As a marketer or entrepreneur, you’re always looking for ways to drive more traffic, generate quality leads, and convert those leads into paying customers.
What if we told you there was a way to achieve all of those goals with one piece of content?
That’s right! Interactive content is the missing piece to your marketing toolkit.
93% of marketers say that interactive content is more effective in educating buyers than static content.
But interactive content like quizzes can do a lot more than just educate your audience. In fact, quizzes increase time on site and convert at 40.1% from start to lead generation.
Plus, with third-party data becoming less accessible, zero-party data will be essential for your lead-generation strategy.
Whether you run a coaching business or lead the marketing for a SaaS or e-commerce company, there are several types of quizzes you can use to drive traffic and engage your customers.
What the top-performing quizzes have in common
What makes a quiz good, anyway? Before we dive into examples of interactive content, it’s worth calling out a few best practices that the top-performing quizzes tend to follow:
- They’re relevant
- They’re shareable
- They’re on-brand
Quizzes can help improve time on site, but only if they’re relevant to what you offer and what your audience is looking for.
It’s critical to know your audience before making a quiz.
When you understand your target customer and their potential behaviors, you can create interactive content that speaks to their needs and answers their questions.
The key to getting more people to take your quiz, increasing your website traffic, and generating more email list sign-ups is to create a shareable quiz.
Back in 2015, data from BuzzSumo found that the average quiz gets shared 1,900 times.
Shareable content falls under the umbrella of word-of-mouth marketing. When people share your quiz, they’re essentially marketing for you and eliminating the need for you to spend money on ads. When done right, word-of-mouth marketing can generate twice as much sales as paid ads.
Not to mention, interactive content can be repurposed on other marketing channels, like Pinterest and Instagram. According to HubSpot, 15% of consumers preferred to tap through Instagram Stories with quiz or poll features.
You can take advantage of this by sharing a snippet of your brand’s quiz on Instagram Stories and directing users to your website or landing page to take the full quiz.
When you use a platform like Interact, you can customize your quiz to make sure it flows seamlessly with the rest of your brand. This is key when integrating a quiz on your website. You want to make sure it represents your brand and maintains a consistent look and feel.
Ready to see interactive content in action? Here are 10 examples of interactive content to use as inspiration for your marketing toolkit.
Example #1: Product quiz
E-commerce brands, this one’s for you.
When you have a ton of products to offer, interactive content is essential. Why?
Well, for one, it can be overwhelming for consumers (especially those new to your brand) to sift through products without feeling a little overwhelmed or unsure of where to start. A 2018 report found that 54% of consumers chose not to purchase from an e-commerce site because choosing products was too difficult.
Second, interactive content is key to personalizing your product marketing, which can be the difference between someone hitting “add to cart” or exiting your website altogether.
In fact, 49% of consumers say they have purchased a product they didn’t plan to buy after receiving a personalized recommendation.
One of the easiest ways to personalize your product marketing is with a product recommendation quiz.
Haircare brand Olaplex offers a great example of a product recommendations quiz:
After spending a few minutes on the Olaplex site, a pop-up prompts visitors to take its “hair diagnostic” quiz to determine what their personalized hair routine should be, according to the experts.
Plus, users have to enter their email *before* answering the questions. This helps the brand capture new leads and convert them into email subscribers and then, eventually, loyal customers.
If you want to make your own product recommendation quiz, consider what your target customers need guidance with when browsing your products.
How can you personalize their experience and help them choose the best products for them, increasing their chances of purchasing?
Example #2: Personality quiz
Creating a personality quiz is a powerful way for service providers, like coaches or entrepreneurs, to generate leads.
Not only are they engaging—who wouldn’t want to find out what their personality says about them?—but the best personality quizzes help businesses grow email lists, generate higher quality leads, and keep visitors on their sites longer.
This brand personality quiz from Lindsay Scholz Studio, a brand and website design business, is designed to help entrepreneurs discover their ideal brand aesthetic:
The quiz offers a set of questions with answers that shine a light on the quiz-taker’s style and design preferences.
This kind of insight can help quiz-takers understand more about themselves and, in the case of this example, help them determine what type of web design style they may be looking for.
Example #3: Multiple-choice quiz
If the words “multiple-choice quiz” conjure up feelings of being back in the classroom, don’t go grabbing your backpack and pencils just yet.
A multiple-choice quiz can be a powerful piece of interactive content that marketers can incorporate into their brand strategy.
Website design marketplace Creative Market features a multiple-choice quiz on its blog titled, “How Well Do You Know Your Adobe Products?”
The quiz tests its audience’s knowledge of Adobe products, which, as designers know, are essential tools for getting the job done.
Creative Market’s blog caters to web and graphic designers, so it only makes sense to create a multiple-choice quiz that tests their audience’s know-how on common design tools.
But this quiz is also an excellent example of how to use a quiz to increase blog traffic.
After taking the quiz, designers will likely share their results on social media or encourage others to take the quiz. This can lead to an increase in traffic to the site.
And ideally, once new visitors are on the site, they’ll check out the rest of Creative Market’s blog posts or products, increasing their time on site.
Example #4: Scored quiz
A scored quiz uses a points system to tally up a score to assess a quiz-taker’s knowledge or current level at something.
These quizzes are versatile and can be a useful tool for e-commerce brands, coaches, or even SaaS companies to engage with their audience.
The scored quiz below was created using Interact by holistic lifestyle brand Solluna.
The quiz is titled “What’s Your Beauty Sleep Score?” and is designed to give users an idea of how much beauty sleep they’re getting based on the answers to the scored multiple-choice questions.
