In this post, you’ll learn exactly how to use quizzes in your 2020 holiday marketing campaign to drive leads and sales.
But I know what you’re thinking.
COVID-19. People are losing their jobs. Christmas, Thanksgiving, Halloween shopping? Not this year.
You’re not wrong. All of us have been suffering from the pandemic.
But let me surprise you with some stats:
- Amazon’s Prime Day 2020 sales jumped 36% compared to Prime Day 2019.
- Products like shelf-stable milk and milk substitutes increased by 300% in dollar growth.
- In the United States, e-commerce saw a staggering 44.5% increase in Q2 2020.
- According to Deloitte, this year’s holiday retail sales are predicted to rise between 1% and 1.5%, amounting to between $1.147 trillion and $1.152 trillion from November to January.
So, here’s the deal:
Pandemic or no, shoppers will still pour (more) money into holiday purchases this year.
It’s time to prepare your best holiday marketing campaign ever.
In this guide, we’ll cover:
- 5 steps to building a holiday marketing campaign
- 5 quiz examples to inspire your holiday marketing campaign
- 6 tips for using quizzes to drive leads and holiday sales
By the end of this guide, you’ll learn how to turn an idea into a compelling quiz for your 2020 holiday marketing campaign.
Ready? Let’s jump in.
5 steps to building a holiday marketing campaign
Follow these steps to create a successful holiday marketing campaign.
Step 1: Understand your goal and target audience
As a marketer, you need to understand your goal before you start your marketing campaign. If you complete this step at the beginning, everything in your campaign will align with your goal.
So, what do you want to achieve during the Black Friday, Cyber Monday, or Christmas shopping seasons?
- Increased sales?
- Lead generation?
- Improved brand awareness?
- New product or service promotion?
Once you’ve nailed down your goal, it’s time to make it S.M.A.R.T (specific, measurable, attainable, relevant, and time-bound).
- Increase sales by 40% from last year by December 30, 2020
- Generate 1,000 leads by the end of November
By creating a S.M.A.R.T. goal, you’ll stay on track and reach your desired outcome.
With a goal in mind, the next step is to discover your target audience’s needs.
Ask yourself: What makes my target audience want to buy from me? What are they interested in? What do my customers want to get from me this holiday season? How do they want to find out about my promotion?
Take time to analyze your data. Check out which channels, topics, and content formats drive the most conversion. Then use these insights to make your holiday campaigns even merrier.
Step 2: Create a compelling offer
During the holiday season, every retailer will offer discounts and coupons—Macy’s, John Lewis, Starbucks, to name a few.
How will you compete with other retailers?
What makes your offer different and irresistible?
You can try multiple discount structures and strategies, but remember this: not all promotions require discounting items.
Some are upsells. Some are cross-sells. Some promise to deliver faster. Others offer a “buy now, pay later” program.
Your type of offer depends on your target market. What they care about is the key to determining what you should offer.
Research your customers for pertinent information.
- Do they love to save money? If yes, you should offer them a discount. Your discount should be a minimum of 20% to be effective.
- Are they willing to spend more money for extra value, like personalized packaging? If yes, don’t go for discounts. Think about how you can achieve higher perceived values.
Need promotion ideas? Consider:
- Time-sensitive offers like early-bird specials and doorbusters
- A storewide discount or a percentage off certain items
- A threshold discount (for example, get $30 off when you spend $70 or more)
- A free gift
- A bulk discount
- An add-on gift (for example, spend an extra $50 to unlock a gift basket worth $100 for $20)
- Free packaging
- Personalized packaging
- Free or faster shipping
- Special deals for loyal customers (for example, receive 10 bonus points with any purchase)
Without a compelling offer, your holiday marketing campaign won’t work. It must be clear, exciting, enticing, and give every customer a reason to take your desired action.
Step 3: Develop a promotion plan
It’s one thing to create an irresistible offer, but another thing to make your customers aware of it. Follow the below strategies to get your offer in front of the right people.
➤ “Holidize” your website
Some holiday flair on your website can bring the holiday spirit and show off your promotion. Plus, visitors will stay on your site longer to enthusiastically explore the new elements.
Create a new holiday-themed logo (like adding a Santa hat to your logo, for example) or design holiday banners. BH Cosmetic applied this tactic by bringing Halloween to their homepage.
If you offer discounts, make them prominent. Your discounts should be the first thing visitors see when they land at your site. Here is an excellent example from JCPenny:
And don’t forget your social media profiles! Simply update your cover photo, profile picture, and highlight covers to reflect the holiday. Here is a good example from @halloweenmakeup2020.
Note: When using holiday themes (i.e., colors, characters) on your website, social media accounts, or products, remember to thoroughly research your options and make conscious decisions. You don’t want to end up being criticized like Starbucks was for their red cups.
➤ Leverage the power of social media
3.8 billion people are using social media.
