Issue 47 | 1

MEET YOUR FUNNEL U PROFESSOR

MIKE SCHAUER
FOUNDER OF SWIPED.CO, THE FUNNEL COPY HACKER

In 2014, while working full-time as a freelancer, Mike found himself

immersed in an unexpected side project. As someone who provided design
and copywriting services, Mike was shocked to discover that although there
were an infinite number of design galleries online, not one site provided inspirational examples for
copywriters and online marketers. After organically gaining the attention of the biggest names in
the copywriting and online marketing world (like Russell Brunson), his website, Swiped.co, has gone
on to become the #1 resource for people who want to learn from proven marketing campaigns and
understand the psychology of why they work.

Unlike most experts, Mike learns and teaches 100% via reverse-engineering and pattern recognition.
His content rule is this: for every point he makes, he has at least one example to go with it.
Impressed by his funnel-hacking-friendly methodology, Russell instantly clicked with Mike and since
then, Mike has become the top Funnel University contributor, back by popular demand.

Inside The Funnel & Advertising Campaigns

of Billion Dollar Browser Extensions
Imagine building a Google Chrome extension that’s
eventually acquired for $4 billion dollars by one of the most
well-known companies in the world. Last month that dream
became a reality for entrepreneurs George Ruan and Ryan
Hudson.
Payment processing giant, PayPal, acquired their browser
extension, Honey, for a whopping $4 billion – one of the
largest investments in PayPal’s history.
If you’re not familiar with Honey (founded in 2012), their
extension automatically enters coupon codes on the
checkout pages of over 30,000 online retailers.
Instead of having to look for promo codes, Honey
aggregates them for you and enters them all as you sit back
and watch them find you the best discount.
Currently, they have over 10,000,000 users and now with
PayPal’s involvement, they will likely gain even more
attention.
Now, a big reason why Honey is so popular is because it’s
free and is an easy way to save time and money.
However, Honey didn’t get to where they are simply through
word of mouth and media attention.

2 | Funnel University
 Overall, these breakdowns will illuminate an
approach that we’re not used to seeing in a
typical Funnel U issue, which is important,
because going broad enhances your creativity
and gives you new food for thought :)
They invested millions of dollars into online advertising over More than that, we’ll also take a look at Wikibuy, a chrome
the years and continue to aggressively promote themselves extension that’s almost identical to Honey, but has a little
through Facebook and native ad networks. under 5 million users and was purchased by Capital One last
year for an undisclosed amount.
Although they don’t have a traditional funnel with a
checkout page and upsell sequence, what comes after you Overall, these breakdowns will illuminate an approach that
click on their ads is still vitally important and that’s what we’re not used to seeing in a typical Funnel U issue, which
we’ll be examining – where those ads lead and what the is important, because going broad enhances your creativity
onboarding process looks like. and gives you new food for thought :-)

Issue 47 | 3
The Secret Benefit Of Having A
Browser Extension
Contrary to what most non-techies think, creating a browser
extension doesn’t always have to be super complicated.
Sometimes a simple idea & straight-forward implementation
is all that’s needed.
But why create something like an extension in the first place?
In most cases, the biggest function an extension serves
is that it encourages consumption and use of a product/
service.
A Complete Look Into The Funnel
Of PayPal’s New $4 Billion Dollar
Browser Extension
Facebook Ads
There are two primary categories that Honey’s ads fit into.
1. Ads that target buyers of specific brands or products.
2. Ads that generally advertise the extension and what
it does.
The first type of ad, where they target buyers of specific
brands or products is their most popular approach and
makes up the majority of their promotions.

If you think about it, web browsers are consistently used

With Facebook, it’s easy to target people who like or have
by people on a daily basis so creating a tool within them
shown interest towards a particular brand or product so
means you’re hooking into a platform with proven, ongoing
tailoring specific messaging to that audience is more likely to
engagement.
have an impact than a generic message.

One of the reasons Honey works so well is because once the

After a thorough analysis of their ads, current and past, I’ve
extension is installed, it will automatically pop-up whenever
found there to be certain niches that seem to work well for
you’re on an eligible checkout page.
them. Here they are:

The user doesn’t have to remind themselves to use Honey • Amazon Shoppers
or Wikibuy because the extension shows itself whenever it’s • Home improvement (e.g. Home Depot)
needed. • Clothing/Fashion (e.g. Urban Outfitters)
• Food Delivery (e.g. DoorDash)
The automatic reminders encourage product use, increase • Makeup (e.g. Sephora)
consumption and in turn, boost customer satisfaction and • Video Games (e.g. GameStop)
retention. • Tech (e.g. BestBuy, Apple)

If you think about it, web browsers are consistently

used by people on a daily basis so creating a tool
within them means you’re hooking into a platform
with proven, ongoing engagement.

