Building and Launching a Quiz: Common Pitfalls and Lessons Learned
The Realities of DIY Quiz Creation
Leah Bryant [00:00:02 - 00:00:46]:
[00:00:02] I spent months building a quiz. [00:00:04] It had four personality types and four separate email sequences, even a private podcast for each one, because apparently I have zero chill when I'm excited about something. [00:00:18] And then I put it on my website, added a banner at the top, sent one email to my list and called it a launch. [00:00:26] And that quiz sat there quietly for a very long time. [00:00:29] And I wondered why it wasn't doing what I hoped it would do. [00:00:33] Well, now I know I built the oven, but I forgot to open the bakery. [00:00:37] You're listening to the podcasting Problem Solver, and I'm your host, Leah Bryant. [00:00:41] And today we're finishing our conversation with quiz strategist Maiko Sakai.
Leah Bryant [00:00:47 - 00:01:25]:
[00:00:47] If you missed part one, go back and listen to episode 72. [00:00:50] It will change the way you think about your legion. [00:00:54] Today we're getting into the mistakes, the marketing and the tech. [00:00:58] Last week, Maiko broke down why diagnostic quizzes convert at 40% compared to about 3% for a standard lead magnet, and why that gap exists. [00:01:08] She walked us through cold but ready to buy leads. [00:01:11] The psychology of self discovery and how the email sequence that follows a quiz is where the real conversion work happens. [00:01:19] And today we're picking right up where we left off. [00:01:22] The quiz is the entry point.
Maximizing Quiz Conversion: Strategy and Segmentation
Maiko Sakai [00:01:25 - 00:01:25]:
[00:01:25] It is.
Leah Bryant [00:01:25 - 00:01:30]:
[00:01:25] And then the email sequence is where the conversion can happen.
Maiko Sakai [00:01:30 - 00:01:30]:
[00:01:30] Yep.
Leah Bryant [00:01:30 - 00:01:44]:
[00:01:30] Which means that someone could build a beautiful quiz, but they could totally miss the mark if the follow up isn't segmented, correct and intentional because been there, done that. [00:01:43] Yeah.
Maiko Sakai [00:01:44 - 00:01:50]:
[00:01:44] And each archetype probably behave differently as well. [00:01:47] Let's just say, you know, like it's a wellness quiz. [00:01:50] Right.
Leah Bryant [00:01:50 - 00:01:51]:
[00:01:50] Yeah.
Maiko Sakai [00:01:51 - 00:02:27]:
[00:01:51] Know, some people might be very active or some people are just getting started or, you know, they have certain issues with some of the exercises that they cannot do. [00:02:01] All of those things. [00:02:02] You want your email sequence specifically designed for each and every one of them so that you can serve them in a customized manner. [00:02:13] That's really important because if you skimp on that part, all your hard work of creating a quiz, setting it up as a funnel, all those things will be, you know, out the window. [00:02:26] And you don't want to do that.
Leah Bryant [00:02:27 - 00:02:47]:
[00:02:27] That's so true. [00:02:29] So thinking about that, because I'm being semi selfish here, because I did have a quiz once upon a time. [00:02:36] What are the most common mistakes that you see people make when they're building quizzes that kill the conversion potential before they even start?
Top Mistakes in Quiz Funnels That Sabotage Results
Maiko Sakai [00:02:47 - 00:03:24]:
[00:02:47] Yep. [00:02:47] There are many different variables. [00:02:50] I bet by just taking a step back, I do wanted to address one thing. [00:02:56] I do use AI tools Excessively in my business to help my clients, because I know what to put in and what I'm expecting from it. [00:03:06] So that's actually mistake number one, thinking that CLAUDE or GPT can give you the whole thing by just dropping an idea. [00:03:16] Yeah, I would say that's a start. [00:03:18] But most of my clients show up with that. [00:03:22] They show up and share them with me.
Maiko Sakai [00:03:24 - 00:03:33]:
[00:03:24] And after I reviewed so many of them, I can tell you that that's just the beginning. [00:03:31] It's great that there's a direction.
Leah Bryant [00:03:33 - 00:03:33]:
[00:03:33] Yeah.
