Mastering Quiz Funnels: Boost Conversions with ScoreApp

Jim James (00:01)
Now we're all told that we need to listen to our customers, but what if you're not actually meeting them? That's the challenge for most of us because we're trying to get people to our websites, build lead funnels. Maybe we're on podcasts, for example. So how do you listen to customers that you can't see? Well, my guest today is going to help us to answer that question because he's the chief revenue officer for a company called ScoreApp, which is one of the world's leading quiz providers and really helps

entrepreneurs around the world and content creators to listen to their customers and get them warmed up and ready to sell. Maxwell Nee, welcome. Join us from Singapore.

Maxwell Nee (00:40)
Thank you so much for having me.

Jim James (00:42)
Well, you're more than welcome because I'm a big fan of ScoreApp and obviously we've got Daniel Priestley here with his key person of influence has created a huge reputation for himself, but also for ScoreApp. So I'm looking forward to hearing about ScoreApp, but also I've got some questions because I personally haven't succeeded with ScoreApp. And so I'm going to ask you some questions that I'm hoping you can answer for me, because I'm sure that many entrepreneurs would love to use quizzes, but they've got some practical

 questions to answer. So Maxwell, first of all, tell us a little bit about, you know, your background with ScoreApp, which now has over 6,000 customers, doesn't it? But when you started, how many did it have?

Maxwell Nee (01:25)
Zero. Pretty much zero. Yeah. Well, when I invest it, yeah.

Jim James (01:30)
Yeah, so that's a great, so you've been at the beginning, which is fantastic. So tell us about your story with ScoreApp and then what problems it's solving now.

Maxwell Nee (01:41)
Yeah, good question. So I'm the chief revenue officer for ScoreApp , So my responsibility is to, share it with as many people as possible who might benefit from using our, our software. now our software, our solution. It's, we have about 6,000 plus clients right now who are coaches, consultants, service providers, online entrepreneurs, authors, content creators, like the one that's the ones that you see now, you know, Ali Abdaal, Helen,

Christo, Jay Shetty, know, people with millions and millions of people on their followers, audiences. And what we do is we help all of them to generate leads, right? Now, what's a lead? A lead is someone that's put their hand up and they've said, hey, Jim, I really like what you have to offer. I'm potentially interested to buy what you have to sell. Right? So that's a lead you want to know

as many of those people as possible because when you have a big abundance of leads, then sales and everything else, business growth is easier than harder, right? Now, how do we do that? Like, how do we help people to generate leads? It's all based on the principle of a win-win, right? So if you want someone to put their hand up and to give you their information, their name, their phone number, their email, you know, sometimes even where they live

to let you know, hey, look, Jim, I'm happy for you to call me if, you know, to see if it's a fit for me to buy your service, then you need to offer them something for them to give, to be willing to give you that, right? Now, Scorup helps you to offer them what we call a quiz funnel. So quiz funnels where they answer a series of questions, could be five, could be 10, could be 40,

and at the end of those questions, that survey, that assessment, they will get a personalized report, right? Which will help them to measure where they are now and where they want to go. So it could be, for example, you know, do the, the podcast readiness scorecard, right? So how ready are you to get a podcast out in the audience today? And, you know, Mr. Customer might be three out of 10 ready.

So then Jim, you you would have a very problem solving conversation to potentially call Mr. Customer and say, Hey, look, Mr. Customer, I've seen that you're a three out of 10 in terms of podcast readiness. How would you like it if I could share with you some ideas to get from three to 10? And then you go from there. So that's, that's one example of a use case that most people use.

Jim James (04:28)
So you've mentioned that it can be used for sort of a quiz funnel. My experience with the quiz was that I don't know how to ask the right questions, Maxwell. And I think this is one of the fundamental challenges because I've introduced quizzes, ScoreApp up specifically to a number of my clients on the coaching side. Most of us fall down on what questions to ask and how to ask.

them. So do you want to take us through maybe, you know, what makes a great quiz? Because this seems to be the challenge to not make it too salesy, to make it so that someone feels that they're getting something out of it. On the other hand, you don't feel like you want to give away what you're selling. So how do you sort of reconcile that?

