The quiz, interactive or static, is a content format with huge power to engage the reader.
Just remember the personality tests that are common in magazines and sites or the BuzzFeed website’s success, filled with culture and behavior quizzes.
Interactive quizzes have everything that it takes to increase customers and revenue. That is why brands have already observed this tendency and are looking to use interactive content in their marketing strategies, to make them more effective.
Interactive materials, in fact, have already reached good results for companies that bet on them.
In particular, these quizzes have the potential to improve lead engagement and generate data that can be transformed into better communication between customers and brands.
In this article, you’ll learn more about:
- What is an interactive quiz?
- What are the benefits of using it in a marketing strategy?
- How are companies using it?
- How to create an interactive quiz?
What is an interactive quiz?
An interactive quiz is a type of material in which, answering a few questions, the user can get a result of what they were looking for.
This final result is generated through calculation and classification of interactions the user had with the quiz questions.
Thus, users can learn a little more about their personality or knowledge of any subject.
The quiz is a format that is interactive itself since every final response depends on the reader’s interaction.
However, its interactivity was reduced, as it was used in a static way, printed in newspapers and magazines.
With the internet, the quiz can become really interactive, since the responses provided by the users started to be calculated in a system to display the final result.
The user just needs to read and click on the right answer that most represents their way of thinking.
Quizzes are particularly used to test the audience’s opinion or level of knowledge about a particular subject related to the company’s universe, but it also can be used in other ways, according to the marketing plan or sales strategy.
What are the benefits of using it in a marketing strategy?
Besides knowing the public’s opinion or knowledge, quizzes generate a series of benefits for those who implement it.
The first benefit is the potential for virality on social networks. BuzzFeed, which we mentioned at the beginning of the article, can get millions of shares on Facebook just by using interactive quizzes.
In January 2014, it managed to reach 13 million shares, apart from the traffic generated via Instagram Stories, that has been growing exponentially.
Another benefit is the increase of the public’s education, generating more qualified leads.
A Demand Metric survey, in partnership with Ion Interactive, revealed that marketers see interactive content as seven times more efficient in educating the public.
According to the same survey, this difference in lead qualification generates three times more conversions than in a sales funnel with exclusively static content.
Another benefit observed by the interviewed marketing professionals is the valorization of the brand, branding, and the differentiation that the public sees in it compared to the competitors.
For 88% of those professionals, interactive content is effective or very effective in this regard, against 55% of those who work only with static content.
How are companies using it?
With the growing importance of the interactive quiz in marketing, some tools have come up to make life easier for marketers.
Thus, it is possible to quickly create a quiz without needing to know how to code.
Some companies have already proven so many benefits generated by quizzes. Therefore, we have separated some examples of quizzes to clarify the objectives and particularities of this type of content.
“What can you learn from your DNA?”
Ion Interactive was the tool chosen by 23andMe to do the interactive quiz about the public’s knowledge of DNA.
“What is your driving force?”
This is an interactive quiz based on Tony Robbin’s TED Talk, and it was elaborated by Robbins Research to help the public find out what was their biggest human need.
“5 Washing Machine Myth Busted”
Created by SEARS, it is a quiz that tests the user’s knowledge of washing machines.
Designed on the “myths” and “truths” style, it clarifies common knowledge the public may have about those machines.
“Is your travel partner a perfect match?”
It is an interactive quiz created by Orbitz, which tried to help the reader to know if their business travel partner is a perfect match.
“Are you speeding up sales?”
Created by Dun & Bradstreet, it is a quiz aimed at B2B marketers to test their ability to accelerate sales.
“Which Therapy Dog are you?”
Elaborated by Children’s Hospital Los Angeles, it is a fun quiz to spread the word about the use of therapy dogs in hospitals.
It is important to note that, although the quiz is an interactive content format that in itself is full of qualities, it doesn’t do all the work. It has to be aligned with a Digital Marketing or Content Marketing strategy for it to work properly.
The company’s persona must be well-made, in addition to aligning with the brand language, products, or services and the market niche. With all of that aligned, it is time to learn how to create an interactive quiz. Keep reading the next topic!
How to create an interactive quiz?
With the appearance of tools for interactive content creation, building an interactive quiz has become simpler and faster.
There are tools specifically aimed at creating quizzes, such as Qzzr.
Others, such as Ion Interactive, are platforms for interactive content creation.
They have a large number of easily customizable quiz templates, in addition to allowing metrics analysis and integration with other software, like Salesforce and Hubspot.
The choice of the ideal platform is one of the first steps to create a quiz.
It is also necessary to choose your subject carefully, considering that it has to involve the public and talk to your buyer persona.
Then, it is necessary to choose the type of interactive quiz.
The title choice, which is one of the most important steps for the quiz’s success, must also be done carefully.
In general, the ones that conquer the audience the most are the “Which X are you?” type, very common in personality tests, or the “What is your Y?”. Also used are “What type of Z are you” and “How much do you know about…?”.
Lastly, you need to choose the quiz questions, the correct answers, and the results. They can be multiple choices or true or false.
And, of course, you have to create a strategy to disseminate it, using email marketing and social media.
It is also important to always remember to insert a form or create a landing page to collect the user’s email and send the quiz answer. This is the beginning of a new relationship.
In addition to all of the steps we mentioned above to create an interactive quiz, it is important always to remember to check if the links are working properly and taking you to the desired page.
Such a mistake leads to a break in the customer’s attention, which may leave the quiz and don’t come back.
The interactive quiz is a content format that can be very well explored in well-planned and well-implemented marketing strategies. The benefits it generates can bring more loyal and brand-engaged customers.