If you’re like a lot of entrepreneurs and experts who have a tough time getting results with Facebook ads, check this out:
My client’s quiz funnel recently made it past the 100% ROI mark – including paying for the initial ad spend in the “learning phase”…
And while these aren’t the “1000x ROI” numbers a lot of internet marketers throw around…
If you’re struggling to reach even 1x ROI and make cold traffic work for your business, I wanted to share some “lessons learned” with you to help you go from zero to one.
Here are the key reasons I believe our new quiz funnel is able to get my client inexpensive leads from paid Facebook traffic. Plus, how it pays for itself through low-ticket front-end purchases.
1) The “White Coat” Factor
This is a huge missed opportunity I see for many online businesses.
So many entrepreneurs and experts offer “one-size-fits-all” to their audience. And like many salesman, the results can be mixed.
After all, as the saying goes… if all you have is a hammer, everything looks like a nail.
But what if your prospects believe they need something else?
When you lead with a quiz, you put yourself in a unique position.
Because here’s the reality:
Diagnosis and prescription is ultra powerful in marketing (and sales). It builds trust quickly because it lends you instant authority.
(think doctor or lawyer, or anyone who’s job is to ask a lot of initial questions)
When you structure your marketing so that you’re the one asking your prospect the questions, you immediately position yourself as the person who can give them the answers.
So by asking questions in the beginning, you’re donning the “white coat” of a doctor. You’re now an authority with instant credibility. All because you took the time to listen and give them a customized solution.
And it’s exactly this kind of value-added selling that doesn’t feel “salesy” to your prospects.
2) Answer The #1 Question On Their Minds
Speaking of effective selling…
Another reason quizzes work so well is because ultimately, people need to know “will this work for me?”
At the end of the day, people will spend many thousands of dollars if they strongly believe the product or service will solve THEIR specific problem (not just a general “type” of person… people tend to think they’re the “special” case who won’t see results)
It’s the reason sales calls are virtually mandatory for online products priced above $2K.
That extra personal touch helps people believe in themselves, that they’ll see results from what you’re selling.
It’s simply not worth your time to hop on the phone to sell a $50 product. Or even a $500 product.
The ultimate goal for many online entrepreneurs is to make sales on autopilot, 24/7, without having to be on the phone all the time.
So when you diagnose & prescribe, you capture some of that 1-to-1 conversation power.
You give your prospect the feeling of personalized support, without needing to hop on hundreds of phone calls to sell a low-ticket product.
(by the way, here’s a pro tip: don’t ask too few questions in your quiz, because then you lose this effect… but don’t ask too many, because people get distracted/bored…)
3) Specificity Sells
This particular quiz is a unique combination of two ingredients:
First, we start with a “type” quiz…
(think Buzzfeed’s What TV Show Character Are You quizzes – but the result here is actually useful for the prospect)
Then, we add in questions about their unique challenges (which we gathered from a special research process)
The combination of these two factors allows us to bake in a LOT of curiosity to the quiz. Plus, we’re able to give the prospect a unique and powerful insight into their current situation.
Essentially, their quiz result looks like this:
“You’re an X [one of 4 types] that struggles with Y [one of 4 challenges]”
Which is a specific and believable diagnosis… especially when most everything else out there is one-size-fits-all.
And from that diagnosis we’re able to give an accurate (and super powerful) prescription.
The result is that the prescription feels (and is) super personalized. And therefore incredibly compelling.
So when we make the ask…
A healthy percentage of the incoming prospects say yes to the $47 fast track training that can help them solve the challenge they told us about in the quiz.
And the end result for my client is that these new buyers pay for the entire cold traffic campaign.
BONUS: Simplicity > Complexity
Wanted to throw in a bonus tip for you. This one’s a bit more tactical…
After running a few tests, we found that a simple change to the “lead capture” page (the last step of the quiz where someone opts in to see their results), opt-in conversions went from 20% to now resting at about 64%
The lesson we learned (or really, re-learned) was to choose simplicity.
The page was initially too verbose. It had too many words, when people just needed to simply know “what do I do next?”
The key here is to avoid over-explaining. If someone will take the next action after reading only 5 words, use 5 words.
Writing too many words is like continuing to talk after you’ve asked for the sale. Beyond a certain point, all you’re doing is talking yourself out of the sale (or in this case, out of the opt-in)
Now let me ask you…
How can YOU use these 3 key insights to improve your own list-building efforts?
Leave a reply in the comments below.