How to Create Quizzes that Boost User Engagement in WordPress
If you’re like me, you know your site’s bounce rate off the top of your head because you have Google Analytics always open in another tab. You give yourself a high five whenever your bounce rate goes down, but with every increase, you’re scrambling for ways to increase user engagement. Here’s a thought: have you tried quizzes?
Now more than ever we are easily distracted by constant stimuli, especially on the internet – our inboxes lighting up with new emails, 24/7 news, streaming videos and music, online shopping… Which means that when someone lands on your site, what you are offering isn’t their only focus, that person probably has a dozen other tabs open in their browser.
So how do you keep someone engaged on your site long enough to get to know you and your product or service, build trust, and – hopefully – make a transaction?
Today, I want to share with you why quizzes are a great tool for user engagements and how to use them effectively to keep your bounce rate in check.
User Engagement by the Numbers
Before we dive into quizzes and how to use them on your WordPress site, let’s look at a few stats around user engagement.
We are a distracted generation. We try to multitask instead of focusing on doing one thing at a time, which makes sense. I mean, when was the last time you sat down to just watch TV without using your phone or even cooking dinner at the same time? Like me, chances are you are one of the 85% of adults who use multiple devices at the same time.
In an age where engaging with customers is getting more and more difficult, how can it be done effectively? Fortunately, there is a strong case for using visual content.
- Buffer’s research showed 89% more favorites when tweets included images and 150% more retweets than those with no images.
- In a 2016 HubSpot survey, 43% of consumers wanted more video content.
- Cisco has projected that global internet traffic from videos is going to make up 80% of all traffic by 2019.
- Hubspot noted that Facebook posts with images see 2.3 times more engagement than posts without images.
- Barberstock explained that the use of visual content has increased by 130% from 2015 to 1026.
- A study by Xerox found colored visual content increased a person’s desire to consume content by 80%.
- Buffer’s research indicated that articles with relevant visuals get 94% more views than those without them.
- Kissmetrics also noted that articles and presentations with visual content are 43% more persuasive than those with only text.
- Visual content is also 40 times more likely to get shared on social media than any other type of content, according to Buffer.
- Buffer also remarked that visuals are processed 600,000 times faster than text.
Simply publishing an article or page without visuals isn’t enough. As the stats show, publishing visual content is the key to driving user engagement, and the more methods you use, the better.
Creating Engaging Quizzes
With the above statistics in mind, there are a few important ideas to consider when creating quizzes aimed at engaging site visitors:
- Keep questions short, simple and to the point,
- Use language that’s concise, clever and clear,
- Questions shouldn’t be sterile and should be fun to read,
- Ask the easiest questions or most entertaining first, and
- Include as many images, videos, color or other visual elements as much as possible.
Also be sure to pick a quiz platform that’s appropriate for your needs. More on that later.
These tips are all well and good, but what kind of quizzes should you create? It depends on your needs and branding, but here are some examples to get you started. They range from practical surveys to fun posts, but they’re all more engaging than simple forms or plain text.
Quiz #1: Satisfaction Survey
Customer service is an important aspect of any business. Sending a customer satisfaction survey after you just helped a customer is a great gauge for how well you’re doing.
Often times, they can be unappealing for users to fill out since many companies ask too many questions and – let’s face it – answering even a few short questions is pretty boring.
That could be why HelpScout has found that for every one customer who complains, 26 other customers don’t say a thing.
What this suggests is you can increase the number of customers who answer a satisfaction survey if you keep things short, to the point, simple and quick to answer.
Here’s an example I created of a quiz you can create that can help in all these areas:
If you create a satisfaction survey with fewer questions and keep the introductory explanation brief and conversational, it’s more likely for people to take the time to answer it.
For example, instead of writing a standard heading such as “Welcome,” you can use something similar to “How happy are you?” Then, in one to three sentences, explain what you need from the user.
Don’t stick to the standard introduction we’ve all heard over and over such as “Please take a few moments to answer a few questions. We respect your opinion.” Instead, you can try something similar to the image above.
Here’s an example of how you can keep your questions brief and use as many visual elements as possible:
In this example, there’s only one question and the user can choose an emoji and click a button to submit the survey.
If you need more feedback than that, you can add more questions, but you can use this example for inspiration on how to craft them.
Quiz #2: Market Research
It’s common for businesses to create a form for users to fill out to collect data for market research, but it can be challenging to get enough users to participate.
You can make market research easier by creating an equally stylish and engaging quiz but also offer an incentive to entice more people to participate.
VirtualIncentives also reported that 56% of consumers said receiving an incentive would increase their consideration of a brand.
