How to Build an Interactive Lead Magnet Using the Interact Quiz Maker

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Lead magnets are the heavy weight lifters in many content marketers arsenal of lead generation strategies.

In fact, 85% of B2B marketers say that lead generation is the single most important content marketing goal.

We've all seen the tried-and-true lead magnets – ebooks, PDF cheatsheets and email courses. Effective? Typically. But in a recent study, 81% of content marketers agreed that interactive content is more attention-grabbing than static content.

In fact, 79% of those content marketers also agreed that interactive content:

  • Enhances brand messaging retention when combined with traditional marketing strategies, giving your business a better chance at staying top of mind with your visitors

  • And can have reusable value, which keeps your visitors coming back to your site

So, what types of interactive content could you consider?

Calculators, contests and quizzes.

And it's the latter I'll be covering today, because who doesn't love a good quiz? They're fun to do, take relatively little time to complete and the results can be quite helpful...

Which just so happens to be a fantastic formula for creating a great lead magnet. As Copy Hackers puts it:

Lead Magnet Value = Perceived Results / Perceived Investment

When done right, a quiz can deliver great results with relatively little investment. Perfect!

Here's a step-by-step approach that you can use to build your own interactive quiz using Interact Quiz Maker:

Step 1: Begin brainstorming your quiz ideas

I began working on my quiz with a quick brainstorming session. I set the timer for 10 minutes and wrote down all of the topics relating to what my target audience wants right now.

(The most effective lead magnets aim to provide instant results, so it's a great idea to go after problems where you can provide a quick win.)

Another way to go about this brainstorming session is simply answering the question:

What keeps my audience up at night?

From there, I checked my ideas against my Voice of Customer data bank and searched for overlapping topics. This gave me a chance to double-check that I was trying to solve for one of my audience's biggest pain points. 

I began mapping out my quiz in a Google doc. I always write quick notes about my one goal and primary audience for every piece of copy or content that I write, so that's where I started.

I decided to solve for choosing the right lead magnet format (very meta, I know). So my quiz goal was helping the quiz-taker find their perfect-fit format for their lead magnet content based on their own preferred communication style.

Step 2: Decide whether you're using a template or building from scratch

Interact has a great library of templates, organized by quiz type and niche.

Interact Quiz Maker template library

I looked around at the template library for a bit of inspiration, but ultimately decided to build my quiz from scratch. Interact's builder is easy to use, so I figured it wouldn't take me very long to get my quiz up and running.

Spoiler alert: I was right! Building from scratch took me less than an hour to plug in my cover copy, questions, answers and style the quiz appearance.

Step 3: Write a quiz cover page that hooks your reader

This is the first part of the quiz that your reader will see. It needs to grab their attention and make them want to engage.

Here are the 3 key pieces of copy that you'll need for your cover page:

  1. A quiz title

  2. A short (1 to 2 sentence) hook

  3. A call to action

This is the perfect area to use the AIDA copywriting formula.

Why? Because Attention-Interest-Desire-Action layers perfectly over this important area.

My quiz cover page ended up looking like this:

Interact Quiz Maker cover page

I wrote the title as a question (recommended!) to catch Attention and pique Interest. My hook mentions a Desirable benefit of taking the quiz. Finally, the button copy calls the reader to Action.

Step 4: Plan (and write) your quiz results

I decided to work from the results backwards. Perhaps a little strange, but this gave me a clearer focus when I began writing my questions and answers. 

I used research that I had been conducting on high converting lead magnet content formats to plan out three core communication style results. These results corresponded with the three best performing lead formatting options.

For example, quiz takers that received The Entertainer result have a naturally outgoing personality that would make them a great candidate for creating a short video course.

The results are intended to guide a business owner to create lead magnet formats that leverage their own unique communication skillset. So they can show up as their most authentic self for their target audience.

At the end of each quiz, the quiz taker was sent to an unlinked result-specific landing page on my website:

Interact Quiz Maker redirect landing page

I decided to use the auto-redirect feature instead of the call-to-action Interact setting because I wanted to change up the design for the delivery of my results.

This is an easy setting to toggle on and off in the left-hand column of the quiz builder:

Interact Quiz Maker result redirect

I liked that the redirect was easy to set up. All you need to do is insert your redirect links and Interact takes care of the rest.

Step 5: Plan (and write) your quiz questions & answers

I decided to build a personality quiz because my quiz was focused on the quiz takers particular style (rather than testing for knowledge). And because personality quizzes just felt like the most fun!

With my results already in hand, I began reverse-engineering my questions and answers by asking, "What would I need to know about the quiz taker to classify them as one of my results?"

Interact Quiz Maker question building

From there, I began writing the questions I would ask to get those answers. I wrote drafts of both my questions and answers in a Google doc before moving into the Interact quiz builder. Finally, I assigned a letter to each answer that corresponded with the matching final result.

