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Building Dynamic Assessments For Lead Capture
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  1. Building Dynamic AssessmentsFor Lead Capture Presented by Mychal Edelman Premier Live Events Consultant @mychaledelman/#ismastermind

  2. Free webinar series http://help.infusionsoft.com/academy

  3. May 20-23, 2014 **Purchase Not Available Yet www.infusionsoft.com/university

  4. Anthony Cassara| True Productions Founder & CEO www.trueproductions.net anthony@trueproductions.net

  5. Lifecycle Marketing

  6. Is Your List Static? • What is your growth rate? • Is there a reason Or REASONS for someone to join your list? • Reasons have more hooks • Reasons cast the biggest net • Reasons give you’re a mass appeal • Do you understand your customer and their needs?

  7. What Is Your Current Call to Action?

  8. The Call To Action That We Used: A Dynamic Assessment

  9. The 5 Elements of A Powerful Assessment: • 1. Should be focused on completing a specific objective • (for example, find out where they currently are on the Food Target) • 2. Ask as few questions as possible • Client’s model is EAT – REST – MOVE • We asked 10 questions for each main area for a total of 30 questions. Takes less than 2 minutes to complete

  10. The 5 Elements of A Powerful Assessment: • 3. Speedy calculations and fast page loads • 4. Make it super easy and graphically pleasing • 5. Don’t overwhelm the user with too much information after they take the assessment • We show them a 30-second “overview” on their score, then send them an email, and when they click the email they see the 3-minute “deeper dive” on their results. Then they get to explore the remaining information at their own pace

  11. Why are Dynamic Assessments With Infusionsoft so Powerful? • Segmentation: • Allow you to segment the user and show them specific content - They will not see content that is not relevant to them • Target specific products or services to specific people • Accessibility: • Allow your clients to gain access to more information on each user. For example, our assessment tells us about their eating habits, exercise habits, and how they relax • Scoring • People want to know how they compare against others.

  12. What Tools Are Involved In Today’s Example? • Infusionsoft • iMember360 • Wordpress

  13. Here Is The Scenario: • Original Setup: • Website had no lead capture other than a Constant Contact form • Client’s database was in three different systems • Database was not growing and had less than 2,000 contacts • Sales slowly came in from the website • Company founder was speaking to thousands of people a week • Company founder has a book, coaching session, retreats, etc. • Audiences were excited after a presentation, but their next step was to “visit the website and learn more.”

  14. Here Is What Happened: • Current Reality As Of Today: • Website now has several lead capture forms • Database grew from 2k to over 10k in just 60 days • Sales increased 45% in 60 days • Social media interest spiked

  15. Here Is How We Did It

  16. Step 1: Basic Form <form accept-charset="UTF-8" action="https://il143.infusionsoft.com/app/form/process/037fcac8bf0bfffa3ee28c4e3f22dc89" class="infusion-form" method="POST"> <input name="inf_form_xid" type="hidden" value="037fcac8bf0bfffa3ee28c4e3f22dc89" /> <input name="inf_form_name" type="hidden" value="Assessment" /> <input name="infusionsoft_version" type="hidden" value="1.29.5.38" /> <div class="infusion-field" style="margin-top: -50px;"> <label for="inf_field_FirstName">First Name *</label> <input class="infusion-field-input-container" id="inf_field_FirstName" name="inf_field_FirstName" type="text" /> </div> <div class="infusion-field"> <label for="inf_field_LastName">Last Name *</label> <input class="infusion-field-input-container" id="inf_field_LastName" name="inf_field_LastName" type="text" /> </div> <div class="infusion-field"> <label for="inf_field_Email">Email *</label> <input class="infusion-field-input-container" id="inf_field_Email" name="inf_field_Email" type="text" /> </div> <div class="infusion-field"> <label for="inf_custom_WhatIsYourWhy">What Is Your Why? *</label> <input class="infusion-field-input-container" id="inf_custom_WhatIsYourWhy" name="inf_custom_WhatIsYourWhy" type="text" /> </div> <div class="infusion-submit"> <input type="submit" value="Get Started Now" class="button button-medium" /> </div> </form>

  17. Step 2: Form Actions

  18. Step 3: [i4w_survey] Building the Actual Assessment • Can be styled easily via HTML/CSS • Answers can be single (radio) or multiple (checkboxes) • For any given answer, one or more actionsets can be run, as well as tag and follow-up sequences assigned.

