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Customer Value Optimization Certification Course

Customer Value Optimization Certification Course

Customer Value Optimization Certification Course



Become a Certified Customer Value Optimization Specialist

Most businesses have some sort of funnel for generating leads and converting those leads into paying customers, but very few have a truly OPTIMIZED funnel. In this master class, you’'ll learn how to architect a “conversion funnel” that reduces customer acquisition costs while simultaneously increasing both immediate and lifetime customer values.

Upon completion of this mastery course, you'll take a test to receive a designation as a Digital Marketer Certified Customer Value Optimization Specialist.

Here's what you'll learn as you study the material, in preparation for the certification test:



In this introductory lesson, you’ll learn the Customer Value Optimization process and the formula any business can use for exponential growth.

Topics Covered:

  • What is CVO?
  • Th Formula for Growth

Lesson 1 - Determine Product/Market Fit

Before we can build a conversion funnel, we must first determine the value we bring to the market. In this section, you’ll learn the goal of marketing and how to craft marketing messages that speak to your market’s desired end results.

Topics Covered:

  • The Goal of Marketing
  • Before and After Grid: Example 1
  • Before and After Grid: Example 2
  • Crafting a Statement of Value
  • SOV vs. USP
  • Why Value Isn't Enough
  • Two Types of Doubts

Lesson 2 - Optimize the Lead Magnet

To generate leads you’ll need to make a compelling offer. In this section, you’ll learn the characteristics of crafting the perfect Lead Magnet.

Topics Covered:

  • What is a Lead Magnet?
  • Importance of Specificity
  • Make a Specific Promise
  • Give a Specific Example
  • Offer a Specific Shortcut
  • Answer a Specfic Question
  • Deliver a Specific Discount
  • Finding the Hook
  • The Landing Page Checklist
  • The Formula Revisited

Lesson 3 - Optimize the Tripwire Offer

A Tripwire Offer is an irresistible, low-dollar offer with a single goal: acquire buyers. In this section, you’ll learn the types of Tripwire offers and how to optimize your Tripwire for maximum conversion.

Topics Covered:

  • What is a Tripwire?
  • Two Tyes of Commitment
  • Types of Tripwires
  • Splinter Offers
  • Little Victories
  • Brainstorming Littel Victories: Scenario 1
  • Brainstorming Little Victories: Scenario 2
  • The Tripwire Checklist
  • Discovering Your Tripwire
  • The Formula Revisited

Lesson 4 -  Offer a Profit Maximizer

When a savvy marketer sells something, they try to sell more to that same customer. From upsells and cross-sells to slack adjusters and bundles, you’ll learn methods for maximizing profit by giving the customer more of what they want.

Topics Covered:

  • What is a Profit Maximizer?
  • Immediate Upsells
  • Coss-Sells
  • Slack Adjusters
  • Bundles & Kits
  • Recurring Billing
  • Line Extensions
  • Speed & Automation
  • The Formula Revisited

Lesson 5 -  Architect a Return Path

With an emphasis on email marketing, this section will teach you how to follow up with customers and prospects to sell them more products and services, more often.

Topics Covered:

  • What is a Return Path?
  • Constant Communication Explained
  • Exit Offers Explained
  • Example Exit Offers
  • Retargeting Explained
  • Segmentation by Visitor Activity
  • Full Funnel Retargeting
  • Automated Email Followup Explained
  • Part 1: Indoctidation
  • Example Indoctrination Campaign
  • Part 2: Engagement
  • Example Engagement Campaign
  • Part 3: Ascension
  • Example Ascension Campaign
  • Part 4: Segmentation
  • Example Segmentation Campaign
  • Part 5: Re-Engagement
  • Final Formula & Wrap-Up