Quizzes are fast becoming a core strategic way for businesses to build smarter audiences and convert those audiences into well nurtured sales through advanced use of quiz insights. How can you adopt the use of quizzes for insightful marketing? This deck will discuss proven techniques for optimizing your user journey.

1. Leveraging Quizzes for
Leads & Revenue
Growth

2. Power Digital Team Intro
Grayson Lafrenz
Co-founder &
Director
Alexa Engelhart
Content Strategist
Mike Opera
Social Ads Guru

3. SALES COLLATERALPOWER DIGITAL 24 April 2014
Todays Webinar Focus
• Building Quizzes that Convert
• Developing and Testing Conversion Offers
• TopTrafficking Channels for Quiz Content
– Facebook
– Instagram
– LinkedIn and More
• Using Quiz Data for “Advanced Audience Segmentation”
• Turning Quiz Conversions into Repeat Buyers

4. Designing Quizzes
That Convert

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Why Quizzes are the Perfect Brand
Introducer
● Appeals to user’s interests vs. selling
● Quiz topic aligns with brands core offering
crea;ng natural correla;on with brand
● Cost-effec;ve landing page des;na;on
● Social in nature and promotes sharing
● Offers Incen;ve and clear lead capture
point once completed
The Quiz Creation Process:
1. Topical research & frame working
2. Outcome & question development
3. Design + image/gif assets
4. Social promotion + outreach
Average Engagement:
● 70% Completion Rate
● 12% Lead Conversion Rate
● 13% CTR

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Effective Quiz Imagery & Creative
Winning Elements:
● Background Image > Solid Color
● Mix of Royalty Free & Stock Images
● Mix of Photos & Illustrations
● GIFs can offer an engaging mix
● Stylized text when imagery is unavailable
● HUMOR IS CRITICAL

7. Elements of Top Performing Quizzes Leverage
Engaging Topics → Drive
Low CPCs
Fun Questions →
Increase Completion
Rates
Relevant Offers →
Capture Leads
IDEAL TYPES OF QUESTIONS TO ASK:
● Fun and engaging
● Elicit answers that will help you classify and filter leads
into audiences
TOP “OFFERS” FOR CONVERSION:
● Product discounts or deal
● Contest or sweepstakes entries
● Premium or exclusive content

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Examples of Top Performing Offers
Why these offers convert:
Which Color Lightsaber
Matches Your Personality?
Average Engagement:
86% Completion Rate
41% Conversion Rate
Is it Gluten Free?
Average Engagement:
79% Completion Rate
21% Conversion Rate
Qualify users
with a relevant
topic
Convert users
with offers that
appeal to their
interests

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A/B Testing Conversion Offers
VS

10. Social Ads +
Quizzes = The
Perfect Marriage

11. SALES COLLATERALPOWER DIGITAL 24 April 2014
Top Trafficking Channels for Quizzes
#
1
#
2
#
3
#
4
Other Channels
PR
Email

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Anatomy of a Social Advertising Campaign
Targeting Audience:
.
Core Message & Creative: Ad Placement Local: Landing Page:
**Remarketing
Kicks In**

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Defining Online Consumers…
Cold
Awareness Stage
Not shopping for anything in
particular, just browsing on Social
Media, may not have not been
introduced to brand before.
Warm
Consideration Stage
They have an idea of what they want,
considering different options, prices, etc.
online. EX – remodeling house
Hot
Decision Stage
They have done their research and are
ready to buy, looking for the best option to
work with.

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Cold, Warm and Hot Social Messaging
Cold
Market users unfamiliar with
clients brand with a quiz &
cookie pool the user.
Warm
Remarket the quiz takers with
promotional ads.
Hot
Remarket users who have supplied
an email with new promotions.

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Case Study Metrics on Quiz vs. Landing Page vs. Blog
When running Cold Traffic Through Facebook Pages Metrics Greatly Vary Based on Landing
Page Type…
Average Costs per Click:
• e-commerce Landing Page = ~ $1.75
• Lead Based Landing Page = ~ $1.50
• Cold Traffic to Blog Posts = ~ $0.15 - $1.25
• Cold Traffic to Quizzes = ~ $0.05 - $0.30
Average Cold Traffic Conversion Rates:
• e-commerce Landing Page = ~ 0.02%
• Lead Based Landing Page = ~ 0.05%
• Cold Traffic to Blog Posts: ~ 0.05 %
• Cold Traffic to Quizzes = ~ 10%

16. Quiz Answers Drive
Advanced List
Segmentation

17. SALES COLLATERALPOWER DIGITAL 24 April 2014
Using Quiz Questions to Gain Data Points on your Hot
Leads
● Quiz Topic is Related to a
Service or Product
● Genuine Question: “Which
Player does your game most
resemble?” <--Not Salesy or
Promotional

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Segmenting Hot Leads for Targeted Messaging &
Creative
1. Pull “Lead Export” and Segment into Audiences Based on
Answers
1. Take Export and Remove
Duplicates of All Emails
2. Sort by Preferred Outcome
3. In the case below, we sort by
“Neymar” and pull the emails
accordingly.

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Hot Lead Facebook Ads Strategy - Upload and
Advertise
1.
2. 3.

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Hot Lead Email Strategy - Upload and Email
1. Sort
2.
Load
3. Send

21. Big Picture - Funnel Overview - E Commerce Example
Drive Traffic to Quiz around a certain product type
For example, “Which type of soccer cleats suit you
best?”
Retarget Site Visitors w/ Promotional Offer
Discounts, One-Time Offers
Pull in your existing customers with new product
Retarget users to your product page
Generate Website Traffic
Generate Leads
Generate Prospects
Awareness Stage (cold)
Consideration Stage (warm)
Decision Stage (hot)
Generate Customers

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Additional Proven Applications Quizzes
Building Retargeting Pools for Users that Do Not Convert
Blog Post Lead Magnet
Segmenting a Stale Email List
PR and SEO Link Building Content

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