Last Updated: January 20, 2021
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How To Use Quizzes For Lead Generation (Step-By-Step Tutorial)

If you haven't considered quizzes for lead generation, you should do. They're a powerful lead magnet. And with an average conversion rate of 50%, a quiz will be a valuable addition to your sales funnel.

Most people agree that 20% - 25% is a good conversion rate for a lead magnet. And I know a lot of people who'd be happy with 10% - 15%. 

So the lead gen conversion rates for quizzes are truly amazing!

In this article, I'll show you seven types of quizzes you can use to generate leads, regardless of what niche you're in.

how to make a quiz for lead generation

Here are some interesting facts about the conversion power of quizzes:

  • The website T1Q went from getting 5 new subscribers a day to 100 new subscribers a day, an increase of 1900%, just by adding a quiz.
  • In Episode #135 of Marketing School (December 2016) Neil Patel reported that quizzes are working very well on his sites and added “we just don’t talk about it much because we don’t want everybody copying us”.
  • BuzzFeed gets over 200M monthly visitors and in March 2017 its top 4 ‘stories’ were all quizzes.
  • In 2016 three of the top 5 most shared items on the New York Times were quizzes

Why Do Quizzes Convert So Well?

The main reason quizzes work so well for lead generation is that they give personalized results.

Imagine you had a shop and every time someone came in with an enquiry you gave exactly the same information.

Well, that’s what most lead magnets are like.

The fact is people have different needs and are at different stages in the buyer journey. So they need different advice.

And that’s what quizzes do: they give different results based on the answers the user gives.

Personalization is a game changer in marketing. Direct marketing agency, The Weinstein Organization, reports that personalized digital ads deliver a 230% higher click-through rate than generic ads.

Another reason that quizzes bring in new leads is that they’re fun and interactive.

Anything that draws your prospect in and gets them to take an action, however small (known as a micro commitment) has a much higher chance of conversion.

Lastly, quizzes are still something of a novelty. Not many people are using them (yet) as lead magnets for opt-in forms.

So they stand out from the standard lead magnets, which people have become blind to from over-exposure.

Watch This Video: 'How to Use Quizzes to Increase Leads’ (6 mins)

How Do Quizzes For Lead Generation Work?

Although quizzes for lead generation take a variety of different forms, they all share certain things in common.

Firstly, they use the answers that people give to create a customised result that helps the user better understand who they are or what they they need to do next.

Secondly, lead generation quizzes contain these four elements:

  • a quiz start page – 1 or 2 sentences that tell the user what the quiz will do
  • quiz questions (at least 4 or 5 and usually less than 20) aimed at giving the user personalized advice
  • a lead capture form – the user enters their email address in order to receive the results
  • a results and offer page – the user sees the results and usually an offer that matches the results (more about this later)

Seven Different Types of Quizzes

Most quizzes for lead generation do one three things: (a) give the quiz taker a personality type, (b) make an assessment of something, or (c) diagnose a problem.

Here are the seven most popular quiz types:

1. Personality Quiz

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

As we saw above, this kind of quiz has an almost universal appeal because it feeds into two fundamental principles of human psychology:

  • Curiosity about ourselves – we’re taught from an early age that it’s not good to be self-absorbed, but the fact is understanding our own proclivities, what ‘make us tick’, is a life-long task for most of us.
  • Confirmation bias - a tendency we all have to favor information that confirms our assumptions. Personality quizzes tend to confirm theories we already have about who we are and why we like the things we like.

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

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

Here are some examples of personality quiz question types:

  • What's Your Watch Style?
  • What’s Your Tech Personality Type
  • What's Your Shoe Personality?
  • What Type of Cyclist Are You?
  • What Type of Coach Are You?
  • What Kind of Blogger Are You?
  • What Is Your Brand Voice Style?
  • Which Famous Entrepreneur Are You?
  • What's Your Cleaning Personality?
  • What Is Your Selling Personality?
  • What Type of Mom Blogger Are You?               

Personality quizzes are also highly shareable - people like telling their friends what sort of person they are.

Of course, personality quizzes for lead generation are not on the same level as the Meyers-Briggs Personality Test. But they're fun and quiz takers love them.


Remember that your visitors landed on your page because they have a problem they need to solve. In other words, they have a pain point or several pain points.

The title of your quiz should explicitly address those pain points. Here are some examples fo quiz titles:

  • Discover why you aren't ranking for your chosen keywords
  • Find out what it takes to debt-free
  • How long will it take me to repair my credit?
  • Find out if you're paying too much in mortgage repayments
  • Discover what's wrong with your golf swing

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

This is another kind of personality quiz and it works well in creating new leads because it challenges people. The question carries within the possibility that you don't have what it takes to be an 'x'. And that worries people - they want to find out if they 'make the cut'. 

Examples of these question types are:

  • Do you have what it takes to give up your salary & start a freelance or consulting business?
  • Do You Have the Entrepreneurial Mindset?
  • Do You Have What It Takes To Start An Online Business?

