Post: Why Quizzes Are Such A Powerful Marketing Tool

Why Quizzes Are Such A Powerful Marketing Tool

Why Quizzes Are Such A Powerful Marketing Tool

Josh Haynam

Why Quizzes Are Such A Powerful Marketing Tool To Generate Leads and Drive Sales Using Quizzes

There’s no doubting why quizzes are such a powerful marketing tools in the digital marketing age for growing your business.

Tune in and listen to my Podcast Interview with Josh Haynam from Tryinteract

Show note points include:

Why Quizzes are such a powerful marketing tool
How Quizzes are creating 100% more opt-ins than Lead Magnets and Newsletters
Why Quizzes push all the right emotional hot buttons
How to discover your potential customer’s personality type via a Quiz
The 3 Step EASY Processes for creating, building and starting a Quiz
And more…

Read the full transcription of the podcast interview below:

Cam Roberts:      Hi there, this is Cam Roberts and welcome to my podcast show where we discuss tips, tools, and tactics for business success and marketing. On today’s show, our expert interview is with Josh Haynam. Now Josh is a co-founder of Interact Quiz Builder,  a powerful marketing tool which is used by more than 30,000 businesses worldwide including companies such as American Red Cross, Budweiser and Forbes. He’s probably seen more quizzes than any other human being on earth right now. Josh, welcome to the show.

Josh Haynam:     Thanks for having me. I really appreciate it.

Cam Roberts:      Hey, Josh. Just really quickly, tell me, how did you come about into owning Interact Quiz Builder and creating this powerful marketing tool? Where did that come from and how did you start this journey?

Josh Haynam:     Yeah, that’s a great question. It’s not the most typical business, right. You don’t necessarily think of a small business owner and you’re like, “Oh, somebody who makes quizzes.”

Cam Roberts:      Yeah.

Josh Haynam:     But it’s been kind of an entrepreneurial path for me ever since high school which that’s like 15, 16 years old here in the States. I started my first company then. I’ve had a few since then. The way that we actually started this company Interact Quiz Builder is that we were doing agency work here helping businesses create websites and all sorts of stuff like that. Quizzes came across our plate as an option for how to help our customers grow. The numbers on how well they worked were crazy good and we recognized that and turned it into a software you can use for making your own quiz. That’s really how it came to life.

Cam Roberts:      You talked about a software there. We should probably explain that a little bit more. We’re talking about a tool that’s in the Cloud, right? It’s not something that someone has to put on a computer like the old days. It’s actually in the Cloud, right?

Josh Haynam:     Yeah, exactly. So you can access it from anywhere. We actually have customers in 152 countries and many languages. Yeah.

Cam Roberts:      Wow, that’s amazing. Now quickly, I guess before we go on any further, we should probably explain what is a quiz. For those people that are listening to the show right now and they’re thinking, “Oh, like a quiz.” What is that? Where do they use it and things like that?

Josh Haynam:     Yeah. My response is often times it’s exactly what you think of. What I mean is that if you think back to Cosmopolitan Magazine how it has like what’s your love language quiz.

Cam Roberts:      Right, yeah.

Josh Haynam:     Right? Whatever other magazines where they have those quizzes printed out, right? It’s that online and now it’s transferred over and the proliferation of social media, everybody’s doing these quizzes, right? Like what color are you? What country should you really be living in? Like what’s your love language? What kind of friend are you? All that kind of stuff, right?

Cam Roberts:      Yeah, yeah.

Josh Haynam:     We have a software where business owners can create quizzes just like those and share them out on Facebook and other channels so that they can go out and reach those people that are taking those quizzes who might be good customers for them.

Cam Roberts:      Yeah, okay. That’s great. At what stage did you guys realize that quizzes were becoming so popular online? We started to see them on news feeds and stuff like that. Where did that all come from and how did that happen?

Josh Haynam:     Yeah, for us, it’s really interesting because we actually started creating quizzes as a way for businesses to generate leads, right. Because every business for all time needs leads. You need potential customers that you can have conversations with and maybe sell something to, right?

Cam Roberts:      Yeah.

