This is a guide on how to create and post a quiz to Pinterest and use that quiz to generate leads and drive sales for your business.
1. What to make your quiz about
2. What kinds of questions to ask
3. How to ask for an email address in your quiz
4. How to make the results of your quiz
Pinterest is a powerful social network, and the fastest-growing. Lately it has been expanding beyond just the traditional categories of fashion and decor into more of the marketing and business segments. Quizzes are a perfect content medium for Pinterest because they have the entertainment appeal to capture people’s attention, and they also help with practical business because they can build your email list.
Part 1: What to Make Your Quiz About
This is probably the part of making quizzes I get the most questions about. So here’s my brainstorm strategy for thinking of a quiz idea that will attract the right leads to your quiz.
First, describe your audience in one or two words. So if you sell to people who make websites, it’s “Web Designers” if you sell to people who buy Jewelry, it’s “Jewelry Buyers”
Second, insert that audience description into the template of “What Kind of (Blank) are You?” or “What Type of (Blank) are You?” where the (Blank) is the title of your audience. Sometimes you have to finesse the audience description just so it fits the title template. So for example.
“What’s Your Website’s Personality?
“What Type of Jewelry Fits Your Style?”
“What Type of Content Creator are You?”
“What’s Your IT Personality?”
“What Kind of Fashion Fits Your Personality?”
“What’s Your Ideal Working Environment?”
The list goes on, if you’re looking for inspiration check out this list of quiz templates.
Part 2: What Kinds of Questions to Ask
Once someone starts taking your quiz, the first part they’ll go through is answering the questions. Quiz questions are an incredible opportunity to have a conversation directly with your target audience and get to know them so they’ll want to stay in communication with you. However, most people have never written quiz questions before, so this is where you’ll need some guidelines to make sure it’s done well. There are two pieces to the puzzle when it comes to writing quiz questions.
First, the logistics. You should have 7 questions with 3-6 answer choices per question. Each answer choice should connect with a result of your quiz, which is how the scoring of your quiz will work. (so if you have 4 different possible outcomes on your quiz, each question should have one answer choice that correlates to each of the outcomes and as someone takes your quiz they’ll get points towards each outcome, and whichever outcome they end up having the most corellations with is the one they’ll see as their result).
Second, the actual questions. We have a list of quiz questions you should use, but when you want to go rogue and create your own, here’s how to do it.
The way you write quiz questions for quizzes (and specifically for traffic coming from Pinterest), is that you want to write as if you were speaking directly to another person. The trick for this is to actually imagine that you are sitting down at a table across from someone who you’d like to have take your quiz. Let’s practice.
In my imaginary scenario, I’m sitting across the table from Beth, she’s a marketing manager who I want to have take my website quiz called “What’s Your Website Personality?” and I want to ask her some questions to find out what kind of website personality she has.
I’d start off by asking “What kind of company do you work for?” so I can at least know what industry to focus on.
Then I’d follow up by asking “What kind of customers buy from your company?” so that I can get an idea of who she’s working with.
Then I’d ask “What’s your favorite part about being a marketer?” so that I can hone in on the type of marketing she enjoys doing.
Then I’d follow up with “Why do you like that type of marketing?” so I can get an idea of what motivates Beth to do her job.
After that I’d want to know what Beth’s goals are with her website, so I’d say “What’s your main goal with your website from a marketing perspective?”
And I’d follow that up with “How do you feel like your current website is doing?”
I’d finish the quiz with “What’s your spirit animal?” just to mix it up, but also to figure out what kind of personality Beth has so I can prescribe the right website personality and make sure I give accurate suggestions in the results when I get to that step.
This is roughly the flow I’d go with if I was sitting down with Beth in person and the same process to follow if you’re writing your questions for your quiz that will live online.
Part 3: How to ask for an email address in your quiz
Once someone goes through all the questions of your quiz it’s time to ask for an opt-in. If your quiz has a natural progression of questions that make the quiz taker feel more and more comfortable as they’re going through your quiz, and your opt-in form has well-written copy, then this form should convert 50% of quiz takers into subscribers.
The questions we’ve gone over, but now let’s talk about what to write on this results form.
There are two things.
One, you want to tell people they’ll get to see their quiz results right away if they opt-in. You’ll be creating the results of your quiz in the next step, and you should be clear that the quiz taker will see their result immediately and not have to wait for an email or anything to see their result.
Two, you should let people know that they’ll get personalized advice on how to reach their goals based on which quiz outcome they get if they opt-in to your list. The easiest way to do this is to say “And we’ll send you personalized tips on how to improve your (something) based on your personality” where the “something” is whatever the quiz is about. Or if your quiz is selling products say “We’ll send you personalized recommendations based on your personality”
Part 4: How to make the results of your quiz
After the opt-in form comes the big reveal for your quiz. There are a few elements to each quiz result, and there are logistical pieces as well as strategic pieces to each. I’ll break these down by element and then give both the practical advice as well as the copywriting advice for each.
First, the result title. You want to keep this short, less than 7 words, and just describe the result really quickly. This is simply an at-a-glance view and doesn’t need to be descriptive.
Second, the result image. This should show people visually what the result is. It should be a high-quality photo and if someone was to see it out of context they should be able to pretty much guess what their quiz result is.
Third, the result description. This should be 3-4 sentences and no more. Keep it short because you want people to continue reading on your website, not just on this quiz. As far as the actual content of this description, it should be highly positive, no matter what result you are giving someone. The best way to do this is to focus on all the good parts of the result and avoid anything bad.
Let’s do an example.
So let’s say you are telling someone they are a beginner website builder, which essentially means they have no skills yet. But, we will focus on the good and avoid the bad.
So here’s what’s good about being a beginner.
1. You don’t have bad habits
2. You can learn a lot
3. You are ready to get started
Now let’s write a result description.
You are a beginner web builder, which is awesome news – you know why? Because it means you haven’t formed any bad habits when it comes to building sites and you will build a solid foundation with the right fundamentals so that as you grow you’ll be coming from a place of strength. Ready to get started? click the link below to begin your web training.
So we just focused on all the positive aspects of being a beginner.
Okay, now the fourth element of a result, which is the call to action button. This is where you link to a page or resource that is useful to each specific result so the quiz taker can continue learning if they’d like to. These buttons have a 25% average click-through rate which means that a lot of people will go to whatever you recommend in the result. If at all possible, make sure to link to something that is genuinely useful to each result.