We analyzed 1,000 quizzes to see what sets apart the good from the bad and these are the findings.
I've been spending a lot of time analyzing the quizzes that are made with interact recently, and some really important distinctions have started to emerge that make a "Good" quiz versus an average or straight up terrible one. My goal with this post is to point out those differences and hopefully provide an easy-to-follow guide for how to make sure your quiz is good, or if you've already launched a quiz and are running it these will be easy things to go back in and add or modify with your existing quiz content.
#1: Cover Photo
This is the most prominent thing people see when your quiz loads in and it makes a massive difference between someone taking your quiz and just leaving. There are a few top tips for cover photos.
1. Make it relevant to the topic of the quiz. I absolutely love the example to the right because the quiz is titled "How Strong is Your Brand?" and the picture is of a person getting taped up for boxing. That's a perfect tie-in.
2. Use People. The best cover photos feature people, but not a lot of people. One person is the ideal and a picture of a crowd really doesn't work well.
3. Focus on Quality. I know there's no hard-and-fast rule for quality, but make sure your image looks presentable, we have a pixabay integration you can search through for good photos.
The difference between a quiz titled "What style of music are you?" and one titled "Music Quiz" is enormous. You could literally have those two quizzes and the "What style of music are you?" one would perform 3-6 times better. Here's why.
1. Titles have to address the quiz taker directly. "What style are you?" "How much do you know about cheetahs?" "Tell us about your preferences and we'll tell you what to make for dinner" If your quiz title doesn't have a "you" in it then it's wrong.
2. Titles have to matter. If you're running a music blog and you make 'What style of music are you?" that's perfect, but if you run a technology blog and do "What style of music are you?" that won't work. The best rule for making sure your quiz is relevant is to address your audience as who they are directly. So if you sell to marketers, the word "Marketer" should be in the title. If you sell jewelry, the word "Jewelry" should appear in the title.
#3: Questions (With Images)
1. 6-10 Questions. This is the best range. Anything less than 6 and the quiz doesn't feel like it could possible give you a reliable outcome, more than 10 and it starts to get long and people will leave.
2. Text questions with image answers. Like the example on the right. As we went through the 1,000 quizzes for this analysis it was crazy how big of a difference there was between this type of question versus all text questions. It's so much easier to engage with a quiz that has image answers because the images process faster and it's easier to make a choice.
3. Ask Relevant Questions. Generic questions like "What's Your Favorite Season?" are good, but if you personalize each question to the topic of the quiz that's even better. For example, if it's an interior design quiz and you ask "What season most inspires your design style?" that's a great question.
#4: Relevant Opt-in Form
Quizzes used for email list building can be the most effective lead generation tool you'll ever create. It all comes down to how you pitch the opt-in offer, so here are the two super important principles for that.
1. "See Your (Blank) Result" The main text on the form should say "Enter your email to see your (Blank) result" where the blank is whatever the quiz is about.
2. "Get advice/strategies based on your results" The sub-text on the opt-in form should say "Get advice and strategies to improve based on your specific result" which is not only the most honest thing you can say but also the easiest for you to deliver on because all you have to do is help people based on their quiz result. It is also the highest-converting thing you could possibly say.
#5: Thorough Results
Once someone completes your quiz they want a result that is both satisfying and uplifting. If you deliver both of those things then you've got a recipe for success. Here are the details on how to create the best possible quiz results.
1. Positivity at all times. No one wants to see a negative result after they've answered personal questions within a quiz. It's also proven that people share positive results more than negative or neutral ones.
2. Provide an actual description. It doesn't need to be long, but one line also won't work. Shoot for 3-4 full sentences describing the quiz result, why this person is seing the particular result, and what it means about them.
3. Link to relevant pages or products. Use the call to action button in each result to link to a page on your website, blog post, or product recommendation for each particular result. These personalized recommendations get clicked on 2.3x more than a generic link would so take advantage of that!