Behavioral Segmentation: Definition, Examples, and How to Boost Sales

Behavioral segmentation is an interesting concept that, when used properly, empowers you to take action at the right time and increase your sales.

It’s the aspect of market segmentation that takes into consideration what people are doing at a specific point in their lives. Combined with demographic and psychographic segmentation, you unlock the ability to send laser targeted offers.

In this article, you’ll learn

  • How to talk to the right people at the right time and increase conversions
  • The art of getting repeat business my optimizing for your customer’s behavior
  • The types of behavioral segmentation and when to use them
  • Real life examples of how companies are using behavioral segmentation to get an edge

First, we need to understand exactly what behavioral segmentation is.

What is behavioral segmentation?

Behavioral segmentation can be defined as dividing market segments into groups based on their behavior about making purchase decisions.

Not all behaviors are important for behavioral segmentation. Marketers and entrepreneurs look at important occasions, loyalty, customer status, usage, and benefits sought.

Take John as an example. He’s 22 years old and will be graduating college in the next few weeks. He’s got a few job interviews lined up and is a bit lost on how to make a great impression.

In exchange for a guide on preparing his resume for job hunting, he filled out a short form that indicated he’ll be graduating college in three months.

John was happy because he was able to get a valuable resource that helped him out and resulted in getting high-quality interviews. You were happy because you got valuable information and made his day.

You know John is entering an exciting and challenging time in his life. He’s about to leave school and go out into the world to get his first real job. With that information, you’re able to send him information related to interviews skills, building confidence, and salary negotiation.

Leading up to graduation, his anxiety is at an all-time high because he’s about to start going to job interviews.

That would be the perfect time to send a relevant email (it can be completely automated) about a course you have which prepares job applicants for everything from what to wear, what to say, and how to negotiate the best salary.

Hey John,

You’ve made it. It’s almost time to graduate from college and start chasing your dreams.

Around this time, you’re probably preparing for job interviews with multiple companies. This is a trying time because a lot is riding on how well you do.

Think about it, a complete stranger is going to decide how your life will play out for the next few years.

No pressure right?

Anyways, you don’t have to figure it all out on your own. I’ve developed a course – Your First Big Gig – that’s specifically for fresh college graduates to ace their interviews and get more employment offers than they know what to do with.

Click this link to get all the details and 15% off your purchase.

I’ll see you on the inside.

This email is on point. Not because of the content but because of its relevance to John. He needed extra help but had no idea where to turn.

We’ve come and offered John exactly what he needed in his specific situation.

What do you think the conversion rate on that email and a few follow-up emails would be?

It would be much higher than an email sent out as part of a launch that lacked any real personalization.

In this instance, the value comes from striking while the iron is hot. An individual is only brand new to the workforce once. If we were to miss this opportunity, it may never roll around again.

Types of behavioral segmentation

There are five major types (also referred to as parameters) of behavioral segmentation. These can be further subdivided into sub-segments but we’ll focus on a high-level overview here.


There are events in most cultures which are universally celebrated. There are also occasions that occur regularly but wouldn’t be worthy of celebration such as grocery runs and cable bill payments.

Whatever the reason, you can use them to segment your customers and potential customers. They’re loosely divided into three categories.

Universally celebrated occasions

Apply these to people within the same demographic segment. For example, your customer will be more prone to make gift purchases on their birthdays, birthdays of family members, and during the holiday season.

If you collect information about birthdays or important milestones then you’ll be able to send timely messages without coming off as salesy.

Rare occasions

These are purchases people don’t make often but tend to be larger. For example, if their friend is getting married or they’re going on a road trip for the first time.

It’s difficult to predict these events before they happen but it’s possible to analyze their purchase behavior and make better decisions going forward.

Regular occasions

These happen all the time and are the most useful for building out a behavioral segmentation profile of individual customers. For example, some people go grocery shopping every Saturday morning. Over time, you may realize that their purchase at the end of every month is the largest.

A customer may also each lunch at twelve noon every day. In this situation, you can send an email coupon in the morning to give them a discount on lunch. How else do you think you can use behavioral segmentation to maximize revenue?

Status as a Customer

Different types of customers will behave differently. If someone just stumbled on your brand and is making their first purchase, they’ll behave differently from long-time customers. Overall, there are five important status segments.

  • People that don’t use your products and aren’t aware you exist. They may or may not know they have a problem you solve. They definitely don’t know you exist. Get in front of them with top of funnel awareness content and turn them into email subscribers.
  • Prospects or potential customers. These are the people who know they have a problem you can solve and are evaluating your solution. They’ve yet to decide whether or not it’ll meet their needs. Middle of the funnel and bottom of the funnel content work best for them.
  • First-time buyer. This is the moment of truth. They just bought from you and know what to expect. They don’t yet know if you’ll deliver on your promises. This is an opportunity to properly onboard and wow them.
  • Regular customer. They buy from you often and are responsible for the bulk of your revenue. It takes much less effort to reactivate them if they go cold. They’re also a great place to start when doing research for new product lines.
  • Past customers (also known as defectors). They were once customers but left for some reason. They may have outgrown the product or feel like service delivery has declined in some way. They’re a goldmine of information about how you can improve.

Each one of these categories is alive and well in your business. If you market to each of them the same way then you’re missing out on a lot of revenue. There’s no such thing as a one size fits all message.

Rather, your message should match each group.

Benefits they’re looking for

It’s important to know what your customers want from your products and services. Yes, they want to buy it but it’s only relevant because they have a job to be done.

If you ask all of your customers why they bought your product, you’ll get slightly different answers each time. Throughout it all, there will be consistent themes.

Think about a trip to your local mall.

  • You’ll see some people who are diehard sneakerheads
  • You’ll see others that are only interested in designer shirts and jackets
  • Still, others will be focused on jewelry

It’s the responsibility of the mall owners to rent out shops to vendors that’ll meet the needs of frequent customers. If they only rent out space to shoe companies then they’ll lose the customers interested in jewelry and clothing.

That could make up a sizeable portion of the income of the shop owners. If the shop owners don’t make money then they can’t pay for their lease and the owners of the mall suffer.

This is what we did with John from our example. We sent messaging based on the benefit he wanted to gain – a high-paying job right out of college.

Customer Loyalty

Loyal customers also fall into the category of regular customer.

You can count on month after month to generate revenue for you. If you use this as a key segmentation factor, you can give them perks and further encourage them to buy from you.

Many companies do this in the form of a loyalty program. They give discounts, prizes, and early access to their best customers. You stick with them and they stick with you. It’s a win-win situation.

These programs work because your customer is already buying from you and you’re adding an extra reason for them to purchase.

It doesn’t matter how much your products costs or which industry you’re in; there’s room for a loyalty program. Chipotle lets people earn a free sandwich and Starbucks lets their customers earn free refills.

Usage Rate

This is a straightforward behavioral segmentation type. You give people preference based on how much they use your products and services. Understanding this will help you tailor your messages to their situation.

For example, light users can be encouraged to use your application more. Heavy users can be shown the advanced functionality of your product.

A word of caution here; your heaviest users may not be your most valuable customers. Make it a point to understand the difference.

Heavy users

You can count on them patronize consistently. They’re usually responsible for the bulk of your revenue, take advantage of your loyalty program, and happily give you feedback.

The reason is simple; they rely on your products and services. For example, frequent fliers tend to use the same airline and are upgraded regularly as a result. For SaaS products like KyLeads, these are the people who log in every day and let us know what’s working and what’s not.


Count on this group to make purchases infrequently but regularly. For example, if they have a birthday coming up, they’ll turn to you to buy something.

To engage this segment, offer incentives at major milestones. For an application with a regular membership, it’s important to get these types of customers to engage regularly so they can derive more value.


I fondly refer to customers in this group as accidental users. Of course, no one that buys from you does so accidentally, but these people are most likely to make one-off purchases.

The best way to engage them is to encourage follow on purchases or increased usage. You can do this through one-click upsells and order bumps.

You can also do this by offering discounts on related products.

For every segment, the goal is to encourage users to move up a level until they’re heavy users. Move light users to medium users and medium users to heavy users.

Always remember, your heavy users are responsible for the bulk of revenue. It’s important to optimize for them first before spending time and money to get one off purchases to become repeat customers.

Pitfalls of behavioral segmentation

It’s not all fun, games, and increased revenue. There are challenges with behavioral segmentation that need to be overcome.

Ignoring them altogether

This seems obvious, right? Don’t be so quick to judge. It’s much easier to identify behavior segments than it is to use the insights to improve your business.

After taking the time to understand your customers, it wouldn’t serve you to ignore the segments you identify.

For example, a large portion of your customer base falls under the medium usage rate. Instead of making changes to your email marketing and website to promote increased product usage, you file it under things to be done.

The only problem is that segmentation takes time and effort. The longer you wait the less likely it is to happen.

Segment your users. Take action on the insights you gain.

Using behavioral segments that are too broad or too narrow

It’s easy to go too far in either direction. Behavioral segments need to be detailed enough to make a difference in your business but not so detailed that they only address a tiny portion of your customer base.

Narrow segmentation

Too narrow means you’re cutting off many of your customers and may not be able to derive an ROI. You want to take into consideration individuality but you don’t want to create campaigns that target a group so small they can never be profitable.

For example, messaging that tries to sell computers to middle school students in a single suburb. First, middle school students don’t have much purchasing power and even if they did, how many in that suburb would need computers.

This is a ridiculous example but it serves to illustrate my point. Too narrow is just as bad as too broad.

Broad segmentation

Too broad means it’s not useful. One of the key elements of personalization is tackling problems on an individual level. Your customers are all individuals that have overlapping goals and needs.

It’s the point at which they overlap which makes it possible to create messages that resonate with specific groups. Too much overlap and the message loses its uniqueness.

For example, messaging that tries to sell computers to students is too broad. There are many classes of students.

  • Middle school
  • High school
  • University
  • Graduate

Each of these groups has different needs.  A graduate student has likely been working for a few years so can get a more powerful computer.

A middle school student is at the mercy of their parents. A high school student may or may not have a job and may or may not be willing to save for months.

Each of these segments would respond better to tailored messaging.

Behavioral segmentation examples you can steal

Yes, I have examples.


There are a lot of ways to use behavioral segmentation for Ecommerce. A few examples that come to mind are:

  • Reward frequent shoppers with membership in your loyalty program. The more they shop the more perks they get. You’re simply reinforcing behaviors they’re already performing.

  • Occasions. If you’ve ever bought something from an Ecommerce store then you know what I’m talking about. They all send messages during holidays like Valentine’s Day and Independence Day.


Most software has moved towards a recurring billing model so it’s a bit more difficult to segment based on purchase frequency. Everyone pays monthly or thereabouts. There are a few ways you can still segment based on behavior.

  • Benefits – When you’re selling software, there are clear benefits customer segments want and need. You can capitalize on this by creating content around that need. Our blog is an example, we create content directly related to our software and that helps our customers succeed as business owners.

  • Usage. This aspect focuses on how often they use the software – not how often they pay for it. Low-frequency users may be about to churn while high-frequency users would be more willing to help you improve your application through customer interviews and surveys.

Digital information products

The best way to segment people who’re interested in information products and even consulting is through benefits sought.

It’s the same approach you’d use with software but in this example, you can create specific products or position each product differently depending on the benefit.

For example, let’s say you run a blog focused no traveling with three main topics:

  • Planning trips
  • Permanent travel
  • Minimizing expenses

If someone lands on your website and subscribes to an article around planning trips, you can make the assumption that they’re interested in better travel planning.

What do you do?

You market products and services that help them plan epic tricks.


We’ve covered a lot of ground and touched on many aspects of behavioral segmentation.

Through it all, one thing remains constant:

Behavioral segmentation is the practice of dividing your customers into groups based on behavior and creating messaging and products to increase your sales.

When used properly, it helps you personalize your messaging at scale and turn one-time customers into brand advocates.

When implementing behavioral segmentation, keep in mind that people can be classed in multiple segments at the same time. If you go too narrow then your messaging won’t be as targeted as it should. If you go too broad then the messaging will appear generic.

Start testing until you understand what works for your brand.

Let me know what you think about behavioral segmentation in the comments and don’t forget to share.

The Framing Effect: Simple Tweaks to Stop Losing Money

Imagine you’ve got a deadline to meet.

It’s been 15 days out of the 30 you were initially given. You’re working slow and steady; after all, you’ve got two weeks left.

The next morning, you’re talking to a few friends over an early lunch at your favorite restaurant. Everyone is sharing what’s going on in their lives — birthdays, projects, travels, etc., — you mention the project you’ve been working on and how you’re happy with your progress.

Your friend John — always the pessimist — explodes when you tell him you’ve got two weeks to finish.

To him, it’s not two weeks left, it’s two weeks already used up that you can’t get back. It’s two weeks gone which you could’ve used to finish the project.

It’s two weeks you’re using to pursue one thing when you could’ve pursued multiple things.

To John, you’re in trouble and need to pick up the pace.

You leave the lunch date anxious and worried about whether or not you’ll meet the deadline. You’re also thinking about the opportunity cost of not being more productive.

You no longer have two weeks. You’ve burnt two weeks.

What happened here is a classic case of the framing effect. You and John were both expressing the same information but in different ways. John framed it negatively and you framed it positively.

By simply changing the way the problem was presented, you became more risk-averse or more risk-prone.

The framing effect is a powerful tool we’ve been using it for thousands of years to convince and convert.

Keep reading to learn more about framing and how you can use it to stop losing subscribers (and money).


The framing effect is simply the way you present information


The framing effect is an example of a cognitive bias, in which people react to a particular choice in different ways depending on how it’s presented; e.g. as a loss or as a gain. People tend to avoid risk when a positive frame is presented but seek risks when a negative frame is presented. Gain and loss are defined in the scenario as descriptions of outcomes (e.g. lives lost or saved, disease patients treated and not treated, lives saved and lost during accidents, etc.).(source)

The Framing effect is something each and every one of us uses in our everyday lives. We use it to structure arguments with our friends, family, and colleagues. We use the framing Effect when we’re negotiating, talking about problems, or even seducing.

It’s ubiquitous, but many of us don’t even know what we’re doing. Framing was formally identified as a cognitive bias by psychologists

Framing was formally identified as a cognitive bias by psychologists Daniel Kahneman and Amos Tversky.

The Experiment That Got Everyone Talking About Framing


The original experiment asked students to make a decision in a hypothetical situation. They would be required to save lives or allow lives to be lost.

Imagine that the U.S. is preparing for the outbreak of an unusual Asian disease, which is expected to kill 600 people. Two alternative programs to combat the disease have been proposed. Assume that the exact scientific estimate of the consequences of the programs are as follows

When the situation was framed with a chance of saving lives, people were less likely to take risks (positive framing).

If Program A is adopted, 200 people will be saved. [72 percent]

If Program B is adopted, there is 1/3 probability that 600 people will be saved, and 2/3 probability that no people will be saved. [28 percent]

Another Group was given the same cover story, but the loss of life was emphasized and people became more risk prone (negative framing).

If Program C is adopted 400 people will die. [22 percent]

If Program D is adopted there is 1/3 probability that nobody will die, and 2/3 probability that 600 people will die. [78 percent]

Even though the absolute value of all these situations is 200 people surviving, the way each situation was presented had a huge impact on how people decided.

Positive frames create an environment that avoids risk-taking and proactive behavior.

Negative frames create an environment that causes people to take more risk.

Have you ever watched two news stations at the same time?

Watch a station like BBC or CNN while watching Aljazeera.

Compare and contrast what they’re reporting and what they’re not reporting. Also look at how they frame stories that appear on both stations.

It’s eye opening.

Framing has worked in propaganda since man has been able to communicate. It’s not always so overt or even intentional.

Take the controversy over the U.K. ballot to leave the E.U. — The Brexit.

The original wording on the question was:

“Should the United Kingdom remain a member of the European Union?”

It would have prompted a simple yes or no, but complaints were made over the question being biased or confusing. U.K. Prime Minister David Cameron accepted a recommendation to change the wording after the phrasing was tested on potential campaigners, academics, and language experts.

The final wording on the question was:

“Should the United Kingdom remain a member of the European Union or leave the European Union?”

The options that led to the fateful decision were:

Remain a member of the European Union

Leave the European Union


When you frame a situation a certain way, it forms a reference point. We’re irrevocably tied to reference points which in turn create expectations about outcomes.

Enter the expectation effect, the logical progression of framing

The expectation effect, also known as the subject expectancy effect, is the way behavior, perceptions, and results change as a result of personal expectations or the expectations of those around us.

As soon as you think it’s possible then the belief creates a higher chance of it occurring.

Once you replace negative thoughts with positive ones, you’ll start having positive results. –Willie Nelson.

You’re familiar with many instances of the expectation effect due to positive or negative framing. You just didn’t know what was happening until now.

  • Hawthorne Effect: Workers are more productive when given more attention during a test or change to their work environment that’s SUPPOSED to improve productivity. The effect is temporary.
  • Pygmalion Effect: Individuals perform better or worse depending on the expectations of their superiors.
  • Placebo Effect: One of the most common and widely studied applications of the expectation effect. Patients — based on the belief that treatment will work — receive treatment benefits.
  • Halo Effect: Positive feelings in one area cause inconsequential or neutral traits to be viewed positively. In English, positive attitudes associated with a brand’s marketing can spread from one product or service to another aspect or thing. E.g., from using new software to the amount you’re improving your business.

To create the right expectations, your framing of the situation needs to be credible.

In a marketing situation, you can’t hope to build the right expectations if the context you use to frame your solution isn’t congruent.

For example, if you framed your solution as a stripped down version of popular accounting software, your customers won’t expect it to do much more than the basic accounting functions they need to keep their finances in order. If you — for some reason — begin to market it as an all-in-one system, there’ll be problems with their expectations.

If you — for some reason — begin to market it as an all-in-one system, there’ll be problems with their expectations.

To set the right expectations in a group, frame the situation correctly from the beginning.

Now that you have a very clear understanding of the framing effect, it’s time to use it to become incredibly persuasive.

Four Types of Framing to Bring About Your Desired Action


Loss Framing

Loss framing is also known as the negative framing effect and is simple to understand. If you’ve ever come across a landing page that uses a timer then you know what loss framing is.

Don’t lose $100 every month on groceries, enroll in our exclusive shoppers club.

You don’t want to lose the opportunity to ….

Don’t lose your home because you “didn’t know,” call us today….

The common thread here is fear. Fear of potential loss.

Loss aversion describes people’s tendency to strongly avoid losses to acquiring gain. Keeping your house is more important than buying a new one.

Contrary to popular belief, it’s pretty simple to frame novel products. Instead of focusing on only it’s novelty — always a hard sell — you can focus on what it’ll prevent them from losing.

Facebook prevents you from losing contact with your friends and family.

AirBnB prevents you from losing money on huge hotel bills while experiencing a new city.

The video below shows how loss frame and gain frame can be used in medical screening.


When to use it

The answer depends on your audience and the attitudes they have towards the product. Loss-framed messages work best when the outcome is less certain. It helps remove attention from the ambiguity of the situation and refocus it on what they lose by not choosing you.

In the context of buying your product, you can say “don’t lose $250 every month on insurance. Buy xxx.” Instead of “save $250 every month by buying xxx.”

When possible, present two options.

  • Buying your product
  • A sure loss

This’ll put them in a risk-taking state of mind and make them more likely to take a chance on you.

The same applies to personal situations. If you’re trying to convince someone to take a less than certain risk — a cross-country road trip. You can frame the argument to highlight all the things they stand to lose like opportunity, experiences, meeting new people, and memories.


Gain Framing

Gain framing is most effective when the benefits of your product, argument, or situation are obvious to the other person. Positive framing is another way to describe it.

Learn a new skill and advance in your career…

Treehouse uses gain framing in their YouTube advertisements.

They have a few different variations, but they’re all showing you the same thing. Someone who was working in a field they didn’t find rewarding took a few classes through Treehouse.

After that, they were able to get high paying jobs. You can do the same if you sign up for a program with Treehouse. You can gain a whole new career and financial freedom.

Dentist’s also use gain framing a lot. Take the video below:

They’re pretty much selling you the world and then some, but you have to start with your smile  (Honestly, I had no idea a smile could do everything under the sun until I watched this video).

When to use it

When the outcome is clear and easy to illustrate, gain framing is the best type of framing effect to use. They’re more persuasive than loss-framed messages because the outcome doesn’t require your prospect to think too much.

For example,

You can easily say get fifty percent more on your tax return when you choose us.

For me, that’s a no-brainer.

Statistical Framing

Statistical framing is arguably the most abused type of framing effect. It relies heavily on data to influence decisions. You can use statistics to create a negatively framed or positively framed message.

I can say my product works 90% of the time while a competitor can say it fails 10% of the time.

Both statements are strictly true, but deliver a very different meaning to the person receiving it.

The video below shows how marketers have been abusing statistics for years.

Long ago, political aspirants mastered the art of statistical framing. The video below is from the 2012 presidential campaign which pitted Mitt Romney against Barack Obama.

The facts presented are strictly true, but the context only tells a part of the story. Obama presents facts and frames them in the context that best suits him. It fails to tell the whole story.

Prosecutors are also known for using statistics to frame arguments in what’s known as the prosecutor’s fallacy.

When to Use it

Statistical framing is one of the most versatile framing effects because it’s easily coupled with positive or negative framing.

You can use it in your marketing messages to show social proof in a positive frame e.g., 7,345 smart people just like you have signed up for our newsletter.

Since 7,345 people have already signed up, there must be something there.

You can also use it the same way Mitt Romney and Barack Obama did. It’s always fun to pick a fight with the competition.

Note: never pick a fight with someone who’s considered David when you’re Goliath — we still believe in fair play.

Language and Imagery Framing

Let’s not forget about the imagery and power words you can use to have a profound effect on the frame of your message. Copywriters have been using words and imagery to frame powerful messages for decades.

In The Adweek Copywriting Handbook (formerly known as Advertising Secrets of the Written Word) Joe Sugarman says:

“Your ad layout and the first few paragraphs of your ad must create the buying environment most conducive to the sale of your product or service.” 

For your website, that means your words need to sell and your imagery needs to back them up.

I’m a fan of design; I’m always making small tweaks to my website to figure out what’s working best and what’s not. My design is always second to the copy.

You can use words and imagery that appeal to the emotional center of the brain. When your design backs up your imagery, you give a stronger sense of stability, sophistication, and trustworthiness.

If you’re a young exciting clothing brand, you should have words and images that support your branding.

Vibram Kills it with their five fingers campaign.

A stroll through an apple store is very different than a stroll through an AT&T store. Apple gives you a feeling of class and sophistication while AT&T gives you a feeling of utility. Neither is inherently better than the other. It’s the frame created through the imagery and language used.

Drop your visitor into an environment that encourages one behavior and discourages another.

I read the story that Cantor Fine Art created (and watched the video).

They use compelling imagery, music, and a powerful narrative to sell their art.

When to Use It

Imagery and language are staples.

When you can, insert a video of someone using your products. If there’s no video insert images of your product in action.

In lieu of both these options, tell a story about your products and how they made someone — or even you — a better version of themselves.

One of the most powerful ways to use language and imagery to test out framing is when you’re running A/B tests.

Instead of looking at A/B testing as changing the color of a button from red to white, look at it through the eyes of your visitor.

Maybe the problem isn’t the button; the problem may be the way the information is presented or the actual information that’s presented.

For example, someone landed on your wedding dresses page and you’re showing wedding dresses from actual events. Your visitor wants to see the wedding dresses that are in stock. Because of that, she’ll bounce from the page and won’t call.

On the other hand, if you show wedding dresses in stock, she’ll be more likely to call you and discuss alterations or a fitting.

Language and imagery are indispensable. Period.

It’s your turn


We’ve looked at the framing effect from many different angles in this article and you’ve seen how it works in the wild.

Stop reading and take a deep look at the framing of your messages. Are they giving you the most bang for your buck?

Statistics, are you using as well as you should be?

Are you setting the right expectations from the beginning?

Would you benefit more from a positive frame or a negative frame?

Is your language compelling and does your imagery work to back it up?

The framing effect is everywhere and we use it ALL the time — both consciously and unconsciously.

Use the framing effect to your advantage and stop losing your audience and customers.

8 OptinMonster Alternatives and Competitors to Convert More Visitors

There are dozens of OptinMonster alternatives on the market, but which one takes the crown as the best? That’s what we’ll look at in this in depth article.

What do you want in an opt-in form maker?

Do you need tons of customization options, unlimited traffic, or the ability to integrate with your favorite tools?

OptinMonster is a well-known opt-in maker. It offers a wide range of features and customization options. It also has its limitations such as the number of page views, limited access to different popups types on their tiers, forced yearly pricing, and missing features that may be important to your business.

That’s why we put together a list of the best OptinMonster alternatives to create popups that convert and grow your mailing list.

If you’re looking for an OptinMonster alternative or just want to know what’s on the market then this guide will help.

Here are the best OptinMonster alternatives to grow your business.


KyLeads’ opt-in form and quiz maker caters to small businesses and marketers to help them increase their email leads.

With KyLeads, you can easily create different types of popups such as slide in, lightbox modals, inline forms, floating bars, and full-screen takeovers. In addition to the forms, you’re able to create quizzes to capture leads, segment your subscribers, and use the insights you gain to send tailored messages.

Personalized and segmented messages generate 58% of all email marketing revenue.

KyLeads has multiple targeting options such as UTM parameter, scroll percentage, and page level to name a few. Of course, you can choose a template then customize every aspect to match your brand and maintain consistency.

Every plan comes with hundreds of thousands of page views and you’re able to A/B test your popups no matter which pricing tier you’re on.

The intuitive reporting makes it simple to get a bird’s eye view of how your popups are performing as well as the contacts you’ve collected. Use those insights to formulate split tests and improve your conversion rates.

KyLeads works with almost every website builder platform and integrates with the major email marketing platforms with a few button clicks. That means you don’t have to fiddle around with code to get started.

The end result is more contacts, the ability to send tailored messages, and more revenue.

Try KyLeads for free.


Privy started life as a different tool. They originally wanted to connect brick and mortar stores to the online world and help them track conversions. When that didn’t work, they pivoted to become the popup maker we see today.

They have a strong emphasis on Ecommerce and combine Ecommerce specific features into their offering.


They have multiple opt-in types so you’re able to select the one that works best for your visitors.  They also have gamification through spin to win which helps increase conversions. The editor is easy to use and doesn’t require much learning to get up to speed and start creating popups.

Finally, they offer deep Ecommerce integrations like coupons which sync to your store and improve conversions on your product pages.


They’ve tried to do a lot of things inside of Privy like a landing page builder and autoresponder. The autoresponder is a bit more expensive than dedicated email marketing service providers. The landing page builder is a bare bones version. At best they’re basic tools that you’ll choose if you don’t have any other choice.


Mailmunch is a stripped down popup builder that lets you focus on your goal – getting more email subscribers. To make this possible, they removed many features other popup makers have.


The main draw of MailMunch is its simplicity. You can get in and out within a few minutes and make popups that work for you. They have the common display types such as lightbox popups, slide ins, and floating bars. This is an entry level tool in every sense of the word.


When they chose simplicity, they gave up a lot of the advanced features people have come to expect. You can’t make full screen takeovers and they have a limited integration ecosystem. Instead of direct integrations, they opted to rely on Zapier which may lead to extra expenses.


Hellobar is another popular solution to create lead capture forms. It has a unique feature called leading question that allows you to ask a question before someone sees your form.  It’s similar to Yes/No opt-ins.

By prequalifying visitors, you increase the chances of a conversion from the people who eventually see your lead magnet.


Hellobar has most of the features you’d expect form a lead capture tool. What gives it a slight edge is the ability to funnel visitors to different places on your website. You can also talk to visitors, make announcements, and promote your social channels.


They have a limited number of popup types. The most obvious missing link is the inline form which you can be embedded in pages or after a post.

Though the leading question can be effective, it’s tricky. If you ask someone if they want to increase leads, and they still say no, it’ll still show a form which is a negative user experience.


When Sumo was first launched, it contained a suite of tools to help you grow your website. They’ve reduced the number of things you can do with the app in order to focus on Ecommerce websites.

That doesn’t mean you can’t use them on other websites. It means the feature set is evolving to cater to Ecommerce stores so keep that in mind when evaluating this tool.


They have the major opt-in types such as lightbox, full screen, and slide in. In addition to that, you’re able to do some advanced things with your targeting options like referral source, cart abandonment, and UTM targeting.

They also have deep integrations with Ecommerce platforms like Shopify which lets you send more relevant messages.


They used to have a much larger suite of tools which allowed you to grow your website whether that was Ecommerce or otherwise. With their recent pivot, they’ve dropped a lot of those features (or made them more difficult to find).

Convert Pro

Convert Pro is a WordPress plugin that allows you to create many different types of popups to grow your mailing list and build an engaged mailing list. It’s brought to you by the people who made Astria theme.


One unique feature of this app is the adblock detection. You’re able to configure your popups to work whether or not the user is using ad blocking software. This is definitely a plus since almost a quarter of your visitors may be using an ad blocker.

The plugin also has multiple templates, exit intent popups, and the other standard ones you’d expect in a lead generation tool.


One of the major cons is that Convert Pro is limited to WordPress. No matter how great it is, you can’t use it for any other CMS. That’s a major disadvantage. In addition to that, they don’t have their own built in analytics. You have to connect to Google Analytics. If you’re not using Google Analytics then you should steer clear of this tool.


Bloom is a WordPress plugin brought to you by Elegant Themes. When used with another Elegant Theme, it’s a powerful tool. Of course, it’s not limited to use with an Elegant Theme.


Bloom comes with over a hundred templates for you to choose from and customize. You can split test your forms, change almost any element, and access clear reports. The triggering options are clear and include timed delay, scroll percentage, and exit intent.

Finally, they have over a dozen email marketing integrations – all of the most popular ones.


Unfortunately, this is a WordPress plugin which means if you don’t have WordPress then you’re out of luck. They’re also missing a few key opt-in types like floating bar and full screen takeover.  Bloom lacks some of the advanced targeting options some of the other software has.


Optimonk has been on the market for a while and started as a simple tool for exit popups. It has evolved into a fully featured popup maker and on-site retargeting tool that’s focused on Ecommerce. You can use it to reduce cart abandonment and engage with visitors on your website.


With OptiMonk, you’re able to do quite a few things in addition to creating popups. You can collect feedback, make surveys, and promote social sharing. The platform also lets you create many different types of popups like floating bar, sidebar form, and lightbox popup to name a few.

With their Ecommerce integrations, you can target visitors based on their cart value or current order.


They severely limit the number of visitors with all of their plans so it gets expensive fast. The first plan only allows for 5,000 visitors a month. In addition to that, you have to pay about $400/m to remove their branding.


There will never be a shortage of tools to help you increase your conversions. The question is whether or not they’re the best tool for your specific situation.

We’ve gone through quite a few OptinMonster alternatives that’ll help you achieve your goal of growing your mailing list and getting more customers.

We made sure to include only direct competitors as opposed to all the tools that are available on the market.

If we missed any OptinMonster alternatives in our list be sure to tell us in the comments and don’t forget to share.

Psychographic Segmentation: Definition, How to Use it, and Examples

How do you think your messaging would be different if you knew what someone wanted it and WHY they wanted it? What makes them tick as individuals?

That’s the question psychographic segmentation answers.

We’ve covered customer segmentation which allows you to divide the world into groups that are likely to buy from you. After that, we touched on demographic segmentation which helps you understand who people are as a group in society.

Today, we’re diving deep into psychographic segmentation which will shed light on the WHY behind the activities of your customer segments. pIn short, it lets you know who they are as people as opposed to numbers on a screen. Please note that this is different from behavioral segmentation because it deals with the rationale behind their actions instead of the actions themselves.

What Is Psychographic Segmentation?

In a few words, psychographic segmentation is when you break your customer groups down into units as it pertains to their beliefs, values, and reasons for being.

It’s defined as:

The psychological aspects that influence consumer purchase behavior such as lifestyle, social status, opinions, and activities.

For example, because of their social standing, some families will refuse to by a Kia Rio. It doesn’t matter if it’s the perfect car for them; they wouldn’t be caught dead in it.

As the definition states, you’ll have a deep understanding of their:

  • Lifestyle
  • Social status
  • Activities
  • Opinions
  • Interests

When you’ve done psychographic segmentation properly, you’re able to:

  • Understand how your customers perceive your company and products
  • Understand how your products fit into their life
  • Reveal what they actually (not what you think) want to achieve
  • Identify pain points related to your products
  • Address objections people will have

Psychographic segmentation is necessary to position the same product differently for different types of people. It prevents you from falling into the trap of one size fits all marketing. It also makes it possible to attract a diverse group of customers with the same product without making material changes to it.


3 Psychographic segmentation factors

There are a few overarching factors to take into consideration. These aren’t written in stone and the main reason you spend time on psychographic segmentation is that you don’t want to generalize too much.

Use the factors to inform your segmenting decisions. If you don’t feel like these factors apply or your customers don’t fit into a psychographic profile don’t force it.

Instead, take a deeper look – you may be surprised that you’re dealing with a completely new segment you had no idea your products appealed to.

Lifestyle  Segmentation

The lifestyle of your target customer plays a huge role in whether or not your products will appeal to them.

For example, the clothes you wear are largely determined by your lifestyle choices. A college student will wear different shoes, shirts, and pants from a C level executive. They’ll use different types of gadgets, eat in different places, and find other things “fun.”

This is as a direct result of the lifestyle they’ve chosen. To get a real understanding of your customers, analyze the most important dimensions of their life.

Those dimensions are known as the AIO variables (activities-interests-opinions)


We all hold opinions whether that’s about politics or global warming. These are determined by our beliefs (cultural and religious) as well as by how much it affects us.

I have an opinion on the oil pipelines being drilled across America but it’s not as important to me as the communities through which the pipeline passes.

Conversely, my opinion about the curriculum used to educate my son is much stronger.

Opinions form the lenses through which people look at new products and services before they even evaluate it. If someone hates flats then no matter how innovative your flats are they won’t be swayed.

Opinions cover:

  • Themselves
  • Social issues
  • Political issues
  • Business
  • Economics
  • Education
  • Products
  • Services

It’s important to note that opinions can be formed based on facts and logical assessments or rhetoric and personal anecdotes. The end result is the same. It’s difficult to get someone to change their opinion.


Interest is the degree of engagement people have with something. How interested or disinterested is someone with a certain thing?

How interested or disinterested are you in family, work, your community, etc. With interest profiling, it’s easier to go broad before going narrow. That way, you can ensure you don’t miss important insights.

For example, you may find out that a segment of your customers like sports. After that, you drill deeper and find out they like mountain climbing. Not just any type of mountain climbing, they prefer free climbing (I’m utterly petrified of this sport).

Once you have this information, you can make informed decisions about what to sell. They don’t need the traditional ropes because they’re free form but they could still use climbing shoes and helmets.

Interests cover:

  • Family
  • Home
  • Job
  • Community
  • Recreation
  • Fashion
  • Food


This one is straightforward. What does someone’s day to day look like? What are their common behaviors? In addition to that, what activities do they perform occasionally but have a high level of engagement with?

When thinking about and defining activities to build a psychographic profile, there are a number of things to take into consideration:

  • How often do they engage in the activity?
  • Is the activity required (for work, school, memberships, etc.)
  • Do they spend money on the activity?
  • How deeply engaged are they in the activity (you can use a Likert scale to assess this).

The activities they engage in during their free time can reveal a wealth of insight. Someone who climbs mountains on the weekends is going to need to buy a lot of gear and supplies to pursue their hobby. They’ll buy ropes, harnesses, packs, helmets, climbing shoes, etc.

A person who lives a more sedentary lifestyle may spend more money (and effort) on entertainment such as the movie theaters or high-end televisions.

Activities cover:

  • Work
  • Hobbies
  • Social events
  • Vacations
  • Club memberships
  • Community
  • Entertainment

They’re all tied together

Each of the elements of lifestyle builds upon one other. They don’t exist in a vacuum. Your opinions will inform your interests and your interests will determine the types of activities you participate in.

What does that mean for your business?

What likely happens is a person has already formed an opinion about something before your business every came into their life.

That opinion may be good or bad. Depending on what their opinion is – they’ll begin to seek more information about it. This is where they’re showing interest.

If their interest is sustained they’ll perform an action that may turn into a consistent activity. Does this process sound familiar to you?

It’s just like the customer journey. Your job is to move them through each of the stages.

Social status

Moving on from lifestyle, we get into the social status of your potential customers. The place they occupy in their community (or they perceive themselves as occupying) has a direct correlation to their purchasing behavior.

The good thing about social class is that it’s straightforward when compared to lifestyle markers.

We can group people into three broad social classes.

Note: The social classes I’ll mention here are by no means exhaustive or what we’d refer to as an official categorization.

        – Upper Class/New Money

The upper class in any society consists of the one percenters. These are people with vast personal and family resources. They’re not overly concerned about the costs of goods and services because, if push comes to shove, they’ll find a way. These people are commonly called Old Money.

The new money. This group is made up of the upwardly mobile group of people who’ve amassed large amounts of wealth in their lifetime. The very best professionals who would be considered the top .2% of their field, professional athletes, and entrepreneurs are the kind of people you’ll see in the new money group. Usually, they’re the most successful people in their family.

            – Middle Class

This upper end of this group is often called white collar. They’re working professionals like doctors, professors, lawyers, and accountants. They don’t wear uniforms and instead get the name “white collar” because the men of this category often wear white shirts to work. They’re usually college educated.

The people who’re performing well in this group can buy most of what they want if they work towards it. Only the most expensive or luxurious items are out of reach.

The lower end of this group consists of what we’d call blue collar workers. They’re by no means poor but they’re not as financially stable as the upper middle class. Some of them went to college and are called blue collar because they’re more likely to wear a uniform to work.

            – Lower Class

This is the most vulnerable level of society. They usually work physically demanding jobs for low pay and don’t have things like health benefits. Most of the time, they’re not college educated and many positions outside of the service industry are under threat of being outsourced.


If I were to ask you what your personality was like, how would you answer? What would you emphasize and deemphasize?

It’s not an easy question.

You could, on the contrary, describe the personality of your friend. You’d say things like she’s bubbly, determined, and stands up for what she believes in. Sometimes, she can be a little much but overall, she’s caring and understanding.

Your personality is you. It encompasses your beliefs, your morals, your goals/motivations, and your outlook on life.

The following personality traits are useful for the majority of businesses in the majority of industries. The key word there is majority. When you get into the thick of it, you may find that there are more personality traits relevant to you and your goals.

Note: psychologists used to classify people based on personality type but gave up when they realized we’re a diverse group of individuals. Now, they use personality traits.

  • Neuroticism

This refers to sadness, moodiness, and emotional instability. The people who have this as their dominant trait experience a lot of mood swings, irritability, and at times sadness. People who are low in this trait have emotional stability, deal with stress well, and rarely stay sad or depressed.

  • Extraversion

This is characterized by people who are sociable, assertive, and possess high levels of emotional expressiveness. Do you know the people who come alive in social situations? Those are the ones who score high in extraversion.

The opposite of extraversion is introversion. They keep to themselves and expend energy in social situations. They need quiet and solitude to recharge.

  • Openness

People with openness are imaginative and insightful. They’re the creatives of the world. People who score high on the openness meter have a wide range of interests. It’s these interests that fuel their creativity.

The ones low on this trait tend to fall in the traditional crowd and may struggle with abstract or divergent thinking.

  • Agreeableness

People who’re considered agreeable have characteristics such as trust, kindness, and affection. In other words, people like them because they like people. They’re cooperative with others while the ones with low agreeableness are overly competitive.

  • Conscientiousness

When someone scores high in this trait, they’re thoughtful and tend to control their impulses. This allows them to put off gratification and perform the hard work necessary to reach larger goals.

Someone low in this trait dislikes structure, procrastinates, and ignores important tasks.

Everyone contains, to some degree, each of these traits.

Lifestyle choices, social status, and personality work together to determine the kind of products and services someone will buy.

For example, someone who’s conscientious, upper middle class, and feels strongly about education/ career is more likely to shell out large amounts of money for training.

Someone who’s conscientious, lower class, and feels strongly about education may want to spend money on training but simply can’t.

Are you beginning to see how important psychographics is? There’s one caveat here. Though someone may not have the cash for something, if they feel strongly enough, they’ll make it happen so don’t count anyone out.

Together, this information makes it possible to get in front of the right people while still turning a profit.

How to collect psychographic segmentation data

There are multiple ways to collect psychographic info. The process we’ll employ will help you understand your market as a whole so you can create segments.

The hard part of psychographic data is people aren’t going to tell you they’re conscientious or extraverted. That’s not how this works. You’ll need to ask the right questions and look between the lines to understand what they’re saying.

If only it were as easy as opening Google analytics and flicking a switch.

I digress.

Let’s look at a few ways to gather psychographic segmentation data.


The first step on our list and the most common way to unlock psychographic information for segmentation are surveys.

There are two different steps in this process.

The first one is to understand the psychographic segments available in your customer base. To do that, we’ll use a single open-ended question.

What’s your biggest challenge as relates to X?

What’s your biggest challenge when it comes to X?

This is an open-ended question that sheds light on what your audience wants from you and your solutions. You can use the answers to group your customers and refine your messaging. I even encourage you to use some of their statements to write the copy on your website.

Once you have that information and refine your messaging, you should see an uptick in your conversions.

After you start generating customers based on your refined messaging, it’s time to use different types of surveys to understand them on an individual level. For that, you can use a Likert scale. These questions allow your customers to report on an actual experience they’ve had.

You can also use a semantic differential scale survey to understand how someone feels about a concept or object. Whichever survey you choose, be sure to tailor it to the type of person you’re sending it to. Are they a first-time customer, prospect, or old customer?


We’ve talked at length about how to use quizzes and segment your market at the point of lead capture. They can also be used to create a type of simple Likert scale.

The key here is to use them after you’ve gotten a thorough understanding of who your market is. After all, you can’t use them to ask open-ended questions.

The benefit of quizzes is they have higher engagement rates than surveys or almost any other type of content. You can slip in important questions, segment leads, and then give them personalized recommendations all in one go.

Customer Interviews

This is the best method to collect insights about your customers. The key is to do them in person, on a video call, or a regular call.


You get the benefit of using a script while still reacting to statements in real time. If something catches your attention, you can explore it further. Many times, writing is clinical and edited down so you miss a lot of the information that’s important in psychographic segmentation.

Don’t limit customer interviews to the people who are satisfied with your product. That’ll just reinforce biases already present. Actively seek out people who’re dissatisfied with your product as well.

It’ll help you create a balanced picture of what you’re doing right and wrong as well as give you a solid idea of the way forward. Finally, customer interviews can be one of the most effective ways to find compelling testimonials.

Third party providers

This is the most expensive route to go for creating psychographic profiles. There are firms that’ll help you interview your target market and distill the information.

There are two ways to go about this:

  • Focus groups

Focus groups can be tricky because groupthink is real. Before Coke unveiled New Coke, they used focus groups to test the flavor and got a lot of positive feedback.

When they finally launched, they got a lot of backlash and were criticized for their move. Eventually, they phased out New Coke and reinstated the old recipe.

That being said, focus groups bring a wide range of people from diverse backgrounds which give you a higher chance of finding your target psychographic profile. Once someone is found that seems to respond well to your offer, they bring in more people who are similar.

Like that, they’re able to drill down to find your ideal customer.

  • Customer interviews

This is simply using a firm that specializes in customer research to improve the quality and insights you gain from your interviews.

Social media polls

The reach of posts on social media has reduced drastically over the years. That’s not always a bad thing. It just lets you know who your best audience members are.

When you post a poll on social media, your most engaged customers and audience members will answer. The rest will ignore it.

Post links to polls, interesting content, and ask quick questions. Monitor which ones get the most clicks and shares.

That gives you an idea of what your audience cares about and can inform decisions about content, products, and positioning.

Psychographic segmentation examples

In the above video, Google highlights how a helicopter team was able to save the lives of a family with Google maps. It showcases the real-world utility of the technology they’re making and appeals to our humanity.

Even if you don’t use their products, you won’t stand in the way of their development. If you’re an agreeable person, you may be more likely to use their products because of their positive social impact.

Coke is what I’ll refer to as an Uber brand. There are few people in the world who aren’t familiar with their red bottles. Trust me, I’ve been all over Africa. Coke is everywhere.

In the above video, they showcase the diversity that makes up America. It’s a consumer brand so the psychographic levers they pull need to appeal to a large swath of a population.

Watches come in all shapes and sizes. Some are ten dollars and some cost as much as a home. Patek Phillipe falls in the latter category.

The above video shows how they can be shared across generations. This would appeal to a very specific type of social class.


Psychographic segmentation, when done right, is a powerful lever for refining your messaging and creating the right products.

When done wrong, it’s a bunch of hard to decipher information.

We’ve gone through the insights psychographic segmentation can give you, the factors that affect a psychographic profile, and the ways to collect psychographic data.

Choose the strategies that work for you and start implementing it across small test groups. When you get positive results, refine it and test again.

Eventually, you’ll understand your customers like the back of your hand.

Let me know what you think about psychographic segmentation in the comments and don’t forget to share.

33 Content Upgrade Ideas to Build Your Mailing List + Examples

What’s the big deal about using content upgrades to build a highly engaged mailing list?

If you launch a product, subscribers are the first ones to buy.

When you publish a blog post, they’re the ones who share.

As you grow your brand, they’re the people who create hashtags in your honor.

Let me ask. How well does that sidebar opt-in form convert?

Most likely, it’s less than one percent.

The right lead magnets on the right pages can convert as many as 50% of your visitors into subscribers (those, of course, are not normal results. You should be aiming for 5-6% conversion rates on content upgrades).

Content upgrades and decent traffic levels are the difference between a thriving mailing list and a sick one.

In this article, we’ll explore what a content upgrade is, dozens of ideas, and how to quickly make a content upgrade for your best performing content.

What is a content upgrade?

A content upgrade is a bonus or addition that expands the utility of a specific piece of content. The best ones make it easier, faster, or simpler to implement the insights gained from the main content.

For example, if you’ve created an ultimate guide about window washing, a content upgrade could be a PDF download of the article. It works because it’s difficult to retain all the information from an ultimate guide.

People can just refer back to the PDF download when they get stuck or need a refresher.

Generally, content upgrades are delivered using a popup but you can use other tools like landing pages, though it’s a bit more work.

Another benefit of a content upgrade is the ability to segment your audience based on their interests. Different groups of customers are interested in different things. The content upgrade they sign up for gives you insights into those interests.

The possibilities are, quite literally, endless.

Now, what can a content upgrade do for your conversion rate?

This post about SEO audits has 2 content upgrades and converts about 5% of the visitors into email subscribers.

The interesting part is that it’s a PDF of the post.

There are multiple instances of content upgrades performing extremely well.

Kim Roach of Buzz Blogger got a 16% conversion rate from a content upgrade she created by splitting an article into two parts.

How to create a content upgrade with KyLeads (in less than 5 minutes)

You can use multiple popups types to create content upgrades with KyLeads. I’ll use a modal popup to illustrate.

Step 1:

Log in to your KyLeads account and click on the menu option to the left labeled “form builder.” When the page loads, click the green button in the top right corner labeled “create new opt-in form.”

Step 2:

A screen will pop up and ask you want your goal is. For your content upgrade, that will be to capture contact information. Name your popup and choose the website you’d like for it to work on.

image of creating a content upgrade in KyLeads step 2

Step 3:

Choose the type of popup you’d like to use for your content upgrade. This example will be with the modal/lightbox popup. After selecting the type, scroll down and select your template.

image of creating a content upgrade in KyLeads step 3

Step 4:

You’ll land on a page that asks you to set your cookie duration for when people submit their information successfully and for when they exit your popup.

image of creating a content upgrade in KyLeads step 4

Step 5:

Customize your opt-in form to your heart’s content.

image of creating a content upgrade in KyLeads step 5

Step 6:

The last step is to set your targeting options. The most important of which is page level targeting. This ensures your content upgrade appears on the right pages.

image of creating a content upgrade in KyLeads step 6

Hit publish then copy and paste the embed code wherever you’d like to use it.

Now that you’re well versed on what a content upgrade is and how to make one, let’s dive into the different types.

1.     PDF of the post

I mentioned this before. Turn the article into a PDF so people are able to refer back to it whenever they need it.

This content upgrade works best when you have longer detailed content. A five hundred word post, won’t deliver enough of an incentive to prompt someone to download the PDF version.

An ultimate guide is a different beast altogether. It’s long and detailed enough to make someone think twice about reading it all in one sitting. More and more content is being consumed on mobile devices.

That means there are a lot more distractions you have to fight with to keep a reader engaged. With a PDF version, they can just download the article and save it for later.

2.     PDF Guide

A PDF guide seems similar to a PDF of the post. They’re different. This type of content upgrade gives your reader detailed information about the topic at hand.

This is ideal for a shorter series of posts. For example, we have a lot of articles that are relevant to market segmentation and demographic segmentation. It wouldn’t be too difficult to package those posts as a more in depth guide.

We already have most of the necessary content. All we’d need to do is package it, add a few more details, and let it loose on the world. It’ll also be a relevant content upgrade for multiple articles.

3.     Checklist

This is my favorite type of content upgrade for tutorial style posts. Generally, in a tutorial, you’ve laid out all the steps needed to arrive at a specific outcome.

