What is quiz marketing and how does it help you find customers?
How do quizzes work in marketing?
Quiz, from English - quiz , is an easy way to have fun and learn new information. Brands use the game dynamics of quizzes to capture the attention of the audience without scaring them off with a direct promotion of their product.
Studies show that users open 82% of the quizzes that they come across in the feed, and actively share the results after passing. The reason for this success of the format is that it does not require much effort from the user, does not take much time, but helps to have fun without letting go of the phone.
Answering the test questions, a person receives individual recommendations, options for solving his problem with the help of the advertised product, a gift or a discount. This format allows marketers to reduce the cost of client requests by 2–4 times.
Quizzes help the marketer:
- increase the time spent by users on the site;
- find out the needs and preferences of customers, segment the audience in an interactive format;
- reach more potential buyers through reposts and the "viral" nature of the test results;
- talk about goods and services in an attractive way;
- increase the level of trust in the brand;
- help the client make a choice and bring him to the purchase.
Types of quizzes
A quiz is primarily a communication tool, so when choosing its format, you need to answer two questions:
- what do you want to tell your audience?
- and what do you want to know about it?
The type of quiz will depend on this.
Survey
There are no right or wrong answers in this quiz. The survey aims to get an emotional response, collecting visual preferences or descriptive characteristics of the user, as in this interior design platform Houzz quiz.
Polls "What kind of potato are you?" and “What city in the world should you live in?” often do not solve business problems, but help maintain contact with the audience and activity in communities. Their goal is to unobtrusively reveal the user's preferences in order to form more personalized offers for him in the future.
Test
This format is often used in advertising integrations. The consumer does not always have an idea of how a particular product or service works. The purpose of the test is educational. It helps in a playful way to talk about the useful properties of the product, the context of its use, the capabilities of the user himself. In this format, you can also talk about the range of dishes on the menu , help readers understand the currents of feminism or the advantages of different models of a car brand.
Quiz
A promotional format that is valid for a limited time and is often competitive in nature. The main thing here is the final prize, for which the user leaves his contacts. The reward should be something worth waiting for: a trip, an annual subscription to an online cinema, a free English course. The results are summed up simultaneously for all participants. An example of this kind of quiz is a joint project of the Lenta hypermarket chain and the Aviasales gastronomic travel service.
Where to post a quiz?
The choice of a platform for placing a quiz depends on the purpose of the marketing campaign and the audience with which it is planned to work. Let's talk about the four main communication channels suitable for posting quizzes and surveys.
Quiz Landing
A landing page where marketers send advertising traffic from social networks and search results. As a rule, a landing page is created for a specific segment of the audience or only for the duration of the promotion.
A quiz is placed on a separate landing page so that the user can solve a specific problem: calculate the cost, choose one of the service options, or place a pre-order.
Example: quiz-landing of the Vremya Sporta fitness club chain. Five simple questions find out the needs and expectations of the client. The last step in the quiz converts the lead into a callback request.
Publication on the site
A quiz on a corporate website can serve as a navigator for the user, helping him navigate the company's own capabilities and services.
Example: English proficiency test from EnglishDom school. As a result of the quiz, the user receives personal recommendations and an invitation to a free lesson.
You can create a quiz for a corporate website using a special constructor. The advantage of the online quiz maker is the availability of ready-made templates with built-in functions and a visual editor.
Social network
One of the simplest and most common types of quizzes are tests and polls in Instagram** Stories. Both major brands and Instagram businesses** use them to keep their followers engaged with content longer. In this case, Instagram** algorithms identify content as potentially interesting and recommend it to more users.
On the internal VK Mini Apps platform , you can build your own quiz in an existing Tests 2.0 mini-application or develop it from scratch using the VKUI component library .
mailing list
A quiz in the body of an email is a good way to increase the conversion rate of your promotional emails. To create a survey right in the text of the letter, they use a special extension for HTML - the so-called AMP forms. Instructions for setting up an AMP email form can be found here .
Rules for a good quiz
A good quiz is one where the user can get new information about himself in a few minutes. Therefore, the secret of the quiz is to link information about the company's product with personal information about the user - to make sure that he recognizes himself in situations related to this product.
- Come up with an intriguing and funny title that promises a benefit or a pleasant pastime for the quiz.
- Quiz questions should not require encyclopedic knowledge, but appeal to the experience and intuition of a person.
- Do not overdo it with the number of questions! The main marketing advantage of a quiz is saving the user time and effort. 7-10 questions will be enough.
- At the end of the test, make a personal offer to the user based on his answers - a recommendation or a bonus.
- Don't forget to show the result that the user wants to share: the symbolic status of an expert, an appropriate joke, an unexpected fact about him.
- If the result of the test should be the user's contact with the company, the result of passing it should be shown before or simultaneously with the call to action. So the interested user will be motivated to continue communication with the brand.
- Visualize: add product photos, themed illustrations, and fun gifs to your quiz.
The main thing to avoid in quizzes is the feeling of incompleteness. For passing the test, the user must certainly receive a reward.
You can learn how to effectively build marketing using surveys, tests and quizzes in the free intensive "50 secret marketing techniques" on the teachwiki.com platform .