You can request a demo to see exactly how this would work for you at tryinteract.com
Since I’m a visual learner myself, I’ve condensed this method into a visual below. There is a full text description below that.
Now for the text explanation of how this works…
I’m going to start with an story for why I’m writing this piece.
The story comes from team USA women’s gymnastics in the olympics. In 2016, they won by the highest margin in history, obliterating the competition. As the announcers discussed the team, they mentioned how the team USA coach is a perfectionist, and when you see the routines you can tell the gymnasts have practiced so many times they don’t even have to think about what’s next, it’s pure muscle memory.
Then you see the other teams who seem to be less confident in their routines and are even improvising at times when they don’t quite feel comfortable with the script. This leads to all sorts of errors and eventually a lower overall score.
Being a marketer at heart, of course I immediately began thinking about how this concept of perfecting a method can be applied to the quizzes that I help our customers with every day. Just like a gymnastics routine, a quiz has many parts and they must all work together in order to achieve the end goal. When you don’t have a rock-solid routine (or quiz funnel), and have to improvise certain parts, it kind of all disintegrates very quickly.
That’s why we always look for patterns at Interact – industries and use-cases for our quizzes where the results are not only great, but also replicable many times over.
One of these patterns is with online programs, the courses that teach us how to get more life skills in specific arenas that can be done fully online. We’ve seen very similar quizzes implemented over and over again with strong results every time. So here’s the play-by-play.
Step 1: Set up your traffic flow
Before you can use a quiz to convert prospects into customers, you have to get them to take your quiz first. Once your quiz marketing funnel is set up, you’ll want to use it for a long time to maximize your time investment, so deciding on a consistent flow of traffic before you even build a quiz is vital to its success.
The most common method for promoting quizzes is through Facebook. You can run consistent Facebook ads driving people through to a quiz embedded on your website and have a funnel that deliver consistent results. I would highly recommend using an audience profile that’s already set up in your Facebook advertising account. The beauty of doing that is you don’t have to worry about the audience accounting for different results and you can quickly evaluate the effectiveness of your quiz.
Link on your website:
A quiz as a navigation item on your website will attract people who might not otherwise opt in. Just the word “quiz” or “assessment” draws attention from passive browsers and gets them to perk up. We’ve seen great results from simply linking to your quiz from the home page navigation.
Targeting your ideal customer profile through Google is still very effective. I would caution you and say that a quiz should really be used as an alternative to existing ads – it will be hard going to being Google ads for the first time with a quiz if you haven’t already established ROI through the channel.
Step 2: Build your quiz
Subject: There is only one quiz title. “Which (Blank) are You?” Everything else is an adaptation of that concept. Here are some really common ones for online courses:
“What’s Your Ideal Career Path?”
“Do You Have What it Takes to Start a Business?”
“What’s Your Business Personality?”
These quiz subjects all allow you to filter people into different categories from which you can follow-up in a personalized way, and they also have a natural appeal that gets people interested in the first place.
Questions: My favorite part of quiz is the questions you can ask. The first reason I like the questions of a quiz is because they let you speak directly to people who take the quiz. There’s no other kind of content that gives you this type of portal to be able to have a scripted conversation with people. The second reason I like questions is because they let you build rapport with quiz takers and create a connection that helps increase the overall conversion rate of the quiz when it does come time to ask for an opt-in.
To make the most of these two opportunities, simply follow a couple of best practices rules about how to write quiz questions.
-Speak like a human. This might sound obvious, but think about the last few marketing pieces you looked at and you’ll remember that they often fail to actually connect on a personal level. There’s an art to sounding human, and I actually wrote an entire article about it for our friends over at Buffer – check it out here. The TL;DR version is that in order to sound human you have to let go of your inhibitions and pre-conceived notions about how marketing should be written and just talk to people.
The easiest way to accomplish that is to write the quiz to one person, an actual person you are imagining in your head who would enjoy your quiz.
-Have 6-12 questions. This range will take about 2 minutes for quiz takers to complete, which is the sweet spot for keeping attention but also giving you enough time to connect with the quiz taker through your quiz questions and prep them to opt-in at the end of the quiz.
-Show your knowledge. Your questions should be relevant to the offerings you provide. Ask intelligent questions to build a profile of the quiz taker so you can offer up relevant advice at the end of the quiz, don’t just ask questions for the sake of asking questions. For example, don’t ask “What do you enjoy the most?” instead ask “What’s Your Ideal Working Environment?” if you are selling time management courses.
Lead capture form:
Once you get someone through your quiz you’ll have an opportunity to get an opt-in. This is the data we can connect to your marketing automation system, and is really the moment of truth for your quiz because the lead information is so valuable. In order to maximize the opt-ins for people who make it to this page, you’ll want to do two things on the lead capture form.
1. Give a reason for opting-in that is not just seeing the quiz results. Yes, there is a very strong appeal to seeing quiz results that inspires people to opt-in. However, you shouldn’t rely on the results as the entire draw for opting in. An easy way to offer more value is to let people know that you’ll send personalized advice based on their personality from the quiz. You can also incorporate a giveaway for people who do opt-in, but that’s not necessary.
2. Give clear direction on how you’ll be contacting new leads. Let people know “You’ll get free educational advice to improve your unique skill-set” or something along those lines. This again reaffirms that value you’ll be providing while simultaneously letting people know how you’re going to handle their information when they do opt-in.
Step 3: Follow up based on quiz results and close the sale
After you collect new email subscribers in your quiz, you’ll be able to follow up in an automated for each quiz personality based on their outcome from your quiz. This is done inside of your marketing automation system so you can employ lead scoring and other great features.
Below is an example image of how you’d follow up with a standard personality quiz. There are 4 follow-up emails.
1. The “Thanks for taking our quiz!” welcome email. This is the first email you send out, and should be set up to send out immediately after someone opts-in through your quiz. The email should reference the quiz personality the person got and also introduce your brand.
2. The “Top 10 for You” email. This second email is the first time you’ll be sending content other than the quiz itself to the new subscriber. Lists are an easy entry point for this so I’d recommend sending a list of the “Top 10 Ways to Use Your Gift as a (Blank)” or something along those lines.
3. The “Story of someone like you” email. This email helps the new subscriber to understand how your offerings might fit into their lifestyle.
4. The “Let’s talk” email. For most courses, this is a limited-time discount on what you have to offer. For coaches, this might be a call to action for a one-on-one conversation. This should be a hard sell but not so crazy that you can’t follow-up with regular emails afterwards 🙂
After the four-email welcome sequence you can have a trigger to merge the leads back into a normal newsletter or update cadence. If they haven’t converted by this point but are still subscribed, they are interested at least a little bit and you can use your normal email marketing cadence to be there when they do have a stronger interest in what you have to offer.
We’ve found a really solid use-case with online courses being promoted using quizzes. Just like an olympics team can practice the same routine over and over again until it’s perfect, you can utilize this same template that’s been proven over and over again to generate leads for your online course or coaching business.
You can request a demo to see exactly how this would work for you at tryinteract.com