Lately I’ve been experimenting with a cool new tool that’s helping me grow & segment my email list.
I’ve been working with quiz funnel elements for a while, for my clients and for my own lead-gen…
So when the chance to trial a new tool for setting up a quiz on my site came up, I decided to give it a whirl.
You’ve seen quiz funnels before, no doubt…
They look kinda like those Buzzfeed-style quizzes where you click a link to take a short quiz to opt-in for a freebie or to attend an event, or to discover something interesting about yourself.
The Kurious Kase of the Kardashian Quiz
For marketing purposes, the most effective quizzes promise you something valuable as an outcome…
…as opposed to just revealing, I dunno, “which Kardashian you’re most like” (a sobering thought for pretty much anyone who isn’t already a Kardashian).
There are a few tools around out there that you can use to create your own quiz funnels – and if you’re a genius developer like, uh, NOT ME, you can even try putting the whole thing together yourself.
But I wanted a simple way to setup a quiz as a popup on my site.
Since setting this up, I’ve been able to present more relevant offers to new subscribers by asking a few carefully-optimized questions and matching their specific needs to some of the services I offer…
…AND grow my email list with biz-owners who are interested in Selling Unique by communicating their unique value in their messaging.
So far, so good: 37% conversions to leads!
To date, of the people who’ve started my quiz, a healthy 37% have converted to leads…
Meaning: more than 1 in 3 people who clicked the first question have gone on to opt-in with their email address, and joined my weekly email list.
That ain’t too shabby, conversion-wise.
And I’ve only sent a little ad traffic to the quiz so far – it’s mostly just organic traffic to my site.
Whenever I want to ramp things up I can start sending more FB or Google ad traffic to my landing page and collect even more leads that way.
The simple-to-setup quiz software I’m using
The tool I’m using to create my quizzes, deliver targeted content & offers to my new leads and grow my subscriber base is called Interact (yep, that’s an affiliate link. They’re good peoples, and I dig their product).
I found Interact’s quiz software super easy to setup, with a useful support and a pleasingly low Swearing-At-My-Screen Score.
(That’s the highly-scientific method I use to measure my success/frustration with new plugins and software, with apologies to my neighbours and co-workers).
It took me just a couple of hours of tweaking and testing to move everything over from my previous quiz funnel software to Interact.
(If you’re building your own quiz funnel from scratch, you’ll want to invest more time in setting this up – if your biz is already up & running and making sales and you want a shortcut to quiz funnel goodness, hit me up to find out what’s involved.)
Designing and implementing sales funnels is intricate work – but hell, I’m nerdy enough to actually find fun in figuring out a theme for the quiz, and mapping out who gets what based on their response.
It’s like Kevin Costner said (kinda) in that baseball movie your Dad likes:
“If you enjoy building it, people will enjoy using it.”
Or something. Anyway, I like writing quiz copy. And people like taking quizzes online. Everybody’s happy!
But there are even more tempting reasons than happiness (which is really just for sentimental old hippies, like me) to set up your first quiz funnel too.
7 Cool Ways Quiz Funnels Can Boost YOUR Biz
1 – They’re great for lead gen AND direct sales
Firstly, quiz funnels are a super-effective way to generate more subscribers for your email list AND make sales while you do it.
(Hear Interact founder Josh Haynam discussing how this works on The Copywriter Club podcast, with my pals Kiki Huggins & Rob Marsh.)
A quiz lets you collect leads and instantly present them with a relevant, personalised offer – meaning you can makes sales right away to cover your paid ad spend…
…and if your offer copy hits the sweet spot, you’ll even see ROI on leads before you’ve sent a welcome email.
2 – People seem to love ‘em.
The reason quiz funnels really took off this past couple of years is that so many of us actually enjoy taking online quizzes.
They’re fun to take, and the best ones combine itchy curiosity with the promise of spending some time thinking about everyone’s favourite subject: themselves!
But putting our inherent selfishness aside:
When you create a quiz that’s more than just another lead-gen tool, and actually delivers something of value to your prospects…
…like actually diagnosing a solution to a problem they’re experiencing…
You can leverage the people-pleasing power of quizzes to connect more deeply with the people you want to serve.
3 – They deliver key insights into what makes your best customers tick
One great long-term benefit is that your quiz answers & analytics actually teach you things about your audience, helping you better understand what motivates your best customers.
You should use the data you collect to test & tweak your quiz as you go – like any good sales funnel, nothing’s ever ‘perfect’, and you’ll want to keep learning more about your target market.
So unlike other marketing fads that come and go as the fast-win IM junkies jump on (and fall off) various CRUSHING IT! bandwagons, quiz funnels (so far) seem to have the power actually produce long-term results.
4 – They help you segment your subscribers & customer base
Quizzes also let you segment new subscribers based on their interests and suitability for different offers.
That can give your sales copy a healthy kick in the ass, because when you match the right message with the right audience, they’re much more likely to take action.
It’s about showing your product or service is right for them personally…
Not as some number in your ‘market’, but as Johnny or June right there reading your sales copy, alone, looking for the one thing they need to read in your offer that resonates with them…
They need to experience that “ok, I’m doing this” moment that leads to button-clicking, wallet-opening ACTION – and matching your product’s specific benefits to their specific needs is one of the most powerful ways to achieve that.
5 – They work in practically any digital market
Ecommerce, Saas, B2B, consultants, live events, courses, coaching… you name it…
If you have an offer and a compelling central question your market wants to hear answered, you can create an effective quiz funnel that brings in leads and sales.
It’s all about the universal power of asking the right questions, so it doesn’t matter if you sell $10 plugins or $10k consulting packages…
Once you identify and ask the questions that matter to your ideal customer, you have a better chance of getting your message across.
6 – They leverage social media traffic and email marketing
Email marketing and social media marketing are two powerful but very different forms of marketing.
But you don’t have to be an expert in either to combine them successfully using a quiz funnel…
You can employ social media (such as FB ads, which are handy for getting your quiz hook or lead question in front of your audience) to drive leads to your quiz, and follow up with targeted content delivery & segmented sales copy using good ol’ email.
When you’re starting out, you don’t even have to dig into your ad budget right away either…
You can start small and test your quiz with organic traffic to your website as a popup, or to a dedicated landing page, and then ramp up the ad spend when you’re ready.
7 – You get to show off your best side
Your quiz funnel is a great opportunity to showcase your brand and unique value in a way that entertains and informs your best prospects.
Most businesses who succeed content marketing understand that it’s a balance between personality and principles:
Yes, you want to provide customer-centric value in your content, but these days that’s not enough.
Because you also need to do it in a way that communicates your unique voice as well as your message…
None of this ‘blending in with everybody else’ for you.
You gotta stand out from the crowd. Be different!
Your quiz funnel gives you a bunch of opportunities to demonstrate what it means to be YOU, and why that’s great news for your customers.
So be sure to inject more than a little personality into your quiz and your follow-up messaging, and woo your new leads with a voice and style that stands apart.
Want to try this quiz funnel thing for yourself?
The Interact quiz builder I used has a 14 day free trial, so you can get started for free and setup your first quiz on your own site to see how it goes – you could even be generating leads and sales from it before bedtime.
Have a question about how to implement an optimized quiz funnel for your biz?
Check out this page for a chance to discuss your quiz setup with me on a call.