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Do you have a quiz on your website or as part of your digital marketing?

If you have a quiz on your website you can identify different types of users who are coming to your website based on their responses to your quiz and then you can use that in your analytics to work out what kinds of people are having a better conversion rate and what they are doing across your website. Fun stuff!

You might have heard of a book called Ask by Ryan Levesque, in which he outlines his strategy for using quizzes to identify different buying audiences on your website. The first step is to ask people what their biggest challenge is, and then build a quiz in order to sort users into different buckets based on their biggest challenges. Each user bucket then gets their own sales messaging, emails, sales funnel etc.

Now that’s pretty advanced, but you might even have a quiz just to get to know your people better.

When someone gets their quiz results they need to give you an email address so quizzes are great for getting leads, plus the added benefit of being able to divide them into different types of users makes them really handy.

Watch the video to learn how to set it all up with a builder called tryinteract:



Remember, you want to set the final page for each of the quiz results to a different page on your website so that you can track each of these users separately in your analytics. All of these pages can look essentially exactly the same, but it will need a different page URL for you to group users based on their quiz result.

To make it easier on yourself, you’ll want to set up a custom dimension in your Google Analytics which is mapped to the users’ quiz answer. This is a techhie step and is optional, but it will make your analytics easier to read if you do!

I recommend you use this with Google Analytics segments where you segment each of the user buckets and then you can compare them against each other. So, for example, you can compare total transaction value between beginner, intermediate and advanced groups based on what they answered in your quiz.

Why stop there! If you have enough users you can send the data off to Google Ads, Facebook and other remarketing platforms based on which audience they are.

That’s my idea of fun!

If you have a quiz and you’d like to geek out on using the data in Google Analytics, do give me a hoy as I’d love to help you out with this 🙂


Erica Stacey Scout Digital

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