But here’s the challenge: how do you make interactive content a regular part of your publishing process without adding complexity or slowing your team down?

The answer is content automation.

Riddle offers a broad range of content automation tools that help you streamline interactive content creation and integration – whether you’re looking for a quick AI-powered quiz generator or a fully automated, API-driven content pipeline. You can start small, then scale up based on your needs.

Let’s explore how publishers like Immediate Media (case study) and brands like Club Med (case study) are using Riddle’s quiz maker automation tools today – from light-touch efficiencies to fully integrated content workflows.

Step 1: Light-touch content automation – fast content creation with AI

Create interactive content from a keyword or topic

Short on time? Enter a topic or keyword, and Riddle’s A.I. quiz maker will instantly generate a fully-formed quiz, personality test, poll, or score predictor. Your editors can then review and edit, or publish as-is.

This is a simple and effective way to use content automation to scale up your interactive content output without increasing your editorial load, while still maintaining full editorial oversight and guidance.

Example use case: Covering the Champions League? Just enter “Champions League 2025” and instantly get a quiz like “Which club should you support this season?”

This option is ideal for:

• Daily editorial workflows
• Smaller content teams
• Brands creating campaign-specific content

Turn existing articles into interactive content

Already published an article? Just paste in the URL into Riddle’s interactive platform; Riddle will scan the page, extract key ideas, and generate a quiz or poll based on the content.

This content automation allows you to:

• Quickly extend the lifespan and value of existing content
• Add relevant interactive elements without needing to start from scratch
• Increase reader engagement on article pages

Example use case: Imagine your editorial team publishes a feature on recent political violence. By adding the article’s URL to Riddle, your editors could instantly generate an interactive quiz – for example, “How much do you know about the latest unrest?”

Step 2: Content automation in action with question banks (powered by A.I. or uploaded spreadsheet)

Riddle’s zero-code Question Bank allows you to publish fresh interactive content at scale, without any editorial involvement or technical setup.

You can upload a spreadsheet of questions or use A.I. to populate the bank. From there, Riddle will automatically generate new quizzes at a time interval you choose – every hour, day, week, or more.

Once configured, the Question Bank handles everything:

• Automatically creates and publishes quizzes based on the latest question set
• Updates on a rolling basis, giving visitors a reason to return
• Fully aligned with your branding and design settings

This is ideal for:

• Publishers offering daily or hourly quizzes
• Sports media keeping score predictors up to date
• Brands running rotating product or trivia campaigns

With the Question Bank, your interactive content stays fresh and relevant – without requiring ongoing input from your team.

Step 3: Smarter workflows with AI + API

Once your team is producing more interactive content, it makes sense to take the next step – connecting Riddle to your publishing systems for semi-automated workflows.

Here’s how this looks in practice:

Editorial teams create articles -> Riddle auto-generates matching interactive content

You can set up a workflow where:

1. Editors publish articles as usual
2. Riddle, using our flexible API Builder, automatically generates related interactive content that seamlessly match your site and branding.
3. Editors receive this content in a queue or CMS preview panel for review.
4. Once approved, the content is published or scheduled.

This helps larger teams:

• Increase speed while maintaining editorial oversight
• Save time on ideation and production
• Ensure every article is paired with interactive content that enhances the reader experience
• Monetize quiz traffic – automatically add lead generation or interstitial ads from your ad server (Swiss publisher 20minuten.ch saw a 20% lift in ad revenue using quizzes).

Automate placement with embed placeholders

Manually embedding content into articles can slow your team’s workflow down. Plus, there is the risk of interactive content becoming out of date.

Riddle offers an automation solution with our embed placeholders – designed for automationto systematically show the right quiz, mini-game, or other content at the right time.

Simply add a simple placeholder tag to your CMS template, and Riddle will dynamically insert the right interactive content into the article based on:

• Tags (e.g. ‘Home page’, ‘Quiz contest’, ‘Guess the score’)
• Date
• Pre-configured logic (e.g. ‘last published’)
• Or randomly

Example use case: A news publisher wants to show users a new quiz every day on their home page – without their editors having to manually schedule and remove past quizzes. Each day their team could have AI programmatically create news quizzes with the tag ‘Daily news quiz’. The embed placeholder show could then show the day’s quiz (learn how).

This keeps your site dynamic and engaging, while removing manual steps for your editorial team.

Step 4: Full automation with APIs, data layer, and reporting

For brands and publishers looking to fully automate their content workflows, Riddle offers deep integration tools that work across content creation, audience data, lead generation, and analytics.

