This article contains everything we've learned after helping businesses create more than 60,000 quizzes that have generated more than 11 million new leads.
For the majority of marketers creating quizzes, they're jumping into the process for the very first time. Whenever I'm doing something for the first time I always wish there was just a guide to follow so I could go through the whole process and get a feel for how it works before committing too much time. This is that guide for creating quizzes, it goes through each step of the quiz building process and outlines what is important in each part so you know exactly how to make your own lead generation quiz.
Before we get into how to create your quiz subject and title it's important to note that with interact you can create three distinct types of quizzes, each with their own capabilities. Here is an overview of the types of quizzes so you can get a sense of how each one works. We'll be referring mostly to personality quizzes in this guide because they are most effective when it comes to creating lead generation quizzes, but definitely check out all the types so you are in the know.
Personality Quiz Title: “Which (Blank) are You?”
So for example “Which Type of Blogger are You?” (where the “type of blogger” is the blank from the title template). This title works super well because it tells people which personality they have which is what people really want from a quiz.
Most people take quizzes for self-discovery, so setting up the format as "Which (Blank) Are You?" plays right into the desire to learn more about themselves.
Additional Resource: The Best Quiz Titles for Every Type of Business
Multiple Choice Quiz Title: “How Much do You Really Know About (Some Subject)?”
So for example “How Much do You Really Know About Healthy Eating?” If you are using quizzes as a knowledge test, frame it as a challenge, this will entice people to take the quiz and share their results.
Additional Resource: How to create a trivia quiz
Scored Quiz Title: ”What’s Your (Blank)”
So for example “What’s Your Marketing IQ?” these quizzes work on a total point tally, so you’ll be able to give someone an accurate recommendation. Also, by making the quiz give you your (Blank) type it will appeal to our natural desire to know things about ourselves.
Quiz Cover Photo
The main photo on the front of your quiz should contain a picture of one person. We found that a picture of one person gets the most clicks because we naturally look at faces and one face in particular gets the most clicks.
This becomes really important when it comes to sharing your quiz on social media and on your website so make sure to really focus on this cover photo and choose the best one.
Quiz Short Description
This is the small amount of copy that appears below the quiz cover photo but above the “Take Quiz” button. In this short description you should repeat the quiz title in a slightly different way to make the quiz more appealing. So if you quiz title is “Do You Have an Entrepreneurial Mindset?” make the short description “Take this quiz to find out if you have an Entrepreneurial Mindset!”
“Take Quiz” Button”
Make the button match the other buttons on your website. We found that orange and blue buttons end up getting the most clicks
In general you should just leave the text as "Take Quiz" (that's what people are here for, after all), but if you have a specific type of quiz or assessment that you've created then you can change the text to be specific to your topic.
1. Write the questions as if you were sitting across from someone who would take your quiz and actually asking the questions
Quizzes are one-to-one method of communication. It’s you (the writer) talking to each quiz taker in a scripted way through the quiz questions. Speak like yourself. The best way to make sure your questions sound very personal is to literally imagine that you are writing the questions for one person who is sitting across from you. As an added bonus, if you are writing to a real person you can send them your quiz and ask for their opinion on it.
2. Show your expertise
Don’t forget to convey your authority on the subject at hand, this helps to build trust which is key to the lead generation portion of the quiz.
3. Write 7 Questions
This will take your quiz takers 2 minutes to complete, which is the perfect amount of time to make sure they stay interested but not so long that they’ll get bored and leave.
4. Write text questions with image answer choices
Write your questions in words and have an image for each answer choice (with words to describe the image). We process images much faster than text so if you have an image for each answer it’s easier to pick an answer that fits your choice.
5. Have either 3 or 6 answer choices
Our minds tend to think in groups of 3, so having either 3 or 6 answer choices helps the quiz taker move smoothly through your quiz
Once someone finished taking your quiz, they’ll be asked to opt-in to your list. This form integrates with your email list so you can send different follow-up emails to people based on which quiz result they get. In order to get the most opt-ins there are a few best practices to follow.
