In 1898, advertising agent E. St. Elmo Lewis developed a model that explained the customer’s journey—from first contact of a product all the way to purchase.
The formula was simple. Lewis called it AIDA: attention, interest, desire, and action. Capture a prospect’s attention, get them interested in your product, arouse desire, and convince them to take action.
Every old school marketer is aware of AIDA, also made famous by Alex Baldwin’s epic rant in Glengarry Glenn Ross.
The formula still works today. In time, AIDA gave birth to the purchase funnel, also known as the “sales” or “conversion” funnel (take your pick).￼
Today, every business must understand its sales funnel to survive. If your marketing fails to generate enough quality attention, your business will fail, even if you have the best product for that market.
Peter Drucker, everybody’s favorite management guru, says it best:
So savvy entrepreneurs must create and keep customers. How? By dissecting every stage of their conversion funnel to ensure one thing: give customers maximum value from every interaction at every stage of their journey.
Once you’ve established a funnel for your business, the next step is to drive traffic.
Growth hacking the funnel
When you’re first starting out, driving targeted traffic through your sales funnel is crucial. You can’t begin to optimize your funnel until you have a solid statistical baseline. Assuming you have a killer product and the right market for that product (product-market fit) you’ve got to find more customers.
Enter Duraid Shaihob. As a growth hacker at Marketizator (now omniconvert.com)—a rising conversion rate optimization tool—his goal was simple: drive gobs of traffic and make people aware of the brand.
To do this, he used a mix of tactics and tools—one of which is Typeform. Marketizator started a 30-day quiz challenge to build brand awareness. Here’s Duraid:
Marketizator specializes in conversion rate optimization, so he prepared quizzes on various topics including content marketing, growth hacking, e-commerce funnels, and relevant blogs for their audience.
Here’s a look at a few examples:
The conversion funnels quiz:
The blogs you should know quiz:
The conversion rate optimization quiz:
Did it work?
When you’re in a startup, sometimes it’s all hands on deck. You may be running a marketing campaign, hiring new team members, or doing customer support for new users. So you need something that can do more than one job for you—kinda like duct tape.
In addition to generating leads for Marketizator, Duraid also used Typeform as a job application to recruit team members. And he used it to get 71 signups in 48 hours for a productivity app. But he’s not done:
Generate brand awareness. Capture leads. Get signups for your app. With an indispensable tool that can be used at every stage of the sales funnel, what will you create?
If you want to use quizzes to drive quality leads, check out how Duraid made his typeforms here.