How many times have you sat there trying to figure out what to do next? What should your next online marketing trick be? You’re probably with me when I say, that constantly renewing yourself and your content is tough work, right?

You want to collect even more leads in a creative way – but how? I have been there countless of times – and I mean countless.

I have great news for you: There is one method that is slightly overlooked but a potential pot of gold – and it honestly makes email collecting fun. Let me introduce you to online quizzes.

You have probably met them thousands of times:

  • “What should your real name be?”
  • “Why are you still single?”
  • “Do you really know as much about online basketball as you think?”
  • “What Star Wars character are you?”

According to Steve Olenski, who is a contributor to Forbes, you can gather loads of information about your visitors, when they are having fun answering a quiz, and it is a perfect way to generate thousands of leads. As he says: “Quizzes currently offer some of the best return on investment that you can hope for in Internet marketing.”

In this post I’ll guide you through the elements a great quiz contains and later in the post I have included a guide where I’ll introduce you to two tools you can use for setting up fantastic quizzes with the potential of growing your email list with 500 %!

The great news: by the end of reading this, you should be able to create tons of amazing quizzes and collect leads in the most fun way – for both you and your visitors. Let’s get quizzing!

pop-quiz

Don’t want to wait?

You can begin creating your quizzes immediately with our detailed how-to guides. The guides include all the steps for creating awesome quizzes with Qualaroo and Typeform.

Free Downloadable Bonus
Download your detailed how-to guides for great quizzes.

The idea

First of all, I’m going to start this post by guiding you through the steps towards creating a quiz that’ll generate heaps of emails – and what’s more important: relevant emails!

According to Jeff Bullas, quizzes present an interesting opportunity because of their stickiness and ability to harness the power of social sharing.

However, no one is going to share your quiz with anyone, if the idea just isn’t interesting.

So where to even begin? When you decide to create a quiz, you have to start from the very beginning: Find out what your quiz should be about – and how to make it exciting.

You need to take a few things into consideration when finding a great theme. It’s not that big of a deal to come up with a fun idea, but it will all be a waste of your valuable time if the quiz doesn’t relate to your product or service.

That way people are going to be intrigued by your quiz, but their email will be worth nothing, as many of them will not be your target group. So think wise.

There are two ways to design these quizzes:

  • The personality quiz: Ask questions about personality, temper, favorite foods, preferred colors and tell them something about themselves.
  • The knowledge quiz: Set it up like a pub quiz and test their knowledge on a certain topic.

This all comes down to your creativity – if you think smart enough, you can tie a lot of things in with your brand.

Here’s how it works: Let’s take a look at Afar magazine, which is a travel website. They have done a personality quiz called “What is your spirit city?”

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That is perfect for the service Afar is offering and it sparks people’s curiosity. “I wonder what my spirit city is!”

Thus, when the quiz is finished, Afar is going to end up with plenty of relevant emails, as people who have answered this quiz are most likely into travelling or other countries and cities.

When it comes to picking a theme for the quiz, the overall guideline is, that it should be kept fun, friendly and enjoyable. Nothing too serious.

It gets even better: You will increase your chances of ending up with a popular – maybe even viral – quiz, if the theme is related to real events. Here are some ideas for you:

  • Around Christmas: “What should you really be getting for Christmas?”
  • A big movie premiere: “What character from Star Wars are you?”
  • Breaking news: “How much do you know about the US election?”

Do you see a pattern in the examples I’m using? There are basically three types of titles.

  • The ‘really/actually’ makes the quiz seem like a challenge. I mean, “How much do you really know about dieting?” brings out that ‘Imma show ’em’ spirit.

challenge-accepted

  • The ‘who are you’ title sparks people’s interest like never before. It seems so basic, but all of a sudden they are dying to find out what drink they are or, in the Afar example, what their spirit city is.
  • The starstruck titles like “What Beverly Hills character are you” are very similar to the ‘who are you’ titles, only that they are with celebrities. This can make your quiz more relatable and the results more fun, if they end up being like someone they know from a movie or band.

Here’s what you should remember when coming up with an idea for your next quiz:

  • Decide if you are going to do a knowledge quiz or a personality quiz.
  • The quiz should tie into your product or service. If you are a fitness company, do a quiz about healthy food or good training exercises.
  • Come up with a fun title that’ll spark the visitor’s interest. “Do you really know as much about protein shakes as you think?” “What training freak are you?” “What is your ideal running style?”
  • Have a look around to find inspiration for your quiz – it can be big news, movie premiers, holidays, etc.

The heart of the quiz: the questions

This is a tricky one. What should your questions be and how many?

The first class marketer, Neil Patel says that if you ask less than four or five questions, they are less engaged and are less likely to enter their email address at the end, and if you ask them more than 15 you are going to get less leads but they will be more relevant and more engaged with your product or service.

But remember: You should test it out yourself to see how many questions is the optimal amount for you and your audience. Start out with five questions and test all the way up to 20 or 30.

When it comes to the nature of the questions, there is one main rule: be humorous. Let your personality shine through and talk to the quiz takers like you would talk to them in person. If they like your quiz they are more likely to sign up with their email once the quiz is finished.

However, keep a balance. If the quiz is too goofy they won’t be interested in getting their results and if it’s too serious, they’ll just go ahead and skip it.

If you are creating a personality quiz, you can really get creative with the questions. Let’s go back to the Afar example:

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Afar’s questions are anything but neutral, which makes it more fun to decide the answer.

Here are a few good things to keep in mind when creating questions:

  • Use adjectives
  • Add a touch of humor
  • Use images to make the quiz more vibrant
  • Create between four and six options to make sure everyone can identify with at least one of the answers

The amazing thing about quizzes is that you can also use them to gather data on your visitors. This is especially the case, if you create a knowledge quiz. That way you’ll find out what your visitors know, feel strongly about or what they lack information on.

So you’ll get to know your visitors better all while they are learning new (more or less relevant) things about themselves! Sounds pretty good right?

A great example of a great quiz that really hits the target group is extremely relevant and ties in perfectly with the company’s service is Golf Revolution’s quiz: The #1 Reason the Average Golfer Can’t Hit It 200+ Yards…

As a matter of fact, their quiz (or survey, as they call it) has earned them millions and millions of dollars because it ticks all the boxes.

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Golf Revolution is a company that helps people become better golfers, and they create numerous videos about golf swings, the right equipment and so forth.

This survey has the enticing title “The #1 Reason the Average Golfer Can’t Hit It 200+ Yards” which really intrigues the visitor. It leads them to ask “I wonder why”.

The story behind it?

The quiz is built up with an introductory video which explains a bit about the background of the quiz and then a short survey with questions like:

“Are you male or female?”

“What is your age range?”

And then it leads on to more detailed questions like one’s length of an average drive, the biggest golf challenges. After the introductory questions, it provides new questions based on your answers, which makes the survey seem incredibly personalized.

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All depending on the answers, the quiz takes a certain direction, making it more and more personalized.

At the very end of the questions, the quiz taker gets to know what the problem with their swing is and is shown a targeted video that will help them improve their skills.

This quiz really works because:

  • It is one hundred percent related to Golf Revolution as a company
  • It is super interesting to golfers to find out, why they aren’t hitting 200+ yards and then getting help from experts to improve
  • It is only golfers who will take the quiz, which sorts out all irrelevant leads from the get-go
  • People are very likely to finish the quiz because of the personalized elements
  • It has the right amount of questions

And what’s even better: It collects plenty of relevant data like age ranges, gender, common problems and pains and current golf abilities. Golf Revolution can use that later on to create even more relevant content and target their market efforts.

Getting high-quality email leads doesn’t need to be an uphill battle… Discover how one retailer increased their email list with 17% with one simple change. Learn more

Timing is everything: Collect tons of emails before the results

Now you have the quiz under control: You have a great idea, a catching title, and great questions. Once the visitor has answered all of the questions, they are going to want their quiz results. This is where you collect their email.

Bottom line: Simply add an opt-in form like this one.

Opt-in

Relate the main headline to your quiz. “Find out what character you are!” or “Time to find out how much you really know about dieting!”

Then collect what information you need from them – mainly their email. In the example above, it is fairly unnecessary to ask them for both their first and last name.

