Quiz Tutorial: Start Building Your Lead-Converting Quiz in Six Steps
Quizzes are powerful lead-capture machines.
While you might be lucky to snag a 7% conversion rate with other strategies, a well-designed quiz will earn you a conversion rate of 30-50%.
Let’s just linger with those numbers for a second and really take them in.
Imagine the impact that a 30-50% conversion rate can have on your business! (No really, let yourself sit for a moment in the feelings of that soon-to-be-yours reality.)
The best part?
Quizzes run on autopilot, meaning you can spend less time chasing leads and more time chasing sunsets on a beach somewhere—score!
What’s the magic behind a quiz’s power to capture cold leads?
Quizzes introduce prospects to your brand, content, or offer and drum up excitement and emotional investment.
Your lead’s interaction with your offer also doesn’t end the moment they click “See My Results!” Quizzes warm your leads for the behind the scenes magic of the email funnel by…
Taking them on a multi-sensory, hard-to-forget journey
Establishing your brand’s authority
Priming them to build aspects of their identity around your offer’s outcomes
Though your email funnel is the powerhouse that turns your leads into sales, an email campaign would be sad and lonely with no subscribers in the queue.
When you’re ready to start filling that subscriber list with future customers, building your lead-snatching quiz is where you need to start.
Start building your lead-converting quiz in six steps:
Step One: Frame Your Quiz Offer
When you’re ready to write a stellar, high-performing quiz, you need to begin by fine-tuning your offer.
You want to move slowly through this stage to maximize the lead-generating power of your quiz.
Which is to say, make time for a brainstorm binge.
Check out this quiz from Z Gallerie: “What is Your Z Gallerie Style Personality?”
Here’s a pop quiz question: What offer is Z Gallerie’s quiz selling?
Sure, at the end of the day Z Gallerie is hoping to fill up their subscriber list while connecting their leads with the chic and affordable living room sectionals of their dreams.
But they’re not selling sectionals on the front end.
On the front end, Z Gallerie is selling quiz takers a deep and soul stirring look into their style personality.
And while many leads would say “no thanks” to a sectional, they’ll easily hand over their email address in exchange for some deep insight into the soul.
To pinpoint your quiz’s real, front end offer, it can be helpful to think about:
What possible new realities would your leads like to be introduced to?
What goals will your leads want your quiz to help them fulfill?
What experiences will they want your quiz to help them facilitate?
What “secret knowledge” about themselves would they love your quiz to uncover?
(Bonus! The quiz above was made with Interact, our favorite quiz builder that pairs beautiful design with an easy to use interface. It’s the only quiz building platform we recommend to our clients.)
Step Two: Quiz Title and Subtitle
There’s a game I played in grad school.
Every time I wrote a paper (you know the grad school kind—twelve or more pages of complicated jargon, boasting a bibliography twenty sources deep), I tried to boil all of my over-complicated thinking down into a simple, clear, can tell you my idea in ten seconds or less “elevator pitch.”
(What’s an elevator pitch? The definition is in the name—it’s an idea pitch that you can give in the short time it takes an elevator to move from one floor to the next.)
Think of your title and subtitle as your quiz’s elevator pitch moment.
Your title should state your quiz’s offer specifically, clearly, and concisely while answering the question: “Why should your lead take this quiz? What’s in it for them?”
The time for industry jargon and fancy wordplay will come later.
At this stage, you’re not chatting with clients who already know you, love you, and would happily invite you to evening cocktails to chat about your offer more.
Quizzes cast a wide net to capture the most leads possible. To snag that high conversion rate, keep things as simple as you can.
For example…
Discover a deeper side of your personality...by telling us how you take your coffee.
What's your #1 GLOW UP product?
Which quiz will earn the most 💰 for your biz?
Step Three: Designing Your Quiz Results
Counterintuitive as it may seem, at Persuasion Maven we think through our quiz’s results before we even begin to brainstorm quiz questions.
This guarantees that all questions are working to segment your audience and guide them toward a result page that seems to “just get” who they are.
To start, you need to break your audience down into 3-5 possible “buckets.”
Creating buckets is like grouping your audience into different clubs based on shared personality traits, interests, demographics, shopping habits, or other factors.
We like to keep Carl Jung’s research on archetypes at the tip of our minds while brainstorming our quiz buckets.
Don’t worry, your resumé doesn’t have to list “Carl Jung College Lecturer” as a side gig for you to be qualified to group your audience by archetype.
The goal isn’t to perfectly reflect back all the deep inner corners of your quiz taker’s mind.