The only problem is that they’ll need to open your article every time they want to go through the process you’ve laid out.

What if they forget the URL? What if they don’t want to open their browser (yea, people are lazy)?

A checklist lays out the major steps required to achieve the desired outcome in an easy to digest format. The value is clear and immediate.

4.     Video of the article

Everyone learns best via different formats. I like written and audio content. For me videos are best for entertainment.

Not everyone shares my particular angst. Video content made up over 69% of internet traffic in 2017 and is estimated to reach 80% in 2019.

It’s much harder to create and edit than written content.

To go back and change a few words in a document is a few orders of magnitude easier than adding an extra segment to videos.

Go this route if you have the skills or resources to make great video content for your audience.

5.     Audio of the article

Podcasts and audiobooks have been getting more and more popular over the last few years. A startup creating audio summaries for books raised $18 million dollars and does millions of dollars a year in revenue.

It’s not by accident. People can listen to audio while performing other tasks which makes it an easy way to consume info.

Audio content isn’t as easy to edit as written content but it’s simpler than video (you can record in your pajamas after all).

The good part is you can outsource audio creation to multiple services for just a few dollars per article.

6.     Email course

An email course is a more difficult content upgrade to produce but can have the highest impact.

Why do you think that is?

People know they signed up for a course that’s being delivered via email. To get the material, they have to open the emails you send them. Your open rate and engagement goes up.

If your content is good then they’ll get used to opening your emails – even when your email course is finished.

Not only that.

There’s an opportunity to pitch your premium products in every email you send. That’s a win win.

We have multiple email courses around KyLeads. My favorite is the Growth Course. It takes thirty days to complete and a large percentage of people end up starting a free trial for KyLeads.

7.     Cheatsheet

A cheatsheet is a shortcut to a process or method you’ve shared with your visitors. It condenses the information it may have taken you months or years to accumulate.

This is the perfect content upgrade for topics that it’s almost impossible to cover completely. For example, we have an article on affiliate marketing tools. It’s a huge topic.

There’s traffic generation, email marketing, selecting products, etc. etc. Our cheatsheet distills the major strategies visitors can use to grow their affiliate empire.

The best part about cheatsheets is they can be used across multiple pieces of content. Our affiliate marketing cheatsheet can be used across many posts related to affiliate marketing.

8.     Related Ebook

An Ebook is one of the meatiest content upgrades you can create. It dives deep into a single relevant topic.

An effective Ebook is well designed, detailed, and easy to consume. At the same time, it moves people closer to the next action you’d like them to take. Lastly, it can be used for multiple posts or an entire category of your website.

Let’s say you have a section on your website that focuses on vegan recipes. A content upgrade could be a collection of your top vegan recipes.

It’s simple, relevant, and effective.

9.     Resource library

Over time, you’ll create a lot of content upgrades, Ebooks, videos, and audio content. Of course, they’ll serve as individual ways to opt-in to your mailing list.

What many people fail to realize is they’re sitting on a goldmine.

You’re not building a publication like Forbes. You’re building a content library that people would find useful at different points in their journey.

Think of it like this. Instead of buying a magazine off the shelf, they’re checking out a book from the library.

I digress.

Put together your best resources and offer it as a downloadable file or members only area.


Of course, we have a soft spot in our heart for quizzes as a content upgrade. Not only do quizzes produce a much better conversion rate than almost any type of lead gen device, they reveal insights about your audience.

It’s the best of both worlds.

We’ve already covered how to produce a quiz for lead generation so we won’t rehash it. To find the right articles to use as content upgrades for your quizzes, think about the commercial intent.

These tend to be middle of the funnel pieces with high buyer intent. You can position your quiz as a way to select between different solutions.

With the insights you gain, you’re able to refine your messaging and turn motivated browsers into customers.


Polls are similar to quizzes in that they’re interactive content. They require your visitors to actively engage. Otherwise, they won’t get the value.

These work best when you have a piece of content that compares two or more options. It also works well with best of lists. For example, you can add a poll to a list of the best destinations to travel to.

Phrase it as either a question about where people have traveled, where they’d like to travel the most, or what they think is the best destination. When you gate the answers, you’ll be pleasantly surprised at how many people opt in to see the answer.

12.Collection of tools or resources related to the article

This one is similar to the resource library but the tools and resources you compile don’t need to be created by you. Curate the best information or tools available.

This works best on topics that can’t be covered in a single sitting no matter how in-depth your content is. Well, you could write a book but no one will read that on a page in a single sitting so the same thing applies.

You can use your collection of tools across many closely related articles.

13.Bonus content

I’ve mentioned this before. Your work is never complete. There will always be something to add to what you’ve created. I could as well add ten more content upgrade ideas to this post. Or, I could give them away in exchange for an email and build our list in the process.

It fits nicely into the criteria for a content upgrade because it’s super relevant and helps your visitor take the next step.

That’s not the only way to create bonus content. Technically, many content upgrades on this list would fit the criteria of bonus content.

I’ll define it as more of what you’ve given in the original piece. If you have 100 outfit ideas then bonus content would be 30 more outfit ideas.

14.Done for you scripts and templates

I love these. Sometimes, a strategy has a specific portion that made it really effective. That could be the wording someone used during a call or email or the way they designed their ad.

The thing is, without the script or template then you’d have a hard time replicating their results. That’s why scripts are so valuable.

They help you remove a lot of trial and error from the process and jump straight into generating results.

A note about templates and scripts: be sure to tell your subscribers to tweak them and make them their own. The more anything is used, the less effective it becomes.

15.Designs or stock photography

This content upgrade isn’t used often because it’s hard to create. That’s what makes it so valuable. How many photographers do you know giving away exclusive images?

I know, you’ll probably think about Pexels or Unsplash. While these services are useful, they’re also ubiquitous. You could limit the distribution of your photos and drive up your conversion rate.

The key, of course, is to keep it relevant.

16.Part of a larger product

I’m not talking about a free trial. Regardless of what people say, a free trial isn’t giving someone something for free. It’s an opportunity to showcase your product. Think of it as a no-touch demo.

That’s a topic for another day.

Moving on.

Can you break off part of your course and give it away free? What about a book – can you give your audience members a chapter in exchange for their contact info? Is it possible to break off a piece of your software and offer it completely free?

All of these things work well as a content upgrade because it gives people an idea of what they’ll gain from the paid version.

17.Interview series

Tapping into the wisdom of others is, perhaps, the smartest way to accelerate your growth. That applies to both professional and personal growth.

It only makes sense that people would be willing to part with their contact information in exchange for an interview. When you turn that into an interview series then you’re on hallowed ground.

To make this work, there are just two requirements:

  1. Interviews with relevant people
  2. Interviews that deliver a lot of value

I’ve watched and listened to interviews with people who are rock stars in the space but they suck at interviews. It’s not fun.

Create high-value interviews. Give them away free.

18.Private community

This may not seem obvious at first but a community can be one of the best content upgrades you’ll ever make.

It’s hard achieving a goal alone. It’s even more difficult when you’re doing something that’s out of the ordinary (like starting a business). This process becomes infinitely easier to do it when you have people supporting you.

A private community brings together people from different backgrounds with similar goals. If the conversation is high quality then people will stick around.

19.Formula or roadmap

Think of this type of content upgrade as a way to focus on one aspect of your article and execute it well.

For example, an article about dressing well for the summer could have a formula content upgrade that explains how to match colors and textures. You give them the formula which they can apply in many different situations.

20.Behind the scenes processes

I’m biased. I love seeing what my favorite companies are doing behind the scenes or how my favorite artists create their work.

I’ve paid for this kind of content with cold hard cash so, for me, an email is cheap.

If you sit down in your pajamas behind a screen all day, don’t be discouraged. You can also make videos that show how you get the things you do done. For example, you could walk someone through the rationale behind how you create content or source products for your business.

21.Tutorial video

This is similar to a behind the scenes video. Where the behind the scenes video focuses on your thought process and the culture of your business this one focuses on the step by step tactics.

To achieve any level of success, you’re sure to have created a few processes that you use all the time. You may even have videos that you’ve used to train your assistants or team members.

What’s stopping you from sharing it with your visitors?


This is repurposing at its finest. A few years ago I created an expert roundup post on one of my other websites. It got shared thousands of times and drove tons of traffic.

It was a success.

I thought about how I could expand the utility of the post and repurposed it into a Slideshare presentation. It was selected by the SlideShare editorial team and featured among the content of the week.

People consume content in different ways. This is a mix of visual and written content that works well as a content upgrade.


The name says it all. A workbook is a book that allows people to work through a process in a structured manner. It removes a bit of the abstraction from whatever lesson you’re trying to teach your readers and makes it easier to accomplish the end goal.

In essence, it adds structure to a concept.

If you go down this road, there’s one thing to keep in mind. Workbooks should look good.

Why does it matter?

People will be interacting with it over an extended period of time. It should be a joy to access and use.


Visual content in all its forms is loved by the masses. Convert your blog post into a visual form for download or even republishing.

An added benefit is that they’re highly shareable. If you’ve got an eye for design then use a tool like Canva, Vengage, or Piktochart.

If not, outsource it on Upwork or a similar site.

25.Webinars and replays

This works for two reasons.

  1. Webinars teach valuable lessons
  2. You get to pitch a product (you did pitch a product on your webinar right)?

The only problem with webinars is that there are a lot of lessons to absorb. Even if you take notes, you’ll miss some points. A replay makes it possible for your audience to members to cycle through the content over and over again.

Place the webinar replay as a content upgrade across multiple relevant posts.

26.Swipe file

I have a copywriting swipe file I use for inspiration when I’m creating ads and sales pages. It makes it easy to get the creative juices flowing and prevents you from making simple mistakes.

It’s taken me years to compile. I consider it a secret weapon.

How valuable do you think your personal swipe file would be for your audience? Yes, it would be very valuable.

If you’re talking about Facebook ads then give away a swipe file of advertisements. It’s simple.

Anything that can be used for inspiration would count as a swipe file.

27. Spreadsheet

Part of the problem with data is structuring it properly.

Are you capturing everything you need?

Is there a better way to organize the information?

A spreadsheet solves this problem. Give your audience a spreadsheet that helps them organize data. You could even fill it out for them and encourage them to add more information as they continue.

This works especially well if you’re in a niche where people have a lot of information that needs to be organized like marketing or finance.

28.Show notes for podcasts and videos

As much as we love podcasts and videos, we don’t always have the time to interact with them the way we’d like.

Show notes make it possible to get the major points without sitting through a thirty to sixty-minute episode. If you run a podcast or regular make video content then show notes can be a consistent content upgrade option.

I, personally, always download them for my favorite podcasts.

29.Case study

This is what we refer to as bottom of the funnel content. The person who downloads your case study is more interested in the services you offer and specific results you’ve gotten for people in the past.

It’s like the last step before they make a purchase decision.

Conversely, you could also write a case study about influential people in your field and package it for download. The results aren’t directly related to your product or services but they’re interesting nonetheless.

That’s part of the reason headlines like “How I got to $1 million” are so appealing.

30.Proprietary Research

You know why people don’t do research very often? It’s difficult, time-consuming, and expensive. Do you know why people want proprietary research so much? It’s difficult, time-consuming, and expensive.

This content upgrade is high converting and it positions you as an authority in your field.

Fill your report with visuals and detailed explanations of what your findings mean. It’ll take a bit of effort but it’s definitely worth it. Use it across multiple posts or an entire category.


A calculator doesn’t have to be a software product or something that requires a developer to get involved. I’ve made sales calculators with an Excel spreadsheet that converted like gangbusters.

We also have an email ROI calculator (no email address required) that people use all the time to understand the impact of email marketing on their business.

Don’t overthink this. Create the formula in Excel or Google Sheets and give it away in exchange for an email address. People will thank you for it.


Consultation is generally expensive and valuable. You can use this to your advantage by offering short consultations to people.

To prevent yourself from getting overwhelmed, you’ll need to set up a system. For example, you can only allow a certain number of people to request the free consultations in a day.

Conversely, you could hand it off to someone on your team (if the consultation doubles as a way to generate new clients – which it should). Otherwise, turn it off if it becomes too much for you to handle.


I shy away from this strategy because a discount can attract the wrong type of customer. That being said, it works.

People are always looking for deals on clothes, software, food, and anything else you can think of. Be careful about how often you use this method and how much you discount your products. For most ecommerce brands, 10-20% off the first purchase seems to be the norm.

Don’t feel pressured though; go with whatever works best for you and your company.

The problem with content upgrades

Content upgrades are great. We love them because they have such a huge positive impact on conversion rates. There’s just one problem – it can get difficult to make them if you produce a lot of content.

There’s not enough time in the world.

This is especially true when you have tons of blog posts on your website. If you have decent traffic then that’s the norm.

So what do you do?

If you didn’t start from scratch then your best bet is to create content upgrades for the most popular posts as well as specific categories on your website.

Let’s look at how to find your most popular posts.

Log into Google analytics (you are using GA aren’t you) and navigate to behavior > site content > all pages (or landing pages).

After our homepage, the most popular page on our website (as of writing this) is the one we have about affiliate marketing tools. It has a current conversion rate holding steady at about 6%. Not bad.

We’ve also made a content upgrade for our post on confirmation bias but it converts about 3% of the traffic. It could be better. 4% should be the absolute minimum for content upgrades.

We’re working on it.


That’s over four thousand words about content upgrades. We’ve covered everything from what they are, how to make them, and ideas about what to use for your content upgrades.

The only thing left is to find your most popular posts and start creating content upgrades.

Apply the 80/20 rule and start creating them for every new article you make. The snowball effect will kick in and your site wide conversion rates will be on fleek.

Let me know what you think about content upgrades in the comments and don’t forget to share.

Demographic Segmentation: What it is, How to Use it, and Examples

Last updated February 12, 2019.

A segmented market is one that’s more valuable to you.

Demographic segmentation, in particular, is often the first step in creating customer profiles that help you make better products, messages, and close deals.

Before we had things like Facebook and Google that let you target your customer’s interests, intent, and behaviors, – the things that make up psychographic segmentation – all we had was demographic data.

That’s what print and television advertising empires were built on. If it’s not broken then why fix it?

 Demographic data is important but it’s by no means the only information you need to create useful customer segments.

 In this article, we’ll look at what demographic segmentation is, how to get the information, and examples of how smart businesses are using it.  

Definition of demographic segmentation

 Demographic segmentation is the process of dividing your market into segments based on things like ethnicity, age, gender, income, religion, family makeup, and education.

 This helps brands spend their advertising and marketing budget more efficiently. Instead of going after their entire market, they’re able to show relevant messages to people more likely to care.

It’s the most common type of segmentation strategy.

 Most analytics tools on the web will give you basic demographic information.

google analytics demographic segmentation

Other segmentation methods such as psychographic and behavioral segmentation are more difficult to implement.

How to get demographic data

You may not be able to get demographic information for every one of your customers or audience members. That’s alright.

 You can get the data from enough people to build a profile of your most engaged customers.

 With that, you can choose the right social media platforms, create better marketing material, and grow your subscriber base more quickly.

 There are a number of ways to unlock this information. We’ll touch on two methods.

Analytics software

  If you have a website then you’re using analytics software to understand who visits and what they’re interested in.

Most analytics software allows you to see basic demographic information like gender and age.

Log into your analytics account and check if it’s collating the information. If not, you can use a tool like Google Analytics (GA) in addition to your current solution.

GA will give you gender and age information about a portion of your audience. 

Simply open your GA account, click on audience ->demographics -> overview. If you’ve not accessed this area of your account before then you’ll need to activate it and check back in 24 hours.

Quizzes and Surveys

Both quizzes and surveys allow you to ask your audience members direct questions. Once you have enough answers, you can feel safe knowing it represents the majority of your customer segments.

The difference between a quiz and a survey is that with quizzes, people want an outcome. You can’t get away with asking seven demographic questions and calling it a day.

You can sprinkle in a few demographic questions with questions calculated to boost engagement and achieve a higher response and completion rate than surveys.

Surveys allow you to ask direct demographic questions but the engagement rate is much lower. On average, external surveys have completion rates well below 20%.

If you want more data – surveys and quizzes are best.

If you want an easy way to get the data – analytics are your friend.

Note: Be careful about using census data. The information there is an average of small groupings like a neighborhood. Even though it may be attached to a household, it’s not representative of that particular household. The data about you and your next door neighbor is exactly the same.

Demographic segmentation factors (and examples)

Some demographic information is more important than others.

For example, if you’re selling premium online courses for photography, the gender of your audience isn’t as important as their age or income.

