How to segment your audience using a quiz
Segmenting your audience allows you to divide them into groups you can communicate with, in a more personalised way. It is also one of the biggest trends in marketing right now. With a quiz or a personality test, you can segment your leads quickly and easily through interactive data collection formats. And, as a plus, your audience will have lots of fun in the process!
Today we show you 3 ways to leverage quiz and personality test results for lead generation, qualification and segmentation.
Option #1: Segment your audience based on personality test results
Personality tests are by far the most popular way to segment leads. Why? When you create a personality test, there are different “personalities” which users will see as their matching profile when they finish the test. If you use these profiles to segment participants, you can create more engaging offers, recommend the right product to the right person, or even segment your email list.
Let’s say that your personality test is about discovering which kind of traveller you are, and the test has 3 possible profiles:
- Ocean lover
- Crazy hiker
- City explorer
You could segment people based on which of these profiles they get and then target them with an ad for different vacation packages or destinations.
There are limitless applications of this: you can segment your audience based on the type of entrepreneur they are, their favourite clothing style, the destination they should travel to… once the segmentation is effective, it’s up to you to deliver a unique marketing experience to each segment.
Pro Tip: Segment using branching logic within your personality test. This option lets you segment your audience before they even finish answering all the questions. Basically, you add “conditional branching” to your personality so that people are sent down different paths based on how they answer an initial question. This is great for hiding irrelevant questions and keeping your participants engaged!
Use case: How Eggo Kitchen used a personality test to qualify their booth visitors
Eggo’s “Kitchen Styles” campaign is a great example of how personality tests can help you get to know your audience better. The company used a “What kitchen style matches your personality best?” kind of personality test available on tablets to segment their booth visitors into subgroups that had different needs.
Related read: How to promote your marketing event
They generated more than 700 leads in a week. Eggo Kitchen used inspiring kitchen design images and questions to help assess participants’ matching kitchen style. Aside from the fact that this was both valuable and fun, it was also quite clever from a marketing perspective: booth visitors took the test and needed to submit an email address to get the results of their score. Before revealing the results, Eggo also presented the user with an opt-in to receive their newsletter.
This test allowed the retail company to segment new subscribers and send them targeted email offers or point them to content they’d find most useful later on. This personalised approach boosted engagement: Eggo said it has been a very successful initiative and their open rate was more than 50%, with a CTR (click-through rate) of over 10%.
How you can use this strategy: Create a personality test with results that recommend the most suitable product, as personalised suggestions convert better than general ones. You can then create a Facebook retargeting campaign based on the different segments.
Option #2: Segment your audience based on quiz scores
Another popular option for segmenting your audience with an interactive marketing campaign is by using quiz scores. Quizzes are a great way to determine how much your audience knows about a particular topic so that you can send them relevant information matching their level of knowledge. How? Make a different quiz result for each score, add call to action buttons to a unique blog post, landing page or product page depending on which score the participant gets.
Pro Tip: Start by defining the “groups” of your quiz. What are the different outcomes you want your audience to be segmented into? From there, it’s easier to come up with your questions and think through what answers might lead to each score.
Use case: How an e-commerce company used a quiz and discount coupons to drive sales
One of our customers, an e-commerce for health products, created a series of quizzes to help raise awareness of their natural products’ health properties. After a series of questions, quiz takers got to see their score along with call to action buttons or discount coupons on related products.
The quiz allowed the e-commerce company to see who was interested in a particular natural product so that they could give the discount only to relevant people. It was fun and led users directly to a purchase action. A great way to drive your e-commerce sales with a quiz!
How you can use this strategy: Create a quiz that allows you to assess how much your audience knows about a particular topic, one of your products or services for instance. With the right segmentation, it can also help you determine at which step of your sales and marketing funnel each participant lies.
Option #3: Segment your audience based on their answer to a specific question
Last but not least, here’s a simple option to segment your leads. In any personality test, quiz or contest, add a question to your form. This question should be carefully thought out and help you segment your audience. Depending on your business, you might want to know what kind of home they live in (apartment or house, if you’re selling insurances for instance) or what kind of dog they own (chihuahua or labrador, if you’re selling pet food like Purina).
Pro Tip: Segment your leads automatically into your CRM or email marketing software. With Qualifio, you can integrate your email marketing or marketing automation system and push collected profiles to different email lists or automation sequences for a personalised follow-up.
Use case: How a major airline used a contest for personalised banner retargeting
One of our customers from the travel industry ran a picture travel quiz in which users had to guess the cities that were depicted in a series of images. Their marketing objective was to assess their audience’s readiness for booking plane tickets.
After answering the questions, quiz takers went on to discover their score. But before that, participants had to fill out a form and answer the question “when do you usually book your summer vacation?” Since they included a tracking pixel in the campaign, the airline was then able to plan and trigger different banner retargeting campaigns at different times of the year, so as to promote their products and offers at the right time.
How you can use this strategy: There are a lot of smart strategies that can help you identify a prospect’s needs in order to deliver tailored communications. This example’s added value lies in a well-timed marketing message by simply using a form to identify users. The trick is often to appeal to people with an attractive, relevant prize (e.g. plane tickets) so they are more inclined to answer a few questions. Running contest campaigns makes it easier to capture leads and collect the data you need.
Here there are: 3 ways to use quizzes and personality tests to qualify your leads. These formats are fun, they are interactive, and they allow you to collect enough information to give customised results to users and segment your database.
Interested in creating a fun and interactive quiz or personality test for your data segmentation?