Should you use a quiz to generate leads?

Should you use a quiz to generate leads?

Building an email list is one of the best things you can do to grow your business.

There are countless ways to attract more email subscribers, such as offering:

  • PDF lead magnets
  • Webinars
  • Free videos 

… the list goes on.

They are all effective in different ways, but one of them works really well if you want to build a list of warm qualified buyers.

I’m talking about a lead generation quiz. 


What is a lead generation quiz?

A lead generation quiz is exactly how it sounds. It’s a quiz that you use to generate more leads and email subscribers for your business.

A quiz is different from traditional “lead magnets”, such as a free video or cheat sheet, because it’s interactive. This means your audience has to take a quiz and answer a few questions before getting their results.



There are many ways to use quizzes within your business that help with lead generation. Below are three examples…

A scored quiz allows people to test their knowledge and get an idea of how good or bad they are in a particular area. e.g. “Get your fitness score – How healthy are you?”

A diagnostic quiz that helps someone understand their situation and how to improve. e.g. “Take the finance quiz and assess how profitable your business is.”

A personality quiz that allows people to access what “group” or “category” they are in. e.g. “What kind of entrepreneur are you? Take the quiz to find out.” 

Each of these quizzes is different, and each can be useful, but it’s generally best that you try one of them first.


Why should you use a quiz as a lead magnet?

There are lots of benefits to using a quiz within your business. Overall, it comes down to value. The value that someone gets when they take your quiz is far more than if you provide them with a free download like a PDF. Here are some of the other reasons you might want to consider using a quiz as your main lead magnet:

Conversion rates are higher – Normal landing pages convert at less than 10%, whereas quiz landing pages are closer to 40%. This might differ depending on the quality of the landing page, but it’s usually far higher than other lead magnets.

You learn more about your leads – With traditional lead magnets, you only usually get their name and email address. Whereas with a quiz or assessment, you get to ask very specific questions that allow you to learn so much about your audience.

Quizzes are more fun – It’s so much more fun for you and your audience when you use a quiz as your lead magnet. Everyone loves game shows and trivia quizzes so it’s no surprise that people will enjoy taking an online quiz. Providing the quiz is relevant to your business, it can be an extremely effective tool.

Who should use a quiz?

Most businesses would benefit from having a lead generation quiz, especially if they want better, more qualified customers.

Here are a few examples of how different businesses could use a quiz within their business.

Service-based businesses such as agencies and accountants could use a quiz to build a large email list and promote their services.

Coaches and consultants might use quizzes to prequalify their leads before they spend time speaking to them.

Financial advisors could use a quiz to help them understand their clients’ main financial goals before the initial meeting.

Large corporates might use a quiz or survey to learn more about their audience and deliver more personalized content.

E-commerce websites would certainly benefit from a quiz so they can help their customers. They can make product recommendations and help customers choose the right product for them.


How to build a quiz

The first thing you’ll need to do is find reliable quiz building software that will allow you to create a quiz fast.

A quiz usually consists of 4 parts:

  • A concept
  • A landing page
  • Your questions
  • A results page

A concept – You’ll need to decide what type of quiz you want to launch. This will depend on your business, but you’ll need to choose if you want a short, simple, quiz or a longer “assessment” type quiz that offers more value.

  • Example A – “The Homefinder Quiz – What type of house is right for you? Answer these 5 questions.
  • Example B – “The Profit Maker Quiz – Answer 30 questions and find out what areas you need to improve”

A landing page – You’ll need a good landing page if you want to convert visitors into leads. Although your quiz is free, it still takes time to fill it out and read the results. A high-quality landing page can really help convince people to take part.

The questions – The questions you ask as part of your quiz will help determine the overall score. Certain answers your leads give score different points that will be added up at the end.

A results page – After someone has completed the quiz, they get to see their results along with some tips and strategies on how to improve.


How to build a quiz?

If you want to make a quiz for your business, then try to find an all-in-one solution like ScoreApp. You’ll save yourself a ton of time and get a beautiful-looking landing page in the process. They have recently launched an AI Quiz Builder, which allows you to create an online quiz in less than 5 minutes.

Post-Quiz Follow-Up

After your leads have taken the quiz and received their results, it’s important to keep them engaged. Depending on the nature of your business, this could be done by sending them personalized emails based on their quiz responses or suggesting products or services that match their results.

For example, if you’re a fitness coach and someone scores low on a health quiz, you could suggest a personalized workout program to help them improve. This way, you’re not only generating leads but also providing them with valuable information and solutions.

Promoting your quiz

If you want more leads, promotion is key. You’ll need a promotion plan if you want it to be successful.

You can promote your quiz using:

  • Social media
  • Promote it to your existing email list
  • Paid advertising
  • Partners and affiliates

The more promotion you do, the more successful your quiz will be.


Reviewing and improving your quiz

Finally, it’s important to keep an eye on your quiz’s performance. Are people completing it? Are they converting afterwards? If not, you may need to edit your questions or your follow-up strategy. Always be ready to tweak and update your quiz based on the data you collect.

A lead generation quiz can be a powerful tool in your business. It’s fun, interactive, and provides a ton of value to your audience, all while helping you collect valuable data about your leads.

About Daniel Priestley

From the chaos of the GFC, Daniel has built Dent into what refers to as ‘The world’s leading brand accelerator’.
His global team of 50 have shaped the trajectory of hundreds of best selling authors, TED speakers, and multi award winning fast growth companies.
He has a top 100 business podcast and thousands of hours of his content is consumed every week.

  • Should you use a quiz to generate leads? – Jun 6, 2023

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