Official ClickFunnels™ Blog - Learn How to Grow Your ...



Dave:Hey, everybody, welcome to FunnelHacker Radio. I'm your host, Dave Woodward. Today, you guys are going to love this one. You have the opportunity of hearing from Djamel Bettahar, who is the COO of Organifi. This is kind of like, we're going back to our grassroots here with click funnels and Drew Canole and Russel, and Djamel is the guy who basically actually makes sure that all the stuff really works, so I thought it would be an honor to have him on, so, Djamel, welcome.Djamel:Thank you so much, David. It's an honor to be on. I'm excited to share everything we have learned over the past couple of years with the audience.Dave:So so cool. I've been with Russel for years and things, that it's been ... honestly I've known Drew's story super super well, and I've met you at a couple of our events. It's been fun to spend time with you, but I think the part I'm most excited about is just seeing how you guys have really just blown up. I mean you guys have grown like crazy, so again, real quick, if any of you guys aren't familiar with the product. This is Organifi. Check it out at , best green juice in the world. I use it all the time, and super-excited about it. So, Djamel, let's go ahead and just kind of dive right into this thing and take us from wherever you want and let's kind of just go.Djamel:Yeah, like you said we've been growing really, really fast. It's been an incredible journey. We actually hit the 8500 list this year. We were actually 134 on the 8500 list, so really really excited.Dave:That's awesome. That's so cool. I didn't know that. Ah, that's really cool.Djamel:Yeah, it's kind of like proof is in the pudding. Our credibility, it's like the staff of our approval. You know, it's like, wow, we're actually doing it. Yeah, we went from ...Organifi was really launched about two years ago from zero sales to about $25,000,000 a year this year, so in about two years we went from, well it was in a million and now we're doing 25.9. So...Dave:(2:13) That's crazy. I mean those are such numbers, I absolutely love it. Djamel, it's kind of funny. I'm out in Boston at the HubSpot inbound and I flew my mom into take care of the kids, and my wife can join me this weekend, but it was really kind of crazy because I'm sitting there talking to her. She has no idea what I do. It just still blows her mind. She's like, "Are you really trying to tell me, like companies can really go from like nothing to a million dollars in a year?" I'm like, "We got companies, like, are going from nothing to two million and three million and twenty-five million."So I'm super-excited. You're just the poster child of success. I love it.Djamel:I love it, I love it. Yeah, it's a crazy world we live in. Opportunities are endless for anybody. Anybody can do it. It's really exciting. That's kind of where we're at right now. And then now we're currently expanding into a whole bunch of different traffic sources and actually into retail. So we're turning into a legitimate company.Dave:(laughing)Djamel:We’re at Sprouts, we're at Fraser Farms, we're at winlawfarms and clarks, and yes, and it was all because of the online presence, see, and the ability to drive traffic into funnels and have converting offers and fallup sequences and everything allowed us to scale to the point of we can leverage all of our resources and move into retail, and then continue to grow the company.Dave:That's so killer. I'm so proud of you guys. It's just awesome. I remember when those weren't ... twenty-five million would have been a huge, huge goal, so I think it's so cool to see you guys are already there. That's awesome.So let's kind of just go back to, I know ... kind of picking up the story. Originally, basically Russel was new with you guys, drawing on your windows basically of your office building and things.From then, the office you guys worked with Clickbait, you guys kind of grown up through that way as well, so if you don't mind, kind of talk to people about what types of phones you guys are using, what's working for you. And again, I'd love to even talk about, you know, even scaling and what you found what works from a scaling standpoint and what doesn't. So, let's talk about the funnel first.Djamel:(4:15) Lets starts from the beginning, yeah. So in the beginning we were actually doing digital funnels. And we were selling information products and membership things, and we converted into physical with Organifi, and when we did that we actually worked with Russel, and modeled a lot of what he had with NeuroCell, so kind of like the pricing structure and the upsell sequence, the fallup sequence, the exit pops to Amazon. So we looked at the NeuroCell funnel and we copied the pricing, we copied the quantities, and the funny thing that we noticed was that on his upsell sequence, the first thing that he did was sell more than what he already bought. So that was kind of a weird epiphany for us. We're like, "Why would you want to buy more of what you just bought?"But I guess in the