(Heck, I don’t even know what deep corners exist in my own mind!) Instead, the goal is to get specific enough that your leads feel like you “get” them in some way and “see” some important aspect of their identity.
When you can do that, your quiz taker doesn’t just trust you as an expert in your field, but trusts you to take them on a journey (a journey that leads right toward your offer).
When building buckets, it can be helpful to think about how you might break your audience down into different “personas” based off their:
Core values
Desired outcomes
Goals
Fave mottos
Fears
Talents
Preferences
You’re going to guide each bucket toward a just-for-them result page that includes (at minimum):
The result
A specific description of the result
An explanation of why this result matches them perfectly
Some “quick wins” that emphasize the totally-achievable outcomes they can expect by joining forces with your offer
The “next steps” they should follow to achieve the outcomes you’re previewing (like downloading some oh-so-valuable free content)
A short introduction to yourself and your brand
If you’re looking for a plug and play strategy for building a killer result page, this can all be made even easier with our Quiz Results Workbook.
Step Four: Building Your Quiz Questions
Quiz questions can provide a lot of functions. It’s helpful to have a starting sense of what you want your quiz to achieve so that you can match your questions to your business needs.
Quiz questions can:
Survey quiz takers for data you need
Segment your audience so that you can give the right thing to the right people
Prime your leads for your offer
Bring you key insight into your audience
Play a game with me for a second, please.
Think about the last time you saw something totally incredible—A double rainbow! A flying heron! A satellite catapulting back to Earth!—and called up a friend to share the story.
If you’re anything like me, you probably:
Teased how cool the experience was (“You’ll never believe what I saw…”)
Set the scene (“I was driving down the highway, on my way to dinner”)
Hit them with the climax (“And the double rainbow appeared out of nowhere!”)
Deepened the level of detail (“The colors were so bright, almost blinding”)
And closed things out with curiosity (“Do you think that could happen again?”)
Your questions should follow a story line, just like your call to your friend did.
Your title and subtitle set your leads up to be intrigued, and then it’s up to your questions to lead them through the kind of emotional roller coaster that will leave them wanting more.
As a good rule of thumb, your first question should be easy.
So easy that your quiz takers can answer without too much thought or emotional investment. (Like asking tea drinkers if they prefer caffeine or non-caffeinated for their first cup of the day.)
Just like when you’re telling a story to a friend, it’s important to include both fun, easy to answer questions that keep quiz takers intrigued and deeper, more soul-searching questions that remind them that you’re an expert in the field.
Brainstorm more questions than you’ll actually need—around 15 total. Eventually, you’ll chop that list down so that you end up with 8-10 questions that perfectly fulfill your business needs and set your leads into a clear, totally right for them result bucket.
Hoping for a plug and play guide for building your quiz questions?
We’ve got you covered with our Quiz Questions Cheat Sheet This template shows you what kind of questions to ask and offers a mini lesson on psychological priming to help guide your prospects to the sale.
Step Five: Crafting Your Landing Page
You don’t have to craft a landing page for your quiz.
But a little work on your landing page now will go a long way in helping maximize your quiz’s lead generating power.
Landing pages:
Skyrocket conversion rates by helping coach cold traffic to take your quiz
Demonstrate the value of your quiz
Prime leads for the storyline that your quiz will follow
Give an “About You” that introduces your company long before your leads peek their result page
Give leads an overview of the outcomes they achieve by taking your quiz
Inspire a better clickthrough rate, helping you capture more subscribers
Landing pages are most effective when they anticipate and answer questions that cold traffic is likely to ask. A well-crafted landing page that attracts leads and inspires a higher than you dreamed click through rate will usually help answer the questions:
Why should your lead take this quiz?
How will this quiz help your leads?
What will happen after your leads take the quiz?
Who is the voice behind the quiz?
We’ve got a template that makes writing a landing page easy as pie!
Get higher conversions from your quiz with a special landing page. Easy as fill-in-the-blanks!
Step Six: Write Your Stellar Email Funnel
Here at Persuasion Maven, we love quizzes.
But a quiz is just the appetizer. An email funnel is the dinner, dessert, and after-dinner drinks that turn leads into sales.
Once your quiz has primed your leads, it’s time for your email funnel to swing in to continue building grand loyalty, coach excitement for your offer’s outcomes, and nurture trust.
Ready to Build Your Start-to-Sale Quiz Funnel?
We offer 1-1 Co-Working sessions to help you DIY a psychologically-power-packed quiz, or you can hire us to do the whole thing without you lifting a finger!
And when you’re ready to take your quiz to the next level with an email funnel, you can find a few tips for planning an email funnel and spreading the word about your quiz through Pinterest.