Using Quizzes in Your Marketing

​Quizzes can be a fun marketing tool for engaging your audience, driving site traffic, and gathering information on your target market.

As we mentioned in our prior post on education-based marketing, quizzes can be used to help your audience reflect on their own needs and desires, particularly in relation to your product or service. And the marketing statistics on quizzes are compelling:

• By far, the most frequently shared content on Facebook relate to quizzes.
• 96% of Buzzfeed users who start a quiz finish them—engagement!
• Quizzes have an extremely high lead capture rate—by some estimates over 30%.

Quizzes are self-reflective, educational, and fun. So people love to take them. But, what is the best way to use quizzes to further your marketing goals?

​Capturing Leads

Let's look at one example where quizzes are used to boost audience awareness, and also gather valuable data: Ramit Sethi's site, "I Will Teach You To Be Rich". 

Ramit's home page immediately starts the visitor off with a questionnaire designed to deliver "a custom report based on your unique strengths", which will then help you discover how to make and save more money.

The quiz contains a seven personal finance questions that could reasonably be used to help develop a customized approach to your personal situation. 

At the end, you can fill out a contact form to receive your results, along with Mr. Sethi's prescriptions for you personally.

Now, at this point, even if you opt to forego the contact form, and decide not to receive your personalized report, Ramit has gained something valuable with respect to data about his audience demographics. 

Customizing the Customer Experience

Sephora has a variety of quizzes related to their various product lines. For instance, their Fragrance IQ quiz takes you through six questions that probe your buying motivations, your fragrance preferences, and the time of day you wear a fragrance. They then provide you with a selection that fits these preferences.

Sephora doesn't require you to register in order to take the quiz, and therefore doesn't collect your  contact information at this stage. However, the quiz still accomplishes a lot.

First and foremost, they've made the buying decision easier, meanwhile giving customers the sense that they are getting a customized experience. 

Here is a similar example—the Progress Lighting—Style Quiz--a personality quiz that categorizes your style preferences, and provides product suggestions.

Personality Tests

Some of the most popular quizzes are personality tests. Experts have a range of opinions as to why people love personality quizzes so much.

• Narcissism: personality tests make us the center of attention.
• Identity and categorization: we are drawn to feedback that helps us understand our relationship to the world around us.
• Confirmation: we like to reinforce our own pre-conceived notions about ourselves.

If you have developed a set of buyer personas, you can translate them into a personality quiz. If you don't already use personas, quizzes can provide excellent data for identifying key audience traits.
 
Here are a few personality quizzes to check out!

• The Foundation Entrepreneur quiz
• National Geographic Are You a Genius?
• Find Your Inner Purple Squirrel​