How to make one of those insanely viral quizzes that you’re seeing everywhere

Presented by:Owen Fuller, Qzzr

Fit Marketing Case Study

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 couple forms of hot content

(quizzes & polls)2. Show how to drive social traffic and

generate leads with quizzes3. Tell the story of the million dollar quiz4. Get you started with some quiz concepts

you can create today

There is a renaissance happening

Hieroglyphics Paper Billboards

Mail

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

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?

Engaging, Nourishingand…

All about ME!!!

“Stop telling me interesting and useful things about myself”

- Said no one, ever.

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.

81% completion rate2:27 average time

5% lead conversion rate

Pop Quiz:The average quiz gets shared how many

times?

1,900Some do a little better….

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…

Two main jobs that social media mavens hire a quiz to do:

1. Drive social traffic2. Drive conversions

You don’t need a big channel

• 0 likes, 6 comments• Taken 70,000+ times• Over 750x Social Lift

You don’t need a hot topic

• Wildest dream was that 1,000 people would take the quiz

• 70,000+ have taken it today

What businesses are most excited about

Turning this Into this

The Million Dollar QuizA Content Marketing Case Study

http://www.zennioptical.com/glasses-quiz

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

PROMOTIONOWNED EARNED PAID

RESULTSTo evaluate success:

AwarenessInterestDesireAction

Visibility

Engagement

Traffic/Lead Quality

Revenue/ROI

VISIBILITY• Featured on Qzzr’s homepage &

newsletter

• Average of 60,000 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

516,704LEAD IMPRESSIONS

455,929LEAD CONVERSIONS

29,410CONVERSION RATE

6%

AVG TIME SPENT

0:24

COMPLETION RATE

82%

ENGAGEMENT

STUMBLES 212

LIKES 874SHARES 1604COMMENTS 412TOTAL 2890

TWEETS 238

+1s 79

Ranking 1st for “glasses quiz”

TRAFFIC // LEAD QUALITY• 240,649 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

REVENUE // ROI

Top revenue-generating channels included:

• Organic Search: $143,692

• Email: $126,674

• Paid Search: $103,545

Multi-attribution technology helps us understand a channel’s respective contribution towards the quiz’s performance.

Traffic to the quiz landing page: 573,338 unique visitors Content Marketing Revenue: $1,167,746.21

9,655%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

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

Research and gather media

See: images and qzzr

Create and embed your quiz

2 cups ContextShare and promote your quiz

2 cups ContextBasic promotion channels

• Facebook• Website or blog• Email or newsletter• Twitter• LinkedIn• Forums• Communities

Virality takes a pinch of luck

You can control consistency

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 today at Qzzr.com

How to make one of those insanely viral quizzes that you’re seeing everywhere

Presented by:Owen Fuller, Qzzr

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