The first key to any successful business is to know the customer. The problem is, most of the traditional methods of collecting customer data, like surveys, focus groups, analytics dashboards, etc., sound too stiff. They don’t get a high enough response rate, or they tell you what happened, but not why.
Online quizzes are another way to go about it. They’re interesting, interactive, and if they’re designed properly, they can actually gather useful information from the customer that you can use to your advantage.
Here is how to use them to understand more about your audience:
Know what customers want
A good quiz will elicit customer preferences, pain points, and priorities in a natural conversational manner. A quiz guides the person through a short series of questions designed to gather information, but do not appear to be a form.
The answers show you trends within your audience. For example, a skincare brand can ask customers about their:
- Skincare type
- Concerns
- Daily routine.
That way, the company is gathering useful data for personalization. This would take months to achieve with other data collection methods.
Segment your audience automatically
Any customer who finishes a quiz is assigned to a category that represents their situation, preference, or need. For instance, a financial services company may use a quiz to determine if visitors are saving for:
- Retirement
- Building an emergency savings account
- Paying off debt, etc.
All of this is triggered automatically based on the information the customer provides. Moreover, each answer can lead to another experience like:
- Content suggestions
- Follow-up emails
- Product recommendations.
Quizzes help you to achieve a high degree of personalization without much effort.
Generate conversions with high-intent leads
Quizzes are a highly effective way to generate leads, as they:
- Engage readers
- Collect data
- Qualify leads.
The personalized recommendations that come from Quiz results will provide a natural progression to your product/service offerings. That makes the transition from prospect to customer seamless.
Many savvy businesses use an online quiz maker to generate custom-made lead generation quizzes. They can help to attract leads and gather valuable data that’s relevant to your business.
The customers are more likely to convert because:
- They’ve taken the time to complete the quiz
- They’ve received personalized recommendations.
Engage people prior to the sale
Beyond data collection, quizzes provide potential customers some cause to interact with your brand prior to the purchase. A quiz that provides a genuinely useful personalized answer such as:
- A product recommendation
- A tailored plan
- Specific advice.
This helps establish trust. It also keeps the brand top of mind when the buying decision comes.
The bottom line
Online quizzes are unique marketing tools. They bridge customer research and content marketing.
A well-designed lead-generating quiz helps to:
- Recognize anonymous visitors
- Gather zero-party data
- Transform that information into a customized buying route.
Quizzes gather the data that businesses require to better serve their customers and provide customers with an enjoyable experience. Used consistently, they become one of the most cost-effective ways to understand your audience at scale.
