[Editor’s Note: This article is the second of a three-part discussion on why in-email quizzes are essential to client engagement, lead generation, and conversion. Part 1 discussed ways you can get started with in-email quizzes. Part 2 will go over how you can get great results and share your quiz for even more traction on social media.]
Crafting the perfect questions and matching them to the best offer can seem like an overwhelming process, but the trick is starting from the age-old business school tactic, “Start with the end in mind.”
What products do you want to drive more traffic to? Are there levels of products or services that customers commonly go through in a particular order? Are there specific “buckets” that your customers naturally fall into?
The answer to these questions tells us a lot about the structure of the quiz we want to put out and the topics that need to be considered to give a quick win to the audience.
The Best Questions To Ask
The most common mistake I see when auditing a quiz is that questions often reflect the answer the creator wants to receive rather than the answer the prospect taking the quiz has in mind.
The opposite problem is actual as well. I often encounter questions that gear more towards the “fun” of a quiz rather than getting any helpful information out of the answer. Remember that we only get to ask 7-12 questions in our quizzes, so to make the most out of these email encounters, we must ensure that those questions lead to direct data points.
Self Selection Magic!
My favorite part of quizzes, and why I started using them for clients, was the ability to have your audience self-select the products they best fit for. This process tells you more about the people in your current audience and who you are attracting while making sure that you speak directly to the pain points of different segments and lead them towards the most beneficial product or service for their needs.
Sharing Is Caring (And Growing Your List!)
Now that you have an idea of the type of quiz you want to create and the results you want your audience to have, now is the time to ensure your content is shareable and ready for the masses.
A catchy title or subject line is not the only thing you need to have a super sharable quiz; here are three other things to consider as you build your lead-generating quiz.
1. Integrations
If you’re using Interact as your quizzing tool, you’ll want to check their integrations page to ensure you can connect it with your current ESP. Your emails can benefit from a built-out integration with specific tagging features. I connect ConvertKit and Interact because of how smoothly this pair allows me and my clients to analyze data from answers to create better content.
2. Results Pages
Having result pages that speak to your customers’ pain points and give them the next step towards your product or service is vital to conversion later in their customer journey. If they get to a page that is boring or filled with jargon, they’ll be unlikely to read anything else you send them, much less buy from you. Adding a video explanation of their result and talking to each prospect as if they are the only ones taking your quiz is a sure-fire way to get their attention and make them feel connected to you right from the start.
3. Your Customers’ Journey
Understanding the outcomes of your quiz can make or break your leadgen efforts. For example, if someone takes your quiz and doesn’t hear from you until you launch a new product and never receive any other value from you, they will not remember where you came from or why you are in their inbox. Spend time explaining quiz results to your new leads and nurture them to the obvious next step based on their answers.
Congratulations! You are now ready to create a quiz and start collecting data, growing your list, and making sales. In Part 3, I will show you how to bring massive value to your audience with your quiz, decode your results, and make changes that get even better results.
Check out Part 1 of Kabrina Budwell’s take on why in-email quizzes are an effective means of lead generation. Stay tuned and connected for Part 3.
To learn more about Kabrina Budwell, connect with her on LinkedIn.
