Case Study: The Princeton Review

How can you leverage quiz interactions to generate, qualify, and convert leads?
How on Earth do you qualify a teenager?

If you’ve ever taken the SAT, ACT, or any variety of graduate school admissions exams, you’ve undoubtedly heard of The Princeton Review. It’s been one of the largest test preparation companies for years, and is almost a rite of passage for many in their teenage years.


You may be thinking, “why would a company that specializes in preparing students for high-stakes exams need an outside quiz platform?” Well, The Princeton Review prides itself on being exam-like, meaning they mimic the actual exam experiences for the particular tests for which they offer courses. And this is highly effective and desirable for those needing test prep.

However, The Princeton Review was out to solve a different problem. Millions of students and adults take admissions exams every year and many of them hit The Princeton Review website for a variety of reasons: test prep course product information, insights into the admission process, data on schools, career advice, and more. Each one of them is at a particular stage of the customer lifecycle.

The challenge was getting to know this audience more deeply; attract more of them; have them interact with The Princeton Review’s content in a more meaningful way; surface insights into their behavior and mindset to better qualify for the sales team.

Leverage the client’s strengths.

The Princeton Review is well known for its amazing content—from strategic advice on high-stakes exams and how to best position yourself for admissions to school data and even the list of the nation’s Top Party Schools.

For us, the opportunities were clear. First, let’s take this great content and present it in an interactive, more engaging way for users. What’s great about The Princeton Review is that their target audience is already in “question mode.” They’re facing uncertainty about admission to college or graduate school and how they’ll achieve the test scores and create the admission package that gains them admission to their dream schools. These folks are inherently primed to want to know “What don’t I know?” and “How do I stack up against my peers?”. So, “quizifying” The Princeton Review’s content created a natural, more engaging experience for their audience. It draws new prospects in and creates an opportunity to actively engage with them.

Define the objectives.

The goals here were pretty straightforward:

  1. Tap The Princeton Review’s deep base of great content and rework it into branded, digital, experiences embedded right in their website.
  2. Identify the key registration, demographic, psychographic, and other data points needed to further qualify participants.
  3. Design and develop the “payoff” experience for the user: What data and analysis of their quiz performance will they want to see? Are they seeing how they compare to other users? What messaging and impressions do we want them to take away? What info would entice them to take the next step?
  4. Leverage search, social, email and existing web traffic to attract new prospects and entice them into the interactive CredSpark experiences.
  5. Customize the content and questions to address the needs of individual product lines and various audience segments.
Nail the implementation.

The Princeton Review already had crack marketing, web, and content teams at the ready to take full advantage of the CredSpark platform. After initial training, they really took it and ran with it.

The Princeton Review team has created scores of quizzes, customized to their various product lines and target audiences. They’ve integrated them at key user entry points on their site to grab user attention and guide them through the quiz-themed funnel. In addition, they’ve harnessed The Princeton Review’s significant search, social, and email efforts to amplify awareness and drive additional traffic to the quizzes.

Most importantly, The Princeton Review had a clear vision of what they wanted to the CredSpark platform to achieve and they marshaled the appropriate people across their marketing, sales, content development, and technology teams to add their input and insights and make the effort a big success.

Watch the Case Study in Action

The Princeton Review has been bowled over by the results of integrating CredSpark interactive content experiences into their web properties.

  • To date, The Princeton Review has launched over three dozen CredSpark experiences, including quizzes, surveys and polls.
  • Collectively, they’ve been taken more than 100,000 times, and generated over 10,000 leads.
  • In addition, the CredSpark quizzes have been one of their most profitable sources of engagement with new prospective customers, generating more than $250,000 in attributable sales—that’s 90x more revenue-per-lead than their other online lead generation sources.
  • Finally, overall, The Princeton Review has seen a 20x return on investment from their CredSpark license fees.
Quizzes Taken
Revenue-Per-Lead Improvement over other online lead gen
ROI on CredSpark Investment
Revenue Attributable to CredSpark Quizzes

CredSpark became a significant driver of revenue for The Princeton Review right off the bat. CredSpark has enabled us to engage our audience more effectively and conversion rates are up. Best of all, CredSpark provides an interaction with us that our customers enjoy, making the transition to leads and then purchasers feel seamless and organic.

— Chief Product Officer, The Princeton Review

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