Gathering relevant customer data through key platforms (news, social media, market research) is vital to remain competitive in modern markets where product and service sameness leaves little room for meaningful differentiation. Instead, opportunities to establish an edge lie more in emotional brand perceptions at a level often hidden and challenging to identify. Simultaneously, consumers constantly seek engaging online activity that recognizes them as unique, aligning perfectly with their predispositions.
That’s where quizzes can help you! Most online quizzes integrate opinions with fun content and interactive themes, looking more like games/surveys than anything else. This helps engage prospective and present customers, encouraging them to share information about their likes and preferences – giving you critical insight you need to establish differentiation.
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Benefits of quizzes
The primary goals of marketing-oriented quizzes revolve around the following:
- Converting prospects to new customers
- Transitioning one-time buyers to repeat purchasers (i.e., brand loyalists)
- Generating valuable customer feedback and engagement
Deploying quizzes efficiently presents an excellent opportunity to achieve these three objectives. In short, the most crucial quiz benefit is growing your customer base and retaining their engagement (thus combating churn – an ROI deflator). In addition, interactive quizzes provide a fantastic foundation for extending brand reach, getting the audience to press CTA buttons (thus collecting leads), and moving customers along the customer journey by supporting core content.
Designing a quiz that’s right for your business
The questions I hear the most when it comes to quizzes are, “How can quizzes improve website engagement?” or “What type of quizzes can I use for lead generation?” Another biggie is, “How can I create quizzes that convert?”
Some companies have successfully created trivia quizzes around their brand – particularly attractive to brand-loyal customers who want to discover everything about it. However, before settling on what the quiz will look like, let’s look at the process for developing a quiz strategy:
1. Define your objective
What do you want the participants to do? What is the goal for your quiz? From a broad perspective, your quiz could have one of the following objectives:
- Induce curiosity, encouraging participants to ask for more information
- Share personal information
- Learn more about your company, products, relevant markets, technologies, and processes.
- Enjoy themselves via an entertaining interaction.
But of course, the above leads us to more questions like, for example, what kind of data you want to obtain. In my view, the flexibility of quiz formats can take the audience in any direction you want. Here are the main objectives quizzes help one to achieve fast and seamlessly:
- Increase website traffic: Embed the quiz on the website, and provide offers upon completion that encourage participants to explore your website and even convert.
- Collect valuable data: For example, a quiz for customers participating in an introductory offer can ask:
- What were the highlights of your buying experience?
- What were the disappointments of your buying experience?
- Would you repurchase it on the same promotion?
- How do you rate the experience (1 to 10)?
- What suggestions can you offer to improve things?
- Be lead generators: For example, when a new popular technology (such as AI) connected to your product emerges, you may want to introduce a relevant quiz. In this case, it could be something like “Find out what the reader knows about AI’s impact on (say) content creation.” After a few short questions on the subject, offer a free webinar or podcast delving into the matter, for which respondents can provide their names, email addresses, and additional permissions.
2. Defining your audience
This is crucial. Why? Because not everybody will see a quiz the same way. For example, if you’re sending a survey about pet food to people who don’t have any pets – you’re likely not going to get the engagement – or the answers – you want!
That’s why it’s important to identify and set your audience criteria beforehand. This will help you reach the right people when targeting via social media and other paid marketing formats, helping you truly engage them and capture responses that hold value.
3. Make the design engaging
Choose a theme and implement a format that makes the quiz seamless and interactive.
The more effortless it feels, the more your participants will be inclined to engage.
According to a study, the media and storytellers have given the goldfish a lousy reputation by repeatedly writing about its short attention span. So, why’s it lousy? Because their nine-second attention span is actually one second longer than ours!
So, the quiz will be useless if you can’t hold the audience’s attention and convert it to interest faster than Usain Bolt can run the hundred-meter dash. As a result, a clumsy quiz UX, slow loading time, poorly worded content, and too many pages are audience bouncers (versus desired engagers).
4. Include attention grabbing elements
Use interactive and attention-grabbing elements such as a slideshows, images, and graphics that engages the audiences.
Getting started with quizzes
With AI and new technologies creating innovative applications, there’s no need to reinvent the wheel in the quiz arena. There are so many verticals and integrations to consider where your quiz format can fit like a hand in a glove. Two that come to mind are:
- Email marketing: inviting your audience to quiz themselves in the subject line is a great start.
- Social media: promoting quizzes, especially on trending platform topics, can increase participation.
Some of the tried and tested quiz topics include knowledge challenges and personality quizzes. But in order to make it relevant, you’ll need to modify the varied quiz styles for your business and target audience. That’s why at Sogolytics we help you get started easily. Our intuitive platform offers numerous interactive features to engage your audience, while our 24×7 support team is always ready to help!
Not sure where to start? Let’s get on a call, and we’ll walk you through our platform!
