Jazz Guitar Lessons.NET is a website dedicated to helping people learn how to play the Jazz guitar. The owner had recently switched email service providers, from ConvertKit to Drip, and wanted to implement the Customer Value Optimization model by Digital Marketer.
This is a system designed to move people up the value ladder of a business: offer a low-priced product and move them into a profit maximizer. If the prospect doesn’t buy along the way, then a re-engagement loop is enabled to either educate or promote another product.
It’s a constant communication process with email subscribers.
Here’s an overview of how the CVO process works:
Solutions and Results
To implement the CVO process in Drip, we needed to create three workflows for every part of the CVO after the lead magnet was downloaded:
- Offer a tripwire product
- Offer a core product
- Offer a profit maximizer
Here’s a glimpse of what the workflows looked like in Drip:
CVO Part 1 – downloaded the lead magnet, offer the tripwire
CVO Part 2 – Offer the core product
CVO Part 3 – Offer the profit maximizer
We also created a return path for prospects that didn’t buy any of the products. These workflows included educational content that reinforced the value of purchasing one of the products.
Within the first month, the CVO process started increase revenue. At just the tripwire level there were 114 conversions.
Since then, the process has been refined and optimized. From Dec 16, 2017, to Jan 16, 2018, the number of conversions recorded was 473.
Core product conversions saw 31 conversions in the first month. With refinement and optimization, conversions have increased to 112 from Dec 16, 2017, to Jan 16, 2018.
By implementing a proven process using smart email automation, Jazz Guitar Lessons.NET was able to significantly increase top-line revenue.
So much so that they have gone on to hire full-time employees (3 to be exact) to help run the business and keep customers happy and coming back.
What can smart email automation do for your business?
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