3 universal use cases of using
interactive content on an expert website

Anton Tokarev
Quizterra

This post is dedicated specifically to bloggers and experts who run standalone websites. I call these types of websites “expert websites”. Often, they are created in order to:

  • Show the author’s experience on the subject
  • Communicate with the audience
  • Attract the audience to author’s products and services

I previously made an article about how teachers and tutors can use quizzes and interactive games to engage their students. I recommend that everyone go through this post — even if you are not educating someone — as a lot of the ideas from this post can be implemented in your business.


Quizzes are not just fun

I like to say that quizzes are not just fun pieces of viral content. Yes, it is easy to distribute entertaining quizzes to a large audience, but the main idea I try to deliver in my blog is that interactive content is a great way to boost traffic to your personal content and generate sales of your personal (or affiliate) products.

If you haven’t read the post “How can digital publishers use trivia games as growth hacks?” yet, please do so next!

Spending a few minutes reading this post will help you understand why most sites do not reveal the potential of quizzes and do not realize how to use interactive content to generate a profit.

Quizzes are not just games. They are a storytelling tool and an interactive presentation of your content that engages the user. In the article about growth hacks, I shared the information about how the metrics of an article grows if you put a quiz inside it:

  1. Session duration
  2. Bounce rate
  3. Social signals (likes, shares, bookmarks)
  4. Pages per session
  5. Subscriber base

I bet you never thought about quizzes as a tool to grow your subscriber base, right? All these mechanics are explained in this article, where I focus on live examples of how bloggers and experts can use quizzes to engage with their audience and boost their sites.


Case #1 – Blog of a Digital Marketer

Situation: I am an online marketer who runs a blog. I want to experiment with my article called “10 Common Mistakes Marketers Make in Google AdWords”. The goal is to improve the main metrics of the article and drive leads to my personal consultation on contextual advertising.

Solution: At the beginning of the article, we put a trivia game with a provocative title “If You Score 10/10 in this Game You’re a Real Google AdWords Professional”.

If you have ever come across these types of articles, you may agree that most of the audience is just scrolling the headlines and skipping the major part of the content.

Just one extra minute of session duration can create a fantastic boost in your search position.

Okay, we increased the session duration, what else?

We changed the whole pattern of how users perform on this page. The initial pattern was:

  1. Read a title
  2. Go through the headlines, check screenshots if there are any
  3. Read only if you see something for the first time (completely new information)

The new pattern is:

  1. Read the title
  2. Pass the quiz, reveal your weakness
  3. Carefully read parts of the article to figure out where you made mistakes in the quiz

Also, I would recommend adding a button with a link to the personal consultation page, which might bring the marketer a few new clients. It looks like these are minor changes that are not making a big difference, but trust me, when you measure the result over time, you’ll be pleasantly surprised by how much of an effect one link can have.


Case #2 – Psychologist’s (any other doctor’s) website

So here we have the personal blog of a practicing doctor. We’ll try to convert people to a consultation or a visit with the doctor. The mechanics are as follows:

  1. Ask about symptoms of a disease
  2. If the user might have a disease, offer them a consultation
  3. If the user might not have a disease, offer them another article on your website

For example, let’s take insomnia as a disorder that we specialize in. Let’s make a quiz with the title “Do You Have a Sleep Disorder?” and create two possible results:

  • There is a high chance that you have a sleep disorder
  • It seems that you do not have a serious disorder

In the first case, we offer the user a visit or a consultation. In the second, we provide basic recommendations for normal sleep and a link to a different but relevant article. For example: “The five foods you should eat before bed”.


Case #3 – Travel Blog

In this case, I just want to show you that quizzes can include a personalized affiliate offer. The mechanics of this works as follows:

  1. Reveal the demand
  2. Give the solution
  3. Make a personalized offer with an affiliate link or link to your product page

We could take a classic affiliate site as an example, but I already made such an example in this post. There, we had a review article about hairdryers. To make a personalized offer, we created a quiz called “What Hairdryer Fits Your Type of Hair?”

This time, we’ll use the example of tickets, and the mechanics will be the exact same. Let’s make a quiz called “What Event Should You Visit This Weekend in Chicago?” We will collect several events across different types of activities: sports games, cinema, theatre, outdoor, etc., and make an offer that fits the user’s interests.

Summing up, we have gone through three different ways to use interactive content on expert websites, not only to increase page metrics but to make a personalized offer and generate more income. Believe it or not, even a simple quiz can create a fantastic boost for your articles. Now you have the expertise and mechanics to implement quizzes on your website. It’s finally time to start making great content!

If you like the idea of quizzes and are striving to boost the traffic to your niche or blog site, subscribe to my YouTube channel and join the community on Facebook. As always, I am happy to answer questions and suggestions regarding anything discussed above or the Quizterra platform in general. Leave a comment below and let’s talk!