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

In this kind of quiz, you ask your visitor what kind of product/service is right for them. One of the reasons this kind of quiz works well is that it implies that your product/service is for everyone - it's just a matter of finding the right 'fit'.

Examples of 'best for you' question types:

  • Which major is right for you?
  • What Career is Best for You?
  • Which vacation destination is right for you?

4. Business / Website Assessment Quiz

Online assessment quizzes give your visitor real world feedback about something they may feel they need to improve. Quiz takers like these kinds of quizzes because they want to know where they stand: that way, they can get an idea of what they need to improve.

Examples of assessment question types are:

  • How Strong is Your Brand's Personality?
  • What Social Network Is Best For Your Brand?
  • How Does Your Retail Integration Measure Up?
  • Where are You on the Blogging Roadmap?
  • Is Your Website Easy to Use?

5. Health / Lifestyle Assessment Quiz

If someone found your web page by doing a search in Google, it probably means they are concerned about a health / lifestyle issue. They genuinely want to know how they measure up. And that's why this kind of quiz works well.

If you can make a quiz that provides an assessment of their health or lifestyle, that's a powerful way to engage with your visitor. Instead of giving some generic lead magnet, you are engaging with your visitor on a unique basis by asking them some specific questions and then giving them an answer customized to their unique answers.

Examples of lifestyle assessment question types:

  • 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 You Over-Consuming Gmo's?
  • Are You Overtraining Or Undertraining?
  • Are Toxins Unknowingly Affecting Your Body?
  • What Type Of Sleeper Are You?

6. Real Estate Assessment Quiz

In real estate, as in any other field, one size doesn't fit all. Someone who lands on your real estate website wants more than just information: they want to know what will work best for them or what kind of solutions they should be looking for.

Examples of real estate assessment question types:

  • How Likely Is Your Property To Rent In 30 Days?
  • Are You Ready To Buy A Home This Year?
  • How Fast Will Your Home Sell, And For How Much?
  • What Kind Of Home Will Make You The Happiest?

7. Problem Diagnosis Quiz

When people find your web page in the search results, it's because they have a problem. So if you can make a quiz that diagnoses their problem, I can almost guarantee you'll engage with your visitor.

Just identify what problem it is that people have at the top of their mind when they land on your website.

Examples of problem diagnosis question types:

  • What's Wrong With Your Golf Swing?
  • Why Aren’t You Getting Enough Traffic Quiz
  • Why Is Your Marriage a Battlefield Quiz

Top 5 Quizzes for Lead Generation Software

Here the top 5 online quiz-maker platforms:

Interact Quiz Builder is software for using quizzes to generate leads and drive sales.

Interact offers 100+ quiz questiontemplates in a range of industries from blogging to automotive to finance to parenting. Interact’s quizzes are designed to grow your email list, drive sales, and increase your social media presence.

This is the quiz creator software I use for my opt-in forms; it's easy to use and I recommend it.

I love the user interface - it makes the software very easy to use. In fact, everything about Interact Quiz Builder, from designing your quiz to embedding it on your website, is a breeze.

LeadQuizzes was launched in 2016 and offers businesses a simple and effective way to capture leads and grow their businesses. LeadQuizzes allows you to quickly and easily create high converting quizzes focused on generating more leads and sales

Thrive Quiz Builder is a fairly recent addition to the field of online quiz tools. It's a WordPress plugin that gives you the ability to create complex quizzes with branching logic. It allows you to visualize what your quiz looks like and how it flows while you’re building it (in the quiz builder window).

Fyrebox Quiz Builder allows you to create a quiz to generate leads, to educate or simply to engage your audience. Use your quiz for education, business and marketing, or market research.

Opinion Stage’s Quiz Maker is a quiz tool that offers fast-loading interactive quizzes, optimized for all platforms. Types of quizzes available include: personality quizzes, trivia quizzes, assessments, surveys, false/true quizzes, yes/no quizzes, scored quizzes, multiple choice quiz, and knowledge tests.

Opinion Stage offers a wide variety of quiz templates in different layouts (e.g. standard layout quiz, thumbnail quiz, image quiz, video quiz). You can create a fully functional quiz based on a template in just minutes. Depending on topic domain, this quiz software gets participation rates as high as 90%+ and completion rates as high as 80%+.

Tutorial: Create Your First  Quiz With Interact Quiz Builder

interact quiz builder

Interact Quiz Builder allows to build three different types of quiz:

  • Personality Quiz
  • Scored Quiz
  • Assessment Quiz

In this section, I'm going to show you, step-by-step, how to create a scored quiz.

1. Create an Interact Quiz Account

To start off, go to the Interact Quiz Builder and click on the 'Make Your Own Quiz For Free' button:

make a scored quiz in Try Interact

On the next screen, create your free account:

Interact Quiz Builder

Once you've created an account and verified your email, you need to log into your Interact account using your login email and password.

On the first screen you come to, choose 'Generate Leads':

Try Interact quiz builder

2. Choose the Type of Quiz

In the top right corner of the next screen, hover your cursor over the dropdown menu and choose 'Scored Quiz':

create a scored quiz

3. Customize the Quiz Cover Page

On the next screen, choose the template you want and then click the option 'Use Template':

how to make a quiz

Next, you need to customize the quiz cover page. 

