The interactive quiz is a particularly popular marketing format for brands, because of its engagement powers. Remember the personality tests you used to fill in magazines. The simple curiosity of discovering the number of correct answers you had found or your prominent character trait encouraged you to answer all the questions.
Adapted to marketing, the interactive quiz has the ingredients to activate your audience and collect data that you can then use to improve your offer and your communication.
In this article, we present the advantages and types of online interactive quiz. Finally, we share tips and best practices for creating a successful marketing game.
What is an interactive quiz?
An interactive quiz is a type of game in which the user obtains the expected answer. A knowledge quiz will reveal the correct answers to the questions asked. As for the personality quiz, it will tell which character trait or personality typology you most closely corresponds to.
The whole point of it is to learn more about yourself or a subject you’re passionate about. As such, it’s naturally an interactive game, since the result will depend on the answers given.
Very popular in its educational format, the interactive quiz can also be a marketing tool. For example, it can enable brands to test their audience’s knowledge of their offer. It’s also a way of finding out more about their buying habits, what consumers think of a company, and their specific needs.
Why offer an interactive quiz to your audience?
As well as collecting first-party data (i.e. data shared directly by the people concerned) on your audience’s opinion or knowledge, it generates a number of benefits for the companies offering them.
Engagement and virality
The first benefit of interactive quizzes is to boost the virality of content and audience engagement. Take BuzzFeed, which has become famous thanks to its interactive quizzes. These can be shared thousands or even millions of times on social networks, increasing the brand’s visibility and awareness.
This mechanism is one of the most engaging, particularly when it comes to holding your audience’s attention. Because they want to know the answer to the questions, or the result of their test, participants will be inclined to follow each stage, right up to the final revelation. And because they’re curious about the results of their friends and family, they’ll be tempted to share it.
Creating an interactive quiz is also an effective way of generating traffic. By adding a ‘hint’ button under a question, it is possible to direct the participant to a page (such as a product sheet) to help them find the answer. This way, users who want to win will be inclined to visit the website, increasing its traffic.
Consumer education and differentiation
Another advantage of the interactive quiz is its ability to educate your audience, and generate qualified leads. A survey conducted by Demand Metric in partnership with Ion Interactive, revealed that marketers consider interactive content to be seven times more effective at educating their audience. According to the same survey, this difference in lead qualification generates three times more conversions than in a sales funnel in which the content is exclusively static.
Finally, organising an interactive quiz can enhance your brand image and help differentiate from your competitors. For 88% of the professionals surveyed, interactive content is effective in this respect, compared with 55% of marketers who only work with static content.
The different types of interactive quiz and their marketing benefits
One of it’s other advantages (other than collecting first-party and zero-party data) is the possibility of choosing from a wide range of formats and game mechanics. Depending on your audience and objectives, you can turn to :
Personality quizzes for collecting and activating first-party data
Already well known to users, the personality test is engaging because we are attracted by the prospect of finding out more about ourselves or those close to us. This format can be used to discover the product preferences of your audience and optimise retargeting.
The prediction game to engage a fan base
In the run-up to a major sporting event, an interactive prediction quiz is an effective way of boosting community involvement. The excitement generated when the results are revealed and the chance to win prizes encourages the commitment of prospects and customers.
The same applies to the Blind test, but this time in the world of music. In this way, semantic targeting offers a subtle and precise approach to reach users interested in a subject, while preserving the data confidentiality.
Surveys to gather additional information about your audience
It is also possible to create an interactive survey-type quiz to collect data on customers and understand their needs. Rather than a simple MCQ or personality test, the questions will relate to the buying habits and preferences of a customer segment.
The company can then use the first-party data collected to optimise its campaigns and improve or adapt its offer. Moreover, it can be used to strengthen the commitment of its audience. And more, this gamification mechanism allows to improve the qualification of prospects and the customer satisfaction without using a traditional form.
Our tips for a successful interactive quiz
Ready to create an interactive online quiz? Here are the steps to follow to ensure its success:
- Identify the objective of the interactive quiz (to provide online entertainment or to collect data)
- Choose a subject (a particular product, your brand history, a personality test);
- Draft intriguing and hard-hitting questions to keep participants engaged and arouse their curiosity;
- Apply a point system to each question in the interactive quiz;
- Define the possible results once the quiz has been completed and rewards based on these results.
Do you need help creating an interactive online quiz around your brand universe? Discover all our quiz mechanics as well as our different design options and choose the ones best suited to your marketing campaign.
