Case Study Of A Leads Funnel. How we re using Facebook to siphon of highly qualified leads (and how you can do the same)

Transcription

1 Case Study Of A Leads Funne How we re using Facebook to siphon of highy quaified eads (and how you can do the same)

2 Toos used for Funne - Optimizepress for anding pages - VWO ( visua website optimizer ) for spit testing - Hotjar ( heatmaps and video paybacks of visitors as to what coud cause roadbocks ) - Googe anaytics - FB Pixe - Aweber autoresponder

3 The idea of this funne is to buid up targeted eads in the amazon Private Labe space in order to promote our products at the backend Funne breakdown - Lead Magnet ( 26 ranking factors checkist ) bueprintpro.com/checkist - Tripwire ( upse 1, ow priced to get customers asap ) bueprintpro.com/p-az-cashfow-bueprint - Membership ( upse 2, BPP monthy membership ) bueprintpro.com/membership

4

5 Lead Magnet Page

6 Funne Pages ( 4 variations on Lead Magnet )

7 Tripwire Page ( $7 amazon cheatsheet ) FB ead event pixe instaed on this page to track eads on FB ad campaign

8 Membership Page FB purchase event pixe instaed on this page

9 Emai Foow up Series - Lead Magnet 10 part AR foow up series over 37 days promoting tripwire in first week, then content then soft-se of Bueprint Pro, more content and hard se of Bueprint Pro foowed by more content Leads that purchase the tripwire are automaticay removed from ead magnet foow up series and added to the tripwire AR (auto-responder) foow up series and this is done through the ist automation process in Aweber

10 Emai Foow up Series - Tripwire Currenty a 4 part AR foow up over 10 days Thank them for purchase and send content that compements purchase and then soft-se Bueprint Pro and more content Customers that buy Bueprint Pro are automaticay removed from tripwire AR series and sent to a registration page to Bueprint Pro

11 Current Stats From VWO - Version 1 = 36% - Version 2 = 44% Version 3 = 56% - Version 4 = 57% This sure highights the importance of spit testing for sure

12 Current Stats - Avg over 55% Optin Rate to Lead Magnet - Avg 10% Conversion Rate ( CR ) that purchase tripwire so become a customer (much more vauabe than a ead) - 2% to 3% CR from Tripwire to Bueprint Pro member - Avg CPL (cost per ead) currenty is just over $5 and our aim is to try and drive this down to $3 and further if possibe

13 FB Campaign Detais - Started out sma, testing singe group interests - Targeting IM names gurus in IM niche, toos, services ( aweber, getresponse ), e-commerce patforms ( shopify, magento, bigcommerce etc..), sef hep guys - Now have an extensive ist of interests ( over 65 and growing ) - Need to keep a cose eye on this daiy. We have seen big difference in CPC & reach on the same target interests but different objectives ( probaby more common in IM niche than say ecommerce space )

14 FB Campaign Detais - You cannot scae big on sma interests - We found targeted interests of around 30,000 but coudn't scae them as they got exhausted quicky - Need to ook for audience sizes of 150k+ if you want to try and scae and have more ongevity in a campaign - Try bunching sma interest / audiences together but better that they are in the same category ( so for eg in the ecommerce space that might be categorizing by brands, magazines, authority figures / ceebrities in your market etc.. )

15 FB Campaign What s working for us - Website Conversions ( WC ) object & optimising for eads - Using photo posts on ads as this gives you 1200x1200px ( as in the max amount of screen) - Running with ead ads too but just not getting near the same reach even on same audience as WC - Initia testing of CTW objective was ess favorabe than WC but we pan to revisit this now that the pixe has matured more - Photo post ad type is currenty performing better than ink cick ads ( 1200 x 628px )

16 FB Campaign Some of our ads

17 FB Campaign Some of our ads

18 FB Campaign Some of our ads

19 FB Ads Some hepfu tips Its the ads that get you the cicks so you got to spit test images, test & test some more Aidan has mentioned to me that some of our ads ook a bit ugy but some of them proved to convert better than the more professiona ones. Remember your ads need to interrupt the Facebook user and get them to take an action ( as in cick over to your offer )

