If you've ever spent a lazy afternoon scrolling on your phone, you've probably seen quizzes like "I'm Gonna Ask You 40 Questions About How You Speak — Then I'll Guess Exactly Where You Live". They're hard to resist. Interactive quizzes are great at capturing attention. A CMI Survey found that 81% of marketers say interactive content grabs attention better than static content. Take BuzzFeed's quizzes, for example—they boast an impressive 96% click-to-finish completion rate. This means that almost everyone who starts a BuzzFeed quiz sticks around to answer every question. It's a clear sign of how engaging and fun quizzes can be.
Adding a quiz to your strategy can boost your opt-in rates by up to 55%. Quizzes are great because they give users personalized results, making the experience feel special and engaging. The most popular use of a quiz for lead generation is to offer product recommendations. For example, Amelia Gray Skincare uses quizzes to suggest products. Visitors describe their skin texture and then enter their email in exchange for the results. The quiz explains their skin type and recommends the best products, addressing their specific needs. This encourages users to share their contact information for personalized tips.
We're gathering important data that can be analyzed. We get insights into the problems customers face and their product preferences, which helps refine products, improve marketing strategies, and create targeted ads. Quizzes also help segment your audience, allowing you to offer relevant content for their email newsletters or other channels.
Personality quizzes are a fun way to match people with products or services that fit their traits and preferences, or they can be a trivia game. Take Pampered Chef's cooking personality quiz, for example. It helps users figure out their cooking style and then suggests "power tools" and recipes that match their vibe. The quiz is styled like Buzzfeed quizzes, making it easy for people to share their results on social media. This shareability makes personality quizzes a great tool for reaching a wider audience, as people love to spread the fun with their friends.
Knowledge quizzes are a great way to test what users know about specific topics while also promoting related content. National Geographic, for example, uses these quizzes to quiz users on geography, wildlife, and history. They're not only fun but also packed with interesting facts that help users learn more about the world. These quizzes play on people's curiosity, making them eager to dig deeper.
Many brands use product recommendation quizzes because they make shopping easier and more personalized. Instead of sifting through tons of options, users can answer a few simple questions, and the quiz will suggest the best products for them. It's like having a personal shopper who knows exactly what you need. For instance, a mattress quiz helps users find the perfect mattress by asking about their sleeping position, body type, and budget. This approach makes sure users get recommendations that fit their unique needs.
Survey quizzes are a great way to get valuable feedback to improve products or services. Take Netflix, for example—they regularly use surveys to get a feel for viewer preferences and satisfaction. By digging into this feedback, Netflix fine-tunes its algorithms to deliver more personalized content recommendations and rolls out new features that better match what users want.
These quizzes can be used to draw users in and get them to interact with your brand or industry. For instance, The New York Times offers all kinds of trivia quizzes, like crossword puzzles and vocabulary tests. These quizzes not only entertain but also encourage readers to dive deeper into the publication's content in a fun and engaging way.
Diagnostic quizzes are helpful for identifying problems or conditions and offering tailored recommendations. Take Christus Health, for example—they provide online health risk assessments that help users understand their risk factors and get personalized health reports. This empowers users to make informed decisions about their health and well-being.
When creating a quiz, it's important to start by figuring out its purpose. Your quiz goals can vary a lot depending on what your company needs—whether you're looking to generate leads, boost engagement, gather customer insights, promote a specific product or all of them. Knowing what you want to achieve will help shape your quiz strategy and make sure it hits the mark.
Understanding your target audience is key to creating a successful quiz. Start by figuring out who they are, what they're interested in, and what challenges they face. For example, a travel agency might target adventure lovers who are always on the lookout for their next thrilling destination. If you're unsure what your audience wants, quizzes are a great way to learn more and segment your audience. The easiest way to find out what your readers are looking for is to ask them directly through your quiz. As you gather insights, be ready to refine your quiz to better meet their needs.
Selecting the right quiz type is crucial for aligning with your goals and your audience's needs. Start by asking yourself, "What do I want my audience to learn about themselves after taking this quiz?" For best results, ensure your quiz provides value and offers something useful they can apply in the future. Consider, "What do I want to learn about my audience?" This will help you choose the right quiz type and guide your structure, ensuring it meets your marketing objectives and resonates with your target audience.
Ensure your questions align with the quiz's purpose and keep it concise—aim for 10 to 12 questions. This length is ideal for maintaining engagement without overwhelming your audience. Adding images related to your questions can really spice things up, and even color-coding question-and-answer sections can make a big difference. Using quiz templates can make the whole process easier, especially if you are starting out.
Integrate lead capture by including a form before showing the results. This way, you can collect contact info like names and email addresses. Depending on your goals, you might make it optional to share this information. This step is crucial for following up with potential leads and nurturing them. Also, consider offering incentives—like giving out discounts on your products or services for completing the quiz and sharing their details.
To get the most out of your quiz, promote it across various channels such as social media, email newsletters, and your website. This helps you reach a wider audience and drive more traffic to your site. Make sure your quiz results are shareable and include eye-catching visuals, as people are more likely to share vibrant, engaging content. Another tactic is to provide embeddable code below the quiz, allowing viewers to share it on their websites easily.
Example of a marketing quiz
Getting started with creating your quiz online is simple and flexible with QuestionScout. You can choose from various question types, including image choice, multiple choice, scale, and matrix, to tailor your quiz to your needs.
The logic feature lets you personalize the experience by showing or hiding questions based on users' previous answers. You can also map each option to a specific result or assign values to help determine the final outcome. Use calculation variables for added depth, allowing you to calculate scores based on user responses.
Once you've set up your questions and logic, you can customize your quiz's design to match your brand's style. Adjust colors, fonts, and images to reflect your brand identity and create a cohesive look.
