The Power of Quizzes to Grow Your Business by Jenna Kutcher

Jenna Kutcher

Jenna Kutcher guides millions of listeners each week in chasing their dreams on the #1 Marketing podcast in the country, The Goal Digger. A born-and-raised Minnesota wife, mother, and entrepreneur, Jenna has helped women all over the world redefine success and wake up to their lives through her decade-long work as a leading online educator. Follow along with her business, motherhood, and health journeys on her websiteInstagram, and podcast!

Are you ready for an innovative and exciting way to connect with your audience on a deeper level? You need the power of quizzes to grow your business, friend!

As a small-town mama turned 7-figure entrepreneur, I’ve learned firsthand how to harness the power of quizzes to skyrocket my business and create meaningful connections with super fans and newcomers alike. 

So I want to dish the secrets behind my success with quizzes and how you too can use them to gain valuable insights, grow your email list, and serve your audience with the right offer at the right time. So, buckle up and get ready to learn from yours truly, as we delve into the power of quizzes! 

Prefer to listen? Get all my quiz tips in this podcast episode.

Let’s Talk About The Power of Quizzes to Grow Your Business

Quizzes play a key role in growing your email list, serving your clients, and giving you insight into what people need or want from you. We’ve used quizzes over the years and have added over 100,000 new email subscribers to my list while connecting them with what they are telling us they need! 

Let’s dive into the benefits of having a quiz, the types of quizzes that have worked well for me, ideas to get you started on creating your own, and my top 3 tips that you MUST use when creating your quiz! 

Your first quiz question is this: Are you ready to dive in? 

A.) Yes! 

B.) Let’s do this 

C.) Tell me more 

D.) All of the above 

Side Note: We hope you picked D. 

Let’s get started! 

Top 3 Benefits of Having a Quiz

1. Gain insights about your audience when people take it. 

You get to decide what questions to ask in your quiz. You can use Interact quiz analytics to learn more about your audience as a whole, and individuals that sign up on your list. Using their quiz answers and results gives you valuable insight into their goals, desires, and pain points. This means you’ll know what information and offers best fit each person’s needs. 

From our Level Up quiz, I can see that a majority of my audience needs help staying consistent and finding more time or faster resources to accomplish their goal. A much smaller portion of my audience struggles with tech so I know I don’t need to focus on that as much. 

2. You can collect email addresses and use them as a lead magnet.

People love taking quizzes (even my mom.) All my friends. And your ideal customer. Why? Because they’re fun and engaging. Quizzes can tell people a little about themselves and give them insight into what direction they need to go.

This is the opt-in form from my Level Up quiz, which appears after someone answers all of the quiz questions. Here they’re able to share their email address to learn more about achieving their dream vision. I tell them that I’ll be sharing my most valuable resources to get them there over the next 2 weeks.

3. You can use the results to guide those vital next steps for somebody.

Quiz results can connect to a product, a service, or an offer or simply connect you with the information you need to serve them what they need the most. 

It’s amazing how many people will say their quiz results feel like I was living inside of their head. That’s great to hear because that means they feel understood, acknowledged, and appreciated by me and my quiz. From here they will want to go deeper with our brand.

In the below quiz result, given to those that can level up with an email list, I offer 3 specific options to help them achieve that goal. This allows new quiz leads to explore my brand and what they like most without having to read through endless blog posts and flip through different web pages in search for what might help them. I give it to them right up front, delivering tons of value and really connecting with my new subscriber.

For someone who gets the Time Management Level Up result, you can imagine I offer entirely different resources to best support them. Take the quiz here to see how I change up recommended next steps on each result page (plus find out how you can level up)! 

Different Types of Quizzes We’ve Used in My Biz

1. Brand Quiz

This was our “What’s Your Secret Sauce?”, entry-level quiz. It lived on our website and blog for years. We’ve got over 105,000 subscribers through this quiz over the years (that’s a TON.) 

The goal of this quiz was to simply give people a taste of my brand and how we can best serve them. It’s a great lead magnet because my audience wants to know how to ‘own their awesome’, stand out from the crowd, and build a successful biz–all while having fun. Who can do that without knowing their own secret sauce?!

2. Self-Identification/Decision Helper Quiz

This is our quiz for somebody who’s on the fence about joining one of our programs.

We position the questions to help them make a decision if this is the right course, if now is the right time, and if this is the right offer for them. We crafted the questions and results of this quiz to be clear and honest because we want students who are going to turn into success stories. 

So a quiz can be a tool in your sales process to help people qualify leads and assess, honestly, where they are at and where they want to go. This not only helps you match the right leads with the right offers but gives you insight into new offerings you may want to create in the future to help your people. 

3. Offer Adjacent

We created a quiz adjacent to my book! My book is called, “How Are You, Really?”. So we created a quiz, “Who Are You, Really?” that flows with the messaging of the book. 

Book Launch Out Now Colourful Gif Graphic
How are you really book by Jenna Kutcher

The fun part about this quiz is it’s powerful for people who have read the book. It also helps people who haven’t read it yet connect to its messaging. In each of the unique quiz results, we incorporated specific excerpts from the book, encouraged them to get their own copy of the book, or select it for a book club! This was a fun one! 

