At Kaplan, the creative and content teams got together to create a simple, three-question quiz for each of Kaplan's top four different audiences (MCAT, GRE, SAT, LSAT). In less than a minute, students could can answer a few easy questions and arrive at a recommendation for the best Kaplan practice option for them, based on how much time they have until their test. Buzzfeed-style questions offered a low barrier for users who might otherwise become overwhelmed by the decision.
The result provides one featured recommendation, followed by similar products that might be useful. Students are then targeted with promotional emails for their recommended product. Quizzes and email journeys were custom-versioned for students taking different tests, with copy tailored to each demographic.
