11 Feb Why My Perfect Survey Method Works In ANY Industry… And Why BILLION-dollar Businesses Use It Too!
Now that you know all about my Perfect Survey Method, I want to show you some real-world examples!
Here’s what you need to know. These five steps for building the perfect survey will work for ANY business, in ANY industry, selling to ANY niche.
I’ve done lead generation for every type of business you can imagine – and I ALWAYS got results.
Today, I will dive into how some well-known companies use this same method and provide a complete breakdown of their survey lead generation process.
These are billion-dollar companies we’re talking about! And I’m not using anything confidential here – you can go to their website right away, take their survey and see for yourself.
I went through their survey funnels, reverse-engineered them, and I’m going to explain how they work.
And if you have any questions after watching or listening to the show, please feel free to reach out. I’m always there for my Performance Marketers!
How Does Warby Parker Rely On the Perfect Survey Method to Run Billion-Dollar Business?
My son wanted to get a pair of glasses, so we recently did some online shopping together. We decided to check out Warby Parker, a very well-known American online retailer of prescription glasses and sunglasses.
Warby Parker is a billion-dollar company. When it comes to selling – they know their stuff. So for me, I was really looking forward to analyzing their customer journey while simultaneously going through it.
Right from the get-go, one of the first things you see on the home page is they offer you to take a quick quiz that will help you find the right frames.
It is a quick, 8-step quiz taking you through some key segmentation questions.
Breakdown of Warby Parker’s 8-Step Survey
The very first question is about whether you’d like to look at men’s or women’s eyewear. Its function is pretty apparent – it helps segment their audience by gender.
The second question is closely related to the field they’re in. On the screen, you can see three types of faces, classified as “Narrow”, “Medium”, and “Wide”. The logic behind it is that some frames go better with certain facial features, so this turns out to be a precious bit of information.
The following few questions were about the preferred shape, color, and material of the glasses.
There’s also a question that asks when your last eye exam was. Now, these types of questions are often considered quite personal. I’m assuming that’s why they also allowed an option for you to skip the question, to reduce the drop-off rate. And if I had to bet, I’m pretty sure this is the kind of question most people skip.
All of these questions are designed to segment the audience member who’s taking the quiz. The combined outcome of these answers will determine the category for each quiz-taker and present them with an outcome optimized to their needs. In this case, a selection of frames they’re most likely to like and purchase.
But to me, the last question was particularly interesting. Right at the very end, they ask you if you’d like to look at some sunglass frames as well. It’s a subtle nudge for all potential customers to consider a range of products they probably weren’t even thinking about initially.
I’m sure that a solid percentage of people do, in fact, choose to browse through sunglasses as well, which probably leads to a significant amount of additional sales over time.
The “Try-at-home-for-free” Offer
There are probably very few people who’d buy a glasses frame without trying them on first.
And since the COVID outbreak has made going to the store very complicated, the people at Warby Parker came up with a brilliant solution.
They’re offering to send their potential customers five frames for free, so they can try them on before buying. Once they’re done, they just put the frames back in the mailbox, and the mailman takes care of the rest.
This makes the whole experience very convenient for the customer. To them, it solves their problem perfectly and removes the risk from the equation. Because it’s such a great solution, people are very open to giving up their information, which makes this an amazing deal for Warby Parker.
Even though they’re taking on shipping costs, they’re getting precious data in return. And they can now leverage that data to create future traffic at their own terms. They’ve gathered a huge number of quality leads for them to nurture and send offers too directly, without having to pay for advertising.
It’s a billion-dollar business, guys! Like I said – they’re not messing around.
Make sure you watch the full episode to get more examples of the perfect survey method in action!
If you want more cool content about the power of generating leads with surveys, make sure to sign up for my SurveyDetective VIP waitlist!
Be sure to join us next week for an all-new episode of the Performance Marketer Podcast!
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This is my framework, a five-step framework to create a perfect survey that will be able to help you go out to the market and get high-quality cold leads. Somebody that is waking up and has no idea about you today. Okay? You're gonna be able to attract them, you're gonna be able to identify which one belongs in each segment so that you can create custom targeted messaging so that your brand, your product, your service, is positioned in a way that makes the customer feel like you created a specific product or service that is designed to help that segment with their specific problem. These are the five things that you want to do. Okay? And I'm gonna give you now, some examples!
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.
