Lead generation quizzes convert traffic into leads at 40.8% on average. People also love quizzes when they are done right. This guide goes through my process for creating quizzes. I’ve set it up as a series of questions for you, the quiz creator. The goal here is to prompt you to write the quiz in your words so it reflects you and your brand.
Note: I’m going to use “customers” and “audience” interchangeably in this post since your customers are your audience in most cases.
Let’s get started.
Menu:
- Quiz Title
- Quiz Results
- Quiz Questions
- Follow-up emails
- Quiz images
- Promoting your quiz
- Troubleshooting conversion rates
Quiz Title/Idea
For the quiz title, there are two options here.
A primary quiz: This goes out to all of your audience
Question for you: What is the biggest question your audience asks you? or What is the goal or dream your customers have that they come to you?
Once you answer that question, I would put it into a quiz title format.
Here are the most popular formats.
“What type of (blank) are you?”
“What level of (blank) are you?”
Where the blanks are the topics of your quiz based on the biggest question or goal that your audience comes to you for.
At a high level, the title of your quiz is meant to address the question or aspiration that is already on your customers’ mind when they come to you or engage with your content/ads online. You want to directly address what they are already thinking about or trying to solve in their minds with your quiz title.
Here’s an example from Jenna Kutcher, for her audience, the main thing on their minds when they are coming to her is a question about goals and clarity. So she greets them with a quiz on her website that helps them with their goals.
To get title suggestions for your brand you can use our free AI quiz maker.
A topical quiz: This goes out to a particular part of your audience facing a particular issue.
A topic-specific quiz addresses one particular part of your audience or one issue they are thinking about. With this type of quiz you are not trying to go as broad and reach all of your audience, but rather you are trying to hone in on one particular area of interest for your customers.
Question for you: What is a question or questions you get asked frequently that relates to the core of your business? Another way to think about this is, what pieces of content you’ve created get the most traffic on a regular basis? What topics always get high engagement when you post them on socials?
Now you can follow the same process and turn those questions or topics into quiz titles. Again you can use the AI Quiz maker and it will convert them for you if you put in the URLs of popular topics or paste in text that talks about those topics.
Here’s an example topical quiz from Gretchen Rubin. It’s a Habits for Happiness quiz. Gretchen Rubin’s brand and books are focused around Happiness, and habits are one subset within that. This is a great example of a quiz that focuses on a particular topic but still relates back well to the overall brand.
Quiz Description
We will merge back in and everything will be the same from here whether you are creating a primary quiz, or a topical quiz.
Your quiz description does two things, it expands on what the quiz is going to do for your quiz taker and teases the results to build curiosity.
Question for you: What is the reason why someone should take this quiz? What do they get out of it? Then, what are the results of this quiz going to tell the quiz taker about themselves?
Your answers to those two questions will become the description of your quiz.
Here’s an example description from Cubicle to CEO. They do a good job of telling me what’s in it for me if I take this quiz, and then giving a teaser of what the results will tell me about myself.
Quiz Results/Outcomes
The results of your quiz are the answers to the question posed in the title or the goal your promised to help people reach in the title.
Question for you: What are the most common answers you give to the question you are posing in your quiz title? Like in real life, what do you say to people who ask you the question that is featured in your quiz title?
Those become the results of your quiz. I recommend having at least 3 distinct answers, but not more than 6 because it becomes a lot of work to write a lot of results. You of course can, and our software can handle it, just trying to save you some work here.
Write the result titles like this.
“Your result is (result)” or “You are (result)”
Now let’s get into the results descriptions. I will break this down into blocks, you can include as many of these blocks as you’d like, but you always include the first one “Overview”
- Overview: Question for you – How would you tell someone they got this result in 2-3 sentences if your goal was to make them feel good about getting this result? Start with a personal pronoun “You are a…”
- Specific examples: Question for you – What specific behaviors, attributes, actions, or scenarios would someone who gets this result carry out? Write 2-3 sentences, Start with “For example you…”
- Notable people who get this result: Question for you – Who are notable people who would get this result? List 2-5 people who the quiz taker would know who would get this result. Start with “You are in good company, other notable (result) people are…” you can choose to either just list the people or give a 2-3 sentence description of each notable person and why they would get this result.
- Resources for this result: Question for you – If you were to recommend one podcast, blog, video, or post for someone who gets this result, what would it be? Write 1-3 sentences explaining why this resource is useful for this result and start with “A resource that I think you’d really enjoy as a (result) is…”
- Relation to other outcomes: Question for you – if you were to give this quiz taker an overview of how their outcome relates to the other outcomes, how the different outcomes can support each other and benefit from one another, what would you say?
- Strengths and opportunities: Question for you – For someone who gets this result, what do they excel at? What is harder for them? Write 2-3 sentences here. Start with “For (result) people, you excel at (1-3 specific things) and have an opportunity to grow in (1-3 specific things)
- Introduce yourself: Question for you – An ideal customer walks into a room you are in and says hi, how do you introduce yourself to them if you only have 2-3 sentences? Start with “Hi, I’m (name)…”
- Positive closing: Question for you – If you wanted to make this quiz taker feel great about their result, how would you close out the result description in 2-3 sentences? Start with “You are doing great (result)…”
You can add your own blocks if there is other relevant information to include. Keep each block to 2-3 sentences, positive, use the framing of “you are doing great, here’s how you can be even better” as your mindset as you write each section.
