How do you get people to buy your products or services? First, you make the product/service irresistible. Offer the best solution to their problem or the quickest way to satisfy their needs. Then you make the buying process as easy as possible.
We’ve come to know this process as a ‘sales funnel’ – which makes it sound way more straightforward than it actually is. Your customers aren’t trotting along a straight path to purchase that goes directly from A to B. They’re coming from all different directions, with different intentions, and needing different things from you along the way.
What’s crystal clear is that sales funnels are all about your prospects’ perspectives. You need to map the whole landscape, so that each customer’s journey is as smooth as possible. So that you grab attention and nurture that initial interest all the way to the till.
For this, you need two equally powerful tools:
- ScoreApp: Your quiz-based lead generation machine – captures, pre-qualifies and segments leads
- HubSpot: One of the most highly reputed CRM and email marketing tools on the market – automates personalised nurturing for every audience segment
With these two specialists as part of your team, you can create an overflowing sales funnel and over-subscribed waitlists. Mitigate the financial risks of launching a new product or service, attract qualified leads, and use data insights to fuel a constant upwards spiral of improvement.
What is a sales funnel?
There isn’t one definitive sales funnel structure. You need to tailor yours to your industry, product and service, and to your different audience segments. Typically, they include the following elements:
Become a mindreader
The better you know your audiences, the better your product or service will serve them – and the more you’ll sell. Use ScoreApp quizzes to get inside their heads with market research questions that get into what they’re really thinking and feeling. Do this when you’re at the concept stage to find out if your great idea is before you invest any substantial time or money in development.
Be everywhere
You need to be at every stage of their customer journey with exactly what they need.
- Awareness: Peak attention-seeking behaviour needed! They need to know you exist before they can buy from you. If you know your audience well enough, you know where they are online and what content they most respond to – give them lots of whatever that is and use paid ads and SEO wizardry to bolster your organic reach.
- Interest: They know who you are and they’re signalling interest in your offering. Time to create content that goes deeper with the information and smashes the most common barriers to purchase. Give them the answers to questions they haven’t asked yet.
- Decision: It’s in the basket, but there’s hesitation before the ‘Buy’ click. It’s those last minute uncertainties you need to eliminate here. Time to whip out the testimonials and case studies for some reassuring social proof and, if it’s appropriate, actual physical demonstrations of how your service or product solves their problem.
- Action: They’ve decided to buy from you! Make sure the only signs you’re giving them at this stage are to the till. Seal the deal with emotionally connective language on the sales page and maybe a bit of a ‘scarcity plus exclusive deal’ double whammy – ‘Buy today + get 20% off’.
Practicalities
What does this actually look like when it’s translated into a sales funnel? You shouldn’t launch any sales funnel until you’ve created the practicalities of each section. Think of it as one entity – all the individual parts need to be in place for it to work properly.
Whatever the goal of your quiz sales funnel, it’s likely to need your version of each of these elements:
- Enticing landing page: One unique web page for each quiz sales funnel, with only one offer. It’s not connected to anything else and there’s only one CTA – audiences choose to click through, or leave the page. It doesn’t matter which one of the many landing page formats you use, as long as it’s laser-focused on one clear action.
- Lovely lead magnet: What’s your audience getting in return for sharing their information and opinions? Traditional lead magnets, like downloadables and discount codes, are still great for particular audiences. You’re likely to get more engagement with a personalised quiz that gives your participants a report with immediately useful information about themselves. And it gives you an amazing opportunity to really get to know your audiences – and tailor your products or services accordingly.
- Powerful metrics: The insights from your quiz metrics help you optimise every stage of your sales funnel. You can pretty much A/B test every element so that every minute detail drives conversion.
- Ongoing conversation: ‘Email sequence’ is a rather flat label for what is dynamic, ongoing interaction with your audience. You anticipate what your audience is feeling when they give a response, and prepare precise replies to maintain an ongoing conversation. This goes all the way from ‘Here’s your quiz report – welcome!’, through ‘Congratulations on your brand new thing!’, to ‘How do you like your new thing?’ a few weeks later. And, hopefully, ‘Welcome back! Lovely to see you again!’ Everyone knows retaining existing customers is cheaper than finding new ones, so designing your quiz sales funnel with this in mind is an obvious win.
Step 1: Set up your lead magnet with ScoreApp
ScoreApp isn’t just about clever quiz-making. You can build your whole sales funnel to gather leads and get precious insights about your audience.
Quiz lead magnet ideas
Put your business aim front and centre of your quiz design process. Maybe you’ve got 3 equally good ideas for new features for your existing product and you want to see which is more appealing to your audience.Perhaps you’re not sure what price tag to give your brand new service.
Whatever you want to know, you need to make sure your quiz gets you the answers:
- Demographic information: Do you need to know where your customers are physically located?
- Pain points: What challenges are they currently trying to overcome?
- Interest: How interested are they in buying right now?
- Timeline: Is there any urgency to when they need your service or product?
