Quizzes and assessments are increasingly used for lead generation nowadays.
A CMI study revealed that 79% of marketers plan to use more interactive content including quizzes and assessments. What makes interactive content so attractive is its ability to engage with your audience and to generate up to twice as many conversions as static content.
The purpose of landing pages
You’ve probably come across the term “landing page,”but do you really know what it is? A landing page is a web page with a specific objective.
It’s a web page, encouraging visitors to take a specific action. In this article, we’ll talk about various examples of landing pages that aim for their visitors to take a quiz or assessment.
The ultimate checklist for a captivating quiz landing page
Before we show you the examples, we want to give you a checklist. A captivating quiz landing page should meet the following criteria:
- Does it give a clear explanation about what the respondent gets in return for completing the quiz? For example: their score, multiple scores, advice on how to improve, possibility to see correct answers and/or benchmarks, etc…?
- Does it offer awesome visuals that attract the attention of the visitor; the visuals can be a ‘teaser preview’ from what the user will get at the end? (see point #1)
- Does it clearly indicate what the visitor has to invest: time, amount of questions, submit personal information such as name and/or email?
- Does it look clear with not too many side CTAs?
- Does it have a personal touch?
- Does it have a compelling headline?
- Does it have a strong call-to-action (tell them what you want, don’t dilly dally)?
- Does it have the CTA above the fold?
- Does it have trust elements like the amount of social shares or quotes?
17 examples of great (and not so great) quiz landing pages
Company: Sitecore is the global leader in experience management software that combines content management, commerce, and customer insights.
Quiz/Assessment: The Personalization quiz for marketers lets you find out if you are a marketing personalization expert or still have room for improvement.
Comments: This landing page gave all the visitors the peace of mind they deserve. It meets the majority of the criteria. The visitor knows what he can expect of this quiz, and how much time he has to invest taking it.
There’s no distraction at all from any CTAs or the visual at the right side of the page. It’s a clean and neat quiz landing page, with a strong call-to-action. Sitecore is in fact challenging the visitor to beat the score of their colleague. That alone gives them the drive to want to take the quiz.
2. Persona Nutrition
Company: Persona delivers the simplicity and convenience of a nutritional supplements program – personalized for customers by their experts and their cutting-edge technology.
Quiz/Assessment: The Persona Vitamin assessment creates a personalized vitamin pack program.
Comments: The first thing that catches one’s eye are the reviews. These trust elements are essential for prompting visitors to take the assessment. There aren’t any unnecessary CTAs or outstanding visuals, which is good.
It sets the attention on the explanation itself, such as: what the respondent can expect, how much time he or she is going to invest and what they get at the end of the assessment.
Their call-to-action is great, because their objective is clear. They sum up their accomplishments very confidently, and basically command the visitor to “get started.” It screams reliability.
3. Better Love
Company: Better Love is a company founded by a husband-and-wife team who not only share the same name, but the same passion for helping others build healthy relationships.
Quiz/Assessment: The Better Love assessment lets you discover many aspects of your relationship with a personalized love action plan.
Comments: The moment the visitor goes to Better Love’s website, they get dragged along a dynamic home page, which works as a landing page as well. We see a beautiful video with the quote “Love deeper, every day.” There are testimonials as well, of course. Putting those trust elements on a landing page gives it credibility.
The purpose of the assessment couldn’t be any clearer. The visitor knows that he or she won’t spend more than 15 minutes for his or her personalized report.The landing page also uses bullet points to cut to the chase.
It eliminates all unnecessary reading and encourages the visitor to take the assessment. It’s the personal touch given by Better Love that makes this assessment so interesting – the fact that every respondent has a unique and personalized result.
Company: Axway enables customers to succeed using hybrid integration to connect people, systems, partners and ecosystems.
Quiz/Assessment: The Digital Maturity assessment measures your current digital maturity and compares it to your peers.
Comments: This landing page shows the power of transparency and straightforwardness. The visitor gets all the necessary information laid in front of them in 3 steps.
They know what the assessment is about, and how many questions are in it. Then the respondent gets a free report that discusses the results in depth. It doesn’t stop there, it gets better. The visitor can see an example of a report down below, with some additional information.
