Lydia of training consultants Trans2 knows a thing or two about quizzes and marketing. You’ll learn how she’s turned their take on an ‘Introvert or extrovert?’ quiz – and grew it into one of the best lead generation channels. Not bad for a simple ten questions quiz and a lead generation form!
Welcome, everybody to the Quiz Makers Podcast. I am Mike Hawkins, one of the cofounders of Riddle – www.riddle.com. We’re one of the original quiz marketing platforms out there that people use quizzes and leads and all that good stuff.
But this podcast isn’t about Riddle; it is much more about how to use quizzes effectively for marketing. And in that, and for that, I’d like to introduce our guests today.
We have Lydia English. Lydia, I’ll introduce you in a sec and throw this over to you. Lydia works for a really cool company called Trans2. And they do a lot of really cool training and mentoring and a whole bunch of stuff that I am far too unqualified to talk about. So Lydia, thank you very much for joining us. Can you tell us a little bit about Trans2 and also maybe what marketing problem you turned to quizzes to solve?
Yes, Trans2 is a Learning and Development consultancy. So we do training in house, obviously not at the minute! We also have an online learning book. And so people can also learn online.
We decided to go and join Riddle, because we were very interested in kind of the statistical side of things. We focus a lot on the human psychology side of things, and that underpins everything that we do in our training. And so we thought, why not try and do you know, personality tests, and then post them on social media and see kind of what traction we get from them. And it’s been really successful. Actually, we’ve got quite a lot of leads from it.
So fantastic. You were using quizzes more of a top of funnel mechanism?
Okay. And has there been any type of content that has worked particularly well for you?
Yeah, so definitely all the personality quizzes we’ve done. So we’ve done more on emotional intelligence. We’ve also done one on the loss of control. So kind of where you attribute your responsibilities for the actions that you undertake. But the most successful one we’ve found is one we’ve done on the introversion extroversion theory.
Right. Okay, so it’s interesting. I think for many of our listeners, you know, personality tests and quizzes in general, sometimes have kind of a light hearted reputation. You know, people always like just light and fluffy content like which Harry Potter character are you and things like that. Yes, but it sounds like you guys are really using it for much more of a serious psychological reason.
Yeah, definitely. And I think quizzes really engage people because people want to know something about themselves. So you know, if you you know, post a ‘Find out what kind of personality type you are’, people are immediately interested.
I think the the key is so it is, even though we’re doing it on something that’s quite psychologically grounded; we’ve kept it very simple, very light. So I think the, the introversion extroversion taxes, maybe only about 15 questions, short and sweet. And then they get got a blurb at the end.
Actually, that brought up another point. One of the reasons I really liked your quiz is that you keep it short and to the point. We’ve seen some people using Riddle who get really excited and they’ll write like a 60 question quiz. Especially for leads – people don’t have the attention span to really devote to that. So yeah, 15 questions. Seems like it’s working really well for you.
Now I was just going to say, like you said people do switch off and after a while, I think, especially if you posted it on social media, you know, Facebook and Twitter. People are on there to connect, you know, socialize, have a bit of fun and share something about themselves. So I think keeping it short and sweet is the key, really.
Fantastic. Absolutely. And most of the time, though, I think most websites have traffic on smartphones around 50 to 60%. So that’s includes peopel in the queue for, you know, at the grocery store, waiting for the bus, things like that. How do you guys use quizzes so you’ve captured their interest? Hmm. You know, people have taken the quiz. Now, how do you translate that into a successful you know, to leads to start that conversation with your company.
So what I’ve done. Going back to the introversion, extroversion quiz. For that, I had a quick look this modern and we’ve actually had a total of 796 people have completed it. And we’ve had 335 leads. I analyzed what’s the most common personality type and then, you know, divided into male and females and age groups. And then we post the results from it, which generates still more interest from the people who haven’t done it. It’s a virtuous cycle.
Fantastic. And actually that conversion rate, so you mentioned about 335, completions or leads out of something like 780 completion. I need Coffee, as it’s still a bit early over here for me, but that’s an amazing completion rate about 40%.
And that’s pretty actually indicative, of well structured quizzes and ours in our experience.
It’s kind of weird because on the internet, most people you’ll see things like they do like 2% conversion rates like to sign up for newsletters, and those are the kind of annoying pop ups.
