Quiz Marketing – What Is It & How Can It Strengthen Your Brand & Business?

Ella Levenbach By Ella Levenbach Updated: April 10, 2024 Updated: Apr 10, 2024

In this article, we’ll break down the concept of quiz marketing, offer some examples, and give you tips that will help you develop your own quiz marketing strategy.

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What Is Quiz Marketing?

Simply put, quiz marketing is the technique of using quizzes to aid and boost your marketing strategies. You could use them for boosting engagement, collecting customer feedback, starting a conversation with your community and followers, generating leads, raising brand awareness, and more.

Try This Marketing Quiz

Quizzes come in two main forms, one being a personality quiz and the other a knowledge quiz. Personality quizzes help you learn more about your target audience by asking questions that reveal their interests and preferences. Knowledge quizzes can help you uncover knowledge gaps that you should add to your content strategy. Plus they give you a chance to teach your audience something new about practically any topic from pop culture to sports, history to science.

Each quiz typically consists of a series of simple questions which can range from simple yes-or-no type questions all the way to multiple-choice questions. The goal is to create interesting experiences that will keep people engaged, encourage them to share, and collect valuable insights on what makes them tick. In addition to getting their attention and making a positive impression, you’ll gain access to valuable zero-party data that you can use to better understand your audience and segment them for additional campaigns.

Unlike most passive content marketing tools, these interactive tools let you create exciting personalized experiences that are valuable both to you and to your audience. The numbers speak for themselves, an average quiz shared on social media can easily reach an 80% opening rate and a 90% completion rate.

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Why Is It So Effective?

Interactive content has a two to three times higher conversion rate than non-interactive content and can lift the value of your content dramatically. Many marketers are taking advantage of the engagement potential of quizzes in order to increase organic reach far beyond what traditional blog posts provide alone.

Case in point: BuzzFeed quizzes have been successfully going viral for over a decade. Quizzes built on their interactive content platform consistently get millions of views.

Of course, it’s not all about the quizzes themselves, the BuzzFeed brand has a significant impact as well. Nevertheless, when designed correctly interactive quizzes can be a powerful tool for growing organic reach and user engagement for any company, big or small.

Try This Buzzfeed Style Quiz

Here are some reasons that make quizzes a worthwhile addition to your digital marketing strategy:

Boost Engagement

Quizzes may come from the world of educational content, but in the digital age, the use of interactive content like quizzes, is a great way to engage with customers and create a playful experience that they enjoy, share, and remember.

Interactive quizzes are so engaging because they play on three very basic human drives:

  • Curiosity
  • Self-discovery
  • Competition

Who doesn’t want to know what city they should live in, which superhero they are, whether they are trivia geniuses, or if they know everything there is to know about cars, computers, or cooking?

We’re constantly comparing ourselves to others, searching for stimulation, and looking to learn and better ourselves. Quizzes give us a quick and easy way to do all three. This is why so many people love quizzes and enjoy sharing them with others, especially if they are happy, inspired, or amused by the results they get.

Discover Your Brand Personality

Brand personality is the embodiment of a brand’s values and beliefs that create an emotional connection with customers. It is the intangible essence that encourages customers to try your products and eventually become loyal to your brand.

Having a distinct brand personality can help you to:

  • Build stronger connections with customers, as they have something to relate with – almost like having friends and family online – which ultimately leads to more sales.
  • Find your brand’s language, voice, and tone. Once you can see the embodiment of your brand in your mind’s eye, it becomes easier to imagine what this brand-person is interested in and how they look and sounds.
  • Unify your messaging, customer support, documentation, and marketing strategy under one clear yet layered character which is your brand.
  • Stand out among the crowd of competitors. These days, it’s hard to create something original, we all have competitors, and differentiation is close to impossible. However, a brand identity can be unique, just as every person is. It’s the power of specificity.

But how do you discover what kind of brand personality your business should have?

To help you answer this question, we’ve built a brand personality quiz that’s designed to help you identify which one of the 8 brand archetypes best fits your business. It may not answer all your questions, and it may even bring up new questions, but it will definitely help you get this important conversation started.

If you haven’t done so yet, it’s time to start this important journey toward finding your identity. The quiz only takes around 10 minutes to answer, so why not jump ahead and discover your true brand personality today?

