We all want more leads, right? Who wouldn’t?
This is why lead generation is such a hot topic.
There are countless ways to turn your followers into leads, some of which you might have tried yourself… free Webinars, free checklists, video courses? The list goes on.
They all have different success rates and can be quite unpredictable depending on your audience and niche.
However, you might not have tried using a lead generation quiz before as your main lead magnet.
Maybe you don’t know how to build one? Maybe you’re not even sure what a lead generation quiz is?
In this article, I’m going to give you 8 reasons to use a quiz as your main lead magnet.
What is a lead generation quiz?
A lead generation quiz is a quiz that your audience can take in exchange for their contact information (email address, name, phone number etc)
A person can take the quiz and receive a score or assessment along with some personalised content based on how they answered certain questions.
Let’s look at the main reasons you might want to consider a lead generation quiz as opposed to typical lead magnets that you see every day.
1. Quiz conversion rates are better
Lead magnets, such as free PDFs, webinars etc, typically convert at around 3-10%, even with high-quality landing pages.
Quiz landing pages, on the other hand, tend to convert at 30-50%.
This means you save money on advertising and get more leads in the process.
Quizzes tend to convert better because they are fun, personalised and different. As people, we all want to know how good or bad we are at something. We also want to know how we can improve.
When you create a quiz, you are tapping into two powerful human needs.
Curiosity – Using the power of curiosity to engage your audience
Self-Improvement – Learning something new is exciting and motivates us
Very few other lead magnets allow you to achieve both things, which is why people tend to convert way better on a quiz landing page
Use “power words” to encourage people to take your quiz, such as:
“DISCOVER your company culture score for FREE”
“Answer 10 EASY questions and get your score INSTANTLY”
These words really capture people’s attention and get them to take action.
2. Quiz data is far better
The data you collect as part of your quiz can be extremely powerful. Providing you ask the right quiz questions, you can uncover some vital information that can help you in so many ways.
You can ask specific questions that can tell you:
- What stage your audience is at, e.g. Just getting started or highly experienced
- What they are struggling with the most
- What goals they want to accomplish
- What budget they have to solve a particular problem
- And many more
Learning more about your audience using a quiz is the best way to provide the best content, products or services.
Ask one or two questions that don’t impact scores but are really valuable.
For example, you could ask, “what is your biggest problem right now?” You could let your audience add their own words and tell you exactly what they are struggling with. This is super helpful for you and allows them to speak in their own words. You can use this information in so many ways.
3. A quiz is easier to share online and not feel “salesy”
Using a quiz as your main lead magnet means you can share it over and over again with your audience without feeling like you’re “selling” to them.
A quiz is helpful, free and personalised, which makes it highly attractive and beneficial to your followers online.
It’s one of the best tools you have to deliver incredible value, so you want to make an effort to spread your quiz far and wide.
Place a link to your quiz in all your social media bios so that anyone who finds you online has easy access to take the quiz and get their personalised score.
4. A lead generation quiz is more intriguing
It’s good to be different, especially when promoting your business online. While everybody else is focusing on the latest trend, you can use a quiz to stand out from the crowd.
People are constantly bombarded with the same types of lead magnets over and over again:
- A free PDF
- A cheat sheet
- A whitepaper
- A webinar
- A training video
These freebies can be extremely valuable if done right, but they tend to be overused and become less effective over time.
A lead generation quiz, on the other hand, is different.
A very small number of business owners use quizzes to attract new leads, even fewer in your particular niche.
This makes having a quiz much more intriguing and effective when gathering new leads and growing your audience.
When talking about your quiz, try to use words and phrases that speak to your audience (not you) for example, use “Get your fitness score” rather than “take the fitness test” and “Discover how YOU can pay off debt sooner” rather than “Free finance quiz”
People like to know how your quiz will impact them.
5. You can make better product recommendations
Using a quiz allows you to learn more about your leads and recommend the most relevant products or services to the right people.
