3 ways marketers can use quizzes to attract new customers

Marketing pros shoulder the responsibilities of constantly churning out good content and finding potential consumers. Creating a quiz can satisfy both. 


Attracting prospective customers is a huge part of our job as marketers.

Much emphasis has been placed on using content marketing to reach these new customers. This puts pressure on us to create amazing whitepapers, case studies, videos and blog posts that effectively convert content seekers into prospective clients, who might then be nurtured into becoming lifelong customers.

Creating content that actually invites potential consumers to take action is a constant struggle, and even if content attracts many views or downloads, it doesn’t guarantee new subscribers.

That is where quizzes come in: A well-produced quiz can achieve email opt-in rates greater than 50 percent, vastly improving your prospective customer base.

Here’s how three businesses used a quiz to pull in huge amounts of new leads:

1. Create a knowledge test within your informational content.

SkilledUp.com created a quiz titled “Test your Excel skills” and placed that quiz inside a guide to Microsoft Excel already on its site.

Before placing the quiz, that page was bringing in approximately 20 new email subscribers each month. After implementing the quiz, that number jumped to 500 per month.

In the quiz, SkilledUp created a few simple questions to test people on their knowledge of Excel—fitting for a page that deals exclusively with that subject.

After quiz takers answer seven questions, a form pops up asking them whether they’d like to opt-in to receive more updates from SkilledUp. A whopping 30 percent of people who finished the quiz decided to hear more, even with a clear skip option.

In all, the quiz pulled in 6,413 new email subscribers.

To replicate this type of quiz, identify highly informational pages that are getting a lot of traffic on your site (e.g., “50 things you should know about Excel”), and then formulate a knowledge test as an interactive element within that page.

To garner potential consumers, ask people whether they’d like to opt-in to get tips and tricks pertaining to the subject of the page itself (such as getting exclusive Excel tips).

2. Repurpose past successes to squeeze more leads out of your website.

As marketers, we create a lot of content, and some of that content is more popular than others. One way to find potential customers with a quiz is to reuse your most popular pieces.

Afar.com used this method; brand managers looked at Google Analytics data and found that many of its top posts were travel-destination guidelines, such as “What to do in Indonesia.”

Afar compiled information on five travel destinations and turned them into a quiz: “Where should you go in 2015?

The quiz asks a series of fun questions, such as “What would you like to eat?” Each question is conversational and sounds like a question a friend might ask you over coffee.

After the questions, a form pops up asking whether the quiz taker would like to opt in to receive updates about travel destinations around the world. The form is relevant to the topic of the quiz (travel destinations) and it’s honest about the quid pro quo: a newsletter in return for the quiz taker’s email address. Whether or not you opt in, you are taken to a result of the quiz based on one of the travel guides that Afar selected to formulate the quiz in the first place.

This quiz brought in 5,826 new email subscribers from just 13,000 quiz takers.

To create a quiz like this one, follow three steps:

Identify your top-performing posts by viewing your Google Analytics traffic stats.

Create a quiz with a group of your top posts as the basis for your quiz results.

Add in a lead generation form that is relevant to the topic of the quiz.

This method is virtually guaranteed to be successful, considering that the concept is based on articles that have already resonated with your target audience.

3. Personalize your website and ask for a lead in return.

As marketers, we often have to answer questions for prospective customers: “Which software should I buy?” “What style should I get?” “Which computer do I need?”

Often, the answers to these questions are worth trading for someone’s contact information.

That’s what Eastern International College learned with its quiz titled “What should I major in?

It’s a big question for potential students who will devote time and money to the major they choose; the quiz certainly hits a pain point.

The quiz asks a series of “would you rather?” questions to get to know the potential student. Those questions not only feed the quiz logic to give an accurate result, but also build some trust between the school and the quiz taker.

Then, before the big reveal, the school asks for contact information from the prospective student. This form has five fields, so it’s quite a bit of information to ask.

However, because the quiz does such a good job of being conversational and creating a connection with quiz takers, this quiz achieved a 60 percent opt-in rate, bringing in 330 leads from just 550 takers.

After inputting information, the quiz taker is shown a recommended major. Eastern International College did an excellent job of creating results pages that are comprehensive and satisfy the curiosity of quiz takers who have just handed over personal information in return for accessing their results.

Building a quiz that answers questions for prospects in an automated way is a strong way to boost your potential customer pool. The key to creating a quiz like this is to know your customers. What do they want to know, and are they willing to give up their contact information to get an answer?

When your job hinges on bringing a constant stream of fresh leads, finding innovative ways to get consumers’ contact information is a must. With a bit of creativity and the right direction, quizzes can truly open up a brand new stream of leads for your business.Bottom of Form

Josh Haynam is the co-founder of Interact, a company that creates quizzes which generate email leads. A version of this article originally appeared on MarketingProfs’ blog.

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