Make A Lead Generation Quiz In 5 Easy Steps

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Lead generation quizzes are a powerful tool for businesses to engage their target audience and capture valuable information from potential customers.

These interactive quizzes not only increase website traffic but also help in segmenting and understanding your audience in a better way. By crafting a quiz that resonates with your audience’s interests and preferences, businesses can drive more conversions and increase brand awareness.

Implementing a lead generation quiz in your marketing strategy is simple when you start with ready-to-use templates and quiz-building platforms. As the average lead capture rate for quizzes is 31.6%, incorporating them into your website or advertising campaigns can have a significant impact on capturing qualified leads. Additionally, if you personalize your quizzes based on user responses, you can create more meaningful interactions and drive conversions through tailored recommendations.

When automating lead generation quizzes and integrating them as part of your overall marketing strategy, make sure to measure their performance and analyze the data collected. This information will help refine your quizzes over time and make them even more effective at engaging prospects and generating leads.

This article shows you how to make a lead generation quiz in 5 easy steps.

But first, what exactly is a lead generation quiz?

What Is a Lead Generation Quiz?

A lead generation quiz is a piece of interactive content that asks visitors a series of questions that lead to a result.

The result may be a personality type – your interior decor personality or your jewelry style. Or it may diagnose a problem. Ot it could simply be a score in a knowledge test.

Why Quizzes Generate Leads

Why are quizzes so effective at generating leads?

It’s because quizzes are interactive.

They engage your visitors by asking them questions. And at the end of the quiz, there’s a result that the user wants. It could be a score, it could be a recommendation, or it could be a personality type.

make a lead generation quiz

The quiz result gives the user an insight into themselves and that’s what keeps them engaged. It’s what makes quizzes different from surveys and it’s why they generate leads.

The reason a quiz work so well for lead generation is that once people have started answering questions, it’s much more likely that they will enter an email address.

Why is this so?

It’s because your visitor has already made a commitment: they have already engaged with your website. Quizzes take advantage of a phenomenon called completion bias: the tendency of people to feel compelled to complete a task once they have started it.

This is why lead gen quizzes have a far higher success rate than standard opt-in forms.

10% would be a very good success rate for an average opt-in form. By contrast, lead generation quizzes often convert at rates as high as 50%.

Quiz Funnels Result In More Sales

A normal sales funnel draws people in through an ad or a piece of free content. But once on your website, a standard sales funnel treats everyone the same. It’s a one-size-fits-all approach.

But a quiz funnel offers people personalised results based on the answers they give. And this is what makes a quiz funnel so powerful. Here are some of the ways a quiz funnel can supercharge your marketing:

  • People are more likely to share information and their email address when they are getting personalised feedback
  • The answers people give to the quiz questions allow you to offer products and services that are directly relevant to them and this dramatically improves conversion rates.
  • The answers people give to the quiz questions provide valuable data about your potential customers: you can use that data to develop products and services that answer their needs
  • You can segment your audience, based on the answers they give to your quiz questions.

How Do Lead Generation Quizzes Work?

A lead generation quiz asks your visitor 5 to 10 questions. The questions are usually related to the products or services of your website. 

For example, a website selling watches might have a quiz titled “What’s your watch personality?”. The quiz shows the visitor different styles of watches and asks your visitor which best matches who they are.

how quizzes segment your audience

A health and fitness website, on the other hand, might have a quiz titled “How fit are you?”. The quiz would ask some questions that guide your visitor to the fitness program that best suits their level of fitness.

Once the quiz taker has completed the quiz, a lead generation form appears.  This is where you ask your visitor for an email address where you can send the results of the quiz.

As soon as they enter their email address, the quiz then shows your visitor a brief version of the quiz result. They receive the full version, explaining which of your products or services best matches their needs, in an email.

7 Types of Lead Generation Quizzes

There are seven main types of quizzes for lead generation. Which one you choose will depend on your niche or industry.

1. Personality Quiz

The most popular type of lead quiz, by far, is the personality quiz.

This kind of quiz has an almost universal appeal because it feeds into two fundamental principles of human psychology:

Curiosity about ourselves – we’re all trying to work out what ‘make us tick’.

personality quiz

In the marketing space, personality quizzes often take the form of “What kind of an ‘x’ are you”.

The idea here is that whatever the product or service being sold, there’s one that matches your visitor’s personality.

Examples of personality quizzes:

  • What’s your watch style?
  • What’s your tech personality type
  • What’s your shoe personality?
  • What type of cyclist are you?
  • What kind of blogger are you?
  • What type of mom blogger are you?

