This 9 figure ecommerce brand builds their marketing strategy around a simple quiz funnel.
Easy to create, and executed well.
Here are 5 lessons you can learn from this strategy 👇
Quick Background:
VShred sells course, supplements, and merch to help people get in shape.
Fully bootstrapped, starting in 2015 with $1,000…did $200M+ in 2021 per Co-Founder Nick Daniel.
In June 2022, they had ~5M visitors per Similar Web:
With one unique challenge: they serve “everyone”.
Men, women.
Young and old.
People trying to get ripped, people trying to lose weight.
This is why they need a quiz: to have users self-identify their needs and goals.
Their website traffic is funneled to the quiz.
The hero image.
The homepage.
Paid Ads landing pages.
All to gather 5 data points:
- Gender
- Age
- Height
- Weight
- Challenges
Knowing the gender and the goals are the key data points in presenting the solution.
The post-quiz video explicitly states the customers’ challenges and goals.
And uses appropriate aspirational images–bulging men’s muscles, or toned women, depending on the customers’ gender.
Here are the marketing lessons from the quiz experience:
1 Reiterate the Problems In Detail
The post-quiz video explains in detail the problems you are facing.
“So you’re looking to burn off that last layer of fat and get shredded to look amazing”
Customers will nod in agreement.
If you can explain the problem better than your customer, you’ve set yourself up for success…
Because you can provide the solution in a credible and compelling way.
here’s the video, great example of how the problem and solution are framed:
2 Use A Captivating Hook
VShred ads rely on the curiosity gap:
They offer compelling and valuable information, to pique curiosity and intrigue.
The only way to discover the secret and resolve the curiosity is to click through and learn more.
3 Use Micro-Conversions To Get Start Your Funnel
A micro-conversion is an easy and simple step that indicates interest.
And moves them down the funnel.
In the hero image, there is a simple question that is actually the first question of the quiz – what’s your gender?
4 Establish Expertise
Robert Cialdini notes that Authority is the key principle of Influence.
We want to learn from and follow knowledgeable experts.
Vince uses statistics and “secrets” to establish his authority.
5 Visualize The Benefit
Humans are visual beings.
We like relatable, yet aspirational, images of what we can become.
Customer testimonials and aspirational images of success stories make the offer more compelling.
VShred’s quiz funnel is at the center of their marketing strategy.
And it allows VShred to market effectively.
- Identify the customer’s pain
- Explain why the problem exists
- Demonstrate a solution
- Offer a simple and achievable solution
If you want to generate leads and drive sales with a quiz like VShred’s, Prehook can help.
Get started on building your own quiz funnel with our free 14 day trial: https://apps.shopify.com/quiz-funnel
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