Over and over again amazing companies sign up to make quizzes but get lost somewhere between excellent idea and superb outcome. There’s a lot to account for between design, writing, and sharing of the first quiz, and given that many marketing departments haven’t used quizzes yet, it can be quite daunting. This guide is designed to show you how the process works for setting up and running that first quiz campaign so hopefully it won’t be a burden for you.
1. Writing the quiz
This is where most of the grunt work happens. A lot must be done to create quality quiz questions and results, and a good amount of questions we get from customers revolve around how to write effective quizzes. Luckily, there is a basic formula that the best quizzes follow, and your creativity can round out the rest of the operation.
The “Which are you?” This is your typical “Which handbag are you?” quiz that works extremely well for E-commerce and entertainment companies. We ran a test to see how well this type of quiz works and found that when the three words “which” “are” and “you” appear in a quiz title, it gets more than twice the traffic on average versus all Interact quizzes.
The news quiz headline: “How much do you know about?” I call this one the news quiz headline because it originates from the news sites of old when internet broadcasters would publish things like “How much do you know about last week?”
As news has evolved, innovative sites like The Huffington Post have taken the reigns on the ever-popular news quiz and brought it to new heights. The quiz pictured below is titled “How unaware are you?” and is a year-end review of 2014 with a snarky twist.
This type of quiz is by no means limited to the news however, and we’ve seen everything from “How much do you know about the AR-15?” (machine gun) to “How much do you know about the groom?” (at a wedding)
The entertainment title: “Which celebrity are you like?” We get exposed to so many celebrity references on the daily that it’s very effective to create quizzes that involve celebrities.
The thing that really sets quizzes apart from everything else in the world of content is the ability to connect directly with the people who are on your website through questions. You are able to ask questions and immediately get answers from your visitors and then provide a result based on how they answer. This is as close to a real human conversation as it gets with online content.
Also, with quiz questions you have the opportunity to use a massive amount of visuals, and pictures truly can speak a thousand words. The question example from The Huffington Post below is very well done, let’s go over the key elements of a good quiz question.
First, each question should fight its own battles. Every single question of your quiz has to compete with articles about The Kardashians, so don’t take for granted that people will finish your quiz. The cheat way to do this is to just use pictures as the possible answers, this makes your quiz much more game-like right from the start.
Second, speak like a human. Remember that part about quizzes having the unique advantage of being hyper-personal? To fully benefit from that, you’ll need to write like you would to a person in a one-on-one scenario. One of our earliest customers was from Ireland and they came up with the “Pub Rule” which says that you should never write a quiz question that would be weird to ask a friend at the pub.
Third, don’t talk too much. The top 100 quizzes average 8 questions and none goes over 15. That range will take your audience about 3 minutes to finish the quiz, which is an ideal amount of time for not losing their attention to something more interesting on the internet.
If the quiz questions are what makes quizzes unique from all other forms of content, the quiz results are what make quizzes become so viral compared to all other forms of content. Quiz results are where you tell people how they did or what their personality type is, and it’s where they have a chance to share the quiz and drive more people to take it. The best quizzes that end up with hundreds of thousands of views have results that entice sharing, and they all have a few things in common.
First, they are kind. I use the word kind because it insinuates a certain method of acting that is genuinely uplifting. The reason for this is that we use social networks as bulletin boards to broadcast our successes while we shew our failures away with no proclamation. Since most quiz traffic comes from sharing on social networks, you must make your quiz results appear as successes, even if they are not. Take, for example, this quiz result (pictured below) of me failing a Huffington Post quiz. Even though I’m called a nincompoop, I still get a Gif of Clint Eastwood, which is worth sharing in and of itself.
Second, follow up with prospects. Think about this. You’ve just asked someone a set of very personal questions through a quiz and are now giving them a quiz result. Of course that person is curious to see what you say about them, it doesn’t matter that it comes from an online quiz. However, just a simple bit of text is usually not enough to satisfy the curiosity of quiz takers. You need to give something more, and that something more comes in the form of a link. For example, if you tell someone they don’t know much about the years’ news, then link to a list of the top news stories for the year.
2. Designing the quiz
Design is a huge part of quizzes. The main thing that sets the quizzes of old apart from what’s popular now is the way they look. After paying hyper-close attention to the design on quizzes that have amassed over 5 million views, here are the things that stick out as important.