4. Audience Insight

Most recently we did our Level Up quiz. It allows us to gain insight into different audiences and segments of our audience. We wanted to see if they are following more for business or pleasure. 

This helps us understand the segment that wants more of the business and marketing strategies versus the segment that wants more of the lifestyle and the health and the motherhood stuff. This one was our most recent brainchild. We did it because we wanted to be able to connect people to the right resources faster. And it actually spurred a lot of changes in our brand. 

Historically speaking, we were doing a six-month-long welcome sequence for anyone who joined our email list. We used this quiz to shorten that welcome sequence immensely. The goal was to quickly connect our users with what they are saying they need the most! 

We did a dual approach on this one, so we used Manychat to build out the automated Instagram DM version (if you want to try that you can just DM me on Instagram the words “Level Up”!). We also built out an Interact quiz for desktop users to hit both audiences with it. Since we have different audiences on different platforms, we created the categories of ‘business’ and ‘pleasure’ to help us find out if people wanted more entrepreneurial help or lifestyle resources. 

Questions from the quiz include: 

  • I wish I was better at ______
  • If you could snap your fingers and accomplish this one thing, what would it be? 
  • What type of support do you need? 

These helped us to see the topic and understand on a deeper level how to support our quiz takers whether it was through sending a podcast episode, a free resource, a webinar, or a paid course. 

Quiz Ideas to Get the Juices Flowing for You 

Here are some topic ideas for a quiz that a small business owner can use as a lead generator or email list builder: 

1. Personality quiz related to your business niche: Create a quiz that is related to your business niche and target audience’s personality. For example, if your business sells beauty products, create a quiz titled “What is your beauty personality?” 

2. Knowledge quiz related to your business niche: Create a quiz that tests your audience’s knowledge related to your business niche. For example, if your business provides online marketing services, create a quiz titled “How much do you know about online marketing?” 

3. Quiz based on customer pain points: Create a quiz that addresses the pain points of your target audience. For example, if your business provides accounting services, create a quiz titled “How much do you know about managing your finances?” 

4. Lifestyle quiz related to your business niche: Create a quiz that is related to the lifestyle of the target audience and your business niche. For example, if the business sells organic food products, create a quiz titled “What is your organic lifestyle?” 

5. Quiz based on customer preferences: Create a quiz that addresses the preferences of your target audience. For example, if your business sells fashion products, create a quiz titled “What is your fashion style?” 

6. Quiz based on customer goals: Create a quiz that addresses the goals of your target audience. For example, if your business provides life coaching services, create a quiz titled “What is your life goal?” 

These are just a few ideas to get you started. If you need more or are ready to start using a quiz in your business, my friends at Interact have nearly 1,000 quiz templates that are ready for you to use. 

Still not sure? They also launched InteractAI, a free service included when you start a free trial, where you can request a custom quiz that’s built just for your business!

However you create your quiz, whether you want to create it from scratch or get a massive head start with the help of Interact, make sure your quiz is engaging, interactive, and valuable to the target audience. It should also be easy to complete and share on social media platforms. 

My Top 3 Tips for Creating Your First Quiz

1. Optimal Quiz Length: 10 questions or less 

If it’s too long, people will get bored and won’t finish your quiz. If it’s too short, they will feel like you’re not actually getting to know them. In 10 questions, make 3 of those questions strategically positioned to give you insight that will help guide your business. But don’t make it all business. 

You need it to be FUN too, otherwise, people won’t take it! We drop in memes like, “If you were a Friends character, which one would you be?”, or “If we were sitting together at a coffee shop, what would you order?”. Those don’t really tell us too much information, but we included three very specific questions that will guide us. We’ll have the right insights about each person taking it and we can serve them in a more meaningful way. So there is an objective that we are trying to accomplish. 

2. Beef Out Your Results Page

We create really epic results pages and it’s not necessary, but it’s amazing how many people will screenshot them and just say it feels like we were reading their minds. 

We spend a lot of time on the results pages and what the next step is. This is so the result isn’t actually the end. Instead, it’s an invitation for them to go deeper with your brand now that they feel more understood by you and your quiz. So be sure to link to additional resources we have or freebies or training or things like that. 

3. Plan Out Next Steps

What do you want them to do after they get their results? How will you be in touch with them? What are your plans to serve them based on the info and insight they just gave you through their responses? Make sure you tell your quiz leads what to expect so they get really excited and encouraged to take that next step with you and your business!


Quizzes truly are amazing tools that hold immense power in the world of online marketing and audience engagement. Quizzes are my favorite way to provide valuable insights, significantly grow your email list, and create meaningful connections between you and your audience and you guide them to the right offer at the right time.

By harnessing the power of quizzes, you can not only elevate your marketing strategy but also create a more personalized and enjoyable experience for your audience. I encourage you to dive into the world of quizzes and unlock your potential to transform your business and create lasting connections with your audience.
Don’t forget to listen to the corresponding Goal Digger Podcast episode to dive even deeper into this topic!

There’s only one quiz question left to ask…

What is the best quiz for you business?

Quizzes are super effective for lead generation and selling products. Find the best quiz for your business by answering a few questions.

Take the quiz