29 Oct Survey Case Study: How to Use a Lead Generation Survey for E-commerce Customer Acquisition
This week, we further explore just how powerful surveys can be for lead generation.
Over the last couple of episodes, I’ve been systematically debunking people’s most common objections about surveys. We went through an entire mountain of examples and “what if” situations.
For this episode, I want to share a survey case study; a real-life practical situation from one of my most recent projects with a client who owns an e-commerce business.
I’m helping them generate new leads using surveys, and I want to give you a high-level overview of my process from start to finish.
With each step, I will highlight some of the crucial questions that need to be answered and share cool secrets of the trade.
In this episode, you’ll learn how to structure surveys, predict your budget using my bulletproof formula, and set up a customer acquisition strategy that works!
I’ve built my affiliate marketing business using this exact model.
Remember – it always comes down to figuring out the math and how to make it work in your favor.
How I Help My Clients Generate Leads with Surveys
I’m going to breakdown my process into steps and take some time to address every single point.
The First Step
Whenever I work with a client, I always start things off by asking this simple question. Are we selling multiple products or just one?
It’s an important thing to figure out right away because it will determine your segmentation strategy.
Are you matching different products with different audience segments? Or are you just creating a perception that you’re doing that by tailoring your messaging to each segment?
You have to understand the purpose of your survey before you can create it.
In this scenario, my client owns an e-commerce business that offers three different products: probiotics, weight loss, and hair products.
At times, external factors come into play and help you make a decision.
For instance, some of these products contain CBD oil, which is approved only in certain states. This helps narrow down our options right off the bat.
The most important thing is to ask your client to provide you with ANY relevant information about their audience.
So here, my client came back with sales data that clearly showed probiotics were their best-sellers by far, so we decided to work with that particular product exclusively.
What’s the Goal on the Back End?
Another critical bit of information for me to know is what are we trying to achieve on the back end?
Knowing the goal of the survey helps me get specific and creative about achieving it during the build-up.
There are always lots of different things you can offer on the back end. It can be something free, like access to a Facebook Community or some kind of a lead magnet.
For this particular client, if they tried to sell their product of the back end, then offering a coupon or some other discount would be an excellent way to go.
“Data is going to tell you whether it’s working or not.” – Eric Beer
Segmenting Your Audience
Now that we know what we’re selling, we can create segments based on people’s objections and needs.
Some people will need probiotics because they feel bloated, other’s might use it to get rid of constipation. The key thing here is to segment people into sections and group them based on the issues they need help with.
This will allow us to create custom messages tailored to the needs and objections of each section. These types of messages are always more likely to resonate with your audience and increase conversions.
Coming Up With a Survey Hook
The survey’s hook contains the big promise about your survey. You need to explain why they need to take it and highlight what they’ll get from it.
For our case study, we can go with something along the lines of:
“Learn What Type of Probiotic Is Right for Your Stomach Issues”
How to Create a Customer Acquisition Strategy
Creating a customer acquisition strategy is what allows performance marketers to be so effective.
It’s about gathering all of the relevant numbers and creating a system that works in your favor.
You need to create a system by which for every dollar you put in, you earn back more.
“Any advertiser would welcome paying $100… If they’re going to make $240.” – Eric Beer
One of the most important metrics you need to know is the lifetime value of your customer. It’s what allows you to plan out your budget.
Using the lifetime value of your customer, you can now determine your customer acquisition allowable. In other words, you can now define how much money you can spend on acquiring each new customer.
Each system consists of your allowables and predicted conversion rates. That way, you’ll know right away if a deal is good for you and your client or not.
Check out the full episode to learn more about how I use valuable metrics to create a killer customer acquisition strategy!
Thanks for tuning in for another episode of the Performance Marketer Podcast!
See you next week!
- Inspiringby stevie h b from United States
Eric’s energy, wisdom and experience get me pumped up to do more.