Try This Brand Discovery Quiz

Strengthen Brand Awareness

Quizzes can help you connect with customers and further your marketing goals. People enjoy partaking in interactive experiences that are engaging, easy to use, and visually appealing. When these experiences are special or particularly pleasing, they will also enjoy sharing them with others.

By creating a quiz that resonates with your brand and/or displays your values and capabilities you can get people’s attention and raise awareness of your brand. However, in order for it to work your brand needs to come second to user experience. If it seems too promotional and doesn’t offer real value, no one will share it.

An interesting example of raising brand awareness with a quiz is Adobe’s Creative Types quiz. The quiz helps people determine which creative type they are based on a series of questions and provides a personal takeaway of their results.

Not only does the quiz look great from an aesthetic standpoint but it provides an option to download the results which can then be shared across social media channels, continuing to increase brand awareness for Adobe’s products. Overall, the Creative Types quiz is a fun experience that helps boost user interaction while creating greater brand recognition and engagement for Adobe.

Adobe's creative types marketing quiz

Land More Leads & Grow Your Email List

Lead generation involves receiving contact information from potential customers and gradually building a relationship with them until they become customers.

The first part of getting their email can be tricky. People have become wary of such requests and are reluctant to share their personal info.

By offering something of value in exchange, you can make the process more appealing and increase your chances of success. This is why quizzes are a great way to collect leads. As a matter of fact, a lead generation quiz can get up to 5X more leads than a regular lead form.

In lead quizzes, the lead form appears after the answers and before the results – when people are both engaged and curious. Wouldn’t you submit your email address to discover what your personality type is after answering a series of questions? Many people would, especially if the experience is enjoyable and interesting.

Try This Lead Quiz

In addition to email quantity, lead quizzes can also improve their quality for three reasons:

  1. Since people expect to get something in return (i.e. the quiz results) they are more likely to share their real email address.
  2. Every email you receive is associated with quiz answers which can tell you a lot about the person behind the email. Use this knowledge to tailor the content you send them to their interests and needs.
  3. Your first email to them will not be your first interaction with them. You’ve already given them an interactive experience, which increases the chances of them interacting with future content you send.

You could also make a gated quiz, by asking people for their email for access to it. However, the effectiveness of this strategy depends on your topic and promise. If taking the quiz is important enough to your audience they will cooperate. Otherwise, they may not.

Boost Sales With Personalized Recommendations

Personalization has been shown to significantly improve customer experience and lead to more sales. Use quizzes to provide personalized product recommendations to your customers quickly and easily.

So many people go through the whole sales funnel and decide not to buy at the last minute simply because they can’t choose between a number of options. Even more people give up after a quick search that doesn’t render a solution to the problem their seeking to solve. A good product quiz can make them feel like they have a personal shopper.

A product quiz helps you understand customer interests and send them to appropriate product options and offers, leading to higher conversions. Based on their answers to a series of friendly questions you can direct them to the products and services they need. In other words, a product recommendation quiz can boost sales, reduce lost sales, and improve customer satisfaction while saving time and money for your shoppers.

You can use such a quiz to give customers the feeling that they’re receiving personal advice about which goods or services would be ideal for them. Not only does this create positive experiences, it also unlocks new opportunities while enhancing existing relationships.

Try This Product Quiz

Minimize Churn & Maximize Loyalty

Retention/loyalty content should play an essential role in the marketing strategy of any business. This type of content helps keep customers engaged and ensures long-term satisfaction. Automation-driven customer service features such as AI contact centers, chatbots, and troubleshooting tools can be useful for this purpose. Interactive content like quizzes, surveys, and polls can also play a significant part in this important process.

By using a quiz you can collect honest feedback from your customers without burdening them. On the contrary, you’ll be giving them something fun to do. All you need is to create a quiz about something that interests them and include a couple of questions that interest you.

For example, imagine that you are Netflix and you want to find out what percentage of your audience watches your content on their phones, or how many of them binge-watch series. You could create a “what should I watch now” quiz, and include a question like “which device will you be watching this series on?” or “how many episodes do you intend to watch In a row?” So now, with one quiz you’ve recommended a series that your customer is likely to enjoy, and received information that will help you keep them happy.

