Measure quiz performance to determine whether your quiz marketing efforts yield the desired results. Here are the metrics and tools to track quiz marketing success, plus tips on improving your e-commerce quiz.
Why Measuring Quiz Marketing Success Is Important
Evaluating how a Shopify quiz performs allows businesses to identify areas for improvement, optimize their marketing efforts, and enhance customer engagement. By measuring quiz marketing success, businesses can:
Track Lead Capture: Track how many profiles, including emails and SMS contacts, are collected to enable hyper-personalized marketing efforts.
Maximize ROI: Measure how effectively your quiz is driving sales and contributing to business growth.
Identify Areas of Improvement: Gain insights into how many participants complete the quiz and where they drop off, allowing you to continuously optimize and A/B test different versions of your quiz.
Make Informed Business Decisions: Analyze detailed segmentation of your customer base, helping to shape everything from marketing strategies to decisions around product launches.
Ensure They’re Using the Right Quiz App: Your chosen quiz app and analytics platform should offer detailed analytics and insights on quiz leads, quiz conversion, quiz engagement, and quiz responses.
Key Metrics to Track in Quiz Marketing
Track various metrics in quiz marketing, including engagement, lead generation, and conversion rates.
Engagement Metrics
Quiz Completions. The number of users who finish the quiz.
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 start but don’t finish the quiz. A high drop-off rate suggests your quiz may have too many or unclear, irrelevant questions.
Drop-off Questions. The questions at which users leave the quiz. If users drop off at the same point, refine the question and its answer options to enhance the experience.
Time Spent on the Quiz. Longer quiz times indicate higher user interest and engagement.
Lead Generation Metrics
Number of Quiz Takers. The number of prospective customers who begin the quiz. High rates indicate strong quiz marketing and landing page performance.
Number of Leads Captured. The number of users who share contact information.
Lead Conversion Rate. The percentage of quiz takers who share their contact information. Offer incentives, like a discount code, to increase the conversion rate.
Revenue Metrics
Quiz Taker Conversion. The number of quiz takers who complete the quiz and place an order. Measure both immediate and long-term conversions, as customers who aren’t instantly converted may still make a purchase following your retargeting efforts.
Quiz Completion Attributed Revenue. The total revenue generated through orders (both immediate and delayed) from customers who complete the quiz. This helps calculate quiz ROI and demonstrate its long-term impact on sales.
Quiz Taker Average Order Value (AOV). The AOV of a quiz taker who places an order after completing the quiz. Track both immediate and delayed orders, as customers may convert later or make multiple purchases. Use retargeting and cross-selling to increase AOV.
Insights Based on Quiz Responses
A powerful aspect of Visual Quiz Builder’s analytics platform is that you can click on any of the metrics and you will be taken to the data behind it in a separate tab that you can filter by a large number of metrics to further refine the data and export the CSV to your favorite BI tool for additional analysis.
Tools to Track Quiz Marketing Metrics
The best e-commerce quiz platforms come with in-built analytics. Visual Quiz Builder collects and presents quiz insights via a user-friendly dashboard, so shop owners can easily track their quiz marketing performance.
There are also other tools, including:
Google Analytics. Use Google Analytics to track quiz page traffic, time on page, and referral sources.
CRM and Marketing Tools. Use tools, like Klaviyo and Omnisend, to analyze the performance of email and SMS campaigns targeted at quiz leads.
Social Media Analytics. Track engagement and shares on platforms like Facebook, X, and Instagram.
Visual Quiz Builder also integrates with many platforms.
Getting the Most Out of Your Quiz Marketing Data
Analyze the quiz marketing data and take action to maximize its value. Here are some ideas.
Refine the Quiz Design
Use completion rates and drop-off points to refine the quiz. Adjust questions for improved clarity and relevance. Shorten the quiz if completion rates are low and use compelling visuals to enhance user engagement.
Create a More Compelling Offer
Improve your lead conversion rate with a compelling CTA in your email capture. Offer a discount code and highlight the valuable insights on the quiz results page.
Refine Your Results Page
If few quiz takers make purchases, update your results page. Try featuring different products, adding descriptions, or including customer ratings to boost cart additions.
Optimize Follow-Up Strategies
Improve email sequences and retargeting campaigns based on quiz-generated lead behavior. Personalize follow-up content based on quiz responses.
Segment your Data
Learn more about your quiz takers by drilling down into the collected data. Segment your data by customer preferences, behaviors, and demographics to improve quiz personalization.
In Summary
Analyze your quiz marketing efforts with the help of the tools and metrics above to improve your quiz.
Visual Quiz Builder provides the tools needed to create and launch a Shopify quiz — and analyze, optimize, and maximize its performance for a greater ROI. Try Visual Quiz Builder today.
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