You can offer a discount, free gift or entry into a draw for your business. The user experience can also be anything but boring such as the example below:
Adding an interactive element such as a web-based scratch card is a fun and entertaining way to incentivise users and increase engagement.
Quiz #3: Quiz Post
Publishing WordPress posts is an effective way to increase traffic to your site with relevant content.
Hubspot’s research also suggests this is an effective strategy:
- One in 10 blog posts increased organic search traffic over time
- These blog posts comprise 10% of all blog posts and generate 38% of overall traffic
- 47% of buyers viewed three to five pieces of content before engaging with customer service
- Companies that published 16+ posts per month got about 3.5 times more traffic than companies that only posted zero to four times per month
- Companies that posted 16+ times per month got about 4.5 times more leads than those who published zero to four monthly posts
While publishing posts can help you gain traffic and leads, it can be challenging to engage readers. As previously mentioned, adding relevant visual content can help.
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Many site owners are already jumping on that bandwagon. According to LinkedIn, 40.5% of surveyed content creators included visuals 90-100% of the time in 2015. In 2016, this increased by 30% as 53% of content creators used visuals in most of their posts.
Besides images, infographics and videos, you can also try writing a quiz for a post. Instead of text being the star, you can focus most of the attention on a fun and engaging quiz with a short explanation encouraging users to take it.
For example, check out our post Quiz: Are You a WordPress Developer or Implementer?
Quiz #4: Advanced Lead Generation
If you’re a WordPress developer who works on or creates sites for clients, it’s likely you have discovered there are great clients and there are also terrible ones. From clients who argue with you every step of the way, hardly communicate with you at all or skip out on you when payment is due, it can be difficult to find the right clients.
Lead generation can also be challenging since there are often many long calls with potential clients involved to assure them you’re right for the project.
An effective way to find clients you would be happy to work with is to offer as much information as possible on your website and also offer a quiz they can take. According to HubSpot, only 29% of people are willing to speak with a sales person and 62% prefer to find the information they need on their own.
Creating a fun quiz can help reduce the chances of a potential client leaving your site without contacting you, especially since they could contact you through a fun quiz, rather than a boring form. The quiz can be multi-purpose: Weed out clients who would be difficult to work with, provide more information about your services, act as a contact form and also trim down the amount of time you need to convince a client to work with you.
Here are some examples of what you could include in your lead generating quiz:
- Start with questions that are as easy to answer as they are entertaining, but also serve a purpose. For example, you could ask how the user feels about WordPress to gauge how much help they may need. You can also give silly answers from “I want to rip my hair out” or “Steam is coming out my ears” to “Eleven thumbs up” or “I’m so automagical I’m practically a wizard.”
- Phrase your questions to include the services you offer. For example, “What kind of managed WordPress maintenance do you need from us?” followed by options for security, updates and the like.
- Covertly determine how well you would work with a client by asking questions centered around your pain points. For example, to figure out how much communication you can expect from a client you could ask something similar to “My goal is to be able to work…” with possible answers including “Secluded from everything and everyone,” “Every waking moment,” “With supportive people” and “Without jerks.”
- You could frame the subject of the quiz to be helpful to the client such as creating one called “What kind of WordPress developer do you need?” The results could be something like, “A dedicated developer” with a note that you are who they need for their project.
- Add as much visual content as you can, but keep it appropriate.
Here’s an example of what your quiz questions could look like:
Tools for Creating Quizzes
Here are tools you can use with your WordPress site to create advanced quizzes to increase traffic or response rate, generate leads and improve overall user engagement.
Survey Anyplace is a quiz generator that can create questions containing images, videos, GIFs, emojis, star ratings, text boxes and more. It has an easy setup process.
You can also customize elements of your quiz from the questions to the background and text color.
Survey Anyplace was also used in the examples above for the satisfaction, market research and advanced lead generation surveys.
PollDaddy was created by Automattic, the same company behind WordPress.com. It has built-in WordPress support and has a user-friendly editor.
You can also include images and videos as well as content from YouTube, Flickr, Google Maps, and more. It also has the capability to create surveys in any language and you can also choose to share the results with visitors and employees.
With Typeform, you can create quizzes with text, images, GIFS and ratings, but you can also do a lot more advanced functions such as accept payments. It has a simple editor that’s a cinch to use.
It’s also what we used in the quiz post example above and our post Quiz: Are You a WordPress Developer or Implementer?
You can create a survey with over 15 types of questions with SurveyMonkey as well as include collaboration features and integrate it with MailChimp, Eventbrite and more. It also includes tools to analyze the data you collect.
Now you have the tools and details you need to engage your visitors and clients with quizzes as a part of your visual content strategy.
If you’re not sure what type of quiz to create, start brainstorming by considering your visitors’ interests and pain points where you can provide the answer.