4 | Funnel University
In their ads, there usually is a photo of the product or storefront
and sometimes a mention of the brand in the copy.
Let’s take a look at some of these.
Ads For Amazon Shoppers
Over the years, Honey has created more ads targeted at
Amazon shoppers than they have any other brand.
If you think about it, tons of people use Amazon so this is a wide
audience to target, more so than probably any other brand.
Here we see an ad where there’s nothing mentioned about
Amazon in the copy, but there’s a photo of an Amazon Prime
Honey-Amazon Facebook Ad
box accompanied by a Twitter testimonial of someone who
saved $99 on a $110 blanket.
The ad racked up significant engagement stats – over 3,000
likes and almost 900 comments and the testimonial is quite
shocking as that’s an unheard of discount.
The headline, “Honey Automatically Applies The Internet’s
Best Coupons To Your Cart – For Free”, describes what it is
and the body copy demonstrates social proof, “Sara is one of
Honey’s 10 million users. ★★★★★”.
Now here’s an example of a popular Amazon-based ad that
uses video and states Amazon’s name more directly.
Honey Amazon-Based Video Ad
Issue 47 | 5
 The video is only 10 seconds long, quickly shows people opening
up Amazon packages and then zooms in on the honey button
displayed on Amazon product pages, showing you how much
they might save you.

The text in the body copy and on the video states, “Same Amazon,
just cheaper.” This is a popular concept Honey uses in many of
their ads, that you’re shopping the same, but simply getting it
cheaper, as if it’s magical.

The headline, “If You Shop On Amazon, This Is A Must-Have”, is

a great example of calling out the target audience. Anyone who
shops on Amazon will see this and identify with it.

Ads For Home Depot Shoppers

Here’s an example of an ad where there’s a photo of a Home
Honey-Home Depot Insider Info Hook Depot storefront and the headline is “The Home Depot trick
you’re not supposed to know”.

This is a classic hook formula based on discovering insider

information that gives you an edge. There is huge appeal in
this idea as people find it hard to resist secrets and knowing
something others don’t.

Now, here’s a video ad similar to the Amazon ad we saw before.

It uses the same type of body copy (“Same Home Depot, just
cheaper.“), except in the video they say, “Stop Paying Full Price
On Home Depot – Here’s How”. The concept of not paying full
price shows up in many of their ads. I like how it starts with “Stop”,
which is an effective word to grab your attention.

Ads For Home Depot Shoppers

As we go through more and more ads, the patterns start to stand
out in a very obvious way.

In this video ad targeted at Adidas customers we see a similar

headline to the ad before, “Stop Paying Full Price Online – Here’s
How” and the same video approach as the Amazon ad we looked
at earlier where it shows people opening boxes...

Honey-Home Depot Video Ad

6 | Funnel University
 Honey-Adidas Targeted Ads
And then zooms in on the Adidas site showing how much
you can save with Honey.
All of this is framed under the headline formula, “Same ___,
Just Cheaper”.
We see this again here with Foot Locker (“Same shoes, just
cheaper.”).
It’s a catchy phrase that is short, sweet, implies little effort is
needed and overall, makes it feel like a no-brainer.
Generally Targeted Ads
Finally, we have their ads that are not specifically targeted for
any particular product.
These ads are less common. However, these ads are the ones
that were used most often years ago.
For example, here’s an ad from 2016 where they’re educating
you on what the extension is, “This Google Chrome plug-in
automatically applies the best coupon code at checkout“:
Issue 47 | 7
 Honey-Foot Locker Ad Honey General Targeted Ad

Educational Honey Video Ad

8 | Funnel University
At the time, they advertise that they had 1,533,354 users.

This was a big deal back then for them and demonstrated how many
others trust them.

Now they have over 10,000,000 users, about 7x the amount of users
they had in 2016.

Here’s another example, this time it’s a video ad that’s focused on

educating the audience about what Honey is.

Unlike their recent video ads that are only 10 seconds long, this one is
a minute long and walks you through how it works, how many stores
are involved, how much money you can save and even include reviews
from popular news sources.

