01 Oct Online Survey Tool Training: How to Create Essential Survey Pages
This week, I’m pulling back the curtain to give everyone a sneak peek into one of our private survey training sessions.
Earlier this year, I started a Performance Marketer Group to help entrepreneurs build their list and level up their business using surveys.
We’re making excellent progress, and we’ve already stepped in deep into the technical side of things.
Having access to my SurveyDetective platform has been of tremendous help for my founding members. It has made their journey a whole lot easier.
Still, for us to get to the finish line, they’ll need to digest the essentials of creating an online survey thoroughly.
In this training session, I talked about the three essential survey page types. And for each of them, I gave a high-level overview and laid out all the key steps for creating awesome survey pages that get results every single time.
Join me as I break down the frameworks of welcome, lead opt-in and outcome pages for online surveys.
If you understand everything that I’m going to share in this episode, know that you’re well on your way to becoming a true SurveyDetective.
Let’s dive into the show!
Welcome Page Framework
1 – Welcome Page Headline
Headlines are a crucial aspect of any survey page because it’s always the first thing your audience sees. You need a strong hook to get people’s attention. Luckily, there’s a simple, bulletproof formula for writing killer headlines.
Every good headline needs two things – a big promise and a challenge that needs to be removed. The best way to attract people is by offering something valuable to your audience while easing one of their biggest concerns.
In other words:
[HOW TO] without [PAIN]
2 – Promise a Custom-Tailored Solution
Now that you have their attention, you must explain why it’s essential for them to take the survey.
3 – “Tell Me, and I’ll Tell You”
In addition to the previous step, you can spare a few words to clarify how this process works. They should know it’s a give-and-take.
4 – Call to Action
At the bottom of the page, make sure you have an attention-grabbing call to action that gets people in and gets them through to the survey questions.
Lead Opt-in Page Framework
In a segmentation survey funnel, the questions are followed by a lead opt-in page. This is where the magic happens because you get to use everything you’ve learned about your audience so far, to get the best possible results.
1 – Opt-in Page Headline
Using the same formula as before, we’re going to create our opt-in page headline. The key difference between your welcome page and your opt-in headlines is in the challenges.
“Everybody has different challenges and different objections.” – Eric Beer
In a segmentation survey funnel, the answers your surveyees provide will section them off into different groups. That allows you to use segment-specific objections and challenges and custom-tailor your headlines for each individual segment.
2 – Segment-related Problem and Solution
In a similar vein, you’re going to explore specific problems of that particular segment and reveal that there is an appropriate solution.
3 – Offer an Ethical Bribe
As you’ve identified their problem, you’re going to offer a solution in the form of an ethical bribe. An ethical bribe is a piece of content that your audience considers valuable and can solve their problems in some shape or form. It could be an eBook, a pdf, a checklist, an email sequence, or something along those lines.
To gain access, your audience members will need to share some of their information in return. Name, email, phone number… It can be anything as long as you’re clear on how you can use it to make additional sales later down the line.
Lastly, make sure that your ethical bribe is relatable to your offer on the back end. It’s not just a great way to get information about your audience, but also the perfect set up for what they’re about to see on the outcome page.
Outcome Page Framework
1 – Outcome Page Headline
Use the same segment-specific headline from the lead opt-in page.
2 – Let Them Know What to Expect (Keep Them on the Page!)
The goal is to keep your audience on your outcome page long enough for them to go through it and get to the main offer. So the first thing you need to do is to let them know their ethical bribe is on its way, and that it will be delivered to them in a specified timeframe.
It could be 15 minutes or an hour, depending on the structure of your outcome page and what you’re trying to get them to do.
3 – Describe Their Situation
As they’re waiting for their ethical bribe, draw them in by describing their situation. The powerful thing here is that now you have so much information about each survey taker that you can describe their situation better than they can themselves.
It’s the perfect opportunity for you to relate to your audience.
4 – Delivering the Solution
“The answer to their problems is what you’re selling.” – Eric Beer
In this section, you start transitioning to your main offer. Start by answering FAQs and order them in a way that fits best with each particular segment.
From then on, you can present them with testimonials about your product or service. The thing to remember is to keep these testimonials relatable. People are more engaged with the opinions of those they can identify with.
You can also embellish your offer by creating some urgency and offering a money-back guarantee.
5 – Make Your Offer
That’s it, folks! The whole kit and caboodle.
All that’s left to do is to watch your analytics and see how your survey performs.