There could’ve been reviews of other respondents to take this landing page to the next level. That’s the only thing missing here.
5. Henry Schein
Company: Henry Schein is a solutions company for healthcare professionals powered by a network of people and technology.
Quiz/Assessment: The Practise Marketing assessment lets you find out if your marketing is giving you the results you need.
Comments: Henry Schein’s landing page has a different style than the previous ones. Their landing page is a typical example of “clutter smothers, simplicity breathes.” It’s very minimalistic, which makes it easier for the visitor to concentrate on the message of the assessment.
They stir the interest of the visitor by asking intriguing questions, such as: “Are your marketing dollars being spent wisely?” or “Are your marketing dollars bringing you the business you need?” The visitor will see these questions appear, once he or she visits the landing page.
Moreover, Henry Schein’s landing page has a very clear CTA. And as previously mentioned: it shows reliability. At last, it’s unfortunate that the visitor doesn’t know the time he or she has to invest. There’s no indication of the number of questions, or personal information he or she has to submit, such as name and/or email.
6. Center for Digital Education
Company: The Digital Competence Wheel was developed by the Center for Digital Education, which has been engaged in digital competencies and digital education since 2009.
Quiz/Assessment: The Digital Competence Wheel provides you with an overview of your digital competences and which ones should be improved.
Comments: This is a great-looking landing page! It definitely checks out all the criteria above. The first thing that grabs the visitor’s attention is the interactive circular chart. They’ve made it very clear what the user gets in return right after the assessment, and that’s the digital competence wheel on the landing page.
Furthermore, the CTA is right next to the digital competence wheel. And it gets even better. The visitor gets more than just the visual digital competence wheel.
He’ll get a tailored recommendation, a lot of examples of different aspects of digital competence and lots of exercises and motivational examples. The information is so well put together on the landing page, that it leaves no surprises for the respondent while taking the assessment.
Company: Adobe is the global leader in digital media and digital marketing solutions. Their creative marketing and document solutions empower everyone – from emerging artists to global brands – to bring digital creations to life and deliver immersive, compelling experiences to the right person at the right moment for the best results.
Quiz/Assessment: The Creative Types assessment lets you discover your creative personality.
Comments: Adobe did a quite exquisite job when it comes to this landing page. It fits the brand and its style for sure. A very minimalistic approach with great design and animations. The kind of assessment is clear as well, namely: a personality test.
However, it would’ve made the landing page better if the amount of questions were mentioned. A good explanation would’ve been “Discover your creative personality in just 15 questions!” One additional disadvantage having such a landing page is that it’s quite expensive. The Adobe products are well known for their high price tag.
Company: Widerfunnel is the leading optimization and experimentation company. They partner with change-makers in growing organizations to launch, accelerate, and scale their experimentation programs.
Quiz/Assessment: The experimentation maturity quiz helps you to determine which phase of experimentation maturity your organization is currently in and gives you recommendations for scaling experimentation.
Comments: This quiz landing page has a minimalistic approach. There’s a very clear text, explaining everything. It says what the respondent can expect in return after taking the quiz. And that is not only their maturity benchmark, but also insights and a resource package as well.
Last but not least, the most important thing is the CTA. WiderFunnel’s CTA is above the fold and there’s no sight of other CTAs or clutter.
Company: Pantheon specializes in providing a wide array of technology products, software development, consulting and support services.
Quiz/Assessment: The Agility Maturity Assessments let you discover the results of your team with a customized road map to level up your web’s team agility.
Comments: This isn’t the typical quiz landing page. They’ve used a blog as an alternative to promote their assessment. When clicking on the page, the first thing you come across is a big picture that doesn’t really say anything. Visuals are supposed to be in line with your quiz or assessment.
When using a blogpost as an alternative to a landing page, you have the opportunity to explain the purpose in detail up-front. This will probably lead to some visitors dropping-off, but the ones that actually take the assessment will be more qualified.
Even in a blog post, avoid only having a text link as CTA (Call-to-action). A button with a clear CTA text works much better.
