Although quizzes may look silly, they’re actually an amazing marketing tool. A quiz is much more engaging compared to most content types, and it can generate leads faster.
Just think about it: would you rather read a long guide to choosing wines or play a one-minute quiz to define your favorite wines? The quiz option is more appealing because it takes less time and has that element of interactivity.
1. Increase Website Engagement
People land on a web page, browse it for eight seconds and leave. That’s called the bounce rate, and it’s one of the biggest problems in eCommerce. A high bounce rate of 50% and higher – meaning that 50% of visitors leave almost immediately – is a sign for Google that the website isn’t delivering, content-wise.
Quizzes can help to increase engagement and make people stay longer. A fascinating quiz can capture the attention of a visitor anywhere between 30 seconds and a few minutes, making them stay. Besides, a quiz can encourage you to browse more pages by displaying them in results.
2. Build an Email List
Quizzes can help with lead generation. It’s very simple: ask for an email just before displaying quiz results—for example, to keep the user updated on a similar topic or send the results to them directly.
This strategy can be powerful for relevant omnichannel marketing. Take this quiz from Bright Cellars below as an example. It offers the taker to provide contact information to view wine matches based on their answers.
This way, the business can collect hundreds of emails on autopilot, as quizzes run automatically.
To get as many emails as possible, the quiz must be engaging and interesting for the visitors. Marketers recommend using the insights and findings from customer research to define topics and questions your target customers might find worthy of their attention and time.
3. Increase Sales
Quizzes aren’t just for having silly fun or studying something along with flashcards. When done well, quizzes can help ecommerce stores sell.
Another cool thing about this quiz results page is the “Don’t like” button. It reduces hesitation and makes the product even more personalized by giving extra product options.
If a customer clicks this button, the website automatically switches to another product and characteristics without leaving the page. That’s an excellent move to keep the customer focused on making the sale and going the extra mile to help them find the best product.
4. Write Better Blog Content
Coming up with engaging blog topics to promote a business can be quite challenging. Keyword research can help, but it doesn’t paint the whole picture. After all, the best input about content creation always comes from customers.
Quizzes can be a tool to get that input. Each question is an opportunity to learn something about your target customers’ preferences and interests, which can give ideas for content.
If you decide to give quizzes a try, study the results for potential content topics. You’ll be able to produce more relevant and useful content for your customers and build a reputation as an expert in your niche.
5. Re-Engage Passive Customers
Quizzes are interactive and engaging, so they can help activate the customers who haven’t been interacting with your content for a while.
Share quizzes via as many marketing channels as possible to re-engage more customers. The must-do channels are email newsletters and social media.
Quizzes aren’t just for fun or exploration – they’re a legit way to collect leads, increase website engagement, build email lists, and sell more. When done right, a quiz can make a lot of difference for a digital marketing strategy regardless of the niche.