For 6.5 months, I’ve performed over 14 different marketing experiments.
But there is one thing I’ve completely avoided…
Facebook Ads with Quizzes.
It’s time to change that!
Every online marketer knows “the money is in the list.” Whether you agree or not, there’s no getting around the fact that you must have customers to survive — and you must have prospects in order to have customers.
I had a goal of growing my email list to 70,000 email subscribers and before then I had 60,134.
Email is still one of the cheapest and most effective forms of online marketing; therefore, it should be high on your list of distribution strategies.
Two questions remain though:
- How do you build a list quickly if you aren’t getting much traffic to your website?
- Then how do we incentivize visitors to hand over their email addresses?
Sure, we can use the good ole’ Sign up to our Newsletter pop-up or give something of value for free. But these tactics don’t always work for new visitors, who aren’t familiar with your content.
So I started a 14-day challenge. Here were the parameters:
- Primary objective: Get 500 new email subscribers for less than $1 each.
- Spend $500 on ads in the next 14 days.
- Make sure all new subscribers are interested in the topic of list building.
Quizzes are like Apple products.
The Internet is fascinated with these quizzes, so much so that virtually the exact same quiz can be popular twice, thirteen years apart.
As marketers, quizzes present an interesting opportunity because of their stickiness and ability to harness the power of social sharing. The only problem is, simply getting shared or driving traffic doesn’t quite cut it unless we can show concrete results from our marketing efforts.
I am going to show how very popular companies like Paypal have created quizzes. These companies have tied a lead capture form to their quizzes, and together have brought in new email subscribers.
Quiz questions give businesses the unique opportunity to talk with potential users on a mass scale, even if it is a scripted conversation. For a lead generation quiz, the goal of these questions is to build up some trust with the person taking your quiz so that they’ll be more likely to opt-in when the lead capture form is presented.
The unique lead generation capability of quizzes is their ability to put a “lead gate” between the questions and the results. The incentive of seeing your quiz results is a big part of the reason these quiz can achieve such high opt-in rates.
You’ve probably seen them in your social media feed. You may have even taken a “Which Sex and the City character are you?” quiz.
These types have been made popular by the likes of Buzzfeed and Mashable, but that’s not to say humble website owners, like you and I, can’t use them to build a list too.
The case study I’m about to detail utilizes this quiz creation tactic and Facebook Ads. In this post, you will learn how I quickly and affordably built an email list creating a simple quiz and promoting it via a Facebook Ad campaign.
The campaign ran for a total of 14 days.
According to Facebook, during those 14 days, 29,778 people saw my campaign. In actuality though, I only collected 279 unique email addresses, so my cost was $1.79 per conversion.
Here’s how I did it.
STEP 1 – I created a Quiz for sunglasses.
I used Qeazzy to build a 10 question, multiple choice quiz. Qeazzy requires people to enter their email address after taking a quiz so they can see their results. A good quiz must be highly engaging and have insatiable curiosity to get someone to spend the time to answer the questions, then give their name and email for the results. For anyone that completed the quiz and opted in, they were offered a $10 discount, free shipping to their first order and a $5 coupon towards their next purchase.
We’ve found 5-10 questions is a good place to start testing. The quiz cannot be leading or biased where people realize you are sending them towards a specific results. Finally, the questions should be straightforward and not require someone to think too hard about a situation or what the right answer is.
Step 2: Build a Facebook Ads Campaign
To begin, I created three ads to split test.
The only difference between the three ads above is the image used. It’s important to only test one aspect of your ad at a time.
Ads created, it’s time for the build the audience that I’m going to target.
For this particular campaign I targeted women between the ages of 27 and 37, interests about healthy foods and healthy life and living in the US.
The Facebook Campaign Results
The original goal was to spend $500 in ads and get 500 new email subscribers.
The actual results?
I spent $500 and got 279 subscribers.
The Quiz Results
302 people started taking the quiz, and 279 people completed it.
After they signed up to see their results I made an offer that was aligned with my quiz, was extremely attractive to anyone interested in my ecommerce store sunglasses. My goal with my first sale should be to get the customer in the door so I can make them lifetime buyers.
The Offer Results
From the 279 people who had signed up the 27 people have used the $10 coupon for their first order. Our store has fixed prices of $89 minus the $10 coupon is $79. The result was to $2,173 in sales.
Any ideas or thoughts leave your comments below!