A common issue that companies struggle with today is outreach. You can have the greatest product in the world with a solid build but if you can’t get people to buy it, then what’s the point? As a starting point, companies most always have to use a wide variety of outreach practices in order to gain eyes and users. This takes a lot of work, and obtaining users isn’t magic.
One of these outreach strategies that we have found to be incredibly effective and have based our whole company on is quizzes. Yes, it might seem like something you wouldn’t imagine working to gain users, but it actually does. We have some incredible data from some solid companies who have been able to collect thousands of emails by using quizzes.
Basically how this works is that you write up a quiz to put on your website and before the user who is taking the quiz is able to see the results, they are prompted to enter their email. With our service there is an option to skip over this and not give your email, but we find that about 50% of people who complete the quiz input their email.
To make a quiz like the ones talked about in this article, go to tryinteract.com
Below is a single quiz from AFAR that gained them almost 6,000 leads. It is really well written and fun to take, while also keeping you engage to ensure that you finish the quiz. I love using this as an example for companies that are looking for help in how to create a great quiz.
Now this is just a single quiz, but it is definitely a success story on using the interests of your audience to make a fun quiz that people will take and complete. AFAR is a travel magazine that also runs a great website talking about different areas of the world, and how to travel well. When they asked their users Where Should You Go In 2015, it rang a bell with a lot of them that might have honestly wanted the advice.
With about 20,000 views to the quiz, 13,534 people completed it and 5,826 people entered their email at the end. That’s a whole lot of emails that wouldn’t have been added to their email list without the quiz! Below is a data chart that visualizes these numbers a bit, with the darkest blue representing leads obtained with completions and views being the other two lighter blue circles respectively.
Being able to boast numbers like this is quite impressive, and just learning how much they were able to grow their mailing list is pretty great.
Why is this better?
The one thing that quizzes do that you can’t quite recreate in other forms of outreach is the ability to have a conversation. When you think about it, in a quiz like the one Afar made, what really is going on is a conversation between the content creator for Afar and the user. They’re asking a series of questions to give out advice, and it feels customized and personable. The taker of the quiz is answering these questions in hope for a response from someone who is more knowledgeable of the content then they are.
This overall creates a better circumstance for a visitor of the site to willingly input their email. Through the quiz a sense of trust is established, and that allows the user to feel more comfortable giving their email to see their result. If you’re comparing this to an article without a quiz, it most obviously works better because the chances of a user giving their email just by reading an article is much less likely.
What do I get if I’m the company making the quiz?
Well first if you choose the route of collecting emails, that is obviously a point of interest from the standpoint of being the creator of the quiz. But along with that, the data that you receive is another great asset to using quizzes on your site. You’re able to see how every taker answers each question, which result the most people get, and any information you ask for at the end. On top of this of course you can also get the emails of whoever decides to type in their email at the end of the quiz. But putting that aside, you really do get an interesting look into the users of your site by being able to see all the data from start to finish on the quiz.
If you curate your quiz in a manner of seeking specific information through questions, you can really craft them to give their own give specific data that you want, instead of just the results of the quiz. This is another unique ability that quizzes give you that would not exist in other areas of outreach.
Best practices for making a quiz
So what kind of guidelines can we use for making great quizzes? As I mentioned above, you want to imagine that you are having a conversation with whoever might be taking your quiz. If you have this in mind, it will help you curate questions and responses that would be similar to if you were actually talking to someone. This helps create a ‘humaness’ aspect to the quiz, and allows the experience of taking the quiz to be smoother. To wrap this point up, when you’re formulating a quiz build it like you’re having a conversation.
Afar was able to do a lot of things right in their quiz, which attributed to their success. They made each response to the questions an image, and had six different options for every question. Not only does this give them a wide variety of data points to choose from, but it also creates visual consistency across the entire quiz. With these questions they also get even more information about that particular user because of the way they answered each individual question. They can also compare this to the final results to see how they were able to match up answers to results and if they felt they were being accurate.
Another thing I believe they decided to do right was the amount of questions they asked. Their total was seven questions, which fits right in the area of enough to get plenty of data to formulate a result, but not too much that the user would be daunted by the idea of asking too many questions and not finish the quiz.
You could go back and forth on how many questions to ask given the nature of certain quizzes, but overall I prefer to keep them shorter than 8 questions unless it’s more of a trivia like quiz. With this many questions, most users will see that as standard and will not hesitate to finish.
Following a lot of the tips in this article will ensure that you are creating great quizzes for your website and have an even better response from those that are taking it. You want to learn your audience, put your quiz out there, and make sure that you are creating a conversation and fluid experience for your users. Quizzes are a great way to collect emails, and are a fantastic strategy for increasing the time that users spend on your site. You want to build trust with the users that enter your website, and through this platform you can do just that.
To make a quiz like the one talked about in this article, head to tryinteract.com