Anthony Cassara| True Productions

Building Dynamic Assessments
For Lead Capture
Presented by Mychal Edelman
Premier Live Events Consultant
Free webinar series
May 20-23, 2014
**Purchase Not Available Yet
Anthony Cassara| True Productions
Founder & CEO
[email protected]
Lifecycle Marketing
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
What Is Your Current
Call to Action?
The Call To Action That We Used:
A Dynamic Assessment
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
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
Why are Dynamic Assessments
With Infusionsoft so Powerful?
• 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
• 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
• People want to know how they compare against others.
What Tools Are Involved
In Today’s Example?
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.”
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
Here Is How We Did It
Step 1: Basic Form
<form accept-charset="UTF-8"
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="" />
<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 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 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 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 class="infusion-submit">
<input type="submit" value="Get Started Now" class="button button-medium" />
Step 2: Form Actions
Step 3: [i4w_survey]
Building the Actual Assessment
Can be styled easily via
Answers can be single
(radio) or multiple
For any given answer,
one or more actionsets
can be run, as well as
tag and follow-up
sequences assigned.
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
We apply a tag
for their answer
svy_question:Have You Taken A vacation in the Last 3 Months?
The success
page of part 1 is
part 2 of the
Step 4: [i4w_math]
[i4w_hidefrom tagid='225']
[i4w_actionset tagid='225' autorun=1]
iMember360 shortcode
calculates score
[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>
<img src="" style="margin-left: -175px; margin-top:
-250px;" />
[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>
[one_half_last class="mobile-hide"]
<img src="" style="padding-top: 25px;"
class="mobile-hide" />
Allow time for the
score to process
and be stored in
Step 5: [i4w_compare]
[i4w_compare value1='[i4w_db__AssessmentScore]' cmp='>' value2='140']
[i4w_actionset tagid='229' autorun=1]
<iframe src="//" width="640" height="360" frameborder="0"
webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>
Tag contact based on
calculated score and
[i4w_compare1 value1='[i4w_db__AssessmentScore]' cmp='<=' value2='140']
[i4w_compare2 value1='[i4w_db__AssessmentScore]' cmp='>' value2='120']
display teaser video
[i4w_actionset tagid='231' autorun=1]
<iframe src="//" width="640" height="360" frameborder="0"
webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>
[i4w_compare1 value1='[i4w_db__AssessmentScore]' cmp='<=' value2='120']
[i4w_compare2 value1='[i4w_db__AssessmentScore]' cmp='>' value2='100']
[i4w_actionset tagid='233' autorun=1]
<iframe src="//" width="640" height="360" frameborder="0"
webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>
Step 6: Marketing
Process Summary
1. Build a form with completion actions that generate a password,
apply a tag, and auto-login the user
2. Use the [i4w_survey] shortcode to make your survey. You can
break it up into as many parts as you need
3. Use the [i4w_math] shortcode to add points for specific answers
4. Use the [i4w_compare] shortcode to apply a tag and segment
content based on what their score equals
Any Questions?
Presented by Mychal Edelman
Premier Live Events Consultant

similar documents