💬 As you may have seen from a couple of other quiz checklists I've done already, I've shared strategies and tactical optimisations in relation to promotion and improving the flow (design, messaging, UX, etc).
However, ensuring visitors actually opt into doing the quiz is another challenge/area to improve.
💬 These are some of the key areas I've seen work well with brands/clients that I recommend testing and implementing (with numerous being cost-effective to do).
Well, first things first, can't drive good quality volume with opt-ins if you don't make it obvious/apparent in the first place that you want people to try out the "free" quiz.
Sounds funny as it's somewhat stating the obvious, but I've seen and worked with a few brands that don't make it obvious that it even exists.
Behavioural pop-ups are really effective for newsletter email acquisition, as well as highlighting special offers (with time-sensitive and/or awesome bundles).
And it's the same with pushing for people to take up doing quizzes.
Setup behavioural pop-up for those who are yet to do the quiz, and exclude those who've already done it (and potentially those who've made a purchase before too - regardless if they've done it).
Setting this up should be fairly simple through your CRM/email automation platform (like Klaviyo).
If you're lacking uptake, sometimes a really solid incentive is all it takes (alongside great messaging of course).
It's worth testing headlines/messaging that highlights the special discount/offer that they'll receive, as well as the value of the quiz answers to help them with their purchasing decision.
You could even be ambiguous about stating the obvious, angling/saying "awesome perks await".
Can't beat social proof as a general eComm marketing tactic, and the same applies directly with quizzes.
Of course, you'll have social proof elements across the site highlighting products and your brand, but you could also incorporate social proof points to the specific quiz itself - for instance, "Over 5000+ people have taken this quiz to help them find the best hair style product".
Combine this with UGC videos and testimonials and you'll have a really solid base for optimising conversations for quiz starts.
Like I would recommend for increasing newsletter opt-ins and uptakes of other marketing initiatives (e.g. like referral programs), it's worth having a small budget remarketing campaign for those who haven't started/completed, or even for people who did start but didn't complete.
It's all related to sales/funnel-building, but instead of just pure product sales ads, why not push for value-add for users?
Of course, influencers/ambassadors have the reach, influence, and cut-through with audiences, but they also bring credibility for promoting the quiz.
A simple win is having CTA boxes for your quiz (or various quizzes) across your content pieces - which is good to mix up from the usual "newsletter signup" boxes.
An 'outside the box' idea I've thought about is potentially integrating a rewards perk in exchange for points if customers/visitors signup to a loyalty program.
This would most likely be more applicable for other quiz-types that you want to push existing customers into, but it's a potential smart way to get more op-tins.
I've spoken about the benefits of comps and how it can help drive acquisition - well, maybe there's a clever way to combine competitions and quizzes.
It's a smart data collection initiative as well to the types of products and quality of audiences you're bringing into your funnel. Plus, highlight offers and "entry-based" viral mechanics, and this could be a strategy that can really pay off.
Utilise dynamic content placements (or simply segment lists) and drive newsletter subs who have yet to complete the quiz, and/or are still yet to purchase.
The above is more applicable for first-time customers, but the same applies for existing customers and another quiz you may want to be pushing - like for special occasions, etc.
Ultimately, to make all the above you've gotta keep testing and running experiments to measure optimisation efforts over time.
You should be testing variations of opt-in forms, headlines/messaging, design, imagery/video, behavioural pop-ups, newsletter content angles... you name it. Just have a system in place to actively record and measure over time - you'll certainly spot winning variants that you can then focus on.