They have to be able to afford your courses and age will give you an idea of their willingness to learn a new skill.

We’re going to look deeper at the type of demographic segmentation information to collect and prioritize.


Gender tends to be the first method businesses adopt to segment their users. There are only two groups that matter.

Males and females tend to have different preferences.Without stereotyping anyone, men are more interested in financial trading and cryptocurrencies.

The owner of LCMS, Jin, uses a lot of imagery and testimonials on his homepage. You can see that most of the people present are males. Females are greatly underrepresented.

Women are more interested in home décor and beauty supplies.

Take a look at Sephora’s Instagram page.

They almost exclusively use female models to showcase their products and the looks you can achieve.

Some companies choose to only serve one gender or the other.

This is prominent in fashion Ecommerce.

Dollar shave club created a movement (and sold to Unilever for a billion dollars) by creating a product exclusively for one gender – men.

ONLY, on the other hand, is for women. All their marketing, imagery, and products are for that gender.

When doing gender segmentation, you don’t have to exclude a gender. The best results are achieved when you know which genders prefer specific products.

That way, you can use your budget to market to them and leave off the other one. 


Age is also another common factor used to segment customers. It’s often paired with gender segmentation to create a more robust profile.

There are commonly accepted age groups for marketing and advertising purposes:

  • 12-17
  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65+

 Age plays an important role in where and how you market your products.

Toys are obviously for a younger demographic group but certain video games appeal to a mature audience as well.

Juul, the electric cigarette that took the world by storm, and is under investigation for its advertising practices, targets a younger demographic.

The campaigns are reminiscent of the ads the traditional cigarette industry used to target younger smokers.

In a broader sense, different age groups have different values, norms, and ways they interpret messages.

Younger groups are more impressionable. Messages targeted at them are flashy and abstract because their future is still up for grabs.

Older millennials and the 30+ crowd are more secure in the knowledge of what they want and need. Advertisements aimed at this group are more concrete because they’re experiencing the reality of the world in full force.

The older generations have traditionally been ignored because it’s thought that they’re set in their ways. An advertisement isn’t going to change their mind. Instead of attempting to sway their opinions, target this demographic segment in a way that informs them about things they already want or need.

Don’t tell them they need a new car. Tell them about the options available to them.  

Another way age is helpful is deciding which social platform you want to use. Every social media platform has an age group that uses it more than others.

For a younger demographic (12 – 24) Snapchat and Instagram are your best channels. The largest group of Twitter users are between 25 – 34.

Basic demographic information about their users is freely available. Do a bit of research to inform which channel you should spend the most time on.


Income demographic segmentation is when people are segmented by their monthly or yearly income. You can segment based on personal income or household income.

This is most effective when you have a specific product for a specific niche at a higher price point.

Use income segmentation when you have both expensive and inexpensive products. When you segment the groups that can afford the products away from the ones that can’t, you get clearer feedback.

You’re able to build a profile of your ideal customers and improve the products based on what they care about.

If you don’t segment like this, you may get feedback from people who would never buy. Based on that, your product development can be derailed.

A good example of this type of segmentation is Mercedes. They have cars that start at forty thousand dollars and ones that start at half a million dollars.


The customers for the forty thousand dollar car may never buy the half a million dollar car. If Mercedes asked them for feedback they’d likely ask them to make it cheaper.

The person who’s willing to pay half a million dollars may tell them to improve the performance or the finishing.

Education and occupation

People achieve different levels of formal education. With each tier of education, there are certain experiences they may have had.

We can all point to common grade school experiences.

If you’ve gone to college, you can point to common experiences there as well.

On the other side, your occupation can play a big role in how you purchase products and services. Doctors and nurses may make different food choices when compared to truckers and construction workers.

Executives in large organizations would make different clothing choices when compared to designers in a marketing agency.

Together, our education and occupation influence our buying decisions.

When segmenting based on education/occupation, it’s important to understand two things:

  • Are the majority of your customers likely to be in a specific education or occupational segment?
  • Does it even matter?

Some products have education requirements before you’ll receive the benefits. You wouldn’t enroll in an MBA course before you did your bachelors.

Certain magazines also appeal to people with specific groups. A medical journal would naturally appeal to Doctors, nurses, pharmacists, and related educators.

Some, on the other hand, have no requirements. Do you need to go to college or work in a design firm before you buy a nice pair of jeans?

You can use this type of segmentation to your advantage like Convertkit.

convertkit occupational segmentation

They’re an email marketing company that targets creators. Does that mean they’ll turn away everyone else?


It just means that all their decisions are informed by the main group they target.

Many of the fastest growing companies on the Inc. 5,000 list use occupational segmentation to position their companies and reap the largest benefits.

Family makeup (and lifecycle)

The last type of demographic segmentation we’ll touch on is family makeup. The needs of families are different when compared to the needs of individuals.

You wouldn’t target a family cruise at individuals and you wouldn’t target a night club or dating service towards couples.

Let’s say you offer continued education and skills acquisition for older customers (40+). It wouldn’t be a stretch to position your offer as one that’ll help them achieve a lifestyle that they always dreamed about for their family.

They’re not doing it for themselves alone but for their entire family.

Major events in a person’s life cycle are also when they’re more receptive to specific messages. Before a wedding couples are more receptive to bridal advertisements. After a wedding, they’re more receptive to messages about home furnishings.

Before and after their first child they’re more receptive to message about childcare.

Products that benefit from family segmentation:

  • Amusement parks
  • Movies
  • Food (healthy food for children)
  • Vacation packages
  • Investment/tax advice
  • Anything involving kids

These are just a few suggestions, this list is by no means exhaustive and you could come up with a creative angle to take advantage of family makeup.

Problems with demographic segmentation

Of course, because demographic segmentation focuses on factors that exclude actual behaviors, there are shortcomings.

Not using them at all

The biggest issue you can encounter is not using demographic segmentation at all. You may feel like it doesn’t matter because you’re selling a product that can appeal to all people (like a digital course or software).

While this may be true on the surface, it’s always a good idea to niche down and serve a group of people more closely.

Your messages are more effective and they’re more comfortable patronizing you.

Using the wrong demographic segments

Some demographic segmentation make sense for one product but not another. Income segmentation wouldn’t make sense for a bargain product but it would make sense for a luxury product.

Gender segmentation wouldn’t make sense for food but it would make sense for a beauty product.

Age segmentation makes sense for alcoholic beverages but doesn’t seem to apply to soft drinks.

Occupation is obvious for trade magazines but not as useful for general consumer products.

Whether or not you’re using the wrong segments depends entirely on what your product is, your branding, and goals.  Beyond that, it’s a matter of experimenting.

Limited in scope

People in the same demographic segment can have different needs. Just because two people are male and eighteen doesn’t mean they want the same things.

One may come from a family that values education above all else so they’re keen on buying test prep courses.

The other eighteen year old may have dropped out of school so test prep is the last thing on their mind.

It’s important to combine demographic segmentation with other types of market segmentation to build a complete picture of your best customers.

One variable can never tell the complete picture.


Demographic segmentation is an important starting point to understand your market and their needs.

With the right demographic information, you can create assumptions to test and refine your messaging.

Over time, you’ll understand whether age, gender, income, education, or family makeup is the most important variable for your specific products and services.

Use quizzes or surveys to get the demographic information and start experimenting with the information you unlock.

Don’t stop at demographic segmentation alone. Look into other types of segmentation such as behavioral and psychographic to build a better persona of your ideal buyer.

With that, you can craft clear messages that work – every time.

Let me know how you’re using demographic segmentation in the comments and don’t forget to share.

How to Design a Beautiful (and Persuasive) Product Page That Converts

Your product page is where the magic happens.

There are many factors that go into a successful business.

First, you need to build a stellar product for the right people.

After that, it’s time to get your marketing, messaging, branding, SEO, etc. right.

Unfortunately, that’s not the end of the road.

The next step is building a product page that communicates the value you provide while compelling visitors to take action.

It can be the difference between a business that takes off and one that flounders after a few months.

It’s the difference between a profitable advertising campaign and one that sucks up all your resources with no ROI.

In short, your product page (or pages) is one of the most important linchpins in your business.

It’s not important to get it right – it’s essential.

In this post, we’re going to dive deep into how to create a product page design that moves the needle in your business.

What is a product page – really?

There’s a bit of confusion around what a product page is and isn’t.

It’s commonly confused with a landing page. They’re not the same thing.

A landing page is a focused solitary page developed for a specific marketing or advertising campaign. It is designed for a user to take a single action such as download a resource.

A product page, on the other hand, is a page designed to sell a specific product. It details product information, order instructions, and shows product imagery.

Note: a product page doesn’t always show pricing information. For example, most SaaS websites separate pricing and product information.

Ecommerce websites tend to display pricing information on product pages.

Now that we’re on the same page, let’s dive into the process of building a compelling product page.

The product page copy

This is where the product page is made.

You can have the most useful product with the prettiest pictures but it won’t get the job done if your copy sucks.

How to write copy is beyond the scope of this article.

Instead, we’ll focus on the necessary elements and a few tips to enhance your writing.

Length of product page copy

There’s a long-standing debate about how long copy should be.

Some people say no one reads anymore so make it short.

Others believe you can’t say anything important in a few sentences so make your copy long.

I say it should be as long as necessary to get the job done.

That’s not helpful. There are general situations when you should use long and short copy.

These situations vary and no rule is written in stone but when in doubt, follow the guidelines I’m about to give you.

When to use long copy

Use long copy for your product pages when the product is:

  • Expensive to the point of needing justification later.
  • Is complex and has many features that need to be explained.
  • Is part of a specialized sector not many people come in contact with.
  • Not unique so you need the extra copy to explain your case.
  • They found it but they weren’t looking for it. Your copy is a chance to convince them.

When to use short copy

Use short copy for your product pages when:

  • The product is simple and doesn’t require much explanation. Show them how to buy.
  • It doesn’t cost too much so people won’t need to justify the purchase later.
  • The CTA itself isn’t asking for an upfront purchase. An example would be to start a free trial.


A vague product page doesn’t get results. No one wants to buy a product only to go through the process of returning it or seeking a refund.

Instead, they won’t buy it in the first place.

At all times, be as specific as possible.

If you’re selling shoes, don’t say they last for a long time. Instead, mention how you simulated 9,475 hours of walking time and they still looked brand new.

The more specific you are in your copy, the more believable your claims are.

Do you have testimonials from customers that point to specific results or outcomes they received?

Do you have a quality control process that ensures purity? Alcohol companies do this by telling us their drinks were distilled three times and aged over the course of five years to ensure quality and flavor.

novo watches product pages image

Novo watches takes storytelling and specificity to heart. In the above image, it looks like a text heavy page.

That’s not the case.

They have compelling product imagery and a video above the fold.

Down below, they get into the details. It tells the story of the machinery they repurposed to make the watch.

The details and history weave together to form a strong narrative which helps close the deal on their $4,000 (CAD) watches.

Benefit Driven

Features are important yet they don’t matter without context.

Let’s say you’re selling a laptop that has one terabyte of hard disk space. That’s nice but most laptop buyers don’t know what that means in a practical sense.

This is where the benefits of your features come into play.

You can restate it as one terabyte of hard disk space to store your entire movie library, tens of thousands of songs, and pictures of every family event.

Suddenly, it’s easy to see how useful one terabyte of space is.

There’s a simple test you can perform every time you write a feature. At KyLeads, we call it the “And so what test.”

For every feature you have or want to mention, ask yourself “and so what?”

Our sunscreen has SPF 30. And so what?

Which means your skin is protected from 97% of all UVB radiation so you can enjoy your time in the sun without worrying about harmful effects.

We discuss the benefits of our features on our quiz product page. Instead of just saying you can do xyz, we also point out why that matters and the advantages it gives.

product page quizzes images

Use Cases

Have you ever understood what a product did and thought it would be valuable but couldn’t decide how you’d use it?

With a fashion-oriented purchase, you may like the piece but can’t figure out what you’d wear it with. That alone may make you skip it.

What about when you want to get something more important like software for your business?

You can understand the value of the software but don’t know how to use it in your business.

This happened to us recently.

We use a tool called Databox to combine and visualize some of our data.

When we were evaluating it, we knew it would be valuable but couldn’t figure out how to apply it to our particular situation.

Databox knows their prospects have this problem so they include a line on their homepage that addresses it.

The link in the above image takes you to a page with multiple templates. Each one is a use case.

That’s just the tip of the iceberg. Almost any product can benefit from displaying new and interesting use cases to potential customers.

  • Computers can be used for gaming, social media, or entertainment.
  • A table can be used in the living room, office, or on the patio.
  • Shoes can be for work, a night on the town, or weekend hangouts.

You know the ways your product can be used better than anyone. Educate your potential buyers to give your product page design an edge.

Visible refunds, shipping, and terms pages.

No one likes to be surprised during or after a purchase.

How would you feel if you were excited about a book, a pair of shoes, or anything else you were about to buy only to realize the shipping charges were exorbitant?

If you’re like 44% of people that abandoned carts, shipping may have played a part. It’s better to pre-qualify visitors who won’t pay shipping than have them skew your metrics.

Amazon is crystal clear with their shipping information. For the product in the above image, they mention how much shipping costs four separate times.

Be crystal clear about how long shipping takes and how much they will pay. You don’t want people hitting up your support line for products that haven’t arrived yet.

Apart from shipping, make sure it’s easy to find refunds, returns, and terms of service pages. An online purchase comes with a lot of uncertainty.

It may not fit, the software may not work right, the widget may be a different shade of blue, etc. Clear refund and return information alleviates some of that fear and increases the likelihood of someone giving you a try.

shipping sunday somewhere

Sunday Somewhere includes shipping and return information right on the product page.

Now, people can make an informed decision about whether or not they’ll pay shipping fees.


Before we jump into videos, I want to make it clear that they’re optional.

Not everyone has the budget or the skills to make high-quality videos.

A subpar video will do more harm than good so if you can’t get it right then skip this step altogether.

Now that the disclaimer is out of the way, video can work wonders on your product page.

They have been shown to increase conversions by up to 86%.

It’s easier said than done.

I’m sure you’ve seen poorly executed videos that do more harm than good.

There are three key elements:

  • Cohesive narrative. A good story/narrative draws us in and keeps us engaged. While you’re busy enjoying the story, lessons and information are passed into your mind. There’s no defense because we’re hardwired to love a good story.
  • Leave out all the buzzwords, jargon, and symbolism. You’re not trying to win an award, you’re trying to get people to buy. Let them know what it does, why it matters, and the outcome they can expect as a result.
  • Quick delivery. Again, you’re not trying to win an award. You’re trying to get a message across. Deliver it as quickly so your visitor doesn’t get tired.

In Qubit’s product video, they focused on one thing – speed. They wanted to illustrate how fast it was to get set up with their platform.

It was cohesive. They focused on one aspect of their product.

It was clear. They used no words and let the video do the talking.

It was concise. At 1:44, it was a good length for on the go consumption.

Technical specifications

An online purchase is unique in many ways. Your customer is trying to understand what they’ll get from a few pictures and words.

There’s no way for them feel, smell, weigh, or otherwise interact with the product.

Images and videos help but they still leave a lot to be desired.

Many product page designs don’t make room for the technical details/specifications. It seems like unnecessary information people don’t need.

It’s true, a lot of people don’t care.

It’s also true that a lot of people do.

A small percentage of them will write in and ask for the information they need.

Most of them will bounce and leave you with a lost sale.

For the people that want the technical specifications, you can add them under a tab or in a section after the main product information.

One of Press London’s products is what they call homegrown supplements for hair, skin, and nails. They offer a quick description next to the product image and an option to read more.

They’re aware their customers need more than a three line description before they buy ingestibles. In response to that, they add a detailed section that gives a more thorough description as well as an ingredients list.


Images are a tried and tested way to illustrate your product. It doesn’t matter if you’re selling software, clothes, or drones.

In fact, you can’t sell without images.

People want to see what they’re buying before they enter their credit card details.

  • Larger images

Shopping is a tactile experience. People see and feel the products they buy. Online, that sensation is missing. The best way to bridge that gap is to use clear high-resolution images. saw a 9.46% increase in sales when using clear large images for their products.

For a digital product, screenshots of the dashboard or lessons inside the product also work.

  • Multiple angles

This follows on the heels of high-quality images. People need to be able to see the product from different directions.

When I’m buying shoes online, I want to see the sole, the front, the back, and everything in between. I also want to be able to see the stitching.

According to ThinkWithGoogle, user-controlled zoom is an important factor with mobile shoppers.

In the image above, ASOS provides multiple angles of the product so browsers can get a clear picture of what they’re buying. In addition to that, they have a video.

