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hi i'm matt from thrive things and in today's video i want to show you two lead segmentation strategies i pulled from a real life health and wellness website that I think will help make your growing email list even more valuable so in this video I want to show you two lead segmentation strategies you can start using right now that I pulled from a real life health and wellness website on the Internet the website example is called Chris Kresser com it's a website for a functional medicine practitioner from Berkeley California but the content of the site is not so important here what I want to show you is how this site not only collects new email subscribers but segments them into very valuable subgroups now an interesting thing happened to me while I was preparing this post and video I got about halfway through writing my article this case study when the the website actually updated and completely changed so what you see here is the new site with an updated maybe upgraded lead segmentation strategy on it but a lot of what I had done originally it was on in the old site which I'll show you now this is a screenshot of the old homepage with a slightly different lead segmentation strategy on it and what I realize is that I wanted to showcase both the old site and the new site because there's lessons we can learn from both and the coolest thing is that with the old site I can show you how to mimic the same lead segmentation strategy using our thrive leads email lead generation plug-in and on the new site I can show you how to use their new strategy using our thrive architect page building plug-in so let's get started with that so on the old site what you can see here basically is a standard navigation menu and header and then in this above-the-fold area we have a pretty typical free ebook opt-in offer so the visitor offers their email and they'll get a free ebook download but what's really cool here what really caught my eye what's this drop down menu that says it prompts the person to click it because it says I want to improve my diet and then when we actually zoom in and click on the drop down menu there are six special-interest options that the visitor can choose from now this is a health and wellness website so it makes sense to offer these sort of chronic health issues interests that the visitor can select but depending on your business and your website you may want to segment people by age by gender by profession and so on whatever information would actually help you serve your overall audience better to where you could create unique content or product or offers for each group and invert and improve your conversion rates that way let me address the elephant in the room here I want to show you how to do something similar using thrive leads but the RAI bleeds doesn't have a drop-down box so what do we do let's go over to my demo site and I'll show you so here on my demo site I've used one of our thrive leads multi-step lightbox opt-in form templates to show you how to do something similar it's not a drop-down box but what I decided to do was just put multiple call-to-action buttons on the default state of my opt-in form so let's say I want I'm a health website and I want to give three sort of special interest groups for my visitors to self segments themselves into so I have a weight or an energy or an overall health button the way I can set this up is this is the default state but then I have a state 1 state 2 and state 3 that apply to each of these buttons so if a visitor clicks on the weight button they'll get sent to state 2 which has a unique lead generation element associated with it if they click the energy button they'll go to the next date and so on so let me show you what one of these dates looks like so if somebody clicks on the wait button they'll get sent to a lead generation form where they can put in their name and email within this form I can actually connect it to say my MailChimp account and you know select the list and then I can actually add a tag say I think I clicked on the weight issue one so I can add a weight tag to this lead generation form I can add an energy tag to the the energy state and I can add an overall health interest tag to the overall health interest state and in this way when a visitor signs up through this through that button and that lead generation element they'll get a special interest tag assigned to their sign up so lead segmentation doesn't have to be any more complicated than that simply assigning a group or a tag depending on your email marketing service depending on the one you're using that's all you need to segment those people out so you can send them more targeted content more targeted product offers to increase your conversion rates so now let's look at the updated website and the strategy it's using to collect emails and segment leads now here's what's changed instead of that catch-all opt-in offer what we see now are three content box cards that when I click on them you get this animation where the card flips over and then has a unique lead magnet for a specific part of the audience so this first one is for the health enthusiast so individuals interested in helping themselves with their health issues the middle one is for health coaches and the last one here is for health practitioners for medical practitioners so it seems like what chris has done is found out through the years that he really has three core types of followers the individuals that are into health and want to improve their health health coaches that probably have some sort of health coaching business and want to follow him and use his advice to help help their clients and then actual health practitioners like doctors and nurses and so on that rely on his information as well so what seems to have happen is that instead of this broad list of health interests we now have three core groups that Chris is trying to segment out and through each of these content boxes basically there's a unique lead generation element that probably tagging new followers the same way the old the old system was so how can we do this using drive architect that's what I'm going to show you next so here we are on my demo site again and what you're seeing here is a modified version of our know Photoshop homepage template that I quickly modified to look a lot like Chris's new updated site now down here at the bottom you'll see the same three content box cards but instead of having that click trigger animation where the card flips around to reveal the lead generation form what I set up was a click trigger to open either a thrive architect lightbox or if you have thrive leads installed you can set up a thrive leads thrive box to open instead and either way what you can set up is a unique lead generation form talking to basically offering the lead magnet appropriate to the content box card the visitor clicked so on each of those unique lead generation forms you'll have a unique lead generation element where depending on your email marketing service you can apply a tag or a grouping or whatever it uses to help segment new subscribers at signup so because this particular one is about the grassroots effort this is about the health and I could set this lead generation element up to have an enthusiast tag and then they would be segmented into that grouping how does this look on the back end well essentially all you have to do is set up a content box and then under the animation and action tab here you just come into this pop-up option set the trigger to click and then find either the light box or the thrive leads thrive box you want to fire on that click so I called this light box the one I setup enthusiast so I can select that apply it and now when I save it and I preview it when I click on the card it fires that that unique light box I hope you enjoyed this video about lead segmentation and how you can use thrive leads or thrive architect to make your email list even more valuable if you have any questions or comments about what you saw in today's video just leave a comment below and we'll see you in the next video