How to Use Quizzes to Generate Leads and Increase Sales
Quizzes -- they’re becoming more and more common these days, and you’ve probably seen them frequently appearing on Facebook posts or on your Twitter feed. Maybe you’ve even seen the occasional quiz on LinkedIn or in your email inbox. If you aren’t familiar with quizzes, don’t worry: we’ll have you up to speed in no time.
They often seem silly or useless, but quizzes can be a lot more powerful than they look. In fact, quizzes are so important that if you’re not using them, you’re losing out big time on potential leads, sales, and growth.
For example, let’s take a look at a recent Quantcast traffic chart of entertainment news website Zimbio. On January 15, Zimbio’s “Which Disney Princess Are You?” quiz went live (and viral soon after). Here’s how the quiz impacted their website views.
Yet despite their proven lead generation value, quizzes remain largely overlooked. Most businesses either don’t recognize their worth or they’re just not sure how to get started. According to Demand Marketing, content marketing costs 62% less than traditional marketing, but it’s imperative to hone in on the most effective means of reaching your desired audience through content.
Why Are Quizzes So Useful, Anyway?
Before we launch into the more detailed elements of quizzes as a marketing tool, it’s important first to understand why they’re valuable. One of the big reasons is something we touched on above—they’re underutilized. This actually presents a tremendous opportunity for small and mid-sized businesses to set themselves apart from the competition.
In today’s digitally-driven era, it’s becoming increasingly common for businesses to have blogs and deliver other more traditional forms of content marketing. But not nearly as many businesses understand and utilize quizzes. Consumers are accustomed to breezing through the things they find familiar and are instead naturally drawn to the distinctive (i.e. quizzes.).
In addition to the fresh feel that can come with marketing-centric quizzes, they’re also entertaining and engaging. Consumers want to be involved in their experiences rather than acting as mere bystanders.
SEO expert Rod Gardner agrees that visual and engaging content is the key to successful content marketing. As you can see in his chart below, the number one challenge content marketers face is engaging their audience consistently.
Quizzes are a simple, cost-effective, and compelling way to market your business and make people part of the experience in a way that’s likely to not only increase leads, but also boost conversions and brand loyalty. Active engagement from potential leads is far more valuable to your business than passive browsing and skimming.
Quizzes provide additional value thanks to the fact that their scope extends far beyond the direct visitors who initially click on them. Think about all those quirky quizzes you see floating around on Facebook, with millions of views stemming from organic shares. There’s an inherent viral component to quizzes which you’re not going to find with other marketing formats.
The average quiz is shared nearly 2,000 times, and many quizzes far exceed that figure. Social media expert Melody Maleitzke agrees that quizzes are an extremely addictive form of content, and notes that quizzes are effective thanks to their shareable nature as well.
Once a user takes one of your quizzes, you’re also creating the opportunity to deliver highly personalized and specific behavioral-trigger email campaigns, which have, on average 152% higher open rates than traditional emails.
All of these advantages come with an incredibly low cost, particularly compared with many other forms of marketing.
Consider the case of Dr. Kellyann: an author, weight loss expert, and anti-aging specialist featured on PBS. She used LeadQuizzes to grow her email list by 40,145 people in just five months, and each lead cost only $0.38. This just demonstrates how effective and cost-efficient quizzes can be.
Creating a Quiz
If you’ve never created and launched a quiz for social sharing, it can be a daunting prospect, but that’s always the case with any new marketing strategy. Once you get the hang of it, quiz-building can be one of the most effective tactics available to you. Oftentimes, quizzes can be easily built by recycling content to get a great deal of mileage out of material with a bit of repurposing and redesigning.
Now let’s walk through the basics on creating an effective and engaging quiz that’ll grow your email list before you know it:
Perhaps the most significant component of quiz creation is the name. This isn’t a new idea—it’s something that’s important in every area of content marketing. According to KissMetrics, 80% of readers decide whether or not they’ll give content a chance based only on the title.
Think about the tremendous success of those ever-popular BuzzFeed quizzes—they all have interesting titles that draw the reader in. Use the name of your quiz as an opportunity to create a sense of challenge or opportunity for your audience. Phrasing titles as questions is a great way to get started.
Other types of quiz titles can compare users to celebrities or popular characters. There are also those quizzes that encourage users to uncover some hidden or inherent element of themselves, such as “What Type of Friend Are You,” or “What Is Your Dream Career?” These title styles serves to capture viewers and encourage them to participate. A third option is the assessment, which asks users to gauge their knowledge of a subject. This can be one of the best ways to increase organic sharing because people are always eager to show off their skills or knowledge.
The title doesn’t have to be complex, but it does have to interest and appeal to the user on a personal level.
While we’re on the subject of BuzzFeed, think about their “What City Should You Live In?” quiz. You’ve likely seen it floating around on your own social media accounts and you might’ve even taken it. While it may seem like a simple concept, it’s garnered nearly 21 million views to date. Crazy, right? Much of that can likely be attributed to the title, which is straightforward, yet personally appealing to a wide audience.
2. Tone and Structure
Frame quizzes as a conversation. When you’re designing and writing quizzes, think from the perspective of having a conversation with your audience. Keep language and style simple, to-the-point, fun and casual.
