7 min read
How to Apply Principles of Persuasion to Make Quizzes & Calculators EngagingCan you believe that our attention span is shorter than that of a goldfish (eight seconds against nine)? For us content marketers this means there is a small window of opportunity to capture a prospect's attention. So we better up our marketing game. As we create interactive content like quizzes and calculators, we need to ensure that users actually end up engaging with the content. Thus, it is important that we pay special attention to the “persuasion quotient” of our quizzes and calculators. What is persuasion? For the purpose of our discussion, persuasion is the process to getting visitors to engage with the quiz/calculator the way we intend. How do you become persuasive? Well for that we will have to turn to Robert Cialdini’s book, Influence: The Psychology of Persuasion. His book contains the definitive list of the principles of persuasion that can help any marketer boost engagement and conversion. Now, if you are ready, let’s decode what each principle entails and learn how they work as interactive content engagement tips. And how we can apply those principles to get more results out of our quizzes and calculators. Pro Tip: Have a look at this amazing article on persuasive techniques by Contentfiesta.
1. Social ProofRobert Cialdini describes social proof as “the tendency to see an action as more appropriate when others are doing it.” It’s quite true, wouldn’t you agree? We are living in an age of information overload. There is no way, we can consume everything that comes our way. So what do we do? We follow trends, we follow our friends and acquaintances since these work as cues to help us make a decision. To understand this better let’s talk about ‘social media shares’. Shares are literally the currency of social media world; the more you have it, the more curiosity you are going to generate. So, if an internet user sees a couple of people in his/her social circle take a quiz, they will follow suit. This trend following amounts to yielding to social influence which you can as a marketer must capitalize upon! Now, you must be wondering what makes people share quiz/calculator results? Well, a Mashable article says it’s narcissism’. But, for you to trigger a narcissistic response (i.e. sharing quiz results) you should use positive reinforcement. Use words that project them in a positive light. Besides, if possible, add social sharing buttons to the quiz, preferably with a display counter. If this isn’t possible then embed the quiz on your blog.
2. ReciprocityThe principle of reciprocity is based on returning a favor. So, whatever your goal (sales, lead generation or brand awareness), make sure your offer is not refusable! Perhaps even follow Neil Patel’s advice and give ‘generously’! Repurpose useful content, make an ebook and give it away for FREE. In short, whatever your giveaway, let them see it as a utility to them. Here is an example of a quiz published on Travel Weekly’s NorthStar site that offered a hefty $250 worth gift card. The quiz was apparently meant to test visitors’ knowledge of the Los Cabos, one of Mexico’s top beach resorts. Another example of how you can ask prospects to reciprocate your gesture is by luring them not only with access to quiz results but also receiving updates on an ‘upcoming’ challenge. You create curiosity around the challenge and give them an additional reason to share their email id with you.