If you want to get to know your audience better in a fun, exciting way, have you considered engaging them in an interactive quiz? If not, now is as good a time as any. An interactive quiz is a mix between a quiz and a survey in that it engages users and encourages them to answer questions pertaining to them and their interests.
According to the Content Marketing Institute, 81 percent of marketers agree that interactive content grabs attention more effectively than static content. People get bored easily, so presenting them with a new way to interact with your brand is a great way to motivate them to follow through and get to know your business better.
Interactive quizzes are also a great way to increase engagement, improve lead generation, and collect more information about your audience so you can enhance your marketing strategy and see a significant boost in conversions.
If you’re new to the idea of interactive quizzes to help your business, let’s look at a few different ways you can use them to reach your objectives.
Know your goals
It’ll be pretty difficult to create a quiz that boosts your business efforts without knowing what goals you’re trying to achieve with it first. You may have a great idea for a quiz your audience will love, but if it doesn’t serve any bigger purpose or help you reach your goals, what good is it doing for your brand?
You need to make sure you’re aware of the goals you’re trying to achieve with your quiz before you start creating it. Some common goals for creating interactive quizzes include:
- Increasing engagement
- Having a better understanding of your audience and their needs
- Building brand awareness
- Creating better communication with your audience
- Improving lead generation
- Upselling or promoting products
- Refining buyer personas
Depending on what your goals are, you can create a quiz centered around those objectives so you have a better understanding of what actions you need to take to reach them.
Popular media brands like Buzzfeed are good at curating fun, silly quizzes that people like to take for fun. When it comes to your business, however, the rules are a bit different because you’re trying to get your audience to take some sort of action that boosts your conversion rate.
Offering an incentive ensures that your audience answers honestly since they’re willing to take the quiz to receive something they want at the end. People don’t want to be treated like another number, so offering them something of value is the best way to guarantee they’ll take their time giving legitimate answers to help your business succeed. Some examples include a free ebook, being entered into a giveaway, a discount offer, etc.
Neil Patel offers his quiz takers a step-by-step guide on how to increase their traffic if they give their email address in exchange:
Add a CTA at the end
The conversation between you and your audience shouldn’t end when the quiz does. If you’re going to keep the conversions coming, you need to take it a step further and encourage your viewers to continue the relationship by inserting a CTA at the end of the quiz. This depends on the goals you set at the beginning and could include heading back to your website, signing up for your email list, or checking out your product page.
It’s important to include CTAs into your strategy because it improves your conversion rates as well as engagement. You can’t expect your audience to know what you want them to do; rather, you need to guide them. When they know where they’re supposed to go, the odds of them taking that action are much higher than if they’re expected to guess. Make their lives easy and direct them where you want them to go.
Heineken does a brilliant job of subtly adding CTAs to the end of their interactive quiz by encouraging users to share their results on social media as well as apply for a job at the company:
Make sure your CTA is relevant to the quiz’s content so users aren’t confused about what you want them to do. The last thing you want is to leave them disinterested because the action you want them to take doesn’t match up with the quiz they just took.
Over to you
Creating an interactive quiz can do wonders for your business when done correctly. They’re a great way to encourage your audience to engage with your brand and to take action that you want, ensuring you reach your goals quickly and effectively. How will you use quizzes to boost your conversion rate?