How To Drive Ecommerce Sales Using Quizzes
This is a guest post by JP Misenas from Interact, a
software that lets you create online quizzes for your website.
JP pitched the idea of writing about quizzes and it instantly
clicked with me.
This is something that all stores can and should implement
because it adds a new dimension of interaction with your
customers and visitors. In this post, JP will show you how one
store is implementing quizzes successfully, and how you can
design your quizzes for the most relevance and interaction with
Over to you, JP!
As the focus shifts from traditional brick and mortar to online
retail within the next few years, marketers are constantly on
the lookout to find content capable of driving their ecommerce
success. With a plethora of various forms to choose from, what
piece of content has been known to perform incredibly well with
audiences while driving online revenue?
Before online advertising, physical retail stores relied
on television commercials to reach out to the public. Nowadays,
everyone turns to social media as their way of connecting with
the world. With that in mind, what’s one of the more common
content that you never would have thought about
using in your marketing strategy?
The answer? Quizzes.
content marketing became the most important trend in
2015, marketers scrambled to find new and
innovative pieces of content to implement into their
strategies. Because of its ability to engage audiences, drive
revenue and generate leads, the quiz has become the answer no
one ever considered. Now that we’re well-aware of its
potential, it’s time for you to see what quizzes can do for
Here at Interact,
we’ve been a part of helping over 10,000 brands create over
25,000 quizzes, so it’s safe to say that we’ve gotten a pretty
good feel for quizzes. Today, we’ll show you how to create your
own quiz for your marketing. With it, you’ll be able to use it
as a means of increasing engagement, driving online sales, and
even lead generation. We’ll also highlight a brand that has
successfully implemented quizzes in their strategy, so that you
can have a strong foundation to work with.
How Z Gallerie Uses Quizzes to Personalize the Shopping
Z Gallerie is a forward-thinking furniture company that
is using a quiz to provide a personalized experience for every
potential and current customer. They created the quiz
“What is your Z
Gallerie Style Personality?” with their
audience’s style preferences in mind.
Z Gallerie’s style quiz asks a series of questions, then
collects your contact information and recommends a set of
products tailored to your personality. The quiz brings in 1,000
new leads per day, which are followed up in a personal way
through marketing automation.
As we guide you through a step-by-step process in
creating your quiz, we’ll show you what Z Gallerie did in each
step, so that you have an idea on how they did it in case you
wanted to emulate their success.
Step 1: Choosing the Right Title and Quiz Type
Did you know that
80% of readers can tell if something’s
worth reading based solely on the title? No pressure right?
Don’t worry, we’ve got you covered. We know how important the
title to your quiz is, so to get you started, here are several
title templates that have been proven to perform consistently
with different audiences:
The “Actually” Title – Whatever title you come
up with will most likely be in the form of a question, but
why settle with something boring? Including the word
“actually” can make a world of a difference. Compare “How
much do you know about the NBA?” with “How much do you
actually know about the NBA?” You’ve just transformed a
boring question into a challenge, and no one wants to back
down from a challenge.
The “Which (Blank) Are You?” Title – We’re sure
you’ve always wanted to know which Disney villain you’d be
the best of friends with. Consider using this template if you
want to pique the interest of your audience with the age-old
question of “Which (Blank) are you?” Sometimes we just have
to know which DC Universe hero we are.
The “Celebrity Personality” Title – Take the
previous template and replace the (Blank) with any celebrity
of your choice. This classic take on a classic targets a more
specific audience, but at the same time, due to a celebrity’s
popularity, you could be increasing your audience reach as
well. See what works best for your brand.
After you’ve picked out a title template (or maybe you
came up with your own), it’s time to choose the kind of quiz
you want to create. Generally, there are two types of quizzes,
so read up about each type and figure out which one will work
the best for your quiz idea:
The Personality Quiz – The “self-serving
bias” makes it so that people love hearing
good things about themselves. I mean, who doesn’t? This is
what makes the personality quiz shine This type of quiz
categorizes people into different personality types based on
The Knowledge Test – Have you ever wondered how
much you know about a given subject? That’s where the
knowledge test comes in. This type of quiz delivers results
based on accuracy. This quiz can also be used as an
assessment to see how much someone knows about oh, let’s say,
your brand for example.
Z Gallerie went with their own variation of the “Which
(Blank) Are You?” title template but replaced it with “What is
your Z Gallerie Style Personality?’ They went ahead and used a
personality quiz that placed their audience into different
styles based on their answers. By doing this, Z Gallerie was
able to offer personalized product recommendations based on an
individual’s style. It’s an incredibly creative way to
personalize the shopping experience through quizzes.
