The word ‘quiz’ likely brings to mind a simple game of multiple-choice questions. But what if you could create a quiz that leads to a viral marketing campaign? It’s possible! In this article, we’ll show you how to create a quiz funnel in 30 minutes. This quiz will help you build an email list, share your content on social media, and incentivize your visitors to take the quiz in order to generate leads.
This article will walk you through the five simple steps on how to create a quiz funnel.
1. What is a quiz?
Ok, I know you are not dumb. But for the sake of context, we have to address it.
According to Wikipedia “A quiz is a form of game or mind sport in which players attempt to answer questions correctly about a certain or variety of subjects. Quizzes can be used as a brief assessment in education and similar fields to measure growth in knowledge, abilities, or skills. A quiz is a short, multiple-choice question that can be used to test someone’s knowledge of a particular subject.”
Used mainly by media companies to create engagement, quizzes have recently expanded as a tool to assist with marketing.
A quiz funnel, in case you were wondering, includes all the steps from
Getting a prospect to be interested in a quiz
Moving the prospect to see the quiz,
Giving incentives to the prospect to use the quiz,
Adding his/her details to an online database that can be used later, and
Presenting him/her with outcomes – products, services or a thank you page (for taking the quiz).
Marketers can cleverly use a quiz funnel to create engagement with their target audience, and then depending on the type (personality, score, multiple choice, trivia etc) they can get valuable data to be used for their marketing.
Let’s see why.
2. Why create a quiz funnel?
Well, quizzes are a great way to get people to subscribe to your email list! They can also be used to promote your website, blog, or product. Quizzes are also a fun way to engage an audience as mentioned above, providing a wealth of data to marketers in order to help them qualify leads, promote products and services and sell.
These data could be demographics (age, gender), or consumer preferences (i.e. do you like an iPhone or you prefer an Android) as well as other interesting data that can be used to:
- Segment the audience into categories
- Remarket with lower ad costs to these audiences
- Tailor the communication messages based on the audience’s preferences (i.e. customised email campaigns, ads that target specific interests)
3. How to create a quiz funnel: 6 simple steps
Well, let me tell you that creating a quiz funnel in general is no easy feat. As mentioned above a funnel is the process of taking a user from step 1 and moving him to the final step of the process.
Step 1: To start with, the first thing to do is identify who your target audience is. In case you were wondering how to find it, we have written an extensive article about marketing personas here.
Step 2: Once you know to whom you are marketing, the next thing is to identify a single pain point of your target audience and write a compelling headline about it. Headlines are the most crucial, most important elements of converting a visitor to a lead (in our case, taking the quiz).
The headline should be put on the landing page of a quiz as well as in the ad copy, as it will be the first thing someone will read about your quiz. You have a split second to convince the prospect to click on the ad or not, so you have to know how to write it and really address the audience you are targeting.
Step 3: Write the questions based on the target audience you are aiming for. Your questions must be engaging, cause some sort of curiosity and even challenge the user t think. However, most brand owners who attempt to make their own quizzes with the tons of quiz software out there make a critical mistake (actually two):
- they only think about themselves, so their questions are self-centred without taking into consideration what their audience wants
- they have too many questions causing the quiz takes to drop the quiz.
The ideal number of questions depends on your target audience and what you are selling, but generally speaking, we have found that between 8-10 questions work best.
Step 4: Add outcome pages. Outcome pages are the pages that appear at the end of the quiz, depending on what answers someone selected. A quiz can have multiple outcomes, redirecting users to different outcome pages depending on their answers.
How many outcomes your quiz page is a bit irrelevant here, though what matters is what content you have put on those outcome pages. So if you are selling products, an outcome page could feature one of your products at a considerable discount – appearing nowhere on your site – so as to incentivise customers to buy right there and then.
Same with services – if you sell coaching or you have a clinic for example, an outcome page could be a page outlining a solution to a problem (i.e. persona development or healthy tips to lose weight), followed by a booking calendar that visitors could book an appointment or a small checklist to download or even a low-ticket item (i.e. a cooking book available only in this outcome page and nowhere else).
Step 5: Design the email flows. This is the most difficult part and it all comes down to the audience personas you are targeting and their pain points. Once a quiz taker decides to play along, his data (including his name and email) will be automatically entered into your database.
So what will you be doing with these? Simples 🙂 Once they are imported (again, automatically, you do not do anything) to your email list, they are tagged based on what they answered, are segmented into categories and receive an initial welcome email (i.e. thank you for taking our quiz).
Why is that important?
Because today, people have the attention spans of a goldfish. We see something that draws our attention and then 10 minutes later we have forgotten all about it or we can’t remember where we saw it, how, and what was all about.
So receiving an email that reminds the user that took a quiz from a brand he never heard of is a must. And so are your follow-up emails.
Typically, you want to have these workflows setup:
- A welcome email sequence (an email that is sent immediately when the person takes the quiz, plus 8-10 emails in the next couple of weeks that indoctrinate him to the brand, present reviews, present benefits, answer questions and ask him/her to take the next step i.e. to buy something, book an appointment etc)
- An abandoned cart or booking calendar flow, when a user does not buy your outcome page product or does not book the appointment or else
You could have more, like moving him/her to a newsletter workflow or a reminder email for a product he/she saw later, but the two above are absolutely important.
Step 6: Design the ad. Ah, the ad. Tons of virtual ink have been spilt on the best way to write ads, how to select audiences, how to split test them and then some. We will explain how to craft the perfect ad for your quiz in a later post, but for now, all you need to know is that your ad must:
- have the same headline as your quiz landing page
- have the same photos or graphics as the quiz landing page
- make sure you have an A/B split test between short copy and long copy and measure the types of quiz takes that complete the quiz
Then all you have to do is provide a link to your quiz landing page, launch and start seeing quality and qualified leads who are interested in what you have to say, do or sell.
Quizzes are a fun and easy way to engage your audience and encourage them to learn. They are also a great way to measure what your audience knows and how they respond to your questions. You can then tailor your marketing messages, your products or services accordingly making them better – which leads to better sales, more growth and more freedom.