Looking for ideas on how to make your quizzes more fun and engaging for your prospects? Learn how to build a conversational quiz bot, quickly and without coding!
Itās probable that you already have lead generation techniques in place.
For example, you wrote a piece of gated content such as an ebook so prospects can fill in their email giving you the contact details you need to start building a relationship and drive them to conversion.
But what if I told you that there is a better way to get more leads?
Not with a boring form to fill in your email, but with an engaging chatbot-driven quiz?
In this article, you will not only learn why you should use a quiz bot but also how you can build one yourself. Even better, I also provide two bonus tips, so you can turn your leads into actual customers.
Letās dive in.
What Is a Quiz Bot?
A quiz bot is a traditional quiz presented in a conversational manner. Instead of answering static questions in the shape of a form, participants can interact with the quiz as if it was a conversation, which makes it more engaging.
Why Use Quiz Chatbots?
There are several reasons why you should switch from traditional forms and go for a quiz bot instead:
a. People Love Quizzes & Messaging
People love quizzes. And I mean, literally, everybody likes filling in quizzes.
But why?
Because it is a form of self-expression and self-definition that makes us feel special and proud.
Then, on the other side, there is messagingā¦ online chattingā¦ which became so innate to our daily lives, it feels natural to everyone regardless of age. A quiz chatbot combines one of the most powerful engagement strategies ā a quiz ā with one of the most popular communication forms ā chat.
b. Chatbots Are More Engaging Than Forms
Do you like filling out forms?
No, nobody does.
Forms are static and the longer they are, the more boring they seem.
They have the power to turn engaging quizzes into tedious tasks.
Chatbots, on the other hand, are more personal and interactive. While forms usually rely on multiple-choice questions, perhaps the use of some images, they provide a widely generic experience.
Quiz bot, on the other hand, can personalize conversations by leveraging user data in real-time and so spice up the experience with:
- Personalized messages
- Images
- Videos
- GIFs
And much more!
c. Bot Quiz Can Boost Your Lead Generation
Chatbot-driven quizzes are a great way to give a boost to your lead acquisition.
How?
By not giving them the result. Yet.
Many quizzes already block access to the quiz result by demanding the userās email.
You can adopt the same strategy with a bot but, thanks to its conversational nature, it will feel more natural and much less intrusive. For instance, if you start the quiz by asking the userās name as a simple form of introduction, and use that name throughout the quiz, the experience will feel more persuasive and powerful.
Hence, it will not feel that aggressive to ask for an email address before revealing the results.
And the chance that they actually fill in their email is extremely high because they already filled in those five questions and created a rapport with the chatbot person.
They already did all that effort to know the results of the quiz, so why back off now?
Exactly, they wonāt. They are too curious about the result. So they give you their email.
Boom! Lead information!
d. Quiz Bots Can Help You Collect Information About your Audience
By asking the right questions, you can earn insights about your audience which can be useful in instances of lead scoring and qualification.
For example, if you are making a quiz for your marketing tool, your quiz on āWhat kind of a marketer are you?ā could ask āWhat is your go-to digital lead generation strategy?ā and so forth. Questions like these would give you a great idea of the type of prospect you are dealing with and so optimize the communication and offer appropriately.
Or, imagine you are making a quiz for an Italian restaurant. You could ask āWhatās your favorite Italian dish?ā offering 2 possible answers:
- Pizza
- Pasta
What if a product preference question results in a 90% vote in one direction?
Then maybe it would be a good idea to focus your marketing efforts on that subject as that is what most of your potential customers are interested in.
e. Quiz Chatbot Helps You Grow Your Social Media Presence
Ever seen the result of a quiz being shared on social media? Yeah, me too.
People do it often.
After they have done a quiz and got their results, they are sharing it on social media. And this is a great way to get more leads organically, without having to spend a dime on it.
The Funnel of a Quiz Chatbot
So what are the steps your potential customer goes through?
