Start at the end by asking yourself these two questions:
What are the best possible results your quiz could provide for your potential client — that would be beneficial to them AND your business?
What would you sell the quiz-taker based on the result they get?
For example, let’s say you sell custom jewelry, and you generally design within 5 main categories you’ve defined (your framework). So you make a quiz called, “What kind of jewelry matches your personality?”
Exciting Results: The user finds out if their personality / jewelry style is A) Wild & Free, B) Playful & Cheerful, C) Bold & Strong, D) Calm & Spiritual, or E) Subtle & Charming.
Clear Next Steps: Each result is paired with images of jewelry you’ve made that falls into their respective categories. The user can then click a button and schedule a call with you, so together you can design their custom earrings, necklace, ring, or whatever they’d love to add to their collection.
You may want to choose a primary indicator. A “primary indicator” is one question whose answer outweighs the rest, and therefore determines your quiz-taker’s result.
For example, a quiz called “How Exhausted Are You?” may include questions about sleep style, bedroom setup, nutrition, and nighttime distractions — all of which are good indicators of exhaustion.
But, a question about how many hours of sleep you get each night could be weighted more heavily than the rest, because it's the most reliable indicator of how tired someone is.
Start by thinking about what information you need to give the quiz-taker the most accurate results.
Then, choose one primary indicator to simplify your quiz, and take some of the pressure off the rest of the questions.
Even if you choose just one indicator, the remaining questions are still valuable, because they help the quiz-taker feel seen, and encourage them to reflect more deeply on their problem.
Pro tip: If you’re feeling fancy, you can also use the rest of the questions to give more specific rankings within your different results categories. For example, in the exhaustion quiz, hours of sleep might be the primary indicator, but the rest of the questions could be weighed to determine whether someone is Mildly, Very, or Extremely Exhausted.
The answer choices to each question are a great place to show off how well you know the voice of your customer. Your quiz-taker should feel SEEN.
Write the answer choices to each question the same way you’d talk to a friend. The user should have a “YES! That’s SO me!” moment as soon as they read the answer that most applies to them for each question.
A quiz is a golden opportunity that any marketing expert would salivate over. Why? Because your audience is self-segmenting! YAY!
This means that all your quiz-takers — AKA potential clients — are saving you the work of figuring out exactly where they are in life and what they need next.
Make sure you are capturing this information by tagging quiz-takers in your email system based on their results.
With this data captured, your follow-up communication can be segmented to speak directly to the needs of each individual lead
Not only does this make for more effective marketing, but it also helps your potential client understand where they fall within your framework, and therefore how they can get from Point A (problem) to Point B (solution).
For example, our custom jeweler could tag her quiz-takers based on their results (Wild & Free, Playful & Cheerful, etc.). Then, she could use those tags to send out marketing emails specific to each lead’s style.
You’re Bold & Strong? Check out these Bold & Strong earrings. Or, have you seen our new Subtle & Charming bracelet? And so on, for each group. This way, potential clients can get examples of jewelry they’ll love straight to their inbox.
For quiz-takers who don’t make a purchase immediately after getting their results, set up a follow-up email or text sequence that guides potential clients to their next steps.
And even far into the future, you can use this automatic segmentation of your audience to market offers to specific quiz-takers, all based on your framework.
Those are the foundations for a marvelous quiz that will help your clients identify their problem and understand your solution, AND that will serve as an effective marketing tool for years to come.
You’re welcome! ;)
Before you launch, I bet you’d love to see an amazing example of a framework-based quiz, right?