Set global project defaults

With Riddle’s global project settings, you can set up standardized configurations for:

• Tracking and analytics
• Data layer integration
• Lead form behavior
• Consent and privacy settings
• Embed behavior

Once configured, every interactive element in that project inherits the defaults. Editors don’t need to worry about settings (e.g. ‘What tracking code should I use?’) – they’re taken care of automatically.

This is especially valuable for multi-team or multi-brand publishers who need to ensure consistency across large volumes of content.

Identify known users via the data layer

If your audience is already logged in or known (via cookie, session, or user ID), Riddle’s data layer can automatically:

• Match quiz responses to individual users
• Use branching logic to pre-fill or hide lead forms based on logged in status on your site
• Feed back results to your CRM or CDP

Use case: A user logs in to your site and takes a product recommendation quiz. Riddle hides the lead form – as they are already a user. Then, Riddle maps the user’s results and answers to their email address, and pushes the data to your CRM – all without asking the user to re-enter their details.

This creates a seamless user experience while ensuring your data stays organized and actionable.

Automate lead capture with CRM integrations

Riddle integrates with your CRM or marketing tools using:

• Riddle’s Leads API
• Webhooks
• Zapier (for thousands of third-party tools)

This allows you to:

• Automatically send leads and quiz responses to your CRM
• Trigger personalized follow-up campaigns
• Enrich user profiles with quiz data

Example use case: A user completes a quiz on your site about electric vehicles and selects “I’m considering buying one in the next 3 months.” That data is immediately sent to your CRM and triggers a targeted email series – based on their timeframe and car preferences (e.g. ‘I am looking for a SUV.’) revealed by the quiz.

This moves users smoothly from engagement to conversion – all without manual handoffs.

Automate reporting with Riddle’s Stats API and Looker Studio integration

Creating interactive content is just half of the story – knowing how that content performs is just as important.

With Riddle, you can automatically track engagement, completions, form conversions, and more across all your interactive formats – quizzes, polls, personality tests, mini-games, and score predictors.

No more downloading CSVs or manually compiling spreadsheets. Instead, Riddle makes it easy to stream real-time performance data directly into your existing analytics setup:

• Looker Studio — via Riddle’s Looker integration or our Stats API
• In-house analytics tools — by connecting the Stats API to your data pipeline
• Business intelligence dashboards — powered by the same API for deeper insights

Track:

• Engagement (views, completions)
• Conversion rates (form submissions)
• Time on content
• Performance by team, brand, or project

This content automation means your stakeholders, sponsors, or internal teams can get up-to-date reports – weekly, monthly, or in real time – without lifting a finger.

Example use case: Your marketing team runs monthly sponsorship reports – for every native content advertising campaign. Riddle feeds quiz engagement data into Looker Studio, which auto-generates and emails a report to each advertiser’s inbox each month – avoiding painful copy/pasting data to make manual presentations or PDFs.

A fully automated workflow in action

Here’s what a complete content automation setup might look like:

1. Editor publishes an article.
2. Riddle (via API and AI) generates a related quiz.
3. The quiz is auto-embedded into the article using a CMS placeholder.
4. The user takes the quiz — their identity is matched via the data layer.
5. Responses and personal data are sent to your CRM through a webhook.
6. Analytics data is streamed to Looker Studio or in-house analytics tools through the Stats API.
7. (For sponsored content) Report is sent automatically to the client each month.

All of this content automation happens in the background — the editorial team maintains control but saves hours each week.

Why content automation matters

Interactive content works – but scaling it takes time. Riddle’s automation tools help you:

Save time and increase output
Get more quizzes, polls, and interactive formats published without adding more staff.

Standardize quality and branding
Use global settings to keep everything consistent – look/feel (colors, fonts, CSS) tracking, lead forms, branding, and more.

Improve your audience data
Collect zero-party data tied to real users and send it directly to your existing systems.

Streamline your workflow
From quiz generation to CRM sync to reporting, everything runs in the background.

Start light, scale when you’re ready

One of the best parts of Riddle’s content automation features is that you don’t have to use them all at once.

You can start with:

• Quick AI-powered quiz creation
• Article-based content generation
• Manual embeds

Then scale to:

• CMS placeholders
• API-powered workflows
• CRM and BI integrations

Whether you’re a small publisher looking to boost engagement, or a global brand managing multiple teams and regions, Riddle grows with you.

