In March 2015, Interact reached a huge milestone. We have now helped marketers bring in a quarter of a million new sales leads.
That’s awesome for us, but useless for you unless we can explain why quizzes were able to bring in so many leads. Luckily we track pretty much everything on Interact quizzes so we can help you (the marketer) make better quizzes that bring in stupid amounts of leads.
1. Honesty is the best policy for lead generation.
Quizzes that are explicit about what kind of messages are sent to people who opt-in had conversion rates nearly 100% percent higher than those that neglected to say why they are asking for information.
Perhaps no example illustrates this better than the one below from Eastern International College. Their opt-in form is essentially just an exact description of what will be done with the person’s contact information, should they choose to enter it.
You’d think that this quiz wouldn’t convert very well, but it achieved a 65% opt-in rate! I think a lot of times people are actually really interested in what you have to offer (and they want to see their quiz results). So be honest, say what you’re going to do with the information, and don’t worry about losing people who don’t want to be in touch.
2. Giveaways actually work (if they don’t suck)
The concept of giving things away is not new. People have been giving away freebies in return for lead information for years, but quizzes give this concept a shot in the arm. See, now you can make your giveaway relevant (so instead of giving away an ipad no matter what industry you are in, you can now give away something that actually makes sense in context of the quiz).
Take for example the screenshot below, which comes from a quiz created by BioLite stove. They are giving away their own products in the quiz, and since the quiz lies within their own site, this makes a ton of sense. This quiz actually had an 86% opt-in rate, which is incredible and can be somewhat attributed to the relevance and strength of the opt-in giveaway.
3. It’s all about personalization
Personalized calls to action convert 42% better than non-personal
When a lead generation call to action actually references the subject of the quiz it’s a part of, the opt-ins shoot up. It doesn’t take a lot to make your call to action personalized. The example below just briefly mentions that you will received “travel and conservation tips” which is in reality enough to put people’s fears at rest and reassure that they’ll be getting newsletters they actually want to read.
4. It’s all about trust
This one is super vague, so I almost hesitate to include it on this list. However, I feel it must be mentioned. In asking for other people’s personal contact information, there needs to be a certain level of trust if you want to be successful in acquiring lots of people’s info.
How this is actually done varies by quiz, which is why I didn’t want to mention it, because that sounds like a cop-out. But here’s what I mean. You have to be yourself in writing a quiz, from the subject of the quiz to the questions to the call to action, it all needs to be very personal and your personality should shine through.