How to Boost Lead-Gen with Quizzes and Assessments

Learn how to engage your audience, capture valuable insights about them and grow your email list with quizzes and assessments.You’ve seen plenty of those silly quizzes in your social feed. “What Game of Thrones character are you?”, “How good is your grammar?” or even bizarre ones like “How weird are your avocado opinions?” – they’re all over the internet. And admit it, you’ve been tempted to take one at some point or the other. Why? Because they spark our curiosity and competitive gene. Silly or not, people love quizzes and they do, in fact present great opportunities for marketers.

Quizzes for serious brands?

Quizzes challenge, entertain and engage people; and brands all over the world are tapping into this phenomenon not only to gain traction on social media but also to generate leads.

“Depending on the gating (lead-gen) tactics used, we’ve seen our clients turn visitors into trackable contacts (subscribers or leads) with a conversion rate of between 30 to 70 percent. As compared to typical blogs or landing pages, that’s a rather high number” says Dot.vu CEO, Casper Kandelsdorff.

Quizzes don’t have to be all froth and trivia, B2C and B2B companies alike use them in a variety of different ways – with formats ranging from fun personality tests to more serious knowledge tests about industry insights.

Scroll to the bottom of this blog post for loads of examples and inspiration.

People love to assess themselves

Assessments are like quizzes, but longer and are normally used for self-evaluation. Whether it’s about personal factors like knowledge, skills and competences, or about professional benchmarking like business-unit performance, compliance or technology-readiness.

Just like a good consultant, an Assessment asks questions, listens carefully to every response and then offers advice that cater to the client’s individual needs. It’s great way to discover your customers’ needs / pains and plug them to your solutions.

Pick a topic that you reckon is a focus area for your audience, and one that you (your company) excels at. If you’re having trouble coming up with questions, start with a set of best practices, data or benchmarks you already have. Turn those into a questionnaire that gets your audience to reflect on their current situation, getting them to acknowledge areas that they struggle with or need help with.

6 Clever Lead-generation tactics

The great thing about formats like quizzes and assessments is that they offer immediate, real-time feedback of a score, advice or personalized solution. Marketers can use this to their advantage and gate content strategically to generate leads.

Here are a few different ways to generate leads and opt-ins:

Help your audience uncover their needs, pains or gaps with this assessment. Offer them high-value custom advice for their specific situation in exchange for basic contact information.1. High gate at the start: Place your lead-gen form with a maximum of input fields at the very start before your users begin answering questions. This is only to be used if your content and analysis is of high value. If you’re using a quiz contest to generate leads, make sure your prize / give-away if of high value. Click here to view this template.

 

quiz template with lead-gen form2. Low gate at the start: Like the option above, but with a lower gate of 2-4 input fields. Again, the trick is to make sure that you are balancing the value you offer (content or give-away) with what your audience is paying (amount of required contact information). Click here to view this template.

 

 

Quiz Template - Challenge your audience to a test in which the results include a score and detailed feedback for each question. Grow your email list by gating the results with an opt-in form.3. Gate the results: Keep your questionnaire open – let people answer all the questions without requiring them to fill out anything – but gate the results. In other words, require your users to fill out a lead-gen form (high gate or low – you take the call depending on the offered value of the result) to access their results. Click here to preview this template.

 

A quiz with a lead-gen form to reveal full analysis4. ‘Unlock full analysis’ gate: This is sneaky stuff. You only show the most basic part of the result and require the user to fill in their details to ‘unlock’ the full analysis. Click here to view this example.

 

 

personality quiz with an opt in form before results5. Opt-in before results: With this tactic, you’re not making it mandatory to fill out any form, but suggesting it before the results are revealed to the user. Here, you point out the value of subscribing to your newsletter / blog and encourage people to fill it with a highlighted CTA – and make the ‘skip this’ button less attractive. Click here to see this example.

personality test with contest opt-in 6. Opt-in along with results: This is a less intrusive experience for the user, where you place an opt-in form just below or to the side of the results.

Click here to preview this template. 

 

Capturing valuable, lead-qualifying insights

Today’s audience is discerning; it’s getting tougher to get people to fill out those long lead-gen forms. With quizzes and assessments, you can ask for less in the lead-gen form, and instead, strategically place your lead qualifying questions your quiz/assessment questionnaire. If it’s done well, your users won’t even notice it, and just continue answering as part of the experience.