Maxwell Nee (05:19)
Yeah, well, let me start by giving you the magical pill solution first. the magical pill solution is, you know, semi recently we've incorporated ChatGPT into the platform where it'll prompt you to pull out, you know, who you serve, how you help them, what's the goal of your quiz, what you'd like it to be.

And then the AI wizard will write your concept and your copy about six or seven hours worth for you. So that's the, the, the shortcut on the map. But in terms of what that AI actually does, what it does is that it, it speaks to an outcome. You know, everyone, no one wants to do a quiz. They want the outcome, right? What's the outcome? The outcome is find out what

you know, type of entrepreneur you are, find out what type of body type you are, you know, for your personal training goals, find out your podcast readiness, find out how much a podcast could benefit your business. So people want to know like a personalized outcome for, for their specific problem. So it speaks to a problem and then it identifies an .

Jim James (06:42)
And I'm going to tell you that I have one and it's called, how do you rank as a podcast guest 10 questions with instant answers, Maxwell. So I am actually drinking the coolant. I'm really trying this as well. When you talk about outcomes, how do you get into the mind of the person that you're trying to pull through that funnel? Because one of the challenges is

you don't know sort of maybe where they're coming from in terms of their customer journey. You don't necessarily know what they're looking for when they arrive on your website. And I think that's certainly something that I found as a challenge is, know, where do I start with the questions? The AI was great, but what I also struggle with was, those the right questions? They're great questions, but are they the right questions? How do I kind of test or check if I'm asking the right questions?

Maxwell Nee (07:40)
Well, the questions should just represent the outcome, right? So I think the more prudent question is, is your outcome what your clients are willing to pay for? As long as the answer to that question is yes, the outcome that your quiz is offering is something that your clients are willing to pay for to get to attend, to get to a yes, to get to a hundred percent, satisfaction, then

you know, the questions are secondary. The questions can float around that and they don't need to be that well-rooted.

Jim James (08:16)
Okay. That's interesting. So if you focus on the outcome that you're trying to get for them, and then you're trying to identify, if you like, for them where they're at on that journey against the outcome that they want to get. And what are you finding are the best? Is it to do sort of a yes, no questions, or is it ABC? Is there any guidance there Maxwell on

the kind of questions that people should be asking. I know you said that the question is less important, but is there an impact? Because one of the challenges I think that I found with my clients is we've ended up feeling like we need to become experts at writing questions. Is that something that we need to really be worried about?

Maxwell Nee (09:03)
No, I wouldn't say, you know, you need to become an expert, but think about it like this. When you or anyone else is in a discovery conversation, so like a sales conversation, chemistry call, discovery call, you know, that call where you're talking to a potential client as to whether or not they want to work with you. All the questions you ask in the first 15 minutes of that call,

are the same questions that will work in your quiz. So everyone is already asking these questions because you would need to ask them in a sales and discovery call situation to work out if you can help this person.

Jim James (09:47)
Okay, that's a really, really good piece of guidance because I think that's one of the challenges that most of us have faced is we love the idea of the quiz, but then we feel like we've got to become quiz builders. And as you say, if you're basically taking people, if you like, through your normal kind of needs analysis, part of your conversation, right? You've got some pretty impressive size sort of

Maxwell Nee (10:07)
Mm.

Jim James (10:14)
content creators in there like people like Jay Shetty. Can you give us maybe some examples of how maybe someone like Jay's using it, using ScoreApp?

Maxwell Nee (10:24)
Yeah. So he's using, like multiple ones. So he might have a video, where the video is about purpose, right? You know, like, you living a purpose? you, is your battery charged? Is it cut full as if, as if you're living your highest purpose and then it will have a, you know, measure your purpose scorecard, right? That, that's, that's in tandem of, of that video is a call to action for that video.

So all he might want to have one about, work life balance as an example, and then we'll have the work life balance scorecard, you know, measure your, your work life balance, happiness ScoreApp or the happy happiness one, you know, really simply. So it really is like that specific outcome or that specific nugget, know, like you don't want to have, I'm going to fix everything in your life quiz. You just want to have that one, one product on the shelf that they could buy

and then theme it around that.

Jim James (11:25)
Okay, and you've mentioned there something I'd like to sort of dive into a little bit, which is where do you put the quiz? That's the next part. So let's say you've built the quiz and you're trying to get an answer to one key question, which is also really good guidance, because I think I've probably over-complicated my quiz to try and find out too many things at once. What about, where do you

propose or suggest, recommend that people are collecting these answers from.

