No matter how you look at it, everyone is self-centred in one way or another. It is our nature and our instincts. That’s why a great loophole for marketers is the use of personality tests, quizzes to determine compatibility with different products and phenomena, quizzes, horoscopes, and other pseudo-personalised interactive techniques. In affiliate marketing, the quiz approach isn’t new. It’s a great way to generate leads, collect information and attract traffic. In this article, we go over the basics of quiz traffic, its types, and find popular mistakes in using it.
Start a game: What is a quiz?
A quiz is a short survey that learns the preferences of the target audience in a gamified way and displays the results based on the answers. Final results are usually shaped by patterns and aim to meet the author’s needs and not to give the user real insights into themselves.
The great thing about the quiz is that it increases user engagement. It imitates a direct dialogue with the people on the other side of the monitor, they become more loyal, and the chance of getting new leads increases.
Lazy affiliates may think that they got another tool to make easy money. In reality, the quiz won’t do all the work for you, it will only generate interest in the offer. The purpose of a quiz is to find out about a person’s problems and show them an offer that is hard to refuse.
Level up: Types of quizzes
The basis for dividing quizzes into types is their purpose. The difference is often in the type of questions and the need to leave personal data to receive the test results. There are usually four main types of quizzes:
Entertaining
The simplest format that is used to increase user engagement. The main trick is to shift the focus from the product or service to entertainment. Funny quiz results will quickly spread by reposting on social media and give publicity to your product or brand. As a result, they can attract a lot of social traffic to your domain, where potential customers will continue down the sales funnel.
Lead-generating
You can use quizzes to collect contact data by asking to provide users’ e-mail addresses or other contact details before you show the quiz results. But keep in mind that they will only be targeted contacts if the subject of the quiz is directly related to the offer.
Researching
Quiz analytics can help you gain extremely useful information about your audience. By understanding what kind of people come to your site and what their interests are, you will be able to offer content that will be useful to them.
The format is designed for direct sale campaign flows, but before generating an offer for the user, they are asked to answer a few simple questions. That is, fill out a questionnaire so that the salesperson has all the necessary details.
Selling
The questions in this quiz are often related to the features of the product you are selling or to identifying the problems the product solves. But unlike branding, which is overloaded with animations and intrusive pop-ups, quizzes do it more natively.
This type of quiz usually has a promo code, discount, a free consultation with a manager, or other bonuses at the end. For example, the user answered questions about his health problems and in one of them, he noted that he was overweight. As a result of the test, he was offered to buy miracle weight loss vitamins at a discount. Sounds like a perfect approach to the target audience of the offer.
Final boss: Typical mistakes of launching a quiz
How nice that we have the opportunity to learn from the mistakes of others. We’ve compiled the most common mistakes marketers and affiliates make when launching quizzes. Do your best to avoid them.
Lack of remuneration descriptions
This contributes to a lack of motivation to complete the quiz, so always include something at the beginning that promises customers a bonus for answering your questions. Moreover, make sure that the offered bonus will definitely reach the user: the discount will be given, the checklist will be sent to the specified email, etc.
Too many questions
An optimal number is 3–5 questions, much less often 5–7 questions, as each question makes it more difficult and reduces conversion rates.
Questionable design and weak images
Always do A/B tests before launching the quiz and ad campaign itself. It’s a piece of cliché advice, but many people forget about it.
Usage of “sliders” and “another answer” options
Don’t allow the user to write their own response, this drastically affects conversion rates and often doesn’t help to complete the survey. Minimize the fields with manual data entry.
No explanations for the process
There should be an indication of how many questions are in the quiz and how long it will take the user. For fear of a long, tedious test, the user may not even start.
Difficult and unnecessary questions
Focus on what you really need to ask the user, don’t ask abstract questions, let alone off-topic ones.
Absence of technical tests
Make sure the leads are coming in, whether the questions work properly and in the right order, and how well your quiz adapted to the mobile and desktop version. You will also need a test of the loading speed of the website.
No UTM tags
Without them, you won’t be able to analyse which question your site visitors are getting to and find problems in the scheme.
Nerd note
Affiliate marketing, like any type of promotion and advertising, is closely linked to the psychology of the consumer. In the case of quiz or personalized test traffic, there is a very interesting psychological phenomenon, the Barnum Effect. This is the reason why fortune-tellers, astrologers, and many other non-scientific professionals are still in demand. Well, affiliates can make money from them. The essence of the phenomenon is simple: people tend to trust personalized appeals if they are generalized enough to suit everyone. And trust makes sales much easier.
Tip: Create the appearance of addressing the direct reader as if the offer was created solely for him or her alone. And don’t forget to mention human problems and weaknesses: “Tired of wasting your money?”.
Another tip: When describing a product, it’s worth pointing out that it’s only ideal for a certain personality type. The personality should be described in general terms: “you are self-confident, self-motivated, appreciative of yourself and your life”, etc.
Final thoughts
If you dig into how quiz work, they can be used in almost any affiliate vertical. If not for the direct sale of offers, then as a tool for gathering useful information. All you need to do is analyse the data and adjust your approach to working with your audience. Such an interactive element has many benefits, including gathering relevant information about your target audience and their needs, increasing trust in your product or brand, increasing conversion rates by avoiding untargeted traffic, and many others. Integrate interactive quiz tools into your work, try to avoid typical mistakes, and increase the conversion rate of your campaigns.
If you want to reach new GEOs and audiences, maybe it is all waiting for you on Telegram? We’ve prepared some material about Telegram audiences. What are the messenger’s users like this year? How old they are, what they do, and what they are interested in!
