How to Convert Quiz Leads into Sales

Convert Quiz Leads into Sales

Building a list of warm leads is one thing but converting them into sales is what you REALLY want.

If someone has taken your quiz but they haven’t bought from you yet then there’s usually a reason why.

Maybe they’re not ready to buy or MAYBE you just don’t have the right sales process in place.

Getting sales from your leads is essential, especially if you’re spending time and money generating those leads.

In this article, I’m going to give you 6 simple ways to convert more quiz leads into sales.

1. Make specific offers based on quiz scores

The great thing about using a quiz as a lead magnet is that you have a lot of information about your audience. You can see what your leads are struggling with and what’s working well for them.

Having this information means you can offer SPECIFIC products and services depending on how they score in the quiz. This means your offer is super relevant to them and their needs, therefore, they’re much more likely to buy from you.

On the other hand, if you only offer one product for everyone regardless of their score then it’s less likely to convert these leads into customers.

Quiz example for a Financial Planner

Let’s say you’ve just completed a quiz called “Get your home budgeting score” and you answer 15 questions and your score is low (29%)

The message on the results page might say

“You scored 29%. You’re budgeting skills need improvement in order to spend less than you earn”

This sounds accurate and helpful which is great.

However, if the product recommended is a course called “Start investing in stocks and shares” then it’s probably not the best product to suggest and in this example, it could actually be a dangerous recommendation to your customer.

This is why it’s so important that you try to only recommend products that fit the needs of your audience.

Selling products based on quiz score

Using the budgeting example above, if you base your product recommendation on their score, you can make it more relevant to them.

Having a number of products to offer will mean you can sell more relevant products to more people. For instance:

  • If someone scores less than 30% you could offer a “cut your spending” course
  • If someone scores between 30%-60% you could offer a “Start saving” course
  • If someone scores more than 60% you could then offer a “Start investing in stocks and shares” course

What you offer will obviously depend on what products you have available but it’s still good practice to only offer relevant products to your leads.

Using a tool like ScoreApp, you are able to choose which product you promote on the results page based on their quiz score. That’s how you can make sure your products are only offered to the right people.

Quiz sales tip

Every week, take a look at your leads and how they have scored. Look at the responses and scores and think about whether you need to create an extra product or service. Your audience are literally telling you what they need, you just have to help them get there.

2. Create an email sequence for quiz leads

Once someone has completed your quiz and received their score, what do you do now?

The truth is, most people won’t buy from you the first time they take your quiz. Don’t take it personally though, there are a few reasons for that:

  • They might not have heard of you before
  • They don’t know enough about you
  • It might not be the right time for them
  • They don’t trust you yet

Although it’s frustrating, remember… just because these people didn’t buy straight away, doesn’t mean they won’t buy from you in the future.

This is where an email sequence comes in very handy.

A quiz lead email sequence

An email sequence will allow you to create a series of emails and have them send automatically once someone has completed the quiz. You can use any number of tools such as ConvertKit, Active Campaign or MailChimp to deliver an automated email sequence.

By creating an email sequence it will help you:

  • To deliver valuable content once someone has completed the quiz
  • To stay top of mind for when your leads are ready to buy
  • To build trust and authority with your leads
  • To share your story and connect with your audience on a much deeper level

If you create an effective email sequence and keep your audience engaged you are highly likely to sell more of your products and services.

Selling vs helping

One of the mistakes that people make when creating an email sequence is they try to sell before offering much value. This may work occasionally and you might get a couple of sales but often your leads will want to wait and see what value you deliver first. If your emails are overly promotional then your leads may get frustrated and potentially unsubscribe from your email list.

On the other hand, if your leads don’t hear from you after completing your quiz then they might completely forget about you.

Valuable email content that is sent on a regular basis will help you build trust with your audience and help you prime them for when they are ready to buy (or when you release a new product.)

How to get started creating an email sequence

If you’re creating an email sequence for your quiz leads, try to keep it simple. Use the ideas below to set up a quick 10-day email sequence and keep an eye on the data for a month to see what’s working and what’s not.

