If you have a business that relies on generating profitable leads, quizzes are an internet marketing godsend. And it just might be that a trivia quiz is the perfect fit.
Why Trivia Quizzes?
Let’s take an example.
The question below is from a quiz written by the guys behind game-show Quite Interesting. I’ll bet you’re drawn in, intrigued by the questions, and eager to know whether or not you’re right.
What typically happens to the grass when a landslide passes over it?
a) It is scorched by the intense friction and frequently catches fire.
b) It completely disappears: the weight of the rubble reduces it to juice.
c) It is pushed into the ground, meaning next year’s crop is especially fine
d) Nothing – landslides actually hover a few inches off the ground.
There are lots of reasons why quizzes work. Everything from bolstering egos to built-in shareability comes into play. Trivia quizzes are no different. They’re inherently fun and they make us eager to prove ourselves – am I really that clever?
The answer, by the way, is D.
In this article we’re going to look at how you can make a trivia quiz that easily drives leads and that will make participants eager to share. Let’s dive in.
1. A great topic
Making a great trivia quiz is about finding a balance between your audience’s interests and a topic that is well-suited to a quiz.
There’s a two-point acid test you can take to check whether a subject is suitable. First, it should be naturally engaging, with lots of interesting pieces of trivia. Second, it should lend itself to crafting interesting questions. You can then ask, will this topic gel with my intended audience?
If you run a food or recipe-related business, for example, you might opt for a quiz like Are You Sophisticated Enough To Get 10/12 On This International Food Quiz? A cosmetics company might go for something like What’s Your Makeup IQ?
Keep the following pointers in mind when coming up with ideas for your quiz:
- Look for other examples – Past successes, especially from the likes of Buzzfeed, can be a great guide.
- The more popular your topic the better – Gauge the popularity of your topics, opting for the best. Tools like Google Trends are good for comparing brainstormed topics.
- Novel is good – From our analysis of 21 of the best Buzzfeed quizzes over the last 12 months, we found that being novel was also vitally important. In practical terms, that means taking a generic quiz format and “spicing it up”. S0 “Answer These Questions and We’ll Guess Your Age” becomes, “Build A Salad And We’ll Guess Your Age And Dream Job.”
2. A Catchy Title
A catchy title can increase traffic by 500%, so pass over this part of the process at your peril!50% of your time should be spent on the headline!
Your goal is to lure readers in. Once you’ve got them, you can deepen engagement to the point where they’re happy to hand over their all-important details.
Generally speaking, good quiz titles should have the following three qualities:
- Clear: What is the quiz about? Be crystal clear about the topic of your quiz. Don’t ever try to trick your readers into clicking by promising something that they won’t get. The Hardest “Game Of Thrones” Character Quiz You’ll Ever Take is a great title because it’s completely clear but also lures the reader in with a challenge.
- Short: You’ve only got a few seconds so don’t over do it. Keep your title brief and to-the-point. Use personal words like “you” and “your” if possible. Buzzfeed’s quiz How Good Is Your General Knowledge? is a good example. It’s simple and personal.
- Emotive: You’ll get more clicks if your participants are acting on feeling. Whether it’s a “negative hook” that inspires fear – e.g. “Are You Making These Hygiene Mistakes” – or a positive message – e.g. “The Life-Affirming Trivia Quiz That Will Restore Your Hope in Life” – make sure you get some emotion in there.
The implicit benefit of trivia quizzes is the enjoyment they provide. By keeping your titles clear, short and emotive you will effectively communicate this.
To get you started, here’s our list of 61 proven quiz title ideas.
3. Engaging, interesting questions
Great quiz questions are the key to high completion and sign-up rates.
Once you’ve decided on a killer topic and come up with a click-worthy title, you need to develop your quiz-taker’s journey by crafting interesting, engaging questions that are fun to answer but that are also on-topic and tie in with your brand’s personality.
Follow this checklist when you’re writing your questions:
- Not too many – Neil Patel suggests between 6 and 15 questions. Too few and participants won’t be engaged enough to share their all-important contact details. Too many and they’ll get bored!
- On-topic – Keep the questions tightly focused around the topic of the quiz. This ties in with giving the participant what you promised on the packaging.
- Interesting – Avoid generic questions. The more unusual/wacky/remarkable you can make your trivia quiz, the more engagement you’re likely to have. The trivia quiz Can you name the quote source, Varys or Littlefinger? is an example of a quiz that avoids generic Game of Thrones questions but is still easy to take.
