Case Study: How We Used A Quiz Funnel to Increase A Supplement Brand’s Email List By 8856% in ONE year (at just £0.10 per lead)

When David contacted Centis he was in a bad place. “I have no idea how to increase my sales. I have tried some ads on my own, and then I hired an agency. It flopped within 3 months”, he said.

Normally, when we hear that a brand owner fires an agency in a short time means only two things:

  • The agency is REALLY bad at their work (amateurs)
  • Or the client is really impatient and tries to dictate how the agency is going to do its job.

After a few hours and hundreds of qualifying questions later, we concluded that the agency he hired was a single guy in his 20s, claiming to create “millions of dollars in revenue in just a few months for my clients”.

Anyway.

The Problem:

His website was launched in 2010 and selling a range of vitamins. Think VitaminShoppe, but smaller, obviously.

We tested the website for conversions, and we didn’t find any particular problems in the way that people transacted, so we decided to look a bit deeper.

Here are the problems we found:

His website did not have:

  • Upsells
  • Downsells
  • Bundles
  • Subscriptions
  • Loyalty club
  • Rewards club
  • Affiliate system

So essentially the website was selling private label vitamins, but you could only purchase once with no further incentives to increase the frequency of the sale or the size of the order. Also the owner, in his frustration, was constantly pushing discounts to influencers in an effort to sell his stock, and he got messages like “when will you have a discount for this product?” which is generally a bad thing to train your customers on discounts, instead of value.

First Things First: Creating The Backend

After spending some time in the eCommerce space (we are fast approaching 17 years now) some things come naturally 🙂

The first thing we changed was to increase the Average Order Value per transaction.

Bundles:

We took all his 54 products and created new SKUs that included bundles of 3, 6 and 12, with discounts ranging from 15% for the 3-bundle, 20% for the 6 bundles and 35% for the 12 bundles. The discounts were created on the hard costs of the business, not just a random number that we threw at him. We displayed these bundles directly on each product listing.

Upsells & Downsells:

The second thing we did was to create upsells. Because of the sheer amount of product SKUs that were created after the bundles, we decided to take things a bit slower here. So we took ONLY his ten best-selling SKUs and created a sequence of upsells and downsells that were triggered only if a single SKU was purchased (and if the user completely ignored the discounts for the bundles).

But here is what we did:

The first upsell was simply a repeat of the first bundle – the 3-month supply for 15% off. Now, because 15% off is not very appealing, we further discounted the 3-month bundle at 25% and we made sure this was understood by the user.

If the user rejected it, he would have seen a down-sell, which was a complimentary product. For example, if he was buying Vitamin C, we would have offered him a Probiotic as well as it boosts Vitamin C’s beneficial effects.

If he rejected that as well, then we would present him the thank you page with an offer to subscribe and save, at 20%.

The second thing we did is to increase the frequency of the sale.

Subscriptions:

This was super easy, all we had to do is install a plugin that used any product we selected and transform it into as subscription. We just added a 20% off if the user selected to buy per month and save and we were ready.

And guess what? Repeat sales skyrocketed. It was a bit slow at first (only three customers opted for a subscription basis), but then we promoted heavily on his 1,000-people mailing list, added popups that advertised the savings and also did a remarketing campaign that sold the concept of “Subscribe and Save”.

Results: 453 new repeat subscribers within the first three months, spending as much as £45 per month each, on average = an extra £2,385 in his pocket per month, with no extra effort.

How we increased his brand’s email list by 8856% and did so at an average of £0.10 per lead, using a quiz

Ok, let’s get down to the brass tacks. After finishing off the backend, we started preparing the front end.

The main problem we saw is that the market was extremely saturated with vitamins. People left and right started private labelling vitamins and selling them on their own websites or on Amazon. Blinded by the easy profit they heard from others, the “me-too” movement brought an influx of competitors and cut-throat prices.

Demand increases ad costs.

But there is a way.

Enter quiz funnels.

Quiz marketing is the best way to entertain, educate and identify what users want while prescribing a solution for their specific needs.

Done right, quizzes help brands generate lots of data – very valuable, easy-to-leverage data that can support sales efforts tremendously.

It would be crazy for you not to implement AT LEAST one basic quiz in your marketing.

