Quizzes are a powerful tool for marketing campaigns as they can educate, engage and create a connection with your audience while giving meaningful insight and data for marketers. Adding quizzes and interactives to your campaign can be the difference between your creative idea really driving compelling results, and it falling flat. At 72Point, we’ve noticed a 60% increase in our clients opting for quizzes over the last year, and here’s why…

The interactive nature of a quiz allows participants to test themselves on a topic and learn new insights in a fun and engaging manner. Unlike other forms of content such as reading or watching videos, quizzes provide instant feedback and require active participation, creating a uniquely engaging experience that keeps them mentally involved in the content. Gamification elements can also be incorporated for a sense of achievement such as leaderboards or user scores, both of which can encourage social interaction via sharing of their results or challenging other players.

In addition to being engaging, quizzes also offer valuable insights to marketers and brands through either anonymous data tracking such as utilising Google Tags to understand actions being taken, or voluntary data collection such as email capture to view quiz results.

We believe that 4 key components should be considered when building an effective quiz: awareness, engagement, a strong Call to Action (CTA) and effective data tracking.

From our experience of creating quizzes for nearly 100 different brands including Ordnance Survey, Oddbox, Plum & Readly these are our top tips on maximising the results of your next quiz.

Awareness

Once a quiz has been created awareness needs to be generated to drive traffic and users to take the quiz. There are multiple channels in which a quiz can be shared such as media outreach, social, organic and email marketing.

At 72Point we can gain awareness of a quiz through a news release. The quiz can either be embedded within the news article or hosted on the clients website and linked to within the copy, this approach can also have SEO benefits. Social is another highly effective route to gain awareness either through organic or paid campaigns. Sharing the quiz on social allows you to better target your audience, and reach users who are more likely to be interested in the quiz topic.

Through an effective paid social ad campaign and news generation activity, our client Osome was able to achieve 10,000 quiz views, 7600 quiz completions and 2,000 CRM leads.

“For our Side Hustle Test they helped create an engaging and shareable campaign which drove 10,000s hits to our website. It was terrific and we’re still dining out on it to this day.”

Paul Afshar, Marketing Director, Osome

Engagement

Once you have successfully generated enough awareness of the quiz amongst your target audience, the next step is to ensure a high level of participation and engagement.

We can measure the engagement of a quiz in several ways including time spent completing the quiz (dwell time) as well as monitoring at which point users drop off. Using this insight the quiz can be optimised. From our experience a quiz of around 6-10 questions performs best as people don’t lose interest and abandon the quiz while providing sufficient engagement for the quiz to be rewarding to complete. This of course depends on the topic of the quiz and how targeted it is to an audience, however for broad appeal this is a good guide to stick to.

Over the last 6 months our quizzes have had an average of 5.6k completions and a dwell time of 2m38s with over half (55%) completing the full quiz. That’s roughly 246 hours of user engagement per quiz.

Visuals such as illustrations, animated GIFs or video can add additional interest and make the quiz more engaging. Keeping questions and answers concise also improves completion rates and retention.

Data

One of the advantages of creating a quiz is the whole wealth of data available which can add meaningful insight to PR campaign reporting. Examples of data available are views, completions, dwell time, answers for specific questions, average scores and more.

Anonymous data can be used to inform additional activity or insight into topics that require further education such as learning what questions in the quiz were most incorrectly answered.

Voluntary data collection or ‘first party data’ is highly valuable data collected directly from your audience. Within a quiz this could be gathered via a form prior to viewing quiz results. This is likely to impact overall quiz completion rates so it is worth considering the main objectives for the quiz.

Data such as knowing the participants quiz score or outcome can be utilised in tailored marketing responses to build stronger, relevant customer relationships.

Call to Action

At the end of a quiz there should be a clear CTA. Depending on your goals it can vary to include email signups, links to webpages or social sharing.

For a lead generation quiz the CTA would encourage participants to provide their email and other data. An educational quiz may provide additional information via a ‘learn more’ button. A quiz used to identify the best product suited to the user may include links to purchase. Regardless of the CTA, it is important that it is relevant and provides value to the user.

For Mr. Fothergill’s we created a “What type of gardener are you?” quiz which asked for participants email address data in return for their quiz results and the incentive of free seeds. The quiz achieved an incredible 4,000 email leads for the client.

Summary

In summary, quizzes are a highly effective tool for creating brand awareness, while their interactivity and instant feedback invites engagement and can offer a personalised experience. At 72Point, we specialise in deploying a variety of tactics, including news and social distribution, to maximise the impact of our quizzes and content. The amount of data collected from our activity means we have a vast amount of insight on what works, and what doesn’t and means we are well placed to work with clients, consider all of the above, and create standout campaigns.

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