3 Winning Customer Acquisition Examples

3 Winning Customer Acquisition Examples

What is the best way to acquire customers?

We believe that it’s the Value Ladder sales funnel.

Today we are going to explain how it works and share three real-life customer acquisition examples.

The Best Way to Acquire Customers: The Value Ladder Sales Funnel

We believe that the most effective way to sell anything online is the Value Ladder sales funnel.

It was created by our co-founder Russel Brunson who then used it to take ClickFunnels from zero to $10M+ in annual revenue in just one year (it’s at $100M+ now!). 

This sales funnel has four stages:

  • Bait. You offer the potential customer your lead magnet in exchange for their email address.
  • Frontend. You offer the potential customer your least expensive and least valuable product or service.
  • Middle. You offer the customer a more expensive and more valuable product or service.
  • Backend. You offer the customer your most expensive and most valuable product or service.

Ideally, you also offer a continuity program of some sort, meaning, a subscription product that generates recurring revenue.

We also recommend adding downsells, upsells, and cross-sells to these core offers in order to maximize your revenue. 

The Best Way to Acquire Customers: The Value Ladder Sales Funnel

So the main idea here is this:

Instead of driving traffic directly to your sales page, you drive it to your lead magnet landing page and convert those visitors into email subscribers.

Then, once you have their email addresses, you pitch your products and services to them via email. 

The reason why this sales funnel works so well is that it allows you to:

  1. Start the relationship with that person by offering free value.
  2. Nurture that relationship by continuing to provide free value via email. 
  3. Build trust by providing progressively more paid value at each stage.

Here’s how Russel explains it:

We understand that this approach might seem convoluted if you are used to driving traffic directly to your sales page.

However, building a Value Ladder sales funnel for your business will almost certainly help you make more sales, generate more revenue, and increase profitability. Don’t believe us?

Well, guess what? You don’t have to believe us. You can test it and see for yourself!

Here’s how:

  1. Build a Value Ladder sales funnel.
  2. Split your traffic in two and send half of it to your Value Ladder sales funnel and the other half to your sales page as you usually would.
  3. See which approach generates more sales. We already know what the results are going to be! 😉

ClickFunnels 2.0 makes all this super easy.

Simply pick a sales funnel template, customize it with our visual editor, and then use our email marketing functionality to collect potential customers’ email addresses and sell your products and services to your email subscribers.

We have a free 14-day trial so you can check out our software without any risk!

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Customer Acquisition Examples

Now let’s take a look at three sales funnels that you can use to convert potential customers into leads and then into paying customers:

  1. The survey funnel. 
  2. The squeeze page funnel.
  3. The webinar funnel.

We’ll explain the theory behind each funnel and provide a real-life case study to illustrate how it works in practice.

Customer Acquisition Example #1: The Survey Funnel

The survey funnel is a funnel that allows you to direct different people to different sales funnels from a single starting point.

It looks like this:

Page 1: A survey.

Page 2: A squeeze page based on the survey results. 

Page 3: A thank you page based on the survey results. 

You can use a variation of the survey funnel called the quote funnel to qualify leads. This funnel is the easiest one to build because it doesn’t require a lead magnet.

Customer Acquisition Example #1: The Survey Funnel

Get Russel’s Top 22 Funnel Recipes for FREE!

Survey Funnel Case Study

Logan Brown works at the Universal Waste Disposal Company. 

Before discovering ClickFunnels, this company wasn’t generating any leads online, literally zero. 

But then one day, Logan’s boss saw an episode of “The Profit” in which Russel explained how sales funnels can be used to grow any kind of business. 

So the boss went to Logan and said:

“Logan, we need a funnel. Here’s ClickFunnels. I think you can do this.”

Logan learned about various types of sales funnels, decided that a quote funnel would be the best fit and built it with our software.

Here’s what the first page of that funnel looked like:

Survey Funnel Case Study

After filling out the survey, the potential customer would be shown a pop-up asking for their contact information:

After filling out the survey, the potential customer would be shown a pop-up asking for their contact information.

And then they would be taken to this thank you page:

And then they would be taken to this thank you page

Then the company would reach out to the potential customer and ask them what would be a good time to call them. Super simple, right?

Now the Universal Waste Disposal Company averages 4-7 online submissions per week. This might not sound that impressive… 

Until you realize that in that industry each customer is worth thousands of dollars. In 2017, the company generated $100,000+ in new revenue from these online leads!

Build a Survey Funnel With ClickFunnels 2.0!

ClickFunnels 2.0 includes a survey funnel template, a visual editor that you can use to customize that template, and an email marketing functionality that allows you to collect potential customers’ email addresses and sell them your products and services.

Start Your Free Trial

Customer Acquisition Example #2: The Squeeze Page Funnel

The squeeze page funnel looks like this:

Page 1: A squeeze page.

Page 2: A thank you page. 

You can build a squeeze page funnel without a lead magnet but we highly recommend creating one because it will be much easier to get potential customers’ email addresses if you offer them something valuable in return.

A lead magnet can be anything that the potential customer can download to their device or access online:

  • A report.
  • An ebook.
  • A video class.
  • A video course.
  • An email course.

…etc.

Text-based lead magnets are the easiest to produce so we recommend starting there. 

Of course, if you already have video production skills, then going with a video-based lead magnet might make more sense because they tend to be perceived as more valuable than text-based lead magnets.

Customer Acquisition Example #2: The Squeeze Page Funnel

Get Russel’s Top 22 Funnel Recipes for FREE!

