Google “forbes college quiz” and you’ll find an excellent quiz mad by the staff at forbes using Interact. The quiz will ask you a short series of questions before telling you which kind of college you should attend. What I especially like about this college quiz is that it doesn’t tell you just one college, but gives you a category of colleges that would fit you. This is much more practical since no right-minded high school student would only look at one school.
The Forbes quiz did very well, and I’d like to take a look at the elements of the quiz that made it such a success.
Part 1: The Subject.
This is the time of year when Forbes comes out with their Top 100 colleges in the U.S. list, which attracts millions of readers from around the world. Eager students want to hear what the 100 year old company has to say about which Universities offer the best overall value. As part of that content push, Forbes created the College Quiz as a way of providing supplementary content to a killer list.
Part 2: The Questions.
The writers at Forbes knew their audience. People looking at different colleges are browsing, and susceptible to leave if bored. That’s why the College Quiz is highly visible and entertaining. It not only attracts the eye, but also makes you think about how you really want to answer each question. The tone is conversational, yet professional, like you’d imagine a counselor would ask questions.
Forbes used a nice mix of text and image questions. Having a balance of question types acts to break up the question flow a little bit and keep people engaged effectively.
Part 3: The Results.
Forbes media invested a lot of money into a tool called the college adviser, which tells you the colleges you should attend based on your interests and chances of getting in. Their college quiz created using Interact feeds right into that tool. Each result tells you which kind of school you might be interested in, and then directs you to check out the college adviser so you can calculate your chances of getting into said school.
The Forbes quiz did well, acquiring just over 42,000 views in the first seven days. A lot of anxious students got a little more guidance about their future, and Forbes had a success on their hands. Most of the traffic came from Facebook and Twitter, where posts typically have very short lives. Luckily the quiz had a little bit more longevity than most and was able to continue driving thousands of visits several days after being posted.
Even more impressive than just the views on the Forbes quiz was how many people completed the quiz and how long they spent taking it. Of 42,000 who viewed it, 25,000 completed, and the average visitor to the quiz page spent three minutes engaging with the content. That means quiz takers spent 87 days worth of time on the page!