How to Create a Quiz that Goes Viral & Explodes Your Email List

How to Create a Quiz that Goes Viral & Explodes Your Email List

Want to create a quiz like BuzzFeed? A quiz is a popular way to go viral and capture the email addresses of prospective customers. In this guide, we’ll share how to create a quiz that goes viral and explodes your email list, step by step.

Have you ever taken an online quiz?

Of course you have! How else would you know which Disney princess you are, or what type of blogger you are?

Quizzes are so popular because they are both addictive and shareable.

“People love knowing and talking about themselves,” said Jonah Berger, associate professor of marketing at the University of Pennsylvania and author of Contagious, a book that examines word of mouth and engagement.

“It’s social currency. And these quizzes are a great opportunity for people to compare themselves with others.”

When Zimbio launched “Which Disney princess are you?”, it went viral and their traffic saw a huge spike.

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“That’s where we knew we had stumbled on to something special,” said John Newlin, vice president of content at Livingly Media, which operates Zimbio.

You see, where there is traffic, there is the opportunity to advertise and make money. You can even use quizzes to capture highly qualified email leads, so you can continue to market to those people in the future.

Could quizzes be just a fad? Well, Newlin says that some of their quizzes do a lot better than others. However, judging by the continued popularity of online quizzes in general, I don’t think they are going away anytime soon.

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I recently decided to add quizzes to my own content calendar, and my first quiz (created with Interact) went live just 6 days ago.

How has it done so far? Well, here are my stats.

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As you can see, I’ve had 192 total views on the quiz so far. 137 of those actually started the quiz, with 71.5% completing the entire thing. I got 72 email subscribers so far, which is a 52.6% conversion rate from those who started the quiz.

I’m pretty happy with 72 subscribers in 6 days, especially since I haven’t done much of anything to promote the quiz yet. We’ll see whether those numbers continue to look good as I get more eyeballs on the quiz (it’s far from going viral yet, but I’ll keep you posted on my progress). Meanwhile, I think a 52.6% conversion rate after almost 200 views is a really good start.

So, are you ready to create a quiz that goes viral and explodes your email list?

Great! Let’s get started…

What quiz should I make?

The first thing you’ll need to decide is what type of quiz to make. There are three main types of quizzes.

  1. Personality Quiz – a “which are you” quiz (e.g. “What kind of marketing superhero are you?”)
  2. Assessment Quiz – a quiz that tests your knowledge with options and correct answers (e.g. “How much do you actually know about the world cup?”)
  3. Scored Quiz – a quiz that tallies up your total score (e.g. “What is your marketing IQ?”)

The personality quiz is especially great for going viral because it is so highly shareable. Remember, people love to know and talk about themselves! However, sometimes a personality quiz isn’t the right fit for your business. When deciding what quiz to make, these questions can help…

  • Do I have different types of customers? (If yes, consider creating a personality quiz.)
  • Do I want to demonstrate my expertise? (If yes, consider an assessment or scored quiz.)

When in doubt, just try something. Newlin says that it is difficult to tell which quiz is going to go viral. You just have to try different things.

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So don’t stress out too much over this decision. Just pick a quiz idea and run with it!

Got a quiz idea? Great! Let’s walk through the steps to create each type of quiz…

How to Make a Personality Quiz

Step 0: Create a free account with Interact, a free quiz maker.

Step 1: Click on the “Create New Quiz” button in the upper righthand corner of your dashboard.

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Then, select the “Personality” quiz type.

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From there, you can either choose from one of Interact’s battle-tested templates, or you can start with a clean slate and customize everything for your quiz. For the purpose of this tutorial, we’ll be creating a quiz from scratch:

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Step 2: Now you’ll be taken to the quiz editing screen. From here, you can add a title for your quiz, edit your cover image, type a description, and change the start button text.

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Here’s what ours looks like after editing the cover page.

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Step 3: Next, go ahead and add some results, or “personalities”. Click on “Result 1” from the lefthand menu to edit it.

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Now, you can type a result title, add an image, description, and edit the call to action button (this button will display your optin form when you upgrade your Interact account).

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Step 4: After adding all of the different personalities, now it’s time to create your questions. Go ahead and click on “Question 1” from the lefthand menu to edit it.