psychological side of things, it's confirmation that they want the product, and then if they already want it and have purchased it, if you can give them a better deal on it, obviously they're going to take more. So that allowed us to get like a 20% conversion rate or take-rate on upsell number one just by selling more of what they already bought.Dave:So were you going from one to three and then six? What was your sequence?Djamel:It was actually one, three, four. Initially it was one, three, four. Yeah, it was one bottle, three bottles, four bottles. And then what we did was whatever they bought, we just offered three more. So it was interesting.And another cool thing we learned from Russel was to have the one- bottle-price as kind of like a positioning-play, so you have your one-bottle-price relatively high, so that it encourages other people to buy the quantity-price, which improves or increases your cart value. So say, for example, we were initially going to sell one bottle at a time, which would have been $50 or $60, and that would have been our cart value, and that's what we were doing with digital products. We were saying, "You know, it's 97 bucks straight off the bat, or $7 tripwire."(6:23) When we priced the one-bottle at $70, and then had the three-bottle at a $129, which came out to about $40 something per bottle, it was a no-brainer. And then the four-bottle was $149, so our cart value went up from $70, what it would have been if you sold one bottle for $70, to $150, because people were encouraged. They were like, "Oh, I can spend just a little bit extra, and get way more value for my money." So it shifted people over.The other thing that we did, was that one-bottle-offer, we offered it as a discounted price for subscription only, which then allowed us to have a three-bottle retention. So in essence, no matter what they did on the page, they're buying three bottles or more, instead of one.Dave:That's killer. That is awesome.Djamel:It's killer. Yeah. And then another cool thing that we noticed was the Amazon exit pops, so say for example, they take the first order, they go up to the upsell on the second one. Russell had an exit pop for and it's interesting because Amazon takes about 15% of your purchase value, so that transaction if you compare to like Stripe or something, which is 3%, is really really high, so it's like five times more expensive, but people actually are much more comfortable to purchase on Amazon, so on our funnels the normal conversion rate is about 1-3%, on Amazon our conversion rates are 20%. So what we had was that if they're not comfortable or they don't know us yet on , they're like "Nice people, I don't know, should I put my credit card in here, I don't know." They go to Amazon, they trust it completely, and then we capture all the excess overflow of traffic. It's like a super-trustworthy exit pop.Dave:(8:30) That is awesome. As an exit pop, for those people who don't understand, that basically, this is the person who is abandoning your site. They haven't purchased. They're basically leaving, they're bailing out, and so you give them the opportunity back to buying it on Amazon. So yeah, you're going to pay five times more in merchant accounts, but you're getting six, seven times, almost twenty times more from a conversion standpoint, so that's fantastic. And again, these are people you're going to loose anyways.Djamel:Exactly, so they were just leaving, so it's just crazy. It just adds to the cart value.Dave:That's crazy. So what were you finding? Were your average cart values then in the $125 to $150 range?Djamel:Yeah, correct. So it was $120 for un petit.Dave:(laughing) It's a lot better than 50 bucks.Djamel:(laughing) yeah better than 50 bucks. And prior to this we were doing the tripwire method, which we never are going to do ever again, which is like step and fall.Dave:(laughing)Djamel:Yeah, we almost went bankrupt, trying to do tripwires. You can't buy traffic when you're spending $7 a conversion, but when you're spending $100 conversion, you can definitely buy traffic, so ...Dave:Oh my gosh, I was just talking to Mike Diller earlier about this whole concept. For some reason, I don't know how people have gotten the idea that they have to start with the tripwire first, and it's a linear progression. It is not that way at all. And I think the part that people have to understand, is that this is all about creating a funnel to where your average cart value is high enough that you can afford to spend money to get your traffic in.Djamel:Exactly.Dave:It blows my mind with people thinking that you have to start with the tripwire, and then you go from this to, you know ... no, no, no, if you can do a webinar or if you can go straight to a product, go there. Go to whatever makes you the most money the fastest.Djamel:(10:07) Exactly. And the more you spend to to acquire a customer, the more you can take ownership of the market. A really interesting example that is with Apple, and when they first launched the iPhone - or not sorry the iPhone - the