Quiz Length Drives Completion

A discussion on how quizzes can be powerful tools for customer acquisition and data collection, with specific insights on completion rates and engagement patterns.

Quiz Completion Pattern

• First question: Loses ~30% of participants
• Second question: Loses ~20% of remaining participants
• After question 3: 98% completion rate for remaining users
• Counter-intuitive finding: Longer quizzes perform better than shorter ones

Why Quizzes Work

• People enjoy talking about themselves
• Longer quizzes create perceived value
  • Users believe they'll get more personalized results
  • Higher investment creates higher expectations for output
• Can be used to collect valuable user data
• Effective for viral growth (example: Bebo's "Best Friends Quiz" got 1M members in 9 days)

B2C vs B2B Distinction

• Consumer (B2C):
  • Longer quizzes perform better
  • More questions = higher engagement
  • Can include 30+ questions with high completion rates
• Business (B2B):
  • Shorter is better
  • Need to be more concise
  • Different psychological factors at play

Implementation Tips

• Don't be afraid to add more questions
• Ignore internal pushback about length
• Focus on creating value through personalization
• Use results to create meaningful user profiles
• Can be used for lead generation and customer segmentation