As we saw before from the first segment of this two-part article, using a quiz for lead generation and a personalized shopping experience can help drive e-commerce sales. At least it did for the five different brands we highlighted.
However, it’s one thing to witness the success of others, but it’s another thing to actually take action and replicate that success.
Those five different examples demonstrated how quizzes were utilized along with different marketing strategies, but how does one go about making an effective quiz in the first place?
Let’s take a closer look at one of the brands highlighted in the previous article, Z Gallerie, and their quiz “What is your Z Gallerie Style Personality?”
The following step by step guide will show you how to go about creating a similar quiz of your own; from the title to the questions, to the lead capture form and the results. We’ll discuss effective ways to promote your quiz through social media to increase its popularity and further drive online sales and generate leads.
Z Gallerie provides and caters to an audience of professional and amateur interior designers alike. Having established a strong online presence and in brick and mortar locations across the United States, Z Gallerie executed on their quiz perfectly, asking “What is your Z Gallerie Style Personality?”
By using quizzes to deliver personalized product recommendations, Z Gallerie was able to develop a deeper connection with their customer base to generate a massive success.
Every innovative content piece starts with an idea, right? Before we jump right into the quiz creation process, you’ll need a concept to wrap your quiz around. In Z Gallerie’s case, their quiz was based on what they were good at: interior design.
They modeled their questions after some of the basic concepts interior designers look for. So when it comes to your quiz, make it about something you have considerable knowledge on. Once you’ve got that figured out, here are a couple foundations you can build your quiz upon:
Now we’re onto the body of your quiz. This is where you establish your connection with the customer.
When formulating your questions, ask yourself how likely you might be to answer them. Here are some important ideas to keep in mind when coming up with your questions:
As an online retailer, you want to generate leads to drive revenue in the future. This is where the lead capture form comes in handy. By increasing your email subscriber list, you can group potential customers together to target every week (or however often you send marketing messages) with brand new products or deals, thus increasing your chances of making sales.
The lead capture form’s placement in a quiz is crucial. Don’t put it right at the beginning, because that can scare people away. Don’t put it right at the end either because what incentive does anyone have to fill it out after they’ve gotten what they want? Gating it right before the results of a quiz makes it so that your quiz-taker must fill it out to advance.
Here are some guidelines to follow when creating your lead capture form:
The results of your quiz have as much impact as the questions. When you scroll through your social media feed, what are you more likely to come across? Someone posting about a quiz or someone posting their results? The answer should be the latter.
Here are some key factors to creating share-worthy results:
Now that we’ve finished the quiz creation process, let’s talk about quiz distribution. Facebook and Twitter make up a large representation of social media, so we’re going to target these two as the main sources of generating social traffic.
Promoting your quiz on Facebook is an intricate process on its own, but for time’s sake, here’s the gist of the more important things to note when it comes to using paid Facebook advertising:
After collecting leads, your job is to convert them into paying customers. Warm them up by keeping them interested through a series of marketing automation emails.
Let’s break it down into a four-step follow-up sequence:
1. The First Follow-Up: Thank You for Taking the Quiz
It’s imperative that you thank your audience for taking your quiz. It reminds them that they opted in and it helps to assert the name of your brand. If you forget this very first step, people won’t remember who you are and they’ll quickly write your email off as spam. There goes your chance. Don’t blow it!
2. The Second Follow-Up: Increase Interest Through Curiosity
A few days later, send your audience a list of other possible results that they could have gotten through your quiz. It piques their interest and encourages them to retake the quiz to see if they can get a different result. It’s the perfect natural transition from your “thank you” email to sending out other content.
3. The Third Follow-Up: Build Trust Through Experiences
After about a week, send out another email that highlights a customer case study or testimonial. Customer stories are perfect for building up trust, especially if you target people based on the result they got. This is the last step in convincing your leads to become paying customers.
4. The Fourth Follow-Up: Closing the Sale
After two weeks or so have passed, it’s time to finally convert your leads into customers. Use incentives like coupons, discounts or a webinar signup to close the deal. Give your audience a reason to buy into your brand.
The last time we were together, we looked over five different companies and how they used quizzes to personalize the shopping experience. This time around, we went through the steps to create your own quiz similar to the ones we’ve examined.
We went over title choices and the kind of quiz to create, followed by several key factors in crafting quiz questions. We then touched base on the basic guidelines for creating a lead capture, and most importantly, creating share-worthy results. It’s not enough just to make a quiz, so we also introduced several methods of distributing your quiz through social media. Lastly, we went over how you can follow-up on your leads through marketing automation.
With all of the information we’ve gone over today, you should be ready to create and promote your own quiz which—with the right amount of exposure and social traffic—can generate leads and increase online sales.
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