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Gold CASE STUDY - Here's How a Lead Capture Funnel Looks Like

Discussion in 'Guides, Case Studies and Tutorials' started by Vita Vee, Sep 3, 2015.

  1. Vita Vee

    Vita Vee Service Manager Service Manager affiliate

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    I've just started a new campaign to promote a baseball digital product.

    I'm going to explain what I did and show you my pages and ads.

    But first, I need to mention that these are all basic stuff - so if you don't learn anything new don't bite me [​IMG] That being said, I believe that the foundations are critical and this is what many affiliates, mainly beginners, are missing.

    Before exploring the details, here's a general overview of my initial funnel:

    [​IMG]

    Let me explain what is happening here... let's analyze each part of this funnel one by one:

    [​IMG]

    The red circle at the top left represents the incoming traffic. The first thing I do is sending the visitors to 1 of 3 different optin pages (A/B/C split test). When I advertise on FB, I *ALWAYS* capture the email addresses before anything else - when I have those leads I can promote to them anything under the sun without having to check if it's against FB's TOS or not.

    Here's the 1st optin page:

    [​IMG]

    The 2nd one - the background is a video showcasing the product I'm giving away:

    [​IMG]

    And the 3rd one:

    [​IMG]

    After someone optins, there's a test to see if the traffic is coming from FB. If yes, a conversion pixel is triggered.

    [​IMG]

    In both cases, the lead is then redirected to a rotator that will send him to 1 of 2 different thank you pages (A/B split test):

    [​IMG]

    Those 2 thank you pages have links to affiliate offers.

    Let's look at the 1st thank you page - as you can see on the screenshot below, 3 actions are possible on this page:

    [​IMG]

    The 1st action is an affiliate link leading to the sales page of the product I'm giving away. People are impatient - some of the ones entering a giveaway think they will not win and decide to buy the product without waiting.

    The 2nd action is an affiliate link to a digital product called "Baseball Swing Mastery". It's a video course sold on Clickbank.

    The 3rd action is also an affiliate link to another digital product called "PRO Hitting Mastery". It's also a video course sold on Clickbank.

    Even though that thank you page has 3 different affiliate links, only 2 will be displayed at once. Action 1 + Action 2 or Action 1 + Action 3. The goal being to find which digital product converts better.

    Before I show you how the thank you page looks like, I need to mention that there's also a contest presented to the leads at this point. They are given a unique referral link and earn points when they share the giveaway with their friends. When they subscribe they earn 1 point. When they have one of their friends subscribe through their referral link, they earn 10 points. And when one of their friends refer someone else, they earn 5 points.

    It's all done to motivate them to share with as many people as possible.

    So here's how the page looks like - in the version below, Action 1 and Action 3 are shown (sorry I had to scale it down as it wasn't fittin vertically):

    [​IMG]

    And 50% of the time, the banner at the bottom was the one for Action 2 instead:

    [​IMG]

    The 2nd thank you page was just a variation of the 1st one, where I just swapped the top banner with the bottom one to see which one would bring the most revenue:

    [​IMG]

    Very quickly after starting sending traffic, I could see that the optin 1 was performing poorly and had only 3% chances of being the best:

    [​IMG]

    [​IMG]

    So I eliminated it from the split test to know faster which page between optin 2 and optin 3 would perform better:

    [​IMG]

    Shortly after I could see that optin 2 had 99% chances of being better:

    [​IMG]

    [​IMG]

    So I cut optin 3 from the split test to send all the traffic to optin 2 (the one with the video background).

    [​IMG]

    Continue reading below...
     
    Joseph S, mojacho, T J Tutor and 3 others like this.
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  3. Vita Vee

    Vita Vee Service Manager Service Manager affiliate

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    At this point, I should have added a new optin page to try to beat optin 2 but I didn't. I was busy in another part of the funnel. I noticed that people reaching the thank you pages, barely clicked on the affiliate links.

    [​IMG]

    So I changed the bottom part of the funnel to this:

    [​IMG]

    Instead of sending them to the leaderboard pages with the top and bottom banner, I split tested 3 new pages instead.

    This one corresponds to the "Hurricane 4 Confirm Email" node on the left part of the funnel - the top bar is animated:

    [​IMG]

    It has 2 possible actions. The banner to the product I'm giving away, and the video screenshot that either redirects to "Baseball Swing Mastery" or to "PRO Hitting Mastery"

    Here's the 2nd version of the confirm page, corresponding to the node "Hurricane 4 Confirm Email 2"

    [​IMG]

    And here's the 3rd version, corresponding to the node on the right "Hurricane 4 Confirm Email 3"

    [​IMG]

    As you can see below, those pages performed MUCH better than the previous ones and the click through rate was great:

    [​IMG]

    I still kept the leaderboard pages. But instead of sending the leads to those pages after they optin, I sent them there in the welcome email they receive. That way, I could still explain to them that they can earn more points by sharing with their friends.

    Here's the welcome email, if you wonder how it looks like (real urls hidden):

    ----------------------------------------------------

    Subject -> Hurricane 4 Giveaway: Increase Your Chances of Winning!

