UPDATE Sept '15: This quiz has now generated more than $1.2 million! How did this quiz make nearly a million bucks? Becca James from Internet Marketing Inc shares her building blocks for the million dollar quiz.

1. The Half Million Dollar Quiz
Presented by:
Becca James, Internet Marketing Inc.
Owen Fuller, Qzzr

2. • A recording of this webinar will be sent to
attendees
• Look for the recap post on the Qzzr blog
later today
• Post your questions in the question box
for the Q&A Session
• Live tweet with #qzzrhalfmillion

3. Tens of thousands of quizzes being taken millions of times
World’s best publishers, brands and agencies

4. Why are quizzes so irresistable?
Interactive, Meaningful, Social
and…
All about ME!!!

6. “Stop telling me interesting and useful
things about myself”
- Said no one, ever.

7. 81% completion rate
2:27 average time
5% lead conversion rate

8. Pop Quiz:
The average quiz gets shared how many times?
1,900
Some do a little better….

9. I see a quiz in my newsfeed.
Hmm.
What am I likely to do?
Pass. Not interested: 18%
Sure. Let me hit that: 82%

10. Faster, cheaper and more effective
than other content types.
Quizzes are the secret weapon…

11. What businesses are most excited
about
Turning this Into this

12. The Half Million Dollar Quiz
A Content Marketing Case Study

13. GOALS
Increase revenue via online sales
Organic traffic
Ranking
Brand awareness
Quality link building

14. STRATEGY
Define target
audience
Research
(Keyword
Audience, Industry)
Match personas
to product
Drive traffic
Output >
category page

15. PROMOTION
OWNED EARNED PAID

16. RESULTS To evaluate success:
Awareness
Interest
Desire
Action
Visibility
Engagement
Traffic/Lead Quality
Revenue/ROI

17. VISIBILITY
• Featured on Qzzr’s homepage & newsletter
• Average of 30,000 unique visitors
per month
• Sent out to 13,581 email
subscribers
• 2,318 opens
• 220 clicks to the quiz on Zenni
Optical’s website
•Influencer Outreach
•Paid channels – hundreds of thousands of
viewers // impressions

18. ENGAGEMENT
TIMES TAKEN
473,030
LEAD IMPRESSIONS
412,345
LEAD CONVERSIONS
26,617
CONVERSION RATE
6%
AVG TIME SPENT
0:25
COMPLETION RATE
82%

19. ENGAGEMENT
STUMBLES 212
LIKES 776
SHARES 1417
COMMENTS 365
TOTAL 2558
TWEETS 230
+1s 77
Ranking 1st for
“glasses quiz”

20. TRAFFIC // LEAD QUALITY
• 220,631 website
sessions from the quiz
alone
• This behavior funnel
showcases the user
moving from the
content piece to the
product pages on the
second interaction,
and then to buy in the
third and final
interactions

21. REVENUE // ROI
Top revenue-generating channels included:
• Organic Search: $104, 924.34
• Paid Search: $73,393.06
• Email: $73,331/96
Multi-attribution technology helps us understand a channel’s
respective contribution towards the quiz’s performance.
Traffic to the quiz landing page: 533,538 unique visitors
Content Marketing Revenue: $909,738.06
7,500.2%
Return on Investment:

22. Roadmap to a hit quizzes
Research topics
Choose quiz title and type
Do your research and gather media
Create and embed
Share and promote
Measure, learn, and improve

23. Tips for graded quizzes
Choose a compelling title
• Are you a ____ expert?
• Can you pass the ___ test?
• The world’s hardest ___ quiz
• Are you a true ____?
Keep your quizzes fair and clear
• Limit the number of answers to each question
• Remove any friction from the process
Show feedback
• Give more information about the right answer
Make people feel good about their results
• 45% of shares on graded quizzes come from 100% scores
• Assign outcomes. “You got 90%. You’re a genius!”

24. Tips for outcome quizzes
Choose a compelling title
• Which ___ are you?
• What ___ do you actually belong in?
• What kind of ___ are you?
Create shareworthy outcomes
• invoke awe, laughter or amusement (BuzzSumo)
• help people define themselves,
nourish relationships & get the word out about
causes they love (NY Times)
• make it a “feel-good, look-good” mechanism
• Help people share what “they want their friends
to think they like” (Buzzfeed)
Build a process
• Identify outcomes
• Map differentiating factors
• Be creative with your questions and answers

25. Pro tip: work backwards from outcome
Write these first.
Make sure people would be proud to share
Make sure your CTA relates to outcome.
Hey 3PO - You’re research driven, so why not
download this guide…

27. You win when you
understand the motivations
of your audience

28. 10. Show me something cool

29. 10. Show me something cool

30. 9. Ask me interesting questions

31. 8. Be fair

32. 7. Reel me in with your title

33. 6. Help me feel sufficiently
assessed

34. 5. Feed me

35. 4. Stay on topic

36. 3. Make me laugh
“Laughter is the shortest distance between two people.”- Victor Borge

37. 2. Give me something to brag
about

38. 1. Make me an offer I can’t refuse

39. The Half Million Dollar Quiz
Presented by:
Becca James, Internet Marketing Inc.
Owen Fuller, Qzzr