Whats that all about?
We had a company goal of promoting lead generation through quizzes, a popular use of our product.
Hence, eating our own dog food.
After testing it on some colleagues and fellow marketers, we let it out into the world.
This kind of happened to us.
Since the offer was quite vaguereceive more quizzes and interactive contentwe only expected a 5% response rate.
Boy, were we wrong.
Out of the 2,851 users who submitted the quiz, 15% left us their email address.
And all we did was ask.
Could you be looking at a submission rate of 30-40%?
Takeaway:Expose people to a fun and engaging interactive experience, and youll spark their interest.
They might not be ready to sign up today, but theyll remember you.
Im going to check it out.
You open it up only to find a big block of text filling the entire screen.
I mean, would you be motivated enough to go through 10 of those novel-like questions?
Confession: We made the same mistake with our initial version, and shortening our questions definitely helped.
So remember that not all quizzes are created the same.
Just putting a quiz out there isnt the same as offering engaging, interactive content.
To be engaging:
Takeaway:Put yourself in your respondents shoes.
Thats what will entice them to leave their info.
And thats what theyll remember about you.
The other audiences had a click-to-quiz-submission ratio of 12%.
I say nearly all of these people because Facebook profiles are never 100% accurate.
Takeaway:Dont rely on the Facebook engagement metrics to identify your most successful audience.
Instead focus on downstream metrics that really matter to your business.
Im guessing that one didnt turn out so well.
Basically, your leads are like your dates.
you gotta give them time.
Dont have a go at push them for something theyre not ready for yet.
And we gave them two options:
Guess what happened?
After seeing the results, we removed the sign-up option altogether.
Takeaway:Take it slow, even when you see indicators of high interest.
How is your brand doing?
Find our nearly everything you better know aboutbrand awareness here.
Not an experience you want to leave with people.
Curiously, we saw similar results with the headline that contained the word quiz and the headline that didnt.
Takeaway:Make it clear that youre offering a quiz.
Including the word quiz in the headline will catch peoples attention and spark curiosity.
And be upfront about what people should expect in the quiz results.
No lead nurturing flow?
Weve been there too.
After collecting new leads with the quiz, we wanted to connect with them as soon as possible.
But our email team was slammed, so the nurturing journey we planned to create just wasnt possible.
Heres how it turned out:
Was it the best lead nurturing flow the world has ever seen?
The best part of all this?
We were free to experiment with the content we shared!
Takeaway:Be nimble and dont let a lack of resources slow you down.
But with a work email address you’ve got the option to learn a lot about someone.
Dont have access to special enrichment tools, or have lots of leads from smaller companies?
At least not for me.
Yes, its manual, repetitive, and time-consuming.
But the reward is worth it.
We also learned 82% of our leads corresponded to our ideal customer profile criteria.
But if you go through this hassle, youll be rewarded with juicy actionable insights.
Now its your turn.
Then set it live, and follow up with relevant content.
Thispostwas originally published onTypeforms blog.