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You can change the answer type to “Images” from the top of the screen if you want the user to create a quiz question with pictures instead of text. Here’s an example of a quiz with images:

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Step 5: Once you’ve finished adding your questions, click on the “Edit Result Correlations” button.

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Then, click on an answer from the list on the lefthand side to correlate it with a particular personality. Once an answer is selected, click on the result that you want to correlate it with. (Note: you can correlate one answer with multiple results if you want.)

Now, you will be able to see which answers are correlated with which results by hovering over the answers.

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Hit the “Save” button to save your correlations.

That’s it, you’re done with your Personality quiz! Now it’s time to set it up to generate email leads. Skip to How to Collect Email Leads from Your Quiz.

How to Create a Quiz with Options and Answers (Assessment)

Step 0: Create a free account with Interact, a free quiz maker.

Step 1: Click on the “Create New Quiz” button in the upper righthand corner of your dashboard.

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Next, select the “Assessment” quiz type.

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From there, you can either choose to start from one of Interact’s pre-built templates, or start from scratch. For the purpose of this tutorial, we’ll select “View all Templates”.

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Then, choose from one of the Assessment type templates (we’ll pick “Quiz: Should You Eat This or That?”).

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Step 2: Now, go ahead and edit the cover page by typing a new title, description, button text, or changing the cover image.

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Step 3: After you’re done with the cover page, go ahead and edit the questions by clicking on one of them in the lefthand menu.

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You can change the answer type to “Text” if you don’t want to have pictures by clicking on the “Text” button on the top of the screen.

Next, set the correct answer by clicking on the “Set Correct Answer” button.

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From here, you can click on the answer that you want to be the correct answer. You can also optionally enter an explanation, which will be displayed after the question is answered. Finally, you can choose whether you’d like the correct answer to be revealed immediately after the user selects their answer.

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Hit the “Save” button to save your correct answer.

Step 4: Once you are done adding your questions, now it’s time to edit the results. Go ahead and select one of the results from the lefthand menu to edit it.

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Then, click on the “Result Settings” button.

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You can choose if you would like to display a list of all the correct answers in the quiz results or not. You can also choose if you would like to display custom score text in the quiz results.

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Hit the “Save” button to save your settings.

That’s it, you’re done creating your Assessment quiz! Now it’s time to set it up to generate email leads. Skip to How to Collect Email Leads from Your Quiz.

How to Create a Quiz with a Score

Step 0: Create a free account with Interact, a free quiz maker.

Step 1: Click on the “Create New Quiz” button in the upper righthand corner of your dashboard.

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Then, select the “Score (Tallied)” type.

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From there, you can either choose to start from one of Interact’s pre-built templates, or start from scratch. For the purpose of this tutorial, we’ll select “View all Templates”.

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Then choose from one of the Score templates. (We’ll pick “How old are you really?”)

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Step 2: Next, go ahead and edit the cover page for your quiz.

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Step 3: Click on the questions from the lefthand menu to edit them. You’ll be able to add multiple choices.

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Next, click on the “Set Answer Scores” button.

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From here, you’ll be able to set a score for each answer.

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Hit the “Save” button to save your scores.

Step 4: Once you’re done with the questions, go ahead and select one of the results from the lefthand menu to edit it. From here, you’ll be able to change the result that appears when a user receives a score within a particular range.

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Then, click on the “Result Settings” button.

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This will allow you to change the range of scores that will receive this result. You can also choose whether or not you would like the actual score to be displayed or not.

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Hit the “Save” button to save your settings.

That’s it, you’re done creating your Score quiz! Now it’s time to set it up to collect email leads…

How to Collect Email Leads from Your Quiz

Step 1: Now your quiz is finished and you are ready to start generating email leads! To activate lead generation, you’ll need to upgrade your Interact account. You can start with the Lite version (for new businesses and entrepreneurs) at $29/mo, with a free 7-day trial.

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Step 2: Once you’ve upgraded your account to the free trial, you can go ahead and click on the “Connect Integration” button from the upper lefthand corner.

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Next, select your email provider from the list of integrations.

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Follow the instructions to connect your particular email provider. Depending on your provider, you may also be able to “tag” specific users with specific sequences, depending on their results.

