When you create a quiz lead magnet and connect it with your email marketing platform, you get a sales funnel.
This funnel can keep attracting your target customers, nurturing them in a personalised way, and converting more of them into buyers. But for that to work, you need a strategy and the right tools.
So, we’ll show you how to build a quiz funnel with ScoreApp and ActiveCampaign.
Why should you create a lead generation quiz?
Because a lead generation quiz is one of the BEST lead magnets to grow your email list and boost sales! How come?
- While generic PDFs are soooooo overused that they only convert at 3-10%, with quizzes you can expect a whopping 30-50% rate
- They offer a valuable and personalised experience to your audience: they happen in real-time and give them clarity on their situation (unlike static resources that are the same for everyone and end up gathering dust in a Downloads folder)
- The quiz will collect a tonne of insights from your audience, which you can use to inform all your marketing and communications
Why choose ScoreApp?
There are lots of quiz builders, but many prioritise engagement (for example, they don’t collect your participants’ email addresses) or only offer a basic experience.
Instead, we created ScoreApp to help more businesses attract relevant leads, gain powerful insights, and increase sales.
Here’s why we think you’ll love it:
- Scorecards – As well as traditional quizzes and personality tests, you get to create impressive scorecards divided into categories. They’ll help your customers identify what they’re already doing well and what they still need to work on (with you!)
- User-friendly – It’s a breeze to get started with ScoreApp! Use our drag-and-drop builder, or choose a template for your landing page and the quiz itself. Our AI can help you write the actual content, too
- Integrations – Your ScoreApp quiz will connect with lots of third-party tools, including ActiveCampaign
- Advanced quizzes – ScoreApp pre-qualifies and segments your participants automatically based on their answers. You’ll then get to personalise your ActiveCampaign emails accordingly, making them super relevant and effective
- Increasing sales – Recommend the perfect product or service for each prospect, or invite them on a call with a tailored message (for example, to discuss their quiz results). Then, reference their answers during the sales call, using these new insights to close more deals
You can create your ScoreApp quiz for FREE and only upgrade to a paid plan when you need more features.
How does email marketing relate to a lead generation quiz?
Your quiz lead magnet is the first piece of your sales funnel. By connecting it with your email marketing platform, you can keep contacting your participants directly and in a personalised way (more on that soon!), nurturing them until they’re ready to buy.
Why choose ActiveCampaign?
If you’re already using it, then connecting your new ScoreApp quiz with your existing tools is a no-brainer.
If you haven’t picked an email marketing platform just yet, you might want to consider ActiveCampaign because… it’s one of the best!
- All-in-one tool – ActiveCampaign focuses on emails but offers marketing automation and CRM functionalities, too. While you can choose smaller bundles depending on your needs, you also have the option to keep everything in one place
- Advanced features – For example, it includes lead scoring and next-level workflows and automation
- Integrations – ActiveCampaign connects with lots of third-party tools, including ScoreApp
- Analytics and testing – ActiveCampaign has excellent A/B testing and reporting features to analyse and optimise your funnel
ActiveCampaign starts from £11.47/month and goes up to £110.85/month for its more advanced plans.
All prices correct at the time of publishing this article
Personalised marketing
Personalising your marketing means tailoring your messaging to each customer’s needs, preferences, or behaviours.
When it’s specific and relevant to each person, it contributes to a better customer experience and becomes much more effective, resulting in a 20% increase in sales.
That’s another reason why ScoreApp and ActiveCampaign work so well together!
- Use your ScoreApp quiz to collect relevant insights on your customers, dividing them into groups based on their quiz answers
- With ActiveCampaign, send different emails to each segment, or personalise some elements through your custom fields
- Then, instead of sending the same generic offer to everyone or overwhelming them with too many options, recommend the BEST product, service, or next step for each participant
Build your quiz lead magnet with ScoreApp
- Start from your goal and audience – Who is this quiz for, and what would you like to achieve with it? For example, you might want to engage new people to increase your brand awareness, validate a new product idea with your past customers, generate more pre-qualified leads, and so on
- Choose the right quiz angle – The best quizzes answer a question or solve a small problem for your audience, positioning your business as the logical next step (for example, “What’s Your Entrepreneurial Profile?” or “Plan a Morning Routine You’ll Actually Stick To”)
- Create your quiz questions – Only include questions that lead to valuable results for your participants and give you the insights you need (in relation to your quiz goals). Keep your audience engaged with a mixture of question types but prioritise those that are easy to answer, like yes/no and multiple choice
- Set up valuable results – Impress your participants with in-depth and personalised results and, if relevant, some tips to give them a quick win
- Launch your quiz landing page – This should sell your quiz, even if it’s free. So, write compelling copy (leading with how taking this quiz will benefit your participants), and include visual elements, reviews to build trust, and an unmissable call to action
Integrate your quiz with ActiveCampaign
- Connect the two tools – Through the Integrate tab in your ScoreApp interface, select ActiveCampaign and add your API Url and Key
- Map your leads and result fields – This will make the two tools “talk to each other” in a way they both understand. However, you’ll only get to do most of this after planning and setting up your ActiveCampaign email sequences. So, we’ll tell you more about it in the next steps
Send personalised emails in ActiveCampaign
Now, it’s time to plan different email sequences for each segment or choose how to personalise certain elements. Here’s how.
Segmenting your email list based on someone’s ScoreApp quiz results
Whenever a new person completes your quiz, ScoreApp creates or updates an ActiveCampaign contact. Their First Name, Last Name, and Email are mapped automatically, so you only have to add the fields you need.
As for tagging and segmenting your subscribers, it really depends on what YOU choose to focus on, but to give you an idea, you could do that based on:
- Their overall quiz score – For example, “high, medium, or low”
- Their lowest or highest scoring category – That way, you can centre your emails around that (for example, their biggest challenge)
- A specific quiz answer – For example, if they answered “No” to the question on whether they have a business website, you can tag them as “No website”. That way, you can pitch them your web design offer and avoid promoting services that require an existing website, like a blogging package
Following up and nurturing your leads with ActiveCampaign
Once you put this in place, ActiveCampaign will keep contacting your ScoreApp quiz participants with relevant content.
- Set up different email sequences – Nurture each segment in a more personalised way until they’re ready to buy from you. For example, you could start with a welcome email, send a tip to offer a quick win to your new subscribers, tackle one of the misconceptions or wrong beliefs that came up during the quiz, show them a case study from a previous client, and invite them to schedule a call to achieve similar results together
- Keep testing – Use your ScoreApp and ActiveCampaign analytics to measure the performance of your entire funnel, and consider running some A/B tests, too. This will allow you to see what’s working well and what can be improved, getting the very MOST out of your quiz funnel
Take control of your lead generation, and sell more with ScoreApp and ActiveCampaign
By connecting ScoreApp and ActiveCampaign, you’ll get a well-oiled sales funnel to:
- Reach more people
- Nurture them in a personalised way
- Turn them into paying customers
… all automatically!
So, no more overpaying for lots of separate tools or missing out on sales with boring PDF lead magnets. Start by creating your ScoreApp quiz today and for FREE.