The results will reveal how high or low the user scored and help them identify how to improve it or what the next steps are if they received a high score.
Example #5: Knowledge quiz
Best for educational topics, a knowledge quiz tests users on how informed they are on a certain topic.
A knowledge quiz is a great way for SaaS platforms to introduce technical products to its target audience.
Take Socialbakers, a social media marketing platform, for example. The company uses a knowledge quiz to test marketers on how much they know about Facebook Ads.
After completing the series of questions covering everything a social media marketer needs to know about using Facebook Ads, the results page shows users how they did. Then it prompts them to check out a Facebook Ads tool within the Socialbakers platform.
The key to creating a knowledge quiz is to provide a call-to-action (CTA) at the end. Once users find out their results, they need a clear next step.
On the results page, share links to relevant blog posts or other resources where quiz-takers can learn more about the topic if they received a low score. If they aced the quiz, encourage them to take the next step by checking out your product demo.
Example #6: This-or-that quiz
A this-or-that quiz is exactly how it sounds. It can also be formatted as a true-or-false or yes-or-no quiz. But, ultimately, this type of quiz offers quiz-takers two answer choices.
There are hundreds of this-or-that questions you can ask, whether you’re in the health and wellness industry, personal finance space, or even the food industry.
When crafting your this-or-that quiz, it’s important to find the sweet spot regarding the number of questions you want your quiz to have.
This-or-that questions are short and can be completed quickly, so you want to include just enough to keep visitors engaged and on your site, but not too many that they begin to lose interest.
Example #7: Trivia quiz
Another fun way to test your audience’s know-how on a topic is to create a trivia quiz.
In the example below, HubSpot quizzes its audience by testing their knowledge of brand slogans through engaging trivia questions.
This quiz is highly visual, which helps boost brand memorability as people retain 65% more information when there’s a visual accompanying it.
Plus, the CTA for the quiz is to download HubSpot’s free guide on how to write a business slogan. So not only is the topic relevant to HubSpot’s audience, but the interactive content offers a free resource.
If you want to create a trivia quiz for your SaaS or e-commerce brand, make sure the topic is not only fun and challenging but also relevant to a product or service you offer.
Example #8: Buzzfeed-style quiz
If you’ve been on the internet in the last decade, it’s safe to assume you’ve taken a Buzzfeed quiz.
Similar to a personality quiz, Buzzfeed-style quizzes are playful and humorous, usually a bit on the quirky side, and often tie in pop culture references to movies, celebrities, and social media trends.
Simply put, they’re a fun way to engage with your audience.
This type of content is great for business owners, like coaches, who want to show off their personalities. If you’re in the business of coaching, consider making your own Buzzfeed-style quiz.
This quiz by The Launch Copywriter titled, “If your email copy was a movie character, who would it be?” was created using Interact and designed to emulate a Buzzfeed quiz:
When making your own Buzzfeed quiz, you should have fun with it. These quizzes are silly by nature, so people taking your quiz will expect it to be fun and full of personality.
Example #9: Assessment quiz
An assessment quiz is an excellent tool for marketers who want to determine their audience’s knowledge on a topic.
Plus, at the end of the assessment, there’s an opportunity to share resources that can help users understand a topic better. This is ideal for brands that offer an educational product or service.
A good example of an assessment quiz is the one below from American Red Cross titled, “The Great Escape: Are You Prepared for a Home Fire?”:
Created using Interact, this quiz takes you through a series of multiple-choice questions that test your home fire-safety preparedness.
After receiving your results, the nonprofit organization then provides a few quick tips and downloadable resources, including a “Home Fire-Safety Checklist” and a “Home Fire Escape Plan.”
Just like with a knowledge quiz, it’s essential to provide a CTA at the end of an assessment quiz, too.
Where should quiz-takers go to learn more about the topic? What types of products do they need? Share resources that are helpful for the user and relevant to your brand.
Example #10: Spin-the-wheel quiz
Let’s take a second to think back to the days of attending the local carnival or school fair. A few things drew crowds, like the big, colorful wheel with countless sparkly prizes on it.
Regardless of what the prizes were, you probably waited in a long line just for a chance to spin the wheel because the act of spinning was half the fun.
Marketers can recreate that same feeling of excitement with a spin-the-wheel quiz for their brand.
If you want to create your own spin-the-wheel quiz, take a cue from skincare brand Biotherm:
While this is more of a “spin-to-win” example, the interactive content works well as a tool to capture data and leads. The goal of this particular marketing tool is two-fold as it not only encourages customers to try a product but also prompts users to sign up for the brand’s newsletter.
This type of interactive content is fun and engaging. It’s ideal for e-commerce brands that can give away products as prizes.
You can make this more quiz-like by creating trivia questions and letting users spin the wheel with every right answer.
Or, you can stick with the “spin-to-win” format to market your products with prizes ranging from discounts to free shipping to small freebies. In fact, giving away free samples can boost sales by as much as 2,000%, according to Shopify.
Why interactive content works
These examples show that interactive content is a powerful lead generation tool.
With the countless marketing and lead-gen tools available, it’s hard to beat one that offers a 40.1% conversion rate.
Quizzes are a fun and easy way to engage your audience. Not to mention, creating a quiz for your brand is a *free* method to collect your audience’s data.
Whether through a product recommendation quiz or a spin-the-wheel page, integrating interactive and engaging content on your site is the key to keeping visitors on there longer and giving them a reason to remember your brand.