As I've written before, the overall conversion rate of a quiz depends on 3 key milestones in a funnel:
How many people started taking the quiz.
How many people answered all the questions.
How many people completed the survey, left their contact details or were redirected to a specific web page.
By the time you finish reading this article, you'll have 5 tips on what questions to ask in a questionnaire to get as many people as possible to complete it.
Recommendation #1 - Closed or open questions?
I remind you that a closed question suggests an answer based on the proposed options, such as "yes" or "no", "red" or "white", etc.
In open questions, the person is offered to answer a question by themselves, without limits on choice. Let's compare two examples.
Do you prefer red or white wine?
What kind of wine do you prefer?
Which option will work best for you is anyone's guess, and depends on the goal you're pursuing. If the goal is to get as many responses as possible, it's better to give the right to choose. In this case, we put less pressure on our client, which increases the conversion rate.
If your goal is to get detailed information - for example, you're asking an employee a questionnaire and you'd rather see a detailed answer with a line of thought rather than a dry "yes" or "no" - use the open-ended question type. There will be fewer responses, but you'll get higher quality answers.
Recommendation #2 - Sequence of questions.
In recent years, quizzes have become increasingly popular among marketers due to their high effectiveness. The reason for this effectiveness is explained in the fifth tip. With the same amount of traffic, you can get 2-3 times more leads. This result is greatly influenced by the sequence of the questions.