Josh Haynam:     That’s a universal thing that we’ve always needed. At first, we would actually just build quizzes for that purpose. You make a quiz and put it on your website as a way of engaging visitors and going out and finding new ones to generate leads. This was before you were seeing quizzes all over Buzzfeed and on Facebook and stuff like that. Then that whole wave happened and everything blew up and now there are tonnes of quizzes on your Facebook news feeds and a lot of people are … They laugh when we say that we make quizzes because they’re like, “Oh, we see those all the time on Facebook.”

Cam Roberts:      Yeah.

Josh Haynam:     So we were ahead of the wave in some sense and when the wave did come, we obviously got a lot more customers and a lot more people interested in doing quizzes but it all started with these quizzes being used to engage your potential customers and capture their lead information so that you can get more business.

Cam Roberts:      Yeah, yeah. That’s the key word there, isn’t it, Josh? Engagement. I think a lot of people that are not in the internet marketing space and also in the marketing space, they think that marketing online through social media or on their website is all about tell, tell, tell or sell, sell, sell. You know what I mean? They don’t think about how they can engage their potential customer and draw people in and magnetically pull people in. That’s what I love about quizzes. You’ve got a quiz there and it can actually draw someone closer to you because they’re interested. They want to interact with that question.

Josh Haynam:     Yeah, exactly. I think it’s a really powerful thing and it’s something that needs to happen in marketing, right? So like you said, tell, tell, tell, right? We’re blasting out messages and we’re hoping that somebody cares about what we have to say.

Cam Roberts:      Yeah.

Josh Haynam:     Whereas a quiz and the word engagement is kind of a marketing word. What it really means is getting somebody’s attention. You just have to ring their attention, like getting them to turn their head and say, “Oh, that’s interesting. I’m interested in learning more and maybe I’ll use that business’s products or services,” right?

Cam Roberts:      Yeah.

Josh Haynam:     That’s what I think engagement actually means. A quiz allows you to go and capture that attention, to turn heads to get somebody to perk up and say, “Oh, that’s cool. I would like to engage with that. I would like to take that quiz.” Since it’s created by a brand and there is some sort of tie into whatever that company does, it’s a way to introduce yourself essentially through that medium of a quiz rather than blasting out a message and hoping that somebody wants to hear it and that it sticks. You’re kind of pulling people in with your quiz.

Cam Roberts:      Yeah. There’s one thing that I’ve always noticed when I’ve trained people and this is just my experience but I find it when you ask people questions, it’s almost like our brains are wired up to answer a question. So when you ask someone a question, they have to think about it, it’s impossible to not answer a question. Even if they don’t say the words like they’re over that in their head, they’re thinking the question through and that’s what I love about quizzes because correct me if I’m wrong but it’s like a multiple series of questions that they got to answer, correct?

Josh Haynam:     Yeah, that’s correct. You’re actually completely right in that when people are asked personal questions, we’re asked things about ourselves, we actually perk up and there are actually psychological things that happen in our brains where we enjoy being asked about ourselves.

Cam Roberts:      Right, right.

Josh Haynam:     So you’re being like you’re actually getting happier when you’re answering these personal questions and that’s exactly what a quiz is. It’s just a series of personal questions.

Cam Roberts:      Right. So there’s a lot of psychology behind quizzes as well.

Josh Haynam:     Yeah, there definitely is. I mean, that aspect of talking about yourself through the quiz is super powerful. I mean, there’s no other kind of internet marketing that lets people talk about themselves especially on a very personal and individual level, right?

Cam Roberts:      Yeah.

Josh Haynam:     That’s one thing. Then a quiz also lets you learn about yourself. You can learn how much you know about something or what your personality type is or what type of spirit animal you are, right?

Cam Roberts:      Yeah.

Josh Haynam:     These things are sometimes trivial and silly but you are getting to learn about yourself which is another psychological thing where we actually really, really like to learn about ourselves as well. So talk about yourself, learn about yourself. Those are two very core components that we like doing as humans that quizzes are able to tap into really unlike any other sort of marketing.

Cam Roberts:      Okay, so I’m going to put you on the spot here. Let’s say for instance I’m a financial planner and I’m not sure what you guys call them in America or the USA but in Australia we have financial planners and they handle our 401(k)s which we call superannuation. They advise us on wealth creation strategies and stuff like that. Do you call them financial planners over there?

