{"id":4365,"date":"2025-02-12T14:18:02","date_gmt":"2025-02-12T14:18:02","guid":{"rendered":"https:\/\/www.riddle.com\/blog\/?p=4365"},"modified":"2026-03-16T15:55:24","modified_gmt":"2026-03-16T15:55:24","slug":"immediate-medias-winning-formula-with-riddle-quizzes-case-study","status":"publish","type":"post","link":"https:\/\/www.riddle.com\/blog\/case-studies\/immediate-medias-winning-formula-with-riddle-quizzes-case-study\/","title":{"rendered":"The\u00a0Quiz\u00a0Effect: Immediate Media\u2019s Winning Formula with Riddle \u2013 Case Study"},"content":{"rendered":"\n<p>History Extra is&nbsp;part of Immediate Media\u2019s extensive portfolio&nbsp;of online brands and is&nbsp;the digital home of&nbsp;<em>BBC History Magazine<\/em>&nbsp;and&nbsp;<em>BBC History Revealed<\/em>. Its passionate audience of history lovers turn to History Extra for in-depth articles, podcasts, quizzes, and video content.<\/p>\n\n\n\n<p>Immediate Media has made Riddle&#8217;s <a href=\"https:\/\/www.riddle.com\/quiz-maker\">quiz maker<\/a> a central part of their engagement strategy across their&nbsp;online brands,&nbsp;using quizzes, polls, and contests to&nbsp;enhance reader interaction and boost engagement&nbsp;on sites like History Extra.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-medium-font-size is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Riddle has helped us enhance audience engagement and <strong>boost time on site by 20%.<\/strong><\/p>\n\n\n\n<p>History Extra\u2019s audience click <strong>15.5% more often<\/strong> on pages with a Riddle quiz.<\/p>\n<cite><em>Paul Thorpe, Senior Product Manager<\/em><\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-a-nbsp-q-uiz-c-entric-nbsp-a-pproach\"><strong>A&nbsp;<\/strong><strong>q<\/strong><strong>uiz-<\/strong><strong>c<\/strong><strong>entric&nbsp;<\/strong><strong>a<\/strong><strong>pproach<\/strong><\/h2>\n\n\n\n<p>Immediate Media\u2019s History Extra regularly creates quizzes every week using Riddle to add an interactive element to posts and articles.&nbsp;<\/p>\n\n\n\n<p>\u201cRiddle has helped us enhance audience engagement and boost time on site by 20%,\u201d says Paul Thorpe, Senior Product Manager. \u201cThe quizzes consistently encourage deeper interactions and make history more accessible and enjoyable for our readers.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-history-extra-s-editorial-teams-create-quizzes-across-several-categories\">History Extra\u2019s editorial teams create quizzes across several categories:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Quiz of the&nbsp;week<\/strong>:&nbsp;History Extra\u2019s editors&nbsp;know that creating quizzes on a regular, weekly basis work well for retention, as their readers come to expect each week\u2019s installment.&nbsp;Each quiz features&nbsp;a series of multiple choice questions, based on that week\u2019s history articles&nbsp;that the team shares in both a separate article and a dedicated quiz portal.<\/li>\n\n\n\n<li><strong>Weekly t<\/strong><strong>opical&nbsp;<\/strong><strong>q<\/strong><strong>uizzes<\/strong>:&nbsp;These have a broader focus, with History Extra\u2019s editors creating quizzes that&nbsp;explore themes like famous quotes&nbsp;(\u2018Who said this?\u2019) and&nbsp;iconic historical figures.&nbsp;These quiz variants let History Extra cover a wider range of topics that will appeal to their diverse audience.<\/li>\n\n\n\n<li><strong>Innovative&nbsp;<\/strong><strong>f<\/strong><strong>ormats<\/strong>: History Extra&nbsp;continually experiments with new ways to engage their audience, such as \u2018Place these events in order\u2019 or picture-led quizzes (\u2018Who\u2019s missing from this famous historic image?\u2019),&nbsp;using Riddle\u2019s rich library of content formats.<\/li>\n\n\n\n<li><strong>Ultimate&nbsp;quizzes<\/strong>:&nbsp;Immediate&nbsp;Media&nbsp;places a lot of their&nbsp;sites\u2019&nbsp;interactive content beyond a paywall. Quizzes&nbsp;are popular \u2013 and&nbsp;\u2018deep dive\u2019 quizzes like the \u2018Ultimate&nbsp;Windsors&nbsp;Quiz\u2019 are&nbsp;a&nbsp;compelling reason for new users to consider upgrading to a paid subscription.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-boosting-engagement-and-organic-reach-seo\"><strong>Boosting engagement and organic reach (SEO)<\/strong><\/h2>\n\n\n\n<p>The data speaks for itself: quizzes have significantly outperformed&nbsp;History Extra\u2019s&nbsp;site-wide averages across key engagement metrics.