BeyondEdge

BeyondEdge launched as an online course teaching AI video generation and cinematic storytelling. By late September 2025, sales had fallen roughly 96% from their launch peak, the result of a rigid commercial setup: one static price, no upsells, and no recurring promotional system.

I took over commercial and design execution end to end: rebuilding the web storefront, introducing a tiered product ladder with a checkout order bump, and producing cinematic trailers to feed a continuous social campaign. Over the following 5.5 months, that system generated 78% of the product's entire lifetime revenue.

Web and funnel architecture

Rebuilding the storefront for high-intent traffic

The original landing page read as a text-heavy syllabus. It never showed what the AI video output actually looked like, and it couldn't keep pace with how fast the generative tools themselves were moving. I rethought the funnel end to end and redesigned the storefront inside Kajabi, replacing long text blocks with embedded video reels, outcome-based feature mapping, and creator trust markers.

Decision log

Designing and price-testing a checkout order bump

To capture buyers who wanted a practical asset right away without committing to the full course, I built a Nano Banana Pro prompting guide and tested it as a single-click add-on inside the checkout flow itself.

1. A

   Standalone secondary product page

   Rejected

   A dedicated sales page for the smaller prompting guide would have split ad traffic and added funnel friction for buyers who wanted to act on impulse, not read a second pitch.

2. B

   Discounting the main course alone

   Rejected

   Steep discounts on the course by itself nudged volume slightly, but cut revenue per customer without adding any product value in return.

3. C

   An in-checkout order bump with price scaling

   Shipped

   A single checkbox at checkout, tied to a hot tool, with tight copy. Raised across four price iterations, and clearer positioning increased adoption each time rather than causing resistance.

Media and creative production

Cinematic trailers and a high-volume social ad pipeline

To drive paid and organic social acquisition, we built a fast-turnaround production workflow: two cinematic showreels cut to demonstrate camera control and scene consistency, plus a running set of horizontal ad suites for Meta campaigns.

Testing the creative mix, not guessing at it. Every concept went out as a live test in Meta Ads: static graphics against video cuts, several angles per campaign, budget pulled off the losers within days and pushed toward whichever creative was actually converting. That champion-filtering loop is what got daily ad spend into four figures.