At the risk of getting too meta, let’s kick off with a quiz.

 

Look, I like a good blog post as much as the next person.

I enjoy infographics too.

And videos? Love ‘em.

But if you give me a fun, interactive quiz, I will give you my undivided attention.

(Unless there’s a cute dog walking by. In that scenario, you’ll get 50% of my attention and you’ll be grateful for it).

Cute dogs walking by

It’s not me that needs convincing, though. It’s you. For whatever reason, your content strategy doesn’t include quizzes right now. And you’re wondering if you should change that.

Well, you should. Here’s why.

 

Quizzes Are Engaging

It’s easy to scroll partway through a blog post and stop. You may even be thinking about doing so right now (please don’t go, I love you).

But quitting a quiz after answering half of the questions? Not so easy.

The quiz format feeds on fundamental human desires:

  • Curiosity (I need to know which Hogwarts house I would be sorted into)
  • Success (I need to prove I know who said every quote from Mean Girls)
  • Procrastination (I need to look busy, so I’ll concentrate really hard on this quiz about… ferrets? I don’t even like ferrets! How did I get to this quiz?)

When people are driven to finish your quiz, this is good news for your page metrics – particularly time on page. And when people spend more time on your page, they have more chances to familiarise themselves with your brand (e.g. the voice of your content in the quiz itself, the look of your website surrounding the quiz, and – oh yeah – your brand name and logo up there in the corner).

Here are some examples we’ve worked on:

Broncos UFQ

Broncos UFQ - Stats

Our Broncos Ultimate Fan Quiz was completed 86% of the time (i.e. by 5,523 of the 6,422 people who started the quiz). Most people spent just under 2 minutes taking the quiz.

 

Holiday in Europe

Holiday in Europe - Stats

Our European destination selector enjoyed a 76% completion rate and an average time of over 3 minutes.

 

Pronounce Menu

Pronounce Menu - Stats

We saw an 80% completion rate and massive average time of 4.5 minutes with Can You Pronounce These Menu Items?

 

Stats like these tell us that people aren’t just taking our quizzes. They’re completing them and taking their time to do so, which is nice.

 

Quizzes Are Shareable

There are several reasons a person might share a quiz on Facebook and elsewhere. But the 3 big ones are:

  • Superiority (my friends need to know that I got 100% on this Simpsons quiz and am therefore better than them in every way)
  • Affirmation (my friends need to know that Pumbaa is my Disney spirit animal, just like I’ve been telling them all along)
  • Fun (my friends need to take this quiz about the history of data storage because I just know they’ll enjoy it as much as I did).

You just can’t replicate these factors in an infographic or a blog post. Except for fun, to an extent. Like you’re having some fun reading this post, right? Right?

Anyway, don’t just take my word for it. Buzzsumo says the average quiz gets shared 1,900 times. And Buzzsumo has never lied to us, not even through song.

He lied to us through song

Here’s an example from one of our favourite (and best-performing) quizzes:

Tigers Finals

Tigers Quiz - Social Stats

 

Get the full lowdown on our Tigers Finals Quiz in this detailed case study.

 

Quizzes Can Dish Out Data About Your Audience

By using your quiz as a competition (i.e. with an entry form as part of the ‘outcome’ screen), you can create a huge opportunity for collecting customer data. You can then take advantage of this in order to:

  • Grow your eDM database
  • Build lookalike audiences
  • Retarget people you already know are interested in your content.

The volume of data you receive depends largely on your conversion rate, or how many people finish the quiz and then fill in the entry form. The Tigers Finals Quiz discussed above saw an impressive 40% conversion rate, with over 4,100 people entering the competition after answering all the questions.

But a quiz doesn’t even need this competition angle to provide audience insights. With the right topic and questions, you can find out valuable information. The facts you can ascertain range from how close customers are to needing a new vacuum cleaner to what kind of beverage they prefer after a gym session.

The important thing is to be subtle. Your quiz isn’t a consumer survey. If you start asking for personal details or your questions don’t relate to the quiz title, that completion rate we talked about earlier is going to plummet faster than Wile E. Coyote falling off a cliff.

Wile E. Coyote

And you guessed it – I’ve got some examples.

Tiny House

Tiny House - Stats

Our Tiny House Quiz told us that only 18% of our readers are really ready to live in a tiny house. The other 82% have too much stuff… and they probably need advice on managing and storing it!

 

Cruise Line

Cruise Line - stats

The results of our Cruise Line Chooser gave us some interesting insights about who our target audience is most likely to travel with.

 

Party Host

Party Host - Stats

Our Party Host Quiz revealed that almost half of Finish Simply Brilliant blog readers are ‘super organisers‘, which means they might be particularly receptive to content with organisational tips and tricks.

 

What could you find out about your audience with quizzes? Well, that just depends on how creative you are. (Or how creative we are if you work with us to build a quiz.)

 

Quizzes Are Convenient and Complementary

If you’re a shrewd marketer, you already know that every idea costs money to implement – and the more you can do with a single idea, the more value it has.

One of the great things about quizzes is they can often be created off the back of existing content.

For example:

  • A moving out of home checklist can lead to a quiz like ‘Are You Ready To Move Out Of Home?
  • An article of tips for choosing your next holiday destination can be enhanced with a quiz like ‘Which Part Of The World Should You Explore Next?
  • An infographic of dinner party dos and don’ts can lead to a quiz like ‘Are You A Good Party Guest?

Just for good measure, here are 3 of our favourite ‘complementary’ quiz pairings from the National Storage blog:

Complementary Quiz 1

Did… did those pigeons just transform into people?

Complementary Quiz 3

Complementary Quiz 2

 

Next step: Take a look at the content your brand has already published and/or any upcoming content you’ve got planned. Do any complementary quiz ideas pop up immediately? If so, add them to your content strategy for a quick win.

 

That’s all I’ve got. If you’re not convinced, I’m afraid you might be a lost cause.

But I do hope that you’ve either reinforced your plans to add quizzes to your strategy or you’re seriously considering doing so.

Bye now.

Google+ Comments