You can also try Riddle’s quiz maker free for 14 days – no credit card need and with all features unlocked, especially content automation ones like AI and our API.

Want a call with our interactive content experts? Always happy to have a chat – you can book a convenient time for your schedules here.

Ready to automate your content workflow?

Let’s make interactive content automation a seamless part of your publishing or marketing process.

• Start your free trial with Riddle
• Explore Riddle’s API and developer tools
• Learn how to connect Riddle to Looker Studio
• Contact our team if you want help setting up your content automation stack

Riddle handles the heavy automation lifting behind the scenes – so your team can stay focused on content, audience, and results.

Challenge: Driving engagement and growing a privacy-compliant fanbase

The Saarland Hurricanes, one of Germany’s top professional American football teams, were looking for a smarter way to connect with their fans – on and off the field.

They needed to:

• increase game day engagement and build loyalty
• grow their email marketing list, while staying fully compliant with Germany’s stringent data privacy rules

“Germany is one of the most data-conscious markets in the world,” the Hurricanes’ marketing team shared. “We needed a platform that gave fans full control over their data – and us full peace of mind.”

Solution: Engaging, GDPR-friendly interactives with Riddle

The Saarland Hurricanes turned to Riddle’s all-in-one quiz maker platform to launch a series of quizzes, polls, and score predictors that fit naturally into the fan experience.

Before the game – quizzes and score predictors built anticipation and drove shares on social media
During the game – pre-match and halftime quizzes kept fans entertained in the stadium and at home
Man of the Match poll – fans voted after the 3rd quarter via QR codes on the scoreboard and in the printed game program

Each experience featured lead forms with:
Double opt-in email confirmation
Custom checkboxes for consent and T&Cs
Data routed directly to their CRM, with secure backups on Riddle’s EU-based servers (Learn more)

“Riddle’s GDPR features gave us the confidence to grow our fan list the right way,” Hans Hennrich, board member and original founder of the team noted. “No friction, no risk.”

Bonus play: Sponsor visibility and revenue

The Hurricanes also included sponsor branding, such as URSAPHARM’s logo, on quizzes and polls, adding valuable exposure and creating new monetization opportunities.

Results: Fans loved it – and opted in

Quizzes and polls delivered lead generation rates of 75–88%, far exceeding the industry average of 29.8% (Riddle 2024 Quiz Marketing Report)
Start rate averaged 61% – showing strong content appeal
Social sharing spiked on score predictor formats, amplifying game buzz

“Riddle helped us turn casual fans into loyal ones – and grow a marketing list we actually own,” said the Hurricanes team.

Why Riddle worked for the Hurricanes

Interactive variety – predictors, polls, quizzes kept content fresh and fans engaged
GDPR & data privacy – full double opt-in, consent, and EU-based data storage
Sponsor integration – turning engagement into real value for commercial partners

“This is how you win off the field,” the team concluded. “Riddle delivered on every front.”

About Riddle

Riddle.com is a powerful online quiz maker trusted by brands, publishers, and marketers to boost engagement, capture leads, and monetize attention. Fully GDPR-compliant and built for seamless embedding, Riddle helps leading media brands like 20 Minuten, the BBC, and Burda/Immediate Media turn passive audiences into active participants through beautifully designed interactive content.

For sports teams and leagues, Riddle is a game-changer – transforming fan engagement into measurable results. Clubs like the Saarland Hurricanes use Riddle quizzes, polls, and mini-games to connect with fans before, during, and after the game – building loyalty, capturing valuable first-party data, and unlocking new sponsorship opportunities through branded, interactive content that fans actually want to play.

Based on a dataset of 2.8 billion Riddle-powered quiz questions, we’ve analyzed the true impact of interactive content.

Read on to discover how online quizzes can deliver powerful marketing results – increasing engagement and data collection while reducing online advertising costs.

Where does our quiz marketing report data come from?

Since 2014, thousands of top publishers, brands, non-profits, and sports teams have been using Riddle.com’s online quiz maker – from the BBC to the Fiesta Bowl (case study) and Tate Modern (case study).

Infographic: Why use quizzes for marketing? (free download)

This infographic is free to use – the full report about the effectiveness of quiz marketing is embedded below, or you can download it as a .pdf or .png/.jpg file.

Download the infographic

Feel free to republish this infographic or cite any of this data or statistics in your articles.

Do you have any questions about our 2024 Quiz Marketing Report?

