How to Use Online Assessments and Quizzes to Generate Lots of Qualified Leads

Anna Talerico, ion interactive's EVP and co-founder

Anna Talerico, ion interactive's EVP and co-founder

People love to get the real-time feedback of a score, a grade or a personalized outcome based on the responses they give to questions. There are some great opportunities to generate lots of leads, of high quality, using quizzes and assessments.

As a starting point, use any type of best practices, data or benchmarks you already have at your disposal. Let visitors answer a set of questions and then show them a result of how they stack up, or how they are doing in applying the best practices. This can range from an assessment that covers a serious side of your industry to something more fun like a playful quiz on “What (your industry here) superhero are you?”

A quiz is an especially popular format right now, and is a shorter version of an assessment. Think of a quiz as lightweight, usually 3-10 easy questions, and an assessment as something that requires more considered attention from the visitor, usually 6-20 questions. A quiz provides fun, education or entertainment on a topic about your industry, product or service. An assessment helps visitors determine areas for improvement or how they stack up against their peers, letting them self-evaluate or self-learn. Based on visitor responses to questions, you can deliver personalized recommendations for improvements.

Here are some ways to use quizzes and assessments to generate leads, including what measurement you can expect, what sales insights you can surface, and how you can test the experiences to boost your conversation rates significantly.

 

How to generate leads with an online quiz or assessment:

  • Let visitors complete the assessment/quiz and see the results and recommendations. Optionally allow them to email the results to themselves, or a colleague, using that action as a lead capture opportunity. 
  • Have visitors complete the assessment, and gate the results, requiring the user to complete your form before seeing their assessment outcomes. 
  • If your content is of very high value, require visitors to complete a form before providing them access to the quiz or assessment.

How to test for higher conversion rates on your online quiz or assessment:

  • Results access: Can you drive more leads by providing the results with an optional form to email the results to themselves? Or by gating the results, providing access to the results only to those who complete your form? Find out with an A/B test!
  • Content cross sell: Will you capture more leads by gating the assessment results, or by giving free access to the results, but with an optional form to receive complementary content that’s related to the assessment or quiz? An A/B test will let you know if the offer of related content is more compelling than the results themselves.
  • Form length: How much is your visitor willing to tell you in the form? You can test varying form lengths to optimize for maximum conversions.
  • Layout: Test radically different versions of the first page to see which version reduces bounce rates and increases engagement with the content. Or, test radically different results pages, varying the emphasis on the call to action to determine how you can influence conversion rate with layout and design changes.
  • Question tolerance: Test different number of questions to optimize for completion and conversion.

How to measure content consumption and engagement on your online quiz or assessment:

  • Look at the basics such as bounce rate and conversion rate to get an idea of overall performance.
  • Look at drop off through the assessment. What is the tolerance your visitors have for completing questions, and are they finding the experience valuable enough to complete? Which questions cause the highest drop off?
  • Score answers based on how desirable of a prospect the visitor will be, and evaluate scores across traffic sources to determine which sources deliver you the most qualified, engaged leads. 
  • Evaluate the aggregate responses to understand your audience better and gain real insights into where they fall across the spectrum of what your assessment covers.

And don’t forget to surface prospect insights to your sales team:

  • Show sales the prospects actual answers to the quiz/assessment so they can pick up the personal conversation exactly where the digital conversation left off. This helps accelerate deals by providing the buyer with a great experience where expectations are met, and information surfaced in an online experience doesn’t have to be rehashed in a scripted sales experience. 

 

Have you tried using assessments or quizzes to generate leads? Let us know how it’s going and what you’ve learned along the way!