I like quizzes,customers like quizzes, the internet likes sharing quizzes (perhaps a bit too much). Only problem is, it can be difficult to come up with uses for your quizzes. You create one and that’s awesome, but now what do you do? Well, to help solve that issue I’ve put together a list of four use cases which can be used at your discretion.
1. Use quizzes to drive traffic On July 5th, food blog Food52.com posted a quiz to twitter. By July 7th, the quiz had been taken 20,000 times, driving loads of people back to the Food52 website and creating hundreds of dollars in ad revenue.
Keys to creating a traffic-generating quiz:
- Make sure every quiz result is positive. I noticed a strong trend with the Food52 quiz, which was that each result (what kind of cake your are) said excellent things about the person taking the quiz and made them feel good. That’s probably why the tweets about the quiz were so dang happy – and why there were over 500 of them.
- Don’t even think about pushing your product. The Food52 quiz had one call to action, and that call to action was to check out a recipe for the type of cake you are. They didn’t try to sell anything or push their brand. If your quiz is designed to drive traffic, don’t be overly sales-like, it won’t work.
- Make it fun. You are competing with Soccer Stars for your quiz takers’ time (check it out, it’s an iphone game that’s addicting). Keep that in mind and make your quiz fun.
2. Use quizzes to generate leads One of our first customers at Interact was Skilledup, an online education site, and since signing up they have collected more than 5000 new email leads using their quiz. What they did wasn’t difficult, and the page they put the quiz on didn’t even have to change to account for the embed. Here are some keys to follow in their footsteps.
Keys to making a lead generation quiz.
- Build it with lead generation in mind. What I mean is to create a quiz where it makes sense to put in your email address. The skilledup call to action makes sense, their quiz is about testing your excel skills,and the call to action is to get more excel tips in the future. An example of a quiz that would make no sense to have lead generation would be “What’s your animal personality?” because there’s just no reason for it.
- Try to remain fun. You are still competing with soccer stars for people’s attention.
3. Use quizzes to sell personalized products. A site called Hookah and Shisha (which happens to be the largest online retailer of Hooka), came up with an awesome idea for using quizzes to sell products. They created a quiz “Which Hookah are you?” and made each result a different kind of Hookah which quiz takers could then go buy on their website.
Keys to creating a sales quiz:
- Make it a personality quiz. Since Hookah and Shisha made their quiz a personality type quiz, they were still able to benefit from social sharing and organic reach that comes along with quizzes that have share-able results. The best way is to just turn your products into different personalities and then include a link to buy your “personality” for each result.
- Follow Shaq’s rule for sales. NBA all-star Shaquille O’neal has a rule for how he does product promotion. For all the content he produces, he makes 80% of it to entertain, 15% to inform and 5% to sell. Your product quiz should be the same way.
4. Use quizzes to learn about your customers. Wouldn’t it be nice to know what your customers’ values are? Or what kind of food they prefer? These might seem like dumb things, but think about the possibilities if you have this information. You can write blog posts with your customers’ interests in minds, answer their questions, and speak in their vernacular.
Keys to creating an analytics quiz.
- Figure out what questions you want answered by the quiz takers’ answers. Start with a list of things you’d like to know about your customers. For example, do they care more about politics or sports? Or how old are they on average?
- Still make it fun. If you just want customer data, create a survey and then offer people some kind of ridiculous prize to take the survey (okay, done ranting about surveys now). Analytics can be the main point of your quiz, but don’t sacrifice the fun factor of your quiz.