How Front End Funnels Affect Churn On Your Back End Funnels
Russell Brunson shows how your entry offer shapes who stays. ClickFunnels data: customers from his book had under 3% churn, but those from a viral video hit 30%. He recommends mastering one value ladder before adding new front ends.
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What's up, everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast. So the big question is, how are entrepreneurs like us who didn't cheat and take on venture capital, were spending money from our own pockets. How do we market in a way that lets us 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 and this podcast will give you the answer. My name is Russell Brunson and welcome to Marketing Secrets. All right. All right, you guys. So in the office, it's a rainy day, which is nice. It's melting all the snow, which Boise had a really calm winter this year. Last year we had snowpocalypse, where if you were watching Instagram, Snapchat back then, you saw how we like our kids had like 10 days off of school because of snow days. We had to like raid Walmart for water and generators. It was insanely cool. And then nothing really happened that was that bad. But this year it's just been a mild winter for us, so it was kind nice. Anyway, I wanted to share a couple cool things because these are cool things that are happening that I just can't not share. Alright, so hopefully you guys have heard me talk a lot about concepts like funnel stacking, right? Where it's like what's your front end funnel and where does that lead to the second funnel, 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? In fact, we shut down two multimillion dollar 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 pure focus on and focus and respect for the value ladder, right? So people come in and there's this process. And so if you look at the way that our value ladder's working now and there's one big piece I'm revealing at Funnel Hacking Live that I can't reveal yet. Oh, it's so cool though. So it's the key that like glues this whole thing together, that it sends people through the process. It's so cool. It's so cool. I'm in a whole presentation on Funnel Hacking Live so you don't have to take it yet. Go to funnelhackinglive.com, and get your tickets for the greatest event on planet Earth. The Greatest show on earth. You can call me P.T. barnum if you want. This will literally be the greatest show on earth anyway. But if you look at our value lash, very defined, like front end 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 creating a whole bunch of front end offers. And so we were doing some data and some analytics and this is the coolest thing ever. So one of the big things we're trying to figure out in click funnels because of them middle, it's like here's front end or offers. Middle is click funnels. And then top is like, excuse me, hiring coaching. It used to be inner circle for life until we filled that up. So now we have a new program coming out soon. It's gonna be kind of our back end coaching program anyway. So what's cool is we did a bunch of analytics, we went through and we looked at all of our front end offers. So the front end offers, I think 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 the frame that they came into our value ladder through, which was fascinating. So fascinating. So check this out. If people, the first thing that they bought from us was the 108 split test book. And then from there, from there they sent it into clickfunnels. Our churn rate on people that that was the front end offer that came through is less than 3%. Insanely cool right now you shift if you go the dot com secrets book, somebody buys the dot com secrets book and then creates a clickfunnels. The churn rate is like 5%. So it's a little bit worse, but still pretty good. Then if you go to like what are the other ones? Like expert secrets has higher. I think expert seekers is like 9%. Churn rate perfect. Webinar was like 7 or 8. I can't remember. Off the top of our head. If they just came to ClickFunnels homepage and watched the viral video, it's like almost 30%. So because of this data, you'll see some big updates happening to clickfunnels homepage. But it's just interesting that the frame that they enter your value ladder in dramatically affects the retention rate of them through the rest of the value ladder. Isn't that fascinating? Obviously it's not a perfect science, right? Because somebody who's looking for split testing, or who buys a split testing offer just by the default of what it is, is probably more likely to be further along in their career they're looking for. Split test. It's not something like a brand new beginner typically look for. Whereas Expert Secrets is definitely a brand new beginner. Or the Gold Digger viral video is 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 is 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 end offers, what's the bait we're gonna create? And then like. And really choreographing, I don't know if that's the right word, but choreographing the offers to get your dream, like the best possible customers to raise their hand and walk over to you anyway, it's huge. I know I've done a lot of podcasts on this in the past because it was such a big epiphany for me. Three, five years ago, I think about five years ago, which is like when we switched our beta, switched our customers, which switched everything else. And so anyway, just hopefully that helps you guys. So I'm thinking through that simplification of your value ladder, making sure 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 sale or something like that. And if you're just starting your business, start with the middle tier with the webinar and focus all your effort and your energy on that until you made 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 front end offers. You don't have to go. This is a big misconception with value ladders that you have to have a front end and then from there you have to go to a webinar, then from there you have to set people up. And that's not necessarily the case. In fact, if you look at the selling mechanism at each rung of the value ladder, it is its own value ladder in and of itself, if that makes sense. Okay, the free plus shipping. I don't have to have a huge value ladder because it's like, hey, this is a really good product. Pay me seven bucks or whatever and I'll give it to you. And so like, because the barrier is low, the perceived value doesn't have to be 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 ladder where I'm giving them tons of value in that thing. So because of that, 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 ladder. Right? Same thing. 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 a lot of times it's harder to go directly to high ticket sales. But you definitely can do it. We've done it. We've seen a lot of other people do it. So anyway, that's what I want to kind of. I love Dotcom Secrets book but my one thing that people always get stuck on is that they hear the constant value ladder. They're like, cool. And they come back and you're also here's my value ladder. And they have like 80 different rungs in this value ladder. It's just like really complicated and complex. And then they try to create all of them before they launch any of them. I'm like, no, pick the one that's going to be the best to begin with. I still think a webinar funnel is the best for almost every business you can think of. Not every business, but almost every business webinar is the best because what you sell it for, the profits are bigger. So it's easier. You can make more mistakes and still have success because you're spending, because what you're selling is more expensive. So it's more forgiving. Right. And so like most of us just start there and focus. Like just do that webinar until you made at least a million dollars and then back downgrade to different front ends when it starts hitting fatigue. And then what happens when it 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 a thank youk Page webinar which haven't talked about this yet because we're testing right now. Our first one's actually going live today. But I will definitely be talking about fun hiking Live so ascends to the thank youk page webinar sends the next rung of the Value ladder and moves me through like that. So anyway, so much cool stuff. I wish we could spend hours and days together and we will at Funnel Hacking Live. So if you're there please come. We'll hang out and we'll be geeking out on stuff together. Hopefully this gives you guys some insight on Value Ladder Again. It is been become our major focus since the last group of inner circle meetings and it will continue to be throughout this year. Simplification and mastery of the Value Ladder, that is the goal. Alright guys, love you all. Appreciate you. Thanks so much for everything and we'll talk to you guys all soon. Bye. Want more Marketing Secrets? If so, then go get your copies of my two best selling books. Book number one is called Expert Secrets and you can get a free copy@expertssecrets.com and book number two is called Dotcom Secrets and you can get your free copy at Dotcom secrets. Inside these two books you'll find my top 35 secrets that we've used to become the fastest growing non VC backed SaaS startup company in the world.