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Three Inspiring Quiz Marketing Examples

Many quizzes are used successfully in marketing all the time. We could share the most popular ones. However, since you could easily find them with a quick google search, we’ve chosen three that may not be the most popular or even the most successful, but are, in our opinion, creative, well-implemented, and inspiring.

The Il Makiage Makeup Quiz

Il Makiage, a makeup brand based in New York, tackled one of the biggest problems of shopping for makeup online with a quiz.  They created a short and friendly experience that helps you discover the perfect foundation for your skin color.

In addition to being an excellent product recommender that takes almost all potential difficulties into account, it also contributes a lot to brand awareness and reflected the brand’s personality.

  • The voice and tone are friendly.
  • The Brand shows its expertise without boasting.
  • It makes customers feel comfortable with their own skin.

So it’s a sales funnel, a marketing tool, and a brand awareness boost, all rolled into one.  

Il Makiage marketing quiz

Noom’s Onboarding Quiz

Noom, a healthy living and nutrition app uses a personality quiz as its onboarding funnel. The quiz stars as the main feature on the company’s homepage and takes people on a conversational journey towards conversion.

While asking routine onboarding questions that help Noom send potential customers to the right product packages, the quiz also offers empowering tips, words of encouragement, and informative messages. By doing so, Noom is not only getting to know its potential customer but also showing who they are as a brand and what they believe in.

The experience is so personalized and inspiring, that even people who don’t sign up leave with new useful information, and a much better idea about the brand, which they will most probably remember, and maybe even recommend. 

Noom interactive content marketing quiz

Engaging Quizzes by The New York Times

The New York Times uses quizzes regularly to start up conversations around current events and political issues. The quizzes help them to get their audience more engaged with their content and to reach new audiences.

In 2013 one of their quizzes, known as the dialect quiz, even won a Peabody award. The quiz asks visitors a series of questions about the words they use to define different things, and based on their answers it tells them which area of the US they are from. Within a few weeks, it got tens of millions of visitors and is still available on the NY Times site.

Another powerful quiz run in the Outlet’s “Upshot” section, was the Administrative Burden quiz, which highlighted the findings of academic research published that year. The quiz invites readers to find out whether they could manage as poor Americans. It demonstrates how costly seemingly small bureaucratic mistakes can be for the poor population in the US. The use of a quiz turned the academic content into a personal experience for readers, which increased its impact, readership, and the surrounding conversation. 

How Can You Use Online Quizzes In Your Interactive Content Marketing?

This question is more for you than it is for us since the answer depends on your marketing strategy. However, to start off, you could check out the examples above and others to see what some successful brands are doing with quiz content, and ask yourself questions like:

  • What value is each company giving its audience with marketing and brand quizzes?
  • What value are these quizzes giving the company?
  • How does each company combine interactive content marketing and static content marketing?
  • What goals are trying to reach with their marketing quizzes?

By examining their quiz content marketing strategies you can learn about what could work for you, extract some does and don’ts, and generally get inspired.

Next, you could brainstorm relevant topics that align with your business goals. You could use quiz marketing to promote a product, gather feedback, spice up existing static content, collect leads, or ramp up customer engagement.

When you’ve honed in on your goal, put some thought into how you can reach it. If engagement is your goal, you could focus on making a fun quiz, with humorous questions, tons of images, and funny yet empowering results. However, for lead generation, you could focus on value or offer a special incentive that would make people want to give you their email address.

When crafting questions keep your goals and audience in mind. Consider style, length, difficulty, structure, and design before clicking on “publish”.

Just like any piece of content, once created you need to make sure the quiz reaches its intended audience. You could use your email lists, encourage sharing on your social networks, and give it a strategic place on your website.

Most importantly don’t forget to track analytics post-launch like response rate, user completion times and interests gathered from responses.

Get Started With Your Marketing Quizzes

Every quiz marketing funnel stems from a broader marketing funnel. A marketing funnel is a process of nurturing a potential customer until they become a paying customer. It uses multiple channels and techniques to do so, including social media campaigns, email marketing, and targeted ads.

A quiz marketing funnel is an interactive experience that helps both engage and qualify users by identifying their needs while entertaining them with fun high-quality content.

With the right approach and a bit of creativity, online quizzes can be an extremely powerful marketing tool. If you’re looking to increase engagement, grow your email list, raise brand awareness, or boost conversions a quiz can be an invaluable part of your interactive content marketing strategy.