For example, if you are a mortgage broker, you could have three different services such as:
- First-time buyer’s mortgage
- Homemovers mortgage
- Extra loans on property
By using a quiz and asking the right questions, you can make sure you only discuss the right products and services with your leads. You can also send them the most relevant information, tools and resources to help them based on what they need.
A quiz helps you turn your lead generation into personalised guidance and support.
It also helps you develop products and services that you might not have considered before. For instance, if a mortgage broker learns that lots of their audience need help selling their home, they could create new services to fill that need.
To find out exactly what your audience might need help with, ask them one (or more than one) of the following questions…
- What do you need help with right now?
- What problem are you trying to solve?
- What is your biggest obstacle right now?
You could use either a multiple-choice answer or an open-text field that allows your leads to enter their answer in their own words.
6. You can use the quiz to prequalify potential customers
As your business grows, you might start getting a large number of leads and enquiries from people wanting to do business with you.
Getting more leads is never a bad thing, but you’ll quickly realise that not everyone who gets in touch with you is right for your business.
It takes time to filter through the leads and know who is a good lead and who is a bad one.
This is where a lead generation quiz comes in handy. A quiz can help you ask better questions that allow you to learn more about the leads before you spend time arranging calls and meetings.
There are plenty of reasons someone might not be right for your business, such as:
- They don’t have the right budget
- They’re not ready for your services yet (even if they think they are)
- They’re not the kind of person or business you want to work with
- You might not be able to help them
Whatever the reason, a lead generation quiz will help you learn more about their situation so you can determine who is a good lead, and who isn’t.
Ask brave questions as part of the quiz. Most of the questions you ask will need to be quiz/score related so you can deliver on your promise. BUT adding 1 or 2 pre-qualification questions can help a lot. Questions like:
- How much do you spend on marketing/accounting/coaching each month?
- How committed are you to solving problem X?
- What’s stopping you from achieving X?
These kinds of questions help you understand your leads far better and make great talking points on sales calls.
7. Quiz leads are better
Leads are not all built the same.
Someone who downloads a free PDF on your website is not the same as someone who completes a 10-20 question lead generation quiz.
A quiz allows you to:
- Build trust with your audience by delivering real value
- Offer personalised advice and guidance that’s relevant to them
- Uncover what your audience is really struggling with so you can support them on a level they need
A quiz helps you to speed up the “know, like and trust” factor and allows your audience to warm to you sooner than they would with other lead magnets.
Deliver REAL VALUE on the quiz results page. Once someone has completed the quiz, make sure you give them some top tips that help them improve their situation. Helping them improve at this stage will build more trust and show your audience that you care about their success.
8. Create original research.
Using a lead generation quiz allows you to collect some key information that you can use within your business and throughout your marketing.
Getting 100+ people to fill out your quiz over the course of a few months will give you some accurate data that’s genuinely interesting to your audience.
You can use this information in a number of ways, such as:
- A report or an article that you give away on your website that includes lots of statistics from the quiz. This kind of content gets shared a lot and gains lots of links from other websites.
- Across social media to draw attention to key obstacles your audience are facing. E.g. “Did you know that 5 out of 10 people struggle to manage their own business finances”
- In proposals to help your sales team convert more leads into clients. E.g. A mortgage broker could use the following quote within their proposal “90% of homeowners said they save money when they use a mortgage broker vs a bank”
There are many ways you use a quiz to drive data-driven content, but it all starts with a quiz in the first place.
Don’t sit on the data. Review the questions and answers regularly to extract interesting data to share with your followers.
Even if you only have a few people who have taken your quiz, find the data early and share it far and wide.
Should you use a lead generation quiz?
After reading this article, I’m sure you can understand why so many people are excited about using a lead generation quiz within their business.
If you want to try it for yourself, go ahead and start a free trial with ScoreApp. You get 14 days to try it out for free.
Start collecting better, more qualified leads today.