Based on a dataset of 2.8 billion Riddle-powered quiz questions, we’ve analyzed the true impact of interactive content.

Read on to discover how online quizzes can deliver powerful marketing results – increasing engagement and data collection while reducing online advertising costs.

Where does our quiz marketing report data come from?

Since 2014, thousands of top publishers, brands, non-profits, and sports teams have been using Riddle.com’s online quiz maker – from the BBC to the Fiesta Bowl (case study) and Tate Modern (case study).

Infographic: Why use quizzes for marketing? (free download)

This infographic is free to use – the full report about the effectiveness of quiz marketing is embedded below, or you can download it as a .pdf or .png/.jpg file.

Download the infographic

Feel free to republish this infographic or cite any of this data or statistics in your articles.

Do you have any questions about our 2024 Quiz Marketing Report?

Please reach out to us at hello@riddle.com, or ask us on support chat at Riddle.com.

The rise of quizzes and zero-party data

Online advertising has gone through seismic shifts over the past few years. On the government side, you have global privacy data regulations like the EU’s GDPR, China’s PIPL, California’s CCPA, and Canada’s PIPEDA.

The end of third party cookies, the removal of mobile device identifiers, and a rise in the use of ad blockers have led marketers to use quizzes for zero-party data collection for names, emails, and other personal information.

Note: Riddle.com is a fully 100% GDPR-compliant quiz maker. We run our own servers, don’t add trackers, and never collect personal information with cookies.

Benchmarks from our 2024 Quiz Marketing Report

To save time, we have summarized the most important quiz marketing statistics from our report below.

The data – based on 2.8 BILLION answered questions

Launched in 2014, Riddle.com is the online quiz maker for some of the most iconic brands and organizations on the planet, who create compelling interactive content for their audiences.

This means that our data scientists get to use a very deep data set when creating this report, including:

• 2.8 BILLION questions answered – across all Riddle.com quizzes, polls, and other interactive content
• 459.3 MILLION Riddles started – embedded on our partners’ sites
• 344.2 MILLION Riddles completed

Riddle 2024 – Surprising stats

At Riddle.com, we’re all about creating powerful interactive content that captivates audiences and drives engagement. Our latest quiz marketing reports statistics showcase just how impactful our quizzes, polls, and surveys have been – boosting participation rates, increasing completion percentages, and delivering exceptional user experiences.

Here are some surprising insights into how Riddle is making a difference:

#1 Why use quizzes? Quizzes are 9.7X better than pop-ups.

We already touched on why online advertising is changing. Zero-party data collection tools that let users voluntary contribute their information, such as interactive content and pop-ups, are more popular than ever.

However pop-ups can be annoying (73% of people dislike them) – they interrupt your browsing experience to show an offer.

Quizzes put users in control. They choose to start the quiz, and they also get something of value from the experience: their quiz results.

That explains why using quizzes for zero-party data collection and lead generation is 9.7X more effective:

• Pop-up email collection forms: 3.1% (Bdow’s pop-up statistics)
• Online quizzes or interactive content: 28.6% (Riddle.com – 2024 data)

#2 Why use quizzes? Get 37% cheaper leads.

Quizzes and interactive content also make it easier to find new customers, if you’re using online advertising like Google Ads or Facebook.

Quizzes’ appeal impacts every step of the process:

• Cost-effective cost per click (CPC): Ads that mention ‘quiz’ get better clickthrough rates – they are more interesting to users, plus Google flags pop-ups as potential spam. That translates into less expensive ads (our Riddle Lab experiment showed a 20% saving).
• More opt-ins (CPL): Once a user is taking the quiz, they are far more emotionally engaged compared to a pop-up, and they are keen to see their results. This translates to cheaper leads, like the 37% savings seen in our experiment.

#3 Why use quizzes? See 421% more engagement (boost time on site).

The average time a visitor spends on a website worldwide is just under a minute, at 54 seconds.

