5 Things You Need to Build a Successful Lead Generation Quiz

A question that gets asked a lot around here is, How can I increase my conversion rate with my quiz?

And while it’s a great question (and one worth asking), it’s important to note what a good conversion rate actually looks like. 

According to the 2022 quiz conversion rate report, 40% of quiz-takers will become a lead on average. And 60% of quiz-takers will engage with your quiz from start to finish. Those are some pretty impressive numbers, especially when you consider the current climate of the digital marketing world and just how noisy it is out there. Publishing a quiz is a great way to help your ideal audience find you (and stay with you) in the crowd. 

On top of that, 40% of people who opt-in are actively giving you permission to use the data they’re providing. Kind of mind-blowing to consider how powerful a quiz can be. 

So what exactly makes a lead generation quiz so successful? In this article, I’ll cover five key components to making a quiz that’s a home run for your audience. Read on to learn more! 

Table of contents:

Create a successful quiz of your own

Connect with your audience, grow your email list, and get quality subscribers with a quiz

Consider your customer 

First thing first: When creating a quiz for maximum conversion, you’ve got to start by listening to your customers

Your customers hold the key to unlocking the success of your quiz. It’s essential to meet their needs from the get-go. Afterward, they’ll thank you for your services and spread the word about your business.

Missing the mark on your customers’ needs could mean a lower conversion rate, so be sure you really hear them, especially regarding the questions or problems you can help solve. 

Before you nail down your quiz topic, write down a list of questions to help you consider your customer. Questions like:

  • What are their current pain points?
  • What are they trying to accomplish?
  • What are their goals? What would they need to change to meet them?
  • What problem can your services solve for them?

… and anything else that comes to mind! 

Once you have your questions laid out, you’ll have a clearer picture of how you should focus your quiz content to increase conversion. If you need a little extra support in the process, you can always lean on this section of The Quiz Course to get you through. 

Personalize your customer journey

Now that you’re clear on your customers’ questions, next up is getting personal! 

This might seem obvious, but you’d be surprised how often this is overlooked. When it comes to your customers’ journey, the more personalized you can get, the better. When you personalize your quiz journey, each quiz-taker will have a unique and suitable solution—all based on how they answered the questions within your quiz. 

So how do you do this? 

Start by asking specific questions that will identify where your quiz-taker is on their journey. For example, if you’re trying to determine which color palette is right for your audience, you could differentiate your customers by asking about their skin tone. From there, you could take it a step further by personalizing with ​​product recommendations.

You can also personalize your quiz-taker’s journey by using the conditional logic feature inside the Interact builder. Conditional (or branching logic) allows you to take your audience on a personalized journey based on how they answer your quiz questions. 

For example, with branching logic, each question takes quiz-takers to a set of new questions dependent on how they answered the previous one. 

Following me?

Let’s break it down further: If you ask your audience if they prefer tea or coffee, and they answer “tea,” your next set of questions could ask them questions about different types of tea they may like. 

Branching logic is a great way to create more sophisticated logic that will correlate to the best possible result for your customer or client’s unique situation. And more personalized results means better conversion for your quiz—and more sales down the road! #winwin.

Next up, keep it real! 

Keep it real 

This one is so key for creating a successful lead magnet. Think about having a real-life conversation with a business owner about a problem you are facing. The last thing you want is to be met with overly formal language and a spiel that feels scripted and salesy. 


Humans want to feel seen, heard, and connected—it’s in our nature! 

And since your quiz is a way to implement one-to-one communication, it will always pay to be authentic. 

When writing your quiz questions and results, the best thing you can do is talk to your audience like they’re actual people.

You can leave all that fluffy language and formal writing at the door. Speak like yourself, and imagine you are asking questions as if your quiz-taker were sitting across from you. 

So how do you know if you’re on the right track in the “keep it real” department? Lean on some real people and see how your quiz is landing! 

As an Interact member, you have access to The Quiz Collective—an online community where you can share your quiz and get in-the-moment feedback from like-minded entrepreneurs and quiz experts! What better way to see how your quiz is coming across than to go straight to the people? And you can do it in a way that is completely held by a beta-like container, so you can gather all that feedback before you launch your quiz to the world.

Optimize your opt-in form 

Another key component to creating a quiz that converts: a successful opt-in form. 

Wondering what the heck that even means or looks like? Let’s break it down! 

As soon as your quiz-taker completes your quiz, they’ll be asked to sign up for your email list. 

Here’s where the magic happens—after this moment, your quiz-taker is promised updates from you that can be totally personalized to how they answered the questions in your quiz. 

This form integrates with your email list, so you can send customized follow-up emails that encourage your audience to take that next step with you. Whether that next step is a 1:1 coaching call or a personalized product recommendation, your follow-up email allows you to continue that conversation in a way that is unique to each subscriber. 

To ensure the best possible results with your opt-in form, consider the following:

  • Tell your audience they can see their results right after the form. This will keep your quiz-taker from falling off and ensure you capture the lead. If they know they’ll see their results immediately (without waiting for an email), they will be much more enticed to enter their email. 
  • Stick to the basics. Only ask for what you really need in the opt-in form: their name and email address. Asking for too much information could deter your audience from wanting to participate. 
  • Add value right away. Let your quiz-taker know before they opt-in what’s in it for them! If they know what kind of personalized offers and emails you’ll send, they’ll feel more enticed to opt-in. 

And if you need some support in this area, you can always lean on the Marketing section of The Quiz Course for more guidance. 

Promote, promote, promote! 

You’ve done all the legwork to create an exceptional quiz that you know will succeed! You’ve asked your customers all the right questions, considered their journey, and created a killer opt-in form. Sounds pretty foolproof, right?

The thing is, your quiz will only be as successful as the number of people who see it. You can create the best and most engaging quiz out there, but if nobody ever sees it, is it even worth it? 

Promoting to your target audience is one of the most important aspects of creating a successful lead generation quiz. Of course, this means you’ll have to work to discover where that audience is. 

When you’re ready to go live, it’s vital that your quiz is not only embedded on your website but also actively promoted on social media to ensure it’s getting seen by the masses. Check out this article on using social media to promote your quiz. Use it as a guide for getting your quiz out there for the world to see! 

You’ll soon learn that different demographics hang out in different digital spaces, and there are plenty of ways you can engage to ensure your quiz gets seen. 

Feel a little novice in the land of social media? Don’t worry; we’ve got you covered with copy and graphics inspiration in our *free to members* online community.

Also, there are plenty of other ways to successfully promote your quiz. In addition to social media, you can try: 

  • Running a Facebook Ad
  • Promoting with a pop-up on your website
  • Promoting as a button on your website


So there you have it: Five easy and achievable ways to gain warm leads and active subscribers through a quiz! Keep these key components in your back pocket when writing your quiz—you’ll be on your way to a robust email list full of warm leads in no time.

Get email subscribers with your own quiz

Create your own lead generating quiz and get quality email subscribers

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