  • Different designs

Standard product photos are on a white background. While this isn’t bad, it won’t allow you to stand out from the white noise of the internet.

In addition to the standard white background, show your products in use in different situations and with different people.

For example, if you’re selling shoes, show them in a formal, casual, and office setting (whichever ones apply).

Finally, gather and curate UGC (user generated content) for your product page as well as for your wider marketing collateral.

ASOS curates UGC and uses it throughout their marketing collateral.

Clear CTA’s

Calls to action (CTA’s) are the buttons, text, and little nudges you place throughout your website to inspire a visitor to take your desired action.

There are no hard and fast rules for CTA’s. The only thing you must do is test them.

With that being said, there are best practices to give you a head start.

CTA Copy

There are many schools of thought when it comes to CTA copy – especially on the product page. I think they’re over analyzing it.

There are two things to keep in mind above all else:

  • Keep it short. Your actual call to action should only be a few words long.
  • Action commands. Phrases like Shop now, Proceed to checkout, and add to cart aren’t used by accident. They’re embedded commands that inspire action.

CTA color

Again, there are no hard and fast rules about the color of your buttons. Some people say use a red button to increase conversions.

While that may be true in certain cases, it may not always be feasible. This is especially true if your branding doesn’t play nice with red.

Andreas Carter Sports increased their conversions by 50% by changing their CTA button from green to blue.

Your situation may be different. The most important thing to keep in mind is that your buttons need to stand out from the rest of the page.

CTA placement

This is a given but make sure your button is where it can be easily found.

If your visitors need to search for it then you’ve already lost.

Place it in a prominent position above the fold close to the major value proposition or title.

Conversely, you can place it next to the price of the product.

There’s no rule that says you can’t have more than one CTA on your page. On our forms product page, we place multiple CTA’s throughout the content.

Customer Reviews and Testimonials

The last element I’ll mention that’s super important for your product page design are honest reviews and testimonials.

90% of buyers say their decisions are influenced by online reviews.

Some brands throw their customer reviews on a wall of love or something similar.

Why do that when they can work so much harder for you on the product page itself?

Express watches added customer reviews to their product pages and increased sales conversions by 58.29%

In a survey of 1,000 consumers, it was found that reviews were the number one factor that drove shoppers to buy a more expensive product.

Few customers leave reviews because:

  1. They’re busy
  2. It can be difficult

Take the pain out of leaving reviews by adding the option to leave one right on the product page. clearly displays reviews for plugins.

It seems people aren’t happy with Gutenberg.

There are a number of ways to take advantage of the reviews you get.

  • Video reviews on the product page for people to play while making the final decision.
  • A weighted review score that takes into account all the reviews you’ve received for that product over time. The individual reviews that make up this average are also displayed.
  • A text review (without the score) that shows the persons headshot and a specific reason why they liked your product.
  • Images of the customers using your product or service. This is also useful for other marketing collateral.

This Amazon page for Gates of Fire by Stephen Pressfield (recommended read) combines many of these features together.

A note on negative reviews: If all of your reviews are five stars then something is wrong. You can’t be perfect for everyone. A bad review here and there is expected and can help you shape the kind of product people love.

Second note: You may not have reviews and testimonials in the beginning and that’s perfectly OK. We all start from zero.

Examples of Product Pages that work

We’ve gone through the process of understanding what makes a great product page stand out. Now, let’s look at a few examples of high converting product pages.

underarmor example product page

Note that some of the things mentioned below are on the page but not in this particular screenshot.

What I like:

  • They show multiple angles of the product with and without a model
  • They have a prominent star rating for the product
  • Size chart clearly visible to reduce returns due to poor sizing
  • Contrasting call to action button with action oriented wording
  • An extra sizing chart that would give you a better idea of the fit
  • A recommended products section

What I don’t like:

  • The product description is just a bunch of bullet points that list out features and few benefits
  • No lifestyle shots of the clothes in action
  • Shipping information isn’t readily available

Pure Cycles sells premium bikes for adults. At least, that’s the message I got from their messaging and the imagery they use.

What I like:

  • The details section is well written
  • They have product as well as lifestyle images
  • Further down the page there are videos of the product in action
  • Reviews score is prominently displayed
  • Return policy and warranty is clear
  • Action oriented call to action button

What I don’t like:

  • The reviews aren’t on the same page
  • Size information isn’t clear until you scroll further down the page and open a different tab
  • Call to action button blends in with the color palette of the website – it’s muted.

Figleaves product page example

Figleaves is a women’s Ecommerce brand that sells lingerie, nightwear, and Uggs (no comment on that one).

What I like:

  • Prominent reviews section
  • Very clear shipping and returns info. If you click the link, it opens a popup.
  • Multiple product images with and without the model
  • Zoom on hover to get a closer look at the product
  • Action-oriented call to action
  • Recommended products further down the page

What I don’t like:

  • No sizing information
  • Call to action button is a different color but it’s muted
  • Generic product description
  • No lifestyle images


We all know Dove for their beauty products and more recently for their real beauty campaign. They also do well with their product page.

What I like:

  • They have prominent review info
  • Nice CTA color
  • Strong CTA text
  • Interesting question and answer section
  • More detailed information nestled in dropdowns
  • Product zoom function

What I don’t like:

  • The product image takes up most of the fold
  • No return information
  • No shipping information
  • No pricing information


Your product page is an asset that determines whether or not your business will be successful. I hate to put so much emphasis on a single page but it’s the truth.

IF there’s missing information or it’s poorly presented then all your marketing can go to waste.

In this post, we’ve taken a deep dive and you’re well equipped to create amazing product pages.

Start with the copy and make sure it’s specific and benefit driven. Show important information upfront to instill trust and reduce the fear associated with buying things online.

When you have compelling copy, the right imagery, and clear calls to action your product pages do what they were made to do – sell.

Let us know how you’re designing your product pages in the comments and don’t forget to share.

Market Segmentation: Definition, Types, Examples, and Use Cases

It’s no secret that market segmentation can increase the engagement rates of emails, blog posts, and sales pages.

In addition to increasing engagement rates, your messages hit closer to home and are in line with what your people want.

According to eMarketer, after implementing segmentation nearly 40% of marketers experienced higher email open rates while 24% experienced increased revenue.

That’s a win.

The smaller your customer segments, the better you’re able to target your message to the person receiving it.

Though there’s no denying the effectiveness of customer segmentation, many people fail to implement it because of perceived complexity.

You have the potential to create dozens of segments and hundreds of messages. That’s by no means necessary.

Market segmentation is the process of dividing a market of potential customers into groups or segments based on different characteristics important to you. The people grouped into segments share characteristics and respond similarly to messages you send.

In this post, we’ll focus on the benefits of customer segmentation, how to segment new leads, and simple strategies to increase revenue from segmented users.

Why market segmentation is so important

Before we jump into why it matters, let’s look at why ignoring it is doing more harm than good.

Think about how you interact with other brands. If you’re like me, you visit the website, consume great content, and maybe subscribe for their mailing list.

Over the next few days or weeks, they send you through an email marketing campaign to introduce you to their brand and get you to buy something.

You ignore half of those messages and only pay attention to the ones that matter to you. Sometimes you buy and sometimes you don’t. A good percentage of the time, you buy because you need their product in spite of their poor attempts of selling you.

This is unsegmented marketing at its finest. You see messages that don’t matter for products you don’t care about. If it goes on long enough you’ll eventually unsubscribe and move on with your life.

At KyLeads, we can’t afford to throw our marketing dollars away without seeing some sort of return. I’m sure you feel the same way.

Chanti Zak says:

Your prospect isn’t some basic B – she’s your mother. Okay, totally stole that quote from Ogilvy but it’s oh so true.

Nobody likes feeling like they’re just another number, but when you get to a certain level in your business, how do you help your ideal client or customer feel like you’re talking directly to them? Segmentation. Because segmentation breeds specificity and specificity sells.

Segmented email campaigns have an open rate that is 14.32% higher than non-segmented campaigns. Click-throughs are 100.95% higher than non-segmented campaigns. The stats are speaking, are you listening?

The clients I work with that use segmentation see higher open rates, lower unsubscribes, and higher conversions. They can get a bird’s eye view on exactly WHO comprises the majority of their customer base, and pivot their marketing to focus more on the most profitable segments of their audience.

The best part is when they use quizzes as a segmentation tool, leads don’t FEEL like they’re being segmented (nobody likes feeling segmented BTW).

Enter customer segmentation and why it’s no longer optional.

Benefits of customer segmentation

There are many benefits. I’ll touch on three.

More efficient – We live in an age where you can track almost everything. If you’re not measuring it then you can’t grow it. With marketing segmentation, you can track the effectiveness of each message for different segments of your audience.

Over time, you’ll discover the best ways to spend your money and achieve a positive return on investment.

More effective – which of the following messages would you respond better to?

  1. The ultimate guide to building muscle for men over forty
  2. The ultimate guide to building muscle

You may click on the second one out of general curiosity. If you’re a man over forty years old then the first one is almost guaranteed to pique your interest.

Once they click the first title and land on the page, they’ll be more receptive to everything there because it was made with them in mind. It would be a natural progression for them to buy what’s being sold or subscribe for a mailing list with more insights.

Better resource utilization

Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.

– John Wanamaker

I couldn’t have said it better myself. Ever since the first flyer was printed, it’s been a challenge to measure what’s working and what’s not.

Customer segmentation addresses this issue by sending your messages to people who’re receptive to it. With the example about building muscle, you know the people consuming the content are over forty.

With that information, you can also make other assumptions in line with that demographic group (more on demographics in a moment).

The end result is using your limited resources in a way that’ll bring a higher ROI.

Types of market segmentation

There are four broad types of customer segmentation. These can be further subdivided into as categories as you like but always use the following classifications as a guide.

Demographic Segmentation

Demographic segmentation is the simplest and by extension the most widely used type of customer segmentation. Companies use it to create broad groupings of the population based on things such as age, sex, location, religion, family size, etc.

These are usually black and white groupings that give you a profile of whether or not someone has the ability to buy what you’re selling. For example, if you have a product for people 21 and older (like alcohol) then people under that age group are irrelevant for you.

Similarly, products targeted at men usually won’t be useful for women unless you’re marketing it as the perfect gift.

An example of how companies use demographic information would be the travel industry. The way and the people who a first-class ticket is marketed to are different from a coach ticket.

They emphasize the comfort and luxury of first class tickets.

For economy class, they focus on the number of TV channels they have.

Behavioral Segmentation

Behavioral segmentation taps into the way people make decisions over time or in response to stimuli. For example, the way a company markets during the holiday season and the deals available are different from the rest of the year.

They’re aware people are in a more receptive mood and may be willing to make larger purchases. Younger people and athletes prefer brands like Jordan and Air Max while the older generations prefer brands like New Balance.

At first glance, it may seem like a demographic difference. While that plays a part, it’s more about the way the customer behaves and perceives the brands.

Geographic Segmentation

As the name implies, this type of market segmentation groups people based on their physical location. You may want to go this route because the needs of your customers differ from region to region.

For example, someone in a rural area wouldn’t need a subway but someone in a city would.

Geographic segmentation can also be used to offer specific deals to your potential customers. Lastly, you can use this type of segmentation to adapt the language and tone of your messages.

In Georgia, every soda is called coke until you ask a few clarifying questions. In Chicago, soda is referred to as pop.

Psychographic Segmentation 

This type of segmentation is based on the lifestyle, interest, and activities of individuals that make up a customer segment.

Demographic segmentation tells you someone is an older male while psychographic segmentation tells you they go hiking on the weekends.

This is the type of segmentation that tells you what people do and why they buy. Psychographic segmentation is similar to behavioral segmentation but there’s a difference.

Behavioral segmentation tells us that this demographic group buys bamboo underwear. Psychographic segmentation tells us this demographic group buys bamboo underwear because it has a smaller carbon footprint and they’re environmentally conscious.

Lenovo partnered with Neustar, implemented market segmentation, and created personalized banners on their homepage that increased click-through rates by 30% and conversions by 40%.

Implement market segmentation based on the following criteria

Email marketing segmentation and general market segmentation can be tricky because there are so many data points you can use.

It’s easy to get stuck in analysis mode when trying to decide what to focus on. Should you separate your audience into male and female or should you focus on where they live and their age?

The specific answer is that it depends on your business. If you’re selling athletic clothes, it makes sense to divide your audience into male and female.

When you’re selling online courses, those groupings don’t matter much. Though the specific segmentation path you follow will depend on your business, there are broad strokes you can take depending on whether you serve other businesses or consumers.


With the exception of professional consumers or prosumers, consumers are more sensitive to price and are more likely to make an impulse decision. Segmentation of these types of customers reflects their buying habits.


This is the most common and accessible segmentation method. There are certain categories that appeal to men more than women and vice versa.

For example, Ecommerce fashion websites are divided into men’s sections and women’s sections. Not only does this make sense from a practical perspective, it makes sense from a marketing perspective. It allows you to show visitors  relevant products.

Michael Kors divides the website into men and women.

The women’s section contains handbags and specific language that would appeal to women.

They do the same thing for men.

This is a simple example and many people reading this may think it’s a no-brainer. A lot of thought went into the phrasing of the menu labels. As a man, I have no idea what a continental or a slim & trifold is.

Moving on.

Geographic region

Geographic segmentation has the potential to deliver relevant messages. Consumers respond well to deals targeted at their specific location.

You can do this by sending messages with deals just for their city or even add a geotrigger to your website that mentions their region in your copy.


Retargeting your audience based on what they like is an effective strategy – especially when you have multiple products.

Someone with a general interest website that convers cooking, traveling, and parenting would have an issue delivering targeted messages. When they segment their audience into specific groups (more on how to do this later) they’re able to send messages that appeal to specific interests.

That could be an Ebook on parenting, courses on how to travel the world, a book with great recipes, or even a service that helps them book the best flights. The point is, you’re only sending messages they’ve expressed an interest in receiving.

You can also capitalize on interest segmentation if you have a single product. Anyone that visits your website is obviously interested in what you’re offering. Freshdesk took this route when I strolled through their website.


Age alone may not be the best way to implement marketing segmentation. Coupled with one or more of the other segmentation methods, it’s a great way to further narrow down your potential customers.

Of course, if you have age sensitive offers like alcohol then it’s a must.

Coupled with their interests, segmentation based on age becomes powerful.

Purchase history

What have they purchased in the past and how long ago did they purchase it? This data will let you know what they’re interested in. Anyone can tell you what they like but the real truth is when they pay for it with cold hard cash.

Nissan launched a successful email marketing campaign that took into consideration when people purchased and what they purchased. They highlighted new products and important milestones like when their customers were due for an oil change.


B2B buyers are a different species. They’re not as price sensitive. When your product saves the business money, time, or earns money then it’s worth it. Price is secondary.

What they’ll be evaluating is how much it’ll affect their current workflow and how hard it is to implement.

They, naturally, should be segmented differently.

Company value

Company value is the value a company has for you and the value of the company itself.

At KyLeads, companies are limited in how valuable they are to us based on our pricing plans. We operate a self-service model where potential customers come to the website, read the pages they’re interested in, and choose a plan. There is little to no contact needed from a human.

Customers range in value to us from a few hundred dollars a year to mid four figures. We look at the companies value itself to determine how much they’d be willing to pay.

A company that’s doing a thousand dollars a month in revenue is much less likely to pay a few hundred dollars a month for our solution. A million dollar a month company wouldn’t bat an eye at the cost of our software as long as it solves a problem for them.

Ability to make decisions

This is an important consideration because it’ll inform how you talk to the people getting your messages. Let’s say you’re selling something targeted at programmers in an organization.

It benefits the organization itself but the developers are the ones who use it. In order for it to get adopted, their managers – who’re not engaged in day to day programming work – would need to approve it.

It makes sense to tailor your messages to each group. For the programmers, you’d talk about how this helps them do their jobs better. For the managers, you’d talk about how your solution improves productivity, reduces time wasted, etc. etc.

Niche focus

The last thing you should be aware of is the niche focus of your customers. This is important whether you have one product or dozens. When you know their focus, you can tailor your messages to highlight how your product can be used.

ActiveCampaign creates multiple pages for their different customer segments. Each page highlights the features that would appeal to that group the most.

It allows potential customers to see the value ActiveCampaign brings to the table without getting lost in irrelevant features.

How to segment your leads

We’ve spent a lot of time discussing what market segmentation is, the benefits, and a few criteria to segment different customers. Now, we’ll look at ways to implement segmentation in your business.

Using surveys to discover the best segmentation opportunities

Every market has multiple customer profiles. They can range from dozens to over a hundred. That’s way too many segments to use in a meaningful way.

