How a 3-Question Survey created Traffic Quest!
Most surveys are boring data grabs and over the years, we've done our share of them. Sometimes we'd snare some useful info, but most of the time, the easier they are to implement, the less likely you are to get much information with any real value.
But when used correctly... they can become your most powerful sales research tool.
It was only when I helped my local Golf Club set up a member survey that it all became clear...
Club management wanted a whole lot of measurable data they could chart and track over multiple surveys, so they included a heap of questions with multiple choice answers. But when we got the data back, the results were all pretty much as they'd expected.
Where real value came was the open-ended questions where we let the members do the talking... what they liked, what they hated, what they wanted... basically how they felt about being a part of the club. And that was pure gold.
So I decided to revisit the way we used surveys on our EzSitez websites. We ditched the long, ineffective surveys and focused instead on three simple questions. The answers didn't just segment our various lists; they revealed the exact emotional language our subscribers & members used to describe their pain points.
This intel created a virtual blueprint for the Traffic Quest program!
We've also used to to rewrite many of our email series and several of our sales pages using this customer-language... each with incredible results.
Discover the exact three questions we asked, why they worked so well, and how you can model this approach in your own business today.
See the Survey Questions Here!
Last week I told you about the survey that helped create Traffic Quest. Just in case you missed it...
Here are the 3 Questions That Unlocked Everything:
"What's the SINGLE biggest struggle you're facing with [their goal] right now?" (This identifies the primary pain point.)
"What have you already tried to solve this?" (This reveals objections and past failures we need to overcome.)
"If you could wave a magic wand, what would the perfect solution look like for you?" (This provides the exact language for the solution we offer.)
We've now used this same basic format in multiple surveys on multiple sites and list opt-ins. The information we get back is often quite specific to the site where we asked the questions, but there's also plenty of commonality we've been able to apply to all our sites.
Traffic Quest was a major beneficiary of this approach, but we've also rewritten many of our email series using this customer-language and in every instance we saw an immediate increase in click-through rates! (In one case it was over 40%!)
Where we've applied this to our sales pages, we've seen similar increases in our conversions. That was quite literally money in the bank from implementing a few simple changes, based on what our customers were telling us...
We saw similar increases on our free sign up sites as well. Those tend to be advertising-supported, so even there, better conversions equate to a better bottomline... so again, money in the bank just for listening!
So this is something we encourage EVERYONE to implement... ASAP.
If you are actively using Traffic Quest and you've set up the List Builder module, you are already in a position to do this.
Your Action Plan:
Identify the key moment a lead becomes a subscriber within your various funnels.
Implement a simple, optional survey using your email service provider.
Ask open-ended questions that focus on pain points, past experiences, and desired outcomes.
Use the responses to refine your messaging across all touchpoints.
I've been doing this a while now, but I'll still print out responses and add them to a folder.
Then from time to time I'll read through them... especially when I'm about to work on a new email series or update an existing sales page etc... to make sure my customer's specific language is fresh in my mind when I start writing!
This is a really good article, and one, everyone who runs a website should use, feel free to share this information with others.
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Miriam