That means if you don’t have a social media strategy for your holiday marketing campaign, you’re leaving a lot of money on the table.
Facebook, Instagram, Twitter, WhatsApp, TikTok—whatever channel your target market is on, you should join it too.
Try these social media tactics:
- Share posts with meaningful pictures or stories around the holidays. For example, feature a memorable gift you received last Christmas or a list of gifts you’ll prepare for your loved ones on Thanksgiving.
- Brainstorm unique hashtags and offer gifts if your followers mention your hashtags in their posts.
- Run contests and giveaways. For example, invite followers to share their Christmas photo to receive a free gift.
- Collaborate with influencers in your niche and ask them to promote your product or service. In return, offer them free products or a commission.
Be creative about your social media campaign and make it relevant to your followers. You’ll get more traffic, engagement, and conversions.
➤ Email marketing
If you already have an email list, make sure you develop an email marketing strategy.
Your customers are eagerly awaiting your special email offers. Try these ideas:
- Discounts for early birds: Encourage recipients to purchase holiday gifts early. Give them a little push by setting an early-bird discount to run for a limited time.
- Special prices for online orders: Encourage recipients to buy from your online stores if you want to increase your online sales.
- Exclusive discount codes: Offer exclusive discount codes to loyal customers, first-time customers, or customers whose birthdays fall on Thanksgiving or Christmas day.
- Last-minute offers: Create a sense of urgency to encourage customers to purchase before a deal ends.
Don’t limit yourself to any set of ideas. Get creative and try new things to develop an effective social media strategy.
Don’t limit your campaign to your existing audience. Run a holiday PPC to include new customers in your campaign and eventually turn them into loyal customers.
There are no rules for when you should start a PPC campaign. You can launch it any time before the holidays or run it for a specific period.
For best results, keep the below points in mind:
- Review last year’s strategy: If you ran PPC campaigns for the 2019 holiday season, review them for valuable insights. Note which channel performed best, which creative ad was the most impactful, or which promotions drove the most purchases.
- Build your potential audience: Consider, for example, where last year’s visitors spent the most time on your site. Viewing a gift guide? Reading your blog? Also consider who was visiting your site. Past purchasers? Repeat purchasers? Subscribers? Friends of those who like/share/follow your social media profiles?
- Create a dedicated landing page: When your prospects click on your PPC ad, they will be directed to a landing page. Make it as high-converting as possible. Optimize your product descriptions, product images, checkout page, and more.
Step 4: Build a follow-up strategy
It may take more than one website visit before you turn a visitor into a customer. That’s why you need a well-crafted follow-up plan.
Here are some ideas to inspire you:
➤ Send a welcome email
50%-60% of all “welcome” emails get opened. Sending a welcome email will build rapport, show appreciation, and entice the receiver to take the next steps.
Check out this friendly welcome message from Grace and Lace:
Grace and Lace used a welcome email to establish a relationship with subscribers and offered a discount to encourage them to place their first order. Two birds, one stone!
➤ Send an abandoned cart email
Sending an abandoned cart email is one of the most effective ways to recover lost revenue.
In short, abandoned cart emails are automatically sent when customers leave an item in their shopping cart without completing the purchase.
For example, when browsers leave Winc’s site without making a purchase, they receive the below automated message:
The “Did you forget the wine?” email subject line is common and effective.
Alternatively, you can try the following subject lines:
- The price dropped for something in your cart
- Good News: Your price dropped!
- Come back to complete your checkout
- Free shipping, just for you
- [Product] is selling fast: Complete your purchase now
- Your cart expired
- You left something behind
Don’t let potential customers leave you forever when there are so many ways to win them back.
➤ Recommend products
Personalized product recommendations can add a human element to your holiday sales. In fact, 55% of customers make additional purchases when they receive suggested products that match their needs.
Here is a great example from Glassons:
➤ Ask for feedback and reviews
Keep your customer engaged by asking for a review of what they’ve purchased.
By doing this, you will:
- Learn more about your customer (and your business) and what they like or don’t like about your product and customer service
- Make the customer feel valued
- Remind the customer of your brand
- Influence future purchases
Case in point:
Step 5: Measure your results
Now it’s time to see how your holiday marketing campaign is working.
For the 2020 holiday season, sales may be the only metric that matters.
But you may also want to check other metrics like:
- Email open rate
- Email click rate
- Unsubscribe rate
- Revenue per email/per click
- Mobile email open rate/click rate
Set up your metrics early to track your campaign performance and make adjustments when necessary.
5 quiz examples to inspire your holiday marketing campaign
Showing pop-ups or running holiday giveaways are widely used tactics. To make your campaign different, think about quizzes.
The following examples will help you ramp up your quiz strategy for your 2020 holiday marketing campaign.
1. The “Our Picks for You” Quiz—The Inside
Product recommendations are a great way to engage visitors. You can recommend products by creating a quiz.