Would you know the market segments that would capture the majority of your customers?


Don’t guess. Let your market tell you what’s important to them. For this, we’ll use surveys.

There’s a question we like to refer to as the “single most important segmenting question.” This will give you almost all the insight you need to make meaningful customer segments.

  1. What’s the biggest challenge you have in relation to X?

With a fitness example, the question would be “what’s your biggest challenge with fitness and weight loss?”

This open-ended question shows you the different groups you can segment your audience into. It also gives you a look at the exact language they use to describe their problems.

There’s is a quality aspect to the answers you’ll get. The longer the answer, the more weight you can give it. Someone may describe their situation with ten words and another describes it with a hundred words. The second person feels the pain more and should have more motivation to take action towards solving it.

Optimize for them.

This should be the first or, at worst, second question. If it’s not the first question then the first question should be something that can be answered easily.

For the remaining survey questions, ask things that you find important to your business. That could be income, preferences, age, political party, or whatever.

Send your survey out to your mailing list, advertise it to visitors on your website or set up an advertising campaign to get responses. Aim for at least a hundred participants. This will make up for any outliers you encounter.

Note: surveys sent to an external audience have completion rates of 10-15%.

Analyzing your segmentation survey results

The most important questions you’ll ask are open ended which means you can’t use software to pull meaningful insights.

Open a word document to copy the answers from your survey. Also open an excel file.

Read through the answers and categorize them into different groups. At first pass, you’ll likely end up with dozens of groups.

You’ll notice is that many of the answers are similar.

If the question was “what’s your biggest challenge when it comes to digital marketing”, answers could be:

  • SEO
  • Content marketing
  • Blogging
  • Link building
  • Facebook ads
  • Google display ads
  • Pinterest ads
  • Twitter marketing
  • Facebook marketing
  • Instagram marketing
  • Instagram ads
  • etc.

From those groups, we can see a lot of them can be consolidated. SEO and link building go hand in hand. Content marketing and blogging are siblings. Google display ads, Pinterest ads, and Facebook ads are all friends that can be grouped together.

Go through the answers until you’ve consolidated your choices into three to five market segments. Any more and it’ll be difficult to take meaningful action.

When finished, you’ll have the major groups in your audience and a deeper understanding of how they describe their problems.

Check out a survey we’ve used in the past to get a better idea of the kinds of questions you can ask.

Now that you have the segments you’ll use, it’s time to segment your audience as they become leads, for that we’ll be using quizzes or opt-in surveys.


We couldn’t talk about segmentation without mentioning quizzes. Interactive quizzes are so effective with segmentation because they give you valuable insights while increasing engagement.

3.5x more marketers reported interactive content converts very well when compared to static content.

It’s no wonder the average conversion rates are over 30%.

You can ask almost any question with quizzes but it’s important to balance questions that help you segment your users with those they find interesting.

Wealthfront uses a quiz to help them better understand potential customers. They ask questions to gauge risk tolerance, investable assets, and investment goals.

When you’ve answered all the questions, they show you a recommended investment plan and estimated risk profile.

I seem to have a high tolerance for risk.

Right below that, there’s a call to action to open your account.

I’ll quickly go through how to make a quiz but be sure to refer to this post on creating quizzes for an in-depth walkthrough.

There are important things to keep in mind when creating your quizzes:

  • Maintain between seven and ten questions for your quiz. Much more than that and fatigue sets in and your completion rates will start to decline.
  • Begin your quiz with an easy question they can answer without much effort. Also, end your quiz with an easy and exciting question.
  • After the initial question, ask your main questions (what’s your biggest challenge related to x? or which of the following best describes you?) second. The answer choices are the groups you identified through your segmentation survey.
  • Use a variation of “What X are you?” “What is your X” or “what kind of X are you?” for your title. The best performing quizzes use this title.

After they’ve taken your quiz and are ready to get their results, put up a lead capture form. Use a headline for this part that lets them know what you’re going to send them personalized content based on their quiz outcome.

Inside of KyLeads, you have the ability to map each quiz outcome to a different mailing list or tag in your email marketing service.

That way, when they complete a quiz, they’re automatically segmented.

From there, all you need to do is send them targeted emails in line with their quiz results.

Note: If you have a front-end offer, the quiz results page is the perfect place to pitch it.

Website behavioral activity

After you’ve added people to your mailing list, they may or not buy. To increase the likelihood of arriving at your ultimate goal – a satisfied customer – you can layer on another type of segmentation.

Website behavioral activity is a way to segment users based on the pages they visit and content they interact with. For example, if they visit a specific product page multiple times then you can assume they’re interested in it.

Set up automation rules that fire an email when someone has performed a specific action. For example, you can set up an automation rule that triggers when someone has visited a specific page 3 times. Or you can set up automation rules that trigger when someone has downloaded a certain resource.

Of course, it depends on what your goals are.

Finish Line used behavioral targeting in their email marketing to increase email revenue by fifty percent and gross returns on Facebook ad campaigns by 30%.

How to increase your revenue with market segmentation

All marketing segmentation in the world is useless if you’re unable to provide a positive return on investment.

Let’s look at two specific ways to increase your bottom line with market segmentation.

Specific offers for specific segments

Each of your market segments wants something different from your brand. If you have a sports apparel brand there are men and women of varying age groups. All have different goals.

There may be technical runners, people who wear brand names for fashion, or nonchalant buyers who want the best gear for fitness.

Each group would react to the same message in a different way.

Few companies use the data I’ve them given to make targeted campaigns as well as ASOS. There are two things I buy a lot from there, outerwear and shoes. It seems like every time I get an email from them, they’re letting me know about a sale for one or the other.

Here’s an email they sent me recently.

They segmented based on two variables – location and preferences. In the email, they focused on my love of shoes. 50% was too much for me to pass up.

ASOS has a large selection of shoes so it can be difficult to find what you’re looking for. This email narrowed down my selection and gave me a deal at the same time.

At the bottom, they also highlighted some of the featured brands so I could shop only those shoes. This email was super relevant and I ended up buying.

ASOS has my purchase history to work with but you can get similar results by using your customer segmentation quiz.

An Ebook marketplace could segment on the genre of books you’ve purchased in the past (Amazon actually does this).

Poo Pourri goes in a slightly different direction. They send out recommended products to their email list and gauge who clicks on what.

When you click on a product such as Vanilla Mint, you’d be segmented into a list of people who like it. If you don’t buy, the next email in the series also features that product.

This continues until you’ve purchased the product or shown you don’t want it. Either way, they have more data to send out targeted campaigns in the future.

Doggy Loot segments their users with a few basic questions at the point of sign up. Their homepage has been developed to capture leads with a popup and a subscribe menu option.

First step.

Then segmentation questions.

Once they have that information, the team at Doggy Loot sends out specific offers for different customer segments.

If you have a large dog they send you something different from the people who have small dogs.

Their open rates increased by 10.2%, clickthrough rates were 410% higher than average, and contributes up to 13% of daily total revenue.

doggy loot market segmentation

The results were so promising that they rolled out the new homepage to their entire audience and looked for more ways to segment their market.

They did this by adding a MyDogs page where subscribers could add their dogs name, breed, size, gender, and birthday. They then used this information to send even more targeted messages to their subscribers.

Their results from this email marketing campaign were even better. They had open rates of 28.1%, clickthrough rates up to 750% above average, and it contributes up to 16% of daily revenue.

Dynamic content to position general offers differently

When you get down to the nitty-gritty of segmentation, you’ll see there are too many variables (and people) to craft individual emails. To make up for that, there’s dynamic content replacement.

This is the process of sending one email but showing different content base on preferences of the receiver.

For example, you may make one email that changes slightly when it’s a male receiving it or a female. There would also be a third version when you don’t have the specific information you need.

Air New Zealand built a dynamic email campaign called “Personality Allowed.” When passengers booked flights, they would get personalized pre-flight and post-flight emails.

In the pre-flight email, they’d share information such as the weather forecast, flight crew members, and images of their destination.

In the post-flight email, they’d add a link to the MyVoice platform where Air New Zealand allows customers to update their preferences.

The results of the pre-flight email were an average open rate of 69% and a unique click-through rate of 40%. For the post-flight emails, they had an open rate of 60% and click-through rate of 40%.

Eventful dove headfirst into customer segmentation by tracking the artists their customers viewed on the website and creating personalized emails.

An algorithm would collate that information and generate a list of artists the customer would be interested in. The information was dynamically inserted into weekly emails which increased their reactivation rates by 400%.

events market segmentation

The end results were:

  • 26% open rate increase.
  • 97% clickthrough increase.
  • 56% increase in click-to-open rate.


Market segmentation is one of the most powerful ways to increase your engagement and revenue. Many people believe it’s difficult to get the right data and implement it in their business.

That’s not exactly true. The key is to start from somewhere and work your way up.

Send out surveys to better understand your market

Analyze the results to find the best segments for your business.

Use an opt-in survey or quiz to segment your users and capture contact information

Determine the type of segmentation you’d like to implement (geographic, psychographic, demographic, or a combination)

Set up a few campaigns and tweak until you have a winner.

That all there is too it. You won’t be a market segmentation boss on the first go around but incremental progress will make all the difference.

Let me know how you’re using segmentation in the comments and don’t forget to share.

Tripwire Offers Marketing: Examples, Pricing, and Funnel Strategy (Free Customer Hack)

Before we talk about tripwire offers, there’s something we should all understand.

Nothing in business is free.

It costs money to get new customers (whether through ads, interactive content, blogging, or social media) and that eats into your profits.

It’s easier and cheaper to sell to an existing customer.

They’ve bought from you so know the quality you deliver, are part of your database, and are more willing to spend on complimentary products.

The hard part is getting those customers in the first place.

You could use ads or other methods to build a list and sell your main product after some time.

Or, you could offset the cost of ads by creating instant customers.

In essence, you’ve turned your customer acquisition costs to zero while leaving room to earn massive profits with your main product.

A tripwire offer makes this possible.

Think of the tripwire offer as a way to increase the amount you can spend to advertise and acquire new leads without throwing the economics of your business off.

In this post, we’ll dive deep into what a tripwire offer is, the major components, and ideas with tons of examples for making them.

What is a tripwire offer?

I want to start this off by saying I don’t like the term tripwire offer. At KyLeads, we refer to them internally as front end offers.

When you call something a tripwire offer, it seems like you’re tripping your customers up and tricking them into buying what you’re selling.

That’s not cool.

Your aim should be to add value and build a lasting relationship that encourages your users to trust you.

Tripping them up isn’t a great way to start that process.

Moving on.

A tripwire offer is a relatively low-cost high-quality product specifically designed to build your customer list. They’re priced at $5 – $50 with the majority being less than $20.

The price point you choose is dependent on your brand. If your average product is one thousand dollars then a front end offer can be as high as $200.

A common example of a tripwire offer is free plus shipping. Brands give away a product for free and just ask you to pay shipping.

The products are sometimes so cheap they’re gaining a small profit which offsets their advertising costs. They’re building a customer list for free.

Free plus shipping isn’t the only type of tripwire offer you can make. We’ll get into more ideas later in this post.

Benefits of a front end offer

There are many benefits of using tripwire offers to build your mailing list. Some of them are obvious and some are a bit nuanced. All of them will help you move closer to your goals

Offset marketing and advertising costs

When you have a longer sales cycle, the costs of selling, advertising, and marketing can add up quickly. A well thought out tripwire offer will not only offset those costs but yield a decent profit.

It costs money to generate traffic on the internet. Some people may argue that blogging and social media are free. They are – kind of.

While you may not pay for them directly, they still cost time.

Is your time worthless?

Not at all.

At the very least, your time is worth $20/hour.

I know I spend more than an hour researching, writing, and promoting every blog post for Optimizing For Humans. That’s not including the time I spend on other social media platforms creating native content.

That content needs to get clicked on and perform or we’re losing money. A tripwire offer makes sure we offset those costs from the beginning.

Build an email list

This is the most obvious benefit of a tripwire offer. You build an engaged mailing list that you can sell to over and over again.

If you’ve been working on the internet for any amount of time, you’ll be familiar with the saying “the money is in the list.” I agree.

You own your mailing list and no algorithm change, policy change, or legislation will deprive you of that. Once you have the list, it’s up to you to keep them engaged which is another topic in itself.

Create loyal customers

This is the most important part of tripwire offers. It’s nice to have interested subscribers but it’s even better to have loyal customers.

A common mistake people make when promoting tripwire offers is they throw together anything and put it on display. People, because of the price point, will buy it.

The quality is poor so they form a bad impression of you. All your upsells, downsells, and cross-sells will fall on deaf ears.

In this case study, they had conversion rates of 10% for the tripwire offer and an upsell rate of 26% for the main product.

When done right, people are ecstatic you gave away so much value. Work hard to be part of the group that creates happy customers from the tripwire offer.

Micro commitments

When faced with a big decision, the fight or flight mechanism kicks in. When confronted with an immediate decision, people tend to choose flight. That won’t be the decision in your favor.

In his book One Small Step Can Change Your Life, Robert Maurer talks about the science behind this process.  Our survival mechanisms have evolved over the years to treat any new stimuli as a threat until it’s proven otherwise.

Micro commitments soften the blow by allowing them to make smaller decisions over time. Your prospect signs up for your mailing list, buys a small product, then buys a bigger one.

All the while, they’re slowly committing to your brand and message. A tripwire offer is a small commitment your prospect makes brand which sets them up to more comfortably complete a larger commitment.

Components of a front end offer

As we’ve mentioned before, a tripwire offer isn’t something you throw together and start selling.

There are four components that make an effective front end offer.

  • Relatively cheap

All price points are relative. Most front end offers are between $5 and $50 dollars. That figure isn’t written in stone. We have some front end offers priced at $12 and other ones priced at $97.

When you price your tripwire offer, look at how much other products in your portfolio cost. For example, if you have a flagship course for $1997 then you can get away with pricing a smaller course for $197.

Or, you can create a different type of product altogether. If you’re known for high-quality shoes, what’s stopping you from selling gloves or socks at a lower price point that complements them?


  • High quality

This is the place most people drop the ball. They think their front end offer can be lower quality because it’s cheap.


A tripwire offer is the first interaction many people have with your products. If you fail to impress them in the beginning then why would they buy a more expensive product from you?

Research (Gunyadin, Selcuk, & Zayas, 2016) has shown first impressions last for months and persist even when contradictory evidence is presented.

When your front end offer is poor, people will associate that with your entire brand even if you show them ten thousand positive reviews.

The bottom line is that you should price it fairly and over deliver.

  • Related to your core offer

A front end offer is meant to offset your advertising costs while growing your mailing list and customer list.

What happens if you’re building a mailing list that doesn’t care about your core offer?

You’ll be stuck with customers who won’t buy your main products. It’s easier to make this mistake than you think.

Let’s say a business uses a bottle of diet pills as their tripwire offer. On the backend, they sell a twelve-week intensive fitness boot camp and private lessons.

On the surface, it’s all weight loss so they should sell pretty well. In reality, the kind of person looking for fitness training and the kind of person looking for diet pills are quite different.

In one case the person wants results without working too hard. In the other case, the person is willing to put in the work (and time) to get the results.

  • Very easy to use

It shouldn’t take another product to explain how to use the first one. Whatever you offer should be easy to redeem, implement, or get.

There should be minimal effort for someone to get results from your offer. Certain things are no brainers like selling a watch. Just make sure you don’t make them jump through hoops to redeem the offer.

Other things may be a little more difficult like information on particular techniques EG photography or photoshop.

The onus is on you to distill whatever you’re offering into a form that’s easy to consume, use, or apply.

Ideas and how to create a tripwire offer

We’ve covered a lot of ground and you already know how to use a front end offer, the benefits, and the key components. Now, the only thing left is to build it.

Use part of an existing product

Though this is the fastest way to create a tripwire offer, it’s not feasible in every situation. There’s no way to give away part of a pair of shoes.

The ideal products for this strategy tend to be information products. If you have a flagship course that sells for a few thousand dollars you can spin off the first few modules and offer it as a low cost alternative.

You can also condense or repurpose your product into an express version made just for that purpose. For example, a course can be developed into an Ebook or a few short videos full of actionable content.

 Lower or smaller versions of physical products

This has been done in many forms over the years.

You know those people who stand around in Walmart or Sam’s club with small free samples for you to try out? They actually sell a lot of product.

Marsh supermarkets increased their in-store free samples after running tests which boosted sales by as much as 2,000%.

The process is based on reciprocity. People are grateful for you because you introduced them to a new product without the risk. They feel compelled to do something in return.

The only thing they can really do for you is buy more products.

