Assessments can be an absolutely game-changing marketing tool to add to your arsenal — but how do you get people to take them? The style and ease with which respondents can move through your assessments is key. An eye-catching assessment draws the respondent in and makes them want to keep moving through the assessment-taking process… and gives you valuable information about a new client. It’s a win-win!
Assessment Keywords and Copy Matter
The content in your assessment, much like any other marketing tool, is critical. What are your target clients looking for? Is it help with a specific subject or topic? Is it a very niche coaching service that you specialize in? To start from the very beginning here, really think about what the title of your assessment should be and what you are communicating with it. Your assessment’s title should be eye-catching and let any potential respondent know right from the start what kind of advice or service you are offering — and therefore previewing — with your assessment.
Similarly, what keywords and phrases should you use in your assessment? Can you utilize SEO best practices? Consider and research the keywords around your offerings, and include them in your assessment — especially the title! What are the offerings and expertise unique to you that you can highlight during the assessment?
A respondent should be able to get a feel for your overall style and knowledge level on a subject while taking your assessment. On the back end, you also want to design an assessment that gives you enough information and data to work with (if you so choose!) when a respondent is done.
It is important to balance gathering sufficient data and keeping the assessment succinct. An assessment that takes too long to complete will yield fewer responses.
Assessment Question Options and Styles
If you’re looking to spice up your assessment options, maybe it’s time to explore a Type-Based Assessment vs a Simple Assessment. You also have the ability to play with question types throughout your assessment; maybe you want to use a true/false option or a sliding scale. Perhaps you’d like respondents to type out a short answer, or utilize a check box. Visually, how do you want your assessment to look?
When creating your assessment, be sure to use fonts and colors that match your brand. You can also add background images to really make your assessment pop. Attending to these style details helps create a visually appealing experience for the respondent.
Where is your Assessment?
Finally, don’t forget that an eye-catching assessment can only do that… catch some eyes… if people see it!
Where are you putting your assessment so it can get in front of people? Are you embedding it on your website? Linking to it in your email signature or on social media?
There are many ways to share an assessment, so think of where your audience (or potential audience) spends the most time and try there. If you follow the advice above, once they open your assessment, they should be mesmerized by all of the great content and questions you’re asking them!
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Cindy Sideris is a NY-based writer passionate about engagement marketing and an expert on online assessment strategy. She spent 8+ years writing and managing events at NYU, currently helps startups at 43North, and loves to tweet about tech and theater at https://twitter.com/cindys13.