The competitive battle among sellers is constantly escalating – each buyer's attention is a prize to compete for. Entire teams of specialists work towards triumph in this confrontation, continually testing new tools and strategies in search of the most effective ones.

In this article we are going to discuss quizzes and their role in achieving business results. Get comfortable – let's begin!

What is a Quiz?

A quiz is a lead generation tool in the form of a short online survey. 

(the start page)

Leads (applications) from quizzes contain not only contacts but also information about a potential client, based on which you can prepare a commercial proposal. It is due to the quality of these acquired leads that quizzes have become one of the favorite tools for experienced marketers.

Moreover, such surveys can be applied for:

• Testing hypotheses;
• Studying demand and supply dynamics;
• Target audience research and more.

Quizzes have the ability to streamline the work of sales department employees – facilitating the acquisition of targeted leads and reducing the time needed for their processing.

Let's consider examples illustrating why it is worthwhile — to prefer quizzes over lead forms, often placed on websites.

Consumer communication can occur through one of two scenarios:

Scenario One. A person fills out a lead form on the website. A sales specialist calls them to gather details. At this stage the specialist has no information about the person beyond their phone number, hence inquiring about their needs, preferences, comfortable delivery conditions, payment preferences, etc. Commercial proposals are usually not presented during the first call as it requires preparation time. A follow-up call decreases the likelihood of a sale since the person may reconsider or ponder reasons «why not.» Only about 4% of such contacts result in a purchase.

(admin panel)

Scenario Two. You receive an application upon which you can formulate an offer for the buyer. You are already aware of all their preferences and tastes, so there's no need to find out the details via phone. Instead, you call to present a specific price proposition. The conversion of such applications into purchases reaches 23-25%.

The statistics are very compelling. Achieving outcomes as per the second scenario can be attained through quizzes.

Types of Quizzes

Quizzes can perform various functions according to your business needs. The following types of quizzes are distinguished:

• Contact Gathering Quiz. Designed to enrich your contact database, enabling you to make calls and send consumer mailings.

• Entertainment Quiz. This survey encourages interactivity, fosters trust, and diversifies content.

• Questionnaire Quiz is useful if you require extensive information for proposal preparation. Additionally, HR specialists often use this quiz as a resume substitute. You can ask job applicants only for what matters in a specific situation, limiting the flow of irrelevant information that might be present in a resume.

• Sales-focused Quiz. Aims to determine if a person needs a specific product. Such quizzes are often complemented by a bonus offer, encouraging individuals to submit an application.

A «correct» quiz can perform multiple functions simultaneously. For instance, an entertaining quiz can both enhance the contact database and facilitate sales.

In the next part of this article, we will explain how to create a quiz that generates quality leads for your business.

Creating a Quiz

It's worth noting that creating a quiz from scratch will take only 10-15 minutes, and even less when using a built-in template. Additionally, you won't need the assistance of a designer or programmer – you can handle it entirely on your own. The main thing is to know what the quiz will be about and what you aim to achieve through it.

(templates with content for various business niches)

When you create the survey, orient yourself around the following structure:

• Start Page;
• Questions;
• The Page for collecting contacts
• The thank-you page.

Start Page. Designed to pique the interest of individuals to take the quiz. It should inform the person about the quiz's topic, the number of questions, and an estimated time required. Depending on your niche, promise a gift for the application. What can be given as a gift? Free trial sessions, video tutorials, guides, checklists, consultations, or a discount on a product/service (this is a universal gift suitable for any business).

(start page)

During the dealing with quiz questions, remember that the answers to them constitute your primary source of information about potential buyers, so they should be useful for you. Questions should not be asked just for the sake of asking. Ensure they are short and clear.

The process of going through the quiz should be easy – this way, you'll have more chances of acquiring leads. Plan out ready-made answers to the questions and offer them to the respondent. These can include options like «yes» or «no» as well as specific responses. 

(Questions with photo options)

There shouldn't be too many questions. The optimum amount is 4-6 questions. This quantity is sufficient to gather an understanding of the client's needs and preferences without overwhelming them.

Alongside the quiz questions, you can include information that will further encourage individuals to become your clients. This could involve details about your company and its values, successful cases, positive reviews, and more.

(the question with a slider)

You can personalize quizzes by setting up branching questions: each subsequent question will depend on the previous answers.

The design also plays a role, so ensure all elements of the quiz have a consistent style.

Finally, remind participants about the promised bonuses to encourage them to complete the quiz and take the necessary action – submitting an application.

The next step is the page for collecting contacts. Once you have them, you have everything necessary to sell the product.

(the page for collecting contacts)

All that's left is to express gratitude for completing the quiz. On the thank-you page it's appropriate to include links to your social media profiles, portfolio or website. Alternatively, the thank-you page can redirect automatically to your site after the contact form is filled.

Everything is set—the quiz is ready to generate quality leads!

Integrations

Modern quiz services offer broad integration capabilities with various services. These capabilities optimize the handling of applications and accelerate their processing.

The speed of handling applications is crucial. Often a person submits an application and waits for a call for several hours or even an entire day. During this time they might change their mind or become a client of a more prompt seller. Slow response is one of the main reasons for missed sales. 

(integrations settings panel)

Applications from quizzes are automatically consolidated in the CRM-system of the service. However, to increase response speed, we recommend duplicating them in your database via Webhooks or at least sending them to your email or Telegram.

Setting up these integrations takes only a few minutes.

Other opportunities

Quizzes can be launched in advertising campaigns through Facebook and Google Ads platforms. Focus on the «Lead» event and specify «Conversion» as the goal.

To receive applications directly on your site, simply add the quiz script to your site's code. According to your preferences, the survey can appear within the body of the site, as a button, or as a pop-up.

You can analyze the quality of advertising traffic from quizzes using tools like Facebook Pixel, TikTok Pixel, Google Analytics and Tag Manager. Information about the audience (gender, age, profession, interests, marital status, etc.) and their behavior (clicks, page dwell time, traffic sources, etc.) obtained from these tools will help draw conclusions about the effectiveness of chosen advertising campaign parameters and the relevance of advertising materials.

All settings are done within the specific quiz.

All the functions listed in this article are supported by the convenient no-code quiz service ADS quiz.

Conclusion

• A quiz is a short online survey designed to gather information about consumers for preparing an offer and obtaining their contact details.
• Quizzes are widely used not only by sales department specialists but also by marketing professionals for lead generation, market research, forming a profile of the target consumer, hypothesis testing, etc.
• An effective quiz structure includes a start page, questions, a contact page, and a thank-you page.
• Particular attention should be paid to the questions as they are a source of valuable information about potential clients. They should be brief, specific and useful.
• Modern quiz builders have their CRM-systems where all applications are automatically placed. They are capable of integrating with practically any service to speed up information processing and minimize lead response time. They also allow launching quizzes in advertising and analyzing advertising traffic.
• This article aimed to introduce you to a versatile and effective marketing tool. 

We hope we've succeeded and that you'll use quizzes to increase sales and achieve other goals beneficial for your business.