Maiko Sakai [00:03:33 - 00:04:24]:
[00:03:33] You know, but the quiz title, the description of your quiz, the way you ask questions, and the way you make those answers available, how those questions are sequenced, what the results page look like, it's a ton of copywriting. [00:03:53] So the mistake number two would be that you don't have that insight. [00:03:57] You're not prepared to do that much of a conversion copywriting inside of your quiz. [00:04:04] So they don't convert every aspect of your quiz throughout. [00:04:09] The quiz funnel that you have is all about conversion copywriting. [00:04:14] So you need to nail that. [00:04:15] And so that's mistake number two. [00:04:17] And mistake number three is that once you craft your quiz and set it all up, I know it's a lot of work.
Maiko Sakai [00:04:24 - 00:04:34]:
[00:04:24] It's almost like starting a new podcast show. [00:04:27] I almost, you know. [00:04:29] So you are completely out of steam to promote and market it.
Leah Bryant [00:04:34 - 00:04:35]:
[00:04:34] Yep.
Maiko Sakai [00:04:35 - 00:04:40]:
[00:04:35] And if people don't know about your quiz, they don't know to take it.
Leah Bryant [00:04:40 - 00:04:41]:
[00:04:40] So. [00:04:40] True.
Quiz Marketing Strategies: Making Promotion Effortless
Maiko Sakai [00:04:41 - 00:04:55]:
[00:04:41] But the good news is there's so many different ways to promote it. [00:04:45] You know, market it without you killing yourself. [00:04:49] Because what happened with my quizzes, you know, people promoted both of them for me.
Leah Bryant [00:04:56 - 00:04:56]:
[00:04:56] Oh, I love that.
Maiko Sakai [00:04:56 - 00:05:11]:
[00:04:56] Without me asking. [00:04:57] Because they liked it. [00:04:59] Right. [00:05:00] So it's not that you have to tend to it 247 to promote and market your quiz. [00:05:05] You don't need to do that, but you still need to reserve some of your energy to be able to get the word out.
Leah Bryant [00:05:12 - 00:05:35]:
[00:05:12] I think that too. [00:05:13] Like, when I had my quiz, that's something that I completely failed at, was the marketing piece. [00:05:20] I had a little thing on my website, a banner at the top. [00:05:23] And I maybe talked about it in my email list, but that was legit. [00:05:27] All I did right, and you're right, I put all the energy in. [00:05:31] I literally worked on it for months, three or four months, five months. [00:05:34] I don't know. [00:05:35] It was.
Maiko Sakai [00:05:35 - 00:05:39]:
[00:05:35] Yep. [00:05:36] That's what I did with mine, too. [00:05:37] Yeah, it was intense.
Leah Bryant [00:05:39 - 00:05:53]:
[00:05:39] It was intense. [00:05:40] Yeah. [00:05:40] I did like the four personalities, and I was super extra. [00:05:43] I did four different email Sequences. [00:05:46] I also did a private podcast for each. [00:05:49] For each personality, because I don't know, I have issues. [00:05:52] But that's fine.
Keeping Your Quiz Funnel Simple and Streamlined
Maiko Sakai [00:05:54 - 00:06:03]:
[00:05:54] Let me redepect the picture with that mechanism in it. [00:05:58] How about that? [00:05:59] Because we just went over what most of the people do.
Leah Bryant [00:06:03 - 00:06:04]:
[00:06:03] Yeah.
Maiko Sakai [00:06:04 - 00:06:22]:
[00:06:04] Spend a lot of energy into creating this beautiful, insightful quiz, but we kind of run out of, you know, the steam to promote it. [00:06:13] What if we make it so simple that you prioritize your quiz mechanism as an asset?
Leah Bryant [00:06:22 - 00:06:23]:
[00:06:22] Oh, I love that.
Maiko Sakai [00:06:23 - 00:06:36]:
[00:06:23] An entry point. [00:06:25] It can be a single point of entry for people who can buy from you. [00:06:33] Right. [00:06:34] You already have podcast.
Leah Bryant [00:06:36 - 00:06:37]:
[00:06:36] Yes.
