How We Used A Quiz Funnel to Increase A Supplement Brand's Email List By 8856% in ONE year (at just £0.10 per lead)

Case Study: How We Used A Quiz Funnel to Increase A Supplement Brand’s Email List By 8856% in ONE year (at just £0.10 per lead)

Reading Time: 9 minutes

When David contacted Centis he was in a bad place. “I have no idea how to increase my sales. I have tried some ads on my own, and then I hired an agency. It flopped within 3 months”, he said.

Normally, when we hear that a brand owner fires an agency in a short time means only two things:

  • The agency is REALLY bad at their work (amateurs)
  • Or the client is really impatient and tries to dictate how the agency is going to do its job.

After a few hours and hundreds of qualifying questions later, we concluded that the agency he hired was a single guy in his 20s, claiming to create “millions of dollars in revenue in just a few months for my clients”.


The Problem:

His website was launched in 2010 and selling a range of vitamins. Think VitaminShoppe, but smaller, obviously.

We tested the website for conversions, and we didn’t find any particular problems in the way that people transacted, so we decided to look a bit deeper.

Here are the problems we found:

His website did not have:

  • Upsells
  • Downsells
  • Bundles
  • Subscriptions
  • Loyalty club
  • Rewards club
  • Affiliate system

So essentially the website was selling private label vitamins, but you could only purchase once with no further incentives to increase the frequency of the sale or the size of the order. Also the owner, in his frustration, was constantly pushing discounts to influencers in an effort to sell his stock, and he got messages like “when will you have a discount for this product?” which is generally a bad thing to train your customers on discounts, instead of value.

First Things First: Creating The Backend

After spending some time in the eCommerce space (we are fast approaching 17 years now) some things come naturally 🙂

The first thing we changed was to increase the Average Order Value per transaction.


We took all his 54 products and created new SKUs that included bundles of 3, 6 and 12, with discounts ranging from 15% for the 3-bundle, 20% for the 6 bundles and 35% for the 12 bundles. The discounts were created on the hard costs of the business, not just a random number that we threw at him. We displayed these bundles directly on each product listing.

Upsells & Downsells:

The second thing we did was to create upsells. Because of the sheer amount of product SKUs that were created after the bundles, we decided to take things a bit slower here. So we took ONLY his ten best-selling SKUs and created a sequence of upsells and downsells that were triggered only if a single SKU was purchased (and if the user completely ignored the discounts for the bundles).

But here is what we did:

The first upsell was simply a repeat of the first bundle – the 3-month supply for 15% off. Now, because 15% off is not very appealing, we further discounted the 3-month bundle at 25% and we made sure this was understood by the user.

If the user rejected it, he would have seen a down-sell, which was a complimentary product. For example, if he was buying Vitamin C, we would have offered him a Probiotic as well as it boosts Vitamin C’s beneficial effects.

If he rejected that as well, then we would present him the thank you page with an offer to subscribe and save, at 20%.

The second thing we did is to increase the frequency of the sale.


This was super easy, all we had to do is install a plugin that used any product we selected and transform it into as subscription. We just added a 20% off if the user selected to buy per month and save and we were ready.

And guess what? Repeat sales skyrocketed. It was a bit slow at first (only three customers opted for a subscription basis), but then we promoted heavily on his 1,000-people mailing list, added popups that advertised the savings and also did a remarketing campaign that sold the concept of “Subscribe and Save”.

Results: 453 new repeat subscribers within the first three months, spending as much as £45 per month each, on average = an extra £2,385 in his pocket per month, with no extra effort.

How we increased his brand’s email list by 8856% and did so at an average of £0.10 per lead, using a quiz

Ok, let’s get down to the brass tacks. After finishing off the backend, we started preparing the front end.

The main problem we saw is that the market was extremely saturated with vitamins. People left and right started private labelling vitamins and selling them on their own websites or on Amazon. Blinded by the easy profit they heard from others, the “me-too” movement brought an influx of competitors and cut-throat prices.

Demand increases ad costs.

But there is a way.

Enter quiz funnels.

Quiz marketing is the best way to entertain, educate and identify what users want while prescribing a solution for their specific needs.

Done right, quizzes help brands generate lots of data – very valuable, easy-to-leverage data that can support sales efforts tremendously.

It would be crazy for you not to implement AT LEAST one basic quiz in your marketing.

Here are four of the top reasons why you need to be considering quiz marketing:

✅ Quiz is perfect for any business. In this article, we wrote about a case study on how we helped a German supplements manufacturer get qualified leads (retailers) using one of our quizzes

✅ Quizzes help you stand out head and shoulders above competitors

✅ They’re the perfect weapon for any sales-driven businesses

✅ Quizzes load your prospects up with value unfound elsewhere

There are numerous ways to decide what to do on a quiz:

  1. Decide if you want to go after best-selling items
  2. Decide if you want to clear up stock
  3. Or simply go with the flow (called trends, dummy) and just select a theme – i.e. go after the skin market (very popular in 2022).

