Case Study Of A “Leads Funnel” - Amazon S3 · - If you are in the information marketing...
Transcript of Case Study Of A “Leads Funnel” - Amazon S3 · - If you are in the information marketing...
Case Study Of A “Leads Funnel”
How we’re using Facebook to
siphon of highly qualified leads (and how you can do
the same)
Tools used for Funnel - Optimizepress for landing pages - VWO ( visual website optimizer ) for split testing - Hotjar ( heatmaps and video playbacks of visitors as
to what could cause roadblocks ) - Google analytics - FB Pixel - Aweber autoresponder
l The idea of this funnel is to build up targeted leads in the amazon Private Label space in order to promote our products at the backend
l Funnel breakdown - Lead Magnet ( 26 ranking factors checklist )
blueprintpro.com/checklist - Tripwire ( upsell 1, low priced to get customers asap )
blueprintpro.com/lp-az-cashflow-blueprint - Membership ( upsell 2, BPP monthly membership )
blueprintpro.com/membership
Lead Magnet Page
Funnel Pages ( 4 variations on Lead Magnet )
Tripwire Page ( $7 amazon cheatsheet ) l FB lead event pixel installed on this page to
track leads on FB ad campaign
Membership Page l FB purchase event pixel installed on this page
Email Follow up Series - Lead Magnet
l 10 part AR follow up series over 37 days promoting tripwire in first week, then content then soft-sell of Blueprint Pro, more content and hard sell of Blueprint Pro followed by more content
l Leads that purchase the tripwire are automatically removed from lead magnet follow up series and added to the tripwire AR (auto-responder) follow up series and this is done through the list automation process in Aweber
Email Follow up Series - Tripwire
l Currently a 4 part AR follow up over 10 days l Thank them for purchase and send content that
complements purchase and then soft-sell Blueprint Pro and more content
l Customers that buy Blueprint Pro are automatically removed from tripwire AR series and sent to a registration page to Blueprint Pro
Current Stats l From VWO - Version 1 = 36% - Version 2 = 44% - Version 3 = 56% - Version 4 = 57%
l This sure highlights the importance of split testing for sure
Current Stats - Avg over 55% Optin Rate to Lead Magnet - Avg 10% Conversion Rate ( CR ) that purchase
tripwire so become a customer (much more valuable than a lead)
- 2% to 3% CR from Tripwire to Blueprint Pro member
- Avg CPL (cost per lead) currently is just over $5 and our aim is to try and drive this down to $3 and further if possible
FB Campaign Details - Started out small, testing single group interests - Targeting IM names “gurus” in IM niche, tools,
services ( aweber, getresponse ), e-commerce platforms ( shopify, magento, bigcommerce etc..), self help guys
- Now have an extensive list of interests ( over 65 and growing )
- Need to keep a close eye on this daily. We have seen big difference in CPC & reach on the same target interests but different objectives ( probably more common in IM niche than say ecommerce space )
FB Campaign Details - You cannot scale big on small interests - We found targeted interests of around 30,000 but
couldn't scale them as they got exhausted quickly - Need to look for audience sizes of 150k+ if you want
to try and scale and have more longevity in a campaign
- Try bunching small interest / audiences together but better that they are in the same category ( so for eg in the ecommerce space that might be categorizing by brands, magazines, authority figures / celebrities in your market etc.. )
FB Campaign – What’s working for us - Website Conversions ( WC ) object & optimising for
leads - Using photo posts on ads as this gives you
1200x1200px ( as in the max amount of screen) - Running with lead ads too but just not getting near
the same reach even on same audience as WC - Initial testing of CTW objective was less favorable
than WC but we plan to revisit this now that the pixel has matured more
- Photo post ad type is currently performing better than link click ads ( 1200 x 628px )
FB Campaign – Some of our ads
FB Campaign – Some of our ads
FB Campaign – Some of our ads
FB Ads – Some helpful tips l Its the ads that get you the clicks so you got to split
test images, test & test some more l Aidan has “mentioned” to me that some of our ads
look a bit “ugly” but some of them proved to convert better than the more professional ones.
l Remember your ads need to interrupt the Facebook user and get them to take an action ( as in click over to your offer )
FB Campaign – Some helpful tips - A high converting funnel is essential for success. If
your landing page is converting at 25% and you manage to get this to 40% with split testing then you have just increased your conversion rate & leads by 38% without spending more on traffic
- Not just theory we did this and better with this funnel. Started out at around 25 % to 28% conversion rate and now have achieved around 56% with testing multiple variations ( as shown earlier )
FB Campaign – Some helpful tips - Be sure your landing pages are mobile optimized.
