Quizzes and polls are really popular these days; especially on Facebook.
I am very commercially orientated and I use them to build up my mailing list of people interested in learning more about business, seo, content, marketing and websites.
Quizzes and polls enable you to reach prospects at the very top of the marketing funnel.
If you are a very sales orientated person or your website focus is all about sales you might struggle with the concept of top of the funnel marketing.
Try to think of a quiz or a poll as buying someone you’ve never met a drink to start a conversation.
Table of Contents
- The two types of quizzes and polls are personality and knowledge based.
- How to set up a Facebook Quiz
- Choose Quiz Template
- Edit Quiz questions, answers, branding
- Quiz Questions and Answers
- Customise Quiz Results
- Quiz Social Sharing Settings
- Set up integration with email marketing system
- Test the Quiz Integration
- Quiz Workflows
- Save, Publish and Embed Quiz
- Quiz Reporting
- Advertise your Facebook Quiz to your retargeting list
- Facebook Poll – setup guide
- Devise a Facebook Poll Idea
- Create New Poll
- Styling the poll
- Poll Social Share Settings
- Enable Lead Capture
- Preview the Poll
- Share and Embed Poll on your website.
- Send email to user base
- Share results
- Summary of Facebook Quizzes and Polls
The two types of quizzes and polls are personality and knowledge based.
Quizzes and polls were the foundation of permission marketing that Seth Godin ‘invented’.
A quiz offers your prospects the opportunity to test their knowledge, improve their knowledge or show off their skills in exchange for email address.
That’s the basic deal.
A poll is like a mini survey.
The exchange process in a poll is as follows.
I ask one question to get a general sense about a subject that’s also of interest to you.
In exchange for your email address, I share the results of everyone polled so you can learn or understanding what other people are thinking or doing.
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How to set up a Facebook Quiz
In the article, I am going to show you how to step up a quiz and poll so you can share it on Facebook and use it as part of a Facebook advertising campaign.
I have a quiz on my website that I don’t promote much.
The page is even no indexed so Google don’t find it (because the page quality is very low)
Here are statistics of my quiz.
- Number of people who viewed the quiz – 382
- Number of people who started the quiz – 244
- Number that completed the quiz – 94
- Number of leads – 45
That’s a 11.8% conversion rate.
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Choose Quiz Template
Login to Try Interact and select create a new quiz; the orange button in the top right corner.
You will be presented with a selection of pre built quiz templates.
Look at the quiz categories on the left hand side.
Choose your category or look at quizzes in other categories for ideas.
I chose the ‘How Much Do You Actually Know About Online Marketing’ in the marketing category.
You can click the preview button and the quiz will pop up and you can run through and answer the quiz questions.
When you have finished previewing the quiz, select the use this quiz button to get started.
Edit Quiz questions, answers, branding
The first screen you will see is a page where you can define the quiz title, quiz cover image, sub header and the call to action button.
Alternatively there is a quick menu in the left hand corner (near the Interact logo) which will open up the 4 key steps in building your quiz.
These quick links to building a quiz are:
- Branding and Styling
- Questions and Results
- Share and Embed
Now go ahead and customise the quiz.
Quiz Title – I just copied and pasted in my quiz title.
Quiz Cover Image – select edit cover image and in the pop up box, I chose the upload option as I already had an image I wanted to use.
Or you can search and find images pre built into Try Interact with Pixabay.
Crop the image and save the image.
Sub header – you want text that explains what’s it for the user and prompt to start the quiz.
Call to action button – you can change the text to something like Start Quiz Now.
Quiz Questions and Answers
For the quiz question, I borrowed questions from Moz and added a few of my own questions.
My quiz is 16 questions which is probably too many questions for a typical consumer quiz.
Only you know your audience, keep it simple but throw in one challenging questions.
The best way to get started is to edit some of the pre built questions so you can get a hang of the interface.
Click on + sign next to the quiz question on the left hand menu.
