Customer Value Optimisation
Customer Value Optimisation (CVO) is a strategy for growth and aims for three main objectives from your online sales activity:
- To increase the number of customers
- To increase the average transaction value per customer
- To incrase the number of transactions per customer
CVO sees customers as people with difficulties, and your business is providing the solutions to these issues. This works for both a service or a product based company.
As digital marketers we can be guilty of seeing data as numbers on a screen. Asking questions such as: “How do I get more clicks through my paid adverts?” or “How do I increase my conversion rate?” seems to ignore the very human aspect of what we are dealing with. That is, the purchasing behaviours of our customers.
CVO sees customers as people with difficulties, and your business is there to provide the solutions to these issues. This works for both a service or a product-based company.
How does CVO work?
The idea behind the CVO process is to build a marketing funnel that maximises the monetary value of each customer that comes through your sales funnel.
Before you start the process, you need to decide which traffic source you are going to utilise first. This could be from the following:
- Facebook Ads
- Twitter Ads
- LinkedIn Ads
- YouTube Ads
- Email marketing
- Social media
We would then use a 5-step process for the traffic coming in for that channel:
Step 1 - Lead Magnet Offer
A lead magnet is an irresistible offer to give someone some value in order for them to part with their information. It could be a white paper, a guide, a promise of awesome content they can’t miss out on, the more specific the better. This will increase the number of people who are aware of your brand and want to communicate with you.
Step 2 – Tripwire Offer
A tripwire is the next level of commitment you would like your customer to make. They parted with their details in step 1, now you want them to part with a small amount of cash (between £1 and £20). A small enough commitment is still a commitment. You managed to get the prospect to turn into a customer.
Step 3 – Core Product/Service Offer
This is your flagship product or your main service offering. It is your business’s reason to exist.
Step 4 – Profit Maximiser Offer
This step is designed to increase the average transaction value per customer. Think about the burger chain with the golden arches (or the one run by royalty if you prefer). They make little profit on their burgers. They do however make profit on the fries and drink upsell. Ever decided at the last minute to “go large?”. Guess what that’s called.
Amazon utilises “bought together” items to upsell their customers with products that compliment the one you’re about to buy.
Step 5 – Creating a Return Path
This is where you increase the number of transactions per customer. Anything that brings your customers back more frequently is part of your return path. That could be:
- Sales calls
- Marketing channels (advertising, SEO, Mailers etc)
- Loyalty Schemes
With each of the five steps in place, you’ll be able to scale your business in a profitable way.
Want to know more about how Customer Value Optimisation can make a business “unstoppable”? Then come and talk to us today at Internet Sales Drive and start your CVO journey.