How Quizzes Are Driving Killer Conversion Rates (Qzzr + VWO)
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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
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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_ #qzzrwebinar
- 7. Who are these guys?
- 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 #qzzrwebinar
- 12. There is a renaissance happening Hieroglyphics Paper Billboards Mail Email Blogs TV Digital images Video Surveys/polls Infographics Lists Quizzes
- 13. And it’s something we hated while we were in school Type to enter text
- 14. #qzzrwebinar
- 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!!! #qzzrwebinar
- 20. “Stop telling me interesting and useful things about myself” - Said no one, ever. #qzzrwebinar
- 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. #qzzrwebinar
- 22. 81% completion rate 2:27 average time 5% lead conversion rate #qzzrwebinar
- 23. Pop Quiz: The average quiz gets shared how many times? 1,900 Some do a little better…. #qzzrwebinar
- 24. I see a quiz in my newsfeed. Hmm. What am I likely to do? Pass. Not interested: 18% Sure. Let me hit that: 82%
- 25. Faster, cheaper and more effective than other content types. Quizzes are the secret weapon… #qzzrwebinar
- 26. Two main jobs that marketers hire a quiz to do: 1. Drive social engagement 2. Drive conversions #qzzrwebinar
- 30. What businesses are most excited about Turning this Into this
- 31. The Million Dollar Quiz A Content Marketing Case Study (Internet Marketing Inc.) #qzzrwebinar
- 33. Goals Increase revenue via online sales Organic traffic Ranking Brand awareness Quality link building
- 34. Strategy Define target audience Research (Keyword Audience, Industry) Match personas to product Drive traffic Output > category page
- 36. Results To evaluate success: Awareness Interest Desire Action Visibility Engagement Traffic/Lead Quality Conversions/ROI
- 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
- 38. Engagement TIMES TAKEN 473,030 LEAD IMPRESSIONS 412,345 LEAD CONVERSIONS 26,617 CONVERSION RATE 6% AVG TIME SPENT 0:25 COMPLETION RATE 82%
- 39. Engagement STUMBLES 212 LIKES 776 SHARES 1417 COMMENTS 365 TOTAL 2558 TWEETS 230 +1s 77 Ranking 1st for “glasses quiz”
- 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 #qzzrwebinar
- 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
- 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 #qzzrwebinar
- 52. 10. Show me something cool
- 53. 10. Show me something cool
- 54. 9. Ask me interesting questions
- 55. 8. Be fair
- 56. 7. Reel me in with your title
- 57. 6. Help me feel sufficiently assessed
- 58. 5. Feed me
- 59. 4. Stay on topic
- 60. 3. Make me laugh “Laughter is the shortest distance between two people.”- Victor Borge
- 61. 2. Give me something to brag about
- 62. 1. Make me an offer I can’t refuse
- 63. Bottom line: Just go make something remarkable! Get started at Qzzr.com #qzzrwebinar
- 64. How Quizzes Are Driving Killer Conversion Rates Presented by: Sushant Sharma, VWO & Owen Fuller, Qzzr #qzzrwebinar