Self Selection Question

Posted August 28, 2021 in
IMPACT+ HQ IMPACT+ HQ
We are a piano lesson studio. And we have a quiz on our site as the main call to action. They take this quiz to see if they are ready for lessons. We email them their results and show them their results on the next screen.

With this email we nurture them and send them email spread out over the next month. 

On the thank you page we offer them a free intro lesson. 

My question is should I have this quiz be gated at the end and allow them to go through to the thank you page without  providing their email. 

Or is is smart to ask for their email so we can follow up?



2 2
11 Comments
User Profile

Log in to leave a comment or

Connor DeLaney
Demitris Maddox it sounds like there's a serious value add to have their report sent to them along with everything that comes with it in the nurturing flow. I'd personally suggest that it remain ungated to take the quiz but at the end, you leave the option to have their results emailed to them. 

I've seen this work wonders with Pillar pages in the same idea where they can access everything, but if they want it in their inbox they'll put their email in without hesitation. Plus, in your language before that thank you page, you can make it a very personalized experience in saying "Get your results and actionable next steps based on where you are at with just your email!" Not perfect, but that idea makes them feel special and supported :) 

Emily Mermell Mary Brown Kevin Phillips Brian Casey Larry Kagan , agreed? Would love to hear your thoughts here too!
Love  •  
1 1
Demitris Maddox
So how it’s set up now they take the quiz> Enter email address> on the next screen they are told they are ready for lessons> then redirected to the free intro lesson. 

So you are saying have the email address be optional?
Love  •  
1 1
Connor DeLaney
Based on what you shared here and what Nick Bennett and Tom DiScipio mentioned below, I would say certainly keep it gated and get that email address. I LOVED what Nick mentioned about having an alternative offer if they aren't ready for the free lesson to still gain that email and drive interest and trust with your website visitors. 
Demitris Maddox
If I do keep it gated then I would have their email address already before they got to the free lesson thank you page. So I would may not need to offer a secondary cta along side the free lesson. 

If I were to offer it it would be an h gated pdf that I have called “How to choose a piano teacher in 2021”

My main concern is that if I offer that PDF next to the main call to action that I will be taking away attention from the main call to action. 

What I’m thinking of doing is on the email opt in step on the form I will tell them that along with the results I will send them a copy of the PDF “how to choose a piano teacher in 2021” to sort of sweeten the pot and entice the email opt in. Thought?
Love  •  
1 1
1 Comment
Nick Bennett
I am suggesting that when your tool calculates the results and it deems someone "not ready" for lessons, to present an alternative offer that gets them ready. Not placing it next to the free lesson as a competing offer.

It sounds like you are offering everyone a free lesson no matter the outcome?
Connor DeLaney
Hmmm I'd be intrigued by that. If possible, I'd love to see the flow for myself on your website like  Tom DiScipio  had requested, that way I can visualize what you mean. Would you be able to share a link to your website so we can give it a try?
Nick Bennett
This is definitely something I would test. I've launched self-selection tools ungated, checked engagement and abandonment, and then see how those numbers change after I gate them.

A free intro lesson is a great offer and something anyone looking for lessons would give up an email address in exchange for.

I'd also think about changing the KPI from "emails captured" to "free intro lesson claimed" or something. I've found changing my goal changes how I look to solve the problem.

You could have all the emails in the world but if no one claims a free intro lesson, then the leads are no good.
Love  •  
1 1 2
Demitris Maddox
This far having it gated I have only seen a very small number of people take the quiz and abandon at the email part. 

Also they don’t know know that there is a free lesson waiting for them on the other side. Because they don’t know yet if they are ready for lessons yet. So they have to complete the quiz in order to get the results. 

So you would leave it I hated with no email, or would you make the email optional?

Nick Bennett
If your quiz completion to free lesson claimed conversion rate is good then you probably don't need to change anything. 

An option would be to take out the email requirement and only have someone enter it on the results page to claim the free lesson. You may get fewer leads but the quality will be higher.

You can also add in an offer for people who are not ready for lessons yet. That way you can capture their email too and help them get on the path to learning piano and ultimately becoming a customer.
Love  •  
1 1
Tom DiScipio
Hmm... this is a great question Demitris Maddox . Like Nick Bennett mentioned, you may have to test a few options.

It would be helpful to see the quiz on your website. Are you able to share it?

Given you shared that only a small number of people abandon the quiz at the email part after taking it, tells me that you're on the right track, and that you should keep the gating in place. It would also be good to look at the lead to customer conversion rate for the quiz. If that's high, it would be another indicator to keep doing what you're doing and attempt to drive more traffic to the quiz itself.

I always like sharing examples of others being successful in these areas. So I'll share one of the absolute BEST and most successful examples I've ever seen of a self-selection tool similar in concept to yours. It's HubSpot's Website Grader. I share this because they ask for the email up-front and in their early days as a company (maybe even still today), this was one of their top, qualified lead generators.
Love  •  
1 1 2
Mark Baratto
This may be longwinded, but bear with me Demitris Maddox

What we all deal with in the eCommerce world is turning the Cold to Warm to a sold customer. We all want to turn a cold customer right into a paying client, but that rarely happens. There is a trust issue when it comes to online that people lack, compared to in-person (which is why Cold to Sold works in retail when done right).

It sounds like what you are trying to do is warm up your audience and pre-qualify. Besides all of the awesome advice given so far, you could try listing out all the points you are trying to capture from the survey right on your website.

Think about it like, "The top 10 things you need to know before you are ready for lessons," and then list them all out. I think if at the bottom of this you had a form to fill out saying something like, "If you answered 'YES' for 5 out of 10 of the questions, then you ARE READY for lessons. Provide us your email and we'll send you a free lesson so you can get to know our teaching style and learn a little bit more of what you'd be in for by signing up."

I love your idea about giving them the lesson and taking them on a journey to get to know your business better by sending them emails with value. When doing an email sequence, always keep in mind the success that TV series does and lay them out like:  You have a problem, we have a solution (take this action), and here is another problem you may have.... stay tuned for the solution in our next email.

With all that, you can also try creating a "Lead Gen" ad in FB / Insta where you can test language and creative, with the call to action being to sign-up for your free lesson. The cost is inexpensive enough where you can test and see what language may work the best. With these types of ads, the person's name and email are already pre-populated, which makes signup conversion much better. You also never know, you may end up paying $0.30 per lead and then retarget/close them after the 3rd email.

I hope this helps!
Love  •  
1 1

More from this community