As silly as Buzzfeed quizzes seem, they have a 96% completion rate. Marketers trying to get people to sign up for a webinar or download a free pdf can only dream about that number. Or can they?
Get Started: Make A Lead Generation Quiz
Using One Of Our 200+ Templates
Marketers today face two main challenges: getting relevant leads and speaking to them in a relevant way. Lead generation quizzes feed two birds with one scone.
As iOS 15 challenges email-gated content as the gold standard of lead gen, businesses are forced to look for smarter ways to find customers. Lead gen quizzes might be the answer to better brand interactions.
You might have seen quizzes like “What’s your perfect shade of red lipstick?”, “What glasses fit your face?” or “What running shoe is right for you?”. These are all genuine ways to find out what your customer needs and show them where to buy it.
Quizzes provide a fun interaction for your audience in return for leads. These leads come packaged with useful information that you can use to personalize the way you speak to them.
What’s a Lead Generation Quiz?
A lead generation quiz is a quiz that answers a question your ideal customer would ask you. “Do I have what it takes to start my own business?”, “How much would it cost to repaint my walls?” or “Am I dehydrated?”.
In exchange for the answer you get their contact information packaged with a list of problems you can solve for them. A great example of this exchange is this Sleep Quiz by Helix. It answers the question “What mattress is right for you?”
To help the customer find out, it asks “What position do you sleep in?” “Do you have any of these sleep disorders?”, “Any back problems?” and “How about your partner?”.
At the end of the quiz, each customer gets a mattress recommendation based on their answers. The recommendation is explained: “Because of your sleeping positions and body type, this mattress is designed to cushion the pressure points of your shoulders and hips.”
After closing the explanation card, quiz takers are automatically directed to a sales page where they can purchase their perfect mattress.
This is exactly how a lead generation quiz works: it identifies problems, captures customers who experience them and provides solutions. All in one go, fully automated.
How Quizzes Can Help Generate Leads?
Quizzes are powerful lead magnets when done right. They perform better than any other type of content in means of conversion rates, engagement and personalization. Let’s take a look behind the curtain of the lead generation magic of quizzes.
Sky-high Lead Conversion Rates
Most people think of Buzzfeed when they think of online quizzes. “Tell us your Subway order and we’ll tell you what Disney character reminds you of your ex” type of quizzes.
As cringe-worthy as those quizzes get, they have one significant advantage over other types of content: once people engage with them, they’re likely to complete them.
I repeat: once your audience clicks on your quiz, they’re likely to answer all the questions you ask them. 96% of people who start Buzzfeed quizzes do finish them. Ditching forms in your ads and replacing them with a quiz doesn’t sound so crazy anymore.
The power of having 96% of people answer what you ask them is the power of knowledge. The more you know about your customer, the higher the chances of you being able to sell them something.
Quizzes help you learn about your audience. Not by spying on their online behaviour and making Sherlock Holmes level deductions. Instead of assuming that this one website visitor is a man looking for gym shoes, because they clicked on a particular product, you can just ask.
Ask your customers what they’re looking for so you can help them find it faster. Marketing with lead generation quizzes is based on a revolutionary concept of just talking to your customers.
Viral Potential
According to BuzzSumo the average quiz gets shared 2000 times on Facebook. That’s insane. News, articles and infographics don’t get that many shares. What do quizzes have that makes so many people click the Share button?
First of all, every popular quiz puts the focus on YOU. Titles like “What’s your Hogwards house?”, “What tax rate would you pay in Ancient Egypt?” and “Who were you in your past life?” make silly and seemingly pointless interactions personal. And that’s why people are likely to engage with them.
The personal aspect also comes into play when it comes to social sharing. The viral nature of quizzes comes from the fact that people don’t actually share the quiz on social media, they share their results instead. Because they know it will get engagement from their friends. “Look guys, I’m 73% Hufflepuff!” will get more likes and comments than “Hey guys, take this quiz!”.
Sharing quiz results on social media is the most personalized way to share branded content. Quiz results are inherently personal because they’re the results of a one-on-one conversation. A typical post that quiz takers share comes with:
Personal commentary on the quiz result
Personalized sharing image for their quiz result
Personalized sharing text that can include some of their answers, including their name, country or biggest accomplishment
Knowing that this is how and why people share quiz results on social media, brands can pull visibility stunts that were not possible before. When Buzzfeed made a “Which Billionaire Tycoon Are You?” quiz, they were not ready for the traffic a single tweet would bring. Rupert Murdoch, one of the billionaires mentioned, took the quiz and tweeted about it.
Am I suggesting that your fashion brand should make a Fashion Icon quiz and see if Anna Wintour gets Anna Wintour? For the sake of making the most out of your time reading this, yes, this is your “pro tip”. Use quiz virality to your advantage. Get that free traffic, get those free leads.
