EP 023: The Value Ladder: The Key to Profiting with Digital Advertising

Who doesn’t love a good deal? When was the last time as a consumer you received a high level of value when shopping online or even in a local brick-and-mortar store? Or when was a special offer just too good to pass up?

I bring this up to really draw attention to a key point. We are all shoppers who love to know we’re getting our money’s worth when it comes to the things we buy. That’s the concept of value.

On Episode 23 of The E-Commerce Performance Marketing Show, we flip this concept around and discuss something that every online brand needs to understand: the value ladder.

This is essentially the upsell and down sell opportunities you use to drive traffic into becoming paid customers. It is really a big part of the customer lifetime value and one you need to master to achieve success.

(Hint: Your competitors are already doing this! That’s why they continue to grow!)

Understanding how this process works and why it is so important when determining how to use paid advertising to your advantage is one of the fundamentals of running a successful e-commerce site. By paying close attention to the principles mentioned in this episode, you can find scalable opportunities in your own business.

Best of all, you can use these concepts in a wide range of different ways once you learn how to identify potential value steps and pair them with coordinating online advertising campaigns.

What we go over today will help you be successful in digital advertising or really anytime you drive paid traffic to your e-commerce store. A few examples of the many topics we discuss include:

  • The definition of a value ladder and why it is important to your e-commerce business.
  • How the ladder formula symbolizes walking your prospect through the process of being a paying customer.
  • Why you want to have upsells and down sell opportunities as part of your value ladder.
  • How AOV and CPA really play into how to make a value ladder work for your e-commerce business.
  • Shortcuts on how to see what your competitors are including in their value ladder if you aren’t sure what to use as upsell or down sell offers.
  • Tips on how to use Amazon to quickly identify upsell and down sell opportunities


Josh Marsden is the founder of CVO Acceleration and the author of Facebook Advertising Trends and Strategies for E-Commerce. Josh has been seen or heard in multiple media outlets, including Entrepreneurs on Fire, SuperFastBusiness, the Huffington Post, the Big Commerce Blog, and many others. Josh’s passion is helping businesses realize their full potential using Digital Marketing and Online Advertising. When he’s not helping clients, he enjoys riding his Harley Davidson motorcycle, spending time with his son Benjamin, and experiencing all that life has to offer.

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