The questions in a quiz are the most difficult and important part of the whole thing. This guide is intended to give you the logistics of how to set up your questions as well as guidelines for how you can write your own questions to engage your potential customers and turn them into leads.
1. Write to one person who would take your quiz
The first and most important point when it comes to writing quiz questions is that a quiz is a very one-on-one situation. When someone takes the quiz it's as if they are speaking directly to you.
This means you can't write the questions like you would write the content of a blog post, and you have to write to an individual.
My recommendation is to actually pick a person who you think would enjoy taking the quiz you are working on who is part of the audience that you want to reach and then write the quiz for that person.
If you do that, then you can send them the quiz when it's done and ask for their feedback and have them proofread it for realness
Ask People About Themselves
The key difference in writing to one person versus a bunch of people is that when writing to an individual you can ask them about themsevles, and you absolutely should do this. According to The Scientific American, people spend 60% of conversation talking about themselves, and when you are on social media that jumps to 80%. That's a lot of time spent talking about ourselves!
The reason we talk about ourselves is pretty simple.
"Why, in a world full of ideas to discover, develop, and discuss, do people spend the majority of their time talking about themselves? Recent research suggests a simple explanation: because it feels good."
There's a lot more scientific explanation behind this, but let's just take the research at face-value and say that talking about ourselves feels good (which I'm sure you can think back on and agree with). If you want people to be engaged and walk away from your quiz feeling good, ask them about themselves.
2. Ask questions relevant to your quiz topic
Something we get asked about a lot is how to keep the brand integrity of your quiz when it's supposed to also be fun and not super serious.
The answer is in the content of the questions themselves. For example, the quiz question pictured to the right is from a quiz called "What Type of Tree Are You?" so asking about clouds and nature is the perfect way to get an idea of what kind of tree someone is.
If this was a quiz about what you should be making for dinner then you wouldn't want to ask this question. This area is one where having a person review your quiz will be helpful because they can tell you if any of your questions are just totally off-topic.
3. Use "You" or "My" in every question
There is a massive difference between referring to the person who is taking your quiz versus a generic question. Look at these two.
"What's most important to you? (be honest)"
These are both technically asking the same question. Telling someone to "Choose one:" will still let you figure out which option is most important to someone, but it's not personal. Asking personal questions on a personality quiz makes the most sense but it often gets overlooked.
The easiest way to make sure you don't mess this up is to add the word "You" or "My" to every single question.
4. Follow the "tipsy" rule
You know how once you've had a drink or two the questions start to get more real and some of the over-politeness starts to wear off?
Research shows that writing questions from this perspective actually increases engagement and time spent taking quizzes because the questions are generally more intriguing.
For example, if you look at the question pictured to the right about what you would do if you had 6 months left to live, you can imagine this would be a question asked over drinks, and it would spark a very interesting debate.
To achieve this type of question on your quiz, take whatever you have written and "move it down" a notch on the formality scale. Every quiz I've seen starts off pretty formal, simply because we're used to writing blog posts that will be read by hundreds or thousands of people and reviewed by our teams. So just take whatever you write and make it one step less formal.
5. Know how your audience talks
Every group has their own lingo, their own way of talking about things, and you can quickly tell if someone is part of the group by the way they talk about things.
For example, in San Francisco it's well known that no one calls it "Frisco" or "San Fran" so if you refer to San Francisco as one of those things while writing a question in your quiz that is supposed to be for people from SF, you'll lose them because they know you're not part of the group.
Know the lingo of the audience you are trying to reach and use it in your quiz, this will make the quiz taker more comfortable with you and increase their interest in the quiz because they feel like you know them.
6. Keep it fun
"Remember to have fun" I hate when people say that.
BUT, it does matter in a quiz, and if you're like me and want specifics on how to make a quiz fun, check out this blog post.
The TL:DR on that blog post is that "Fun" really means letting people talk about themselves and helping people learn something about themselves.