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