You have everything you need to start making amazing surveys and collecting precious leads.
Rewatch this episode as many times as you need. You need these essentials if you’re serious about getting results.
Thanks for tuning in, and I’ll see you next week!
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You want them to answer even like on the signup side, it's not as important. But we're scoring the leads, okay? In this phase, we need to score leads. It's so important here that we need to score the leads. Because you have to know who to listen to. We got to understand in our investigative survey who are the die-hards. Finding our die-hard, my die-hard raving fan.
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, working with some of the brightest people on the planet. My name is Eric Beer, and welcome to the Performance Marketer Podcast.
Alright, so phase three, what's it about? Here we go. So phase three, we're going to go over our welcome, we're going to go over our lead opt-in, and we're going to go over our outcome page. I'm gonna give you a very high level of this since I'm going to be doing a one-on-one with you guys. And I'll be able to explain it to you guy, one-on-one. But so here we go. All right. Welcome page. So it's like I said, the welcome page is all based off of one - what are you doing? Like investigating, researching? If you're doing that, then you don't even necessarily need a welcome page. You could take them right into the survey. Okay. You're asking somebody to take a survey to give you some answers. And you're asking to help you out because you respect them. You want their advice, you want their opinion, on a certain situation, you want to serve people, so you just want feedback on what they want. Right? And then you're going to give it to them. We're taking all the guesswork out of the equation. All right. However, if you want to send it out, and then have somebody go to the page and fill out beforehand, you can do that. But you don't have to you can take them right into the questions. All right. And you really want them to answer even, like on the signup side. It's not as as important. But we're scoring the leads, okay. In this phase, we need to score leads, it's so important here, that we need to score the leads. Because we have to know who to listen to. We got to understand in our investigative survey, who are the die-hards, finding our die-hard, my die-hard raving fan, right? So on the welcome, we're going to do that for the investigative for the segmentation side, it's a little bit different, right? Because we're deciding on the type of survey but as a rule of thumb, okay, the way I'm going to lay it out in a framework, we can always change this, okay? There's different templates that you can have, right? So you can have your, your template with one column where you have 1234, right? And it could be how you're going to write this out versus the template could be. You guys have seen all this, right? So you could have an image here. You could have your headline here. You could have the base here. You could have your button here, right? So that's the second way, these are with you on the welcome page of things that you're now using our system. Okay, the other way to do it would be that you have a radio button that you would put onto your site. So someone lands on your site, so a third party site, and you have your site, right? And then you would put some sort of button. Okay, and when someone clicks that button, and you can do whatever you want on your pages, it's going to pop over the survey. And that just takes a little bit of code that you put on to your site. Okay, so you've any questions on that? Let me know. All right, so honor welcome page. Here we go. I'm going to show you the high level framework, welcome framework that we're going to go over, which is one our headline, right? This is the hawk. So on the headline, you guys all know this. Anybody that's been in this space for even a short period of time already knows. Right? The concept right? You're gonna make the big promise. What are you doing? What are you promising them? And what is the big challenge? Objection. Okay. So how to, without pain in the simplest way how to desire without pain or types of headlines, right? So you're giving somebody some sort of promise right here. So as an example, how to build your list without having any money, how to build a massive qualified list of emails without having any marketing experience whatsoever. Right? So that's kind of the concept here on how you're doing this, right? Discover how to build a massive qualified list of emails, even if you've tried this 15 times, and it didn't work. Okay, there's tons of different types of headlines that we can work with here. But the idea is that you're going to have something on lines of where you're making a big promise, and then you're doing it off of the challenge. Right, then number two, okay. So here's the thing about what's going on with what you're doing. That's very different than everybody else. Okay. You're trying to learn something from Sony, you're trying to identify, because you don't want to market to them the exact same way. Right. So what you're saying here is that when it comes to whatever the problem is, right, so everybody's different. There's not one universal answer. That's going to help you solve that problem. Right? Everybody has different challenges and different objections, right? We always go into like, the vehicle, internal external, right? Well, how do you know which one to use? If you don't, you're guessing? You don't? So the idea here is to say to somebody, when it comes to your problem, there isn't one answer for everyone. The idea is that we're showing them that what we're doing here is going to be designed for them. So we dive into Step three, is the call them? Tell me and I'll tell you, okay, so the idea here is that you're going to go through this process where you're going to now ask them to give you some information. And if they do, then you can better help them, you can better serve them. So okay, when