“We get about 100 people a month signing up for our email list just from the quiz alone, and that’s without putting any money behind it. Even though people can get their results without entering their email, they still do. It’s almost like a way of saying, ‘Thanks for this information.’ It’s been such an easy, effective way to earn trust. From there, I can keep showing them that I understand who they are, what they’re struggling with, and how we can help.”
—Tayler Cusick-Hollman, Co-Founder of Enji
From the beginning of Interact back in 2013, very few SAAS companies have successfully implemented lead generation quizzes. Every one of them made the same mistake. They made it very obvious that the sole intention of their quizzes was to tell people they needed to use the SAAS product being advertised. The result? every SAAS quiz built in that way got no interaction, no leads, and no success.
But then Tayler Cusick-Hollman, life-long marketer, and co-founder of the SAAS platform Enji, came along and showed us what it looks like to truly be successful with a lead generation quiz for SAAS.
Here’s what she did instead of just rushing into “Hey, buy our software!”
“I wanted something that was a direct line into, ‘Hey, here’s how our software can help,’ but I didn’t want the software to be front and center. So I took what I knew about our customers and turned those experiences and the questions they’re constantly asking into a set of questions we could ask them, to help them, discover the problem they were having.”
Tayler Cusick-Hollman, Co-Founder at Enji
The quiz idea Tayler came up with for Enji is “What quick marketing fix should you focus on?” and it is a high converting quiz title because it addresses what the audience wants, and it promises to help the audience get something quickly.
Instead of rushing into selling. Tayler took the time to think about the experiences and questions her customers are having, that lead them to seeking out a solution like what Enji can offer them. Enji is a marketing software suite designed to help increase simplicity and lower overwhelm. So Tayler asked about those problems, instead of jumping straight into the sales pitch for Enji. Of course my follow-up question for Tayler was “So how do you know what problems your customers are facing?” Here’s what she said.
“My background is in marketing consulting, and those were problems that my clients had time and time again. So that was what my service offerings ended up being about, and that’s basically what Enji is trying to solve. I just took what I knew about our customers and turned those experiences and questions they’re constantly asking into quiz questions.”
Tayler Cusick-Holman, Co-Founder at Enji
Each question in Enji’s quiz helps to figure out what marketing solution would be most helpful to the quiz taker. Tayler does a great job in making the questions personal, but also setting each question up in a way where it gathers the necessary information to make a recommendation at the end of the quiz. Here’s an example question where she asks “What do you worry about the most with your marketing?” which is a question about marketing gaps, but phrased in a way that’s humanizing and disarming, so you want to answer honestly. A beautiful piece of writing. The simplicity and clarity of the questions Tayler asks makes it possible for there to only be four total questions in the Enji quiz, but still leading to a helpful outcome.
After someone answers the four questions of the quiz, before the results of the quiz are shown, there is a lead generation form that comes up, asking the quiz taker if they would like more advice to help with marketing. The lead generation form is optional, which is ideal because that way only the people who really want to hear from Enji will opt in.
After the lead generation form, whether someone opts in or skips the lead generation form, the quiz results are shown. Enji really did a great job with their quiz results. The result title is a direct answer to the question the quiz promised to help answer. The quiz title of “What quick marketing fix should you focus on?” is answered by “Use an AI copywriter to draft content” – which is clear and gives a direct answer to the quiz taker.
I also like that the recommended answer in this quiz is specific, it says “Use an AI copywriter to draft content” not just “Use an AI copywriter” with no specific direction. Specific instructions are shown to lead to higher conversion rates because people prefer something that’s easy to implement. The more specific a direction is, the easier it is to implement. Then the result length is great, right around 50-100 words, within the zone we recommend to people. And then there’s a call to action button so you can move forward with Enji if you want, all very well crafted to maximize post quiz conversion.
Here’s what Tayler had to say about the business impact of implementing the lead generation quiz from Interact on the Enji website.
“It’s been something that’s been super, super effective. For not putting any money behind it, I get like 100 people a month who sign up for our email list just from that quiz alone… It’s been such a simple way to earn someone’s trust and have them end up on my email list, where I can then continue to say the things to prove to them that I understand who they are.”
Tayler Cusick-Hollman, Co-Founder at Enji
Thank you to Tayler and Enji for trusting Interact with your lead generation quiz. It’s so well done. Check out Enji and see it for yourself here.