Honey going away from their more thorough video ads is representative of
how educated the market has become. People are more familiar with the
concept of coupon and cashback apps now.

The Landing Pages

When Honey first started advertising, all of their ad traffic was direct to
their Chrome extension page.

They no longer do this anymore and instead, always send you to a

landing page, which is either a typical looking landing page with
sections, snippets and photos or a simple advertorial.

Advertorials
If you’re not familiar with advertorials, they’ve been covered in other
issues and are essentially articles that are designed to sell you on
something or at least prime you to buy before sending you to a sales
page. The name advertorial is based on the combination of editorial +
advertisement.

Like most of their ads, their advertorials also follow a formula.

To demonstrate this, let’s check out an advertorial for the Home Depot
and Adidas ad.

They both use the headline, “This Genius Tool Can Save You Money
On [Store Name] And 20,000+ Stores”. Not sure why the Adidas one
says 40,000 stores as Honey still currently states 20,000 stores, but Honey-Home Depot Advertorial

Issue 47 | 9
nevertheless, the concept is the same – with a new “genius tool” you
can save money.

Right after the headline is a photo of the store or store’s website.

After that, every paragraph has the same copy with the brand name
swapped in and animated photos of Honey in action on the particular
brand’s site.

The most effective part of the advertorial, in my opinion, is how they

demonstrate a specific example of using Honey to save money on a
purchase. They show you exactly what they saved for that particular
purchase.

This makes for tremendous proof and quickly conveys exactly how the
extension works.

Finally, at the bottom, they have an orange button with the copy,
“Continue To Honey” and mention of having 100,000+ reviews and
10,000,000 users.

That button takes you to the extension page.

Regular Landing Pages

Their regular landing pages have a lot less text and are more broken up
and graphical.

For instance, here’s an example of a landing page for an Adidas-related

ad where there’s no mention of Adidas in the headline (“Online savings,
simplified.”), but there’s a photo of an adidas
sneaker on the right.

After that, they demonstrate how Honey works in 3 steps, show you
what members are saving on average, what stores are involved and
what popular news sources are saying (social proof).

Honey also has a generic landing page with similar elements that can
apply in any situation and uses the headline, “If there’s a better price,
we’ll find it. Stop wasting money – Honey finds you the Internet’s best
discount codes.”

Honey-Adidas Advertorial

10 | Funnel University
 Regular Landing Pages - Honey
The Extension Page
The makeup of these pages is the same for every Google
Chrome extension. You can add up to 5 images to a flippable
gallery and a few paragraphs for the description.
In Honey’s gallery, each image had a headline on the right
and an image of a computer screen on the left with a
depiction to support the headline. The five headlines were:
• Join over 10 million members (social proof)
• Never search for coupon codes again
• Find better prices on Amazon
• Always know when to buy on Amazon
• Get up to 20% back at over 4,500 online stores
Having two slides based around Amazon shows you how
much of a draw they are for the extension.
They also mention Amazon in the description, after briefly
describing what the extension does and how it works.
The excerpt:
“Automatically find and apply coupon codes when you shop
online!
Stop searching for coupon codes and sales.
Click on the Honey button during checkout and Honey will
automatically apply coupon codes to your shopping cart.
On Amazon discover the best time to buy with price history
charts and alerts when your favorite products are on sale.”
The Sign-Up Page
Immediately after installing the extension you’re taken to
a sign-up page. What’s interesting is that you can actually
skip this. It seems that although they’d like you to create an
account, they don’t want you to abandon their onboarding
process.
You are given the option to signup with Facebook, Google or
just enter an email and password.
The progress bar at the bottom indicates that even if you
choose to complete this step later, there is more to come.
Onboarding/Education Sequence
There are three steps involved in their onboarding sequence,
which is designed to help people
Issue 47 | 11
 Honey Extension Page
quickly understand how Honey works and make sure they
use it.
Each step has a headline and short paragraph with (most
importantly) an ACTION they can take.
Step #1: Seeing Honey In Action
The headline is “Instantly save at over 22,000 stores” and the
call-to-action button, labeled “Try It Now”, takes you to an
actual checkout page and shows you how Honey works in a
real situation.
Step #1: Seeing Honey In Action
12 | Funnel University
Honey Sign-Up Page
This is an excellent way of demonstrating the tool so the user
isn’t left in the dark wondering how to use it.
Step #2: Connect Your Amazon Account
The headline is “Get even better prices on Amazon with
Honey” and the paragraph below it states, “Connect your
Amazon account with Honey to see instant savings on all the
stuff you want to buy.”
Again, we see Honey’s big focus on Amazon. This recommended
step enhances the user experience and gets them more involved.
Step #2: Connect Your Amazon Account
 Step #3: Test Their Droplist Feature
Refer-A-Friend Page 2
Step #3: Test Their Droplist Feature
This is another interactive step where the goal is to get the
user to understand and start using their Droplist feature,
which allows you to track Amazon products and get notified
when the best time to buy is.
Refer-A-Friend Page
Once the onboarding sequence is complete, they send you
Refer-A-Friend Page 1
to this page with the headline, “Get a $10 gift card to your
favorite store!”.
The idea is to encourage you to share Honey with others and
whenever someone else signs up with your custom link and
makes a purchase, you get 500 reward points, which can get
you a $10 gift card.
Issue 47 | 13
My favorite part about this page is that on the right hand Recapture Sequence Step #1:
side, they flip through different types of people that Honey
would be perfect for.

There are six different slides highlighting particular types

of people. They are: humble undergrads, busy parents,
weekend warriors, trendsetters, last minute gifters and
gadget addicts.

BONUS: Their Recapture Sequence

(If You Uninstall)
Whenever you have an option for customers to automatically
cancel and leave your ongoing service, it’s smart to have
some kind of recapturing effort that gives them a chance to
reconsider.

This is exactly what Honey does if you uninstall their Recapture Sequence Step #2
extension. There’s nothing they can do to prevent you from
uninstalling it. However, they do their best to convince you
to re-install the extension.

There are two steps to this process.

Step #1: Restating Everything Honey Can Do

+ User Feedback
There are two parts to this first step. The primary objective
is to get your feedback. They say, “Help us improve. Why
did you uninstall Honey? Check all that apply.” and provide
choices.

The secondary objective is to emphasize Honey’s wide range

of benefits and link you back to their site.

In this paragraph, they link to several pages with the intent

to get them hooked again: “Did you know Honey is much
more than a coupon site? It also tells you when items you
want go on sale, and gets you access to daily deals in your
personalized shopping feed.”

Step #2: Highlighting Six Different Benefits

With An Option To Reinstall
After the feedback form, you’re taken to this simple page
with the headline “So much more than coupons”. Just like in

14 | Funnel University
the previous step, they want to be impressed by the extent of
Wikibuy’s Almost Identical
what Honey can do.
Approach To Honey
What I like most about this page is that many of the benefits
As I mentioned earlier, Wikibuy is a very similar extension
are stated like Twitter testimonials.
to Honey, except it has half as many users and seems to
focus more on their community and how they find coupons
For instance, “@Honey just got my 2ND free amazon gift card
automatically based on what’s worked for other members.
in 3 months” or “Your new #droplist...are you freaking kidding
me? #awesome!”.
Honey may do this as well, but regardless of the mechanism
at work, WIkibuy’s marketing strategy is practically identical
At the bottom of the page they also include this testimonial,
to Honey’s.
“Who’s not willing to spare a few seconds of their life for the
chance at saving money? I am, how about you?”, which is
For this reason, I’m not going to go into detail with them
perfect for this situation because it makes the person feel silly
because it would be repetitive. However I will point out
for installing.
some similarities and a few differences.

Having comments from others about how much they love

The Facebook Ads
it can be enough to have the person second guess their
Wikibuy uses the same approach as Honey in that they
decision. After all, many of us go based on what others are
build ads around specific niche products. The key difference
doing and saying.
between the two is that Wikibuy seems to only target

WikiBuy Facebook Ad 1 Wikibuy Facebook Ad 2

Issue 47 | 15
 specific niches (no general ads) and seems to focus on a few different
niches than Honey. For instance, this high engagement ad from them is
based around saving money on flights.

The body copy (“You might as well be throwing money away if you’re
not using Wikibuy.”) and headline (“Seriously, why are you buying flights
without this?”) follow a similar theme to the one we saw earlier where the
idea is to make you feel silly and like you’re losing money by not using the
extension.

The exaggeration (“Seriously”) and embellishment (“throwing money

away”) in the copy help to grab your attention.

Here’s another high engagement ad, this time focused on photographers,

a niche Honey didn’t seem to target much.

