The Importance of Customer Value and Funnel Optimization
By Ben Robinson
Anyone who has ever attempted to sell something to someone knows how difficult it is. More so when youโre trying to sell to a complete stranger. Because of this, some business ownersย resort to spending more money on advertising in the hopes of increasing market awareness and improving sales. ย They push aggressive advertising if only to […]
Anyone who has ever attempted to sell something to someone knows how difficult it is. More so when youโre trying to sell to a complete stranger.
Because of this, some business ownersย resort to spending more money on advertising in the hopes of increasing market awareness and improving sales. ย They push aggressive advertising if only to give the impression that your product is worth the money and effort.
Before you do anything else, you need to focus on your customer value optimization and funnel optimization. ย The customer’s journey should come first as they are the key ingredient to the sales process.
Ryan Deiss, CEO, and founder of DigitalMarketer, has been instrumental for the remarkable surge in sales and market growth of more than 200,000 businesses in 68 countries across the globe.ย And in this video, he teaches, that with theย Funnel Optimization strategy,ย you can do it too.
As founder and CEO of DigitalMarketer, Ryan Deiss has been instrumental for the remarkable surge in sales and market growth of more than 200,000 businesses in 68 countries across the globe.
And his tried-and-tested formula on โHow to craft a multi-step journey that seamlessly and subtly leads a prospect toward a desired actionโ –which in your case is simply about how to increase the value of your product without necessarily spending lots of money for your profit–will be your ultimate marketing tool.
Funnel Optimization | Ryan Deiss
As proven by Ryan and his team, it is possible to craft a user conversion funnel that lowers the cost of acquisition, while simultaneously increasing immediate and lifetime customer value.
For the record, Ryan’s company has spent more than $15,000,000 on marketing tests for the past 36 months. These marketing testsย includeย sending of over a billion emails and managing around 3,000 split and multi-variant tests.
These tests resulted to tens of millions of unique visitors online.
In the video, Ryan also explains the value of understanding the customer journey – that it is critical to the success of your business.
So, how does his formula work?
First, as any leaky funnel should have, a pluggingย mechanism should always be putย in place.
This mechanism being:
1. Sequence
2. Messaging
3. Commitment
4. Little Victories
In thisย video, Ryan also explains the customer journey. ย To achieve customer value optimization in one’s business, it’s essential to first understand customer journey. ย A business needs to know and understand how one gets a “browser” to a “buyer”ย who believes in your product enough toย advocate for it willingly.
He challenges entrepreneurs to look at their marketing processes and recommends this formula in building their brands.
1. Sequence
It’s all about the customer.
You can’t talk about funnel optimization without havingย a good customer value optimization strategy in place.
In the video, Ryan interestingly likens theย funnel to the different stages of a human relationship. ย When we’re “building” a relationship with someone, we follow some sort of sequence that pertains to a stage in the relationship. ย Each stage is essential and it is critical that we don’t mess up the sequence otherwise we risk the entire relationship. ย After all, you don’t ask someone you just met to marry you!!
Awareness
Engagement
Subscription
Convert
Excite
Ascend
Advocate
As any relationship, everything starts when you meet.
When you meet someone new that you see yourself (potentially)ย having a relationship with, you want them to notice you so you work on makingย a good impression. ย If you do make a good impression, you open up a communication channel so you can talk some more so you can know more about each other until such time that they realize that you are worth their confidence and trust and get them to commit.
One must never underestimate the power of a good marketing message. ย Thus, one should always make it a point to write good copy that would deliver a clear and crisp message to your prospects.
A good copy must be able to speak to the prospect or customer on a personal level. ย It needs to invoke emotion to be effective. ย And most importantly, it needs to provide an answer to their needs.
Will your product or service allow them to do things more easily? ย Will it allow them to do things better?
What do they “HAVE” before and after? How do they “FEEL” before and after? What’s their “AVERAGE DAY” like before and after? What’s their “STATUS” before and after?
“Give them a quick win and teach them how to advocate…Hope is all they need,” Ryan says.
Document “little victories” of your prospects. Encourageย them to share theirย journey with you or through you, particularly on social media platforms, like Facebook, Twitter, Instagram, blogs.