Brand Interactions That Feel Personal
Quizzes can do two magic tricks for your lead generation campaign: gamify it and make it more conversational. They make giving away customer data feel fun and personal. Your audience is more likely to tell you what they like by clicking on images in a quiz than filling in a form.
But why is personalization important in the first place? Seems redundant to ask a marketer that question, but 75% of businesses still don't consider personalization a priority at all. The online space is at a turning point where customers expect hyper-personalized brand interactions, but most companies still fail to deliver them.
Only 22% of shoppers are satisfied with the level of personalization they currently receive. And that dissatisfaction results in fewer purchases. 44% of consumers say that they will likely become repeat buyers after a personalized shopping experience with a particular company. [Source]
Some more positive effects of personalization include your customers to have increased chances to:
Become repeat buyers
Tell friends or family about you
Leave a positive review
Post a positive comment on social media
Nearly half of shoppers surveyed by Segment (49%) have purchased a product that they have not initially intended to buy after receiving a personalised recommendation from the brand.
Quizzes are the perfect way to deliver that recommendation. Function of Beauty recommends skin care products with a Skin Quiz. Warby Parker recommends glasses for your face shape with this Frames quiz. Brooks running shoes recommend the best shoe for every customer’s feet with a Shoe Finder Quiz.
The responsive nature of quizzes makes them a versatile tool to deliver personalized content. And when I say personalized, I don’t mean just slapping a customer’s first name on a one-size-fits-all message. I mean completely different content for each person. Every question in your quiz lays a brick on a personalized conversion path.
Each quiz result can recommend a different product, each quiz answer can lead to a different part of your website. Most popular quiz builders allow you to use anwer based logic jumps - this means you can skip irrelevant questions or ask completely different questions based on what people tell you.
It makes sense. It’s how humans talk to one another. When someone says they’re not coming to your party you wouldn't ask them if they’re bringing snacks. Your content should act the same way. A smart quiz gives your brand the power to have a quick chit chat with each customer and nudge them in the right direction.
Lead Generation Quiz Software
Making a lead generation quiz can be as easy as drag & dropping an email design. If you can make the latter, you’ll have no issues with the former. Using the right software can help you overcome technical limitations and focus on the creative aspect. Let’s have a look at what your options are below.
1. Involve.me
If you’re very pedantic about how you want things to look, involve.me is your best bet. It comes with over 200 editable templates that help you with both the design and functionality. On top of that you can control every little detail about the look from button roundness to uploading your own font.
The most impressive thing about involve.me is the editor. It either loads the template you selected or presents a blank canvas you can drag and drop things into. Think Google Slides, but with a PayPal integration. That’s right: your quiz can collect one-time and recurring payments via PayPal or Stripe.
involve.me delivers on everything that makes a lead gen quiz work. You can personalize any text with answers from previous questions, skip irrelevant questions and redirect different people to different places. Quiz result sharing can be customized to maximize virality and built-in analytics help you up conversions.
Price: Free without a time constraint, then starting at $19/month
2. Lead Quizzes
Lead Quizzes was built by former marketing agency owners who grew their business by selling quizzes. Their software offers 75+ templates that help you make different types of quizzes.
The quiz creation process is split into 5 phases: Build, Design, Configure, Share and Reports. Lead Quizzes guides you through each step respectively. It is easy to generate leads with this quiz builder, but not payments as they do not have a payment integration. An easy workaround would be to collect the lead with your quiz and then simply redirect them to your website to pay.
It’s very easy to set up result pages for your quiz - just drag & drop the Results Builder in. Here you can add a title and text for your results page. You can preview what they’ll look like in a separate tab.
Price: Free 14 day trial then starting at $37/month
3. Survey Monkey
Survey Monkey is an established data collection company - they know how to ask questions. They’ve been around since the 90s and have gathered an impressive amount of user data that can help guide new quiz makers like you.
This simple, linear editor includes a few neat things. It’s equipped with a Question Bank: a searchable database of questions you can ask about a topic. A click map can show you how many viewers clicked certain images. One-time payments are possible via Stripe.
How smart can a Survey Monkey quiz get? Quite smart. Question order can be randomized, certain questions can be skipped if needed. The whole quiz can be scored for correct/incorrect answers. Survey Monkey can be used to build scored quizzes = the “You got 3 / 5 correct!” type. Answer based quizzes, the “Your personality type is: Adventurer” are not really their forte however.
Price: Free without a time constraint, then starting at $25/month
How to Make a Lead Generation Quiz
Learn to use quizzes for lead generation. You shall wield the power of the full triforce of marketing: engagement, virality and personalization. It will make your brand more human and friendly.
Start by finding a question your audience wants answered. Build your lead generation quiz around it. Making the actual quiz is as easy as grabbing one of these templates.
