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The Million Dollar Quiz

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UPDATE Sept '15: This quiz has now generated more than $1.2 million!

How did this quiz make nearly a million bucks? Becca James from Internet Marketing Inc shares her building blocks for the million dollar quiz.

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The Million Dollar Quiz

  1. 1. The Half Million Dollar Quiz Presented by: Becca James, Internet Marketing Inc. Owen Fuller, Qzzr
  2. 2. • A recording of this webinar will be sent to attendees • Look for the recap post on the Qzzr blog later today • Post your questions in the question box for the Q&A Session • Live tweet with #qzzrhalfmillion
  3. 3. Tens of thousands of quizzes being taken millions of times World’s best publishers, brands and agencies
  4. 4. Why are quizzes so irresistable? Interactive, Meaningful, Social and… All about ME!!!
  5. 5. “Stop telling me interesting and useful things about myself” - Said no one, ever.
  6. 6. 81% completion rate 2:27 average time 5% lead conversion rate
  7. 7. Pop Quiz: The average quiz gets shared how many times? 1,900 Some do a little better….
  8. 8. I see a quiz in my newsfeed. Hmm. What am I likely to do? Pass. Not interested: 18% Sure. Let me hit that: 82%
  9. 9. Faster, cheaper and more effective than other content types. Quizzes are the secret weapon…
  10. 10. What businesses are most excited about Turning this Into this
  11. 11. The Half Million Dollar Quiz A Content Marketing Case Study
  12. 12. GOALS Increase revenue via online sales Organic traffic Ranking Brand awareness Quality link building
  13. 13. STRATEGY Define target audience Research (Keyword Audience, Industry) Match personas to product Drive traffic Output > category page
  14. 14. PROMOTION OWNED EARNED PAID
  15. 15. RESULTS To evaluate success: Awareness Interest Desire Action Visibility Engagement Traffic/Lead Quality Revenue/ROI
  16. 16. 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
  17. 17. ENGAGEMENT TIMES TAKEN 473,030 LEAD IMPRESSIONS 412,345 LEAD CONVERSIONS 26,617 CONVERSION RATE 6% AVG TIME SPENT 0:25 COMPLETION RATE 82%
  18. 18. ENGAGEMENT STUMBLES 212 LIKES 776 SHARES 1417 COMMENTS 365 TOTAL 2558 TWEETS 230 +1s 77 Ranking 1st for “glasses quiz”
  19. 19. TRAFFIC // LEAD QUALITY • 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
  20. 20. REVENUE // 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:
  21. 21. Roadmap to a 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
  22. 22. 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!”
  23. 23. 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
  24. 24. Pro tip: work backwards from outcome 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…
  25. 25. You win when you understand the motivations of your audience
  26. 26. 10. Show me something cool
  27. 27. 10. Show me something cool
  28. 28. 9. Ask me interesting questions
  29. 29. 8. Be fair
  30. 30. 7. Reel me in with your title
  31. 31. 6. Help me feel sufficiently assessed
  32. 32. 5. Feed me
  33. 33. 4. Stay on topic
  34. 34. 3. Make me laugh “Laughter is the shortest distance between two people.”- Victor Borge
  35. 35. 2. Give me something to brag about
  36. 36. 1. Make me an offer I can’t refuse
  37. 37. The Half Million Dollar Quiz Presented by: Becca James, Internet Marketing Inc. Owen Fuller, Qzzr

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