The quiz on FutureNowInc.com blog that rattled me
You wouldn’t think a simple quiz would make you feel unsafe, would you?
And if it were a topic that you were quite comfortable with, there’s even less reason to feel concern. You’d think so, but that’s not how our brains work. Our brains don’t like to be surprised.
And my brain got surprised at a little past 4:55am this morning
I checked my email, saw a link to the blog at FutureNowInc, and hey, it’s a quiz. I started to answer the quiz, and within minutes I was feeling very disconcerted. And there were several reasons for me feeling a little jittery (and no, it wasn’t the early morning—I work fine at this time of the morning). It was the fact that the quiz was somehow ‘tricking’ me.
Now I know that the quiz wasn’t set up to trick anyone
Jeff and Bryan Eisenberg (who I know personally, and very well too) wouldn’t have set up the quiz to create a fear of ‘unsafety’. They’d have specifically set it up to test the knowledge, and to empower the readers. But when I started getting tricky questions, I bailed out of the quiz.
So what are tricky questions?
1) You’re asked to choose two answers out of four (always tricky).
What should you do?: Always get the client to choose just one answer.
2) You then expect to choose one (or two answers) out of four. But instead, the right answer is all ‘four’.
What should you do?: Avoid ambushing the client. If you’re going to have tricky questions, I need to know at the start.
This post isn’t meant to do a deep analysis on the quiz. Instead what I’m trying to get across to you is that even a simple quiz that contains no real reward (except the thrill of getting things right) can be very confusing. A person who feels rattled by the quiz, may then create a memory of quizzes on your site being tricky. And hence avoiding them.
None of us set out to trick the customer.
None of us set out to make the customer feel uncomfortable.
And yet, in tiny ways, we create a discomfort factor.
And not only does it hinder consumption (I didn’t get past question 3), but it also hinders attraction and conversion the next time around.