Here are four of the top reasons why you need to be considering quiz marketing:

✅ Quiz is perfect for any business. In this article, we wrote about a case study on how we helped a German supplements manufacturer get qualified leads (retailers) using one of our quizzes

✅ Quizzes help you stand out head and shoulders above competitors

✅ They’re the perfect weapon for any sales-driven businesses

✅ Quizzes load your prospects up with value unfound elsewhere

There are numerous ways to decide what to do on a quiz:

  1. Decide if you want to go after best-selling items
  2. Decide if you want to clear up stock
  3. Or simply go with the flow (called trends, dummy) and just select a theme – i.e. go after the skin market (very popular in 2022).

In our particular case, this brand owner decided to go after the hair market.

The Email List:

David was using Klaviyo, a software that we are extremely familiar with. He was using the workflows recommended by the software, and he was sending one newsletter per month advertising new deals only – no value whatsoever.

He didn’t have a popup, for newsletter registrations, only a footer signup which at the time we checked it it only registered 100 people.

His list size was just 1,034 people, mostly from his one-time customers. Our goal was to increase that list to 100k in one year.

The Quiz Process:

Competition Analysis:

First, we investigated the trends. What were the best-selling vitamin brands for hair? We compiled a list of competitors with names, websites, products they sold, and social media accounts.

Then we started work on the messaging. We printed their product listing, their Facebook, Google Search, and retargeting ads and we subscribed to their newsletters. Did they have quizzes as well (thankfully, at that point they didn’t)?

Then we used an excel sheet to identify patterns in their messages. Sometimes this is a waste of time, as young brand owners who cannot afford to hire a copywriter simply copy the most “successful” (or what they think successful is) brands so this results in identical phrases, which is super frustrating.

We used Quora, Facebook Groups, and Reddit to find out what people are asking to formulate questions. Also, we printed the FAQs of most competitors that resonated.

We then used all the above to construct the quiz title and the questions, and alter a bit the product pages and the ads, based on the newfound messaging.

The Quiz Questions:

Whilst I can’t provide screenshots due to an NDA, we used questions that nailed a problem.

Some of the questions were:

  • How often do you wash your hair?
  • Do you use conditioners? If so, which products? Please be as detailed as possible. In fact, this question alone allowed us to target big brands’ audiences and present our supplements to them.
  • Is your hair thinning? If so since when did you notice the problem?
  • Have you taken any hair supplements before? This question tells us that the quiz taker has taken supplements and either she is not happy or she wants to find something better or both.

The questions we use are structured in such a way to address the pain points of most people with hair issues.

We normally do not include more than 9 questions, and we try as much as possible to mix and match the creative assets.

Here is a screenshot from a recent quiz using vivid imagery and a slider, than a typical multiple choice answer:

And here is an image answer, to make things more interesting from an older quiz that still runs since 2021:

Email Sequences:

As soon as we tested the quiz and the owner was happy, we started writing the emails that would fire when someone fill the quiz.

These included:

  • Send Immediately: A thank you for taking the quiz
  • Day 1: About our brand
  • Day 2: How to use the product
  • Day 3: Here is our best content so far
  • Day 6: Customers said
  • Day 8: An offer for you
  • Day 9: How Janice changed her life
  • Day 11: Less than a day for the offer
  • Day 12: Last chance
  • End of sequence

These were sent when the user has taken the quiz, and irrespectively if they bought anything – because the results were for Biotin and the upsells were a Vitamin D and others where are in the offer on Day 8, we offered a hair care kit!

So it all made sense to the quiz taker.

The ads:

Ah, the ads. Story of my life. The endless options. The millions of pathways. It makes your head explode with what you can or you can’t do.

Not for us 🙂

You see, we had our fair share of failures in the past. And what REALLY set us apart is that we NEVER charged our clients for our mistakes. We had (and still have) a dummy website where we offered a virtual product that we sold – and then refunded – using hundreds of split test ads, audience testing and experiments. What worked for us, we transferred to the clients.

That’s why up to 2021, we had NO client leaving. COVID-19 changed things, by pushing things out of control.

Ok, I am ranting now. Back to the ads:

So, to make your dream come true and get your dream leads at around €0.10 – €0.50 per lead you need to run ads on the quiz page.

The process is :

Facebook Ads > Quiz Landing Page> Then retarget anyone who doesn’t fill it out or doesn’t purchase.

Put in custom audiences for anyone who purchased (you would do that anyway, wouldn’t you?)

So the ad must be a bit playful and must urge the user to find more (wouldn’t this be the objective of every ad?)

