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Best Practices for Quiz Building

Here are 10 of the most frequently asked questions Wyng's Services Team receives when strategizing with brands on their quizzes! Read these tips to build engaging quizzes that convert.

1. What is the ideal length of a quiz?

The answer is not as straightforward as you may think! Instead of recommending a quiz be 5-10 questions long, it is more important to set the user's expectations on how long the quiz they will be taking is. You can do this by including a progress tracker (native with Wyng quizzes) and using copy (E.g. "Answer 5 questions to find out which moisturizer is best for you") to set the user's expectations. An engaged and informed user will be more likely to complete a quiz, especially if they get something of value at the end.

2. What should I name my quiz?

The word quiz doesn’t have the most professional reputation, but fortunately, there are other names you can use that can assist in driving more conversions. A ‘Vacation finder’, ‘Fitness Routine builder’, ‘Skin Diagnostic’, or ‘Hair Analysis’ sound more like a professional questionnaire than a Buzzfeed article. The secret is in the name, so try to find something that fits your brand and makes the value and outcome very clear to the customer.

3. Should all questions be displayed on one page or each have their own view?

This largely depends on how many questions there are and what the style of each question is. It also depends on what kind of screen you are optimizing for. Many newer quizzes in retail and beauty industries are focused on mobile shoppers.

With 3 or fewer questions, it may reduce dropoff to show all questions within one view so users have a clear understanding of how long the quiz will take. Similarly, if all questions are in the same format (images, icons, text-only, etc.) users may be more likely to complete the quiz if they are all in one view with autoscroll to the next question. For longer quizzes, or quizzes with different style questions, showing one at a time keeps the view simpler and auto-advancing to the next question reduces the number of clicks to get to the result page.

4. Should I use images when building my quiz?Onboarding Quiz - Screen 3

Using images in a product finder quiz can be a great way to help the customer pick the right answer and help them make an educated purchasing decision. You can add real-life examples for your customer’s to relate to or design your own icons which will match your brand's style. Additionally, adding icons to answers can help break up a text-heavy quiz and help the users visualize the answers.

5. How many products should a quiz recommend?

In order to improve the conversion rate of the quiz and not overwhelm a consumer, it is best to only show 1-2 products on a result page. If your are building a routine finder, opt to display one routine bundle. 

6. Where should my quiz live?

When possible, embedding the quiz on your brand website is your best bet. This option will help drive more users to your page and once they finish with the quiz they have the opportunity to continue engaging with your brand on the site.

Wyng provides flexible methods for embedded experiences – including quizzes. We recommend a JavaScript embed because you can provide the embed code to your web team once, well before you are done, and then you can make changes to the experience on your own without ever needing to change that code. Also, it fits nicely in your page and can inherit style guidelines from your site.

7. How can I increase visits to my quiz?

Promote the quiz on several channels, prioritizing channels where the target audience is most likely to engage. Onsite, there are a few recommendations:

  1. Add a link to the quiz in the site's top navigation like Estee Lauder's Fragrance Finder.
  2. Add a standalone link within the hierarchy of "Our Services" (may be best option to reduce decision anxiety for brands that have several products).
  3. Add banners or widgets on category pages to drive users to the quiz.

Estee Lauder Fragrance FinderAnother option is to promote on social and in your communities. Really, the benefit of a quiz is that it provides value to a customer. Unlike most ads or product-based content that is more broadcasting a product, a quiz helps customers solve a problem all by itself. Therefore it is useful to promote in a more organic way.

8. How can I drive product purchases for my quiz?

On the results page, include click-throughs to product pages or Add To Bag functionality on product recommendations. Additionally, educating users on why the products are recommended will help them feel more confident in their purchase; include specific reasons on why the products are shown for that user and offer the option for users to retake the quiz if they have doubts about their results (Kiehls Skin Care Finder is a good example).

9. How can I leverage a quiz to deliver educational content?

At each question step, consider the option to explain the answers further (either including a tooltip or on-hover description.) Depending on the complexity of the products, include interstitial steps between questions including more information (such as "facts" about the product or service). On the result page, include the optimal amount of details on the product; no need to include the full product descriptions included on the product pages but include a few key bullets that directly tie in to the answers the users submitted.

10. Have any more examples of amazing quizzes?

We sure do! Wyng customers have built hundreds of engaging quizzes over the years. We love these for the meaningful business impact:

Ready to build your own quiz? The Wyng platform includes pre-built templates and simple drag-and-drop components to create beautiful quizzes in moments. You can get started today with a free trial or contact us for a demo

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