How to Drive Sales Through Interactive Content – CoffeeDesk Case Study

November 7, 2017 // Case Studies / Content Marketing

drive sales through interactive content

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.

drive traffic through interactive content

I got 73%, grade – B, and 20 zloty discount for CoffeeDesk products. Not bad.

Build Lasting Engagement With Interactive Content

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.

how to build engagement with interactive content

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.

drive sales through interactive content

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.

Turn Engagement Into Sales

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.

The Great Coffee Test – Success Story

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:

  1. Topic – meets with audience interest, very educational, and up-to-date. In different occasions, when targeting various groups you can change content specific from knowledge-oriented to more controversial, humorous, entertaining, or combination of them.
  2. The level of challenge – smart gradation from the easiest to the hardest allows encouraging both: coffee rooks  and masters. It’s one of the hardest parts of quiz creation – to not dishearten with too easy questions all these well-educated ones and to not kill someone’s enthusiasm with too difficult examples. CoffeDesk did a great job with adjusting it to a diversified audience. Simultaneously, the best interactive content makes users interested in the subject and decided to get more info.
  3. The feeling of being cool – coffee is important lifestyle thread and fashionable topic – being an expert is the reason to be proud  – it makes people more likely to share their scores, promote quiz, especially in social media where almost half of all debates is about coffee.
  4. Gamification – many people love to be challenged and to compete with others – it’s useful to take advantage of that. This factor helps with making quizzes more shareable.
  5. Extra stuff promotion – some questions focus on coffee accessories, which are not in the main offer. Smart move to educate and encourage the audience to buy extra items, which also make them buy coffee or tea in the future.
  6. Exit link – drives viewers directly to the blog. Additional knowledge enriching relationships – building trust through non-sale interactions.  
  7. Extra value proposition – discount code is a great way to gain people liking and makes them feel appreciated. It’s the win-win strategy and invitation to buy something. Also, an important asset to encourage next ones to take the quiz.
  8. Building authority – many users will remember how valuable and full of knowledge was a quiz and related blog post. It’s possible that next time when searching for some info they will go to CoffeeDesk website.

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.

#Drive Sales #Engageform #Generating traffic #interactive content #interactive content marketing