This is a guest post by JP Misenas from Interact, a software that lets you create online quizzes for your website. JP pitched the idea of writing about quizzes and it instantly clicked with me.
This is something that all stores can and should implement because it adds a new dimension of interaction with your customers and visitors. In this post, JP will show you how one store is implementing quizzes successfully, and how you can design your quizzes for the most relevance and interaction with your audience.
Over to you, JP!
As the focus shifts from traditional brick and mortar to online retail within the next few years, marketers are constantly on the lookout to find content capable of driving their ecommerce success. With a plethora of various forms to choose from, what piece of content has been known to perform incredibly well with audiences while driving online revenue?
Before online advertising, physical retail stores relied on television commercials to reach out to the public. Nowadays, everyone turns to social media as their way of connecting with the world. With that in mind, what’s one of the more common pieces of content that you never would have thought about using in your marketing strategy?
The answer? Quizzes.
Ever since content marketing became the most important trend in 2015, marketers scrambled to find new and innovative pieces of content to implement into their strategies. Because of its ability to engage audiences, drive revenue and generate leads, the quiz has become the answer no one ever considered. Now that we’re well-aware of its potential, it’s time for you to see what quizzes can do for your marketing.
Here at Interact, we’ve been a part of helping over 10,000 brands create over 25,000 quizzes, so it’s safe to say that we’ve gotten a pretty good feel for quizzes. Today, we’ll show you how to create your own quiz for your marketing. With it, you’ll be able to use it as a means of increasing engagement, driving online sales, and even lead generation. We’ll also highlight a brand that has successfully implemented quizzes in their strategy, so that you can have a strong foundation to work with.
How Z Gallerie Uses Quizzes to Personalize the Shopping Experience
Z Gallerie is a forward-thinking furniture company that is using a quiz to provide a personalized experience for every potential and current customer. They created the quiz “What is your Z Gallerie Style Personality?” with their audience’s style preferences in mind.
Z Gallerie’s style quiz asks a series of questions, then collects your contact information and recommends a set of products tailored to your personality. The quiz brings in 1,000 new leads per day, which are followed up in a personal way through marketing automation.
As we guide you through a step-by-step process in creating your quiz, we’ll show you what Z Gallerie did in each step, so that you have an idea on how they did it in case you wanted to emulate their success.
Step 1: Choosing the Right Title and Quiz Type
Did you know that 80% of readers can tell if something’s worth reading based solely on the title? No pressure right? Don’t worry, we’ve got you covered. We know how important the title to your quiz is, so to get you started, here are several title templates that have been proven to perform consistently with different audiences:
- The “Actually” Title – Whatever title you come up with will most likely be in the form of a question, but why settle with something boring? Including the word “actually” can make a world of a difference. Compare “How much do you know about the NBA?” with “How much do you actually know about the NBA?” You’ve just transformed a boring question into a challenge, and no one wants to back down from a challenge.
- The “Which (Blank) Are You?” Title – We’re sure you’ve always wanted to know which Disney villain you’d be the best of friends with. Consider using this template if you want to pique the interest of your audience with the age-old question of “Which (Blank) are you?” Sometimes we just have to know which DC Universe hero we are.
- The “Celebrity Personality” Title – Take the previous template and replace the (Blank) with any celebrity of your choice. This classic take on a classic targets a more specific audience, but at the same time, due to a celebrity’s popularity, you could be increasing your audience reach as well. See what works best for your brand.
After you’ve picked out a title template (or maybe you came up with your own), it’s time to choose the kind of quiz you want to create. Generally, there are two types of quizzes, so read up about each type and figure out which one will work the best for your quiz idea:
- The Personality Quiz – The “self-serving bias” makes it so that people love hearing good things about themselves. I mean, who doesn’t? This is what makes the personality quiz shine This type of quiz categorizes people into different personality types based on their answers.
- The Knowledge Test – Have you ever wondered how much you know about a given subject? That’s where the knowledge test comes in. This type of quiz delivers results based on accuracy. This quiz can also be used as an assessment to see how much someone knows about oh, let’s say, your brand for example.
Z Gallerie went with their own variation of the “Which (Blank) Are You?” title template but replaced it with “What is your Z Gallerie Style Personality?’ They went ahead and used a personality quiz that placed their audience into different styles based on their answers. By doing this, Z Gallerie was able to offer personalized product recommendations based on an individual’s style. It’s an incredibly creative way to personalize the shopping experience through quizzes.
