[Part 3] How to Grow Your Email List by 100,000 Contacts

Another month has passed for our 100k Contacts in 1 Year Challenge and I’m happy to announce that we’re off to a great start! I would like to start this blog off by extending a heartfelt thanks to Jeff Hays for introducing us to these 3 incredible candidates.

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  1. Our first candidate is Kathy Smith. You or your parents may have grown up using her workout systems as she has come to be known as the Women’s Most Trusted Fitness Icon. She’s been at the forefront of health and fitness for more than 30 years and has sold over $500 million of lifestyle and fitness products.
  1. Our second candidate is Dr. Kellyann Petrucci. She is a board-certified naturopathic doctor specializing in all aspects of women’s health, from skin care and weight loss to stress management and hormone balancing. Her advice, knowledge, and 20 years of expertise helping patients change their eating habits has brought her to stages like Dr. Oz, where she has helped huge audiences get on track for a life that is healthier, happier, and longer!
  1. Our third candidate is Dr Joel Kahn. He is a cardiologist trained physician who teaches a preventative approach to heart-health through plant-based diets, exercise, and mind-body practices. Reader’s Digest selected him to write for their Holistic Heart Doc column and published his book, The Whole Heart Solution.

In our last blog, “[Part 2] Increase your Email List by 100k Contacts This Year” we discussed the strategy behind growing a list by 100k people in 1 year. In this blog, I’m going to share with you the strategy of how we choose the products and type of quiz for this sales funnel.


Creating a quiz sales funnel needs to start with selecting the right product.

The strategy behind using a quiz for lead generation and then selling a product that helps those people improve their quiz results and reach a more desired state means that your quiz and your product need to be in direct alignment. Additionally, the product that you sell needs to be an easy, impulsive purchase.

When people see your ad on Facebook, they probably haven’t been doing extensive research on buying a product to solve the problem they’ve been facing, and if they have, they probably don’t already know, like and trust you enough to buy one of your high-end programs.  You don’t want to put out a product that requires extensive relationship building or is cost prohibitive as the first offer they see after the quiz on a sales page.

We’ve seen that one of the best products to sell after a quiz so far is a jump start or reset program priced from $17 – $30. Not only is that a price that almost anyone can afford without much thought but if they take a quiz and you give them feedback on something they should start or stop doing, a jump start or reset program is a great way to start changing those habits.

We’ll use Dr. Kellyann as an example.

Dr. Kellyann offers a 30 Day Reset Guide for $29.99 to help people change their eating habits and live healthier more energetic lives. Her guide includes 4 weeks of shopping lists, 52 pages of recipes, and other tips and tricks to eat healthier.

The 30 Day Reset Guide is a fantastic product and met our criteria above so we looked at what type of quiz would be best aligned with this specific product.

Which leads us to Part 2…


a) The Quiz Idea

Once you have a great product to offer, now you have to create a quiz that will not only generate leads at an inexpensive price but also attract the right type of audience. If you are struggling to come up with ideas, I would recommend Googling different quizzes that have already been created in your space to see if you can find inspiration.

After working with Dr Kellyann’s team, we decided a Gluten Intolerance quiz would be perfect. There’s been a lot of conversation about the benefits of switching to a grain free, gluten free, paleo, or ketogenic diet and so people have a lot of questions about whether one of those diets would be right for them. Since that topic is on so many people’s minds, it’s a great quiz to answer questions and provide clarity on. Being Dr Kellyann is an expert on low carb diets, and her 30 Day Reset Guide helps people transition their diet to grain or gluten free, we decided to create a quiz specifically tailored towards gluten and grain.

Now that we know what kind of quiz we are going to create, let’s talk about how to actually create it.

b) The Quiz Results

I like to work backwards when creating a new quiz so after I have the quiz idea, I like to figure out what the results will be. To do this, you need to think about what kind of information would actually be valuable or entertaining for someone to exchange their time and contact information to take your quiz and get their results. You also need to think about how those results lead into the product that you are offering to help people. And finally, you need to think about how that information can be used to deliver more personalized content and messaging.

