18 – Isolated Funnels

Written by Alex Harris

conversion rate optimization mastermind podcast

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Alex

Hey we’re sitting here at the conversion rate optimization mastermind talking about different ways you can collect leads or great funnels online. Now, I know in my previous corporate job, we are diet and fitness company and we built our business to over one million email opt ins to creating a free diet profile where it’s essentially just a conversion funnel that brought people to a 4, 5 step process and on the first page, we actually collect health related information, your BMI. On the second page, we actually collect the emails. We got them engaged with a wizard on the link on the landing page and on the second page was actually the lead generation where we actually collect the email. After we completed this free diet profile which is essentially a wizard taking people to a step by step through this 5 step process, we eventually arrive at a plan where we are suggested which diet is right for them. We were able actually purchased that plan for a lower amount. This is essentially what we require and then they also receive the additional upsells after that. We were actually really able to capitalize and be in business for over fourteen years collecting email addresses through an isolated funnel experience like this. Now I’m also sitting here with Bill from the conversion rate optimization mastermind and he does this also in his previous companies and the company he works for today. Bill, have you seen this type of isolated funnels still working in today’s internet as much as they’ve always used to in the past?

Bill SollerBill

Yeah and actually I’ve seen them I know we were talking essentially about upsells—I was thinking my previous career was in lead generation and essentially asking people for enormous amounts of information even without spending any money. And it was really the same thing so trying to get them page over page so the next thing making that as slippery I guess we put it as possible to get them through. Getting them in the yes habit I guess just kind of the way we put it.

Alex

Yeah because we did a ton of testing putting the email address in the first page, the second page, how many pages were in between, how long the form was. We ended up creating a nice formula that really work for this particular company but what it all came down to was getting the user engaged on the page. They’re investing their time getting them to think about maybe themselves and in the end, giving them something value to get them to queue to move along the path. And I know some of the things you mentioned in our mastermind group was talking about I believe you called front door conversion. What would be that goal?

Bill

So essentially what we call it front door, a person lands on your landing page for whatever product is. Most of our products are more of a long form sells pattern. So we’re reading to this diet fitness saying hello, here are the benefits and there’s a science behind it. There’s no trick there. It’s a good program of diet and exercise. Then they say essentially yes, I want this program. It loads up the next page which is really just a credit card page, there’s a little banner there from the trainer and some encouragement that you’re coming in the right direction kind of messaging. So essentially you’re getting their opinion information and coming in to the lowest possible. So it’s kind of I guess the trip wire so it’s kind of the lowest package possible this price like give me your information and then you could lead in some more upsells and what you be working out in the interested — and they would be like get a subscription for this month is free and there’s a free trial, you can cancel anytime. Then read the equipment package sells so on and so forth. The different programs and things like that. Some personal coaching kind of thing.

Alex HarrisAlex

Well I find what’s interesting because we’re collecting pretty kind of personal data and for first some reasons obviously, we want them to recommend diet and fitness plans specifically for that individual and also we’re learning about target to audience that’s coming through our funnel and we’re able to do a lot more behavioral targeting and optimization specifically for them and in the end, they got something they felt was special and that’s what I think really the isolated funnel experience that they keep collected qualitative data and gave them specific behavioral targeting to actually convert.

Bill

Yeah for sure. I know from not here and definitely a test that we’re going to eventually get to. But my old –was more lead generation going to the process if we could get it to where we knew their first name at some point then we introduce that into headline into the next page and essentially an upsell. And then in some it works because we would have different levels of leads that we could do with our partners. If we could get a lead where the person was so interested in a particular type of financial product that they would give us their social security number, we could sell that for like 4 or 5 times more so in the end they would say, hey Alex you’re 90% through the funnel and you’re only this percent for getting exclusive match results for you and blah blah blah. Just that personalization message worked more often than that. We had different types of product goals but more often than not a personal connection in your site. Like hey – or congratulations actually we tried that and that was great. I don’t know exactly what were congratulating them on but just getting through the process I guess is what it was. Congratulations, Alex, you’re almost there. That kind of stuff and it really worked. It maybe skeptical hearing that but it’s definitely a great step on that kind of setting.

Alex

I’ve actually seen it work multiple ways for different business protocols I’ve been using for my own. We do them for financial companies, we do that for banks or attorneys trying to figure out segment people to the right information to actually get the right lead. Actually if you go trunkclub.com, trunkclub if you click on get started, you can actually click to images of clothing to personalize your shopping experience. You choose what brands you want and in the end, you fill out a little profile to get a personal shopper but it’s a same type of thing using images.

Bill

When I was in lead generation, we can actually tried some of that icon press. It was more icon drivers and more kind of financial product you’re interested in. I guess because it’s less of potential product don’t seem to work that well there. Although now that we’re I mean the fitness we’re trying that actually was a concept of finding essentially the right type of program for the person. So we’re getting more down to exactly what type of body shape do you have now. Are you male or female? What age range are you? And then showing them appropriate point after pictures on programs. It’s really a small scale of test but it’s working that way. We’re trying to slowly push everything towards that way. Once you have a group of people in marketing, there’s certain way for a long time and hard to get some of those ideas. We’re trying to get that one. We’re seeing some successes here and there. We’re finding what works and what doesn’t.

Alex

Yeah we actually tie a bunch of stuff. Your profile and on the end, we would start to show pictures of men doing fitness all we did was a test and we can never show. We always had the show females because females wanted to see male and males wanted to see females.

Bill

That’s right and that’s funny. That’s where we see success and you’ll see some products are more female oriented as far as like a 60 40 mix with female to male ratios plus a demographic on it. They wanna see both sexes equally represented somewhere on the page.

Alex

Cool. This is a definitely a good run. A lot of information considering to recommend trying a lead generation funnel and these quizzes or wizards. Some people call them marketing apps. They’re certainly really good to try especially coming off a pay per click advertising an isolating experience and getting a right directly as pin point conversion aspects is a great way to generate lead of conversions.

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