Travel websites have a huge opportunity when it comes to quizzes. Because of the amount of research and planning that goes into taking vacation, a vast amount of content is consumed in the travel space. Even further, people are keen to find information from experts when it comes to traveling, entire businesses have been built on the premise of connecting experts to eager travelers.
I say all this to set the stage for how you can create awesome travel quizzes that not only grow your brand, but also genuinely provide a great value to your audience. In this guide, I’ll go over all aspects of writing and sharing travel quizzes that rock, using examples of quizzes built using Interact that went viral.
Part 1: Writing your travel quiz
1. A title that catches attention
For travel quizzes, there are two types of titles that work well. One is a personality type quiz and the other is a multiple choice.
The personality one. Is either “Where should you go?” or “What type are you?” if you run a blog that focuses on a particular area of the planet, you can do a “Where should you go in…?” quiz and if you are you are a general interest travel site you can just do a where should you go? quiz in general.
The “What type are you?” quiz focuses on travel, but can be adapted to your specific site.
The multiple choice one. Drawn from your expertise, this quiz challenges people to discover how much they know about your part of the planet. These quizzes work best if you can be specific “How much do you know about Cambodia?” but can still work for general interest “What’s your travel IQ?”
2. A cover image that draws eyes
The way Interact quizzes are set up, most of the space on the cover page is taken up by an image. That’s mainly because image posts perform much better on social networks (where most quiz traffic comes from). This means that you’ll want to make sure that cover image is something that draws your potential quiz takers in.
After doing some research, we found that pictures of one person far outperform pictures without any people, and having multiple people in your cover photo is good, but not as good. For travel quizzes, pictures of people in scenic places around the world are perfect, in general go for professional quality photos over candid shots, you don’t want to risk casting a shoddy image.
3. Questions that are conversational
Quick quiz, what sets quizzes apart from all other forms of content? If you answered live conversations, you’d be correct. Talking to your customers is an excellent way to build relationships, so you’d better talk to your customers in your quiz.
The best thing to do here is be yourself, and I won’t try to tell you how to do that, but there are a couple of tips for writing quiz questions I’d like to share.
First, don’t be too formal. I know first-hand the struggle to stay conversational when it comes to creating content. We get tempted to sound more professional because of how many people will be reading what we write, but being cordial is the death of a quiz. Basically just talk naturally, like you would to a friend at a bar, except to lots of friends, on the internet.
Second, remember your purpose is to entertain. There’s a rule that Shaq came up with that states you should make 85% of your content to entertain, 10% to inform, and 5% to sell products. Your quiz questions should be fun to answer.
4. Results that educate and elevate
Start by delivering on your quiz promise. If you told people you’d tell them where they should study abroad, do that first. Make sure to give a compelling explanation for why you gave the quiz result you did, but also be very positive. If you want your quiz to be shared, it must be positive. We ran a test and found out that 75% of social shares originating from quiz results were overwhelmingly uplifting.
5. Following up
Think about this, I just answered a series of personal questions about myself and have been given a result telling me what my personality is or how much I know. I’m very keen to dig into whatever you tell me right now, because anything you say is very personal and applies directly to me.
This is why it’s absolutely vital to include a follow-up link in every result of your travel quiz. Take for example the quiz below, which was created by Pepperdine University. It’s titled “Where should you study abroad?” Studying abroad is a big deal, and where you do it is a large decision. They not only include a nice description of the place you should go, but also include a link to learn more in their community section.
Part 2: Sharing your travel quiz
The great thing about travel is that beauty is a natural part of it. You know just how amazing the world is, and that makes sharing your travel quiz much easier.
See, quizzes that get shared with an image get nearly twice as much traffic from social networks on average, and a good image can really take your sharing strategy to the next level.
When you first share a quiz out on Facebook and Twitter, grab the link (use a shortener to track analytics etc), then grab an image that’s part of the quiz, and share it out with a clever headline (use the title if you can’t come up with something better).
You can also embed the quiz into your site to use as a blog post and then let people share either the blog post or their quiz results, which will help make sure all traffic comes back to your domain. Here is a guide on embedding your quiz.
Part 3: Rinse and repeat
A blog called Food52 had created 5 quizzes before making a real hit. The first five weren’t bad, getting a few thousand views, but the sixth one really took off, getting more than 25,000 unique visitors.
With Interact, we give you the basic analytics to find tweak your quizzes and improve over time. By looking at how many people start and finish your quiz, as well as tracking the social shares, you can identify great concepts over time and improve.
If your first quiz doesn’t blow you away, keep trying, I guarantee it’ll be worth it.