Who, out there right now, that's watching this that's listening to this has ever heard of a Mac Computer? Right? The company called Apple has created the Mac Computer. Well, when you go to their website, or you go into the store, the first thing they're going to ask you is "Are you looking for a Mac computer for your business?" Or "Are you a student?" Or, "Do you want a computer that you're going to use for more on the weekend for leisure to scroll on the internet?" Well, what they're doing is they're asking you a question so they can identify which type of computer they're going to try to sell to you. It's a Mac Computer, all three of them are the same, maybe different sizes, some bells and whistles on each computer. Right? The business one, maybe they sell for $3500. And they have all different types of bells and whistles included in that computer. Okay? But still - it's a Mac Computer. The student who needs a Mac Computer for school doesn't need all those bells and whistles. So they strip that down, there selling them a Mac Computer with some things that maybe are... Less software, maybe a smaller screen size, what have you, right? And the person that is leisure is going to get just the basic computer that has the access to the internet. What's the difference? The difference is the price. They're talking to each customer, the business person can afford a lot more than the student. And the person that's out there, just scrolling here doesn't spend a ton of money on a computer. Because they're not really using it for anything other than a hobby. Right? So there's a $3500 Mac Computer, there's a $1800 Mac Computer, there's a $900 Mac Computer. The only difference is who the audience is for each of those computers, who their target audience is. And then when they understand that they can go deeper to understand the needs, the problems that each of them are having, the challenges they're having, and why they would want a computer. And then that would be further niching down into another segment to understand each of those people's problems. So you may focus on just the business people or just people that are going back to school. Right? People going back to school, there's been times where they've offered a free Beats when you purchase the computer for college kids. Well, kicks off to listen to music. They add they're not giving this away to anybody that buys a computer that has a business. I've been there. There's been I remember going into the Apple Store and and buying a computer and they said they given away free headphones, which I wanted, but only to the students. I was like, Oh, I love those. But I'm at a college. And I'm like, Well, do you have anybody in your family? And I was like, Well, I have a 15 year old and a 12 year old and not Doogie Howser. So know that I don't have college kids. Well, then sorry, you don't qualify. I was like, oh, man, that stinks. Right? Because I would love that that would actually be good for me when I buy it, and I would be buying it for the business. But I'm not necessarily that niche customer for Apple. They're looking for somebody who's willing to spend a ton of money, maybe big corporate, for the business. But at the end of the day, they're creating perception to the consumer, that they're customizing it for each of the individual situations. That's it. They're identifying their segmenting their targeting their positioning to create perception to sell the same exact product all three segments. Boom right? examples. So let's think about it as, say, a real estate agent, right? Well, real estate agents out in the market. First off, it's very important on where you are. So when they're identifying some information from somebody taking this, it's got to be location based. So there's got to be a geographic question in there to understand where they're at, before they even go into anything else. So they're outside their limits, and they don't qualify, they can't do business with them. So they wouldn't want to target anybody in that specific location outside of what they can cover. Right. But so in one instance, there might be a, they're looking for buyers, right? So there could be segments on taking somebody through their survey or their quiz, and identifying what their price range is, because they want to talk to people that are, okay, let's say, Segment Number one is people that budget is from zero to 500,000. Okay, you want to do ranges, so that you can cover a certain range rather than just trying to like, guess on which one they are. But so 05 100,000 is what you've identified is like the type of buyer that you have, right. And it could be based off of the buyer or inventory that you have in inventory in the market. So zero to 500,000, the second segment could be 500,000 to a million, and then it could be a million to 2 million, and then truly plus, so you have four segments right now we are identifying on the buy side, where their ranges, what does that do? Well, that allows you now to customize a report on showing them listings, within a certain area of where they're looking. Now, in that type of survey, you want to learn a few more things about the consumer to be able to further niche down to what houses they're interested in. Maybe you want to know about what type of house they're interested in a colonial or ranch, right? Do they have children who you sell it to? If you have children, they're going to want to know about the school system, right? Or the crime within the town, do their parks, right, you're trying to identify what's important to them, that's going to ultimately influence their behavior, what they do, right the behavioral part of it. So it's what things are going to help them with making a buying decision. And that's all around behavioral marketing. So that would be how you do it in a survey. So then you'd have a survey, go on the back end, you get them a report, showing them some of the houses that are available, and letting them know that you'll be in touch with them. Or maybe you give them an ebook, or maybe you take them to a webinar to show them the 10 ways to find your dream house that will work with every buyer in the market to get the best price possible. Right. So things like that, let's say the real estate agent was looking for a seller. Well, in that instance, it's a very different marketing campaign. buyers are easy, there's no commitment, there's just looking for a house as long as you don't have to sign on exclusively. And typically you don't sign on with a broker, exclusive visual prior, right. But you create a relationship, and then it builds from there. But what real estate agents really want is they want