Here are the steps to create a blogging quiz, which I will go over in detail below.
1. Decide on your quiz idea
2. Craft quiz questions
3. Use your quiz to build your email list
4. Set up your quiz results (personalities)
5. Promote Your Quiz
Part 1: Deciding your quiz idea
When choosing the idea for your quiz, there is one very important thing to keep in mind. The quiz should be very closely related to your target audience (the people you want to read your blog). If you’re struggling to know who that is exactly, check out this piece on how to define your target audience.
Once you’ve nailed down who you want to reach with your quiz, there are a few very common blog quizzes that I highly recommend choosing from because these are battle-tested ideas that have been proven to work for generating leads.
1. What Kind of Blogger are You?
2. What is Your Brand Style?
3. Is Blogging Right for You?
4. What Type of Mom Blogger are You?
5. What Kind of Content Creator are You?
Don't like any of those? Check out our list of blogging quiz templates for more
If you’re in a different category and none of these seem to fit, then here’s a manual process for coming up with your quiz idea.
Start by defining your audience in one or two words. So if you sell to DIY enthusiasts, it would be “DIY Enthusiasts” if your readers are mostly motorheads, then it’s “motorheads”
Then write a quiz title in the format of “What Kind of (Blank) are You?” where the blank is the name of your audience. So “What Kind of DIY Enthusiast are You?” or “What Kind of Motorhead are You?”
Quiz titles should go in this “What Kind of (Blank) are You?” format because people only take quizzes to learn about themselves, and that title template promises to tell people something about themselves if they take the quiz.
Part 2: Crafting quiz questions
Questions are where the magic happens. Asking good questions is not only an amazing skill in general, but it’s also the way that you get the people taking your quiz to be comfortable enough to the point where they’ll want to opt-in to your email list at the end of the quiz.
Over the years, after seeing more than 45,000 quizzes come through the interact platform, I’ve seen millions of quiz questions. Here are the best practices for your questions.
1. Write to one person. This is the most important one, and the biggest mistake I see people making is not talking to one person. What I mean by talking to one person is that you have to get yourself in a mindset where you can actually imagine someone sitting across from you who you are asking your quiz questions to.
Think about it this way, we all know that warm feeling when we’re catching up with a friend and they’re asking us about our lives in a genuine way. Simple things like “how did you feel about your big meeting last week?” or “how did your conversation with your mom go?” are the small questions that make us feel heard.
A quiz should do something similar (but don’t ask people how their conversations with their moms went, that’s weird).
If you want to “hack” this method, you should pick an actual person in real life who you think would enjoy your quiz – then write the quiz questions as if you were talking to that person, and when you’re done send them the quiz to proofread and ask them if they could tell you were the one who wrote the questions. If they can tell you wrote the questions than you successfully wrote to one person.
This works because people take your quiz one at a time, there’s no group of people gathered around a computer answering the questions as a team (well there might be, but again, that would be weird). Therefore, write your quiz questions as if you were talking to one person.
2. Make text questions with image answers. We did a study of the top 100 quizzes ever made on interact, and found that all 100 had at least one question that was in this format – where the question itself is plain text and the answer choices are represented by an image. The reason this works is because our brains process images 10 times faster than text, so each answer being shown as an image allows us to process the whole question a lot faster and choose our answer.
With 50% of quiz takers using mobile devices to take quizzes this becomes especially important, because if your quiz takes too long to answer they’ll just flip over and do something else on their phones instead.
3. Follow the “tipsy” rule. This is my favorite, because it’s the most fun. Think about when you’ve had a couple of drinks at happy hour, your inhibitions start to drop off and you begin being more candid with people. You might ask a friend about something you’re not quite sure you should ask, or you might straight up call someone out on something.
This can go south real quick, but there is also a ton of benefit to this “gloves off” approach to asking questions. When we are tipsy we are more straightforward and to the point, which is exactly what you want when you’re asking quiz questions. Remember that the whole point of these quiz questions is to develop some sort of rapport with the quiz taker, and you only have 7 questions to do that. You can’t beat around the bush and ask indirect questions if you want to really establish some trust within that short amount of time.
*Make sure you go back and proofread the questions later if you actually follow the tipsy rule and drink while writing them :)
Write 7 questions with 3-6 answer choices per question
Need some help coming up with questions? Check out our list of quiz questions you can use.
Part 3: Using your quiz to build your email list
After someone answers all the questions of your quiz, you can choose to show them an email capture form and use the quiz as a method for generating new contacts you can follow up with and sell to, or just keep on your newsletter. These forms convert at 50% on average, but not by accident – there are very particular things you’ll need to write on your opt-in form to achieve that level of success. Here are the three most important ones.