About 65% of our sign up are from mobile devices - Many of the landing page platforms nowadays are
mobile optimized but always check what landing page looks like on mobile devices before launching campaign
- Good idea to try and have CTA ( call to action ) above the fold especially for mobile devices. We changed this on one of our split tests and increased conversions by about 10%
FB Campaign – Tracking - Use custom reporting within ads manager to ensure
you are tracking the right information ( we found for lead gen that the default reporting in ads mgr could be misleading especially if you installed some fb pixel events in the funnel )
- Know your numbers re what CPL ( cost per lead ) / CPA ( cost per acquisition ) you can afford to pay before you try to scale.
- When setting up your ad campaign it's a good idea to name your adsets to the audience you are targeting for easier management
FB Campaign – Tracking l Custom reporting we use - Results - Reach - Frequency - CTR ( Link ) - Link Clicks - CPC ( Link ) - CPM
FB Campaign – Tracking l Custom reporting we use - Leads ( pixel event ) - CPL ( cost per lead ) - Amount Spent - Budget
FB Campaign – Tracking The default view in ads mgr does not track leads Its also can be misleading if you have pixel events
installed on your website / funnel as it totals these in the results column so your costs column may not be the right metric to be looking at ( eg below )
FB Campaign – Tracking - According to FB help they define the cost column as
the avg you pay for each action associated with your objective
- Below is a screenshot of our custom reports view which actually shows the costs per lead. Notice the difference between the cost column and the CPL
For ecommerce tracking you most likely will… - Install the view content event from the FB pixel on
product pages of your website - Install the add to cart event on the cart page - Install the purchase event on the thank you page - Add these events ( FB Pixel ) in the custom
reporting in ads manager to track converting adsets within your campaign so you know which audiences / interests are working or not
Funnel Tracking - We have created a basic tracking sheet that you
can model & modify for your own use: - http://www.aidanbooth.com/lead-tracking
- Weekly and monthly tracking - Traffic cost ( e.g fb ads ) - Leads generated - CPL ( before back end sales ) - Tripwire sales - Tripwire conversion rate - CPL ( after backend sales )
How Can You Use This / Apply To You? - For physical products, use a variation of this funnel
to drive leads and generate more non-Amazon sales l E.g. use discount coupons as you lead magnet, get
them on your email list & then send them over to your amazon listing ( both from your thank you page and follow up email ) to buy your product at a good discount – win win !!
l Add the FB Pixel to lead magnet page and re-target those that didn't opt-in with an even bigger discount for say 24 hrs ( get creative here )
l These are customers that you can market other products to again & again ( be it your own or affiliate products ) as they are now on your list
How Can You Use This / Apply To You? - If you are in the information marketing business you
can model this funnel too l Free report as lead magnet ( must have perceived value ) l If you don't have a tripwire and upsell then just send them
to your informational product on your thank you page l Again your are building an asset ( email list ) that you can
market your own products and affiliate offers to in the future ( yep you have heard it many times – the money is in the list – but more importantly it's in the relationship with the list ::)
Next Phase of Funnel - Continue mining for leads on fb - Expand on our traffic sources
l Media buying, PPV etc - Keep these leads engaged with a good content
schedule - Use the TAE ( target audience evolution ) model to
bring in new leads to the funnel and we are building out a new website for this
New Funnel Plans - 2nd Funnel already under development - Its in the SEO space
l Will model what has worked well in our Amazon funnel l This should have more mass appeal l Will be different targeting but will follow the basic model
of what has been successful for us with last funnel l Will report back on how this is doing in the future
Q & A