Selling with a quiz: the CAPTO® method in 5 steps

Your prospects leave their email in your quiz but they never buy?

You are not alone, and more to the point, your quiz is not the culprit.

It runs, the leads come in, and at the end of it all, nothing. No sale, or one here and there, purely by luck.

The real problem is that you were taught to capture emails and everyone stopped right there, as if collecting an address were enough to trigger a purchase.

The numbers say otherwise, and they are brutal: roughly 79% of leads never become customers when they are left to fend for themselves after the capture (MarketingSherpa).

In other words, your method is not bad 👉 you are just missing a few essential steps.

Because capturing is only the first link in a chain, never the finish line.

I built a method for selling with a quiz and it has a name: CAPTO®.

It describes the five steps a stranger goes through to become a customer:

• Capture,

• Attract,

• Profile,

• Transform,

• Optimise.

Your quiz handles the first three almost on its own, and that is already a strength most people will never have.

But nobody buys simply because they handed over their address.

The sale is won on the last two steps, and that is exactly where everyone comes unstuck, for lack of knowing how to go about it.

CAPTO is the five steps a stranger goes through to become your customer, and your quiz is the engine that pulls them from one end to the other.

Here are the 5 steps to follow, in this order:

CAPTURE: your quiz picks up the email by offering an experience instead of shoving a form at people, so they fill it in happily.

ATTRACT: because a quiz makes people want to share it, it brings you free, qualified traffic while you sleep.

PROFILE, the clever link: with every answer, your quiz files the person into a precise profile and tags them, so you know exactly who you are talking to before you write a single word.

Then come the two links where everything is decided:

TRANSFORM, first: you follow up with the right emails and the right offer, cut for each profile, all the way to the sale.

OPTIMISE, last: you read your real numbers and adjust as you go, so your chain tightens with every new batch of visitors.

Your quiz forges the first three links almost on its own.

The last two are yours to build, and that is precisely where all your revenue is sleeping.

No need to dwell here, and that is good news.

Your quiz captures because it offers an experience rather than demanding an address, which is why 44.9% of the people who start a quiz leave their email in coaching and training (Interact report), when a classic opt-in tops out at 1 to 3% from what I see going past.

It attracts because a quiz makes people want to share it, which brings you free traffic.

And it profiles because with every answer it files the person into a box and tags them, which tells you who you are talking to before you have written a single word.

If you want to dig into those three, I have covered them already: how to create your quiz in Systeme.io, how it collects your emails, and why it far outperforms the classic PDF.

What we are interested in today is what comes next.

The part nobody takes the time to show you.

Your quiz has captured, attracted, profiled.

Now comes the decisive moment: turning those contacts into customers.

In practice, you send them the right emails and the right offer, cut for each profile, because a message written for everyone reaches nobody.

And this is not a nice-to-have: targeted campaigns can bring in up to +760% more revenue than generic sends (DMA data, via Campaign Monitor).

And here is what makes a quiz so formidable at exactly this moment: with one, you are not selling, you are prescribing.

Remember, your quiz made a diagnosis, and the person recognised their own problem while answering.

So when you put your solution forward, you are not pushing an offer at a wary stranger, you are handing the right remedy to someone who has just admitted they are unwell.

The difference is enormous 🤯

On one side "buy my thing", on the other "here is exactly what you need, you specifically".

The second one meets almost no resistance.

Three simple moves multiply this step.

Your first email goes out within the minute after the quiz, while your name is still fresh and the person still has their result in front of them, because attention drops away at a terrifying speed.

Its subject line picks up the profile they have just been given, something like “Marc, the number one trap for Perfectionists”, which gets opened far more than a one-size-fits-all subject because it is literally about them.

And behind it, you roll out a short sequence built for their profile, which gently brings them to know you, like you, trust you, and then take the step.

Nothing clever here, just the right message at the right moment.

(Want to see it on a real case? Take a look at this case study.)

This last link separates the quiz that stalls from the quiz that grows on its own.

Optimising means refusing to fly blind: you look at your real numbers, how many visitors start, where they drop off, which emails get opened, which offer converts, and you correct from what you see, not from what you imagine.

The rule is simple: one observation 👉 one action.

Plenty of people start your quiz but few leave their email?

Your request for an address comes too late, move it up before the result.

Your sequence gets opened but nobody buys?

It is your offer or your timing that needs a rethink.

Every leak has a cause, every cause has a fix, and it is that watchmaker's work that makes a quiz sharpen with each new wave of visitors, instead of going round in circles.

What to take away about selling with a quiz:

• The CAPTO® method turns a stranger into a customer in five steps: Capture, Attract, Profile, Transform, Optimise.

• Your quiz forges the first three almost alone. Your sale is decided on the last two.

• Transform: the right email and the right offer, per profile. And with a quiz, you are not selling, you are prescribing.

• Optimise: one observation, one action. That is what makes a quiz grow instead of leaving it to stall.

• Capturing is never the end: without what follows, roughly 79% of leads never buy (MarketingSherpa)

If you already have a quiz, you hold the first three links.

Tackle the fourth tonight: one single welcome email, for one single profile, set to go out within the minute.

It is short, it is doable, and it is enough to stop the bleeding of leads going cold in silence.

The rest of the sequence can come tomorrow, and the optimising once you have enough numbers to read something.

If you do not have a quiz yet, start there, it is the engine of the whole chain, and I explain how to build one in Systeme.io.

The Atelier du Quiz: we put the system in place together

You can do it all on your own, of course.

But if you want to move fast and never sit stuck in front of a blank page, that is why I created the Atelier du Quiz.

It is a 7-day path, one step a day.

You are not listening to a course, you are moving forward on your own project.

At the end, you do not have notes in a corner: you have a published quiz, connected to your emailing, capturing your contacts and filing them by profile.

And we do not stop at the capture, which is where almost everyone drops you.

We put the selling part in place together: your email campaigns, written for each profile in your own words, ready to import into Systeme.io.

You also learn to read your numbers, so you know what to adjust.

The hardest part, knowing what to write and in what order, we do that with you.

You are never on your own, and you finish with a complete system that runs, not just one more course.

So if your quiz is already capturing leads, you have done the hard part.

Come and lay down what comes next, the part that turns them into customers.

Stop letting people who trusted you walk away in silence. They deserve better. So do you.