it comes to your bigger, how to build your list without having any marketing experience whatsoever. When it comes to building your list and getting qualified leads, there isn't just one answer for every person, for every marketer. But if you take a moment to answer a few questions, then I'll tell you, what the number one thing to do that is designed specifically for your situation. So the whole idea is that we're customizing this for them. Okay. Does that make sense? guys with me? Okay, so then number four, would be your call to action. So get started. And I'll see you on the other side. And then the button, boom, go, bang. Okay, so that's the framework. Alright. And I probably got into too much detail right there. Because I'm going to do it later with you guys. So but that's the idea. This is the framework for the welcome, then what's going to happen is they're going to go through, they're gonna start answering questions as they start to answer questions, then you're going to start gathering all this information. Yes, gathering information. And when you're in your segmentation survey, what happens is here, you're starting to learn abou this. Right? You're learning about that. So when they're going through the flow, right, here's the start. And then you have let's say, q1, q2, q3, q4, boom, boom, boom, boom, right? On q4, let's say that's your primary segmentation, the answer questions and let's say then, they land on your lead capture page, lead an opt in page. Okay, so what is the framework look like here? So, very specific, few things. Whatever you have for your headline here, you're gonna want to keep the same. So you have a headline. But the difference here is that you just figured some things out. You identified what their challenges are. Everybody may have the same desires. But the challenges are very different. Right? So you're gonna write up the same headline, let's call it the How to desire without segment. Specific. Objection. Okay? You're just customizing it. So each one of these is going to be different. You're gonna have the headline very different, based on what you learned about them inside here. Makes sense? Of course it does. Right? In some cases, you might have a different desire for each segment. So segment specific. Okay, so hope that makes sense to you, as what we're doing is we're keeping it the same and relatable. But what we're doing is we're listening, we're understanding what they're saying. And now we're showing them and we're customizing it for their exact situation. All right. So that's important. Okay, number two, would be now the segment related problem. So you're identifying their problem, right? And then your segment related solution. So based on what you just told me, identified x, and the number one thing for you to do next, will be shared with you on the next page, something along those lines, right? So I've identified your problem, I understand what's going on with you, you don't have any marketing experience. So I'm going to send you a report or come on the other side. And there's a video where I'm going to explain to you the one thing on what can help you with building high qualified leads, without any marketing experience. Right? So that's what would go after here, then what we do is, okay, now this is something that's interesting. I didn't mention it over here. But what you can do, okay, is, we talked about this earlier, right? ethical bribes, something of value. So what you could do here is you could tell them that you're going to send them a report, or it really depends on the type of survey that you have. Right? It might be that you're giving them the outcome or where they rank, or what color are, they matches their workout schedule, right, whatever that is, that's going to be part of the results, you're going to create curiosity on this page. So we'll dive into that later. But what you're doing is you're still identifying what the problem is, you're showing them what the solution is. And now down here, you're telling them what to do, which is that they need to fill out their information below. And this is where they have their, you know, their information. Let's call it whatever depends on what you want depends on what you need, right. And the idea here is that you're going to position it where you're going to give them that one thing that will solve their problem, after they submit their information on the other side. And that'll be in your outcome page. So the language is you don't have any marketing experience. And based on the information you've given me, I have identified what you need. So fill out your free information below. And I will, I will see you on the other side and share with you what it is you can do now to solve your problem. Right. So the idea is that you're not giving them information on the lead opt in, because you want them to fill that out the information and want them give their name, right. So, name, email, if you need a dress as for dress, right? If you need the phone, as for the phone, whatever you're not going to use don't ask, at least not in the beginning phone, you can make it optional. Okay, then there's the click button, here, disclaimer, etc. Right? So you're telling them what to do. And you're adding in why telling them what to do the call to action. And the reason why I throw in here ethical bribe is because you could offer them something here of value to the person that lands on this page, in addition to all of the other stuff that they're going to learn about themselves. So whether it's the report that you're going to give them from when they signed up through this process and give you information. It could be useful Giving them a PDF, a checklist, whatever your giveaways are, you can add them to an email series, you can get them to book a call, whatever, whatever this stuff that we're trying to get them to do at the end, we're trying to now make this ethical, bribe relatable to what we're doing on the back end, that's something that they want that they put will help them with their, with what they're going to be doing. Okay, so, I'm