So you’ve got a great funnel built out. People love your products, they love getting your emails, they love buying things you create or recommend. The relationship between you and your audience is strong and mutually beneficial. It’s an ideal scenario…except for one thing. The top of your funnel is not growing the way you’d like it to.
It’s a baffling position to be in, people love your products, they like hearing from you by email, and yet your email list and funnel are not growing at the top end the way you think they should.
This is super common, and exactly the point where quizzes can be super helpful. The reason why this situation occurs, where people want to hear from you but aren’t taking action, is that they simply don’t have a compelling offer to take. They are comfortable following you on socials or listening to your podcast, or watching your YouTube videos, there isn’t necessarily a reason for them to change their behavior. And changing their behavior is what they’d have to do in order to take the next step and subscribe to your email list so they can start at the top of your funnel.
What you need to do is create something compelling enough where your audience who is following you are driven to take an action and join your email list. Let’s look at an example from Gretchen Rubin. Here’s an Instagram post she made about the “Right way” to live a happier life. The post goes to a quiz that helps you identify a habit that will make you happier.
The quiz also ranks #1 for the term “Habits Quiz” well ahead of The New York Times. Here’s the details on how to set up the page for SEO, but basically you’re just setting up a quiz page like a content page, except people can take the quiz on your page.
The point here is that quizzes are really good for posting on socials and driving SEO traffic because they are naturally appealing. As long as you keep the topic of the quiz on-brand for your business, then you get the benefit of the quiz being appealing to people because people love to take quizzes and learn about themselves.
When someone clicks through to take your quiz, they are greeted with a cover page that tells them why they would want to take the quiz. In this case, it’s to discover a habit that would lead to great happiness. And who doesn’t want that. But in serious terms, your quiz should address a question that your audience deeply desires to find an answer to. Every audience wants things, and you can help them get those things. Your quiz is a conduit that helps you provide them with a personalized solution to the thing that they deeply want for themselves. If you stick to that then your quiz will be highly successful.
Once someone clicks through to take your quiz they answer a series of questions that warm them up and help them get to know you. More on questions here. The questions serve two purposes. First, they engage the quiz taker because you are asking them questions about themselves, which people love. Second, they are gathering information so you can give people an accurate result at the end of the quiz.
At the end of the quiz, before the results are shown, you can ask people if they’d like to join your email list. On average 40% of quiz takers opt in and join your list/funnel. This opt-in form essentially just asks people if they want to learn more about the topic that brought them to you in the first place. Interact quizzes integrate directly with all email marketing and marketing automation systems for intelligent segmentation based on which quiz result someone gets or based on how they answer particular questions.
As soon as someone opts in, or skips the opt-in if they just want to get their results, you can show them their quiz outcome. Gretchen Rubin has incredible quiz result pages that go from simple and straight to the point all the way down to super detailed, all in one result. Check out all of Gretchen’s quizzes here.
Every quiz result gives a long and detailed description that people read every word of. Why? well because Gretchen is a great writer, but also because you are talking about the person who took the quiz. Everyone loves to read about themselves, so they are locked in and paying attention.
Quizzes are an excellent way to fill the top of your funnel. They also act as a guide that helps you help your audience at scale. People love to take quizzes because they can learn about themselves and talk about themselves, and those are basic human desires that never get old. By pairing a quiz with an opt-in form that integrates with your email list and segments quiz leads based on their quiz outcome you can build a very powerful lead generator that also delights your audience.