Maiko Sakai [00:06:37 - 00:07:23]:
[00:06:37] You point them to that quiz so that the all those silent listeners will finally show up to tell you how you can reach them. [00:06:46] You might do some visibility activities every now and then, you know, maybe you show up on somebody else's podcast. [00:06:53] You might, you know, speak at a virtual summit like I do, you know, or you might collaborate, you know, co hosting a workshop or webinar. [00:07:02] By the way, those things still do work. [00:07:04] So don't say they're dead. [00:07:05] You know, they still work. [00:07:07] But then every step you take in terms of visibility, marketing, business development, all of those things, even including networking, point them to that single point of entry, which is a quiz. [00:07:20] You do it consistently, intentionally.
Maiko Sakai [00:07:23 - 00:07:36]:
[00:07:23] Then you don't feel like you are draining your energy by promoting it, because it's just so easy to do. [00:07:30] You know, you show up on somebody else's podcast and, hey, how can we find you and say, take the quiz.
Leah Bryant [00:07:36 - 00:07:37]:
[00:07:36] Right. [00:07:36] Love that.
Maiko Sakai [00:07:37 - 00:08:01]:
[00:07:37] You might be on the stage. [00:07:39] You say, take the quiz. [00:07:41] It's very simple and it's consolidated, it's clean for you and for your buyers. [00:07:48] So if you set it up that way, you are less drained, overwhelmed, and stressed by this. [00:07:57] It actually helps your business model, you know, get clean.
Leah Bryant [00:08:01 - 00:08:33]:
[00:08:01] Yeah. [00:08:01] Because you can also use it as a way for people to find you. [00:08:07] I love that. [00:08:08] Using it when you're guesting, when you're speaking. [00:08:11] Mm. [00:08:11] Because then, like, you're getting the word out there about your quiz, and if you're using it strategically and you're working with Maiko, then your quiz is gonna be able to be something that people are gonna wanna share over and over again. [00:08:23] And this is gonna be coming part of your ecosystem to where I talk about. [00:08:30] So I have a framework called the Seamless Podcast Framework.
Leah Bryant [00:08:33 - 00:09:01]:
[00:08:33] And in my framework, I talk a lot about the attraction phase. [00:08:36] And this falls into that attraction phase where you are getting found, your discoverability. [00:08:41] And part of that is that the attraction Phase is what I call it. [00:08:46] It isn't just about getting found for everyone, it's about getting found by the right people. [00:08:53] And I feel like the quiz does the qualifying work for you that your content may not be able to do on its own.
Using Quizzes for Lead Qualification and Client Filtering
Maiko Sakai [00:09:01 - 00:10:05]:
[00:09:01] That's exactly that. [00:09:04] I know that a lot of people wanted to have a quiz as sort of like a gating mechanism to filter people out, which is a wrong approach if you ask me. [00:09:13] You wanted to focus more on giving them a chance to pre qualify, pre sale through your quiz. [00:09:20] In a sense, like I said, you know, as a story that I shared, she didn't become my client, but it was perfectly fine because if she came to me, then I had to have a conversation about, you know, maybe not working together because she needs something else. [00:09:35] She did that on her own, you know, that is a prime example of why you are not needed to do that filtering work. [00:09:44] And it's so interesting, over social media, a lot of people are talking about how their discovery calls have traumatized them because a bunch of wrong people showing up because they don't have a mechanism. [00:09:56] So basically, you know, I know most of your audience have a podcast show. [00:10:02] You're already there building your business ecosystem.
Maiko Sakai [00:10:05 - 00:10:43]:
[00:10:05] Right. [00:10:06] So consider a podcast to be part of that business sales ecosystem. [00:10:12] So now your job is to find a way to capture those listeners because listening is a passive activity, which is really great because you're giving them a chance to, you know, sample your work through your podcast. [00:10:28] But then eventually you're going to have to find them. [00:10:31] And the quiz is one of the most frictionless ways to put in front them that it is available. [00:10:40] Go take it whenever you feel like it's available for you.
Leah Bryant [00:10:44 - 00:11:01]:
[00:10:44] I love that. [00:10:45] So thinking about all of this because I have folks who listen to the podcast who are in lots of different niches. [00:10:54] Is there a type of podcast or business where you would think a quiz would work better or is it pretty universal in your opinion?