The question and answers will appear in the centre screen.
You can edit the question.
You can edit the answers but selecting each item.
Add a new answer by selecting Add Answer.
Set the correct answer by selecting the blue box.
A window will open and you can select the correct answer and choose whether or not you wish to reveal the answer after they answer.
You can use images as questions by selecting question image but I prefer plain text questions and answers.
Underneath the questions are the results options.
You can choose to redirect people to different web pages depending on how they score in the quiz.
This feature is super cool for personalisation and email segmentation.
Now just work through and edit the pre built questions.
Or delete the questions and start adding new questions.
To add new questions, click Add Another Question.
Go to the centre screen and input your question and answers.
Then select Set Correct Answer to choose the correct answer; so that scores can be calculated later on.
Customise Quiz Results
I have 3 result options and you can customise the result screen users see.
- #SEO Beginner – 0-5 out of 16
- Nearly an #SEO Expert – 6 to 10 out of 16
- #SEO Expert – 11 to 16 out of 16
Now you will notice that I have added hashtags in the result headings.
The rationale is that people like to share the results of a quiz.
I want people to look good when they take a quiz and make them look good.
People will not share results if they are not good at something.
So they will share I am an SEO Expert or I am Nearly an SEO Expert.
You can customise the title, image, a comment about their results and a call to action button and page they can go to next.
I decided that I would provide my YouTube channel link.
I forgot to customise the call to action button colour.
You will find that customise option under Styles and Button Color option.
For the scoring and correlations, I decided to keep the defaults of the existing quiz.
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Quiz Social Sharing Settings
On the left menu there is an option called social sharing settings.
You will share the quiz on Facebook and other social channels and so will people who have completed it and shared their results.
So you need to define the headline people will share and the page on your website where the quiz is hosted.
Now I need to set up our lead or email capture process.
Set up integration with email marketing system
From the top left menu select enable lead capture and data collection for my quiz.
Slide the green button to on.
I use Drip for my email marketing, forms and automation but there are many email integration options available.
I can only cover Drip in this article; since it’s very popular and has a free trial for your first 100 or so email addresses.
After you slide the On button you will be presented with a form in the main window.
By default only the email field is present on the form.
Tick the First Name field to add it to the form if you want personalisation of emails in your future communication with entrants.
You have a number of other options such as allowing users to skip entering their details to see their quiz results.
Then advanced options for form error messages; that I largely ignore and leave as default.
Then you can customise the See My Result button and colour.
Once done save the form so that you can connect with Drip or your email system.
Click the Drip icon (or your provider’s icon).
There is a CSV file download option if you don’t have an account with any provider listed.
You will be presented with a screen once Drip is connected to Try Interact.
Let me explain each of the options available.
Results title – say a user gets a beginner score, I can send them a specific Drip campaign to better educate them; for an expert score, I can send a completely different campaign.
Drip Custom Fields – matchup First Name with your Drip firstname field
Add a Subscriber Tag – this means that #SEO Expert is added as a tag next to you in my Drip account.
Drip Custom Events – select this option and you can attached a custom event to a subscriber based on their answers.
For example if someone got a beginner score, I could set up and trigger an email to send them a beginners guide to SEO.
The world is your oyster with this option.
When you save your options you will be presented with a screen summarising your integration settings.
Test the Quiz Integration
Now select the blue test integration button to make sure your name, email and tag is passed through to your Drip account.
Go into your Drip account.
Select and find your email profile.
Check the tag is showing under your tags and custom fields.
You can delete this tag if you wish.
In the earlier integrations settings, I showed you that I have a separate workflow for 2 of my results.
Get the score #SEO Beginner – no workflow, but I should have.
Get the score Nearly an #SEO Expert – added to the SEO Quiz Nearly an #SEO Expert
Get the score #SEO Expert – added to SEO Quiz #SEO Expert.
So here’s what happens after a person has scored #SEO Expert and entered their name and email address to get their results.
