How to Build a Quiz Content Upgrade

Have you ever been scrolling through Buzzfeed or Facebook and got sucked into taking a quiz about “Which Friends Character Are You?” or “What City Should You Actually Live In?”

Quizzes can be addicting because when taken, with a grain of salt, quizzes can give you insights about yourself. And we love learning more about ourselves and our preferences.

So it’s no wonder that businesses are now creating quizzes similar to those found on Buzzfeed and Facebook as a means for generating leads, driving traffic, and segmenting your audience.

I recently jumped on the quiz as a content upgrade bandwagon and created my “Which Squarespace template is right for you?” quiz. I used Interact to create it and in this post, I’m taking you behind my screen to show you how I did it.

How to Build a Quiz Content Upgrade | Elle & Company

Prep Work

Before even logging into Interact, I would recommend mapping out and creating all the components of your quiz in Google Docs.

How to Build a Quiz Content Upgrade | Elle & Company

I started by creating a Squarespace Quiz subfolder in my Content Upgrades + Opt-Ins main folder. This is where I housed all the documents associated with my quiz - quiz questions, answer key, landing page, email sequence, etc. By the way, if you’re curious about how I organize my Google Drive, I wrote a whole blog post on it.

First up is the quiz questions.

How to Build a Quiz Content Upgrade | Elle & Company

It was tempting to go wild here and draft 10+ quiz questions, and I did at first, but keep in mind that the number of quiz questions and possible answers for each question adds up fast. My four-question quiz, with one question offering three options and the other three questions offering two options each, generates 24 unique, possible answers. So while it’s tempting (and fun) to create a slew of quiz questions, try to keep your questions as focused, and as few, as possible.

Next up is the answer key. This is where it can start to get a little confusing and time consuming.

How to Build a Quiz Content Upgrade | Elle & Company

Now that you have your quiz questions, it’s time to map out all the possible answers that your audience could get from taking your quiz. Like I mentioned above, my four-question quiz generated 24 unique, possible answers. In my answer key document, I mapped out these 24 sequences.

To make it slightly less confusing on myself, I broke the 24 possible answers into three sections, one for each “category” of website - website, website + blog, website + online store. Once I’d separated the possible answers into categories, it made it much more manageable for me to map out all the sequences of answers one might possibly choose by going down my list of quiz questions and ensuring all possible answer combinations were represented.

After I mapped out the 24 possible answer sequences, it was time to start researching Squarespace templates. This also proved time consuming, but it was fun and I learned even more about the templates Squarespace offers!

With my answer key in front of me, I scoured the Squarespace template library hand selecting templates that matched each of the 24 possible answer sequences. As I identified each one, I recorded it in my answer key.

With that preliminary work out of the way, it’s time to dive into Interact and start creating the quiz!

Creating Your Quiz

After logging into the Interact quiz builder, click the orange Create New Quiz button in the top right corner.

How to Build a Quiz Content Upgrade | Elle & Company

You’ll be asked if you’d like to create a quiz from scratch or start with a template. Select “From Scratch”.

How to Build a Quiz Content Upgrade | Elle & Company

Next, you’ll be asked what type of quiz you’d like to build. Most quizzes, mine included, falls under the Personality type, so this is a safe bet.

How to Build a Quiz Content Upgrade | Elle & Company

After making these selections, you’ll be taken straight to the quiz builder. Similar to Squarespace itself, everything you need to edit and manage your quiz can be found in the left-hand menu of the screen. The right side of this window always displays a live preview of your quiz.

How to Build a Quiz Content Upgrade | Elle & Company

You’ll start with the quiz cover page. Here you’ll type in a quiz title, add a cover image, write a description, and add text to and edit the start button. Interact allows you to edit the fonts and colors to match your brand. You can find this under the “Branding” section on the left-hand side.

After your cover page is set up, it’s time to start transfering over the content from your Google Docs into the quiz builder under the “Results” and “Questions” section. Let’s tackle the “Questions” section first since it’s a little more straight forward.

Start by adding in the question title, image, and answers for each question. Continue this for all your quiz questions, clicking the “Add Another Question” button to add more questions to your quiz.

How to Build a Quiz Content Upgrade | Elle & Company

This should be fairly simple since you took the time to draft your questions beforehand in Google Docs.

Once you have all your questions and options added in, it’s time to move on to the “Results” section of the quiz.

My quiz had 24 possible answer combinations, so I added 24 results to my quiz. You can add more results by clicking the “Add Another Result” button.

Next, I labeled each of my 24 results with the name of the corresponding template. Then I got to work adding the result title, image, description, and call-to-action button.

How to Build a Quiz Content Upgrade | Elle & Company

My images were screenshots of each Squarespace template that I took straight from the Squarespace website, but Interact makes it easy for you to either upload your own image or graphic, or use the built-in image search to find stock images for your quiz.