Quizzes work much better than that – 4X better in fact. With good quizzes featuring six to eight questions, participants are actively engaged for up to nearly four minutes (3:56).

Your quiz takers will get more invested with each question and want to see their results. This increases the probability they’ll complete an in-quiz lead form in order to see their final results. Plus, this higher time per page translates into better search rankings (higher time on site is a key metric for Google).

#4 Why use quizzes? Quizzes and interactive content are highly viral.

Beyond just engagement, interactive content like personality tests, quizzes, and ‘guess the score’ predictor can bring you free traffic as users share their results on LinkedIn, Facebook, Twitter, and other social networks.

At Riddle.com, we’ve seen incredible engagement across different quiz types, with some formats standing out as clear favorites among our users. From personality quizzes to interactive polls, certain content types consistently drive the highest participation. Additionally, Riddle’s global reach continues to expand, with strong adoption in key regions around the world.

Here’s a closer look at the most popular riddle types and where they’re making the biggest impact:

Conclusion: Quiz marketing report 2024

In today’s fast-moving marketing world, grabbing attention is key. Collecting data needs to be cost-effective, easy to create, and privacy-friendly. Powered by a data set 2.8 billion questions strong, our report proves quizzes and interactive content boost engagement while driving leads and data collection.

Start your quiz marketing journey with a free 14-day trial of Riddle.com – full access with all features, 30+ interactive content formats, and no credit card required.

We analyzed our deep data set, based on the insights from the 2.59 billion questions created with our quiz maker by our thriving quiz community.

Read on to discover how (and why) quizzes and interactive content can help you increase time on site, lower your online advertising costs, and more.

Where does our data come from?

Since 2014, thousands of top publishers, brands, non-profits, and sports teams use Riddle.com’s online quiz maker – from the BBC to the Fiesta Bowl (case study) and Tate Modern (case study).

Infographic: Why use quizzes for marketing? (free download)

This infographic is free to use – the full report about the effectiveness of quiz marketing is embedded below, or you can download it as a .pdf or .png/.jpg file.

Download the infographic

• Print-ready (PDF): Download now (175 KB)

Feel free to republish this infographic or cite any of this data or statistics in your articles.

Do you have any questions about our ‘2023 Quiz Marketing Report’?

Please reach out to us at hello@riddle.com, or ask us on support chat at Riddle.com.

The rise of quizzes and zero-party data

Online advertising has gone through seismic shifts over the past few years. On the government side, you have global privacy data regulations like the EU’s GDPR, China’s PIPL, California CCPA, and Canada’s PIPEDA.

The end of third party cookies, the removal of mobile device identifiers, and a rise in the use of ad blockers have led marketers to use quizzes for zero-party data collection for names, emails, and other personal information.

Note: Riddle.com is a fully 100% GDPR-compliant quiz maker. We run our own servers, don’t add trackers, and never collect personal information with cookies.

Benchmarks from our 2023 Quiz Marketing Report

To save time, we have summarized the most important quiz marketing statistics from our report below.

The data – based on 2.59 BILLION answered questions

Launched in 2014, Riddle.com is the online quiz maker for some of the most iconic brands and organizations on the planet, who create compelling interactive content for their audiences.

This means that our data scientists get to use a very deep data set when creating this report, including:

• 2.59 BILLION questions answered – across all Riddle.com quizzes, polls, & other interactive content
• 439.1 MILLION quizzes started – embedded on our partners’ sites
• 344.1 MILLION quizzes completed

Top 3 quiz marketing benchmarks

If you’re new to quiz marketing, it can be difficult to tell what a successful online quiz can look like.

Take a look at these three KPIs for any online quiz, based on the averages from our entire quiz maker community.