Here’s a great example result from Gretchen Rubin’s Habits quiz. This result has the overview and recommendations blocks featured at the top. There are more below. She’s also redirecting to her own URLs here so these results can be formatted nicely.
Questions
I recommend 5 questions with one answer choice for each of your quiz results. If you have four quiz results, then 5 questions is perfect because you’ll never have a tie in the logic of your quiz.
You can go as low as 4 questions and as high as 12 without risking your quiz being too little or too much. Best practice is to only ask a question if you need it for the quiz to be accurate.
Question for you: If you were talking to someone in real life and needed to ask them questions to figure out which quiz result they should get, what would you ask?
Here’s the format to follow.
Question: What question would you ask someone in real life to figure out which type they are?
How would a (type 1) answer?
How would a (type 2) answer?
How would a (type 3) answer?
How would a (type 4) answer?
Here are some common formats that questions fall into in order to be super engaging.
How do you feel about (something related to quiz topic)?
What’s your favorite (aspect related to quiz topic)?
What makes you nervous about (something related to quiz topic)?
Those are just a few, we have many more of those built into our AI Quiz Maker which you can access for free and it will give you quiz question suggestions.
Here’s a great example from Jenna Kutcher’s quiz, it’s written exactly how you’d say it in real life and that’s perfect.
Opt-in form
Question for you: Why should someone opt-in after taking this quiz? What additional value can you add to their life if they opt-in that they won’t get right away when they see their quiz result?
I always recommend that the opt-in form, which you can turn on at the end of the quiz, right before the results are shown, gives people a reason to opt-in, not just because their results are next. Then you leave the opt-in form optional.
There are two parts to the opt-in form text and I recommend you write them this way.
Heading: Why would I want to opt in that’s related to the topic of this quiz? Stay at 10 words or less and start with “Enter your email to get…”
Sub-Heading: What else do I get if I opt-in? Stay at 15 words or less and start with “You’ll also get…”
Here’s a great example from Josie Rosario. This opt-in form informs people that their results are coming next regardless of whether they choose to opt-in, and then gives an expanded set of reasons to opt-in. That’s ideal.
Follow-up emails
I recommend 3-5 unique follow up emails for each quiz result you have. We are integrated directly with most email service providers.
Question for you: If you were to expand on each block you chose to include in your results (remember back to that section) how would you do that? 2-300 words per block.
Each block becomes its own email. So for example let’s say you included these four blocks.
- Overview
- Example
- Notable people
- Introduce yourself
Then you’d write one email for each result that expands on each section and set those up in a drip sequence in your email service provider. Drip them out at least 1 day apart but not more than 1 week apart.
Subject line always includes the result title. I.E. “You are a (result title)” for the overview email.
Here’s a great example from The Royal Shaman the email opens with a subject line that includes my quiz result and then gives an expanded overview. Follow this same pattern for the rest of the emails.
Quiz Images
Cover photo: Feature one person (you, if you are the brand)
Question images: Include images in your questions and answers if the images are relevant and help tell the story of the quiz, otherwise text is okay.
Result images/videos: A result image gives an immediate visual cue showing the person which result they got. You can also include a video for each result.
Promoting your quiz
The best place to promote your quiz is in the stream of where people are when they have the question your quiz can answer. This is usually the home page of your website and your link in bio.
Here’s an example of what it looks like front and center on a website from Kaye Putnam.
And here’s what it looks like featured in a link in bio from My Easy Therapy with Dr. Michaela
Those are both examples of primary quizzes. For more topical quizzes, here’s an example of a quiz that Amy Porterfield created that is a podcast playlist recommendation quiz. This one lives on pages where the podcast is featured specifically since it’s topic-specific.
For a more comprehensive guide on promoting your quiz across all channels (Instagram, LinkedIn, Email, etc.) here’s the full quiz promotion guide.
Bringing it all together
Your quiz helps your audience either solve a problem or reach a goal. Everything should flow smoothly towards that end and use your voice. Your goal is to get out of the way and let your customer reach their result in their way. If you give your customer an easy path to solve their problem or reach their goal with your quiz they will love it.
Following the instructions in this post will get you a very solid starter quiz. You can then rework elements of the quiz over time as you get feedback. I highly encourage you to just start with something simple and straightforward, then build on it from there.
If you want the easiest way to begin, you can create a quiz with AI which will read your site or a page on your site and follow the steps I outlined above to make your quiz for you.
Troubleshooting low quiz conversion rates
- Low quiz starts. This is the most common issue with quizzes, and it usually means you don’t have quiz-audience fit. Think about whether your audience really is struggling with the question you are answering with your quiz. Perhaps they think about it differently or talk about it differently? Interview a few customers and ask them if the title of your quiz resonates with how they think about the topic.
- Low quiz completions. You can see your analytics on the interact growth plan or above. You can see where the issue is. If people aren’t answering the questions, consider whether the questions are being asked the way you would ask in real life. Usually when people don’t answer quiz questions it’s because they sound too robotic or planned. People like answering questions that are personal and said how you would speak in real life.
- Low quiz opt-ins. If people are getting all the way to the end of your quiz and then not opting in. Consider whether your opt-in form text is relevant to the topic of the quiz. Typically low opt-ins at the end of a quiz means that the text on the opt-in form is too unrelated to the topic of the quiz. Rewrite the text to be more in context of the quiz and see if that helps. If not, then have a few of your customers give you direct feedback on the opt-in form text.