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How to Master Ecommerce Quiz Marketing in 2020

Chapter 38 by Nicole Martins Ferreira

In 2016, LeadQuizzes users had an average conversion rate of 33.6% getting leads through quizzes. Quizzes are a great way to get new store visitors into your sales funnels making it a top of funnel marketing strategy. Many of the top ecommerce brands use quizzes to learn more about their customers to better personalize the shopping experience. They use the information that the customer shares to provide a more personalized experience. After completing the quiz customers are often shown products they’re likely to want to buy. Quizzes can also be used to build your email list so that your brand can continue to remarket to those customers over the long term. According to Buzzsumo, 84% of the most shared content on Facebook are quizzes. Thus, making it worthwhile to try out.

Marketing Quiz Questions Example: Buzzfeed is a popular blog that brands can create quizzes on. You can create quizzes or gif driven content in their Buzzfeed Community. You can’t do an overt sales pitch as your account can be banned from the platform. You can also check out Buzzfeed’s Brands page where their writers regularly feature brands in quizzes. For example, recently several makeup brands were featured in a ‘Which Makeup Brand Has the Most Instagram Followers’ quiz. Brands like M.A.C Cosmetics, Urban Decay, Benefit, and Smashbox were included in the post. Buzzfeed users could guess which brand has the most followers. If users guess wrong, they can retake the quiz to find the right answer. However, with every brand they choose, they’ll learn how many followers the brand has. While these types of guest posts aren’t likely to land direct sales, users may decide to follow those brands on Instagram. Over time, the brand recognition may lead to increased sales.

Marketing Quiz Tips:

True & Co uses a quiz to sell its bras. When a person visits their website, they’re asked to take a quiz to find their best fit without a fitting room. The first question asks about the current fit of the bra straps, with three bullet points to choose from. Then, users are asked about the shape of their breasts. There are drawings included so that users have a clear understanding of what each shape really means. Quiz takers then are asked about their favorite bra and are able to choose from a range of top brands. Users are then asked a few more questions about colors and padding. When certain bullet points are selected, tips pop up on the screen to educate the visitor. If a user skips a question, a popup appears to let them know they need to finish it in order to move forward. Towards the end, users are asked to share their birthday so that True & Co can reward customers on their special day. Then, to get three personalized bra recommendations users need to fill in their email address and a password to create an account.

Shoe Dazzle encourages users to complete a quiz to give them a style profile with personalized recommendations. All of the quiz questions revolve around while style shoe you’d wear. There are three shoes shown to users at every question to get a better understanding of your style. After shown shoes, each person is shown different celebrity pictures to better understand the person’s sense of style. Users are also asked about their shoe size, age, clothing size, and heel height to better personalize the experience. To complete the process, they’re required to enter their name and email address. However, beside the email opt-in box is their offer for $10 shoes for signing up.

Luxy Hair also forces customers into taking a quiz in order to personalize their experience and to match them with the right product. Store visitors first need to choose their hair thickness. Then they need to choose a hair color which will lead them to a product page.

The most important part of a quiz is it’s title. It needs to be compelling enough to drive a person to spend a few minutes answering questions to get their results. If you look at brands like Fabletics, Just Fab or even browse the Buzzfeed Quizzes section, you’ll quickly learn what works. Just Fab entices users with ‘Get Started’ which immediately leads them into their quiz. Whereas Buzzfeed often uses quirky headlines that capture attention.  Keep in mind that they use quizzes for different purposes. With Buzzfeed, most of the headlines are abnormal which is why people click on them which helps them grow their traffic. Recently, they shared ‘Buy a Bunch of Clothes from Nike and We’ll Reveal Which Disney Princess You’re Most Like.’ I literally have no idea what the connection between Nike and Disney is but I’m sure Nike landed a few sales this way. Quiz takers are forced to choose products from Nike collections. While there isn’t a link to the website, customers can clearly see where all the products come from and may choose to buy something they saw on the quiz that they loved. Your title needs to make sense for your audience. If your audience is comparable to Buzzfeed’s you’ll want to have some unique attention grabbing headlines for your quiz. If you’re trying to create a funnel on your ecommerce store, you might use ‘Get Started’ or just start right into the quiz when a customer chooses a certain collection page.

You can run a bunch of different type of quizzes. The most popular type is the Personality quiz. An example of this would be ‘Which (keyword) are you?’ You can also run knowledge quizzes such as ‘How much do you really know about (topic)? Both can be really effective. Feel free to do a combination of the two types of quizzes to know which resonates best with your audience.

Show off your personality. Customers who take quizzes want to be entertained. Make it a fun experience. Have some quirky questions like ‘If you were stranded on a desert island, which item would you want the most?’ It doesn’t have to be a serious quiz. Keep it light.

Make sure each of the choices has images. The most effective quizzes use photos for all the multiple choice answers. People respond to images more than words. And feel free to have fun with the pictures you choose. They don’t all have to be product focused. Mix it up.

When it comes to quiz length you usually want to keep it to 7-8 quiz slides. However, on the last slide you might use this as an opportunity to get more information from your customer such as their size, birthday, full name, email address and any other key information you’ll need to personalize their shopping experience. Keep the last slide brief so that customers can get their results quickly.

Quiz Marketing Tools:

Fyrebox allows you to create quizzes on your store. There are five types of quizzes you can run: multiple choice, true and false, scenario, open ended, and mostly as. If you’d like to run a quiz like Shoe Dazzle where the quiz leads to a product or collection page, this app allows you to do just that. You can also run competition quizzes for contests where everyone wins a voucher to your store by entering their email address. This app is $39/month.

PickZen is a product recommendation quiz app. After customers answer a series of questions, they’ll be recommended a personalized set of products. The process of creating a quiz is automated and store owners are able to create questions based off of product tags. The quiz can be customized to include pictures or make changes to product categorization.

Quiz Marketing Resources:

9 Personality Quiz Examples by SnapApp shares nine fun examples of personality quizzes. Each quiz has a takeaway where you’ll learn a tidbit from the strategy of running a personality quiz. You can also model some of your questions after the ones listed in the article.

next: Chapter 39

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