How Kate Crocco Created a Quiz Funnel with a 400% ROI in 2 Months

Q&A with Author Kate Crocco

What problems were you able to solve through your quiz?

My What’s Holding You Back? quiz has been a great way to pre-screen potential clients before we have a conversation. It also expedites finding and nurturing leads and introduces my first book to a wider audience.

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I love being able to see if someone has already taken the quiz before we meet. Since the quiz builds quiz-takers’ self-awareness, it allows us to start the conversation from a place of understanding.

I see quizzes as an energy exchange. Instead of giving someone a downloadable guide or checklist they may not use, my quiz gives them personal insights so they walk away with tangible value and solutions.

Takeaway: We love how Kate uses a quiz to introduce her brand and work. When you create an interactive quiz, you’ll be able to learn more about your audience before asking them to work with you or buy from you. Think of your quiz as a fun ice breaker that leads to valuable conversations with your community.

Which quiz insights have been the most valuable to your business? 

By learning more about my audience’s habits and mindsets, I’m able to write better content and approach my work from different perspectives.

Since my quiz is focused on helping people understand what’s holding them back, quiz-takers usually fall into one of three result types: Money Fear, Lack of Confidence, and Time Scarcity. 

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By looking at the quiz data, I can quickly see what the top results are. Based on my dashboard, it looks like 43% of people who take the quiz are struggling with money mindset issues, while 34% lack confidence and 23% experience time scarcity.

quiz results
Quiz Results

Knowing this, I can tailor content to each type. The data tells me that I should spend more time talking about money mindsets, since it’s a popular mindset block. That’s why I talk more about money and selling on my podcast, Thinking Like a Boss.

Takeaway: Keep an eye on your quiz analytics and use the data to create better content for your audience. If your quiz result type data isn’t as useful, look at how quiz-takers have answered a specific question.
For example, if you are a business coach, include a quiz question that helps you decipher whether you’re attracting aspiring business owners or seasoned entrepreneurs. These insights are helpful when you’re creating content for your website, social media, email marketing, and more.

What kind of results did you receive after launching your quiz?

I originally created my quiz to sell more pre-orders for my book, Thinking Like a Boss, but it also helps me qualify client leads for my high-ticket mastermind

In less than two months, I received a message from a woman who took my quiz, ordered my book, read through it, and then decided she wanted to join my mastermind. Her investment in the mastermind more than paid for the quiz!

I outsourced the quiz to my team, so I invested about $1,200 in everything from the quiz content writing to the email marketing funnel. Since my six-month mastermind is priced at $4,500, that’s almost a 400% ROI! And she isn’t the only one who has signed up for my mastermind and mentioned the quiz.

quiz analytics
Quiz Analytics

It’s very simple to convert mastermind leads who have first read my book, so I’m glad I decided to pitch my book in the quiz.

Takeaway: Marketing experts say customers need to hear your message seven times before it sticks. Nicknamed the “Rule of 7,” Kate puts this principle into action by discussing her offers in multiple places, including her quiz, podcast, book, emails, blog articles, and more. This widens her opportunity for converting leads because they’re more likely to remember what she offers.

How did you build such a successful quiz marketing funnel?

I began by adding a few questions to the quiz that don’t correlate with the three result types. Instead, I looked at how people answered these questions to put them in the right funnel. Someone new to business receives a different set of follow-up emails than someone already making money in their business. 

My quiz helps to segment these two main audiences, so I can automatically send them the right email content. In the funnel, I first pitch the book to both new and long-time business owners. Then, the people who are newer to business receive emails with an online course pitch. Those who are further along in their business journey receive emails that offer a 1:1 intensive and more information about my mastermind.​​

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Takeaway: While you can segment your new subscribers based on their final outcome, you could also follow Kate’s approach and use other quiz questions instead. You can do this easily in Interact by connecting your email service provider (ESP) and each email sequence. To see if our quiz builder integrates with your ESP, click here to view our integrations.

Why did you decide to use a quiz to increase book pre-orders?

Two years ago, I thought it would be a good idea to use a quiz to drive more pre-orders for my book. My publisher was interested in the idea but hadn’t ever heard of it before. In the publishing world, pre-orders are essential, so I wanted to do whatever I could to increase them.

It was easy to get started with the quiz because I repurposed ideas from my book. I also knew it would be important to give a free preview of my book. Giving quiz-takers access to my first two chapters helps them decide if the book is the right fit for them.

Thinking Like a Boss Cover Page

Now that my book is published, I’m not collecting pre-orders, but I’m still able to sell my book. The book helps me make a deeper connection with my audience without it taking more of my time. It doesn’t cost me anything to sell more books and only helps me get more visibility, so it’s been the right choice for me.

Takeaway: Since Kate’s book is around $22 and is frequently on sale, it’s much easier to pitch at the start than her course or mastermind. Offering lower-priced products through your quiz follow-up emails is a great way to convert more leads. You could sell templates, workbooks, planners, art prints, assorted e-commerce products, and more!

You’re thinking about using a quiz for a second book you’re writing. What will you do differently?

My next book, Drawing the Line: How to Achieve More Peace and Less Burnout in Your Life, will be published in March 2022. I’m finished writing it, though, so I have time to create a second quiz and make sure it’s as strategic as my first one.

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Interestingly enough, I didn’t write my second book for only entrepreneurs. It’s about helping all women set boundaries so they can create more alignment in their lives. It’s geared toward business owners, stay-at-home moms, college students, and corporate professionals. It’s less focused on my business audience and includes more of my faith journey.

I’m thinking the second quiz topic will help women identify what’s causing misalignment in their lives or something similar. I have some time to figure it out. I’m in the weeds of motherhood right now, so it’s important for me to find opt-ins that run without the extra manual work. I might even do ads in the future!

Takeaway: Did you know you don’t have to stop at one quiz? Like Kate, you can use what you’ve learned from your first quiz to create another quiz. Just make sure there’s enough of a difference between your two quizzes. If there’s not, just make small tweaks to your main quiz and relaunch it. 

What is your best advice for other quiz creators?

Don’t create a quiz until you have the time and space to do it the right way. I recommend creating a quiz strategy first. Otherwise, you may not be happy with the results from the quiz. Make sure you’re always thinking about the quiz marketing funnel behind the quiz so you can accomplish what you set out to do. 

If you’re anything like me, you might feel intimidated by the tech side of setting up a quiz. Interact makes it easy, but I still wanted to outsource most of the work to my team. It would have taken me months to do it on my own in between all of my other work, so don’t be afraid if you need to seek outside help, too.

When you’re open to outsourcing and are actively thinking about the long-term value of your quiz, you’ll be able to create something impactful for your audience.

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.

Take the quiz