leveraging quizzes for leads & revenue growth

Leveraging Quizzes for Leads & Revenue

Growth

Power Digital Team Intro

Grayson Lafrenz Co-founder & Director

Alexa Engelhart Content Strategist

Mike Opera Social Ads Guru

SALES COLLATERAL POWER DIGITAL 24 April 2014

Todays Webinar Focus •  Building Quizzes that Convert

•  Developing and Testing Conversion Offers

•  TopTrafficking Channels for Quiz Content

–  Facebook

–  Instagram

–  LinkedIn and More

•  Using Quiz Data for “Advanced Audience Segmentation”

•  Turning Quiz Conversions into Repeat Buyers

$ $

Designing Quizzes That Convert

SALES COLLATERAL POWER DIGITAL 24 July 2016 5

Why Quizzes are the Perfect Brand Introducer

●  Appealstouser’sinterestsvs.selling

●  Quiztopicalignswithbrandscoreoffering

crea;ngnaturalcorrela;onwithbrand

●  Cost-effec;velandingpagedes;na;on

●  Socialinnatureandpromotessharing

●  OffersIncen;veandclearleadcapture

pointoncecompleted

The Quiz Creation Process: 1.  Topical research & frame working 2.  Outcome & question development 3.  Design + image/gif assets 4.  Social promotion + outreach

Average Engagement: ●  70% Completion Rate ●  12% Lead Conversion Rate ●  13% CTR


Effective Quiz Imagery & Creative Winning Elements: ●  Background Image > Solid Color ●  Mix of Royalty Free & Stock Images ●  Mix of Photos & Illustrations ●  GIFs can offer an engaging mix ●  Stylized text when imagery is unavailable ●  HUMOR IS CRITICAL

Elements of Top Performing Quizzes Leverage

Engaging Topics → Drive Low CPCs

Fun Questions → Increase Completion

Rates

Relevant Offers → Capture Leads

IDEAL TYPES OF QUESTIONS TO ASK: ●  Fun and engaging ●  Elicit answers that will help you classify and filter leads

into audiences

TOP “OFFERS” FOR CONVERSION: ●  Product discounts or deal ●  Contest or sweepstakes entries ●  Premium or exclusive content


Examples of Top Performing Offers

Why these offers convert:

Which Color Lightsaber Matches Your Personality? Average Engagement:

86% Completion Rate 41% Conversion Rate

Is it Gluten Free? Average Engagement:

79% Completion Rate 21% Conversion Rate

Qualify users with a relevant

topic

Convert users with offers that appeal to their

interests


A/B Testing Conversion Offers

VS

Social Ads + Quizzes = The

Perfect Marriage


Top Trafficking Channels for Quizzes

#1

#2

#3

#4

Other Channels

PR

Email


Anatomy of a Social Advertising Campaign Targeting Audience:

. Core Message & Creative: Ad Placement Local: Landing Page:

**Remarketing Kicks In**


Defining Online Consumers…

Cold Awareness Stage

Not shopping for anything in

particular, just browsing on Social Media, may not have not been

introduced to brand before.

Warm Consideration Stage

They have an idea of what they want,

considering different options, prices, etc. online. EX – remodeling house

Hot Decision Stage

They have done their research and are

ready to buy, looking for the best option to work with.


Cold, Warm and Hot Social Messaging

Cold Market users unfamiliar with clients brand with a quiz &

cookie pool the user.

Warm Remarket the quiz takers with

promotional ads.

Hot Remarket users who have supplied

an email with new promotions.


Case Study Metrics on Quiz vs. Landing Page vs. Blog

When running Cold Traffic Through Facebook Pages Metrics Greatly Vary Based on Landing Page Type… Average Costs per Click:

•  e-commerce Landing Page = ~ $1.75 •  Lead Based Landing Page = ~ $1.50 •  Cold Traffic to Blog Posts = ~ $0.15 - $1.25 •  Cold Traffic to Quizzes = ~ $0.05 - $0.30

Average Cold Traffic Conversion Rates:

•  e-commerce Landing Page = ~ 0.02% •  Lead Based Landing Page = ~ 0.05% •  Cold Traffic to Blog Posts: ~ 0.05 % •  Cold Traffic to Quizzes = ~ 10%

Quiz Answers Drive Advanced List Segmentation


Using Quiz Questions to Gain Data Points on your Hot Leads

●  Quiz Topic is Related to a Service or Product

●  Genuine Question: “Which Player does your game most resemble?” <--Not Salesy or Promotional


Segmenting Hot Leads for Targeted Messaging & Creative

1.  Pull “Lead Export” and Segment into Audiences Based on Answers

1.  Take Export and Remove Duplicates of All Emails

2.  Sort by Preferred Outcome 3.  In the case below, we sort by

“Neymar” and pull the emails accordingly.


Hot Lead Facebook Ads Strategy - Upload and Advertise 1.

2. 3.


Hot Lead Email Strategy - Upload and Email

1. Sort

2. Load

3. Send

Big Picture - Funnel Overview - E Commerce Example

Drive Traffic to Quiz around a certain product type For example, “Which type of soccer cleats suit you

best?”

Retarget Site Visitors w/ Promotional Offer Discounts, One-Time Offers

Pull in your existing customers with new product Retarget users to your product page

Generate Website Traffic

Generate Leads

Generate Prospects

Awareness Stage (cold)

Consideration Stage (warm)

Decision Stage (hot)

Generate Customers


Additional Proven Applications Quizzes

Building Retargeting Pools for Users that Do Not Convert Blog Post Lead Magnet Segmenting a Stale Email List PR and SEO Link Building Content

leveraging quizzes for leads & revenue growth

Marketing