Your quiz should equal or exceed these key statistics:

• 19.4% start rate: the rate people click or engage with an embedded online quiz on a page
• 28.6% lead form completions: about four out of ten people will complete an in-quiz lead generation form
• 78.4% completion rate: four out of five of quiz takers should finish the experience

These are guidelines – your metrics may vary, based on a number of factors. For example, quizzes that are high on the page will have a better start rate than ones on pages ‘below the fold’ that require scrolling. But these benchmarks should help get you started.

#1 Why use quizzes? Quizzes are 9.3X better than pop-ups.

We already touched on why online advertising is changing. Zero-party data collection tools that let users voluntary contribute their information, such as interactive content and pop-ups, are more popular than ever.

However pop-ups can be annoying (73% of people dislike them) – they interrupt your browsing experience to show an offer.

Quizzes put users in control. They choose to start the quiz, and they also get something of value from the experience: their quiz results.

That explains why using quizzes for zero-party data collection and lead generation is 9.3X more effective:

• Pop-up email collection forms: 3.1% (Bdow’s pop-up statistics)
• Online quizzes or interactive content: 28.6% (Riddle.com – 2023 data)

#2 Why use quizzes? Get 37% cheaper leads.

Quizzes and interactive content also make it easier to find new customers, if you’re using online advertising like Google Ads or Facebook.

Quizzes’ appeal impacts every step of the process:

• Cost-effective cost per click (CPC): Ads that mention ‘quiz’ get better clickthrough rates – they are more interesting to users, plus Google flags pop-ups as potential spam. That translates into less expensive ads (our Riddle Lab experiment showed a 20% saving).
• More opt-ins (CPL): Once a user is taking the quiz, they are far more emotionally engaged compared to a pop-up, and they are keen to see their results. This translates to cheaper leads, like the 37% savings seen in our experiment.

#3 Why use quizzes? See 421% more engagement (boost time on site).

The average time a visitor spends on a website worldwide is just under a minute, at 54 seconds.

Quizzes work much better than that – 4X better in fact. With good quizzes featuring six to eight questions, participants are actively engaged for up to nearly four minutes (3:56).

Your quiz takers will get more invested with each question and want to see their results. This increases the probability they’ll complete an in-quiz lead form in order to see their final results. Plus, this higher time per page translates into better search rankings (higher time on site is a key metric for Google).

#4 Why use quizzes? Quizzes and interactive content are highly viral.

Beyond just engagement, interactive content like personality tests, quizzes, and ‘guess the score’ predictor can bring you free traffic as users share their results on LinkedIn, Facebook, Twitter, and other social networks.

And this viral traffic is especially powerful. It functions as a form of word-of-mouth marketing, with quiz takers encouraging their friends to participate in your quiz and potentially become leads as well.

Conclusion: Quiz marketing report 2023

In today’s changing marketing landscape, it’s crucial to catch your audience’s attention and collect data in a cost-effective and privacy-conscious way. As our data illustrates, quizzes and interactive content boost engage, collect more leads, and are highly viral too.

Take your first step on your quiz marketing journey with a free 28 day trial of Riddle.com – with all features unlocked and no payment details required.

Experiment: Do simple Likert scale questions perform better or worse than situational questions and answer options in a personality quiz?

Introduction

We have conducted this experiment using our quiz maker with our customer MORE in Common – https://www.moreincommonent.com/

MORE in Common provides coaching services to clients like the San Francisco 49ers to promote diversity and inclusion. They use Riddle personality tests for client pre-qualification and lead generation.

Personality tests are the best-performing interactive content formats for collecting audience insights. They also show high sharing rates, and readers love to take personality tests to learn more about themselves and compare themselves to their friends and co-workers.

Unlike quizzes, personality tests do not have right or wrong answers and are, therefore, easier to complete from an audience perspective since no subject-specific knowledge or skill is required.

Creating a personality test, on the other hand – coming up with meaningful questions, answer options, and scoring – is more complex than writing a quiz. We have conducted this experiment to support your writing efforts and give you science-based recommendations on formulating your answer options to get to your test’s highest possible completion rate.

