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Omniconvert CVO Academy – Customer Value Optimization Course 2022
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World-class experts teach you advanced CVO tactics to set your eCommerce store for success.
Master all eCommerce tactics from acquisition to retention!
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Chapter 1: Why CLV Matters in eCommerce
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Welcome to the CVO Expert Certification Program!
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Intro
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Lesson 1: It Takes 2 to Tango
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Lesson 2: The e-Commerce Growth Formula
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Lesson 3: Product-Centric vs Customer-Centric Companies
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Lesson 4: How to calculate CUSTOMER LIFETIME VALUE
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Lesson 4: Tool – CLV Formula Calculator
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Lesson 5: Customer Lifetime Value To Customer Acquisition Cost Ratio
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Chapter 2: The Customer Value Optimization Framework
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Lesson 1: The CVO Methodology
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Lesson 2: Tool – The Customer Value Optimisation Timeline
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Lesson 3: Ongoing activities: The 4 CVO Campaign types
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Lesson 4: The PECTI Prioritization Framework
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Lesson 5: Monitor What Matters
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Chapter 3: RFM Segmentation
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Lesson 1: Why RFM Segmentation is an eCommerce game-changer
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Lesson 2: Power Customers
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Lesson 3: Active Customers
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Lesson 4: At risk customers
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Lesson 5: Lost Customers
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Chapter 4: Customer experience in eCommerce
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Lesson 1: Emotions
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Lesson 2: What is CX?
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Lesson 3: Net Promoter Score
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Chapter 5: The importance of Customer Experience Optimisation & Retention
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Intro
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Lesson 1: The goal of customer value optimization
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Lesson 2: The biggest problem
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Lesson 3: The goal of CX optimization
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Chapter 6: The 5 phases in the customer journey that impact the Customer Experience
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Intro
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Phase 1: Consider
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Phase 2: Final hurdle
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Phase 3: Regret
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Phase 4: Embrace
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Phase 5: Promote
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Chapter 7: How to continuously improve the experience in all phases of the Customer Journey?
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Lesson 1: How can you measure client satisfaction?
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Lesson 2: Involve your whole team
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Lesson 3: Follow this process in every phase
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Final Thoughts
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Chapter 8: Jobs to be Done Methodology
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Intro & Agenda
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Lesson 1: Introduction, Objectives, Agenda, Background
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Lesson 2: The 4 Key Frameworks to See & Understand Demand
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Lesson 3: Case Study #1 – Paul LeBlanc & SNHU
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Lesson 4: Slowing the JTBD Timeline Down
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Lesson 5: Case Study #2 – Kyle Bazzy & Autobooks
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Lesson 6: The Process to find the JTBD
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Lesson 7: Case Study #3 –Des Trainor & Intercom
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Lesson 8: Other Resources
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Lesson 9: 5 Keys to getting Started
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Lesson 10: My Best innovation & Thank you
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Chapter 9: Qualitative research
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Lesson 1: Why qualitative research
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Lesson 2: What you need to know before the research? How to run Customer surveys?
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Chapter 10: Quantitative Research
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Lesson 1: How to analyze CLV
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Lesson 2: CLV Analysis
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Lesson 3: Cohort analysis
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Lesson 4: Product assortment Optimization
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Chapter 11: Find your ICP (Ideal Customer Profile)
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Lesson 1: Why do you need to define your ICP?
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Lesson 2: Fictional Buyer Persona vs data-informed Ideal Customer Profile
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Lesson 3: The 6 ways to use ICP in eCommerce
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Chapter 12: Email strategy for onboarding & retention
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Intro & Agenda
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Lesson 1: Keep the customers you’ve already attracted with better Email Marketing
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Lesson 2: CS is not just inbound
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Lesson 3: Human with a capital H
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Lesson 4: The Dinner Party Strategy™
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Wrap up
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Chapter 13: Website Optimization to Improve the CLV
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Lesson 1: From CRO to CVO
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Lesson 2: Website Optimization
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Chapter 14: Practical Tips for Better Email Marketing Campaigns
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Intro
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Lesson 1: Core Pre-Purchase Flows
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Lesson 2: Welcome Series for Non Buyers
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Lesson 3: Site Abandonment
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Lesson 4: Browse Abandonment
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Lesson 5: Abandoned Cart
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Lesson 6: Abandoned Checkout
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Lesson 7: Back in Stock
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Chapter 15: Core Post-Purchase Flows
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Lesson 1: Unique Customer Thank You
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Lesson 2: Standard Customer Thank You
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Lesson 3: Cross-sell/Upsell
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Lesson 4: Replenishment Reminder
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Lesson 5: Customer Winback
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Lesson 6: Sunset Unengaged
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Chapter 16: Advanced Email Marketing Strategies
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Lesson 1: Using Forms to drive Revenue
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Lesson 2: Immediate Upsell Flows
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Lesson 3: Master Custom Properties
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Lesson 4: Tag VIP Customers
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Lesson 5: User Churn Unsubscribe Tactic
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Chapter 17: Using Customer Support to enhance Customer Experience
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Intro & Agenda
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Lesson 1: Understand what customers are asking
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Lesson 2: Answer CS efficiently using automation
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Lesson 3: Use tags to identify trends
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Lesson 4: How to drive sales with your support team
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Chapter 18: Customer Acquisition informed by the customer retention insights
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Lesson 1: CLV models with advertising impact
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Lesson 2: The Audience Performance Matrix
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Lesson 3: CLV and Influencer Marketing
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Chapter 19: Top 10 CVO Takeaways after 14 years in eCommerce
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Lesson 1: Top 10 CVO Takeaways after 14 years in eCommerce
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Chapter 20: Practical CVO Tactics
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Intro
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Lesson 1: Tune the campaigns according to the purchase cycles
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Lesson 2: Acquire more Power Customers
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Lesson 3: Keep your Power Customers
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Lesson 4: Focus on the right products
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Lesson 5: Surprise & delight the New Passions
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Lesson 6: NPS adaptive treatment
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Lesson 7: Concierge support for power customers
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Lesson 8: Product drops or flash sales
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Lesson 9: Plant retention seeds on the thank-you page
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Lesson 10: Unboxing campaigns
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Lesson 11: Re-engagement scenarios
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Lesson 12: Optimize the minimum order value
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Lesson 13: Post-purchase coupons
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Lesson 14: Automated scenarios to improve the customer journey
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Lesson 15: Build a CVO squad in your company
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Certification Exam and Moving Forward
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CVO Expert Certification Exam
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Assignment: The CVO Academy – Take CVO with you further in your career
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