How Online Quizzes Can Grow Your Email List and Generate More Sales

Meet Gen, the co-Founder of Prehook, a prominent quiz platform designed specifically for Shopify merchants. With over a decade of experience in the eCommerce industry, including seven years in eCommerce SaaS, Gen brings a wealth of knowledge and expertise to the table. Before co-founding Prehook, Gen played a crucial role as part of the founding team and served as the VP of Marketing at Jungle Scout, the leading software solution for Amazon sellers.

What Is Zero-Party Data?

Zero party data is data that a consumer willingly and proactively shares with you the brand. Contrast that with first party data, which is data that a brand is capturing, but capturing passively - the consumer does not necessarily know that the brand is capturing their transaction history, their lifetime value, their pages they visited, their actions on the screen.

From this data brands can be proactive and say, okay, like Ramin bought this product. Let's assume that he has dry skin because he bought moisturizer. And then so they're building campaigns around this, but we don't know that Ramin could be giving it to his friend or his wife as a gift.

But if there's zero party data where Ramin is telling us what challenges he has, what type of skin or what his interests or preferences are with buying a mattress, then all of a sudden we do know with certainty that these are things that we can share with Ramin.

Why You Don't Need To Discount Your Brand With Popups

There's a law of shitty clickthroughs, and it kind of relates to banner ads from the late nineties where the cost per clicks were super cheap and it was kind of novelty, so everybody would be clicking on ads and it became easy. Same thing with Optins. Like, oh, I can, you know, I have an email address now I can get more emails, so I'll just add my email address.

But the novelty wears off. It becomes oversaturation and ultimately you're seeing, you know, where Optins might have been 50% a couple decades ago, now per Sumo it's like an opt-in tool - they're seeing over millions of impressions that it's a 2% opt-in rate. So every hundred people that visit your site, two people will add their email address and it's probably going to go down because every single site has their pop-up.

So to incentivize that, to get more people to do it, you know, just, Hey, join our VIP club or join our community, that's not enough anymore. There needs to be a little more of a carrot that might be your 10, 15, 20% discount.

But as you say that, that not only has direct margin drain where that 15% discount comes directly from the profit that would've happened on a sale. But it dilutes the brand equity where, you know, on the first visit somebody is getting offered a 15% discount. And then also it's just, it's like almost an email in a vacuum where there is no context to that.

So a quiz is a great option. And I'm not saying just outright like, use a quiz instead of an opt-in. It's definitely worth a test. But you are giving the shopper an engaging experience where you're having almost the conversation as you would if you were an in-person sales associate.

Brands That Are Doing Quizzes Really Well

One that is ours that I do know cause I've worked with the founder on the quiz is Tlix. So Tlix is an adaptogen brand. They sell, you know, adaptogens are basically ancient mushrooms used for medicinal purposes.

Even though it has been around for a very long time, the modern consumer isn't necessarily familiar with reishi or Lions Mane or the different types and how they're used. So they come like, they have different benefits. And so it's this idea, there's almost like a customer education that's necessary and then the product recommendation that's necessary.

So Daniel White Church who is the co-founder of Tlix had these health issues. He was a touring musician and he realized that this adaptogen was actually a very healing option for him in terms of his anxiety, his sleeplessness, his achy joints, but each, because each product had different benefits, it was harder for merchants or for customers to know which product was best.

So he tested a quiz. It's done very well for him. And the reason why it's done well is I think it's relatively straightforward. So it's not that hard for a customer to answer any of the questions and it simplifies the decision making and the buying.

How Many Questions Should You Ask In a Quiz?

I think the rule is it depends and ask as few as possible while still gathering as much valuable information as possible. Because you know, of course you can ask, you can ask everything under the sun, you know, what your favorite cocktail is or what your favorite season is, or if you're an animal, what would it be?

That doesn't matter. That's not gonna help their marketing. And all you're gonna do - Typeform has some great data on this because the curve, there's with every question, the likelihood of completion declines or decreases. So you're, especially if you're running paid traffic to it, you're losing money or you're losing the opportunity to capture the lead if you're asking questions that are irrelevant or just too much and the experience becomes kind of like fruitless.

Depending on the type of brand, you know, of course it depends, but five to seven might make sense. If it's more of like, you know, a brand like Hims or Hers or Romans that are more like health based and it's a lead qualification, then more might make sense. But yeah, I think five to seven is a good number to max out at.

Conclusion

As you embark on your journey to leverage online quizzes for list growth and sales generation, remember to continually analyze and optimize your strategies. Monitor the performance of your quizzes, test different approaches, and adapt based on the insights gained. With a data-driven mindset, you can continuously refine your quizzes and drive even better results over time.

Online quizzes have the potential to revolutionize your email marketing efforts and propel your sales to new heights. Embrace the power of interactive quizzes, and unlock the door to a larger email list, more engaged customers, and increased revenue. Start implementing these strategies today and witness the transformative impact of online quizzes on your business.