As a marketer, don’t you wish you could peek inside your customers’ minds to see what they want? There is a practical solution. Set up a quiz and ask them!
Offering a quiz or survey is a sensible tactic that allows customers to open up about what they like. A quiz provides a detailed understanding of customers’ wants and needs, allowing marketers to make data-driven decisions, more targeted campaigns, and increase profitability.
Interactive and personalized quizzes are an excellent way to relate with customers and build an email list. For example, when Integrative Health added a quiz targeting thyroid conditions, they grew their list by 1,600 a month. They closed an average of 20 patients a month, generating $24,000 in new revenue on $1,000 ad spend.
What's even more impressive is that businesses using Octane, on average, report a 20% increase in AOV, and for some eCommerce stores direct revenue from the quiz makes up to 24% of their total earnings. For example, florence by mills was able to increase their Shopify sales by 2X with their skincare quiz built by Octane.
This article will share the key benefits of personalized quizzes marketing, strategies, and how to create them to generate leads and revenue for your brand.
Why Use a Quiz for Personalized Marketing?
There are at least six benefits when brands use a quiz to interact with their audience.
Reduces Bounce Rates
How can you pique shoppers’ interests and get them to stay a bit longer? The longer they stay on the page (dwell time), the lower the bounce rates and better Google rankings. A personalized quiz is the most effective way to get customers to engage with a brand. Most customers love talking about themselves and like to be heard. Ask simple questions that get them to reveal personal facts and preferences. Use their answers to send a relevant offer or product recommendation.
Identifies the Desired Customer Products
Asking customers about themselves and their preferences is a great way to show that the brand cares about what they desire and that their opinion matters. Skincare brands use a quiz to help customers find the right products for their skin type. The product question quiz narrows the product selection to match that person’s needs.
Collects Shopper Data for Personalization and Segmentation
Every question reveals something important about customers. They ask questions about age, skin type, allergies, and the type of climate they live. It’s an effective method for capturing their personal preferences and allows for accurate segmentation for future marketing.
Attracts Potential New Customers
Content marketing company, Buzzsumo once reported that quizzes get shared an average of 2,000 times. That is excellent exposure to new prospects who may have never heard of your brand. Quizzes grab up to 20x more attention on social media than any other type of content.
Grows Your List and Nurtures Those Leads
Did you know that standard opt-in forms convert at about 10% while quizzes convert four times higher? Even people who are new to a brand will stop to take a personalized quiz. For better engagement, don’t give a quiz alone. Add a signup form plus a discount or other valuable incentive.
Most of Octane's customers see 2x-16x more email opt-ins collected through the quiz than traditional methods and a 1.5x-2x increase in list subscriptions.
Marketers who use Facebook can add a pixel to people who took the quiz. Even if they don’t have an email address, marketers can still engage with those customers by delivering personalized ads.
Capturing customer data helps marketers distinguish buyer profiles such as regular customers or those with higher average order values. The information allows brands to segment groups and targets them with relevant offers.
"Quizzes are great because you can collect zero-party data and leverage that data for personalization across your email, SMS, ads, and website. Quizzes increase AOV, CVR, opt-in lists, and more. After learning more about your customers, you can make their experiences truly personalized and build better relationships by talking directly to their specific needs to unlock higher conversion rates. This leads to an increase in the lifetime value of a customer, it’s that simple!"
- Olivia Harrell, Octane Partner Manager
Let’s look at a few categories of quizzes that work well for eCommerce.
Quizzes That Boost eCommerce Sales
If you have an eCommerce store, here are six Quiz Ideas that can help you increase engagement on your platform.
Product Finder - Use questions to narrow customers' search and preferences so that you can show product-appropriate recommendations. For example, the Helix Sleep Quiz matches mattresses to customers based on their answers. It’s like having an in-store shopping concierge to help shoppers find what they want.
