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Digital product ladder: what it is and how to build one

4 min read

Digital product ladder: what it is and how to build one

The world of digital marketing is constantly evolving.

New social networks, strategies and opportunities pop up all the time. That means anyone who works with digital products needs to stay alert and revisit their setup from time to time. In that sense, building a digital product ladder is becoming, day by day, a basic necessity.

But do you know what a product ladder is?

If the answer is no, keep reading to find out with Cademí's specialists:

What is a digital product ladder

How do you organize the products in your online business?

A product ladder means creating a sequence of products to offer your customers, one after another, as you solve one pain point and another comes up.

For example, picture a silver jewelry shop. You make your first purchase, a necklace, and months later you come back to buy silver polish. And later still, to get a broken piece soldered.

That's a practical example of what a product ladder is.

In the digital world, the goal is also to solve the problems your persona will run into along their journey as they go deeper into the topic. One difference is that you can split your products into three tiers:

  • front-end: less in-depth and, therefore, cheaper;
  • back-end: more in-depth and, therefore, more expensive;
  • high-end: premium offerings such as mentorship, at a high price point.

For the ladder to work, it's important to use inside sales and an email marketing strategy. It's also a good idea for the products to fit together so they have the intended effect.

After all, if the silver shop also sold super glue, it wouldn't get customers coming back, right?

Practical examples of a digital product ladder

Still not sure? Don't worry, Cademí's team of specialists put together a few examples of a digital product ladder to make it even clearer.

Let's say you have a digital marketing business. Your product is a course on paid traffic. After it, you can offer:

  • Automated spreadsheets;
  • Ebooks on new strategies;
  • Updates on changes to algorithms and systems;
  • Group mentorship;
  • One-on-one mentorship;

The ladder will help you keep the customer after their next purchase and also win over customers who can't yet afford the full price of a mentorship.

At Cademí, we always encourage our customers to work this way.

cademi.com.br - Digital product ladder

Gabi Cervantes, from Gabi Flix, for example, has this product ladder:

  • Perpétuo Lucrativo (checklist)
  • Funil Scriptado (course)
  • Método Funil Eterno (full training program)
  • Programa Atena (mentorship)

They all live inside the platform, which boosts internal sales by making the full journey visible in one place.

Why this strategy matters

Today, the big challenge for anyone running an online business is keeping customers after they convert and increasing the business's LTV. In other words, extending how long a converted lead keeps generating profit.

After all, according to OutboundEngine, acquiring a new customer can cost five times more than keeping an existing one. And data from 99FIRMS shows that existing customers are more likely to spend more.

So building a ladder is cheaper and more efficient than putting 100% of your strategy into acquiring new leads.

A ladder also helps build authority, since you'll have more products to establish yourself as an expert, along with more social proof and data on your success.

How do you build a ladder for your online business?

Convinced you should use this strategy in your business?

According to Cademí's specialists - Brazil's first Member Hub - it's a process you can break into a few steps. To start, it's important to know your customers and the market.

So if you haven't defined your niche or analyzed the market yet, that should be your first step. Do the research, invest in benchmarking and in developing your persona. Only then should you start developing products.

At this point, the idea is to plan your products around the ladder. It's also important to think about design and your students' experience. Where will they consume the content? How will they find out about the other products in your online business?

Finally, it's time for the launch and the post-sale.

The best experience for your students

Investing in a member area that lets you bring all your students together, including those who came in through a lead magnet, and where you can make internal sales is the best way to get even more results from your digital product ladder.

On top of that, easy navigation will deliver a better experience and more satisfied students.
To better understand how these platforms work, click here and book a strategy call with the Cademí team.

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