You can’t make a great cake with poor ingredients. The right amount of milk, eggs, flour, baking powder, sugar salt – individually they don’t exactly taste great, but together they make for a finger-licking combination. When it comes to quizzes, think of quiz questions as your cake ingredients.
Anyone can come up with quiz questions, but it takes lots of trial and error, practice and skill to come up with engaging questions that make people complete your quiz. We eliminated the guesswork from the process, and we’re here with a mouth-watering cake recipe. Here is how to create quiz questions that absolutely captivate and thrill your audience.
Creating a perfect quiz is a matter of trial and error, and lots of split testing. One of the factors that can make or break your quiz’ success is how many questions there are. Quizzes are inherently viral in nature and they’re very fun to do. However, the average quiz taker won’t have more than a couple of minutes to complete a quiz – so keep this in mind.
If there’s not enough questions (e.g. 3-5), the takers will feel like the quiz is too superficial to give meaningful outcomes. Consequentially, they won’t be too willing to provide their email address once they’re finished with the questions. On the other hand, too many quiz questions can make the takers give up before the quiz is even done.
However, lots of questions isn’t always a bad thing – you’re trading the quantity of leads for quality. Someone who just completed a 20-question quiz on sleep quality is much more interested in finding out how to tackle sleep deprivation than someone who gave up at question 4.
Data from our own research suggests that you should aim for 8-10 questions. In fact, 70% of the quizzes in our best performing list had at least 10 questions. With his Health Score quiz, Yuri Elkaim generated more than 10,000 leads in two months – the quiz has 20 questions.
Martin Clinics’ Thyroid Quiz has had over 150,000 views total, with more than 50% people taking their quiz – which has 13 questions.
Want a cool tip? You can let your takers know how many questions there are in advance, in the very title of the quiz. For example, Pick Seven Junk Foods And We’ll Tell You What % Trash You Are is one of the best performing Buzzfeed quizzes of all times. You immediately know that there’s seven questions and you won’t waste too much of your time doing the quiz.
This one is a no-brainer, but keep your questions on topic. Asking takers about their favorite breakfast food in a quiz titled Which Friends Character are You is not only bizarre, it’s also deceiving the quiz taker. Make sure they get exactly what you promise them once they opt to take your quiz.
Use humor. Whenever possible, try to make your questions witty and humorous. It may sound simple, but this can be a pretty tall order depending on the type of quiz you’re creating. For example, many of our case studies include medical professionals – it can be very difficult to take a humorous approach to something like respiratory diseases. However, you can always find ways to be funny and clever with your quiz questions.
Why is humor good as a quiz question element? First, it engages your participants and makes them complete the quiz. Second, it shows that you have personality and that you and your company have a unique brand voice. A little bit of humor can go a long way in building engagement and trust.
Make your questions interesting. Here are two examples for you to consider:
What’s the one item you cannot go without every day?
If you were on a stranded island, which of these would you take?
I don’t know about you, but I’d be more interested in replying to the second one. The more unusual, unexpected and remarkable your questions are, the more engaging they will be for the quiz takers.
Don’t try to be smart. Of course, we don’t mean this in the traditional way. If you form your questions so that you’re trying to trick your audience, you’re playing a losing game. The participants will spend time racking their brains instead of enjoying your quiz, and chances of them dropping out before the quiz ends increase significantly. Great quiz questions hit the sweet spot where they’re neither too hard or too easy. This is extremely important in knowledge-based trivia quizzes.
There’s one thing shared by the majority of high-performing quizzes created by LeadQuizzes users. The questions (and answers) are fairly short. Take a look at this example from Martin Clinic’s Thyroid Disease Quiz:
The question has only six words and all of the answers have just a single word. Short questions are practical because it only takes a matter of seconds to go over them. Your takers are bombarded with content all day long and if you can save them time on reading your quiz questions – they’ll appreciate it.
How do you go about making your questions shorter? There’s a hint that you can take from the image above. Instead of a quiz question, create a statement, with answers such as Rarely, Sometimes, Never, Always, Frequently etc. Or you can keep it simple and adjust your question to the good old True/False answer pair.
Another great insight from our best performing quizzes is to have identical answers to all quiz questions, as in the example above. There are multiple advantages to this approach. First, you don’t have to spend a lot of time thinking about different answers. Second, this will create a momentum for the takers and they’ll know what to expect after a couple questions – they’ll finish the quiz more quickly. Finally, you will have an easier time formulating the questions themselves.
The kind of language you use for your quiz questions will depend on several factors. Who is your target audience? How much do you know about them, and how much do they know about the quiz subject matter? What effect are you trying to produce?
Ultimately, there’s one piece of advice all quiz creators should stick to – spare your words. Whether you call it verbosity or wordiness, the symptoms are the same. Don’t use overly complicated terms that your audience won’t be able to understand. Remember – the goal is to make the takers complete your quiz, not for them to think how smart you are. As a quiz creator, you’re also in the shoes of a copywriter. And good writers know that simplicity sells.
Take a look at this example from Annmari Gianni’s Skin Care quiz.
The language is simple and easy to understand, even if you’re not a native English speaker. All of the quiz questions in this example contain common, everyday terms. And if you’re wondering if it works – it does, very well. This particular quiz generated 20,258 leads in just two months.
On the other end of the spectrum, don’t dumb your language down to the point where you’re using layman terms. However, don’t be afraid to use jargon and slang sometimes, if it is in line with your brand voice and the purpose of the quiz. A trivia quiz will be much different in language from a quiz on the type of supplements you should be taking to increase your muscle mass – you will have much more freedom of expression. Once more, the only way to find out what works is to split test and see what the quiz takers and their behavior are telling you.
A picture is worth a thousand words. In the case of quizzes, there won’t be anything close to a thousand words, but images can make a huge difference to your quiz. The facts are there: 65% of people are visual learners and over 90% of information coming to the brain is visual. On top of that, presentations with visual elements are 43% more persuasive. Luckily, a quiz builder like LeadQuizzes allows you to insert image answers to quiz questions.
Don’t just take our word for it, see what the best quiz creators are doing. The majority of Buzzfeed’s best-performing quizzes have one common trait – they include image answers to their quiz questions.
The ability to use image answers opens up a world of possibilities for your quiz questions. You can avoid having a lengthy question by presenting the situation in the answer. Moreover, if you can’t think of a way to make your question humorous, you can always attach a funny pic as an answer.
Creating your perfect quiz questions isn’t rocket science – just a matter of a lot of thinking and A/B split testing to find out what works well for your specific case. Here’s a quick summary:
If you’re looking for inspiration on how to use quizzes to generate leads, make sure to check out our case studies!
If you’ve applied all of our tips, your quiz questions will be engaging, to the point, and compelling enough to get people to complete your quizzes and opt in with their emails.
Did you know that quizzes can be much more than a fun way to pass the time? At LeadQuizzes, we’ve created a tool that lets you use quizzes to easily generate leads for your business. And it works. Just ask one of our 7,500 users who generated over 3 million leads! Our quiz builder is super easy to use and provides you with all the necessary quiz creation tools, including ways to create questions, outcomes, lead capture forms and more. Once you have a finished quiz, all you have to do is sit back and watch the leads roll in.