2. ‘Do You Have What It Takes To Be An X?’ Quiz

This is a good type of quiz to use if you’re in a niche that involves self-improvement, fitness, or personal growth. Or any area that people find challenging:


  • Do you have what it takes to give up your salary & start a freelance business?
  • Do you have an entrepreneurial mindset?
  • Do you have what it takes to start an online business?

3. ‘What’s The Best Fit For You?’ Quiz

This is a good quiz to use when you have a product or service that can be customized to suit the user.


  • Which major is right for you?
  • What career is best for you?
  • Which vacation destination is right for you?

4. Assessment Quiz

This kind of lead generation quiz can be used in virtually any niche you can think of. Whatever industry or sector your website is in, there’ll be a set of factors you can use to assess your visitors.

assessment quiz

Examples of assessment quizzes:

  • How good are you in relationships?
  • Do you have a good work-life balance?
  • Is it time for a cleanse?
  • Are you ready to go paleo?
  • Are toxins unknowingly affecting your body?
  • What type of sleeper are you?

5. Problem Diagnosis Quiz

Most people will arrive on your website with a problem they want to solve. And that’s why this is another very popular type of online quiz. 

diagnosis quiz

Examples of diagnosis quizzes:

  • What’s wrong with your golf swing?
  • Why aren’t you getting enough traffic?
  • What’s wrong with your golf swing?

6. Scored Knowledge Quiz

This type of quiz is exactly what it sounds like: a test of your visitor’s knowledge of a particular topic. You can use these quizzes for lead generation in any niche you can think of.

Examples of knowledge quizzes:

  • Test your SEO knowledge
  • How much do you know about WordPress?
  • What’s your Health & Fitness IQ?

7. Product Recommendation Quiz

A product recommendation quiz asks your visitor a series of questions about their needs, preferences, or their problems.

The answers they give to those questions allow you to recommend products or services that best fit their needs.

product recommendation quiz

Building a Quiz with Ready-to-Use Templates

When it comes to creating an engaging lead generation quiz, using pre-built templates can save time and offer inspiration. Two popular platforms for accessing quiz templates are Interact and These platforms provide various templates to choose from, allowing you to easily build a quiz tailored to your business needs.

Quiz Templates from Interact

Interact offers a range of quiz templates designed for lead generation, which can be customized to match your brand and target audience. On average, lead generation quizzes on Interact convert at 40.8% once someone starts engaging with the quiz. To create a quiz using Interact, simply choose a template and modify it as needed. Interact has dozens of quiz templates in over 20 different categories, making it easy to find one that aligns with your business goals:

  • Beauty & Fashion
  • Branding & Design
  • Candles & Essential Oils
  • Career
  • Coffee & Tea
  • Copywriting
  • E-commerce
  • Entrepreneurship
  • Interior Design
  • Jewelry
  • Leadership
  • Life Coaching
  • Marketing
  • Mental Well-Being
  • Nutrition & Fitness
  • Parenting
  • Personal Development
  • Personal Finance
  • Photography
  • Skin Care
  • Travel
  • Wedding
  • Wellness

Once you have chosen your quiz template, you can then swap out the questions and the answers and replace the images with your own. You can customize the template as much or as little as you like.

Templates from is another platform that offers a selection of lead-generation quiz templates. Their drag-and-drop builder allows you to quickly create quizzes without any technical skills. By gating quiz results with an email capture page, gathering leads becomes an effortless process.’s templates are also easily customizable, ensuring your quiz retains your brand’s identity while engaging your target audience.

Both Interact and make it easy to build a captivating lead generation quiz using ready-to-use templates. Simply choose the platform that best suits your needs, select a template, and customize it to create an interactive and engaging tool for capturing leads.

Capturing Leads with Your Quiz

A lead generation quiz is a powerful tool designed to engage your target audience, collect valuable contact information, and ultimately increase your leads database. By incorporating a quiz into your marketing strategy, you can create an enjoyable and interactive experience for users while gathering essential details about potential clients.

Creating a compelling quiz starts with crafting well-thought-out questions. These questions should not only entertain but also pique the curiosity of quiztakers. LeadQuizzes and Opinion Stage are two popular platforms that can help you build an effective quiz in minutes.

One essential component in capturing leads with your quiz is the lead form. This form should be placed strategically after the questions but before revealing the results to the users. This positioning encourages quiz takers to provide their contact information, such as their email address, in exchange for seeing their results, thus increasing lead capture.

To make the information-gathering process seamless, it’s crucial to keep your lead capture forms concise and straightforward. Limit the required information to the essentials, such as name, email address, and, if applicable, a phone number. This approach reduces the friction for users and increases the likelihood of them completing the form.

