Customer Value Optimization

How to Build an Unstoppable Business?
The Secret to Customer Value Optimization

Some people might be contented already upon knowing different ways to advertise the business, such as SEO, Facebook ads, and the like. But learning the real secret to build an unstoppable business is mastering the so-called Customer Value Optimization.

First, what is Customer Value Optimization?

It is the system that the Digital Marketer introduced in making a successful business; not only for a short span of time, but for a long term period. This system tells that there are only three ways to grow a business:

  1. Increase the number of customer
  2. Increase the average transaction value per customer
  3. Increase the number of transactions per customer

Look at this flowchart and make this your guide in understanding CVO.customer value optimization

It might look as complicated as you might think, but upon understanding each step of this flowchart, this will help you master the digital marketing stuff.

Step 1: Determine Product/Market Fit
“Great marketing simply articulates the move from the Before state to the desired After state.”

You must always remember that for the product/sales to be effective, you must have this desired after state. There is contentment when your product/sale is delivered well to your customers. Always consider that the offer must be good and the way you sell your product is exceptional.

Step 2: Choose a Traffic Source

There is nothing to worry about this step. All you have to do is master one traffic source, then, move on to another. Study the different traffic source, one at a time.

Just always bear in mind that your goal for this step is get prospects into the CVO funnel. When we say prospects, these are people who are somehow interested in your business, but are not yet considered customers. They are only interested at the moment.

Step 3: Offer a Lead Magnet

What is a Lead Magnet?
It is describe as “an irresistible bribe” – meaning to say, to attract prospects to your business, you must give them something in return that they cannot say no from it. And what do you get in return? Their contact information. This is your first transaction to your prospects so be sure to provide good value to them.

A lead magnet is mostly incorporated with a landing/squeeze page.

webdamI will show you my personal definition of a good landing page. Considering I don’t need digital assets software, but when I saw this landing page, it just suddenly caught my attention and I wanted to enter my information right away.

Why I liked this landing page? First of all, it is neat and looks very calm. Second, looking at the opt-in form on the side, you can see the icons that accompanied the information that you have to put in. It consists of bullet points describing the things you will be able to get/learn from the guide, and it has this adjective “complete” Well, specific kind of guide that you will get. On the bottom part of the landing page, you will see the different reviews of people who already downloaded the guide. So somehow, once people saw these reviews and relate to any of those, they will enter their information to feel/experience the same way. And lastly, I liked the Download Now button. It obviously complement the color of the opt-in, at the same time, it has an arrow icon which indicates that you will get the guide right away after putting in all the information on the fields.

This might not be the best for others, but I considered this one of my favorites.

Step 4: Offer a Tripwire

What is a tripwire?
Great definition that will fit the tripwire is an irresistible super low offer. Consider those adjectives. What I have learned here is the strategy that one must bear in mind in offering a tripwire. Don’t expect too much income/sales/profit here. You must always remember that you must first increase the number of customers, and you will be able to achieve that here.

Step 5: Offer a Core Product

This is now the time to offer you core product. It is meant to give you sales, but don’t expect too much from it. Better to used those sales that you acquired in investing to other strategies to get more customers. If it does not make any sales, do not worry about it. Because the next step will surely do that.

Step 6: Offer a Profit Maximizer

Remembering the second way to grow a business, increasing the average transaction value per customer, that is possible here in offering a profit maximizer. I won’t be explaining too much here. I’ll just discuss with you how McDonalds do it. And surely, you’ll get it too, right away.

mcdonalds digital marketerOf course, everyone knows McDonalds and it’s core product is hamburger. But according to the article, the hamburger is not giving too much profit to the business. But what’s giving them more sales? The profit maximizer. Now, what are the profit maximizer of the hamburger? These are the upsells, including coke(softdrinks) and fries.

Looking at the illustration, the hamburger is being sold for $2.09. Your expenses for this hamburger is $1.91. So, doing the math, your earnings is just $0.18. Now, considering the upsells, you will be having a profit of $1.14. Getting the total, you will be earning $1.32 for that.

See now how much profit maximizer is doing the sales. Now, what are those other examples of product maximizer?

  • Warranties
  • Installation Feeamazon profit maximizer
  • Membership Website

One good example too is Amazon. That frequently bought together section is the profit maximizer. Sometimes, one will spend more on the upsells rather than the core product.

Remember: any offer made after the initial offer, is called profit maximizer.

Step 7: Create a Return Path

The last way to grow a business is to increase the number of transactions per customer and you can successfully do that by creating a return path. Your goal here is have frequent transactions with your customers. In any way that you wanted, you can contact them already thru the information you got from the Lead Magnet. So anytime, you can offer them another lead magnet, tripwire, core product, and profit maximizer.

