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Using Quizzes to Generate Leads and Increase Engagement

Posted by Hannah Rose

Aug 19, 2019 4:00:00 PM

6 minute read

Quiz TimeEveryone creates content. If I had to guess, I’d say you’ve most likely created at least one piece of content today. Why? Because you want to create engagement. In fact, a primary objective of content is to create engagement. Yet, most content is either unidirectional (blogs, web pages, podcasts, videos, etc.) or very high effort/high cost (social media). This kind of content gets looked at once, maybe twice and then never seen again. You don’t want to bore your audience with the same kind of content over and over. Engagement is better when you can make it participative rather than passive. 

Quizzes are a great way to switch how people engage with your product. They’re often a relatively low-effort way to build participation and enhance engagement (and generate new leads). This form of content is less about reading and watching and more about impact and connection. It means more when people can do things and interact. Quizzes engage more. Your audience is able to engage more of their brain. Sometimes that means it’s more enjoyable, sometimes more memorable, and sometimes it just plants a better seed that will influence your audience at a later time.

The Keys to Using Quizzes Effectively

What is a quiz? Simply put, it’s a series of questions that the participant answers. The kinds of questions that get asked can vary greatly depending on what type of quiz gets created. Most people view quizzes as something you have to do to move on in a course or class, but they can also be used for entertainment purposes.

Types of Quizzes

1. Scored Quiz/Tally Quiz

Have you ever taken a quiz at the back of a magazine? These quizzes are pretty much the same thing. For each question, there’s a certain amount of points awarded to each answer presented. At the end of the quiz, you total up your points and get a result based on the total number of points you receive. These kinds of quizzes are usually used to measure knowledge, but they’re very versatile.

2. Test Your Knowledge Quiz

These quizzes are one of the most common, and you probably know about them through a different name - Multiple Choice Quiz. Every question presented here has a correct answer, and the results are based on how many questions you get correct. This kind of quiz is known to test you on your knowledge of a subject. 

This can be a great way to teach a new concept and to deliver insight to your audience. During this type of quiz, most people think they know the answer to the question when the answer is actually counterintuitive. By getting questions wrong, this opens up the mind for new learning. Your audience can walk away knowing more about a concept they thought they knew. It’s a great way to get people intrigued and to get their gears turning.

3. Tell Us About (X) and We’ll Tell You (Y) Quiz

This kind of quiz is like a mystery because it’s a personality quiz in disguise. The questions asked here seem to have nothing to do with personalities when in reality they do. For example, this kind of quiz could be labeled - Tell Us About Your Daily Routine and We’ll Tell You What Kind of Dog You Are. Those two things don’t seem to mix, but when you look at the connection it’s really asking about your personality compared to what kind of dog you should own to mesh well with your schedule. It’s a different concept, but one that can really engage your audiences’ minds.

4. Survey

You probably wouldn’t consider a survey a quiz, but you’re still answering questions and giving a response like you would any other quiz. It’s just in a different format. Surveys are good when you’re looking to collect opinions and feedback on a product. It’s that simple! 

When to Use Quizzes

Figuring out when to use a quiz can be difficult because they shouldn’t be made in replace of all the other forms of content. You want to intermix them into your content schedule for when you need to spice up what you’re putting out. By doing so, your audience gets hit with something a little more exciting every once in a while. You should also use quizzes when you want to create more engagement and/or when you want someone to learn something. Like I mentioned before, having your audience engage and use their minds will help them to not only remember the content in the quiz, but it’ll help them to remember you.

Key Points to Creating an Effective Quiz and Mistakes to Avoid

When creating a quiz, you want to get the most bang for your buck. If you follow these few simple points, you shouldn’t have any issues.

1. Keep your tone lighthearted. Your audience is going to expect your quiz to be for entertainment purposes, so keep your questions away from being too technical. They aren’t studying to get a grade here. It’ll be more enjoyable if you show off a better tone.

2. When creating questions, infuse personality into them. No one wants a quiz with just straight questions. Use images or gifs to liven them up, and keep things to a minimum. People don’t have massive time spans nowadays, so don’t bore them with a whole bunch of writing.

3. If you’re looking to use a form to collect their information or promote something, keep it until the end. You can incentivize getting their information by offering them free merchandise or a free trial, but wait until the end. They’re more likely to give that information to you once they’ve gone through the entire quiz. Also, only ask for information you’re going to use, otherwise they might choose to exit before getting their results.

4. Make sure to follow up with those who took the quiz after you’ve gotten their information. People like to feel appreciated, so by sending them a thank you email (and offering them to take the quiz again), they will more than likely remember you better and possibly go back to take the quiz again. 

Contrary to those points, you want to make sure to avoid these mistakes.

1. When it comes to giving people their results, don’t charge them for it. If you do, chances are they aren’t going to come back. Your audience expects content to be free unless told otherwise, so don’t shock them by putting a price tag at the end of the quiz.

2. Don’t have a lame title. You want to catch your audience’s eye. Especially since it’s the first thing they see. Make it intriguing; something they have to find out right away. You can do this by forming the title as a question or by making it more conversational.

3. Make sure your design is responsive. Many people spend a lot of their time on a mobile device to look at the news, social media, etc. If your quiz isn’t responsive, they won’t be able to access it and you’ll lose potential participants. No one wants a lose-lose situation!

4. Finally, don’t hide the social sharing buttons. Once someone has taken your quiz, you want them to share it with the world. If there isn’t a place for them to do so, or if the buttons aren’t out in the open for them to find, this won’t happen. In this case, it would be a win-lose situation, and you’d be the loser (we don’t want that). 

Quizzes can be daunting to create if you’ve never developed one before. Don’t worry, though, because there are many apps online today that are there to help you create your quiz and enable you to integrate them into your engagement strategy.

1. LeadQuizzes is a quiz and survey builder that helps with promotion and driving traffic. They have reporting and agency features to help you get the most out of your quiz creation. They’ve even provided an infographic with an in-depth list for you to follow when it comes time to put your quiz together.

2. Typeform is a free platform that integrates with HubSpot. They enable you to make your quizzes easy to take and easy to make (the best of both worlds). They’re also very versatile for whatever your quiz needs may be.

3. Fieldbloom is a free platform that has seamless data integration with platforms such as HubSpot, MailChimp, Google and more. Their templates have high-quality images, and they’re a good option for quizzes, surveys, and forms. 

The next time you’re thinking about creating a new form of content, consider developing a quiz for your audience. Not only will you be able to open up their minds, but you’ll also be able to increase engagement and generate more leads!New call-to-action

Topics: Lead Generation, Demand Generation, Marketing, Content