Use Riddle statistics to improve your quiz

You can collect a wide range of data about how your readers take any type of your Riddles. All user data collected using Riddle’s quiz maker is anonymous by default, unless they check a box at the end to submit all their answers. (We’ll explain how and why you can encourage users to do that a bit later.)

Let’s see what you can learn from Riddle’s ‘Analyze’ module:

  • Get a broad overview how many people have seen and taken your Riddle, from seeing the main image (views) to clicking on the start button (starts) and finishing the Riddle (finishes). Finally, track how viral your Riddle is on social media by (shares).
  • Optimise your content – if you see a big drop from ‘Starts’ to ‘Finishes’, you can improve your Riddle to keep users engaged.
  • Get interesting data to share with your readers in follow up blog posts (ex. “Did you know 68% of you think dogs are better than cats?”)

Right – so let’s go a bit deeper into reading Riddle stats and exploring all the great ways you can use them. We’re word geeks here at Riddle, so I’ll be using a simple quiz called “How many of these 7 tricky words can you spell correctly?” to illustrate – but the process is very similar for all other Riddle types.

For all of you data geeks out there, Riddle starts with a broad overview over the key statistics and then lets you dive in to the individual answers to get a detailed picture of how readers interacted with your Riddle.

And along the way, I’ll also give you some good benchmark numbers so you see how your Riddle is performing.

The overview

To access your stats, click on “Statistics” in the left hand menu.

At the top of each individual statistic screen you will find 4 circles which show you at a glance how your Riddle is performing.


Shows how many people have seen your Riddle quiz. We count a view whenever someone visits your website or blog page where the Riddle is embedded or whenever someone lands directly on this Riddle on

Before sharing your Riddle on social media, we always recommend that you embed your Riddle into your own site. This guarantees that all social traffic comes back to your site and not to Riddle.

If you only share the link to your quiz (, our system won’t know to forward people to your site and they’ll land on

For max exposure, our viral wizards recommend embedding each Riddle in the side bar of your blog.


Most Riddles have a “start” button (except for polls, which immediately ask you a question). “Starts” count either how many people clicked on the start button or voted in a poll.

To improve the ratio of people starting your Riddle, the most important thing is (just like retail) location, location, location. Embedding your quiz or poll after the first paragraph of your blog post or article will have a massive improvement on your number of starts.

The other big tip? Create an awesome title and pick the most compelling lead image you can. You might have the best quiz in the world, but if you can’t persuade people to click ‘start’ – all of your creative genius will be wasted.

We can’t go into great detail here – but if you want to excel at converting viewers to quiz takers, spend some time reading up on this.

You can start with a very old classic on marketing (Tested Advertising Methods by John Caples), or visit sites like or to get a glimpse at how viral experts write their titles.

Want to totally geek out? Use a Title generator from Hubspot (actually, you need to try this one even if it is just for a chuckle).


We count a ‘finish’ if someone reaches either the result screen of your quiz or personality test, or gets to the last item of your list. (Polls are a little different – everyone is sent to the poll results automatically after voting so the number of finishes and starts should be pretty equal.)

Oh, one other tip – using our lead gen form to collect user info before showing their results is a powerful tool to get more customers or newsletter subscribers. However, just keep in mind that a small % of people will move on to other websites instead of filling out the form or clicking on “no thanks” to get the results.

Benchmarks: a finish rate of 90% is a good goal. So, for every 10 people who start your Riddle, you’ll need 9 finishes. If you’re below the average finish rate of 94% across all content on Riddle, here are some suggestions:

  • Look at the detailed stats for the individual questions or list items. Do you see a huge drop off at one particular item? Maybe that question is too hard or the list item drives people away because it is disgusting, scary or plain boring? Change that one item and monitor the effect.
  • Do you have more than 10 questions in a quiz, more than 15 questions in a personality test or more than 10 list items? Consider shortening your Riddle. There are some rare examples of quizzes with 99 questions or 100 item lists doing really well, but these rare examples are .. well .. really rare.
  • If you changed all that and still cannot get even remotely close to a 90% finish rate, contact us by sending a note to Include a link to your Riddle or to the page where you embedded it, and we’ll be happy to have our in-house writers and psychologists have a look. (We might struggle with some languages if your Riddle is not in English, but we will give it our very best shot and will use ultra smart robots (Google Translate) to make sense of what you wrote.


