Salary Transparent Street switched their primary lead magnet from a free guide to an interactive quiz, and it took their lead generation from a “slow burn” to a “statistically significant improvement.” Hannah Williams, the founder of Salary Transparent Street, is a data analyst, so when she said “statistically significant” I knew it was meaningful.
This is the story of how Salary Transparent Street created their quiz.
About Salary Transparent Street
The mission of Salary Transparent Street is “We interview people about their salaries to promote and encourage pay transparency.” It’s a very popular brand, with over 3 million followers across Instagram, TikTok, and YouTube, and LinkedIn.
About Salary Transparent Street’s Quiz Lead Magnet
“As people watch the interviews on Salary Transparent Street, they wonder “Am I well compensated?” That’s what Hannah Williams said in our interview about their quiz lead magnet. This insight came from comments that people would leave on the videos, asking various versions of that question.
Where the Idea for a Quiz Came From
For Hannah, a self described “Geriatric Gen Z” she said “I know, from being chronically online, that quizzes are powerful. And the data proved that to be true for us.” Hannah said she’s from the “Buzzfeed Generation” from an era when online quizzes were super popular. It’s very cool that she’s now turned an online quiz into something that helps her audience answer a really important question about their compensation.
How the Quiz Performs Versus a Free Guide
“Our previous lead magnet was a free guide. It did okay but was a slow burn. Once we introduced the quiz, the data showed it worked better.” This is helpful context because a lot of people wonder which type of lead magnet will work best for them, and in this case, a quiz was the way to go.
The quiz gives the audience something they can action on
“The quiz gives our audience something they can take action on, and quizzes are so much fun” This is the “why” for what sets a quiz apart from other lead magnet options. It’s something the audience member can action on for themselves, which is unique to the interactive format of a quiz. It’s also fun, because quizzes are good fun.
The questions are obvious, but help guide towards a next step
“In a way the questions in the quiz are obvious, but they help guide the quiz taker to the next step” The questions of the quiz are simple things, but when added together lead to a next step for the quiz taker. Basically very basic questions that help to determine if someone is underpaid.
The opt-in form comes after the quiz questions after trust is built
“People are more reluctant to give their email. The quiz builds trust and offers value for free.” In a time when getting an email address is harder than ever, building trust with people through the questions of a quiz leads to higher conversions because their is personalized value being given for free.
The results provide the next resources right away
“The results offer free value and a natural connection to our other resources” Salary Transparent street has a free Salary Database and Negotiation Scripts which are great next steps for someone who is seeing that they are likely underpaid and wants to improve their salary as a result.
Conclusion: Quizzes are next level lead magnets
The Salary Transparent Street quiz is a perfect example of using interactivity and personalization to improve a lead magnet. Going from a free guide to an interactive experience that helps answer a key audience question increased the effectiveness of the lead magnet. If you’d like to create your own quiz lead magnet, you can sign up for Interact free.