to find the sell side, right? Because if they do, then in that case, they can get the listing. And when they have the listing when they're representing the seller, that is leverage. They have the house, now they got to go find all these buyers in the market to come and purchase. But they know they're going to get paid on that as long as they can do their job. And sometimes the house sells itself. Maybe you don't even have to be that great of a real estate agent, if it's an amazing house. And it also depends on the market. Right? Like right now. I live in New York. So New York City, real estate is on the down. And suburbs and houses are all people want to get out of the city. Houses are going like this, man, right? What's happened, What's changed? Well, with COVID. Now people are working remote. So now people don't have to commute. So now they can work at home. So now that one and a half hour train ride that they took every day there and back doesn't have to happen anymore. They're working out of their home. So now it's like wait a second. I want to get a nicer house, I need us a spot to hang out at. Right? It changes the whole dynamic, right? But so if you were doing it with a sell side, you would go out to the market in a different way. So maybe you would segment them by the time of when they want to sell and you'd want to focus on the hook of but what are sellers want, right? They want to sell their house for the highest price possible in the shortest amount of time. Right you know better feeling than listing your house and 24 hours later you sold it rather than listing your house and it's sitting on the market for six to nine months. And now you're like starting to doubt yourself and lower the price. Right, people want to just get the highest price they want people bidding to get the highest price in the shortest amount of time. So you would focus on something with a hook where it's all around that concept, right? And you can segment them by one thing would be, what's the timing of when you want to sell your home? Zero to Three months, three to six months, six months to a year or a year, plus, you're gonna communicate with those people very differently, right, the zero to three, those are hot leads, they're ready to pull the trigger people three to six, their mental capacity is thinking about it. Like I'm almost ready, but I'm just not there yet. Well, someone that's persuasive enough, might be able to convince them to list it, because the timings right, and they want to get the highest value for the house. They wait. Maybe they miss out, right? People have fun all day long, right? So that's the kind of stuff that you'd be doing. Right? A ton of different local businesses can use this, right? dentists, chiropractors, you name it, I can promise you, this can work for your business. And I'll give you another example. Just the other day, my son Zach, wanted to get glasses, these kids, it doesn't mean he doesn't need prescriptions, but all these kids want glasses. For whatever reason. Maybe it looks cool, smart. Or maybe they want to be Clark Kent. Right? For anyone who doesn’t get that reference - Superman. Right? But so he wanted glasses. So we went to this place called Warby Parker. It's a billion dollar company, you go to their site? And what do they do? They say you want to shop for men or women. So okay, that's the first thing. So they're already segmenting by gender. Okay, because they have different types for different types of genders. That's the first one, very basic. Okay, below that, you guys can all go and check it out, they have that you can take a quiz survey, so that they can recommend the perfect frames for you. Okay, and in their business the way they work, right? Like, it's hard, like you're not buying eyeglasses online without trying them, you need to try them on. I remember years ago, they used to have this thing where you upload your picture. And then you can just put glasses on. And that was also very cool. But like it just didn't, there was something about it that just didn't make you pull the trigger, right. So they came up with this plan, where what they do is they want you to come to your site, and you pick out five frames, and they will send those frames to you for free to your home, you have five days to try them. Within five days, you then are going to send back all five pairs. And if you like any of them, come back and buy them. Guys - genius. So our goal, their goal is that Warby Parker, right is to get somebody to pick out five frames so they can ship them to their house for free and not trying to sell them on the first visit. And their sales process. They need to just get frames out the door. Three free frames out the door. Easy lamp from a consumers perspective, you don't pay dollar. All right, cool. I'll pick five frames as soon as me, I don't have to do anything comes to my house. I don't kind of pay for anything. There's no commitment, right? So someone that doesn't know anything about this. Okay, you're not asking me for too much, I would do it. So in their survey, what they're doing is they're trying to fit the exact type of frames for each person. And I jotted down in the questions. I'll try to do it off memory. But the first question was, what's your gender? It's a demographic question. And then they start to ask, What is your face with an odd question, right? What do you mean? What is fine face with? The answers are narrow, medium or wide. They have cute little cartoon pictures that show narrow, medium, wide. And they're doing that, because that's part of their segmentation. Right? Different glasses look good. And different types of faces. I have a narrow face. So pick narrow, right? Now, they start to ask other questions like the material type, you do like metal, mixed metal, what kind of colors you can customize the type of colors that you're interested in. They asked you when your last eye exam was taken. But it's interesting on this on this question, what they're doing is, it's like a bit more invasive and exam. So they have the ability for you to skip that question. Right? You can do that later, because they don't want to get into all that. So you can either answer it 123 months, 36 months, what have you or skip? In fact, most people skip it, unless you're going there from someone recommending. But so then they get into and this is this is a good question. right in your survey. This is all based on this the product question what they're doing is they're selling You, okay, we have your results. But before we give them to you, do you want us to just show you eyeglasses? Or do you want us to also include sunglasses? Well, I came there