In our particular case, this brand owner decided to go after the hair market.

The Email List:

David was using Klaviyo, a software that we are extremely familiar with. He was using the workflows recommended by the software, and he was sending one newsletter per month advertising new deals only – no value whatsoever.

He didn’t have a popup, for newsletter registrations, only a footer signup which at the time we checked it it only registered 100 people.

His list size was just 1,034 people, mostly from his one-time customers. Our goal was to increase that list to 100k in one year.

The Quiz Process:

Competition Analysis:

First, we investigated the trends. What were the best-selling vitamin brands for hair? We compiled a list of competitors with names, websites, products they sold, and social media accounts.

Then we started work on the messaging. We printed their product listing, their Facebook, Google Search, and retargeting ads and we subscribed to their newsletters. Did they have quizzes as well (thankfully, at that point they didn’t)?

Then we used an excel sheet to identify patterns in their messages. Sometimes this is a waste of time, as young brand owners who cannot afford to hire a copywriter simply copy the most “successful” (or what they think successful is) brands so this results in identical phrases, which is super frustrating.

We used Quora, Facebook Groups, and Reddit to find out what people are asking to formulate questions. Also, we printed the FAQs of most competitors that resonated.

We then used all the above to construct the quiz title and the questions, and alter a bit the product pages and the ads, based on the newfound messaging.

The Quiz Questions:

Whilst I can’t provide screenshots due to an NDA, we used questions that nailed a problem.

Some of the questions were:

  • How often do you wash your hair?
  • Do you use conditioners? If so, which products? Please be as detailed as possible. In fact, this question alone allowed us to target big brands’ audiences and present our supplements to them.
  • Is your hair thinning? If so since when did you notice the problem?
  • Have you taken any hair supplements before? This question tells us that the quiz taker has taken supplements and either she is not happy or she wants to find something better or both.

The questions we use are structured in such a way to address the pain points of most people with hair issues.

We normally do not include more than 9 questions, and we try as much as possible to mix and match the creative assets.

Here is a screenshot from a recent quiz using vivid imagery and a slider, than a typical multiple choice answer:

And here is an image answer, to make things more interesting from an older quiz that still runs since 2021:

Email Sequences:

As soon as we tested the quiz and the owner was happy, we started writing the emails that would fire when someone fill the quiz.

These included:

  • Send Immediately: A thank you for taking the quiz
  • Day 1: About our brand
  • Day 2: How to use the product
  • Day 3: Here is our best content so far
  • Day 6: Customers said
  • Day 8: An offer for you
  • Day 9: How Janice changed her life
  • Day 11: Less than a day for the offer
  • Day 12: Last chance
  • End of sequence

These were sent when the user has taken the quiz, and irrespectively if they bought anything – because the results were for Biotin and the upsells were a Vitamin D and others where are in the offer on Day 8, we offered a hair care kit!

So it all made sense to the quiz taker.

The ads:

Ah, the ads. Story of my life. The endless options. The millions of pathways. It makes your head explode with what you can or you can’t do.

Not for us 🙂

You see, we had our fair share of failures in the past. And what REALLY set us apart is that we NEVER charged our clients for our mistakes. We had (and still have) a dummy website where we offered a virtual product that we sold – and then refunded – using hundreds of split test ads, audience testing and experiments. What worked for us, we transferred to the clients.

That’s why up to 2021, we had NO client leaving. COVID-19 changed things, by pushing things out of control.

Ok, I am ranting now. Back to the ads:

So, to make your dream come true and get your dream leads at around €0.10 – €0.50 per lead you need to run ads on the quiz page.

The process is :

Facebook Ads > Quiz Landing Page> Then retarget anyone who doesn’t fill it out or doesn’t purchase.

Put in custom audiences for anyone who purchased (you would do that anyway, wouldn’t you?)

So the ad must be a bit playful and must urge the user to find more (wouldn’t this be the objective of every ad?)

But in the case of quizzes, there are certain elements to take into consideration. First, you do not aim for lead generation. You aim for either awareness or engagement. Not conversions. Not traffic.

These two ensure that you get the best leads at the lowest possible cost.

So you have a nice asset that attracts the eye and thoughtful copy (text for Europeans and the rest of the world) that causes curiosity, promises to solve a problem and provides a possible solution.

Unfortunately, I am not allowed to present any ads from our clients here so you just have to settle with some examples I found elsewhere (I DID some digging):

This is a great example from Care/of:

It cleverly uses social proof and testimonials from a client who was initially skeptic but then decided to try and now she is flying to the moon 🙂

This is a totally different one from Strolleria, a company selling strollers. As with Care/of they also run a product recommendation quiz:

See? You do not have to complicate things – messaging must be simple, to the point and cause curiosity by promising to solve a problem.


So, we ran two sets of ads:

An ad (AD1) that we split tested and sold the concept of the quiz, sending traffic directly to the quiz

And an ad (AD2)that we also split tested and sent traffic to a 1500-word article we have written. We placed inline the text banners that were linked to the quiz and then we waited.