The headline, “How to avoid paying full price for camera gear — without
buying used” is compelling in that it taps into the attractiveness of not just
getting a discount, but frames it in terms of “avoiding” full price.

Getting a discount sounds cool, but finding a clever way to avoid paying
regular price sounds even more exciting, like you’re beating the system.

I also like how they included “without buying used” since that is probably
an objection a photographer would think of.

Wikibuy Advertorial 1 Wikibuy Savings Estimate

16 | Funnel University
Wikibuy Advertorial 2 The Advertorials
Upon seeing Wikibuy’s advertorials, you’d think they were
owned by Honey. They are that similar.

An interesting thing to note about Wikibuy is that unlike

Honey, they seem to only use advertorials and not other
types of landing pages.

Here’s a look at the two advertorials corresponding to the

ads I just covered. They both use a “How To” headline, which
is different from Honey. Otherwise, their approach is exactly
the same: describe what the extension can do in relation to
purchasing a particular product and show a real example
of exactly what that looks like. I personally like animated
images to depict demonstrations, which Honey used.
However, Wikibuy’s images are still helpful.

Other than that, the rest of Wikibuy’s funnel basically mimics

Honey’s, although I like how they used an estimated savings
calculator in their onboarding process:

Issue 47 | 17
HOPE YOU ENJOYED THE ISSUE!
HERE’S WHAT I’M UP TO WHEN I’M
NOT WRITING THESE...
If you like my research and analysis style, this is what I do full-
time inside my Insiders Membership. Each month, I put out
special reports and forensic-level breakdowns that provide
you with a cutting-edge understanding of how the top 1% of
marketers and copywriters think.
The membership is invite-only (you won’t find it on my site)
and where I dedicate most all of my time. In fact, I’ve recently
been doing live calls and breakdowns titled “Look Over My
Shoulder As I Funnel Hack” where I showed members exactly
SWIPED.CO/FUNNELHACKERS
18 | Funnel University
how I uncover and dissect funnels so you can do the same.
Those recordings and a treasure trove of other goodies could
be yours, for free, including my extensions!
Simply go to http://swiped.co/funnelhackers and get a free
2-week trial with a full sneak peek, including 20+ additional
funnel dissections, a private Facebook group, video calls and
many other perks. Not to mention, a swipe file hotline where
I’ll research and send you examples to model based on your
own specifications.
Look forward to connecting more with you outside Funnel U!
Here’s my personal email (mike@swiped.co) if you have any
questions, comments or just want to say hi :-)
 Legal Disclaimer
And Terms Of Use
This newsletter is for research purposes only. All of the webpages and advertising is
copyrighted by the original owners. You may borrow the ‘ideas’ in these ads and pages, but you
may NOT use any of the actual advertising copy or designs.
You do not have resell rights or giveaway rights to any portion of this Publication. Only
customers that have purchased this publication are authorized to view it. This publication
contains material protected under International and Federal Copyright Laws and Treaties. No
part of this publication may be transmitted or reproduced in any way without the prior written
permission of the author. Violations of this copyright will be enforced to the full extent of the law.
The information services and resources provided in this book are based upon the current
internet marketing environment. The techniques presented have been extraordinarily lucrative
and rewarding. Because the internet is constantly changing, the sites and services presented
in this book may change, cease or expand with time. We hope that the skills and knowledge
acquired from this course will provide you with the ability to adapt to inevitable internet
evolution. However, we cannot be held responsible for changes that may affect the applicability
of these techniques.
Any earnings, income statements or other results, are based on our own testing and are only
estimates of what we think you could earn. There is no assurance you will do as well as stated in
any examples. If you rely upon any figures provided, you must accept the entire risk of not doing
as well as the information provided.
Screenshots in this book are from publicly accessible field archives. All product names, logos
and artwork are copyrights of their respective owners. None of the owners have sponsored or
endorsed this publication. While all attempts have been made to verify information provided, the
author assumes no responsibility for errors, omissions, or contrary interpretation on the subject
matter herein. Any perceived slights of peoples or organizations are unintentional. The purchaser
or reader of this publication assumes responsibility for the use of these materials and information.
No guarantees of income are made. The author reserves the right to make changes and assumes
no responsibility or liability whatsoever on behalf of any purchaser or reader of these materials.

Copyright 2020 © clickfunnels.com, LLC

All Rights Reserved

Issue 47 | 19
Issue 47 | 20