One of the questions I get asked regularly is ‘how can I use a quiz to grow my email list?’
And this is quickly followed up with ‘will it help me make sales?’
Now obviously as a Quiz Funnel Strategist I don’t have a crystal ball to see into the future and predict the leads and sales my clients are going to make through their quiz.
But what I can say with certainty is that quizzes work well with a solid strategy behind them.
And of course, there are the actual results. The ones my clients have had whose quizzes are out there in the wild, driving traffic consistently, generating high quality leads which end in bookings and sales.
And today I want to introduce you to one of those clients, Karen Campbell, artist and educator.
Karen came to me at the start of the year after taking part in a live presentation I did about using a quiz to grow your email list. A quiz had been on her ‘to do list’ for quite a while but finding the time to get it done was proving challenging.
Karen has one of the most fun brands I’ve worked with yet. Her Awesome Art School encourages people of all ages and skill levels to find the fun in art and her enthusiasm is infectious.
I literally couldn’t wait to get started as my head was brimming over with ideas for bringing her quiz to life and all the possibilities that came with it.
So let’s enter the fun world of Awesome Art and see how Karen used a quiz to supercharge her sales. Ready?
Using a Quiz to Grow Your Email List Starts with a Strategy
Any quiz I create starts with the end goal in mind. And Karen knew exactly what she wanted her quiz takers to do once they’d entered her world through her quiz funnel, and that was to join one of her three art memberships; Mixed Media Society, Celtic Creative and the Fun Fab Drawing Club
These memberships were tried and tested offers and this is an important point because when you know what your end goal is it takes the guesswork out of it. We already knew the membership offers worked as they had active members all loving what Karen was offering.
The job of the quiz then was to stop the inevitable procrastination that occurred when people were faced with the choice of which membership was the right one.
Once we’d agreed on this it was a case of working backwards to figure out the journey her leads would go on to get them to the point of wanting to invest in one of the memberships.
Creating a journey for your leads when using a quiz to build your email list
To make a quiz really work you need to take your leads on a journey of self-discovery, intrigue and action. If you’re using a quiz to grow your email list this is a hugely important piece of the puzzle.
What do I mean by that?
Well believe it or not, driving traffic to your quiz, getting them to answer the questions and then hand over their name and email address to get their quiz results is the easy part. I mean who doesn’t love doing a quiz and finding out fun things about themselves? This is what we call the Top of Funnel activity.
The hardest part, and the part most people forget about, or simply don’t put enough thought into, is the Middle of Funnel activity. Otherwise known as the nurture process where you build that all important know, like, trust factor.
This is where the customer journey part of your Quiz Funnel goes into overdrive. The time where you get to ‘woo’ your leads so you make the decision to buy from you an easy one.
And finally, we have the Bottom of Funnel where we switch gears into sales mode and take your leads through the decision making process to buy.
BTW, if you want to know more about the three main sales funnel stages take a look at this post – How to Create a Sales Funnel That Converts >>>
Building the Know, Like, Trust Factor When Using a Quiz to Grow Your Email List
This is going to look different for different people and be dependent on your offer and your audience. But for Karen we wanted to think about how we could keep giving value after the quiz results in a fun and interactive way.
What could we do to hold people’s attention and make them want to open all her emails?
Now usually at this point we’d be talking about curated podcast episodes or YouTube videos, an evergreen masterclass or possibly a waitlist. But that wasn’t really going to work for Karen’s audience.
And that’s when I came up with the idea of a free mini art lesson that was relevant to each outcome.
You see the title of Karen’s Quiz is ‘What’s Your Awesome Artist Superpower? Which superpower do you possess? A Media Mixologist, a Sassy Sketcher or a Magical Mind. Take this 90 second quiz to reveal yours.’
And of course, as I mentioned earlier, each outcome relates to one of the three memberships she offers. So I suggested creating a hand drawn or hand made character to represent each outcome, which Karen would then show her quiz takers how to create themselves in a fun tutorial sent to them as part of an email sequence.
It was a great way to showcase Karen’s teaching methods and her personality whilst giving her quiz takers a glimpse into how they would learn through one of her memberships, the one their quiz results had identified as being perfect for them.
And this is something I want you to think about when you’re creating your own quiz. Creating a high converting quiz funnel is about how you can create a unique experience for your quiz takers.
Your quiz itself is just the start. It’s the hook that exposes them to your brand and brings them into your world. It’s what you do afterwards that makes the difference.
Your goal is to use your quiz to grow your email list AND make sales.
Those two things have to go hand in hand because otherwise all you’ve got is a time consuming lead magnet that’s leading nowhere, and nobody wants that.
So what sort of results has Karen seen using a quiz to build her email list?
Well hold onto your hats because these results happened fast. I’ll let Karen tell you in her own words.
“The quiz was such a lovely adventure and it has been awesomely successful. Without even promoting it, and literally just from having a pop up on my website, in less than a week it captured 115 cold people. And that’s without mentioning it to a single person.
