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We’ve seen people build a simple website, fill it with quizzes built using Interact, and drive hundreds of thousands of visits – all in one day. There is a science to making viral quizzes, and once you get a handle on it, it’s entirely possible to make your own quiz website.

However, for businesses, and specifically the marketers who are responsible for driving growth, simply having viral quizzes is pretty useless.

Quizzes are only useful if they fit into your marketing strategy and add value beyond just being cool or fun. They have to deliver value and add to your key metrics, just like any other form of content you produce.

To help connect the dots between a fun quiz and a value-add content piece, I’ve pulled out three examples of ways to use quizzes in content marketing.

1. Grow your email list

An email address is the first step in developing a customer relationship that ideally ends in a paying client. Having an email address is akin to getting your foot in the door, after you’ve done that, the rest is up to your marketing automation software and good old personal nurturing.

Quizzes collect emails using a method known as gated content. Essentially you are putting a gate in front of something people want (in this case quiz results), and asking for an email address to reveal what’s behind the gate (your quiz results).

I’ve created a nice little graphic below to show how the flow works. Within the Interact app, you ask your quiz questions, collect emails, and show quiz results. The email addresses you collect can be sent directly to your marketing automation program (the example below works with Marketo), or you can collect the emails within Interact and export them to your program.

This method works really well, 50% of people who finish a quiz that’s collecting emails put in their information, and Interact users currently collect nearly 17,000 new leads each month.

bookers demo

2. Sell personalized products

A study conducted by Baynote found that personalized products (like the ones that Amazon constantly bugs you with), sell 300% more than non-personalized ones. This makes sense, we’ve done a terrible job of re-creating the “shopkeeper” experience online (you know, where the shopkeeper recommends products to you – ask your parents about it if that makes no sense to you).

Personalization is a huge opportunity for product sellers, and quizzes can help.

One great example I saw of using personalization for product promotion came from Elephant Pants, a new kind of pants that have something to do with elephants. They made a quiz that asks you if you want to find out which kind of the pants you should buy. Then the quiz links out to a Kickstarter campaign where you can pre-order your personalized pants.

The Kickstarter campaign was a success, raising over $7,000 to create the first line of Elephant Pants.

Making a quiz like this isn’t difficult. I’ve seen the same concept copied for Hookah, Fake Nails, Books, and a bunch of other products. It’s just a personality quiz with the personalities replaced by products.

elephant demo

3. Personalize your website

So you read my last suggestion and you’re like “Okay, great, but I don’t sell products” not too worry, we have an option for you too (we try to be inclusive here at Interact). For you we have the personalized content quiz.

I’m going to start this one by going to the example. The example is from Forbes, who used a quiz to personalize their college recommendation tool. The tool asks you to “Find your perfect Match” college, and then links to more content, personalized based on which college is your match. That sounded very unclear, so there is a picture below.

Regardless, the way this quiz works is by starting with your great content and working backwards to a quiz. Pick out a few of your best pieces that make sense to work together in a quiz and make those pieces the “personalities.” then make a quiz. Simple.

forbes demo


To make a quiz, head to

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