A Guide to Using Quizzes to Generate Business Leads

Have you ever done an online quiz to find out how you “rank” or “score” with other participants? Or completed a questionnaire that assesses you?

It’s very likely that you’ve taken at least one of these types of quizzes. Online quizzes were everywhere especially during the early years of the internet.

After all, it’s in our human nature to be curious and uncover the “secrets” or “answers” that the quiz promises to teach, whether it’s about ourselves or the world around us.

Here’s the thing – Not many people understand the power of quizzes, at least not from the marketing standpoint.

They are lead conversion tools. After all, most people don’t spend too much time deciding whether to take a quiz or not, because they’re usually short, fun, and easy to complete – not to mention the reward of knowing the outcome upon completion.

In fact, when it comes to conversion, the word “quiz” doesn’t bring the same level of commitment than “online form,” or “survey.” Most people see survey forms as a mundane task they have to complete.

Even if the quiz and a survey both have the exact same questions, the fact that one is labeled as a quiz automatically compels the reader to want to complete it.

This article will discuss how to build a quiz and strategies you can implement in your quizzes.

The process of using online quizzes to find leads

The good news is, most businesses don’t use quizzes at all, which means you’ll be at an advantage if you know how to build quizzes well.

By integrating quizzes into your opt-in process, you’ll be turning your regular email list building process on its head.

Instead of making visitors fill out a boring email contact form on your site, you can make them so actually want to take your 1 to 2-minute quiz so they can find the answers of how they’ll score.

When you design your quiz, you can start off by creating a simple tier system that can show users another quiz result based on the answers they choose.

Once they’ve finished the quiz, before you display their result, you can show an “opt-in” form requesting visitors to share their personal information (Name, E-mail, etc.) to receive a copy of their quiz results in their emails.

Naturally, those who wish to receive a copy of their results are likely to be interested individuals, since they want to save a copy of the results, and not just doing your quiz on a whim. This would effectively make them highly qualified new leads.

It is important that you make the sharing of contact information optional for your quiz-takers, as giving participants a choice makes them less likely to leave the quiz without knowing the results.

How to set up your online quiz

1.Setup your opt-in form

Fortunately, there are several online quiz building tools to help you get started quickly, without the need for any programming skills.

Once you’ve selected and signed up for the tool you want to use, you will be given the option to choose what type of information you’d like to gather from your quiz respondents upon completion, but before they see their results.

A good rule of thumb is to collect as little as required, such as only a first name and an email address.

Remember to make filling out the opt-in form “optional.” After all, giving respondents a choice will qualify your leads further, leaving only the highly qualified ones opting into your email list.

2.Setup email platform integration

Most modern quizzes have a system of integration that allows you to save your new leads onto your email platform of choice.

With email platform integration, you won’t need to mess if importing the email addresses you’ve collected by hand, as everything is done for you automatically.

If you are using any CRM (customer relationship management) tools, some quiz builders let you export data to your CRM tool of choice as well.

3.Setup conversion tracking codes

Just like any other marketing efforts, tracking performance is critical to success.

Facebook is a popular platform where people take part in online quizzes, so it’s important that you also install your Google Analytics or Facebook pixel tracking codes, so you can keep track of your quiz’s performance over your website or Facebook.

Installing the code is simple. Just copy and paste your Google Analytics account number or Facebook pixel ID. Don’t worry, there is no need for any full Javascript code.

4.Create your quiz questions

Once the initial steps to set up your quiz is done, it’s time to start writing the quiz.

You should come up with around 5 to 10 questions. If it’s less than 5, it will be too short to make any real impressions on the respondent.

And if it’s too long, it will exceed the 1 to 2 minutes timeframe, which can make respondents lose interests.

For each question, keep the answers simple by having 3 to 5 answers to choose from. Try to be as explicit and unambiguous as possible in your answers to make your answers easy to understand.

5.Publish and share your quiz online

Now that the quiz is done, the only thing left to do is to publish it online.

But to really drive the level of participation for your quizzes, you need to start sharing the quiz online, through social media, blog networks, or any other suitable online platforms.

When you publish your quiz on your website, your quiz builder should let you to make your quiz show up as a pop-up or announcement bar on your site.

You can even choose to run it as a Facebook Ad, or directly distribute it automatically through your social media platform of choice.

Lead Generating Quizzes Strategies

While many businesses often overlook the use of quizzes and surveys to generate leads, those that do implement it in ways that leave a lot to be desired.

One of the critical problems observed is that marketers tend to expect too much from users while offering little to no incentives participate. This creates even more unnecessary barriers to prevent visitors from converting.

If you follow these nine lead capture quiz strategies, you should be improving your chances of getting respondents to convert.

You will be creating quizzes and surveys that people actually want to complete, removing any resistance that people might have.

1. The attractive offer

The main problem with most badly designed quizzes is that they ask a lot from respondents.

Unlike buying from an online store, people are filling out forms and getting nothing in return. To make people want to give up time and their information, you need to really earn their attention.

