A 2025 study by Hagga University shows personalized website experiences like a quiz increase engagement by 20% and purchase intent by 10.5%. This matches exactly with direct data we received from Hrag who owns Henry’s House of Coffee. His Coffee Matchmaker quiz on his website converts 23% of quiz takers into email subscribers, which is the engagement metric. And 9% of people who take his quiz make a purchase, the purchase intent metric.
When numbers match exactly like that, it’s a good sign of consistency in my experience. It’s what we’ve seen at Interact, the number one quiz software, across 1 billion quiz takers. When there is consistency in metrics, that consistency lasts over a long period of time.
In this article I want to take you through my framework for website engagement quizzes. I’ve been talking people through this formula since 2013. Not much has changed, because quizzes appeal to human nature, which doesn’t change.
1. Answer website visitors’ question
People don’t just come to your website for no reason. There is a question they want an answer to. Let’s look at examples.
- Henry’s House of Coffee: Which coffee should I buy?
- Cristina Cleveland, Interior Designer: What’s my Design Style?
- Jenna Kutcher, Business Coach: How do I Grow My Business?
- Advice with Erin, Career Coach: What Career Should I Be In?
- Common Era Jewelry: What Jewelry Fits Me?
Human nature tells us that people want something when they pursue information on your website. People do not like to just browse, they want an answer that satisfies what they are looking for. If your quiz offers to answer their question in a way that is personalized to them, then it will get the 20% engagement the Hagga study showed. Pictured below is the quiz on Advice With Erin’s website, it’s a career type quiz because her audiences’ biggest question is “Why do I feel like I’m in the wrong career?”
2. Create 4-6 Quiz Outcomes that Cover the Most Common Answers to Your Website Visitors’ Question
Your quiz outcomes will be the most common answers to the question your website visitors have. Over 100,000 quizzes, we have found that if you create 4-6 outcomes to cover the most common answers to your website visitors question, it will cover the vast majority of people.
I interview a ton of business owners who have created successful quizzes, and the pattern that’s emerged from all of them is that in order to create these 4-6 outcome buckets, they talk to a lot of their customers and look for commonalities between the questions they ask and the recommendations that satisfy what they are looking for.
So in other words, gather a large amount of customer conversations, whether those happen in your DMs, on calls, or in person, and then group the answers to your customers main question into 4-6 answers. AI can be very helpful with this as it naturally looks for patterns.
3. Write Questions to Determine Which Answer is Right for Each Website Visitor
The number of questions you ask can vary from 5 all the way to 30, but it’s what you ask that matters. Only ask questions that help you determine which outcome, which answer to your website visitors’ overall question, is really right for them. As long as you stay in that guideline, you can ask whatever types of questions you want. And in fact, the more varied the better. I interviewed Ye Li, Business Professor at UC Riverside, and he shared that in a survey, which is similar to a quiz, if you ask varied questions, you increase user participation and engagement.
So ask however many questions you need to give your website visitor the answer they are looking for, and do it in a way where each question is varied and unique, and your engagement will stay high throughout your quiz.
4. Ask for an Email Lead at the End of the Quiz
Nothing kills engagement like asking for an email in order to take the quiz. We have seen this since the very beginning of Interact back in 2013. You have to draw people in, give them something of value in the way you ask your questions, before you ask them to give back in the form of handing over their email address to become a lead.
5. Embed your quiz and link it prominently on your website
If no one sees your quiz, no one will take it. Put a prominent link to your quiz in your website header and on your home page. That way when people come to your site looking for an answer to their question, your quiz is right there ready for them!
