The 7 Lead-Generation Secrets of a High-Converting Quiz

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Note: This is a guest post by Josh Haynam, Co-Founder of Interact.

Unless you live under a rock, or just returned from space, you’ve heard about quizzes recently.

They are everywhere, inundating our newsfeeds and lives, turning productive people into machines that share quiz results with fervor.

However, quizzes aren’t just for wasting people’s time — you can actually turn them into powerful lead generation tools by placing an email capture form just in front of the results.

Since quiz takers have a strong desire to see their results, we’ve seen opt-in rates as high as 50% at Interact.

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An example of an email opt-in in front of quiz results.

After looking at over 1,500 quizzes and dissecting the elements that cause such high opt-in rates, we discovered the following seven ways to maximize conversion rates with quizzes.

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1. A Connection Is Key

One trend we’ve noticed is that the highest converting quizzes do an excellent job of creating some rapport with quiz takers before presenting the opt-in offer.

As people, we enjoy a good conversation, and talking with another human actually releases a drug called Oxytocin in our bodies that makes us feel good.

The quizzes that succeed in being conversational also collect the most leads. Here are a couple of ways to create a connection.

Use Your Personality:

Quizzes that convey a personality appear much more human, and quiz takers are more comfortable handing over an email address to a human than some sort of robot internet copywriter.

My favorite example of using personality in a quiz comes from Death Wish Coffee, a brand that claims to have the world’s strongest coffee (and they do, I tested it). Their quiz is so full of snark, and you can’t help but feel like you’re talking to a real person.

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An example question from the Death Wish Coffee quiz.

The Death Wish quiz acquired just over 200 new leads after being tweeted out twice, thanks in part to their wonderful use of personality.

Talk to a Person:

It’s important to remember that you’re talking to an actual person anytime you create content online.. Be professional, but not overly formal.

One way to pull this off is to think of one person who would enjoy your quiz or piece of content and write directly to them.

For example, when Brad from Skilledup wrote this quiz about Microsoft Excel, he wrote it with a former customer in mind and worded every question the way he would have in a normal conversation with that person. The result was over 5,000 leads collected in the last six months.

2. Relevancy Really Matters

If a quiz is about analytics, the call to action should be about analytics – if a quiz is about copywriting, the call to action should be about copywriting. By asking for an email address in the same context as the actual subject of the quiz, the content provides a continuous experience for each quiz taker and there are no surprise calls to action.

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The call to action from Worth Global Style Network’s “What’s your customer type?” quiz.

For example, when Worth Global Style Network created a “What’s your customer type?” quiz they inserted a call to action that promised to follow up with more tips on how to understand and cater to your customers. Since the call to action matched with the quiz content, WGSN’s quiz was able to generate 243 new leads from just 1415 visits.

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Worth Global Style Network’s quiz results.

This tip isn’t limited to quizzes. You can use LeadBoxes to set up individual calls to action on your blog articles and take advantage of the increased lead generation that comes with contextual relevance.

All you have to do is set up a LeadBox that correlates to your content and insert the code into your page. This method works great for content that is well established and receives consistent traffic, but isn’t generating many new leads.

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3. Lead Generation Is a Trade

You are asking for permission to send emails to someone. Those emails will go into their inbox and take up their valuable time. Since you’re asking for something of value, it’s only fair that you give them something of value in return.

With quizzes, that value is in the results — which means the more in-depth the quiz, the more valuable the results.

For example, a self-help author created a quiz called “How intuitive are you?” that is 20 questions long and really digs into the psyche of intuition. She’s been able to trade the quiz results for more than 600 new leads over the last three months.

The right to email someone is valuable and you should not take it lightly. Offer to trade something of value in return. Digital Marketer created a great list of tradeable assets in this list.

4. Solve a Problem for One Person

When one customer asks a question, odds are a lot of other customers have the same question, whether they know it or not. Those other customers are either too shy to pipe up or just don’t realize they’d like the answer to said question.

For example, when Death Wish Coffee was asked, “Should I really buy this coffee, or is it too strong?” they immediately knew they had a problem worth solving (gratifying people’s fears about a coffee called “death wish”).