Now that all my questions and results have been added, it’s time to start setting up the correlations that make the quiz work. This is where things can get a little tricky if you don’t know what you’re doing. In all honesty, I struggled with this portion of creating my quiz for several hours before I finally figured it out. So I’m excited to share the step-by-step with you!

Navigate to the “Questions” section of the left-hand menu. Click on your first question and then look for the blue button on the right-hand side of the screen labeled “Edit Result Correlations”.

How to Build a Quiz Content Upgrade | Elle & Company

This screen will allow you to pair each answer for that particular question to it’s quiz result correlation.

How to Build a Quiz Content Upgrade | Elle & Company

Here’s what my question 1 looked like after I paired the answers to the results. This part can get a little overwhelming, which is why I highly encourage you map out your quiz in Google Docs before ever opening Interact.

In order to match the answers and results on this screen, all I had to do was refer back to my Answer Key in Google Docs and pair accordingly.

I repeated this process for questions 1-4, referring back to my Answer Key as I went along. Once you get the hang of this, and with an answer key by your side, this part becomes very easy!

After you’ve set up your result correlations, I would highly recommend testing all your results to ensure your quiz has been set up correctly. To do this, click the blue button on the right-hand side of the screen labeled “Preview”.

A lightbox will pop up with a preview of your quiz that you can run through as many times as you want.

How to Build a Quiz Content Upgrade | Elle & Company

I tested out all 24 unique, possible answers to ensure they perfectly matched my Answer Key.

Once you’ve finished adding your questions, results, and correlations, the “meat” of your quiz is finished. Now it’s time to move on to the strategy behind the quiz.

Thinking Through Your Quiz Strategy

Interact allows you to add a call-to-action button to each result in your quiz. This URL can point to anything, but it’s important to be strategic about what you link to.

I could have easily linked each result straight to the Squarespace template I recommended based on the users responses, but that would be a missed opportunity to direct traffic back to my own website.

So instead, I created a landing page on my website to direct folks to next steps, tips, and resources for getting your Squarespace site up and running.

How to Build a Quiz Content Upgrade | Elle & Company

This landing page picks up where the quiz leaves off.

I run through the importance of having a website for your business, statistics regarding website usage, eight reasons why Squarespace is my favorite website builder, and four big themes to think through when putting your website together. The page wraps up with a summary block that links to all 30+ of my Squarespace blog posts.

How to Build a Quiz Content Upgrade | Elle & Company

When it comes to your quiz, take some time to think through your strategy. What will you link to on each result page of your quiz? The result page is the last page of your quiz that users will see before they exit, so you want to capture their interest.

Is there a specific blog post you’ve written that picks up where your quiz leaves off? Do you have a challenge or a Facebook group you can point people to? Whatever it is, make sure it’s a relevant, helpful, and free resource. It might be tempting to link to one of your paid resources, but I’ll show you how to funnel people into that later.

Connecting Your Quiz with ConvertKit

The biggest reason to offer a quiz content upgrade is to collect emails from your potential customers. Interact makes this easy by allowing you to integrate their quiz software with your email marketing software. Interact integrates with ConvertKit, MailChimp, AWeber, Constant Contact, Zapier, and more.

I use ConvertKit, so I’m going to walk you through how to integrate the two systems.

First, start by switching on the “Enable lead capture and data collection for my quiz” option at the very top of the left-hand menu.

How to Build a Quiz Content Upgrade | Elle & Company

After that option has been switched on, an opt-in form will appear on the right-hand side of your screen.

Here you’ll customize the form that pops up at the end of your quiz in order to capture emails.

Select the contact fields you would like to include. I chose to keep my form simple by collecting only first name and email address. Next, edit additional settings for your opt-in form. I decided to not allow users to skip the opt-in form, but there is an option to allow this if you so choose. Lastly, edit the form content itself. Again, Interact allows you to customize fonts and colors to match your branding.

How to Build a Quiz Content Upgrade | Elle & Company

Once the form is complete, you’ll move on to integrating your email marketing program with Interact.

Start by selecting an email marketing program from the list of options.

How to Build a Quiz Content Upgrade | Elle & Company

The next two pages allows you to map your quiz data to your email list. The first page focuses on “Results”. On the “Results” page you will see all of the results you created earlier when building your quiz (in my case, 24 results) on the left-hand side.

On the right-hand side, you will pair each result (a trigger) with an email (an action) that ConvertKit will automatically send to the user after they have completed your quiz and received a particular result.

How to Build a Quiz Content Upgrade | Elle & Company

For example, say you took my “Which Squarespace template are you?” quiz. At the end of the quiz I ask for your name and email. In exchange, I send you an email with your customized template suggestion. In order for ConvertKit to send you the correct template suggestion (let’s pretend your received the Rally template) based on the quiz you took in Interact, I have to pair the Rally result (trigger) and the Rally email (action) on the back end of my quiz.