Maxwell Nee (12:06)
It doesn't really matter where people are collecting these answers from, but you know, the exposure you want is, really anywhere. Right. So people put them in their, in their email signatures. People put them, as a call to action on a video and an Instagram post on a, on Instagram story or Facebook posts. People post them as, as their own posts on LinkedIn, or Facebook. You know, obviously you can run ads to it as well.

So there's, you know, about 10 places you can, you can throw it on there for free to, to start bringing in interest. Know, another thing is discussion groups, right? So, you know, like a Facebook group or WhatsApp group is, is also a really good place. You know, the, idea of the quiz is that you're not there to bother people by, by trying to extract information out of them. You're there to, to offer them.

a, and a piece of value because when they get that personalized report, which is the outcome of the quiz, that's going to help them in their journey. So you're not, you're not asking questions. You're actually giving out reports and the questions are just like a mean to an end.

Jim James (13:22)
And I think that's a really great distinction that you're using the ScoreApp to serve rather than to sell, Maxwell, from what you're saying, right? And that's a really, really useful distinction as well, because I think that that changes the stress that you put yourself under in terms of trying to build the killer quiz. You're really trying to build something that helps people along their journey. You talk about the customized response.

Maxwell Nee (13:34)
Yeah, exactly. Exactly.

Jim James (13:52)
Maxwell, and by the way, just for anybody, Maxwell's actually got a book on building the great ScoreApp . So at the end, we're going to give you a link, the scorecard marketing book, which is on my list of books to read, can tell you. So at the end, we're going to give out a link to a free hard copy, think, right? Maxwell will actually send people the copy of the book.

Maxwell Nee (14:14)
Yeah. Yeah. Yeah. If, you're based in the UK, we can definitely get a hard copy out to you. If you're not, then we might have to get a PDF out to you. but we'll, we'll share that link in the show notes. Yeah.

Jim James (14:26)
Yeah, that's perfect. That's absolutely fantastic. Maxwell, let's just move the workflow forward. So we've got our quiz. We've understood that it's really solving or helping someone to answer one question and understand where they are on the journey. Give them some guidance, some inspiration. What would be in the customized report? Let's just go into that level of detail. What would be in that customized report that someone

would receive when they've answered those questions.

Maxwell Nee (14:58)
Yeah. So there's a few different categories. So there might be categories that are measured on a scale. So it might be, you know, percentage ScoreApp. you know, you're 72% to achieve achieving that goal, that outcome, you're 32%. You know, here's how to get from 30 to a hundred is how to get from 70 to a hundred. And then the other one is where you're, you, you put people into buckets, right? So they might be

a personality quiz and there's five key personalities, right? The entrepreneur personality quiz and you could be one of five. So that's another example as well. Or there could be a mix rating where there is, you know, five personalities, but you might be 75% of one and 25% of another. So you can actually go into that type of detail as well.

Jim James (15:53)
Okay, my experience with the writing of the report, the content management system on the back of ScoreApp is really very elegantly built. So congratulations to the team. think Steve O'Dea, I think is leading that development team, I think. Is that right? Is it Steve's team?

Maxwell Nee (16:11)
Yeah, yeah, Steve's the CEO.

Jim James (16:13)
Yeah. And, you can also customize the report according to some dynamic content, can't you? So it's not just a standard report. Each question can give a response that's aligned to the question that people were being asked. So you can really get very granular, can't you, Maxwell, in terms of the, the report that you give people, which I think is really very handy.

Maxwell Nee (16:41)
Yeah, absolutely.

Jim James (16:43)
And then people are receiving that report, where are they receiving that? They're receiving the report online or they're getting it as a download? How are people actually receiving that material?

Maxwell Nee (16:52)
Yeah, so they'll get it through an email and then it will also, you know, can obviously download it from the email as well.

Jim James (17:01)
So people have got quizzes and there's a, I I won't, you're in charge of selling so, but I will say there's a free version so people can start and learn. But what would you say are some of the best practices that you've seen for people in terms of building a quiz into the overall marketing? Because it doesn't stand alone, does it? Do you think people need to be offering the quiz as part of a

promotion or is it just on the website? What have you seen as being the best way to integrate the quiz into part of an overall marketing strategy, Maxwell?