Conversion Optimization Case Studies: What I’ve Learn as a Graphics Designer

  1. Keep you design updated. Updated designs boost your conversion.
  2. Adding a picture of a person increases high rise Signups.
  3. Make the Call to Action more prominent. Make the call to action more obvious than any other elements. Example, by enlarging the CTA or putting in on the content section.
  4. Designing/re-designing the pricing table/page.
  5. Add testimonials section.
  6. Change your button into color red.
  7. Image slider outperforms video.
  8. Removing/adding filter/filter navigation on an eCommerce site.
  9. Bigger button makes bigger conversion rate.
  10. Short landing page increases Signups.
  11. Bigger product images increases sales.
  12. Video increases/improves email signups.
  13. Below-the-fold CTAs outperforms Above-the-fold CTAs.
  14. Changing copies on buttons.
  15. Red links convert better than blue links.
  16. Adding phone number to the homepage increases Signups.
  17. Making features bullet-pointed increases membership Signups.

Register image sizes for use in Add Media modal

// Add other useful image sizes for use through Add Media modal
add_image_size( 'medium-width', 480 );
add_image_size( 'medium-height', 9999, 480 );
add_image_size( 'medium-something', 480, 480 );

// Register the three useful image sizes for use in Add Media modal
add_filter( 'image_size_names_choose', 'wpshout_custom_sizes' );
function wpshout_custom_sizes( $sizes ) {
    return array_merge( $sizes, array(
        'medium-width' => __( 'Medium Width' ),
        'medium-height' => __( 'Medium Height' ),
        'medium-something' => __( 'Medium Something' ),
    ) );

The comments in the code itself pretty much explain what’s going on, as will the rest of this post; but here are two quick notes that should help you get an early grasp on the code:


add_image_size() takes four arguments:

  1. name, a string (required)
  2. width, an integer (optional)
  3. height, an integer (optional)
  4. crop, a boolean (optional)

name explains itself. width and height are target size values, in pixels. We’ll explain how they work (and how they work with crop) below.


All you need to know about that function is that WordPress requires some boilerplate code in order to add custom image sizes into the “Add Media” modal—where site users can use them—and to define what name those sizes go by in the “Add Media” environment. Hooking into a filter hook calledimage_size_names_choose and registering the three desired image sizes are allwpshout_custom_sizes() does; here’s the result:



Plugin: Contact Form 7 – Setup


  • WordPress 4.8 or higher


  • Log in to your site’s Dashboard (e.g. http://domain.com/wp-admin)
  • In the left panel, click “Plugins”, then click “Add New”.
  • Search for “Contact Form 7” — the latest version will appear at the top of the list of results.
  • Click the “Install Now” button.
  • Wait for the installation to finish, then click the “Activate” button.

Displaying a Form
Just after installing the Contact Form 7 plugin, you’ll see a default form named “Contact form 1”, and a code like this:

[contact-form-7 404 "Not Found"]

Copy this code. Then, open the edit menu of the page (‘Pages’ > ‘Edit’) into which you wish to place the contact form. A popular practice is creating a page named “Contact” for the contact form page. Paste the code you copied into the contents of the page.

Now your contact form setup is complete. Visitors to your site can now find the form and start submitting messages to you.

Next, let’s see how you can customize your form and mail content.

Customizing a Form
You may feel that the default form is too simple for you and you want to add more fields to it. You can edit the form template in the admin screen and add other fields.

To add fields to a form, make tags for them and insert them into the ‘Form’ field. You’ll find unfamiliar codes in the ‘Form’ field, for example, . These codes are called “tags” in the vocabulary for Contact Form 7.

A tag has a rather complex syntax, but don’t worry! You don’t have to learn it. You can use the “Generate Tag” tool to generate as many tags as you want.

The second word in the tag is its name. For example, the name of is ‘your-name.’ This name is important as it is used later in your mail template.

Customizing Mail
You can edit mail templates in the ‘Mail’ field set as you did with the form template. You can use tags there as well, but note that tags for mail are different from those tags for forms.

Tags you can use in a mail template contain only one word in brackets and look like [your-name]. You should be aware that this ‘your-name’ is the same as the name of the form tag which is noted in the previous example. The two tags correspond with the same name.

In mail, [your-name] will be replaced by the user’s input value, which is submitted through the corresponding form field, which, in this case, is .


  • Make sure that there’s no shortcode left on the email. ex. [your_name]
  • If not provided, ask for the client’s email address to use for notification emails.


  • Conflict with Jetpack’s Contact form feature
  • Mail not working, try to use SMTP plugin

Addon Plugins

Designing A Landing Page: For Graphic Designers

Use color orange as color for your call to action and form buttons (belcher button). It is highly proven that most users often click orange buttons according to Digital Marketer’s 43 split test.

Use blue backgrounds. Blue and brown colors give a trusting feeling towards user.

Put your Opt-in form above the fold.

Also put a Call to action below the fold.

Use clear images to indicate what you are trying to sell.

Use san serif fonts because of it’s readability compare to serif fonts.

Use subtle arrows to draw the user’s attention to the opt-in forms.

Don’t use tiled backgrounds. It’s a NO-NO.

Contrasting button colors. The color of your button should be contrasting to the color of it’s background to grab the users attention that will increase rate of users to click the button.

Put horizontal opt-­in bar across the page.