Quiz Funnels for Any Niche: Universal Application
Maiko Sakai [00:11:01 - 00:11:30]:
[00:11:01] I would say it's very universal. [00:11:04] So I can't really think of, you know, any of them that would be. [00:11:08] Not suited. [00:11:09] Yeah, the important thing is that you definitely wanted to infuse your own ideas, the framework, methodology or system that you build to solve a specific problem. [00:11:21] Okay, so you do wanted to use all of that and put them into a form of diagnostic quiz.
Leah Bryant [00:11:30 - 00:11:30]:
[00:11:30] Yeah.
Maiko Sakai [00:11:30 - 00:11:57]:
[00:11:30] And there is no one who cannot do that or like not suitable for it. [00:11:36] So your niche can be, you know, helping the working mom to feed their family in the most healthiest way, you know, or it could be that the wellness after age 60, you know, women. [00:11:51] Or it could be just a business coach for solopreneurs. [00:11:55] I mean there are many different niches.
Leah Bryant [00:11:57 - 00:11:58]:
[00:11:57] Right, right.
Maiko Sakai [00:11:58 - 00:12:08]:
[00:11:58] And, and there's always a spot for your quiz to stand out. [00:12:02] But you do want it to be specific, not be, you know, afraid of actually repelling some people.
Leah Bryant [00:12:08 - 00:12:09]:
[00:12:08] Yeah.
Maiko Sakai [00:12:09 - 00:12:32]:
[00:12:09] Because that's what you want. [00:12:11] So a lot of times when we review the data analytics with my clients, my clients get really disappointed by looking at the bounce rate, you know, how many people jump off in the middle of the quiz. [00:12:23] Of course if it's excessive, we need to look at the quality of the quiz itself. [00:12:28] But what's actually happening is that it is doing its job.
Leah Bryant [00:12:32 - 00:12:32]:
[00:12:32] Right.
Maiko Sakai [00:12:32 - 00:12:44]:
[00:12:32] It's actually letting people go because it's more in depth type of a quiz and they don't want it to continue. [00:12:41] It most likely they're not your ideal clients.
Leah Bryant [00:12:44 - 00:12:44]:
[00:12:44] Right.
Maiko Sakai [00:12:45 - 00:13:00]:
[00:12:45] So it's okay. [00:12:46] What matters is the percentage of people completing the quiz and the percentage of people entering their email address. [00:12:54] That is more important. [00:12:55] You want that to be near 100%. [00:12:58] And my quiz was always 100%.
Leah Bryant [00:13:00 - 00:13:01]:
[00:13:00] I love that.
Maiko Sakai [00:13:01 - 00:13:06]:
[00:13:01] So after they finished it, they hundred percent put their email address in. [00:13:05] It was not a friction.
Leah Bryant [00:13:07 - 00:13:11]:
[00:13:07] So before we wrap up, I have one more question for you.
Maiko Sakai [00:13:11 - 00:13:11]:
[00:13:11] Sure.
Quiz Funnel Tools and Tech: What You Need (and What You Don't)
Leah Bryant [00:13:12 - 00:13:17]:
[00:13:12] Before someone thinks about the tech. [00:13:17] What?
Maiko Sakai [00:13:18 - 00:13:20]:
[00:13:18] Right, of course, of course, yeah.
Leah Bryant [00:13:20 - 00:13:27]:
[00:13:20] What? [00:13:21] The strategic thinking that has to happen first and then what does like the realistic build look like?
Maiko Sakai [00:13:27 - 00:13:41]:
[00:13:27] Yeah. [00:13:27] So you wanted to keep it as simple as possible. [00:13:30] And honestly, I mean it requires three different components and that's it. [00:13:34] Just don't overcomplicate it because the more complicated it is, I mean it could be cheaper by complicating it. [00:13:41] But.
Leah Bryant [00:13:41 - 00:13:41]:
[00:13:41] Right.
Maiko Sakai [00:13:41 - 00:14:01]:
[00:13:41] There's no really point in doing that. [00:13:43] So you need your website where you're going to embed your quiz. [00:13:47] That's number one. [00:13:48] Number two, you need a dedicated quiz platform. [00:13:52] You don't really want to use job form or Typeform or Google Forms. [00:13:58] They don't quite work all that well for what we're doing.