- I applied a tag called #SEO Expert.
- This adds them to my workflow SEO Quiz #SEO Expert.
- Drip waits 3 minutes.
- Sends me a notification the person scored SEO Expert.
- I send them a thank you email and a few links to my website.
- Drip waits 3 days them.
- I had campaign planned to send a series of emails but I got too busy.
- So I send them an email with all the questions and answers and a few links to my website.
- I create an event that records they have completed the SEO Expert Quiz workflow has been completed.
- Then Drip exits the user from the workflow.
The Nearly an #SEO Expert workflow is virtually the same.
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Save, Publish and Embed Quiz
Press the save button so you can save any unpublished changes then you are ready to embed the quiz on your website.
The pop up screen will give you options to embed the quiz on your website.
If you use WordPress there’s an easy embed option for you.
For the rest of us we have to copy and paste code into our web page.
I chose the responsive option.
I think the default option is best left as it is.
I want the quiz to be shown on mobile devices.
I logged into my website
I created a new noindex web page.
Pasted the embed code into the body area of my page.
You can see it works ok in all browser sizes.
I think, upon reflection, I may have asked my developers to provide some custom embed code for my page but I think you should stick with the default responsive option.
The only feature missing from my original quiz was open graph meta data.
Open Graph meta data are the images and text others will see when the quiz is shared on Facebook and Twitter.
Creating Open Graph Images with Canva.com
I used to be a big Photoshop user but predominately use Canva it came onto the scene with their easy to use social image creator.
I use the Facebook Ad template and the Twitter image template and use the same image used for my Quiz cover – for consistency etc.
Create Facebook and Twitter open graph images in Canva.
Add them to TinyPng.com to ensure image size is optimized.
Upload them to your image file manager.
Create New Web Page
Use a very short url.
No Index the page.
Add the Quiz embed code.
Edit the following open graph meta data to your page’s head tags.
Then I tested my page on a mobile device so I can experience the quiz in what will be the majority of users’ experience.
Test the form.
Test sharing the results on Facebook, Twitter and LinkedIn.
Make sure the image and result text appears correctly.
Make the url you added in the quiz setting is correct.
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You can analyse the performance of the question by either clicking the reporting link under Analyze or the Analytics button next to each quiz.
If you select Analytics next to a quiz you can also download a list of your quiz leads.
The reporting is very good.
- Viewed Quiz
- Started Quiz
- Completed Quiz
- Quiz Lead
- Conversion Rates
- Social Sharing Statistics
There’s advanced analytics for huge websites but let’s walk before we can run !
I downloaded the leads to check that Try Interact really did collect my quiz entrants.
Then I nipped back to update the Result page images.
Then I did my final testing of the quiz process from start to finish.
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Advertise your Facebook Quiz to your retargeting list
I have around 3300 people who have visited my website in the last 90 days who are also users of Facebook.
I have a Facebook Pixel set up on my website that enables me to run a re-targeting advert.
There’s a tutorial that will show you how to set up Facebook Pixel.
The reason for aiming the quiz at people who have previously visited my website is that my brand my not be completely cold to them.
They may remember my website or me.
This is a way for me to interact with them again and possibly get them onto my mailing list; for future communication.
To start the re-targeting advertising campaign I am going to go straight to my Ads Manager and the Power Editor.
1. Facebook Audience
Go to https://www.facebook.com/ads/manager/account/
You can see I have an audience – Visit Platonik Website Last 90 days; click that.
Up in the corner of the screen is a link to create an advert; click create ad.
The ad screen loads.
2. Ad set name – brand awareness
The campaign objective I chose was – Brand Awareness so I named the campaign Brand Awareness – SEO Quiz.
- Enter an ad set name – SEO Quiz.
- Custom audience – pre populated as Visit Platonik Website Last 90 days as I previously selected that.
- Language – All English.
- Under Placements I chose edit placements and got rid of video streaming options.
