Interactive content drives 2x the traffic and conversion rates that passive content does: True or False?
If you answered false, I'm assuming you haven't been on Buzzfeed lately.
A recent study by Demand Metric and Ion Interactive found that interactive content like apps, assessments, calculators, configurators, and especially quizzes not only better educate prospective buyers, but also drive twice the conversions and social shares, and help you stand out from your competition.
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So, why aren't more businesses experimenting with it? The most common objections I've heard have centered around the time and often complicated execution involved with creating an interactive piece, as well as the uncertainty of its performance.
Luckily, the folks over at Playbuzz have taken all of the busy work out of determining what it takes to create a hit quiz. Here are a few of the highlights from their infographic:
77% of the most highly shared quizzes are personality based, followed by those trivia based.
Quizzes that specifically focus on personality traits or characteristics perform best
Relating to popular culture or current events increases virality
How can you apply this?
Get creative! Depending on your industry, consider creating a personality quiz like, "Which [Insert Industry] Influencer are you?" or something trivia-focused like "Are you a [Insert Industry] Novice?" These quizzes will engage your audience, encourage sharing and conversation amongst peers, and can even be used as a lead generation tool by requiring a form fill to see the results.
Check out the full infographic below to start exploring the possibilities for your brand: