Customer loyalty starts with the very first customer experience. Here’s how to make it fun and memorable.
Len note: this is a guest post from JP Misenas of Interact, a place for creating entertaining and engaging quizzes that generate email leads. I love his ideas for improving onboarding with quizzes.
Have you ever thought about using quizzes for customer onboarding or tailoring the user experience based on the responses to a quiz? It seems silly, doesn’t it? How could something so popular on social media networks contribute to customer success?
What if I told you that you could use a quiz to help customers or users understand a product and its features better? Or what if you could use a quiz to help differentiate between a wider array of products and narrow it down for customers?
All this and more is what you’ll learn today, and you’ll see exactly why and how quizzes can be an effective way to tailor the user experience. If you’re lucky, you might just be able to walk away with an idea or two on how to put quizzes to use for your brand.
Quizzes and What They’re Capable Of
While quizzes may be popular on social media networks, they aren’t as popular as a form of content; in fact, they’re heavily underrated. But with their vast reach and a plethora of other beneficial factors, quizzes can just about work in anyone’s strategy.
Before we take a look at how quizzes can help shape the customer experience, let’s see what quizzes can actually do on their own just so you have an idea of what they’re capable of:
Boost Social Traffic — Since they thrive on social network feeds, quizzes are no strangers at driving social traffic. People see quizzes as fun, interactive pieces of content, and if anyone can take a break from their long work day to do one, they will.
Drive Revenue — Believe it or not, quizzes can drive revenue. If you pair it correctly with a marketing strategy, you can add a call‑to‑action that leads back to a brand’s services or products. It’s the perfect way to add a little bit of fun to the shopping experience.
Engage Audiences — This one’s important, especially if we’re talking about tailoring the user experience. Quizzes establish a direct line of contact between a brand and its customers. The more personal or relatable the questions, the deeper the connection.
Generate Leads — Who knew quizzes were able to generate leads? By gating the quiz results with a lead capture, any brand can grow their email list easily by exchanging the quiz results for an audience’s contact information.
By now you’re thinking “Alright, so quizzes can do quite a bit, but how do I make them work for me?” Let’s take a look at several ideas on how you can implement quizzes for customer onboarding and tailoring the user experience.
Optimizing Customer Onboarding Through Quizzes
When it comes to customer onboarding, a brand would typically walk someone through their services for the first time. Onboarding can include the simplest introduction or a relatively long walkthrough. Regardless of length, how could a quiz be useful to customer onboarding? It’s simple; use it as an assessment.
Quizzes are more than just fun interactive pieces of content. Sure you have quizzes that test you on how much you know about trending topics, but what if you used a quiz to see how much someone knew about your services or products? A knowledge test could gauge the maturity of audiences based on what they’ve learned or already know.
Let’s say you’re a SaaS company. You’ve just released an app and you want to know how well your customer base is fairing with it. Granted, you’ve included a demo of some sort to help familiarize your audience with your product, but what if what they’ve learned is a bit overwhelming? What’s going to keep them from giving up altogether?
Insert assessment quiz here.
You can create a quiz that checks in on your audience, making sure they know what they have to before moving forward. Your questions could be simple, asking questions with the most obvious answers. By the end of the quiz, you could tally up how much someone got right. If they fall short of expectations, include an encouraging note that they’re definitely getting the hang of it. This will not only make your audience feel good, but it’ll encourage them to move forward with your services. They’ll be prompted to go back, maybe do a little bit of reviewing until they understand things a little better, and viola! They’ll take your quiz once again, score higher, and feel even better about your product.
Customer onboarding is all about guiding your audience through whatever it is your brand offers. Because of how engaging quizzes are, you’re developing a connection beyond the initial demo that walks people through your services. Including something as fun as a quiz to help with customer onboarding will immensely decrease customer churn rates.
Tailoring the User Experience With Quizzes
Let’s face it, as companies we’re all trying to sell something; be it goods or services. But as much as we place an emphasis on making sales, where would we be without the customer base?
Enhancing the user experience goes hand-in-hand with enhancing the customer experience. In the end, developing that kind of an experience for your audience is what makes many of them come back and bring others. So in order to properly enhance this experience, we’re going to use quizzes to personalize them.
Personalization can go a long way, and the more personal your approach, the deeper of a connection you’ll establish with both users and customers alike. So how would we go about personalizing this experience for users and customers with a quiz?
The first thing that should come to mind would be your audience. With them in mind, you’ll want to create a personality quiz that uses their answers as a way of delivering results strictly based on their choices. This in turn lets your audience get a feel for how personal these quizzes can be. That kind of engagement plays a major role when it leads up to customer onboarding.
Take Z Gallerie for example. They created the quiz “What’s your Z Gallerie Style Personality?” to provide a personalized experiences for every potential and current customer.
Their style quiz asks several questions and then collects your contact information and recommends a set of products tailored to your personality. How? After answering every question in the quiz, each individual is placed in category based on their answers. Since each question has to do with style preferences, it calculates each answer and ultimately places you in a personality that best fits your style.
The quiz itself brings in 1,000 new leads per day, and each lead is followed-up in a personal way through marketing automation. Not only is the quiz engaging, but Z Gallerie further engages their audience long after the quiz has been taken, promoting healthy customer relationships while simultaneously generating leads and personalizing the online shopping experience.
Birchbox is another great example. They created the quiz “Find Your Face Mask Soul Mate in One Minute,” as a means of recommending the perfect product for each individual every time.
Birchbox uses quizzes to recommend products based on personalities. This particular example uses the power of quizzes to differentiate between very similar products (in this case, various versions of facemasks). By doing this, Birchbox completely shapes the user experience specifically to each individual.
Based on their answers, the quiz will recommend a specific facemask for a person’s needs. This eliminates the hassle of having to sift through lists of products and comparing them against each other; saving customers a lot of time.
Although they aren’t using their leads, Birchbox was able to personalize the user experience. On average, personalized call-to-actions like those in quiz results get clicked on 42% more than non-personalized ones. It doesn’t hurt to add a call-to-action, especially when you’re saving your customers a ton of time while engaging them in such a manner.
Let’s take a look at one more example. The Elephant Pants had their humble beginnings revolve around a Kickstarter campaign with the hopes of launching as a successful brand. Like the other examples, The Elephant Pants created a quiz that suggested very specific products based on the answers. What’s nice about this quiz however, is how it prepared to grow a customer base before The Elephant Pants even launched.
The quiz “Which Pair of Elephant Pants Are You?” included a link to The Elephant Pants’ Kickstarter, allowing their potential customers to help fund the brand. Think of it almost as an onboarding process as well. The quiz results helped familiarize potential customers about the kind of products The Elephant Pants had to offer. By the end of the campaign, they raised over $8,500. They were able to launch successfully along with a pre-created customer base thanks to the help of their quiz.
It’s All About Onboarding and Tailoring the Customer/User Experience
At the end of the day, it’s all about making things easier for your audience. Whether you’re trying to optimize the customer onboarding experience, or personalizing the user/customer experience itself, you want your audience to be able to walk away feeling good about your brand.
Quizzes can help you narrow down products or services, not only simplifying the whole onboarding experience, but adding a bit of fun into the equation as well. With quizzes, you’re also able to fine-tune how you interact with your audience, shaping things more closely to their preferences.
So consider implementing a quiz into your strategy to help alleviate overwhelming onboarding experiences or entertainingly personalize the user/customer experience.