Everyone has a business website. They’re easy to make. But what happens when people land on your website? There’s a reason why no one likes scrolling through business websites.
They’re boring.
And that’s because most businesses don’t know how to make their website engaging or interesting. They just create content and put it up on a page for people to read and then hope for the best. They assume that if they just post enough content, people will find them and eventually become customers. But that’s not how it works!
So to help you grow your business, let’s take an example of how this would work in the real world rather than on a website.
When you’re shopping in the real world, you want to be able to pick up the best product. You might also want to do a little more research before you bring home that new appliance or pair of shoes.
That’s where salespeople and shop assistants come in. Salespeople aren’t just there to sell products — they’re there to help people find the right products as per their needs and budgets. They can tell you about the features and benefits of various products, show you how they work, and answer any questions that you may have.
That’s why shopping assistants are essential!
They make sure every customer walks out with exactly what they came in looking for — and maybe even more than that!
The same logic applies to the online world. When your user is shopping online, they may feel overwhelmed by the enormous range of options and websites around them. So even when they find something they like, they are not sure if it’s the best choice for them.
This Is Where a Quiz Comes In
A quiz is a great way to understand your website visitors better and provide them with valuable solutions. It works like a shop assistant for your website. Most often than not, it can be difficult to determine what your customers want and need — but a quiz can help you get there!
A quiz is a tool to collect relevant information from your customers in an engaging, fun way. You can ask them questions about their preferences, their goals, and their motivations.
When you ask these questions in the form of a quiz, your customers are more likely to answer honestly because it’s fun for them. They don’t feel like they’re being interrogated; instead, they feel like they’re having fun (and maybe learning something new about themselves along the way).
Next, let’s see how can you use a quiz to provide value to your customers and grow your business.
Quiz + Marketing Funnel = Quiz Funnel
Marketing funnel is a metaphor for the stages that potential customers go through as they become aware of a product, consider it, and eventually buy it. It’s also called the customer or buyer’s journey.
It looks like this:
At the top of the funnel, you have people who are unaware of your product or service. They don’t know it exists, so they can’t buy it. At the bottom of the funnel, you have people who are ready to purchase. In between, there are several steps they need to take before they click “add to cart.”
So let’s see how we can use a quiz in a marketing funnel to provide value to buyers at each stage and lead them to conversions.
What Is a Quiz Funnel
A quiz funnel is a type of marketing funnel that can help your website visitors navigate from the awareness stage to the decision stage through a quiz.
Just like other means of marketing like blog posts, landing pages, emails, etc., an effective quiz funnel helps to convince visitors to complete a purchase from you.
Businesses should note that a quiz funnel is meant to be fun and engaging, not salesy or pushy. You should create it to be relevant and interesting so that your audience enjoys participating in it.
The objective of using a quiz should be to collect useful information about your buyers’ needs and pain points and, in turn, provide them with personalized solutions.
Once you gather these data points, there are lots of ways that you can use them! You could use it to send targeted emails or newsletters that speak directly to each individual’s interests — or even run ads on search engines and social media.
Looking for some interesting quiz ideas for your business? Check out this blog!
Let’s take a look at a case study to understand this concept better.
B2C Quiz Case Study
Say, on a lawyer’s website, the primary call to action was just “Contact Me”. Think about it from the perspective of a potential client. There are billions of lawyers out there with the same call to action. So how do you even go about picking one?
Now imagine if the primary call to action was changed to “See how much I can save you in legal fees”, or “Which state should I incorporate my business in?”.
Which link is providing more value? Which link is the customer more likely to click on?
Similarly, say on a website for sunglasses, the primary filter is just ‘sunglasses for men’ and ‘sunglasses for women’. The customer is still left with a billion options to choose from in what seems like a never-ending list of items.
Now imagine, on the same website, if there was an ecommerce recommendation quiz like “Which Sunglasses Suit Your Face the Best” that asks relevant questions and gives the best fitting sunglass recommendations at the end.
“What is your face shape?”
“What is your skin tone?”
“How dark or light is your hair color?”
“How old are you?”
“Who are your favorite actors?”
In fact, the more creative you get, the more expertise you have in your field, the more pointed your quiz questions can be, and the better it will be for your quiz funnel. The suggestions you can make to your clients will end up being more valuable, and you will end up collecting more First Party Data.
Please note this quiz model can be applied to any B2C business in ANY INDUSTRY, not just sunglasses:
Which of the following best describes your primary reason for purchasing sunglasses?
1. Fashion
2. Protection from UV rays
3. Both fashion and protection
What type of activities will you be using the sunglasses for?