Add your own content to the following four fields:

  1. Quiz Title
  2. Cover Image
  3. Quiz Description
  4. Call To Action
create a quiz

Here is my customized quiz cover page:

quiz cover page

If you're interested, here's my Interact quiz in action: SEO Quiz

Once you have finished the cover page, click on 'Questions' in the left side menu:

4. Add the Quiz Questions

add questions to your quiz

Take the existing questions in the template quiz and customize them with your own questions. If you need to add more questions, use the button that says 'Add New Question':

adding questions to your quiz

5. Set the Answer Scores

When you've finished adding questions, click the button that says 'Set Answer Scores'

set the scores for your questions

A window will open where you can set the score for that particular question:

set the scores for your questions

You may have to adjust your scoring to the number of questions in your quiz.

For example, if your scoring is out of 100 and you have 21 questions, you could give 15 of your questions a score of 5 each, 5 questions a score of 4 each, and one question a score of 1 (or some other combination). 

6. Set the Quiz Results

Once you have set the scores, click on the 'results' button in the left side menu:

add results to your quiz

In the 'Results' part of Interact Quiz, you're going to divide your total score (in this case 100) into a number of score ranges. Each range will have its own result.

In my case, I have 5 score ranges:

  • 0 to 20
  • 21 to 40
  • 41 to 60
  • 61 to 80
  • 81 to 100
set yh score ranges for your quiz

Each score range corresponds to a 'result'. When the quiz taker scores within that range, they will see a message and an image designed to go with that score range.

In my quiz, this is the 'result' for someone who scores in the lowest range:

interact quiz maker - score result

And this is the result that someone would see if they scored in the top score range:

Interact result for top score range

7. Set Up the Lead Generation

Once you have the results in place, you then need to set up the 'lead generation' part of your quiz.

The lead generation part of your quiz can be turned on by toggling the switch in the left side menu:

toggle on lead generation in Interact Quiz Maker

However, you won't be able to use this feature of Interact Quiz Maker until you have signed up for one of the three paid plans:

Interact Quiz maker paid plans

All three plans have a 14 day free trial. 

If you haven't used quizzes for lead generation before, I would go for the 'Lite' plan initially. Once it has 'proved' itself as an effective lead generation tool, then you could look at switching to one of the higher level plans. 

lead generation in your Interact quiz

In the lead generation part of Interact, there three things you need to do:

  • set up your opt-in form
  • Choose your email marketing service (EMS)
  • Map the quiz data to your email list (optional)

- Set Up Your Opt-In Form

In the first step, you'll see a screen like this:

setting up the opt-in form in Interact Quiz Maker

Opt-in rates are higher when you only require an email address, so I've selected only that option. But if you ant to personalize your emails, then. you would need to check the box for 'First name'.

In the second part of the form, you can choose to display a privacy policy.

The third part of the screen relates to the opt-in form itself. If your quiz taker wants to see their result, they will have to enter their email address in this opt-in form. This is how your quiz generates leads.

You can change the heading, the sub-heading, and the size and color of the opt-in button.

- Choose Your Email Marketing Service

The next step is to connect your Interact Quiz account with your email marketing service. Interact integrates with most of the major email marketing services:

Interact Quiz Maker integrates with most of the major email marketing services

- Map The Quiz Results To Your Email List

In the third step in the lead generation section you can use the results from your Interact quiz to segment your list:

use your Interact quiz to segment your audience

This is a very powerful part of the Interact Quiz Maker. Based on the results that people give in your quiz, you can assign them to different groups within your list.

For example, let's say you run a yoga website. Based on the answers people give in the quiz, you could assign your quiz takers to a 'complete beginners' group, an 'intermediate' group, or an 'advanced' group. 

A major cause of unsubscribes is people receiving information that is not relevant to them. But with segmentation, you can ensure that your subscriber sonly ever receive information that is appropriate for their level or their interest.

Websites That Use Quizzes for Lead Generation

Want to see some lead generation quizzes in action?

Here are some examples:

Kayla Hollatz – Brand Voice Quiz

Kayla Hollatz is a well-known copywriter, brand strategist, and content creator. Kayla uses an Interact Quiz and garnered close to 700 new subscribers on the first day she launched her quiz!

Her quiz has averaged a 55.8% conversion rate – not bad at all!

Ramit Sethi - Your Earning Potential Quiz

Ramit Sethi is personal finance advisor and entrepreneur and the author of New York Times Bestseller, ‘I Will Teach You To Be Rich’.

Revolution Golf – Golf Swing Analyzer

Sean Foley is a professional golf coach and has put together this very effective quiz that analyzes your golf swing and mails you a report telling you how to improve your swing.


If your lead generation is stuck in the doldrums, try offering a quiz.

Quizzes are a powerful lead magnet and not many websites are using them.

The reason they’re so effective in generating leads is that they’re fun, they’re interactive, and they give personalized results.

So don’t waste any time – get your quiz up and running today!

Rob Powell
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