Background

Likert scale answer options are usually answer options that rank from very low to very high. All questions have the same answer choices when using Likert scale answer options.

The Likert scale is a popular rating system used in surveys to measure people’s opinions or attitudes. It typically presents a statement and asks respondents to rate their level of agreement or disagreement on a scale, usually with options such as:

1. Strongly disagree
2. Disagree
3. Neutral
4. Agree
5. Strongly agree

This scale allows individuals to express how much they agree or disagree with a particular statement, providing a simple way to quantify subjective opinions.

Assumption

Situational answer options should have higher completion rates than using the same Likert scale answer options for each question. 

Key metrics to capture

1. Completion rate for the entire personality test for each version
2. Capture the lead form completion rate in each version as a secondary metric

Experiment setup

While we typically use the same Riddle with slight variations for our experiments, this setup is not practical for this particular experiment. We created personality tests for the same psychological topic but with a slight variation in the test title and outcomes to facilitate the different styles of answer options.

The scientific version of the personality test is called: What is emotional intelligence, and why does it matter?

It was created by the expert psychologists from MORE in Common and uses these answer options for each question:

• Very untrue
• Moderately untrue
• Somewhat untrue
• Somewhat true
• Moderately true
• Very true

The personality test with the situational answer options that differ for each question was developed by the Riddle staff writers in conjunction with MORE in Common. This version of the test is called: “How rich is your emotional wealth?”
Both tests contained the same number of questions, and a form asking the participants for their name and email was shown prior to displaying the results.

We drove traffic to both versions of the test using ad copy generated by Google based on the topic. 

The headlines:

Emotional Intelligence Quiz (Likert scale answers): Unlock EI Mastery – Lead with Emotional IQ – Discover your potential

Emotional Wealth Quiz (Situational answers): Explore Emotional Wealth – Unlock your EQ Riches – Discover your potential

Ad Metrics:

Likert Scale – Emotional Intelligence:

• Click-through-rate: 10.13%
• CPC: EUR 1.71
• Cost per lead: EUR 8.63

Situational Question – Emotional Wealth:

• Click-through-rate: 17.27%
• CPC: EUR 1.42
• Cost per lead: EUR 13.76

Assumption and key metrics

Key metrics

The most important metric for this experiment is the percentage of people who answer all questions and complete the test.

We also measured the percentage of people who completed the lead form and the quality of these leads. Quality was defined by the email being a valid email and the contact having high relevance for our partner’s business goals (people who are interested in professional development consulting).

Assumptions

Before starting the test, we assumed that the situational answer choices would perform better and lead to a higher completion rate. We also assumed the percentage of people filling out the lead form would be about the same in both versions.

Results

Our assumptions proved wrong. The completion rate for the quiz with the Likert scale questions outperformed the situational questions.

The completion rate measured by how many people started the quiz and answered the last question was:

• Likert scale questions quiz completion rate: 68.97%
• Situational questions quiz completion rate: 35.14%

Based on the higher amounts of test finishes, the lead completion rate measured by the number of people starting the quiz and the completed lead forms is also higher in the Likert scale version:

• Likert scale questions lead completion rate: 32.75%
• Situational questions lead completion rate: 17.57%

The only metric where the situation question quiz outperformed the Likert scale quiz was the rate of people who saw the lead form and completed it.

Lead completion rate was measured as the number of people who saw the form and completed it:

• Likert scale questions form completion rate: 47.5%
• Situational questions form completion rate: 50.0%

Conclusion

Simple and easy-to-read answer options lead to higher test completion rates. Situational answers provide better answers and lead to more accurate results but adversely affect the test completion rate.

It is easier to quickly click through a test if all the answer options for all questions are always the same, as you remember the answer choices and can make a selection without reading the answer options.

