How to Use Quizzes to Get More Email Subscribers
by Cheryl Binnie

If your business were a dog, what breed would it be?

What color best represents your business personality?

Which Female Entrepreneur are you MOST like?

Take the Quiz to find out!

Okay, okay, there are no actual quizzes up there…

But even the most ridiculous one might’ve gotten you thinking, “Oo, I don’t know – what dog breed WOULD my business be??”

Why?

People. LOVE. Quizzes.

It’s always fun to play a game, take an assessment, or ask yourself some tough (or playful!) questions to know what “type” you are or what your “style” is.

And because of thaaaaaat….

Quizzes are a GREAT way to build your email list.

You create a quiz that people want to take, they take it, but then they have to opt-in to your email list to see the result!

A little sneaky (but a little brilliant), right?

Bonus: based on the person’s results, you can give more information, like helpful tips for their “type.” It’s a great little introduction to YOU, like a preview to buying your products or services.

And that’s why I’m here to teach you some of my favorite ways to build quizzes that are specific to your brand and your clients.

Let’s get quizzical!

So…HOW do you make a quiz?

I’ll admit it….

Making a quiz isn’t as fun as taking a quiz.

There’s a little extra work on your part to make sure your ideal clients have a good time with the quiz.

On a scale of 1-10, I’d give Quiz Creation a 7 for difficulty.

Don’t worry. We’re breaking it down step by step. (And I’m also going to share an awesome quiz-making tool with you that makes it waaaay easier!)

STEP 1: Decide WHAT your quiz will tell people.

Your quiz should give something your ideal clients or buyers would be interested in knowing.

(After all, if you’re using the quiz to get new email subscribers, you want to make sure you’re attracting people who are a good fit for your business!)

If you’re a relationship coach, you probably don’t want to have a quiz like “What does your type of office clutter say about you?”… but that would be a GREAT quiz topic if you’re a feng shui expert!

You might choose to offer insights on the TYPE of person your ideal client is…

  • What type of leader are you?
  • Your Business Personality Type
  • What type of organizer are you?

Or maybe you want to explore the STYLE side of quizzes…

  • What’s your workout style?
  • What’s your fashion style?
  • What office decor is perfect for you?

(Example of a “Personality” quiz via Interact)

The choice here is not a terribly difficult one. Try to choose the topic that will be most inviting, most informative, and add the most value.

Or just ask yourself, “Would I take this quiz?”

Then, more importantly, “Would my ideal client take this quiz? Am I helping them solve a problem or getting them curious with these results?”

STEP 2: Create a list of the possible results.

Before you start whipping up a bunch of questions, start at the END of your quiz and work backwards – because you need to know WHERE those quiz questions are headed.

This is where things get a little more creative.

Provide plenty of options (i.e. the 5 different styles a person could get), so they’re thought provoking, surprising, or perhaps just soothing/reassuring.

Let’s take a peek at a quiz from above:

What’s your workout style?
(Example topic from Interact)

Some possible results for this quiz could include:

  • Group Classes
  • Outdoor Adventures
  • Team Sports
  • Solo Warrior
  • One-on-One Personal Training

STEP 3: Write up a short description of each result.

For each result, you’ll write a short paragraph or sentence about WHY that result fits the person.

For instance, someone whose workout style is “Group Classes” might read….

You got…Group Classes! You have a bit of a competitive spirit and feed off the energy and enthusiasm of other people. You love to (or would like to!) make new friends, and scheduling in advance keeps you accountable. Spin on, sister!

STEP 4: Write up helpful tips or steps for each type.

Now, this one is optional, but it can be a lot of fun.

If you have a lot to say about your quiz topic, this would be your place to offer insights or ideas based on the result people get.

For instance, if someone got Outdoor Adventures for their Workout Style, you might make a bullet list for them of ideas for outdoor adventures, or a packing list for fun outdoorsy day trips. Or maybe you’d link them to the best kinds of activewear for their hikes and climbs!

STEP 5: Create a list of multiple choice questions.

These questions lead your ideal client to the results, and when they tally up their answers at the end, their TYPE or STYLE will be magically revealed!

But where to begin?

Let’s stick to our above example…

What’s your workout style?

Example Question: “It’s Saturday afternoon and raining. What are you thinking?”

A. Strap on the galoshes and pack up the sneakers! Rain ain’t messin’ with my plans!!
B. UGH! What a bummer! I was going to take a hike today!
C. I wonder if my friends still want to come over and watch the big game…
D. Woohoo! A cozy day for just me, myself, and I!
E. No one will want to be out today…maybe my friend and I can finally try that new restaurant she’s always raving about!

Each answer should be “assigned to” one of the results you’ve created in step 2.

Can you guess which answer connects to which result?

“It’s Saturday afternoon and raining. What are you thinking?”

A. Strap on the galoshes and pack up the sneakers! Class starts in half hour!
(Group Classes)

B. UGH! What a bummer! I was going to take a hike today!
(Outdoor Adventures)

C. I wonder if my friends still want to come over and watch the big game…
(Team Sports)

D. Woohoo! Pop in a DVD and I’ll get the sweat on at home!
(Solo Warrior)

E. No one will want to be out today…maybe my friend and I can finally try that new restaurant she’s always raving about!
(One-on-One Personal Training)

Remember, the person taking the quiz won’t know that each answer connects with a specific result until the end, of course!

Step 6: Create your quiz!!

This is the place where everything comes together.

There are 2 ways to bring your quiz to life:

  • Create a good ‘ol fashioned PDF (a little more thinking + work on your end, but free)

OR

  • Go digital and use a quiz-making tool (way easy, and looks snazzy if you use a nice tool, though you may have to pay to use it)

(Example of a multiple choice question via Interact)

And both are great options!

Read on for some of my favorite tricks for mastering each type of quiz.

How to create your quiz PDF-style:

With this kind of quiz, your quiz-taker signs up for the quiz, and you simply email her the quiz in a PDF workbook.

Your quiz-taker will need to be able to figure out her own results, so there’s a quick extra step for YOU.

During Step 2: Create a list of the possible results, you’ll assign each result a number range.

For example….

  • Group Classes (10-19)
  • Outdoor Adventures (20-29)
  • Team Sports (30-39)
  • Solo Warrior (40-49)
  • One-on-One Personal Training (50+)

NOW, go back through all your questions/answers and assign number values for each answer.

For example….

“It’s Saturday afternoon and raining. What are you thinking?”

A. Strap on the galoshes and pack up the sneakers! Class starts in half hour! (1)

B. UGH! What a bummer! I was going to take a hike today! (3)

C. I wonder if my friends still want to come over and watch the big game… (4)

D. Woohoo! Pop in a DVD and I’ll get the sweat on at home! (5)

E. No one will want to be out today…maybe my friend and I can finally try that new restaurant she’s always raving about! (6)

Now do a quick math check…

People may answer differently in every question, butttttt if you say that Group Classes is the result for everyone who scores between 10 and 14 points, make sure that all of your Group Classes answers tally up to between 10 and 14!

From there, you’re good to go! On the Results Page (where they tally their results), you’ll put ALL of the possible answers, and your quiz-taker will match her score to the correct result.

Too much math?

An easier way is to say, “If you answered mostly A’s, then you’re workout style is Group Classes!” (The only downside to this one is that it for some quizzes, it becomes a little obvious what result they’re going to get before they even finish.)

Woohoo! Now you can put everything together with a shiny red bow!

When assembling your PDF quiz, make sure you have the following:

  • Cover Page
    This page is all about YOU and your business. Keep it clean, on-brand, and inviting!
  • Intro Note from You!
    WHY did you make this quiz? What do you hope to offer or teach? Talk directly to your ideal client, and let her know that you want her to have some fun!
  • The Quiz Itself
    Put your questions/copy in this section. If you’re feeling extra fancy, it can be fun to put an image for each question to snazz up the design of the page.
  • The Results Page
    On this page, your client will tally up their numerical score to see which result matches them the best! (c’mon, you know the drill. We’ve all taken those quizzes in Cosmo Magazine!)
  • A Call to Action
    What do you want them to do now that they’ve taken this quiz or have this new insight about themselves? Invite them to learn more (and play more) but subscribing to your newsletter, signing up for a webinar, scheduling a sales conversation with you… the possibilities are endless!