1. Driving
2. Outdoor sports and activities
3. Both driving and outdoor sports and activities
4. Everyday wear
What is your preferred lens color?
1. Brown
2. Grey
3. Green
4. I don’t have a preference
What is your preferred frame material?
1. Plastic
2. Metal
3. I don’t have a preference
What is your preferred frame shape?
1. Aviator
2. Wayfarer
3. Round
4. Other
Do you need prescription lenses?
1. Yes
2. No
Do you have any specific fit concerns (e.g., wide head, small nose bridge)?
1. Yes
2. No
What is your budget for these sunglasses?
1. Under $50
2. $50-$100
3. Over $100
Do you want the sunglasses to have any additional features or accessories (e.g., hard case, cleaning cloth)?
1. Yes
2. No
Do you have any particular brand preferences?
1. Yes
2. No
Recommendations based on quiz answers:
For those who selected “Protection from UV rays” as their primary reason for purchasing sunglasses:
1. Ray-Ban RB3025 Aviator Sunglasses (UV protection, classic aviator style)
2. Oakley Holbrook XL Sunglasses (UV protection, sporty style)
3. Maui Jim Ho’okipa Mirrored Sunglasses (UV protection, mirrored lenses, sporty style)
For those who selected “Outdoor sports and activities” as their primary activity for using sunglasses:
1. Oakley Flak 2.0 XL Sunglasses (UV protection, interchangeable lenses, sporty style)
2. Tifosi Tyrant 2.0 Sunglasses (UV protection, interchangeable lenses, sporty style)
3. Under Armour Igniter 2.0 Sunglasses (UV protection, sporty style)
For those who selected “Grey” as their preferred lens color:
1. Ray-Ban RB3025 Aviator Sunglasses (UV protection, classic aviator style, grey lenses)
2. Oakley Holbrook XL Sunglasses (UV protection, sporty style, grey lenses)
3. Maui Jim Ho’okipa Mirrored Sunglasses (UV protection, mirrored lenses, sporty style, grey lenses)
For those who selected “Metal” as their preferred frame material:
1. Ray-Ban RB3025 Aviator Sunglasses (UV protection, classic aviator style, metal frames)
2. Oakley Holbrook XL Sunglasses (UV protection, sporty style, metal frames)
3. Maui Jim Ho’okipa Mirrored Sunglasses (UV protection, mirrored lenses, sporty style, metal frames)
For those who selected “Aviator” as their preferred frame shape:
1. Ray-Ban RB3025 Aviator Sunglasses (UV protection, classic aviator style)
2. Oakley Holbrook XL Sunglasses (UV protection, sporty style, aviator shape)
3. Maui Jim Ho’okipa Mirrored Sunglasses (UV protection, mirrored lenses, sporty style, aviator shape)
In fact, just before providing the recommendation you can put in a lead generation form. This way, even if the user doesn’t end up buying the product, you can later follow up with them.
If you want to have a recommendation quiz like this for your virtual store, it is super simple to make!
Learn here how to create interactive content like an outcome quiz or a product quiz within minutes.
In fact, it is quite inexpensive to design such a recommendation widget on Outgrow. This puts you at a huge advantage because now you can actually play at the same level as huge well-established brands. In fact, the more creative you get, the better chance you have of providing a service that might be better than the ones these brands have online.
How Does Outgrow’s Quiz Maker Help Grow Your Business
Outgow’s quiz maker empowers businesses to engage their audiences and, ultimately, generate more relevant leads and sales. It lets you make interactive experiences like quizzes using drag and drop tools without the need for any coders or developers.
In fact, Outgrow houses more awesomeness than just quizzes. You can explore 8 different types of interactive content on a single platform. These 8 content types are calculators, quizzes, tests, polls, recommendations, chatbots, forms & surveys, and contests.
You can also build a user-flow experience that’s a combination of one or more of these interactive content pieces. Try building a quiz, and you won’t be able to stop just there. We promise!
B2B Quiz Case Study
Now let’s look at a B2B example. Say you are a company that helps entrepreneurs decide which US state to establish their business in. There are many factors to consider when choosing a location for a business, including tax environment, access to skilled labor, transportation infrastructure, access to customers and markets, and overall business climate.
One approach to help these customers could be to offer a comprehensive assessment service that guides entrepreneurs through the process of determining the best state for their business.
This service could include:
1. An initial consultation to gather information about the business, including its focus, size, target market, and business goals.
2. A detailed analysis of the top states that meet the business’s criteria, including information on the tax environment, labor market, transportation infrastructure, access to customers and markets, and overall business climate.