Step 2: Crafting the Questions That Increase Engagement
Once you’ve figured out which title template you want to use along with the kind of quiz you want to create, it’s time to move onto the questions. As a brand, you want to make a connection with your customers, both current and potential. The questions are your chance to establish that connection by using your quiz as a one-on-one medium. Here are several things to keep in mind when constructing the questions to your quiz:
- Connect With Your Audience – We can’t emphasize this enough. Connect with your audience on a more personal level. Approach your audience as if you were talking to them in person. This helps establish a more relaxed tone, which will help when it comes to your audience opting in later on.
- Provide Visual Stimulation – There’s nothing wrong with having text-only questions, but it’s nice to switch things up every now and then by including images. The use of images in your questions still keeps things relevant while adding a level of fun to your quiz. Using images can turn a boring old quiz into a trivia game, so try it from that angle.
- Keep Things Short and Simple – People’s attention spans today aren’t as good as they used to be. That’s why it’s a good idea to aim between having 6 to 8 questions in your quiz. On average, it usually takes someone about 2-3 minutes to finish their quiz.
Z Gallerie asked questions relevant to people’s everyday lives in terms of interior furnishings as if they were helping their audience out at a physical store. They included vibrant images that correlated to each answer, and to provide some visual value to their quiz. They did an excellent job in staying within the suggested amount of questions for a quiz as well. Great job Z Gallerie!
Step 3: Designing an Effective Lead Capture
At the end of the day, we’re still marketers, so growing our email lists so that we can contact our prospective customers is still a goal we’d like to achieve. This is where the lead capture comes in. Before handing over someone’s result, why not exchange it for their contact information? Here are a few ways to optimize the opt-in rate for your lead capture form:
- Consider the Use of Incentives – Don’t be afraid to promise value to your audience. Incentivize your lead capture by throwing in things like a free ebook, an entry into a free giveaway, or even some helpful advice in a personalized email.
- Don’t Ask for Information you Won’t Use – Only ask for contact information that your brand will use. In most cases, the bare minimum consists of an email address. You could even ask for a first and last name if you want to personalize the emails you send out. Other than that, don’t ask for something like a phone number if you aren’t going to call it.
Z Gallerie’s lead capture is incredibly simple. They simply ask for an email address along with your first and last name. Z Gallerie even tells you that they’ll be sending you personalized messages along with your quiz results, so they did a really good job in designing their lead capture.
Step 4: Creating Results That Get Shared
Once your lead capture is all set up, we can finally move onto the results. As important as every other component on your quiz is, the results play an equally impactful role. The results to your quiz are what gets shared on social media. That being said, you’re going to want to make them as attractive as possible. Here are a few pointers to get the most out of your results:
- Invoke Positive Emotions – People like sharing good things about themselves, so create results that evoke positive emotions to promote sharing. At the same time, when complimenting your audience, be sure to be truthful. You don’t want to tell someone that they’re something they aren’t, unless you’re trying to prompt a quiz retake for different results.
- Utilize Images Worth Sharing – We mentioned the use of images earlier in your questions. This time around, you’re going to want to make sure you use images in your results. The image to a result is usually the first thing anyone will notice when shared on social media, so be sure to use captivating images to attract more people to take your quiz.
- Include a Call-To-Action – Just because the quiz is over doesn’t mean your interaction with your audience should end with it. Continue the conversation by including a call-to-action in your quiz. It could be anything; from a link directing people to your website, or several links that suggest other products from your brand.
At the end of their quiz, Z Gallerie tells you which Z Gallerie Style Personality you fit under. The result itself includes a brief compliment accompanied with several vibrant images. They made sure to add a call-to-action in the form of a link with more information about the whatever personality was obtained. This was the perfect result screen, and it’s something definitely worth sharing on social media.
Now Back to You
And there you have it! You just learned how to create your own quiz. Today we went over title templates, quiz types, how to create engaging questions, how to design an effective lead capture, and how to create results worth sharing. Your own quiz is the culmination of everything you’ve learned in this guide. With the help of Z Gallerie as an example of a brand that successfully uses a quiz in their marketing strategy, you should feel a little more confident in using one in your own. If you want to increase audience engagement, drive ecommerce sales, or generate leads, try using quizzes in your strategy today.
JP Misenas is the Content Marketing Director & Audio/Visual Technician/Engineer of Interact, a place for creating entertaining and engaging quizzes that generate email leads. He writes about innovative ways to connect with customers and to build professional long-lasting relationships with them.