All of the steps, strategy, and shortcuts to setting up your quiz lead magnet and growing your email list today!
If you haven’t heard me say it before, then let me say it again: email marketing is one of the ABSOLUTE BEST WAYS to make sales in your small biz.
And this is why it’s so important that you have an email list. Whether you’re a service-based business, ecommerce selling products, or an online business owner the money is in your list.
So let’s get building!
How to start an email list
At the most basic, you’ll need an email marketing system and a lead magnet. This will allow you to host your audience’s name and email, as well as other things you may know about them {more on this when we dive into segmentation}.
It also allows you to send emails to these people where you can connect with your audience, share resources, and also pitch and sell your products and services.
Your lead magnet will be your key to growing this list and adding new subscribers to your audience so you can continue to make more sales. Let’s get you started with one of the best lead magnets out there; a quiz.
Why a Quiz lead magnet?
The standard opt-in rate for lead magnets like a newsletter signup, ebook or guide, and even webinar is on average 20-25%. So if you’re already achieving this conversion, you’re doing pretty great.
But quizzes average a 40% conversion! That’s 4 out of every 10 website visitors on your site becoming a subscriber. And my favorite quiz platform, Interact, shows that this hefty increase of conversions works whether your selling physical or digital products, online courses, services, or education.
The number 1 reason quizzes work so well is because they allow someone to talk about themselves. Everyone likes to be asked about themselves and to talk about their own lives and experiences. We are wired this way as humans, and a quiz lets you create that type of connection.
A quiz is the only tool that lets you help people learn about themselves in a personalized and individual way, meeting your quiz takers where they are and supporting them on their journey.
Essentially a quiz is a conversation with your website visitors; you’re asking them things that they enjoy talking about, you’re listening to them via their quiz answers, and just as you would in real life you can respond differently to each person based on what they want and need through your emails.
Email list segmentation
Segmentation is a fancy way of saying, tagging or noting something about a person. With your quiz lead magnet, you can tag your subscribers with the answers they’re selecting in your quiz or their final quiz result. This tag will live in your email marketing system and you can use these as triggers to send off specific emails that you know will be of interest to each person on your list.
With other lead magnets, you receive a new subscriber but what do you know about them? That they’re interested in what you have to sell. But why? Did they come to your hairdressing website because they want to learn the latest and greatest hairstyle trends or are they trying to fix a DIY bleach job that didn’t go so well?
At best you have to guess what people want to learn about and hope that they are interested in accessing the information you provide when they land on your site. It’s a shot in the dark.
But let’s say your new subscriber took your quiz: Which type of coffee should you buy?
They were tagged with a flavor profile and you even know how often they like to drink coffee. You understand that they are scared to venture out and try new blends or beans. These are all things you can, and should, address in your email follow ups. Just like you would if you were a coffee barista standing right in front of a paying customer.
Growing your SEO traffic
Quizzes are an untapped goldmine for SEO traffic. Not only do quiz keywords attract a ton of traffic, but they also come with a built-in problem-solving intent.
Essentially, when people search for quiz-related terms, they’re asking questions your potential customers want answers to—they just tack the word “quiz” at the end.
If you can answer these questions through well-designed, SEO-optimized quiz pages, you’ll unlock a massive flow of search traffic with minimal competition growing both your page traffic and with it your email list and sales.
How to make a lead magnet quiz
You might be thinking now, great – but what the heck do I make my quiz about? And you’re not alone in asking that. Although quizzes are SO helpful to our businesses, the consensues is that they can be hard to make and even time consuming.
But that’s exactly why Interact is my favorite quiz platform. They’ve leveraged generative AI to build a quiz for you in just a couple of minutes. Instead of spending sometimes months thinking through your quiz topic and questions to ask, you can instead add your website and key points about your audience and how you serve them to InteractAI and have a quiz made for you in minutes.
Get started with InteractAI
Open InteractAI and click on “Create a quiz”.
Next, choose the option that works best for you. If you have no idea what to make your quiz about then waste no time, just choose that option!
