5 MUST-HAVE ELEMENTS OF A HIGH CONVERTING QUIZ (That will fill your funnel with ideal leads!)
If you’ve been in my online world for a while you’ll know how much I love to find ways that grow your brand attraction factor at the same time as growing your email list and your sales.
And, there’s nothing better than a quiz for doing all three at once.
In fact, over the last 7 years in business quizzes have helped me:
generate an avalanche of email subscribers on autopilot,
fill my client roster for a full year, and
achieve multiple six figure income years.
A quiz really is a powerful list and business building strategy…. But, there’s more to it than throwing up a few questions and hitting publish. There are 5 integral elements of a successful and high-converting quiz
So grab your pen and paper because it’s time to take notes!
#1 - WHAT’S IN IT FOR THEM
Us humans care a lot about ourselves so the first thing you really need to create your own quiz is an audience-focused topic.
Now, that might sound quite obvious but you need to remember the principle of, “What's in it for me?”
But what that really means is what's in it for the customer, not what’s in it for you. So, think about the problem that keeps your audience awake at night.
WHAT PROBLEM DO YOU REALLY SOLVE?
First, think about the big, overarching problem your business, your brand, your product, or service solves for your customers. Get really clear on what that is.
REVERSE ENGINEER IT
Once you know what the real problem you solve is, reverse engineer it. Look at the problem you solve that your customers worry about and group your audience into the different outcomes they can achieve. Then reverse engineer the topic.
You want to be able to give your audience a quick win with the quiz you create. So you speak to a problem and give them part of the solution.
I know that explanation can feel a little esoteric so let’s look at some specific examples.
Example: VShred does this really well.
Let’s say you're trying to lose weight and you don’t know what to eat or what kind of exercise to do. There are so many variables to consider, such as:
Body type
Age
Gender
Unique circumstances
Well, here’s VShred and they've got a quiz. It takes about 45 seconds to go through it and find out what kind of diet and training you should do for your specific situation.
So it answers a really clear problem.
Example: Another one I really like is from Todd Herrman.
He has a quiz around discovering your performance style. Todd knows that most business owners struggle to meet their goals and to manage their performance. And, we all have different performance styles.
So he's categorized his audience into three main buckets of performance style and then uses a quiz to tell you which one you fit into. Then he gives you the actionable steps to help you.
Takeaways: What problem do you solve & how can you segment your audience?
Always think about the problem you solve and the individual audience segments.
#2 - ACTIVITIES, INTERESTS & OPINIONS
Next, capture what I call “AIOs.” Activities, interests, and opinions.
Knowing what your audience is interested in and their opinions on things gives you a deeper level of insight into their psychographics, instead of just relying on demographics.
So don’t just say, “I'm targeting Jane. She's 25 and works in a corporate job”.
Instead, focus on what Jane is interested in and what her opinions are. The really great thing about asking people's opinions is that people love to give them.
It plays into our egos. We love to tell other people what we think and we love to share it.
Example: Movies
Here's a quick example. Let’s say you put a question at the beginning of your quiz asking “which of these six classic movies speaks to you?”
We’ll set the options as:
Rebel Without a Cause
Ben Hur
It’s A Wonderful Life
Citizen Kane
Psycho
The Godfather
When your audience takes this quiz, not only is this a question people enjoy (because people love to give their opinion) but it also gives you an insight about them.
If most of your audience selects ‘Rebel Without A Cause,’ you kind of know what type of person you're appealing to, right?
And then you can tailor your copy, your content, and your offers to speak directly to that person. You can personalise and speak to them more intimately.
#3 - ACTIONABLE OUTCOME
The next thing you need to build your own quiz is an actionable outcome.
I touched on this when I talked about Todd's quiz but the outcomes of your quiz need to have a positive slant.
For example, if you've got a quiz like “Should you be an entrepreneur?” or “What kind of entrepreneur should I be?” you don't want one of the outcomes to be “No, you're a big fat loser. You should stay in your job.”
