Quiz marketing supports brand awareness, audience engagement, and conversions. Learn more about quiz marketing, its benefits, and best practices.
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Quiz marketing best practices Measuring the success of your quiz marketing efforts Common quiz marketing mistakes to avoid Best tools for building a quiz marketing strategy
What Is Quiz Marketing?
Quiz marketing leverages quizzes to collect customer data, generate leads, encourage sales, and build brand awareness.
While similar to quiz funnels — which guide prospects toward a product decision — quiz marketing has broader goals. It emphasizes brand engagement, audience education, entertainment, customer insights, and lead generation.
Common quiz types include trivia quizzes, personality quizzes, product recommendation quizzes, and knowledge testing quizzes.
Why Use Quiz Marketing?
Make quiz marketing part of your e-commerce strategy to experience the following benefits.
Engage Audiences
Quizzes are engaging and personalized, encouraging customers to interact with your brand and products. Their appealing and user-friendly format makes them an effective lead magnet.
Build Brand Awareness
Quiz marketing boosts brand awareness by engaging audiences with interactive, shareable content. Providing valuable information builds trust and makes your brand more memorable.
Build an Email List
Incentivized by the promise of valuable insights or product information, quiz takers provide their email addresses to access their quiz results. They can then be retargeted.
Capture Zero-Party Data
Quiz marketing provides valuable customer data to optimize and personalize follow-up emails and improve engagement.
Improve Conversion Rate
Quizzes position your brand as an authority, introduce customers to your products, and gather data for targeted follow-up marketing. Together, these benefits boost conversion rates and revenue.
Quiz Marketing Best Practices
Here’s how to promote your quiz.
Embed a Quiz on your Website
Embedding a product-related quiz on your website makes it easy for potential customers to take the quiz, view results, explore product pages, and proceed to checkout seamlessly.
Create an Attractive Landing Page
Your quiz landing page should entice users to take the quiz with branded visuals, compelling copy, and clear benefits, such as insightful results, shareable experiences, or discount codes.
Optimize your Landing Page for SEO
Overloading your quiz landing page with keywords harms user experience and your ranking. Instead, include a few strategic keywords to attract organic traffic.
Use your Quiz in Emails
Share your quiz with your email list, using the subject line to highlight the benefits of taking it.
Share on Social Media
Quizzes stand out on social media, drawing more attention than standard posts. Share your quiz with a brief explanation and encourage followers to share it.
Feature your Quiz in Paid Ads
Boost your quiz landing page visibility with paid ads on search engines or social media. Maximize engagement by A/B testing ads to find the most effective version, then use the winning one.
How to Measure the Success of Your Quiz Marketing Efforts
Measuring the success of your quiz marketing efforts helps improve quiz ROI. Key metrics to track include:
Quiz Completion Rate. The percentage of users who finish the quiz. Low quiz completions may indicate user disengagement or reluctance to share personal data for results.
Drop-off Rate. The percentage of users who drop off at different questions of the quiz. A high drop-off rate for specific questions suggests that there may be scope to make that question clearer. It is expected that the first question and the email / SMS question will always have the highest drop off.
Lead Conversion Rate. The percentage of quiz takers who share their contact information. Offer incentives, like a discount code, to increase the conversion rate.
Quiz Taker Conversion. The number of quiz takers who completed the quiz and placed an order. A low conversion rate (when quiz completion rate is relatively strong) suggests the results page needs optimization.
Gather these metrics using your quiz building software. Visual Quiz Builder, for example, has analytics built-in, making it easy to access quiz data and insights via the user-friendly dashboard.
Common Quiz Marketing Mistakes to Avoid
To maximize quiz marketing results, follow e-commerce quiz best practices and avoid common mistakes that hinder user experience and customer data collection.
Overcomplicating the Quiz
Asking too many questions can cause quiz takers to lose interest and increase quiz drop-off rates. They won’t provide their email addresses or discover your products.
However, more questions in medical or nutritional quizzes may enhance credibility, as users see it as a sign of reliability.
Providing Excess Answer Options
Too many answer options can overwhelm users and cause scrolling issues, especially on mobile. Limit the answer options to maintain engagement and reduce quiz abandonment.
Ignoring the Importance of Follow-Up Emails
Your quiz engages users, showcases your brand, and drives sales — but its potential is wasted if you don’t retarget leads. Use quiz data to create personalized follow-up emails that guide users toward conversion.
Failing to Test the Quiz Across Devices and Platforms
Your quiz should work seamlessly across all devices and platforms. Use a quiz builder that offers responsive design and test your quiz across different browsers and screen sizes.
Not Incentivizing Email Shares
Quiz takers may hesitate to share personal information for quiz results, so offer incentives like a discount code or highlight the valuable insights they’ll gain.
Best Tools For Building A Quiz Marketing Strategy
Finding the right quiz building tools is important — and Visual Quiz Builder is the best choice for Shopify stores.
The Visual Quiz Builder Shopify quiz app supports the most flexible and customizable quiz builder with outstanding support. Build a quiz that matches your brand and provides an exceptional user experience.
Other features include:
AI tools to speed up the quiz creation process
Seamless integrations with tools like Shopify, Klaviyo, and Omnisend
Zero-party data collection to understand customer needs and personalize follow-up emails
In-depth analytics to evaluate how your quiz is performing
Ready to build your Shopify quiz? Try Visual Quiz Builder for free today.
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