The most straightforward method to achieve this is to users something with monetary value in return for participating.

It could be entering into a lucky draw, where participants stand to win a free voucher or a free product. When a shiny prize is on the line, you give an incentive for people to take your quiz.

One thing to note about this approach is that your prize has to be relevant to your business, or else you’ll only be attracting people who are only interested in your prize.

2: The ‘fun’ quiz

Thanks to social media and BuzzFeed, quizzes have been established the prospect of quizzes are a source of fun and entertainment.

The key is to understand your audience and understand what’s going to pique their interest, then focus your quiz accordingly.

For example, every industry has some form of inside jokes that only a member of the industry will understand and find them funny.

Use this to your advantage and build a quiz that speaks and can generate interest to the insider’s crowd.

You’ll want to tie this into the product or service you are offering as you go further, but at the beginning of the conversion funnel, your aim is to get the audience engaged with your lead capturing quiz.

3. Focus on industry developments

You may be in an industry where there are only painfully dull topics to talk about.

But fortunately, there is one thing that you can tie in with any dreary topic, and it becomes interesting in an instant – money.

When money is a concern, people want to know the latest developments and trends in the field so that they can continue making more money.

That’s where you can capitalize on revenue related topics and make your quizzes more appealing by promising to help your prospects prepare for future trends, so they will continue to make money.

Issues like changes to government regulations that affect business operation are great topics to work on.

For example, changes to workplace pensions in the UK may be relevant to your business. If you can help your target audiences deal with them, then you’ve got a strong incentive to build your quiz on.

Build your quiz with a headline that says that starts out by asking: “Are you ready for UK’s workplace pensions revisions?” raises both awareness and doubt in people’s minds, creating a compelling reason to check out your quiz.

4. Ask target prospects to be a part of an industry report

It can be challenging to make a survey sound exciting.

But there is a simple way to attract prospects to take part. Tell them that you are putting together an industry-wide report.

To get them to take part, you must tell your respondents clearly that their opinions not only matter to you but also everybody within the industry. By taking part, you play a small but significant contribution to the future development of the industry as a whole

Once prospects hear or read these words, they will be more likely to participate, thanks to their own ego.

The best part about adopting this strategy is that you can capture leads while creating your own study, and then use the published full report to obtain even more leads as a downloadable PDF.

5. Target different user segments with personalised quizzes

To net the highest number of leads from your quizzes, you need to identify the specific interests of your various target segments.

Of course, this starts with knowing your audiences inside out and creating personalised quizzes based on their unique interests.

You can make use of personalisation software to segment your website visitors, and display the relevant lead capture quiz.

You can accomplish this using segmentation tools such as Optimizely to make this approach painless and efficient.

6. Using quizzes to score and qualify your leads

Do you know you can use your quiz to rank your qualifying leads?

The magic of a good quiz or survey lies in letting you extract more information from users than you would otherwise able to.

Your quiz lets you score and qualify each lead, and from there you will gain a better understanding on how to follow-up and move them along the sales funnel.

For this to work, you need to know the right info to ask and how to interpret this info as sales intent.

Then you’ll need to create your lead capture quiz or survey that can collect all the necessary info without adding too many steps.

Be sure to strike a balance between “fun” and seriousness, as dull questions can take the “fun” out of the quiz approach.

Remember to reach out to users at a later date for more info. You can also make use of your targeting options to capture prospect information before they’ve even participated.

7. Promoting your quizzes on social media

Promoting your quizzes on social media achieves two significant benefits in your lead generation strategy. Firstly, your quizzes are going to reach out to a broader audience, but the real advantage lies in having the targeting options that you can work with.

When it comes to Facebook (and Instagram), this is especially true. Facebook allows you to narrow down on highly targeted audiences. This is a great way to disseminate quizzes among different segmentations.

With Facebook’s whole slew of targeting options at your disposal, you can go as specific as you want in your targeting, giving you the power to get your quizzes in front of the right people.

8. Sending a follow-up offer

You don’t really need to withhold quiz results until respondents have submitted their email address and other various info.

For example, if a participant scores only 5/10 for your quiz, you can offer to send them helpful tips and other info to help them get to 10/10.

Having a follow-up offer after your quiz is a win-win situation as it doesn’t make you appear as you are holding the participant’s score hostage. A follow-up offer can also help you qualify your lead.

Don’t underestimate the power of lead capture quizzes

As mentioned earlier, most businesses don’t use quizzes and surveys enough to help them capture more leads online.

Don’t let this fact put you off. Start gaining the upper hand over your competitors today by implementing quizzes in your lead capturing process.

Creating a highly converting quiz is about asking the right questions, making your quiz so compelling that users find it hard to resist taking part.

About Murray Dare

Murray Dare is a Marketing Consultant, Strategist and Director at Dare Media. Murray helps UK businesses find better ways to connect with their audiences through targeted content marketing strategies.