For example, in this quiz, I asked user to choose what kind of achievement meant the most to them. Their answers gave me an idea of marketing goals each individual user has. We then used that insight to tweak our pitch, to match their specific goals.

An example of how to use data generated by quizzes to segment your audience and send super-targeted emails.

A few inspiring examples:

The Classic knowledge test:quiz digital marketing knowledge and news

A Series of multiple-choice questions with 1 right answer and alternative (wrong) answers. Results include a score with feedback, commentary or advice.

See how Dot.vu used a quiz to engage their target audience (marketers) by challenging them to this Digital Marketing Quiz. Click here to experience


MasterChef Denmark created this fun quiz to create a bit of buzz about the upcoming season of the popular reality show, and to encourage potential contestants to sign up for their casting call. The Personality Test:

Series of multiple-choice questions, where each answer option points to a specific personality type. On completion, the user is presented with the personality that was chosen most times.

MasterChef Denmark created this fun quiz to create a bit of buzz about the upcoming season of the popular reality show, and to encourage potential contestants to sign up for their casting call. Click here to experience

 

Landbrug Og Fødevare (Danish Agriculture and Food Organization) used this quiz to educate the Danish population about the health benefits of adding more eggs to their diet.The Educational Quiz: This is like the classic knowledge test, but gives the user feedback after each question.

Landbrug Og Fødevare (Danish Agriculture and Food Organization) used this quiz to educate the Danish population about the health benefits of adding more eggs to their diet. Click here to experience

 

The user watches a video and answers questions – great for tutorials and other educational forms of content. This sample video quiz illustrates how you can ask questions while watching a video. The Video Quiz

The user watches a video and answers questions – great for tutorials and other educational forms of content.

This sample video quiz illustrates how you can ask questions while watching a video. Click here to experience

 


A fun experience where the video stops and asks the user to guess what happens next. See how Benefit Cosmetics repurposed one of their short videos into this ‘what happens next’ quiz contest. The ‘What Happens Next’ Quiz

A fun experience where the video stops and asks the user to guess what happens next.

See how Benefit Cosmetics repurposed one of their short videos into this ‘what happens next’ quiz contest. Click here to experience

 


A great way for marketers to boost those newsletter opt-in rate is by offering prizes or give-aways to those who take the quiz. Example: Debic – a global B2B dairy product brand – used this quiz to connect with their target audience (chefs and bakers) and to grow their email subscriber list.Quiz Contests

Another great way for marketers to boost those newsletter opt-in rate is by offering prizes or give-aways to those who take the quiz.

Example: Debic – a global B2B dairy product brand – used this quiz to connect with their target audience (chefs and bakers) and to grow their email subscriber list. Click here to experience

 

 

The user answers a series of multiple-choice questions, where each answer option points to a specific personality type. On completion, the user is presented with products or solutions that match her personality type. Signature Scents by Hand helps their customers discover the right scent notes for their personality and then encourages them to order from their webshop.Product / Solution suggesting test

The user answers a series of multiple-choice questions, where each answer option points to a specific personality type. On completion, the user is presented with products or solutions that match her personality type.

Signature Scents by Hand helps their customers discover the right scent notes for their personality and then encourages them to order from their webshop.  Click here to experience

 

Ask your audience to rate themselves on a likert scale for each question, and score their results with custom feedback. Example: This assessment helps businesses find out to what degree they are compliant with HIPAA regulations and laws, scores their results and offers advice. Assessment Test:

Ask your audience to rate themselves on a likert scale for each question, and score their results with custom feedback.

Example: This assessment helps businesses find out to what degree they are compliant with HIPAA regulations and laws, scores their results and offers advice. Click here to experience

 


Conclusion:

People love to test themselves – whether it’s to evaluate their knowledge, benchmark their professional work or just for a bit of entertainment. That’s why interactive formats like quizzes and assessments work. There’s value in giving people custom evaluations, scores, feedback or advice – and marketers can leverage this strategically, to generate leads. I hope you found some inspiration in the ‘idea catalogs’ for quizzes and assessments listed in this post, and I hope that you can employ some of the many lead-gen tactics to feed your marketing engine. I’d love to hear your feedback, thoughts, ideas and questions – just leave us a comment below!

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