The other noticeable difference was in the quality of the leads generated by the two versions of the quiz. Our partner, MORE in Common, offering professional development consulting, said that 36% of the leads from the Likert scale quiz were related to professional development and can be used to generate new business. From the leads collected for the situational answers test, which focused on emotional wealth vs. emotional intelligence, only 7% focused on professional development, and 93% focused on personal development. 

While our intention with this experiment was not to capture the quality of leads based on test subject, this is a valuable insight. The topic of your Riddle highly affects the quality of the leads you collect. 

The ads for the non-scientific quiz performed significantly better in terms of CTR and cost per click. But as the completion rate of the scientific quiz was twice as high, the cost per lead was lower for that version. 

About “More In Common”:

More In Common helps leaders and teams understand themselves better and become better leaders, thus driving better business results. We have worked with Microsoft, Google, The San Francisco 49ers, and many individual leaders across industries.  Our main goal is to help organizations find success through true inclusion and human connection and we achieve it by coaching and consulting with teams and leaders to initiate growth and productive connections. 

www.moreincommonent.com

Does a pop-up with a newsletter sign-up form outperform an embedded quiz with the form placed at the end of the quiz?

Introduction

Pop-ups are widely known to be the most effective way to collect email addresses. They typically display after 4 to 5 seconds while site visitors read your content. Despite being highly disruptive with marketers considering them to be rude and disruptive, they still convert roughly 3%. (Source: Campaign Monitor). Sumo states that top-performing pop-ups can even convert up to 10%, but the average conversion rate is about 3%. (Source: Sumo).

In our other lab experiments, we have shown that Riddles can convert over 34% of people who view a lead form if a form is placed without a skip option before showing the Riddle results. This makes Riddles a phenomenal 11X more effective for lead generation than pop-ups.

If anything, this underestimates how effective collecting leads using quizzes. Anecdotally, we have numbers from our customers stating that their pop-ups only average conversion rates below 2%. Other customers that their in-Riddle lead forms convert more than 60% of the Riddle takers.

We launched a controlled experiment to compare pop-ups with in-quiz lead forms (using Riddle’s quiz maker). To limit variability, we used the same form layout and a similar topic for both options.

Assumption

When placing a form inside a Riddle, we can exceed the conversion rate of a pop-up with the same form.

Key metrics to capture

1. Conversion rate of the pop-up for people who saw the pop-up
2. Conversion rate of the in-Riddle form for people who saw the in-Riddle form

In addition, we also tracked the conversion rate of the in-Riddle form for people who landed on the page with the Riddle and those who started the Riddle.

Experiment setup

We used a random topic generator to pick a random topic for an article that served as the landing page for the pop-up and the Riddle’s topic. The goal was to find a generic topic that is not news-related and does not carry strong emotions, which might lead to wrong conversion rates.

The chosen topic for the article and the Riddle was: “How well can you read body language?”

The lead form asked for a name and email, had no skip option, and the call to action was: “Unlock your understanding of human behavior and sign up for our psychology newsletter!”

We avoided the free offer or other hooks that would influence the conversion. When using forms in pop-ups or Riddles in a live scenario in your campaigns, we do recommend using a stronger CTA.

For the purpose of the experiment, however, we needed to be as neutral as possible to measure true interest in the topic itself, assuming that the willingness to sign up for a newsletter without any additional benefits is higher after the reader has been deeply involved in the topic by answering Riddle questions and spending more time on the topic.

Traffic acquisition for pop-up and quiz

We set up a Google Ads campaign to drive traffic to both pages – the content page with the pop up and the page with the Riddle.

The ad setup only differed in one point: the ad copy was slightly different for the Riddle, highlighting the fact that the page content contained a Riddle about the topic.

All other settings like the keywords, bidding strategy, etc. were the same for both ads. Google did flag our ad for the pop-up version as click-bait and issued a warning about degraded ad performance.

The goal was to get at least 100 starts per variant. As we tested multiple variants of the Riddle for future lab experiments, the total starts on the pop-up version ended up being twice as high as for the individual Riddle variants.

