It is important to understand that a quiz is a tool that allows you to get high-quality leads. But the key question is your comprehensive approach to lead generation. No less important are:
– speed of processing applications;
– prepared sales scripts;
– integrations within the quiz itself to get the application into the CRM system or other convenient lead databases as quickly as possible;
– bonuses or lead magnets you promise before the quiz starts, and of course, the quiz structure, questions, their order, explanations, content;
– additional sales, retargeting.
Let’s look at all these points in more detail and create a quiz page that will bring quality leads for your business or your client’s business, if you are a marketer.
(view of the main menu of the builder)
How to create a conversion-focused quiz?
Let’s start with the quiz itself and explore the features of the ADS Quiz builder service.
Before creating a quiz, try to understand what information you most need from a potential client. Based on the experience of our users, 4–6 questions are more than enough to get a high-quality lead and their contact details. This means that these four to six questions should be used to your maximum advantage. We do not recommend asking whether the user is ready to take the survey, what mood they are in, and so on. Get answers that will help you later determine the user’s needs and offer them the relevant product or service.
Note that when creating a quiz, you can either create it from scratch or use ready-made templates with questions and content for faster page creation.
(choosing a ready-made quiz template)
An even better strategy is to tell more about your company through questions. For example, if you need to collect applications for a network of fitness studios, one of the questions could clarify the most convenient studio address for the visitor to attend, by listing all club addresses in the answer options.
“Which metro station is most convenient for you?”
– Khreshchatyk
– Darnytsia
– Obolon
– I want to train online
This way, you not only find out where it is convenient for the client to train, but also let them know where your clubs are located, and draw attention to the fact that you offer online training. Usually, people pay less attention to this kind of information in advertising creatives.
(admin panel of the service)
Come up with 5 quiz questions that will help you tell more about your company. Of course, not all questions can be like this, but whenever possible, use this technique so that the person learns more about you.
Why should the user take your quiz?
The next stage is motivation. Think about why a random internet user should spend a minute of their time taking your quiz. Will they have enough motivation? This is especially relevant if you use many questions — the user may simply get tired and not finish it. Make it clear that they will receive a bonus — a service, a small gift, a promo code/coupon, a checklist, important information, a discount, and so on — after completing the survey.
Our service allows you to display this on the first — start — page. Upload the .png icon you need and write what the user will receive after taking the quiz.
What types of questions are available in ADS Quiz?
We should note right away that we are constantly improving the service, and by the time you read this, there may be significantly more question types. In any case, we will try to update this material so that you always have up-to-date information.
Let’s go through each type of question.
Card
A format that allows the user to choose a photo with a caption. This can be two or more options with visualized answers. This quiz format works well when you need to visually present a product or service. Note that you can set different aspect ratios for images, such as 1:1 or 9:16.
If necessary, you can make the answer required or optional. The answer can be single or multiple choice. You can also automatically show the next question once an answer is given, which can significantly improve your quiz’s conversion rate.
Free field
An input field suitable for cases when you expect an unpredictable answer, a detailed opinion, feedback, or other information that is difficult to anticipate in ready-made answer options.
Thank you page — a page that lets the user know they have done everything correctly and submitted their contact details. At this stage, you can ask them to follow your social media pages, message you in a messenger or bot, or simply go to your website.
There is an option for automatic redirection — after a person leaves their contact details, you can send them to the desired page. We recommend redirecting to social media. Why? Even if the user does not become your client right away, they might follow you and keep track of you, which increases the chance of future contact.
Quiz analytics systems, retargeting, and integrations
The ADS Quiz service makes it much easier to work with the applications you receive. How exactly?
Internal CRM system. You can process all your applications directly from the service — all information about the user’s answers and their contacts is at hand. After completing the quiz, the data is automatically saved in the CRM system.
Facebook | TikTok pixel
Install the relevant identifiers on your quiz page, and you will be able to collect audiences for retargeting, set up personalized events, and better optimize your ads. Note that you can use both the standard Meta pixel ID and the Conversions API.
Quiz webhook — a great way to transfer all the necessary information to any other service, such as a CRM system, etc.
Google Analytics integration — add your personal identifier and track traffic to your quiz.
You can also set up integration to transfer email addresses to SendPulse for automated email campaigns.
If necessary, there are direct integrations with CRMs such as SalesDrive, Pipedrive, and so on.
Why have a quiz on your own domain?
One of the important uses of quizzes is to host the quiz page address as the main domain or a subdomain of your website. This way, users will perceive it as one of your site’s pages. Mentions of the platform on which the quiz is built can be removed in the settings on any paid plan. For some companies, this can be an important factor.
Processing leads from quizzes
Getting an application is the first important part of the work. The second, no less important, is further processing, calling, and warming up the lead. We recommend processing an application as quickly as possible. For example, if you receive an application from a quiz, contact the provided number within 10 minutes — this significantly increases the likelihood of conversion. People forget quite quickly where and with which company they left an application, and with each passing hour, the likelihood of conversion decreases. Postponing the call until the next day is simply unacceptable. This applies not only to quizzes but to any applications.
Consider how many ads your client might have seen during the day. Exactly — a lot. Keep in mind that another company may be faster.
The second tool is a prepared sales script — knowing what to say, when, and how. Your questions and answers should be well thought out and encourage the potential client to buy. Also, be ready to offer certain discounts or special deals to “close” a hesitant client.
Conclusions. How to convert quiz leads into actual sales?
A quiz is a tool that allows you to get a detailed application on favorable terms. But a lead obtained via a quiz is not a closed deal, though it sometimes can be. Be prepared to “work” this lead further — call quickly and close the sale, offer bonuses, and so on. Do not forget the tips we have described above.
For our part, the ADS Quiz team does everything possible to improve the user experience of our service and increase the possibilities for using quizzes in various fields.
Add this article to your favorites and return to it every month, as the content will be updated. Subscribe to our social media and Telegram channel so you don’t miss anything.