Post-purchase Survey - Ask questions that elicit honest responses. Gathering customer feedback, good or bad, is essential to improving your products and customers’ experiences.
Customer Enrollment - An interactive onboarding quiz is a great way to introduce a new customer to your brand and get to know them. Select questions that will engage with them and produce a personal profile. Send them some information about your business to make it a two-way conversation. Finish the quiz by sending personalized recommendations or a coupon as a thank you.
Size Finder - Purchasing clothes online has always been a gamble due to inaccurate sizing. Every manufacturer is slightly different. Use a quiz to obtain better information about your customer’s size and body shape to provide the best recommendations and fit.
Educational Entertainment - To most people, education is boring, whereas entertainment is fun. Combining these two elements helps shoppers get familiar with a brand’s product features and benefits while enjoying taking a quiz. Teaching new customers about your brand can be entertaining when combined with a quiz format. This technique works well for niche goods, from skincare to survival products. Use questions that can help you differentiate new users from experienced customers based on their responses, then follow up with personalized offers.
Select Your Adventure - This quiz type works primarily for travel-related products or services. Engage customers by asking them to select from a vacation wish list. Merchants or travel agents can recommend the right destination, mode of travel, hotels, and accessories to make their dream vacation come true.
When building a quiz, use a strategy that fits your brand. Although the options for creating a meaningful survey are endless, it’s typically a three-step process.
Three Steps to Creating a Lead-Gen Quiz
A quiz or survey aims to obtain as much personal preference information as possible without being pushy. Here are the three steps to building your marketing survey or quiz.
Step 1: Formulate Title, Concept, and Quiz Type
As with any marketing message, a good title makes people stop and take an interest. Titles like “How Much Do You Know About ___?” or “Which Type of ____ are you?” will grab their attention.
The concept should highlight your brand and align with its goals. For example, a beauty brand should ask beauty-related questions to match the person’s needs.
Depending on the product and goals, there are two categories, the personality quiz, and the knowledge quiz. The first helps marketers gather personalized information, and the latter is a fun way for people to test their knowledge and interact with the brand.
Step 2: Create The Questions
We’ve added some tips to help connect the brand with the audience when creating quiz questions.
- Utilize Brand Personality – Try creating a personal conversation, like two friends asking questions. The brand can demonstrate they are genuinely interested and want to help. Make it so that they are comfortable taking the quiz, answering truthfully, and they will opt-in.
- Use Visuals – Add images as part of the questions to make the quiz more fun and like a game show. Visuals keep things relevant and engaging. Most people would rather play a game than take a quiz. Replying to images is easier and faster than answering text-only questions.
- Use the KISS Method – K.I.S.S. stands for Keep It Simple, Stupid, but we prefer Short to Stupid. The quiz should be no longer than ten questions. Six are even better. Otherwise, you risk turning people off. The questions must be easy for everyone to answer. Use multiple-choice, images, and Yes or No answers to simplify things.
Test the quiz on friends and colleagues. If they don’t have fun, rework the questions until it brings a smile.
Step 3: Setup Email Lead Capture
Quizzes and surveys are the perfect vehicles to capture leads. Make sure you have a lead capture form as part of the quiz and give them their results as a reward. Octane customers report that they see a 3-4x increase in pop-up engagement after adding a personalized quiz to their eCommerce store, which makes it a great opportunity for growth.
No one likes to take a quiz and not know the outcome. But before giving the results, ask them for their contact information. Sweeten the deal by offering incentives like a free sample, discount, or newsletter.
Great For Marketers & Customers Alike
Ecommerce marketing teams use quizzes to accomplish three goals - they collect personal customer data, help grow the audience base, and offer the perfect opportunity to promote new products.
Quizzes and surveys are an excellent way to warm up the conversation and improve retention rates. Consumers that take quizzes are more engaged and often more likely to provide personal data. With that data marketers can offer individualized recommendations and provide a better on-site experience for those customers; and that’s a win/win for everyone!