The people over at HelpScout have come up with this great infographic about the 10 ways…
5 Ways SaaS Companies Use Quizzes to Engage Their Audience
Engaging your audience is the key to building a base of returning and loyal customers. There are many ways to increase audience engagement, but have you ever thought about quizzes?
Quizzes are interactive and provide an excellent way to learn more about your target customers and their needs and preferences. They can provide you with invaluable feedback for improving all your efforts.
By helping you increase engagement, they can help you generate more leads and conversions, increasing your sales and ROI and effectively growing your business. This is why more and more SaaS companies are harnessing the power of quizzes. Here’s how they do it.
Showcasing Knowledge and Expertise on Various Topics
While quizzes are a great way to gather feedback from your target customers, they’re also perfect for showcasing your knowledge and expertise on topics relevant to your business.
Socialbakers, a Czech SaaS company, created a Facebook Ads Quiz to promote their social media marketing suite and generate new leads. The key was in showcasing the company’s knowledge on Facebook ads. One of the questions was the following:
“Your website’s purchase conversion rate is 10%, your average sales value is $100 and your profit margin is 50%. What should be your maximum bid for a click on link ads?”
With this and other quiz questions that dig deeper into the matter instead of addressing basic issues, the company demonstrates its expertise on Facebook ads and compels its audience to trust it.
If you do the same, you’ll engage your audience and make them want to find out more about you. They’ll want to hear more about what you have to say and how your products can give them value.
Tailoring Quizzes to Specific Buyer Personas
Catering your quizzes to specific buyer personas is the key to making them effective. If you create a quiz with the help of online quiz creator with general questions not targeted to specific people, you simply won’t achieve your goals. Once you know the marketing goals of your quiz, gather a team of experts to help you come up with relevant questions that your target audience will find engaging. More importantly, work on tailoring those questions to specific people, as that’s the best way of truly engaging them. That’s what successful SaaS companies who effectively use quizzes do.
To go back to the previous example, Socialbakers took a challenge that its target customers faced (using Facebook ads), formed its questions around it, and solved the challenge by providing a perfect solution.
Influencing Purchasing Decisions
Every consumer has their needs and preferences regarding various products or services, and they’re looking for brands that can provide them with real value and solve their pain points. You have a chance to influence your target customers’ purchasing decisions and engage them in your brand with quizzes.
One SaaS company increased demo sign-ups by 19.22% with a product wizard quiz. The company had acquired a competitor and expanded their product line, which caused a lot of confusion among their customers and prospects. They had trouble choosing the right products, as the differences between them were vague, so they started abandoning the demo sign-up without taking any further action for purchasing the products.
The company solved the problem by launching a product wizard quiz that helped their customers and prospects determine which products were the right for their needs. It cleared all the confusion and made the experience interesting and intuitive, compelling the quiz-takers to make a purchase.
Offering a Quid Pro Quo
Every smart SaaS company that uses quizzes to increase audience engagement and generate more leads includes forms that their quiz-takers must fill out to get the results. Those forms enable them to follow up with their audience and communicate with them on a regular basis, providing them with value and showcasing all the benefits of their products.
The SaaS company from the previous example included a few fields that people needed to fill out at the end of the quiz to get a free demo version of one of their products. Offering freebies is one of the best ways to attract customers and convert a great number of quality leads.
For instance, if you run a SaaS company that offers software solutions for creating quizzes, you can offer your target customers a free quiz maker that they’ll get upon completing a quiz you present them with.
Sharing Quizzes on Social Media
What better way to expand your reach and engage a large number of people in your brand than to harness the power of social media?
People love taking quizzes, and social platforms (primarily Facebook) are where they usually look for them. Use this to your advantage and you’ll drive a lot of traffic to your website. Moreover, you’ll generate plenty of quality leads that you can effectively convert.
Engaging your audience and making them interested in your SaaS solutions is incredibly easy with quizzes. Not only are quizzes interactive and fun, but they can also influence people’s purchasing decisions.
They’re an awesome way to showcase your knowledge and expertise regarding your SaaS solutions, which is a surefire way for people to trust you and purchase from you.
The key to making effective quizzes is to cater them to specific buyer personas so that you can provide the right solutions to their ultimate pain points. It’s also vital to share your quizzes on social media because that’s where your target customers spend most of their free time. You’ll increase your traffic and generate many more leads and conversions.
Most importantly, offer something your quiz-takers can look forward to when taking your quizzes, such as a free version of your product. If it gives them real value, they’ll keep coming back for more.