You should also let them know what is going to happen, once they sign up. Tell them, that they will receive cool tips once every two weeks or get a sample of your latest ebook.

Let’s head back to the Golf Revolution example: They have done this so incredibly well because they send all subscribers their personalized golfing tips on their email and will continue to receive tailored golf inspiration later on.

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It is a fantastic idea to add a ‘skip’ option, so if they against all odds decide they do not want to subscribe, they’ll get their results anyway. That way they won’t feel tricked into answering something without any fun ending to it.

When you ask for their email address in the exact same context as the quiz’s theme it will be a complete experience and you are much more likely to collect more leads.

That is why the call-to-action from Golf Revolution converts so incredibly well – the results, the CTA and the quiz itself are all linked together.

(Want to learn more about how to create high-converting CTA’s? Check out this post: How to Write Powerful High-Converting Calls-To-Action)

Summing up, this is what you need to be aware of when you design the opt-in form at the end of the quiz:

  • The headline must give the sense that they are nearly done and the results are just around the corner. If they think they are done, they’ll just leave.
  • Relate the outcome of their subscription to your quiz. If they have just taken a quiz on movie stars, let them know they’ll receive tips on how to dress like one.
  • Include a ‘skip’ option.

The carrot at the end of a stick

In close relation to the previous chapter, I will highly recommend you add a carrot at the end of a stick – meaning that you’ll give them something great in return for their participation in your quiz.

Imagine this: Several people have considered taking your quiz, but didn’t really get the point. Now you add something they’ll really want. What will happen? Even more people will give your quiz a shot. The result? More emails for you.

When you market your quiz (sharing it on social media, adding it to your website etc.) include a nice prize they’ll get at the end. Give them a sense of value.

I can’t emphasize enough:

Your carrot can be anything, as long as it’s related to your quiz and your company.

There are countless of examples of incentives, but I have created a short list just to give you a couple of ideas:

  • Take this quiz and receive my latest ebook for free
  • Once you are done you’ll enter the competition to win xxx
  • Find out what fitness type you are and receive 10% your next pair of running shoes
  • Answer the quiz and get your hands on our latest xxx for free
  • Fill out this survey and get 50 points extra on your customer club card (if you have a customer club or loyalty program)

You get the point right? If you give them a good enough reason to complete the quiz, they sure will do so.

Want to go pro? Why don’t you build up your entire quiz around getting the questions right? I’m talking ‘Who wants to be a millionaire?’-style.

That means not only do they have to complete the quiz, they have to know the right answers as well. Promise them that they’ll enter the draw to win a ski holiday if you’re a travel agency, a new sofa if you are selling furniture or cool cash. Anything that will get them excited enough to enter your quiz.

Why does it work?

Because they will take your quiz more seriously when they know something is at stake. Instead of just jumping through your quiz they’ll have to think about filling in the right answers.

They are also more likely to sign up with their email address, as they are both interested in finding out how well they did and (let’s assume) they are interested in winning the prize too.

Convert abandoning visitors into subscribers and customers? Yes, it’s possible. Here’s how Livingshop (Ecommerce) collected 35,000 email subscribers. Learn more

Go viral with shareable results

Going back to Jeff Bullas’ statement right at the beginning of this post, quizzes give you the opportunity to harness the power of social sharing.

My point: Your results has to be shareable.

I'll-do-it

Let’s have a little reflection time here: What results would you share, if you had just finished a quiz? The ones that just said “Yes” or “You were wrong” or “Good job”? No, not really huh?

It will really pay off on the social share side if you put a little time and thought into the quiz or test results.

You can do like Golf Revolution and add a video as the result (depending on the nature of your quiz) or you can just go completely basic and write a few lines of flattering text. Everyone loves flatter.

I took Afar’s quiz and got the result “Florence”. Now, that doesn’t tell me anything, but the way they have turned the quiz result into a little piece of my (assumed) personality makes me want to share it with my friends.

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So apparently, I like the finer things in life! Heck yea! That’s the exact feeling you want your quiz takers to have once they get their results.

Why is this so important? If your results are fun, flattering, interesting and thought through the quiz takers will share it with their friends. You see the snowball rolling now?

If you have done a knowledge quiz, don’t just give them their results, let them know how great they did:

“You got a staggering 9 out of 10 right. You are a fitness rockstar! When you hit the gym everyone just stares in awe. You got this, master.”

And if they didn’t do that well, tell them there’s still hope for them – they just need a little help to get even better. Well, lucky they met you, just offer them your newsletter yet again, a customized guide or a phone call to give them some guidance on whatever theme they had issues with in the test.  

Spend some time designing the results, it will really pay off, I promise.

Increase your email list by 500 % using the right tools

I am going to recommend two different tools to use when setting up the quiz: Typeform and Qualaroo. They are both awesome and are super easy to use. In the following I’m going to guide you through the two systems, so you’ll get started on your quizzes in a flash.

Qualaroo

Qualaroo appears as a small box in the corner of your site. You can target it to appear on whatever landing page you want and set up triggers. It is incredibly suitable for asking your visitors what they think of your site, what their favorite product is or what they want from Christmas.

What results will you get with Qualaroo?

As a matter of fact, University of Alberta uses Qualaroo and grew their email list with a whopping 500 % in less than a year!  Who wouldn’t want that? Because as we all know: leads equals money.

cash

So let’s have a look at what Qualaroo can do for you – and how it works.

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  • Choose a name for your survey
  • You can add as many questions as you like, but when it comes to surveys on your site, it should be no more than 4 or 5
  • In the field “Question text” you write your first question
  • Select what answer type you want. You can choose between single answers with radio buttons or drop-down menu, a text-based answer or multiple answers
  • In the blue field you can write down what answers they can choose from, and it is possible to add more answers
  • At the top of the page, you can add more questions
  • Finally, design the message they are going to receive, once they have finished taking your survey
  • After this, you will go straight through to the page, where you can set up triggers and activate your Qualaroo.

You can direct the survey taker to a landing page where they can enter their email address and claim their prize.

If you are having trouble with setting up Qualaroo you can also check out this 7-minute video they’ve done to make it easier for you to get started.

Typeform

Typeform allows you to be a bit more creative with the layout and the nature of your quizzes. Basically, Typeform can be used for anything from surveys, quizzes, event registrations and opt-in forms at events.

Once you get started using Typeform, you can choose to design your very own quiz from scratch or work with one of their many templates.

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With Typeform you can personalize everything from images, text, buttons – you name it!

  • In the left side of the editor, you’ll get to choose from a range of question types. Choose the one you want and drag it to the empty section in the middle.

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  • Once you have chosen your question type, you get to design the questions and answers.

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  • Then simply add question type number 14 ‘email’ to add an email form before the results.

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  • At the very end, you can add the test results, where you can target what result they will get depending on their answers.
  • The next steps include the design (so not all quizzes are that yellow color!) and setting it up. Typeform integrates with numerous of services including MailChimp, Zapier, Google Spreadsheet, Trello, and Gmail. That way you’ll stay on track with how your quiz is performing.

This guide was quite fast, and there’s a lot more help to get from this video at the Typeform website if you are completely stuck. Check out their informational video.

Don’t want to wait?

You can begin creating your quizzes immediately with our detailed how-to guides. The guides include all the steps for creating awesome quizzes with Qualaroo and Typeform.

Free Downloadable Bonus
Download your detailed how-to guides for great quizzes.

That’s all folks!

Alright peeps. Hopefully, you have discovered a whole new corner of the email collection world. Who says lead generation has to be boring? Not on my watch!

Quizzes are a fantastic way to both generate leads and gathering information about your visitors all while they are having fun. If everything really falls into place, the quiz takers are going to share their results and encourage others to take the quiz, which will only benefit you even more.

So put some thought into your quiz themes, the questions, and the results – and don’t forget the incentives!

Have you seen any great examples of quizzes used for email collection? Please let me know as I’m quite a collector of fantastic examples – just comment below!

Julie Fjeldgaard
Julie is the communications manager at Sleeknote. She spends the majority of her time on writing content and doing PR. When she’s not obsessing over words and sentences, she loves watching documentaries, listening to podcasts and daydreaming about amazing holidays.

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