Online quizzes for lead generation
Online quizzes plus lead generation is a powerful marketing combination. Expect opt-in rates of up to 35-40% – more than 20X the online average for lead generation.
But why? Getting your potential users involved and clicking is powerful. Once they’re answering questions, you’re more than halfway to getting them interested in your services.
- Add a form asking for their name and email.
- Provide a compelling reason why they should sign up.
- Don’t just say ‘sign up for our newsletter’.
- Successful ideas: contests, free consultations, or receiving a pdf with more detailed answers or a report
But that’s just the start. Using our quiz maker, you can create collect online leads, then segment each user based on how they respond (even down to the individual question level), and automatically send out custom follow-up messages tailored to each user.
This sort of customized response feels genuine and massively boosts conversion rates. Riddle makes it easy – you can use Riddle’s native integration with AWeber, Mailchimp, or any other marketing software through Zapier.
Online quiz lead generation: Overview by quiz type
What type of quiz works best?
Just like most things – the answer is… it depends.
There’s a trade-off between the time it takes to create a particular type of online quiz with the expected lead generation conversion rates.
Generating leads with answers from a personality quiz
First of all, personality quizzes are the best hands-down because they’re so intensely tailored to each person. We’ve all seen them – they run the range from the serious (“What type of investor are you?”) to the silly (“What Harry Potter character are you?”).
Each user answers a series of questions without right or wrong answers. Based on their responses, they discover their result.
It’s this process of discovery that makes it such a good use case of online quiz lead generation. Potential leads are in the act of exploring – and are given a result. As a result, you can then use the information they provide to craft the perfect response. As an analogy, it’s the quiz equivalent of a 1:1 conversation with a good sales rep.
Leads from other test answers: polls, quizzes, and listicles
But don’t rule out other types of interactive content. Polls and quizzes tend to much faster to create – which means you can easily add an interactive element to your posts in under five minutes.
In addition, you can also use responses to help qualify each user as a lead. Let’s take an example around a poll. Suppose you run a financial advice blog – and run a poll “It’s impossible for a first time home buyer to get a mortgage.”
Anyone who answers ‘Yes’ could be sent customized messages around how you make it easy to get on the property ladder.
Online quiz lead generation: Summary
In conclusion, adding a form to your quizzes, personality tests, or polls can dramatically boost your lead conversion rates. Our top three tips:
- Try several types of content as you start trying online quiz lead generation. Personality tests work well, but consider adding polls or ranked lists with a lead form to your content. It’s an easy way to make a passive article interactive, and pick up more leads along the way.
- Offer a clear, compelling reason for an interested user to give their email. “Sign up for our newsletter” won’t cut it – you need to offer concrete benefit to the user (“Get a free 15-minute consultation – worth $75”).
- Strike while the iron is hot! Automatically send each lead a customized email response based on their answers from your marketing software or email automation tool.
Hope that helps – but just let us know at hello@riddle.com if you have any questions. Our entire team is fired up about providing awesome customer service – from our CEO on down, we race each other to answer customer questions.
Frequently asked questions
Which quiz type works best for lead generation?
It depends on your goal, because there is a trade-off between how long a quiz type takes to build and the opt-in rate it achieves. Personality quizzes generally convert best because the result is so tailored to each person.
What opt-in rate can a lead generation quiz achieve?
Online quizzes paired with a lead form typically reach opt-in rates of 35 to 40%, more than 20 times the online average for lead generation.
Why are personality quizzes best for lead generation?
Users answer questions with no right or wrong answer and discover a result about themselves. That process of discovery makes them receptive, similar to a one-to-one conversation with a good sales rep, so the data they share is genuine.
How do I get people to opt in to my quiz?
Ask for a name and email with a compelling reason to sign up, rather than just saying sign up for our newsletter. Effective incentives include contests, a free consultation, or a downloadable PDF report with more detailed results.
Can I segment and follow up on quiz leads?
Yes. With Riddle you can segment users by how they answered, down to the individual question, and automatically send tailored follow-ups via native integrations with AWeber and Mailchimp or any tool through Zapier.
