One of the most popular categories for quizzes at Interact is the health and fitness one. Personal trainers, medical offices, and even OBGYN’s have used quizzes in various ways to increase engagement and get new leads into their systems. We’ve learned a lot about what works, so I thought I’d share some of the top tips here.
Let’s kick things off with a story, because stories are awesome. The story is about personal trainer Brad Gouthro, one of our oldest customers at Interact. He’s had a quiz on his facebook page “Test Your Fitness IQ” for the last year or so, and it’s one of the most consistent sources of leads for his growing business. Every month, it drives 20-25 new email subscriber leads who Brad follows up with and eventually converts into paying customers (at least some of them).
The best part is that Brad really hasn’t had to do anything since setting up the quiz (except keep people on his Facebook page, which isn’t hard for him because he’s got great stuff, check it out)
The goal in this article is to get everyone who runs a fitness or health business set up with a great quiz like Brad’s. I’ll go over the basics of what makes a good quiz and then run through some examples that use that advice well.
Part 1: How to make a quiz for your health and fitness business
Step 1: Name it right. Here are a few types of names that generally work well.
- The Challenge Headline. “How Much do You Actually Know About Eating Healthy?”
- The “Could You Pass The” Test. For example “Could You Pass the Physical Trainer’s Aptitude Test?” This kind of quiz satisfies the burning desire to know. With audiences that are interested in health and nutrition, the trainer’s exam, the nutritionist exam, and the physical therapists’s exam are all good examples. (obviously shorten them)
- The “How Smart are You?” Quiz. Similar to the challenge quiz, but more personal. For example, “Are You A Fitness Expert?” takes the question directly at the person who’s taking the quiz so they feel like the result tells them something about themselves.
Step 2: Create questions to connect with potential customers. Here are three tips on that.
- Speak simply. We like things that we can understand. Write questions that don’t confuse people, this isn’t a school test, you’re not trying to make people fail.
- Speak with a personality. The best quizzes on Buzzfeed and Zimbio all have a bit of snark to them. You don’t necessarily have to do exactly what they do, but speak like you would to a client.
- Let the quiz taker talk. Keep your questions short, hand over the microphone.
Step 3: Collect leads to stay in touch (optional). Check out these best practices.
- Make the offer relevant. Quizzes provide a unique opportunity to offer up a call to action that makes sense in direct context to what’s happening right now.
- Make the offer valuable. Lead generation is a trade. Make sure your end of the trade is worthy of collecting information for. Whether that means offering a discount, a free product, or a free consultation, offer up something of value in return for personal information.
Step 4: Write quiz results to cement the connection. Follow these guidelines…
- Be positive. We share what makes us look good. No one shares that picture from last summer’s family reunion when they got way too drunk, they share the picture from the concert when they got a picture with Jay Z. Make your quiz results tell the quiz taker they are awesome.
- Be honest. It’s possible to tell people they rock without lying. Pick out one good thing about your quiz result and focus on that. For example, if you tell people they don’t know anything about nutrition, focus on the fact that they have a blank slate to start healthy habits with.
- Be share-able. Depending on your actual business, you may not be big on social media. Trainers and nutritionists probably are, insurance companies, maybe not so much. Either way, social is too big to ignore. People will talk about you on social media whether you like it or not, so you might as well plan for how you’ll be shared so you’ll like it. The formula for being shared goes like this “I got (my result)(name of the quiz)” So for example, that would look like “I got Fitness Guru, How Much do You know About Fitness?” Just know how that works and name your results accordingly.
Part 2: Great examples to learn from.
1. EC Medical Group. This awesome team debunked one of the top myths in the quiz world – your business isn’t too serious to run a quiz. They cover some fairly weighty topics not usually turned into quizzes (women’s health), but with some clever wording they made it work.
One of their quizzes is titled “Progesterone Quiz” and I’ll be honest I”m not entirely sure what that is, but the writers over at EC Medical Group put together a series of questions that were formal enough to go along with the highly professional nature of their brand, but not so formal that they feel like you’re at the doctor.
Quizzes are a good way to bridge the gap between professionalism and fun, this one is a good example of using a quiz to “break the ice” for potential new customers before they ever set foot in their physical door.
(the cover photo is a bit creepy, however)
2. WellPoint. Wellpoint is the largest managed health care company in the Blue Cross Blue Shield group – they are huge. It’s not easy for them to come across as anything but a massive corporation to their customers and the general public. Combating that image isn’t necessary all the time, but for attracting progressive clients who aren’t super keen on supporting a huge company, it could help Wellpoint to be more personable.
3. StyleCraze. This company is a huge fashion brand in India, and where fashion plays, fitness stays. (that didn’t work out as well as I thought it would). Anywho, fitness is a hot topic for a lot of people, especially the type of people who like fashion.
Their quiz, “How Fit are You?” doesn’t really tell you how fit you are, but rather tells you how much you know about fitness. Most of the results are positive, reinforcing the quiz taker.
The question is, why would a fashion company make a fitness quiz? There’s no call to action that makes sense, you can’t try to sell a fashion product after having someone take a fitness quiz. However, as I mentioned, StyleCraze attracts people who are interested in fashion, and those people are likely to also like fitness. By bringing in people for a fitness quiz, they get the attention of an audience that they know is also interested in their core product – fashion.
This tactic works well for companies that need a way to diversify content. Find out what interests your customers have (other than your core business), then make quizzes about these complimentary interests and share them to attract an audience that is ripe to become your customer.
I hope that helped, if you have more questions about creating a quiz for your health and fitness business, don’t hesitate to contact us (josh @ tryinteract.com). To jump over and get started with your own quiz, head to tryinteract.com (the first quiz is free).