown the product working instead of being shown another form.

What happens after sign-up, and the quiz past its first question, is not captured yet. Both are behind a captcha that needs a person to get through.

Funnel canvas — drag to pan, scroll or use the buttons to zoom. Each node links to that step's page.

Attract

"$300,000 in sales in 3 days" waitlist video adScoreApp — "$300,000 in sales in 3 days" waitlist video ad
"215 visitors. 56% became leads." Pat Flynn video adScoreApp — "215 visitors. 56% became leads." Pat Flynn video ad
1"Most websites convert around 4%" video adScoreApp — "Most websites convert around 4%" video ad
"Building the landing page is only 10% of the job" adScoreApp — "Building the landing page is only 10% of the job" ad
2"Build a waitlist that tells you who'll buy"ScoreApp — "Build a waitlist that tells you who'll buy"
2"Turn more traffic into qualified leads"ScoreApp — "Turn more traffic into qualified leads"
12"Scorecard marketing turns clicks into qualified leads", with the bookScoreApp — "Scorecard marketing turns clicks into qualified leads", with the book

The free plan comes with a book

"Daniel Priestley wrote the book. We built the platform." The scorecard-marketing page sends a free copy of the co-founder's book to anyone who opens a free account.

2"Build high-converting landing pages in minutes with AI"ScoreApp — "Build high-converting landing pages in minutes with AI"

Capture

3"Which scorecard does your business actually need?" diagnosticScoreApp — "Which scorecard does your business actually need?" diagnostic
24"Create your free ScoreApp account to get started"ScoreApp — "Create your free ScoreApp account to get started"

One page per job, one sign-up

Waitlists, lead generation, scorecards and AI landing pages each get an ad and a page of their own, all built from one template, and every button on every page goes to the same free sign-up.

Nurture

Sell

3Pricing, with "Find my plan"ScoreApp — Pricing, with "Find my plan"

A quiz answers "which plan?"

Visitors who aren't ready to sign up, and anyone stuck on the pricing page, are sent to a seven-question diagnostic built in ScoreApp. It recommends a plan, and shows the product working while it does.

Retain

4First login, the book and the welcome emails (not captured)ScoreApp — First login, the book and the welcome emails (not captured)

The book follows the account

Opening a free account is what sends the book: "Create your free account and we'll send you a copy". How it is sent, and what a new account opens on, was not captured.

Made for a big screen

See all 12 steps as one map

On a computer this funnel opens as a canvas: every page at full length, side by side, with the arrows between them and the moves that make it work. A phone screen can't hold it, so here it's a list.

  1. ScoreApp — "$300,000 in sales in 3 days" waitlist video adAd"$300,000 in sales in 3 days" waitlist video ad
  2. ScoreApp — "215 visitors. 56% became leads." Pat Flynn video adAd"215 visitors. 56% became leads." Pat Flynn video ad
  3. ScoreApp — "Most websites convert around 4%" video adAd"Most websites convert around 4%" video ad
  4. ScoreApp — "Building the landing page is only 10% of the job" adAd"Building the landing page is only 10% of the job" ad
  5. ScoreApp — "Build a waitlist that tells you who'll buy"Landing page"Build a waitlist that tells you who'll buy"
  6. ScoreApp — "Turn more traffic into qualified leads"Landing page"Turn more traffic into qualified leads"
  7. ScoreApp — "Scorecard marketing turns clicks into qualified leads", with the bookLanding page"Scorecard marketing turns clicks into qualified leads", with the book

    The free plan comes with a book

    "Daniel Priestley wrote the book. We built the platform." The scorecard-marketing page sends a free copy of the co-founder's book to anyone who opens a free account.

  8. ScoreApp — "Build high-converting landing pages in minutes with AI"Landing page"Build high-converting landing pages in minutes with AI"
  9. ScoreApp — "Which scorecard does your business actually need?" diagnosticQuiz/survey"Which scorecard does your business actually need?" diagnostic
  10. ScoreApp — "Create your free ScoreApp account to get started"Onboarding"Create your free ScoreApp account to get started"

    One page per job, one sign-up

    Waitlists, lead generation, scorecards and AI landing pages each get an ad and a page of their own, all built from one template, and every button on every page goes to the same free sign-up.

  11. ScoreApp — Pricing, with "Find my plan"Pricing pagePricing, with "Find my plan"

    A quiz answers "which plan?"

    Visitors who aren't ready to sign up, and anyone stuck on the pricing page, are sent to a seven-question diagnostic built in ScoreApp. It recommends a plan, and shows the product working while it does.

  12. ScoreApp — First login, the book and the welcome emails (not captured)OnboardingFirst login, the book and the welcome emails (not captured)

    The book follows the account

    Opening a free account is what sends the book: "Create your free account and we'll send you a copy". How it is sent, and what a new account opens on, was not captured.

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