7 Steps to Make Your Own Quiz

When you make your own quiz, you’re creating a personal connection with your audience and offering them personalized, instant feedback.

You’re providing them with an interactive way to connect with you and, at the end of the day, who doesn’t love doing a good quiz?

But what’s the point of making your own quiz?

Well, quizzes are a great tool for lead generation because they convert much better than passive pieces of content like reports, blog posts, and white papers. In fact, a good quiz can convert at around 50% - not an easy stat to ignore.

Quizzes draw people in because, as humans, we like to test ourselves and find out more about ourselves. And, once you’ve attracted a participant, you can create a kind of personal dialogue with them as you go through the quiz and offer them a personalized solution at the end; a solution that makes them think, “this was made for me!” .

So how do you get started?

How do you even begin to create your own quiz that converts at a crazy rate?

Step 1: Who Are You Targeting?

Before you even start brainstorming questions and themes, it’s important that you know exactly who you’re targeting.

Think about the kind of person you want to draw in and what their biggest struggle is.

First of all, write down the needs of your target audience and consider how your business helps them get over that need or reach their goals. When you know what your target audience wants, you can create a quiz that caters to their needs and you can use language that directly speaks to them. Knowing who you’re targeting is important for 3 main reasons:

  1. So you know where to reach your audience when you publish your quiz
  2. So you know exactly what to create your quiz about
  3. So you can speak directly to the people you’re targeting because you know exactly what they want and need

Once you know who it is you’re creating your quiz for, then you can start putting together relevant questions and answers.

Step 2: Determine Your End Goal

What will the quiz lead to? Will you take participants to somewhere where they can sign up, or to a paid product, or to a personalized service they can enquire about?

Again, this step comes before the actual quiz creation process, because you need to know what kind of journey you’re going to lead participants on. Having an end goal is vital in order to a) convert participants in the first place, and b) to convert the right people (a.k.a. People who need what you’re selling).

Cavallo Horse and Rider Lead Generation Quiz

Take Cavallo Horse and Rider as an example. Their end goal was to educate a new market and grow their email list. They wanted to share the benefits of using hoof boots instead of horse shoes - something not a lot of people know about. They used the quiz to guide their target audience (horse owners) towards learning more about hoof boots and why they might be a good fit for their horse.

The result? Cavallo managed to build a list of 20,333 horse riders who were interested in improving their horse care.

Step 3: What Kind of Quiz Would Work Best?

There are hundreds of different kinds of quizzes out there, so it’s important you choose a style that works for your participants, your business, and your end goal.

For example, if you want people to book onto a high-ticket training, you want to offer them something more substantial than a celebrity-style quiz.

Let’s take a look at the different kinds of quizzes out there:

1. Personality quizzes. These types of quizzes invite participants to discover which celebrity they are or which breed of small dog they’re most like and are great for getting shares and leading people to a product that’s perfect for their personality type.

Lewis Howes Personality Lead Generation QuizA personality quiz by Lewis Howes

2. IQ quizzes or knowledge tests. These quizzes test participant’s knowledge on a subject and are great for determining how much someone knows on the topic you’re promoting. You can use the knowledge gap to educate or lead people at specific levels into a recommended product or service.

Jeff Hays IQ Lead Generation Quiz

A quiz by Bought - Jeff Hays Films

3. Comparison quizzes. These quizzes encourage participants to find out what mobile phone is best for them or what kind of holiday they should go on. It’s great for qualifying leads that might not know what their problem is or what next steps they need to take. This might be a quiz like, “What computer is best for you?” Which would then lead towards product recommendations like a gaming computer or a computer for video editing or something for the light internet browsers.

4. Diagnostic quizzes. These show people how likely they are to run an awesome Facebook campaign or have a specific health problem, and are perfect if you want to determine what your participants need the most help with.

Yuri Elkaim Diagnostic Lead Generation Quiz

A diagnostic-style quiz from Yuri Elkaim

Step 4: Figure Out Your Questions and Results

With your end goal and target participant in mind, it’s time to think about what path you want to take your audience on. Think about what you need to find out about them in order to serve them something they’ll love at the end and turn these into a set of unique questions.

For example, if you’re running a personality quiz to find out what kind of outfit style to pitch to a participant at the end, you might want to learn things like what kind of activities they prefer (more sporty, casual, or dressed up), etc. so you can suggest an appropriate outfit.

When it comes to the results, you want to have a few options but not too many.

Ideally, you want to be able to categorize your audience into three or four groups that you can then pitch different products to.

Five Four Lead Generation Quiz

Five Four Club does this with their audience. Users are filtered into a quiz, asked questions about their preferred style, and then given a list of suggested clothes to be put into their subscription based on their results.

Step 5: Make Your Own Quiz

Now it’s time to actually create your quiz.

Using a tool like LeadQuizzes makes setting up your quiz questions and results really easy. You simply have to input your questions, set up your answers, select what  participant’s details you want to collect, and link to your compelling offer that’s attached to each result (more on that in the next step).

LeadQuizzes Quiz Builder

The advanced features mean you can really get to know your audience and deliver them the content and products they need. You can send contacts who take your quiz to your marketing platform and then trigger a nurturing email campaign that’s based on their specific results.

It’s easy to use, too, with pre made templates, the ability to create an imaged based quiz, the ability to A/B split test your quizzes, and much more.

Step 6: Create Your End Product or Compelling Offer

We recommend capturing your leads information (name, email, phone, etc) after they’ve finished answering the questions but before they get their results - as they’ll be eager to find out what they got and will be more likely to hand over their details in the moment.

Once you’ve got their details, you want to take them to your results (something which is really easy to set up with LeadQuizzes) where you pitch a compelling offer that’s relevant to the outcome they got.

LeadQuizzes Outcome Builder

Let’s take Annmarie Gianni Skin Care as an example. When participants have finished taking a skin score quiz and get their results, they are offered a $10 sample kit with free shipping, a $10 off coupon they can use to purchase a future product, a bonus ebook on reducing toxins in their home, and a money back guarantee. Annmarie makes it very easy for a first time buyer to try them out.

Annmarie Gianni Compelling Offer

Step 7: Consider the Next Steps

The quiz process doesn’t end when you’ve got your participant’s details. Your audience are most engaged with your brand when they’ve just completed the quiz, so make sure you capitalize on this by guiding them towards the next step.

Topspin Digital found that, after completing a quiz and getting the choice of a few products, participants were more likely to go for the higher-priced option. So, not only are you shortening the decision-making process, but you’re also generating more revenue.

There are two ways you can upsell after your quiz:

  1. You can immediately present additional offers to add to their cart or order after they buy your compelling offer - think GoDaddy or Amazon asking if you would like to add related products to your purchase during checkout. This is a good time to present higher priced or recurring subscription based products
  2. You can also make offers through an email follow up campaign.

Making your own quiz isn’t a difficult process if you break it down into steps. Once you’ve figured out your end goal and who you’re targeting, it’s easy to build out your quiz from there so it’s an engaging and high-converting lead generation tool.