In any given month, quizzes make up some of the most shared pieces of content on the web. Why are quizzes so hot? Owen Fuller will share lessons learned from reverse engineering an inhuman amount of viral quizzes on sites like Buzzfeed and Qzzr. He’ll teach the secrets Qwizards use to drive social traffic and leads, including the keys to optimizing quiz titles, questions, imagery, calls-to-action and outcomes. He’ll wrap by taking you on a personal tour of the hall-of-fame of quizzes, including the quiz that broke the internet and another that has already generated over one million dollars in revenue. During our conversation, we plan to: Expose a hot content medium (quizzes) Show how to drive social engagement and lead conversions with quizzes Tell the story of the million dollar quiz Get you started with some quiz concepts you can create today Since everyone needs the right data to write the most effective quiz-content, attendees of this webinar will have access to a FREE 15 day trial of SEMrush Guru!

1. How to make one of those
insanely viral quizzes that you’re
seeing everywhere
Presented by:
Owen Fuller, Qzzr

2. Fit Marketing Case Study

7. Who are these guys?

9. Tens of thousands of quizzes & polls being taken millions of times
World’s best publishers, brands and agencies!

11. Our goals
1. Expose a couple forms of hot content (quizzes &
polls)
2. Show how to drive social traffic and generate
leads with quizzes
3. Tell the story of the million dollar quiz
4. Get you started with some quiz concepts you can
create today

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

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?
Engaging, Nourishing
and…
All about ME!!!

20. “Stop telling me interesting and useful
things about myself”
- Said no one, ever.

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.

22. 81% completion rate
2:27 average time
5% lead conversion rate

23. Pop Quiz:
The average quiz gets shared how many times?
1,900
Some do a little better….

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…

26. Two main jobs that social media
mavens hire a quiz to do:
1. Drive social traffic
2. Drive conversions

29. You don’t need a big channel
• 0 likes, 6 comments
• Taken 70,000+ times
• Over 750x Social Lift

30. You don’t need a hot topic
• Wildest dream was that 1,000 people
would take the quiz
• 70,000+ have taken it today

33. What businesses are most excited about
Turning this Into this

34. The Million Dollar Quiz
A Content Marketing Case Study

36. GOALS
Increase revenue via online sales
Organic traffic
Ranking
Brand awareness
Quality link building

37. STRATEGY
Define target
audience
Research
(Keyword
Audience, Industry)
Match personas
to product
Drive traffic
Output >
category page

38. PROMOTION
OWNED EARNED PAID

39. RESULTS To evaluate success:
Awareness
Interest
Desire
Action
Visibility
Engagement
Traffic/Lead Quality
Revenue/ROI

40. VISIBILITY
• Featured on Qzzr’s homepage & newsletter
• Average of 60,000 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

41. ENGAGEMENT
TIMES TAKEN
516,704
LEAD IMPRESSIONS
455,929
LEAD CONVERSIONS
29,410
CONVERSION RATE
6%
AVG TIME SPENT
0:24
COMPLETION RATE
82%

42. ENGAGEMENT
STUMBLES 212
LIKES 874
SHARES 1604
COMMENTS 412
TOTAL 2890
TWEETS 238
+1s 79
Ranking 1st for
“glasses quiz”

43. TRAFFIC // LEAD QUALITY
• 240,649 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

44. REVENUE // ROI
Top revenue-generating channels included:
• Organic Search: $143,692
• Email: $126,674
• Paid Search: $103,545
Multi-attribution technology helps us understand a channel’s
respective contribution towards the quiz’s performance.
Traffic to the quiz landing page: 573,338 unique visitors
Content Marketing Revenue: $1,167,746.21
9,655%
Return on Investment:

45. 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

46. 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!”

47. 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

48. 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…

49. 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?

50. 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

51. “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

53. Research and gather media
See: images and qzzr!

54. Create and embed your quiz

55. 2 cups Context
Share and promote your quiz

56. 2 cups ContextBasic promotion channels
• Facebook
• Website or blog
• Email or newsletter
• Twitter
• LinkedIn
• Forums
• Communities

57. Virality takes a pinch of luck
You can control consistency

58. 10. Show me something cool

59. 10. Show me something cool

60. 9. Ask me interesting questions

61. 8. Be fair

62. 7. Reel me in with your title

63. 6. Help me feel sufficiently assessed

64. 5. Feed me

65. 4. Stay on topic

66. 3. Make me laugh
“Laughter is the shortest distance between two people.”- Victor Borge

67. 2. Give me something to brag about

68. 1. Make me an offer I can’t refuse

69. Bottom line:
Just go make something remarkable!
Get started today at Qzzr.com

70. How to make one of those
insanely viral quizzes that you’re
seeing everywhere
Presented by:
Owen Fuller, Qzzr

71. Pro Pro Unlimited Enterprise Enterprise Unlimited
$299/year $999/year $500/month $1,000/month
50,000 engagements/mo.
Reduced Branding
Unlimited Offers
Unlimited engagements
Reduced Branding
Unlimited Offers
250,000 engagements
White Label
+ Pollcaster
VIP Support
Unlimited engagements
White Label
+Pollcaster
VIP Support
Unlimited Offers
+400/month
Unlimited Offers
+800/month
Add Contributor
+50/mo
Add Contributor
+50/mo
Qzzr for Business Plans
Pro Plans
Adv. Customization
Export Data
Integrations
Enterprise Plans
All the goodness of Pro
Ad Refresh
API Access
Gated Results
Add-on Packages