Case Study Of A “Leads Funnel”

How we’re using Facebook to

siphon of highly qualified leads (and how you can do

the same)

Tools used for Funnel -  Optimizepress for landing pages -  VWO ( visual website optimizer ) for split testing -  Hotjar ( heatmaps and video playbacks of visitors as

to what could cause roadblocks ) -  Google analytics -  FB Pixel -  Aweber autoresponder

l  The idea of this funnel is to build up targeted leads in the amazon Private Label space in order to promote our products at the backend

l  Funnel breakdown -  Lead Magnet ( 26 ranking factors checklist )

blueprintpro.com/checklist -  Tripwire ( upsell 1, low priced to get customers asap )

blueprintpro.com/lp-az-cashflow-blueprint -  Membership ( upsell 2, BPP monthly membership )

blueprintpro.com/membership

Lead Magnet Page

Funnel Pages ( 4 variations on Lead Magnet )

Tripwire Page ( $7 amazon cheatsheet ) l  FB lead event pixel installed on this page to

track leads on FB ad campaign

Membership Page l  FB purchase event pixel installed on this page

Email Follow up Series -  Lead Magnet

l  10 part AR follow up series over 37 days promoting tripwire in first week, then content then soft-sell of Blueprint Pro, more content and hard sell of Blueprint Pro followed by more content

l  Leads that purchase the tripwire are automatically removed from lead magnet follow up series and added to the tripwire AR (auto-responder) follow up series and this is done through the list automation process in Aweber

Email Follow up Series -  Tripwire

l  Currently a 4 part AR follow up over 10 days l  Thank them for purchase and send content that

complements purchase and then soft-sell Blueprint Pro and more content

l  Customers that buy Blueprint Pro are automatically removed from tripwire AR series and sent to a registration page to Blueprint Pro

Current Stats l  From VWO -  Version 1 = 36% -  Version 2 = 44% -  Version 3 = 56% -  Version 4 = 57%

l  This sure highlights the importance of split testing for sure

Current Stats -  Avg over 55% Optin Rate to Lead Magnet -  Avg 10% Conversion Rate ( CR ) that purchase

tripwire so become a customer (much more valuable than a lead)

-  2% to 3% CR from Tripwire to Blueprint Pro member

-  Avg CPL (cost per lead) currently is just over $5 and our aim is to try and drive this down to $3 and further if possible

FB Campaign Details -  Started out small, testing single group interests -  Targeting IM names “gurus” in IM niche, tools,

services ( aweber, getresponse ), e-commerce platforms ( shopify, magento, bigcommerce etc..), self help guys

-  Now have an extensive list of interests ( over 65 and growing )

-  Need to keep a close eye on this daily. We have seen big difference in CPC & reach on the same target interests but different objectives ( probably more common in IM niche than say ecommerce space )

FB Campaign Details -  You cannot scale big on small interests -  We found targeted interests of around 30,000 but

couldn't scale them as they got exhausted quickly -  Need to look for audience sizes of 150k+ if you want

to try and scale and have more longevity in a campaign

-  Try bunching small 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 / celebrities in your market etc.. )

FB Campaign – What’s working for us -  Website Conversions ( WC ) object & optimising for

leads -  Using photo posts on ads as this gives you

1200x1200px ( as in the max amount of screen) -  Running with lead ads too but just not getting near

the same reach even on same audience as WC -  Initial testing of CTW objective was less favorable

than WC but we plan to revisit this now that the pixel has matured more

-  Photo post ad type is currently performing better than link click ads ( 1200 x 628px )

FB Campaign – Some of our ads

FB Campaign – Some of our ads

FB Campaign – Some of our ads

FB Ads – Some helpful tips l  Its the ads that get you the clicks so you got to split

test images, test & test some more l  Aidan has “mentioned” to me that some of our ads

look a bit “ugly” but some of them proved to convert better than the more professional ones.

l  Remember your ads need to interrupt the Facebook user and get them to take an action ( as in click over to your offer )

FB Campaign – Some helpful tips -  A high converting funnel is essential for success. If

your landing page is converting at 25% and you manage to get this to 40% with split testing then you have just increased your conversion rate & leads by 38% without spending more on traffic

-  Not just theory we did this and better with this funnel. Started out at around 25 % to 28% conversion rate and now have achieved around 56% with testing multiple variations ( as shown earlier )

FB Campaign – Some helpful tips -  Be sure your landing pages are mobile optimized.

