When it comes to designing quiz funnels, one of the most important decisions you’ll make is choosing the right question types. Different question types can be used to collect different types of data, and selecting the right ones can help you get the information you need to achieve your research goals.
Here are some common question types that you might consider using in your quiz funnel:
Multiple choice: Multiple choice questions allow respondents to choose from a list of predefined options. These can be useful for collecting data on specific topics or for testing knowledge.
Open-ended: Open-ended questions allow respondents to provide a free-form response, giving them the opportunity to express their thoughts and feelings in their own words. These can be useful for gathering detailed feedback or for collecting data on subjective topics.
Rating scales: Rating scales allow respondents to rate something along a specific scale, such as a satisfaction scale from “very satisfied” to “very dissatisfied.” These can be useful for collecting data on attitudes or experiences.
Matrix questions: Matrix questions allow respondents to rate multiple items on the same scale, such as rating a list of products or services on a scale from “strongly agree” to “strongly disagree.” These can be useful for collecting data on multiple items within a specific category.
Ranking: Ranking questions ask respondents to order items in a specific way, such as ranking a list of priorities from most important to least important. These can be useful for understanding preferences or priorities.
By considering the different question types available and selecting the ones that are most appropriate for your research goals, you can create a survey that is effective and valuable.
Designing a quiz sales funnel can be a daunting task, but with a little bit of planning and some best practices in mind, you can create a quiz funnel that is effective and valuable for your business goals. Here are some tips to help you get started:
Define your objectives: Before you start designing your lead generating quiz, take some time to think about what you want to achieve. Do you want to collect data on prospects or customers? Are you trying to understand the attitudes and behaviours of a specific group? Clearly defining your objectives will help you create a survey that is focused and relevant.
Choose the right question types: There are different types of questions you can use in your survey, including multiple-choice, open-ended, and rating scales. Consider the type of data you want to collect and choose question types that are appropriate for your objectives. For example, if you want to collect detailed responses, open-ended questions may be the best choice.
Keep it short and simple: Quiz fatigue is a real thing, and the longer your quiz is, the less likely people are to complete it. Aim for a survey that takes no more than 15-20 minutes to complete, and use simple language and clear instructions to make it easy for respondents to understand. We recommend a maximum of 10 questions for more leads.
Avoid bias: It’s important to be aware of the potential for bias in your survey questions. This can include using leading or loaded language or asking questions that assume a certain answer. To avoid bias, try to use neutral language and give respondents the opportunity to answer in their own words.
Test and pilot: Before you launch your lead generating quiz, it’s a good idea to test it out with a small group of people to make sure it’s clear and effective. This will allow you to identify any problems or issues before you send them to a larger group.
By following these tips, you can create a survey that is well-designed and effective for your research needs. Good luck!
If you had a machine where you could put in $1 and get $8 back… How many dollars would you put in that machine? If you’re like most people, the answer is: AS MANY as you possibly can!
Well, if you’re a coach looking to generate leads, then quiz funnels for coaches can be that machine for you. Quiz funnels are a powerful tool that can help coaches attract, engage, and convert leads into paying clients.
But before we dive into the benefits of quiz funnels, let’s first define what they are.
A quiz or survey funnel is a series of questions that a potential client answers to determine their suitability for your coaching services. The survey is typically presented in the form of a landing page or pop-up on your website, and the potential client is required to provide their contact information to proceed.
For example, here is a screenshot of a coaching survey we recently created for a client:
Now, let’s explore the benefits of lead generation using quiz funnels:
Attract qualified leads: Survey funnels allow you to attract qualified leads who are interested in your coaching services. By asking the right questions and offering a personalized experience, you can attract potential clients who are a good fit for your coaching style and approach. This means that you’ll be able to focus your marketing efforts on leads who are more likely to become paying clients.
Engage potential clients: They can be used to engage potential clients by providing them with valuable information and a personalized experience. By answering the questions, potential clients are more likely to feel connected to your coaching services and will be more likely to take the next step in the sales process.
Convert leads into paying clients: Survey funnels can be an effective way to convert leads into paying clients. By providing potential clients with a personalized experience and offering them solutions to their problems, you can increase the chances that they’ll become paying clients.
Build your email list: Quiz funnels can also be used to build your email list. By requiring potential clients to provide their contact information to proceed with the quiz, you can add them to your email list and nurture them through the sales process.
Generate leads on autopilot: Once you’ve set up your survey funnel, it can generate leads on autopilot. This means that you can focus on delivering value to your clients while the quiz funnel works in the background to attract and convert leads!
Collect valuable data: Survey funnels can also be used to collect valuable data about your potential clients. By analyzing the results of the quiz, you can gain insights into the needs and preferences of your potential clients and tailor your coaching services to better meet their needs.
Increase conversions: Quiz funnels can help you increase conversions by providing potential clients with a personalized experience and offering them solutions to their problems. This can help build trust and credibility with potential clients and increase the chances that they’ll become paying clients.
Save time: Survey funnels can also save you time by automating the lead generation process. This means that you can focus on delivering value to your clients while the quiz funnel works in the background to attract and convert leads.
Easily track and analyze results: One of the biggest advantages is that they can be easily tracked and analyzed to see how well they’re performing. By analyzing the results of the quiz, you can see which questions are generating the most leads and make changes to improve your quiz funnel’s performance.
In conclusion, quiz funnels for coaches can be a powerful tool for generating leads for you. They allow you to attract qualified leads, engage potential quiz takers and sell to the ones that answered specific questions.
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?
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, incentive the prospect to use the quiz adding his/her details and then presenting him/her with outcomes while adding his/her details in a database for further remarketing.
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 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 that 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 incentive 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, then they are tagged based on what they answered, are segmented to 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 that are interested in what you have to say, do or sell.
4. Conclusion.
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.
Interested in finding out how to create a quiz funnel that generates leads all day long for your business, without you doing anything? Schedule a free, 30-minute consultation with us and see if we are fit.
Curious if a quiz is best for generating leads for your business?
Every business needs customers to survive. This is more apparent with local businesses that rely on foot traffic mostly – if you do not get enough customers in your store, you shut down.
Branching out to the online world is no more an option. However, thousands of local business owners keep hearing daily that
“You need to have a website!”
“You need to be active on social media!”
“You need to have a list of emails and do email marketing!”
These tactics may sound awesome, but ask any local business owner to implement them and you end up with failure and disappointment.
Here is what’s good with local businesses, apart from livening a community and contributing to their local area – they foster good relationships with their customers. People recognise the owner, trust the business and make frequent purchases. This is way harder when your business is purely online.
As a local business, here is what we would recommend you do, to generate leads locally:
Step 1: Participate in local events
Most towns, cities and neighbourhoods host local events and festivities. This is your chance to be seen, interact with new faces, and make new acquaintances – aka local leads.
This is your chance to shine.
Make sure you have:
a. A stall with your brand plastered anywhere.
b. Apparrel that features your brand
c. Mini catalogues that you can give along with any free samples
d. Free samples
e. A contest ready to run during the event
f. It goes without saying that you need to register all these people that come in contact with you and get their names and emails
If you have no budget to rent a stall, there are some creative ways you can bypass the high costs:
g. Find an exhibitor that sells complementary products (i.e. if you sell coffee, complementary products are books, pastry, art and whatever else you think may fit) and either convinces them to give you a bit of space OR give them a free product to give away to their customers during the event.
h. Alternatively, work with them to bundle together their products and your products in a contest, so that people will add their name and email with a chance to win big (i.e. 2 bags of coffee and a book). Each of you will share their info for your email marketing later.
Step 2. Create partnerships with other businesses
Same as above, but without the local event. For example, let’s say you are a dental clinic. What could be a complimentary service that you can refer people to? Hmm, let’s think – oh found it! You could provide a voucher for a free Spa, hair treatment, or eye check to any of the local services nearby.
But wait, this post is on how to generate local leads, not how to refer people to others.
Well, in the same manner, the hair salon, the spa, and the optician could refer business to you – they just have to give their clients a complimentary dental check (valued as much as you want). This way they give added value to their customers, and you get more people coming to your way.
Step 3: Create Revenue Share With Local Media
Rather than paying for ads for newspapers (who are reading newspapers these days? Anyway) try to contact local bloggers, journalists, directories and newspapers and strike a revenue share deal.
The way it can work is that they will write or say a few things about you, and if they have the infrastructure, they will get the leads and you pay them per lead referred. Jay Abraham, the legendary marketer used this technique with a topical cream called IcyHot. He called every newspaper, every radio station and every magazine and tried to negotiate a revenue share. He eventually strike gold with some of them which would advertise it for free, got all orders, keep their percentage and then forward all the rest to the product owner.
If this can work for cream, I do not see any reason why not to work with other stuff.
Step 4: Add your business to local-focused directories & listings
This one is exceptionally easy. All you have to do is find directories and business listings that focus on your part of the town and add your business, your product or services, your email and your telephone numbers there. A couple of examples are Yelp, Google My Business and Craigslist but there are a hundred of others. Yes, you will be contacted by sales reps who will try to convince you to pay a premium “for added exposure” but in our opinion, this is just a waste of money.
At the end of the day, your customers will only look for who you are, what your services are, whether you have an email and you respond fast if you pick up the phone and oh – your reviews.
Step 5: Optimise your local listings and directories with 5-star reviews
These services were made to help local businesses attract customers. Ok, not really, they were made to help you spend your hard-earned cash on advertising your business to them, but you can use them as such.
If you have customers, asking them to post an honest review on any of your listings would be beneficial. This goes against most of their rules, but if you incentivise them to do so but giving them a discount, a free gift card, a voucher, or a free product or service – you will add a happier and a bit more eager customer.
It goes again without saying that if you go way above and beyond to service the customer, and the customer feels like a king, he/she will leave a good review anyway.
Step 6: Generate local leads using quiz funnels
The final thing you can do is create a quiz funnel. People love taking quizzes for fun, for education, to uncover problems and find out solutions.
With a quiz, you will need to create an ad on Facebook, Instagram, Google, Yahoo or Bing – even on Quora or Yelp.
All you have to do is target the area you want, run an ad with a link to the quiz and some catchy tile like “Which Yogi Are You” (if you own a Yoga studio for example) and start getting leads.
People will see the ad on a local level (i.e. around your neighbourhood) and will start clicking the ad and taking the quiz. In a matter of days you will start generating names, emails and replies to the questions you asked – so that when you follow up or add these people to your remarketing audience, you will send them customised answers to their pain points.
Let me clarify with another example. Let’s say you are a health coach for women over 50. The questions will you ask, will pinpoint the exact problems that face women over 50 i.e. “do you have high blood pressure” or “have you or your family ever suffered a cardiac attack” etc.
When you get these answers, you categorise them and create different segments- i.e. anyone who answered “My current weight is over XXX” will be receiving a call or another ad or even a voucher for a free weight plan or something.
It is really simple – it’s the mechanics that are a bit complicated and business owners who want to create quizzes themselves fail not only in the questions to ask but also in how to segment and follow up. That’s why we recommend having an expert do your quiz and ads and create the funnel to get not only leads but high-quality local leads that generate revenue.
Many organizations run occasional promotions so that they can attract new customers or encourage existing ones to return. These promotions usually come around every now and again – like Black Friday, Cyber Monday or Valentine’s Day. However, these events give businesses just a short amount of time to promote limited time offers before shoppers move on to another retailer. As a result, some retailers may find themselves missing out on potential sales.
As a result, many companies are turning towards more creative marketing strategies in order to remain competitive in an increasingly saturated advertising market. One example is the use of influencers. Instead of relying only on paid advertisements where the consumer has little to no say on what products they will receive, marketers are taking advantage of social media sites such as YouTube to create videos about their brands.
However, in the online world, limited time offers can run “evergreen” aka, continuously, as they are seen once by first-time shoppers and then disappear from their screens. Limited-times offers work well for online shoppers because they provide them with a compelling incentive to buy by creating an urgent need.
When an offer is made available at a certain date or within a certain timeframe, it becomes more appealing to potential buyers because they’re afraid to miss out on something good. In order to make sure your business gets maximum exposure using time-limited offers, you’ll need to learn how to use them to your advantage. Here’s the lowdown on how you can use these deals to your advantage when creating promotional material.
1. Use Limited Time Offers Strategically
If you are running an online shop and you are using quiz funnels then you need to make sure that when a quiz taker finishes he will be presented with an outcome – with a recommended product that matched his answers.
It is recommended at this very moment to present a discount as an incentive with a limited time (i.e. in the next 5 minutes) and then when the clock hits zero, even if he has saved the page in his bookmarks he won’t be able to see this offer again.
If you are not using quiz funnels and you simply taking advantage of seasonal holidays for limited time offers, you’ll also want to make sure that you’ve planned your promotions properly. While some retailers choose to run promotional activities simultaneously over several days, others prefer to restrict them to specific dates and times. By doing this, you can limit the number of products that go unsold while ensuring that your brand stays visible to consumers.
2. Promote Multiple Products at Once
It’s worth mentioning that not all limited-time offers are created equal. Some may offer substantial price reductions for items that are not selling fast. Others don’t really care so much and they do wide-site sales just to increase their sales and cover their current expenses.
Sometimes, it is worthwhile to bundle many products together and make a “pack” a “bundle” or a “kit” and then reduce the price for purchasing the entire thing. Customers will recognise this as a value for money and most of the time will purchase it especially if you add a limited-time promotion there.
Another example is your company may offer a free shipping deal to customers who order two or three items at once or you may offer an additional product at a discount when a customer buys something and tie that into a limited-time offer – i.e. “Thank you for purchasing our past spoon, get the wooden spoon tray to rest the spoon when mixing your pasta, at a 20% off – a great value for money! Available only for the next five minutes”.
These types of offers work best because the customer has already shown interest in buying from you by visiting your website, so the next step is to reward them for doing so.
3. Tie Your Deals Into Social Media Posts
Creating limited-time offers is one thing – promoting them is what makes them successful (but you already knew that, didn’t you). Tying your limited-time offers with social media posts is currently one of the best free ways to promote them. Many companies engage with users via Twitter, Facebook, Instagram and TikTok allowing them to share information regarding the sale and communicate with fans about upcoming offers.
Here is how to do it:
a. Set Up Social Media Channels for a Limited Time Sale
Set up a separate Twitter handle and Facebook page for your limited-time promotion. On your social media pages, you can tell followers about your promotion for only a certain amount of time, letting them know exactly when and for how long things will last.
This kind of communication with customers is key to keeping them interested and coming back for more. You also get to build excitement around your special event before it happens.
b. Create and Promote Limited-Time Offers Using Multiple Platforms
Promoting your sales through multiple platforms allows you to reach out to different audiences and spread your message across various networks. For example, if you sell products on Amazon but also offer discounts on your website, you can run ads targeting both sites promoting your deals. Then at the end of the promotion, you evaluate which medium and sales channel was more effective and adjust accordingly next time.
Also, try to make sure that different promotions go live at different times so that your audience sees something fresh every day.
3. Use Social Media Posts to Tie Your Sales To Customers’ Lives
Tagging a repeat, loyal customer in a photo posted during a special promotion is a fun way to connect with your clients. Showing them that you’re thinking of them helps build trust and loyalty. It also encourages them to come back to your store or shop again.
Here is how to do it:
Step 1: Create Your Photo Album With Tags
Let’s assume here that you’ve already created an album on Facebook called “Customers,” but let me explain first the process of tagging your customers’ faces and adding custom text to every image in the album.
First, log in to Facebook, click on your “Customers” album and hit the Edit button so you can view the images and comments.
Step 2: Next, select a group of six to 12 images that represent your best day’s sales activity and upload them to your computer.
Step 3: Drag the images onto a blank background (you can use a white background or another color if you prefer) and place them in order. Finally, click Save and continue editing your album.
Now that you’ve uploaded your photos, it’s time to add tags for every face in the pictures. To do that, go to the Tools tab and click on the Tag People icon.
Enter a name for each customer; make sure the names are meaningful and descriptive. Click Add Person and enter additional information about the customer, including gender, date of birth, location, occupation, etc.
Finally, after saving your changes, click Share now to publish your album.
Step 4: Post a Picture and Tag Customers
Now, it’s time to actually tag your customers! Select a picture from the album you just created and edit it to fit the desired look. When done, save the edited image.
Go to your Timeline and click Post Now. Scroll down to find the Manage Tagged option, and click it.
Under the section titled “Create a new tagged photo”, click Use Existing Photo and browse to the saved image you just edited.
Click Use As Tagged Photo and proceed to type the appropriate tag for every customer. If necessary, zoom in to read the description and change its font size.
Once you’ve finished typing out all the tags, scroll down to the bottom of the page and click Done Editing. Finally, click Save Changes.
4. Add Content Related to Your Promotion
Not all content needs to revolve around making money. You can still add value to your fans and followers by sharing helpful tips and tricks, answering questions, talking about customer service experiences, or anything else related to your business.
For example, let’s say that you sell vitamins, i.e. vitamin D. You could create a blog post around all the benefits of vitamin D and then the link to your quiz or a promo. Prospective customers who actually read the entire blog post (you can see that through Google Analytics) have more chance of taking the quiz that is embedded into your article and then ending up buying the limited-time offer, rather than those that didn’t.
This way, you can measure how content plays a role during promotions vs normal time and how content contributes to limited-time offers vs normal sales.
5. Pay Attention to Customer Reviews
Showing appreciation for reviews left by happy customers is another way to build rapport with your audience. When you see negative reviews, respond promptly and honestly, explaining what happened and what you plan to do in order to address issues.
Offer a discount or a free product in order to redeem your brand in your customer’s eyes.
6. Share Exclusive Photos & Videos With Fans
For some reason, posting exclusive photos and videos makes people feel like you care about them. They’ll be even more likely to buy from you knowing that you put effort into building relationships with them. Plus, they’ll be able to relive the experience later whenever they’re feeling nostalgic.