Remember – for a PDF-style quiz, your quiz-taker (aka ideal client!) will opt in to get the quiz (which will, at the same time, sign her up for your email list)…

…and then you email her the PDF with the quiz inside.

(Psssst! If you’re thinking right now, “I don’t know what to do when a new subscriber opts into my email list!” don’t fret! Check out “4 Steps To Take Care of New Email Subscribers”

Now….

While I DO love a classic quiz, there’s no doubt that in this day and age, we’re all glued to screens more often than we’d care to admit…

But because of this amazing technology we have, quizzes have gotten a 21st century upgrade as well!

(Example of a multiple choice question via Interact)

Interactive, check-the-box quizzes are a great way to up your quiz-making game.

Yes, they’re fun, but they’re also incredibly useful as the data and results are just **SNAP** right at your fingertips!

How to make your quiz with a quiz-making tool:

My favorite tool for making this kind of quiz is through a tool called INTERACT.

They help you generate leads and drive sales with, you guessed it, quizzes!

(Screenshot of Interact’s quiz-making dashboard)

Instead of sending a PDF quiz via email to your new subscriber, your website visitors take the quiz right on your website.

Once they complete the quiz, they’ll be asked to fill in their name and email in order to see their results. This adds them directly to YOUR email list, as long as you’ve integrated it with Interact.

Once they fill out the email form, Interact shows them the results right on the same page (as opposed to having to tally up their own score, like in the PDF version).

They also have the option of sharing their results with their social networks, so there’s a chance you’ll get more free traffic from their friends.

In fact, I created my own quiz — you can take it right here, right now! (Don’t worry, you’ll stay on this page, so you can keep reading the rest of the article when you’re finished with the quiz.)

BUT, since we’re talking about how to CREATE quizzes, I wanted to show you how you can create a quiz extra-super-fast with Interact.

In the video below, I’m going to walk you step-by-step through how you can make your own online, interactive quiz. It’s like an exclusive behind-the-scenes tour of their site!

And there you have it!

Easy peasy, right?

You might have seen other quiz-making tools out there, so feel free to do a comparison, but out of everything I’ve looked at, Interact is my favorite!

Other options I’ve seen either feel clunky, or the prices are higher, or you’re limited on how many email addresses you can collect on the cheaper payment plans.

Interact also has a free version, if you want to play around with creating a quiz, you can’t collect email addresses on the free version. (But it’s a great way to test it out and see if you like it.)

If you want a quiz for the purposes of growing your email list, you’ll need to upgrade to a paid plan, which, at the time of writing this article, start at $17/month for up 60,000 new leads per year. (That’s like, a realllllly good deal for that many subscribers!)

Take a look at Interact here.

(If you can’t tell by now, I LOVE Interact – so much so that I have an affiliate partnership with them. That simply means, if you sign up for Interact by following my link, I get a little referral commission.

But it doesn’t change anything for you – you get the same great tool, at the same price. And while I may mention resources and tools occasionally in my articles, I only partner with the ones I genuinely like and think will benefit you guys and your businesses.)

When it comes down to it, you can’t go wrong with which kind of quiz you do. Just the fact that you’re making one is exciting enough!

Remember, have FUN! If you’d want to take the quiz, chances are, so will your ideal clients.

Thanks for learning about quizzes with me here.

Does that make me…
A. Happy?
B. Proud?
C. Excited?
D. Grateful?
E. All of the above.

Surprise! It’s E!

I know you’ll come up with some GREAT quizzes yourself.

Good luck!

xoxo,

Cheryl

P.S. Want to see a real-life quiz in action? (And maybe learn something about what YOUR audience wants?) Take the free quiz below!