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>20% more time on site:&nbsp;<\/strong>History Extra\u2019s quizzes&nbsp;feature&nbsp;eight to ten questions, which means users spend more time on the site&nbsp;pondering and clicking.&nbsp;*)<\/li>\n\n\n\n<li>For example,&nbsp;their&nbsp;popular&nbsp;\u2018First World War Quiz\u2019&nbsp;had a completion rate of 69.4% and an average engagement time of 2 minutes 7 seconds.&nbsp;<\/li>\n\n\n\n<li>\u201cOur readers love the quizzes,\u201d Paul continues.&nbsp;\u201cThey find them fun, challenging, and a great way to engage, spending more&nbsp;overall&nbsp;time on site.\u201d<\/li>\n\n\n\n<li><strong>Quizzes boost engagement<\/strong><strong>:<\/strong>&nbsp;History Extra\u2019s audience click 15.5% more often on pages with a Riddle quiz compared to ones without.&nbsp;<\/li>\n\n\n\n<li><strong>21<\/strong><strong>% more clicks per user:&nbsp;<\/strong>Quizzes convert passive browsers to active participants \u2013 with&nbsp;13.12&nbsp;click&nbsp;events per&nbsp;user&nbsp;session, exceeding the site-wide average of 10.85.&nbsp;This engagement goes beyond taking a quiz \u2013 audience members that participate in a quiz click on more content, more often.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/www.historyextra.com\/period\/first-world-war\/first-world-war-quiz\/\" target=\"_blank\" rel=\" noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"602\" height=\"643\" src=\"http:\/\/www.riddle.com\/blog\/wp-content\/uploads\/2025\/01\/immediate-media-history-quiz.webp\" alt=\"Immediate Media's History Quiz had a completion rate of 69.4% and an average engament time of 2 minutes and 7 seconds.\" class=\"wp-image-4370\"\/><\/a><figcaption class=\"wp-element-caption\">Immediate Media&#8217;s &#8220;First World War&#8221; Quiz<\/figcaption><\/figure>\n\n\n\n<p>These metrics highlight how Riddle\u2019s quizzes drive deeper interaction, encouraging users to spend more time exploring History Extra\u2019s content.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-organic-search-success\"><strong>Organic search success<\/strong><\/h2>\n\n\n\n<p>All of this quiz interaction has had substantial knock-on benefits around improving History Extra\u2019s SEO rankings. Quizzes&nbsp;have&nbsp;become a key driver of organic traffic.&nbsp;History Extra\u2019s&nbsp;quiz&nbsp;landing&nbsp;portal&nbsp;is among the most popular pages on the site,&nbsp;with&nbsp;History Extra consistently ranking between first and third position for the&nbsp;popular&nbsp;search term \u201chistory quiz\u201d.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-immediate-results-lasting-engagement\"><strong>Immediate results, lasting engagement<\/strong><\/h2>\n\n\n\n<p><a href=\"https:\/\/www.immediate.co.uk\/\" target=\"_blank\" rel=\"noreferrer noopener\">Immediate Media\u2019s<\/a>&nbsp;collaboration with Riddle has proven to be a resounding success.&nbsp;Leveraging&nbsp;the power of quizzes,&nbsp;Immediate has&nbsp;enhanced user engagement, expanded&nbsp;their&nbsp;organic reach, and&nbsp;delivered&nbsp;interactive and educational experiences that resonate across&nbsp;<a href=\"https:\/\/www.historyextra.com\/\" target=\"_blank\" rel=\"noopener\">History Extra<\/a> and&nbsp;<a href=\"https:\/\/www.immediate.co.uk\/our-brands\/\" target=\"_blank\" rel=\"noopener\">their portfolio&nbsp;<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Further Reading<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.riddle.com\/blog\/use-cases\/engagement\/maximize-your-search-engine-ranking-by-increasing-the-time-spent-on-your-site\/\" target=\"_blank\" rel=\"noreferrer noopener\">Read more about time-on-site<\/a> and how important it is for your Google ranking.<\/li>\n\n\n\n<li>Explore Riddle&#8217;s free whitepaper: <a href=\"https:\/\/www.riddle.com\/blog\/whitepaper\/publishers-guide-content-monetization-interactive-content\/\"><strong>The Publisher\u2019s Guide to Content Monetization with Interactive Content<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Immediate Media uses Riddle across its History Extra brand to drive deeper reader engagement, with 15.5% more clicks on quiz pages, 21% more click events per session, and a 20% boost in time on site.<\/p>\n","protected":false},"author":3,"featured_media":4417,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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2025","modified":"Updated on March 16, 2026"},"absolute_dates_time":{"created":"Posted on February 12, 2025 2:18 pm","modified":"Updated on March 16, 2026 3:55 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