How to use Quizzes to Generate Leads

Generating leads and capturing actionable data about those leads is becoming increasingly difficult. In the wake of the Cambridge Analytica scandal people are naturally more suspicious of businesses asking for data.

Even promises that data is stored on secure servers and only held with the owner’s permission holds less and less weight.

It’s understandable. Over the last decade there have been dozens of instances where major corporations have either suffered a data breach or handed data over to third parties.

The old adage that reputations take years to build and seconds to destroy has never been truer. But it’s gotten so bad that consumers just assume businesses are on the take rather than take the risk. Which is actually a pretty sucky position to be in.

Especially if you’re a small business who can’t have their pipeline dry up all because some big corporation somewhere got greedy. That’s not okay. What’s more it can be fatal.

That means that small businesses have to work even harder and be more inventive in their approach to lead generation.

There’s no shortage of advertising methods from sponsored ads to expensive stunts that grab your audience’s attention. But without a clear idea of what you want to get out of it and how you’re going to capture that prospect’s details there’s very little point in spamming your target audience on Facebook.

Even if you do have a plan in place, is it enough to just get a name and an email address? Does that really give you anything to go on?

Sure, if you’ve got them in a nurture sequence you can see what emails they’ve opened and what webpages they’ve read. That gives you insight into interests and potential solutions. But what about their pains or objectives?

All that good stuff stays lamentably hidden until you start having conversations with them. Which may never happen if you can’t get them over that all important threshold of anonymity.

If you don't ask...

A funny quirk of the human condition is that we tend to like people more when they ask us a favour. Even people we don’t like or even know that well.

Our innate desire to help our community means that if it’s in our power to help, we usually will.

This is quite handy for businesses as it can be leveraged in order to get leads. It may seem counter-intuitive because generally speaking prospects don’t like to be interrupted. Pop-ups or anything else that disrupts their user journey by something that requires conscious thinking is usually a no-no. 

But if you don’t ask the answer is definitely no.

The other great thing about asking questions is that it allows you to learn more from your prospects than from an average contact us form.

Better still it allows you to ask better questions when you finally do make contact. Better questions almost always lead to better answers then you really are off to the races.

It allows you to serve them content that is tailored to their needs or pain points. That builds trust and makes it much easier to sell to them when the time is right.

That’s awesome.


People love a quiz. You just need to attend your local pub quiz night to see just how serious things can get. And all for £50 pot split 6 ways.

The average quiz has a lead capture rate of 33.6%. Compared to almost any other lead capture method this approach is stratospherically powerful. Why wouldn’t you have a quiz as part of your prospect attraction strategy?

Quizzes are about captivating people’s attention. Don’t forget your prospects are the same people who do dominate the Friday night pub quiz. Or do the ‘which character from Star Wars are you most like’ quizzes on Facebook.

If you present them with a quiz that can either help them answer the big unanswered question about their own business, why wouldn’t they take part?

There’s real value there. And that’s one of the main reasons quizzes work. They reinforce the individual’s knowledge or they explore a pain point in greater depth.

Think of a big question that’s specific to your industry. ‘What’s the biggest reason your marketing sucks’ would be a great one for us!

By using a quiz to capture people at the early stage of awareness about you - it’s a great in-road for you being ‘the voice’ that they trust.

Nailing your Quizzes

The first step is making sure you understand your clients.

That means knowing what the average user journey looks like. It also means understanding the kind of challenges your clients have, so you can ask the right questions.

Make sure you give them lots of value early on! So the first tentative shoots of trust have broken through the soil of suspicion. That way, when you present them with a quiz they are significantly more likely to take part.

The info they give you is the data equivalent of super golden nuggets. You can segment them based on their responses, you know their pains, their needs, their desires. Such useful and powerful insights is a marketers dream.

Although some prospects love a good lead magnet, a great many don’t have time to download and consume a white paper. They also won’t necessarily have read it by the time you make contact. That can get the conversation off to a poor start as the prospect can feel awkward.

On the other hand, a quiz is passive, non-threatening and can be completed at a pace that suits the prospect.

So if - for example - you’re a self-tanning company offering a guide to staying healthy in the sun (to educate people and encourage more self-tanning as opposed to frying in the sun) a great way to appeal to your target customers could be to run a quiz.

Titled ‘Take the sunshine quiz to work out your skin’s age’ sparks interest as well as moment of highest tension. Some prospects could already be worrying about the health of their skin so this compels them to click start.

Something to bear in mind is to put an impetus on getting the quiz shared. What about if every share meant people are entered into a competition? Alternatively the results could be only revealed to the quizzer when the quiz is shared.

Pro Tips

Our advice would be to create a quiz you have to opt-in to, to get your results. That allows you to capture their email, their information and their agreement to receive communications from you.

Three Top tips for you!

1. Calling a quiz a ‘diagnosis’ is a winning tactic. You immediately sound like the authority and that you care about them more than their money.

2. Oh and tangibly speaking, we love Thrive themes Quiz Builder. It integrates nicely with Infusionsoft, you can give people a category based on their answers, as well as a load of options of different tags to put on their records.

3. Lots of people sign up to quizzes and either never complete them or don’t bother looking at their result! Having a ‘Not interested in your result? Read here to see why you should be!’ blog is a really effective of reengaging those who have lost interest.

As you gather data and analyse performance you can tweak your quizzes to get the best response rates. You’ll also be able to really hone in on the information you need to deliver the best service to your clients.

Long term, quizzes allow you to attract the right kind of clients who you can then sell the right kind of service too. Which usually means long term, happy and profitable clients. And all because you dared to ask a few questions. Winner!

Automation Ninjas are experts in behavioural marketing. To find out more about how we can help you attract and engage with your audience check out our services here.

Alternatively, why not speak to a Ninja? Get in touch today to discuss your needs. Right now!

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