How to make a delicious food quiz for your website

To make a food quiz, head to Interact Food sites are some of my favorite places on the internet, so you can imagine my horror when I searched for “how to make a food quiz” and was returned no actual guides on how to make a food quiz and only some food quizzes that consisted […]

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To make a food quiz, head to Interact

Food sites are some of my favorite places on the internet, so you can imagine my horror when I searched for “how to make a food quiz” and was returned no actual guides on how to make a food quiz and only some food quizzes that consisted of radio buttons and no pictures! Something has to be done about this, so I went searching for a great food quiz made on the Interact platform and was not disappointed. I found a quiz created by Dean and Deluca, a site that sells food products and has excellent design skills.

Below I’ve broken down their quiz into digestible parts for you to follow and make your own amazing food quiz.

1. Design

The biggest thing that set the Dean and Deluca quiz apart from virtually every other food quiz on the Internet is its design. The quiz just looks beautiful, I want to click on it and see what it’s all about. There are a couple of elements I’d like to highlight specifically that really make this quiz pop.

Cover image. This picture is beautiful. It brings the essence of Thanksgiving with it and really makes you feel warm inside. Quizzes are a very entertainment-based type of content, and having an inviting cover image really sets your quiz apart from the crowd. To maximize your success with images, make sure the picture applies directly to the subject of your quiz and be extra careful to follow the image sizing guidelines.

Font. Interact offers a variety of fonts, and this quiz chose one that fits perfectly with the Dean and Deluca brand. Font is one of those things you might not think about as much that can really make a difference in the way your quiz looks. A good font is not noticeable until pointed out, but once you realize that the font is there it really makes a quiz stand out.

Colors. Each quiz can have its own background color and call to action button color. Customizing these is the easiest but most often overlooked part of quiz making. All you have to do is match your website’s color scheme and things will go swimmingly. Dean & Deluca does just this with a white background and green accent button.

Logo. I’ve seen everything from company taglines to cat pictures placed in the “logo” section of Interact quizzes. The best thing to do here is exactly what Dean & Deluca did, put a plain text logo (preferably gray scale or one color) in the logo area, and format the size to the recommended guidelines. This way everyone who takes your quiz will be exposed to your brand, but not in a “in your face” way.

food 1 design

2. Questions

Speak like a human. I shouldn’t have to tell you this, but too many quizzes still sound like they were written by whoever writes grammar school tests (like a robot would write). Remember that a quiz is a one-to-one medium, it’s just you and the person who is taking the quiz. Everyone will have a different experience with your quiz based on how they answer questions, so no two people will have the same path. That should help alleviate the pressure associated with speaking to a mass audience. In our findings, speaking like yourself, and being a little goofy goes a long way to getting more quiz views.

Limit the answer choices. There are a couple of reasons not to have too many choices. First, there’s a time issue, not everyone wants to read through ten different answer choices before picking one. Second, there’s the rule of too many choices, which basically says that if you give too many options people will panic and leave. Also, when your quizzes are viewed through mobile devices, having a bunch of answers will inevitably cause scrolling.

Have 3-12 questions. This is just a guideline based on what we’ve seen to work. Three is the bare minimum to have a quiz that actually is somewhat accurate, and twelve is the number of questions people can answer in two minutes (our online attention span).

food 2 content

3. Results

Look, if you had one shot, or one opportunity
To seize everything you ever wanted. one moment
Would you capture it or just let it slip? – Eminem

I put this very out of place Eminem lyric here because it represents quiz results very well. You have a very small window with your quiz results to get your quiz takers to share their result on Facebook or Twitter. If enough of them do, your quiz goes viral, if no one does, your quiz falls flat – you only get one shot. Now that all the pressure’s gone, here’s how to write great quiz results.

Be positive. The thing that sets highly shared quiz results apart from the rest is positivity. We use social networks as our own personal list of accomplishments, and when quiz results convey good things in a genuine way they do extremely well. For example, the quiz result below just says “Your personality is rich and robust, and your Thanksgiving dessert should be too” This is nice but not too nice, it seems logical, and I don’t feel like it’s an off-handed comment.

If you can create wording that makes sense but also pays compliments you’ll end up with positive quiz results worth sharing.

Create an experience for each result. If you notice the quiz result below, there is a beautiful picture of the result title. If you like below down to the social share buttons, you’ll see it says “share what you’ll be serving!” just above the Facebook and Twitter share buttons. These things, combined with the description of the result, create a full experience for this quiz result that is unique.

If you are going to pull off the full potential of quizzes, you must create a unique experience for each person taking your quiz. This will let you cash in on the benefits of personalized content.

Keep it simple. Simple language brings out good feelings because you don’t leave anyone feeling left out because they don’t know what the heck you are saying. You can use anecdotes and wordplay in your quiz results, but don’t use complicated words and sentences (unless you happen to be making a neuroscience quiz, which has been done, but not on a food blog, that would be weird).

What’s missing, a personalized link. With each quiz result, you have the opportunity to include a personalized quiz result link that points to other content or products. This is an amazing opportunity to present a personalized call-to-action (personalized CTA’s convert 50% better than non-personalized). This is missing from the Dean & Deluca quiz and could easily be added to promote products.

3.5 (optional) Lead generation

Quizzes can be used to collect email addresses (and other contact information) very effectively. However, if you don’t do it right, it just looks spammy and no one wants that. Here are our top tips for collecting leads using your quiz.

Have a double-incentive. The first draw for entering an email is obvious, you “have to” to see your results (you can skip the step too). But it’s the secondary incentive that pushes people from sitting on the fence to handing over their information. In this case, Dean & Deluca is offering a 10% discount to subscribers, which is convenient, especially if you were already planning on buying something.

Be transparent. Make sure your logo is on this page, and speak directly to your quiz takers, nothing is worse than putting in your email address only to find out you will now get daily emails, ugh.


food 3 results

4. Social share setup

Most of what goes into a social share is automatically generated based on how you write your quiz, so it’s important to keep in mind while you are creating the content. Here is a quick checklist to make sure you’re covered

Have an image in each result. As you’ll see below, each social share pulls the image from the quiz result that the sharer received. Make sure to have good quality images in each result.

Make sure your quiz results and quiz title mesh. What I mean by mesh is that they work together. When the results get shared they will look like “I got (my result) – (title of quiz)” and that should create a call-to-action for friends of the sharer to take the quiz.

Look at the first sentence of your result description. This is what will get shared when someone posts their results on social sites. It should be somewhat comprehensive of what the result is and act as a subheading to the result title.

food 4 share


To make a food quiz, head to Interact

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Josh Haynam

Josh Haynam is the co-founder of Interact, a place for creating beautiful and engaging quizzes that generate email leads. Outside of Interact Josh is an outdoor enthusiast, is very into health/fitness, and enjoys spending time with his community in San Francisco.

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