Quizzes for lead generation
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Jo Farncombe presents how Friends of the Earth have used quizzes to engage with new supporters. Presented at more onion December 2018 event.
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Quizzes for lead generation
- 1. Quizzes for lead generation Joachim Farncombe 11 December 2018 Quiz Delivery ManagerDigital Delivery Manager
- 2. 2 • Background • Approach • Development • Results • Next steps Quizzes for lead generation
- 3. 3Quizzes for lead generation Background
- 4. 4
- 5. 5 All this talk of quizzes…
- 6. 6
- 7. 7Quizzes for lead generation
- 8. 8Quizzes for lead generation
- 9. 9Quizzes for lead generation
- 10. 10Quizzes for lead generation Approach
- 11. 11 User journey Ad on Facebook Quiz questions Would you sign a petition Yes? Petition Results Share? Donation ask No? Results Share? Donation ask
- 12. 12 Ideation
- 13. 13 Criteria for selection: •Clickability Shareability Feasibility Link to the Campaignability
- 14. 14 Prototyping
- 15. 15 Measures of success MVP #1 MVP #2 MVP #3 MVP #4 Cost per click £0.26 £0.06 £0.04 £0.08 Unique visits 355 1710 2770 1378 Completions 188 1483 2057 1051 Completion rate 52.96% 86.73% 74.26% 76.27% Would sign 133 1111 1381 830 Would sign rate 37.46% 64.97% 49.86% 60.23%
- 16. 16Quizzes for lead generation Development
- 17. 17 Content
- 18. 18 Design
- 19. 19 New Campaignion content type
- 20. 20Quizzes for lead generation Results
- 21. 21 Reporting
- 22. 22 Plastics Launched Aug 2018 Petitions signatories 210,000 New supporters to database 96,000 E-mailable supporters recruited 37,000 Cost per lead £0.87
- 23. 23 Nature Launched Nov 2018 Petitions signatories 55,000 New supporters to database 16,609 E-mailable supporters recruited 8,000 Cost per lead £1.20
- 24. 24Quizzes for lead generation Next steps
- 25. 25 Next steps • Optimisation • Report on retention • Analysis of welcome journey • Develop tools for other campaigns (maybe not a quiz?!) • Encourage more meaningful, deeper levels of engagement
Hinweis der Redaktion
- Supporter engagement/recruitment tool
- Post GDPR - looking to build list up 134,982 on 25 May 212,784 previously 36% reduction in our list
- Wider engagement needed as set out in our business plan
- MVP using Typeform – MVM testing How clickable the ads are How many people are completing the prototype? Caveated – the prototype will be far removed from completed Super light touch process
- Ad on Facebook User answers questions User is asked before they see (as they are ‘calculated’ their results if they'd like to sign a petition If user says yes, they see a petition form and sign it. They then see their result and are asked to share it If user says no they then see their result and are asked to share it User is asked to donate (RG or cash)
- Campaigners, 40 odd ideas
- https://friendsoftheearth.typeform.com/to/DfU8Cw https://thequickquiz.com/which-beach https://thequickquiz.com/which-sea-creature https://thequickquiz.com/sports-team-ban-plastic https://thequickquiz.com/secret-plastic
- Currently: 220,513
- Currently: 220,513