Make A Lead Generation Quiz In 5 Easy Steps

Lead generating quizzes are a fantastic way to engage your website visitors and build your list fast!

This article shows you how to make a lead generation quiz in just 5 minutes.

But first, what exactly is a lead gen quiz?

From a user’s point of view, 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.

From a marketer’s point of view, a lead gen quiz is a set of questions that guides the user toward a particular product or service, based on the answers they give. A lead gen quiz can also give marketers valuable information about the needs of their potential customers. It can also help you identify ‘personas’ in your target audience.

A key element of a lead generating quiz is a ‘gate’ or lead capture form where the user enters an email address to get the quiz results. This is what turns the quiz into a lead generation quiz.

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.

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%.

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.

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.

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.

Here are the 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’

Confirmation bias – 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 that whatever the product or service being sold, there’s one that matches your visitor’s personality.

Examples:

• 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:

Examples:

• 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.

Examples:

• 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.

Examples:

• 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. 

Examples:

• 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:

• 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.

See this article for more information on how to create a product recommendation quiz.

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

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.

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

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

Next, choose ‘Scored 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:

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

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

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’:

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:

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:

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’:

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

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

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:

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:

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

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

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:

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).

A faster way to build your lead generation quiz is to choose one of the many quiz templates that Interact offers.

Interact has dozens of quiz templates in over 20 different categories:

• 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.

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!