The right lead magnet will keep bringing new potential customers into your world, but generic discounts and PDFs are so overdone that they’ve become white noise for your audience.
So, what can you offer them to retain your website visitors, personalise your entire customer journey, and sell more? A quiz lead magnet, of course!
Thanks to their dynamic and interactive nature, quizzes are much more appealing (no wonder they convert at 30-50% as opposed to the 3-10% of traditional lead magnets) and help you collect more data.
So, let’s look at how you can use a quiz lead magnet for your e-commerce business.
Important lead generation considerations for e-commerce businesses
When you sell physical or digital products online, your main goal is obviously to make more immediate sales. However, not all your website visitors and potential customers are ready to buy.
So, use your lead magnet to retain them, taking the following into consideration:
- Lead-capture – Use lead-generation tools like embedded forms and exit-intent pop-ups to collect your website visitors’ details (especially when they’re about to leave empty-handed)
- Sales cycles – E-commerce businesses like yours already have a shorter sales cycle than B2B services and SaaS (BIG advantage!). Still, after collecting your audience’s contact details, you could speed it up even further with strategic sales-enablement content and by offering relevant incentives
- Incentives – Your lead magnet and nurturing emails could highlight attractive benefits like tailored advice (for example, with a product recommendation quiz), free shipping, product samples, personalised offers, and time-limited discounts
- Communication – Since you have less direct interaction with customers due to your business model, make the most of chatbots and automated email sequences to capture and nurture more leads
- Qualifying leads – Make the right offer to the right person at the right time! Personalise your communication based on their behaviours (such as their purchase history, the web pages they browsed, and the items they added to their cart) or their demographics and psychographics (for example, the likes and dislikes you uncovered through your quiz)
A dynamic ScoreApp quiz lead magnet is perfect to complement your e-commerce lead generation and overall sales funnel!
6-step guide to using quiz lead magnets for your e-commerce business
Time to plan a quiz lead magnet that works well for your business model, needs, and goals.
1. Define your lead generation objectives
Start from your main goal then work your way backwards and design the best quiz for it. Some popular objectives are:
- Generating leads – Collect more email addresses or contact information to nurture your potential customers directly
- Boosting sales – Drive traffic to the best products for each quiz participant based on their answers
- Understanding customer preferences – Gather new data to understand your audience’s preferences, dislikes and behaviours, informing your marketing and product development
- Increasing engagement – Get new people to interact with your brand by delighting them with a dynamic and valuable experience
2. Choose your quiz topic and format accordingly
Now that you’re clear on your main lead magnet goal, plan a quiz with the right focus for it.
For example:
- “What’s your [topic] style/personality/profile?” to generate leads
- “Which [product] is right for you?” to boost sales
- “Tell us your favourite [products], and discover your profile” to understand customer preferences
- “Get personalised tips for [topic]” to boost engagement
Remember: your quiz lead magnet must be something your audience is interested in, that positions your products as the next step, and… that’s so valuable you almost feel bad giving it away for free!
3. Design engaging quiz questions that are relevant to your products
Make it easier for your customers to complete (and enjoy) your quiz:
- Keep it short and focused – Aim for 5-15 questions that are engaging for your audience and relevant to your goal
- Keep it varied – Prioritise questions that are easy to answer (like multiple choice and yes-or-no) but keep your participants engaged by including a few in different formats (such as sliding and rating scales). With ScoreApp, you have plenty of quiz question options to choose from!
- Personalise your e-commerce quiz experience – Whenever possible, tailor your questions based on previous answers so that they always feel relevant and valuable to each participant. For example, if someone answered “Never” to the question “How often do you wear dresses?”, it’d be counterintuitive to show them the one asking them “Which of these 4 dresses do you love the most?”. With ScoreApp, you can use conditional logic, too
4. Create an attractive quiz landing page with lead capture forms
Your quiz lead magnet might be free, but you must “sell it” just like you do with your paid products. So, on your landing page, include:
- Compelling title – Choose something that’s easy to remember and embodies your quiz topic and purpose (for example, “Design your perfect workstation” rather than “Ultimate quiz to supercharge your current workstation with the right products and accessories”)
- Clear headline and description – Immediately clarify how taking this quiz will benefit your customers. For example, will they receive a personalised report, profile or discount? Be as specific as possible!
