how quizzes are driving killer conversion rates (qzzr + vwo)
TRANSCRIPT
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
● https://vwo.com/
● https://twitter.com/vwo
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
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
Case Study
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Who are these guys?
Tens of thousands of quizzes & polls being taken millions of times
World’s best publishers, brands and agencies
Our goals1. Expose a hot content medium (quizzes)2. Show how to drive social engagement and
lead conversions with quizzes3. Tell the story of the million dollar quiz4. Get you started with some quiz concepts
you can create today
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There is a renaissance happening
Hieroglyphics Paper Billboards
EmailBlogs
TV
Digital images
Video
Surveys/polls
Infographics
Lists
Quizzes
And it’s something we hated while we were in school
Type to enter text
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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
Why are quizzes so irresistable?
Interactive, Meaningful, Social and…
All about ME!!!
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“Stop telling me interesting and useful things about myself”
- Said no one, ever.
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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.
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81% completion rate2:27 average time
5% lead conversion rate
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Pop Quiz:The average quiz gets shared how many
times?
1,900Some do a little better….
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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…
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Two main jobs that marketershire a quiz to do:
1. Drive social engagement
2. Drive conversions
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What businesses are most excited about
Turning this Into this
The Million Dollar QuizA Content Marketing Case Study
(Internet Marketing Inc.)
#qzzrwebinar
GoalsIncrease revenue via online sales
Organic trafficRanking
Brand awarenessQuality link building
Strategy
Define target audience
Research(Keyword
Audience, Industry)
Match personas to product
Drive trafficOutput >
category page
Promotion
Owned Earned Paid
ResultsTo evaluate success:
AwarenessInterestDesireAction
Visibility
Engagement
Traffic/Lead Quality
Conversions/ROI
VisibilityFeatured 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
EngagementTIMES TAKEN
473,030LEAD IMPRESSIONS
412,345LEAD CONVERSIONS
26,617CONVERSION RATE
6%
AVG TIME SPENT
0:25
COMPLETION RATE
82%
Engagement
STUMBLES 212
LIKES 776SHARES 1417COMMENTS 365TOTAL 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 piece to the product pages on the second interaction, and then to buy in the third and final interactions
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:
Roadmap to hit quizzes Research topics Choose quiz title and typeDo your research and gather mediaCreate and embed Share and promote Measure, learn, and improve
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Tips for graded quizzesChoose 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!”
Tips for outcome quizzesChoose 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
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…
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?
Recycle your contentIf 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
“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
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
BONU
S!
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