17 Sep 2012
How might the CVO (Customer Value Optimization) system play out in the case of marketing experiences rather than products? A super example of this scenario is any online business that caters to online gamers.
If your business is mainly hosting advertising aimed at your traffic, say, without hard products on sale, then optimizing that business is probably a matter of offering an irresistible experience and the promise of on-going experiences.
The Lead Magnet, Tripwire and Core Product could all be on the same continuum of soft value. Your product is yourself: expertise, enjoyable content, tips, clues — essentially, you’re selling the confidence acquired by consulting with you.
Honestly, nobody wants to feel like being ‘in the pipe’ to be sold something, unless of course there is already trust, value and attraction. For a non-product-based online business that profits simply from activity on the site (e.g., traffic, interactions, comments, polls, small contests, coupons) over time, the target experience should be neutral and friendly in a way that inspires trust.
Obviously, what you offer in the way of content, information, know-how, tips, special intel on deals and so on will have to pan out for visitors. Your shtick must be strong enough to make people explore what you’ve shared, then return for more.
The current Web, after its recent HTML5 global update, is more able than ever to allow you to use social or multimedia tools that cement relationships with visitors. If your visitors found a takeaway and it was a good experience, they will return. When they do, they may want ways to express what happened, celebrate and encourage others (for example, after following a link to a great bonus to play their favourite online games).
In this sense, you provide the space, the place, the community. That spot should have ways for people to register their voice in your community. Most importantly, of course, your active voice responding in some way to that feedback and enthusiasm will almost compel more of such activity, more traffic, more followers and more profits.
Even if an individual is too shy to interact on your site, just seeing the presence of that activity is trust-inspiring and could even generate adesire to one day take part one day.
Social Networking Lessons
In the case of soft products (perhaps when the Lead Magnet is a site’s community itself), instead of leveraging other social networking tools and pathways, it may be best just to think of yourself as a social network.
You are a new friend to the visitor, a fellow hobbyist, someone who also loves games, for instance. And your site represents your circle of friends. New visitors who read a post, follow a link, benefit somehow, then bookmark your site, tell others and return themselves just want to join your crew.
Don’t forget to find ways to get visitors involved with each other, even more than with your perceived presence. It all amounts to a circle of trust, which is irresistible.
Walk Your Talk
Once the adaptation of CVO techniques for a website business based upon traffic has gelled (that is, quality traffic motivated by experiences and extended benefits rather than a product), it’s simply a matter of being consistent.
In your case, you will not want to suddenly change models or offerings suddenly or else the entire trust element may appear blown to your customers. You can change directions, or introduce products like guide books or deeper information, but either communicate an acceptable motive to do so, or, just find ways to ‘amp up’ the trust factor.
We’ll leave you with a way to confirm such advice: you can discover new online casinos at a good casino-guide site, which is a telling test of visitor loyalty — given the intense emotions and stakes involved with real-cash games. Casino entertainment is the most exciting and profitable sectors of online gaming.