This interview with Owen Fuller of Qzzr is part of our Webinar Series. To view the transcript of Owen’s entire presentation visit our webinar library. A transcript of the Q&A portion is available below.
McKay: Great. Owen, thank you, that was great. I want to get right into a few questions here. Let’s take questions for maybe 5, 10 minutes, somewhere in that neighborhood. Ryan asked a really interesting question. He says “What tactics should you use to sell this to your boss inserting quizzes on your site? Is it additional traffic? Is it additional engagement? Is it additional leads? What’s the best tactic to use in order to get approval for throwing this stuff up on your site?”
Owen: Great question. It depends on what kind of business that you’re in. If you’re a publisher, then you’re going to talk about an increase in page views. You’re going to get additional impressions, which is something that your sales team can sell. It’s going to bring in more money for your company if that’s your business model. You also have the ability to, if you’re a publisher, to go out and build partnerships. Someone like ESPN can partner with Audi and get a sponsored quiz up on ESPN, that’s pretty awesome. That’s one thing you can do if you’re a publisher.
If you’re a digital marketer, which I think is more likely to be the case for a lot of people on this webinar, you’re really going to be talking about leads and sales, right? Yeah, this stuff drives social traffic, but turn on that lead form and you just don’t see lead conversion rates. An average lead conversion rate of 5%, you don’t see that on the web. You’re lucky to get 1, you’re lucky to get 2 or 3. That’s pretty awesome. You can also talk about these case studies that have been super successful. People that have gotten 60% lead conversion rates or generated tens of thousands of leads or the Million Dollar Quiz if you want to bring in an ecommerce component to it.
I’d say those are good talking points with your boss. I’d say if you’re an agency, which I’m guessing some people online are, you just know that you can be a hero for your clients. You’ve got to be on the cutting edge. I know, I started an agency myself in the past and ran it before I helped launch Qzzr. So you want to be on the cutting edge bringing really interesting, cool things to your clients, showing you’re a thought leader and bringing value to that relationship. Quizzes and the polls that you can create will definitely give you the chance to do that. Then all the same things apply there as far as leads and sales as well, right?
McKay: Sure. That makes a lot of sense. We’ve got a couple people asking for specific . . . maybe two or three quick best practices and I know you went over this a little bit, but in terms of getting those leads, asking for the e-mail address. Just summarize, if you can, recap some of those quick best practices in terms of getting leads as someone’s taking a quiz or after someone’s done taking a quiz?
Owen: Yeah, you bet. The key there is to give people . . . is to know your audience and to give them a chance to get something that they want, right? Like that Court of the Dead Faction quiz, they did a really good job. In fact, that one got a 60% share rate and I might just fly through this quiz and show you what it looks like to do a really good call to action while we’re talking about this. You’re going to give them some compelling reason. Whether it’s to be added to your list to get the weekly quiz from there on out, if that’s something that really matters to them or to get exclusive access to some item or to be entered to win something like a contest. Those are all the things that make for a much stronger CTA than just kind of “Give us your e-mail address,” right?
Here’s the one from Court of the Dead which had a 60% lead conversion rate. “Brave soul, enter your e-mail address below for a chance to win three signed Court of the Dead art prints by Sean Andrew Murray and redeem your free Faction Allegiance Kit while supplies last. By entering, you agree to the terms and conditions.” This thing got a really great conversion rate. They knew their audience, they knew what people cared about and I’d say this is a really good example. I like the headline here, too. “Enter for a Chance to Win a Signed Art Print Collection.” They’ve changed that up multiple times and they’ve had a great conversion rate with each different iteration.
McKay: Great. Let’s see here. Let’s go through a couple of others. Okay, what are typical results of people actually engaging in the quiz? I’ve had a couple people ask variations of that. I guess what they’re asking is do you mandate that people take the quiz to keep going on the path or going on the site? How do you balance that with bounce rates? How do you insert this into their path, I think is the question people are getting at.
Owen: Great question, I’m sure there’re a lot of different flavors to that question. One, I’m not about force. That’s not what we’re about at Qzzr. We believe in treating people like you’d want to be treated. We don’t recommend getting your results, meaning you don’t give people a chance to see their results unless they put their e-mail address in. On an enterprise plan, you do have that option. There’s just a whole bunch of advanced customizations and things you can do on an enterprise plan.
But below that, you’re not able to do it because we’re really trying to guide people to just deliver a consistently awesome experience for people. I would say quizzes tend to do really well if they are the main dish of the page. People are going to a page and a quiz is like what we saw on Zenni Optical. It’s kind of the main reason you’re there. Once people are taking the quiz, you only are going to see a drop in engagement if you throw in really poor questions or you just have a long list of questions particularly that are kind of dry. You’re asking people to do too much. You might have a “Select all that apply” question with a bunch of text and then you’re asking people to read every one of those lines to select every one that applies.
That kind of stuff will hurt your engagement. Use rich images. Make it quick, easy, fun, snappable, interesting. Have some mystery, have some diversity in the number of answer options that there are so it’s not just every question has five answers and that kind of thing. Just give people a little bit of variety as they go through and then at the end, give them a chance to see the result. If you want to optimize for one outcome, that’s probably the smartest thing to do. Optimize either for collecting an e-mail address, getting people to click through or for social shares. Because those calls to action, again do compete with each other a little bit. Zenni Optical happened to have success with all three.
But you might want to just say “Hey, if we’re really about social traffic, we’re going to put all of our emphasis on the share and encourage people to do that.” That’s how I’d say you can kind of have the optimal engagement of each step of that path.
McKay: Great answer. Owen, thanks for taking the time today, sir. We really appreciate it. Any final thoughts before we get the folks back to their regularly scheduled day before we conclude here?
Owen: No, not at all. Thanks again for joining guys and McKay, thanks for the opportunity to be with you. Love what you guys are doing there at Convirza. I’d just say, if you want a personalized demo of this, let me know. If you can reach out to me, firstname.lastname@example.org, I’ll get you set up with the right person on our team and strategists to dig in and kind of think through what you’d do in your area. Of course, we’re happy to do that and if that would be helpful, hit me up. Again, it’s owen, O-W-E-N @qzzr.com.
McKay: Thank you, Owen, very much and everybody, before you head off, just a reminder that you’ll be getting the recording of this webinar as well as the slide deck. Then also, please go to our “Resources” page on.