1. Tell people they’ll get to see their results right after the form
Let quiz takers know that the very next step after the opt-in form is to see their results. Personalize the text to be relevant to the actual quiz. The screenshot below is from a quiz titled “What Type of Blogger are You?” and the form text says “Enter your email to see your blogging type!” which is relevant and says clearly that you will get to see your result after the form.
2. Provide more value to subscribers that is related to the topic of the quiz
In my example about “What Type of Blogger are You?” I say “We will also send you personalized tips on how to be a better blogger based on your specific type” which is exactly what I’m going to do in my follow-up emails, which we’ll cover later in this article, and because I’m giving people this extra help it’s more incentive to opt in.
3. Only ask for what you need
Unless you need more information, only ask for first name and email. Don’t ask for information you won’t be actively using. If you never call people than don’t ask for phone numbers, if you don’t need to know location, don’t ask for a Zip Code.
4. Let people skip the form step
Let people skip the opt-in form so you don’t get people who opt-in just to see their results and will immediately unsubscribe.
1. Write a short (5 words or less) title that makes for good sharing
Quiz results are shared in the format of “I Got (Title of My Result)(Title of Quiz)” So “I got You Excel When It’s One-to-One – What’s Your Motivational Style?” so you want to write result titles that encourage sharing based on the title.
2. Include an image the shows the result visually
The image should represent what the result is so that people can just glance at the result and see what they got.
3. Write a 3-4 sentence result description that is positive
Every result description should be very positive, never tell people anything bad about themselves, even if the result they got is not the greatest. You should only write 3-4 sentences for each result within the quiz, because you will be elaborating more on the person’s quiz result in the emails you send them afterwards.
5. Add sharing buttons
Put sharing buttons in the quiz results so people can share their quiz results. You can choose various placements and I recommend at least putting them at the bottom of the quiz results.
Copy and paste these emails into an autoresponder for each of your quiz results. Personalize the bolded parts (like one of those mad lib things).
Email 1: Send Immediately
Subject: Your Quiz Result Is (Title of Quiz Result)
Hi (First Name),
Thanks for taking our (Title of Quiz).
Here is a brief overview of your quiz result (Copy and paste result description here)
Call to action:
Want to talk about being a (Title of Quiz Result) and how that affects you? Click here to (Schedule a consultation, view products, courses, blog posts, etc.)
Email 2: Send 3 Days after Email 1
Subject: Being a (Title of Quiz Result) Versus What You Could Have Been
Hi (First Name),
Check out how your result compares to the other results of the quiz. Sometimes quiz takers agree with their result, other times not so much, see what you think below.
Your Result: (Copy and Paste the Title and Description of Their Result)
Other Results: (Copy and paste the titles and descriptions of the other results)
Call to action:
Interested in learning more about being a (Title of Quiz Result)? Click here to (Schedule a consultation, view products, read a blog post, etc.)
Email 3: Send 4 Days after Email 2
Subject: How to Benefit from Being a (Title of Quiz Result)
Hi (First Name),
There are unique benefits to being a (Title of Quiz Result) if you know how to make the most of those strengths you can go further than you ever thought possible. Here are the top three things that you can gain from being a (Title of Quiz Result).
(Add top 3 benefits of this quiz result)
Call to action:
Want to learn about more benefits of being a (Title of Quiz Result)? Click here to (Schedule a consultation, read a blog post, etc.)
Email 4: Send 3 Days after Email 3
Subject: Free Recommendations for (Title of Quiz Result)
Hi (First Name),
I’ve put together my top 3 recommendations for (Title of Quiz Result) people. Check them out.
(List out 3 recommendations or product picks for this quiz result)
Call to action:
Want more recommendations? Click here to (Schedule consultation, see products, etc.)
Once your quiz is all set you’ll want to promote it. We recommend the following methods for promoting a quiz. These are the ways you can promote your quiz, choose at least one to use for your quiz.
As a button on your homepage of your website
This has become the go-to method for promoting quizzes on websites. You add a button to the home page above the fold and make the quiz the main call to action and lead magnet on your website
Promote as a Facebook Ad
This is the most popular and effective method for promoting your quiz beyond the people who already visit your website. We have a whole set of best practices for running Facebook quizzes so check that out for the details.