Josh Haynam:     Yeah, I mean financial planner, financial adviser, something like.

Cam Roberts:      Okay, yeah, financial adviser. So let’s say I’m a financial adviser and I’m listening to the show right now and I’m thinking, “This sounds all right, this quiz.” What would you recommend to a financial adviser like is it three or five questions on their website, what are some of the questions they could ask to draw their potential customer in?

Josh Haynam:     Yeah, exactly. We work with lots of financial advisers. What I see working really well in that space is something like what’s your spending personality or what’s your saving personality. Often time, those are both equally good approaches. But if you’re going to do what type of saver are you, right, and you could have the hoarder or the penny pincher or the irrational saver, somebody that saves too much as your potential outcomes and then the questions of your quiz are going to ask people about their saving habits. So do you have automatic savings set up or a diverse portfolio, things like that. Those questions are all going to be personal about your methods of saving money.

Then at the end, you can ask the person to answer the email and say, “Hey, we’d love to follow up with you about your saving type and see if there’s any way we can help you increase your savings or diversify your portfolio or increase your returns or whatever it is. If you enter your email, we can follow up with you about that.” Then you’re showing your type and you put that on your website as different links in different places and then you could also run it on Facebook as well.

Cam Roberts:      Awesome. I love the examples that you gave there and for those who are listening, if they didn’t catch it, Josh was actually pushing emotional buttons there with the personality types and giving people the names of those types and getting an emotional connection and that’s really important in quizzes, isn’t it Josh?

Josh Haynam:     Yeah, I mean, it’s all about emotions, really. I mean, you give somebody a label like that and we always recommend to keep things positive. Like you don’t want to, even if you tell somebody that they’re not a good saver, for example, you do want to spin that in a way where it’s like, “Well, you may not have the best habits currently but you can certainly get started on the right foot. Here are some easy steps to get started,” stuff like that. It’s all about that personal emotional connection because it’s going to be emotional in some sense. You’re asking simple questions that are personal often times in a quiz and people are going to feel things in response to that. So you want to make sure that you’re very aware of that and also paying attention to how you’re treating those emotions when somebody does tell you that personal information.

Cam Roberts:      Yeah, those names that you’re giving the personality types or in financial planning, in the financial planning example you just gave us, they’re kind of quite fun as well. You’re making it fun. Would you say that that’s your recommendation, that’s what people should do in a quiz, is like making it fun and not so serious? Because it’s a serious topic, financial planning but you spun it around and made it fun.

Josh Haynam:     Yeah, exactly. So there’s really two things you have to do. You do have to make it fun. But you have to stay on brand, right?

Cam Roberts:      Right.

Josh Haynam:     So what type of saver are you or what type of spender are you or what’s your money personality are fun but they’re also related to exactly what a financial planner helps you with which is savings, spending or keeping better track of your finances. So you have to have both parts. There has to be the fun aspect. It has to be enjoyable and it has to be something that people want to do but it also has to be related to exactly what your brand does and what you can help with and what you are pouring into because otherwise, it’s just for final. Like if a financial planner was doing what country should you live in, that makes no sense. It’s fun but it’s not connected. On the other hand, if you say something like how much do you know about 401(k)s, like frankly, no one cares. That’s too far on the other side where all the fun has been taken out of it.

Cam Roberts:      Yeah, right. Now, I’ve got a question for you. We’ve spoken about generating leads and obviously, someone joins up with your company, Interact Quiz Builder, and then I’m assuming that they take some sort of code, you put it on their website, is that correct?

Josh Haynam:     Yeah. So the quizzes go onto a website just like you would put a YouTube video on your website. It’s called an iFrame but it’s really just tools that you put in and then the quiz is on your site just like you can put a YouTube video. Then you can take the quiz on your site. The way it works in terms of generating leads and capturing email addresses is that when somebody comes and takes your quiz on your website, they answer the questions and then once they’ve answered all the questions, they are presented with an email lead capture form. It will say something like, “Enter your email in order to see your results and then we’ll follow up with you about the topic of this quiz.” If they do put it in, they can see the results, often times the quizzes have skip buttons so you’re not forcing anybody to become a lead if they’re not interested. Then you show them their outcome which is those titles, those names of the outcomes and then you can have other stuff there. So that’s how it lives on your website.

