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During the simplification of our value ladder, we discovered some really cool stuff.
On this episode Russell talks about how his company has spent the last few weeks focusing on the value ladder and what they changed. Here are some awesome things you will hear in this episode:
-Find out what some of the analytics and churn rate are for some of Russell’s current front end offers.
-Find out where you should start on the value ladder if you are a beginner.
-And Find out why you need to go to Funnel Hacking Live to get the real scoop on all of this stuff.
So listen here to find out how your front end funnels can affect churn on the back end.
what’s up everybody this russell brunson and welcome to the marketing secrets podcast so the big question is this power on CH Brewers like us who didn’t cheat and take on venture capital for spending money from our own pockets how do we mark it in a way the less Hoss get our products and our services and the things that we believe in out to the world and yet still remain profitable that is the question in this podcast we’ll give you the answers my name is Russell Brunson and welcome to marketing secrets alright alright you guys so in the office is a rainy day which is nice it’s melting all the snow which boys had a really calm winner this year last year it snowpocalypse where if you were watching Instagram snapchat back then you saw how we like our kids have like 10 days off of school snow days we had like raid Walmart for water and generators is insanely cool and it nothing really happen that was that bad but this year to spend my winter for so it’s kinda nice anyway I want to share a couple cool things because these are cool things that are happening that I just can’t not share alright so hopefully I severed media talked a lot about concepts like funnel stack and right where it’s like what’s your front and funnel the words that lead to the second funnel and where does that go right and if you look at the big push that we’ve done over the last 60 days in our company is to really really focus on the defined value ladder and killing everything else that doesn’t map to it right actually shut down to multi-million dollar programs because they did not fit in the value ladder which is kind of insane but nevertheless we did it because that is what we’re doing is is pure focus on and focus and respect for the value out earn right so you’ll come in there’s this process and so you look at the way that our value our is working now there’s one big piece I’m revealing phone-hacking live I can’t reveal yet oh it’s the key that like glues this whole thing together it sends people through the process so cool it’s so cool I mean the whole presentation I feel like you might see really shaky J go to fun rockin live.com get your tickets for the greatest event on planet earth the greatest show on earth I’m you call me PT Barnum if you want this will literally be the greatest show on earth anyway but uh if you look at our values very defined like fronting offers that all lead then to one centralized middle offer which then all lead to one centralized back end offer and that’s it and then my creativity gets to happen on a whole bunch of Creighton hunch frontin offers and so we were doing some data and some analytics and this is the coolest thing ever so one of the big things were trying to get and ClickFunnels™ because of the middle it’s like here’s friend offers middle is ClickFunnels™ and then top is like hiring coaching it used to be in a circle for life until we filled that up so now we have a new program coming out students gonna be kind of are back in coaching program anyway so it was cool ways we did a bunch of analytics we went through and we looked at all of our front-end offers so the friend offers thing we got probably half a dozen or so right now that are active and then based on that what was the retention rate of people in the second tier of the value ladder based on the frame that they came into our to our value ladder through which was fascinating so fascinating so check this out if people with the first thing that they bought from us was the hundred eight split test book and then from there they they said from there they sent it into ClickFunnels™ our churn rate on on people that that was the friend offer that came through is less than three percent insanely cool right now you shift if you go the dot-com secrets book somebody’s a.com Seekers book and then creates a ClickFunnels™ account the churn rate is like 5% so it’s a little bit worse but still pretty good then if you go to like where the other ones like expert seekers has higher the expert seekers is like nine percent churn rate perfect webinar was like seven or eight a hot camera off her head if they just came to click phones homepage and watch the viral video it’s like almost 30 percent so because of this data you’ll see some big updates happening to cliff for his home page but it’s just interesting that like the frame that they enter your value ladder in dramatically affects the retention rate of them through the rest of the value lottery it’s not fascinating now obviously there’s there’s there’s it’s not a perfect science right because somebody who’s looking for split testing or who buys the split testing offer just about a default of what it is it’s probably more likely to be further along in their in their career I like they’re looking for split like it’s not something like a brand new beginner or typically