But in the case of quizzes, there are certain elements to take into consideration. First, you do not aim for lead generation. You aim for either awareness or engagement. Not conversions. Not traffic.

These two ensure that you get the best leads at the lowest possible cost.

So you have a nice asset that attracts the eye and thoughtful copy (text for Europeans and the rest of the world) that causes curiosity, promises to solve a problem and provides a possible solution.

Unfortunately, I am not allowed to present any ads from our clients here so you just have to settle with some examples I found elsewhere (I DID some digging):

This is a great example from Care/of:

It cleverly uses social proof and testimonials from a client who was initially skeptic but then decided to try and now she is flying to the moon 🙂

This is a totally different one from Strolleria, a company selling strollers. As with Care/of they also run a product recommendation quiz:

See? You do not have to complicate things – messaging must be simple, to the point and cause curiosity by promising to solve a problem.

Results:

So, we ran two sets of ads:

An ad (AD1) that we split tested and sold the concept of the quiz, sending traffic directly to the quiz

And an ad (AD2)that we also split tested and sent traffic to a 1500-word article we have written. We placed inline the text banners that were linked to the quiz and then we waited.

Monthly budget: 850 GBP

First WeekTraffic:Registrations:
AD110.389 Unique visits345
AD29,876 unique visits353
Total CPL:1.20
Second WeekTraffic:Registrations:
AD 2:25,765550
AD2:25,456486
Total CPL:0.82

As you can see, CPL dropped as we let the ad run. Also, we didn’t see much change in costs when we sent traffic to the article. However, the conversion (people taking the quiz was slower.

You have the option of not having an audience and letting Facebook determine it. Or you can select the audience that best fits your brand. Bear in mind though that if you select the audience it needs to be of a large size, or you will run out of leads, or worse, get ad fatigue and this means changing the ad more frequently.

Bottom line:

We run ads for this quiz for one year:

Total spend: £9,600 (approx. £800 per month)

Total leads: 89.563

Previous list size: 1,034

Percentage Increase: 8856%

Monthly CPL: between £0.10 – £0.50. The only time it exceeded £0.80 was when we did some serious changes to the ad and we had to run it again.

Conclusion:

If you are frustrated with your ads, if they do not convert as much as they should, chances are that it is not your fault (or your ad guy’s fault). To overcome this problem, try quizzes. They have the unique ability to entertain, educate, and uncover what your customers want – and at the end, your customers will tell you what you want to sell them.

If you want to give it a try, connect with us to discuss your requirements or visit this page to learn more and signup.

How We Took A German Supplements Manufacturer From 10 Leads to 30,000 In One Year, Using Quizzes

It was December 2019 when a German nutraceuticals manufacturer sent us an email to meet.

Turns out, they didn’t get many inquiries as before – they blamed the economy, the market and the growing competition.

They produced a range of vitamins, from simple Vitamin D to special formulations. They had all the equipment in place, all the ingredients, the certifications and the employees and formulators to make anyone’s dream a reality.

What they didn’t have, as customers.

“If we do not do something within the next six months, we will be shutting down,” said to me the owner, a middle-aged German biotech engineer.

Centis had the solution.

The content was not going to make it, not at their time frame, and they tried ads before and failed. 

The owner was desperate and wanted to try something new.

“I might have just the solution for you”, I said.

“Sure, I am open to any suggestions” he replied.

“Your solution is… quizzes”, I responded, with a calm, but firm voice. And I shut up waiting for an angry response.

“What? Quizzes? These are for kids! We do not sell kids’ entertainment here. Do you understand what we do? Have you seen our website?” he responded angrily, obviously irritated with my response.

I have. And your solution is putting up a quiz and driving traffic to me. Here, let me explain what I mean…

I explained to him that quizzes are the ultimate lead generation tools. I showed him how, with the use of a quiz, he could have hundreds of interested retailers taking the quiz, and then find what they wanted to buy.

He was sold. 

Here is how we took them from 10 leads to 30,000 leads within a year.

Goals:

The first goal was to generate brand awareness across the European retailer market, with a focus on brick & mortar stores and big chains. 

The second goal would be to incentivise leads to fill out the quiz and then have them book an online appointment with their sales team.

Here is how we did it.

First, we analysed what their current customers wanted when they first came to them.

This part is crucial, as we identified patterns in their buying behaviour.

