Analysing Quiz Data: Key Metrics You Should Be Tracking

Analysing Quiz Data

Once you’ve created and launched a quiz, that’s the bulk of the work done (high five!). But even though it keeps working in the background for you? You CAN’T forget about it.

To get the most out of your quiz, you must also analyse your data regularly.

Otherwise, how are you going to know if your audience is actually taking it and enjoying it? How can you tell if it’s been working well for you or if it needs to be tweaked?

Simple: you can’t.

But don’t worry! Analysing your quiz data doesn’t have to be complicated or overwhelming. 

I’ll show you exactly what metrics you must focus on and track. But before we do that…

First things first: set your quiz goals

If you don’t know what you want to achieve with your quiz, you can’t measure it. So, get clear on this before you look at your analytics.

For example, you might want to use a quiz to:

  • Get 20 qualified leads every month
  • Boost your brand awareness on social media
  • Grow your email list by 20% within 6 months
  • Re-engage an old mailing list

And so on.

Key metrics to monitor when analysing your quiz data

Once you know exactly what you want to achieve with your new quiz and you’ve been running it for a while? It’s time to look at your analytics.

Here are the most important metrics. 

However, keep in mind that some of them might be more or less relevant depending on your goals (but that’s why we worked on those first).

Quiz completion rate

Out of all the people who started your quiz, this is the percentage who actually completed it by getting to the end.

  • If it’s high, it means your quiz is engaging and right for your audience
  • If it’s low? Unfortunately, it looks like it didn’t deliver on its initial promise

To give you an idea, the average completion rate for quizzes is 50-70%.

So, if yours gets less than that, it probably means it’s too long, difficult or just… not engaging enough.

That’s a shame, but hey: you can always fix it!

Average time spent on the quiz

Pretty straightforward, right? This metric shows you how much time your participants are spending to complete or engage with your quiz.

As for what this means in practice:

  • Longer times can indicate engagement or difficulty – This is particularly relevant if you ask several questions that require some proper thinking. So, it’s a good sign, especially if most of your participants still get to the end
  • Shorter times, on the other hand, tend to be bad news – It means your quiz is too easy or not engaging enough. So, if that’s what you found when looking at this metric, make sure you work on that

And the best part? ScoreApp, our online quiz builder, even tells you how long each question took! So, you’ll know exactly what to focus on when optimising your quiz.

User drop-off points

This metric shows you where most of your participants tend to give up on your quiz.

So, by tracking it, you can figure out what needs fixing.

For example:

  • Do most people leave after the same question? Change it or remove it, and then run some A/B testing
  • Is it different questions but always towards the end? Then it sounds like your quiz is a little too long. Try and bring some questions together, or get rid of anything that isn’t super important

User demographics

You should also use your quiz to understand who is interacting with your brand and really get to know your audience. 

So, as long as it’s relevant to your goals, this can include demographic information like age, gender, location, job title and so on (for example, this is particularly handy if you use a quiz to generate leads for your business).

Then? You can use these insights to:

  • Segment your audience 
  • Send different and more personalised email sequences to each segment
  • Inform your future marketing and content creation

Lead generation metrics

Are you using your quiz to get clients or customers for your business?

Then you should definitely track this metric, too: the number of leads collected through your quiz and how many of them converted into actual paying customers

I also recommend monitoring their quality, because ‘more leads’ isn’t always good news, especially if they’re the wrong fit.

So, for example, you can look at:

  • How many of your quiz participants booked a free call
  • How many of those became clients

Social shares and engagement

This quiz metric shows you how often it was shared on social media and beyond.

It’s especially useful if your main goals are engagement and brand awareness: a high number of shares means your quiz is super engaging and has viral potential.

So, is your audience sending a WhatsApp link to your quiz to their friends and family? Are they sharing their results on social media?

The best quiz software will tell you all this!

Feedback and comments

Quantitative metrics and numbers are key, but don’t forget about qualitative data.

Did your participants leave any feedback or comments when taking your quiz? What did they answer to your open-text questions?

This will give you valuable insights into how your audience perceives your quiz and brand

You can then use their comments and suggestions to improve your quiz even further or make more informed decisions.

Repeat participation

This metric shows you how many times your participants have (re)taken your quiz.

Are they treating it as a one-time fling or is it more of an ongoing relationship?

Well, to set the right expectations: most people only complete an online quiz once. So, if that’s what you find, no need to panic!

But if quite a few participants tend to take yours more often, it can be interesting and useful to figure out why. 

For example:

  • Let’s say you created an assessment-style quiz for your audience. Did you send emails with links to useful resources after giving them their results? Then, some people might have taken your quiz multiple times to see if they could score higher
  • If you created a personality quiz, some participants might have been curious about all the other potential outcomes. So, they took it more than once and gave slightly different answers

Basically, looking at this metric will show you how your audience engages with your quiz.

Device and platform analytics

This tells you where and on what platforms people take your quiz (like on desktop computers, mobiles, specific browsers and so on).

Why would you want to know that, you ask? To make sure your quiz works well on those devices or platforms!

For example, over 55% of all website traffic comes from phones. So, if your quiz looks great on a desktop but not a mobile device… you’d be cutting off over half of your audience (and that’s definitely something you’ll want to fix).

Click-through rates

Does your quiz end when each participant gets their results, or do you also include a specific call to action (like a link)?

If you do, you should always check your click-through rate: it tells you what percentage of all your quiz takers clicked on your link or followed through with your call to action.

For example, this could be visiting a specific webpage, signing up for your webinar or booking a free consultation.

If your click-through rate is really low, it means your audience isn’t compelled to take that action:

  • Maybe you could write stronger copy? 
  • Perhaps you need to offer them a different call to action altogether?

Monitor your click-through rate and get feedback from your quiz participants to find out what can be improved.

Track all your quiz metrics easily with ScoreApp

Now that you know exactly what to focus on when analysing your data? You’ll always be able to improve, tweak and supercharge your quiz.

And with ScoreApp? Tracking these metrics is a breeze!

Our analytics are in-depth but easy to measure and understand. Oh, and did we mention you can create your first ScoreApp quiz for FREE? Get started right now.

About the author
Martin Huntbach Head of SEO
Martin Huntbach
Chief Marketing Officer
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