“The completion rate of my quizzes and the conversion rate is so high, and I think that’s because Interact is a great software”
Michelle Shapiro, Founder at Michelle Shapiro Nutrition
The following is an adaptation of my interview with Michelle Shapiro, RD. I’m going to mix in screenshots of one of her quizzes as we go so you get a sense of how Michelle has integrated quizzes into her business flow.
Here’s one of the quizzes she created, and references throughout our interview, titled “Is it the right time to lose weight?” it’s super well done, and Michelle mentioned that framing the question this way appeals to her audience, who don’t just want quick fixes, but want to have a real conversation about being healthy, even when it comes to losing weight.
“I’m a guest on other people’s podcasts, people find me on Instagram, then come through the quiz funnel on Interact to join my email list”
Michelle Shapiro, Founder at Michelle Shapiro Nutrition
So the full funnel starts with Michelle being a guest on podcasts, which drives people to her Instagram, where they then take her quiz by commenting on one of her posts with a keyword, which then kicks off the Manychat automation linking people to take her quiz. Then they take her quiz and join her email list, with an opportunity to schedule a consultation right away. Michelle’s site is built on WordPress and her quiz is Integrated with Kit for email collection and segmentation.
“I’ve tried other freebies like a meal planner, but the quiz converts so much higher than the other opt-ins. Quizzes are more fun, I’m more likely to take a quiz personally”
Michelle Shapiro, Founder at Michelle Shapiro Nutrition
Michelle is incredible about conveying ideas simply, clearly, and in a way that connects with her audience. The quiz format is just a tool that helps to put her communication into a lead magnet that converts really well, and helps to move people from Instagram to her email list as a part of her overall customer journey.
“When I send people to my quiz instead of to my website, they are much more likely to opt in to become a lead”
Michelle Shapiro, Founder at Michelle Shapiro Nutrition
Every aspect of Michelle’s quiz funnels are optimized to be concise, but also make a point. Here you can see a quiz result that says “Let’s do this!” meaning that the person who got this result is ready to lose weight. There is a brief description and then an offer to hop on a free 15-minute intro call. This makes it easy for the quiz taker to say “yes” and move on to the next step if they want to, or just stay on the email list and wait to see how they feel.
Thank you to Michelle for creating such incredible quiz lead magnets and showing us an awesome example for how to use them in the nutrition and diet space, particularly as part of a marketing funnel on Instagram. Check out Michelle’s Weight Loss Quiz Here and her Highly Sensitive Body Quiz Here.