Creating a quiz marketing funnel is quite easy, although it does require some planning as well as trial and error. So, let’s dive right in.

1. Define Your Goal

To make an effective quiz funnel, you should always have a purpose in mind, something that goes beyond mere entertainment.

Your goal could be to increase content shareability, land more leads, gain brand authority, raise awareness of a specific issue, or simply reach a bigger audience.

So, before building your quiz, ask yourself what you want it to do for you, what you want it to offer your audience, and what you would define as success.

2. Identify Your Target Audience

When creating a quiz for your business, the second step is to identify exactly who you want to attract: the ever-elusive “right audience.”

To find that, you have to look at who your usual audience is and then target a specific subset of that group based on the goals you set. Preferably, this audience should be active on social media, since that’s where most of the engagement will occur.

Your target audience should be your compass. Look at your quiz from their perspective and use it to determine the type of quiz you create and how you promote it.

For example, a trivia event could appeal to many different demographics, while an art history quiz would appeal to a certain niche. Similarly, a personality-type quiz could interest a large audience, while a quiz built to help you discover your spirit animal could draw in a specific crowd. This is not to say that you should necessarily go for the most broadly popular topic, on the contrary, sometimes a specialized quiz can have more power.

Knowing your targets will also help you decide how to design and word it, where to share it, and how to promote it.

3. Choose a Quiz Type

Once you’ve defined your goal and audience, it’s time to choose the type of quiz you want to create.

There’s an endless number of quiz types to choose from. Each is suitable for a different use case or scenario. For now, let’s focus on the two main formats you can use:

Use a Personality Quiz

In personality quizzes there is never an incorrect or correct answer, it’s all about giving people the chance to learn something new about themselves. That something could be anywhere from extremely silly to profound.

To build a personality quiz you begin by defining its outcomes. In other words, the different result people can reach. For example, imagine you’re building a personality quiz that’s supposed to help people find the perfect focus music. In this case, each of your outcomes could recommend a different type of music, and link to a relevant playlist.

Next, you would create a list of questions that could help you understand which outcome suits each quiz-taker. For example:

Which of the following sounds do you find most distracting?

  • Human chatter
  • Songs with words
  • Rhythmic music
  • Dramatic nature sounds

And then you would associate each answer option with the relevant outcome so that by the time they reach the end, the quiz algorithm will automatically send them to the outcome that suits them.

Personality quizzes use the powerful desire for self-discovery to entertain and engage. This super popular quiz type is also often used to segment target audiences based on their opinions and preferences in order to offer them personalized content and product recommendations.

Use a Knowledge Quiz

Have you ever wanted to prove how much you know about a certain topic or demonstrate your expertise? A knowledge quiz is a perfect way to do just that.

Knowledge quizzes, also known as trivia quizzes, test a person’s familiarity and understanding of a subject. You can use a trivia quiz for educational purposes, such as independent learning or online exams, or for fun, for example, to show how much you know about Christmas, or to discover if you could win “Who Wants to Be a Millionaire”.

Trivia quizzes are great for marketing because people love to challenge themselves, whether they competing with themselves or with others. If you want to promote a new product you could offer it as a prize to whoever wins a quiz competition about your field of expertise.

Try This Competition Quiz

4. Think of an Attention-Grabbing Title

It doesn’t matter how amazing your quiz is, if the title is vague or uninspiring no one is ever going to click on it. So, take the time to think about your title and craft something attention-grabbing. You may want to come up with a few options and test them to see what works best.

In general, your title should be:

  • Specific. Give people an idea of what this specific quiz will give them.
  • Intriguing. You want to get people curious. Phrasing it as a question often does the trick.
  • Clear. People need to understand it at first glance, otherwise, they’ll leave you behind and continue to scroll.

5. Write Your Questions

Creating effective quiz questions is a key element of setting up an exciting and engaging quiz. Generally, experts recommend aiming for no more than 10 questions in total.

A few points to keep in mind when writing your questions:

  • Good questions will spark curiosity, tap into an internal desire, or challenge participants in some way.
  • The essence of the questions can be challenging, but the language shouldn’t be. Try to make each question as short, clear, and understandable as possible.
  • Avoid making trick questions or those requiring complex reasoning if you want people to actually take your quiz and enjoy it.
  • Make sure that your questions sound friendly in your quiz-takers mind. Having other people read your questions and tell you how they sound could be very helpful here.
  • Pay attention to your answer options. You’ll want to include all possibilities and make sure they don’t overlap.

