Actionable Optimisation

Actionable Optimisation #45 – Use Quizzes to Boost Conversion & Customer Lifetime Value

 March 30, 2021

By  Will

How Quizzes Can Be Used to Boost Conversion & Customer Lifetime Value

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For some reason, quizzes seem to be quite misunderstood by a lot of marketers.

They see them as gimmicks. 

Little tricks to get some engagement and then give the customer a discount code.

Why bother with that when a newsletter popup does the job?

But quizzes do more than that.

The quiz itself is the very beginning. The very first touchpoint.

The end game isn’t a discount code and a purchase, the endgame is to capture quality data on these customers, and use that data to give them the best possible experience.

Quizzes are the equivalent of the helpful shop assistant, who asks you what you’re looking for, what styles you’re after, and maybe if there’s anything you want to avoid.

Quizzes are there to help the store help the customer better. 

By asking the customer just a few simple questions, the business is then able to direct the customer to (hopefully) the exact product they are looking for to solve their problem.

Whether it’s fashion, supplements, sports, computer games or pretty much any other industry you can think of, a quiz is a great way of helping the customer find the right product for them.

Quizzes can help you improve immediate conversion rates by allowing you to serve recommended products to customers.

And quizzes help you bump up that all important Customer Lifetime Value by giving you the data required to continue serving those recommend products on an ongoing basis.


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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