(This made result correlation mapping quite quick inside the Interact builder.)

Interact Quiz Maker answer correlations

Step 6: Hook up your email marketing system & begin integration mapping

Next, you'll hook up your email marketing system and begin mapping your answer integrations.

I use Mailerlite for my email marketing system. It was quite easy to hook up and Interact has a great Mailerlite integration guide that walks you through how to connect the two tools. No Zap required!

They also have plenty of other guides for plenty of the most popular systems out there, including ActiveCampaign, AWeber, ConvertKit, Constant Contact, Drip, Kartra, Mad Mimi, MailChimp, Infusionsoft and Ontraport. Plenty of options here, so it's unlikely that you'll need to connect via Zapier.

Interact integration mapping offers a fantastic opportunity to use the results you collect to segment your audience.

Interact Quiz Maker results segmentation

Sidenote: if you're not already segmenting your email list, it’s time to start! A recent study showed that segmented campaigns receive 14.31% higher open rates and 100.95% higher click rates versus their non-segmented campaign counterparts. 

Simply put, segmenting allows you to serve up your audience with more relevant content. And more relevant content for your audience typically leads to a better user experience and a more engaged audience. (Hint: which could lead to more purchases!)

I set up my segments in Mailerlite by creating different groups for each quiz result. From there, I set up an automation that added new group members to a short 3-email sequence automation. Each sequence served up content specific for each result, leading to a more personalized experience.

My quiz also asked quiz takers to identify whether they were a service- or product-based business. I set up these answers to correlate with groups inside Mailerlite. Understanding the type of business my subscribers run will help me create and send them more specific content, so this was a great additional trigger option to have available. 

Interact Quiz Maker segmentation by answers

Step 7: Implement your quiz on your website & start promoting it!

Once published, it's time to implement the quiz on your website. I decided to place my quiz in a few key areas.

Here's how I embedded my Interact quiz on my Squarespace website:

  1. I created a new unlinked page and set up the page title and URL slug.

  2. I wrote a couple of introductory lines of copy that agitated my target audience's primary pain point around the topic and then highlighted how quick and easy the quiz would be in finding a solution.

  3. From there I styled the copy on my webpage.

  4. Then I inserted an embed block at the bottom of the page and added the Interact embed code.

  5. Finally, I set the quiz background color to match my website. (This gave it a more seamless look.)

Interact Quiz Maker embed quiz on your website

Next up is setting up your promotional plan. I went with an announcement bar.

Again, this was quick to set up and Interact makes it even easier with a little bit of explainer text around the script box.

I really liked how the announcement bar was easy to style. I had it quickly branded in my site colors and the visibility rules helped me ensure that the announcement bar only showed up where I wanted it to show up.

Interact Quiz Maker announcement bar

All in all, Interact’s implementation and promotion process was totally painless.

Anyone that knows how to copy and paste a little code can do it themselves. And if not, they've even included a button to email your script to your developer. So. Ridiculously. Easy.

And this doesn’t even touch on all of the social sharing features inside. Facebook, Twitter and even LinkedIn are all fair game directly from the Interact dashboard.

Final thoughts on using the Interact Quiz Maker

Strategy-wise, I would highly recommend planning out all of your quiz copy in advance. This was a great way to kick off the quiz-making process without getting hung up on learning my way around the quiz building tool. 

That said, the most challenging part about the whole process was simply getting started. I really wanted all of my copy to be perfectly polished before I got into the quiz builder (typical copywriter!) but, once inside, I realized that my 'good enough' was actually a great jumping off point to begin building.

(Lesson learned. Don't get hung up on perfection.)

Building my quiz was so much fun that I'm already starting to think about my next Interact quiz. I'm planning on using the logic branching feature next time to gather even more insights about my quiz takers. 

I would definitely recommend Interact if you're interested in building your own interactive quiz. 

Here are the biggest pros that I see for this particular quiz builder:

  • The analytics feature is quite robust and flexible (I love that you're able to toggle between conversions on quizzes finished vs. leads gathered)

  • The promotion tools were so easy to set up and navigate that even a technophobe could handle this!

  • This is a fantastic easy-to-build-and-implement option if you want to incorporate an interactive lead magnet into your lead generation strategy. Great for growing your list!

Finally, if you're a copywriter or freelance writer, I would also recommend creating a complementary downloadable opt-in that builds on your quiz results. That way you give your quiz taker another opportunity to opt in to your email address (even if they've by-passed the initial results opt-in form built into Interact).

Want to take Interact for a spin? They have plenty of helpful articles on how to set up your very own interactive quiz. Perfect for getting started!

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Tutorial: How to grow your email list using Interact Quiz Maker