Step 2: Crafting the Questions That Increase Engagement
Once you’ve figured out which title template you want to
use along with the kind of quiz you want to create, it’s time
to move onto the questions. As a brand, you want to make a
connection with your customers, both current and potential. The
questions are your chance to establish that connection by using
your quiz as a one-on-one medium. Here are several things to
keep in mind when constructing the questions to your
Connect With Your Audience – We can’t emphasize
this enough. Connect with your audience on a more personal
level. Approach your audience as if you were talking to them
in person. This helps establish a more relaxed tone, which
will help when it comes to your audience opting in later
Provide Visual Stimulation – There’s nothing
wrong with having text-only questions, but it’s nice to
switch things up every now and then by including images. The
use of images in your questions still keeps things relevant
while adding a level of fun to your quiz. Using images can
turn a boring old quiz into a trivia game, so try it from
Keep Things Short and Simple – People’s
attention spans today aren’t as good as they used to be.
That’s why it’s a good idea to aim between having 6 to 8
questions in your quiz. On average, it usually takes someone
about 2-3 minutes to finish their quiz.
Z Gallerie asked questions relevant to people’s everyday
lives in terms of interior furnishings as if they were helping
their audience out at a physical store. They included vibrant
images that correlated to each answer, and to provide some
visual value to their quiz. They did an excellent job in
staying within the suggested amount of questions for a quiz as
well. Great job Z Gallerie!
Step 3: Designing an Effective Lead Capture
At the end of the day, we’re still marketers, so growing
our email lists so that we can contact our prospective
customers is still a goal we’d like to achieve. This is where
the lead capture comes in. Before handing over someone’s
result, why not exchange it for their contact information? Here
are a few ways to optimize the opt-in rate for your lead
Consider the Use of Incentives – Don’t be afraid
to promise value to your audience. Incentivize your lead
capture by throwing in things like a free ebook, an entry
into a free giveaway, or even some helpful advice in a
Don’t Ask for Information you Won’t Use – Only
ask for contact information that your brand will use. In most
cases, the bare minimum consists of an email address. You
could even ask for a first and last name if you want to
personalize the emails you send out. Other than that, don’t
ask for something like a phone number if you aren’t going to
Be Honest About Your Marketing Strategy – We
don’t mean disclosing all of your brand’s marketing secrets.
You just want to let your audience know what you’ll be doing
with their contact information. This is usually highlighted
reminder that you’ll be getting in touch with them soon. It
not only asserts your brand, but makes it so that they don’t
mistake your email as spam.
Z Gallerie’s lead capture is incredibly simple. They
simply ask for an email address along with your first and last
name. Z Gallerie even tells you that they’ll be sending you
personalized messages along with your quiz results, so they did
a really good job in designing their lead capture.
Step 4: Creating Results That Get Shared
Once your lead capture is all set up, we can finally move
onto the results. As important as every other component on your
quiz is, the results play an equally impactful role. The
results to your quiz are what gets shared on social media. That
being said, you’re going to want to make them as attractive as
possible. Here are a few pointers to get the most out of your
Utilize Images Worth Sharing – We mentioned the
use of images earlier in your questions. This time around,
you’re going to want to make sure you use images in your
results. The image to a result is usually the first thing
anyone will notice when shared on social media, so be sure to
use captivating images to attract more people to take your
Include a Call-To-Action – Just because the quiz
is over doesn’t mean your interaction with your audience
should end with it. Continue the conversation by including a
call-to-action in your quiz. It could be anything; from a
link directing people to your website, or several links that
suggest other products from your brand.
At the end of their quiz, Z Gallerie tells you which Z
Gallerie Style Personality you fit under. The result itself
includes a brief compliment accompanied with several vibrant
images. They made sure to add a call-to-action in the form of a
link with more information about the whatever personality was
obtained. This was the perfect result screen, and it’s
something definitely worth sharing on social media.
Now Back to You
And there you have it! You just learned how to create
your own quiz. Today we went over title templates, quiz types,
how to create engaging questions, how to design an effective
lead capture, and how to create results worth sharing. Your own
quiz is the culmination of everything you’ve learned in this
guide. With the help of Z Gallerie as an example of a brand
that successfully uses a quiz in their marketing strategy, you
should feel a little more confident in using one in your own.
If you want to increase audience engagement, drive ecommerce
sales, or generate leads, try using quizzes in your strategy
JP Misenas is the Content Marketing Director &
Audio/Visual Technician/Engineer of
Interact, a place for creating
entertaining and engaging quizzes that generate email leads. He
writes about innovative ways to connect with customers and to
build professional long-lasting relationships with them.
Twitter: @Jollibeats, @Tryinteract