gonna have like a framework laid out here. So I'm gonna be able to ask you guys a few questions, and we'll fill it out immediately. Right? Right there. And then. So, next step after that, is they're gonna land on the outcome page. Okay, on your outcome page, what's happening is, now the person has filled out their information, they've now opted in. So plus one dang lead generated, you just build your list, congratulations, dang, the persons in your database, you have this person in your database. Awesome. So a few things. Number one, you have an option with outcomes, your options for the outcome are as follows, you can set up your outcome inside my system, or at this point in time, when they click Submit, you could take them to an external, third link, whatever your sales pages and send them somewhere else, from this point on, that's up to you at depends on what you want to do with your business. But the ability for you to have an outcome page on my side is, is there. And it's a question of if you want to use it or not. If you're someone who already has everything set up, you have a business flowing in, and you normally will drop somebody into a sales page, great, then just to alleviate any extra work, send them over there, if you want, no worries, I don't care, but you want it to be relatable to what they just did. Okay. So on the outcome, your headline is still here, you're going to take this same headline, and you're going to have it onto the outcome page. Each lead opt in page will be there'll be a rule on where they're going to go. You could send them to four different outcomes, right, l 1201, l 2202. l 3203. Or you can send a 1201. And then the other 3202 if you wanted. All right, that's up to you. totally up to you, your guys choice. It's got to be relevant. Okay. The idea here is that you're trying to design a solution, very specific for each of the target markets that you've just created. Okay, you've laid the framework, you now like, put the dirt down, and you have a foundation and you have this thing where you're going to get somebody through the process, they now answer all these questions. And now you want to be able to know just do what you just would you just did all this work for? You want to be relatable. Okay. So on here, you're going to still have this same headline, where you're going to be outlining it with what is the desire, the segment specific desire, whatever that is that that specific target market wants. And you're then going to get into whatever the segment specific challenge or objection is, in the headline, same exact thing, how to segment specific desire without segment specific objection, challenge, what have you. Okay, so you're going to have that as your number one. Okay. Number two, is you're going to meet immediately communicate with them, about what just happened over here. And anything that you promised them, you want to get that out of the way you don't want them like worrying or leaving or doing anything, you do not give if you're giving away an ethical bribe. You never, ever give it away over here, in the outcome, you do not. You want the person to stay here and the outcome, right? You want them to get here and you want them to stay here because here's the part where you're going to try to transition them from a lead into taking some sort of action. All right. So what you do is you acknowledge the so you're going to communicate about the receivables that they're expecting. So if you're emailing them a report or sending them some PDF or checklist, explain to them, Hey, your reports on its way. It'll be in your inbox in the next hour. Right? And the reason why you're doing it with time is because you want them to not freak out and leave or and go look in their mailbox. You're telling them it's not going to be there for another hour. It really depends on what you're doing on the back end. You can use different time intervals. But it's all based on what are you doing with your specific outcome. If it's you want somebody to sit and watch a 30 Minute Webinar, well, then you need 30 minutes for them to hang out. Right? If you want them to just sign up for a guide, it could be, it'll be there in the next 15 minutes. Right. So the idea, though, is that you want them to stay here, you want them to engage with your newsletter, your video, whatever it is that you now have. And the goal here is you want to be, you want to relate to them, and show them you understand where they are. This is where you're going to describe their situation. And you're going to describe their situation, based on what you learned, all through here, up in your, your survey, all the things you learned about them, you're going to now talk about it, you're going to describe their situation, to the point where you want these people to be sitting there thinking, Oh, my goodness, man, he really understands me, wow, he really gets it. He knows what he's talking about. And that's powerful guys, like you're gonna hit on something of where they are. So as an example, let's say that you came through here, you're on the outcome page, I tell you that you're going to be getting a checklist on how to generate cold leads, you're going to get my blueprint, whatever, right. And now it's a, I got to be relatable to somebody and show I understand what's going on with them and their situation. So listen, I know you're struggling to generate high qualified leads, you're having trouble, you're spending money and leads aren't converting into sales. And it's frustrating. And every time you feel like you're making progress, you spend some time on a program, you go, you're launching bombs. And you're almost in a place now where you're, maybe this isn't for you, right, you're struggling here and you can't make it happen. But on the on the flip side, you're seeing all these people on the internet, running around, flashing their Ferraris. Living the the laptop lifecycle, and having a ball and making it look so, so easy. And it makes you feel bad. And I get it. I've been there, I understand that I understand where you're at. And