Maxwell Nee (17:40)
Yeah. So the quiz is a conversion event. So it converts, a listener. So it's great for podcasts. It converts a viewer. So it's great for videos. It converts, you know, paid traffic. but there has to be traffic. So anywhere where you've got traffic going to a paid website, an email or whatever, that's where you put eyeballs going towards something,

then you want to make sure you're not missing out on those viewers or listeners converting into, you know, elite.

Jim James (18:23)
Right. And that's key, isn't it? That it's part of a chain, part of a conversation, isn't it? It's part of the customer journey as opposed to an orphan activity. It needs to be part of something, doesn't it? Exactly. With the ScoreApp , what about if people are working across geographies and across languages, Maxwell? Because that's something, you know, my audience, I have listeners all over the world.

In fact, we're very, very blessed. Is ScoreApp working in multiple languages? How do you help people to handle that?

Maxwell Nee (19:01)
Yeah, so it is and the AI wizard as well also works in multiple languages. some of our, so we have partners who share ScoreApp and some of our partners that generate the most interest sharing ScoreApp only share in French or Dutch. So yeah, it does very well in all languages.

Jim James (19:24)
Yeah, that's great because they, so many companies are crossing boundaries, crossing geographies, right? That we need to integrate whatever we do across platforms and across geographies as well, which is fantastic. And in this age of, know, TikTok and so on, is there a way to make the ScoreApp  and the quiz as a video? How do you embed the ScoreApp , for example, you mentioned into

Instagram. Is it a link only or do you in some way help people to make it a bit more dynamic?

Maxwell Nee (20:01)
Yeah, it's a link only, link only, but it's a link to a page, to a landing page. So, you you can incorporate that page into website. You know, you can incorporate it into an email, you know, and into an image. So it is a landing page.

Jim James (20:03)
Right.

Okay. And let's just think of, we look at the whole sort of chain. We've looked at the kind of quizzes we create. We've created the event where we help someone to understand where they're at with their journey. We've looked at distribution. What about integration? Because people have got a CRM, maybe they're running HubSpot, maybe they've got a website on WordPress. They're using a mailing application. Like so many of us, we have all these

these different platforms. With ScoreApp, if I'm collecting those email addresses from people that have entered, how would I then use ScoreApp to be part of my overall sales engagement process?

Maxwell Nee (21:09)
Yeah, so it collects leads. You can also use that as CRM. So you could hold the leads there, know, the emails and names for numbers. You could then plug that into, for example, an email automation software that sends out emails, or you plug it into Zapier if you want, you know, a bit more exotic type of integrations. So you definitely have options. Yeah.

Jim James (21:32)
Okay, this is really handy then, is it? Because you don't want to build another silo of leads somewhere. And I think also, does it help in terms of writing emails against the answers as well? Or do people have to go in and sort of write and follow up with the, when people have got a ScoreApp?

Maxwell Nee (21:56)
Ask me that question again.

Jim James (21:58)
So when people have, when people have filled in the quiz and we're seeing their results, then you want to follow up obviously with the person who's filled in the quiz. So just sort of completing that whole process, Maxwell. I can see the results that someone's filled in. what, what's best practice? How does ScoreApp help us to reach out to that person? Because that's not the end in itself. The quiz is you say an event

Maxwell Nee (22:08)
Mm-hmm.

Jim James (22:26)
get them to convert. What about the outreach? We've talked about the mass mailing integration, but is there a way as well for ScoreApp to help people to the owner of the ScoreApp to write directly to those people who taken the quiz?

Maxwell Nee (22:42)
Yeah, so you can automate that, right? That, that's just like an email, but it depends on your business model. So, you know, if you're ha if you've got a business model where your product is a bit more higher ticket and a bit more higher touch, then you might want to consider calling that person, or sending them a link for them to book a call with you. You know, that that's what works well in one of my businesses in the past. but you know, if your product is a bit more, mass market.

Then, then yeah, you know, you've got the perfect source of data to start sending out personalized and targeted emails.

Jim James (23:21)
Right, and so in terms of the future and where you see this going in terms of quizzes, Maxwell.

