If you need a way to test your customers then an online assessment is the way to go. With interact assessment maker you'll have all the options for making online assessments that will find out how much people know or what level they are at and then provide personalized recommendations based on how well they do in the assessment. This guide will show you how to create your own assessment
Part 1: How to Make an Assessment To Discover A Customer's Current Level
As a business it's important that you know where your customers are at before recommending products or services to them. A beginner doesn't need the same help as an advanced person and you don't talk to everyone the same way. Using an assessment is a great way to segment your audience so you know whic products or services to show each person. I'm going to show you an example in this post called "How Well Is Your Website Attracting Your Dream Clients?" which is a version of "How Well is Your Website Converting?" that is a very effective assessment for any web designer to run. You can adapt what we're learning here to your own business and industry.
Step 1: Write the Assessment Title
The strategy behind using assessments on your website is to qualify leads before you begin a conversation with them. You want to know where someone is at prior to engaging with them so you're not wasting time figuring it out every single time.
The title of your assessment should do two things.
1. Get people to want to take the assessments
2. Help you determine a visitors' level so you can provide the right services and offers to them.
To write a title that matches both of those needs you'll want to think about why people come to work with you in the first place (what is your main value proposition?) then reverse-engineer that to provide the title of your assessment.
Step 2: Write Questions To Test Levels
The questions of an assessment should help you determine what someone's current level is and also get them thinking about whether they are doing everything they should in whatever area your assessment deals with.
The example to the right is perfect for this website optimization quiz because it asks about optimizing blog posts for SEO, which is not only important for you to understand as the creator of the assessment but also gets peope thinking about their own use of SEO.
We recommend having at least 5 questions in your assessment but not more than 20 because at that point it gets too long and people will drop off rather than finishing your assessment.
You'll want to cover different aspects of the assessment with each question. You can see an example of that with the two questions pictured to the right. The first one asks about SEO optimization and the second one asks about setting up lead magnets. Those are both important aspects of a website but also cover different parts. By the end of your assessment you should be able to determine someone's overall level when it comes to the topic of your assessment.
How Is This Assessment Scored?
The way scoring works on an assessment like this where you are determing someone's overall level is that each answer choice on each question has a point value associated with it (as you can see on the right here).
Then your outcome is based on how many total points you get while answering the assessment questions. Typically the higher the score the better you do, so the answer that is the "best" over on the right here is the one that means your website is optimized well.
The answers that mean you are not doing well have "0" points associated with them.
Step 3: Gate Your Assessment Results With An Opt-in Form
You can "Gate" the results of your assessment with a lead capture form. This way people have to put in their information in order to see their results.
If you set this up then you'll be able to follow up with your potential customers by seeing a report of their assessment and using that as the basis for a conversation.
This is a super natural jumping-off point because you can discuss specific issues or problem areas the client might have rather than going into the conversation blind.
Assessments also integrate direcly with your marketing automation system so you can segment your leads based on their score.
Step 4: Show An Outcome and Offer Next Steps
Even with the lead capture and you following up personally to assessment takers (or with automated emails). You'll still want to show people their result right away on the assessment itself.
No one wants to wait for an email or phone call in order to see their outcome so you should satisfy the assessment-takers' curiosity by showing the result right away.
In the assessment results you'll want to provide people with an explanation of how they did on the assessment with 3-4 sentences explaining in greater detail why they are in the category they are in.
Your audience will be curious and skeptical of the results so you want to make sure to provide reassurance of their result and why it is relevant to them.
You should also provide next steps of things to do and work on as well as links to any resources you have on your website that could help the person who is taking your assessment.
Optionally you can include share buttons for people to share their result.
Part 2: Make an Assesssment With Correct Answers
The other type of assessment is one in which each question has a correct answer and your outcome is based on how many answers you get right. This differs from the first type we just walked through because each question has a definitive correct answer rather than a points-based system like the other one we just want through.
Here are the steps to make an assessment with definite correct answers.
Step 1: Write a Title
The type of assessment where each question has a correct answer is best suited with a title that acts as a challenge. Because the quiz will be ending in a score that indicates your knowledge of a subject you should put out the vibe that the assessment is a sort of compass telling you your direction of knowledge.
The example on the right "The hardest finance history quiz ever" is a perfect example of this. If I'm in finance this assessment makes me want to see if I can pass the hardest finance history quiz ever because if I can pass that means I really know my industry which is important to me.
Step 2: Create Questions to Test Knowledge
Write 5-15 questions testig people's knowledge of a subject. If you're looking for inspiration you can Google "Facts about (industry)" and then turn the facts into questions.
The hard part is coming up with good "Wrong" answers, which you can do by adding in close but not quite answers that are incorrect.
Step 3: Show People Correct Answers and Explanations
People want the instant satisfaction of knowing if they got an assessment question right or wrong.They also want to know why the correct answer is the right one.
You can do both of those things with an interact assessment, you can show screens that have the correct answer and an explanation of the correct answer immediately after someone answers the question.
This increases engagement on your quiz and makes people want to continue answering the assessment questions because it becomes like a game.
Step 4: Set Correct Answers
For every question of your assessment you can set a correct answer (or if there are multiple correct answers you can set that up as well).
You can choose whether you want to show the correct answers for each question immediately after each question or just in the results.
The advantage of showing each answer right away is that it keeps people engaged since they're getting the immediate feedback they want.
The advantage of holding the answers until the end is that there's a much stronger incentive to opt-in in order to see your assessment results since you haven't seen any of the answers yet.
We recommend showing the answers right after each question with an explanation.
Step 5: Use Your Asssessment For Lead Generation
Interact assessments make amazing lead generation tools. You can ask people for their information in order to show their assessment results, and pass the information directly to your marketing automation system or CRM along with the assessment takers' score.
That way you can follow up with a personalized report or email sequence that is made for each person based on their assessment outcome.
This type of personalized email follow-up leads to much greater conversions for sales and new customer acquisition because you are addressing people's individual needs rather than guessing as to what they'll want.
Step 6: Show An Answer Key of Results
Interact will automatically create an answer key for each person who takes your assessment and include it in the results. This will include their score as well as each of their answers to the assessment questions and the explanations of the assessment correct answers.
You can choose to show this or not show this in your assessment results.
We recommend always showing the answer key as it creates a very nice ending to the assessment. You can also include personalized call to action buttons in each assessment result that will link to products or services that are right for each assessment taker based on how well they do.
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