Results

Conversion

Our pop-up performed above the averages quoted by Sumo and Campaign Monitor. We had 2,129 views which led to 95 leads. The conversion rate for the pop-up was 4.51%.

The Riddle outperformed the pop-up, even though the readers had to first answer Riddle question before seeing the form.

The conversion rate in the Riddle based on form views was 32.83%, slightly below the averages we see across all Riddles on our platform. Even if we looked at form submissions compared to Riddle views (not people who started the Riddle, just those who landed on the page with the Riddle), the Riddle still outperformed the pop up with a 5.60% conversion rate. Our Riddle generated 115 leads from 2,055 Riddle views.

Cost per lead

If you are running pure performance marketing campaigns, you might not be interested in other key metrics like time on site or converting organic traffic and purely focus on cost per lead.

We paid an average CPC (cost per click) of €0.05 for traffic to the pop-up and €0.04 for traffic to the Riddle. This is in line with our overall experience that ads mentioning the word “quiz” outperform similar ads without that word. In addition, the click-through rate on our ads for the Riddle-based ad are 22.97% versus just 13.48% for the regular ad. For longer running campaigns, a higher click-through rate has a positive impact on how Google delivers your ads and also on the CPC.

For the pop-up ad we generated 96 leads from 2,129 clicks at 0.05€ per click for a total of 106.45€. This ad generated 96 total leads, resulting in a cost per lead of 1.11€.

The ad to the Riddle generated 115 leads from 2,055 clicks at 0.04€ per click for a total of 82.20€, equalling a cost per lead of 0.71€ – a saving of 36% per lead.

Conclusion: quiz beats pop-up

Riddles outpeform pop-ups in all relevant metrics. With a lower cost per lead and better ad performance, we recommend replacing your pop-ups with a Riddle.

There are instances where pop-ups might make more sense, for example when you use a pop-up as a page exit event. But even there, you could consider replacing the pop-up content which is typically a form with a Riddle instead to get higher user engagement.

Riddles come with other advantages as well. Mainly, they are not considered annoying. On the contrary, users typically love taking Riddles and also share their Riddle results on social media. Adweek published a statistic saying that Riddles are the most shared content on Facebook (source: AdWeek) – the statistic is from 2016, but it still holds true based on our experience.

When collecting leads with a Riddle you also get more than just the form data. You can combine the form data with the answers given and the Riddle result, allowing you to segment the users (for instance, segment users by result into subject matter experts and novices and follow up with tailored content based on their skill level).

Lastly, Riddles provide you with a higher time on site. In our experiment, users spent 0.14 minutes on the pop-up and 1.25 minutes on the Riddle. A higher time on site helps your Google ranking and also typically improves your earning potential from other ads on the page.

Free trial

Run your own experiment with Riddle. We provide a full-featured free trial with no credit card needed for sign-up. Click here to create a free trial account for our quiz maker on riddle.com

What is the effect of adding a skip option to a form block on its completion rates?

Introduction

Building a list of newsletter subscribers through zero party data is the most cost efficient way to reach existing and new customers and readers.

When creating sign up forms, you are faced with a difficult choice:
Should you make filling out a form mandatory in order to proceed to the next page or your quiz results or should a form be skippable, allowing readers to get to their results without signing up for your newsletter.

Both options have their pros and cons.
Skippable forms should reduce the amount of fake email entries and are more user friendly. Mandatory forms should have a much higher completion rate but you will need to account for users entering a fake address to bypass the form.

In this Lab experiment, we will uncover valuable insights that will help optimize lead acquisition strategies and help you create the ideal Riddle.

We designed two identical Riddles but added a crucial variation: the form block.
In one version, the form block was mandatory (unskippable), meaning users had to complete it before accessing the results. In the other version, we allowed users to skip the form block if they wished to.

Call To Action

Before we get started we’d like to explain the approach we took regarding the CTA briefly.

