The Importance of Customer Value and Funnel Optimization

By Tom Egelhoff

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The Importance of Customer Value and Funnel Optimization

Anyone who has ever attempted to sell something to someone knows how difficult it is. More so when you’re trying to sell to a complete stranger.

Because of this, some business owners resort to spending more money on advertising in the hopes of increasing market awareness and improving sales.  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.  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.  And in this video, he teaches, that with the Funnel Optimization strategy, you can do it too.

The Importance of Customer Value and Funnel Optimization | Ryan Deiss
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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 “How to craft a multi-step journey that seamlessly and subtly leads a prospect toward a desired action” –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 tests include 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 plugging mechanism should always be put in place.

This mechanism being:

1. Sequence
2. Messaging
3. Commitment
4. Little Victories

In this video, Ryan also explains the customer journey.  To achieve customer value optimization in one’s business, it’s essential to first understand customer journey.  A business needs to know and understand how one gets a “browser” to a “buyer” who believes in your product enough to 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 having a good customer value optimization strategy in place.

In the video, Ryan interestingly likens the funnel to the different stages of a human relationship.  When we’re “building” a relationship with someone, we follow some sort of sequence that pertains to a stage in the relationship.  Each stage is essential and it is critical that we don’t mess up the sequence otherwise we risk the entire relationship.  After all, you don’t ask someone you just met to marry you!!

  1. Awareness
  2. Engagement
  3. Subscription
  4. Convert
  5. Excite
  6. Ascend
  7. Advocate

As any relationship, everything starts when you meet.

When you meet someone new that you see yourself (potentially) having a relationship with, you want them to notice you so you work on making a good impression.  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.

Related: 10 Stupid Things to Avoid and Improve Sales Skills

2. Messaging

One must never underestimate the power of a good marketing message.  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.  It needs to invoke emotion to be effective.  And most importantly, it needs to provide an answer to their needs.

Will your product or service allow them to do things more easily?  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?

Related: How to Dominate Your Market with Growth Hacking

3. Commitment

Commitment locks your customer into the process.

You know when you’ve gotten them to commit when they reach for their wallet or give up their day so they could show up to you webinar!

Related: How to Start a Business in 2017 – 12 Easy to Follow Steps

4. Little Victories

“Give them a quick win and teach them how to advocate…Hope is all they need,” Ryan says.

Document “little victories” of your prospects. Encourage them to share their journey with you or through you, particularly on social media platforms, like Facebook, Twitter, Instagram, blogs.

Related: 8 Ways To Get First Time Customers to Come Back

Bottom Line

To finally achieve an optimized sales funnel,  remember to reexamine  your strategy with these points below:

  • Get their attention.
  • Get them to really look at you.
  • How will you get their number?
  • Get them to commit
  • Little victories that give hope
  • Get them to advocate for you

Enjoyed what you saw? Have any questions? Let us know in the comments below, and make sure you sign up for the 21 point business startup checklist.

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