How do you see businesses using quizzes in the future? mean, obviously you've integrated AI already into Score . How do you see businesses, coaches and so on using quizzes more and more in their business?

Maxwell Nee (23:50)
So.

It's all about what gives you an advantage, right? Now we've found that when people use ScoreApp , let me start here. So a typical conversion rate on a landing page, whether you ask someone for the email for like a 10% discount, or you ask them for their email for to receive an ebook or a PDF or something like that, typically converts at about 10 to 15%. So 10 to 15 % of people that look at that

that opportunity will action it. Now with ScoreApp, we're seeing conversion rates of 20 to 40%. So that's a big bump in the numbers, which then gives you more opportunities as a business owner.

Jim James (24:38)
Yeah, that's massive, isn't it? And you're seeing that bump presumably worldwide because ScoreApp, have clients around the world. So that's a massive uplift, isn't it? Especially considering once you set ScoreApp up, really, I don't want to say low maintenance, the platform really does the work for you, doesn't it? Each time you don't have to keep recreating the content. So it's very efficient.

Maxwell Nee (25:07)
Yeah, that's correct. That's correct.

Jim James (25:08)
Yeah, okay. And in terms of, you know, yourself, Maxwell, you're obviously an investor and you're an entrepreneur based in Singapore. What are some of the pieces of advice that you would give us as an entrepreneur about what you think really helps to move the needle from, you know, building a business?

Maxwell Nee (25:36)
it's a good question. So, after going through the journey of building something from scratch a few times, I definitely only now get involved in businesses where, I have got an advantage. So I advantage, and the best advantage to have is in my opinion, a distribution channel. So I will, if I could pick between

20 businesses, I picked the one with the distribution channel. I wouldn't even look at anything else. I wouldn't look at how much the others costs. I wouldn't look at the, the, the industry or the, you know, whether or not it has tech involved or whatever, I would look at the, at the distribution channel available because for me, that's the ultimate, risk management. Right. And, also I look at, I look at businesses very differently now, so I don't look at them as in terms of, you know, what's the upside like,

I don't look at it as more, more sales, more numbers, more dollar signs. I look at it as, you know, what could I execute with, almost what, what feels like zero risk. So that is for me, the ultimate advantage, you know, and in many ways, another way to look at that is what could I execute with an arbitrage, you know, so like a, a, a risk free win, and then just do that over and over and over again.

Jim James (27:04)
That's interesting. So I had one chap, Cody Snyder on the show and he talked about distribution being more important than product in his view,

Maxwell Nee (27:13)
Yeah, a hundred percent. So that guy, that guy and I would be best friends.

Jim James (27:16)
Yeah, he runs a company called swell AI, which is helping to take podcasts content and make it into articles and so on. So that's fascinating Maxwell, that's your view. So you're actually only the second person out of all my interviews, Cody was one and you're the second person to really talk about the impact of distribution. And that really is the core differentiator now. Why do you think that's so important? Why is distribution?

Maxwell Nee (27:19)
Yeah.

Yeah.

Jim James (27:45)
now more important than product.

Maxwell Nee (27:51)
I think it's always been, you know, and if you look at the most successful, some of the best entrepreneurs in the world, have, you know, how they solve this problem is what made the difference. So I'll give you an example. I'm writing a book about this. I'm so passionate about it. It's almost finished. so Steve Jobs, right? Steve Jobs is

well known as one of the most product obsessed entrepreneurs ever to walk the planet. However, when Steve Jobs launched the iPhone, he, the first thing he did before he built the iPhone is he went to AT &T and he went to AT &T and he said, look, there's a problem with your business model. They said, no, there isn't, you know, we're X million billion dollar company.

And then he said to AT &T, there is because you sell minutes. Now the problem with selling minutes is that there's only one minute in a minute. And then he said, I'm going to create a device for you that's going to sell more data per every minute, you know, currently possible. And, you know, that device is known as the iPhone.

So he went and secured that distribution through, you know, one of America's largest telcos, gave them an upside revenue model that they couldn't say no to. And then he built the product. Thereafter.

Jim James (29:28)
Yeah, I think that you're absolutely right. Of course, the Bill Gates story with the Windows OS, going to IBM and getting that on there. absolutely right. And of course, now with ScoreApp, people terms of coming back to ScoreApp and distribution, how can people get ScoreApp Maxwell? Let's bring it back as well to what you were going to kindly offer to people. So how can people get a hold of ScoreApp and how can they get hold of this amazing book that you've

kindly offered.

