How a quiz campaign works
An online quiz asks people a short series of questions about your brand, your products or a topic your audience cares about. Before or after the questions, people fill in a short sign-up form. At the end they see their score or a personal result, and they may win a prize.
You can build two kinds of quiz in Scratcher:
- Quiz by answer: each question has a right answer. People see how many they got right, and you can show the correct answers at the end.
- Quiz by result: the answers add up to an outcome. Different answers lead to different result pages, so each person gets a message that fits them.
Questions can use text, pictures or video, and people can answer with multiple choice, a text field or a rating. You decide whether people can go back, whether they see feedback after each answer and whether a progress bar is shown.
When to use a quiz
A quiz is the right choice when you have something to explain. It turns information that people would normally scroll past into a small game they actually want to finish.
- Lead generation: a fun quiz with a good prize is one of the easiest ways to get new sign-ups. Read more about lead generation with interactive campaigns.
- Product launches: teach people what is new before they buy. Toyota Denmark uses quizzes to explain electric cars and has reached more than 285,000 quiz and survey participations.
- NGOs and causes: make a hard topic easier to talk about. Red Barnet's five-question Christmas quiz collected 2,000 leads.
- Retail and e-commerce: test what people know about a new collection, like EYDA did with its summer quiz.
- Sport and events: run a matchday quiz on the big screen and let fans join from their phones.
7 ideas for your quiz
- "How well do you know us?" Questions about your history, your products and your values.
- The seasonal quiz. Christmas, Easter or summer questions with a seasonal prize.
- The myth buster. Ask people to tell facts from myths about your industry.
- The product quiz. Teach the key benefits of a new product, one question at a time.
- The daily quiz. One new question every day in a campaign calendar or Christmas calendar.
- The "which one are you?" quiz. Let the answers decide the result. This works best as a personality test.
- The guided quiz. Ask about needs and recommend the right product at the end with a product finder.
Tips for a quiz that converts
Tip #1: Pick one goal
Decide what the quiz is for before you write a single question.
- Sign-ups: put the form before the questions and ask for newsletter permission.
- Knowledge: show the right answers at the end, so people learn something.
- Insight: add one or two questions that tell you what people want, and save the answers.
Tip #2: Keep it short
Five to eight questions is plenty. People should finish in a minute or two.
- Mix easy and harder questions, so nobody gives up.
- Use pictures or short videos to keep it lively. A video quiz is great if you already have video content.
- Show a progress bar, so people know how far they have come.
Tip #3: Make the prize worth it
A good prize is often what gets people to start.
- Use a prize draw for one big prize, or an instant win with discount codes.
- Give everyone a small reward, like a guide or a discount, when they finish.
- Set up your prizes once and let prize handling on autopilot do the rest.
Tip #4: Use every answer
The answers are data you can use. Send them to your email or CRM tool with our integrations, and follow up with content that matches what people answered.
Tip #5: Share it where people already are
- Show the quiz as a pop-up on your website.
- Send it to your newsletter list.
- Run social ads that link straight to the quiz.
- Put a QR code on posters, packaging or in your store.
Make your first quiz
You don't need a designer or a developer. Start from a template, write your questions, add your brand and your prizes, and share the link. Want to see a quiz at full scale? Read how Toyota built a first-party data engine with quizzes.
