11 Jun High-Level Overview Of The Segmentation Survey Funnel (Performance Marketer Kickoff Pt. 2)
In the second part of our first-ever Performance Marketer Founding Members Meeting, I introduced my founding members to the wonderful world of segmentation surveys.
Writing surveys is a skill you’ll perfect over time, but we’re looking for some quick wins and instant gains. Imperfect action will get you there, but you have to master the basics first.
I’m presenting this segmentation survey framework to equip you with the fundamental understanding of why you should use them, how they work, and how they help you build your email list.
When you combine these insights with my new SurveyDetective platform, you’ll be gaining a significant, unmatched edge for your business.
The 4 Components of the Segmentation Survey Funnel
Segmentation survey funnels consist of four basic components, represented with four types of pages, including:
1 – A Start Page
When a person takes a survey, the start page is the first thing they see. It’s supposed to grab their attention, inform them about the main topic of the survey, and encourage them to take it.
2 – A Questions Page
The next section of the funnel is the questions page. It is a place where the people you’re surveying provide answers that allow you to segment your audience.
3 – A Lead Capture Page
After they’ve answered your questions, each surveyee will move on to a lead capture page, corresponding with the segment they belong to. The messages on those pages will be tailored to their needs and will aim to dismantle their objections.
4 – An Outcome Page
“You want people to stay. You don’t want them clicking away from you.” – Eric Beer
Step four of the funnel is an outcome page, a place where you can guide your new leads to which will keep them engaged with your business or offer. The outcomes are designed to match different segments of your audience. That is why you need to determine these segments first, and you do that using discovery surveys, which we talked about in our previous episode.
Each page should be carefully designed to guide surveyees through the funnel, step by step.
Most Effective Question Types Used for Segmentation Surveys
The questions section is crucial for the segmentation process, and there are many ways you can organize and set it up.
For instance, my SurveyDetective platform allows you to easily map out questions and create complex logic that adjusts their order based on the user’s previous answers. It’s an incredible topic for future podcasts, but we’re going to stick to the simple stuff for now.
One of the most important question types for building momentum is no-brainer questions. They engage your audience because they’re easy to answer, and you’ll want to put them at the top of your survey.
Once you’ve generated enough momentum, it’s time you ask the segmentation questions. These are the multiple-choice questions that will help you classify your audience into segments and, ultimately, find the right message for presenting your offer.
While discovery surveys are about learning, segmentation surveys are about identifying. The end goal is to understand the challenges and the problems they are facing.
“You want to be able to describe someone’s situation better than they can do it themselves.” – Eric Beer
Understanding the Flow of the Segmentation Survey Funnel
The sections of the segmentation survey funnel should have a particular flow. By understanding the relationships between components at play, you’ll be able to create the best possible experience for your survey-takers.
At the very top of your funnel, which is your start page, you’re looking to engage and intrigue by using your hook – the big promise without the pain. Then you’re going to ask them questions that will help you figure out which segment they belong to. From then on, you’ll take them to a lead capture page tailored to each segment with a goal of generating curiosity.
You can use ethical bribes, such as free ebooks, webinars, and other types of engaging content, as a way of acquiring leads. However, make sure the thing you’re offering is valuable to the type of person you’re trying to attract. You don’t want to end up with a bunch of people on your list that you simply can’t sell to.
Later on, you can guide them to outcome pages, where you can further inform them about yourself, your business, or your offer. It’s essential to keep them in the loop and interacting with your brand.
There are lots of factors at play here, but that shouldn’t scare you. In fact, the main reason why I created SurveyDetective was so that entrepreneurs with zero tech skills could use the power of surveys to upgrade their business.
We’re working hard to set up our launch scheduled for later this year. In the meantime, you should sign up for my VIP waitlist and make sure you don’t miss all the cool stuff we have in store for you.
You can expect more golden nuggets from the topic of surveys in future episodes. We’ve only scraped the surface, but it should be enough for you to get some quick wins and create momentum.
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The goal of your segmentation survey funnel is you want to be able to describe someone's situation better than they can do it themselves. You want to be able to explain to them in your outcome that you understand them… You… They're, they're... They're understood. You can relate to them.
I spent the last 17 years building my eight-figure performance business without using any of my own money, working with some of the most brilliant direct response marketers in the world today. Now, I'm looking for entrepreneurs to join my affiliate army, built on ethics, transparency, and good old hard work. Join me to change the perception of how people view the greatest business in the world, affiliate marketing, and follow along, as I learn, apply, and share performance marketing strategies for working with some of the brightest people on the planet. My name is Eric Beer, and welcome to the Performance Marketer Podcast.
