Why Your Lead Generation Quiz Isn’t Bringing in Sales [Experts Weigh in]

You’ve created an awesome, engaging lead generation quiz, and you’re super excited about it after all the work you’ve put in.

But even with the best quiz ever, the leads won’t come rolling in if you don’t promote your quiz in the right places, to the right audience.

And once you get those leads, you’ll also need to follow up with the right personalized content that will convert them into customers.

To figure out the best way to lead generation success, we consulted the experts.

Below are the key statistics we gathered on quiz promotion methods. We also share expert tips on the best ways to promote a lead generation quiz, and the best ways to follow up.

How marketers promote lead generation quizzes

The most popular method for promoting a lead generation quiz is through organic social media, with 61% of marketers using it to promote quizzes.

Social media’s a great place to promote a quiz for several reasons. Not only do quizzes mesh well with the platform’s entertainment factor, social media allows people to quickly share the quiz with several of their peers at once.

On that note, remember to encourage your followers to share the quiz with their friends – word of mouth is powerful, no matter which platform people use! In fact, 56% of marketers also promote their lead generation quiz by encouraging word-of-mouth sharing.

Rounding out the top ways to promote quizzes are pop-ups (used by 48% of marketers), the company’s homepage (44%) and high-performing blog posts where the quiz ties in with the topic (44%).

Lead quiz promotion tips from expert marketers: Reaching the right audience

How do marketers determine when and where to present a quiz to make sure it reaches the right audience? We highlight insights from 18 experts below:

1. Promote your quiz on the channels your ideal leads frequent most

“To show your quiz to the right audience, it’s crucial to know whom it addresses. Answer the question: Where is your audience hanging out? If you know your audience is present on LinkedIn, on Twitter, Facebook, Instagram, Reddit, or on forums, share your quiz there and you will get the answers you’re looking for.” –Jonathan Aufray, Growth Hackers

“Determining when and where to present a lead generation quiz will be determined by one thing – your target customer’s activity. Where do they hang out on the internet? Do they prefer Facebook or Instagram? What pages or personalities are they following? What time are they most active? You really need to dive deep into researching the activity of your target customer.

“If you’re planning on placing your lead generation quiz on your website, you can take advantage of Google Search Console and Analytics to see which pages of your website are receiving the most traffic. Go through these pages and determine which ones most closely align with the intent of your quiz or product.

“Oftentimes, determining when and where to present a lead generation quiz can be a matter of trial and error and optimization.” –Brandon Lee, Reptile Maniac

“We analyze all our contact points, like social media, website home page, and blog posts. A glimpse at analytics helps us segregate which platform is performing the best, so we prioritize those platforms. Along with that, our focus is on utilizing multiple channels to enhance reach and hit all the possible tabs. Plus, we put emphasis on trending topics to drive more attention to our quizzes.” –Dave Nilsson, ConvertedClick

2. Use keyword research to figure out what your audience wants – then create an optimized quiz

“We use keyword research to see how our customers are searching for our service. If they’re searching for ‘how to know when my brakes are bad’ we want to tailor a quiz to that search query.” –Matthew Rava, Brakes To You

3. Promote your quiz through organic social media

“We have had the best luck presenting our quizzes through social media and encouraging shares. Since we are in the mold removal business, it’s a quiz to discern if homeowners could have unknown mold problems. We present them more frequently during warmer months, as there is a lot more humidity in the air and more mold to remove. After gathering contact info, we provide follow up questions via phone and email to determine if these prospects need our services.”  –John Ward, Mold Busters

“The best way to engage with your audience is typically through your social media accounts. It’s a great way to urge them to take part in the quiz and explain the incentive they will receive. Additionally, present this quiz as shareable, so your audience can share it with their friends or colleagues, thereby widening your demographic.” –Greg Kozera, ELM Learning

“A great place to share a quiz is via your social media platforms. If someone is already following your company, then they must have some interest in your products or services. Additionally, think about your company newsletter, using the same logic as with your social media campaigns.” –Greg Gillman, MuteSix

4. Use targeted Facebook ads

“We find targeted Facebook ads are very effective at helping us reach the right audience. It enables us to specify key parameters like location, demographics, interests, behavior, and connections. Finally, we create a high-impact image designed to trigger an emotional response in our desired audience.” –Matt Bertram, EWR Digital

5. Position quizzes on same-topic content pages

“The best way to present a quiz is in a relevant blog post. The reader reaches the post because they’re interested in the topic at hand, making it the perfect time to hook them in with a quiz.” –Brian Dechesare, Mergers & Inquisitions

“I use quizzes on informational pages, where people can learn the info they need, but even with that new knowledge, might still not know what to do.

“For example, I have a page on my site that talks about the pros and cons of affiliate marketing.

People reading that obviously know and want to learn about affiliate marketing, but are also on the fence about becoming affiliate marketers. So having a quiz there entitled, ‘Are you an affiliate marketer in your heart of hearts?’ might be all they need to decide then and there.” –Nikola Roza, SEO For The Poor And Determined

“Links to quizzes can work really well when paired with content on that same subject. Consider links on applicable pages, as well as convenient pop-ups that will really grab your readers’ attention.” –Carrie McKeegan, Greenback Expat Tax Services

“I place the quiz on the most closely related page of my website. For example, if I have a quiz about email marketing, I will place it at the end of a blog post about email marketing. If I have a quiz about helping someone decide which product is right for them, I will include a link on my products page.