Monthly budget: 850 GBP

First WeekTraffic:Registrations:
AD110.389 Unique visits345
AD29,876 unique visits353
Total CPL:1.20
Second WeekTraffic:Registrations:
AD 2:25,765550
Total CPL:0.82

As you can see, CPL dropped as we let the ad run. Also, we didn’t see much change in costs when we sent traffic to the article. However, the conversion (people taking the quiz was slower.

You have the option of not having an audience and letting Facebook determine it. Or you can select the audience that best fits your brand. Bear in mind though that if you select the audience it needs to be of a large size, or you will run out of leads, or worse, get ad fatigue and this means changing the ad more frequently.

Bottom line:

We run ads for this quiz for one year:

Total spend: £9,600 (approx. £800 per month)

Total leads: 89.563

Previous list size: 1,034

Percentage Increase: 8856%

Monthly CPL: between £0.10 – £0.50. The only time it exceeded £0.80 was when we did some serious changes to the ad and we had to run it again.


If you are frustrated with your ads, if they do not convert as much as they should, chances are that it is not your fault (or your ad guy’s fault). To overcome this problem, try quizzes. They have the unique ability to entertain, educate, and uncover what your customers want – and at the end, your customers will tell you what you want to sell them.

If you want to give it a try, connect with us to discuss your requirements or visit this page to learn more and signup.

Still Not Convinced?

Take our Marketing Quiz to see how we structure things

How Our Agency Took A Supplement Amazon Seller & Propelled His Business To 2,5M In 2 Years

Case Study: How Our Agency Took A Supplement Amazon Seller & Propelled His Business Past £2,5M In 2 Years

Reading Time: 8 minutes

It was March 2019 when I received a message on LinkedIn.

“Sal, we have been following you for quite some time, and I think you could help us. Up for a quick chat?” the guy’s message said – without being connected to him. He was using Inmail.

Upon a quick check that showed me … nothing, I decided to respond.

“Sure, Joe, can you please let me know about yourself? There isn’t much info on your LinkedIn account” I wrote back.

After a few back and forths, the guy told me he was an Amazon seller, offering collagen supplements in both the USA and Europe.

I agreed to a quick Zoom meeting, and at that time, despite we had fixed prices on our website, we let customers customise their plans.

After a few chats and a proposal, we signed up our contract and were off to the races.

Client Profile:

The client started selling collagen powder almost a decade, focusing exclusively on Amazon. A few years back, he was persuaded that he needed a website so he had some people from a far-reaching Asian country create an eCommerce website and connected it with an email marketing platform, that was purely transactional – so only “thank you for your order” emails.

  • He didn’t provide any sort of customer care.
  • He didn’t have a newsletter
  • He didn’t have any presence on social media
  • His website was sh#$%%^t

The Challenges

Website Migration:

The client wanted to migrate from WordPress to Shopify. At Centis we are proficient with both platforms, but we like WordPress better for clients because the plugins do not cost as much, and customisations are faster.

Then we had to understand all products and migrate all the products he was actively selling – as there were active products that were not produced anymore, causing refunds and nasty comments from clients who paid and never received their products.

Dealing with bad reviews:

The biggest challenge was with his reviews. Because he had no one to take care of his customers, his Facebook profile, as well as independent online review sites were filled with bad reviews – not for his quality, but for his service. As such people were losing their trust and his website purchases were like 1 a day or even less at times.

Warming up his email list of 1,000 customers & creating workflows

One of the challenges we faced was to warm up his list of 1,000 customers. These were customers that have purchased once or a couple of times but never repeated the orders, because of bad service.

Reviving his social media accounts:

With just Facebook present, we had to launch Instagram, Pinterest and YouTube, and increase likes, shares and create a content calendar.

Propelling the website’s popularity organically

With no active content, the task was to migrate the site to Shopify and then connect a WordPress Blog to drive traffic to it. In 2021, we removed the blog and moved it to a Shopify blog due to the algorithm change in Google.

Creating ads, promoting his product on Facebook, Google Search, Retargeting and other networks

At the time we took over, the client had another team running ads on Amazon only. So he was willing to run ads on Facebook, Google Search and Pinterest.

Installing a team to take care of customers

The biggest issue he has was hate comments from customers. I even thought he was a scam artist – they were that bad. He was just not into it and didn’t know what to do. So we had to get our client care team to take care of his customers, pronto.

How we pushed his business past £2m in two years

The Strategy:

We first laid out a strategy that was simple to understand, with no fluff “marketing talk”. In its simplest form, our goal was to take his business to two million GBP in two years, while making his brand a “household” name. When people would think of “collagen” they would think of his brand first.

The Tactics:

To make this a reality we would need to create the website, set up his client-care team to manage customers, organise his email workflows, create content that could boost his rankings organically, distribute this content on social and via email and bring immediate traffic via ads and influencers.

