7 quizzes that are generating crazy amounts of new leads
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The Tl:DRThe World WildLife fund created this quiz for Valentine’s day and used it to bring in new email subscribers. It was a success on social media, getting nearly 2,000 social shares from Facebook and Twitter. The beauty of it is that all those people shared the quiz despite the fact that it was being used as a lead generating mechanism. That might not seem impressive, but when is the last time someone shared one of your white papers? Or case studies? Typical lead generating content isn’t highly share-able, but quizzes are.
The TL:DREICollege features this quiz as a component on their website. It primarily acts as a lead magnet within the site and isn’t necessarily something you’d share (although it has been shared a few times). In talking with Eastern International College, I found that their objective with this quiz was to bring in quality leads, not quantity. Given that a four-year tuition is over $100,000, a strong lead can be worth a lot of money for the college. However, even with so many required fields, this quiz has an amazing conversion rate.
The strong conversions can be linked back to a little psychology. Prospective students are thinking a lot about what they should be doing with their lives, and given that college is a long-term commitment and a large monetary one, the idea of getting some personalized guidance, even from a quiz, is enticing enough to hand over information for.
The TL:DRSkilledup has a guide to Microsoft Excel that ranks well in search engines and gets very consistent (and healthy) traffic. Until about a year ago, that page was converting. Despite lots of hits, it was only bringing in around 20 new subscribers per month from a simple sidebar lead capture form. After embedding this quiz inside the content, that number jumped to just over 500 new subscribers per month.
The concept with this quiz is to act as a complimentary piece to the main content (the excel guide). Because Skilledup knows people viewing that page are interested in excel, they are able to personalize the lead capture call to action and ask people if they’d like to opt-in to get updates on excel, which is a big part of the reason for the high conversion rate.
The TL:DRA really stellar example of using a quiz for both lead generation and E-commerce sales. BioLite achieved one of the highest conversion rates we’ve ever seen on a quiz by offering to not only enter subscribers in a giveaway, but also send exclusive content.
Their method was to create a quiz related to their products that customers really cared about (conservation of energy). That way the quiz isn’t a direct sale, but it also is closely related enough to work as a lead generating piece.
The TL:DRBerim used the element of surprise to not only reach a lot of people but also stay connected with quiz takers via email. This quiz was highly shared because of how shocked people were when they didn’t do well (or did do well, either way it elicited a strong enough emotion to prompt sharing).
The lead capture form is also very well done. It promises to send more fun updates (and based on this quiz you know Berim is capable of producing fun content). It also clearly states you don’t have to opt-in, which builds some level of trust.
The TL:DRTV Personality Josh Flagg has a strong social presence. People follow his expertise in real estate and business in general. This quiz was used to leverage some of those “likes” and followers into much more concrete contacts that could be kept in touch with more frequently.
It was successful because it was personal. Josh shares a lot of his life on social media, but rarely gets the opportunity to speak with people who interact on social channels. This quiz has a question and answer format that builds rapport, which is enough to entice people to opt in.
The TL:DRThis is actually one of several quizzes created by Afar over the last few months. This one in particular was the first created by the travel magazine and so far the most successful at lead generation. The quiz is based off of previously popular content on Afar.com, meaning that all the results go to pieces of content on the site that were already getting the most traffic.
As far as why it was so effective at bringing in subscribers, I think that can be attributed to the level of personalization. Someone taking a quiz about travel is undoubtedly interested in destinations around the world, which is what the quiz promises to send if the person taking the quiz decides to opt in.