First, you need to drive them to the quiz. There are several ways to go about it:
- Share your quiz via social media
- Invest in social media Ads
- Send the quiz to prospects on your email list
- Let it stand out on your website (for example, by adding a call-to-action on your home page)
Second, once the customer lands on the quiz page, you need to make sure that he or she actually takes the quiz. This means that the quiz needs to be effortless and engaging from the start. Using a quiz bot, you can, for instance, capture their attention with the botās personality and by customizing the experience by using personal data such as the userās name in real-time.
Next comes the quiz itself, the time to collect lead information which can be as short as the name and email address or as varied as learning something new with each quiz answer.
Now itās time to share the quiz results with the lead. In the third step, we asked for their email address, so you are free to send the results directly to that address. Or, another option is to show the results of the quiz in your chatbot.
At last, you probably want to drive more traffic to the quiz. A great way to do this is by adding a āShareā option to the quiz result. By adding such an option, users can easily share their quiz results with friends and followers on social media.
Before Building The Quiz Bot
Before we build the actual quiz, you need to :
- Determine the type of quiz you want to make based on your audience and goal
- Choose a channel to put it on
- Decide which elements we are going to use
1. Determine Quiz Type
Before diving into the process of actually making the quiz, you need to think about what kind of quiz you want to make as there are many ways to go.
Personality Quiz
A personality quiz is a quiz with the goal of determining the personality of the user.
Examples of personality quizzes are:
- What kind of Digital Marketer are you?
- Which decade of Philadelphia sports are you?
- Who are you in Friends?
Source: Opinionstage.com
Knowledge Quiz
The goal of a knowledge quiz is to test the knowledge of the user. How much does he/she know about a certain subject?
Examples of knowledge quizzes are:
- How well do you know Health, Food, and Nutrition?
- Test your Digital Marketing Skills
- Can you guess the celebrity based on their original name?
Source: Opinionstage.com
Personality and knowledge quizzes are two different kinds of quizzes, but are often used for the same purposes:
- Learn more about your audience
- Recommend a product/service based on their needs
- Generate leads (hey, we are doing that right now!)
Lead Quiz
The lead quiz has one single purpose: gaining new lead contact information.
But why should somebody take a quiz only to give away personal information? Because the quiz format makes it more fun and takes the focus away from data collection.
2. Choose a Channel for Your Quiz Chatbot
So, now that you have chosen one of the quiz types, itās time to decide where you want your quiz bot to operate.
With Landbot, it is possible to put your chatbot on WhatsApp, Facebook Messenger, and your website. So, which channel should you choose?
The well-known secret is choosing the channel where your customers are. A channel, where they feel at home and comfortable.
Are your customers on Facebook? Use Facebook Messenger. Do they use WhatsApp? Create a WhatsApp bot. Are they mainly interacting with you via your website? Then make the chatbot for your website or create a stand-alone chatbot landing page.
Just think about the channels your customers are using and where would they feel most comfortable filling out a quiz.
Itās there your quiz bot should be!
3. Determine the Elements of the Quiz
Now we have chosen the quiz type and the channel, we need to determine the elements of the quiz. Landbot offers a wide variety of questions formats that you can use for your quiz:
Personally, I recommend using the following:
- Scale
- Buttons
- Picture Choice
It is also possible to use the āTextā question element with free input, but I would not recommend it, because you can get unusual answers and it could possibly break the flow of your quiz.
Based on the question formats, you can decide the questions and their corresponding answer options.
Building the Actual Quiz Bot with Landbot
So now we are going to make the quiz. And this may seem overwhelming, but with Landbot it is actually quite easy to do.
(Pssst! Sign up for free to build along with the tutorial!)
Letās go further with the Italian restaurant example I mentioned before and make a chatbot quiz bot called āHow Italian are you?ā (a personality quiz). The quiz will be put on a website and will consist of 3 questions.
1. Determine the Welcome Message
Remember step two of the funnel? We need to make sure that the user actually fills in the quiz. And this is where the welcome message plays a huge role.
The welcome message is the first message the user sees when interacting with your chatbot. And unfortunately, this message is often underrated.
But this is actually the most important message of your chatbot. Because this message determines whether a user goes further with your chatbot. When he sees the welcome message, he/she needs to make a decision āYeah, this quiz is awesomeā or āNahhh, I donāt like it so muchā.
So how do you make an awesome welcome message? First, your message needs to be engaging, it needs to be fun to read (and not boring). For example, you can do this by adding a gif to your welcome message.
Second, the welcome message must have a quick introduction. It is important to tell the user that your chatbot is a chatbot, so you manage their expectations.
Next, the welcome message should tell the users what he or she is about to do. What is the purpose of this chatbot flow? Well, to fill in the quiz! So name that.
How to do this in Landbot?
Click on āBuild a new chatbotāā:
Select your channel:
Click on āStart from scratchā:
Now change the default welcome message to a custom welcome message for our Italian Quiz:
You can change the text by just clicking on the text field:
And change the gif by clicking on the pencil icon when you hover over it:
Then you can search for potential gifs using the built-in search feature:
The GIF will give the quiz more personality and connect with the users on an emotional level:
Now that the welcome message is ready, we can start by making the quiz more personal.
2. Add the āNameā block
As I said before, one of the benefits of using a quiz bot is personalized conversations with your users, instead of boring forms.
So, letās make it personal by asking their name (which we can use in the rest of the quiz).
To add another block after the welcome message simply drag a green arrow from the button āSi!ā. When you let go, a menu with question types will appear on the interface.
To start, I asked a simple question āBefore we start, what is your name?ā to get things going. You can do this by selecting the āNameā block:
NOTE: See what I did here? You can search for elements when adding new ones. A really great feature because it saves a lot of time!
Click on the window in the Name block and start typing:
Well, thatās nice, you have just met another person! So, maybe a good idea to point that out?
To create a message, connect the āNameā block to another block by dragging an arrow from the green exit point:
Then, click on the āSend a Messageā block:
Now, we can just type in the message we want to say to the user:
Weāve created a personalized message! For example, if a user has the name Frank, the chatbot will say āHey Frank, nice to meet you!ā
But, how do we use that name variable? By clicking on āVariablesā and then selecting it:
So, a personalized welcome message is created! Letās move on to the scoring system.
3. Set a Variable to Set up Your Scoring System
Before we start with creating the actual quiz questions, we first need to think about how we determine the final quiz result.
If you want to make a quiz that is easily scalable, the best tactic is to use scoring for each question. Take for example the question āWhat is the most important part of a great party?ā, with the following answers and scores:
- Amazing food ā 3 points
- Music ā 2 points
- People ā 1 point
Based on the answer of the user, the user gets a certain quiz score assigned. With that score, the final result of the quiz will be determined.But, how do you create a scoring system inside Landbot?
By using the Set Variable block.
First, we drag a green arrow from the last message block to create a Set Variable block:
Then, we select the Set Variable block:
To create the variable, type in the variable name āscoreā and click on āCreateā:
Select the format āNumberā and click on āCreateā again:
To make it really work, we need to set the variable to 0:
And that was it. We created the variable we are going to use to determine the final result of the quiz for the user.
Letās make the first question.
4. Ask a Question: Picture Choice Block
To start with, I wrote a simple message āOkay [name], letās begin!ā to give the flow a personal touch.
Simply drag the arrow the green arrow from the Set Variable block and select the āSend a messageā block from the menu again:
Click on the window in the message block and start typing:
Next, we are going to create our first question: āWhat is the most important part of a great party?ā.
We make this question with a Picture Choice block. With this block, you can ask a question and the user responds by selecting one of the pictures.
This works the same way as adding a message block. You can just drag the green arrow from the last block and select āPicture choiceā from the menu:
First, edit the question text field with your quiz question. Then, customize the buttons to reflect the choices you want to offer to the user. You can do that by clicking on āAdd another buttonā:
When you click on āAdd another buttonā, you will be able to type the text you want to appear on that button. After you have done that, you can click on the image icon and upload an image:
Once you do that, a pop up will appear allowing you to select one of the images on your computer, use an external URL or choose a GIF:
Continue this process until all buttons have been configured:
NOTE: Before moving on, be sure to create a @variable to store the user answers. Itās exceptionally useful if this data is of value to you and needs to be exported to an external database such as Google Spreadsheets.
On the front-end, the picture choice setup will look like this:
5. Assign Score to Each Answer
Remember, the āscoreā variable weāve made with the Set Variable block?
Now, we are going to set the actual score of that variable!
First, drag a green arrow from the button answer āAmazing foodā to make another Set Variable block:
After youāve selected the Set Variable block, type in āscoreā and click on the āscoreā variable:
To give it an actual value, tap on the switch next to āPerform a calculation?ā, click on āVariablesā, search for āscoreā and click on it:
To add the points to the āscoreā variable, sum the @score with the designated number of points, in this case, ā3ā. It will look like this:
NOTE: It is important that under āStart valueā the variable āscoreā has a blue background. Just typing in āscoreā wonāt work, you must select the variable from the Variables list OR type ā@scoreā including the @ sign.
And it looks like this in the flow:
But, we are not there yet! Because we also need to set the score for the other two answers: Music and People.
If we are creating the other scores, it is important to use the same score variable and not a different one. For Music, we set the score value to 2:
And eventually, the flow should look like this:
So, thatās how you set the score based on the answer of the user. Letās move on to the next question.
6. Ask a Question: Scale
To give the quiz more flow and personal touch, we add the message āGreat choice [name]! Following question!ā with the Send a Message block:
Donāt forget to connect this block with the previous Set Variable blocks, otherwise, your conversation will stop:
For the second question, I will make use of the āScaleā question type asking how much people agree with the following: āWith a good meal, you must drink some wineā.
On the front-end, the user will be able to express their opinion by choosing the number on a scale from 0 to 5:
Now weāve made the second question, letās move on to the last one!
NOTE: Donāt forget to set up the scoring for this question!
7. Ask a Question: Buttons
And again, donāt forget to provide feedback to the user:
Just as before, simply drag the green arrow from the last block to create another one and select the āButtonsā block.
We create the question: āWhat is your favorite type of coffeeā with 3 possible answer options:
- Espresso
- Drip coffee
- Latte
TIP: Buttons block has much more to offer. By clicking on the three dots in the upper right corner of the block, you will open an advanced editor which allows you to turn the question into a multiple choice or associate an image with each button. While in the āPicture Choiceā block, the images are displayed in the form of a carousel, by adding images to buttons will see all images with a button description below at the same time.
On the front end, the buttons look as follows:
And, of course, remember to add your scoring calculations for these answers as well!
8. Ask for the Email Before Results Reveal
Now, I have asked all the questions but we donāt want to share the result yet.
Itās time to ask for theemail address in exchange for the result.
I am going to ask for participant email using the āEmailā block which is designed to ensure users are actually submitting an email:
Which will look like this:
TIP: If you use MailChimp, you can also automatically add the email to one of your MailChimp lists, using the MailChimp block in Landbot.
9. Show the Results of the Quiz
Now, itās time to show the results of the quiz.
And for that, we need a Condition block.
With a Conditions block, we can say āIf the score of the user is greater than 6, then show the following messageā¦ā
So, if the user has a score greater than 6, the user is extremely Italian and we send them this message:
But, what if the user has a score below 6, but greater than 3? Then, we show them this message:
And, what if the score is below 3? Well, then he is not an Italian at allā¦
So, how do we make this in Landbot?
First, add another block by dragging the green arrow from the last block into the editor. When you let go, a menu with question types will appear on the interface, then search for āConditionsā and click on it:
Now, you can set the actual condition. Fill in the name of the variable (āscoreā), select āGreater thanā and type in ā6ā:
Then, you can connect this condition to the message you want to send them:
But, what if the score is smaller than or equal to 6?
