3-question quiz to get your product recommendation
Copy director—concept, copy direction, (some) quiz logic and strategy
Creative director, executive VP of marketing, content strategist
A 3-question quiz that students can answer in about a minute recommends the best Kaplan class or practice option for them, based on how much time they have until their test. Buzzfeed-style questions offer 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.