Qzzr's Owen Fuller and Visual Website Optimizer's Sushant Sharma take you through the power social quizzes have to drive above average conversion rates.
Full writeup and video: http://www.qzzr.com/blog/fed-up-with-average-conversion-rates
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
How Quizzes Are Driving Killer Conversion Rates (Qzzr + VWO)
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_
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10. Tens of thousands of quizzes & polls being taken millions of
times
World’s best publishers, brands and agencies
11. 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
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12. There is a renaissance
happening
Hieroglyphics Paper Billboards
Mail
Email
Blogs
TV
Digital images
Video
Surveys/polls
Infographics
Lists
Quizzes
17. 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
18. Why are quizzes so irresistable?
Interactive, Meaningful, Social
and…
All about ME!!!
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19.
20. “Stop telling me interesting and useful
things about myself”
- Said no one, ever.
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21. 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.
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37. Visibility
Featured on Qzzr’s 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
Optical’s website
Influencer Outreach
Paid channels – hundreds of thousands
of viewers / impressions
40. 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
41. 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 channel’s respective
contribution towards the quiz’s performance.
Traffic to the quiz landing page: 533,538 unique visitors
Content Marketing Revenue: $909,738.06
7,500.2%
Return on Investment:
42. 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
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43. Tips for graded quizzes
Choose 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!”
44. 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
45. 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…
46. 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?
47. 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
48. “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
49.
50. Virality takes a pinch of luck
You can control consistent
conversions
51. Your conversion rate will
increase
when you understand what
motivates your audience
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