How to use your Quiz to boost your credibility and earn trust 

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Make your quiz work harder, use it to boost trust by showcasing your credentials.  

More than just questions and answers, your quiz is a vehicle to communicate your message to your audience. Through asking thought provoking questions, offering insights and actionable next steps, your quiz builds an emotional connection with your audience. But, to fully gain their trust, you need to back that up the with solid, reliable KPIs. 

In this article we’re going to dive into the importance of sharing statistics, facts, and testimonials with your audience and how you can incorporate them into your bespoke quiz. 

What’s the impact of sharing statistics, facts, and testimonials? 

The first question prospects have is ‘can I trust this organisation?’ You need make them comfortable enough to take the quiz and give you their details. By increasing your credibility, you will gain their trust.  

Dr B.J. Fogg, founder of the Behaviour Design Lab at Stanford University, came up with the model; Credibility = Perceived Trustworthiness + Perceived Expertise. Your bespoke quiz showcases your expertise, but it can also boost your trustworthiness. How do statistics, facts and testimonials do that? Well, without getting too meta, let’s look at the statistics: 

  • 72% of consumers say positive testimonials increase their trust in a business 
  • 88% of consumers trust online testimonials as much as recommendations from friends or family 
  • 97% of B2B customers cited testimonials and peer recommendations as the most reliable type of content 
  • Using customer testimonials regularly can generate approximately 62% more revenue 

Statistics and testimonials are a vital tool for building trust, credibility and social proof amongst your customer base. Read on to discover how to use them. 

Exactly what information should I share? 

There are many types of KPIs that you should shout about from the rooftops. Do an inventory of what you have at your disposal and use them liberally. Here are some KPIs you can’t afford not to include in your quiz materials: 

Client testimonials are incredibly important for your brand. Who would you say your audience perceives as the most credible ambassador for your business, you, or a satisfied customer? Testimonials provide the seal of approval that many modern customers need to take the next steps.  

In a world of fake news and misleading influencers, consumers have grown suspicious of big sales talk. This is exactly why testimonials are crucial for building relationships. 

Press – If you’ve had some positive press include snippets. Highlight any news, press or blogs or even paid press releases that get picked up. 

Numbers – Back up your claims that you make a difference to your niche with statistics. Adding statistics to your quiz can make your message more impactful. Gather numbers that prove things such as:  

  • Your total registered users 
  • Members, and/or subscribers 
  • How much revenue you have generated for your clients 
  • Your daily number of users or site visitors 
  • How many years you’ve been in business  

People trust numbers so use them to ramp up your credibility. 

Endorsements – bring reputed credibility from a recognised authority figure within your niche. This will give your audience confidence in your quiz because it comes from a place of experience and expertise. Weaving in quotes from thought leaders will elevate your message. 

Awards, badges, accolades – Make sure you highlight any services you’ve done for your community and any certifications and accreditations from recognised bodies. 

Where can I share my credentials in my quiz? 

There are so many opportunities to showcase your credibility and trustworthiness in your quiz. Read on to discover exactly where you should be bigging yourself up with solid reliable facts, stats and testimonials: 

Landing page 

The first impression many new prospects have of your business is your quiz landing page. Like your website homepage, your quiz landing page is your shop window. Make it enticing with an impressive display of what qualifies you to do a great job for them. 

The average time someone spends on a website is 15 seconds. Some attention-grabbing testimonials can not only increase trust but it can persuade them to hit the ‘start quiz’ button. 

Results videos – a video conveys so much more meaning, that goes in deeper and in a shorter space of time. Research shows that 79% of people have watched a video to find out more about a company, product or service. Establishing your credentials in your results video ensures they won’t be overlooked. Prospects will perceive them as more authentic when they hear your genuine pride and enthusiasm for what you do. 

Final page of quiz – This is the crucial stage where your prospects become leads. While they’re contemplating your lead form, it’s a great idea to reinforce just how brilliant you are at what you do with some impressive KPIs.


Post quiz email – Make a lasting impression by including some real customer stories in your follow-up email. Remind them how great you are and that you value your customers opinions. 

PDF report – The results pdf report is emailed to quiz takers after they have completed the quiz. As well as providing them with valuable information, it’s a chance to show them how you can solve their biggest challenges. One of the major barriers of any lead magnet is overcoming scepticism.  

Your prospects have been delighted by your quiz and all the value they got from it, but they may have some lingering doubts or misconceptions. Some well-placed KPIs are a powerful way to overcome this because they’re not coming from you or your brand. They’re unbiased and candid. 

Social media – when promoting your quiz on your social channels, grab the chance to share testimonials that tap into your audience’s pain points. This will not only prove why you have the skills, experience and knowledge they need, but it will also entice them to take your quiz. 

Best practices 

So, now you know what information to share and where in your quiz you should share it, let’s go over a few best practices. Follow these tips to ensure your quiz remains focused on the prospect’s user experience and the goal of the quiz, while also maximising opportunities to boost your credibility: 

  • When using client testimonials, pick your most impressive clients. Including their company logo will grab attention and impress your prospects instantly. If possible, include a photo of the actual person, this increases the authenticity for your audience 
  • If you’re going to display customer reviews, it helps to have verifiable details like full name, location, and photo to maximise credibility 
  • If you want to show the number of site visitors you get but daily figures are low, use monthly visitors instead to keep the numbers high 

We hope this article has given you some ideas to help you get even more out of your quiz. If you don’t yet have the credentials to prove your expertise and authority, proactively seek to attain them. They are a vital tool that should not be overlooked. 

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