AND of those people we had 10 sales almost straight away before they’d finished the email sequence. It’s working like gangbusters and I can’t quite believe it. It’s a 13% conversion rate and that’s just the very beginning stats. I think it’s now higher than that as those stats were super early before people completed the entire funnel.”
And Karen’s results aren’t the exception, they’re the rule. Now obviously there are a few things to consider here. Karen already has a great following from her YouTube channel, a proven offer, along with good organic search results. Plus, the investment required isn’t a high ticket one as this is a Sales Quiz, meaning she’s selling a lower ticket item off the back of her quiz.
However, the strategy behind her quiz has been well thought out with every step planned and an entire experience created for the quiz taker. This wasn’t a lead magnet that was simply thrown together in a couple of hours with a ‘spray and pray’ approach. Every part of the quiz funnel was accounted for, top, middle and bottom, with a game plan behind it and a very measured, strategic approach.
To give you a little more of an insight into Karen’s quiz I asked her a few questions about how she felt about the process, the ideas we brainstormed and the acronym she has that always sends me into fits of giggles
What would you say is your secret sauce or Fab Factor as I like to call it? What makes you special Karen?
FUN. That’s the thing that makes me special. I don’t take things seriously and don’t get caught up in perfection. I’m not deep in any way shape or form but what I’ve learned is if you keep it light like that people learn better. And learning comes from doing something over and over again.
And if you’re having fun doing it then it doesn’t matter if you’re 5, 65 or 85, if you’re having fun you will do it more and that’s why my students are so awesome. They create art just because it’s fun. Not because it’s deep, not because they’re getting in touch with their emotions, not because they’re finally able to express their deepest sorrow but because IT IS FUN.
What other lead magnets had you tried in the past?
I must have 50 lead magnets and I’m not exaggerating. I have 30 that I actively promote through my YouTube videos and I’ve always been really good at creating things like cheat sheets, checklists and free lessons and they’re all great for getting email addresses BUT the big question is do they work to get the sale. And I’ll be honest I’ve struggled to get a high-converting sales lead magnet – until the quiz.
I LOVE using acronyms in quizzes and I help my clients to create one if they don’t have one. But you already had an absolutely brilliant one that always makes me giggle, so tell me how F.A.R.T.S came about.
So F.A.R.T.S stands for Fun, Attitude, Repetition, Technique and Success. That came about after studying marketing, listening to endless podcasts, taking courses, going to business conferences and really doing a deep think about how I’m different from other art teachers. And at the end of the day I kept coming back to the same thing – FUN. I just do this because it’s fun. And so I wanted something fun for my audience to help them create art.
Once I finally stopped overthinking it and came to terms with the fun element and allowed myself to tune into that a little bit more I realized that ART was a great acronym for my teaching style which is Attitude, Repetition, Technique. Then add an ‘F‘ at the start and an ‘S‘ at the end and you have F.A.R.T.S. And I love this because it’s also in order of priority of how I teach.
What would you say is your secret sauce or Fab Factor as I like to call it? What makes you special Karen?
FUN. That’s the thing that makes me special. I don’t take things seriously and don’t get caught up in perfection. I’m not deep in any way shape or form but what I’ve learned is if you keep it light like that people learn better. And learning comes from doing something over and over again.
And if you’re having fun doing it then it doesn’t matter if you’re 5, 65 or 85, if you’re having fun you will do it more and that’s why my students are so awesome. They create art just because it’s fun. Not because it’s deep, not because they’re getting in touch with their emotions, not because they’re finally able to express their deepest sorrow but because IT IS FUN.
What’s your favourite part of the quiz we’ve created together?
I loved coming up with the images that was a ton of fun. And I’m glad that I could be in them because it made it more fun for me and when you enjoy doing something it’s contagious for those around you.
And then going back and forth with the ideas was super fun too.
What did you enjoy most about working with me?
First of all it’s your personality. I feel a bit like you’re a ‘sister from another mister‘ even though we’re a different age. Just in terms of your energy and personality it really resonated with me from the first instant. I could tell how smart you were but it was the copywriting side that was huge.
Because copywriting is such an art. I knew from having watched your presentation and your writing just how clearly and concisely that you grasped marketing concepts and the written word. But the approach with the tones you used in your writing to make a sale was worth the investment all day long.
Having your copywriting as part of the ‘Done for you‘ service was gold because that’s where the conversion comes in and your emails have proved that to be true. Although I do have other lead magnets and they have worked, the quiz is already working better because of your email copy.
You made the whole thing not daunting at all and I had confidence in you and I knew the package you were putting together for me was going to be kickass and it totally was. You did not let me down and you exceeded my already very high expectations.
And as a diehard ABBA fan I have to know, which of their songs would get you dancing round your studio?
I am also a die hard ABBA fan and ‘Fernando’ and ‘Take a Chance on Me’ are definitely my favourite ABBA songs that get me dancing around my studio any time.
So now you know Karen’s quiz journey. I’d love for you to take her quiz and see exactly why this is such a fun quiz to do and the way the whole thing has been structured.
TAKE KAREN’S QUIZ >>>
And of course, don’t forget if you’d like to work with me to create a kickass quiz. Let’s hop on a call and have a chat.
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