Leah Bryant [00:14:01 - 00:14:02]:
[00:14:01] Okay.
Maiko Sakai [00:14:02 - 00:14:30]:
[00:14:02] It could be quizzel or involve me outgrow, Interact. [00:14:08] There are plenty of them out there. [00:14:10] So you can shop around. [00:14:11] Number three, you need your email CRM of course because that's where the heavy lifting happens and, and you just need to connect all of them. [00:14:20] And I know that a lot of coaches and consultants use go high level in that case. [00:14:24] That's a two part step. [00:14:26] Right. [00:14:26] Because GoHighLevel actually act as a website and also does CRM.
Maiko Sakai [00:14:31 - 00:14:35]:
[00:14:31] So all you need is GoHighLevel and, you know, a quiz platform.
Leah Bryant [00:14:35 - 00:14:35]:
[00:14:35] Okay.
Maiko Sakai [00:14:35 - 00:14:41]:
[00:14:35] Because GoHighLevel's quiz feature isn't all that great. [00:14:38] Otherwise it could be all in one. [00:14:40] Right? [00:14:41] Yeah.
Leah Bryant [00:14:41 - 00:14:41]:
[00:14:41] Okay.
Maiko Sakai [00:14:42 - 00:14:53]:
[00:14:42] So keep it simple. [00:14:44] That would be my advice for sure. [00:14:46] Because the more steps you create, you're creating more chances to break. [00:14:51] Right. [00:14:51] So you don't want to do that.
Leah Bryant [00:14:53 - 00:14:54]:
[00:14:53] So.
Maiko Sakai [00:14:54 - 00:14:54]:
[00:14:54] Good.
Leah Bryant [00:14:54 - 00:15:05]:
[00:14:54] All right, Well, I appreciate that honesty because the last thing that I want someone to walk away with is this idea that this is going to be like a 48 hour project and they feel like they did something.
Maiko Sakai [00:15:05 - 00:15:09]:
[00:15:05] Oh, no, no, no, no, it's not. [00:15:07] No, you're absolutely right.
Leah Bryant [00:15:09 - 00:15:09]:
[00:15:09] You're right.
Maiko Sakai [00:15:09 - 00:15:10]:
[00:15:09] Yeah.
Leah Bryant [00:15:10 - 00:15:32]:
[00:15:10] And knowing that they can walk away doing this and actually make it doable. [00:15:14] So this has been so, so stinking good. [00:15:17] I want to leave the listeners with one clear takeaway. [00:15:21] I would love if you would share one thing that they could take away from the conversation and then also where they can connect with you because I know that they're going to want to come work with you and create these fabulous quizzes.
Final Takeaway: The Power of a Quiz as a Business Asset
Maiko Sakai [00:15:32 - 00:16:08]:
[00:15:32] Amazing. [00:15:34] So one takeaway is that if anything, just remember that you can place this buyer identification mechanism, AKA a diagnostic quiz, as a single entry point to your world. [00:15:50] Everything can be point to that. [00:15:52] How clean it sounds and it feels. [00:15:55] Right. [00:15:55] So that would be the takeaway that I want your listeners to feel and experience. [00:16:02] It's possible for you. [00:16:04] And I often hung out over LinkedIn and the threads.
Maiko Sakai [00:16:08 - 00:16:10]:
[00:16:08] That's where we met, right?
Leah Bryant [00:16:10 - 00:16:10]:
[00:16:10] Yes.
Maiko Sakai [00:16:10 - 00:16:23]:
[00:16:10] Yeah. [00:16:11] So head over there and ask me any questions over there. [00:16:15] Yeah, it's so funny that I don't do Facebook and Instagram and all that stuff. [00:16:19] But yeah, mainly I'm all over LinkedIn and in the threads.
Leah Bryant [00:16:23 - 00:16:31]:
[00:16:23] Perfect. [00:16:24] Well, I will be sure to have all of your links down below so that you can connect. [00:16:28] Thank you so much for being here today. [00:16:30] I really appreciate it.
Maiko Sakai [00:16:31 - 00:16:34]:
[00:16:31] Oh, I had so much fun. [00:16:32] Thank you so much for inviting me.
