Key Statistics on Lead Generation Quizzes in 2025
- Top quizzes include 6-13 questions, with some outliers having up to 30 questions
- Top quizzes include 4-8 unique results, with some outliers having up to 48
- Top quizzes are very simple, and offer direct value to the quiz taker
- Top quizzes are built using proprietary knowledge from the quiz creator
People are asking if quizzes still work for lead generation in 2025. The answer is yes, they are still one of the best way to generate leads from website and social media traffic. But, quizzes in 2025 are more specific, more helpful, and more aligned with the needs of the customers they serve than quizzes in the past.
Today, you have to be much more targeted in your approach to quizzes if you want to be successful. Customers are no longer interested in fun quizzes that have no purpose, they want quizzes that serve them and their needs.
Let’s take a look at the top four types of quizzes that are working the best for lead generation in 2025. The type that works for you is based on your business and your goals, each of the following types of lead generation quizzes are performing really well this year, and I will provide examples of businesses who have been successful with each type as we go.
1. “Type” Quizzes That Help People Get What They Want
What’s Working in 2025: Type quizzes also called personality type quizzes that are effective for lead generation in 2025 work by helping the quiz takers get what they want. The quiz delivers what the quiz taker wants in the context of their type, so it feels personal, and specific to them as an individual.
The major change here is that quizzes in the past would just be about helping you find your type. Back in 2019, a lot of quizzes that got very popular were things like “What type of entrepreneur are you?” or “Which shrimp are you?” (that was an actual quiz from The Red Lobster that got 200k likes on Facebook).
But just finding your personality type in 2025 does not work anymore. And quizzes that do not help customers get what they want are seeing zero engagement.
Instead, what is working in 2025 are quizzes that start with helping the customer they serve get what they want, and do so by helping them find their type. Let me show you a couple of examples from actual successful Interact customers to demonstrate how this works.
The first is from Advice With Erin. Her quiz is called “the Career Type Quiz” which does help you find your ideal Career Type Quiz. But, the reason why she created the quiz is because people kept expressing to her that they felt a general anxiety about not being in the right career. What they wanted was to know what they should be doing with their careers and lives. So Erin’s quiz solves for helping them get what they want, through the process of helping them find their Career Type.
Erin’s Career Type Quiz is highly successful, bringing over 140,000 new leads to date, and she continues to use it across every social media channel and her website. But the key to Erin’s quiz is that she knew it was helping her audience get what they wanted, which was an answer to their career anxiety, and then she worked backwards from their to create the Career Type Quiz.
The next example of using a “Type” quiz to help people get what they want comes from Carly Banks, founder of The Habit Ayurveda. Carly’s quiz is a Dosha Type Quiz, but the reason why people take it is because they want to know what their body needs to feel better.
Carly’s approach to Ayurveda is to help people make simple changes so they can feel better in their bodies. Her Dosha Type Quiz helps people find their type, so she can make suggestions for their type about how they can feel better in their body.
So even though it is a “Type” quiz, Carly is using the Dosha Type each person gets recommended to make suggestions about how that person can feel better in their body, which is the thing that her audience is really looking for.
Carly’s quiz has been wildly successful, bringing in over 170,000 leads to date, and it continues to be her primary lead generation funnel for her business after using it for over 6 years already. She promotes it through Facebook Ads, Instagram, and her website.
2. Personalized Answer Quizzes
What’s Working in 2025: Quizzes that give personalized answers to common questions from your audience. A quiz can provide an answer that is personal to each individual who takes your quiz, and includes expertise that only you can provide. This differentiates your quiz from AI chatbots and search because the answers are personal to the quiz taker and include unique perspective that only you as the expert can provide.
In 2025, people want answers that are personalized to them, with expertise from a reputable source, that they cannot access with AI or Google. If you can create quizzes where you are giving people an answer that is personalized to them based on their real life situation, because you ask them about themselves, then you will have a successful lead generation quiz.
Importantly, your quiz has to demonstrate your expertise. Which happens in the way you ask questions, the types of questions you ask, and the evidence you give in your results. If it is clear in the way you ask questions that you have a deep knowledge of the subject of the quiz, then people will naturally trust you to give them good advice. Ask questions that you would only know to ask if you truly understand the problem your customer is facing that would cause them to seek you out and take your quiz in the first place.
A great example of this is Salary Transparent Street’s “Are You Underpaid?” quiz. Which is their best performing lead magnet. Their quiz very simply helps you find out if you are being underpaid. Salary Transparent Street is uniquely qualified to help assess this for people because they conduct on-the-street interviews with people, asking them how much they make. So they have a unique dataset in their salary database, and they have the expertise to be able to tell people with accuracy if they are in fact being underpaid.
3. Solution Finder Quizzes
What’s Working in 2025: Solution finder quizzes that are effective lead generators in 2025 are very simple and demonstrate very clearly how they will help the quiz taker find the solution that is right for them.
The trend for solution finder quizzes in 2025 is simplicity. “Which (Solution) is Right for You?” or “Get Matched With (Solution)” is what is working. No fluff, no frills, just straight to the recommended answer.
A great example of this is from Tonic Site Shop. They have been using an Interact quiz for recommending website templates for years. Up until 2023 their quiz was titled “What’s your brand cocktail?” which was a fun way of saying “Which template is right for you?” But in 2025 they changed it to “Get matched with the perfect website!” which is simple and straight to the point. It offers immediate value.
Solution finder quizzes in the past used to start with fun, and quizzes like Tonic’s Brand Cocktail Quiz worked really well. But in 2025 people want solutions fast. They want to know for a fact that you will help them find what they need. Fun is out, fast and helpful is in.
In honor of Jen, co-founder at Tonic and one of the most eloquent writers I know, here’s an analogy of the difference between quizzes in 2019 and quizzes in 2025. Quizzes in 2025 are like the quiz of 2019’s older, wiser, more sophisticated brother who is quietly good at everything but doesn’t say much.
4. Product Recommendation Quizzes
What’s Working in 2025: Product quizzes that directly connect you with the right product for you. Based on expertise that’s unique to you and your brand, personalized to the quiz taker.
Product Recommendation Quizzes that are effective lead generators in 2025 all follow the same pattern. The messaging of the quiz is very simple and clear “Get Matched with (Product)” and the offer for joining the email list is a discount that’s exclusive to quiz takers.
Hrag Kalebjian, Owner of Henry’s House of Coffee, built a super effective product recommendation quiz that show exactly how to do this. It is titled “Coffee Matchmaker” and the offer to opt-in at the end is a discount exclusive to quiz takers. Not only do 23% of quiz takers opt in to become leads on his quiz, but 9% go on to make a purchase.
Overview of effective lead generation quizzes in 2025
There are two main things that summarize the changes to lead generation quizzes in 2025, and what makes them effective.
- Obvious personal usefulness to the quiz taker: Lead generation quizzes that are successful in 2025 make the value they provide the quiz taker very simple and clear. The best quizzes also make it clear that they will offer personal advice to the quiz taker.
- Unique knowledge and expertise: The best quizzes demonstrate a unique knowledge set that only the person who made the quiz has. They offer expert advice that you cannot get anywhere else, directly from the person who created the quiz. This makes them stand out against search and AI answers.