They created a quiz called “Do you need a death wish?” and filled it with goofy but informational questions about coffee consumption. Then they placed an opt-in form just before the results — leading to 146 new email subscribers in one day.

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Screenshots of every stage of the Death Wish Coffee quiz that converted at over 30%.

Answering customer questions is an excellent way to create content that you know people will appreciate.

To keep track of your most common customer questions, try the method I use: Write each one down on a board. Then, keep a counter next to each question that tracks how many times it’s been asked. You can then answer the most popular questions in the form of blog posts or quizzes coupled with lead magnets.

5. Positive Outweighs Negative

When it comes down to it, there are two ways of offering your help. One is to tell people they are in trouble and need your service to get out of trouble. The other is to tell people they are awesome, but could still use your service to improve on their awesomeness.

The highest converting quizzes I’ve seen start by telling people how great they are, and then offer to help them get even better. No one likes to hear that they suck, so tell people they are excellent but could still use your follow-up emails to get even better.

For example, Mystery Tackle Box, which sends out a monthly box of fishing tackles (who knew that could be a business?) created a quiz titled “What type of fisherman are you?”. The whole thing was great fun and written in a way that made you feel good about yourself. The result was just over 500 new leads in one week running the quiz.

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These quiz results reinforce the quiz taker’s positive image of himself.

One important thing to keep in mind here is that you don’t ever want to lie to your visitors. To keep yourself honest, start with facts about your readers or quiz takers, and spin those facts in a positive way. For example, check out this quiz result that tells a person they are a Peterbilt truck. Peterbilts are not exactly sexy, and they are kind of old fashioned, but the writer turned those things into positive points with a little clever wording.

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Using this method will ensure honesty but also benefit from the increased lead generation positive writing can bring.

6. Design (or Lack of It) Matters

The highest converting quizzes don’t have crazy flashy style. Rather, they are designed to look like the parent site they are associated with. “Good design is invisible” rings true for quizzes. When your customers don’t even notice a difference in design from your main site to your lead magnet quiz, the highest conversions occur.

For example, check out this Yoga quiz that is nearly indistinguishable from the blog where it resides. The page flows well and you’d never know the quiz came from a third-party plugin. Designing your content to be easily identifiable as part of your brand increases trust and, in turn, lead generation.

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Just like a book, visitors will judge your quiz by its “cover.” Keep that in mind during the design process.

PPC experts who stress the importance of ads that match the landing pages they drive traffic to have reinforced this finding. Provide a consistent branding experience from first interaction to last and your customers will not only trust you more, but also be more likely to remember your brand.

7. Use LeadBoxes to Provide Personalized Calls to Action for Each Quiz Taker

There is power in personalization. Using LeadBoxes, you can paste in a different call to action for each result in your quiz.

For example, look at the results from this “What’s your learning style?” quiz:

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Just below these results, you could easily place a call-to-action button offering a case study of another successful visual learner. You could link that button to a LeadBox like this:

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The quiz result now acts as a primer for the LeadBox. The call to action applies directly to your personality as assessed by the quiz. The call to action is both practical and personal – which famous author Malcolm Gladwell says are the two keys to a powerful message.

Quizzes boast extraordinary opt-in rates. Lucky for us, there are elements of quizzes that can be identified and applied to our marketing (whether it’s for a quiz or not). Now it’s your turn to apply the tips gleaned from quizzes and make your own quiz or use LeadBoxes to provide personalized calls to action on existing content.

About the Author: Josh Haynam is the co-founder of Interact, the easiest way to create a lead generation quiz.

  • Is this a subtle way to announce LeadQuizes?

    😉

    And I love the truck one. It shows you can make a quiz about anything.

    • Josh Haynam

      No news yet on that one, but you’re right, you really can make a quiz about anything!

    • Ha, haven’t heard anything on that yet, Raymond! And I agree, this post really opened my eyes to how quizzes can be useful to just about any business. Kudos to @josh_haynam:disqus for that.