Sharing tracks how many people have shared your Riddle via social media (Facebook, Twitter, Facebook Messenger, WhatsApp, etc.).

This is the holy grail for many writers – the more shares you get, the more free traffic is sent back to your website or blog… sometimes in the millions or ten of millions of views.

There are a few key factors influencing the share percentage:

  • (Note: we can only track shares using the sharing buttons in each Riddle. If you’ve disabled the sharing overlay, the share count won’t be very useful.)
  • Personality tests almost always get the highest number of shares, especially if they cover a widely popular topic like “Which Beatle Are You?” (or any band that excites the age group of your target audience)
  • Quizzes get shared if they are really challenging and if the results are written in a funny way. Also, don’t be afraid to encourage sharing by asking the quiz taker in the result text to share the results to challenge all their friends.
  • Lists most often get shared if they provide either very funny or very helpful content. Be original, be daring, and get shared.

Whew – almost finished!

To get someone to share your Riddle, it needs to be either very funny or make the sharer look (or feel) good.

Think about it – when you share things with friends in the ‘real’ world, you tell your friends funny stories, hot tips about that new restaurant you discovered, a great recipe you tried out or who your best friend is dating this week.

Why? You choose to share all these things because they are either newsworthy, they make you look informed, or sharing provides a real value to friends.

(Ahem, and on that note, sharing that you reached level 247 in Candy Crush might make you look good, but probably only in your own world – your friends care rather less about that.)

To learn more about what gets shared and how you can get people to share your content, we’re big fans of “Contagious – Why things catch on” by Jonah Berger.


Last, if you’ve included a lead generation form in your quiz, the ‘Leads’ stat tracks how many people have filled in your form.

What’s a good completion rate? That’s a little tricky – since there are many variables at play:

The ‘Call to action’ – why should the user give their details?

For example, ‘Sign up for our newsletter’ is pretty weak – people might not see the value there.

  • But something like ‘Get a free 15 minute Skype consultation’ or ‘Enter to win two free tickets’ is much stronger.
  • Completion rates average around 9-10% – but we’ve seen upwards of 35% from really well-thought out forms.

How to improve your completion percentage?

  • Provide value: Why should people give up their email address? You need to make it worth their while. It doesn’t have to be a prize – services or information that solve a problem work well.  Providing more in-depth quiz results is a natural fit.
  • Make your form mandatory: Our lead forms include a ‘skip’ option by default, so you don’t force people to complete the form to see their results. But that’s always an option.
    • Lead quality will suffer – as people put in ‘’ or other bogus emails just to get to their results.
  • Delay quiz answers: We recommend testing this out. For pop quizzes, instead of instantly showing ‘correct/wrong’ results for each question, you can delay the answers until after your lead form. People have more incentive to complete your form – boosting conversions.

From here on …

How can you best use your Riddle stats?

Now that you’ve made your Riddle and see the statistics that show (hopefully) thousands of people enjoying your creativity, what do you do with it?

You should take a look at our free ‘collect user information’ form, which we offer to all Riddle creators. Perfect for asking for users’ names, emails, and other info, you can use this to have them sign up for your newsletter or ask for more information about your site or services.

(Don’t have a newsletter? Start now – email marketing is still massively effective.)

But here are a few other ideas how to best use your stats:

  • Write a follow up blog post sharing the results with your readers. We’re all suckers for an interesting fact – so pick out some intriguing stat like “Did you know that 73% of people couldn’t spell marshmallow?”
  • Create a list on Riddle showing the highlights from your quiz, such as “3 Common Words Most People Have No Idea How to Spell”. Then of course embed that list into your follow up blog post.
  • Send out an overall summary of the statistics from the quiz to everyone who signed up. You can do this via our nifty lead capture form. We all like to measure ourselves against everyone else – so a detailed breakdown of how the 1,000 other people answered could be super interesting.

Screenshot 2015-10-26 18.23.03

Thanks so much for reading – and hope you found this article helpful.

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(And you’d make my day if you’d share this article with your friends – big thanks!)

Finally, any random questions or comments – please let us know at We read and respond to every message! 🙂

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