CUSTOMER VALUE

OPTIMIZATION
CERTIFICATION
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 "Your margin is my opportunity..."
-Jeff Bezos, CEO Amazon.com

Our Methodology When most marketers hear the word "optimization" they think
of “conversion rate optimization” or CRO for short. But CRO
is only half the battle.

CRo
At DigitalMarketer, we believe that CRO has been replaced by
CVO, or Customer Value Optimization. 

With CVO, we place a strong emphasis on increasing

conversion rates, but we place an even stronger emphasis on
increasing the average value of every single customer that
comes through your "door." For example, if a customer is

-vs-
normally worth $100, our goal is to get that amount to $200.

And the reason for this is simple: When you have the highest
average customer value possible, you can spend more to

CVO
acquire a customer. And when that happens, you become
UNBEATABLE, because at the end of the day...

"He or she who is able and willing to spend to the most money
to acquire a customer...WINS!"

That’s our goal: To make our clients UNBEATABLE.

But to fully maximize the value of each and every customer, you
need to have the “5 Things”...

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Our Methodology 1 Lead Magnet

The 2 Tripwire

Five 3 Core Offer

Things 4 Profit Maximizer

5 Return Path

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 The purpose of a “Lead Magnet” is
to provide an irresistible bribe that
hits your target market right

1.
between the eyes and compels
them to give their contact
information in exchange for the
promised “bribe.”

Lead The Lead Magnet needs to be

specific, actionable and provide
value beyond what would typically

Magnet
be expected. (In other words,
boring “me too” whitepapers don’t
cut it.)

Since the lead magnet is typically

the start of the funnel, it’s also
usually the highest leverage point.

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 Once a customer has taken out their
wallet, they're far more likely to leave
it out and continue spending money

2.
with your company. That's why we
engineer our offers to maximize the
number of front-end conversions by
keeping the price-point as low as
possible.

The This is what the "Tripwire" is all

about. A "Tripwire" can be a premium
(i.e. a football phone or other gadget)

Tripwire
or a low-dollar report or book, but
it's typically less than $20 and is
oftentimes offered for free with some
form of shipping and handling charge.

The key is, a monetary transaction

must be processed...even if it's just
$1.

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 The core offer is the flagship product
or service that your company is
ultimately trying to sell. This is what
you are known for, and this is where

3.
most of your time and energy is
focused.

As an Optimization Partner, we will

Core
work together to optimize the
conversion rate of your core offer
through split and multi-variate testing
so you get more sales from the traffic
and leads you’re already receiving.

Offer NOTE: We pay especially close

attention to headlines, price-points,
order forms and checkout pages,
because in our experience these are
the highest leverage points in the
entire conversion rate optimization
process.
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 Whether it's an upsell (offering
someone more of what they

4.
already bought) a cross-sell
(offering them a related product
or service) or a subscription
(offering them access to a club,

Profit
community or association), every
offer needs something on the
backend to increase immediate
average customer value and

Maximizer overall engagement with the

buyer.

Because while a buyer is good, a

multi-buyer is even better.

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 Thanks to the lead magnet offer, we
now have the ability to go back to
non-buyers and put them into a

5.
followup series to increase initial
conversions.

Equally important, we also have the

ability to go back to our buyers who

Return
didn't purchase everything in the sales
funnel (i.e. tripwire, core offer and
profit maximizer) to increase the
average customer value.

Path From “Soap Opera Series” to “Survey

Funnels” and even exit offer
technology, you need to have proven
campaigns in your “bag of tricks” that
you can deploy to generate additional
revenue from the traffic and leads
you’re already receiving.

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 FULL FUNNEL OPTIMIZATION TOOL
C om pa ny Na m e :

Recommended
Control KPI Projection
Treatment

Lead Magnet

Tripwire

Core Offer

Profit Maximizer

Return Path

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