The concept of online quizzes is probably as old as the Internet itself. Besides being an indispensable tool for assessment, online quizzes have proven their mettle when it comes to engaging audiences – a fact that businesses and marketers around the globe would agree with.
No wonder then, hardly a day goes by when you don’t come across a post like “Which Harry Potter character are you?”, or, “How much do you really know about yourself?” Businesses around the globe have recognized the power of quizzes when it comes to engagement and continue to use them as an effective method of lead generation.
The idea behind using quizzes for lead generation is relatively straightforward – there’s something magical about quizzes and tests that seems to draw most people. So much so, that some people don’t even mind paying a little fee to take a personality test. Quizzes seem to compel individuals with inquisitive thinking to go ahead take a chance. Even if that means having to give up their email address to check out their results. According a report from Conversion XL, a well-designed quiz can generate opt-in rates north of 50%, helping you generate far more leads as compared to other strategies.
In this article we are going to break down 5 effective ways quizzes can be used to enhance lead generation.
1. Inspire People through Personality Tests
Who doesn’t love a fun personality quiz? From “Which Star Wars character are you?” to “Are you sweet, salty, or spicy?”, personality quizzes have been captivating and engaging audiences for almost as long as we can remember. It’s precisely why businesses are now using personality quizzes to promote their brand in every possible manner, helping them grow their email lists, expand customer base, and growing their revenue.
One challenge that most marketers face these days is staying relevant. They need to figure out ways to make their advertising messages feel more and more personal to the prospects. But how would you do that when it’s so difficult knowing who is receiving these messages? The answer – online quizzes, that direct prospects into relevant funnels, based on their personality.
Example Case Study: The “Which Famous Biker Are You?” quiz from GothRider.
GothRider promotes itself as a ‘strong brand for the rebel, untamable bikers‘ a trait that’s visible in almost all their products. They were looking for a cost-effective way to generate more leads and eventually more customers. That’s when they turned to fun personality quizzes.
Their quiz, titled ‘Which famous biker are you?‘ revolved around celebrity motorcycle riders from Sons of Anarchy and incorporated traditionally proven personality-based questions. The game-like format was intended to help people find out what their personality is, and the quiz ended up generating 75,813 leads for the company! Here’s a sample question from the quiz:
After a visitor finished attempting all the questions, they would see (an optional) lead capture form that promised a special gift from GothRider, right before the results are revealed. And although the opt-in form was accompanied by a skip button, 75,813 people still opted into their list. A free gift is an excellent incentive that encourages people to opt-in. It’s the age-old “Cost factor vs. Value Factor philosophy”: Why pay for something when simply submitting some basic information about yourself in exchange can get you a gift? It’s a win-win situation for everyone.
2. Supplement Informative Content With A Knowledge Test
When people are not sure, give them a test – something that Ruby & Duke decided to make use of, in their quiz.
Example Case Study: The “ “How Much of a Superstar Dog Parent Are You?” quiz from Ruby & Duke.
Ruby and Duke are in the specific niche that appeals to an audience of dog-lovers. They went ahead and set up a quiz to figure out how dedicated dog parents really were. The aim was to generate more leads for their main offering – a monthly subscription of goodies for dogs. The quiz in question was able to bring to highlight, both the pros and cons of being a dog owner.
The questions in this quiz were based on familiar images to animal lovers and dog owners alike, and had an opt-in form at the end. The quiz takers, those who had a soft spot for dogs, or just loved animals in general, then had to opt-in into a lead capture form right before handing over the results. There was an added incentive for opting-in: a subscription to “fun and infrequent updates.”
Ruby & Duke were able to generate 9,448 leads from this quiz alone.
3. Pair a Quiz With an Event
Events, both online and offline, are an important part for marketing any business. They work exceptionally well in bringing in brand awareness and engagement for a simple reason – an in-person experience is one of the most important components of successful marketing. And event marketing is one of the best ways to provide that in-person experience to your prospects, providing value to them, and then leveraging it to convert them into consumers.
Example Case Study: The “Which Therapy Dog Are You?” quiz from Children’s Hospital in Los Angeles.
The Children’s Hospital in Los Angeles makes regular use of events as part of their marketing to increase donor participation and raise awareness for their cause. One such event that they frequently conduct, is a series of promotions for their Therapy Dog program.
To make this event even more successful, they created a quiz “Which Therapy Dog Are You?” that went viral on social media, leading up to 45,000 views and generating 32,000 leads in just over 2 weeks.
The questions in the quiz included colorful, vibrant images, enticing people to get involved. At the end of the quiz, a lead capture form showed up asking if people would like to opt-in to Children’s Hospital news.
4. Repurpose Past Successes to Generate More Leads
Content marketing is probably the most potent form of marketing these days and marketers work hard at creating content that engages their readers. However, not all content is successful. In fact, as per the Pareto principle, only about 20% of your content gets you 80% of the results (or, traffic). One way to generate new leads with a quiz is to repurpose this 20% of the content that makes up your most popular pieces.
Example Case Study: The “Where Should You Go in 2015?” quiz from Afar.
The quiz includes a series of interesting questions, such as “What would you like to eat?” Each question is designed to sound conversational in nature, much like something a friend might ask you over coffee.
Once all the questions have been attempted, a lead generation form pops up asking the quiz takers if they would be interested in receiving updates about popular travel destinations around the globe. The form happens to be extremely relevant to the topic of the quiz and is honest about what it has to offer in return for the user’s email address: a newsletter.
Irrespective of whether the user opted-in or not, they are taken to the result page that shows one of the travel guides that Afar selected based on the answers provided in the quiz.
This quiz was able to in 5,826 new subscribers from a mere 13,000 quiz takers.
5. Personalize Your Value Proposition
Who doesn’t want to be hear the things that make them feel special and unique? We all do, right? And that’s exactly the underlying strategy behind personalizing your value proposition and asking for a lead in return.
And this is exactly what Fragrant Jewels, a boutique candle company, decided to use help their prospects figure out what type of candle lover they are.
Example Case Study: The “What Type of a Candle Lover are You?” quiz from Fragrant Jewels.
As it turns out, this is a critical question in this niche, with nearly infinite options to choose from, to determine what products a prospect might really be interested in.
Once the choices were whittled down via a range of questioned aimed at figuring out their personality traits, people found it much simpler to make a purchase. This quiz too offered an optional opt-in form at the end, prior to results, and was filled in by 2,315 people.
They also added visuals to the quiz to add some oomph to the quiz. It’s a good idea to incorporate visuals in quizzes if it’s not a serious quiz.
Now that we’ve discussed 5 effective ways of using quizzes for lead generation, it’s time to start building your own quizzes!
Using a tool like ProProfs Quiz maker, makes this a relatively quick and straightforward process. ProProfs Quiz Maker doesn’t just allow you to create quizzes quickly, but also provides powerful social sharing, reporting, and lead generation functionalities, while also featuring a seamless integration with many popular 3rd party tools.
Happy quizzing to you!
About the Author
Angela White is an ed-tech enthusiast with a passion for writing for the consumer market in the areas of product research and marketing using quizzes and surveys. Having a knack for writing and an editorial mindset, she is an expert researcher at ProProfs: a brand that’s known for creating delightfully smart tools such as Quiz Maker.