So a segmentation survey funnel. Here is what it's all about, okay? When you do a segmentation survey funnel, you're going to get your segments from when you're doing your discovery, right? You're learning about the user. You're figuring out, what is it that these people are about. You're starting to understand them. Now, that's important, right? So you have your discovery, is all around understanding your audience, and create your buckets, create your groups, create your segments. We can get into all that later on how you do that. Okay, but so the segmentation survey is what allows you to now learn what questions you're going to ask. You're going to learn what segments you created, all from here. So you get out of here, your segments, and the questions that you're going to be asking them. You're also going to learn about how to talk to them, what language they speak, how they're describing their situation. So you can have the ability to relate to them. It's really important. Okay? Now, if you break it up, you have one, two, three, four. There's four sections in your surveys, for your segmentation funnel. You have your... Your start page, you have your questions, you have your lead capture page, you have your outcome. One, two, three, four. There's a very specific way on how you're going to be doing this. We're going to set up on your Start Page, the steps you're going to take, right? One, two, three, four. You're going to have a question, what question goes here? What question goes there? Now, there is some, some testing that you can do here, you can play with it. Normally, what you want to do is you want to start creating momentum, you want to create engagement, you want to get people to be doing something that is going to get them started. So it needs to be simple. I call this the no brainer questions. Okay. So no brainer questions, like we talked about are questions that people can answer, where they don't really have to think about it. So they could tell you about things they've done in the past because it's already happened. They could also tell you about things that they personally know about themselves. And they can tell you what they don't want. Right, we've established that so you have your no brainer questions. Now, remember the part where we talked about keeping it simple. You can get extremely sophisticated here. Our system is set up to allow you to create logic. Our system is set up to allow you to be able to skip questions. Our system is set up to be able to create some complicated mapping based on the answers that people are giving to you. But that's going to be for later, that's really more for where we should be coaching you. That should be a higher ticket, because there's a lot of things that go into that it gets much more complicated. We don't need that for right now for for us getting and accomplishing what you need today. Because remember, we're keeping it simple. We're taking imperfect action. We're just getting started, no matter what, whatever the no brainer step is for us is going to help us create momentum the same way we're going to use no brainer questions to create momentum inside Your segmentation funnel, then you're going to have your segment Taishan question. That's very important. You're gonna have one question that's going to identify what group they're going to go into. And you figure this out from doing your discovery survey. These are your outcomes, your outcomes are done, believe it or not, first, you do that before you ever do any of this stuff, you know, your segments here. So you're going to come and you're going to create your outcomes, outcome one, outcome to outcome three, outcome four. So this is your segments. These are tied to your segments, your four outcomes. So what that means is, you're going to have four lead capture pages, so they're tied together. Okay? What's important about this segmentation question is that it's going to set up all it's going to dictate what happens here. Because you're going to have your no brainer questions, you're gonna have your segmentation question, which is really important. It's really important to ask enough questions to show the person that you're getting enough information to identify, okay? That is what a segmentation funnel does for you. It allows you to identify, here you're identifying, you're identifying what segment they belong in, what challenge they have, what problem are they facing? Your understanding and getting to know these people? And based on their answers, you're going to identify where they should go. The other questions here, so no brainer questions. This is the market demo, segmentation, market situation, product possibility, or product interest, and cause product interest. Yeah. And you have a very specific lead capture page. That's going to go to your outcome. So this is it. And this is important, okay? This is where you're identifying. This is where you're hooking them, you're getting their attention. So your start page is where you’re going to hook them, where you’re going to grab their attention. You're going to identify, where do they fit in your ecosystem that you created, you're then going to get them to the lead capture page. Remember, your hook is your big promise. We can get into this later. But you're going to make a big promise without the pain. And you're asking them to give you information so that you can identify what issues they have, what their with their, with their number one problem is and how you can help them fix it with this one thing right here right now. Take this quick survey. I'll see any other side. Boom. You can answer these questions and decide where they're going. Going based on his question. And this question, you could have one to two market demos, get them going on this one, these are multiple choice, just to be clear the format, because remember, the discovery was the open ended. This is multiple choice because you created your segments here. So now you have your, you know, the four different segments you want to drop people into market situation is just learning more about where are they right now. So that all depends on what your segmentation question is, for example, you might want to ask, if you're in the relationship space, how many years you've been married? Where are you today, in the process, if the process is sequential, and we'll get into all that later, because there's certain ways that you're going to be able to create your segments and your outcomes. There's specific ways that we're going to go through and there's a psychology behind it. This is why it's important for you guys to understand