As a business owner, at some point, running a quiz may cross your mind. If you decide to take this path, you’re going to want to make sure you’re creating a quiz that converts. Recently, for my Empowerment Pride, we decided to test a new tool out, a new up and comer, to see what we could do. Needless to say, I’m extremely impressed.
If you want to TAKE the quiz we designed, go here -> Find Your Entrepreneurial Spirit Animal
Having gone through this experience, I’m going to share it with you, as well as the tool I’m using, and walk you through how we created a quiz that converts. We used Interact for this exercise.
Brainstorming a Quiz that Converts
Outside of using the RIGHT TOOL, the most important thing you need is the right topic for your audience. In our case, we decided to write a quiz to help garner interest in my EEG (entrepreneurial empowerment group) while also helping us collect valuable marketing data for future efforts.
We came up with the topic by exploring what our audience would most like to discover that would also be most in-line with what we wanted to achieve. We wanted to get the word out about Empowerment Pride and so the quiz topic is designed around that concept. It’s still general enough that it’s relatable, and makes the perfect top-of-funnel marketing piece.
Quizzes are something we design for clients, so mapping was easy. If you have never mapped one, I recommend using a tool like Draw.io to map it out in a sequence to follow. In our case, we started by deciding the results, then the questions that would feed up to them, and finally gave it a title and personalized email sequences with custom tips.
The Process of Building a Quiz that Converts
If y’all know me, you know I am not one for templates, nor are most on my team. That being said, I STARTED with a basic template that the tool provided. This is sometimes the easiest place to start when you’re not already familiar with the structure. In my case, I chose a business template and then a personality quiz.
Here’s what the quiz launch page looks like in the template. The second image shows how we customized it.
Next, after reviewing the template, our audience, and deciding on a topic, we had to sit and write the results. Now, when it comes to results, you NEED to consider WHAT you want the quiz to do; what will make it a quiz that converts? Is it just for fun? To generate leads (like us) or to get a message out there?
As we intended our quiz to capture viable information while also identifying “types” of entrepreneurs, we made our results capture exactly that. Our quiz gives the user insight into their inner entrepreneurial spirit animal and in doing so, provides us with a general idea of who they are and how we can speak to them.
Each result was written to convert to interest, and the follow-up sequences (one for each personality type) further engage to explore that personality trait and offer ways to better manage it. All of which was designed at base level to achieve a purpose. See how that works?
Speaking of Results
As I mentioned, we create the quiz from purpose to audience to results. We chose to have 5 personality types and wanted to span a wider range. We choose the results based on the ability to cover these ranges. For our quiz, each animal represented a different group of entrepreneurs. By understanding the results we wanted the user to reach, we were able to reverse engineer the questions.
In other words, once you have the results, it’s a lot easier to write questions that will feed into those results. Here is just one as an example.
The tool we are using allows us to add a call to action for EACH RESULT. We chose to forgo this, even though it’s really cool so that we could have our call to actions show up AFTER a 5 part warm-up sequence. The fact that we can control this makes all the difference.
We integrated the tool with Mailchimp for the sequence and can I say, the marketing integration features are AMAZING. Easy to hook up to Google Analytics and Facebook App ID, and some really great mapping.
I was able to hook each result up to a different list (I chose to do this rather than segmentation) though can also assign triggers to results based on each QUESTION. Think of the possibilities. Asking a customer if free shipping would convert them and then presenting an offer for just that, for JUST THEM?! Brilliant. For right now, I kept it simple, as our needs required.
If You Build It…
They will come – AFTER you make it accessible! Once you’ve made it through all of the above, set up your quiz and are ready to promote – you’ve got options. In our case, we decided to embed the quiz on the website it’s going to be working to promote, which increases traffic and visibility. If they are on mobile, however, it pops into a mobile-friendly window for ease of use. Cool, right?
How you choose to share the quiz may change how well it works for you. Thankfully, this tool gives you SO MANY OPTIONS.
Once you have it live, it’s accessible, you’ve tested it and you KNOW it’s designed for your target audience, you should be good to go.
Don’t believe me? Well, we launched this quiz only shortly before this post, and here are the results ALREADY. I’ll update the results again in a week or two, though I’m confident the numbers will still be amazing.
Regardless if you choose to use Interact or some other quiz tool, you NEED to make sure you also have analytics. Analytics will help you measure the quizzes success. Don’t be discouraged if the results aren’t what you expect. Try instead finding a group of individual to take the test and give you feedback. Refine it, we did. We had our Pride test out the quiz and the sequences before launching and were able to make some improvements.
Quizzes can be a very effective, very useful marketing tool if used correctly. If you want to try doing it yourself, I urge you to try Interact which is the absolute best tool I’ve used up to this point.
It would be wrong of me to say that this way easy. It’s never “easy” though it gets easier over time. You need only follow the process: Identify your audience, choose your topic, plan your results, plan your questions, build the quiz, map the integrations and embed/share and you’re off!
I often struggle writing the results, so my final little tip is to talk it through with someone. When we are trying to explain what we are trying to do, it can help us identify missing components, questions or weak spots. I found it extremely helpful. If all else fails, shoot us an Email and I’ll help you get through the planning stage.
Good luck creating a quiz that converts!