1. Tell people they get to see their results. You will be creating quiz results that show on the page right after each person fill in the opt-in form, so let people know that you’re going to reveal their results right away and they don’t have to wait for an email or anything. This instant gratification is exactly what we want out of a quiz, so ensure they know it’s coming.
2. Tell people you’ll send relevant follow-ups to improve their life. Because your quiz is going to assign each person an individual result, you’ll have the opportunity to send them follow-up communications to help them improve. This is super important because we all want to get better, but we also don’t want a bunch of recommendations that have nothing to do with who we actually are.
Pro Tip: The easiest way to write this part is to say “We will send you personalized tips on how to improve based on your personality” which is general enough to where you don’t have to go crazy creating content to send them but it’s also enticing enough to get people to opt in.
3. Let people skip if they aren’t interested. This will cause controversy because people always tell me “well I don’t want you taking my quiz if you don’t want to opt in” To which I have to say REALLY? you really think your quiz is so incredible that people aren’t even allowed to take it if they don’t opt-in? That’s like saying “I don’t want you coming in my house unless you give me your social security number.” Those are equal levels of absurdity.
Just leave it optional, unless your quiz is doubling as some sort of entry system and you need to ensure that you know exactly who completed it.
Part 4: Setting up your quiz results
Once someone opts in to your quiz, or skips that step – they’ll be shown their quiz results right away on the same page without having to wait. This is huge because there’s no delay, but also scary for you as the quiz writer because people will put a lot of pressure on these quiz results, and will be disappointed if you don’t offer a good explanation of their personality after they took the time to answer all of your questions.
Not to worry, I’ve put together the method for writing quiz results that not only live up to expectations, but also
1. Stay super positive all the time. Numerous studies have shown that people share positive things a lot more than anything else, especially when it pertains to themselves. When you write quiz results, find a way to spin it positively, even if you aren’t giving someone the greatest result of all time.
The easiest way to do this is simply focus on the positive parts of a result and avoid the negative.
Let’s do a real-life example about bloggers. We’ll say that someone got the quiz result “Straightforward Blogger” which could definitely be interpreted as “boring” but here is how you’d focus on the good.
Quiz Result: The Straightforward Blogger
Description: People love that they can come to your site and learn quickly and efficiently, without having to wade through mounds of fluff before the good stuff. You’ve probably got more useful tips on your blog than some libraries contain in all of their shelves. Good for your, somewhere in internet heaven the ghost of wikipedia is smiling down on you.
So I took what could be perceived as a negative (being to dull) and made it a positive by just focusing on how the straightforward blogger provides so much valuable information.
2. Write only 3-4 sentences. Quiz results should be short and sweet. Again, 50% of people will take your quiz on their phones, so a long description will be annoying and no one will read it anyways. Instead, include a link to learn more, which is recommendation 3 just below.
3. Include a button to learn more. At the end of each result description, include a call to action button to learn more about the personality type, which should link to a page on your site where you go into more details. If you don’t have anything set up for that you can simply link to your blog or to a page to get in touch with you.
Part 5: Promoting your quiz
The best way to promote your quiz is to add a button front and center on your website that links to the quiz so people can take it when they reach your site.
Typically you can expect a 100% increase in your inbound leads and opt-ins by switching to this format from whatever other lead magnet you are promoting on your website.
To do this you just have to modify your site home page to have a button linking to the quiz that is embedded on another page within your website and then from that point it runs on autopilot and you just start generating leads.
You can also promote the quiz as an announcement bar on your website. This is my personal favorite option for promoting a quiz. It’s not intrusive, but it clearly makes the quiz visible as it sits along the top of the page.
You can style the bar to match your site, and it has an exit button if people aren’t interested in seeing it anymore.
Promte your quiz as a Facebook ad
You know how many times clients have told me they’re getting new leads for $0.10 or $0.15 from Facebook using a quiz as an ad? A lot of times, so many times, it’s absurd. I’ve also heard that quizzes have yielded the lowest cost, but highest quality leads from Facebook of any ad ever run.
We’ve got a full guide on how to use a quiz as a Facebook ad that you should check out if you want to use this option. Interact has built-in conversion tracking integration with Facebook so you’ll know exactly how cheap your leads are coming in.
Pro Tip: When you set up your Facebook ad, you want it to just emulate how your quiz already looks so people see the continuation from the ad to the quiz experience.
That’s it, now you know how to make a blogging quiz. We’ve seen a ton of success in the space and I think bloggers are keenly positioned for writing quizzes because you already have a knack for communicating with your audience. Click below to get started making your first quiz.