Please reach out to us at hello@riddle.com, or ask us on support chat at Riddle.com.

The rise of quizzes and zero-party data

Online advertising has gone through seismic shifts over the past few years. On the government side, you have global privacy data regulations like the EU’s GDPR, China’s PIPL, California’s CCPA, and Canada’s PIPEDA.

The end of third party cookies, the removal of mobile device identifiers, and a rise in the use of ad blockers have led marketers to use quizzes for zero-party data collection for names, emails, and other personal information.

Note: Riddle.com is a fully 100% GDPR-compliant quiz maker. We run our own servers, don’t add trackers, and never collect personal information with cookies.

Benchmarks from our 2024 Quiz Marketing Report

To save time, we have summarized the most important quiz marketing statistics from our report below.

The data – based on 2.8 BILLION answered questions

Launched in 2014, Riddle.com is the online quiz maker for some of the most iconic brands and organizations on the planet, who create compelling interactive content for their audiences.

This means that our data scientists get to use a very deep data set when creating this report, including:

• 2.8 BILLION questions answered – across all Riddle.com quizzes, polls, and other interactive content
• 459.3 MILLION Riddles started – embedded on our partners’ sites
• 344.2 MILLION Riddles completed

Riddle 2024 – Surprising stats

At Riddle.com, we’re all about creating powerful interactive content that captivates audiences and drives engagement. Our latest quiz marketing reports statistics showcase just how impactful our quizzes, polls, and surveys have been – boosting participation rates, increasing completion percentages, and delivering exceptional user experiences.

Here are some surprising insights into how Riddle is making a difference:

#1 Why use quizzes? Quizzes are 9.7X better than pop-ups.

We already touched on why online advertising is changing. Zero-party data collection tools that let users voluntary contribute their information, such as interactive content and pop-ups, are more popular than ever.

However pop-ups can be annoying (73% of people dislike them) – they interrupt your browsing experience to show an offer.

Quizzes put users in control. They choose to start the quiz, and they also get something of value from the experience: their quiz results.

That explains why using quizzes for zero-party data collection and lead generation is 9.7X more effective:

• Pop-up email collection forms: 3.1% (Bdow’s pop-up statistics)
• Online quizzes or interactive content: 28.6% (Riddle.com – 2024 data)

#2 Why use quizzes? Get 37% cheaper leads.

Quizzes and interactive content also make it easier to find new customers, if you’re using online advertising like Google Ads or Facebook.

Quizzes’ appeal impacts every step of the process:

• Cost-effective cost per click (CPC): Ads that mention ‘quiz’ get better clickthrough rates – they are more interesting to users, plus Google flags pop-ups as potential spam. That translates into less expensive ads (our Riddle Lab experiment showed a 20% saving).
• More opt-ins (CPL): Once a user is taking the quiz, they are far more emotionally engaged compared to a pop-up, and they are keen to see their results. This translates to cheaper leads, like the 37% savings seen in our experiment.

#3 Why use quizzes? See 421% more engagement (boost time on site).

The average time a visitor spends on a website worldwide is just under a minute, at 54 seconds.

Quizzes work much better than that – 4X better in fact. With good quizzes featuring six to eight questions, participants are actively engaged for up to nearly four minutes (3:56).

Your quiz takers will get more invested with each question and want to see their results. This increases the probability they’ll complete an in-quiz lead form in order to see their final results. Plus, this higher time per page translates into better search rankings (higher time on site is a key metric for Google).

#4 Why use quizzes? Quizzes and interactive content are highly viral.

Beyond just engagement, interactive content like personality tests, quizzes, and ‘guess the score’ predictor can bring you free traffic as users share their results on LinkedIn, Facebook, Twitter, and other social networks.

At Riddle.com, we’ve seen incredible engagement across different quiz types, with some formats standing out as clear favorites among our users. From personality quizzes to interactive polls, certain content types consistently drive the highest participation. Additionally, Riddle’s global reach continues to expand, with strong adoption in key regions around the world.

Here’s a closer look at the most popular riddle types and where they’re making the biggest impact:

Conclusion: Quiz marketing report 2024

In today’s fast-moving marketing world, grabbing attention is key. Collecting data needs to be cost-effective, easy to create, and privacy-friendly. Powered by a data set 2.8 billion questions strong, our report proves quizzes and interactive content boost engagement while driving leads and data collection.

Start your quiz marketing journey with a free 14-day trial of Riddle.com – full access with all features, 30+ interactive content formats, and no credit card required.