this. And why some people fail at this. And this works, you just got to do it the right way. But so then the product interest is where you're trying to get an understanding of other things. People may be interested in you throwing some, some darts at the board, because this is going to help you with giving people bonuses, and potentially getting you into other products that you can sell. So you're getting them all the way through this flow. And based on where they're landing, you're going to land them on a page where you're going to create curiosity. So you have your hook, you land on your lead capture page. I'll get into more detail on this later. But now what you're doing is you're showing that you, you understand them. Here, you're learning, right? You're learning you're understanding what their issues are. Here, you're identifying where they belong. And when you identify where they belong, you're then taking that information and showing them that you understand them by creating a custom, targeted message that shows them that you get it. Your headline will be different based on where they fall. If we're doing it with somebody that started a new business, maybe building their lists, it was the how to build your list. Even if you don't have any subscriber list today, how to build your list. Even if you struggle with tech and have no market experience, how to build your list, how to scale your list, even when your other lead magnets are failing. How to maximize How to create a massive list without Facebook shutting down your account, very different. They're all very different. The idea is, yeah, it's got to be where you only fit in one. That's the most important thing. Okay. So these will be the lead capture pages. We'll dive into a little bit more detail with this once we get going. The idea is you're going to be capturing data here. This is the lead opt in. So you're capturing data, understanding them, you're showing them what it is that they're going to get. And then you're creating curiosity, land them on a page based on the answers that you've given me. You are a category A one three, what does that mean? We'll fill out the information below. And I'll tell you what a one three means and how you can fix it. Right here right now. You can add a giveaway. It could be a giveaway on here could be giveaway at the end. To further incentivize them to sign up with an ethical bribe, okay? You want to use ethical bribes. But it's very important when you're using your ethical bribes on what it is that you're actually giving to somebody. And that's going to help you with your type of quality of lead. That's important. If you have a giveaway that is not really relevant to your program, you're going to attract people that may not care about what you're, what you're doing, what you're selling, what your core offers. Okay, that's important. me giving away a lead magnet around something with list building. If somebody's not interested in list building, well, then they're not going to sign up, versus if they can win a gift card for 1000 bucks, right? Make sense? So you're creating curiosity. You're giving away your bribe, you're getting them on to your outcome, you're gonna land them on different outcomes. Now here, you can land them on an outcome internally in our system. Or you can send them out to one of your sales pages. If you have a sales page, ClickFunnels, or wherever you want to send them. Now there's specific things that you want to do. There's got to be goals here on what you're trying to accomplish. So I need to understand your business. Right? It could be that you're trying to sell a guide, or an ebook, or a physical book, we're doing a free plus shipping, it could be free on the end here, it could be that you're trying to sell a higher ticket. And in that instance, you're not selling them right here, a $5,000 program, you need more time, you need more time to show them what you're all about. If you're a coach, and you're in there's a program like if I'm showing you what I'm doing, I need time to explain this process to you. Right, I need to show you now I wouldn't necessarily go into all this detail. You guys are here. I'm doing it. Now. I would do more of a teaser. And show more examples, right? Because I'd show that with the end result of what's happening. So but the point is, is that this is your outcomes where you're landing on these pages. And what you're doing is you're giving them the one thing that you promised them all the way over here, you're giving them their promise. You're also getting any concerns about whatever you promised them in regards to an ethical bribe out of the way, depending on where you want these people to go, or what you want them to do. If you want to get them into let's say, a webinar, right from here, right, you want to take them directly into the webinar that's 90 minutes long. Well, then you don't want to give the ethical bribe on the outcome page, because you want people to stay. You don't want them clicking away from you. So what you want to do is you want to address that immediately and tell them that their ethical bribe is on the way you should receive it in 19. The minutes so check back then. But in the meantime, you go into it, okay. Now, this is a really important stage because you went from hooking them getting their attention, them coming through there, get there answering some no brainer questions, a segmentation questions a market situation, self declaring their skill sets, product interests, your understanding so that you can identify where they belong. So then now you can decide what it is, that's going to solve their problem. Okay. And this is important guys, as far as I'm concerned. The way you do this, is you focus on your core product and you do not change your core product. You create perception that you're customizing it for people. You go to Apple and you want to buy a Mac and they find out is this a Mac for business? Is this a Mac for you going back to school Are you student? Or is this a Mac for you just playing around at leisure, based on those answers, they're gonna send you in different directions to start talking about all the benefits for each scenario, each segment, the business, Mac is gonna have a lot more in that computer. Because people in business may need that, versus somebody that's just using this for leisure, or a student who can't afford the same computer that someone in the business world is going to be able to afford. So they may strip it down a bit, but they're still selling a Mac to all three of them, but they're focusing on what's relevant to them. Okay? When