SMA Digital is one of the key players in the lead magnet marketing assessment quiz space. We have helped over 700 of the world’s leading coaches, consultants, trainers, and service-based companies attract and convert ideal prospects, increase their revenue, and more with our interactive quizzes. When you choose to build your own bespoke online quiz with us, every time a prospect answers a quiz question you gain valuable insights that help inform your future marketing, sales, and overall business plan. Don’t be fooled into thinking quizzes are just for fun, this is powerful stuff.
Whether you choose to go with us or a different quiz provider, we want everyone to get the full benefit from their quiz solution, so in this article we’re going to share our top seven secrets to ensuring your quiz is as eye catching, engaging and unforgettable as possible.
- Craft an eye-catching quiz title
It’s been said that you should spend as much time crafting your title as you do your content. While that may be an extreme assertion, it does convey the importance of a good title. In a digital world that is frankly sodden with content, you must make your title stand out. It must grab your target audience’s attention and resonate with them on a deep level. Something of a tall order when you’re working with around 40 to 80 characters, which is what you should aim for according to this infographic from Outbrain.
Your title also needs to be clickable by sparking your audience’s curiosity. Here are some tried and tested examples that are guaranteed to hook them in:
- ‘How much do you actually/really know about …?’ Adding the word ‘actually’ or ‘really’ gives an element of challenge that ramps up the irresistibility factor
- ‘What your choice of … tells you about your …’ People love to learn something about themselves. Adding ‘you’ or ‘your’ to the title makes it personal and direct
- ‘Seven questions to find your next …’ Promising valuable insights with little commitment is very enticing. Also, for some weird reason no one can work out, odd numbers perform 20% better than even numbers 🤷♀️
Check out our article to find out how to write an attention-grabbing quiz title
- Keep quiz completion time to three minutes or less
The average internet user’s attention span is currently just eight seconds, so if you want your prospects to complete your quiz, it needs to be short and sweet. There are exceptions, but as a rule of thumb your quiz should take no longer than three minutes to complete. If you exceed that, you risk losing the attention of your quiz takers and they will abandon you before you can say ‘final answer’. Aim for six to eight questions with four answer options.
One of the aforementioned exceptions would be a health-based quiz, people are happy to answer up to 30 questions when it’s to do with bodies and minds. To find out more about how long your quiz should be, read our article ‘How many questions should a quiz have?’
- Speak your target audience’s language
The way your questions are worded should be light, casual, conversational, and positive. Too formal and any jargon may confuse and alienate your prospects. You want to use language that feels natural, puts them at ease and makes it easier for them to select the most accurate responses.
- Include a short but sweet lead form
It can be tempting to use the lead form to gather as much information as possible, but this will decrease the chances of your prospects actually completing and submitting them. To meet most quiz goals, a name and email is all you need.
The best opportunity to present the lead form is towards the end of the quiz. Having spent a few moments actively thinking about and answering your questions, the prospect is perfectly primed to handover their details. Especially if you make them an offer they can’t refuse, such as the promise of receiving their results.
Most people will fill out the lead form to get their results. But, if you’re not a fan of that approach you can show the lead form along with the results and promise something else of value such as a free guide, a limited offer or a giveaway.
- Add a video
So, you’ve grabbed and kept their attention with your catchy title and relatable questions. They’ve got their score and now you need to keep them engaged enough to find out more about their results, what they mean and most importantly, how you can help them.
Wyzowl’s recently released State of Video Marketing Survey found that today people want and expect video to be part of their journey with businesses and brands. Overwhelmingly, people use video content to inform their research and purchasing decisions. Additionally, from an education standpoint, video is the most engaging format and enables your message to stick and be understood on a deeper level.
Including a video explainer with your prospects results is not only a great way to keep their attention, but it enables you to speak directly to them and position yourself as the trusted advisor they need. To find out more about how we use video in our assessment quizzes, look at our article ‘How to record an engaging video for your quiz’.
- Provide valuable and meaningful feedback
So many quizzes fall into the trap of asking a bunch of killer questions and then skimp on the results by providing a score with zero context, analysis, or actionable tips. Talk about an anti-climax. This can leave the prospect feeling short changed and will obliterate any trust they may have started to have in you. When this happens, you’ve lost them.
Make sure you keep them engrossed to the very end by providing detailed results that are informative, positive, and personalised to the individual prospect using the answers they have given. Check out our article to find out how to give the best personalised feedback.
- Demonstrate your credibility
Finally, make sure your business is seared into their memory by including some eye-catching testimonials from happy clients. Testimonials increase trust in your offering and help retain your prospect’s attention by demonstrating how you have helped others with similar challenges.
To sum up
If you focus on these seven areas of your quiz, it is sure to hook in your ideal client, keep their attention until the very end and increase the chances of them taking the next step with you. But remember, you must have a clear goal for your quiz, whether that’s brand awareness, thought leadership, increasing sales, or growing your email list. And above all, know your target audience. Think about what they’re interested in, what struggles do they have and what will resonate with them most. That’s the real secret to snagging their interest and keeping it.
