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A segmentation quiz in advertising is a useful tool for better understanding users, create more personal communication, and gathering information in a fun and engaging way.
Segmenting users allows us to communicate with them on a more personal level.
Currently, one of the biggest trends in advertising are segmentation quizzes, which quickly and easily divide users into groups based on their common characteristics. This way, we get to know who they are and what their desires and needs are. Users also have much more fun solving these quizzes than if they were just sent content that doesn't interest them at all. With segmentation quizzes, users feel that their desires are heard and consequently feel a greater desire for inclusion and develop a greater interest in the brand.
There are four main keys to segmenting users:
Demographic segmentation is considered the most popular and direct way of defining user groups. Its factors are easier to measure and related to the desires and needs of customers.
A segmentation quiz where the first question includes a demographic factor
If we want to sell a product that is in a higher price range (example - luxury clothing brand), then using demographic variables helps prevent us from targeting messages to users who probably cannot afford our product.
Geographic segmentation is often the easiest to identify, as it allows for dividing users based on where they are located. This is important if the location of your users significantly affects how you communicate or present your offer.
A segmentation quiz that includes a geographic factor
The Heineken Go Places example is an excellent case of a segmentation quiz, where Heineken created a unique and interactive job interview for candidates from all over the world to apply for a position at Heineken.
At the beginning of the video, the interviewer shows a clock with the actual current time at the user's location. The choice of local beer and food in the video is also based on the individual user's location. ?
Compared to demographic segmentation, more extensive research is needed in psychographic segmentation, as identifying people based on their lifestyle, values, emotions, attitudes, interests, etc., is relatively subjective. If the research is effective, this type of segmentation can be very successful, as it gives users the feeling that the company is addressing them on a personal level.
A quiz that includes psychographic factors
In the behavioral segment, users are separated based on user behavior, interactions with the brand, brand loyalty, purchasing habits, purchase or use occasion, benefits they are seeking, usage rate, product knowledge, attitude towards the product, past purchases, browsing habits, and similar.
Using behavioral factors, users are divided based on their attitudes and responses to a particular product or service. Similar to psychographic segmentation, accurate research is also needed here, which can largely be done via the brand or company's website.
A quiz where a behavioural factor appears during play, helping the brand understand its users
Think carefully about which data are most relevant and useful for your company – that is, what interests your users. If your content attracts users, it means a larger number of obtained e-mails, a higher rate of opened messages, and clicks on links for you.
Therefore, we determine the main content blocks that are important for our sales tactics right at the start. And through which we can guide the appropriate segment of users lower down the sales funnel.
When creating quizzes, think about filtering, sorting, statistics, and exporting collected data for advanced analysis. Data such as open rate, click-through rate, and the number of unsubscribes are obtained through the statistics of sent newsletters.
An attractive title, a clear number of questions, and a quiz goal
The Warby Parker company's segmentation quiz simply allows choosing five frames for glasses, which are sent to the user free of charge to try at home.
Use visual elements whenever possible: Images, photographs, gifs, etc., help maintain user attention. They influence their emotions and help them make decisions.
If the content in the segmentation quiz is uninteresting to users and most of them do not complete the quiz, then the time invested in such content is used inefficiently.
The results that users achieve must be measurable, otherwise, they will not benefit you – you will only spend a lot of time and money for nothing.
Investing money in unprofitable segments makes no sense. It is important to determine which segments bring you the most profit and focus mainly on them.
Focus on variables that are more permanent in nature so that you can use the results for a longer time. (SOURCE)
As we have already talked about in our blog about segmentation quizzes in tourism, segmentation quizzes help us better know and understand our users. The better we know them, the more relevantly we can address them.
Good knowledge of users allows you to:
With the help of a segmentation quiz, obtain your users' email addresses
With a segmentation quiz, you present information in an interactive and fun way and educate your users. For example:
What type of clothing fits your figure best? (Communicate information about the new clothing collection)
Companies that use segmentation quizzes in advertising achieve a conversion rate of up to 80%. Users remember interesting information presented during a fun quiz much faster and consequently make a purchase. Advertisers, with the help of answers, gain a lot of information (such as which products are most popular among users, how much they are willing to pay for a certain product, etc.), which helps in sorting users into appropriate segments.
After completing the quiz, how we continue communicating with users is very important.
By entering your email address, you get your result and personalized advice
The end of the quiz may be even more important than its beginning! Users are truly interested in their results, so it's important that the results you send are useful and tailored based on quiz responses. Another option is to go directly from the quiz to a product offer.
An email address is extremely valuable for a company, as it is considered the most profitable communication channel – statistics show that more than 90% of people check their email inbox at least once a day.
This is a free offer, such as a consultation, trial, discount coupon, exclusive content, etc., that generates user contacts and newsletter recipients, which you later convert into customers.
Based on the result, you can take users to different target pages that sell your product or service.
Once you have a profile for your individual user, you can offer them the most relevant ads and offers based on their knowledge level, health status, profile. (SOURCE)
The company Lenstore, which deals with eye care, created a quiz where their users can find out how well they perceive color, and compare results with other users from the UK. Research shows that gender, age, and language spoken can affect the distinction between colors and shades.
This segmentation quiz is popular among those wondering if the Keto diet can help them lose excess weight. The quiz begins with a question about the user's gender, as this has an important influence on the advice in the rest of the quiz.
This segmentation quiz helps stylists at Stitch Fix choose perfect pieces of clothing that match their users' taste, size, and price range. After completing the quiz, users can decide how often they would like to receive specifically selected clothing that they can try in the comfort of their home.
The company Function of Beauty created a hair and skin quiz that encourages user registrations and recommends products based on their responses.
Personality quizzes, which are characterized by questions about users' personal experiences, preferences, dreams, etc., also fall under segmentation quizzes, so as the last example, I included Buzzfeed's most popular personality quiz, solved by almost 49 million users:
What State Do You Actually Belong In?