The Backend:

The first thing we did was to open a Shopify account for him for the UK market. The reasoning is that due to the current agreement the client was unable to deal with two stores at the same time. We used one of the fastest Shopify themes at the time, the “Shoptimized”.

However, in the middle of the transition, the customer decided that he wanted to completely change the theme to match something else, so the project stopped – we were referred to his graphics design to work out the files and we warned him that since he wanted a complete theme from scratch the best option was to go with the main Shopify theme and customise it. Unfortunately, he insisted:-)

We sent a very detailed email about warning for potential issues and we got a reply back similar to “Thank you, I appreciate your heads up. We go ahead”

Anyway, fast forward a month later, we get the files from the designer and we send them back with edits – for the simple reason that designers are not conversion-educated.

The designer complied, and then we shipped the assets to our developer.

And then we have a fantastic-looking website, which was … none of our doing. Oh, well, who cares. We at least helped in order to get sales:-)

Shopify backend:

Upon the site was up and running, we migrated all active products and connected the website to Google Payments, Amazon, Paypal and Stripe.

Then we installed:

  • A subscription plugin to get monthly sales
  • A one-click upsell plugin to get upsells and downsells
  • An affiliate plugin to get affiliates to sell for him
  • A loyalty plugin to offer incentives
  • And connected the website with Klaviyo.

Email Sequences

Upon connecting Klaviyo we created the following sequences:

A “Thank you for subscribing” email sequence that spanned over 6 weeks and included apart of the original thank you email, an indoctrination email that introduced someone to the brand, a message from the founder, the mission, the history of the brand, a survey, and a series of offers with time-delays.

  • A” thank you for purchasing email”, which spanned over 2 weeks, and
  • A “thank you for purchasing again” for repeated customers
  • An abandoned cart email sequence that lasted for one week
  • A browse product sequence – for anyone who registered and browsed products without buying
  • A win-back campaign, which was fired after 90 days of inactivity
  • A reminder campaign for repeating the order after 45 days
  • And a subscription campaign, for everyone who opted for a subscription (buy 3/6/12 and save)

We then segmented the list into VIPs (orders more than $100), repeat customers, and specific product customers – for the sole purpose of asking them to buy complementary products.

These sequences alone brought the client an extra $50,000 within the two years, while our efforts to add subscribers (including an ebook, a quiz and various incentives, grew his list to 15,000 in two years.

Past customers reactivation

Because we have done this numerous times, thankfully we are very proficient in this. In fact, for anyone of you struggling with reactivating customers, I am providing the general template we sent here:

First, we imported these people on Klaviyo and added them to a separate list. Then we emailed them three times:

This is a template for you to steal when you want to reactivate an email list

We also added a P.S. at the bottom which said “Tomorrow I will introduce you to your new client success team, so stay tuned”

So the next email introduced them to our head of client care, with his email to contact. We even got a new number to use, and we asked them to call during working hours.

The final email introduced them to the new website, with a full analysis of the new characteristics – cool new design, loyalty, subscriptions and for whoever wanted, affiliate subscription.

Blog Content

Before we sent a single email, we had to fill up the blog with some quality content. Thankfully, because at that time we were very specialised in supplements we had the best writers to do so.

We ended up writing twelve, 1,000-word articles that:

  • Explained what collagen is
  • What it does
  • How to use it
  • How celebrities use it
  • When is the best time to get it

and much more.

Its content started to rank organically after a 5-month period, We helped get more eyeballs by boosting it originally and then creating ads on Facebook targeting Europe, initially.

Because the articles were very well written, we managed to have an average time on each blog post a staggering 6 minutes!

Supporting his end clients

Immediately after launching the website and email workflows, we installed a customer support system that enabled the end users to chat, call or email customer support. Our support agents were based in the Philippines, and by the time of this writing, we still have them.

We were able to see all analytics, and all answers and direct them accordingly. We also measured lost clients’ KPIs so each time a client wanted a refund or he wanted to cancel his subscription, we sent them a message that gave them a discount, referral bonuses and sometimes, shipping products for free.

Worth mentioning that we persuaded the client to place a 90-day, unconditional money-back guarantee (where he had only 30 days) plus free shipping on all orders above $50.


We started with Facebook ads, prompting content, and then created catalogues, as well as promoting specific products.

His results to date are:

Total spend:

  • £80,000 for the entire two years time (around $3,000 per month ad spend for 24 months)
  • 15,359 new leads (from quiz funnels, direct-to-product ads, content ads and remarketing)
  • Total sales: £2,346,216 by the time of this writing. Worth noting, that not all leads purchased a product
  • AOV : £145 – his main product was a collagen powder, but we triggered upsells in bundles, selling capsules and
  • The average conversion rate on the website is 5%
  • ROAS: we started with a negative ROAS and then it fluctuated between 2.0 – 5.0

Social Media & Influencer Marketing

By the second quarter of working together, the client was convinced that he needed to add more channels to his arsenal. Ads were good to make him known, the content was great as he looked authoritative, and his new website was bringing more revenue than Amazon.

