Your email list is among the most important owned media resources of your business. A normal site has a conversion rate of 2%–meaning that two out of every 100 visitors will take some action. The other 98% are lost if you do not get them on your email list and can slowly nurture them together until they are ready to do it.
However, how can you get the “additional 98” to opt-in to your email list?
That is where quizzes come in. As a digital marketing consultant, I have seen quizzes generate thousands of new email subscribers, and a very clear picture has emerged of the way the quiz ought to be set up to find the maximum number of opt-ins.
Let us walk through the formula for an ideal list building quiz.
I will use an example called “what is your freelancer superpower?” to illustrate this bit because that quiz particularly has delivered some awesome results for our customers so that it is an ideal candidate for showing the right way to set up everything.
1. The quiz title (and thought)
The first step in building a quiz is to create the subject. Over the years I have developed a foolproof formula for creating quiz ideas/titles, and it goes like this.
First, define your audience in two to three words. For example, “company owners” or “fashion enthusiasts”.
Secondly, create a quiz name in the format of “which (blank) are you?” or “what sort of (blank) are you?” where the blank is the title of your viewers from the very first step. For example “what sort of business owner are you?” or “what sort of fashion enthusiast are you?”
The reason people like taking quizzes so much is because they get to learn about themselves. Putting a quiz on the arrangement of “what (blank) are you?” guarantees that the individual will be able to learn about themselves and consequently has enormous appeal.
2. The quiz questions
This is my favourite part because it is where you get to have a conversation with quiz takers to find out whether you are a good mutual fit for a company. I have got three important points for how to write quiz questions which will unlock the full potential of the prequalification.
First, write to a person. You write differently when creating a letter to a friend than when you are composing a blog post for an enormous audience. The secret to getting out of your head and writing to a single person is to consider an individual that you believe would like taking your quiz and write the queries like you were requesting them in person. Ideally, it is a real person, and you can send the quiz to them as a test.
Secondly, write seven questions. This will take your quiz takers two minutes to complete, that is the best quantity of time to get them interested in seeing their character outcome, but not so long as they will get bored and leave.
Third, write the query in text and every answer as a picture. Emulate the screenshot below where it says “which is most attractive?” and below that the response options are represented by pictures.
3. The quiz opt-in form
That is what we are all here for, and when a quiz is done correctly, it can convert at 50 percent or greater, which is insane. However, it all comes down to the opt-in form, which shows up after the previous question of this quiz but before the results have been shown. Here’s the way to craft this opt-in form for maximum conversion rate.
The opt-in form header
The biggest and most notable thing about the opt-in form is the header text. This part needs to be easy, such as “enter your email to prove your (name of an audience) character”.
The opt-in form sub-header
In the remainder of the opt-in form text that you wish to tell people how you are going to assist them based on their distinctive personality. For example “we will send you tips about how to be a better business owner according to your distinctive personality.” nothing complex, just tell them you will help them out based on who they are as a special person.
Leave it optional!
Do not fight me on this, okay? Never force anyone to opt-in if they do not need to.
4. The quiz results
Once someone opts in or skips the opt-in measure, they will be immediately taken to their results display. Nobody wants to await an email report and you ought to give people the instant gratification he or she crave. Here’s the way to ensure that your results do not disappoint.
First, write a positive description. Nobody wants to see (or discuss) a quiz result that’s negative. Quiz results are extremely private because your audience has answered personal questions to get to this stage, so they wish to hear how good they are. The key to positive results is just to focus on the good aspects of their answers and avoid the less than perfect ones.
Second, write the results in list format. Do you know another sort of content that’s shared the most, besides quizzes? It is listed. If you write your quiz results in record format, you will find the best of both worlds.
5. Promoting the quiz
There are three main ways to market quizzes which work well for harnessing traffic and receiving emails.
As an announcement bar on your site
This is my favourite promotion option as it is non-intrusive but also evident enough that it works. You add a statement bar to the top of your website promoting your quiz using a button to take it.
For a pop-in on your site
Site pop-ins, or interstitials, work very well in general–even though being annoying and contentious in the digital advertising world. If you reveal a tasteful quiz for a site pop-in, it can be particularly effective for list construction.
As a Facebook ad
I have seen quizzes bring in leads from Facebook at $0.12 each. That is an insanely low cost per acquisition (cap)–and an anomaly, but we always receive feedback from folks that quizzes are their best Facebook advertisements of all time. Since quizzes are so incredibly popular on the stage anyway, they make perfect sense as advertisements.
A quick note on the current Facebook quiz scandal
In 2015 Facebook exposed the information of 87 million consumers to Cambridge analytical through a loophole which has been started by a quiz. The quiz asked people to sign in with Facebook, and everybody who signed into the quiz, together with all their friends and friends of friends were subjected to Cambridge analytical, who used that information to influence the 2016 presidential elections.
Interact quizzes are not like that. If we request data, you need to physically enter your data for it to be given over and you always have the choice not to. If a quiz constructed with interact does collect info from manual entry, the sole entity that has access to this information is the company that constructed the quiz–not interact, not anybody else, and that will not ever change.
In closing, if you’re looking for assistance with incorporating these tips into your website strategy, be sure to reach out to me at iamdigitalninja.com, a digital marketing consultant in Delhi. I specialize in SEO, Website Design, Digital Marketing and User Interaction as well as User Experience Design.