Make sure there's a positive spin on your results that tap into your prospects ego and reinforce the positive aspects of who they are. By doing this you’ll help your content get shared and also deliver value that can be actioned and turned into results.
So, in exactly the same way as you would with any other lead magnet, you give them:
a small win
an insight about themselves
and something to do with that insight
Using the example of Todd's quiz again: Part of Todd’s is about “valuing your values” and he came up with the values aligned to your performance style.
So if your result is that you value Creativity, he gives you some tips on how to:
manage your creativity
grow with your creativity in your business
#4 - CLICK-WORTHY HEADLINE
As with everything, the next thing you need is a click-worthy headline.
According to a study by Copyblogger, 8 out of 10 people read your headline but only 2 out of 10 will continue on.
So a good title can increase your traffic by as much as 500%.
If you can't get the click, it doesn't matter how amazing the rest of your quiz is. You really need people to click on that headline.
As a rule of thumb, you should spend as much time thinking of the perfect title as you do actually writing the rest of your quiz.
I know - that sounds crazy. But it's true. You should write out at least 25 headlines before you land on the one that's going to work the best.
TIPS FOR QUIZ HEADLINES
Here are a few tips for creating a quiz headline.
Use the word “you” or “your” (adds personalisation & speaks directly to them)
Keep it really short and punchy (8 words or less)
Use only odd numbers (weird psychological thing)
Add comparisons (“Which XYZ are you most like?” “Are you like XYZ?”)
Using “you and “your” adds personalization and speaks directly to people.
If your title includes a number (such as, “7 entrepreneurial styles”), always use odd numbers only. There's a weird psychology behind it but people are attracted to those odd numbers.
Examples:
I've got a few examples here of some great quiz titles:
What type of dog personality are you?
What's your coffee personality?
Is your idea profitable?
What’s your beauty sleep score?
Notice that all of these are pretty short, they all use “you” or “your,” and they're really clear about what they do. You know what you’re clicking on. And there’s an element of curiosity.
#5 - KEEP TECHNOLOGY SIMPLE
One of the most important elements is to use really simple software or platform for your quiz.
There are lots of different platforms you can use out there. There are WordPress plugins and free platforms.
Whatever you choose, it needs to be:
simple
intuitive
integrate with your email
integrate with your website
and be budget friendly
I use and recommend Interact Quiz Maker.
I've used it for my last three quizzes and it is super user-friendly. It’s also very cost effective. Their basic plan is only $17 a month.
Interact gives you amazing insights so you can see what questions people ask, who answered what questions, you get detailed graphs on everything.
You can see how many people are converting, what questions people might be dropping off on (so you can go in and tweak your quiz), and which questions were the most popular.
One thing that’s been really insightful for me is I can go in there and see how people answered specific questions and how many answered it in a certain way. Which allows me to then create a piece of content perfectly tailored to their needs.
BONUS - USE A NURTURE SEQUENCE
Hey - I'm going to give you this bonus element. You must have a nurture sequence.
The saying is, “The fortune is in the follow-up”. Nurturing each segment of your quiz with specific emails is the perfect way to warm them up to buy from you.
Don’t go straight in and ask for a sale as someone is taking the quiz. Whether it’s on Facebook, Instagram, on your website or wherever, the quiz itself is an initial warm-up step.
Then, you need to take them through the stages of the customer journey with your emails. That means 5 to 6 emails that nurture them through each of those stages.
Don't miss the opportunity by sending them a standard welcome sequence. Create a personalised nurture sequence for each segment. It makes a huge difference to how you will convert those leads into buyers.
A QUIZ IS A SIMPLE, AUTOMATIC WAY TO BRING IN CLIENTS
Creating a quiz for your business is an amazing way to learn more about your audience and bring in leads and clients on autopilot.
Want to learn the exact quiz system I used to go from zero to 20,000 email subscribers and sell out my offers without ads?