Use these guidelines to write quiz questions and answer choices that are clear, easy to complete, and accurate enough to match people to the right result.
Step 1: Keep the Quiz Short Enough to Finish
Write only the questions you need in order to make the quiz accurate.
Include 4–8 questions in your quiz.
Put the easiest-to-answer questions first so quiz takers can get on a roll.
Save any harder-to-answer questions for the end, after the quiz taker is already invested.
⚠️ Warning: If your quiz feels long or mentally “heavy” in the first few questions, completion rates will drop—even if the topic is interesting.
Step 2: Write clear, short questions
Your question text should be simple and consistent so the experience feels smooth from start to finish.
Write simply and use clear words.
Make your questions as short as possible.
Aim for 10–20 words per question.
Keep variation in question length to no more than 5 words from question to question.
❗ Important: If your question lengths vary too much, the quiz experience can feel clunky on mobile and lead to drop-off.
Step 3: Write answer choices that feel easy to pick
Answer choices should be specific enough to feel credible, but not so long or numerous that they overwhelm people.
Include 2–6 answer choices per question (ideal: 4).
Aim for 1–15 words per answer choice.
Keep answer choices similar in length (no more than 5 words variation).
Write answer choices exactly how your quiz takers would say them.
💡 Note: People choose faster when the options “sound like them.” If your answer choices feel like formal or internal business language, quiz takers will hesitate.
Step 4: Match answer choices to how your quiz assigns results
Before you write a full set of questions, decide how tightly each question needs to map to a result.
Easy option: Write one answer choice for each quiz result
Use this approach when you want a straightforward way to connect questions to results.
Decide on your quiz results first (for example, 4–6 results).
For each question, write one answer choice per result.
Keep the choices distinct so it’s obvious they represent different “types,” preferences, or situations.
❗ Important: If you have 5 results, this method works best when most of your questions also have 5 answer choices—one for each result.
Advanced option: Use Branching Logic
Use this approach when different people should see different questions based on how they answer.
Map the “paths” your quiz takers could go down before you start writing.
Write questions that qualify someone into the right path early.
Make later questions more specific to that path so the experience feels personalized.
⚠️ Warning: Branching logic is powerful, but it’s easier to create gaps or dead ends if you don’t map it first. If you’re unsure, start with the “one answer choice per result” approach and expand later.
Step 5: Use a Conversational Tone and Build Curiosity
Quizzes work best when they feel like a one-to-one conversation.
Imagine your ideal quiz taker is in front of you, and you are asking the question directly.
Use the same tone and cadence you use in real life (avoid “press release” language).
Build curiosity by asking questions that are loosely related to the topic—without making it obvious how the answer determines the result.
Use questions to demonstrate you understand your audience:
Use phrases your quiz takers use.
Ask questions you already know they’re thinking about.
Write your questions inside the Interact quiz builder
Use these steps when you’re ready to add your question text and answer choices to your quiz.
Add a question
In your quiz editor, go to Questions.
Click Add Question.
Type your question in the question text box.
Type your answer choices in the answer text boxes.
(Optional) Switch to image answers
On the question, click the Settings icon.
Enable Use Image Answers.
Click Save.
Specific Instructions for Each Type of Quiz Question
Use the guidelines below based on the kind of quiz you’re writing. Each quiz type has a different “best” style, and using the wrong style can reduce completions or make your results feel less accurate.
Personality quiz questions
Personality questions should be fun and playful, but also to the point. Write your questions with the human being who will be answering the question in mind. Ask the questions directly to one person as if they were standing in front of you—don’t ask them to a mass audience.
Keep your questions succinct and straightforward. There is no need to add unnecessary description or filler words. You want your quiz to flow nicely and you do not want extra words to get in the way of that.
Stay on topic. If you ask a question that’s not directly tied to the quiz topic, make sure it still helps you understand the quiz taker in a way that affects the result they should get.
💡 Note: Personality quizzes can include “curiosity” questions, but they should still support the promise of the quiz title and help the quiz feel accurate.
Assessment questions
Assessment questions should be about getting information from the quiz taker regarding their current status as it relates to the assessment quiz subject.
❗ Important: If an assessment question doesn’t help you evaluate the quiz taker’s current level/status, it usually adds friction without improving accuracy.
E-commerce Product Quiz Questions
Product quiz questions are super direct. Ask your quiz takers exactly about their preferences and choices related to your products. There is no need to go outside of that—questions not directly related to the product recommendations you’ll make at the end of the quiz can decrease conversions.
Make sure you ask enough questions about different preferences related to your products to make an accurate recommendation at the end. A quiz that does not gather enough information to give your quiz takers the products that really match what they want will fall short.
⚠️ Warning: If you don’t collect the minimum preferences you need to recommend the right product (size, budget, style, use case, etc.), quiz takers may lose trust in the recommendation—even if they finish the quiz.
Trivia Quiz Questions
Ask questions from different angles or aspects of the topic. Don’t ask questions that all sound the same and are simply assessing facts. Ask about areas of the topic that might not be as typical or common.
💡 Note: Variety keeps trivia quizzes feeling engaging and can prevent the quiz from feeling repetitive, even when all questions are about the same topic.
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