I love creating and taking quizzes. Because of this, I have gotten to witness many different quiz styles and questions. I have also had the unfortunate benefit of seeing many of the mistakes people make when creating and executing quizzes. As such, I wanted to provide a list of the most common mistakes that I’ve seen on my quiz taking journey.
1) Too much text
You have a message and sharing that message is important. It’s important to have each word necessary on the page to increase the value to the user. There are quizzes that have far too much text on a specific page. I have seen one quiz in particular where there was so much text that the text didn’t fit on the page. How often do you read all of the text from a page? I tend to skim for important information points, so I can expect my customer to do the same.
I have not done this perfectly, but one solution to mitigate this problem is to ask yourself the reason for each word or sentence on a page. You’d be surprised at how much information is not needed or does not add value to your quiz taker.
On your results page, you may also consider using custom created images similar to the one below that can help drive the importance of the results to the user. It would take more effort to create such images, but these images can produce more value than a stock image.
2) Broken functionality
Quality assurance (QA) testing is important to confirm that your brand provides a good customer experience. It’s especially important in creating a quiz to make sure that all loose ends are tied up and all combinations are accounted for.
A common broken functionality is buttons that don’t lead to anywhere or template elements that aren’t updated, such as “Enter custom consent label here…” One of the more severe examples of broken functionality I have seen is where there were no results, so a user would spend time to take a quiz, and there are no results that are generated.
How do you mitigate against this? There are two main ways that you can mitigate against broken functionality:
- Take the quiz many different times using different answers. Click on all the functionality to confirm that everything works.
- Ask friends to take the quiz and expose weaknesses for you to fix.
3) Unclear call to action
There are times where the quiz itself and the call to action (CTA) do not seem natural. For example, let’s say I take a “How to make my relationships better” quiz, and the call to action is to sign up to follow you on Facebook. I do not see the correlation to how the results of the quiz and following you on Facebook match.
Instead, a more natural CTA would be to have the results followed by a guide such as “50 steps to start making your relationships better”. It may also be helpful to have the email address request at that stage instead of asking for the email to see the results because you see more intent to get to know your brand better by having them request your free guide.
4) Broken brand experience
Your brand is an important piece of your business. Creating a brand that people find value and trust is a goal that you should pursue. The errors I see in this category are two-fold:
- The user interface of the quiz does not match the brand’s interface.
- The quiz is redirected to a secondary site instead of embedded into your site
I shared similar information in my article, “5 “A”s to Improve Your Quiz Response Rate: Ambience” that the look and feel of your quiz is important. Interact allows you to set the style of your quizzes, so you should consider setting the style of your quiz to your website’s color palette.
Setting your quiz colors to your brand’s color palette allows for a smooth customer and brand experience.
Let’s move onto the second challenge: “Redirecting someone off your website by taking the users to a new window.”
The challenge with redirecting the user is now the user is not interacting with your brand, but is interacting with a third party site. Instead, the quiz should be embedded into your website to allow the user to continue the brand experience, even after taking the quiz.
The four most common errors that I have seen while taking a countless number of quizzes are: 1) Too much text 2) Broken functionality 3) Unclear call to action and 4) Broken brand experience. It’s important to review this list and see whether any of these issues are plaguing your quiz and hurting your quiz metrics. Once fixed, I am confident that you will see the benefits quickly.