3. Personalized recommendations for the top states based on the business’s specific needs and goals.
4. Ongoing support and guidance as the business navigates the process of establishing operations in the chosen state, including assistance with licensing, permits, and other regulatory requirements.
5. In addition to offering a comprehensive assessment service, this business could also offer a range of additional resources and tools to help entrepreneurs make informed decisions about where to establish their businesses. This could include access to data and research on different states, as well as information on financing options and business resources available in each state.
By providing a one-stop-shop for all the information and resources, you can help entrepreneurs need to make informed decisions navigate the complex process and make informed decisions.
The next step would be to make a simple quiz on your website that is able to understand what exactly your clients want, while at the same time helping you collect valuable zero party and first party data.
What is the primary focus of your business?
1. Manufacturing
2. Technology and innovation
3. Agriculture and natural resources
4. Other
What type of business structure are you considering (e.g., sole proprietorship, partnership, corporation)?
1. Sole proprietorship
2. Partnership
3. Corporation
4. Other
What is your primary concern when choosing a state to establish your business in?
1. Tax environment
2. Access to a skilled workforce
3. Access to customers and markets
4. Other
What is your budget for establishing and operating your business in a new state?
1. Under $50,000
2. $50,000-$100,000
3. Over $100,000
How important is the quality of life in the state to you and your employees?
1. Very important
2. Somewhat important
3. Not important
How important is the state’s regulatory environment to your business?
1. Very important
2. Somewhat important
3. Not important
How important is the state’s transportation infrastructure to your business?
1. Very important
2. Somewhat important
3. Not important
How important is the state’s access to funding and financing options to your business?
1. Very important
2. Somewhat important
3. Not important
How important is the state’s access to business resources and support to your business?
1. Very important
2. Somewhat important
3. Not important
How important is the state’s overall business climate to your business?
1. Very important
2. Somewhat important
3. Not important
Sample recommendations based on quiz answers:
For those whose primary focus is manufacturing:
1. Ohio (low cost of living, strong transportation infrastructure, pro-business climate)
2. Michigan (low cost of living, strong manufacturing industry, pro-business climate)
3. Indiana (low cost of living, strong transportation infrastructure, pro-business climate)
For those who are considering a corporation as their business structure:
1. Delaware (favorable tax environment, strong legal system, well-established business climate)
2. Nevada (favorable tax environment, minimal annual fees, no state income tax)
3. Wyoming (favorable tax environment, minimal annual fees, no state income tax)
For those whose primary concern is access to customers and markets:
1. California (large population, diverse economy, strong transportation infrastructure)
2. New York (large population, diverse economy, strong transportation infrastructure)
3. Texas (large population, diverse economy, strong transportation infrastructure)
For those with a budget of under $50,000:
1. West Virginia (low cost of living, pro-business climate, access to funding and financing options)
2. Mississippi (low cost of living, pro-business climate, access to funding and financing options)
3. Arkansas (low cost of living, pro-business climate, access to funding and financing options)
For those for whom the quality of life in the state is very important:
1. Vermont (low crime rate, high quality of education, natural beauty)
2. Colorado (low crime rate, high quality of education, natural beauty)
3. Oregon (low crime rate, high quality of education, natural beauty)
How to Use the Collected Quiz Funnel Data?
1. Personalize Marketing Efforts
The data collected through quizzes can be used to create targeted marketing campaigns based on the specific interests and preferences of individual users.
2. Segment Email Lists & Campaigns
This declared data can be used to segment email lists based on user interests and preferences, allowing you to send personalized and relevant emails to specific groups of users.
3. Improve Customer Service
By analyzing the data collected through quizzes, you can identify common customer pain points and use this information to improve your customer service efforts.
4. Create Targeted Landing Pages
This data can be used to create targeted landing pages that are tailored to the specific interests and needs of different user groups.
5. Optimize Website Content
By analyzing this first-hand data, you can determine which types of content are most popular with different user groups and use this information to optimize your website content.
6. Improve Product or Service Offerings
As you examine these responses, you can identify areas where your products or services may be lacking and use this information to make improvements.
7. Enhance Social Media Marketing
First party data can be used to create targeted social media campaigns based on user interests and preferences.
8. Identify New Market Opportunities
By analyzing this data, you can identify new market opportunities and develop strategies to target these markets.
Well, there are a lot of ways you can utilize quiz data. But the core driver to grow a business is always acquiring new customers. And an online quiz is a vital instrument that can help your business get new users as well as retain the old ones.
So far, we have talked a lot about what are quizzes and how can they help grow your business. But before you implement it as a part of your marketing strategy, let’s also understand why we humans find quizzes so engaging and attractive.
Why Are Quizzes So Attractive for Users?