you walk into a store, you want to buy something, you want somebody to understand what you want, so they can give you what you need, rather than walk into a store and say, Hey, I'm looking for Weaver basketball. And they'll be like, well, you can just go into that section over there. There's there's the best section, or someone can say to me, okay, well Let me ask you a few questions before I send you on your way. Is this basketball for indoors or outdoors? As is outdoors? Okay? Is it? Is it for you? Or is it for your kids? Is it a male or female? Because they make different balls for males and females? So actually, it's for my daughter, she's in high school. Great. Well, here's where you're gonna want to go. So now I understand that you're playing outside, you're getting a basketball for your daughter, who is in her teens. And she needs the right ball, which is a smaller ball than the regular, regular ball that a boy would play with to practice, right? Which salesperson would you want to go to the one that's going to take the time to understand you, that's what this is all about. This is it. That's what this is. So, at the end of the day, the biggest part here is where, if you remember earlier, what I was describing to you, the goal of your segmentation survey funnel is number one, you want to be To describe someone's situation better than they can do it themselves. You want to be able to explain to them in your outcome that you understand them, you they're there. They're understood, you can relate to them. somebody that's starting to build their list, who doesn't have an audience right now hasn't bought, hey, I get it. I might say, Listen, I get where you're at. You're, you're you're trying to build your list. Everything you're trying to do isn't working. You're feel like you're just stumbling all over yourself. You're looking around and you're seeing other people. And they're, they're flashing their cars, they're flashing their, their, their houses, and it just seems like they're, they're doing this. And it's so easy and they're doing so well that it's like, man, maybe, maybe I can't do this. Maybe this isn't for me. This is too hard. Right? If you're in that situation, I get it. I've been there. I've tried to build the business. I've been there. But let me tell you, and then I go into what is what the solution is right? Now. I get it. But this is what I figured out. I figured out that and I go into how you can do it, you create a discovery survey, you start talking to your audience, try to understand them a little bit before you just start trying to just generate leads and market one way to everybody the same, because it's not a one size for everyone. It's not a the same flavor for everyone. Some people like vanilla, some people like chocolate, you're not just going to go and sell vanilla to everybody. Because some people may not buy from you. They're not interested. But you saw an ice cream. You want to understand what flavor they want. You understand what that is for them. So you're going to then this is an important part. You're going to be able to relate to people, you're describing their situation and then you're not Now going to transition, you're going to transition into what they are going to do, you're going to counsel them, you're going to recommend something to them on how they can get their desire. So the person that's struggling with the list and, and just wants to quit, I explain what they should do, and how it'll work for them, because I get it. I've been there. And now I'm here, this is what you need to do. This is the steps you need to take. So I'm transitioning them from now being a lead and getting them now into the mindset that they know what they need to do to solve the problem. The one big thing that you're going to give to them. So you explain that, and this is why I developed the Performance Marketer. And then I go into explaining why I did this. And they're asking me, what is the next step? And what we're trying to do here is we're trying to just create the natural next step, which is what I'm going to sell to them, whatever it is that I want them to do. And there's a number of things. I'm not selling a high ticket here, I'm either selling a low ticket, or something free, okay? And that could be a number of different things that I can go into later. But high level, give him a free guide, sell them a guide, sell them, free plus shipping, get them to register for a webinar, get them to book a phone call, get them to attend a live event, or a virtual event. The goal here is to continue them on in the process. If you're selling something high ticket, you're going to need more time. So you're getting them to that next step so that you're continuing with them. So that now you can convert them into a buyer. And that's... That's your segmentation survey funnel. And this is something that when you get it right this is running... You're running traffic to this, big time. The discovery, that's static doing it just to learn. This one is for scale. Over here and the meet, there can be different types of surveys and quizzes, like I was describing earlier. Who are you most like? What is your type? Score somebody? Have a polarizing quiz, where someone has to answer yes or no certain questions, personality quizzes, there's a lot. There's a lot. But you don't want to get caught up in with all that. You want to get rid of all that noise. And just focus on the basics. And this is it. This is hope this is helpful for you guys. I know this works. You just have to go through the process, start answering some questions about your business. And when you do, that's when the magic happens. And now you scale it. Now you got to go out, get traffic here. And when you get traffic, we all know this, right? You got to go find your audience. Where are they hanging out and get them here, but you need to know what your core offer is. That's it for today. I just gave you a high level on your discovery and segmentation surveys for SurveyDetective. What I'll be teaching you guys, what I'll be showing you. And we're going to try to dive in and get you guys to get this done pretty quickly to a point where you're starting to get it and you're starting to build up your list. And you're starting to now create your diehards, your raving fans, your tribe. The people that are just... You're just so alike and they, they want everything that you're bringing to the table, because you have value and they see that. So that's it guys. Hope this was helpful. Hope you enjoyed it. Any questions? Let me know.
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