About 65% of our sign up are from mobile devices -  Many of the landing page platforms nowadays are

mobile optimized but always check what landing page looks like on mobile devices before launching campaign

-  Good idea to try and have CTA ( call to action ) above the fold especially for mobile devices. We changed this on one of our split tests and increased conversions by about 10%

FB Campaign – Tracking -  Use custom reporting within ads manager to ensure

you are tracking the right information ( we found for lead gen that the default reporting in ads mgr could be misleading especially if you installed some fb pixel events in the funnel )

-  Know your numbers re what CPL ( cost per lead ) / CPA ( cost per acquisition ) you can afford to pay before you try to scale.

-  When setting up your ad campaign it's a good idea to name your adsets to the audience you are targeting for easier management

FB Campaign – Tracking l  Custom reporting we use -  Results -  Reach -  Frequency -  CTR ( Link ) -  Link Clicks -  CPC ( Link ) -  CPM

FB Campaign – Tracking l  Custom reporting we use -  Leads ( pixel event ) -  CPL ( cost per lead ) -  Amount Spent -  Budget

FB Campaign – Tracking The default view in ads mgr does not track leads Its also can be misleading if you have pixel events

installed on your website / funnel as it totals these in the results column so your costs column may not be the right metric to be looking at ( eg below )

FB Campaign – Tracking -  According to FB help they define the cost column as

the avg you pay for each action associated with your objective

-  Below is a screenshot of our custom reports view which actually shows the costs per lead. Notice the difference between the cost column and the CPL

For ecommerce tracking you most likely will… -  Install the view content event from the FB pixel on

product pages of your website -  Install the add to cart event on the cart page -  Install the purchase event on the thank you page -  Add these events ( FB Pixel ) in the custom

reporting in ads manager to track converting adsets within your campaign so you know which audiences / interests are working or not

Funnel Tracking -  We have created a basic tracking sheet that you

can model & modify for your own use: -  http://www.aidanbooth.com/lead-tracking

-  Weekly and monthly tracking -  Traffic cost ( e.g fb ads ) -  Leads generated -  CPL ( before back end sales ) -  Tripwire sales -  Tripwire conversion rate -  CPL ( after backend sales )

How Can You Use This / Apply To You? -  For physical products, use a variation of this funnel

to drive leads and generate more non-Amazon sales l  E.g. use discount coupons as you lead magnet, get

them on your email list & then send them over to your amazon listing ( both from your thank you page and follow up email ) to buy your product at a good discount – win win !!

l  Add the FB Pixel to lead magnet page and re-target those that didn't opt-in with an even bigger discount for say 24 hrs ( get creative here )

l  These are customers that you can market other products to again & again ( be it your own or affiliate products ) as they are now on your list

How Can You Use This / Apply To You? -  If you are in the information marketing business you

can model this funnel too l  Free report as lead magnet ( must have perceived value ) l  If you don't have a tripwire and upsell then just send them

to your informational product on your thank you page l  Again your are building an asset ( email list ) that you can

market your own products and affiliate offers to in the future ( yep you have heard it many times – the money is in the list – but more importantly it's in the relationship with the list ::)

Next Phase of Funnel -  Continue mining for leads on fb -  Expand on our traffic sources

l  Media buying, PPV etc -  Keep these leads engaged with a good content

schedule -  Use the TAE ( target audience evolution ) model to

bring in new leads to the funnel and we are building out a new website for this

New Funnel Plans -  2nd Funnel already under development -  Its in the SEO space

l  Will model what has worked well in our Amazon funnel l  This should have more mass appeal l  Will be different targeting but will follow the basic model

of what has been successful for us with last funnel l  Will report back on how this is doing in the future

Q & A