When you think of a quiz, you think of something fun, right?
I’m guilty of that, too. Probably because I’ve been seeing a ton of Buzzfeed quizzes on Facebook and Twitter. And frankly, a lot of them were hilarious!
But… There’s always a but...
Quizzes have soooo much more potential than just being something fun. For example, you can use them to build your email list!
How To Use a Quiz To Grow Your List
For the sake of argument, let's say you have a photography website.
At some point in time, you decide it would be cool to also have a photography quiz on your website.
In this quiz, you can test your visitor’s knowledge about photography. And, based on how much they know, they can either be photography Amateurs, Intermediates or Experts.
At the end of the quiz, the visitors will see their final result, and will know how advanced they are in terms of photography.
The end of the quiz is also the place where you’ll make them an offer!
This offer will consist in a Free PDF, that the visitors will be able to get only if they leave their email address.
But this won't just be any Free PDF...
In Thrive Quiz Builder, there is this cool feature called “Dynamic Content”, which allows you to display specific offers for specific visitors - This means that we can display different offers to the photography Amateurs, Intermediates and Experts.
Let’s Build the Quiz!
Choosing the Quiz Type
In order to place the quiz participants into the 3 categories mentioned above: Amateur, Intermediate, and Expert, we need to choose a certain quiz type.
Since this is a Test Your Knowledge quiz, the quiz participants need to score a certain number of points in order to be placed into one of those categories.
So, in Thrive Quiz Builder, simply choose the “Number” quiz type:
How should you formulate your quiz questions?
First off, it is VERY important to find out where your visitors stand in terms of photography knowledge.
For example, you DON’T want to create an easy quiz, because if you do, you won’t be able to tell which visitor is an Amateur and which is a Photography Master…
Segmenting your quiz takers into these different knowledge categories is important, because the outcomes each is looking for will vary drastically.
A Cool Example of List Building Segmentation
Recently, my colleague Matt took an in-depth look at the segmentation strategy of a health and wellness website - It's a really cool way to see how you can make your list of subscribers even more valuable:
In our case, a photography beginner might be interested in learning the most basic things about photography - So you can offer him a "Photography for Beginners" PDF.
On the other hand, an expert will be interested in taking his photography knowledge to the next level, probably even turn it into something that brings him money, so you can offer them a resource in that direction.
Now, in the Questions editor of Thrive Quiz Builder, go ahead and create your questions.
I would also suggest you use images because it will make your questions much more engaging:
You could then create a series of multiple choice questions that offer 4 possible answers — only one of which is correct.
To weight the responses accordingly, you could then assign 0 points to the wrong answers and 1 point to the correct answer:
Then as your questions get harder, you can even assign even greater point amounts to the correct answers to make it easier for the real photography experts to reveal themselves.
Making Your Opt-In Offer
Now, we get to the fun part...
After the visitor goes through the questions, they will be sent to the quiz Results Page, to find out what photography category they fit into.
Instead of showing the visitor how many points they scored, you can let them know whether they are an Amateur, an Intermediate or an Expert level photographer.
Using the Dynamic Content Element
This element allows you to display specific content - meaning that the content that you display on the Results Page for an Amateur can be different from the content you display for the Photography Expert.
To do this, first drag the Dynamic Content element on the page:
Then, since we are using 3 outcome categories for this example, we will need to create 3 dynamic content intervals:
The first step is to determine how many points the quiz participant needs to score in order to be placed in the Amateur category:
In our example, since we’re dealing with a small quiz, if the participants score between 0 and 2 points, they will be placed in the Amateur category.
Creating the Offer for the Photography Amateur
First of all, move ALL existing content from the Results Page into the Dynamic Content element:
Then, after tweaking a few of the default elements in order to make way for your offer, this is how the final Results Page will look like for the Amateur:
Let’s deconstruct this Results Page:
The first line of text lets the visitor know where they stand in terms of their photography knowledge: “You are a Photography Amateur”.
This paves the way for your offer…
Since the visitor is an amateur, there is a BIG chance they will be interested in getting their hands on a free e-book about Photography for Beginners.
The fact that it is free is very important because the visitor has nothing to lose by signing up to get it.
It’s a win-win situation: The visitor learns something about photography for FREE, and you get their email address for further relationship building.
Creating the Ultimate "Free PDF" Guide
Creating the actual "Free PDF" guide can be a bit exhausting, too...
To help you save some time while building this guide, my colleague Brad put together a really cool blog post about everything you need to know when creating such a guide:
Creating the Offer for the Intermediate
A lot of the processes here are similar to the ones we used when we set up the Amateur level interval.
In this example, we’ll set the Intermediate category to include the participants that score between 3 and 5 points on our quiz:
Then, you can duplicate what you created for the Amateur category, and just make a few changes.
To do this, select the “Import” option and choose to import the content from the “0-2” category interval (or your equivalent of the Amateur category):
Then, after making some changes, this is how the Results Page along with the offer will look like for the Intermediate photographer:
As you can see, the structure is almost identical to the Results Page displayed for the Amateur, but of course, the specifics are tailored for the Intermediate photographer.
If we take an in-depth look at this particular offer, we can see that the first line of text is appealing to an intermediate, but aspiring photography expert.
As before, this paves the way for our offer…
Which, in this case, is a free e-book that will help our Intermediate photographer learn some techniques that will get him closer and closer to becoming a photography expert.
The rest is then similar to the Amateur Results Page.
The only thing that you need to change is the mailing list you want to add your visitors to: the Intermediate list in your autoresponder (or however you named it). This will allow you to not only grow your mailing list, but also segment it:
Creating the Offer for the Photography Expert
Since the maximum number of points that people can score on our quiz is 8, we’ll place the Expert category within the 6 - 8 points range. This makes sure that only the people that score a high number of points on your quiz are categorized as experts.
Then… Voilà the Results Page:
Here, you must keep in mind that the Expert is a totally different breed. You cannot offer them what you offer the other people because they already know a lot about photography.
So, what do you offer them?
Well, you help them turn their knowledge about photography into a business.
And that’s basically it!
Using quizzes can help you understand better who your visitors are and then use what you learn to offer them something that is truly appealing. If you do that, your odds of growing your list will increase!
Other Cool Uses for a Quiz
You could have seen how easy it is to grow and segment your mailing list using a quiz. However, there are a couple of other cool things you can do with a quiz.
Check out our free course below to learn how you can use a quiz to get social shares, make sales or simply gather insights about your audience:
Your Turn to Build a Quiz!
Now that you have an idea of how a quiz can help you grow and segment your mailing list, are you ready to create your own quiz along with some specific offers?
If you have any questions about the list building method I discussed here, or how to properly deploy it with Thrive Quiz Builder, let me know by leaving a comment below!