There are several psychological factors that contribute to the effectiveness of quizzes:
Self-assessment
Quizzes allow users to test their knowledge or skills, which can be a source of personal satisfaction. People also love to take personality quizzes to understand their traits and associate themselves with a group. This can make quizzes more engaging and encourage users to continue through the funnel.
Personalization
Quizzes that gather information about a user’s preferences and goals can provide personalized recommendations or outcomes, which can be more relevant and appealing to the user.
Decision Making
The personalized results and recommendations help users avoid the paradox of choice and take the best decision. This improves satisfaction in users and conversion rates for businesses.
Social Comparison
Quizzes can create a sense of competition, as users compare their results to others or try to do better on subsequent quizzes. This can be a motivator for some users.
Curiosity
Quizzes can pique users’ curiosity, as they want to know the result or outcome of the quiz. This can drive users to continue through the funnel in order to find out the answer.
Scarcity
Quizzes that come with a limited-time offer or benefit, create a sense of scarcity or urgency. And this fear of missing out makes the users act on it quickly.
Therefore, quizzes are effective because they provide value to users through self-assessment, personalization, and the opportunity to learn new information. They can also be engaging and create a sense of competition or curiosity, driving users to continue through the funnel.
How to Make Your Own Quiz in 15 Simple Steps
1. Go to Outgrow.co and create an account if you do not already have one.
2. Select “Quiz” from the list of content types to make an outcome quiz. In case you want to create a product recommendation quiz, select “eCommerce Recommendations”.
3. Once you’ve picked a layout of your choice, you’ll be introduced to the Outgrow builder. Give your quiz a name and enter a brief description to help users understand what the quiz is about.
4. Let’s begin by customizing the welcome screen where you can add a thumbnail image or logo to represent your quiz. This will be displayed in the Outgrow marketplace and on social media when the quiz is shared.
5. Now, let’s start building your quiz by adding questions and answers. You can add or edit text, images, and videos to make your quiz more interactive and engaging.
6. Use the drag-and-drop editor to customize the layout and design of your quiz. You can change the font and colors, and add images or videos to make your quiz look professional.
7. Create a new outcome for each result you want to offer. You can also add a title and description to explain the result of each question to users. To make things interesting, you can also include images or videos to further explain the outcome.
8. Set up the outcome mapping logic by linking each question in the quiz to a specific outcome. This will ensure that users receive the appropriate result based on their answers.
9. Enable outcome mapping by going to the “Outcomes” tab in the quiz editor and turning on the toggle switch.
10. Preview the quiz to see how the outcome mapping works and make any necessary adjustments.
11. Set up your quiz settings, including the language, time limit, and whether users can share their results on social media.
12. Set up any additional elements you want to include in your quiz, such as email capture forms or lead generation forms.
13. Publish your quiz and share it with your audience using the provided embed code or by sharing the link on social media or your website.
14. Use the ‘Configure’ tab to set up email automation for your users. As a result, this will send them an email of your choice once they take your quiz.
15. Use the ‘Analytics’ tab to track the performance of your quiz and make data-driven decisions about how to improve it. You can see how many users have taken the quiz, how many leads you’ve generated, and how well the outcome mapping is working.
How to Analyze the Data Collected From Quizzes
The analytics section of Outgrow allows you to track the performance of your quiz and understand how your audience is interacting with it.
Here are some steps you can follow to use the analytics section of Outgrow:
1. Log in to your Outgrow account and select the quiz you want to analyze.
2. Click on the “Analytics” tab to access the analytics dashboard for your quiz.
3. On the dashboard, you’ll see an overview of your quiz’s performance, including the number of views, conversions, and completion rate.
4. Use the filters on the left side of the page to segment your data by date range, traffic source, and other criteria.
5. Scroll down to see more detailed analytics, including a breakdown of quiz results by question and a list of the most popular results.
6. Use the “Export” button to download a CSV file of your quiz data, which you can use to further analyze and visualize the results.
Ready to Make a Quiz for Your Business?
Overall, quizzes have become a universally used tool in marketing because of their ability to engage with audiences, collect valuable data, and personalize the user experience.
Additionally, they offer a fun and interactive way for brands to connect with their target market, while also gathering important information about their preferences, interests, and behaviors. Quizzes are also a versatile format that can be used across various platforms and channels, making them accessible to a wide range of audiences.
As consumers become more accustomed to interactive and personalized content, quizzes will continue to be a popular choice for marketers looking to increase engagement and conversions.
Want to create your first quiz to grow your business? You can do it for free! Signup to Outgrow’s quiz maker with a 7-day free trial and see the results for yourself!