for eyeglasses, but now they're asking me about sunglasses. And I'm like, maybe I wasn't thinking about sunglasses, but perhaps, right? I guarantee you, a percentage of people are clicking Yes. And what's happening is, then they're starting to show sunglasses and eyeglasses. But let's say you didn't pick it, right. So what they do is they land you on a page. And all they're doing at that point, is they work backwards from all of their products to filter out all of the types of frames and colors and the face types that fit each of these specific eyeglasses. Yeah, you can go back and say, show me all of them. But what they're doing is, they're already filtering it for you. And they do that they come up with those questions based on their business, because they know that when people are turned on glasses, there's certain types of faces, that glasses look good on narrow versus medium, right or a wide face. And they're now able to get people to come and make it a seamless process. And the beauty is, people just click Boom, Boom, Boom, Boom, Boom. Alright, send it to me, I'm giving you my information. Because you're giving me something very unique, something of value, I get my name, I get my dress, I'm signing up, right now they have my contact information. They're building a list. Now, let's say I came from Facebook, and they bought that click, the next time they want to communicate with me, they don't need to pay Facebook, because they got me into their database. Maybe I sent a text, maybe I sign up for their email list, maybe I signed up for their Facebook Messenger, whatever the means of communication is, they're going to be able to communicate with the customers. And at the end of the day, at that point, now, they're going to receive those five classes in the mail, and come home and try them on which we did. Right, my son, try them on and check them out. And we came to the results that we loved one of them look the best and one of them. Great. So what we did was, we pack them up, close the box outside and put it back into my mailbox with the flag to let them know that they need to take it back. So for me, I didn't really have to do much. Right was very analytical of store. And you have to go back to the post office. And if the pay for any shipping, nothing. I mean, it was free. The experience was great up to this point. And now they say if you liked anything, come back to the site and buy it for $95. Guess what, guys? We did? What? 95 bucks, then they upsell you. Do you want sunglasses? Right? Do you want certain things that can help you clean your glasses? Do you want Blu Ray? Right for upselling? You for if you're looking at the computer, I mean, it's a billion-dollar business guys. They're doing all of this using survey, they're using quizzes to identify their segments they're targeting, they're customizing the targeting. They're ultimately positioning Warby Parker, to somebody specific needs. So if you're on their email list, they're only going to send you emails around things that they know about you. Right. So in that instance, they can have, let's call it their segments are narrow, wide medium, they can have an email sequence after each of them customized to those people. All you got to do is change one or two of the variables, and then trigger a four-day buying cycle of an email sequence. I created a 14-day email sequence in my platform that's turnkey, you guys just kind of answer some questions and it builds it for you. And it's beautiful. And I'll talk about that later date. But there's, there's a strategy behind how you do this day one, day two, day three, day four, right? Each day, there's a meaning for that email. And it's all leading towards nurturing these leads and getting them to trust you giving them value, so that they will pull the trigger. And that's it guys. That's my five-step framework to create the perfect survey, or the perfect quiz whenever you want. End of the day, this is it. Bone attract, identify segment target position. There you have it, guys. If you like this, give me a favor, subscribe, hit the like button and turn on your notifications and leave a review. It goes a long way and I appreciate it, truly. So please take some action. And if you're having trouble generating leads or high-quality leads, I'm wanna hear it. I wanna hear all about it. You can type it down below in the comment. What's your biggest challenge is when you're trying to generate leads? Where are you struggling? Where you're striking out? For the record, guys, as you start to do this, what I'm doing is, I'm asking you, because I'm trying to find segments, right? I already know my segments. But that's how you do it. You communicate with your customers, you listen to your customers, you ask them questions. They're going to tell you what their problems are. You do not have to guess. You shouldn't be guessing on your segments. You just have to ask. So like I said, if you want to generate leads, if you're a business looking to generate leads, and you're struggling, tell me why. Write it below. I'll read it, and I will answer. If you're somebody that wants a lead gen business, and wants to create cash flow, this works, you can do it. I generated $100 million doing this, I promise you, it works. And I can teach you all the steps to get there. And you can use my platform to build a serious business. So leave a message below, tell me what's up with you. You can also join my new text community. 917-636-1998. If you have any questions from this, ask me, shoot me a text and ask me the question. What's going to happen is they're going to ask you to add my contact to your phone, you're going to be added to my phone, and then we're going to have the ability to communicate through text. Ask me questions. Take advantage of it. I'm telling you, I spent about 30 minutes a day answering questions for my tribe. For you Performance Marketers that truly want to do this. I will put the time in. If you believe and you work hard - I'm there. I love this stuff. I could talk about this all day long. I geek out on this. It's so much fun. And what's so exhilarating for me is that I know it works. So for me to show you how to do this. And then you see results, and I can make an impact on your life, that's meaningful. That gives me the goosebumps. So text me now. 917-636-1998. Guys, I appreciate you being here, I appreciate you listening. Until next time, go at it. Go get some, kick some butt, and I'll see you on the turnaround! Later!
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 welcoming you into my family. And remember, results don't lie with the people who don't have any tier. Thanks for listening.