[FAQ]

Hi,

I’m a blogger in the personal development space based in San Diego. My current lead magnet is an e-book download, but the sign-up rate has been pretty flat, and I’m looking for a more interactive way to grow my email list.

I’ve seen other creators using quizzes like “What’s Your Productivity Style?” to capture emails, and they seem really effective. I’m just not sure how the whole process works from a technical or strategic standpoint. How do you actually set up a quiz to require an email for the results? And what makes a quiz topic compelling enough for someone to want to give you their email?

Any advice on getting started would be awesome!

[Jeff Bullas]

An excellent lead magnet strategy. Quizzes are one of the most effective list-builders when done well.

Short Answer: You use a quiz as a lead magnet by offering a valuable, personalized result in exchange for an email address. The user takes the quiz, and just before their results are revealed, a form appears asking for their email to send the results to, turning an engaging piece of content into a lead capture tool.

The key is the psychological principle of curiosity; once someone has invested time in answering the questions, their desire to see the personalized result is extremely high.

The first and most important step is creating a compelling quiz concept. The quiz title and the promise of the result are the hook. The text of the title should offer a clear benefit, helping the user discover something about themselves that is relevant to your niche. For example, a fitness coach might create a “What’s Your Workout Personality?” quiz. The result must be a genuinely valuable insight, not a one-sentence gimmick.

Next, the quiz itself should be an engaging piece of content. The questions and answers are a form of text that should be fun and easy to understand. You can make the experience more dynamic by using interesting images or even short video clips as part of the questions.

The lead capture mechanism works by gating the results. After the user answers the final question, a form appears that requires them to enter their email address before they can view their personalized results. The text on this form should be benefit-driven, for example, “Enter your email to see your results!”.

Finally, you must deliver a high-value results page. This is where you fulfill your promise. This page should provide a detailed, text-based description of their result type. This is also a powerful opportunity for segmentation and sales. The results page can recommend specific products, content, or services tailored to that user’s specific outcome. For instance, if their result is “The Social Exerciser,” you can show images and links to your group coaching programs.

Cheers,
Jeff

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