If someone opted in to see their quiz results, give them what they came for.
They saw a question they wanted answered, spent time taking your quiz, and shared their email address to receive the result. Follow through on that. Give them an answer that makes the experience worth their time.
Quizzes are at the beginning of your customer relationship. Someone is getting to know you and deciding whether your advice is helpful. If you fail to deliver on the first thing you promised them, they’re unlikely to stick around.
Start with what brought them to the quiz. Read the title and description, along with the content you’re using to promote it. What would someone reasonably expect to understand when they finish?
That expectation should guide what you put in the results.
Imagine a quiz called “Which Website Template Fits Your Business?” Someone taking it wants a recommendation. They may be overwhelmed by the available options or unsure how to choose a design that fits both their style and what their website needs to do.
Their result should recommend a specific template and explain why it fits. Connect the recommendation to their needs so they understand the choice.
If their business depends on showing a portfolio, explain how the template helps them present their work. If they need to introduce several services clearly, explain how the layout supports that.
Now they have the answer they came for, along with enough context to feel more confident in their decision.
That same principle applies to a quiz about someone’s habits, strengths, or challenges. Explain what their result means in terms they can recognize. Help them understand something about their situation and give them a useful next step.
The title of an outcome is only the beginning of that explanation. Think about what someone would still be wondering after reading it. If the result tells them they have a particular communication style, what does that look like in their everyday conversations? What could they do with that understanding?
Use your expertise to make the answer useful.
The amount of content should follow what the person needs to understand. A clear recommendation may take a few paragraphs. Another result may need an example or an explanation of why a pattern keeps showing up.
Keep the writing focused on the question you offered to answer. Make it easy for someone to find their result, understand why it fits, and see what they can do next.
This is how the quiz begins to build trust. Someone gets to experience your ability to understand them and help them. When they see another email from you or consider working with you, that experience is part of what they have to go on.
Your follow-up emails can continue building on the result. You can explain more, share examples, and help someone apply what they learned. Give that conversation a solid starting point by delivering the promised answer in the result itself.
Before publishing your quiz, read the title and then go straight to each outcome. Put yourself in the position of someone who took the time to answer the questions and opted in.
Would they feel like they got what they came for? If something essential is missing, put it in the result. That person has given you an opportunity to help them. Follow through.