When visiting The Inside’s website, you’ll see the “Take our quiz to see our picks for you” button under the Shop Dining Chairs button.
Click the “Take our quiz to see our picks for you” button to access the quiz.
The quiz includes six personality quiz questions. When quiz-takers finish answering them, they receive product recommendations based on their answers.
2. The “Menopause” Quiz—Kindra
Kindra explains to people how their quiz will help them and lets them know what to expect after finishing the quiz.
3. The “Find-Your-Glow Skin Care” Quiz—Grove Collaborative
Grove Collaborative created the “Find-Your-Glow Skin Care” quiz for their Roven site. It’s a product recommendation quiz that’s similar to Glassons’s. What I love most about Roven’s quiz is how they show it on their site.
Roven displays their quiz in two prominent places: (1) on the menu bar and (2) on the smart bar at the top of the site. No matter which page they’re on, Roven’s website visitors will see the button to take the quiz.
4. The “What’s Your Skin Score?” quiz—Annmarie Skin Care
Annmarie Skin Care helps customers analyze their skin with their “What’s Your Skin Score” quiz. It’s smart because they offer a free, useful skin analysis first, and then they use the quiz results to recommend personalized treatments.
Notice how Annmarie Skin Care’s quiz title arouses curiosity. Who doesn’t want to know their skin score, right?
5. The “Airbnb Trip Matcher” personality quiz—Airbnb
The Airbnb Trip Matcher personality quiz makes Airbnb a quiz master. It’s well-designed, genuine, and written for humans.
The quiz results tell quiz-takers their personality type and recommend trips that match their lifestyle.
Note the two social share buttons right below the quiz result. Airbnb makes it easy for quiz-takers to share results with their friends on Facebook and Twitter.
Wonder why it doesn’t include Instagram? My guess is Airbnb knows exactly on which platforms they’re likely to get shares.
Lesson learned: Focus on the social media channels that perform best for your business.
6 tips for using quizzes to drive leads and holiday sales
Now that you’ve got some inspiration to design your quiz and prepare for your holiday marketing campaign, check out Interact to make the quiz-building process seamless.
Interact has more than 800 quiz templates. Just choose a template, customize it, and you’ll have your first quiz in no time. Alternatively, you can create a quiz from scratch using Interact’s feature-rich quiz editor.
In this section, you’ll learn six tactics to turn your quiz into a real lead- and conversion- generating machine.
1. Create a quiz pop-up
Some people think that pop-ups are dead—probably because pop-ups can be annoying.
So, it’s not that pop-ups don’t work; it’s about making them work for your business.
Take a look at The Inside’s pop-up, which invites visitors to take a quiz.
This pop-up works because:
- It doesn’t ask for an email address right away. It leads to a quiz that visitors can take to get personalized product recommendations.
- It gets to the point: “Take our quick 1-minute quiz to get styled suggestions.” It uses a real image that instantly conveys value.
- It shows the time needed to finish the quiz so that visitors know they can complete the quiz quickly.
- It uses a good combination of colors: A dark color for the background and a light color for text. This helps contrast the background and command attention.
- The CTA button is simple and straightforward: Take Quiz.
Borrow The Inside’s tactics and design a dedicated pop-up for your quiz.
2. Show an offer on the quiz results page
You’ll show product recommendations on the quiz results page, so it’s worth offering an extra incentive for visitors to make a purchase.
Here is a great example from Gray Lane Beauty:
Remember: Customers are savvy. They will hunt for promotions during the holiday season. If you offer them something valuable after taking your quiz, they’ll be more likely to buy from you.
3. Show social proof
As human beings, we like to validate our decisions based on what other people are doing and what advice people give us. We consider something worthwhile if other people are partaking in it.
WikiJob, for example, added testimonials to their site and increased their conversion on sales pages by 34%.
According to Nielsen, 92% of people trust recommendations from someone they know. For online recommendations, 70% of people use those sources to make buying decisions.
Marie Forleo shares what others said about her MarieTV YouTube channel. Seth Godin displays stats about his bestsellers and people attending his speeches. Bombas shows how many items they’ve donated since they were founded. The list goes on.
That’s the power of social proof.
For using social proof in creating quizzes, check out Spongelle:
Right below their quiz questions, Spongelle shows customer reviews and ratings. This tells quiz-takers that Spongelle’s products are worthwhile, and they feel encouraged to finish the quiz to get product recommendations.
There are many types of social proof you can try, for example:
- Reviews and ratings written directly on your site through social proof apps
- Reviews and ratings from trusted sources, like TrustPilot, Yelp, TripAdvisor
- Customer quotes and testimonials n the form of text, images, or videos
- Success stories or case studies
- Celebrity endorsements
- Logos of well-known businesses or pictures of famous individuals that use your products or services
- Press mentions from big publications
- Certifications approved by trustworthy organizations
No matter what you’re promoting on your site, feature positive feedback from existing customers! That feedback can bring you a lot of money.