iPod, their competitor was Sony which was the Walkman, and Sony's market was $100 CPA for a $100 product, right? And Apple was like, "We're gonna spend $1,000 to acquire this customer, knowing that our customer value is only $100, but once they buy that iPod, this person is likely to buy a MacBook. So now they're basing the conversion value on a MacBook, not an iPod. It's crazy.Dave:That's so smart.Djamel:Yeah. And they just completely dominated Sony, because they just spent this much. You can't outspend them.Dave:It's to the old saying of whoever can pay the most to acquire the customer, is always going to win the game, so the Apple did it for sure, I mean, you don't even hear about Sony, so that's amazing.Djamel:Yeah. They went out of business, the MP3 Player there, yeah.Dave:Yeah, well that's crazy. Well that's awesome.So, now, so that was kind of your funnel there. You guys then started working with ClickBank, I believe. Was that your next step?Djamel:Exactly. So we launched it to our audience which was worm traffic, and this is kind of going to our story of how we scaled it. So we had our audience of about a million followers on Facebook, YouTube, Instagram, et cetera, and we launched our product initially to that worm traffic.Then ClickBank approached us and they wanted to do a deal. Their new CEO was interested into the supplement industry, and they just knew that after seeing us, we were like a really, really high-quality, well-trusted brand. You know we had integrity with our product. We aren't there to scam people and we aren't going to get in trouble with the FDC and all that stuff. If they were going to start supplements, the first company they started with would have been us, and so we built a partnership with them, and over the course of six months, we built out the integration and how to allow physical products to work on ClickBank. And they, in turn, brought on different affiliates and kind of built a little bit of the buzz, and that was a really nice partnership that we took advantage of. It was crazy.Dave:(12:42) That was a brand-new thing for them as well. I mean it was as much of a trust in you guys as anything else. ClickBank almost had their own struggles, and so you guys have totally saved their butts a couple of times, so that's pretty dang cool.Djamel:It was interesting because, although it worked with our audience, but you never know. So right before we did the ClickBank launch, all of us were sweating.It was like, "Okay, all right, we got these affiliates on board, like, let's see, I hope it converts, I hope it converts." And then one or two affiliates did some test drops, got some really got numbers on their APCs and they're like, "Oh man, this is crazy," and then they started talking to different affiliates. And then bigger affiliates were like, "Let me see your screenshots of your performance," you know, "Let me see the conversion metrics and APCs," and they're like, "Oh dang, this is getting good."So we had a two-week launch. They won a few very small affiliates sent, and we did did $10,000 in sales, and then the next day it was $12,000, and then people started jumping on, and it was crazy, because towards the end, all the big affiliates are jumping on and they competing against each other, so there's another tip for you guys, if you ever do an affiliate launch, make sure that you have a leaderboard, because they're very very competitive against each other. They're like, "How am I doing? Am I beating Scott? Am I beating ...?" They want to know where they're at. So that's like our days of how it was like $30,000 in sales, two days out it was $75,000 in sales and the last day it was $170,000 in sales, because the averages started cranking in trying to beat each other. So it just skyrocketed.(14:25) And then that allowed us to understand our metrics so much better, which opened up the door to cold traffic, which is the next scaling step. So it's warm traffic, affiliate traffic, and now we're moving into cold traffic.Dave:That's awesome. So cool.Djamel:Yeah.Dave:I can tell you, it's funny on the whole leaderboard thing, you know, we don't ... we typically will only do one promotion a year, and we committed just, quite some time ago, to do his launch first try ... was back in August, yeahDjamel:Yeah.Dave:We got a real late start on it just because of things we had going and his, honestly, I was working with Russel, and we literally were looking at the leaderboard on regular basis and how fast, you know, we were less, we weren't even the in top ten, and all of a sudden we were in the number seven, and then number four. And it is, it's one of those driving forces. Any of your big affiliates are highly competitive, and it's more about bragging rights than anything else. It's kind of funny. I almost felt like I had to concede the election at the very end to Ryan Levesque. I went out and said, "Congratulations that you beat us on this," and he was kind enough to basically say, "Well, yeah, had you guys started earlier, I wouldn't have been able to hold off, but