how quizzes are driving killer conversion rates (qzzr + vwo)

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1. How Quizzes Are Driving Killer Conversion Rates Presented by: Sushant Sharma, VWO & Owen Fuller, Qzzr #qzzrwebinar 2. A/B testing personalization platform for marketers Customers include JustFab, Dafiti, ShoeDazzle and 4000 others https://vwo.com/ https://twitter.com/vwo 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. 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. Case Study #qzzrwebinar 6. Who are these guys? 7. Tens of thousands of quizzes & polls being taken millions of times Worlds best publishers, brands and agencies 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. There is a renaissance happening Hieroglyphics Paper Billboards Mail Email Blogs TV Digital images Video Surveys/polls Infographics Lists Quizzes 10. And its something we hated while we were in school Type to enter text 11. #qzzrwebinar 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. Why are quizzes so irresistable? Interactive, Meaningful, Social and All about ME!!! #qzzrwebinar 14. Stop telling me interesting and useful things about myself - Said no one, ever. #qzzrwebinar 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. 81% completion rate 2:27 average time 5% lead conversion rate #qzzrwebinar 17. Pop Quiz: The average quiz gets shared how many times? 1,900 Some do a little better. #qzzrwebinar 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. Faster, cheaper and more effective than other content types. Quizzes are the secret weapon #qzzrwebinar 20. Two main jobs that marketers hire a quiz to do: 1. Drive social engagement 2. Drive conversions #qzzrwebinar 21. What businesses are most excited about Turning this Into this 22. The Million Dollar Quiz A Content Marketing Case Study (Internet Marketing Inc.) #qzzrwebinar 23. Goals Increase revenue via online sales Organic traffic Ranking Brand awareness Quality link building 24. Strategy Define target audience Research (Keyword Audience, Industry) Match personas to product Drive traffic Output > category page 25. Promotion Owned Earned Paid 26. Results To evaluate success: Awareness Interest Desire Action Visibility Engagement Traffic/Lead Quality Conversions/ROI 27. Visibility Featured on Qzzrs 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 Opticals website Influencer Outreach Paid channels hundreds of thousands of viewers / impressions 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. Engagement STUMBLES 212 LIKES 776 SHARES 1417 COMMENTS 365 TOTAL 2558 TWEETS 230 +1s 77 Ranking 1st for glasses quiz 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. 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 channels respective contribution towards the quizs performance. Traffic to the quiz landing page: 533,538 unique visitors Content Marketing Revenue: $909,738.06 7,500.2% Return on Investment: 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. Tips for graded quizzes Choose a compelling title Are you a ____ expert? Can you pass the ___ test? The worlds 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%. Youre a genius! 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. 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 - Youre research driven, so why not download this guide 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. 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. 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. Virality takes a pinch of luck You can control consistent conversions 40. Your conversion rate will increase when you understand what motivates your audience #qzzrwebinar 41. 10. Show me something cool 42. 10. Show me something cool 43. 9. Ask me interesting questions 44. 8. Be fair 45. 7. Reel me in with your title 46. 6. Help me feel sufficiently assessed 47. 5. Feed me 48. 4. Stay on topic 49. 3. Make me laugh Laughter is the shortest distance between two people.- Victor Borge 50. 2. Give me something to brag about 51. 1. Make me an offer I cant refuse 52. Bottom line: Just go make something remarkable! Get started at Qzzr.com #qzzrwebinar 53. How Quizzes Are Driving Killer Conversion Rates Presented by: Sushant Sharma, VWO & Owen Fuller, Qzzr #qzzrwebinar