How can digital publishers use
trivia games as growth hacks?

Anton Tokarev

Everybody loves quizzes. They are a great form of viral content that you can create and send to your friends, family, and colleagues to make their day. However, since we are digital publishers, we want to spend our time efficiently. If we take the time to create entertaining content, it should reward us.

So, the entertaining part of the trivia quiz aside, let’s think about how digital publishers can use quizzes to improve the performance of a particular website.

Increase the avg. session duration of the user

Since it’s quite hard to measure every click that users make on the pages of your website, it makes sense to use their average session duration as an engagement metric. It takes between one and five minutes to pass a well-made quiz, so if you have one in your article and your competitor doesn’t, Google will notice that and rank you higher.

Example: You have a niche website about cars made in the US. Let’s conduct a small experiment on your article titled “The evolution of Chrysler”, where you describe how Chrysler’s cars have changed from the year of their foundation to the current day. Within this article, you include a trivia game called “Can You Guess the Year of this Chrysler?”.

The quiz is 100% relevant to the content of the article. If a user scrolls to the place where you put the quiz, they will most likely try it out.

This is a guaranteed boost to the behavioral metrics of the article:

  • Session duration
  • Dwell time
  • Bounce rate and others

Bring social, search and referral traffic

It’s no secret that interactive content can bring as much traffic as any other content on your site. The key to search traffic is low competition and a decent amount of search value of the particular topic (term).

Although, if the niche of your site is wide enough, you have almost endless possibilities for attracting social and referral traffic.

This is how it works

Let’s say you have a niche medical website.

I bet you have collected a list of search terms and written 50/100/500 articles on concrete topics. For example: “How to prevent diabetes naturally”. Okay, the topic is not too narrow because diabetes is quite a common problem nowadays.

What happens if you try to launch a Facebook campaign and promote this article?

Even if the article is written by an expert, most likely, the traffic cost and overall effectiveness of such a promotion will be disappointing. It’s very hard to find a segment of people who are aware of diabetes.

But, what if we make some interactive content that has a chance of going viral?

Let’s try to make a quiz on a topic that is closely connected with your site’s content, but this time, one that might be interesting for a wide range of people.

How about this:

  • Can You Guess Which Food Has More Protein?
  • Gluten Myths and Facts – Trivia Game
  • Will You Pass the First Aid Exam?

If you make a nice quiz on such a topic, you have a chance of attracting users for free! I mean that the viral effect of the content (Facebook shares and personal shares) will bring so much traffic that monetization of your site will cover the promotion costs.

For example:

You spent $100 on Facebook Ads.

The ads on your site have an $18 RPM (so you earn $18 net income from 1000 visits). This is an achievable Google AdSense rate in the US.

Link clicks and traffic from shares and personal shares brought 5000/7000/10000 people to your site. It’s impossible to predict the viral effect, so you never know how it will go, but when Facebook notice that your ad is worth sharing, the effect can be huge.

From 7000 visits, you earn 7*$18 RMP = $126

Of course, this is an optimistic scenario. If I could do such quizzes on a regular basis, I would be extremely rich. Here is what I want to pull your attention to. Money from Google AdSense is not the only thing that you get from those visits. More than that, you acquire:

  • More traffic to other pages of your site. If you have links on a page with a quiz, these pages get a boost in the Google rankings as well.
  • Email and Push Notification base (every blog and niche website should collect these). If you don’t know how to do this, let me know, maybe I can make another video about it.
  • Signal to Google that may cause them to remove the sandbox filter earlier if your website is new. When you bring traffic to a new website, Google can analyze how visitors interact with your site. If they stay long enough and like your content, the search engine gives you a higher trust rank and might remove the sandbox earlier. It is very hard to provide numbers to prove this statement, but I hope you see the logic in these words.

As for me, I am using this trick with paid traffic on Quizterra. By attracting cheap traffic from social and push notification networks, I collect my own push audience that I can later bring back with some great, new content. This works if you make high-quality content, which I hope you do.

Promote your products, services or articles

It’s time to talk about the marketing features of the quizzes that you can make on Quizterra. If you are not new to my blog, you know that there is an option to insert buttons and lead forms into the results of a quiz.

Now, let me give you three ideas for how to use a button in your quiz results.

1. Boost the content of your website

Let’s say you have a podcast website and make a quiz called “How To Choose A Podcast To Listen To”. In this case, you make a personality quiz that reveals the needs of your users and recommends the perfect podcast that satisfies that need.