Keep it broad. You want your quiz to connect with your audience, but that audience is likely extensive and diverse. If your users are sharing content on their own social media profiles, that audience will become even more unique. Keep this in mind by using references that most people are going to understand. Avoid obscure references and questions that will be out of the realm of understanding for an extremely general audience.
Be concise. Just because quizzes tend to be the most compelling form of marketing content doesn’t mean you have a lot of time to make an impression. Your quiz should be easy to complete within a couple minutes (we’ve found that the sweet spot is usually 8-12 questions). Any longer than that and you’re likely to lose the attention of your audience.
3. Branding and Formatting
Bring your quiz to life by highlighting your brand’s personality. You don’t want quizzes to be overt marketing ploys, but you do want to create an engaging and memorable user experience.
Keep the formatting and navigation simple and user-friendly. Quizzes are meant to be fun and interesting—not confusing and complex. If your quiz becomes even the smallest bit burdensome to the user due of its design or navigation, you’re going to suffer from the loss of potential leads. Make it simple to move from question to question, select answers, and view the final results.
Along with the general do’s and don’ts of quiz design, it’s also important to consider the content itself.
The first rule of thumb when determining content is to stay current and relevant. Look around at your competitors to see where their content focus is. What keywords are they emphasizing and how are they working to draw in leads? Quizzes also work well when they integrate some form of current events or something that lets users know what they’re reading is fresh and new. In the digital and social media world, outdated content is a no-go. Perhaps your industry is in the news headlines for a new product or trend—incorporate this into your quiz.
Use a positive tone that makes users feel good about themselves while taking your quiz. Never adopt a negative tone which could come across as degrading or belittling to users. The purpose of quizzes as marketing tools is to boost users’ egos in such a way that they’re encouraged to share your content. Along with a sense of positivity, simply creating a quiz that evokes emotion can be a powerful sharing motivator, according to research published in the Oxford Journal.
Drop the formality and create a conversation. Use personal pronouns and even consider adding a sense of humor to your quiz. Try to create questions with engaging outcomes because this will improve shareability, as well.
Take a look at the example below from BuzzFeed’s “Which Mixed Breed Dog is Your Personality?” quiz. Note the presence of personalization using words such as “you” and “I,” as well as the casual and friendly tone. Depending on your quiz topic, you might need to go a bit more serious, but you get the point.
5. Capturing Leads
The ultimate goal of your quiz content is to capture leads, and you should keep this in mind during the creation process. Users will submit information such as names and email addresses prior to viewing their results, creating new “leads” in the process. This will allow you to cultivate and nurture new relationships with potential customers to eventually lead them to become loyal clients of your company.
When you’re collecting personal information, keep it to a minimum. If quiz users have made it to the final question and they’re still hanging in there and waiting for their results, they’re engaged with your content. You’ve got them where they need to be, and they’re likely to hand over simple information such as their name and email address. If you push it too far, however, you’ll lose them. Get only the information you require.
Consider segmenting leads based on quiz results. This will give you opportunities for targeting specific audiences based on how they answer your quiz questions. This can be a really valuable and engaging way to create future content based on the leads you generate from your quiz.
Remember that when you’re asking users to share your quiz, you need not only a compelling title but also a brief, fun, and interesting description that will accompany it on social media. You’ll also need to select an image that will represent your quiz on social media sites, so make it a relevant one that will be impactful and draw in new users once the content is shared. You may want to try split-testing various images to find the best performer.
Start nurturing leads right away with a quick “Thank You” note emailed to people who complete the quiz. Along with a thank you, you can also welcome them to your company. Make a good impression, as the entire goal of your quiz creation is to capture leads and build relationships. You can even begin a conversation by asking people to go into detail about their quiz results and overall experience.
Include a call-to-action at the end of your quiz. Don’t ever assume users are going to know what you want them to do next—spell it out for them and make it as simple as possible. Ask them to share their results on their Facebook or Twitter pages, or perhaps include a call-to-action featuring a link to your website. Typically, the call-to-action is placed between the last question and the final quiz results, and you may want to incentivize it by offering something else in exchange for information along with the results, such as a bit of personalized advice based on quiz results or a free content download.
Take a look at the following quiz by Cavallo, a horse care company which sells hoof boots as a healthy and humane horseshoe alternative. Titled “How Well Do You Care For Your Horse?” the quiz asks a series of questions to evaluate the caretaker’s skill, and then takes the user to a page where they’re asked to enter their first name and email before viewing their results.
Quiz takers then enter their information before proceeding to view a summary of their results, a series of tips and information on what to work on, and a call-to-action sending the customer to their sales page for the hoof boots.
Additionally, offering some type of promotion or incentive is a strong driver of not just conversions, but loyalty. A study by BPMA showed more than 60% of surveyed respondents felt promotions were the strongest marketing medium to create loyalty, and 70% of purchasing decisions are based on how customers feel they’re being treated by the company they’re buying from. Keep these appreciation concepts in mind when designing your call-to-action.
Get Started Now!
Now that you’ve taken the time to digest the above tips and information, it’s time to start building your quiz.
Using a tool like LeadQuizzes makes this an easy and straightforward process. LeadQuizzes offers not only quick quiz creation services, but also powerful promotion features and lead generation functionalities. LeadQuizzes also features seamless integration with a variety of platforms.
Join the many professionals who have harnessed the power of LeadQuizzes to create simple-yet-effective marketing tools to efficiently generate leads. Click below to get started now on your journey to build your email list by 100,000 emails within the next year!