Editor’s Note: Today’s post comes courtesy of Josh Haynam, the co-founder of Interact, a platform for creating lead capture quizzes. He frequently writes about using content effectively and getting the most from it. Follow Josh on Twitter @jhaynam. This is an adaptation from the book “The Seven Habits of Highly Effective People”.
With so much emphasis put on content marketing and driving traffic, we often overlook the most valuable asset available to us – the people who are already on your site. These are the people have seen your content somewhere or were referred by a friend or a search engine to check out your site. Now that they’ve decided to check out your site, it’s your turn to keep them around – here are three ways to do that.
1. Provide an assessment challenge: Chester runs a brick-and mortar health products store and is building his online presence. He’s got a website up with basic information and has begun building traffic to it.
Chester sells seven different kinds of protein powder, and he saw an opportunity to retain his customers for longer by leveraging the uniqueness of each product. He created a quiz “What Kind of Protein Shake are You?”
He put the quiz up on his site and it was taken over 1000 times with an average on-site time of three minutes. He even offered quiz-takers a 30% discount to come into his physical store and saw a strong increase in foot traffic as a result of the assessment.
Assessments like Chester’s work really well when you have a variety of products or services that can be confusing. If I’m a potential protein powder purchaser and I see seven different kinds, I have no idea which one to even start with. An assessment alleviates stress and provides an interactive experience as well.
2. Test visitors’ skills: Dan runs an online store that sells cords – the kind you use to connect up speakers and such. Even he admits it’s not the most interesting subject in the world, but he found a fun way to keep visitors interested.
Dan took the knowledge he’s built up over the past twenty years working with cords and created a cord test “Do you Know Wire and Cable?”
On a site that sees very little daily traffic, Dan’s quiz received 200 visits on the first day and the average visitor spent two minutes engaging with the quiz.
Dan did a good job of knowing who his customers are (people who know a lot about cords). He has a specialized product, and the people who frequent his website know a lot about it. His skills test presents a challenge that a cord expert can’t help but try.
3. Create a personality test just for your customers: ServiceMax is a large enterprise company that makes software solutions – they are on the less exciting end of b2b companies. To spice things up a bit, they created a quiz “How Would You Keep Our World Running?” complete with outcomes like “Pool Technician” and “Database Guru”.
The quiz is applicable to the audience that ServiceMax reaches, but it also has the fun aspects of a personality quiz like personalized questions and goofy results.
Personality quizzes are an opportunity to show the fun side of your business. If you’re like ServiceMax and provide an excellent but very technical product, it can be difficult to convey company personality to create deeper bonds with visitors and keep them around. To use this method, follow best practices for creating a personality quiz that truly engages visitors and entices them to stick around.
However you choose to start a conversation with visitors, they will appreciate the one-on-one attention they are given. We spend a lot of time and money getting people to click on our sites, so create an experience that keeps them around once they take the plunge and click on your link.
Check out our interactive experience to get the conversation started about marketing automation. How are your modern marketing strategies helping to create meaningful conversation?