Squeeze Page Funnel Case Study

Rob Cuesta owns a publishing company that serves business professionals. 

He tried to get leads by attending various networking events but he would come home frustrated without much to show for it. 

In fact, he would often feel that he had wasted time and money but didn’t get a lot of leads. 

Eventually, Rob got so tired of chasing down leads that he started to look for ways to automate the process. 

That’s when he decided to give ClickFunnels a try and created a squeeze page funnel using an ebook as his lead magnet.

Here’s how it worked:

  1. The potential customer would download a free ebook called “16 Ways To Grow Your Business With a Book”.
  2. On the thank you page they would be invited to a free webinar called “Your Book Is Your Brand” that provided additional video training.
  3. After watching the webinar, they would be invited to schedule a free 30-minute strategy call with Rob.
Squeeze Page Funnel Case Study

What were the results?

Rob landed so many new clients that he had to hire additional writers and designers to keep up with the workload!

Build a Squeeze Page Funnel With ClickFunnels 2.0!

ClickFunnels 2.0 includes a squeeze page funnel template, a visual editor that you can use to customize that template, and an email marketing functionality that allows you to collect potential customers’ email addresses and sell them your products and services.

Start Your Free Trial

Customer Acquisition Example #3: The Webinar Funnel

The webinar funnel is a sales funnel where you use a webinar as your lead magnet.

Here’s what it looks like:

Page 1: A webinar registration page.

Page 2: A thank you page.

Page 3: A webinar page.

You can either end the webinar by encouraging the attendees to book a free consultation with you and directing them to your appointment booking page or by pitching them your product or service and directing them to its sales page.

Customer Acquisition Example #3: The Webinar Funnel

Get Russel’s Top 22 Funnel Recipes for FREE!

Webinar Funnel Case Study

Derreck Smallwood used an automated webinar funnel to sell his marketing service subscription. 

Here’s how it looked like:

  1. The potential customer would register for the webinar.
  2. They would be taken to the webinar page to watch a pre-recorded presentation.
  3. They would then be shown an order form for Derreck’s service.
  4. Finally, they would be offered a special, one-time upsell.

What were the results?

Derreck generated over $130,000 in revenue!

Webinar Funnel Case Study

Build a Webinar Funnel With ClickFunnels 2.0!

ClickFunnels 2.0 includes a webinar funnel template, a visual editor that you can use to customize that template, and an email marketing functionality that allows you to collect potential customers’ email addresses and sell them your products and services.

Start Your Free Trial

Use This Welcome Sequence to Convert Email Subscribers Into Paying Customers

We don’t recommend hitting the potential customer with a sales pitch the moment they give you their email address. You haven’t built enough trust yet!

Send them this six-email welcome sequence instead:

  • Email #1: Who Are You? Introduce yourself to the new subscriber. 
  • Email #2: Where Did You Come From? Share your origin story. How did you come to do what you do now?
  • Email #3: What Do You Do? Explain in more detail what it is that you do. 
  • Email #4: How Did You Gain This Expertise? Explain what makes you qualified to do what you do. Share relevant experience, credentials, and accomplishments. 
  • Email #5: Who Do You Do This For? Explain who are your dream customers + share a case study on how you helped such a person get the results that they wanted. 
  • Email #6: How Can You Do It For Me? Pitch your frontend offer and provide a link to its sales page. 

End emails 1-5 with a question and encourage the new subscriber to hit the reply button and let you know what they think. 

Then end the last email with a call to action encouraging the new subscriber to check out your fronted offer.

Send one email per day so that the entire welcome sequence would take six days to complete. 

You can use ClickFunnels 2.0 email marketing functionality to set this up!

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How to Optimize Your Sales Funnel For Customer Acquisition

A/B testing, also known as split testing, is the primary conversion rate optimization method that online marketers use to optimize web pages.

Here’s how it works:

  1. You create two variants of the same page: variant A and variant B. There should be only one difference between them (e.g. the headline). That’s the element that you are testing.
  2. You split your traffic into two and send half of it to variant A and the other half to variant B.
  3. You let the experiment run until it reaches statistical significance, evaluate the results, and keep the winning variant.

We recommend using A/B testing to optimize all pages in your sales funnel. 

In all likelihood, most A/B tests that you run won’t lead to meaningful conversion rate increases, especially once you run out of low-hanging fruit.

However, small improvements add up over time, plus you will probably stumble upon some big wins as well. 

Conversion rate optimization can have a drastic impact on your bottom line in the long run. That’s why you should adopt the Always Be Testing mindset!

You can easily set up and run A/B tests with ClickFunnels 2.0.

Start Your Free Trial

Build A Value Ladder Sales Funnel For Your Business with ClickFunnels 2.0!

The Value Ladder sales funnel is a game changer that can help you grow your business faster than you ever thought possible.

And our software has everything you need to build it:

  • Sales funnel and landing page templates.
  • Visual editor that you can use to customize those templates.
  • Email marketing functionality that you can use to collect potential customers’ email addresses, set up your welcome sequence, and send one-off broadcast emails with time-sensitive announcements.
  • An A/B testing functionality that you can use to optimize your sales funnel for conversions.
  • An analytics functionality that allows you to track the most important business metrics and see what’s happening in real-time.

We also offer a free trial which means that you can check out our software without any risk.

So why not start building your Value Ladder sales funnel today?

Start Your Free Trial

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