If you have a business that relies on generating profitable leads, quizzes are an internet marketing godsend. And it just might be that a trivia quiz is the perfect fit.
Let’s take an example.
The question below is from a quiz written by the guys behind game-show Quite Interesting. I’ll bet you’re drawn in, intrigued by the questions, and eager to know whether or not you’re right.
What typically happens to the grass when a landslide passes over it?
a) It is scorched by the intense friction and frequently catches fire.
b) It completely disappears: the weight of the rubble reduces it to juice.
c) It is pushed into the ground, meaning next year’s crop is especially fine
d) Nothing – landslides actually hover a few inches off the ground.
There are lots of reasons why quizzes work. Everything from bolstering egos to built-in shareability comes into play. Trivia quizzes are no different. They’re inherently fun and they make us eager to prove ourselves – am I really that clever?
The answer, by the way, is D.
In this article we’re going to look at how you can make a trivia quiz that easily drives leads and that will make participants eager to share. Let’s dive in.
Making a great trivia quiz is about finding a balance between your audience’s interests and a topic that is well-suited to a quiz.
There’s a two-point acid test you can take to check whether a subject is suitable. First, it should be naturally engaging, with lots of interesting pieces of trivia. Second, it should lend itself to crafting interesting questions. You can then ask, will this topic gel with my intended audience?
If you run a food or recipe-related business, for example, you might opt for a quiz like Are You Sophisticated Enough To Get 10/12 On This International Food Quiz? A cosmetics company might go for something like What’s Your Makeup IQ?
Keep the following pointers in mind when coming up with ideas for your quiz:
A catchy title can increase traffic by 500%, so pass over this part of the process at your peril!writing titles that actually get clicked, and things are no different when it comes to trivia quizzes. Some marketers say that 50% of your time should be spent on the headline!
Your goal is to lure readers in. Once you’ve got them, you can deepen engagement to the point where they’re happy to hand over their all-important details.
Generally speaking, good quiz titles should have the following three qualities:
The implicit benefit of trivia quizzes is the enjoyment they provide. By keeping your titles clear, short and emotive you will effectively communicate this.
Interesting, engaging questions are the key to high completion and sign-up rates.
Once you’ve decided on a killer topic and come up with a click-worthy title, you need to develop your quiz-taker’s journey by crafting questions that are fun to answer but that are also on-topic and tie in with your brand’s personality.
Follow this checklist when you’re writing your questions:
You might not be able to apply all of these points to every question. The key is to keep them broadly in mind. They should apply to your questions as a whole, not every individual one.
Part of the fun of quizzes comes from tricky answers. The type that could be right. One of the hardest bits about making a trivia quiz is writing answers that aren’t obvious.
The good thing about challenging questions is that they increase the participant’s desire to know if they’re right. This improves the likelihood that they will hand over their email address to see their results when it’s over.
Your trivia quiz is an excellent opportunity to tell your brand’s “story”. This will build engagement and make sure that people aren’t “dropping off” halfway through. It will also maintain a sense of connectedness between your questions.
Now, you might be thinking, “How the hell do I tell a story through a quiz!”
But a “story” doesn’t necessarily have to be a narration. It can be a consistent theme, a progression of similar questions or a unique personality that shines through from the questions.
Let’s take Buzzfeed’s quiz You Can Only Eat Pasta If You Get 12/15 In This Quiz as an example. It has the tagline, ” This quiz is hard to pass-ta,” and the questions and answers are simple, humorous and playful. At the other end of the spectrum, you have a quiz like Tony Robbin’s What is your leadership style? Though not a trivia quiz, the professional, straightforward tone comes through immediately.
The key is continuity. Ideally, you want to achieve this continuity in a way that presents an enticing image of your brand, starting a relationship with your participants. Hone in on your language, your question choice, and even your graphics when thinking about this point.
From our variety of case studies, we’ve seen that Facebook advertising is one of the surest, most inexpensive ways of generating leads with a quiz. When you can combine a highly-shareable quiz with a great ad campaign, you notch up that lead count even further.
In 2o12 Jonah Berger published a now-famous study, in which he identified the key “share triggers” that make content go viral. He condensed his findings down into a handful of key points called “STEPPS”.
Here’s a rundown of the six triggers with examples of how you might use them in a quiz.
Trivia quizzes might be perfect for your audience. Remember that the best quizzes combine audience interest with a topic that people like to test their knowledge on. If you find the right fit, the results (in terms of leads and engagement) can be significant.
The combination of fun and expertise that having a trivia quiz to your name communicates can also be excellent for your brand. Who doesn’t like the entertaining expert?