Powered by 5.49 billion data points from content created with our quiz maker, our 2022 Quiz Marketing Report is the most comprehensive analysis about how (and why) you should use quizzes for lead generation and audience engagement.

Where does our data come from?

Since 2014, thousands of top publishers, brands, and sports teams use Riddle’s online quiz maker – including the BBC, Sony, CNN, and Manchester United.

Infographic: Why use quizzes for marketing? (free download)

This infographic is free to use – the full report about the effectiveness of quiz marketing is embedded below, or you can download it as a .pdf or .png/.jpg file.

Download the infographic

• Print-ready (PDF): Download now (202 KB)
• Web / Social media: JPG – download now (328 KB) or PNG – download now (646 KB)

You are welcome to cite any statistics in your articles or republish this infographic on any site or publication if you include a DoFollow backlink to this post.

You can also read our 2021 Quiz Marketing Report here.

Have any questions about the data or findings for our ‘2022 Quiz Marketing Report’?

Please reach out to us at hello@riddle.com – or ask us on support chat at Riddle.com.

Thinking about using quizzes for your marketing?

Are you considering using quizzes as a means of engaging your audience and generating leads for your business?

You’re in good company, as many marketers are turning to interactive content such as quizzes and personality tests. These types of content offer the potential for:

• Higher opt-in rates
• Lower costs per lead
• Collecting personal data while complying with the EU’s GDPR and other privacy regulations

However, it’s important to make informed decisions based on solid data. Despite the buzz around quiz marketing, there has been a lack of detailed data to support its effectiveness.

“I thought quizzes wouldn’t work. I was wrong…”

Merilyn Beretta is an executive coaching consultant who achieved an impressive 68% opt-in rate with her ‘What’s your WoW archetype?’ quiz – turning her into a strong advocate for the effectivness of quiz marketing.

Her personality test shows how powerful quizzes can be as a lead magnet and the focal point of your quiz marketing funnel.

Why do publishers & pro teams turn to online quizzes?

The evolving landscape of advertising, driven by sweeping data privacy regulations like the EU’s GDPR and new policies from industry giants such as Apple’s App Tracking Transparency, is making marketers reconsider how they gather information from potential customers.

This is where quizzes come into play.

Quizzes have a unique ability to captivate and engage visitors to your website, making them an excellent tool for marketers. Whether the quiz is lighthearted (“What breed of dog are you?”) or more serious (“What is your management style?”), users find them irresistible.

Benchmarks from our 2022 Quiz Marketing Report

To save time, we have summarized the most important quiz marketing statistics from our report below.

Based on 5.49 billion quiz marketing data points

Riddle is the online quiz maker for some of the most popular brands, publishers, and pro sports teams in the world. Their audiences love taking quizzes, polls, and other interactive content.

All of that traffic means our quiz maker has a deep, robust data set. We turned our data scientists loose on an entire year’s worth of quiz data, including:

• 3.14 BILLION questions answered – across all Riddle quiz & interactive content
• 1.41 BILLION quizzes viewed – embedded on our partners’ sites
• 690.4 MILLION minutes of engagement – responding to quizzes, polls, & other content
• 144.2 MILLION leads – including name, email, & other 1st party data

“We’ve reduced our acquisition costs by 60%…”

Laura Sagen is the CEO and founder of The Hair Fuel, a rapidly-growing hair product start-up. To attract potential customers, she uses Facebook and Instagram ads, sending them to her Riddle-powered “Which hair oil are you?” personality quiz.

Since people loving taking quizzes, her ads get much higher clickthrough rates (CTR) and complete her in-quiz lead generation form.

Higher CTR on ads + improved opt-in rates = 60% lower Cost Per Lead (CPL) & customer acquisition costs

You should see these key quiz marketing benchmarks

If you’re new to quiz marketing, it can be difficult to tell what a successful online quiz can look like.

We compiled the three most important KPIs for any online quiz – based on the averages from our entire quiz maker community.

Your quiz or interactive content should equal or exceed these key statistics:

• 30.4% start rate: the rate people click or engage with an embedded online quiz on a page
• 41.2% lead form completions: about 4 out of 10 people will complete an in-quiz lead generation form
• 80.9% completion rate: 4 out of 5 of quiz takers should finish the experience

#1 Why use quizzes? Quizzes are 20X better than pop-ups.