don't give up. It's okay. And now I'm going to start to got dive into the what's the solution? Right? Like, what's the thing they're looking for? That I know about that I'm going to share with them. Now this is where I'm starting to do my transition. Right? I'm not I'm first relating to them showing understand them describing their situation. And now you're starting to transition. Now, you're starting to get into what is the one thing for their situation. So now, you're going to talk about delivering the solution, from the big promise earlier on over here, you're going to now start to deliver this to them, you're going to start to explain to them the situation with whatever it is that your solution is okay. And naturally, as you're explaining it, the answer to all of their problem is what you're selling your product and service. Alright. And now this is where you start to get into what you do. And the idea here is that you want to keep it relatable, so you start designing it. So let's say if you're gonna start to, you know, use your FA Q's, right for the logical people. Well, in that case, you're going to order based on segment. So if you have 10 questions in your FAQs, well, whatever questions are most relevant to each of your segments, you're going to have to order them, they're all going to be the same, you just going to reorder it on the page, okay? Because you want the first few to be whatever is relevant to whomever is coming through by your target market. If you're gonna start to do any proof, testimonials, again, relevant, if you know who they are, the more you know, you want to try to find a testimonial that is relevant to their current situation. Okay, I talked about this in the podcast last week, if somebody is coming through your flow with a 45 year old woman, you don't want the testimonial be some 22 year old kid who just got out of college who's a guy talking about like that he can go buy a really fast car, right? That's not going to be relatable to the 45 year old mom, who has three kids, she might be single and she's struggling to get by financially, right. She wants to see somebody like that. That's going through and finding some success with whatever it is that you're you're delivering to them. Right. So and then there's, you know, there's always the, the on the impulsive side, you're going to go and you're going to create some scarcity, some urgency, right? Depends on how you want to go about selling them. If somebody that is a risk averse buyer, are you giving any money back guarantee? If so make sure they see that, that they have time to get their money back. And that's it, right? You got it, you just boom. This is this is really the whole kit and caboodle. Once we have this done, and set up, now we watch and see how it performs. We're going to watch to see on the star page. What's the click rates? How many impressions do you get? How many people start? Once they start, we're going to watch the drop off rate from question to question. Right? We're going to see, usually we want to see 90% or more from each question, start seeing big drop off, we got to go change these questions. Get them on the lead opt in page. Now we're going to watch what is the conversion rate for each of the lead pages? How many people land on the page? How many people are actually filling out their information? Right? Is there a huge discrepancy on convert? Is this one converting 80% and these are converting at 10%? Why What's going on? Right? The other thing is, what we're going to want to look at is once they fill out the lead forms, how big is each segment, you're going to want to see from the lead, opt in what the percentages are for each of your segments. Because remember, you don't want to have one segment, over 50%, even 40%. So if you do, then this is going to tell you right here that your segments are inaccurate. So that's going to be a good measurement. And then on the outcome page, this is where we're going to watch to see how many people in on the outcome page and take the action that you're looking for. Okay, so that's where the analyzing comes in. And then we optimize based on these numbers. So you start doing it, there's these standard baseline numbers. But then, you know, as you start to watch your business you're going to have... You're going to know what numbers to expect. And then you have a baseline and then you then test and always see if you can be the control. Alright, so this is what we're going to be doing for the phase three. Ideally, the way we'll do it to be quick, is we're going to try to do it in a way where you'll have your big promise, you'll know your challenge, you'll know what the problem is. And then you will have your welcome page, right your start page, you'll know what ethical bribe you want to offer. Okay. So by doing so, we'll be able to fill out this these pages and you'll you'll be set up and ready to roll and test. For anybody doing it on segment, you just got to figure out what type of survey you're doing. So hopefully you'll make a decision by the time we talk. If you don't, we'll make a decision, hopefully on the call. Let's just go with something. And if you didn't - do the poll. So that's it. All right. So I hope this was helpful for you guys. I hope I am laying out a roadmap for you. Right? So after this, we have our phases live by next Friday, we should be done. We don't want to go live on a weekend. So maybe you start traffic on Monday. I don't know what that date is. But today's the 15th. Right? Today's Wednesday, so the 22nd, 23rd, 24th. So the 27th at the latest, this is the absolute latest that you should be getting traffic. All right. So that's my goal. Hopefully you're done sooner if you can get done sooner then awesome. So alright! That's all I got for you guys, today. I don't want to go into more detail about this until I start talking to you guys. But that's the higher level concept of what we're doing. If you want to give it a shot while you're on your own - go for it. Do whatever you got to do. Alright guys.
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