- Budget I chose £5 a day or £35 a week.
- Estimated daily reach 730 to 2200 a day.
- Brand awareness delivery.
3. Create ad
Give the ad a name.
Select my Facebook page.
Connect my Instagram account.
Format – choose single image option.
Add image – you want different image dimensions for Facebook and Instagram.
Text – I added the same text I used in the quiz for this Facebook ad.
URL – this is the page where the quiz is located on your website.
Display link – same quiz url.
Headline news and link description – fill out the information, it’s self explanatory.
Call to action – there is no proper call to action on Facebook for quizzes so I used Learn More.
4. Preview Facebook advert
Next I recommend you preview all versions of your advert as they will appear differently in all feeds.
5. Confirm campaign
Press the review button to just double check your campaign before you go ahead.
Definitely check your budget and the closing date.
Press the confirm button and your campaign will be added to the approval process before going live.
6. Facebook advertising campaign status
I mentioned I have around 3300 people who I am re-targeting.
Here’s the status of my Facebook Quiz campaign that I advertised for 5 days.
I was able to reach quite half of my re-targeting audience for less than £25.
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Facebook Poll – setup guide
In the early 90’s I ran the marketing research function of a sports brand reporting to the marketing director; Don Draper 🙂
Don had me run and manage all kinds of surveys; one survey asked consumer what product they were currently using.
This gave Don a barometer to measure against actual sales.
Things have moved on since those Hacienda 90’s days as we now have instant access to consumers at our fingertips.
I published a blog post about web designer trends to give others an insight into the issues facing the industry.
I probably should have run a poll.
Today, I’d like to run a poll to get an idea of how business owners and web designers upgrade their pages or client web pages.
A poll is a bit like wetting your thumb sticking it up in the air to test the heat or wind.
It’s a snap shot of a moment in time.
To run a poll on Facebook, I’m going to run you through the steps I took.
Devise a Facebook Poll Idea
Facebook is not the ideal platform for my type of business.
My type of business isn’t Facebook condusive.
To get some ideas of what to poll, I used the following tactic.
- Go to Ahrefs.
- Select content explorer.
- Enter – “your term” + poll.
- Then sort by Facebook shares.
A client called Sam is a golf professional teacher and he might run a golf grip poll on Facebook.
He might ask the question – what grip do you hold golf club with ?
There’s only really 3 answers.
A client sells mirrors and dressing table, which is an ideal business for Facebook, and he might do a make up poll.
He might ask in a quick – what room at home do usually put on your makeup ?
Now both of these questions are related to their business.
They are neither sales questions, intrusive or pressured like sales pages with lead magnets or offers.
So I decided on this poll.
How often do you upgrade/improve existing web pages ?
- Every 3-6 months
Create New Poll
Login to Try Interact
Click on Polls
Then click on create a new poll.
You have 2 options; a grid poll or a list poll.
I chose list poll as this will display a question and 4 answers in text format.
For the fashion business mentioned above, they might use the grid poll to display photographs as selection option.
In the heading field change Untitled Poll to the name of your poll eg:
When did you last improve or upgrade an existing web page ?
In the subtitle field, change “Type Poll Instructions Here”.
I changed my text to “Take the poll and see how often your peers and competitors improve their web pages.”
This is a call to action and what’s in it for you if you take the poll.
Now input your answers.
You don’t want too many answers, you don’t want to confuse people, just keep it simple and brief.
Too many answers will make analysis more difficult.
I chose these 4 answers for my poll.
- Within last 30 days.
- Within last 3 months.
- Within last 6 months.
- More than 12 months ago.
In the poll setting box, you can allow people to vote once or multiple times.
In my poll, one vote per person is sufficient.
This is the page users will see after they complete the poll.
In the left hand menu if you scroll to Poll Results you can control those settings.
You can change the title, the graph colours and add a call to action message and url.
Styling the poll
If you click the Styles tab next to the Content tab you can customise the style of the poll to suit your brand guidelines.