Online marketing is going through a revolution. Data privacy laws, ad blockers, and new browser like DuckDuckGo mean than banner ads are dying with trackers and cookies becoming increasingly ineffective.

Instead, marketers are turning towards 1st party data – where users voluntarily provide their personal data like name and email in return for something of value.

Lazy brands and publishers will turn to pop-up email collection forms, the ubiquitous ‘Sign up to get our email newsletter’ ads that you encounter everywhere online.

That’s a mistake.

Based on our calculations and quiz data, leveraging quizzes to collect emails are 21.7X more effective:

• Pop-up email collection forms: 1.9% (Sumo.com’s “Email sign-up benchmarks” report)
• Online quizzes or interactive content: 41.2% (Riddle.com – Jan 1 to Dec 31, 2022)

#2 Why use quizzes? Quizzes achieve much lower CPL (Cost Per Lead)

People love taking quizzes, especially those that are fun, interesting, and informative. Quizzes allow people to test their knowledge, learn something new, and even discover something new about themselves.

Laura’s and Merilyn’s success show how online quizzes can be an effective type of content in marketers’ lead generation strategies.

Quizzes that are well-designed, visually appealing, and relevant to your target audience are more likely to grab people’s attention and encourage them to click through to your website or landing page. That translates into more people opting in and completing your in-quiz lead forms.

Example lead funnels – quizzes vs. pop-up form

Suppose there are two companies spending $1,000 on ads with a cost per click of $.40 to get traffic for their lead generation funnels.

#3 Why use quizzes? Quiz lead generation is most effective for contests & coupons

Lead forms are more than just collecting name and email information. A compelling call-to-action is necessary to persuade users to provide their personal data.

So, what types of offers are most effective for quiz marketing?

We reviewed the top 1,000 quizzes with in-quiz lead generation forms on Riddle’s online quiz maker. The most successful offers provide users with something valuable for completing in-quiz lead forms, beyond sign up for yet another newsletter.

Coupons (“Save 20% on your first order!”) and quiz contests (“Get 90% or better to win a prize!”) are particularly effective.

Giveaways don’t even have to be expensive. You can offer simple things like a free 15-minute consultation or free e-book or white paper – you simply need to provide something of value to the user to motivate them to complete your in-quiz lead generation form.

#4 Why use quizzes? Short lead forms work best

Shorter forms are usually the most effective when using quizzes for lead generation. Our analysis confirm that 3-4 fields work best, and there is a sharp drop in the conversion rate for each additional form field.

If you’re going to use online quizzes to collect leads, resist the urge to ask for excessive data from each lead. Keep your quiz lead generation forms as brief as possible.

We recommend:

1. First name
2. Last name
3. Email,
4. Checkbox – with your privacy policy

But you can take it one step further.

Smart marketers have realized that names aren’t critical. Their quiz lead generation forms are stripped down even further – using just an email field and an opt-in checkbox.

However, there is an exception to this ‘brief is better’ rule.

Suppose you run a ‘high touch’ in-person sales approach where contacting each lead consumes a significant amount of time and energy. In that case, you might want to add more fields to your quiz form to learn more about each lead.

You will receive fewer leads, but each lead will be higher-quality, so your sales team can focus only on the best prospects.

#5 Why use quizzes? Get 421% more engagement (boost time on site)

The average time a visitor spends on a website worldwide is just under a minute, at 54 seconds.

Our analysis has confirmed that quizzes are highly effective at encouraging visitors to spend more time on your site. More time on your site means more time to engage your users with your brand, increasing the likelihood of converting them into satisfied customers.

Quiz engagement benchmarks:

• Personality tests: 3 minutes 47 seconds (+421% over the global average)
• Quizzes: 2 minutes 34 seconds (+281% above the average)

That’s resonates with our experience with our partner brands, sports teams, and publishers. Typically, quizzes consist of 6-8 or more questions that challenge users to think, analyze, and choose the correct answer.

This active participation means your quiz takers will get more invested with each question. This increases the odds they’ll see (and complete) an in-quiz lead form, in order to see their final results.

#6 Why use quizzes? Quizzes are highly viral

Personality tests and quizzes are popular content – which can easily go viral. Beyond collecting leads, creating online quizzes can result in a surge of free traffic, as users eagerly share their results on social networks such as LinkedIn, Facebook, Twitter, FB Messenger, and WhatsApp.

And this viral traffic is especially powerful. It functions as a form of “word of mouth” marketing, with quiz takers encouraging their friends to participate in your quiz and potentially become leads as well.

