I wrote an article recently titled, “5 Simple Ways to Improve Your Quiz Response Rate Right Now”, where I shared a simple 5 step framework that can help you achieve more and better quiz responses. I realized that each of the steps in the framework could be a more in-depth standalone article. This is the final step in the framework, and I hope you have enjoyed reading these as much as I have enjoyed writing them.
As a recap, the 5 A’s to increase your response rate are:
First, you need to Acknowledge who your quiz taker is and understand what pain point that they are experiencing. Second, you need to Ask the right questions in the right way to receive unbiased data. Third, you need to make sure that you have set the right Ambience for the user to succeed and enjoy the experience. Fourth, you must Analyze the results of the quiz and iterate when necessary. Finally, Appreciating your user is vital to the success of the quiz and your company.
How do you appreciate your users?
How you appreciate your use may be the most important element to your success.
When I led investor operations at Upstart many years ago, I realized that there were some investors that invested much more time and money into the platform than other investors. I also realized that we had not done anything to really show our appreciation to these power investors.
As such, I received approval and put together a “surprise and delight” package for our investors which had an Upstart shirt, “Upsocks”, a bottle opener, and a personalized note thanking them for the contribution and investment on the platform.
We attempted to put all of our customers and appreciate them for the sacrifice that they made . The result was astounding. In just one and a half years, we saw an increase of a direct investment of $3.6M annualized to nearly $40M. I attribute much of this growth to appreciating our investors and helping build a platform putting their pain points and investment goals in mind.
How does your user feel after completing your quiz?
First, I believe it’s important that we realize that anyone who takes your quiz is doing you a favor. The quiz takers are sacrificing their time (which is limited) to take a quiz to help you solve a pain point in their life. I found that understanding the concept of them doing you a favor was important to help me appreciate the quiz taker. It also produced in me a feeling of obligation to understand that I have a responsibility to the quiz taker to solve that pain point.
So, how does your quiz end? Do you provide a simple, “Thank you” or do you go above and beyond to appreciate the quiz taker? What is the right ending?
I found that the right appreciation really depends. A simple “Thank you” is a bare minimum. I do want to make sure to stay away from being too prescriptive by saying that you must do x, y, and z. Instead I would recommend that the extent of the appreciation is correlated to the pain (time sacrificed) that the user experienced to take the quiz.
Interact has important functionality that allowed me to appreciate my users in a unique way for how they answered the quiz. For example, for my cash management application quiz, I realized that there were some people who would not need the application based on their answers, so I wanted to thank them differently and not send them to an early sign up form.
Interact handled the different results and the different results pages beautifully. Check it out.
Result #1: You Are a Financial Wizard
Result #2: We believe our cash management application may help!
Result #3: We believe our cash management application will help!
I mentioned in the previous article that we are working on a Chapter 13 calculator to help folks compare debt relief options. The precise estimate can take 5-10 minutes because we are using actual US bankruptcy forms. That can be a PAINFUL quiz to take. What we realized as well is that the results of the quiz can leave someone saying, “I have these payment plan estimates, but now what?”
As such, we spend an inordinate amount of time helping folks decipher the results in an unbiased way to make the best decision for them. If we didn’t do this, we would probably not be taking away pain, but adding pain to an already stressful situation.
How does your user feel abound your brand going forward?
Often a quiz is the first impression or experience that you will have with an individual. He or she may be looking for a new product or serve or you may want them to sign up for your newsletter.
As such, the appreciation that you provide initially and the appreciation that you provide going forward is important. How do you do this?
I like to ask myself these sorts of questions on a regular basis:
Does the quiz taker appreciate or not appreciate that they took the initial quiz?
What value have I provided this individual since taking the quiz? Have I solved the initial pain point?
The key to answering these questions is being honest with yourself. If the answer is truthfully negative, now is the best time to strategize how to fix those areas and actually fix them. Your quiz takers (i.e. customers) are most important to the success of your business. Don’t take them for granted. Appreciate them.