Sideshow?s quiz campaign delivers 46pc of responses on mobile

Online collectibles retailer Sideshow recently leveraged quiz platform Qzzr to promote its new Court of the Dead brand of collectibles, with a 26 percent higher conversion rate on mobile than on desktop. 

The quiz for the campaign invited fans to discover which fictional character best represented them, and participants received a free faction kit and coupon and were entered into a giveaway for the first statues from the new lineup. Results from the campaign show that the quiz was taken more than 27,000 times and yielded 15,000 new email subscriptions. 

?We all know the world has gone and will continue to go mobile, but more important than simply mobile, the consumer world expects full functionality no matter how they experience your content,? said Chris Pirrotta, director of ecommerce at Sideshow Collectibles, Allentown, PA. ?We knew from the start that if our solution for Court of the Dead revolved around the desktop experience alone, we'd see limited success."

Leading to more
With Sideshow's Court of the Dead faction quiz, users segmented themselves into three separate factions based on personality. This data gives Sideshow significant insight into its consumers and allows the brand to adapt its messaging appropriately. 

The campaign took into account these subtle differences and adjusted messaging, both via email and on-site, based on the self-segmentation. This simple segmentation through a quiz allows Sideshow to further grow customers? profiles and effectively interact with them for years to come, Mr. Pirrotta said.

According to Sideshow's analytics, 46 percent of respondents who took the quiz were using mobile devices. The open rate was 80 percent and the conversation rate was 30 percent.

Additional results include that 1,800 orders were made, delivering $75,000 in revenue and 1,220 new customers were acquired.

The results of Sideshow?s campaign on Qzzr were fairly comparable to Qzzr?s general metrics, but Sideshow?s efforts saw a much higher conversion rate on mobile in contrast to Qzzr?s usual conversion rates on mobile.

?Overall on Qzzr, we are currently seeing about 53 percent of quizzes being taken on mobile devices and 47 percent being taken on desktops or laptops,? said Owen Fuller, chief qwizard at Qzzr, Salt Lake City, UT. ?While more people are taking quizzes on mobile, generally speaking, lead conversion rates on mobile devices have been lower. 

?To be precise, on average we are seeing that lead conversion rates are 32 percent higher on desktop and laptops than on mobile devices,? he said. ?The Court of the Dead solidly bucked this trend, as it produced lead conversion rates that were roughly 26 percent higher on mobile devices than on desktops and laptops.?

The average time of engagement for the Sideshow campaign was also notable. In aggregate, the total amount of time people have spent engaged with that quiz equals over 32 days. The quiz was taken more than 28,000 times and the average time of engagement was one minute and 41 seconds.

The right channel?
Mobile has proven to be the right channel for brands that are seeking user responses to quizzes they create.

The United States Census Bureau recently leveraged an interactive mobile quiz application to increase citizens? knowledge of definitive U.S. population statistics.

Census PoP Quiz, based on the bureau's annual statistical survey of American communities, challenged users? knowledge of facts about all 50 states, the District of Columbia and the nation. It was an example of how a mobile application can be used to spur the public?s interest in governmental resources that often are taken for granted (see story).

Also recently, British fashion label Mulberry used an interactive quiz to generate social conversation around its new Cara Delevingne-designed collection.

Mulberry?s ?Carascope? asked consumers to pick between five pairs of opposing traits to help them select the right handbag for them. The feature was designed with a mobile-first layout to get consumers to engage with the brand on-the-go (see story).

An omnichannel experience is sure to drive more participation and conversion, as consumers need to be able to access content anywhere and at any time.

?When we saw how the Qzzr platform performed on any device, we knew we had a winning strategy on our hands,? Mr. Pirrotta said. ?Qzzr's mobile performance meant this campaign had the technical tools to be a grand success.?

Final Take?
Caitlyn Bohannon is an editorial assistant on Mobile Marketer, New York