Episode 15 – 9 quiz secrets to help you market like a rock star

Mike and Boris – co-founders of the popular quiz maker Riddle.com answer their favorite customer questions about how to build successful quizzes and personality tests. You’ll learn everything from the perfect quiz length and what questions to ask to crafting the ideal lead form – and everything in-between.

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Transcript

Mike 0:00
Hi there, my name is Mike – I’m one of the co-founders of Riddle.com and in this episode of The Quiz Makers, I am going to be interviewing and chatting with my co-founder and our CEO, Boris Pfeiffer.

Boris 0:10
Hey there, Mike.

Mike 0:12
Hey, Boris. Welcome back. So in this episode, Boris, you and I were chatting that ever since we started The Quiz Makers podcast, we get a lot of questions from people who are interested in using quizzes for marketing. But often, they’re often some of the basic fundamental best practices

Boris 0:31
I’d be happy to answer these and they’re not just feedback to our podcast. Mike and I also man our tech support chat on Riddle.com – it’s an interesting fact that despite having thousands and thousands of users, we’ve never hired a customer support team. We believe that if the founders and the lead engineers help in customer support, you end up getting a much better product. It’s been hard on us, but I think it helps, Mike.

Mike 1:02
Absolutely. Sure, sometimes we might be at the pub having a beer – and hear the support chat ‘ding’ on our smartphones, we quickly answer it. So it does distract us but the amount of positive feedback we got from users and also just great questions that lead to “Oh, these are features we should add.”

Anyways, that’s enough of Riddle. Let’s go talk about quizzes and marketing and all that good stuff.

So I’m just going to work through our list of the top 10 questions. One of the most common questions I’ve seen is “I want to make a quiz for marketing and I want to collect lead – what’s the ideal number of questions to have in a quiz?”

Boris 1:40
That’s pretty easy to determine. It depends on how complicated these questions are and how easy to answer for one, because you want to keep the quiz under two and a half or three minutes to answer. That’s about the most time people have attention for on the internet these days.

One caveat – if you’re doing a scientific research type of quiz, such as doing a medical quiz like “Do you suffer from anxiety?” People may be much more interested in that result and be willing to spend 10 or 20 minutes.

But for light-hearted quizzes – “What city should you live in?”, a good guideline around 10 questions is an ideal number, plus or minus. If you’re doing a personality test, sometimes you need a few more to score properly. But definitely try to stay under 15 is my guideline. We’ve seen much longer quizzes, but we don’t think they work that well.

Mike 2:42
No, it’s true. I would actually would say eight to 10. And a good way to test this is once you finished your quiz, just ask your Aunt Sally or your Uncle Bob to take the quiz and just time them (because if you take it again, you’ll know the questions). You will be much faster, you want someone completely new to the quiz to find out “How long did that take?”

And if they come back and say, “Oh, it took me about six minutes, then you know that you might want to shorten it down.

Okay, that leads into the next question. We’ve covered questions. Now how many answers? Should you have per question?

Boris 3:18
I would say four answer options is what people expect to have. There’s an additional benefit in having four if you use images, for example, it makes a nice 2×2 grid for the answer options. But four is what you see in most common multiple choice tests and quizzes – one correct and three wrong answers. So I would always try to stick to four if possible.

Mike 3:42
Yes, I absolutely agree. And there’s another benefit as well. Generally, 50 to 60% of your quiz takers will be on a smartphone. The fewer answer options you have, the more condensed your quiz will be. It’ll stay nicely on one screen.

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