there's a 795 book and then there's a 37 upsell the 97 so 297 the potential average cart value is 438. 35 no one ever talks about this one very much it's called earnings per click it's something that's that's shown very heavily on the clickfunnels dashboard i guess all the time people in a circle their message means like hey my average cart value is 191 russell it's cool but like i'm not making very much money how come i said oh because your epcs are low like what does that mean it's the ebc is like the gateway into your funnel let's say you have a potential average cart value of a thousand bucks right and one person buys and they buy everything your average car value shows a thousand bucks like man this funnel's killing it but my ebc is 13 cents why is that it's because nobody's making it through your landing page epc is showing you the landing page number and it's showing you if that's a brick wall or if it's a gate that people can come through so if you're in your cost for acquisition there average card value those two numbers were going back and forth with and then the epc is the last math number in there your earnings per click how much you make per click and if it's not high enough it means that you've got a brick wall to keep people from coming into your funnel now most of the the split testing we do happens on the landing page we're talking about testing and split testing tweaking things most of our testing happens here this is where the majority of it happens because this is the key and again if we get one that's that's good where ebc is like 11 bucks now we can scale this thing like crazy there's a couple tests we're doing the first test is we're testing radically different landing page styles so example is the test that we're rolling out right now we've got the current. com secret book funnel which beat our old radical one this is the control currently now we're testing it's one that looks like amazon right people know how to buy from amazon what if this amazon page out converts okay this is where you get big huge shifts in conversion not just like little onesie twosies if you're doing completely different radical page designs that's the first test okay so typically we launch a new funnel we're gonna do like two different versions maybe it's like a white one with a white background and a dark one maybe it's one to two step order form versus one this is normal and we do two radically different pages to see which one is most is the best and that's the first test okay our next test we start shifting and focusing on headlines let's take the headline block i set up two or three different tests to try different headlines to see which headline is going to win after that the next thing we're going to test if it's still not converting if it still has low epcs is we're gonna test radically different offers so one test we've been working with right now is like come get a free book or can get a free book and a t-shirt the offer is different right maybe the t-shirt with the book is gonna be a higher offer for something else so it's looking at what is the actual offer you're selling that's the next test we do test number three for still not working is actually shifting the entire offer and the test number four is changing the lead the lead is like the first 20 seconds of the video the first above the fold of the page is like all the beginning stuff and if you want to learn about this uh great leads is an insanely good book that nobody ever talks about all about like the the lead of your sales message we talked about this but i want to go deeper into how to increase your average cart value some of the secrets we use how do you guys know who dan kennedy is yeah of all my marketing mentors he's the number one marketing mentor i've had for for so long he said ultimately the business that can spend the most money to acquire a customer wins okay that's what this whole average cart value thing is based on is who can spend the most money to acquire a customer for example if you're selling stuff on amazon what is your potential average cart value right if i'm selling a book like best case scenario if someone goes to amazon buys my book i can make 15.
95 that's best case scenario okay so if i want to break even i can spend 15. 95 cents on ads and after that like i'm in the hole right i'm losing money okay so with the funnel the power of a funnel is that we can increase our potential average car value there's a 7. 95 uh book and then there's a 37 dollar upsell then 97 so 297 if you take all of those numbers together and you add them together the potential average cart value is 438.