Company: Frankwatching is a Dutch Online Media company that gives various trainings and webinars about online trends, tips and tricks.
Quiz/Assessment: The SEO quiz tests your expertise on search engine optimization in just 7 questions.
Comments: Frankwatching did very well on this quiz landing page. The headline immediately gives away what you can expect. The visual at the top goes in line with the quiz itself. Furthermore, the landing page doesn’t have unnecessary CTAs. It’s very clear what they want the visitor to do, and that’s to take the quiz. Which creates a strong call-to-action.
Company: INSIGHT2PROFIT is a market-leading technology-enabled service company focused on delivering sustainable revenue and EBITDA growth through the implementation and management of pricing and profit strategies.
Quiz/Assessment: The PI Score assessment helps your organization benchmark against industry peers and highlights which levers to pull when looking to maximize your organization’s profit potential.
Comments: INSIGHTS2PROFIT has a good-looking quiz landing page, but there’s always room for improvement. First things first: they start with a brief explanation of what the PI score is all about.
They go on with explaining what the respondent gets in return right after the assessment. And that is: once the respondent receives their PI score or INSIGHTS PROFITs index benchmarking score, they’ll be able to know where they stand against industry peers.
This landing page could’ve easily had a 4-star rating if the CTA wasn’t so bad. They’ve placed their call-to-action under the fold. It looks hidden, as it doesn’t appear to your visitors instantly when they open up the landing page.
Company: AppDynamics is an application performance monitoring solution that uses machine learning and artificial intelligence (AI) to provide real-time visibility and insight into IT environments.
Quiz/Assessment: The Agents of Transformation assessment lets you find out what type of technologist you are and gives you actionable advice to transform your career.
Comments: AppDynamics’ landing page has a very minimalistic style as well. That’s a great way to put focus on the message. They shortly address the 5 types of agents, which is great.
The respondent knows he’ll receive information about his or her type as well as actionable advice to transform his or her career. What’s also good about this landing page is the clarity of the amount of time the visitor has to invest. It’s a doable assessment of only 5 minutes.
Too bad, this could’ve also been a 4-star rating, if the CTA wasn’t under the fold. The moment the visitor opens up the landing page, he or she sees a large picture. The beginning of the assessment can only be seen after scrolling down on the page. So basically the CTA is hidden and doesn’t show instantly when visiting the landing page.
Company: Airbnb is a community marketplace for people to list, discover, and book unique accommodations around the world — online or from a mobile phone.
Quiz/Assessment: The Design Personality quiz lets you find out what kind of design personality you have and which decorating trend should inspire your next trip!
Comments: Airbnb is known for its simplicity, which is obvious to see on their quiz landing page. However, being too simple can indirectly ruin the experience of the landing page. First of all, the description is short but powerful. And that’s a good thing to do, just cut to the chase.
However, the time the respondent has to invest or the amount of questions isn’t shown. You can see them right after you click on “start quiz.” It actually defeats the purpose of a quiz landing page. Lastly, the trust elements are missing, which is unfortunate. It would’ve given a nice touch, if there were quotes from design experts, for example.
The social share buttons (Facebook, Twitter) would be better placed at the end of the quiz, so the respondents can share their score and challenge their friends to take the quiz in the same go.
14. Language Solutions
Company: Language Solutions enables their customers to be able to communicate effectively and ensure understanding in other languages as well as with limited literacy populations.
Quiz/Assessment: The Localization Maturity assessment gives you an analysis on where your organization is likely located on their Maturity Model, what your risk factors are for growth and actionable information on how you can mitigate those risks.
Comments: Language Solutions’ landing page explains the outcomes beforehand. A very clear explanation about what the respondent can get in return, namely in which stage is their organization placed.
They’ll get that information in depth after answering 5 questions. Language Solutions clearly indicates what the visitor has to invest, and that’s the number of questions.
However, there’s too much going on. For example: the main CTA button is unclear. They’re overwhelming their visitors will a lot of CTAs. Their visitors might end up falling in the decision fatigue trap, leaving them confused and not knowing where to click.
Company: Dr.Jart+ is a dermatologist-centric global skincare brand.