we ended up on number two on that one." So it was kind of fun.But you're right, leaderboards are a big deal, so again, if any of you guys are running an affiliate contest, where you're trying to bring in big affiliates, I highly recommend you put together a leaderboard, people love seeing that kind of stuff.Djamel:Totally.Dave:(16:03) So you went from basically your traffic you owned, then to traffic you basically were able to go out and get fromDjamel:AffiliatesDave:Affiliates do you have any tips there?Djamel:And actually, it was interesting because affiliates, that weren't able to get in on our launch, wanted to get in, so we had a second launch, and they did even better than the people in the first launch. It was like the number one guy and the second launch beat up total sales for the number one guy in the first launch.Dave:Awesome. Cool.Djamel:So it was just crazy, yeah. But the partnership with ClickBank was incredible. It literally doubled our business in the course of two weeks, without a lie Yeah.Dave:It's a nice way to scale your business. Two weeks. Boom. Doubled.Djamel:Two weeks. Boom. Doubled. Dave:Fantastic. So what's next for you guys?Djamel:So then we moved into cold traffic. And this is where it got really technical and really fancy, because now we have multiple traffic sources, and each traffic source had its own messaging, so for example, one thing that we do on YouTube that nobody else does, is we have the DSLs on YouTube. So a lot of people will drive traffic to a 3-minute-ad, which then points them to a lander with a DSL, right? Instead, we have the DSL right there on YouTube, so it's hosted so they're in the ecosystem of YouTube watching an hour-long video, getting sold.You know, by the the time that they get over to our lander, they're already sold. The selling happens before they even leave the ecosystem of YouTube. With Facebook, it's more like entertainment. Our ads are about five minutes long, and they're really entertaining, really fast-paced. Instagram, it's very visually appealing. Email drops, it's very copy-driven, so it's all about the copy when it comes to email drops, and then re-targeting, we're using AdRoll.(18:06) So I highly recommend using AdRoll. If any of you guys don't have media buyers working for you, or know how to run ads yourself, Adroll is an incredible company, and in addition to retargeting they do prospecting, and they have a really, really good reporting system, so you can see exactly how they're performing. And the cool thing is that now that we have multiple traffic sources all over, not only are we protected and diversified, so we have affiliate traffic, warm traffic, all these different sources of cold traffic, yet I didn't even talk about the dark times of before Organifi when we almost went out of business, but at that time we were dependent solely on the organic Facebook algorithm. And when the algorithm changed, we were at the whim, so our revenues could get cut in half overnight.Now we're diversified across probably twenty different traffic sources, so we have protection against any algorithm changes, but also we're able to hit the customer at every single angle. So they're experiencing this whole multi-touch-point experience they're seeing on YouTube, Facebook, Instagram, email, retargeted, they're on display, or they see it everywhere.I was talking about the CPA earlier, we're able to actually go negative on many different traffic sources because they're getting hit on all these platforms, that we make the profit on the spillover. So like the Amazon pop was a spillover from the funnel. Now we have spillover traffic from traffic. It takes a funnel from being a linear thing to being a web. You have an entire machine on the internet working for you, with different touch-points just pushing back everything, and your Amazon will blow up, your organic traffic, your search results will increase, retail will start reaching out. People will just start sharing it. It has this ... we call it lift. It's called a lift effect. You don't see the effect, but you see it in the bottom line. You can't measure it directly, but you know that all these things working together, are creating this much trackable revenue and this much lift revenue.Dave:(20:34) I love that. I can say that lift effect is probably the hardest part for most business trying to get to, especially when you're trying to really scale, but that's the only way you can really scale like a serious amount, is when you start really getting these funnel webs all coming together and creating that type of a cohesive energy to really just build your entire business. That's awesome.Djamel:Yeah, exactly. And then the user will experience it as if you're just everywhere. You know, you're omnipresent.Dave:That helps a ton, when they can't get away from you. That's much more than just retargeting. I think that's really, really cool.Djamel:Yeah.Dave:So what's next for you guys?Djamel:Right now, we are still growing fast. We just got an office after four years of being virtual