Because my quiz offers a truly customized template suggestion, I created a new “Sequence” in ConvertKit for all 24 of my possible quiz answers. Again, this was time consuming for me but I knew I wanted a truly customized quiz.

How to Build a Quiz Content Upgrade | Elle & Company

This will look different for you depending on what your quiz is and how you want to organize it in your email marketing program.

At this point in my process, I headed over to ConvertKit and created my 24 sequences so that I could pair my triggers in Interact with my actions in ConvertKit.

Once you’ve at least created a “Sequence” to be paired with each result/trigger in Interact, you can head back to Interact and continue to pair up your triggers and actions. Your work with these sequences isn’t done, but we’ll come back to this in the “Writing an Email Funnel” section of this blog post.

Next, it’s time to move on to “Answers” section. I did not pair a trigger with an action for my answers. Again, this may look different for you depending on your quiz strategy.

How to Build a Quiz Content Upgrade | Elle & Company

Lastly, the “Fields” section allows you to configure how data from your opt-in form gets sent and stored in your email marketing program. In most cases, this is pretty straight forward.

My opt-in form only includes email address and first name. So I’ve mapped these fields to the email_address and first_name fields in ConvertKit.

How to Build a Quiz Content Upgrade | Elle & Company

The last screen on this setup allows you to test the integration. Interact offers some handy integration instructions right in this window for you to follow.

How to Build a Quiz Content Upgrade | Elle & Company

Writing an Email Funnel

Now that your quiz is integrated with your email marketing program, it’s time to jump back to the strategy behind your quiz.

Similar to the landing page from earlier, an email funnel is another way to engage your audience and funnel them into your paid resources over time.

For each of my 24 sequences, I created an 8 day, 5 email funnel in ConvertKit under the “Sequences” section.

Again, I would recommend drafting your email sequences in Google Docs before you start setting anything up in ConvertKit.

Email #1 in my 5 day email funnel is different for all 24 sequences. This initial email, titled “Your quiz results are in!”, is sent to quiz takers immediately.

How to Build a Quiz Content Upgrade | Elle & Company

This email gives them their personalized template recommendation, shares a few reasons why we love that template, and finishes with a call-to-action at the bottom that links back to the next steps landing page.

Emails #2-5 in my 5 day email funnel are the same for all 24 sequences. These emails are equally spaced two days apart.

Email #2 is a 7 step checklist for launching your Squarespace website. This content was repurposed from an older blog post. As you put together your email sequence, don’t reinvent the wheel if you don’t have to. Do you already have a blog post, workbook, or other resource on this topic that you can repurpose and send instead of creating something from scratch?

How to Build a Quiz Content Upgrade | Elle & Company

Email #3 is a list of all my Squarespace blog posts I’ve ever written. Again, don’t reinvent the wheel if you don’t have to!

How to Build a Quiz Content Upgrade | Elle & Company

Email #4 is a plug for one of my free resources, the Elle & Company Facebook Community. I was careful to frame this using a lense that made sense for this purpose. Instead of just putting my Facebook group out there and asking people to join, I took screenshots of members asking for Squarespace help and other members actually replying to them! This is an opportunity for you to get creative and really sell your free offering.

How to Build a Quiz Content Upgrade | Elle & Company

Email #5 finally pitches one of my paid products, my brand + website audit. At this point, I’m pitching to a much warmer lead than I would have 10 days ago when they first took my quiz. Not only have I offered a personalized Squarespace template recommendation, but I’ve offered tons of free resources and ways to stay connected with me and my business even if they don’t pursue the paid product.

How to Build a Quiz Content Upgrade | Elle & Company

Promoting Your Quiz

Now that your quiz is finally complete, it’s time to start promoting it and growing your email list!

Interact makes it easy for you to share your quiz in several ways. After you “Save & Exit” your quiz, click the gray “Edit” button and take a look at the blue “Share & Embed” section to the far right.

How to Build a Quiz Content Upgrade | Elle & Company

Here you’ll see the options to embed the quiz on your site, share the quiz to your social networks, get a direct link to your quiz, and more.

I chose to embed the quiz on my site using the same graphic I created for the quiz title page.

How to Build a Quiz Content Upgrade | Elle & Company

I took the time to go through my existing 30+ Squarespace blog posts and embed the quiz in each of these blog posts. This allows me to capitalize on older blog posts that have established SEO and gained traction on Pinterest as well. Think through the pages on your website that would make the most sense to embed your quiz.

If you’re using Squarespace, you could also add an announcement bar to your website and use the direct link to point people to your quiz no matter what page of your website they land on.

To get even more bang for your buck, you might consider running Facebook or Instagram ads that promote your quiz.

Whatever you do, be sure to take note of how many email subscribers you have on your list before your launch your quiz, so you can measure the impact of your quiz on your email list.

After all this quiz talk, curious to see how my quiz turned out? Here it is!


Would you consider creating a quiz content upgrade? If so, what’s your quiz idea?