6. Use Pleasing Visuals

Visual content works. We all know that by now. Whether it’s video, infographics, gifs, or illustrations they all get more eyes on your content for longer. The same goes for quizzes. Good visuals will help you get the initial attention you need, encourage people to start your quiz, make it fun and easy for them to stay, and inspire them to share. So:

  • Put a bright and attention-grabbing image, gif, or video under your title.
  • Use visuals as part of your questions, or to illustrate them.
  • Add pics to your answer options to emphasize what they mean or the emotion behind them.
  • Select a fun and heartwarming visual for every result page, so that no matter how they did, people will finish your quiz with a smile.

7. Decide If & How You Will Generate Leads

Lead generation is an essential part of most business growth models, and quizzes can help you get there quickly and effectively.

If you want your quiz to generate leads, treat it like a product you’re promoting. In other words, take time to design it correctly and market it effectively.

Most lead quizzes ask participants for their contact information towards the end of the quiz as a condition for receiving the results. But sometimes you’ll want to let people skip the lead page. It depends on how important it is for you that they reach the last page.

In general, it’s best to ask for contact info in a friendly and polite manner. Telling people what you will and won’t do with their contact info can also be useful since transparency inspires trust.

Additional incentives can be effective as well. These could include discounts, early access, coupons, etc. Finding the right balance between asking, incentivizing, and intruding is key here. So, don’t be too pushy, and make sure to use caution when it comes to data protection compliance.

8. Encourage Sharing

Now that you have a working interactive quiz, it’s time to make it shareable. This means providing users with an option to share their results on social media or other websites.

As mentioned earlier, making your quiz shareable begins with the use of visuals, such as vibrant images and memes related to answers or questions in your quiz. People on social media prefer visual content over plain text, so give them something they can share that is exciting, humorous, or relevant to them.

You should also choose an optimistic angle when describing the results. Research shows that both quizzes and polls are highly shareable, but only if they have a positive result.

Additionally, include a social sharing bar, or links to social within the quiz to make sharing more accessible. Our quiz tool also gives you the option to suggest a customized message for them to use when sharing the quiz, which can make it even easier.

Push Your Quiz Actively But Gracefully. When sharing it on social media, consider these points:

  • You could add targeted hashtags to increase visibility.
  • Explicitly asking people to share can also be effective.
  • Consider various paid strategies, like a sponsored post, or guest posts.
  • Use a quiz as a fresh conversational way to retarget users who have already visited your site.

9. Follow Up & Remarket

A successful quiz campaign can drive prospects further down the sales funnel and help you get additional leads. So, don’t forget to monitor your quiz and reach out to participants with personalized emails.

You could send thank-you messages to every participant right after they finish your quiz. This is a great way to give them the incentive or content you promised or to welcome them to your newsletter.

Another idea could be to send them information about products and services that are relevant to their quiz answers and result. You could also send recommendations for interesting articles, videos, webinars, and more.

10. Monitor, Learn & Iterate on the Go

Just like any marketing campaign, it’s important to monitor and analyze quiz performance and results when responses start coming in. The indicators you measure should be defined by the goals you set in the beginning.

Some quiz tools have built-in analytics dashboards that let you look at metrics like quiz views, starts, and completions. You can also look at time-on-quiz, drop-off-rates, leads collected, and of course the answers themselves.

In addition, you can use your marketing analytics tools to examine how your quiz influenced your social and/or website activity. For example, you could check how it affected your social media shares, website traffic, page visits, conversion, dwell time, and bounce rate. You could also measure how your quiz marketing influenced your following using different monitoring and tracking tools like an Instagram follower tracker.

You can use all this data for strategic improvements next time around, but you don’t have to wait till then, you can optimize your quiz while it’s live. Change the order of questions, delete some or add some, rephrase questions, and more. Whatever you need to do to make your quiz-takers more curious and involved.

11. Share the Results as Original Content

Quiz-takers often like to get something extra out of taking a quiz. Access to a summary of all the results could be just that. It’s a nice way to end the experience they shared with you and many other people, plus it gives them the opportunity to see themselves in a broader context.

