Note: This post was written by our friends at BounceX. We are partnering with them for a LIVE discussion about The Psychology and Power Behind Quizzes next Tuesday May 30th at 2PM EST. Click here to sign up for this masterclass on quiz marketing.
Creating the Connection
Andy Russell, CEO of Trigger Media and keynote speaker at BEHAVE Annual 2017, describes the term “brand” as an emotional connection between a person and a company. The best brands evoke a feeling of credibility and trust with consumers — and this is not by accident. It’s done by meticulous development and maintenance of their marketing programs. In turn, these programs only excel when they have complete audience awareness, captured through precise audience targeting and messaging based in the foundational tenets of behavioral economics.
Essentially this means telling a story, centered around the values – and even fears – of your customer. But if you’re not a household brand or a white label publisher (or even if you are), how do you create and sustain that connection? Both parts are hard, but we’ll examine the harder one first: creating the connection.
The most effective way to do this? The quiz.
Conquering Your First-Touch
In an increasingly frenetic digital landscape, standing out is hard. Standing out to the right users is even harder. And engaging those users can be nearly impossible.
A lot of time has been spent analyzing the efficacy of different first-touch marketing tools. After all, being able to stay the thumb of a prospect and lead them to an interaction is one of the most difficult and critical moments of the entire customer lifecycle.
Some first-touch tools, like click bait, generate high click rates but lead to one and done traffic. Others reach a viral exponent in their shareability, but the buzz quickly dies with no lasting benefit to the brand.
Yet there is one first-touch mechanism which stands above the rest when it comes to capturing and sustaining the attention of prospects: the quiz.
The power behind the quiz rests in its familiarity as well as its psychological effect. It’s a format that’s recognized instantly as both harmless and interactive. Users willingly provide answers to questions about their attitudes, interests, and opinions while being magically drawn to something that used to elicit groans when they were in school.
The Quiz – A Secret Segmenter
Part of the appeal is that it’s a series of light asks, broken up between multiple steps or questions. A participant need only click on a handful of choices and voila! – they receive either intellectual validation, or a self-defining ego boost, often clothed in a culturally relevant analog, ala “I knew I was more of an Arya than a Sansa!”
One of the most successful examples of a quiz being used to engage and convert the right type of prospect was demonstrated by the glasses company Zenni Optical, with a quiz entitled “You’ve Been Framed.” To create the structure for this quiz they worked backwards, designing each possible answer to match a distinct audience cohort unique to their brand.
To aid in execution, Zenni partnered with Internet Marketing Inc., who summed up the quiz ideation as follows: “With audience insights, demographic data and from what we knew of the Zenni Optical brand in mind, we then evaluated the research and developed eight individual personas.”
From there, Zenni worked with Qzzr to deploy a quiz that attracted the right audience (reflected in an 82% completion rate) and closed the loop seamlessly by transitioning from the quiz results to a value-laden purchase page featuring the pair of glasses the user had been matched with based on their responses. The fluidity and relevance of this experience was underscored by over a million dollars in revenue and tens of thousands of new leads.
One interesting insight they discovered that highlights the reciprocal component of quizzes had to do with the “magical, self-identifying nature of an interactive piece of content, like a quiz, that increases brand affinity and organically drives conversion unlike any other medium. This is due to the fact that the consumer plays an active role in the output – creating his or her own personalized solution.”
Driving the Long-Tail Power of the Quiz
When a user takes a quiz, they willingly trade their own personality data in return for a new window into their persona, or a tailored solution made just for them. This level of disclosure and commitment is almost impossible for a brand to get from a prospect outside of the quiz; and the secret lies in basic human nature.
People have an innate attraction to sources of self-affirmation, self-definition or really anything that talks about them in a positive light.
Pair that with an interactive experience that allows you to express, affirm or even learn about yourself in short, digestible segments. Then build that format around a topic of relevance for your audience. Just like that, you’ve created a magnetic touch point for visitor acquisition.
After you’ve successfully created this connection, it needs to be sustained. This is most effectively done by opening a frictionless, relevant conversion path, right as the quiz has been completed. By taking immediate action, brands can capitalize on the user’s momentary shift from content affinity to brand affinity.
In cases of a larger ask, or longer lifecycle, the best method is to initiate a conversation (via email, push, or other appropriate medium) pairing your relevant value propositions with the self-identifying data your audience has already shared with you.
Generally speaking, one great way to maximize the long-tail power of the quiz is through a targeted email program where you can drop each participant into a relevant workflow.
For example, Leadership IQ regularly uses this strategy. One of their most popular quizzes is What’s Your Leadership Style? After completing the quiz, which essentially doubles as a lead form, the participant immediately gets an email providing more context about their newly uncovered leadership style (“Steward” for instance). Additionally, the email links back to contextual descriptions of the other leadership styles, for comparison.
By launching this value-rich line of communication right away and providing an intriguing avenue back to additional, relevant content, Leadership IQ was able to capitalize on the boosted engagement level instilled by the quiz, and convert a content enthusiast to a brand follower.
These are just a few examples of how to maximize the return on your prospect marketing efforts. Be sure to tune in next Tuesday at 2PM EST, as BounceX and Qzzr take an even deeper look at the role of quizzes in your first-touch marketing strategy during their webinar, Continue the Conversation.
Sign up for “Continue the Conversation” by clicking here and bring your questions and notepads – it’s going to be an actionable discussion.