- Eric changed my life, thank youby Nicole Aliba from United States
Anyone who has a chance to listen, do it. Subscribe, download and listen. Eric is authentic, he truly cares about the people he comes in contact with. I know eric, I’ve tried to be around him and learn from him any chance I get. He’s been successful in every stage of his life. Getting the opportunity to hear from him direct, how he thinks, how he goes about achieving his success, his strategies, his tactics, his outlook on life. I’m thankful he started this podcast and I’m thankful I get the chance to learn from him. I have no doubt the lessons he delivers each and every episode will help me continue to be succession my journey. Thank You Eric for making an impact on my life and making me realize I’m capable of so much more than I ever realized. Your support fuels my success. Good luck with the podcast!
- Wholly Cow!!! Eric Is The Real Deal!!by Supreme Dragon Slayer 69 from United States
Seriously.. Affiliate Marketing has been around for a LONG time.. However, it’s always been associated with scams, and fly by night marketing tactics that are shady l, illegal or unethical at best. Until now. Eric runs his entire business (which is ultra successful btw) the same way he runs his life.. On pure integrity. Finally, a podcast that is teaching Affiliate Marketing based on being.. Ethical and Transparent. But the best part? This podcast is soooo much more than just Affiliate Marketing.. it’s about running a successful business and successful life. So far Episode 3 is my favorite and I look fwd to each episode as soon as it comes out. Highly recommend this to anyone, regardless of where they are in their business!! Straight Gold Beb!
- Daveby Rothbone from United States
One of the best podcasts in a long time. Very insightful, had me at the first 2 minutes kept me for entire podcast. I am a entrepreneur myself and found it very interesting.
- Eric Beer is a genius.by Raera29 from United States
I've only briefly met Eric - but listening to his podcast (as well as his YouTube videos) - it's clear to me that he has an in depth understanding of how marketing should work. Brilliant podcast!!!
- Beer podcastby Bghbhhhggghugyhjjgtjporws from United States
So excited to get more info from Eric Beer to help further my career.
- Great Stuffby Dr TBA from United States
I have been a business owner and entrepreneur for over 25 yrs. I found the information both interesting and informative. I am a fan! Dr Todd Askenas
- This dude is the real deal...by gossjoh1 from United States
I’m in the internet marketing space and have heard about Eric Beer from other entrepreneurs and it’s always about how much he crushes it. Over $100,000,000 in revenue... no joke. I had the good fortune to meet him this weekend at an event and he couldn’t be more humble and genuine. Just listened to the first episode and it is awesome! Can’t wait to learn and grow from you Eric and thanks for sharing your wisdom and experience with all of us!!
- Awesomeby Archmatic from United States
Thank you Eric for all your motivation and confidence! This is a must listen. Eric is always on his game and ready for a challenge!!!’
- Informative and relatableby srg1113 from United States
I've listened to the first two episodes and found them useful and entertaining. Eric gives a lot of background to how he got to where he is in his career and the challenges he encountered and overcame along the way. He also shares his knowledge in a way that's easy to understand and would be useful both to people new to Internet marketing, and to people like myself who have some experience but are looking to expand their knowledge. I'm subscribed and looking forward to future episodes.
- Outstanding!!!!by casino exec from United States
This is an excellent podcast for entrepreneurs in any industry. Hearing Eric interview and discuss proven success stories is like getting a motivational fix within 24 minutes. Can’t wait for the next episode!!!
- High Fiveby chris drazek from United States
This is good! Guy is well known industry veteran. In the age where it's hard to get 15 minutes with someone like that on the phone, these episodes have a permanent placeholder on my calendar. Well done and keep up the good work!
- Amazingby Rtfdghf from United States
Walked into the office inspired and motivated! Great listen.
- Just discovered a GOLDMINE of information!by ericamerica from United States
This is next-level marketing that EVERYONE needs to know. SO much value here! This is information people would be willing to pay BIG $$$$$$ to have, and he’s just laying it all out here.
- Insightfulby lonestar1818 from United States
Incredible insights from one of the best!