4. Create a sense of urgency
Most people are all too familiar with the feelings of fear and discomfort associated with missed opportunities. This is what creating a sense of urgency in your marketing strategy comes down to.
In short, urgency marketing uses trigger words or scarcity tactics to convince potential customers to act immediately.
Why does urgency marketing work?
In a study on product scarcity by Wageningen and Tilburg Universities, the authors confirmed that:
- Limited supply in a virtual shopping environment led participants to believe scarce items were more popular.
- Participants believed supply was limited because the demand for these items was higher than other items.
- More shoppers chose the scarce item over the non-scarce item when told to select an item of their own.
Now that you know urgency marketing works, let’s take a look at how brands apply urgency marketing into their quiz strategy.
One of the best ways to leverage urgency is through limited-time offers. Honeybird did a great job of using this tactic. They invite visitors to take their quiz and receive a 30% discount as well as a product recommendation:
After completing three quiz questions, visitors are directed to the quiz result page, and here is what they see:
Honeybird defines the scarcity parameters by showing a countdown timer on their quiz result page. When a quiz-taker has a firm grasp on how much time they have left to make a decision, it adds urgency.
Here are some other ways to create a sense of urgency to your quiz:
- Purchase countdowns
- Sale price countdowns
- Next-day shipping countdowns
- Seasonal offers
- Low-stock notices
- Limited edition items
- Using numbers that indicate popularity and demand
- Showing real-time activity
Or, you can include common urgency words and phrases like:
- Time: Limited time, last time, now, today only, deadline, seconds, minutes
- Speed: Now, act now, don’t delay, hurry, rush, instant, act fast, almost over
- Scarcity: Once in a lifetime, one day only, never again, last chance, only X hour
- Fear of missing out (FOMO): Running out, price going up, offer expires, never again, now or never, final sale
- Sale words: Offer, clearance, bargain, going out of business, final close-out
Pair your quiz with a sense of urgency, and you’ve got a high-converting quiz to increase your holiday strategy’s performance.
5. Add segmentation questions
You need to segment your audience to send target email campaigns, increase engagement, and drive more sales.
According to Mailchimp, segmented email campaigns have a 14.31% higher open-rate and a 100.95% higher click-rate than non-segmented email campaigns.
The question is how can you segment your leads?
Simple answer: with holiday quizzes.
Why? Because they allow you to ask for extra information from visitors.
For example, True Botanicals asks quiz-takers for their age at the beginning of the quiz.
Another example is from Beardbrand. Here’s how they’re using a quiz to segment their audience:
When you arrive at Beardbrand’s home page, there’s a call-to-action above the fold, inviting visitors to take a quiz to learn the type of fragrance that matches their personality.
On the quiz, Beardbrand asks a few questions to determine personality types. It includes questions like “What do you prefer to do at work?”, “How do you prefer to work?” or “How do you stay fit?”
After answering seven personality questions, quiz-takers are asked about their fragrance preferences. But because all questions are simple and straightforward, the quiz doesn’t feel too long.
If you’re not building your list through compelling quizzes, you’re missing out. Learn from the big guys!
6. Make your quiz work on mobile
Your website looks pristine on any size screen, so of course, your quiz has to match.
There are a few elements unique to a quiz that you need to consider when making it mobile-ready:
- Don’t ask too many questions: People are more likely to take shorter quizzes—this is especially true on mobile devices. An extra question or dropdown list of answers could be enough to convince customers that the quiz just isn’t worth their time.
- Optimize for speed: Screen space is one limitation, but bandwidth is perhaps an even bigger one: 16% of visitors will leave your page if it takes between one to five seconds to load, and that number spikes to 46% if it takes up to ten seconds. Don’t overload your quiz with data-heavy images and text.
- Place your quiz above the fold. In other words, the “Take Our Quiz” button is placed in the upper half of your website homepage. If what visitors see doesn’t grab them, they’ll keep surfing and conversions will be down. That’s why it’s crucial to put your compelling quiz “above the fold.” Also, ensure your quiz is immediately visible when the page is loaded—getting visitors to scroll for your quiz is the fastest way to ensure they never want to take it.
It sounds like a lot of work, huh? But if you follow these tips, you’ll more likely achieve the results you want.
Are you ready for your most profitable holiday marketing campaign ever?
In some ways, if we’re being realistic, it’s already too late for some of you to build a 2020 holiday marketing campaign. At least to complete some of the big tasks.
But in other ways, it’s never too late.
There are always opportunities if you know where to look.
Sign up for an Interact account. Then, follow all the steps and tips in this guide to create a holiday quiz. It’s a great way to drive leads and sales during holiday seasons without taking much time to prepare.