  19. Step 3: [i4w_survey] Building the Actual Assessment • [i4w_survey required='yes' required_msg='In order to proceed, all of the questions on this page must be answered.' svy_btn='GO TO PART 2 NOW' svy_type='radio' redir='/assessment2/'] • svy_question:What Is Your resting Heart rate? • svy_answer1:I Don't Know • svy_answer2:35 - 55 • svy_answer3:55 - 70 • svy_answer4:70+ • svy_action1:T279 • svy_action2:T177 • svy_action3:T179 • svy_action4:T181 • svy_question:Have You Taken A vacation in the Last 3 Months? • svy_answer5:Yes • svy_answer6:No • svy_action5:T189 • svy_action6:T191 • ….. • ..... The success page of part 1 is part 2 of the assessment We apply a tag for their answer

  20. Step 4: [i4w_math] • [i4w_hidefrom tagid='225'] • [i4w_Calculate_Assessment_Score] • [i4w_actionset tagid='225' autorun=1] • [/i4w_hidefrom] • [one_half padding="0 0 0 10px"] • <h1><span style="color: #0078C4;">Congratulations!</span> You Are All Done!</h1> • <div class="list-01" style="width: 450px; height: 445px;"> • [i4w_jdelay delayhide='5'] • <h1 style="color: #ffffff;">Your Results Are Being Processed. Please Wait.</h1> • <imgsrc="http://ontargetliving.com/wp-content/uploads/2013/06/loading.gif" style="margin-left: -175px; margin-top: -250px;" /> • [/i4w_jdelay] • [i4w_jdelay delayshow='5' fadeshow='3'] • <h1 style="color: #ffffff;">Your Results Are Ready!</h1> • <p style="font-size: 20px;"><a href="/assessment-results/">CLICK HERE TO VIEW YOUR RESULTS NOW!</a></p> • [/i4w_jdelay] • </div> • [/one_half] • [one_half_last class="mobile-hide"] • <imgsrc="http://ontargetliving.com/wp-content/uploads/2013/06/food-target-500.png" style="padding-top: 25px;" class="mobile-hide" /> • [/one_half_last] iMember360 shortcode calculates score Allow time for the score to process and be stored in Infusionsoft

  21. Step 5: [i4w_compare] • [i4w_compare value1='[i4w_db__AssessmentScore]' cmp='>' value2='140'] • [i4w_actionset tagid='229' autorun=1] • <iframesrc="//player.vimeo.com/video/72218539?autoplay=1" width="640" height="360" frameborder="0" webkitallowfullscreenmozallowfullscreenallowfullscreen></iframe> • [/i4w_compare] • [i4w_compare1 value1='[i4w_db__AssessmentScore]' cmp='<=' value2='140'] • [i4w_compare2 value1='[i4w_db__AssessmentScore]' cmp='>' value2='120'] • [i4w_actionset tagid='231' autorun=1] • <iframesrc="//player.vimeo.com/video/72218541?autoplay=1" width="640" height="360" frameborder="0" webkitallowfullscreenmozallowfullscreenallowfullscreen></iframe> • [/i4w_compare2] • [/i4w_compare1] • [i4w_compare1 value1='[i4w_db__AssessmentScore]' cmp='<=' value2='120'] • [i4w_compare2 value1='[i4w_db__AssessmentScore]' cmp='>' value2='100'] • [i4w_actionset tagid='233' autorun=1] • <iframesrc="//player.vimeo.com/video/72218542?autoplay=1" width="640" height="360" frameborder="0" webkitallowfullscreenmozallowfullscreenallowfullscreen></iframe> • [/i4w_compare2] • [/i4w_compare1] Tag contact based on calculated score and display teaser video

  22. Step 6: Marketing

  23. Process Summary • 1. Build a form with completion actions that generate a password, apply a tag, and auto-login the user • AUTOLOGIN CODE • GENERATE PASSWORD • 2. Use the [i4w_survey] shortcode to make your survey. You can break it up into as many parts as you need • SURVEY SHORTCODE • 3. Use the [i4w_math] shortcode to add points for specific answers • MATH SHORTCODE • 4. Use the [i4w_compare] shortcodeto apply a tag and segment content based on what their score equals • COMPARE SHORTCODE

  24. Any Questions?http://goo.gl/EEg3E6 Presented by Mychal Edelman Premier Live Events Consultant @mychaledelman/#ismastermind