Research giant Nielsen found that people are 92% more likely to trust and act on recommendations from their family and friends.

#7 Why use quizzes? 34.2% visitors start & 81.5% of quiz takers finish a quiz

You might have spotted this at the top of the post. But these stats are so important – they were worth a deeper look.

34.2% start rate (>80% with dedicated landing pages)

Quizzes are highly attractive to your website visitors – you should see at least 34% of your page visitors starting a quiz.

Keep in mind that this is just an average, which includes pages where quizzes are embedded among other content. Featuring your online quiz on a standalone landing page should help achieve start rates as high as 85%.

81.5% will finish your quiz

Our research has shown that quizzes are highly effective in attracting the initial click from your audience. And even better, once quiz takers begin the quiz, they’re highly motivated to finish it.

Based on our data, approximately 81.5% of online quiz takers are likely to complete a quiz – increasing the odds they’ll see (and opt-in) to your lead generation form.

Wrapping things up about quiz marketing…

As you can see from our research, quizzes are powerful tools for engaging your audience and lead generation / 1st party data collection.

The most exciting part for marketers?

Creating a quiz has never been easier. You can make a quiz in no time and integrate it into your website – no coding required.

Besides Riddle, you can choose from a wide range of online quiz maker tools – each with different interactive content formats and lead generation capabilities.

As a starting point, consider checking out Quiz-Maker-Review.com. Their quiz experts have put together the web’s best set of in-depth reviews of the different quiz software options.

The short take? It makes sense to use a quiz maker like Riddle to reach and engage WhatsApp’s 2.7 billion users – after all, interactive content is a proven way to turn passively browsing users into active, clicking participants.

But creating a quiz on WhatsApp has significant limitations. WhatsApp’s API limits quizzes to text only (no images) and just two answer options per question. Plus, they are expensive to distribute ($365 to $677 per 10,000 messages). And, most crucially, you don’t own the communciation channel. All outreach will continue to be WhatsApp – you will incur additional costs with every message sent.

The Riddle solution? Create a quiz with Riddle, promote the link to the quiz on WhatsApp, and collect names and emails (GDPR-friendly zero-party data) using our quiz lead generation tools (averaging 29.8% opt-in rate).

Your quizzes will look better, convert better – and best of all? You’ll own the communication channel – which means you can continue to grow the relationship with each user on your terms, not WhatsApp.

The one thing to remember?

1. Use WhatsApp as the initial delivery channel.
2. Use Riddle as the quiz engine.

Let’s dive into the specifics.

Yes, you can create a WhatsApp quiz

It’s pretty easy to create a WhatsApp quiz – you will need a business, not personal, WhatsApp account. It’s technically fairly straightforward – well within the skillset of most modern marketers.

• First, create and publish a quiz on Riddle.com (14 day trial, completely unlocked, no credit card required).
• Embed on your site or copy the landing page link (e.g. www.riddle.com/view/1234abcd).
• Use a message template in WhatsApp Business.
• Add two buttons – that is the maximum WhatsApp allows.
• Each button will need to redirect to a separate URL.

Here’s how you can set up the URL for each button in Riddle, using our ’embed in email’ feature to ‘catch’ that data.

Why this is not the recommended approach

We touched on this downsides of creating a WhatsApp quiz this way in the introduction – but let’s go into a bit more detail.

Cost: WhatsApp’s per message pricing

Creating a WhatsApp quiz is not cheap. Especially if you want to send multiple questions via WhatsApp. Meta charges each and every time you send a message.

You should definitely read the official WhatsApp pricing – but for marketing messages, the cost can range from $.04 to $.07 per message. That’s between $365 and $677 per 10,000 messages you send out.

And if your marketing campaign has multiple rounds of messaging – the cost can escalate quickly. (Note: BSP = Business Service Providers, 3rd party vendors who can send messages like Twilio or MessageBird.)

Style: No images and text only? That’s so… 2010.

If you decide to go with the WhatsApp Business route, you should be aware that your native WhatsApp quiz will profoundly limited by the limits of the platform.

Simply put? You can have just two questions – and text only.

That means your quiz won’t include any of the standard ‘must haves’ of modern interactive content:

1. No images.
2. No GIFs or video.
3. No visual branding – your quiz won’t include your colors, font, or logo.

That’s a very stripped down interactive content experience – it might suffice for a small company, but it will feel constrainging to any sort of larger brand or publisher.