In summary, utilizing a lead generation quiz can significantly boost lead capture and conversion rates while providing an interactive experience for your audience. Crafting engaging questions, strategically positioning lead forms, and streamlining the information-gathering process are key components of a successful quiz that can help your business capture valuable leads and grow your customer base.

Segmenting and Understanding Your Audience

A critical step in creating a lead generation quiz is to segment and understand your audience. By dividing the audience into smaller groups based on their characteristics and preferences, you can create a quiz tailored to their specific needs and interests. This approach helps to engage users and encourages them to complete the quiz, increasing the chances of generating quality leads.

To segment your audience, first identify the key attributes that differentiate them from one another. These could include demographics such as age, gender, or location, as well as interest-based factors like hobbies, career stages, or product preferences. Using these attributes to categorize your audience enables you to cater quiz questions and results to better suit each group.

Once your audience is segmented, you can better understand their preferences and create relevant quiz questions. This facilitates a more personalized quiz experience, enhancing user engagement and increasing the appeal of the quiz. By incorporating customized outcomes based on quiz responses as well, participants receive valuable feedback tailored specifically to their needs.

Segmenting your audience also allows for targeted marketing efforts. With a clearer understanding of each group’s preferences, you can develop and implement marketing strategies that resonate with them. Whether it is through social media channels, email campaigns, or other promotional methods, targeted marketing can help raise the visibility of your lead generation quiz among your desired audience.

In summary, segmenting and understanding your audience is an essential aspect of creating an effective lead-generation quiz. By dividing the audience into distinct groups, tailoring quiz questions and outcomes accordingly, and utilizing targeted marketing strategies, you increase the likelihood of engaging users, collecting valuable lead information, and ultimately generating sales.

How To Make A Lead Generation Quiz (in 5 Easy Steps)

In this quick tutorial, I’ll be using Interact Quiz Maker, which is the software I prefer for making my quizzes. Interact has a 14-day free trial, which you can get here.

Step #1 – Create your questions and answers

Open a Google Docs file and create a series of questions that are relevant to your industry or niche. 

Here are some examples of quiz questions.

Fashion Quiz

  • What is the name of the oldest luxury fashion house still in operation?
  • A kimono would be worn by a person from where?
  • Which supermodel once broke her back in a horse riding accident?

Photography Quiz

  • What is shutter speed measured in?
  • What is shutter speed measured in?
  • When taking a photo at a gig, which camera mode should you be on?

Cooking Quiz

  • What is a Bain Marie?
  • Who invented the meringue?
  • What is the most expensive spice on earth?

For each question, provide 3 or 4 possible answers.

Step #2: Add your questions and answers

Login to your free Interact Quiz Maker account and click ‘Create New Quiz’:

make a lead generation quiz

On the next screen, click ‘Start From Scratch’:

make a lead generation quiz

Next, choose ‘Scored Quiz’:

make a lead generation quiz

On the next screen, click on ‘Questions’ in the left side menu and then enter your first question.

Type in the possible answers below the question – you’ll need to use the ‘Add answer’ button for your third question:

make a lead generation quiz

Then click ‘Add New Question’ and add your second question, and so on:

make a lead generation quiz

Step #3 – Set your answer scores

Next, click on the button that says ‘Set Answer Scores’:

make a lead generation quiz

Now give a score to each of the possible answers.

Give the correct answer a score of 3, and score the incorrect answers as either ‘1’ or ‘2’:

make a lead generation quiz

Step #4 – Create your quiz results

Once you’ve finished adding your questions and answers, click on ‘Results’ in the left side menu and create your first ‘result’.

In a scored knowledge quiz, you will usually have three possible results:

  • Beginner
  • Intermediate
  • Pro

You can find more creative terms for these three levels, such as:

  • You’re a Seedling – Keep Growing
  • You’re Well On Your Way – Good Work
  • Wow! You’re a Pro

Once you have assigned a score to each of the possible answers to your questions, the software will automatically set a range of scores that correlate with each result:

make a lead generation quiz

But you can adjust the score range for your results. To do this, just click on one of the three results and then click on the button that says ‘Result Settings’:

make a lead generation quiz

A window will then open where you can adjust the score range for that result:

adjusting the scre range in Interact quiz maker

Let’s say you want to make it more difficult to qualify for the ‘Pro’ result: just increase the lower score:

adjusting the score range for your quiz results

In the above example, I’ve increased the minimum score for the ‘Pro’ result to 19.

Here’s a really cool thing about Interact Quiz maker: when you adjust the score range for a really, the software automatically adjusts the adjacent result, to ensure there’s no overlap. 