  • Offer value in EVERY email (share hints, tips, tools, resources)
  • Don’t be shy about promoting your products occasionally
  • It’s good to tell stories about you or clients you’ve helped
  • Include a variety of content in your emails (links to videos, podcasts, PDFs or blog posts)
  • Frequency is important. 1 email every 2 days is a good rule of thumb

Now you have some tips to follow, you should have no problem getting started with an email sequence for your quiz leads.

Email sequence tip

Be as personable and relatable as you can in your emails. It will help you stand out and get more engagement.

3. Offer a low cost product before offering a higher ticket product

Do you sell any low cost products? Or are you only trying to sell your main product or service?

If you are struggling to make sales once someone has completed your quiz, then it might be worth adding a low cost product within your business.

How do low cost products help with conversions?

If you only offer a high-ticket product for sale then you are limiting the number of potential buyers. You have to work extremely hard to make sales and the percentage of leads that convert to sales might be lower than you’d like.

By offering a low cost product first, you open up the doors to more customers who may then go on to buy higher cost products in the future.

Buyers generally like to “test you out” before investing too much money and a low cost product or service is a great way to do this. It’s less risk for them and you still earn a little money in the process.

Low cost products you can offer

Let’s look at a few things you could offer as a low cost alternative to your higher priced products.

  • Your Book (£7-£20) – Have you written a book you could sell at the end of the quiz?
  • Video recordings (£50-£100) – Do you have any recordings of video training sessions you could sell?
  • A Template Pack (£50-£300+) – Do you have any tools or templates you have created that you bundle up and sell to your leads.

All of these products will allow your audience to buy from you and learn from you before they buy more expensive products later.

4. Get your leads onto a VIP webinar

If you have a list of people who have taken your quiz, what can you do next to keep them warm? Why not offer an exclusive “VIP” webinar just for those people.

These leads have all completed your quiz and are eager to learn and improve their situation. It makes complete sense for you to get these people all in the same “virtual” room and talk about the next steps.

Why do webinars help get more sales?

A live webinar is the one of the best ways to make sales because it allows you to:

  • Share valuable content that educates and motivates your audience. This builds trust.
  • Share examples of how other people have achieved success from working with you
  • Ask questions and learn more about what your audience are struggling with
  • Pitch your products and services live and keep your attendees attention

When someone attends your live webinar, you have their undivided attention for an hour. If you use that time to build trust, deliver value and help them, why wouldn’t they buy from you at the end?

How to structure a webinar for more sales

When planning a webinar you’ll have to decide how much “content” you’ll offer vs how much “selling” you do. This is a question all webinar hosts face.

A good rule of thumb is to use the following structure:

  • 70% valuable content that helps your audience
  • 20% case studies of people you’ve helped
  • 10% non-pushy sales pitch

By offering more value, your attendees won’t mind hearing about an offer at the end.

The industry average for converting webinar attendees into customers is between 10%-20%.

However, that statistic is based on cold leads. You have a bunch of warm quiz leads so your number of sales might be considerably higher.

5. Sales Call – Offer to help your leads with a 1-2-1 chat

The online world can often feel a little impersonal. Think about the language we use from day to day… Leads, conversions, traffic, data. It’s easy to forget that these leads are real people. People who have goals they want to achieve and problems they need your help with.

A personal connection and a conversation can go a long way in helping you stand out in the online world.

Sales call Script for booking

Sales Calls for quiz leads

One of the best ways to convert a lead into a buyer is to speak to them 1-2-1. It sounds simple enough but a lot of business owners never do it. If you take the time to set up phone calls with your leads, it can help in so many ways:

  • You get to know your audience and the problems they’re facing
  • You can give them advice and guidance that will genuinely help them
  • You can offer specific products based on what they need

1-2-1 sales conversations are an incredible way for you to promote your products and services on a personal level.