That’s what thrive market did to boost sales. They gave away some and people came back to buy.

You don’t have to actually give it away for free. You can also give it away at a small cost that comes off as free.

Have you seen the free plus shipping offers on Facebook and Instagram? They’ll give you the product for free but you’ll have to cover the cost of shipping.

They’re able to do this (and turn a profit) because the product is so cheap and they’re counting on you coming back to buy from them in the future.


With the advent of self-publishing and on-demand printing, books have become a viable revenue stream. They earn full-time incomes just from selling books on Amazon.

Though that’s possible, we’re looking it from another direction. This is the perfect lead generation method to build your customer list.

You can either self-host the books or add them to Amazon. Amazon doesn’t give you data about the people who buy your products. Our aim is to build a customer list so this doesn’t work for us.

There’s a way around it.

Add calls to action inside the book to funnel traffic to specific landing pages. You know the people who land there have already bought your book and you can market to them accordingly.

The better method and the one we prefer is to self-host your books. You can go the print on demand route or an Ebook route. The choice is yours. The important part is that they’re being added to your database as a customer.

You can couple the book with a free plus shipping offer. They get the book for free but it’s necessary to pay shipping. You can offset the printing costs by pricing the shipping to cover the costs of everything.

Low-cost software

Most software is on the SaaS model where you pay for it every single month or year. When you sell high-quality software for a one-off payment, people are ready to buy.

The challenge here this model are ongoing development costs. If the software needs to be maintained and is constantly evolving then this method may not be the best for you.

If, on the other hand, you can generate enough revenue on the backend from the software then this could be a viable strategy.

Neil Patel is using free software to generate leads for his advertising agency.

Instabuilder is a landing page builder you can buy for a one-off payment.


Spreadsheets are an interesting way to generate customers. They’re easy to create if you have the knowledge and are super valuable.

There are even marketplaces dedicated exclusively to spreadsheets.

Be sure to include clear instructions for your spreadsheet or people may use it incorrectly.

Megan Minns uses a low-cost annual planning spreadsheet to introduce new audience members to her content.

It consists of two videos and multiple spreadsheets that help them make the most of their revenue goals. At only $12, it’s well within the range of tripwire offers.

The next time Megan Minns wants to market to her customers, they’ll be ready to listen.

Template bundles

In many niches, there are complicated strategies or techniques people use to get results. Throughout your time, you’ve likely adapted or created your own techniques for doing things.

That information can easily be distilled into and packaged into a high-quality template or bundle of templates.

Design Bundles offers a lot of different templates for their customers. One of them is a boutique marketing bundle. It’s a series of templates to help with designing.

It only costs fourteen dollars but as of this writing, it’s on sale for seven dollars.

Small Business Marketing Tools provides marketing tools and strategies for small business owners. One of their products is an advertising and marketing plan.

Normally, they’re six dollars apiece but when you buy them as a bundle it costs ten dollars.

These are just a few ideas to create your tripwire offer. Keep in mind what a front end offer is supposed to do and you’ll be able to use a wide range of products to achieve that goal.

How to use tripwire offers with quizzes

The beauty of using a quiz for lead generation is that you give personalized results. With those personalized results, you’re also in a unique position to give personalized offers.

Your subscribers are most engaged right after they sign up for your mailing list. Take advantage of this opportunity by offering up a high-quality tripwire offer on the thank you page or first email.

To do it in KyLeads, you’ll just need to create an outcome that redirects your subscribers to a page where your front end offer lives.

On the page they land on, the first thing is to present the personalized results they got from taking the quiz. After that, merge the content of your page into your front end offer.

The same thing is possible with normal opt-in forms, but quizzes work even better because the content is personalized.

For example, if you have a quiz related to fitness and your outcomes are:

  • In shape
  • Out of shape
  • Average shape
  • Body builder

You’d have four different pages where the quiz takers go and the one they land on is dependent on the outcome they get. For each of those pages, you can do one of two things:

  • Create a different tripwire offer for each outcome.
  • Use one tripwire offer and position it differently for each of the outcomes.

The key is to make sure the offer is closely tied to the outcome your quiz taker got.

Whichever route you choose, test your copy and offers until your tripwire is offsetting the costs of lead generation.

Examples of front-end offers

Let’s look at a couple examples of tripwire offers used in different mediums and at different times. They all share a few similarities which we’ve gone over in this post.

Matt from AutoGrow offers his blog readers a swipe file with multiple templates they can use at different places in their funnel.

All you need to do is pay a very reasonable fee.

Agora is a well-known financial advisory research firm company that writes some of the most compelling copy I’ve seen on the web. In the above image, they’re giving away a popular book with a free plus shipping offer.

They also include a subscription to their newsletter – their core offer – in the tripwire offer.

DoorDash is a food delivery company that specializes in getting you food from places that don’t normally deliver. Their major selling point is speed and the exclusivity.

In the above Facebook ad, they’re offering new customers the chance to try out the service for just a dollar. Note how they remove any limits and restate the promise of their core offer.

Columbia House Records has been around so long that they were selling vinyl records. They’ve also been creating compelling offers for decades.

Here, they’re giving away records or tapes at a price they can’t afford. The fine print in the corner stipulates that you have to buy at least eight more over the course of three years at the regular price.

This is interesting because you’re essentially signing a contract in order to get the first offer. Think of it like a signing bonus.

If you’re a music lover then I’m sure it would’ve been an easy decision.


Tripwire offers are a proven way to offset your advertising costs and ensure you’re building an engaged customer list.

There are tons of products you can use as a front end offer but they all share certain characteristics.

  • They’re very fairly priced
  • They’re high quality
  • They’re easy to implement
  • Closely related to your core business

It may take a bit of testing to understand the perfect tripwire offer for your business but once you’ve gotten it, you’ll see the benefits first hand.

Let us know what you’re using as a tripwire offer in the comments and don’t forget to share.

6 Foolproof Quiz Promotion Methods for Maximum Exposure

If no one sees your epic quiz then it might as well not exist. Quiz promotion is important so you get it in front of as many people as possible. If not, your meticulously crafted title and the painstaking effort you put into the questions is all for nothing.

It’s a little bit more than pasting the link on all the social media platforms and hoping for the best. In this post, we’ll walk you through six ways to promote your quiz so it yields the results you’re looking for.

1.     Facebook

Facebook is the elephant in the room. With over two billion monthly active users, there’s no way we can ignore it. There are multiple ways to use the platform to get your quiz in front of as many people as possible.

This topic can be a post on its own so we’ll just touch on the most important points.

a.      Post to your page

This is the first and usually the only thing people do for quiz promotion. It’s not enough if you want to properly promote your quiz.

When posting to your Facebook page, Facebook itself will pull the description and featured image from the page you embedded your quiz on. That may give you something that looks like this:

That’s not ideal in many situations. Instead, you’ll want to add your own image and description to maximize your share of the newsfeed.

Remove the image pulled by Facebook and add your own.

With longer copy and a better image, you’ll be able to increase the click-through rate to your quiz.

b.      Facebook Groups

Facebook groups are a tricky way to promote your quiz. If you join up and drop links you’ll likely be banned. If you don’t take your quiz promotion seriously in groups then you’re missing out on a lot of opportunities.

Here’s how to do it right.

  • Join the Facebook groups you’re interested in before you’ve created your quiz
  • Be an active member for a week or two before you decide to link your quiz
  • Participate in discussions and create your own
  • When it’s time to promote your quiz, be sure to preface the post with a description about what you’re promoting, why it matters, and what they stand to gain. Here’s an example of a Facebook group post:

  • Rinse and repeat until you’re satisfied

c.       Facebook ads.

Last but not least are Facebook ads. Please note these are optional. You don’t need Facebook ads or any paid medium for quiz promotion. It’s an added boost.

Alright, when using Facebook ads, it’ll look similar to the normal Facebook post you used to promote your quiz. There are a few key differences.

  • Select your target audience or use a saved audience. If you’ve already added the Facebook pixel to your website then you should be building a saved audience. Use that as a starting point and create a larger lookalike audience
  • If you don’t have a saved audience, set up targeting based on what you already know about your audience. Keep it as broad to maximize your reach.
  • Use as much of the space provided for the description of the ad to tell a story about why they should click
  • Use a high impact image. I suggest you make one specifically for the ad you want to launch. This post has the ideal image dimensions for ads.
  • When people click on the ad, the quiz start page will be turned off so they get right into the first question when they land on the quiz
  • Redirect results of the quiz to a new page or add a Facebook targeting pixel so you can keep track of conversions from your ads.

That’s how you can use Facebook ads to promote your quiz in a nutshell. In addition, do your best to hit an emotional chord and illustrate (using words or imagery) why your quiz matters.

2.     Twitter

Anything can go viral on Twitter if it gets into the right hands. Your job is to give your tweet a fighting chance.

The lifespan of a tweet is notoriously short (around 20 minutes). While it’s alive, there are a few things to make sure it catches the right eye and gets retweeted.

When you paste a link to Twitter, it’ll pull the default featured image from the page. This works well for a blog post but not for your quiz.

Instead, we’ll add our own image and description so we’ll be able to get the most out of your tweet.

This is a good start, but not enough. There are two more things you can do to maximize the efficacy of every tweet.

The first one is to use hashtags. On Twitter, hashtags allow people to search for relevant tweets. For example, if your quiz is about fitness you can use the hashtags #fitness to increase your exposure.

Use a tool like Hashtagify to find the best hashtags for your niche. Keep them in a safe place because they’ll come in handy for more than just promoting your quiz. You can use them anytime you tweet something on the platform.

The second way is to tweet at specific influencers in your niche. Before you compile a list of all the twitter influencers and spam them with tweets, it’s important to build a cordial relationship.

Do this by following them on Twitter and tweeting out a few of their posts. When you’re ready to tag them in your own tweet, you’ll be a familiar face.

This will increase the likelihood of them retweeting or even taking the quiz.

3.     Forums

Forums seem to be the red-headed stepchild of the digital marketing world. People talk about them every now and then but they never get the recognition they deserve.

They’re one of the best places to promote your quiz and get targeted traffic but there’s a right way and a wrong way to go about it.

The wrong way is to sign up and spam your link across all the threads you can find.

The right way is to be an active member, mention your quiz when it makes sense, and add it to your forum signature.

If you’re not a member of any forums right now, there’s a simple way to find a few to join.

Search Google with the keywords “niche + forum.” Replace the word niche with any relevant keyword.

Google will bring back a lot of results like in the image above. Click on the ones that look promising and browse around the forum. You want to look for two things.

1 How active the forum is. When the last post was and how many comments did the most popular post get?

2 Whether or not you can add a signature to your profile. This is an added bonus but not a requirement.

In the image above, you can see the forum is active because the last thread was recent and there are a lot of posts and threads.

Once you’ve identified a few targets, go ahead and sign up for an account.

It’s tempting to start creating threads whose only aim is your quiz promotion but the moderators may decide to ban you. Instead, focus on adding value to the community for a while. This softens the ground and when you decide to promote your quiz, it’ll be taken in good faith and amplified by the community itself.

Not only that, the people who take the quiz will give you direct feedback on what they liked or disliked.

For the forum post itself, follow these guidelines:

  • Write 100 words or more explaining what the quiz is about
  • Tell people what they stand to gain from the quiz
  • Be explicit about who the quiz is for
  • Let the members know you’ll be available for them if they have any questions or want to take the next step with their results


4.     Email

Your current audience is your best bet to get the ball rolling for your quiz. Who’s more engaged with your brand than your email subscribers?

I don’t need to remind you how intimate email marketing can be.

There are two ways to promote your quiz with your email list

1 A general email newsletter blast

2 An evergreen drip campaign

Your email newsletter is the best way to communicate with your audience. It can also be a blunt force instrument when used improperly. Your quiz helps you rectify that problem.

It may seem odd to use up your quiz promotion efforts on your existing email subscribers since quizzes are for lead generation. The beauty is that they’ll help you segment your mailing list and send more effective messages in the future.

How to send a great email is a bit beyond the scope of this posts but I’ll focus on the most important aspects.

Nail the headline using these formulas then tell a story in the body of the email that leads into your quiz and why it matters.

After the initial email blast and a follow-up it wouldn’t be reasonable to keep emailing about your quiz to your existing subscribers.

Instead, email your new subscribers about it. These are people who’ve signed up for your mailing list in different ways. That could be a content upgrade, a webinar, etc.

Your quiz will help you fill in the information you need to send better messages. After you deliver on the promise that got someone to sign up, follow it up in the same email (or the next one) with a call to action asking them to take the quiz.

Be clear about whom it’s for, what they stand to gain, and how long it’ll take them to complete. Once done, they’ll be further segmented in your email marketing service and give your marketing automation new legs.

5.     Your Existing Traffic

No matter how much or little traffic you get right now, you can use it to your advantage for quiz promotion.

There are multiple strategies you can adopt.

Homepage Quiz Promotion

If your website is like most sites on the internet then your homepage is one of your most visited pages. People go there to learn more about your brand but you can flip the script and help them learn more about themselves with a quiz.

The best quizzes tell us a bit more about ourselves.

Add a relevant section and call to action on your homepage. For best results place it above the fold of the page. This isn’t required but it’ll definitely help drive your point home and focus your visitors on your quiz.

Chanti Zak has generated over ten thousand leads by making a quiz on her homepage one of the most prominent calls to action.

Floating bar and full screen takeover

Both the floating bar and the full screen takeover are great options because they can be placed on any page of your website. Not only that, they’re prominent.

A full screen takeover obscures all the content on the page until a visitor interacts with it. They have no choice but to see your message.

A floating bar isn’t as obtrusive but it’s still noticeable because it sits at the top or bottom of the page.

Whether you choose a full screen takeover or a floating bar, you expose a large amount of your traffic to your call to action. The end result is more people taking your quiz and more leads.

Neil Patel uses a full screen takeover to let people know about his quiz.


The sidebar is a bit of a mixed bag. If studies like this one by Bryan Harris are to be trusted; you can actually increase conversions without it.

I mean, look at this sidebar from the New York Times homepage.

I digress.

Even though the data may be saying one thing, it can be hard to give up what you’ve always used. When you have a sidebar, put it to good use by adding a call to action for your quiz there. It may increase that 0.3% conversion rate be a percentage point or two.

6.     Pinterest

Pinterest is one of the best platforms for referral traffic. When other social media platforms are trying to increase dwell time at all costs, Pinterest seems to be doing the opposite.

Referral traffic for creators is up over 25% YoY according to the 2017 edition of the annual report released by Shareholics.

Click to enlarge

Another unique feature of Pinterest is the lifespan of pins. Where a tweet lasts for minutes and a Facebook post lasts for days, a pin can be cycled over the course of weeks, months, or longer.

Every person that repins exposes the pin to their audience and restarts the cycle. This is a good thing. The amount of Pinterest followers you have isn’t as important as the amount of people you can reach with your pins.

It’s not the same thing.

You can have a hundred Pinterest followers but have a reach in the tens of thousands.

How is this possible?

Group boards.

Group boards have contributors pinning content and looking for content to repin. When you’re accepted as a contributor, you’re free to pin content which will later be picked up by other people to share with their audience.

Your content will be spread far and wide even if you only have a few followers.

How do you find group boards?

I’m glad you asked. There’s a useful website called It’s a directory of Pinterest group boards that can be sorted by number of followers, category, number of collaborators, etc.

Once you’ve identified group boards you’d like to join, navigate to their profile page on Pinterest and follow the board. If you don’t follow the board then the administrators can’t add you.

The profile page will give you a bit of useful information. Normally, the administrators will put the contributor and board guidelines here. You’ll also learn who the administrator is. It’s the first contributor image you see.

With that information, you can reach out to the administrator and request to join. The best way is to send an email but if you can’t find their email address then you can also send a message through Pinterest (this has a lower success rate).

Once you’ve been added to a number of group boards, pin your Quiz as well as other people’s content. Ensure your image dimensions are 2:3 or 1000×1500 pixels.

Note: upgrade your Pinterest account to a business profile to unlock rich pins. Rich pins increase your click through rates for your pins and allow you to access analytics.


There are countless ways to promote your quiz and get it in front of more people. The more specific methods will depend on your niche and the focus of your quiz.

We’ve walked through six methods that will work for you no matter what your niche is.

Start with your Facebook page and groups. Next, create and schedule a series of tweets with researched hashtags and mention influencers in your space. After that, move on to forums and send out an email blast to get the ball rolling.

Round out your efforts by tapping into your existing traffic and setting up an evergreen Pinterest campaign.

Remember, these are just a few methods for quiz promotion. Let us know what other strategies you’ve been using in the comments and don’t forget to share.

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