    Thanks for your interest! Your entry is now confirmed.

    BUT are you THE one who is going to get the Hurricane Category 4 Solo Swing Trainer?

    You currently have 1 point.

    You can dramatically increase your chances of winning by following the 2 steps below:


    STEP 1: Send an email to your friends and give them your personal referral link:

    http://xxx.xxx/hurricane4?kid={{social_id}}

    You earn 10 new points for each friend you refer.

    And you earn 5 additional points each time a friend you have referred refers someone else!


    STEP 2: Share the giveaway with your friends on your favorite social networks by using the buttons below:

    {% share_buttons %}

    These links were created just for you. Using them will credit you for anyone you send us.


    You can check the leaderboard and your current score at any time by clicking **this link**.

    Have an awesome day!


    Brad Hudson
    http://xxx.xxx

    PS: The winner will be selected based on a weighted draw. Everyone has a chance to win,
    but the more points you earn, the more chances you have.

    PPS: Do you want to learn or teach your son to hit like a PRO? **Check out this video now**.

    ----------------------------------------------------

    To be continued...
     
  4. rigby

    rigby Affiliate affiliate

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    Pretty thorough explanation. Definitely will keep watching this thread for more.
    I see you're using funnelflux to build your funnels. I'd be curious to know how you you go about building lp and offer pages.
    Not that the tool is that important, though. The points system with referrals seems pretty awesome too
     
    Vita Vee likes this.
  5. Vita Vee

    Vita Vee Service Manager Service Manager affiliate

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    For the 3 optin pages above and the referral system I've been using KickoffLabs. For the 3 confirm email pages, I've been using the "Profit Builder" wordpress plugin.

    KickoffLabs is really great, but to get the interesting features like the incentive emails you need the highest plan, at $149/month. It's not cheap, so better have a good system in place.
     
  6. rigby

    rigby Affiliate affiliate

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    Uhm, I felt like it was something familiar.
    I've road tested kickoff labs with some prelaunch campaigns, but didn't like it somehow.
    Now, I don't want to publicly talk bad about it because I'm not much of an expert and by speaking with support I've understood that some of the features I was looking for were available, as you said, only with higher tier pricing.
    I didn't get the chance to try out the competition feature, just played around with it.

    A thing to mention : I was always messing up with how the lp looked, rather than just changing the copy.
    Anytime I messed up, I could speak with support and they would fix the page for me, no charge (and I was on the 50 usd/mo plan, don't remember if it's the lowest pricing tier).
    So responsive support, but I hated how anytime I'd try to change anything but the copy I was sure it was going to get messy. Something that I don't get with LeadPages, which has a much more streamlined workflow.
     
    Vita Vee likes this.
  7. marketerbybirth

    marketerbybirth Affiliate affiliate

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    hey @Vita Vee thanks for sharing all that great information. Its really amazing to see an engineers like approach to get a campaign perfectly optimized.

    Aesthetically your pages looks great, but I have an unsatisfactory kind of emotion about the tone and language which is used. It is sounding a little, hard / harsh. Seems to be coming from an unprofessional person. As an example take this line;

    " You must click that link to confirm your email address and be entered for the give away"

    As a customer, I will never respond friendly to such a behavior. There is a better way to convince them like, tell them that its all to keep this promotional offer free from bots and spammers so, that only the real enthusiasts like You can win...

    by the way, its my personnel opinion and don't take it as offensive. Please keep this thread updated
     
    Vita Vee likes this.
  8. Vita Vee

    Vita Vee Service Manager Service Manager affiliate

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    Thanks @marketerbybirth I don't take it as offensive at all, I like constructive feedback. That's interesting, I actually have good results with this aggressive call to action. As you can see it's double optin, and around 80% of the leads confirm their signup. I think in the 20% remaining there are people who entered bogus emails, others who forgot to confirm and probably some who didn't like that sentence either :)

    That would need to be tested.
     
    thehuffman likes this.
  9. Jack Powell

    Jack Powell Affiliate affiliate

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    Does the point system really work ?
     
  10. Vita Vee

    Vita Vee Service Manager Service Manager affiliate

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    Yes, it does. But looks like it's not perfect and not counting all entries.
     
  11. T J Tutor

    T J Tutor Administrator Administrator moderator affiliate

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    seeqer and Vita Vee like this.
  12. Joseph S

    Joseph S Affiliate affiliate

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    Hey, great case study. Is there a part 3 coming, if not what were your results?
    Did you profit? Have you promoted any products from the leads?
    Would like to know how this case went, keep me updated!
    Thanks!
     
  13. Vita Vee

    Vita Vee Service Manager Service Manager affiliate

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    I've not continued on this one and it's paused right now. I had some other urgent work to do (and still do).

    I will either unpause it as we get closer to the 2016 Major League Baseball season (in April), or maybe I'll hand over my ads and interests selection to someone else.
     
    T J Tutor and Joseph S like this.
  14. Joseph S

    Joseph S Affiliate affiliate

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    Cool, thanks for the response.
    Your case studies are very informative, which i respect, keep up the good work.
     
    Vita Vee likes this.

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