Author: Jake Sullivan –
Jake Sullivan is the Director of Publisher Solutions at BounceX. Prior to joining BounceX, he spent 7 years driving enterprise conversion strategy at Mindspark and Affinion Group.
Let’s start with a pop quiz:
In addition to those 358 million interactive sessions, here are some other things that have been happening on the Qzzr side lately:
1. We are now one brand: Qzzr
Up until recently, Qzzr was our quiz tool, Pollcaster was our poll tool, and Boombox was our premium software that housed all of our interactive content tools (quizzes, polls, and lists). And all of those software products were brought to you by Movement Ventures.
Now, everything is Qzzr (and we have a shiny new website to show for it). Movement Ventures, Boombox, and Pollcaster are no more. Qzzr has all the tools, functionality and format types of everything we’ve built so far.
Why the change? When we first started, our aim was to build top-notch interactive content products, and we’re proud to say that we have. But we realized Qzzr was the crown jewel of our collection, and that’s why we’ve unified under the Qzzr brand. We like the focus and clarity that’s coming from having one product, one company, and one brand.
2. More growth, more engagement, more creativity
The aforementioned 358 million interactive sessions were the result of the quizzes, polls, and lists built by any of our 270,000 users. These interactive pieces of content decorated the sites of bloggers, small businesses, and blue chip brands like HBO, ESPN, Red Bull, Marriott, and Yahoo!
Our users also continued to redefine what you can do with interactive content. Whether they’re using quiz data to serve up more personalized Facebook ads or generating hundreds of thousands of leads, quizzes have come a long way from telling you what Disney Princess you are.
3. We’ve named a new executive team
We’ve also hired Jeff Swigert, a PhD candidate in Behavioral Economics from Cornell University and Co-Founder of HiveMind Analytics. Jeff is going to expand and drive our NEW offering, Qzzr Science, which combines top-notch behavioral economics with our quizzes to truly understand the preferences and expectations that drive a target audience’s behavior.
4. We’ve got new digs
To support this rapid growth, we’ve moved to a new office at 98 W. Main Street in Lehi, UT. We recently hosted an open house at the new space to celebrate the recent move and momentum.
PHEW! That’s a lot to talk about, but now you know. Stay tuned for more good news to come, and come by and see us next time you’re in the area.
Let’s talk about a truly diverse cast of nominees.
I’m talking about the quizzes of the year. From grocery stores to soccer websites to the pet insurance companies, users are driving remarkable results in a broad range of categories.
And the methods by which they’re achieving their results are as diverse as the industries they come from. In fact, let’s dive a little deeper on how soccerloco, an online soccer retailer, used the data from their quiz to personalize their Facebook ads.
For starters, go find out which cleats will make you play like a pro. Go ahead. I’ll wait.
Okay! Welcome back! Now let’s talk about what went on behind the scenes with that quiz. This question in particular had a big impact on their follow-up marketing:
For every lead they collected at the end of the quiz (and they collected a lot of them), they also got to see all of the answer options they selected. This helped them segment their audience by player, and so if you said your game resembled Neymar, here’s what the resulting Facebook ad looked like for you:
In essence, they were able to personalize their Facebook ads to different audiences based on who they said their game most resembled. Think you play like Neymar? Well, here’s an ad showing you how you can gear up like the pro for yourself.
And now comes the best part. Here are the results from the campaign:
- Amount Spent: $572.19
- Revenue Generated: $10,943.56
- Cost Per Acquisition: $9.54
Every dollar they spent led to close to $20 in returning revenue. It pays to personalize.
The agency that spearheaded this campaign, Power Digital Marketing, has more to say on this particular campaign – and quizzes as a whole – in this article: Online Quizzes: Marketing’s Next Big Money-Maker.
Always remember that in addition to being ridiculously fun and engaging, quizzes can be data harvesting machines. If you’re interested in learning more about how you can connect your quizzes to your Facebook advertising, let us know.
Nothing will sell your quiz quite like its title. In addition to representing the overall theme, it will show up every time it gets shared and should be worded in a way that makes people think, “hey, I need to take that quiz too!”
Put simply, nailing the title on your quiz is paramount. So here’s what you can do – answer these five questions to get your own recommendation. Then, start building and let us know how it goes.
What do La La Land and Healthy Paws Pet Insurance have in common?
They’re both nominees for major awards.
You may have already heard about La La Land’s record-tying 14 Academy Award nominations. Now, let’s talk about our nominees for “Quiz of the Year” and how a pet insurance company built a quiz that generated hundreds of thousands of leads.
Last spring, Healthy Paws Pet Insurance built a quiz that helped pet owners find out what kind of “pet parent” they are. The quiz is beautifully designed, and more than 750,000 people have taken it so far.
More importantly, hundreds of thousands of emails have been added to their list through the call-to-action that they added to the end of the quiz.
(I’m not sure if that many people even went to see some of the Oscar-nominated films.)
Any way, we’re going to give love to all of our nominees in the coming weeks, but you can review all of them below.
- Healthy Paws Pet Insurance: What type of Pet Parent are You?
- Loblaws: What kind of guest/host are you?
- soccerloco: Which cleat will make you play like a pro?
- Food Network: QUIZ: Can We Guess Your Age Based on Your Food Preferences?
- ESPN: Which NBA Team Are You?
- InsideGov: Which U.S. President Are You?
- Purple: What’s your Olympic sport?
- National Geographic with G Adventures: Where to next?
Let us know what your vote is or if there are some snubs that we overlooked when putting this list together.