If you are looking for a fun, interactive way to generate more leads from your website traffic, Instagram Audience, and Search Traffic, quizzes are one of the best options. This list contains examples of lead generation quizzes being used to generate leads from website traffic across many business topics including Business, Health, Finance, Interior Design, Cars, Spiritual, E-Commerce, and more! Browse to get inspired, and click through to the quizzes to see them in real life.
1. The Car Mom – Find Your Ideal Family Car
10 years ago I talked to one of the big car brands. They wanted to make a quiz to recommend the right family car for their customers. It never materialized. But in 2024, The Car Mom created that exact quiz, except it’s brand agnostic, and recommends the right family car based on real needs families have. The quiz connects to Flodesk for email list growth, and is very accurate in identifying the right family car for quiz takers, as well as providing other options for people who don’t exactly resonate with their match.
2. Jenna Kutcher – Level Up Quiz
Jenna has created multiple incredible quizzes, any of which I could use as prime examples of lead generation quizzes, but I will highlight the most recent quiz, her Level Up Quiz. This quiz answers the question “How can I move my business forward?” in a way that resonates with Jenna’s audience. When you meet people where they are, and address what they want, you will not only get people to take your quiz, but also generate leads.
3. Henry’s House of Coffee – Coffee Match Maker
Walk into Henry’s House of Coffee in San Francisco, and if Hrag, the owner, is there, he will chat with you about which coffee is right for you. A lot of the wisdom going into the recommendations comes from Hrag’s Father, Henry, who ran the coffee shop for several decades. If you visit the Henry’s House of Coffee website, you’ll see a version of that same recommendation conversation in the header of the site, and if you take the quiz, you answer 5 questions to get a recommendation. You also have an option to join the Henry’s email list. A great way to take offline conversations online.
4. Gretchen Rubin – Four Tendencies Quiz
Gretchen Rubin describes the value of a personality quiz better than I could, so here’s her quote.
Self-knowledge is a key to happiness. The Four Tendencies personality framework offers insight into how we respond to expectations—from ourselves and others—so that we can more effectively achieve our aims.
Gretchen Rubin
The line that particularly stands out is “So that we can more effectively achieve our aims” and that’s the key to why people take quizzes. It’s because they want something. And the quiz can help them get it. In this case, it’s that people want Happiness, and understanding your Tendency is helpful in your pursuit of Happiness.
5. Jamie Sea – Visibility Archetype Quiz
I interviewed Jamie and she said her audience wants to know their visibility archetype because it helps them show up online, which you have to do as an entrepreneur. Her quiz is a simple way for people to solve that problem for themselves.
6. Cristina Cleveland – Interior Design Style Quiz
Interior Design Style Quizzes may never go out of style. Since we launched in 2013 they’ve always been a staple strategy for lead generation quizzes. The reason why they always work is because most of the content is visual, and dependent on your style as an interior designer, so even though the topic is the same, the way you position your Interior Design Style quiz is totally different based on your style as a designer.
7. Common Era Jewelry – Which Goddess are You?
This one is a cross between a personality quiz and a product recommendation quiz, which I think is awesome. It’s kind of like those old Buzzfeed quizzes that were so popular, but with unique IP from Common Era, and product recommendations intelligently woven into the results.
8. Dr. Morgan Coaching – Attachment Style Quiz
Dr. Morgan relates attachment styles back to relationships, because her audience wants to know how their attachment style is affecting their relationships. Specifically with dating relationships. The quiz has generated over 40,000 leads since launching in 2020.
9. Yoga For You – Meditation Match Quiz
Kelly Smith, founder of Yoga For You, shared that her quiz is meant to answer a question her audience asks a lot, which is “What Meditation Should I Start With?” because Kelly’s library of meditations has hundreds of options. This is a great example of a quiz that offers to help answer a question people would typically have to do work to find the answer to. If you can save them the work, they will return the favor by opting in at the end of your quiz to become a lead.
10. Financial Tortoise – Money Superpower Quiz
I interviewed Tae, founder of Financial Tortoise, and he said this quiz, despite being quite simple, performs really well. He said it’s because the quiz lowers the barrier to entry for talking about personal finance, since it’s a money superpower quiz, but then it also acts as a personalized guidance tool for personal finance, which is what a lot of people are looking for when they pursue financial knowledge. Everyone wants to know what will work best for THEM, and knowing your superpower helps to point you in the right direction of what will work best for you.
11. Michelle Shapiro, RD. – Are You Living in a Highly Sensitive Body?
When I spoke to Michelle, she created this quiz because it answers a question lingering in the back of people’s minds when they see her content. She talks a lot about HSB, and naturally people start to wondering “Am I Living in a HSB?” because that’s how our brains work, we always want to connect things back to ourselves. Keying in on those subtle, back of the mind, thoughts, as people scroll your site, is one of the best ways to get people to want to take your quiz, and to learn more about the subject from you afterwards. If you can show someone that you know what they are thinking as they view your site, they inherently build trust with you.
12. Dr. Tracy Dagleish – What Pattern Is Keeping Us Stuck in our Relationship?
“Having the same fight?” is the CTA for Dr. Tracy’s quiz, and it loops right into what is on people’s minds. Of course, if you are visiting a site dedicated to healthy relationships, it would make sense that a pattern of struggle could be on your mind. I’m sure Dr. Tracy knows that way better than we ever could from the outside looking in, which makes it a very compelling hook to draw people into the quiz.