The best way to leverage all the above was to launch influencer marketing campaigns where influencers would speak about the product, showcase it and create buzz, causing an additional influx of traffic.

So our social media manager started looking for hashtags, and when she could someone talking and taking pictures of competing products, wellness or antiageing, she noted her down on a Google sheet.

We took note of :

  • Their name
  • Their social following
  • Their engagement rate (we used software for that)
  • Which brands they were using
  • We noted down their posts that used similar or competing products

Then we would reach out to see if there was an interest.

If there was we started talking about what they are after, who is their audience, how they want to promote stuff – generally, a lot about them rather than our client – and then when this was over, we pitched them.

Overall, we used around 60 influencers that brought in a total of £203,795. We could have done better, but the fee the client wanted to give was limited so we decided to use less-know influencers and “blanket” Instagram each month with posts using his brand hashtag. So you would see 4-6 influencers all use the same hashtag at the same time, and each influencer had little interlapping with each other, covering more space.


When the time is right, an entrepreneur realises that he can’t do everything by himself. When sales grow, the options are only two:

Hire internal people to do the job: this means directly managing them, organising their leave, benefits pay, bonuses and salaries, plus contribution to taxes

Or hire an agency that does this day in and day out. This means some higher fees, but if you compare, hiring a reliable and dependable agency that can give you the result you need, means less cost. You do not have to manage anyone, and everyone is doing their job, as they are held accountable.

If you want to hire us for your growing business, check out our full-stack marketing solution

Full Stack Marketing Agency

From content to email marketing, ads and social media we got your back.

How We Took A German Supplements Manufacturer From 10 Leads to 30,000 In One Year, Using Quizzes

How We Took A German Supplements Manufacturer From 10 Leads to 30,000 In One Year, Using Quizzes

Reading Time: 5 minutes

It was December 2019 when a German nutraceuticals manufacturer sent us an email to meet.

Turns out, they didn’t get many inquiries as before – they blamed the economy, the market and the growing competition.

They produced a range of vitamins, from simple Vitamin D to special formulations. They had all the equipment in place, all the ingredients, the certifications and the employees and formulators to make anyone’s dream a reality.

What they didn’t have, as customers.

“If we do not do something within the next six months, we will be shutting down,” said to me the owner, a middle-aged German biotech engineer.

Centis had the solution.

The content was not going to make it, not at their time frame, and they tried ads before and failed. 

The owner was desperate and wanted to try something new.

“I might have just the solution for you”, I said.

“Sure, I am open to any suggestions” he replied.

“Your solution is… quizzes”, I responded, with a calm, but firm voice. And I shut up waiting for an angry response.

“What? Quizzes? These are for kids! We do not sell kids’ entertainment here. Do you understand what we do? Have you seen our website?” he responded angrily, obviously irritated with my response.

I have. And your solution is putting up a quiz and driving traffic to me. Here, let me explain what I mean…

I explained to him that quizzes are the ultimate lead generation tools. I showed him how, with the use of a quiz, he could have hundreds of interested retailers taking the quiz, and then find what they wanted to buy.

He was sold. 

Here is how we took them from 10 leads to 30,000 leads within a year.


The first goal was to generate brand awareness across the European retailer market, with a focus on brick & mortar stores and big chains. 

The second goal would be to incentivise leads to fill out the quiz and then have them book an online appointment with their sales team.

Here is how we did it.

First, we analysed what their current customers wanted when they first came to them.

This part is crucial, as we identified patterns in their buying behaviour.

What we did is that we ghost-wrote an email which then their sales team sent out to all their customers, with the hopes (and a bit of an incentive) to get some feedback.

The email we ghost wrote for the manufacturer to sent to their clients to get feedback

We started getting replies, so we identified a pattern. Most people were indeed from the retail space, some were buyers of large chains in the UK, Germany, Belgium and so on.

And all of them wanted private labels. Only two wanted a custom formulation.

Armed with this information we started formulating the quiz. Due to NDA, which is still in effect and the fact we didn’t know that we would use this as a case study, we will post some questions we used below instead of screenshots (that we are not allowed to take).

Key Takeway:

Before anything, make sure you understand your buyer.  Think about your audience before you create your quiz. This manufacturer knew nearly nothing about their buyers – except of their orders, so a preliminary questionaire helped us to understand who their ideal audience was.

The Quiz:

The quiz (and every quiz) starts with the name of the participant, so as to be more personalised.

Some of the questions were:

  • When it comes to selecting a supplement manufacturer what is the single most important thing you are looking for?
  1. A wide choice of supplements
  2. Low cost 
  3. Reliability
  4. Quick fulfilment
  5. Quality above all

  • Are you looking to private label off-the-shelf formulations or create custom ones?
  1. Private label
  2. Custom formulations

  • How would you define support from your manufacturer?
  1. To be available when I pick up the phone
  2. To reply to my emails within hours, not days
  3. To solve any problems that arise during the fulfilment
  4. To keep me up to date with the process of my order
  5. Other (please be as detailed as possible).

