First, of all, you need to use your software to create 3 minor funnels. Those are (using the meal box example above) families, couples, and single people. Then you need to create a survey page. In fact, you can build from scratch or adopt one of the many ‘drag and drop’ options that most builders have. Just be sure to edit the individual elements of the page, so they are relevant to your survey.
Once you have created your page, click into the survey elements, and you can start to edit the questions you will ask. To do this, click on add question and add as many outcomes as you like. Remember, the outcome you add should correlate with where you want to direct your visitors to).
That is, for our question: How many people do you usually have to cook dinner for? The answers would be 3 or more, 2, 1, which relate back to the family, couples, and single segments. Of course, it is possible to word the question differently or add additional questions to further qualify your leads. Although, as we are just doing a simple 2 step process here, we won’t be going into any more detail here.
Also, it does pay to remember that while all of your questions will be important. The one that really matters is what some people call the ‘bucket’ question. That is the question that clearly segments the types of visitors coming to your site. The idea being that this will allow you to direct them to customized propositions or locations that will be much more effective than a single sales message.
Once you have your question/s and outcomes in place, it’s time to consider the locations you will redirect each group of visitors to. That is where you will be directing each of the three types of visitors we are using for this example. What that means is you need to do two things. The first is to establish what it is you want from your visitor. While the second is to set this up on your survey funnel system.
In this example, it’s relatively simple because we want a family to buy a family meal kit. A couple to buy a couple’s one, and a single person to buy the single person option. What that means is in outcomes, you can create a custom field and then select the (only) question you have entered.
Then set the first answer to equals 3+, which will be for the family option. After that, on the other side of the page, you can insert the actions that you want to happen. In this case, you will want to direct this group to a webpage with the benefits of and sale proposition for the family box.
Of course, for this to be as effective as possible you will need to utilize all your marketing expertise. Therefore, customizing the sales proposition for the needs of the group that you are directing there is vital. Additionally, adding a special offer price (time-limited, of course) to help close the deal on this landing page is a good idea. While including a clear call to action is essential here as well.
You will then repeat this process with the other funnels with the 2 people answer redirecting to the couple’s box page. While those checking the outcome of a single person will be directed to the one person box page.
Also, remember that you are not limited as to where and what you can redirect your visitors to. That means while (due to the question that we are asking) a sales page for each type of food box is the best choice here, there is a myriad of other options to consider as well.