Cam Roberts:      Okay, cool. For those people that are listening, does this all work up with their current email auto responders?

Josh Haynam:     Absolutely. Yeah, we have direct integrations with all of the email marketing programs like Mail Chimp and AWeber and Constant Contact and Drip and Convert Kit. We have 18 direct integrations and then we have other integrations with pretty much everything that’s available in the market today.

Cam Roberts:      That’s awesome. So technically, someone can fill out, well, actually someone can fill out a quiz, a potential can fill out a quiz and then at the backend, by how they answer and whatever, they then go into their marketing funnel at the backend with their auto responders and their automatic funnels.

Josh Haynam:     Absolutely, yeah.

Cam Roberts:      Awesome. Now, just jumping back to the actual quiz itself. Where do you see quizzes going in the next two to four years? You’re in the industry. You’ve got 30,000 businesses using them. Where do you see it going in the next two to four years?

Josh Haynam:     Yeah, so quizzes, I mean, when we’re talking about them, it starts with Cosmopolitan and now it’s on Facebook and it’s like, “Okay, that’s kind of silly.” But what you’re actually doing with a quiz is facilitating a conversation between brands and customer in real time through the internet. What that allows you to do when you’re having those conversations is personalize all of the recommendations and the resources and the products that you provide to that customer once they’ve answered your questions and have gotten to the end of the quiz. There’s a lot more we can do with that where we make the quiz much more realistic as if it was emulating an actual conversation between you and a potential client in real time online.

So our goal is to continue down this path of personalization and really get to a point where brands can make every single experience on every single channel, so their website, Facebook, Twitter, Pinterest, LinkedIn, all these channels, right. We want to make every experience personal between the brand and the customer so that it’s a one on one interaction. Obviously, it’s not an actual person but it’s emulating exactly what would happen if a person was there having a conversation every single time. We want to completely recreate that. There’s a lot more we can do with it. But for now, it’s just getting started with this medium of quizzes.

Cam Roberts:      Wow, so really we’re just in the early stages.

Josh Haynam:     Yeah, I mean, we’ve come a very long way and we’ve got a great client list on board but we are just getting started with what we can do in terms of personalizing the entire marketing experience for customers as they engage with brands.

Cam Roberts:      Wow, that’s amazing. Now, we’re talking about marketing a lot and generating leads. What do you see in a data that you’re collecting, what’s the conversion difference between say someone having a quiz on their website versus someone just having the standard opt-in from a newsletter or put your name and email here for a free eBook? What are the conversion differences?

Josh Haynam:     Yeah, definitely. So one of the ways that we recommend implementing a quiz is done what we call a website takeover. Which means that instead of having the eBook download or the offer, whatever it is on your website, you replace all of those links with links to quizzes. So if you’re a financial planner and you have an eBook download about top ways to save money this year and that’s your lead magnet, your way of getting leads on your website, if you replace all of those buttons for that download with buttons that say, “Take our quiz. What’s your saving personality?” You can expect a 100% increase in leads that you get from your website.

Cam Roberts:      Whoa, that’s amazing.

Josh Haynam:     Yeah, it’s incredible. We’re seeing this data come in very consistently for our customers. The reason that works is that it’s different, it’s new.

Cam Roberts:      Yeah, right.

Josh Haynam:     Everybody, every financial planner has 10 ways to save money.

Cam Roberts:      But that’s insane, 100%. Isn’t it?

Josh Haynam:     Yeah, it’s absolutely absurd. It’s just so universal and pervasive that there’s no denying it at this point. So it’s been incredible.

Cam Roberts:      Wow, that’s amazing. Anyone that’s listening now, if you’re wanting to get more customers and more people into your funnel and pipelines, you’ve got to check out what Josh and the team are doing at Interact Quiz Builder. 100% conversions like an increase, that’s massive. So if you’re not in the online space and you don’t know what we’re talking about, let’s just say that is a big difference in conversion rates. That’s amazing, Josh.

Josh Haynam:     Yeah.