coffee shop company. We got an office, so that's good news. We we're expanding onto the phones now, where we hired about seven people on the phones. We're going to be hiring about thirty people in the next sixty days, and we're expanding into traffic sources: we're doing TV, so look out for TV right now, we're going to be running commercials on mainstream, like ESPN, ABC, so we're going super-mainstream and retail. We're moving into Whole Foods, Costco. We've brought in a very, very strong retail team to kind of help us grow, and the ultimate goal of Organifi is to have one billion people drinking Green Juice, whether it's fresh Green Juice, whether it's a Super Food Mix, it's our mission, because right now, a billion people drink Coca-Cola each day.Dave:That's crazy.Djamel:(22:27) It's crazy, yeah. And if they can put something better into their bodies, then we've accomplished our goal. We want to continue growing.Dave:That's so cool. It's that kind of a huge scale in opportunity where you're, like, a billion people, that's something that's going to take you a little bit of time. You're not going to do that next year. That is an awesome goal.Djamel:That's long-term. Yeah.Dave:I hope that you guys are listening to this thing. You understand that the opportunities, that are in front of you guys, are so huge. They're just amazing. It's so funny when you take a look where you guys started. Djamel, you guys were an information product and a bunch of YouTube videos, and you guys are doing massive, massive scale, $25,000,000 in two years. That's just awesome.Djamel:Yeah, it's unbelievable and the opportunities are just endless. And as you grow, different opportunities present themselves. So, for those of you out there, keep an eye out. I don't know, if you were ever thinking of getting rich, or any sort of manifesting things, I never believed in it before, but once you put the intention out there in the universe, it unveils itself, whereas if you don't put the intention out there, you'll never see it when the opportunity comes and spring in front of you.Dave:I really appreciate you mention that. Djamel, our goal is to have a hundred thousand users by the end of 2017, and we started this year at ten, we're just right at pushing on 24-25,000 here, hopefully the ultimate goal in the year by 30,000, but again, at first, you may think, "Oh my gosh, you guys could never get to that big," but it's been crazy. I'm actually, as I mentioned, here in Boston. I've got a real large company who is actually VC-backed. I'm meeting with them tomorrow morning. We'll see how it goes, but they're looking for a platform. They have a huge ad span, and they're looking for a platform to help build out all the funnels and websites for their clients on the front end.(24:32) Again, you just have no idea. You have no idea what's going to happen, but when you totally commit to it, and you go all in, I think it's awesome.Djamel:Exactly, and keep your mind filled. Keep listening to FunnelHacker Radio. Just actually keeping your mind on that, will open up your eyes. Even, you know, like masterminds and things like that, or conferences. You may not experience the direct impact, but it opens your eyes.Dave:Yeah, I think those masterminds at conferences, they're kind of like that lift effect you talked about. You don't know exactly where it came from, but you're like, "Oh yeah."Djamel:Exactly. Yeah.Dave:That's awesome.Djamel:Keep your eyes open. Know your numbers.Dave:Know your numbers.Djamel:Know your numbers, and put the intention out there.Dave:I love it. Anything else before we wrap thing up here, bud?Djamel:That's all. I guess if you guys are interested in checking out our product lines, and we're coming out with a protein in December right before the new year, so keep an eye out for that as well.Dave:That's fantastic. Again, I highly endorse and recommend Organifi, it's my favorite drink of choice. I even like your little zip packs. They make it really easy for travel as well, so it's always kind of fun.Djamel:Heck ya. Organifi GO.Dave:I love it.Djamel:If you want a discount code, you can use my name, DJ, just like in DJ, or Djamel, for a discount.Dave:All right. So you can go to .Djamel:Yup.Dave:And the code then is going to be what?Djamel:DJ. I go by DJ or Djamel. That should get 20% off or something, I don't know.Dave:That's awesome.(26:35) Djamel, thank you so much. I didn't expect that. So, those of you guys who listen just got 20% off on Organifi, so put in the code DJ, and if you haven't tried it, you gotta try, if for no other reason than the fact that you've been listening to our FunnelHacker Radio podcast or any of Russel's things. This was one of the first companies we had the opportunity of working with, and love working with Drew, love working with Djamel and the entire team over at Organifi is awesome. So go try it out guys.Djamel, thank you so much. I really, really appreciate your time today, budd.Djamel:Thanks, Dave, I really it, too. ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download