Over 700 leads in just 3 months with up to 36% conversion rate

Hello, I’m Kira, a Marquiz user.

I’ve been working in marketing for 12 years, with the last 4 years focusing specifically on quiz marketing. During this time, I’ve successfully implemented over 350 quizzes across 25 different niches in 10 countries. Through the power of quizzes, I’ve helped save over $3 million in advertising budgets. I truly believe in the effectiveness of quiz marketing, and I’d love to share a successful case study with you that could be valuable for your business.

Introduction

Client

A company providing online HR training courses approached me with the goal of increasing their enrollments in two key markets: India and the USA. Their courses cater to professionals looking to enhance their HR skills and advance their careers. The client wanted a marketing strategy that would effectively target these regions and drive high-quality leads while staying within a limited advertising budget.

Objective

Increase course enrollments in India and the USA by leveraging quiz marketing and personalized engagement.

Strategy

Start page of the quiz

For the Indian market, the quiz featured young professionals to resonate with emerging HR specialists.

In contrast, the US market quiz used images that highlighted diversity and more experienced professionals, appealing to a broader, more established HR audience. This tailored imagery helped engage participants based on their market-specific contexts.

The quiz began with a compelling offer:

Offer: “Receive Your HR Career Development Plan!”

Subheadline: “Answer 7 questions and identify your key strengths, which will help you advance your career and increase your income.”

The focus was on providing participants with a personalized HR career development plan, which helped drive quiz completion. This offer targeted HR professionals and those looking to improve their careers by promising a concrete, tailored output. By offering something valuable and personalized, the quiz managed to attract the right audience.

Quiz questions

The quiz consisted of 8 questions, each designed to gather relevant data about the participants.

Here’s a breakdown of why each question was included:

1. Job level in HR. Purpose: to qualify leads based on their professional level and ensure the quiz was relevant for their career stage.

2. Preferred career path in HR. Purpose: to identify the career aspirations of participants and provide tailored recommendations in the career plan.

3. Preferred HR projects. Purpose: to gather insights on the participants’ interests and preferred areas of work, allowing for a more personalized career plan.

4. HR functions expertise. Purpose: to understand the areas in which participants have experience, helping tailor the career plan toward their expertise.

5. Significant achievements in HR. Purpose: to evaluate the professional achievements of participants and customize the advice they would receive.

6. Task preferences. Purpose: to assess the tasks that motivate the participant, aligning the career plan with their work style and interests.

7. Company size. Purpose: to factor in organizational size, as career development plans can differ based on the scale of the company participants work for.

8. Interest in free mentorship consultation. Purpose: to gauge further interest in support and follow-up interactions.

Contact form

At the end of the quiz, users were prompted to fill in their contact details (email and phone number) to receive their personalized HR career development plan. The promise of sending the plan directly to their email provided strong motivation for participants to submit their details, resulting in higher lead capture rates.

Lead magnet: personalized career development plan

Instead of a general document, the quiz provided a personalized HR career development plan. This actionable roadmap was tailored to each participant’s quiz responses, making it highly relevant and valuable.

Marketing channels

The quiz was promoted on the following platforms:

• Instagram and Facebook Ads: These channels provided visually engaging content and called users to action with a focus on career growth.
• LinkedIn: Targeted ads focused on HR professionals, leveraging LinkedIn’s professional network to ensure the quiz reached the most relevant audience.

Results

With these strategies in place, we achieved strong results in both markets. The quizzes showed high completion rates and conversion rates, highlighting the effectiveness of a personalized approach to career development.

These results clearly show how well-crafted quizzes can be a powerful tool in driving engagement and applications for online courses.

Key outcomes

• Increased engagement: High quiz completion rates due to personalized questions and the promise of a personalized career plan.
• High-quality leads: The lead magnet helped to gather valuable contact information from quiz participants, generating hundreds of applications for HR courses.
• Targeted approach: Localization of quizzes by market allowed the campaign to cater to distinct cultural and career dynamics, enhancing the overall user experience.

Conclusion

This case demonstrates the effectiveness of quiz marketing combined with valuable lead magnets like personalized plans. Tailoring quizzes to different markets while offering something valuable in return for user information proved highly successful in driving course enrollments in both India and the USA.

As a satisfied Marquiz user, I highly recommend trying the platform. You can explore its features here, and the best part is you can create your first quiz for free!

Good luck with your quizzes, and see you in the next case study!