For this blog, I’ve chosen that I don’t have a quiz idea. If you choose a different option then continue following the prompts that appear, you’ll be asked slightly different questions then what I show you below.
Next step is to add your website. This allows AI to write the quiz in your voice to reflect your brand and match your copy.
🤓 Pro tip: Turn an existing lead magnet, blog post, or sales page into a quiz; especially if you already have funnel(s) built out for that offer you can add your quiz leads into the appropriate funnel once they subscribe. If you don’t have a URL to this then choose “I’ll copy and paste my website text instead” and then do just that.
Next I copy and pasted the copy from my website to tell InteractAI what my business does.
I did the same thing for the next question which asks what problem I help my customers overcome.
From here, choose the quiz title that resonates with you most.
🤓 Pro tip: Don’t just choose the title you like the most. Think through what your customers always ask you. Interact’s CEO Josh Haynam, who has been building quizzes for nearly 15 years, suggests that the best quiz title is the #1 question your audience always asks you.
Since I’m often asked about what type of content marketing small biz owners should invest their time and money into, I’ll choose What’s Your Content Marketing Strategy Type?
🤓 Pro tip: It’s best if your quiz question is written in the voice of your customer {you see how relational this is!} and you probably wouldn’t ask me using those words but that’s ok, I can change this later within the Interact dashboard {and I did just that – tweaking the title a little to suit my needs}. You’re able to completely customize what InteractAI builds for you and good for you if it’s written so well you can leave it as is.
There are 3 types of quizzes Interact makes:
👉 Personality quiz: This is great when you’re teaching someone more about themselves, their styles, and preferences.
👉 Scored or Trivia quiz: This is great when you want to gauge how much someone knows about a certain topic.
👉 Product recommendation quiz: This is when your quiz will serve up specific products {including ecommerce, courses, or even services} that best fit someone’s needs.
Choose the one that best fits your quiz goals or choose “I’m not sure”.
There’s a few more prompts to work through. Follow them by telling InteractAI if there are any specific questions you want to include in your quiz. You can also add these questions later when you customize your quiz within your Interact account.
You can also choose the number of questions you want to include in your quiz.
🤓 Pro tip: The sweet spot is 5-10 questions. The longer your quiz, the longer it will take someone to complete and if it’s too long you might lose them. Ask the minimum amount of questions that get someone to the correct quiz result and that tell you what you need to know about your IC so you can better support them.
From here you’ll be able to create a free Interact account and then sit back, grab a drink, take a deep breath, or do a stretch while InteractAI makes your quiz for you!!
When it’s ready you can either preview your quiz or login to your free account to review and customize it.
Here’s a preview of what InteractAI built for my website, that I made some tiny tweaks to! If you’re curious you can take the full quiz here.
Customizing your quiz
This quiz is helping to identify what type of content marketing strategy someone struggles with and what would be right for their small biz, and then pointing them to the solution that would help to get them seen, loved and selling.
For example:
Someone who values social media marketing but struggles with what to post, being consistent and how to be seen would benefit from Complete Content 24/7.
But for someone looking for a holistic, all-in-one marketing approach, the Content Mastery Club might be a better fit.
From the screenshot you can already see that you’re able to add in an image or video to each quiz result.
You likely also want to add valuable resources that would be important to this person. Rather than only offering Complete Content 24/7, I can also add specific tips and tools that would support this person with making on-brand social content that grows their channel.
What to send them next
Now that your new subscriber has lots of resources and quick wins to get them on their way and closer to achieving their goals, I can continue to share what’s important to them and check in via my email sequence.
Within Interact you’ll want to connect your quiz to your email marketing system. This is where you can set up tags based on how you want to segment your leads. These tags will trigger specific emails and workflows that continue to nurture and support them again, based on what they care about most and/or where they’re currently at.
🤓 Pro tip: If you’re stuck on the specifics of what to write in these emails go back to the coffee shop example. If your IC was standing right in front of you, what would you tell them, what would you say to encourage them to achieve their deepest goals?
Good. Now write that!
Ready to make your quiz lead magnet? Get started right here!