7. Send limited-time offers to your email list
This is a biggie. We see, time and time again, even with small lists of around 10,000 people that limited-time offers convert around 10-15% depending on the product, the discount or the type of promo that is sent.
The best time to do this is on weekends, but in reality, if you are running a quiz funnel, anytime will do – it all depends on the size of your email list. In our experience, lists with over 10,000 people work best.
If you run a quiz funnel, you have two options:
– Run the discount immediately after the welcome email
– Run the discount at the end of the workflow
We totally prefer the latter as we use the workflow to build a product and brand awareness (DigitalMarketer.com calls it indoctrination, but we hate this word), explain the brand values and present reviews, customer testimonials on the way and THEN send them the limited-time offer.
One of the best ways we found of doing so is to have a countdown timer within the email which really adds to scarcity and urgency factors. In fact, we saw more conversions when we did have the countdown timer, rather than when we simply stated it.
IMPORTANT- Always, always include a P.S. in your emails previous to sending the limited-time offers via email. This preps the reader and sometimes they are eagerly awaiting the email to take the offer. If you send the email with a discount without the warning (the P.S.) your chances of getting the sale are less |(unless you run the offer for a few days).
Speaking of days, not everyone is ready to buy when you decide to sell. This is why it is important, apart from prepping the recipient to remind the customers with two or three emails that the offer continues and that they will miss out on X day unless they act now. Works most of the time 🙂
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:
Decide if you want to go after best-selling items
Decide if you want to clear up stock
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 Week
Traffic:
Registrations:
AD1
10.389 Unique visits
345
AD2
9,876 unique visits
353
Total CPL:
1.20
Second Week
Traffic:
Registrations:
AD 2:
25,765
550
AD2:
25,456
486
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.
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?
A wide choice of supplements
Low cost
Reliability
Quick fulfilment
Quality above all
Are you looking to private label off-the-shelf formulations or create custom ones?
Private label
Custom formulations
How would you define support from your manufacturer?
To be available when I pick up the phone
To reply to my emails within hours, not days
To solve any problems that arise during the fulfilment
To keep me up to date with the process of my order
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:
One was directing people directly to the quiz page
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)
This is officially our first “press release” – ever. Since we launched back in 2017, I do not remember writing any press release about Centis, what we do, why we do it (and who the f$%ck should care).
This time, though, things not only changed but went from 60 to 150 in just a matter of days.
If you are a Karate Kid fan, you will know the above scene already (and the subsequent scene where Daniel kicks a few Ice Hockey athletes (If I am not mistaken, it was ice hockey).
I totally agree with Mr Miyagi – when facing a life-threatening situation, the best line of defence is “no be there”.
So while I was sitting on my porch sipping whiskey and throwing corks to a barrel to pass the time (of course I didn’t. I was busting my a#$%^s off working) I had a realisation.
You should Be There.
The small business owners, the startups, the professionals – they all have to be there. In from of their customers. Have a presence. Be there ( said that already).
According to several sources, including Statista and the U.S. Census Bureau, less than 64% of small businesses have a website. At least in the USA, where everything is monitored closely, people are quitting their jobs and starting new businesses at an alarming rate.
In 2020 alone more businesses were started than in the last 3 prior years combined.
What’s more, because of the gig economy more than one-third of Americans received a benefit last year or basically income outside normal wages.
That’s 3 times the number in the ’80s when just 11% of people owned businesses.
Think about it, every Uber driver is a business owner, every Airbnb host is a business owner, every barber, hairdresser, massage therapist and freelance web designer is a business owner.
In other words, at 36% more than 1 out of 3 people in America are now business owners. New industries are being created overnight, out of thin air almost on a daily basis and most of these new business owners are inexperienced and have NO website, no web presence.
So Centis was redesigned from the ground up to be able to support the people that need to show their skills online.
They need to #bethere. You need to be there.
Contrary to Mr Myiagi famous quote, you need to be there for people to find you.
Going forward all our content will have the #bethere hashtag, which we own, and should you need to use it you will need to pay us royalties.
Just joking.
But, if you are providing services or thinking of starting a business and do not have a website – for example you are on these people (just a sample):
A lawyer (seriously now?)
A real estate agent
A plumber
A yoga instructor
Someone who just lost his job at HSBC and is looking to offer financial auditing to businesses
A woman who quit her job because she was pregnant and now is using her skill in photography
you could greatly be benefitted from having a world-class, professional website created just for you, with lead capture forms to get people’s info, a done-for-you monthly newsletter, Lite CRM and Google analytics – all for just €129/mo.
If this hasn’t persuaded you then your best bet is to sign up for our monthly newsletter (hey, check the footer! ):-)
