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Create your own lead generation quiz using Interact

Editor’s Note: This post was first published almost exactly two years ago. Since then some things have changed, and I’ve revamped the article to reflect what we’ve learned, and how to use quizzes as a lead capture tool for 2016 and beyond.

Quizzes are a medium of communication unlike any other. They allow the quiz writer to ask a line of questioning as if they were having a real-life conversation, but the questioning can be done on a massive scale to an unlimited number of people all at once. When done right, quizzes are extremely powerful for conveying personalized information and capturing hyper-targeted leads, but the key phrase here is “when done right.” There are a set of principles we’ve learned after helping some of the world’s smartest brands create quizzes to generate leads.

There will be three parts to this article.

1. How to create a lead capture quiz

2. How to share your quiz

3. How to follow-up with quiz leads to close sales

Part 1: How to create a lead capture quiz

TL:DR I’m writing all of this out for reference, but there’s a much nicer-to-look-at graphic below that covers the main points.

1. Design

The way your quiz looks is important for how it will perform, because having a unified brand (where everything you create looks the same), is super important. Here are the important elements on the design of your lead quiz.

Your logo. You work hard to create a graphic that is instantly recognizable (your logo). Upload a nice version of your logo to your quiz.

A cover photo with one person. Why one person? Because that’s what converts best (and by converts, I mean get clicked on).

Look and feel to match your content. Simply add the right styles to your quiz to make it look the same way your site does.

2. Questions

The questions of your quiz are my favorite part. They act as a go-between for you to connect with your customers in a one-on-one format that is truly unique.

Use your brand voice. Your brand has a voice, whether you know it or not. It’s the voice your customers hear when any sort of written communication goes out to them, and it’s how they can identify your work. Quiz questions should be written in that voice, but like a semi-tipsy version of that voice who likes to have a good time.

Sound human. Don’t speak like you would to an audience, speak like you would to a friend. If that sounds tough, that’s because it is, but here are some practical ways to do it.

1. Use trigger words unique to you – I like “howdy”

2. Follow the pub rule – if you wouldn’t ask your quiz question to a friend at the pub, don’t ask it on the internet

3. Follow the Shaq rule – he says 75% of your content should be to entertain

4. Use personal pronouns like “I” “You” and “We”

Show expertise where necessary. If you’re a coach or a university or anyone in a position of authority, you sometimes need to show that you know what you’re talking about. Don’t go too far to the entertainment side and come off as inauthentic.

3. The Opt-in Form

The opt-in form comes between the last question and the quiz results as an optional “gate.” If someone gets here, they’ve already been interacting with your brand, so don’t screw it up by losing them. Here’s exactly what to do.

Add value beyond just the quiz results. You should provide more value than just showing people their quiz results.

Here are a few ideas.

1. The easy one, personalized advice for their personality

2. Entry into a giveaway

3. A free digital content piece

4. Access to an insider’s email list

Be honest with your ask. It’s much better to be honest with people and tell them how often you email your list and have them not opt-in then to lie to them and have them end up pissed later on.

Don’t collect unnecessary information. While obvious, this still needs to be stated. If you never call people, don’t ask for their phone number.

4. The Quiz Results

After the opt-in step comes the results of the quiz – the big reveal. There’s a delicate balance in quiz results between delivering valuable information and not droning on for too long. Here’s the play-by-play on setting them up.

Prepare for sharing. Quiz results get shared like this “I Got (My Result)(Title of the Quiz)” When formulating your results, make sure they play nice with the quiz title to be as enticing as possible to get opt-ins.

Have a nice image. The image of each result will get shared on Facebook when a quiz taker posts their results, so follow the same guidelines (one face, or dog) in each result picture.

Keep the description short. You only need a short amount of time to tell people they are awesome (which you should definitely do in quiz results).

Put a personalized link in there. Personalized calls to action convert 42% better, and that’s logical – it’s like the difference between someone handing you a cup of coffee and someone handing you a cup of coffee that was chosen based on your personality, of course you want your personalized coffee, thank you very much.


Part 2: Share/Embed

This part is so easy to screw up, which is so frustrating because it’s like you spend all this time making an awesome cake, and then you choose some slime-colored frosting to put on it. So I created a graphic below showing exactly how to share on social media.

share quiz on facebook pinterest twitter linkedin


(Source for this tips.)

Part 3: Follow up to close sales

This part was completely missing from my article two years ago, because we weren’t entirely sure the quizzes would really deliver leads in a large volume. Well, now 2,000,000 leads generated later, we’ve learned a few things about how to have a soft approach to quiz leads to maximize closed revenue.

Important Note: There’s a lot more to marketing automation best practices, these are just the basics for quizzes.

1. Welcome Email (Immediate). Trigger your autoresponder system to send this immediately (we integrate with all autoresponders) This email should welcome the quiz taker and reference which result they got. Here are some simple templates.

“Your Result is (Name of their result)”

“Which Result Did You Get?” – if you want people to reply and start a conversation

“Welcome (Name of Result)”

2. Useful resource (3 Days After Opt-In). This should be specific to the person’s quiz result.

3. Brand story (7 Days After Opt-In). Also known as case studies in B2B environments. This is where you send out the story of someone similar to the quiz taker and how your business helped that person.

4. Call to action (10 Days After Opt-In). Still not a hard call to action, rather this could be an invite to a webinar or an opportunity to schedule a consultation.

5. Add to regular mailings (ideally only if engaged). If you have lead scoring capabilities in your marketing automation system, then only add people to your list who hit a certain score by the end of the 5 emails. Otherwise you can add everyone who didn’t unsubscribe.

quiz follow-up marketing automation

So that’s my 2016 quiz to lead generation quizzes. I hope you found this useful not just for your quizzes but for thinking about all your lead generation efforts this year. You can simply build a quiz following the steps here or use Interact to divert having to do any coding :)

Create your own lead generation quiz using Interact

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