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Getting attention through an interactive quiz
 
Through my experience marketing private practices, I have rarely seen a tactic that works as fast and provides such dramatic results as an interactive quiz.  I know, I was as surprised as you at first but with a closer look it makes perfect sense.  A few years ago I was working with a client who was struggling to generate a client base.  Her website had been up for almost a year but had failed to receive any traffic or generate any referrals. My first plan was to have her choose three niches or areas of therapy to specialize in then advertise directly to viewers that were searching for information on that specific topic.  This is a pretty standard advertising practice and one I use frequently.  You can read more about it in this article: Advertising for your Private Practice. 

The first niche we chose to advertise was marriage counseling so I set up a few ads with Google and Facebook and let them fly.  For a few weeks the ads were clicked and led viewers to her site but failed to generate any leads.  Viewing the Google analytics data showed that people were coming to the site, looking around for an average of 15 to 30 seconds, which is very low, then bouncing to other sites.  This was a big problem so I quickly brainstormed ideas on how to grab our viewers attention for a longer period of time.  I asked her how she diagnosed issues the client might be suffering from.  She told me she just asked questions.  I had her write down about a dozen questions she would ask a new client.  I put them on the site in a quiz format and the results were dramatic. 

Time spent on site jumped through the roof to almost 4 minutes, return visits increased and overall traffic rose.  Most importantly leads started coming in.  5 people contacted her in the first two weeks and one quickly turned into a client.

After much head scratching I figured out why this works:

  • Web surfers want one thing: answers. A quiz provides this by acting as a first diagnosis.  It provides instant feedback and info.
  • It takes time to complete a quiz (around 15 questions and 2 to 3 paragraphs of results to read).  This focuses attention and engages the brain forcing them to stop thinking about the next site or link to click.
  • It shows that you know what you're talking about and identifies you as the expert in the matter.

But it wasn't till one night, (after going through my own personal relationship issues) that I realized the most important reason the quiz was working.  It provides real value.  Providing value is the most important aspect of business and one I remind myself of daily when marketing.  My first boss and mentor taught me this when I was just starting out.  Forget about all the gimmicks, tricks and flashy ads and focus on providing real, measurable value to people and you will be rewarded.  Perhaps not right away or not in the way you envision but eventually it will come back to you. 

I ran through the questions, based on my own relationship struggles and realized the quiz gave me answers to difficult questions.  I felt relieved that someone out there could help and consolidated that others were struggling too, not just me.  I felt that she new exactly the right questions to ask to gauge my specific concerns.