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the quiz equation


Quizzes might be the highest-converting form of content that exists today. Placing an email capture form just before the results of a quiz results in a full 50% of quiz-takers opting-in. (Even with an obvious option to skip as you can see below). The questions is, why does it work?

What it boils down to is math. Now before you fall asleep like you did in your college math classes, hear me out. Lead generation is just a math problem, can I put enough incentives on my side of the table to balance out what I’m asking for in return? Other lead generation tools, think downloadable white papers and e-books do this by providing a piece of content that’s so good you’ll want to give up your email address and maybe a name to get it.

Where quizzes have the advantage is in their personalization aspect. Let’s take for example web psychologist Nathalie Nahai, who’s book Webs of Influence is a best seller. Nathalie’s quiz is appropriately titled “What’s Your Web Psychology IQ?” (it’s appropriate because she invented the term web psychologist). The quiz prompts users to give their responses to a series of questions about web psychology, ranging from color schemes to copywriting tactics. It’s eight questions, and takes a couple of minutes to complete. Now we get to the end of the quiz where Nathalie would like to get your contact information. At this point you’re curious about the questions that were asked and what your answers mean, and web psychology is an interesting topic. You’d like to see what Nathalie has to say about your web pscyhology IQ, and in return you only need to give permission for Nathalie to send you more information about web psychology.

The choice for half of quiz-takers is obvious. Receiving more information on a subject you’re already interested in is totally worth it and even welcomed in return for getting a personalized assessment in real time. For the other half, there are a variety of reasons that could be holding them back. First, the topic may not be of strong interest to them, if I take a web psychology quiz and don’t recognize what the questions are talking about, I’m not likely to want to learn more. Second, the GIVE might not be strong enough, if I’m not convinced that the web psychology quiz results will really be useful to me, I won’t be compelled to input my email address.

Using quizzes for lead generation is effective because there’s a strong GIVE in return for a small ASK. Personalized information is hard to come by, especially from reputable sources, and quizzes have the unique ability to provide a level of personalization that isn’t possible using white papers or e-books.

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