- Eye-catching and user-friendly design – Create a landing page that’s on-brand, visually appealing, and mobile-friendly, and make your design work together with your copy (for example, by adding videos and reviews that complement your written sections). With ScoreApp, it’s a breeze to put an effective landing page together thanks to our templates and drag-and-drop blocks
- Opt-in form – Capture your participants’ email addresses before revealing their quiz results or, even better, before they answer the first question (so that you can retarget them if they don’t complete it)
- Incentives – A quiz lead magnet is an attractive incentive in itself because your audience will receive personalised results! But if you want to take it one step further, you could include discounts and offers (maybe based on someone’s results), free shipping, an entry into a giveaway, and so on… A gifted quiz is particularly useful to keep your audience motivated if you MUST ask them a lot of questions
5. Promote your quiz
Once you’ve launched your quiz lead magnet (hurray!), use your marketing to drive traffic to it:
- Social media – Link to it in your bios and create compelling content that feeds into it
- Email marketing – Send your new quiz to your existing list to re-engage them and segment them
- Website – Make your quiz impossible to miss through banners and pop-ups
- Content marketing and SEO – Help more customers discover your website in the first place by optimising its pages and blog posts for the keywords they’re searching
- Collaborations – Reach more people by tapping into someone else’s audience (like partnering with influencers or complementary brands and using your quiz as the main call to action)
- Paid ads – Use PPC and social media ads to get even more eyeballs on your quiz
6. Analyse and utilise your quiz results
The right quiz will bring you plenty of new leads (which is a great start!) but what you do afterwards is just as important.
- Segment your leads – Use their answers to divide them into relevant groups (ScoreApp does this automatically for you!)
- Personalise your follow-ups – Set up different email sequences for each segment, including relevant tips, offers or product recommendations based on their quiz results. Much more engaging and effective than sending the same generic messages to everyone! By connecting your ScoreApp quiz to your email marketing platform, these emails will start going out automatically as soon as someone is added to a segment. Easy!
- Retargeting campaigns – Someone didn’t convert into a customer? Maybe they didn’t complete a specific action? Re-engage them with targeted ads, content and emails (for example, including a juicy discount) that take their behaviours and data into account
- Analyse your data – A/B test different elements of your quiz funnel (like your landing page or a specific email) and review your analytics regularly to see what works best with your audience. Then, use these insights to inform EVERYTHING, from optimising your funnel to guiding your marketing and even launching new products
Examples of quiz lead magnets for e-commerce businesses
Now you know all the steps to use a quiz lead magnet for your e-commerce but let’s look at a couple of examples of what it can look like in practice.
Fashion e-commerce lead magnet quiz
- Quiz title: “What’s your fashion aesthetic?”
- Objective – Increasing engagement
- Lead capture – Entice your audience by promising them personalised style recommendations based on their aesthetic. Ask for their email address to send them these tips
- Quiz question examples:
– “How would you describe your current style?” (Multiple choice: Casual, Chic, Romantic, etc.)
– “Which colours do you love wearing?” (Multiple choice: Neutrals, Brights, Pastels, etc.)
– “Which of these outfits do you like the look of the most?” (Multiple choice with images)
- Follow-up – Engage your new subscribers by sending them tailored emails with valuable advice. To turn some of them into customers, include links to the perfect clothing items for their aesthetic
Beauty e-commerce lead magnet quiz
- Quiz title – “Design the right skincare routine for you”
- Objective – Boost product sales
- Lead capture – Collect their email address by promising them a personalised skincare plan and an exclusive discount
- Quiz questions examples:
– “What’s your skin type?” (Multiple choice: Oily, Dry, Combination, Sensitive)
– “What’s your main skin concern?” (Multiple choice: Acne, Wrinkles, Dryness, Redness)
– “How often do you use skincare products?” (Rating scale)
- Follow-up – Automatically email them the perfect skincare plan based on their answers, including links to the best products and a discount if they purchase them within the next 7 days (with a reminder closer to that deadline)
Increase your e-commerce lead generation and sales with a ScoreApp quiz lead magnet
Unlike generic and static lead magnets, a dynamic quiz will allow you to reach more people, nurture them in a personalised way, and boost your sales by recommending the best products for them.
So, instead of settling for a basic quiz lead magnet for engagement, use ScoreApp to create a fully automated funnel that sells for you!
Take control of your e-commerce lead generation and sales: build your ScoreApp quiz lead magnet today and for FREE.
