14 – Conversion Funnels

Written by Alex Harris

conversion rate optimization mastermind podcast


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Alex

Hey Bobby, how’s it going?

Bobby

Great Alex, how you doing?

Alex HarrisAlex

Good. Chatting here about setting up new or wizards or surveys or quizzes as conversion funnels. Actually, I worked as in diet Fitness Company for years and we built our business through a conversion funnel. We ask people on the first page to fill out their BMI and then on the next page, we would ask them psychological questions and on the third page, we would actually give them recommendations on diet they should take. Going through this free diet profile process, we were able to save them out, male versus female, personalized the wizard you know the step by step process and then in the end, give them specific recommendations based on the information they gave us. We were able to collect leads, qualitative data and specific information to solve their problems. And this helped us build out email list over a million subscribers. And then I know Bobby you do this on a smaller basis for small businesses and ecommerce companies, what’s your opinion about the survey process?

Bobby

That process is great but you have to do it in the right way. There’s thousands of rituals out there but there’s just one that does it that makes you a custom built solution and if it works is the psychological factor behind it. So essentially instead of putting the survey, here’s all the questions and even trunky surveys to different pages on questions. Page one, 2 questions. Page 2, questions on page. You get even granular and you just need one survey question. One survey question per slide think about it like you answer a question and on to the next question. You don’t even need to submit. So you start to create series that are happening in the prospect’s mind and you usually front load the survey and put something very easy. Easy questions up front— And one of my clients is doing this for an —and the questions in the beginning are really simple like, are you male or female? Are you left handed or right handed? Those relate to the offer they are providing so it’s not like they’re just doing super dummy questions. I’m not sure if I can talk about the claim but what they do is they offer education about how to do this particular physicals work. It matters if you’re right or left hand, male or female. So the questions are relevant to what you’re getting. And then at the very end, they are asking for the email so they are asking for the opt in after you’ve gone through and filled out 5 or 6 survey questions. So you’re building this little micro commitments as you go. So the more you’re answering, it means they are to answer the more vested that person gets. So by at the time they’re at the end, they’re asking for that email, they will really answer 5 or 6 questions so they don’t wanna think the time you spent answering because that is a waste. So the more likely to opt in a point then if we all have questions right out there upfront or even if we offer just straight out lead magnet with an email box coz when the lead magnet with the email box, you have to, the visitor is weighing their mind is that lead magnet worth the email. But when you do this one question survey method, they’re not thinking about that until they vested further log into the process. Does that make sense?

Alex

Yeah. And I just pulled up specific examples if you check out there’s a few ways to do this. If you wanna check this out on your browser, you can go to debt.bills.com and they do it by showing a dropdown. A one question dropdown, how much do you owe? And then asking people to select, just choose select that, you can actually go to the next section and just keeps you go through that process and interact activity in that engagement.

Bobby-HewittBobby

And the other bonus check that you can use this with is just a single one question survey. So how I came this before is people are driving paid ads or search to Google to a landing page. On that landing page, sometimes it has a vsl sales letter but it has basically a short amount of contents that you can look at again through in 30 seconds to minutes. It also has a one question, one very super simple question 2 choices completely designed for you to start the ball rolling so click on the answer and you immediately go to page 2. So what happen is now you have some engagement with the page and you load the second page and the super secret ninja way is that Google sees that as all these pages must be a good page because people are engaging with it and not bouncing and they’re clicking through the next step.

Alex

That’s really interesting because that solves few problems by having the user answer question and then url changes to the next page. That’s actually considered a click or conversion in adwords case. So I believe that affects your quality score.

Bobby

Exactly. The way this particular person is using it again it’s the diet phase as well so they’re asking are you male or female. And then their serving up the next page based on that. So if you click male, it clips up about male page. A male copy that tracks men. So they’re also using it to segment and their visitors sort of self selecting segmentation by themselves.

Alex

Wow. I really love this tactic because creative internet activity in engagement is what we really wanna press on here and especially people coming from pay per click. They have a low tension span and all they wanna do is click and scroll and majority things above the fold you wanna get them to click. Another way to do this is how trunk club does it. They mostly drive traffic to landing page but their homepage which is their landing page they’ve got a one click get started button. That brings you into a wizard that has pictures of their clothes. You either pick jeans or jackets whatever you’re interested. In the end, you build your customer profile for your perfect clothing and you have to opt in to get your personal concierge. And that’s I’m sure driving a ton of leads because they just purchase by Nordstrom.

Bobby

That’s a great example too because in that example, you don’t even have to think. Well you do but you think in a different way. So instead of reading it and thinking about you know am I prone to do this or what my problem is or solutions I’m looking at. In the case of weight loss and BMI and quiz, trunk club is entirely image based so they’re showing pictures of different people dressed in different styles and you’re choosing what style dress fits that way you dress. So in some ways you can earn through that or go through that a lot quicker. You have to think a lot less so you reduce the friction by changing from the text to images are really brilliant.

Alex

Sweet. Well if you have ninja tactics that you wanna share or some tips or some widgets or quizzes that you’ve created, maybe you’re in the beauty space and you’ve created widgets for content, we’d love to see those and you can learn more about us at cromastermind.com. Thanks a lot Bobby!

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