Cam Roberts:      Hey, I want to talk about, we’ve talked about marketing like using quizzes for marketing, now in the space that I work at or the space I work in, I help people not just in marketing but also systemize their business and help them with sales processes and customer milestones, improving business efficiency. Can you see quizzes working in a sales process after someone has become a customer? They’ve come through the funnel. They’ve opted in. Someone’s called them up. They’re now happily buying their products and services or they’re happily taking the services of the financial planner, can you see quizzes working on the other side of that funnel where they’re now a customer?

Josh Haynam:     Yeah, definitely. We’ve seen lots of use cases like that where quizzes can be used anytime that you want to segment an audience that you want to provide a better experience for people. Because a quiz will allow you to identify what someone’s interests are really easy in a way that they actually want to tell you the answers to your questions because in the quiz format it’s fun. You can use it to figure out who’s interested in what and who’s got what kind of personality and things like that and then follow up with people and say, “Hey, so you got this result. Would you want to talk about other options or things like that based on your outcome?”

And that allows you to really re-engage, talking about engagement, re-engage the customer and get back in touch with them in a better way that’s just much more direct and to the point, right, because now you’re talking about something in particular and not just in general. So even once they’ve already become a customer, you can definitely use a quiz to restart the conversation, to restart that connection with that client.

Cam Roberts:      So anyone that’s listening that’s got sales people and they rely on touching back with the potential customer or going, re-engaging them after a particular buying cycle, quizzes are a great way to do that because it starts another conversation again, doesn’t it?

Josh Haynam:     Yeah, yeah. Definitely. I mean, it allows you to reopen the door if you will to have that conversation with the person. Sometimes it allows you to start a new conversation, right?

Cam Roberts:      Yeah.

Josh Haynam:     If it is kind of stagnant and you’ve already talked about a lot of different things, if you need something new to bring up, a quiz is an excellent conversational piece.

Cam Roberts:      With the 30,000 businesses that you guys have supporting and using your product throughout the globe, are you saying people also use it as feedback after the fact, like after someone’s done a course after someone’s had the product after someone’s bought the program or the service? Are people using quizzes to get feedback on their business to see how they’re going?

Josh Haynam:     Yeah, definitely, definitely, definitely. We also have a polling tool that’s just basically a quiz with only one question you can use to ask people for the feedback. But yeah, you can embed the quiz after a blog post. If you want to say, “What did you think?” You can embed the quiz after a course. If you want to say, “Give us your feedback.” You can embed the quiz after a video. If you want to say what was your thoughts on that video, all sorts of stuff like that. You can always use a quiz as a way of gathering feedback, the same way that you’d use a survey but unlike a survey, it’s much easier to get people to take a quiz because they want to. We’ve been doing them for years, again, going back to like Cosmopolitan. People love doing it so you don’t have to entice anyone. They’ll do it on their own and then it allows you to re engage and get that feedback.

Cam Roberts:      Awesome. Now we’ve been throwing around … I’ve been throwing a lot of questions at you. We’ve been talking about a lot of different all around quizzes. But could you just step us through a three or five-step process of how someone can use your product in line with social media or in their website like what’s the first thing they need to do? Not in detail but go to Interact Quiz Builder, create a quiz then what do they do? Then how do they use something like Facebook to get people to fill out the quiz?

Josh Haynam:    Exactly, exactly. So I’ll give you the rundown. It starts out at our website. So it’s When you get in there, you can grab a template which is basically a pre-created quiz for your industry. So speaking of finance, we have pre-created quizzes.

Cam Roberts:      Wow.

Josh Haynam:     We also have pre-created quizzes. You can grab these and they’re already optimized for conversions. We like to make our Quizzes powerful marketing tools. What you can actually do next is select your category, so finance and then say, “Show me the highest converting quiz in my category.” So sort by conversion rate. You can grab the highest converting one or maybe you like the second highest converting one better.

Cam Roberts:      So the hard work’s already done for you.

Josh Haynam:     Yes, absolutely.

Cam Roberts:      You don’t even need to come up with the quiz. It’s already done.

Josh Haynam:     Yeah, it’s all done, it’s all done.

Cam Roberts:      That’s amazing.