20 FB Campaign Some hepfu tips - A high converting funne is essentia for success. If your anding page is converting at 25% and you manage to get this to 40% with spit testing then you have just increased your conversion rate & eads by 38% without spending more on traffic - Not just theory we did this and better with this funne. Started out at around 25 % to 28% conversion rate and now have achieved around 56% with testing mutipe variations ( as shown earier )

21 FB Campaign Some hepfu tips - Be sure your anding pages are mobie optimized. About 65% of our sign up are from mobie devices - Many of the anding page patforms nowadays are mobie optimized but aways check what anding page ooks ike on mobie devices before aunching campaign - Good idea to try and have CTA ( ca to action ) above the fod especiay for mobie devices. We changed this on one of our spit tests and increased conversions by about 10%

22 FB Campaign Tracking - Use custom reporting within ads manager to ensure you are tracking the right information ( we found for ead gen that the defaut reporting in ads mgr coud be miseading especiay if you instaed some fb pixe events in the funne ) - Know your numbers re what CPL ( cost per ead ) / CPA ( cost per acquisition ) you can afford to pay before you try to scae. - When setting up your ad campaign it's a good idea to name your adsets to the audience you are targeting for easier management

23 FB Campaign Tracking Custom reporting we use - Resuts - Reach - Frequency - CTR ( Link ) - Link Cicks - CPC ( Link ) - CPM

24 FB Campaign Tracking Custom reporting we use - Leads ( pixe event ) - CPL ( cost per ead ) - Amount Spent - Budget

25 FB Campaign Tracking The defaut view in ads mgr does not track eads Its aso can be miseading if you have pixe events instaed on your website / funne as it totas these in the resuts coumn so your costs coumn may not be the right metric to be ooking at ( eg beow )

26 FB Campaign Tracking - According to FB hep they define the cost coumn as the avg you pay for each action associated with your objective - Beow is a screenshot of our custom reports view which actuay shows the costs per ead. Notice the difference between the cost coumn and the CPL

27 For ecommerce tracking you most ikey wi - Insta the view content event from the FB pixe on product pages of your website - Insta the add to cart event on the cart page - Insta the purchase event on the thank you page - Add these events ( FB Pixe ) in the custom reporting in ads manager to track converting adsets within your campaign so you know which audiences / interests are working or not

28 Funne Tracking - We have created a basic tracking sheet that you can mode & modify for your own use: Weeky and monthy tracking - Traffic cost ( e.g fb ads ) - Leads generated - CPL ( before back end saes ) - Tripwire saes - Tripwire conversion rate - CPL ( after backend saes )

29 How Can You Use This / Appy To You? - For physica products, use a variation of this funne to drive eads and generate more non-amazon saes E.g. use discount coupons as you ead magnet, get them on your emai ist & then send them over to your amazon isting ( both from your thank you page and foow up emai ) to buy your product at a good discount win win!! Add the FB Pixe to ead magnet page and re-target those that didn't opt-in with an even bigger discount for say 24 hrs ( get creative here ) These are customers that you can market other products to again & again ( be it your own or affiiate products ) as they are now on your ist

30 How Can You Use This / Appy To You? - If you are in the information marketing business you can mode this funne too Free report as ead magnet ( must have perceived vaue ) If you don't have a tripwire and upse then just send them to your informationa product on your thank you page Again your are buiding an asset ( emai ist ) that you can market your own products and affiiate offers to in the future ( yep you have heard it many times the money is in the ist but more importanty it's in the reationship with the ist ::)

31 Next Phase of Funne - Continue mining for eads on fb - Expand on our traffic sources Media buying, PPV etc - Keep these eads engaged with a good content schedue - Use the TAE ( target audience evoution ) mode to bring in new eads to the funne and we are buiding out a new website for this

32 New Funne Pans - 2 nd Funne aready under deveopment - Its in the SEO space Wi mode what has worked we in our Amazon funne This shoud have more mass appea Wi be different targeting but wi foow the basic mode of what has been successfu for us with ast funne Wi report back on how this is doing in the future

33 Q & A