After the quiz questions were approved, we loaded them up to our quiz platform and embedded them into their website.

We then used Mailchimp to connect the quiz takers with email cadences and educated their sales team on how to use an online calendar.

The email workflows were:

The “Thank you for taking the quiz workflow” – upon filling up their name and address and hit “Take Me to My Results”. This was made of six emails that:

  • Thanking the buyer for taking the quiz
  • Indoctrinating them in the brand
  • Introducing them to their products
  • Showing them customer testimonials of other successful buyers
  • Surveying them to learn more about them and essentially at the end of the survey, they would be presented with a calendar

The “Thank you for booking an appointment” workflow:

  • Anyone who filled the calender was automatically ejected from the first sequence and they were sent:
  • A “Thank you for booking an appointment” and instructions on how to be prepared for the meeting.
  • An email that indoctrinated to the brand and the types of vitamins they had.

How we achieved the 30,000 leads in one year

The quiz was just the pathway. The real challenge was to find, identify, and send traffic via Facebook.

But wait, why Facebook? Customers who buy B2B do not buy on Facebook!!

Yes, and no.

Yes, most B2B buyers do not use Facebook to buy stuff for their business. They use Google Search most of all.

However, you forget that B2B buyers are humans, like you and me. They have families, they have kids, and guess what? They use Facebook as any other human being. Plus Facebook had the lowest cost per click of any other medium we knew.

So the bored buyer at Boots might check her Facebook while at work. And guess what? She would see our quiz!

To make things easier, we wrote an article that outlined the 10 best ways to create private label vitamins from a german manufacturer. Then we installed an inline banner across the article.

Customers would be intrigued to see an article that addressed one of their pain points (identified in the first step above) and then they would read the article.

We then created two campaigns, each with its own split test:

  1. One was directing people directly to the quiz page
  2. The other was directing people to the article.

Whilst we didn’t see much difference in ad cost when we directed people to the article, we decided to change the objective of the Article campaign and turn it into brand awareness.

The reason was that it took longer for people to click on the banner and enter the quiz. Some abandoned the article, and some clicked the banner and left.


  • 80,251 unique visits within the year that were all retargeted
  • 29,373 leads in their database (approx. 2,500 leads per month entering their database – there were store owners, B2B chain buyers, Amazon sellers and eCommerce sellers)
  • 2,576 appointments booked (around 7 per day, for a team of 5 people)
  • 1,800 became customers over the course of 12 months (a 6% lead to customer conversion. This had nothing to do with the quiz, as they had to book an appointment and then the sales team had to make an offer)
  • 800 Euros spent per month targeting the UK, Germany, Belgium, Spain France and Switzerland – a total investment of 9,600 Euros within the year
  • Average CPL (Cost Per Lead): €0.34 (the first week was €1.50 which was frightening, – but not that frightening with their previous results with Google Search where they paid €15.00 per lead)

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How to create a website that doesn't break the bank (and you would be proud of) -

How to create a website that doesn’t break the bank (and you would be proud of)

Reading Time: 10 minutes

You’ve probably come to the point where you realised that you need a website for your business. After all, what on earth are you waiting for? It doesn’t matter what type of business – from selling scrap metal to offering tarot readings there is a website for everyone.

And why not?

People are LOOKING for your business either locally or internationally. Not having a website – you are doing a disservice to them (actually, they will go to the nearest competitor who HAS a website).

So let’s say you take the plunge and you are out in the market to shop for a website for your business.

Good luck.

Enter the world of endless searching. You will probably come up with a few thousand options – a designer has a beautiful website but doesn’t say prices, so you are too scared to contact her for a quote. An agency has a huge portfolio but you see Nike amongst them – not for you.

Another designer has prices but when you dig a bit, you see that they offer additional elements which cost even more.

Go figure.

So you end up on Quora, Reddit and several Facebook groups to ask around to find out how much a professional website costs.

You end up with hundreds of options – with 5 pages, 4 pages, 10 pages, with contact forms, with plugins, without plugins, being on Shopify or WordPress – even my head is spinning right now.

And price?

Depends on options, they say.

Websites start from 1,000 Euros to 9,000 Euros, maybe more.

Wait, what?

So how can you create (the real question you want to ask is, how you can have a website created for you) that doesn’t break the bank?

As your search indicated, there are many options.

Step 1: Start With The Platform First:

The two leaders in the market are Shopify and WordPress.

However, there is one deciding factor in choosing:

Will you be selling physical products or services or will it be just an online presence?

If the second, there is no need to select Shopify as it is used for eCommerce In this case, you only need WordPress.

So let’s continue with our reasoning – but first, for you who want to sell stuff online, let’s do a little comparison between Shopify and WordPress.

What are the major differences between Shopify and WordPress, in OUR experience?

Whilst Shopify has its own servers and runs fast, it forces you to pay a monthly fee (as you would in WordPress hosting), a percentage in every sale and a monthly fee for nearly every plugin you decide to use. Want a loyalty program? You pay per month. Want a pop-up? if your theme doesn’t have one installed already, you pay this per month.