looking for words expert seekers is definitely brand new beginner or the gold digger viral videos like so-so beginner so it’s like it’s not a perfect science obviously because different front ends will attract different segments of the market different people things like that but it was fascinating just to know that like what is the bait you’re putting out what people does it grab and then how do those people actually stick long-term it’s fascinating fascinating fascinating so anyway it’s made me think a lot more about like okay new front and offers what’s the bait we’re gonna create and then like and really choreographing how that’s right we’re a bit choreographing the offers to get your dream like the best possible customers to raise their hand and walk over to you anyway it’s it’s huge I don’t have done a lot of podcasts on this in the past because it was such a big pity for me three or five years ago about five years ago it was like when we switched our beta switch our customers were switched everything else and so anyway just hopefully that helps you guys so I’m thinking through that simplification of your value adder making sure that you’ve got multiple front ends that lead to one middle tier which is typically a webinar which then leads to one high ticket which is typically like a phone cell or something like that and if you’re just starting your business start with the middle tier at the webinar and focus all your effort and energy on that until you meet at least a million dollars in sales about that time your webinar landing page and ads and things will start to see ad fatigue and that’s when you start launching new friend and offers you don’t have to go this is a big misconception of value out is that you have to be front and then from there you have to go to a webinar there for me up it to set people up and it’s not necessarily case in fact if you look at the sewing mechanism at each rung of the value ladder it is it’s only value ladder in and of itself that makes sense okay the free plus shipping I’ll have to I’ll have a huge value ladder because it’s like hey this is really good product pay me seven bucks or whatever and I’ll give it to you and so like because the person because the barrier is low the the perceived value is going to be a high right on a webinar someone’s spending 90 minutes with me on a webinar that 90 minutes I’m taking them through a value out or I’m giving them tons of value in that thing so because of that like I can go directly to a webinar and have success even if it’s a cold prospect because I have that that 90 minute window to spend with them that’s warming them up that’s ascending them up through the value out it right save if I get on the phone with somebody I can on the phone build a lot of value in a shorter period of time so I can you can a lot of times it’s harder to go directly to I take it sales but you definitely can do it we’ve done a lot of other people do it and so anyway that’s one one kind of like I love dot-com seekers book my one thing that people always get stuck on is that like the here cost value I like cool and they come make a comeback you care so here’s my value adding like and they’re like 80 different rungs in this value out or it’s just like really complicating complex and then they try to create all before launch any of them I’m like no pick the one that’s gonna be the best to begin with I still think of webinar funnel is the best for almost every business you can think of not every business but almost every business webinars the best because the the what you what you sell it for it and the profits are bigger so it’s easier you can make more mistakes and still have success because you’re spending because the what you’re selling is more expensive so it’s more forgiving right and so like most was start there and focus like just do that webinar to me at least a million dollars and then back down grade to different front ends when it starts hitting fatigue and then what happens somebody buys the front end and then you send them up through on Thank You page of your friend and offer you have what we call Thank You page webinars haven’t taught about this yet because we’re testing right now our first ones actually going live today but I will definitely talk about a funnel hockey live so ascends to thank you page webinar attends the next rung in the value louder and move them through Baghdad so anyway so much cool stuff I wish we could spend hours and days together and we will if I like in life so if you’re there please come we’ll hang out and we’ll be geeking out on stuff together hopefully gives us some insight on value outer again it has been become our major focus in philosophy in a circle meetings and it will continue to be throughout this year simplification and mastery of the value adder that is the goal alright guys love you all appreciate you thanks so much for everything and we’ll talk to you soon bye want more marketing secrets if so then go get your copies of my two best-selling books book number one is called experts secrets and you get a free copy at expert seekers calm then book number two is called dot-com secrets and you get your free copy at calm secrets calm inside these two books you’ll find my top thirty five secrets and we’ve use to become the fastest-growing non VC back-sass startup company in world
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How Front End Funnels Affect Churn On Your Back End Funnels
How Front End Funnels Affect Churn On Your Back End Funnels