Then, we can use an additional condition! Just drag an arrow from the pink (false) output of the first Conditions block. If the first condition is not met the bot will take this route the check the next one:
So, when the score is greater than 3 use the green (true) output to take the user to the second result. And, if the score doesnāt meet this condition either use the pink output to direct to the third quiz result:
Conditions block is very useful when it comes to personalizing flow. In combination with the scoring system, itās the perfect tool to direct users to their quiz bot results, no matter how many options you offer. You can easily scale it up without much hassle!
10. Let the User Share the Quiz
Remember the last step in the quiz funnel? We want to drive more traffic to the quiz by adding a share option to the quiz result.
So, that is the last thing we need to do. And we can make this by using the Goodbye Block in Landbot.
Which looks like this in the quiz chatbot:
But, when you use these standard settings, it looks like this when you share it on Twitter:
It looks a bit boring, right? So we need to personalize it. By using three different Goodbye blocks:
And setting the content of each Goodbye block based on the actual result of the user:
By using three different goodbye blocks you can personalize the message that comes with sharing the quiz chatbot. So if you are 100% Italian, it looks like this when sharing it on Twitter:
Looks way more compelling, right?
The Final Quiz Chatbot
And that was it! You made a complete quiz chatbot!
To give you an overview, here is how the final quiz bot flow looks like in Landbot:
After each question, there is a scoring mechanism as well as personal message to make the flow friendlier.
You are just about ready to make your ownā¦
But, before you go, I want to tell you about two growth hacks you can use to optimize your chatbot experience.
Bonus 1: Hyper-Personalize the Experience with Hidden Fields
Remember that I talked about how important the welcome message is? Well, I forgot to mention one thing. The welcome message is even better when it is personal.
Our current welcome message starts with āHey there!ā, but it would be much better if we could say āHey Rob, welcome back! Are you ready for the quiz?ā.
Adding a name to the welcome message makes it much more personal. And we know the name of the person if that person is already on our mailing list (for example).
So, with Landbot, you can add hidden fields to your chatbot flow, so you can achieve exactly that: Personalizing the experience!
Want to know more about this? Check out this video tutorial:
Bonus 2: Add a Special Offer
This is the bonus where you transform a lead into an actual customer.
Letās take the example of my Italian quiz again. Someone filled it in and now they know how Italian they are. And in my example, there are 3 options:
- Being Leonardo Da Vinci
- Being 50% Italian
- Not being Italian at all
But what if we could give them a special offer based on that result?
Then you should give them a special offer. An offer that is tailored to each individual user specifically.
91% of consumers are more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations. So this is a perfect opportunity to turn a lead into a customer.
There are two ways to do this:
- Send a special offer via your chatbot
- Make a specific landing page on your website
Which you use out of two depends on the offer you want to give to them.
If itās an extensive offer that requires some information, I would recommend using a landing page. If itās something simple and straightforward (like a coupon), you can use the chatbot for that.
How to Build a Chatbot Quiz for WhatsApp?
One of the tasks before creating a quiz was to pick a channel. In case you decide to conduct the quiz on WhatsApp, you will need to make a few adjustments.
At the time being WhatsApp interface is still largely limited and doesnāt allow for rich elements like buttons and carousels which are commonly used with web or Facebook quizzes.
Still, itās not impossible to create a WhatsApp quiz, you just need to be a bit more inventive.
Landbot allows you to build chatbots for WhatsApp as well. Though, to make the quiz work check out our WhatsApp bot design guide ā featuring five rules that will help you bypass the limitations of the WhatsApp interface!
Itās Your Turn!
Now thatās how you make a quiz bot using Landbot builder. Itās quick and simple which allows you to produce conversational quizzes swiftly and efficiently, increasing your chances to generate leads and engage your audiences.
You can start building your own quiz chatbot today, your Landbot account is just a click away!