You can see this in the screenshot below:

The score range for the intermediate result was 8 to 14 and it’s now 8 to 18:

adjusting the score range in Interact quiz maker

Step #5: Add your opt-in form

In this step, you gather email addresses and turn your quiz into a lead generation tool.

Click on ‘lead generation’ in the left side menu and toggle the button to the ‘on’ position:

turn on lead generation in Interact quiz maker

On the next screen, make any adjustments that may be necessary for your situation, and then click ‘Save and Continue’:

make a lead generation quiz

Next, choose your email marketing service (EMS) and then click ‘Save and Continue’:

choosing an integration in Interact quiz maker

A new window will appear where you can map the results in your quiz to a group that you have set up within your email marketing service:

make a lead generation quiz

This is why quizzes are such a powerful lead generation and content marketing tool: they allow you to segment your quiz takers into different groups, depending on their level of experience, their area of interest, the problems they face, etc.

In the above example, I’ve created three groups within MailerLite (an email marketing service) that correspond to the three results of the quiz.

That will allow me to send emails with different types of content to these three different groups (someone who scored ‘Pro’ won’t want to see the same information as someone who scored the ‘Seedling’ result).


Lead generation quizzes are a terrific way to build your email list and get potential customers into your funnel. 

They work well because they are fun and they turn passive browsers into engaged visitors. Start with  Interact’s 14-day free trial and use one of their many templates. Adapt it to your niche or industry, embed it on your website, and watch your list grow!

Frequently Asked Questions

What are the most effective quiz tools for lead generation?

There are several effective tools for creating lead-generation quizzes. Some popular options include Opinion StageWoorise, and Each platform offers unique features that cater to different business needs, so it’s essential to explore each option and choose the one that fits your requirements.

How can I design a high-converting quiz lead magnet?

To design a high-converting lead generation quiz, follow these steps:

  1. Define your target audience: Understand who you’re trying to attract and tailor your quiz accordingly.
  2. Choose an engaging and relevant topic: Pick a subject that appeals to your audience and aligns with your marketing goals.
  3. Use engaging and clear language: Write quiz questions and answers that are concise, easy to understand, and attention-grabbing.
  4. Use attractive visuals: Incorporate eye-catching images and design elements to enhance the user experience.
  5. Create a lead capture form: Collect user information with a well-designed form, making sure to only ask for essential details.

What are the essential elements of a successful personality quiz?

The essential elements of a successful personality quiz include:

  1. Enticing titles and descriptions: Grab the audience’s attention with catchy headlines and interesting quiz descriptions.
  2. Relevant and engaging questions: Craft questions that pertain to the topic and facilitate self-discovery.
  3. Relatable and shareable results: Create personality types that resonate with the user and encourage social sharing.
  4. Targeted follow-up content or offers: Provide personalized content, product recommendations, or email campaigns based on quiz results.

How can I optimize the questions in a lead generation quiz?

To optimize quiz questions for lead generation, consider these tips:

  1. Focus on your audience’s needs: Ensure that each question provides insights for both you and your users.
  2. Keep it simple: Limit the number of questions and use a concise, straightforward writing style.
  3. Use a mix of question types: Employ multiple-choice, ranking, or slider questions to keep users engaged and gather more valuable data.
  4. Ensure relevance: Make sure each question is significant and ties back to your objectives.
  5. Test and refine: Analyze quiz performance and user feedback to identify areas of improvement and optimize accordingly.

What strategies can be used to promote a lead generation quiz?

Promote a lead generation quiz through various channels, such as:

  1. Social media: Share quizzes on popular platforms like Facebook, Twitter, and Instagram, utilizing engaging visuals and captions.
  2. Contextual targeting: Embed your quiz on targeted blog posts or website pages that align with your quiz topic.
  3. Email marketing: Include the quiz in your newsletters or create a dedicated email campaign to grab users’ attention.
  4. Paid advertising: Use search or social ads to reach a wider audience and target demographics more likely to engage with your quiz.

How do I track and analyze quiz performance for better lead generation?

Tracking and analyzing your quiz’s performance can be achieved through various methods:

  1. Use built-in analytics tools: Many quiz platforms provide built-in analytics to analyze data such as completion rates, lead generation numbers, and more.
  2. Integrate with third-party analytics: Connect your quiz with tools like Google Analytics to obtain in-depth insights and user behavior patterns.
  3. Monitor social sharing: Keep track of how your quiz is being shared across various social platforms and gauge its popularity.
  4. Compare results with goals: Regularly evaluate your quiz’s performance against your predefined objectives and adjust your strategy as needed.
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Rob Powell
Rob Powell shares the traffic building techniques that are working for him. Join him as he 'cracks the safe' on search engine traffic for bloggers - find out what works (and what doesn't).