- Humorous – Humor is good for building engagement but also a useful tool for communicating your brand’s personality.
- Unexpected – Remember, the key thing about trivia quizzes is that they’re fun! Use the element of surprise to delight your participants.
You might not be able to apply all of these points to every question. The key is to keep them broadly in mind. They should apply to your questions as a whole, not every individual one.
4. The right wrong answers
Part of the fun of quizzes comes from tricky answers. The type that could be right. One of the hardest bits about making a trivia quiz is writing answers that aren’t obvious.
- Obviously wrong answers are OK (kind of) – Do you remember the quiz show Who Wants To Be A Millionaire? If you look at the answers to many of the questions, you’ll notice that it’s really a toss-up between two and that the others are almost certainly wrong. This gets the participant thinking, “It’s definitely one of these two (or three),” rather than, “I haven’t got a clue, they could all be right!” A good approach is to make sure that at least two possible answers could be correct. Having some obviously wrong answers in your questions is OK.
- Avoid “tricky” questions – Questions and answers that are difficult to remember should be avoided. Dates are a good example. Most people will know that Kennedy was assassinated in the 60s, but not whether it was 63 or 64.
- Mix it up – Don’t put all the correct answers in the same spot – second in a list of four answers for every question, for example.
The good thing about challenging questions is that they increase the participant’s desire to know if they’re right. This improves the likelihood that they will hand over their email address to see their results when it’s over.
5. Let Your Personality Shine Through
Your trivia quiz is an excellent opportunity to tell your brand’s “story”. This will build engagement and make sure that people aren’t “dropping off” halfway through. It will also maintain a sense of connectedness between your questions.
Now, you might be thinking, “How the hell do I tell a story through a quiz!”
But a “story” doesn’t necessarily have to be a narration. It can be a consistent theme, a progression of similar questions or a unique personality that shines through from the questions.
Let’s take Buzzfeed’s quiz You Can Only Eat Pasta If You Get 12/15 In This Quiz as an example. It has the tagline, ” This quiz is hard to pass-ta,” and the questions and answers are simple, humorous and playful. At the other end of the spectrum, you have a quiz like Tony Robbin’s What is your leadership style? Though not a trivia quiz, the professional, straightforward tone comes through immediately.
The key is continuity. Ideally, you want to achieve this continuity in a way that presents an enticing image of your brand, starting a relationship with your participants. Hone in on your language, your question choice, and even your graphics when thinking about this point.
6. Build in shareability
From our variety of case studies, we’ve seen that Facebook quizzes are one of the surest, most inexpensive ways of generating leads. When you can combine a highly-shareable quiz with a great ad campaign, you notch up that lead count even further.
In 2o12 Jonah Berger published a now-famous study, in which he identified the key “share triggers” that make content go viral. He condensed his findings down into a handful of key points called “STEPPS”.
Here’s a rundown of the six triggers with examples of how you might use them in a quiz.
- Social currency – This term refers to features of content that encourage people to share because doing so makes them look good. The obvious area where this applies is results. With trivia quizzes, make sure your results indicate how intelligent your participants are.
- Triggers – A “trigger” is something that is easy to remember. Your title or the odd wacky question will work in this regard.
- Emotion – How does your quiz make people feel? Fun and enjoyment should be at the forefront of your mind, and spiking these feelings will encourage sharing.
- Public – This means designing your quiz so that it’s easy to make public. Are share buttons included at the end (software like LeadQuizzes will take care of this)? Does it look good on a social media feed? Are the results nicely formatted with cool graphics?
- Practical value – Trivia quizzes tend not to provide information. But “practical value” can be seen as the benefit your content provides, and the real benefit of quizzes is entertainment. Keep thinking “fun”. The more fun the more shares.
- Story – Your story is your identity. This will shine through in the way you write your title, questions and the results. It’s the broader personality that is communicated by the different parts of your quiz. Are you being humorous? Clever? Helpful? What message are you trying to express.
Trivia quizzes might be perfect for your audience. Remember that the best quizzes combine audience interest with a topic that people like to test their knowledge on. If you find the right fit, the results (in terms of leads and engagement) can be significant.
The combination of fun and expertise that having a trivia quiz to your name communicates can also be excellent for your brand. Who doesn’t like the entertaining expert?