Quiz/Assessment: The skincare assessment gives you an overview of the products that suit your skin type the best, based on your given answers.
Comments: Dr. Jart’s quiz landing page is great and it meets most of the criteria. It’s only unfortunate that you can’t see if the assessment is about their skincare products or other skin-related topics. It’d be better if they had a compelling headline that explained what the assessment is about and what you’ll get at the end.
16. The Management Center
Company: The Management Center helps leaders working for social change build and run more effective organizations.
Quiz/Assessment: The Management quiz identifies your strengths and weaknesses as a manager and the areas you need to improve.
Comments: The Management Center didn’t do so well with this quiz landing page. First of all, there’s some confusion when it comes to their use of words. A quiz is more about right and wrong, where as an assessment gives insights about strengths and weaknesses, for example.
Besides that, they don’t use any visuals. So it would be logical to put the focus on the message itself: what the assessment is about, what you can expect, the amount of questions, etc. In terms of that, they score pretty well. However, there’s just too much unnecessary clutter on the landing page.
Last but not least, as previously mentioned, The Management Center helps leaders run more effective organizations. It would’ve had a greater appearance if there was a bar with for example: “65% of the managers score high on managing people.” It just enables trustworthiness.
17. Website Silk
Company: Website Silk specialises in Custom Website Development for the fastest, mobile-friendly, well-ranked websites.
Quiz/Assessment: The Digital Savvy quiz provides you highly personalized free advice, insights and resources to help your digital savvy to get to the next level.
Comments: Website Silk’s quiz landing page is unfortunately not the best out there – there’s always room for improvement. Although the headline is compelling and concrete, they don’t meet much of the criteria above. It’s quite a mess since the visitor doesn’t know where to start.
There’s a quiz on the left, and an assessment on the right. Moreover, the visual and the text that goes with it, doesn’t go in line with the quiz itself. It’s like they’re promoting another quiz/assessment, which can be a distraction.
Finally, the visitor can see the questions beforehand. Of course, this style of quiz/assessment has pros and cons.
- If isn’t not clear in the description what the quiz or assessment is about, the visitor gets a brief look of the questions and what he or she can expect.
- If there are too many questions, making the visitor scroll down for hours, it could decrease his or her interest in taking the quiz or assessment.
The perfect template for the introduction of your quiz or assessment
Let’s say you’re making an assessment and don’t know what message to put on your landing page. Here are some good examples that you can use:
Discover your ____ in just ___ questions and get awesome insights on how to improve___.
Discover your top career matches in just 15 questions and get awesome insights on how to improve your happiness in the workplace.
Take our ___ minute ___ assessment to find out how successful your ___ currently are.
Take our 5 minute Digital Marketing assessment to find out how successful your Digital Marketing efforts currently are.
Do you have what it takes to be ___? Find out by taking our ___ questions assessment and see how your personality compares to the profile of today’s ___.
Do you have what it takes to be a leader? Find out by taking our 13-question assessment and see how your personality compares to the profile of today’s successful leaders.
Imagine you’re making a quiz where you want to test people’s knowledge. A good example would be to tell your target audience what they can expect:
Test your ___ with our ___ minute quiz, and see if you would act appropriately in these ____ situations.
Test your business etiquette skills with our 7 minute quiz, and see if you would act appropriately in these 14 business situations.
You think you know ___? Test your ___ with our quiz in just ___ questions and get actionable advice and insights on how to improve your ___.
You think you know business? Test your Entrepreneurial I.Q with our quiz in just 15 questions and get actionable advice and insights on how to improve your entrepreneurial potential.
Rate your___ knowledge in ___ minutes and get industry benchmarks with an overview on how you compare to others.
Rate your Content Marketing knowledge in 3 minutes and get industry benchmarks with an overview on how you compare to others.
We said earlier that landing pages encourage visitors to take a specific action. And to encourage them towards your objective – your quiz landing page has to be on point.
Know that before you create a landing page, that as a Digital Marketer you have to understand the purpose and the criteria of a quiz landing page. Only so, you can succeed in generating the leads you’ve always wanted.