What we did is that we ghost-wrote an email which then their sales team sent out to all their customers, with the hopes (and a bit of an incentive) to get some feedback.

The email we ghost wrote for the manufacturer to sent to their clients to get feedback

We started getting replies, so we identified a pattern. Most people were indeed from the retail space, some were buyers of large chains in the UK, Germany, Belgium and so on.

And all of them wanted private labels. Only two wanted a custom formulation.

Armed with this information we started formulating the quiz. Due to NDA, which is still in effect and the fact we didn’t know that we would use this as a case study, we will post some questions we used below instead of screenshots (that we are not allowed to take).

Key Takeway:

Before anything, make sure you understand your buyer.  Think about your audience before you create your quiz. This manufacturer knew nearly nothing about their buyers – except of their orders, so a preliminary questionaire helped us to understand who their ideal audience was.


The Quiz:

The quiz (and every quiz) starts with the name of the participant, so as to be more personalised.

Some of the questions were:

  • When it comes to selecting a supplement manufacturer what is the single most important thing you are looking for?
  1. A wide choice of supplements
  2. Low cost 
  3. Reliability
  4. Quick fulfilment
  5. Quality above all

  • Are you looking to private label off-the-shelf formulations or create custom ones?
  1. Private label
  2. Custom formulations

  • How would you define support from your manufacturer?
  1. To be available when I pick up the phone
  2. To reply to my emails within hours, not days
  3. To solve any problems that arise during the fulfilment
  4. To keep me up to date with the process of my order
  5. Other (please be as detailed as possible).

After the quiz questions were approved, we loaded them up to our quiz platform and embedded them into their website.

We then used Mailchimp to connect the quiz takers with email cadences and educated their sales team on how to use an online calendar.

The email workflows were:

The “Thank you for taking the quiz workflow” – upon filling up their name and address and hit “Take Me to My Results”. This was made of six emails that:

  • Thanking the buyer for taking the quiz
  • Indoctrinating them in the brand
  • Introducing them to their products
  • Showing them customer testimonials of other successful buyers
  • Surveying them to learn more about them and essentially at the end of the survey, they would be presented with a calendar

The “Thank you for booking an appointment” workflow:

  • Anyone who filled the calender was automatically ejected from the first sequence and they were sent:
  • A “Thank you for booking an appointment” and instructions on how to be prepared for the meeting.
  • An email that indoctrinated to the brand and the types of vitamins they had.

How we achieved the 30,000 leads in one year

The quiz was just the pathway. The real challenge was to find, identify, and send traffic via Facebook.

But wait, why Facebook? Customers who buy B2B do not buy on Facebook!!

Yes, and no.

Yes, most B2B buyers do not use Facebook to buy stuff for their business. They use Google Search most of all.

However, you forget that B2B buyers are humans, like you and me. They have families, they have kids, and guess what? They use Facebook as any other human being. Plus Facebook had the lowest cost per click of any other medium we knew.

So the bored buyer at Boots might check her Facebook while at work. And guess what? She would see our quiz!

To make things easier, we wrote an article that outlined the 10 best ways to create private label vitamins from a german manufacturer. Then we installed an inline banner across the article.

Customers would be intrigued to see an article that addressed one of their pain points (identified in the first step above) and then they would read the article.

We then created two campaigns, each with its own split test:

  1. One was directing people directly to the quiz page
  2. The other was directing people to the article.

Whilst we didn’t see much difference in ad cost when we directed people to the article, we decided to change the objective of the Article campaign and turn it into brand awareness.

The reason was that it took longer for people to click on the banner and enter the quiz. Some abandoned the article, and some clicked the banner and left.

ROI:

  • 80,251 unique visits within the year that were all retargeted
  • 29,373 leads in their database (approx. 2,500 leads per month entering their database – there were store owners, B2B chain buyers, Amazon sellers and eCommerce sellers)
  • 2,576 appointments booked (around 7 per day, for a team of 5 people)
  • 1,800 became customers over the course of 12 months (a 6% lead to customer conversion. This had nothing to do with the quiz, as they had to book an appointment and then the sales team had to make an offer)
  • 800 Euros spent per month targeting the UK, Germany, Belgium, Spain France and Switzerland – a total investment of 9,600 Euros within the year
  • Average CPL (Cost Per Lead): €0.34 (the first week was €1.50 which was frightening, – but not that frightening with their previous results with Google Search where they paid €15.00 per lead)