Yeah, but for quizzes like your ‘Introvert extrovert’ that’s that’s really cool – around 40% I guess.
Right, because we’re gonna keep this podcast short and sweet – it’s the same concept as a quiz.
What advice would you give to people in your space or other businesses who are looking to use quizzes as a marketing channel? Maybe well, what would you like maybe two or three things that you would suggest?
Definitely do your research. If you’re going to do a quiz on ‘what different personality types’, make sure you do a bit of research first, and there’s always that one person that will criticize you.
Keyboard warriors. Do your research to make sure it’s, you know, legitimate and everything and accurate, but do keep it short. Keep it sweet and try and make it fun. And also as well because and people love taking part in personality test because finding something out about ourselves. So, you know, if you’re gonna do a lab at the end with what personality type they are, make keep it positive, and make it you know, awful and negative.
You know, people won’t be very impressed and at the end, and yeah, you know, encourage them to share it with the friends and everything and, and do also, like, people really like it when we provide feedback. So, recently, I think it was just at the end of last week, we’ve utilized the introversion extroversion quiz and combined it with another quiz with how people that could really cope in lockdown.
And from what I’ve seen, from people that have shared it, a lot of people have commented saying, ‘Oh, I would love to see the statistics of this and the feedback of this.’ So I think that’s important as well. Nice. Little bit of analysis, and everyone’s completed as well.
Yeah, what’s interesting. So those are really cool points. And so this is actually again, one of those things we’d love so much a quiz, you’re hitting all the all the highlights.
So you have that engagement piece, which works. You have the lead capture piece, but then you’re continuing the conversation with “Hey, based on what our community has told us, here’s another piece of content. This just kind of keeps people involved, which is really good.
You also mentioned something, which is something we stress is the we call it the 50:50 rule. Some creators write great questions but then, when they get to the results, and get tired – just writing something short like ‘You got 2/10 right – try again.’
As you mentioned, they need to be positive. Results need to be insightful, but people need to want to share. What we find is people will do a quick quiz and they get to the end, like tired, and they just go ‘Hey, you’re an introvert.’
No one’s gonna share that. So you need to say, ‘Hey, WHY are you an introvert? What does that mean?’ Okay, and we’re going to wrap things up because this is again short, punchy and quick, just like quizzess.
Right. This is a little bit off our quiz piste, but we just like to hear What people especially in the lockdown situation, what is your biggest pet peeve? And why?
Oh, it can be quiz related or it can be life related. It could be anything.
So I will I will tell you for me speakerphone conversations in restaurants drive me absolutely up the wall.
Yes, I’m well I think actually along those lines; it’s when people are on their phones when they’re out having a meal with with their family. So I know, or even worse – when people start playing videos when you’re, you know trying to watch the telly and the person next to you is playing a video on their phone. Come on, people.
We’re birds of a feather! To wrap things up. I’m guessing you’ve taken your extroverted introvert quiz.
I’m going to speculate. I’m going to see you are on the extrovert scale of that.
Yes. Am I right?
So and we’ve kind of adapted the into the extravert kind of theory. And we’ve added in whether somebody is confident or anxious because we found that there’s often a misconception that introverts can be really shy with extraverts being really confident.
And actually, it’s all about where you get your energy from. So introverts and they like the, you know, they can socialize with people, but they enjoy spending time on their own and that’s why they recharge their batteries. Extraverts recharge their batteries when they’re with friends when they’re socializing with people.
That’s right. So, I’m actually I’m actually an introvert. So I do like social with people I probably have like quite a close group of friends that I socialize with, you know, quite a small social circle. If I’m socializing too much it just tires me out. So I do a little bit of time my own to recharge the battery, so yeah, I’m actually introverted. And then if you’re going to tie that in with our theory, I’m actually a confident introvert. So you know, I’m kind of happy about doing zoom calls and stuff like that.
Yes. So actually, I’ve taken similar tests, and I fall in the same category as well.
After an hour or two of socailizing, I’m like, I’m done. I want to go read a book.
Well, Lydia, thank you so very much for volunteering to take part in our “The Quiz Makers Podcast”.
You too. Thank you so much. Okay, thank you. Bye bye!