I am only going to alter a few options.
Button Colour – change to #008311.
Font Type – change to my brand body font Open Sans.
I want share buttons on my poll results page so I leave the first box unticked.
I want users to be able to share my poll on Facebook, Twitter and LinkedIn.
Under Social Share button location I want the share buttons above and below the graph.
My social share url will be – www.platonik.co.uk/poll-content
Then I can Edit Social Share Image.
You have a number of options; search for a suitable image, upload an image or paste the url location of an image.
I used https://pixabay.com to find a suitable image and downloaded it to my Mac.
- I chose File Upload.
- Selected the file.
- Pressed upload image.
Then you can crop and move to suit the space available and save.
The final option is the text that will appear when users share your poll.
I just left as the default.
Enable Lead Capture
Now I need to enable lead or email capture for the poll.
Move the enable lead capture button to on.
From the set up opt in form option, tick the first name box to capture that information.
Deselect the ‘allow users to skip information collection form’.
Change the colour of the See My Result button
Change the text; if you wish.
Change the title text.
Change the sub header text.
Save the form.
Since I’m using Drip as my email marketing system, I chose that from the various options available.
Choose .csv File download if your website is not integrated with any of these email systems.
For Drip mapping and integration
Map the First Name field to your Drip first name field ie: firstname.
Add a subscriber tag to new contacts with the poll option they choose.
(this means if Bob votes in the poll – Last 30 days – and submits his name and email on the form, then my email database will capture Bob’s name and email I know he voted for Last 30 days.
Then Save Settings and Continue.
Now click Test Integration.
Enter name and submit.
Go into Drip and check your record to see that the tag has been added to your profile.
Preview the Poll
Click the big blue Preview button in the top right corner of the browser.
The poll will pop up and open.
Select an answer.
You can enter your name and email again if you wish to.
Now I prefer to embed the poll on my website; call me a brand snob.
But this is a great poll feature by Interact.
Click the Share and Embed button.
A window pops up.
You have 3 option; embed, direct url or social.
I chose embed as I want the poll on a web page of my choice on my website.
Select the responsive option so the poll is usable on mobile, tablet and desktop devices.
You can leave the width and height boxes empty or enter 1000 x 800.
Then copy embed code.
Create web page to embed poll
Create a new page or post on your website and save a draft.
Paste the embed code in between the body tags.
If you use WordPress, I then you just select the html view and paste in.
Here’s my Poll embed code
Now I need to add social share data and images.
Use can use these tags and enter them in the head tag area of your page.
For WordPress users who use SEO plugins such as Yoast, select the social share option at the foot of your web page and input the text and images.
I created my Facebook and Twitter social share images in Canva.com
Facebook Image size is 1200 x 628.
Twitter Image size is 1024 x 512.
I name the files, as they are photos I export as Jpg.
If they are graphics then export as PNG format.
Then I drop the images into TinyPng.com to ensure I don’t have large images when people share my page.
Share poll on Facebook Page
There’s a couple of ways I can personally share my poll on Facebook.
Complete the poll and then click the Facebook share button below or above the results graph.
Or simply copy and paste the page url to my personal Facebook profile and my business Facebook page.
Send email to user base
A poll isn’t the kind of campaign that I would use in advertising.
I could be wrong.
First I need to send a broadcast email to my entire email list.
Then probably about 3 weeks later I’ll want to share the poll results.
In Drip to share the results, I would create a broadcast.
Then filter the subscribers with the 4 tags for the 4 answers I offered.
The easiest way to share the results would be to screen grab the poll results under the analytics tab.
If I wanted to give a more detailed analysis I could cross reference subscribers answers with the job title they have previously chosen when subscribing to one of my drip forms.
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Summary of Facebook Quizzes and Polls
As long as your quiz questions and polls are directly related to your products and services then you have an ideal content framework and mechanism to engage prospects early and at the top of the marketing funnel and build up a segmented email list.