The Half Million Dollar Quiz

Presented by:

Becca James, Internet Marketing Inc.Owen Fuller, Qzzr

• A recording of this webinar will be sent to

attendees

• Look for the recap post on the Qzzr blog

later today

• Post your questions in the question box

for the Q&A Session

• Live tweet with #qzzrhalfmillion

Tens of thousands of quizzes being taken millions of times

World’s best publishers, brands and agencies

Why are quizzes so irresistable?

Interactive, Meaningful, Social

and…

All about ME!!!

“Stop telling me interesting and useful

things about myself”

- Said no one, ever.

81% completion rate

2:27 average time

5% lead conversion rate

Pop Quiz:

The average quiz gets shared how many times?

1,900Some do a little better….

I see a quiz in my newsfeed.

Hmm.

What am I likely to do?

Pass. Not interested: 18%

Sure. Let me hit that: 82%

Faster, cheaper and more effective

than other content types.

Quizzes are the secret weapon…

What businesses are most excited

about

Turning this Into this

The Half Million Dollar QuizA Content Marketing Case Study

GOALSIncrease revenue via online sales

Organic traffic

Ranking

Brand awareness

Quality link building

STRATEGY

Define target

audience

Research

(Keyword

Audience, Industry)

Match personas

to product

Drive traffic

Output >

category page

PROMOTION

OWNED EARNED PAID

RESULTSTo evaluate success:

Awareness

Interest

Desire

Action

Visibility

Engagement

Traffic/Lead Quality

Revenue/ROI

VISIBILITY• Featured on Qzzr’s homepage & newsletter

• Average of 30,000 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

ENGAGEMENT

TIMES TAKEN

473,030

LEAD IMPRESSIONS

412,345

LEAD CONVERSIONS

26,617CONVERSION RATE

6%

AVG TIME SPENT

0:25

COMPLETION RATE

82%

ENGAGEMENT

STUMBLES 212

LIKES 776

SHARES 1417

COMMENTS 365

TOTAL 2558

TWEETS 230

+1s 77

Ranking 1st for

“glasses quiz”

TRAFFIC // LEAD QUALITY• 220,631 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

REVENUE // ROI

Top revenue-generating channels included:

• Organic Search: $104, 924.34

• Paid Search: $73,393.06

• Email: $73,331/96

Multi-attribution technology helps us understand a channel’s

respective contribution towards the quiz’s performance.

Traffic to the quiz landing page: 533,538 unique visitors

Content Marketing Revenue: $909,738.06

7,500.2%

Return on Investment:

Roadmap to a 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

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!”

Tips for outcome quizzesChoose 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

Pro tip: work backwards from outcome

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…

You win when you

understand the motivations

of your audience

10. Show me something cool

10. Show me something cool

9. Ask me interesting questions

8. Be fair

7. Reel me in with your title

6. Help me feel sufficiently

assessed

5. Feed me

4. Stay on topic

3. Make me laugh

“Laughter is the shortest distance between two people.”- Victor Borge

2. Give me something to brag

about

1. Make me an offer I can’t refuse

The Half Million Dollar Quiz

Presented by:

Becca James, Internet Marketing Inc.Owen Fuller, Qzzr