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Quizzes for lead generation

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Jo Farncombe presents how Friends of the Earth have used quizzes to engage with new supporters. Presented at more onion December 2018 event.

Published in: Government & Nonprofit
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Quizzes for lead generation

  1. 1. Quizzes for lead generation Joachim Farncombe 11 December 2018 Quiz Delivery ManagerDigital Delivery Manager
  2. 2. 2 • Background • Approach • Development • Results • Next steps Quizzes for lead generation
  3. 3. 3Quizzes for lead generation Background
  4. 4. 4
  5. 5. 5 All this talk of quizzes…
  6. 6. 6
  7. 7. 7Quizzes for lead generation
  8. 8. 8Quizzes for lead generation
  9. 9. 9Quizzes for lead generation
  10. 10. 10Quizzes for lead generation Approach
  11. 11. 11 User journey Ad on Facebook Quiz questions Would you sign a petition Yes? Petition Results Share? Donation ask No? Results Share? Donation ask
  12. 12. 12 Ideation
  13. 13. 13 Criteria for selection: •Clickability Shareability Feasibility Link to the Campaignability
  14. 14. 14 Prototyping
  15. 15. 15 Measures of success MVP #1 MVP #2 MVP #3 MVP #4 Cost per click £0.26 £0.06 £0.04 £0.08 Unique visits 355 1710 2770 1378 Completions 188 1483 2057 1051 Completion rate 52.96% 86.73% 74.26% 76.27% Would sign 133 1111 1381 830 Would sign rate 37.46% 64.97% 49.86% 60.23%
  16. 16. 16Quizzes for lead generation Development
  17. 17. 17 Content
  18. 18. 18 Design
  19. 19. 19 New Campaignion content type
  20. 20. 20Quizzes for lead generation Results
  21. 21. 21 Reporting
  22. 22. 22 Plastics Launched Aug 2018 Petitions signatories 210,000 New supporters to database 96,000 E-mailable supporters recruited 37,000 Cost per lead £0.87
  23. 23. 23 Nature Launched Nov 2018 Petitions signatories 55,000 New supporters to database 16,609 E-mailable supporters recruited 8,000 Cost per lead £1.20
  24. 24. 24Quizzes for lead generation Next steps
  25. 25. 25 Next steps • Optimisation • Report on retention • Analysis of welcome journey • Develop tools for other campaigns (maybe not a quiz?!) • Encourage more meaningful, deeper levels of engagement
  26. 26. Thanks! Joachim Farncombe joachim.farncombe@foe.co.uk @farncom_be 26

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