First, a good cover photo. Scroll down a bit and you’ll see how quizzes get shared on Facebook and Twitter. One thing that is extremely prominent on the top two social networks is that the cover photo of the quiz is featured strongly. You want to pick a photo that features people (study on why), and a photo that is high quality so your quiz looks professional.
Second. use images in your questions. Every one of the top 100 quizzes built using Interact (which total over 3 million views), has at least one image question. What I mean by image questions are questions like the one above from The Huffington Post where the answer choices are represented by images instead of just text. When quizzes were largely repopularized in 2014 by sites like Buzzfeed, a big part of the reason for the renewed success was because of the use of images over text. Make sure to use images in intelligent ways to maximize your chances of success.
Third, match your brand. Since content marketing burst onto the scene a few years ago, the web has exploded with articles, infographics, videos, and quizzes. It’s honestly gotten out of control to the point where it’s now an arms race to create the most effective content in volume. One thing you can’t afford to do when investing this amount of time and money is to have all your various forms of content look different. With Interact you get full control over the colors and fonts on your quiz so you can make each quiz look exactly the same as all your other content and prevent the loss of customers who may think your quiz belongs to someone else.
3. Sharing the quiz
Once the quiz is done, it’s time to get it out into the world. You’ll be presented with a screen that looks like the one below, with a smorgasbord of options for sharing. It can be a bit much at first, so let’s break it down.
This social network controls more than 50% of quiz traffic, it can’t be ignored.
To share your quiz on Facebook you can do one of two things. The first thing is to click on the Facebook button on this embed page of the Interact quiz builder. This will shear the title of the quiz along with the cover image onto your timeline. However, Facebook will sometimes block this for business pages to prevent spam. In that case what you’ll want to do is actually take the quiz yourself and share the quiz through the result that you get. This will result in something like what I have pictured here
While not the leader in quiz traffic overall, some quizzes get the majority of their views from Twitter. To share a quiz on Twitter as a brand, you have to do a little bit of work (but not too much). Because Twitter won’t automatically pull your quiz cover photo or results photo, you have to share a link to your quiz along with an image that’s automatically added. Check out this PBS quiz tweet for an example of a well done tweet.
4. Analyzing the results.
The easiest way to prove the value of your quiz campaigns (and get budget approval for more quizzes) is to generate new leads through the quiz itself. These are customers who give you their contact information (email address, name, etc.) in return for seeing their quiz results and perhaps some other incentive.
Quizzes can be extremely effective for lead generation, and some companies (like the one pictured below) have been able to achieve 50% opt-in rates on their quizzes. You can set up your own lead gate like the one pictured below using the Interact app and it will include your logo and custom message so your customers know it’s from you.
This doesn’t work all the time though, in general, if you have good success with email marketing in your business it’s smart to use your quiz to collect leads, if you don’t traditionally use email marketing, it doesn’t make sense to start with a quiz.
While not directly turned into revenue, it looks pretty sweet when a quiz gets shared all over the place. Interact will give you a raw number of how many people have shared your content on social sites, and a views counter will indicate how many people those shares are reaching.
One of the coolest examples I’ve seen came from The Red Lobster, who’s shrimp quiz got nearly 200,000 likes on Facebook (pictured here at 119k). Each of these likes acted like a little beacon for the quiz, propelling it to reach hundreds of thousands of people.
I just wanted to put that word in here because it gets talked about but doesn’t really mean anything which I think is hilarious. When you put together an Interact quiz and share it, you will get some big data to work with. The readout will look something like what’s pictured a bit below. There are a few key inputs to pay attention to.
First, how people answered. You’ll get a breakdown of how people answered your quiz questions, so for example if you ask “What does your business do?” you’d get a readout of what your customers do for a living. You can use this information to target your content and calls to action directly towards the actual people who are on your website. According to Hubspot, personalized calls to action convert 42% better. Knowing how to personalize those buttons and offers is the hard part which can be taken care of with a quiz.
Second, how your quiz is doing. When you are investing resources into creating quizzes, it’s vital to maximize your ROI. Knowing how many people finish your quiz and what percentage actually opt-in to whatever offer is being given is key to improvement. “If you can’t measure, you can’t improve” You’ll get a readout of these statistics so you can improve each quiz.