Another example: You have a beauty blog and make a personality quiz called “What is your skin tone?”. Users answer the questions that reveal what skin tone they have. At the end of the quiz, they get one of three answers: Warm/Cold/Complex Skin Tone.

Sorry, I am not that good in cosmetology, it’s just an example.

So, imagine that you have a quiz result with a “Warm Tone”. You can add a button with the text “Best Cosmetics for Warm-Toned Skin”, where you can review or rate relevant cosmetics.

I hope you get the idea.

2. Sell your own or affiliate products

If you have an amazon affiliate website or a personal blog where you make money with affiliate marketing, you probably do articles with recommendations or rankings of a particular product.

With quizzes, you can do this even better.

Imagine that you have a review article about hairdryers. You picked several models or popular products from Amazon, then wrote a review with a comparison, tips and affiliate links. Even if the text is decent, the conversion rate of the article will not be that great as users keep hesitating about which product is best for them. It’s good if they click on any Amazon link, make a choice within 24 hours and place an order.

How can we affect the conversion rate? Let’s try a quiz!

Add a quiz with a title like “Which hairdryer fits your hair type?”. Users will answer questions about their hair, get engaged with the content, understand the different hair types, and feel that you really care and know about the industry. At the end, when they see a recommendation in the quiz results, they will be much more likely to accept it.

3. Collect email base or leads to your business

Lead forms are another great feature that you can benefit from. You have probably heard about quiz marketing. Generally, the main idea of it is that the business is using quizzes as landing pages for paid traffic. When people land on a quiz, they answer several simple questions about the product they are interested in, fill their contact information, then wait for the manager’s call. In many industries, these types of landing pages work much better than traditional ones. Also, from the beginning, the sales managers have more info about the customer, so they can prepare a more personalized offer.

With Quizterra, you can add a lead form to the results. I have created a special guide on how to use this, although the interface is very simple.

If you have a business, it’s clear why you need these leads. Just add lead forms to the results, download your leads or receive them by email, then call or message them to sell your products.

It’s also clear that most publishers prefer passive income sources and don’t have anything to sell right there. In this case, I recommend collecting leads for an email base.

Cutting a long story short, just add these leads to a new audience in Mailchimp or whatever email service you use and make a nice welcome email so they do not bounce. Ideally, you should offer a gift to build trust and encourage them to subscribe to your email list.

This is all about how you write the results of your quiz.

Let’s get back to the example of the hairdryer. In this case, we had a quiz with the title “Which hairdryer fits your hair type?”. Imagine that we don’t have anything to sell, so this time we use a lead form instead of a button.

For the result “Greasy hair”, you could finish the description with “Leave your email and we’ll send you our guide “25 Tips for Treating Greasy Hair” written by a professional dermatologist.”

Add these users to a separate list called “Greasy Hair” and make a plan for what content and products you can send them.

Knowing someone’s type of hair is priceless for an online marketer!

Time-saving hacks

I understand that it’s not that easy to make a great quiz the first time. This is a specific type of content that requires creativity, copywriting skills, good taste in graphics and so on.

More than that, it takes time to make a masterpiece. Professional digital publishers who have huge daily traffic and income on their websites can spend an hour increasing their metrics by 5-10% just by making quizzes. This difference will bring them thousands of dollars monthly.

If you just started your website, there is a lot to do besides quizzes. I have a few cool hacks that will make your life easier.

Hack #1 – Use one quiz for each section of your site.

It’s not really necessary to make a unique quiz for each article on a niche website. If there is a section on a narrow topic, let’s say “Chicken recipes”, you can make one trivia game called “Guess What Meat is Used in This Dish?” for all articles in this section. If you have a cooking website with recipes, a quiz like this will fit almost every section. The only exceptions might be vegan recipes or desserts.

Hack #2 Use pre-made quizzes from our library

Quizterra has a huge community of fans and we are publishing the best content on our website (only when users allow that). You can go to the category page and pick one that fits the category of your website or article.

You can take any take quiz that is published on the site by just clicking on the embed button on the preview window. You can switch off:

  • The introduction
  • Information about the author and view count
  • Sharing buttons

This approach minimizes the time you spend preparing interactive content, so just thirty seconds of your time can result in a great boost to the content on your site.

Last words

As always, I am happy to answer questions and suggestions regarding anything discussed in this post or the Quizterra platform in general. Maybe you have an idea for a cool feature we can add? Tell me!

If you like the idea of interactive content and are striving to boost the traffic of your niche or blog site, subscribe to my YouTube channel and join the community on Facebook.