We’ve all been there, scrolling on Facebook and getting sidetracked by a silly quiz to find out which GOT character we are.
A few years back, the New York Times’ most widely-read piece of content for the whole year was: “How Y’all, Youse and You Guys Talk”. A quiz to determine your American accent.
Quizzes engage us in a fun and creative way that promises connectivity. Quizzes are not only a great way to entertain your audience, but they are highly effective tools for driving traffic to your website, generating leads and converting those into paying customers.
Well-designed lead-generation quizzes are the key to any successful email marketing strategy because they…
✅ are interactive & engaging
✅ can lead to a personalized follow-up funnel
✅ offer the option to segment your leads based on results or links clicked
✅ give you FREE insights into your audience’s interest, knowledge or behaviour
✅ set you apart from your competitors by using creative digital content
In the following blog post, I’m going to show you the exact steps to create an effective quiz (you can directly add those steps into your PM tool!) and use email follow up sequences to turn your leads into paying customers.
Step 1: Quiz Creation
Choose a Theme
When it comes to choosing the overall theme for your quiz, make sure that the quiz is aligned with the products or services you are offering. The goal is not only to get a lot of signups, but to get qualified leads (aka people who are interested in your products/services) that turn into paying customers.
Select a Quiz Type
There are two primary types of quiz styles: the personality quiz and the knowledge quiz. The popular personality type is giving your audience the opportunity to learn more about themselves by categorizing people into personalities based on their answers. Knowledge quizzes are as the name implies assessing the audience’s knowledge, where your quiz outcomes are based on adding up your total points while taking it.
Come up with a clickable Title
Similar to email subjects or blog headlines, your quiz title should be short and to the point. You have only a few seconds to grab the readers’ attention when they scroll through their social media feed, so you want to make sure that you convince them to click by using an enticing title that tells them what they can expect and ideally triggers an emotional response.
Create the Results
I recommend coming up with the results before crafting the questions, especially when you decide to create a personality quiz. In the “Which GOT character are you” example, this would mean to define the potential GOT characters someone could be and then create the questions based on the potential character’s personality traits.
Make sure the results are positive, as you want your audience to feel good and encourage to take further action.
Craft your Quiz Questions
Now that you’ve chosen the theme for your quiz, selected the quiz type and title and created your quiz results, it’s time to get into the nitty-gritty and craft the questions. Make sure that your questions are not too complicated and can be answered without having to think too much! Remember that your quiz should be fun, we’re not in university 😉
Don’t have too many different questions, in general the quiz should only take around 2-3 minutes to complete. Make the questions memorable by infusing your own brand language.
Step 2: The Set-up
Choose a Tool
There are different tools to create your quizzes and one of my personal favorites is Interact.⠀⠀⠀⠀⠀⠀⠀⠀
With Interact, you can create different types of quizzes such as personality quizzes, scored quizzes or assessment quizzes. It comes with 200+ templates to choose from that can be updated with your colours & fonts to match the branding of your business.⠀⠀⠀⠀⠀⠀
Using the tool, you can create your quiz within minutes, set up a personalized opt-in form (that is GDPR compliant) and integrate it with your email marketing systems to capture & segment leads (we’ll get to this in a minute).
Update the Design to match your Branding
Make sure that the design matches your brand colors and style. Anyone taking the quiz should be able to recognize your brand.
Add your Questions & Results
Interact makes it really easy for you to add your questions and the results that follow a specific logic based on the answers to the questions. You can drag and drop the order of the questions so question A does not always lead to result 1.
Create an Opt-in Form
The purpose of your quiz is to capture leads and grow your list, therefore you have to make sure to include an opt-in form where people have to enter their email address. In order to segment your quiz takers based on the results (and therefore being able to send out targeted marketing messages), you will have to place the opt-in form right after they’ve submitted the last question and right before you will reveal the result. Again, most quiz tools will have this feature already integrated.
Make your results sharable
Add social links to your results so anyone who takes the quiz can share their results via social channels and invite their friends to take the quiz too! Funny, positive and news-worthy results will have a higher chance of getting shared.
Step 3: Marketing Automation Follow-Ups
Now that you’ve collected leads, you want to make sure that you nurture them in the right way. Keep in mind, that some of the people who will take the quiz might have never heard of you before, so you want to make sure that you’ll introduce you, your story and what you’re offering to them.
Here’s a potential email sequence that your marketing automation could look like:
Email #1: The result
Immediately after they’ve taken the quiz, send the quiz takers an email thanking them for taking your quiz and including their results. In order to engage them even more, you can give them some additional context around their result.
Email #2: You, your story and your business
Similar to any other marketing strategy, you have to make sure your audience knows, likes and trusts you if you want to turn them from a cold lead into a paying customer. Send out an email that introduces you as well as your business (you can skip / adapt this email for anyone who already is on your list).
Email #3: “Me too”
Share with your audience what your results are or what your connection to the quiz is. This makes your story relatable, creates a feeling of belonging and increases the know + like factor.
Email #4: Content upgrade
This is the time to share any other free content that relates to the different results of your quiz. By sharing more value, you build a higher trust factor with your audience and converting your leads into paying customers will be easier as they’ll recognize you as an expert.
Email #5: Your offer
Now it’s time to upsell your audience to a paying product. If your results divides your audience into different stages or categories, I highly recommend to have three different products/services that you can sell them based on their results. Make sure that these products/services are low-tier offers as the quiz takers are coming from a freebie, so the likelihood that their next action will be spending $$$$ on your high level products is rather low. In order to trigger fast action, you can offer your products/services for a discounted price within a limited time.
If you don’t have any suitable products/services to offer, you can simply add a link to book a free discovery call with you.
Step 4: Promotion
Done! All you have to do now, is to share your quiz! Since the goal is to capture new leads, you want to share the quiz on your social channels and maybe even create paid ads to reach a cold audience.