Conversion Benchmarks and Math

Today I’m joined by Samuel Thompson, an internet capitalist who’s launched 100 companies in 10 years, and he walks me through a live, end-to-end build of an info product using AI. We break down how he goes from idea → AI-written book → mockups → Shopify product page → ad creatives in a ridiculously short amount of time. The big takeaway is that this isn’t just “info products,” it’s a repeatable launch system you can apply to e-comm, SaaS, mobile apps, and pretty much anything where customer acquisition matters. We also get into the real game: CAC vs LTV, conversion rates, and how to build what Sam calls a “rigged slot machine” you can scale.

Timestamps

00:00 – Intro

02:32 – Choosing the offer

05:36 - Writing ebook with ChatGPT (outline → chapters → upgrade quality)

07:30 – Mockups with Canva & Envato Elements

10:25 – Shopify themes that convert (Solo Drop + Elixir)

12:05 – Finding products to sell

16:28 - Building the Shopify Store

21:16 – Using ChatGPT to generate product-page copy fast

24:13 – What “good” conversion rates look like (3–5% target range)

28:51 – Bonus gifts strategy = perceived value + conversion lift

33:26 – HeyGen for AI photo/video ad assets + voice clone insight

35:37 – Canva static ads + high-performing angles

38:57 – Big picture: one person can build a “real business” with AI

Key Points

• Sam’s launch loop is offer → AI asset creation → Shopify page → Meta ads → iterate on math

• Start with low-friction products (ebook/info) to validate customer acquisition fast

• The real framework is CAC vs AOV vs conversion rate, not “brand vibes”

• 3–5% conversion rate is a strong target on a direct-response product page

• Use bonus gifts to increase perceived value and lift conversion

• Static ads + strong angles can outperform everything when the message hits

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