Jimmy Kim breaks down why most quizzes fail: they don't have a clear business goal or consumer benefit. He warns against asking sensitive questions like age upfront, and explains why a separate intro screen kills conversions. Start with your actual objective, then build backwards.
There's a difference of a survey and quiz. There's terminology, but a quiz is a little bit different. Survey is trying to gather information just for the company, right? Sure. Is how I see it. A quiz is more gathering. And this is where I realized early on the split was there's a business case, right? Like what is the business trying to obtain? And then what is the consumer trying to obtain? And there's always that push-pull and you can see it in the quizzes. So that's why I broke up the benchmarks. You know, one of the things I realized is the first question sounds so simple. First of all, I would even go back is, did you have a strategy coming up with the quiz? What's the business use case? What are you trying to accomplish? Those kinds of things first and really try to figure those things out. Then the actual tactical, I would say a lot of people, it's almost like a barrier. How old are you? Right? It's like people don't want to say like there's not really a lot of benefit and you can kind of, you know, with copy you can help with those questions and really figure out how to get that question in there. A lot of people have what's considered like an intro screen, right? It's like a page. They know you're on your website. Why do you put something up like, hey, do you want to take our quiz? No. Like you can do that inside and have the quiz question right underneath it, right? You don't need to duplicate it.
