Calculators, questionnaires, quizzes and other online tests: why we chose Outgrow

These interactive tools can also be useful for existing customers. Offer them regular online quizzes and surveys to keep your data up to date and adapt your products and services. They are also a loyalty tool.

A choice of methods to start a conversation

Let’s go back to the top of the funnel. A good part of your future relationship with your customer is played out during this first contact. You need to start the conversation right away on the subject that interests the customer the most. To use an analogy we love (and abuse), that of romantic relationships, the quiz is the first date, the moment when you still have everything to learn about each other. The key word is interactivity! I reveal a little bit about who I am (but not too much right away), I ask you a few questions about yourself (but not too intrusive) and I share a little bit of my science (but not all of it).

Several possible methods:

• Calculators: a personalized numerical result calculated from the data provided by the client. Some examples of calculators: How much can you save by making your own questionnaires? How much should you invest in survey software? What is the ROI of marketing automation software? Calculators allow you to attract new prospects, qualify them but also segment them according to the answers provided to identify the hottest prospects.
• Online quizzes or self-assessments: a recommendation or a diagnosis from a predefined list, proposed to the customer from a system of points generated by his answers. For example: what type of car is right for you? Where are you in your digital transformation? What is your management style? Quizzes can generate traffic on your web pages by offering customers a fun experience, loyalty and proximity.
• Surveys or polls: collect the information you need to understand your targets and your customers. For example, satisfaction surveys, NPS questionnaires, needs studies, etc. They are obviously one of the foundations of your marketing and relationship strategy.

Why Merlin/Leonard fell for Outgrow

It’s no secret that we’re huge fans of Marketo. But we had to admit that Marketo forms were not made for creating quizzes.

Three main reasons:

• The user interface of Marketo forms does not allow for multi-page quizzes – without scripting. You can certainly create conditional questions, that is, questions that are displayed or not depending on the answer to other questions. You can even make entire blocks of questions conditional. But the layout of the form is then affected and, let’s face it, it is never as beautiful as you would like it to be for a questionnaire worthy of the name (even if it is largely sufficient for a registration or download form).
• On the data side, the answers entered in the Marketo form will feed a field in a table and overwrite the values previously recorded in these fields. It’s annoying, we would like to keep the history of the information entered in a quiz.
• The interactivity of Marketo forms is limited to the confirmation pages. The person who has completed the form can be redirected to a specific page based on the answers they have given. This does not offer the level of personalization desired, such as giving a score calculated from the answers, or adding up points to send the customer to the diagnosis corresponding to their score.

What we liked most was exactly what we missed in the traditional online forms.

We give you an overview of Outgrow in this video