Today ‘personalised communications’ and ‘gamification’ are key concepts.
No business can afford to continue sending the same message to all the members of its community. Age, taste, type, and many other aspects need to be taken into account in order to send the right information, on the right product, at the right time.
This growing challenge requires in-depth knowledge of current and potential clients.
Most businesses respond to this challenge through long-term initiatives that involve collecting and processing personal data (targeted e-mailing, targeted advertising and retargeting). Parallel to this, other actions can be implemented quickly, easily and inexpensively. Personality tests, popularised by sites such as BuzzFeed, allow communications to be targeted according to web users’ preferences.
What exactly is a personality test?
A personality test is a quiz where web users are presented with a specific profile based on their answers. This format is widely used within this medium to drive audiences, with questions like ‘Which actor are you?’ ‘What’s your favourite city?’ ‘What’s your dream job?’ ‘Which footballer are you?’
This format has strong viral potential on social media!
Every profile can be shared by web users who invite their friends to discover their own profiles.
But how can it help boost online sales?
Companies also use personality tests to offer products targeted to web users’ responses: ‘What’s the ideal perfume for your loved one?’ ‘What TV shows do you like?’ ‘Which smartphone are you?’
Targeted and personalised offers increase the conversion probability, as visitors are presented with products matching their tastes and expectations. These personality tests also facilitate responses to calendar events (Valentine’s Day, New Year’s resolutions, the football season, etc.) in order to generate commitment around a brand.
Example: Sporting Goods Shop
The shop wants to highlight several products. Typical profiles linked to the product ranges have been predefined. On the results screen, the profile contains a product visual, along with a description and special offer. These products direct the user to the store’s e-commerce platform page: