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How Quizzes Are Driving
Killer Conversion Rates
Presented by:
Sushant Sharma, VWO
&
Owen Fuller, Qzzr
#qzzrwebinar
● A/B testing personalization
platform for marketers
● Customers include JustFab, Dafiti,
ShoeDazzle and 4000 others
● htt...
Conversion Rate Optimization platform
Ideas
• Usability
testing
• Landing page
analyzer
• IdeaFactory
Testing
• A/B testin...
Housekeeping
• This will be recorded. All registrants will receive a
copy.
• Look for a recap post with slides on the Qzzr...
Case
Study
#qzzrwebinar
Who are these guys?
Tens of thousands of quizzes & polls being taken millions of
times
World’s best publishers, brands and agencies
Our goals
1. Expose a hot content medium (quizzes)
2. Show how to drive social engagement and lead
conversions with quizze...
There is a renaissance
happening
Hieroglyphics Paper Billboards
Mail
Email
Blogs
TV
Digital images
Video
Surveys/polls
Inf...
And it’s something we
hated while we were in
school
Type to enter text
#qzzrwebinar
The road is being paved by
mega-publishers
Number one article on NY Times in 2013 was a quiz
Eight of the top ten most sha...
Why are quizzes so irresistable?
Interactive, Meaningful, Social
and…
All about ME!!!
#qzzrwebinar
“Stop telling me interesting and useful
things about myself”
- Said no one, ever.
#qzzrwebinar
Wait, what about surveys?
Under the hood of a quiz is a survey… that
people actually want to take… and share with
hundreds...
81% completion rate
2:27 average time
5% lead conversion rate
#qzzrwebinar
Pop Quiz:
The average quiz gets shared how many times?
1,900
Some do a little better….
#qzzrwebinar
I see a quiz in my newsfeed.
Hmm.
What am I likely to do?
Pass. Not interested: 18%
Sure. Let me hit that: 82%
Faster, cheaper and more effective
than other content types.
Quizzes are the secret weapon…
#qzzrwebinar
Two main jobs that marketers
hire a quiz to do:
1. Drive social engagement
2. Drive conversions
#qzzrwebinar
What businesses are most excited
about
Turning this Into this
The Million Dollar Quiz
A Content Marketing Case Study
(Internet Marketing Inc.)
#qzzrwebinar
Goals
Increase revenue via online sales
Organic traffic
Ranking
Brand awareness
Quality link building
Strategy
Define target
audience
Research
(Keyword
Audience, Industry)
Match personas
to product
Drive traffic
Output >
cat...
Promotion
Owned Earned Paid
Results To evaluate success:
Awareness
Interest
Desire
Action
Visibility
Engagement
Traffic/Lead Quality
Conversions/ROI
Visibility
Featured on Qzzr’s homepage & newsletter
• Average of 30,000 unique visitors
per month
• Sent out to 13,581 ema...
Engagement
TIMES TAKEN
473,030
LEAD IMPRESSIONS
412,345
LEAD CONVERSIONS
26,617
CONVERSION RATE
6%
AVG TIME SPENT
0:25
COM...
Engagement
STUMBLES 212
LIKES 776
SHARES 1417
COMMENTS 365
TOTAL 2558
TWEETS 230
+1s 77
Ranking 1st for
“glasses quiz”
Traffic
• 220,631 website
sessions from the quiz
alone
• This behavior funnel
showcases the user
moving from the
content p...
Conversions / ROI
Top revenue-generating channels included:
• Organic Search: $104, 924.34
• Paid Search: $73,393.06
• Ema...
Roadmap to hit quizzes
Research topics
Choose quiz title and type
Do your research and gather media
Create and embed
Share...
Tips for graded quizzes
Choose a compelling title
• Are you a ____ expert?
• Can you pass the ___ test?
• The world’s hard...
Tips for outcome quizzes
Choose a compelling title
• Which ___ are you?
• What ___ do you actually belong in?
• What kind ...
Pro tip: begin with the end in mind
Write these first.
Make sure people would be proud to share
Make sure your CTA relates...
What titles/topics would work for
me?
What content resonates with your audience?
What are the most shared topics?
What top...
Recycle your content
If you have knowledge and answers in your evergreen content,
you can turn it into a quiz.
Look at you...
“Are you a candidate for Lasik Surgery?”
“Should you be wearing glasses to drive?”
“Do you know the seven common mistakes ...
Virality takes a pinch of luck
You can control consistent
conversions
Your conversion rate will
increase
when you understand what
motivates your audience
#qzzrwebinar
10. Show me something cool
10. Show me something cool
9. Ask me interesting questions
8. Be fair
7. Reel me in with your title
6. Help me feel sufficiently
assessed
5. Feed me
4. Stay on topic
3. Make me laugh
“Laughter is the shortest distance between two people.”- Victor Borge
2. Give me something to brag
about
1. Make me an offer I can’t refuse
Bottom line:
Just go make something
remarkable!
Get started at Qzzr.com
#qzzrwebinar
How Quizzes Are Driving
Killer Conversion Rates
Presented by:
Sushant Sharma, VWO
&
Owen Fuller, Qzzr
#qzzrwebinar
How Quizzes Are Driving Killer Conversion Rates (Qzzr + VWO)
How Quizzes Are Driving Killer Conversion Rates (Qzzr + VWO)
How Quizzes Are Driving Killer Conversion Rates (Qzzr + VWO)
How Quizzes Are Driving Killer Conversion Rates (Qzzr + VWO)
How Quizzes Are Driving Killer Conversion Rates (Qzzr + VWO)
How Quizzes Are Driving Killer Conversion Rates (Qzzr + VWO)
How Quizzes Are Driving Killer Conversion Rates (Qzzr + VWO)
How Quizzes Are Driving Killer Conversion Rates (Qzzr + VWO)
How Quizzes Are Driving Killer Conversion Rates (Qzzr + VWO)
How Quizzes Are Driving Killer Conversion Rates (Qzzr + VWO)
How Quizzes Are Driving Killer Conversion Rates (Qzzr + VWO)
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How Quizzes Are Driving Killer Conversion Rates (Qzzr + VWO)

