Show HN: Use Quizzes as Lead Magnets – EmbedQuiz

[aghhelmut]

I've been working on this project for the last 6 months. Most businesses have a hard time generating leads and every small improvement in the conversion rates can mean a huge positive change for a company's revenue, so I started creating a tool, that helps companies create better converting lead magnets.

When we talk about quizzes, people usually think of simple math and geography quizzes. But lead magnet quizzes can be company audits, routine or workout recommendations, product quizzes, etc. A lead magnet quiz provides an interesting valuable piece of information, that helps the user with a personalized solution to a problem.

According to most studies covering lead magnet quizzes, they have higher conversion rates because of the Osvianskina effect (https://en.wikipedia.org/wiki/Ovsiankina_effect, When filling out a quiz, people are more likely to give their contact info to receive results.) and also the personalized results are more interesting than lead magnet PDF-s.

My goal with EmbedQuiz was to at first create a tool, that is completely free and stays free and later introduce more advanced features that are paid. Currently, EmbedQuiz has all the free features and no paid plan.

It saves results to the user's own Google Drive into a Sheets document. So the results are not stored on our servers and can be imported easily into any Google Sheets compatible service.

[myself248]

When I reach the end of a quiz and it suddenly wants my email, I nope the hardest nope that ever was noped. Nope, nope, nope, nope, nope. There's nothing that quiz could possibly tell me that would be worth the inevitable barrage of spam that will result.

I'll just have to live without knowing which 80s rocker I am, a hole that will forever be in my heart, but at least I'll have a little less crap in my inbox.

Now, if the quiz actually _gave_ my result and then said something like "Sounds like you already know our product line pretty well, here's a 20% discount code for your next order", I'd be a heck of a lot more likely to place an order. A, because the quiz just forced me to think about all the things I could use their products for, and B, because it's not obviously trying to spam me.

There are good ways to go about it, but generating "leads" just squicks me right out. If a salesperson is going to call me and try to be my buddy and stand between me and the Add To Cart button, they are my enemy.

[samtho]

From a site owner’s perspective, it also makes me question the quality of leads if someone is just going to use a disposable or one-time email just to get results, not to mention the bounce rate after the initial engagement. From a user perspective, “fun” quizzes and the like have been completely and utterly ruined by the “enter your email to get results” and I just tend to ignore any quiz-type thing because they are known fluff-funnels for lead gen.

[aghhelmut]

Yes, it's true that, in some cases, this can be frustrating! The goal of this "lead magnet quiz" is to make the traditional lead magnets, where you give your email address to get a free PDF, etc., make a bit more personal and unique for each visitor.

If you are interested in a workout plan, maybe you don't want to read a long PDF and found out yourself which paragraphs are relevant for your lifestyle, fitness goal, and body type and which are not for you. In this case, the goal of the quiz is to cut out all the unnecessary parts of the PDF and send you what you have to do. People are using lead magnets like this with a simple subscription, so I guess the quiz shouldn't be much more frustrating.

I added a feature, that enables users to add a "Skip subscription, get my results!" button to the quiz. In this case, the quiz will immediately show the user the results. Of course, the whole subscription thing can be turned off and in that case, the player will always receive the results after answering the questions.

And also, thank you for the idea, the discount code is amazing, I'm going to use this somewhere on the landing page!

[35mm]

Agreed.

When I’ve set up a ‘quiz’ like this (actually a solar savings calculator) what I did is ask ‘shall we send you a pdf copy of your report by email, and follow up with more info?’

I don’t want any leads who feel forced into it anyway, that feels wrong, and will hurt my email deliverability.

[quickthrower2]

Unfortunately although it annoys you it might still be profitable. If you have a groundbreaking product like OpenAI then you don’t need to do any of this. If you are one of 100 vendors in the X industry then you probably do!

[pimlottc]

I didn’t understand the title until I read the post. When you put “Lead” next to “Magnet”, my mind thinks “the metallic element”, not “possible business opportunity”.

[giarc]

Lead magnet is a pretty common term for those in marketing/ecommerce.

[hgsgm]

Abusive and scummy. Anyone who uses Osvianskina is advertising that they are manipulative and untrustworthy. I would never give money to someone like that.

[wzy]

What "Osvianskina"? Google thinks I am misspelling something when I search for it.

[mjrpes]

It's a typo but mentioned right there in OP's post: https://en.wikipedia.org/wiki/Ovsiankina_effect

[giarc]

I would play around with your home page a bit. The first two images are basically the same. It's not until your 3rd image where the use case is demonstrated (and not very well). I think you should show a quiz as a popup on a demo e-commerce page or something. That better demonstrates what the product is and where it would live.

I also agree with the other commentor. Don't use your "Try Quiz" as your own lead magnet. Create a fun one and provide the results at the end. You want your potential user to see the full product, end-to-end.

[aghhelmut]

Thank you for the feedback, yes, the homepage needs some adjustments! I was thinking about adding an example quiz to the homepage, but I didn't want people to end up spending too much time playing wit the quiz, instead of trying out the builder themselves.

I didn't focus on the front page too much in the past weeks, I was satisfied with the current conversion rate, but now I should spend more time helping visitors better understand what EmbedQuiz is about.

[austinpena]

I think adding a quiz to your home page would be a nice way for people to demo this.

[aghhelmut]

Yes, it would be much better! I didn't add it to the homepage, because I didn't want people to end up playing with the quiz, instead of trying out the builder themselves. But you are right, I'm going to integrate a clickable quiz into the homepage somehow!

[llarsson]

Already been hugged to death.

[aghhelmut]

Yes, there was a 10-minute downtime on the landing page, but we are back now!

[giarc]

Seems like it's back up now.

[diffstrokes]

Good concept and seems like a well executed MVP. Good work!

[aghhelmut]

Thank you, I hope so!