Pink haired. Tattooed. Sky dives. Has 3 kids.
Everyone is unique.
So why do we market to everyone exactly the same?
With a personality quiz on your website, you can build a segmented email list that follows up with subscribers based on how they answer a few simple questions.
But designing these quizzes takes some thought. Luckily, I’ve got you covered with this in-depth quiz design guide!
In this how-to post, we’ll walk you through the steps to designing and then creating your opt-in quiz so it converts to more subscribers and more sales, too.
Table of Contents
- 1. Reverse Engineer Your Goals
- 2. Think About The Follow-Up First
- 3. Brainstorm Personality Type Quiz Questions
- 4. Calculate The Scores and Test Your Quiz
- 5. How To Design A Personality Quiz: Putting It All Together
Before We Dive In… Think Big
There are so many different ways to create opt-in quizzes… from a “pass/fail” quiz where you segment based on how much knowledge someone has about a topic.
To more nuanced “personality test” quizzes that allow you to get creative with your outcomes and follow up sequences.
One thing I’d love to have you ponder for a few minutes before we get into the “nitty gritty” of quiz design, is what this quiz can represent for your business.
If you design an assessment that really tells people more about themselves, you’re providing value in advance. As human beings we’re on a constant quest for self-discovery, and the more that your quiz can help someone understand themselves better in order to make good choices… the more powerful you quiz will be.
In this sense, a simple “email opt-in quiz” comes a personal development tool that has far reaching repercussions beyond the simple benefits to your business.
So go ahead, think big.
Imagine how you can use your expertise and knowledge in your marketplace to design a quiz that will help your ideal customers and subscribers “know thyself” and become even happier and more fulfilled human beings.
Got it? Let’s get into the applications of building these quizzes, now shall we?
1. Reverse Engineer Your Goals
Do you want to use this quiz to build your email list and segment people so you can follow up with a specific sales message? Smart, keep reading to find out how to make it happen!
Think about what the “outcomes” of your quiz could be. What are the different categories, or in AccessAlly Pro’s case – what kind of Personality Test outcomes could there be?
For example, if you have 4 different product offerings (say 3 information products and 1 high end service) then you might have 4 possible outcomes for your personality quiz.
From there, it’s easier to come up with your questions and think through what answers might lead to each outcome.
The more outcomes you have, the more work will be involved on the delivery side. Think about it: you’ll need to create a new follow-up email campaign, possibly a different opt-in giveaway (like a PDF download), along with a unique embedded opt-in form to match.
The opt-in setup part of the process is pretty fast with PopupAlly Pro’s help, but just keep in mind that each outcome deserves some personalized follow-up… which is both the advantage to delivering a unique marketing experience, and a disadvantage in creating more work for you.
2. Think About The Follow-Up First
If you’re using an opt-in quiz to build your email list with qualified prospects (and why shouldn’t you?!) then you’ll want to take a moment to think about what you want to have happen AFTER the quiz… preferably before you have all of the quiz questions written!
The more clarity you have on where you're ultimately sending your quiz takers, the better you'll be able to fine-tune the wording and content of each question on the quiz.
Connect Each Possible Quiz Outcome With A Sequence
At this point, you know how many outcome “segments” you’ll need to create. So you can map these out with their own sequences. I’m a fan of mind-mapping all of these things, since it tends to make the whole sequence a lot clearer and simpler. From the core quiz concept, you can branch into each outcome, and finally string together a series of email topics.
Good news: it doesn't have to be overwhelming!
You don’t need to make each email sequence completely different or start each one from scratch. There might be some overlap in content, especially when you share your story or business’ mission.
But you may want to deliver a different opt-in gift for each outcome… or maybe send out a short email sequence that's specific to the outcome that this quiz taker received.
Plan now – write later
Don't worry about actually writing all of these emails right now! At this point in the planning stage, we're only focused on knowing how many emails you plan to send, and where they lead to (your sales page, perhaps?). This will make it easier to design the rest of the quiz questions.
Outline Your Thank You Page Content
With a sequence in mind, you’ll also want to think about what you’ll put on your opt-in thank you page. For this part of the planning, we’ve got you covered with our in-depth Thank You Page guide.
3. Brainstorm Personality Type Quiz Questions
Okay, here comes the fun part!
It's time to start writing down questions that could point people toward one of the outcomes.
With AccessAlly Pro you can add different “weights” to each question.
So for example, if you’re doing a quiz where you’re assessing someone’s readiness for adopting a puppy, or which dog breed they might do best with…
One of the questions might be more heavily weighted, like if you’re asking if “this person has ever had a dog before” or if “they have a small child who is afraid of dogs.”
Another question might be less heavily weighted (meaning that it won’t impact the results as much), like asking what their favorite fur color is… Which may impact which breed they end up with in the end, but isn't as important a consideration as some of the other factors.
Spend time during this part of the process to make sure that each question is worded in a way that connects with the outcomes you've chosen… and yes, you might also come up with questions that don’t make much of a difference to the outcome. It's up to you if you want to use them or just skip them completely for the sake of clarity and accuracy.
4. Calculate The Scores and Test Your Quiz
Now that you’ve mapped out the questions, and started adding them into your quiz settings… you can start to see how the personality test works and how answering certain questions one way will naturally lead to getting a certain outcome.
When everything's programmed in place, it's so, so important to test your quiz. Sometimes we assume that we mapped out our questions just right, but if you answer like a hypothetical quiz-taker you might be surprised how the results turn out.
That’s why I recommend testing your assessment a few times, looking for a specific outcome and making sure that the quiz delivers it.
If you find inconsistencies against what you’d expect to get, it’s time to look under the hood of your quiz logic. Check if you have too many questions and answers that are leading to a specific outcome, or if there’s a way for you to out-weight certain questions to make the final outcomes stronger.
5. How To Design A Personality Quiz: Putting It All Together
Now that you’ve done all of the planning and quiz design work, it’s time to put it all together on your website… and to connect it with your email sequences and opt-in code using PopupAlly Pro.
It’s simple, you’ll just design your embedded opt-in inside PopupAlly Pro and then select it from the Outcomes section in AccessAlly Pro.
From there, whenever someone fills out your opt-in quiz, they’ll be shown the next step to join your email list… which will sign them up for the exactly follow up email campaign that you designed just for them.
What’s Stopping You From Using Opt-in Quizzes?
This process is the one that we’ve used time and again to design opt-in and even customer-centric quizzes and personality tests with great success.
Take AccessAlly Pro + PopupAlly Pro in hand, and get your own quizzes created!
Maria Myre is a copywriter and content strategist. She helps businesses develop an unforgettable brand voice, so they can connect with their audience on a deeper level. Maria also loves Italian espresso, fall weather, and horseback riding.