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How to Increase Lead Conversions with Quizzes

Getting leads can be difficult to do. Especially, when you're using content that doesn't provide immediate results. People have limited attention spans and want to get at least some result from your offering as soon as they opt-in. While content marketing is important and does a great job of educating your audience, it can take time to get them their desired results from some of it. Plus, with constant changes on social media platforms and SEO, you may find that the results you used to get you no longer can without a lot of money spent on PPC marketing campaigns. This is why quizzes and other interactive content are a perfect combination of a low-cost, high engagement, fun and easy, shareable content that offers a quick result solution you should be using. Even more, they can be used in every industry!

Ebooks, whitepapers, blog posts, and static content just aren't drawing people in like they used to. Plus, they don't really give you much insight into who your audience really is. That's the beauty of quizzes, surveys, calculators and other assessments. Each question and answer, each final result, tells you something else about your audience immediately. People love these forms of interactive content because they love learning about themselves and they are highly shareable. The fact that people tend to share their quizzes on social media increases your reach efforts tremendously. 

 Photo Credit: Trent Erwin

Photo Credit: Trent Erwin

Setting Up Your LEad Magnet

After learning this and seeing it for myself, I started researching interactive content. There are about seven different kinds, but many of them required either a lot of time or tools I didn't have. I wanted a quick and easy solution. I wanted something that was adaptable and customizable. Most of all, I needed something that I could get to my audience fast and that would give them something back immediately. Quizzes were it. After checking out a few of the available quiz platforms, I decided on Interact. They integrated well with my email autoresponder, created Facebook ads right from the platform, and had a bunch of templates I could use to start with. I'm going to show you how to set up your quiz step-by-step and integrate it with ConvertKit.

Choosing the Right Lead Magnet For Your Audience

Personality Quiz: These are pretty popular. You've seen them on social media. They ask you questions about your preferences, what you like and don't like, what you're most likely to do. People tend to really like these. Who can avoid finding out if they're designed for greatness like Steve Jobs or Ariana Huffington?

Giveaways: These are great to get people to follow you on social media or sign up for your email list. The key is to give something of value away. All you have to do is post your giveaway on social media and add the link to your giveaway sign up form.

Polls: Polls are a great way to get people to give feedback on a new idea--product or service, event location, or future giveaway (see what I did there, ;)). Get your audience to vote on what they want and use that data to determine what you should do next.

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 Interact Home Screen - ImLaurenAc  Interact is an online app that increases audience engagement, captures leads, and boost sales conversions through quizzes, giveaways, and assessments.

Interact Home Screen - ImLaurenAc

Interact is an online app that increases audience engagement, captures leads, and boost sales conversions through quizzes, giveaways, and assessments.

Step 1: Sign Up For Interact

  1. Sign up for Interact. You'll receive a free trial to help you get started.

 
 Interact Start Screen - ImLaurenAc

Interact Start Screen - ImLaurenAc

Step 2: Create a new Quiz

2. Click the "+ Create New Quiz."

 
 Interact Quiz Options Panel - ImLaurenAc

Interact Quiz Options Panel - ImLaurenAc

Step 3: Choose How You Want To Build your Quiz

3. If this is your first quiz and you are new to quiz design, I'd suggest you use the template. Interact provides a bunch of well-built templates for various types of businesses (you'll see some in the next step). If you have a quiz already in mind, you can choose to build your quiz from scratch. If you choose to create your own quiz from scratch, but need a little bit of guidance, then get my awesome planner "Building Quizzes that Connect and Convert." It will walk you through all the steps you need to design a quiz, promote it, and get great analytics from it.

 
 Interact Quiz Type Options - ImLaurenAc

Interact Quiz Type Options - ImLaurenAc

Step 4: Choose Your Audience Focus

4. If you go the template route, Interact segments their quiz results for you based on the kinds of people you want to attract. Run a beauty business, select that group of templates and find quizzes related to beauty. Each segment works the same way. You can even select multiple choices from the list and they will return all the quizzes that meet your selection.

 
 Interact Quiz Results Type - ImLaurenAc

Interact Quiz Results Type - ImLaurenAc

Step 5: Choose How You Want to Assess Your quiz Results

5. Interact makes it easy to score your quiz. You can set up your quiz as an assessment, personality, or scored quiz. Assessments are great to test your audience knowledge. Personality quizzes are a great way to put people into groups. Scored quizzes allow you to rank users. A good plan is to use a personality quiz as a lead magnet, and the other quizzes to segment your audience once you've converted them.

 
 Interact Quiz Template Selection - ImLaurenAc

Interact Quiz Template Selection - ImLaurenAc

Step 6: Select Your Template

6. Choose the template you wish to use. Quizzes are sorted by conversion rate by default.

 
 Interact Quiz Lead Capture Integration - ImLaurenAc

Interact Quiz Lead Capture Integration - ImLaurenAc

Step 7: Set Up Your Integration

7. Now it's time to set up your email integration.

 
 Interact Quiz Set Up Email Integration - ImLaurenAc.

Interact Quiz Set Up Email Integration - ImLaurenAc.

Step 8: Turn On Your lead capture

8. Enable lead generation and turn it on. (Tip: If you want to really get some great intel about your audience and retarget them, set up conversion tracking with both Facebook and Google Analytics.)

 
 Interact Quiz Opt In Form Call To Action - ImLaurenAc

Interact Quiz Opt In Form Call To Action - ImLaurenAc


 Interact Quiz Email Autoresponder Integration - ImLaurenAc

Interact Quiz Email Autoresponder Integration - ImLaurenAc

Step 9: Turn On Your lead capture

9. Choose the platform you use for your email marketing. I'll show you how to set it up with ConvertKit. I prefer ConvertKit because it's easy to use and allows you to tag and segment your audience for less than most competitors offering the same thing. You also don't pay for the same subscriber more than once like MailChimp.

 

Step 10: Map Your Results

10. You can choose to map your quiz results to a sequence, a form, or to update a subscriber field for both results and individual questions.

 

Once you complete these steps you're done. You can edit all of the templates that Interact provides you. They can be used as is or as a guide. You can also add your own branding. I've included two of my quizzes below to give you a preview of what a finished quiz would look like.


Last thoughts...I'd recommend using ConvertKit's naked form that has just the name and email address fields to integrate with your quiz. You can add a custom field to your ConvertKit subscriber record to add your subscriber's quiz result as a custom field. This can function just like a tag would. You can use it to set up future sequences and automations. It's a great way to segment your audience. You may or may not choose to send each result through a sequence. I think that's highly dependent on what you're using your quiz for and what your end goal is. 

Regardless of the autoresponder you choose, Interact is a great way to start getting those leads in. They also provide great analytics. They will show you your impressions, quiz completions, the questions potential leads dropped off on in easy to read funnels. If you sign up and have questions let me know!


If you need help creating quizzes that attract your audience and convert them like crazy…

 

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