An example of a quiz is at the top of my products page. This quiz will reach the right audience because anyone who reaches my products page is at least somewhat interested in what I have to offer, and that quiz will help point him or her in the right direction.” –James Pollard, The Advisor Coach

“It’s great to add quizzes to content pages like blog posts. Just make sure that the quiz you use is relevant to the topic your blog covers like in this quiz on fasting from DoFasting. Its entire blog is on intermittent fasting, so this works out well. An even better thing would be to create a unique quiz relevant to a specific blog post. This will get more people to participate. You might also want to give away a reward like a report based on their answers, as this will boost conversions further. Inform them about this reward in the copy of the quiz.” – Mitt Ray, Social Marketing Writing

6. Target a quiz based on a lead’s problem-solution stage of knowledge

“By using the UPSYD Framework (Unaware, Problem aware, Solution aware, Your solution aware, Deal), we can determine when and where to present the client with the quiz. By creating the specific quiz and placing it at the UPSYD stage they are in, we can deliver the relevant material that makes them move closer to the deal.” –Dmitris Tsapis, PlanM8

“Your goals for launching your quiz will largely determine when and where to present it. We have our quiz right after the sections on brands and buying guides to help prospective customers simplify the buying decision process.” –Colin Palfrey, Majesty Coffee

7. Use analytics to find the optimum times to position a quiz

“We utilize an audience optimizer to target specific audiences for our content and lead-gen campaigns. We employ strategic marketing methods to present content such as quizzes whenever the social media channel needs engagement. We also look out for relevant current news to interject into our lead-gen quizzes within the right context.” –David Bitton, DoorLoop

8. Start with general quizzes, then send more specific quizzes to more qualified leads

“General quizzes are often good to have at the beginning of a sales funnel, so you can begin to segment and divide your audience into categories. As leads become more and more qualified, it helps to have more specific and qualified quizzes and Q&As so customers can be sure they’re picking the right product or service for them.” –Kevin Miller, GR0

9. Conduct A/B testing to inform promotion

“Just like everything else, you split test your quiz locations and times to see what works best. In most cases, landing pages will work really well because people are already close to a purchasing decision.” –Petra Odak, Better Proposals

“The thing we do is conduct A/B testing. We will use the same message, the same target audience, and split our spend in half between two different approaches to presenting the quiz. We then explore the data to see where we found the greatest impact and double down on this tactic for our next quiz release.” –Brian D. Agnew, Ph.D., Sphinx Minerva Group

Writing lead quiz follow-up emails for conversions

So your promotion has brought in leads who have completed your quiz. You aren’t finished there. It’s now time to follow up and increase the chances those leads will turn into paying customers. But how to use that follow-up to your full advantage?  We asked marketers what they recommend including in follow-up emails. Here’s what they shared with us:

1. Highlight key products/services, including with a discount

“I would strongly recommend a follow-up email strategy that highlights key services your company offers. Depending on your organization and/or business, a time-sensitive discount offer also shows high probability of conversion, driving traffic and action while it’s on the forefront of the survey respondent’s mind.

“Lastly, make sure each communication educates a person on your goods/services/opportunities, etc. Building and developing a brand takes time and repetition, so don’t be afraid to lean in.” – Brian D. Agnew, Ph.D., Sphinx Minerva Group

2. Thank customers, and possibly reward them with an incentive

Once someone answers your quiz, this is just the beginning of the relationship building. Thank people for answering the quiz and offer them something in exchange such as a free ebook, free video course, free consulting call, free demo or a discount on one of your products or services. You may also ask them a personal question such as:

• How did you find the quiz? Any feedback on how we can improve it?
•  What’s the main problem you’re facing right now?” –Jonathan Aufray, Growth Hackers

“Simply say thank you and provide them with the results you promised, without requiring any additional action. If you have a next desired outcome, such as recommending a product or resource, you can provide a soft introduction. This is not the time to sell. Continue to nurture this lead before asking for the hard sell.” –Nick Valle, Restoration Rocket

3. Send personalized content based on results

“A follow-up email is a great opportunity to send a personalized response introducing your products and services. For example, you can use this opportunity to get them to sign up for your newsletter or to showcase new products that they would enjoy.” –Tom Mumford, Undergrads

“In my opinion, people should use the results to decide which part of their content resonates most with the quiz takers. Send them a piece of that relevant content along with links to your social media channels and website. Focus on providing them value and keep it simple. This surely works.” –Dave Nilsson, ConvertedClick

“Segment the participants into personas based on the answers they give to your quiz. Now you can send follow-up emails with personalized offers for each persona that will have a high chance of converting.” –Matt Bertram, EWR Digital

“What to do with all of the invaluable marketing data your quiz gleans? Personalize your subscriber’s inbox content in a way that will suit their needs and lead to even bigger gains – they’ve told you what they want, now you have the tools and access to give it to them.

Many consumers quickly skim their email inboxes to make sifting through the junk a bearably short task. Ensure your new subscriber knows as early as the subject line that the email is relevant to the information they shared. Subscribers will be up to twice as likely to open it and read further if the email is based on their own inputs rather than a blind campaign.” –Brian Dechesare, Mergers & Inquisitions

4. Choose content based on your lead’s funnel stage

“The content depends on the stage the person is in. For the top funnel stages, I would recommend a well-made lead magnet that holds good insights. For the bottom-funnel stages that are closer to the deal, I would recommend offering a free business consultation (‘… to see how we can help you with our product/service,’ but actually giving value and adding the sales part later during the real call).” –Dmitris Tsapis, PlanM8

Wrapping up

Now that you know how to promote a lead generation quiz, and how to follow up, you’re equipped to use quizzes as a lead generation engine – and convert those leads into sales.

Choose the channels your audience frequents most, including social media, and be sure to encourage sharing with friends. Then, when it’s time to follow up, keep your message personal, based on their results and funnel stage. Also, think about sending a reward as a thank you for completing the quiz (and further encourage movement down the funnel.)

If you missed it before, though, be sure to read our roundup on designing lead generation quizzes for more tips and tricks!