Format should follow function.
Quizzes can be a great tool, but they’re not always the right one. The real question is: What job does your content need to do?
Let’s look at two use cases that bring this to life. Both show how choosing the right format can turn a good idea into a smarter, more effective interactive experience.
When a quiz becomes a bottleneck
One marketing team came to us with a common challenge: how to transform a dense, 50+ page PDF into something more interactive and user-friendly. The initial instinct? Build a quiz to help users identify campaign strategies tailored to their goals.
But that approach unraveled quickly. With dozens of combinations and recommendations, the logic needed to power the quiz became overwhelming—both for the builders and the audience. It would’ve required significant developer resources to manage the custom logic, and risked burying valuable content behind too many conditional layers and dead-end clicks.
Instead, we reimagined the experience as a dynamic, self-guided inspiration hub.
Users could:
Jump directly into broad campaign categories like Activate, Monetize, or Retain
Filter by effort level to control complexity
Drill into tactics and templates using layered popups and embedded journeys
The result? A format that encouraged exploration, surfaced richer insights, and got users to their destination in fewer clicks without sacrificing depth. And because every interaction was tracked, the team gained behavioral insights for future optimization.
The takeaway: When content is layered, strategic, or exploratory, a quiz can box users in. Sometimes, more open-ended formats drive more meaningful engagement.
When a quiz is the right fit
Now flip the script.
A fintech company wanted to help small business owners navigate financial relief options during tax season. The ask was simple: show users what they’re eligible for based on three inputs: business type, revenue, and headcount.
In this case, a quiz was the perfect tool. The logic was straightforward. The user journey was clear. And the payoff was immediate.
Users received a tailored recommendation in under a minute
Completion rates skyrocketed
The company reused the framework across multiple campaigns with minor tweaks
Why it worked: The quiz wasn’t a creative shortcut. It was a strategic fit. It simplified a decision, created a personalized moment, and guided users exactly where they needed to go.
Let’s hear from you
At Ceros, we believe the best partners don’t just help you build what you ask for; they help you rethink what’s possible.
So let’s open it up: Have you ever started with one content format in mind (like a quiz), but ended up with something more effective after rethinking the approach?
What led to that shift?
How did the new format perform?
What would you try differently next time?
Drop your story—or even just a quick tip—in the comments. We’d love to hear how you approach interactive storytelling in your own work.
And if you’re looking for inspiration, explore our Use Case Hub to see how other teams have brought creative ideas to life in unexpected ways.