Best Friends Animal Society is a no-kill rescue and sanctuary in Utah that does community awareness and education on rescued pets. They operate the nation’s largest sanctuary for homeless animals and provide adoption, spay/neuter, and educational programs.
Best Friends integrates Interact quizzes into content to help people find a pet to adopt from their sanctuary.
Let’s jump in!
Hot Quizzes: Top of Funnel Engagement
Best Friends has several quizzes embedded into landing pages within their top-of-funnel content. This helps visitors take quick, five-question quizzes to engage their audience and grow their email list.
For example, their quiz, “Which animal is your sanctuary soulmate this season?” is an engagement quiz to reach potential sanctuary sponsors, much like a personality/product recommendation style quiz. This quiz matches people with an animal living at the sanctuary that they could potentially sponsor to give the animal a better life.
Instead of just generating leads, the quiz smartly guides quiz-takers straight to sponsorship through a clear call to action. Asking for donations is not easy, and Best Friends removed the opt-in to eliminate a barrier to entry.
Just like their soulmate quiz, “What type of besties are you and your pet?” which works purely to spread the word about the Best Friends Animal Sanctuary. Again, this quiz has no email opt-in, but it does have clear social share buttons and encourages visitors to share their results on social media. However, the results include real animals that live at the sanctuary. Furthermore, the call to action links to an article about the pets’ stories. It also has a link to find a pet to adopt nearby.
Lastly, their quiz, “What is your holiday season fur-sonality?” alternatively has an email opt-in to help grow their email list. This quiz’s results include a specific animal type that matches the quiz-taker’s personality.
Why We Love Best Friends’ Engagement Quizzes
Best Friends’ quizzes humanize the connection between the animals they save and their website visitors and patrons. These engagement quizzes are a fundamental strategy at the top and bottom of the funnel.
You can use the same quizzes to do that in your business.
What’s clever about these quizzes is how they play two parts: they increase visibility and make recommendations. For example, “What type of besties are you and your pet?” does not recommend pets for adoption; it classifies quiz-takers’ personality types with the animals and includes a call to action to adopt nearby. The quiz is evergreen and shareable, which increases visibility!
Furthermore, there is a low barrier to entry. Without the email opt-in, people can freely take and share the quiz with friends and family. The quizzes are quick (five questions) and concise.
How to Effectively Use Top-of-Funnel Quizzes
To make your top-of-funnel quiz more effective, start with shareability. Use engagement quizzes post-conversion to continue to build the relationship, establish a relationship, grow the relationship, and learn more about your audience. Then, tie that data to email campaigns.
Further, personalize your messaging by recommending products based on quiz results. Shareability matters in spreading the word. Like the Best Friends quizzes, draft a general evergreen quiz but include specific calls to action.
The Best Friends non-profit does a great job with top-of-funnel quizzes. They offer quick, five-question quizzes to engage their audience and grow their email list. The shareability of their quizzes makes them evergreen and gives them increased visibility.
You can use engagement quizzes post-conversion to continue to build the relationship, establish a relationship, grow the relationship, and learn more about your audience. Then, you can tie the data to email campaigns.