We purposely kept away from persuasive tactics which force users to provide their information. Instead, our aim was to engage users by igniting their personal interests and motivating them to become experts.

This approach not only tends to attract more leads but also generates more authentic and trustworthy information. We will go into more depth about this in a future experiment and explore the different options.

Answering the following questions:

• Does the addition of a “skip option” affect the number of leads generated?
• Are there differences in the level of interest or engagement demonstrated by leads obtained from skippable and unskippable forms?
• Are users more inclined to complete the Riddle when presented with a skippable form compared to an unskippable form?

Key considerations when deciding on a form skip option

• Lead Quantity:
  Our primary metric for comparison will be the number of leads generated by each Riddle. By analyzing the data, we can determine whether the presence of a skippable or unskippable form has a significant impact on the volume of successful leads.
• Lead Quality:
  It’s crucial to examine the characteristics of the leads obtained from both Riddles. Are there any differences in their level of interest, engagement, or intent? Understanding these distinctions will help us gauge the effectiveness of each form in attracting valuable leads.
• User Experience:
  We’ll closely evaluate the user experience associated with each form type. Does the presence of a skippable form make users more inclined to complete the Riddle? Are there any noticeable differences in user satisfaction or dropout rates?

These insights will guide us in optimizing future lead-generation strategies and enhancing the overall user experience.

Results for the form skip option

Let’s look into the results of the A/B test examining the impact of a skippable vs. unskippable form block.
We can then try to understand how the option to skip the form block influenced user engagement and completion rates.

The Chi-Square Test

This is a statistical method to compare categorical data such as completion rates across different groups.

It helps determine if there is a statistical difference between the two sets of data – in this case, the two sets were the skippable and unskippable form blocks. 

In this case, the chi-square test was performed to compare the distributions of completed leads and uncompleted leads (skips) between the two Riddles.

Summarizing the results it is clear that the unskippable form block overall achieves better results.

Unskippable form block

• Total participants who reached the form block: 146
• Number of participants who completed the form: 50 (34%)
• Number of participants who left the quiz without seeing the results: 96 (66%)
• Completion Rate: 34.25%

Skippable form block

• Total participants who reached the form block: 270
• Number of participants who completed the form: 65 (24%)
• Number of participants who skipped the form: 134 (50%)
• Number of participants who left the quiz without seeing the results: 71 (26%)
• Completion Rate: 24.07%

Conclusion

While offering flexibility through skip options may seem appealing, it may negatively impact completion rates. Giving them the freedom to choose whether to complete the form or not showed decreased lead generation.

Offering skip options can be advantageous in certain scenarios, but for critical sections, consider making them unskippable to maintain participant interest and enhance Riddle completion rates.

Does the skip option of the form block influence lead quality?

Our study revealed that the form block option – skippable or unskippable – did not impact the quality of leads generated.

We examined the email addresses collected and found that both quizzes produced the same percentage of valid and authentic email addresses.

This unexpected finding suggests that participants who were hesitant to provide their information chose to drop out of the quiz rather than submit fake or invalid details.

Understanding the impact of these small yet pivotal elements can drive better results and higher fill-in rates. This enables you to connect more effectively with our audience. 

Further reading

Our annual quiz marketing report provides key benchmarks for quiz conversions with data taken from over 3 billion quiz questions.

What is the optimal placement of form blocks in your Riddle?

Introduction

When using a quiz maker to gather user information through interactive content like quizzes, it’s crucial to consider where to place the form block. Whether it is at the beginning, the end, or broken into several parts, the position of the form within your quiz can significantly impact user engagement and data quality.

This blog post will explore different placement options and guide you toward making informed decisions that enhance user experience and data acquisition.

Answering the following questions:

What is the best place for a form that gets the most users to provide their information?

• Is it best to add a form at the beginning of a quiz?
• At the end of your quiz?
• Or should we split it up and gather information throughout after the user is already engaged?

Key considerations

While completion rates provide valuable insights, an effective approach to lead generation involves considering various factors to enhance user experience and maximize lead conversion.

To optimize your strategy, take into account the following considerations:

• User engagement:
  • Form placement should seamlessly align with the user experience, avoiding disruptions or abrupt transitions.
  • Integrating the form harmoniously into the quiz narrative ensures high levels of user engagement throughout the entire experience.
• Incentives and benefits:
  • Clear incentives encourage users to complete the quiz and willingly share their information.
  • Personalized results, exclusive content, or discounts are powerful motivators that add value and increase participation rates.
• Form design:
  • Optimize the form’s design and length to minimize user friction.
  • A visually appealing and streamlined form with concise fields can significantly boost completion rates.

The Approach

To gather valuable answers to our questions, we tested three identical Riddles; the only difference was the placement of the form block. We made the form mandatory in all three variations to test quiz completion rates based on form submissions. Allowing users to skip the form would have led to wrong conclusions.

(However, we recommend making forms optional and only collecting data from users who are willingly signing up for your offers.)

1. Form block at the beginning: Making a strong first impression
   • Adding the form block at the beginning of the quiz has its advantages.
   • Placing it up front creates an immediate opportunity for users to engage with your content and provide their information willingly.
   • This approach capitalizes on the initial excitement and curiosity of the participants, ensuring a higher completion rate for the form.
2. Form block at the end: Capitalizing on user investment
   • Positioning the form block at the end of the quiz can be a strategic move.
   • By this stage, participants have invested their time and effort in completing the quiz.
   • Placing the form here lets you capture valuable information from users who have demonstrated interest and commitment.
   • It naturally continues their engagement, providing a seamless transition from the quiz to the form.
3. Form Block Split: Balancing engagement and user experience
   • Another approach is to split the form block and gather information incrementally throughout the quiz.
   • This method ensures a steady flow of user interaction while preventing information overload.
   • By strategically placing form fields between quiz questions, you maintain user engagement and capture valuable data without overwhelming participants.

Results

After analyzing the statistics and quizzes’ performance, it is clear that the form placement strategy plays a crucial role in maximizing completion rates and lead generation.

Let’s examine the findings and highlight the strengths and challenges of each placement approach.

Summary

1. Form block at the beginning:
   • Attained a completion rate of 22.4%.
   • This placement allows early lead capture – targeting users who may not have completed the entire quiz but are willing to share their information upfront.
   • The advantage lies in capturing leads regardless of completion and optimizing the conversion potential.
   • Please consider that some users might be hesitant to provide their details without fully engaging with the quiz content, which could result in lower completion rates.
2. Form block at the end (pre-results – recommended):
   • Outperformed the other quizzes with a completion rate of 43.1%.
   • Placing the form at the end ensured that users were fully invested in the quiz before being prompted for their contact information.
   • The anticipation of receiving personalized results or recommendations motivated users to complete the entire quiz, leading to higher completion rates.
   • The challenge lies in maintaining user interest and engagement throughout the quiz
3. Form Block Split:
   • Achieved a completion rate of 24.7%.
   • This method’s advantage is the repeated exposure to the form throughout the quiz.
   • The gentle reminders to provide contact information help maintain user engagement and contribute to lead generation.
   • However, the form split approach might introduce the challenge of finding the right balance.
   • Ensuring that the form placement doesn’t disrupt the quiz flow is essential.

Conclusion

In summary, the statistics of the Riddles highlight the importance of strategic form placement in optimizing completion rates and lead generation.

This will help you understand the importance and performance of different form placement approaches, which can help you make informed decisions to enhance your lead generation strategy.

Considering these findings, Quiz #2, with the form at the end, emerges as the top performer regarding completion rates. This placement strategy capitalizes on user motivation and commitment to the quiz, resulting in a higher likelihood of lead conversion.

Nonetheless, it is always important to recognize that the best form placement strategy may vary depending on the specific goals, target audience, and desired user experience.