For Dr. Kellyann, we chose three separate results. After someone takes the quiz to find out if they would be better off without grain or gluten, these are the results they were able to receive:

  1. You Would Be Better Off Grain Free
  2. You Would Be Better Off Gluten Free
  3. No Issues With Grain or Gluten Currently

On any results page, we offer them an explanation of why they got their result and what that means for them. Then we offer them a few suggestions to make positive changes, one of which is a call to action to your product or in Dr. Kellyann’s case, her 30 Day Reset Guide.

c) The Quiz Questions/Answers/Logic


Once you have your results set, it’s time to write your questions and answers. But first, you need to understand how the logic of your quiz scoring will work.

For our software LeadQuizzes, we made things simple and made the scoring results-based.

For example, let’s assume you have results A, B, and C. And your question has 3 answers. Each of those answers needs to correspond to one of the results. For example:

Question 1:
Answer A = Result A
Answer B = Result B
Answer C = Result C

Here’s an example for Dr Kellyann:

Question 14:
Do you crave sugary foods?
a. Yes, constantly = Grain and Gluten Free
b. Yes, occasionally = Grain and Gluten Free
c. No = No Issues With Grain or Gluten.

At the end of the quiz, our software tallies up the result with the most amount of answers and then assigns that result to that quiz taker. So if most of their answers correlated with the result that a Grain Free Diet would be beneficial, they would get the Grain Free result page.

Quiz Questions and Answers

Once you have the quiz results created, it’s time to write the quiz.

Over the past month and a half, we’ve learned some really interesting things about the best type of quiz questions and answers to write. The first thing we found was that simplicity is crucial!

We found that the time it took to take the quiz was extremely important. If it took people a long time to take the quiz, they would drop out and therefore increase the cost per lead. We started by having everyone write their quiz between 20 – 25 questions but we found that 10-12 questions was usually better although we’ve seen quizzes with 20 questions perform extremely well. My advice is to start in the 10-12 question range then test what works best for your quiz.

We also found that the type of questions you ask are extremely important. We got feedback through Facebook comments on our ads as well as using software like Inspectlet on why people dropped out of our quiz. We found three types of questions to avoid:

  1. Questions that seemed like they were leading to a specific outcome.

Here’s an example.

When your friend suggests a girls weekend away, after the excitement you think…

  1. I love girls weekends away, this is going to be amazing.
  2. Time to go bathing suit shopping. Oh no…
  3. Oh god, I need to hit the gym. My eating has been out of control
  4. I don’t think I can go. Being around food and large groups gives me anxiety. Not to mention I will need to be in a bikini. I need to give this some thought.

In this question, while answer number 1 could be a positive thought someone is feeling about their body, answers 2-4 are mostly leading towards a specific result of having insecurities. Be careful the quiz doesn’t come off like you are trying to just drop everyone in one specific bucket.

  1. Results that were negative

One of our clients did a behavior assessment for children. When the questionnaire was positioned around what is your child’s gift and how can you enhance that versus what’s causing your child’s behavior problem, more people took our quiz and conversions improved. Feel free to test this but I would recommend starting with results that won’t come off as negative when you could flip them into positives.

  1. Questions that were very situational based.

Here’s an example of a question we tested that was too situational based for a stress quiz:

When your mother-in-law hijacks your anniversary, do you…

  1. Have a big fight with your spouse over it?
  2. Complain about how much more it will cost to have her involved?
  3. Refuse to participate?
  4. Say the more the merrier?

When questions were very situational based, we saw that people struggled with quickly answering the question. Possibly because it took them too much time to figure out what answer they most identified with or possibly because they didn’t feel like the situational question made sense to them. Try to make your question and answers straightforward and easy to answer.


Overall, we are really happy with the results. All of the quizzes so far have been consistently hitting $.20-$.50/lead after only 1-3 weeks with the right quiz setup and Facebook ad optimization.

Here’s our contestants’ live quiz links and current list growth stats as of 7/8/15:

List Growth – 2,708 new quiz contacts
List Growth – 11,055 new quiz contacts
List Growth – 8,656 new quiz contacts
Additionally, we’ve learned some great things about best products to sell and what type of questions will make it easier for someone to complete the quiz.

What do you think about our progress so far? Think we will be able to hit 100k contacts in 1 year? Let us know below in the comments.

If you’re interested in getting a demo of the software we are using for these contestants and launching to the public soon, click the button below:

Do you want to grow your email list with LeadQuizzes?

Grab your 14-day FREE trial now!

Do you want to grow your email list with LeadQuizzes?

Grab your 14-day FREE trial now!