- Entrepreneurial Goldby girlfriendwithnutallergy from United States
This podcast is amazing an a must have for anyone looking to take their entrepreneurial endeavors to the next level. Whether you are interested in becoming involved in affiliate marketing, or are just a student of life looking to learn about one of the largest and least discussed industries, this podcast is for you. Eric makes his passion for entrepreneurship available to all with this podcast, and for that reason it is a must listen.
- Knowledge bombs!by Sheree Trask from United States
Eric is a wealth of knowledge, not to mention, incredibly humble! He's got the proof to show that determination, grit and perseverance pay off... and I love that he's shedding light on the world of performance (affiliate) marketing with tangible tools anyone at any point in their online journey can apply. Thanks for all you do, Eric! Excited for more!!
- As Smart As they Comeby Lgoldberg1976 from United States
Eric Beer is a tremendous listen. His story telling and motivation have already driven me to work harder. Can’t wait to hear what he has to say next.
- Great contentby Sensei Victoria Whitfield from United States
Eric is a great guy, gives from the heart and is a wealth of powerful, profit-positive information. Rock on, brother!
- So informative and easy to understandby bergbusiness from United States
If you are serious about starting in this business this is the podcast to help kickstart your career. I highly recommend tuning in.
- Powerfulby reebcire from United States
Never realized how mich money performance marketers make without taking much risk. Get excited to learn more
- Eric Nailed It...by Mark Duke from United States
You do not want to miss out on this podcast. Eric is absolutely brilliant at his craft. A MUST listen or anyone who is wanting to ethically up their game in the business + affiliate marketing space. Cheers!
- I loved this podcast!by DPG...123 from United States
I just listened to this not knowing what to expect and it was FANTASTIC! I am hooked and can’t wait for more episodes. Looking forward to learning a ton from Eric 🙂
- Eric’s trainings will up-level your life!by SwayBuckley from United States
Eric’s level of transparency and REAL value is not only rare but transformative! Don’t sleep! He’s the real deal!
- Got me hooked from the startby Doc bus from United States
Hearing Eric’s story and why he is looking to share his knowledge of starting a business was so motivational. Looking forward to hear what he comes out with next. Hoping I can use his coaching to take my own life and business goals/ideas to the next level.
- Eric is a genius!by Golden Oracle Ministries from United States
I had the pleasure of meeting Eric Beer in a high level mastermind that we are both a part of. I must say that every time he opens his mouth marketing gold falls out! I’ve made millions both online and offline, so when I hear someone talking about marketing I’m not usually that impressed, but with Eric I’m beyond impressed. I’m blown away!!! Learn from Eric, do what he say and watch your business grow.
- Excellentby JLRPS22 from United States
- Awesome contentby NickTheGreek83 from United States
I don’t normally write reviews but this is a must listen for anyone considering starting a business. Eric thank you for taking the time to give away some of your secrets! Look forward to future podcasts.
- Legend!by Daxy111 from United States
SO excited for your content to come. You're advice and results is authentic which is rare now a days!
- *****by acrygvbh from United States
Fantastic relevant info !!!
- The real dealby Erin_Verb7 from United States
Eric Beer is one of the smartest media buying minds I know. Take this chance to learn everything you can about affiliate marketing from him. He will teach you an ethical way to make your life and your family’s lives better through affiliate marketing. He’s the real deal.
- Genius marketing knowledgeby Nick349731 from United States
I can’t wait to continue to learn rom Eric! So skilled and such a genuinely good person too. Keep putting out the great information Eric!
- Great story and great infoby R-Rot from United States
This was a very interesting podcast. It was honest, informative and motivational. Eric has a great story that, everyone who is interested in starting a business, should listen to. Highly recommend!
- Amazingby Billion Dollar Cowboy from United States
I can’t wait to learn more!! So so good!!
- Awesomeby Eric X 2 from United States
Eric Really enjoyed listening to this. Keep up the great work!!!