You also need to put your customers’ experience right beside those business aims – what are they getting for their trouble? This is where the plethora of ScoreApp quiz templates has your back. You are most definitely not starting from scratch and they’re all designed to give your customers actionable advice in their reports.
All templates are fully customisable – so your quiz sales funnel’s only limit is your imagination! For example:
- ‘Christmas List done in 7 minutes’ for e-commerce brands
- ‘Experience’ event companies can try quizzes like ‘Discover your perfect themed adventure!’
- ‘What type of project manager are you?’ is a great hook for your new SaaS tool
Whatever industry you’re in, you’ll find a ScoreApp quiz template to get you started.
Step 2: Integrate ScoreApp with HubSpot
Now for the techy part…
Connect HubSpot to ScoreApp
You need to get your Hubspot API key from your Hubspot account. Go into ‘Settings’. Then go into ‘Integrations’ and click on API Key.
In your ScoreApp account, go to Integrations. Click on ‘Hubspot’ and enter your API Key when prompted.
Map Quiz Data to HubSpot
Now you decide how your ScoreApp quiz responses should be mapped to your HubSpot fields. For example, you can map quiz answers to custom properties within Hubspot in order to track important lead information.
Other integrations
ScoreApp integrates with a range of different tools, not just Hubspot.
And if your favourite software isn’t on our list, you can connect nearly everything else to ScoreApp using Zapier.
Step 3: Set up a quiz segment in HubSpot
Now Hubspot and ScoreApp are all hooked up, you can get into the juicy details.
Create a list
Within Hubspot, create a new email list that’s just for people who complete your ScoreApp quiz and join the rest of your lovely leads in your CRM software.
Add custom fields
HubSpot’s ‘custom fields’ capability means that you can capture specific information from your subscribers’ quiz answers. Say ‘hello’ to lots of lovely, hyper-focused data insights!
Automate lead capture
As soon as your new subscribers join your waitlist, or complete your quiz, you want them to get a confirmation email with a little thank-you gift (lead magnet) enclosed.
HubSpot’s makes it easy to set this up so it happens automatically. Yes, you just have to set up the process and it’ll happen every time – here’s how:
- Trigger: If ScoreApp integrates directly with HubSpot forms, use the ‘Forms Submission’ trigger. If ScoreApp applies a tag to the constant, use a tag-based trigger.
- Add to list: Put the contact into your waitlist-specific email list.
- Send confirmation email: Write your lovely ‘welcome’ email, include your thank-you present, and give them any additional info they need right now.
Step 4: Nurture your leads with crafted emails
Your lead magnet’s done its job of grabbing the attention of your potential new customers. Now the equally important work of keeping that attention begins. Personalised emails are the way to deepen trust, strengthen connections and build excitement with your audience.
The data from your quiz helps you segment your audience by their answers – so you can craft email streams for each one.
For example, a company specialising in organising retreats may include the question: ‘What’s your ideal retreat setting?’, with the possible answers:
City / Countryside / Beach / Mountains / Forest.
Each answer triggers its own unique email, with the best offers for each different setting. Perhaps with the introduction; ‘You told us that your ideal retreat setting is a city – here’s 3 of our most highly recommended city retreats. What do you think?’
This level of hyper-personalisation results in substantially higher open rates and click-throughs than generalised email marketing. And, more importantly, a much better experience for your customers, all the way through from first meeting to being a brand advocate.
Create an email sequence in HubSpot
HubSpot makes it easy to design quiz email sequences that show your audiences how much you get them. There are several different types of email stream you can set up, your 4 biggies are:
1.‘Hello there!’: Warm welcome emails that contain the link to their quiz report.
2.‘Saw this, thought of you’: Engagement emails that educate or entertain your audience. Give them additional information based on their quiz results. Let them backstage to see ‘the making of’, or your business ‘why’. Enjoy their company by sharing a laugh – maybe over something that’s gone wrong. Make sure they’ve got all the information and reassurance they need to make a purchase.
3.‘It’s almost time!’: The countdown emails that build anticipation and excitement right before launch day. These are particularly useful if your audience are subscribers to a waitlist.
4.‘Thank-you!’: Post-purchase thank-you and evaluation – invaluable feedback to improve your next sales funnel.
Create the email sequences that best connect with your customers. They’ll feel truly looked after along their path to purchase and you’ll keep their attention focused on you.
Step 5: Monitor and optimise
Of course, email sequences don’t just keep customers happy, they deliver a whole range of data so you can get granular with their performance, like:
- A/B test headlines
- Track open rates
- Monitor click-through rates
- See click rates
- Deliverability – including unsubscribes and spam reports
- Time readers spend viewing the email
- Engagement over time
This level of analysis helps you refine content, frequency and targeting to constantly improve engagement and conversion rates.
Increase sales with a ScoreApp and HubSpot funnel
Combining the powers of ScoreApp and HubSpot means you grab and keep the attention of the right prospects – keeping your sales funnel full and making sure everyone’s got their wallet out on launch day!
Connect your HubSpot account and create your ScoreApp quiz lead magnet for free, today!
