Survey Prequalification Pattern

Summary:

Survey Prequalification pattern is about making your first contact with a prospect a survey (with or without opt-in), which sends him to different sales letters depending on his answers.

Name of the pattern:

Survey Prequalification

When to use this pattern:

When your target group is clustered and may respond much better on the sales letter targeted to much smaller subgroups. Also, surveys generally increase conversions.

How to use this pattern:

Make your target page a survey, which customers are very likely to answer. Say, if you advertise weight loss product, ask them about their current weight and how much weight they want to lose. Then use a simple PHP script to forward them to a sales letter that speaks about success cases that start with the prospect’s current weight and achieving their target weight loss or better.

Attribution:

I’ve never seen this pattern applied, but that’s the whole point of this pattern – that the prospect does not see it applied. I am far from thinking that I am the one who invented this pattern, for sure, somebody have thought about it before and implemented it before.

Related patterns:

Survey Sales Letter

Related anti-patterns:

None

Comments and details:

The pattern is very simple, with only two things harder than when using a single sales letter:

1. You will have to write more than one sales letter. Frankly, you’ll need it anyway just for the split tests.
2. You will have to put some PHP code in place. The task is so small that it’s makes it harder to order on Guru or eLance, just see if some of your friends who know PHP can slap it together for you for free. It’s really that easy. I may publish a sample some time later.