- Let’s Market!by hjdvikes from United States
As someone who has networked and marketed more over the past 2 years than ever before in my career, this Podcast is an absolute MUST listen for me. Eric makes it easy to listen, learn and apply.
- Invaluable information!!by lpro1111 from United States
Invaluable information. Can’t wait to dive in.
- Great information, tons of useful tipsby jonnygal77 from United States
These are great, so much useful information that I can use immediately and effectively. Thanks Eric
- Great listenby Xtra Medium from United States
I love listening to Eric’s podcast on my way to work. Looking forward to applying some of these principles to my career.
- Definitely worth a listenby SBS776 from United States
I have had the pleasure of working with Eric and this podcast is a roadmap to success. He is a professional with years of experience and delivers results
- Game Changerby Jay Heydt from United States
Eric Beer is a game changer for your business. I had the privilege over the summer of taking an online marketing class with him. The daily interaction with Eric made me believe anything was possible as well as opened my eyes to an entire world that is online that I was missing. You will learn and earn with Beer. He is one of the best business coaches out there!
- Performance at its best!by Shm722 from United States
Eric has great ideas and insights!
- Listen to a visionary....by RobH60 from United States
Eric is a genius and visionary. Always looking to get ahead through hard work and drive to success yet he is super down to earth and willing to spend the time to share the secrets of his success with others.
- Finally, coming out to teach the worldby RogerSmith! from United States
I've known Eric for quite some time and he has been the guy who is quietly CRUSHING it. I'm glad he is coming out to the masses to share all his knowledge!
- Can’t wait to dive into these!by Arushi-315 from United States
I can’t wait to learn from Eric so I can level up my marketing!
Think about it, they'll take as many leads as possible, as long as the conversion rate stays the same, and the cost per lead stays the same, right? Obviously, we try to lower the cost, and it would be that much better of a business. But at the end of the day, any advertiser would welcome paying $100 all day and night, if they're gonna make $240 bucks.
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.
Hey, what's up Performance Marketers? Welcome back. Today, I want to talk to you guys and show you a real example of applying surveys to your lead gen strategy with a client. I was speaking to somebody earlier today, and they have an e-commerce business. And what that means is that they sell products, they ship something from the warehouse to a client, to a customer. Alright, so customer goes on, they buy something, and then it gets shipped out to the customer. It's an online business. And we're talking about generating leads and creating a lead flow process for their marketing strategy. And we're implementing surveys to do so. So just want to take you through like a high level of a quick, what do I do with them? How do I go about doing this to decide on what the direction of these surveys can look like? And you guys can kind of put some pieces together. But ultimately, the first thing I want to do is I want to look at who's the customer and I also want to look at how many products do they have? Is it multiple products, or is it just one core product? So in this instance, there were multiple products, and they have probiotics, and they have a weight loss, and they have a hair product. And they're targeting females anywhere from like 25 to 50. And you can go into more detail about that. But for the sake of this example, we're going to skip it. But so the point is when we looked at the multiple products that they had, one of the ways that we would have to decide on how we're going to segment is if we're going to be promoting multiple products, or just that one core product. So what I like to call in the segments is either we're going to be matching multiple products to different segments, or we're going to take all of our segments, and then we're going to then funnel them all through to create a perception that the core offer is the solution for their needs. So it's either matching or perception. So in this instance, weight loss probiotic, and the hemp, CBD, CBD is only approved in certain states. So that limits us right on when you're buying. So we're out there and we're generating leads, there's going to be some qualifications. But uh, we made a decision that we were going to focus on one of the products. So the idea is that the client is going to go back and look and get some more information on who their customer is like, how are they buying? What are they buying as much information as they can get? So they can come back and say, okay, like, we're gonna go and do the probiotic. That's the most popular. This is the highest purchase product bah, bah, bah, bah, bah. Right? So they're gonna go and get some information. But for me, it's more. Okay, well, what's the goal on the back end, and there were a few things that we talked about. One is they have a community of Facebook