Quiz – this is a short online test in which you need to choose one of the proposed options to find out the result in the end. This entertaining way of interacting with the audience helps to attract site visitors and improves traffic and conversion rates.
Out of curiosity, a person decides to take a quiz, and in the process learns about the benefits of the product in the form of a game and can make a purchase. Quiz marketing works effectively with a warm audience that has not yet been determined.
Quiz-landing is a tool for collecting applications through game polls. This resource uses gamification techniques to drive sales. The difference between regular landing and quiz landing is that it can be scrolled. Getting on the quiz-landing the user answers questions and gradually sees different blocks of information.
This effective marketing tool allows you to increase your conversion by 2 times compared to regular landing. With the help of quiz questions, it identifies the needs of the user of the site and gradually brings it to the stage of selling in an entertaining way.
Basic types of quizzes and their features
Before developing a quiz, you need to determine the goal you want to achieve with the tool. This can be an increase in traffic to the site, attracting attention to the novelty, working on brand loyalty. Depending on the chosen marketing strategy, choose one of the types of quizzes:
- Educational quizzes. In the process, users test their knowledge and learn new information. In this way, you can attract traffic to the site from social networks, increase brand awareness and loyalty, assess how well the target audience is familiar with information about the company and its products.
- Entertaining quizzes. This poll in an unobtrusive and playful way helps to spread information about news, promotions, special offers. Users share test results on social media and provide huge audience reach. The main thing is that such a quiz was designed in the corporate style of the brand, then it will not only entertain the audience, but also help to promote.
- Quizzes for sales. These are tests that are good to use for a heated audience. Sales quizzes work with users’ pain and problems. Answering the questions, the visitor of the resource talks about his preferences, and at the end receives a personalized offer that meets his request. These can be specific goods or services.
The benefits of quizzes and in what situations they can be used
The advantage of quizzes is that they allow businesses to learn more about their customers. In an unobtrusive way, you get information about the needs and preferences of users, you can study their buying behavior. Quizzes entertain users, so they are happy to be polled and share the results on social media pages. This is a game in which both sides win.
Quizzes can work for different types of business: education, services, printing, marketing, sales. Depending on the field, you need to choose what is better: to show more expertise, care for the client or just entertain him.
If individual proposals for the client are important in your work (repairs, tailoring, organization of events, custom furniture), the survey will help the user to decide on the choice, and you – to better understand his needs. Surveys will help to work with a cool and warm audience. But if the client has a formed need and he clearly knows what he needs, the survey will be inappropriate.
Quizzes allow businesses to achieve the following goals:
- Collect information about the target audience, their preferences and needs. Each stage of the quiz collects important data about users and helps analyze supply and demand. Visitors to the site are interested in the survey and answer questions honestly, because they are interested to know the result. The data obtained can be used in advertising and other sales tools.
- Create personalized suggestions. With the help of a survey you can gather information about the client and make him an address offer. Such quizzes are often used by cosmetic companies. During the process, you can also familiarize the user with the range, and at the end offer to leave an e-mail address to send information about relevant offers and products.
- Gather a database of contacts. Users are tired of application forms and do not want to leave their personal data. An interesting interactive motivates them to exchange their e-mail for the test. Everyone likes to learn something new, including about themselves, so quizzes do not cause negativity. It is a fun pastime that improves the behavioral factors of the resource. Users spend more time on the site.
- Image building and increasing user loyalty. An interesting quiz, designed in the brand’s corporate style, connects the pleasant associations of passing with your company. If in the end the user receives information about the product that suits him best, he feels cared for and sees your expertise. All this has a positive effect on loyalty.
- Conversion into orders and sales. With the help of a quiz you can easily and effortlessly bring the user to the stage of purchase. Visitors to the site are interested in such games, they can be effectively used to collect applications and conversion for sale.
A few tips at last
In order for the quiz to benefit the business and not leave the user with the unpleasant feeling that he wasted time, before compiling, decide on your goals: what you want to tell the client and what you want to know about him.
The quiz requires a bright title, a topic close to the target audience, and an attractive offer. Tell the user why he should take the test and offer bonus material that he will receive for his contact details.
Quizzes have many advantages: they are easy to create and promote. Such a survey can be posted on your website or on a separate landing. Quizzes entertain users, and most importantly – they are not perceived as direct advertising.
They can help you increase your conversion rate, increase site traffic, and gather valuable customer information. The latter will help you better understand the requests and problems of your target audience, increase the effectiveness of advertising and fuel their interest in your product.