So don’t be afraid to make a big deal out of it. Give your quiz and your quiz takers the respect they deserve, and treat this content as a celebration of sorts.

When creating this content, bear in mind that it should present an honest yet positive summary of the experience. Use visual graphs and charts to reflect the breakdown of quiz results, and share some insights that they led you to.

This content could also serve as a conversation starter or as an invitation to join a community of like-minded people (based on their quiz experience or results).

Answers to Your Most Burning Questions

Here are some frequently asked questions about quiz marketing, brand quizzes, and interactive content marketing in general. If you have more questions feel free to drop us a line in the chat.

What Is an Interactive Quiz?

An interactive quiz is a type of online content that allows users to answer questions and receive personalized results based on their responses.

Interactive quizzes are often used as marketing tools, allowing brands to engage with their target audience in an entertaining and informative way.

Quizzes can be used for lead generation, product recommendations, or collecting feedback from users. They are also great for boosting engagement on social media platforms.

How Do I Make a Fun Interactive Quiz?

Creating a fun and interactive quiz is all about understanding your target audience and crafting questions that will engage them.

Start by brainstorming the type of quiz you want to create and the desired outcome. Then, think of questions that are relevant to your target audience and use language that will best resonate with them.

Make sure to include visuals such as images or videos to keep users engaged. And of course, add result cards that tell people something about themselves based on their quiz answers. But make sure that all result cards are positive and encouraging.

That’s the gist of it. For more details, you’re welcome to visit our quiz maker page.

How Do I Make an Interactive Team Quiz?

Creating an interactive team quiz is a great way to encourage collaboration and build relationships among your team members.

Start by thinking up some questions that are relevant to the team’s goals and objectives. You could include questions that will challenge the team and require them to think critically in order to answer correctly. Or if your goal is fun team building, use internal humor and office culture to make people feel connected and amused.

Once you have an idea of your direction and questions, decide on the format of the quiz — whether it’s multiple choice trivia, true/false quiz, personality type test, etc.

Then, lock in your questions and answer options, and don’t forget to add fun images or videos to add some joy to the experience.

Finally, consider adding incentives such as prizes for those who answer correctly or a leaderboard system so that participants can compete against each other.

What Are Some Fun Interactive Questions?

This question has a never-ending answer. There are so many good questions to ask. Check out these pages for some inspiration:

Here are some random examples of fun interactive questions to include in your quiz (depending on your topic of course):

  • Name three famous authors from the 19th century.
  • Name three influential TikTokers.
  • What is the most spoken language in the world?
  • What is the name of the world’s tallest mountain?
  • Which animal is the most popular type of pet in the UK?

How Do I Host a Live Interactive Quiz?

Hosting an interactive quiz is a great way to engage your audience and get them involved in the conversation. To host an interactive quiz, start by deciding on the type of quiz you want to create and the desired outcome. Then, craft questions that are relevant to your target audience, and use visuals to keep them engaged. If it’s a live quiz that’s part of a bigger event it’s best to keep it down to around five questions.

When it’s time to host your quiz, you could simply share the quiz link with your audience via chat or messaging app, or you could ask them to scan a QR code that you added to your presentation.

Once the quiz is over, you can share the results dashboard on a big screen and discuss the results and/or announce the winner. Find out more about Kahoot Style live quizzes and Zoom quizzes.

How Can I Make My Quiz More Exciting?

Making your quiz more exciting is all about engaging your audience and getting them involved in the game or conversation. Here are a few tips that could help:

  • Use bright, fun, and beautiful images throughout the quiz.
  • Give it an exciting title, like: “Could You Win the Million Dollar Prize in Who Wants To Be A Millionaire? “
  • Add humor to your questions and answer options.
  • Make it a prize-bearing quiz competition. That’s always a good way to add some excitement to the experience.
  • Introduce a time limit to increase urgency.

Are Quizzes Effective in Marketing?

Absolutely! Quizzes are a great way to engage with your target audience and get them involved in the conversation. Additionally, they can help you gain valuable insights into your customers’ preferences and interests.

Quizzes can also be used to generate leads and increase conversions by providing users with personalized recommendations based on their answers. Furthermore, they are a fun and interactive way to promote products or services, as well as build brand awareness.

With these benefits in mind, it’s no wonder so many businesses are turning to quizzes as an effective marketing tool.

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