Josh Haynam:     Yeah, exactly. Those are all based on we have these portfolios of quizzes. We’re able to run numbers on what works best and then create those for every single industry and every single use case so you can just grab the one that’s the best fit for you. Yeah, so that’s what you’ll do first. Then you will connect it up to your email marketing program so that when people opt-in, they go to your list automatically. Then we’ll modify the links in the quiz because often times you want to link out to various resources or downloads. When somebody completes a quiz based on which outcome they get because you want to take advantage of that personalization to offer up more resources after the fact. So you do all that then you’ll publish it and put it on your website.

If you do a website takeover, you’ll change all the links from the eBooks that you have or whatever your existing email capture offers are to point to the quiz instead. Then you can set it up as a Facebook ad which you can do just really quickly by connecting up to Facebook ads using our platform. It’s just copied and paste one thing and it’s done.

Cam Roberts:      Wow.

Josh Haynam:     You can print it as an ad which will allow you to reach new people that aren’t already on your website and you can have that running simultaneously with the one that’s on your website and track all the numbers in terms of how much it’s costing you to get necessarily clients, all that kind of stuff, both through our platform and through Facebook. That’s all you would need to do and get up and running.

Cam Roberts:      Wow. So you can actually run a quiz on, if I understood you right, you can run a quiz on your website but you can also use Facebook and run a quiz on Facebook.

Josh Haynam:     Yes. So you can run a Facebook ad and then they’ll usually point back to your website – this is why Quizzes are such a powerful marketing tool.

Cam Roberts:      Website, yeah.

Josh Haynam:     Actually come back to your site so then they’re taking a quiz on your site and if they want to look at other things, they can while they’re there.

Cam Roberts:      Okay. When someone takes a quiz on the website, is there different areas on the website you can place the quiz on your pages?

Josh Haynam:     Yeah, certainly. So you can place it into a blog post for example. You can place it into a page. Oftentimes people will put them on a dedicated page and then link to that from other places around the site. So those are really a couple of ways you can do it. You can put them in a sidebar, in a blog post or on a dedicated page.

Cam Roberts:      Okay, that’s great. Now, Josh, we’re almost out of time but what are one or two things you can leave us with as the last thing that people can take away?

Josh Haynam:     Yeah, so I mean, number one, definitely try it out, grab a template so go to and give it a show. We do have a free tier where you can actually just play around with all this stuff without even paying for it. Then the other thing is just to kind of be aware of where marketing is going. Marketing is getting more personalized. People demand much more attentive service online than they ever have before. You need to look for ways to make your marketing more real for every single person who chooses to engage with their brand because there are so many choices now. If you’re not making your experience personal and conversational with those people who choose to come to your site, to your company, you’re going to be losing out. So I’ll just be aware of the fact that that’s what people are looking for now and look for ways to implement it. Obviously, quizzes are one of them but there are other ways you can do that as well.

Cam Roberts:      Awesome. Well, I’ll make sure I’ll put in the show notes, Josh, I’ll put the website links, they can click on the website links, if they go to, listen to the episode or download it, whatever, if they’re watching it on the website or listening to it on the website, sorry, making sure you check it out, click on the link and go and get yourself a go and sign up to Interact Quiz Builder. With 100% increase in conversions, it’s a no-brainer. If you want to grow your business, you want to increase the conversations, you want to get more customers, folks, this is really a no-brainer so I really encourage you to check out what Josh are doing over at Interact Quiz Builder.

Josh Haynam:     Awesome. Thanks for having me.

Cam Roberts:      Hey, Josh. Thanks very much for being on the show. It’s been very insightful listening to why Quizzes are such a powerful marketing tool. Even I knew about them as a marketer but I didn’t realize how powerful they were. So thank you very much for sharing all of that with us.

Josh Haynam:     Yeah, thank you and I really appreciate being in front of the audience and hopefully there is some value out of that.

Cam Roberts:      Yeah, excellent. All right, folks. That’s a wrap for another show. Thank you very much for tuning in. For all the other episodes, please subscribe to us on iTunes or check us out at



If you’d like to more about uses quizzes to generate more leads and grow your business


Cam Roberts

Cam Roberts

CEO & Founder at BubbleGum Marketing

As CEO & Founder of BubbleGum Marketing, Cam leads a world-class Marketing team, that serves businesses all over the world to achieve their marketing objectives. In his spare time, you'll find him chilling with his family, paddling his SUP, riding his mountain bike, or walking his golden retriever dog, "Summer"

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