How Amplitude’s ‘know your users’ quiz propels their content marketing

Do you really know your users? Amplitude’s Cara Harshman tells us how they’re turning quiz takers into customers.


Imagine Coca-Cola watching every slurp you take and recording your reactions. Picture a Walmart store manager following each customer and noting what they pick up and put down. Think about Charmin’s chief product developer peeking through… actually let’s not think about that.

But think about this: thanks to modern analytics software, it’s now possible to track every move on a website, every step through an app, and even where a user was looking just before they stopped using a tool.

One of the pioneers of digital product analytics is Amplitude, which empowers companies to build better products by helping them understand user behavior.

Since its launch in 2014, Amplitude has tracked more than seven trillion user actions. Its customers include Microsoft, HubSpot, PayPal, and Twitter.

So what’s the key to Amplitude’s success?

Using a quiz to educate customers about their customers

Amplitude knows that you can’t build great products without understanding your audience. So their content marketing team set out to help product managers think more carefully about their users.

How? By asking “How well do you know your users” with a typeform quiz. You can see it in action here:

Amplitude uses the quiz across blog posts, landing pages, and email newsletters. It’s designed to build a qualified audience of product managers by collecting emails and sending them into their Marketo CRM.

We caught up with the brains behind the typeform: Cara Harshman, Head of Content Marketing at Amplitude, to find out how the quiz is propelling Amplitude’s business.

Tell us about your typeform. What’s it helping you to do?

CARA: The “How well do you know your users?” typeform quiz was part of a campaign to help product makers and designers better understand user behavior.

We included it as the featured asset on this landing page, and promoted it on Twitter and LinkedIn. We also included it as the main CTA in an email to our audience.

You can also find it at the end of blog posts about user behavior so people can dig deeper into the topic. Now it’s one of the top-performing CTAs on our blog—six months after launching it, there are still people taking the quiz everyday.

Behind the scenes at Amplitude

How long did it take to make your typeform?

CARA: It took about four weeks to create the typeform and the custom follow-up emails.

Since this is a quiz for product managers, it was vital to get input from our product team. I spent a week working with the Amplitude product team to design the right questions.

Designing the typeform was super simple, so it only took me a few days to build the foundation. Polishing to make it pixel-perfect was another week.

What kind of results are you getting?

CARA: We’re getting fantastic results as it’s really useful to the people who interact with it. The distribution of quiz outcomes is even, which is great feedback because it means the questions and scoring we set up really reflect our audience.

How has your quiz helped build your brand and attract customers?

CARA: It’s a unique way for our readers to learn about opportunities for growth by building great products using behavioral data.

Our typeform shows that our number one goal is to help our customers and readers be great at product management.

There are lots of tools out there, why are you using Typeform?

CARA: I decided to use Typeform because it delivers a beautiful experience to the user.

I’m asking someone to take time out of their day to take a survey, so I want it to look and feel great.

I don’t know of any other survey tool out there as lovely as Typeform.

Any advice for people looking to create a typeform like yours?

CARA: For me, authenticity is the most important value in designing anything—especially a survey or quiz. Be truthful about why you want the information you’re collecting, and what you will or won’t do with it.

Inspired? What to do next

If you want an easy way to make a meaningful connection with your audience and generate quality leads, why not create a quiz like Amplitude’s? Here’s some cool stuff to help you get started:

  • Get the inside scoop on how Amplitude built its successful personality quiz in this step-by-step article.

  • Add this personality quiz template to your account, then make it your own.

  • Got a typeform that’s bringing joy to your business? We’d love to see it, and maybe even feature it as an inspiration case study. Let us know all about it here.

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