It does take some effort but it can be very lucrative with the right approach. Try reaching out to some of your quiz leads and ask them if they’d be happy to have a quick chat about their quiz results. Getting a personal message from you will dramatically increase the number of people who book sales calls.

Sales call conversion rates

There’s no denying that phone conversions will improve your conversion rate from lead to sale but how do sales calls compare to online purchases (without a sales call)

A typical conversion rate on a landing page is between 2%-5%. This means if you get 100 visitors to a sales page with a product then you’d be lucky to get 5 of them to buy from you.

On the other hand, sales calls can easily convert at a rate of 30%-60% with a basic sales script.

Only 10 phone calls can deliver more sales than 100 landing page visits.

As you can see, it’s in your best interest to book as many calls as you can.

Sales call booking script

If you don’t have a phone number for your quiz leads then I suggest you use the email (or DM) script below to get more phone calls booked with your leads.

They’ve already taken your quiz and are interested in better improving their situation so there’s no reason for them to not want to chat.

Using the “Seesaw Technique” for getting sales calls

There’s a method which works really well when trying to get quiz leads onto sales calls. It’s called the “Seesaw Technique” and it’s great when trying to open the conversation for the first time.

This is when you talk about their highest and most positive score, followed by the thing they need to improve most or lowest score. Talking about the high and the low scores, really makes it personal and grabs their attention.

Seesaw Technique Sales Script

Here’s an example script you can use:

“Hey Sarah,

I noticed you recently took our Fitness Quiz and scored 56%. You scored really high in the CARDIO section which is great, but quite low in the NUTRITION category. Would you be up for a quick call with me so I can offer some advice and tell you about some strategies to help improve this?”

With this level of personalisation and care, why wouldn’t your leads want to speak to you?

Sales call tip

Throughout the sales call, always refer back to what the person is struggling with and what outcome they need. Your products and services are important but the priority is to only make offers that are relevant to them.

6. Send personal video messages

Video is one of the most powerful tools you have to convert leads into sales.

But, do you know what’s even better?

Personalised video content! That’s right.

Making time each week to send out personailsed video messages is a great way to introduce your products and services to your quiz leads.

You can record a video thanking people for taking the quiz before telling them about your products and services.

Video Conversion Template

Below, I’ve included a video script that you can use when recording videos.

“Hey Jamie, Thanks so much for taking the marketing quiz and well done for getting 68%. You’re on the right track to get more online visibility.

One area I noticed you scored quite low on was in the branding section. It looks like you might need some guidance to bring it all together so you can attract more of your ideal customers.

Did you know that we offer a branding audit service where we look at your brand assets and tell you what you can do to dramatically improve it.

I’ll drop a link below so you can check out the service. I think it would really help. Just let me know if you have any questions. Thanks again for taking the quiz.”

Now you have an example of what to say, how can you send videos to your potential customers? Below I’ve given you two easy ways to record videos for free.

Using Bonjoro

Bonjoro is a fantastic little tool that you can use on your phone. It allows you to record quick video messages which you can send to your leads as they come through.

As soon as a new person takes your quiz and gets added to your email list, you’ll get a notification from Bonjoro. You can then hit record on the Bonjoro app and send a short personalised video to your leads telling them about your amazing products and services.

Using Loom

Another great way to send quick personalised videos is using the Loom app on windows or Mac. You can share your screen and show a person’s quiz results as you walk through the scores. The great thing about using Loom is that once you’ve reviewed their quiz results on screen, you can then introduce your product or service in a new tab. That way, they see your sales page and the benefits that your product or service has to offer.

Sales video tip

Make your videos as personal as possible, use the person’s name or business name a few times. It goes a long way.

What’s next

There you have it, 6 ways to start generating more sales from your quiz leads. Try a few of these out see how you get on. We have no doubt the sales will start rolling in.

About the author
Martin Huntbach Head of SEO
Martin Huntbach
Chief Marketing Officer
Tagged Topics

Smarter Leads.
Smarter Conversations

Get more leads, more data and more sales with ScoreApp
  • Try For Free
  • AI Quiz Builder included
  • Cancel anytime