Here’s the definition of widget from the most reliable of websites, Wikipedia.
So let’s look at how you can make a quiz widget that becomes part of your web page to increase interaction on your site, get more social shares, and collect new leads (not a bad trio of things to achieve for your website).
Part 1: Making the quiz
So here’s a good example of a quiz widget (picture below). You can see it’s a page on Forbes.com and there’s a quiz there that can be clicked on and taken right within the page without having to navigate away. Because Forbes was able to put this quiz into a page on their own domain and utilize the authority that comes with being a Forbes page, this quiz actually ranks #1 for the term “college quiz” on Google and the quiz has been taken over 133,000 times.
So how did this quiz get made in the first place? You can’t just write it like a blog article or record it like a video, there’s more involved. Luckily, it all comes down to a handful of simple steps which we will walk through together.
1. A good title
It all starts with a title. When some random person sees a quiz pop up in a Facebook news feed, 4 out of 5 times they will decide whether they want to click the link based on the title. Because quizzes don’t have a huge amount of variation, there are a few types of quiz titles that just work.
1. The “Which (blank) are you?” title: “Which room in a house are you?” (actual quiz with tens of thousands of views). This title can be adapted to virtually anything from trucks to clothing styles. Quizzes using this exact title template account for roughly 50% of overall quiz views, so give it a try.
2. “How much do you know about?” “How much do you know about Iran?” (again an actual quiz with hundreds of thousands of views). This title challenges people to see if they can pass your test and appeals to the fighter in all of us.
Think about this, when else do you get to ask your prospective customers a bunch of questions apart from actual phone calls? Granted a quiz doesn’t have the same level of intimacy that a personal phone call does, but the outcome in both cases is that you learn about who is interested in your product. To maximize this opportunity, follow a few best practices.
1. think about what you can learn
As marketers any information we can get about our audience is supremely valuable. When writing your quiz, think about what you can learn by asking each of the questions. For example, take a look at the screenshot below from a quiz that asks “What category does your website fall into?” By asking that question I not only make my quiz better (I can set up the results to pinpoint specific people), but I also learn some valuable information about my customers.
2. speak personally
Remember that a quiz is a one-to-one method of communication, you are speaking directly to a person, not to a group of people who read your stuff (as is the case for articles like this one). Let’s look at an example from our Forbes quiz we were investigating earlier. (by the way this quiz has 133k views and holds the number one spot for the term “college quiz” which is no sweat).
The question picture below comes from that quiz and sounds just like something you might ask a friend who is soon to be heading off to school. That’s the idea, and it’s called the Pub Rule, which means you should never ask a question in a quiz that wouldn’t be cool to ask a friend while at the pub.
3. don’t do too much
6-12 questions is fine, anymore and people will get bored and leave. It doesn’t matter how important it is that you have 50 questions in your template, no one wants to take that quiz.
2.5 Lead generation (optional step)
People share the results of a quiz (or they don’t share it, if it’s not good). Ideally you make quiz results that are good, and then you get shared. there are three things you need to maximize the chances of having good results.
1. A clever title
Because of the formula for quiz social sharing “I got (my result) (title of the quiz)” the titles of your results are equally as important as the title of the quiz. Luckily your best bet here is to just be honest and straightforward, no need for fanciness.
Just be nice to people. No one wants to share a quiz result on Facebook that says they should go to community college, they want to share a quiz result on Facebook that says they should go to Harvard. A strong trend among quizzes built with Interact is that the ones with more positive results end up with more social shares, it’s just science.
3. A call to action
The biggest mistake you can make when creating a quiz is not providing a follow-up. What I mean by follow-up is a call to action inside your quiz results that links out to another page on your website where people can learn more about their quiz result and continue reading. Because quizzes are so addictive and people are quite curious to learn more about their quiz result once it’s given, links in quiz results have astronomically high click-through rates.
Part 2: Putting it on your website
Quizzes embed into your site through an iframe the same way as a youtube video would work. This makes it simple to add a quiz to any type of website from WordPress to Wix to custom builds.
Part 3: Sharing it out so people know about it
It’s no secret that Facebook is the main driver of quiz traffic. The success of your quiz basically comes down to whether or not you can get people to share their results on the social network. however, before you start any of that, you have to share the quiz on Facebook for the first time. the example below comes from a high performing quiz created by country music nation, and they show how you can share a quiz on Facebook effectively.
All you have to do is come up with a clever caption to announce the quiz, upload an image that represents the quiz, and include a link to take it on your website. Pretty simple, but you need those three elements to be successful.