How Candy Motzek’s Quiz Ranked #1 on Google

What problems were you hoping to solve with your quiz?

Before creating my quiz, I had already created a number of lead magnets to grow my email list organically. It took some experimentation to find the best ones.

These lead magnets include:

  • A five-day pre-recorded video challenge
  • Checklists and worksheets
  • PDF guides 
  • A free resource library 
  • Self-published books 
free resource library header image

While I still use many of these lead magnets today in my Step Into Success Now business, I’m happy to say my quiz is the most successful lead driver I’ve ever had. 

I get about four times the number of leads from my quiz compared to my other email opt-ins. This is primarily due to the great traffic from Google and Pinterest.

What is your perfect coaching niche quiz cover

Initially, it took a significant effort to create the quiz, but it has had a considerable ROI. The quiz helps me meet people exactly where they are and nurture them through my emails.

Key Takeaway: Many entrepreneurs start their email marketing journey by creating multiple lead magnets, but interactive quizzes are often the most successful. This is because quizzes aid in your audience’s self-discovery and activate empathy marketing. While traditional lead magnets have an average conversion rate hovering around 5-15%, quiz creators like Candy usually see a 40-60% conversion rate with their quizzes.

What was your goal for your quiz?

The main goal was always to build my email list while bringing people into my world. I work with most of my clients in a 1:1 capacity, so building trust before pitching my digital products, programs, and resources is important.

When someone in my audience finishes the quiz, they’ll receive a nurture sequence with about seven emails and individual booklets related to each result type.

nurture email from Candy Motzek

The main call-to-action (CTA) of my email content and website is to schedule a discovery call to learn more about my services. The quiz helps guide my audience toward this CTA in a natural and feel-good way.

Key Takeaway: It’s important for your quiz to have a single CTA. For coaches and service providers, it’s often to sign up for a discovery call, download a services guide, or fill out an application to work together. No matter what industry you’re in, focus on inspiring your audience to take one action.

What kind of results have you seen from the quiz?

Along with seeing a 60.7% quiz start-to-completion rate, I was surprised by how well the quiz helped me rank on Google. Right now, I am in the top page results on Google for finding your niche as a coach.

I rank high for keywords like:

  • “What is my niche quiz”
  • “How to find your niche quiz”
  • “Coaching niche quiz”
  • “Niche quiz”

This is in addition to 20 to 30 other long-tail keyword phrases for the same quiz. My quiz successfully introduces my brand to more people who are just starting their coaching journey.

Key Takeaway: Did you know building a quiz could help you rank well on Google search result pages? As you decide on a quiz topic, think about how you might be able to incorporate popular keywords into your quiz. To increase your rankings, create and host a quiz landing page on your website, like Candy. 

What inspired your quiz and topic?

I was enrolled in Amy Porterfield’s courses, and one of the students in her cohort was creating a quiz. We were all looking for effective lead magnets, so I decided to give it a try myself.

Since my business is focused on coaching other coaches to build a more profitable business, I wanted my quiz to help them in that journey. After discovering 95% of coaches struggle with finding their niche, I made sure my quiz helped them with this decision.

I chose eight high-level coaching niches and used these to create the quiz result types.

life coach quiz result

My quiz also explains:

  • What a niche is
  • Why coaches need a niche
  • How they can specialize their niche
  • How to keep progressing

The quiz has become a crucial tool in my work as a coach. 

Key Takeaway: One of the best ways to select a quiz topic is to answer a question your audience is struggling to answer. This is why Candy has been so successful with her coaching niche quiz. Take note of your most frequently asked questions and see if you can create a quiz around the topic.

What is your favorite aspect of the quiz?

I actually had a lot of fun building the quiz itself! Interact was really intuitive to use, and all of the pieces came together like a puzzle. 

Writing the follow-up email sequence felt like a lot of work, but the interactive process of building the quiz is what kept me going. Choosing the questions was fun, too. I’m so glad I put in the work!

question about what books you buy at book store
Key Takeaway: Even entrepreneurs who find themselves tech-averse tend to find our quiz-building platform intuitive to use. If you are worried about the tech side of setting up your quiz, start with a free trial and experiment with our quiz builder. If you’d rather outsource your tech setup, we have certified consultants who can help. 

What is your best advice for first-time quiz creators?

Enjoy the fun parts of building a quiz and stick with the hard parts. A lot of business owners expect things to be fast, but they need to be patient.

When you decide to build a quiz, don’t waffle or give up. If you don’t see results within the first two weeks of launching, wait two more months. 

Don’t be averse to tinkering with things over time, and don’t feel like you need to be in a rush. Savor the process!

What is the best quiz for you business?

Quizzes are super effective for lead generation and selling products. Find the best quiz for your business by answering a few questions.

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