WhatsApp will own the communication channel – not you

One of the major challenges to using WhatsApp is that they, not you, will own the means of communicating with your audience. You can’t collect emails or leads in the tool that will let you send your own messages without paying.

We already covered how expensive each round of communication can be.

Imagine that you are setting up a fairly standard customer acquisition, onboarding, product announcements, and account management process – all delivered via WhatsApp. Conservatively, that might include:

• Acquisition: 2 messages
• Onboarding: 2 messages (e.g. 1st message: ‘Take our free online tutorial’, etc. + 1 reminder)
• Product announcements: 4 messages (1 per quarter)
• Account management: 2 messages (every 6 months)

That comes to 10 messages, which means 10 x ($365 to $677 per 10,000) = $3650 to $6770 per 10,000 people.

Scale that up to a large brand with a bigger audience, and you’ll probably be looking forward to some frank and uncomfortable discussions with your company’s CFO.

A better option: embed the quiz on your own site

The good news? There’s an easier – and less costly – alternative.

It’s no secret that quizzes are powerful lead magnet. People love taking them and discovering more about themselves – from trivia quizzes to product recommendation engines.

Cost? Free. And you’ll own the communication channel.

Adding a lead form between the last question and the user’s results usually gets about 3 out of 10 quiz takers to share their name, email, and other details. Want to boost that? Add a contest, like “Score 90% and win a free weekend getaway,” and you could see nearly 60% of users opt in for a chance to win.

Best of all? Once you have their email address, you will be in complete control about how and when you communicate with them. And each follow up email? Free.

You can easily create a quiz, poll, personality test, or other content on Riddle.com. Then, add a lead form, then send all quiz responses to your favorite CRM tool (Salesforce, Hubspot, MailChimp, and more) for automatic email follow ups.

Your site, your brand.

Equally important, placing your quiz on your site means you have access to a far, far greater range of creative options.

WhatsApp quiz:

1. Two questions
2. Text only

Riddle quiz:

1. Any number of questions
2. 30+ question formats
3. Include images, GIFs, videos, audio, and more
4. Flexible branching logic
5. And far too many other features to list (but check them out here)

Retention features to (naturally) continue the conversation

That’s not all – you can also inspire your audience to come back again and again with Riddle’s built-in retention tools such as mini-games and leaderboards:

1. Contests: Quizzes are perfect for contests because they make entry fun and interactive. You can gate results behind a lead form, collect user data, and encourage repeat visits (‘Take part in our six week summer quiz challenge’). It’s a smarter, more engaging way to drive participation.
2. Leaderboards: Make any quiz or predictor competitive with Riddle’s leaderboards – with extra points for speed. People love sharing and competing with friends – check out how pro soccer team FC 08 Homburg got a phenomenal 21.73% social share rate for their Riddles.
3. Mini-games: Go beyond quizzes – create Sudoku, crosswords (coming soon), slots, and wheel of fortune for easy email collection and giveaways.

The best (hybrid) choice: WhatsApp as the entry point

Our recommendation for creating a WhatsApp quiz? Combine the best of both worlds with a combined approach.

Step 1: Embed your quiz, poll, or other content on your site – with integrated quiz lead generation form.

Step 2: Send a single message (with your quiz link) on WhatsApp.

Step 3: Automatically sync all quiz respondents’ names, emails, and responses to your CRM.

Step 4: Continue the conversation by email – for no extra WhatsApp fees.

It’s not just WhatsApp (this works with Instagram too)

The challenge of taking control back of your communication channel is not limited to WhatsApp.

Pro darts player Gabriel Clemens had a similar challenge with Instagram. He wanted to reach his 257,000 fans with his messages – yet Instagram would organically show his posts to just 12-15% without further (costly) paid promotion.

He moved to this hybrid model – posting quizzes on his site and sharing links on Instagram.

The results? Over 96% of his quiz-takers gave their email addresses—clearly, they valued the connection to their sports icon and wanted to keep up to date off of Instagram.

Conclusion

Wrapping things up – yes, while you can make a WhatsApp quiz with Riddle, you probably shouldn’t. It’s both costly and creatively limited, making it good for limited activations but terrible for doing anything meaningful at scale.

The smarter move? Flip the script. Use WhatsApp to first spark interest, then send people to a Riddle quiz on your site. You’ll get richer data, more control, and a better user experience – all without paying per click or message. It’s faster, cheaper, and actually works.

FAQ: Creating WhatsApp Quizzes with Riddle