community. So we could be driving somebody to a survey taking them through the flow, and at the end, giving them the ability to join this private Facebook group, so that they can join the community. And then the advertiser will have the person's email address to communicate with them that way, in addition to getting them into the Facebook group, but if they wanted to try to sell something, or in the back end, then the things that they can do is on the back end, is like giving a coupon for purchase, or a “buy one, get one free”, having samples of the product that they can test, or free shipping. So those are a few of the options that we have, that we can see which one converts better and right you go out. You never really know what's going to convert. And that's why your test data is going to tell you whether it's working or not. But so once we figure out the product, we figure out the segment, we figure out the survey goal, we're in a pretty good position. Now to know what We're going to do next right? So we come up with our survey hook, in this instance, probiotics, what probiotic fits your stomach issues, something along those lines, right. And then you create your segments on all the people, which is like people that feel bloated or have guests, maybe the constipated or the runs, right? So you segment them by those different issues. And then based on where they fall is where you're going to now focus on that area on the outcome page. But so once we do that, we set up our questions, we get the lead opt-in, we have our outcome, we're all set. We know we're going to drive traffic, what happens now is, it's the acquisition strategy. Right? So the questions I have for anybody that's going to be doing this for this client, is alright, well, now what's the lifetime value of your customer? The reason we want to know what the lifetime value of the customer is, is because we want to know what the customer acquisition allowable that you have, right? What's your budget. So in this instance, it's like, to give you an example, if there's the lifetime value of a customer is $240, then let's say that you're going to use $100 as your allowable, the amount of money you can spend to acquire a customer. Okay? So for us, knowing that we can now look at the survey to figure out what we can afford on a lead basis. Right. So we don't know what we can click or afford, right. So it's gonna come down to a bunch of different factors. And it comes down to this, right, if you're allowed was 100 bucks. And now you're going to go out and start buying traffic clicks. If you're paying on a CPC, it's how many people click, go through the process, and then sign up as a lead opt-in and get to your outcome page, that would be a lead. Now from that point on, you'd want to say, "I have X amount of leads that I get how many people convert into a customer, so let's call it for easy numbers." Let's say you generate 1000. leads. Okay? So on 1000 leads, let's say that you now spent $5,000, okay? On the test, so you generate 1000 leads with the $5000 bucks you spend. So at that point, you just divide 1000 by 5000. Right? And you get a $5 cost per lead. But you don't know if it worked or not. You don't know if you can afford $5 or not. Right? So what we have to look at the clients look at as well as, what's the conversion rate gonna be? So on those thousand if you spent five grand, and now you got 1000 signups, can you back it up? And you just said you have an allowable of $100. So how many sales do you need? So you take the $5,000 of media spend, and you divide it by 100? So in that case, what is that? 50? That's 50 sales. Okay, so you would need to get 50 sales off of those 1000 leads. And that's the metric that you're going to go out and test and see. Right? And, you know, is it? Is it possible that you can get that? What is that a 5% conversion rate? Right? It's not crazy. It's not crazy. And if that's the case, and we're able to do that, think about it - they'll take as many leads as possible, as long as the conversion rates stay the same. And the cost per lead stays the same. RightObviously, we try to lower the cost. And it would be that much better of a business. But at the end of the day, any advertiser would welcome paying $100, all day and night, if they're going to make 240 bucks. So I just wanted to show you guys this, right? This is how you apply a survey to your lead generation marketing plan when you have a business. Right? So this is for any e-commerce type of business. You could do it if you're in the services of your dentist or a chiropractor. Right? If you're a coach if you're trying to get people to get onto a webinar, or you're trying to sell somebody high ticket or a mastermind. So, in any event, I just wanted to show you guys that I hope it was helpful. And if you have any questions, you can always reach out. Otherwise, I will talk to you soon. All right, good. Bye.
Would you like to learn how I built my business using other people's money? If so, then go join my 21-day challenge at performancemarketersecrets.com. I look forward to meeting you and welcome you into my family. And remember, results don't lie, but the people who don't have any tier. Thanks for listening.