13. Hadar Shemesh – Speaker Type Quiz
This example reflects a theme I’ve seen for a long time with language quizzes, which is that they are used for helping people find their language level. You can then offer personalized resources to reach the next level based on where you are at today. Hadar Shemesh does this brilliantly with her Speaker type Quiz.
14. Sabrina Zohar – Love Quiz
In dating, people always want to know how they are perceived by others. So Sabrina Zohar created a quiz that helps you figure that out by taking a quiz that’s self-reflective. You can answer the question that’s most pressing, “How do people see me in the dating world?”
15. Emily the Mystic – Starseed Quiz
I interviewed Emily the Mystic, and she said her Starseed Quiz helps people get pointed in the right direction when it comes to exploring their inner world. Sometimes people want a little bit of help figuring out where to start, and that’s what this quiz does brilliantly.
16. Carly Banks – Ayurveda Assessment
When I spoke to Carly, she said a lot of her approach hinges around helping people find low-effort ways to feel better in their body. Her Ayurveda quiz helps people identify their body type, so they can identify which low effort ways will work best for them, and further the mission of making it as easy as possible.
17. The Creator Passport – Growth Block Quiz
The Creator Passport is run by two successful creators who now help other creators get past roadblocks to build successful creator businesses. Their quiz furthers that goal by helping people identify what is keeping them stuck so they can get past it.
18. FoodieCrush – What Should I Make for Dinner?
If you’re a human being, you’ve had the conversation a thousand times, “What’s for dinner?” so Heidi from foodiecrush made a meal recommedner quiz that links to her recipes at the end, and grows her email list.
19. The Sorority Nutritionist – Why is Your Weight Loss a Hot Mess?
For a nutrition brand that talks about weight loss, one of the more common questions which needs a personalized answer is “Why can’t I lose weight?” and the Sorority Nutritionist did a great job of branding that quiz concept in her own way. Sometimes the most effective lead magnet quiz is the most obvious one, and this is a great example of that being the case.
20. SpotOn – Is SpotOn Right for You?
A common question that has multiple answers depending on your situation as it pertains to GPS dog fences is “Will this work for me?” which is the subject of SpotOn’s quiz. When I interviewed Karen who runs marketing at SpotOn, she said one of the biggest questions is whether or not SpotOn works based on your set of circumstances. So this quiz does double duty of answering that question, and gathering leads from the SpotOn website.
21. Lindsay Bryan-Podvin – Which Financial Wellness Topic Fits Your Team Best?
Lindsay is a financial educator and has two quizzes, one for consumers and one for organizations. The B2B version is to help organizations discover which financial wellness topic fits their team the best. It’s a recommendation quiz for Lindsay’s various offers.
22. SoulKu – Find Your Soul Stone
This is your classic product recommendation quiz, but for a very useful purpose. I interviewed Megan who runs marketing at SoulKu and she said that people would always ask which Stone to buy, since they have a large selection in the SoulKu product catalog. I want to call that out because the days of having a product recommendation quiz for the sake of having a product recommendation quiz are gone. If your audience doesn’t actually ask you which product to buy, then don’t make a product recommendation quiz. I also want to call out that Megan ran the numbers, and found that Interact is by far the cheapest E-Commerce quiz builder because of our high lead limits and built in result redirection.
23. Dr. Michaela – Is Overthinking Sabotaging Your Success?
Dr. Michaela’s audience wants to know if overthinking is the thing getting in the way of living the life they want. So she created a diagnostic quiz that helps to answer that question, and it’s been a consistent lead magnet for the last 5 years.
24. Nerd Fitness – Find Your Coach
A twist on the recommendation quiz, this one helps you find the right fitness coach based on your goals and preferences. Nerd Fitness has 10+ coaches, so using a quiz to recommend one is a great hook, because people want to know which coach to work with. The lead generation component of this quiz continues that want, offering to follow up with more personal recommendations from your coach match.
25. PCOS Weight Loss – What’s Your PCOS Type?
This quiz connects to how people are feeling “who losing weight has felt impossible” and that is exactly how you create effective lead generation quizzes. You have to start with where people are at, begin where they are emotionally. Then you can use the quiz to guide them towards a solution.
26. Jennie Allen – What’s the one lie you don’t know you believe?
Jennie Allen has created a number of great lead generation quizzes over the years. The latest is this lie identifier quiz. It connects to people’s feeling that a core lie is throwing them off from living the life they want to live. So it helps identify the issue so the quiz taker can do something about it.
27. Haybales and Barbells – Fitness Recommendation Quiz
A workout recommendation quiz based on which area of equestrian fitness you need help with. A good example of aligning your quiz messaging to the intent of your website visitor or social media follower. People are thinking that they have a certain area of fitness they want help with. So connecting your offerings to what they are thinking is a smart way to align with their expectations and increase conversions.
28. MamasteFit – Support Quiz
MamasteFit’s quiz acts as an onboarding form for new customers. It guides people to the right course offering based on how they answer the questions in the quiz using branching logic. It also collects email subscribers and adds them to Flodesk, the email software MamasteFit runs on.
