Learn:
1. How to define the key conversion points in your funnel.
2. How to measure your key conversion points.
3. How to setup your business intelligence dashboard.
4. Why it is important to focus on key numbers (vs everything).
1. How To Define Your Funnel
Numbers
by Ewa Wysocka & Samuel P.N. Cook
2. 1. STRATEGY fundamentals
2. FUNNEL psychology and mapping
3. EXECUTION process
4. Defining your NUMBERS (KPI’s)
5. CONTENT integration
6. PAID TRAFFIC integration
7. OPTIMISATION
8. CUSTOMER SERVICE process set up
Our 8-Step Digital Marketing Formula
3. 1. Building Your Team
2. Project Management Methodology & Technology Setup
3. Marketing Automation Technology Setup
4. Content Delivery Platforms Setup
5. Page Creation
○ Page Mockup (UX) => Copy => Design => Development
6. Content Campaign Design
7. Video Campaign Design
8. Email Campaign Design
○ Email Storyboarding => Email Copywriting => Email Design
=> Loading
9. Ad Creation
Funnel Execution Process
4. 1. Product Market Fit => can you build
something that generates some money
in some way?
2. Getting The Math To Work => can you
acquire customers for X and get at least
3X in return?
3. Scaling => can you pour lots of money
into the top of your funnel and keep this
3X ratio?
4. Getting saturated => You are struggling
to acquire new customers or you are
getting disrupted
“HubSpot’s Playbook for
Going From Startup to
Scale-up”
5. LTV > 3 x CAC
LTV - Customer Lifetime Value
CAC - Customer Acquisition Cost
6. 1. Define your LTV and CAC.
2. Define your KEY EVENTS in your
Online Funnel.
3. Make ASSUMPTIONS on conversion
ratios.
4. Set GOALS for your events.
5. TRACK and compare against your
goals.
6. SCALE or ADJUST via optimisation.
The scientific approach to
achieving the “LTV > 3x CAC”
7. STEP 1: Define your
Customer Lifetime Value (LTV) and
Customer Acquisition Cost (CAC)
8. LTV = Average Value of a Sale
x
Number of Repeat
Transactions
9. 1. MCC - marketing campaign cost
(ads)
2. CA - customers acquired
CAC = MCC / CA
10. 1. MCC - marketing campaign cost (ads)
2. W - wages related to acquisition only
3. S - software related to marketing
4. PS - other professional services related
5. CA - customers acquired
CAC = (MCC + W + S + PS) / CA
11. LTV = 69 x (1,5) = 103 PLN
LTV > 3 x CAC
103 > 3 x CAC
CAC < 103/3
CAC < 34 PLN
Example: Calculate The CAC You Want
13. 1. Average Webinar Sign Up Rate => 40%
2. Average Webinar Show Up Rate => 30%
3. Average Sales Conversion to Webinar
Attendees => 15%
Step 3: Research Conversion
Rates that you can expect in your
industry and make ASSUMPTIONS
14. Step 4: Set VALUE GOALS for your EVENTS
7240
2896
(40%) 966
(30 %)
145 units
(15%)
15. Step 4: Set Price GOALS for Your Events
0,68 PLN
1,7 PLN
5,1 PLN
34 PLN
16. Build an Excel Sheet Report
including:
● Acquisition costs,
● Value for each event,
● Price for each event,
● Actual conversion levels
● CAC and LTV equation
HINT: There is no cool dashboard we
would use for this
Step 5: Track and
Compare Against Your
Goals and Assumptions
17. Track:
● Events value via Analytics, Webinar tools, Autoresponder
● Ad spend via Google Adwords, Facebook Ad Manager
● Internal costs by man hours or invoices
● Calculate ratios and price per event via spreadsheet
Step 5: Track and Compare Against Your
Goals and Assumptions
18. 1. If you are missing LTV > 3 x CAC by far,
adjust by looking at the big picture first!
2. If you are almost there, optimise!
Step 6: Scale or Adjust :)