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Qzzr's Owen Fuller and Visual Website Optimizer's Sushant Sharma take you through the power social quizzes have to drive above average conversion rates.

Full writeup and video: http://www.qzzr.com/blog/fed-up-with-average-conversion-rates

Published in: Marketing
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How Quizzes Are Driving Killer Conversion Rates (Qzzr + VWO)

  1. 1. How Quizzes Are Driving Killer Conversion Rates Presented by: Sushant Sharma, VWO & Owen Fuller, Qzzr #qzzrwebinar
  2. 2. ● A/B testing personalization platform for marketers ● Customers include JustFab, Dafiti, ShoeDazzle and 4000 others ● https://vwo.com/ ● https://twitter.com/vwo
  3. 3. Conversion Rate Optimization platform Ideas • Usability testing • Landing page analyzer • IdeaFactory Testing • A/B testing • Multivariate testing • Split URL testing • Mobile A/B testing Targeting • Geo-targeting • Behavioral targeting Analytics • Heatmaps and clickmaps 100+ features for all your conversion rate optimization needs
  4. 4. Housekeeping • This will be recorded. All registrants will receive a copy. • Look for a recap post with slides on the Qzzr Blog • Ask questions via GoToWebinar • Join the conversation: #qzzrwebinar & @Qzzr_ #qzzrwebinar
  5. 5. Case Study #qzzrwebinar
  6. 6. Who are these guys?
  7. 7. Tens of thousands of quizzes & polls being taken millions of times World’s best publishers, brands and agencies
  8. 8. Our goals 1. Expose a hot content medium (quizzes) 2. Show how to drive social engagement and lead conversions with quizzes 3. Tell the story of the million dollar quiz 4. Get you started with some quiz concepts you can create today #qzzrwebinar
  9. 9. There is a renaissance happening Hieroglyphics Paper Billboards Mail Email Blogs TV Digital images Video Surveys/polls Infographics Lists Quizzes
  10. 10. And it’s something we hated while we were in school Type to enter text
  11. 11. #qzzrwebinar
  12. 12. The road is being paved by mega-publishers Number one article on NY Times in 2013 was a quiz Eight of the top ten most shared articles on the web in the last eight months were quizzes (BuzzSumo, April 2014) Nine of the top ten most shared stories on Facebook in January, 2015 were quizzes
  13. 13. Why are quizzes so irresistable? Interactive, Meaningful, Social and… All about ME!!! #qzzrwebinar
  14. 14. “Stop telling me interesting and useful things about myself” - Said no one, ever. #qzzrwebinar
  15. 15. Wait, what about surveys? Under the hood of a quiz is a survey… that people actually want to take… and share with hundreds of their friends. #qzzrwebinar
  16. 16. 81% completion rate 2:27 average time 5% lead conversion rate #qzzrwebinar
  17. 17. Pop Quiz: The average quiz gets shared how many times? 1,900 Some do a little better…. #qzzrwebinar
  18. 18. I see a quiz in my newsfeed. Hmm. What am I likely to do? Pass. Not interested: 18% Sure. Let me hit that: 82%
  19. 19. Faster, cheaper and more effective than other content types. Quizzes are the secret weapon… #qzzrwebinar
  20. 20. Two main jobs that marketers hire a quiz to do: 1. Drive social engagement 2. Drive conversions #qzzrwebinar
  21. 21. What businesses are most excited about Turning this Into this
  22. 22. The Million Dollar Quiz A Content Marketing Case Study (Internet Marketing Inc.) #qzzrwebinar
  23. 23. Goals Increase revenue via online sales Organic traffic Ranking Brand awareness Quality link building
  24. 24. Strategy Define target audience Research (Keyword Audience, Industry) Match personas to product Drive traffic Output > category page
  25. 25. Promotion Owned Earned Paid
  26. 26. Results To evaluate success: Awareness Interest Desire Action Visibility Engagement Traffic/Lead Quality Conversions/ROI
  27. 27. Visibility Featured on Qzzr’s homepage & newsletter • Average of 30,000 unique visitors per month • Sent out to 13,581 email subscribers • 2,318 opens • 220 clicks to the quiz on Zenni Optical’s website Influencer Outreach Paid channels – hundreds of thousands of viewers / impressions
  28. 28. Engagement TIMES TAKEN 473,030 LEAD IMPRESSIONS 412,345 LEAD CONVERSIONS 26,617 CONVERSION RATE 6% AVG TIME SPENT 0:25 COMPLETION RATE 82%
  29. 29. Engagement STUMBLES 212 LIKES 776 SHARES 1417 COMMENTS 365 TOTAL 2558 TWEETS 230 +1s 77 Ranking 1st for “glasses quiz”
  30. 30. Traffic • 220,631 website sessions from the quiz alone • This behavior funnel showcases the user moving from the content piece to the product pages on the second interaction, and then to buy in the third and final interactions
  31. 31. Conversions / ROI Top revenue-generating channels included: • Organic Search: $104, 924.34 • Paid Search: $73,393.06 • Email: $73,331/96 Multi-attribution technology helps us understand a channel’s respective contribution towards the quiz’s performance. Traffic to the quiz landing page: 533,538 unique visitors Content Marketing Revenue: $909,738.06 7,500.2% Return on Investment:
  32. 32. Roadmap to hit quizzes Research topics Choose quiz title and type Do your research and gather media Create and embed Share and promote Measure, learn, and improve #qzzrwebinar
  33. 33. Tips for graded quizzes Choose a compelling title • Are you a ____ expert? • Can you pass the ___ test? • The world’s hardest ___ quiz • Are you a true ____? Keep your quizzes fair and clear • Limit the number of answers to each question • Remove any friction from the process Show feedback • Give more information about the right answer Make people feel good about their results • 45% of shares on graded quizzes come from 100% scores • Assign outcomes. “You got 90%. You’re a genius!”
  34. 34. Tips for outcome quizzes Choose a compelling title • Which ___ are you? • What ___ do you actually belong in? • What kind of ___ are you? Create shareworthy outcomes • invoke awe, laughter or amusement (BuzzSumo) • help people define themselves, nourish relationships & get the word out about causes they love (NY Times) • make it a “feel-good, look-good” mechanism • Help people share what “they want their friends to think they like” (Buzzfeed) Build a process • Identify outcomes • Map differentiating factors • Be creative with your questions and answers
  35. 35. Pro tip: begin with the end in mind Write these first. Make sure people would be proud to share Make sure your CTA relates to outcome. Hey 3PO - You’re research driven, so why not download this guide…
  36. 36. What titles/topics would work for me? What content resonates with your audience? What are the most shared topics? What topics get the most questions? What topics are most controversial? Are there decisions that people struggle to make? Are there topics that are misunderstood?
  37. 37. Recycle your content If you have knowledge and answers in your evergreen content, you can turn it into a quiz. Look at your List posts Infographics Debate posts ….all raw quiz material
  38. 38. “Are you a candidate for Lasik Surgery?” “Should you be wearing glasses to drive?” “Do you know the seven common mistakes new contact wearers must avoid?” “Which frames match your style?” “Give yourself an eye exam.” “Do you need special lenses?” The wild world of… optometry
  39. 39. Virality takes a pinch of luck You can control consistent conversions
  40. 40. Your conversion rate will increase when you understand what motivates your audience #qzzrwebinar
  41. 41. 10. Show me something cool
  42. 42. 10. Show me something cool
  43. 43. 9. Ask me interesting questions
  44. 44. 8. Be fair
  45. 45. 7. Reel me in with your title
  46. 46. 6. Help me feel sufficiently assessed
  47. 47. 5. Feed me
  48. 48. 4. Stay on topic
  49. 49. 3. Make me laugh “Laughter is the shortest distance between two people.”- Victor Borge
  50. 50. 2. Give me something to brag about
  51. 51. 1. Make me an offer I can’t refuse
  52. 52. Bottom line: Just go make something remarkable! Get started at Qzzr.com #qzzrwebinar
  53. 53. How Quizzes Are Driving Killer Conversion Rates Presented by: Sushant Sharma, VWO & Owen Fuller, Qzzr #qzzrwebinar

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