💊 You have two choices. How do you respond?

The trick is that both buttons take the user to the same page: their quiz.

Thus, these aren’t CTA buttons per se, but actually the first step of the quiz itself.

And theoretically, users are happy to engage because the questions incite curiosity.

Each of the headlines creates a “curiosity gap”—intrigue and interest are teased just enough to want the user to see what this is all about.

This is the first step, the first “micro conversion”, that gets a user steamrolling through the quiz, enter an email, and sign up.

Importantly, Firstleaf relies on the data gathered in the quiz to create the user’s profile and the subsequent customer experience down the line...

Preferences in wine flavor, expertise, price, etc…..gathering this data is imperative in order to create a monthly shipment that the customer will love every single month.

How can you incorporate curiosity and micro-conversions to move your shoppers through to your desired end goal?

Here’s a look at how Firstleaf’s Quiz Funnel starts at their homepage, takes you through a short quiz, and arrives at a list of personalized recommendations based on your quiz responses:

🏎 Behind-the-Scenes: On The Path to Building a 7 Figure Automotive Brand, with Connor Gross

Connor Gross is co-founder of Respoke Collection, selling Custom Car Portraits.

At 24, he’s already sold a 7 figure ecommerce brand, has bought several businesses, and hosts a podcast for ecommerce entrepreneurs in their 20s.

Now he’s on the journey of building an even bigger brand with Respoke Collection.

And what’s even more fun is that he is all about sharing the knowledge of what he’s learning and doing.

A few things that I learned in the conversation:

Takeaway #1: Leverage Press Mentions

Press is one of the first thing that Connor credits for the growth of Respoke Collection.

It builds awareness and credibility, and has use cases at every step of the funnel.

The best part about starting out by focusing on getting press is that it is accessible to brands of all sizes.

It’s free. But it takes time and effort. The upside makes it all worthwhile.

How do you get press?

In short, he monitored Help A Reporter Out (aka HARO)--a constant feed of journalists looking for sources and references.

It's totally free. Finding the right opportunity is sometimes a needle-in-a-haystack, but has landed mentions in Car and Driver, Road & Track and other top publications in his niche:

Takeaway #2: Optimize the Funnel

Respoke Collection converts 2% of visitors into customers.

But gets 15-20% email opt in rate from FB ads.

This indicates that there’s interest in the product, but people are not ready to purchase.

The challenge with custom prints is shoppers need to have the right image ready to upload and print.

Thus, the importance of email is critical in converting email leads into paying customers.

This leads Connor into focusing on introducing the brand, and products, via his automated email sequences….

Takeaway #3: Write great welcome emails

The welcome series is the opportunity to thoughtfully share your brand story and why customers should care.

Some of the elements of Connor’s welcome series:

- The Founder's story
- Customer reviews
- Social proof (the press mentions)
- How you're different
- Products that you offer (and how it makes life better)

Takeaway #4: Abandoned Cart emails should go deep

The abandoned cart flow is one of the other most important email automations that recover lost revenue.

Connor's flow is as follows:

1. A friendly reminder - “Ready to purchase now?”
2. Time-sensitive discount code
3. Discount-code reminder
4. "Anything that we can do better?"

It's the last one that is impactful for Connor:

A simple text email, asking for candid feedback. Personal, short, and informal.

It drives sales, identifies areas for improvement, and opportunities to improve customer experience overall.

How many emails is in your abandoned cart series? Interesting data from Klaviyo shows that there is still a lot of recovered revenue, even after the seventh Abandoned Cart email. Here’s a chart showing Revenue Per Recipient at each email in the abandoned cart flow: