• Online Quizzes: Marketing’s Next Big Money-Maker

    Alexa Engelhart · August 9, 2016

    This post is a guest post written by our friends at Power Digital Marketing. Join us for our upcoming webinar with them on August 25th, 2016.

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    We’ve all been there before – it’s one of those rare slow days at the office and rather than being proactive and getting ahead on next month’s workflow, we find ourselves lost in the endless black hole of the Internet. But no, we’re not doing anything enriching like catching up on news or reading an interesting op-ed article.

    “Say what?!”

    We’re doing the exact opposite – we’re spending hours on end taking one online quiz after another. We’re finding out which Harry Potter character we are and what our favorite breakfast food says about our personality. You know… essential information that we wouldn’t be able to get through the day without.

    While many marketers may believe that online quizzes are a waste of time, we found a way to capitalize on on people’s inquisitiveness and those rare slow days at the office using online quizzes. And when I say capitalize, it’s just a humble way of saying that we use quizzes to help our clients rake in the big bucks. Here’s how we do it…

    Quizzes as a Brand Introduction

    couple-1210023Anyone who has worked in digital marketing has heard the phrase “date before you marry” when talking about building relationships with your customers online. And if you’ve worked in digital long enough, you’re probably just as sick of the phrase as the rest of us. But, as much as I hate to admit it, this saying rings true in more ways than one. Let’s look at an example:

    You’re trying to sell a $1,000 online course from a brand that nobody has ever heard of using display ads online.  First of all, I don’t know what’s more challenging – the fact that it’s $1,000 or that the brand has virtually no following whatsoever. Secondly, do you really think you’re going to make a $1,000 sale to cold traffic using a display ad!?

    Sorry to be so blunt, but this is a mistake that thousands of marketers are making every single day. Oftentimes, digital marketers get so caught up in trying to make a direct sale that they don’t consider the mindset that their customers are in when first exposed to the brand.

    In order for a potential customer to even consider making a purchase, a brand needs to provide valuable or emotion-provoking content and experiences designed to build trust with their customers. Only after they do this and have their foot in the door can a brand reasonably expect customers to make such a significant purchase. Makes sense, no?

    …And you guessed it – interactive quizzes are the perfect way to provide this sort of value to your customers! But why?

    Well, as we all know from those rare slow days at work, quizzes are engaging. And as a result, cold users will almost always be more receptive to taking a quick quiz than going all out and buying a product from a brand they’ve never heard of.

    But quizzes don’t only make psychological sense, they also make logical sense. Think about it: when you promote your quiz, chances are you’re going to be utilizing social or Facebook ads. And as all of us digital marketers know, the more people engage with your ad, the cheaper the clicks will be. Therefore, the more engaging your quiz, then the more clicks you’ll get, and the cheaper your ads will be!

    And we can prove it! At Power Digital, we’ve seen quizzes drive 3x more clicks from cold traffic to a regular blog post and 17x more traffic than cold traffic to a product page! Those numbers speak for themselves.

    The Key to Quiz Strategy Success: Segmentation

    Not only are quizzes extremely engaging and act as an effective brand introducer, but they also provide us with incredibly valuable insights about our customers. Each question on the quiz provides us with a deeper understanding about each customer’s interests, which we can use to craft ad copy and offers accordingly.

    For example, let’s say we are running a quiz for an e-commerce site that sells soccer equipment. We might create a quiz asking who their favorite professional soccer player is.

    quiz_question2

    Using Qzzr, we can export users’ email addresses and answers and use that information to our advantage.

    qzzr_data

    For every user who said that Neymar Jr. was their favorite soccer player, we can retarget them with an ad trying to sell Neymar’s Hypervenom Phantom cleats.

    relevant_offer

    By running campaigns like this, we’ve generated almost $11,000 in revenue while only spending $572.19 on ads!

    Now, I know what you’re thinking: How do I ensure that I get their email address so that I even can run a retargeting campaign? While we can’t “ensure” anything, we’ve experienced great success when we create a very strong promotional offer at the end of the quiz. If this offer is compelling and aligns with the brand, most users will provide an email address in exchange for the valuable information and experience you just gave them. See how it works?

    Could Your Brand Benefit from Quizzes?

    Yes! Quizzes work well as a brand introduction in nearly every industry. We’ve used quizzes for e-commerce and lead gen sites from all walks of life and are always satisfied with the results. So, if you’re wondering if your brand could benefit from online quizzes, just ask yourself: do I want to attract more qualified customers at a significantly cheaper cost? The answer’s easy!