Interactive content – quizzes, polls, surveys, assessments – builds lasting engagement. Unique relationships developed this way can be easily turned into web traffic. Check out how CoffeeDesk uses their quiz to promote content and drive sales.
CoffeeDesk is an eCommerce with an appealing suite of coffee and tea products. They focus on polish market and their quiz is created in this language. If you understand polish or like to do quizzes using Google Translator here is the link – wish you luck.
CoffeeDesk, despite being a small business, has a pretty useful marketing capacity – over 16k community on Facebook and 10k+ subscribers on their newsletter. Theses channels were used to promote Wielki Kawowy Test (The Great Coffee Test).
Their quiz was created with youengage – a useful interactive content maker. When taking a test you have to go through 15 questions – graded from the easiest to the most difficult ones. On the outcome page, you receive your % score, grade, and feedback. An extra value of the quiz is the discount code for CoffeeDesk products. Exit link from the outcome page drives users to blog post where they can check every answer. Facebook and Twitter buttons make a quiz more shareable.
I got 73%, grade – B, and 20 zloty discount for CoffeeDesk products. Not bad.
Grabbing and sustaining attention becomes heavier due to the growing amounts of content published every day. This shot from Engageform analytics shows how useful and efficient is interactive content when working on audience engagement.
CoffeeDesk was under impression how effective was their campaign. Over 60% viewers took the quiz. More ten 93% of them went through all questions (typically recommended a number of questions come down to 5 or 7 max, a quiz with 15 is a huge one). Average time spent on this example of interactive content stands at almost 5 minutes. When we compare these numbers to result for other types of content the difference is easily visible. 74 shares are free promotion and additional proof of quiz popularity.
Quiz makers noticed that traffic came mainly from two channels: newsletter and social media. Post with CoffeDesk quiz was sponsored on Facebook and generate almost half of the whole traffic. Here are some useful statistics from Facebook Insights.
Not only quiz reach is important here, but also numbers of reactions and comments. What even more uplifting – many interactions on shares, not only on the post.
CoffeeDesk Google Analytics shows over 1350 sessions from the quiz exit link, 45% of them was generated by new visitors. Despite the fact that quiz was deployed through owned media. eStore noticed 49 purchases with a discount code from the quiz (reminder – exit link drive traffic to blog post, not to eStore).
This case study is a great example of the lasting engagement advantage over fleeting interest. These interactions and smart linking are visible in traffic boost and extra sales. Interactive content gives users a useful toolkit to make content shoppable.
CoffeeDesk case study is a useful and valuable for all companies. Whatever kind of marketing you prefer – content marketing, interactive content marketing, social media marketing, email marketing, or combined – here are a few lessons to take. CoffeeDesk success relies on 8 factors:
The best evidence that quiz, and other types of interactive content either, works are CoffeDesk plans to continue this campaign. CofeeDesk gives us all the lesson how creatively and efficiently use interactive content tools.