On the other hand, on WordPress, you have to be very careful with your theme selection. If the theme you select is slow, then kiss goodbye to sales, leads and site visitors, as a slow website means fewer people visiting it (and also is a ranking factor).

However, on WordPress, you do not have to pay anything on a monthly basis, except hosting. Plugins? You buy them once and IF you want you to pay a yearly fee for free “updates”.

Plus, there are a ton of drag and drop editors which can help you design new pages, like Elementor, Divi, and many many more – which are free.

Whilst we like Shopify as an agency – my heart lies with WordPress, so I am a bit biased 🙂

With that, let’s say that WordPress is more for you (pun intended).

Step 2: Take “Inventory”

So the next step is – BEFORE you find a web hosting company and start designing your website – to (unfortunately, I know you are shutting down now, I can see it) make a list of what your business does, and also make a list of your competitors.

The reason for this preparation?

To avoid getting charged a monthly fee for a hosting plan you will not use for at least two months. Yes. you read that right. I have noted that it takes an average of at least 2 months for new websites to launch – and in the meantime you pay hosting fees, for a site that’s not there.

Growth hack: if you insist to spend money on a hosting provider before you properly assess your needs, including researching your competitors and your market, finalising your copy (the text) etc – simply put up a landing page that says “Coming Soon” with an email form.

This way, any potential customers may sign up to receive your updates and when you launch you can “go to the market” faster (obviously this is more complicated than this, but you get the point).

Anyway, back to our train of thought (which was obviously derailed).

So, in another post, we will be discussing HOW to gather intelligence on your competitors, what free and paid tools to use, and how to write effective copy (text, yes, yes).

For now, I have a list for you (for those who do not know me, lists are my second name)

Step 1: Write down what your business does. Do you sell services? If yes, how many? What are their prices for each? Do you sell products? List them, along with prices and characteristics.

Step 2: Once you have that list, write down your goals. So, what I mean by that. Obviously, your END goal is for someone to buy from you. Yes, but you are forgetting that in order for someone to do that, she/he needs to earn your trust. And in order to earn your trust, they need to pass through some stages (called the customer journey).

And you thought marketing your business was easy. Ha! (well, it beats being an employee at a bank – sorry bank employees).

What I mean by goals. Let’s say you are a photographer. Your obvious end goal is for people to buy your photography services. So before they do that, they need to see your work. In order to see your work, you have to upload samples of your work on your website (called an online portfolio).

So goal one for the photographer – I want people to see my online portfolio. This translates into having more website visits on the portfolio page. Goal 1 accomplished.

Goal two: once people see my portfolio, I want them to sign up for my email newsletter. So goal two accomplished – send people to a lead capture form that is connected with an email service (which is free, for up to 2,000 users – now how about this for a goal huh?)

Goal three: once people see my portfolio, and signup for my newsletter, I want them to contact me to get a quote.

After that, it’s on you.

Ok, I am having a feeling that we are derailing the entire objective of this post so let me gather my thoughts and get back to you.

(after a two-day break for coffee)

Ok, we are back! So what were we were saying? Ah yes.

Fantastic job on writing down your goals (if you have actually done that, send them to me and I will reward you with 50% off for any plan for a year!)

Step 3: Design Your Website Architecture

So now it’s time to actually start scheduling your website architecture.

Based on your goals, what pages will you need?

Let’s use another example (sorry photographers, but … ). Let’s say you are a yoga instructor.

You already have your goals, so if I were you I would need:

  1. A Home page to briefly explain what is the site about
  2. A Services page to list all the Yoga classes you offer
  3. A Contact us page for people to contact you
  4. A Booking page for people to book directly – which needs to be integrated with online payments. The last thing you need is to have a class where people book online, and they do not show up (at least, you will get paid upfront).
  5. A Newsletter page, connected with an email service.
  6. Maybe a video section where you could upload tips

And lastly, a blog, where you also write about exercises, tips, lifestyle – even dieting – and distribute it via the newsletter and your social (see how everything is connected?)

So in total, you need 6 pages.

Here is an example of a design architecture I created in less than 5 seconds:-)

Give search engines (aka Google) a proper, correct way of structuring your website.

1500 Euros please, thank you. I do not take checks, just cash, double thank you.

Ok, joking aside, since you have your site structure, what you need is to start looking for a design.

Step 4: Find Someone To Design Your Website (Or Try To Design It Yourself)

Take a look at your competitors. What websites do they have? Who is the industry leader?

Make a list of what impressed you on your competitors’ websites. Go even further by visiting other service or product-related websites and make a list of what you liked.

It’s a lot of work, I know. But you have a business, and businesses require time and investments (I am not going to say money – oh wait, I just did).

Then what you need to do is design what we call a wireframe.

Start by pulling a piece of blank A4 paper (ok, any size, whatever) and draw your home page. How would you like it to be, based on what you saw from your competitors?

Here is a design I pulled from Hubspot (a CRM system) that I liked and matched our colours too:

website design wireframe. Courtesy of Hubspot

The basic structure is:

  • A headline that communicates what benefit someone gets (and not what you do)
  • Text that explains a bit in detail
  • Any video that you have and briefly explains or gives a sample of what they can expect
  • A signup form and reason to signup

Continue as the above for the rest of the pages, i.e. in the Services page you will have:

  • A headline
  • A sub-headline about what they are about to read
  • A list of services with proper explanation, keywords and possible pricig, a book now button
  • A closure at the end like “Lets us know if you need any help choosing! Contact us today to change your lifestyle for the better” (or something like that)

Since you have the structure now, it is time to think about the design.

So many options here. Who will design your website? Will you go with a bespoke agency? Wil you try make it on your own?

Everything depends on your budget and THE PERCEIVED and FUTURE value you believe your website will give you.

To put things in perspective, a designer agency (or a freelancer) can get a basic site working in under 5 weeks time. She/he will need all the above to start with (see how much time I just saved you) and then they will need one week to think about it, and a couple of weeks at best to come up with designs. When you approve a design, they will start to design it and then you will have to be able to change stuff if you do not agree/change your mind. Normally you get 1-3 revisions on an approved design.

Typical design services charge between 5,000 to 10,000 Euros for a custom-made, bespoke design specifically made for you.

Will you try and make it yourself? Services like, and or self-hosted WordPress allow you to experiment with designing your own website. This will cost you a small monthly fee plus lost of time experimentation and mistakes (aka time).

Or maybe, cut the development to zero, and go for a semi-custom web design service – there are agencies out there who will show you a few premade websites, which can be customised to meet your needs. These designs already have a suite of plugins that are already purchased, and you end paying like 90% less to have this created, with your own text, images, videos and colours.

One of these agencies is Centis. When you decide you need a WordPress website for your business, you have the option to go slow.

Plans start from 129/month for a 5-8 page design, including all the plugins, web hosting AND we write a newsletter for your subscribers on a monthly basis. We hate setup fees, so we do not charge to set up with anything – Google Analytics, Facebook Pixels or newsletter.

You have beautiful lead capture and contact forms, access to optimised blogging, and you can select from a collection of semi-custom sites that we customise to your needs, including text and images.

As you have the website and brings you leads and sales = making money off it, you can upgrade to any of the other plans that include ads on Facebook/Instagram and Google Search, with laser targeting your clients.

At the end of the day, the semi-custom website will look nothing like anyone else’s website – it will be your own branding.

Step 5: Start Wondering. What happens if you prefer to go with designing it on your own?

The sky will come crushing you, and the fires of hell will open and ….

Nothing really, you will just trade your time with experimenting, until you make it right:-)

If you decide to go with self-hosted WordPress, you will need to

  • Select a WordPress hosting provider (we recommend SiteGround)
  • Install the WordPress app (SiteGround does this with a few clicks, no coding)
  • And then, either find a theme to install and customise or create your own.

What about plugins?

In any typical installation of WordPress, you will need (at least what we recommend)

  • A Google Captcha plugin to save yourself from thousand of spammers sending you emails via the form
  • A form plugin which you can use to have people contact you (i.,e. ContactForm7)
  • A drag and drop editor, like Elementor which makes adding text and images like there is no tomorrow
  • A newsletter plugin which connects with your preferred email service – this typically includes Mailchimp, Klaviyo and others
  • A “Insert Headers & Footers” plugin where you insert scripts from Facebook (their pixel), Google, Pinterest and others.
  • The above simply replaces the Google Site Kit (we love this plugin by the way, but the less plugins you have the better) and Facebook Plugin.
  • Any booking plugin that can connect to payment gateways like Stripe, Paypal etc if you sell services
  • WooCommerce and various extensions if you sell products or downloadable assets, like photos, ebooks etc

All of the above, except the booking plugin (which you can possibly find something out there), are free!

If you need advanced “systems” like Adroll (for retargeting) or enhancing your posts with calendar, social shares etc, this adds up:-)

Plugins come and go – each week/month you will be wondering how to enhance your website, make it better, faster and more. So you will start searching for plugins that do just that.

All the above means, if you are creating a new website and have no experience whatsoever (if you do, you know what to do) that if you do not have the budget, or if you do, but you do not see the value in having someone creating a website for you, that you will spend some considerable amount of time designing, redesigning, deleting and recreating.

That’s where Centis comes in. For just a very small monthly fee, you sit down with (virtually) a product design expert and helps you to select the design you need. Then, you write your content for each page and send him your images and logos.

In just a few days, you will have a brand new website, lead capture forms, a blogging platform to express your thoughts and create leadership and a newsletter (which you will NOT have to write it, just approve the content every month.

All for just €129/month.

So you do not have to break the bank, shell out thousands of Euros and end up in frustration. All these options are for the taking – you just have to decide which is best for you and your business.