Looking to boost your business?

One word: personalization.

In the world of marketing, companies are using customizable quizzes to grow their audience. Dive into this article and find out how you can apply their techniques to your company.

Nobody enjoys a one-way conversation. And people’s online activity reflects this.

Sites like Buzzfeed clock up huge audiences by essentially getting us to talk back, coaxing us to answer questions in order to determine truly pressing issues along the lines of, “Your pizza options will reveal how many children you’ll have”.

Roll your eyes all you want, but the fact is that personalized quizzes are almost unrivaled in their ability to catch people’s attention online.

And they’re nothing less than a golden ticket for a business looking to jack up its online presence and win over new customers.

What is a personalized quiz?

If a potential customer were to walk into your store or office, you’d probably start things off with a simple, “How can I help?”

Well, a quiz can basically allow you to do that online.

Let’s take an example: Noom is a company that uses apps to guide people on nutrition and exercise plans. Central to their homepage is a quiz which asks about why you’ve come to them (e.g. to lose weight), about your personal info (e.g. weight, height) and about your lifestyle. The site then compiles this information to offer you a personalized fitness plan.

So a quiz is a sort of win-win: the user gains some information; the business gets a whole range of benefits, which we’ll now look at.

Why are quizzes good for personalized marketing?

Let’s look at three ways quizzes can really boost your brand and your sales:

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1. People spend more time on your site

Generally, more than half the visitors to a website will spend less than 15 seconds on any particular page. So, how can we get potential customers to hang around a little longer?

Well, by asking them to pull up a chair and to tell us a little about themselves.

Quizzes have higher engagement rates than almost any other type of online content. In fact, 81% of personalized quizzes get completed in full.

For Noom, a typical visitor might spend several minutes completing one of their quizzes. That’s enough time for the brand to at least become memorable. As well as that, the increased engagement time will push the site higher in Google searches.

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2. People are directed to products they want

Of course, by making the effort to listen to your potential customers, you get the chance to let them know how you can fill their needs.

Consider some of the recent “quiz-marketing” by beauty giant Sephora. Such quizzes ask users questions about their age, their skin type, the beauty issue which they would like to improve. Et voilà: the user is directed towards the product pages of the exact items they want, with the option to buy these products at just the click of a button.

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3. Potential new customers hear about your brand

The true power of personalized quizzes is in catching the attention of people who have never before heard of your brand. A major reason for this is that there are few types of online content that get shared on social media as much as quizzes do.

Create a fun or informative quiz and you could well find yourself with countless fresh pairs of eyes on your site. On top of this, personalized quizzes are a crazy-effective way to get people to submit their details. Many people are more than happy to provide their email address in exchange for feedback on their quiz answers: the rate can be as high as 40% – up to 20 times higher than for other types of campaigns.

How can I make a personalized quiz for my business?

First up, you decide what kind of personalized quiz would be the best fit.

Imagine you run a hair salon. You may want your quiz to begin by asking potential clients about their hair type, then get them to select images of possible styles that they’d like, then direct them to the relevant services and products which you can offer.

This doesn’t require you to be a data analyst or an expert in coding. Online tools, such as Typeform’s Online Quiz Maker, can allow you to make slick, customized quizzes with minimal hassle.

But before you get going, a few tips:

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Choose questions relevant to your audience

These might be questions relevant to the user’s immediate needs (e.g. a car-repair shop asking questions to identify the type of problem).

Alternatively, the questions could be relevant to the user’s interests (e.g. a bookstore asking trivia-style questions about literature). In both cases, the quiz would use the responses to then suggest some of your products or services to the user.

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Make it appealing

An overly lengthy quiz tends to put people off, so don’t go overboard with how long you expect people to stay engaged. Also, use images, infographics, or GIFs to bring questions to life.

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Advertise your brand

Include your brand logo on each screen of the quiz so that it sticks in users’ minds. At the end of the quiz and perhaps even between certain questions, remind users that your business offers relevant products or services.
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Make it seem like a relaxed conversation

Make sure that you address people by name throughout and use features that allow you to ask questions based on the user’s previous answers—ensure your business comes across as a particularly wonderful listener.
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Get those email addresses

Choose wisely how you are going to ask for these. If you withhold the results of the quiz until users provide their details, you run the risk of annoying people. Perhaps offer partial results upfront, then offer a more thorough report, or even a discount, if users subscribe to your site.
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Make results shareable

Where appropriate, allow users to easily share their results on social media. You’d be surprised how many people can’t wait to share the fact that they scored 9/10 on your gardening business’s Healthy Lawn Quiz, making them the new brand ambassadors you never knew you needed!

In the age of social media, a “one-size-fits-all” approach to marketing can so often fall flat. Time to create a personalized quiz to discover the power of getting to know your potential customers a little bit better.

Alex Birch

Alex Birch

SEO Manager

Alex Birch is the SEO Manager at Typeform. Lover of all things marketing & search, originally from Manchester, UK but now enjoying life in sunny Barcelona.

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