How Ashley Srokosz’s Quiz Attracts 30% of Her Course Buyers

Get tips from course creator Ashley Srokosz on how to create a quiz that attracts course buyers! She shares what works in her quiz that you can use now.

Make a Quiz that Works Now!

When you created your quiz, what problems were you hoping it would solve for your business?

When I introduced the quiz, I had multiple revenue streams and wanted to make sure I was marketing to people who actually needed my offers. I thought the quiz would help me attract the people who would be more likely to purchase from me.

Since then, I’ve narrowed down my offers and have edited my quiz funnel to focus on only one evergreen online course: Audience Authority. That means people can purchase it whenever they need it rather than waiting for a limited-time launch.

My Light UP Your Biz quiz is now the main tool I use to identify what someone’s pain points are, which enables me to sell the same online course to different people in different ways.

quiz cover for Light Up Your Biz Quiz
Takeaway: When you create a product recommendation quiz, first decide if you’re going to recommend multiple products or a single offer. If you lead with one offer like Ashley, tailor your sales pitch based on the quiz-taker’s result type. If you use the quiz to recommend different product selections, use their result type to determine which products to pitch. Both strategies are a great fit for e-commerce businesses and other entrepreneurs! 

What kind of results have you seen from the quiz?

I was surprised to learn that almost 30% of my course students (on average) come from the quiz! That number can be even higher during special launch periods, even though my course is evergreen.

For my last launch, almost 55% of course students had taken the quiz before enrolling. This tells me the quiz played a huge part in nurturing and developing trust with those paying customers!

When reviewing my year-to-date revenue, I found 27% of my sales came from email subscribers who first opted in through my quiz. That’s awesome because I set up these funnels once, and ever since they’ve run on autopilot!

quiz analytics with over 75% start to completion
Takeaway: Your quiz analytics dashboard inside Interact will give you access to great insights, but don’t stop there. We recommend regularly reviewing your website analytics, email growth, and how often your quiz leads become paying customers. If you’re not sure whether your email service provider or marketing platform integrates with Interact, view all of our integrations here.

What made you decide to create a landing page instead of simply embedding your quiz?

As an online marketer, I know how important it is to tell a visual story. I wanted my main quiz landing page to take my website visitors on a journey, so I could connect with them and build trust. 

It’s not enough to tell them you have this great thing; you have to show them. This starts by sharing how you understand their challenges by identifying their problems and then helping them overcome those problems.

Yes, I could have embedded the quiz on another page on my website, but I know that if an opt-in has its own dedicated landing page with at least two call-to-action buttons, it results in a much higher conversion rate.

For example, the opt-in at the top of my homepage converts at 4.1% on average. On my dedicated quiz landing page, the same opt-in converts at 25.5%.

quiz landing page example
Takeaway: Instead of simply embedding your quiz on your website, take your quiz to the next level by creating a dedicated landing page. Inside the landing page, include copywriting that says what your quiz is about and why someone should take it. Using a quiz landing page can also help you take advantage of SEO opportunities when you use industry keywords.

Why did you decide to create a “thank you” landing page? 

To run my business legally in Canada, I need to use a double opt-in to add any new email subscribers to my list. Unfortunately, this provides another step in the process and may cause people to rethink opting in, even if they want to see their full results. 

If they decide against it, then I can’t legally email them going forward. That’s why I created a “thank you” landing page that specifically tells them what they need to do to get their results. It also gives them my email address, just in case they have to search for my email in their spam folder.

Result Thank You page telling them to confirm email
Takeaway: While it may seem like a pain to go through these extra steps, check your local and national laws before sending marketing emails to your subscribers or collecting email addresses.

Tell us more about your follow-up email sequence!

I created my follow-up email sequence as a way to re-use so many of the amazing blog posts I had written over the years! 

When I initially came up with the idea for my quiz, I went right to my blog to see what posts I could use as the educational sequence. I had about 40 blog posts at the time. Sure enough, I didn’t have to write anything new.

I tried to group articles in a way that educated quiz-takers on a specific topic with a variety of beginner and more advanced techniques. That way, the three-day email sequence felt almost like a story with a beginning, middle, and end.

For three days, quiz-takers receive an email with an educational blog post that relates to their result. Then, after those three daily emails, I send one last email asking them to check out my free masterclass, which happens to be the start of my course sales funnel. I actually teach students in my current program to set up their quiz funnels in the same way.

Sequence email in email platform
Takeaway: Why create all of your content from scratch if you don’t have to? Take a page from Ashley’s book and repurpose past blog content when writing your follow-up email sequence. If you have podcast episodes, YouTube videos, or other types of content you’d like to share, feel free to include those links in this one convenient place.

What is your favorite part about your quiz?

My absolute favorite part is when people email me after taking it and share that their result was spot-on! Some say they feel less alone, which is a huge part of being an online entrepreneur. 

Their email reply usually sparks a back-and-forth conversation, allowing me to get to know them and their struggles. It’s the best kind of marketing research!

Takeaway: While it’s great to see your quiz metrics increase over time, it’s even better to receive real responses from people within your community. Think of your quiz as a personal introduction to you and your brand, while the follow-up automated email sequence does the rest of the work for you.

What is your biggest piece of advice for new quiz-creators?

Just get it done and launch it! If your quiz is sitting there half-done, you can’t collect data, get feedback, or analyze the results. Stop overthinking things and get your first version out there. 

Once you launch your quiz, put a reminder in your calendar three months from your launch date to fully review your results. As you track your progress, make note of any changes you want to make to strengthen your quiz.

Takeaway: You’ve published your quiz—congratulations! Don’t forget to review the data every few months so you can make improvements to your quiz if necessary. 

Make a Quiz that Works Now!

Kayla Hollatz

Kayla Hollatz is a copywriter and website strategist for entrepreneurs and content creators who want their words to connect and convert. Few things make her happier than ghostwriting for her clients or dreaming up her next conversion experiment in her studio, aka a three-season porch with a lake view.

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