Maxwell Nee (29:59)
Yeah. So let me share some of the details, right? So this book, Scorecard Marketing written by my business partner, Daniel Priestley, it walks you through how to use this method to create better leads and bigger profits in your, in your industry and your business. You'll go to this page here that Jim's pulling up and the URL is ScoreApp , S C O R E A P P dot com.

forward slash book. If you're in the UK, you know, we'll get a physical copy out to you. If you're not, we might need to get a PDF out to you, but just register there and then we'll go from there. And if you did go ahead with using our, our software, our solution, there's multiple tiers and there's a free version that you could start with. So you really got nothing to lose to get going and start generating, you know, leads for your business.

Jim James (30:56)
Maxwell is very generous and it says here, physical copies can be sent to the UK, US and Canada. So we might have to add Singapore on the list. I think as you're there now, it sends you, gets you connected to people in Singapore as well. Maxwell, that's wonderful. You know, I do have a final question for all my guests and that's a book or a podcast that you're going to recommend to me and to my fellow unnoticed entrepreneurs.

Maxwell Nee (31:01)
Yeah. Yeah.

Yeah. Yeah.

Yeah, wow. It's a good question. So, you know, one book that I, I keep coming back to that I love to read and I rarely read a book twice, cause I only read essentially business books, is called outsiders. So it's called outsiders and, it's about, I think seven or nine CEOs who receive, who generated outsize returns for their companies, were all.

I think they were all publicly listed companies. So was the return is measured in shareholder value. And what's very interesting about this book and these, these CEOs is that, you know, pretty much none of them, except for one or two had Harvard MBAs, right? I MBAs, pretty much none of them had typical C-suite experience. Pretty much none of them went through any other type of business textbook journey to get to that point and to achieve that. And they all out

formed the textbook version, who in the book, I think they compared against Jack Welch when he was at GE. They, they, they outperformed him by like 15 X. Yeah. Outsiders. Yeah. Yeah. Not to be confused with outliers by Malcolm Gladwell, it's called outsiders. And, all the backgrounds of these gentlemen was mathematicians or engineers.

Jim James (32:36)
Wow, he's got outsiders? Outsiders.

Okay, perfect. We'll have to get the author's name and we'll put that in the show notes because there is a novel as well called The Outsiders, I think. We will of course get Maxwell's author there as well for you. Maxwell, if people want to get hold of you personally, how can they do that?

Maxwell Nee (33:13)
Yeah, so I'm addicted to LinkedIn. So you could pretty much always get ahold of me on LinkedIn. So Maxwell Nee is my name and I'm the only one on there with that name. So I should be pretty easy to find.

Jim James (33:25)
Great, that's knee N-double-E. so that's wonderful. Maxwell, thanks for joining me all the way from Singapore. I know I've taken you through the nitty grittiest ScoreApp and the quizzes and you've got a role as chief revenue officer. So know that you're dealing in bigger conceptual and bigger sales than that, but normally. So I appreciate you sort of dealing with some of the details because for those of us that are sort of trying to implement these smaller solutions that make such a difference to our business.

Maxwell Nee (33:28)
Yes.

Jim James (33:55)
It's been really useful to get from you what really is going to make it work in our businesses. So thanks so much for agreeing to come on the show to explain it.

Maxwell Nee (34:04)
My pleasure. Thank you for having me.

Jim James (34:06)
Good. Well, we've been listening to Maxwell Nee, who has shared the journey with ScoreApp from zero to 6,000 customers, which is an amazing story. only started in 2019. So in five years, it's grown exponentially, but also listening that we can increase the conversion rate from five to 10 on a website to up to 40 % by using a quiz, really by listening to people that come to our websites or to our social media platforms using the ScoreApp

means that this is really such an amazing opportunity to embed this within our marketing strategy. So go to scoreapp.com and sign up for a free account. You've really got nothing to lose and so much to gain. And get the book because that's going to help you to understand how to gain it. So you've been listening to me, Jim James. Thank you so much for joining me on the UnNoticed Entrepreneur Show again. And until we meet again, I just encourage you to keep on communicating.