DailyFX DNA FX Quiz

Good content adds value… forever!

This Award Winning campaign (The Drum Content Awards – Financial Sector) keeps receiving new links and referring domains monthly and impacting Daily FX organic performance for the better.

Services provided:
Content Marketing

Uncertainty about what trading strategy to choose is one of the main barriers to entry in the forex trading market according to John Kicklighter, the Global Head of Content at DailyFX.

DailyFX called on Passion Digital to help aspiring traders gain the confidence to take the plunge. Today, DailyFX’s DNA FX quiz helps people find the trading strategy that suits their personality best, encouraging them to take the next step towards becoming a successful forex trader.

Ultimately, our objective was to gain more relevant leads for DailyFX. Our strategy was to create a genuinely helpful content asset – something people would want to share – which in turn would act as a very strong signal to Google that it’s something it should rank organically.

The winning idea was to create a personality quiz for forex traders – the DNA FX quiz – that gives individualised advice about what type of trading would suit the user’s personality traits, which currency pairs are best suited to this type of trading and how the user’s trading strategy might evolve over time. We would use each outcome page to drive the user further down the funnel by advising them on their next steps, linking to relevant webinars, e-books, and the IG demo account registration form.


1. Keyword research: we used a combination of Google Analytics, SEMrush and Ahrefs to identify the most relevant search opportunities that stood out in terms of search volume


2. Content creation: our content team wrote the copy of the quiz’s intro page, questions and outcome pages – we kept our tone of voice accessible and engaging, steering away from any intimidating jargon and replacing it with personable, simple and straightforward speak


3. Design and development: our web team created a fully responsive, out-of-this-world front page with custom illustrations and a frictionless user journey


4. Outreach and promotion: we identified hundreds of trading and finance publications and vetted them on compatibility and domain stats with the use of Majestic, Moz and Ahrefs, then contacted the ones with healthy SEO stats to enquire about the possibility of contributing expert articles to their websites that linked back to the DNA FX quiz

Results & Stats

Over 12,000

live backlinks from over 400 referring domains


ranking keywords across 41 countries


new visitors to the site to date


more visits now than 6 months ago

The strategic decision to focus on ‘self sufficiency’, the rigour in the research and creativity in the execution has really come together to deliver a campaign that has delivered against the objectives and has now surpassed the cost per visit (CPV) target. The content continues to build momentum, delivering organic incremental value each month.