Here’s an example of how it looks when you connect Interact with my favorite email provider, ConvertKit:

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Step 3: Now that you’ve integrated your email provider, it’s time to edit the optin form that appears after someone finishes the quiz. Go ahead and click on the “Edit Lead Capture form” button.

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From there, you can change the headline, description, and submit button text. You can also add more form fields by clicking on the “Add Form Fields” button.

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Ok, now your quiz is all set up and you’ve set it up to collect email addresses. Time to go live and get this quiz out into the world!

How to Embed a Quiz on a Website or Blog

Step 1: Before you can embed your quiz, you’ll first need to publish it. Simply click on the “Publish” button at the top of the screen to set it live.

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Then hit the “Publish Changes” button.

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(Note: you’ll also need to publish changes anytime you make edits to your quiz in the future.)

Step 2: Next, you’ll be given an embed code. Copy and paste this code anywhere on your website to embed your quiz.

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To create a quiz for WordPress, you can download and install the Interact plugin.

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This will create shortcodes for quizzes that you can place on various areas of your blog.

Alternatively, you can also share the direct URL…

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…or quickly share on social media.

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Best Online Quiz Maker

That’s it! Ready to create a quiz, increase your traffic, and grow your email list? Get started with Interact’s free quiz maker today!

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Mary Fernandez is the founder of Persuasion Nation, host of the Persuasion Nation podcast, and the Persuasion Nation mastermind community. She's happiest with her hubby, 3 kids, and a burger.

7 comments

  1. Hi Mary,

    Great post. Lots of info. Lots of images. Noice!

    There are so many images, for a second there, I thought I was reading a Neil Patel post. 🙂

    That Interact tool sounds awesome. Will definitely have to check that out.

    Thanks,
    Julian

  2. Simon Zaku says:

    Wow, such an informative guide here.

    Starting to rethink using quizzes to grow my list but sometimes one can get stuck on exactly what type of quiz to create, what exact questions to ask and the answers in a way which will perfectly resonate with your audience.

    Will love your thought on this, Mary.

    Btw, I also love how detailed and simple looking the post is. Easy to digest.

    Thanks, Mary.

    • GREAT question, Simon! That’s something I have been asking myself as well. Lately I’ve been thinking that using a quiz as a “survey in disguise” could be a really great way to go…

      Traditional surveys are important for gathering useful information about your subscribers, but they are often tedious and boring for the subscriber to complete. Also, they are a terrible way to acquire new subscribers (unless you offer a big giveaway or some other incentive for completing the survey).

      Quizzes, on the other hand, are fun to complete because of their entertainment value: it’s human nature to be curious about what our result will be. So using a quiz is a really effective way to acquire new email subscribers. However, once they’ve subscribed, then what? How do you use all this information that you have just gathered about your subscribers to better tailor your email marketing?

      This is where carefully calculated questions come into play. If you can ask questions that will give you valuable insights into your subscriber’s wants and needs, then you can follow up with more relevant emails. Your subscribers will enjoy your emails more, and you’ll have a much easier time selling your products or services! I call this type of quiz a “survey in disguise” because it is essentially a survey, but no one has to know that it is anything other than a fun quiz.

      I’ve spoken with the folks at Interact about this, and they have plans to add a feature where you can map specific quiz responses to specific email subscribers (not only their final quiz results) via integration with your email provider (if it offers a tagging feature, such as ConvertKit). This would then allow you to create specific follow-up emails based on how they responded to certain questions. Once this feature goes live, this could be a game-changer for my business and other small businesses!

      Hope that gives you some food for thought. Meanwhile, I think the best thing you can do is to spend time on your quiz topic. If they care about getting their result, then they’ll complete the quiz, and the specific questions that you ask don’t really matter all that much.

      Thanks so much for your comment, Simon!

      • Simon Zaku says:

        Wow, thanks for the huge advice, Mary.

        I think I just go clear on somethings. A ‘survey in disguise’ will be really awesome because not only are you getting new subscribers, you also get great insights about them.

        For example I’ll be attracting email subscribers interested in social media management. I guess I could do sth like “No the perfect twitter management tool for your brand”. Then questions like “who manages your brand’s twitter account?” will be asked which can help tailor better content.

        I’m using this strategy, Mary! All thanks to you!

        If the Interact feature goes live I bet it’ll be a total game changer. Hope we see it soon.

        Cheers.

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