At the beginning of 2010, when landing pages filled the Runet, Internet commerce began to grow at an incredibly fast pace. Business realized that it was urgent to restructure and create its presence on the World Wide Web. Services began to appear that allowed even an inexperienced user to create their own website literally on their knees. It would seem, what is needed for a successful start? Just create or order a landing page according to a proven scheme with pictures from stocks, set up advertising campaigns for it and put the girl on the processing of incoming applications. ALL!
At that time, this tool showed a phenomenal conversion: 30%, and in some cases, much higher. It was a time when it was very easy to start on the Internet with a relatively small SMM Service budget, get a lot of applications and make good money on it.
Landing pages multiplied at an incredible speed and became similar to each other. The same pictures from stocks, almost identical texts and descriptions of unique trade offers. As a result, the conversion rate of this tool began to fall. This led to an increase in the cost of applications, including due to the increase in bids for advertising auctions.
At this time, new services began to be created and emerged – various lead magnets, widgets in which one could “live” communicate with the site visitor, feedback forms, and so on. And it seems – that’s it! The tablet was found, the drop in conversion was stopped, although it was not returned to the initial 30%. However, all these pop-ups became very unnerving for visitors very quickly. Now they are usually simply closed, as if to drive away an annoying fly. And to prevent this from happening, in order for the offer in such a window to really interest the lead and he leaves his cherished contact, the site owner has to be very inventive.
At the end of last year, I was approached by one of the foundations that conducts training for start-up entrepreneurs under state programs. The Foundation offered to prepare and conduct a seminar on quiz marketing. Before that, I had not even heard of such a direction in marketing, and I wondered what kind of animal it was. Moreover, just at that time I was working on the creation of landing pages for my company. And the issue of low conversion of this tool worried me very much.
Having dug up the Runet and found a sufficient number of different examples, descriptions and services that use this technology, I came to the conclusion that the tool is working and very interesting. And most importantly, it was quite fresh and practically uncommon on the Runet. Yes, I wrote above that I found many examples and services, but this is a drop in the ocean regarding the entire number of sites existing in the Internet space.
So what is quiz marketing?
This is marketing based on the passing of a potential client of a test – a survey. As a result, we receive a questionnaire from which we learn the preferences of the client and his contacts, through which we can communicate with him and sell our goods or services.
The tool, at first glance, may seem corny simple, but this is not entirely true. After all, it is quite difficult to build the correct scenario of questions so that it is interesting to pass it.
In general, the scope of application of quiz marketing is quite wide. Starting from the usual game tests, which increase the activity on the site, and improve its performance for better results in search engines, to the presentation of their products and services through questions and answers to them, with the further collection of contact information.
There are also a lot of options for integrating quiz marketing in business. These are separate quiz landing pages that generate a stream of leads; and blocks with quizzes built into the main large site. Quizzes also work well as separate article materials, which are more and more often placed on information sites. But everyone has the same goal – to get a user’s contact through which it will be possible to contact him in the future, set up a mailing list, and so on.
How is quiz marketing useful
If we talk specifically about sales with the help of quiz marketing, then it helps to identify the need of a potential buyer, and preliminary acquaint him with the product that we can offer him based on his needs.
Let’s remember the classic 5 steps of sales:
- Establishing contact.
- Identifying needs.
- Work with objections.
- And the conclusion of the deal.
Quizs help in all these stages. With the correct construction of a branched scenario of questions, we will be able to classify the client, find out from him what he is interested in our product or what kind of product he is interested in, what is important for him to make a purchase decision, and so on. Also, through questions, we can tell him about the features of our product or service and even justify its cost, because one of the most common objections is “expensive”!
The most interesting thing is that with the help of quizzes, you can increase the conversion of not only the website / landing page to applications, but also effectively increase the conversion of sales staff. Indeed, at the first contact, managers will ask much fewer questions, because they, along with the contacts of a potential client, will have a questionnaire in their hands, in which there will be a lot of useful information, starting from which they will be able to conduct a more effective presentation of their proposal.
A bit of arithmetic
Let’s say you have a website / landing page that converts visitors to bids with a 3% rate (market average). That is, out of 1,000 visitors, we will receive 30 applications with contacts of potential customers.
These applications go to the sales department, where managers start working with them. On average, 10% of these 30 leads will go to the order, which is only 3 customers.
So, with the help of a quiz, this indicator can be increased many times over. The average conversion rate of a quiz landing page is 15%. Thus, we will not get 30 leads, but 150.
Having in hand a detailed customer questionnaire, our sales department already sells not every 10 contacts, but converts them with a rate of 20%. At the exit we get 30 orders! 10 times more than in the first case! We have achieved such indicators by implementing this technology on our landing pages.
In my opinion, this is an amazing tool that helps us sell more and grow faster. Of course, there are many nuances when creating and implementing such a tool at home. But it’s worth it. You can, of course, figure it out yourself, study the services and companies that provide such a service, or contact the professionals in this industry right away and not waste time, but start selling more!