Quizzes are super effective at generating leads…
… if they’re built correctly.
Just check out some of these stats (courtesy of LeadQuizzes).
- 81% agree that interactive content grabs attention more effectively than static content.
- 79% agree that interactive content enhances retention of brand messaging.
- 93% of marketers agreed that interactive content is effective in educating its buyers.
And quizzes are nothing if not interactive.
But of course, engagement isn’t the only goal — and any ol’ quiz won’t do.
You need an interesting, relevant, and engaging quiz. One that will appeal to your target market, compel them to take action, and drive them seamlessly toward becoming a customer.
Seems easy until you hear it put like that.
How do you do it?
That’s what we’re talking about in this guide!
What are Lead Generation Quizzes?
A lead generation quiz is a free online interactive test created by a business with the goal of generating leads.
Now snap your fingers and an awesome graphic will appear below.
Pretty simple, right?
The wireframe flow goes like this…
- Prospect find quiz.
- Prospect takes quiz.
- Prospect is prompted to enter their email address to get their results.
- Prospect becomes a lead.
There’s more that goes into it, of course — and that’s what we’ll spend the rest of this article discussing.
Here’s an example from It’s All You Boo, a personal development site.
And here’s what’s required on the last page of the quiz (i.e. lead-gen)…
You get the idea.
But how do you create something like this?
Here are three awesome quiz builders to check out…
Choosing Your Quiz Builder
Unless you’re ready to dish out a lot of dolla’ bills to create your own custom quiz… we recommend using one of the three quiz builders below.
They’re user-friendly and get good conversion rates. They also come with prebuilt templates that you can use.
Here they are!
Interact is an easy-to-use quiz builder that I personally have used to build lead-gen quizzes for my businesses. What I like most about it is the logic it uses to deliver personalized results. It’s super easy to create complex quizzes that deliver personalized results based on the visitor’s answers. You can also get started for free.
Typeform is another great lead-gen quiz builder. It allows you to build simple quizzes or surveys that guide new leads toward purchasing your products or services. It’s better for high-ticket quizzes where you’re trying to learn about or pre qualify the prospect and not so great for creating automated personalized experiences.
LeadQuizzes is another option. This tool has a drag-and-drop quiz builder, content promotion, and real-time analytics. It also offers 75+ templates and tons of case studies worth checking out.
3 Pitfalls to Avoid When Creating Your Lead Generation Quiz
So you know what a lead generation quiz is and you have a basic idea for how it works.
You even know which online tools you can use to create quizzes that generate leads like clockwork for your business.
There are something to be aware of.
Some pitfalls to lead generation quizzes.
Here’s what they are (and how to avoid them).
The last thing you want to do is create a quiz that feels irrelevant to your target market — so they don’t even want to take the quiz.
If nothing else, a lead-gen quiz needs to be compelling to your ideal customers.
They should want to take it.
Imagine that I sell guitars and my ideal customers are beginner guitarists. Here are a few quiz ideas that would probably resonate with my target market…
- What Type of Guitar Should You Buy? Take This Quiz To Find Out!
- What’s Your Guitar Playing Style? Take This Quiz To Find Out!
- What First Guitar Songs Should You Learn? Take This Quiz To Find Out!
And here’s a quiz idea that likely wouldn’t resonate…
- Dreadnought Vs. Parlour: Which Guitar Body Type is Better For You? Take This Quiz To Find Out!
That might be relevant to advanced or middle-level guitar players. But beginners probably won’t even know what “dreadnought” or “parlour” body styles are… so they’ll ignore the quiz altogether.
First and foremost, make sure that your quiz is appealing to your specific target market.
Otherwise, your “lead-gen” quiz won’t generate leads.
This pitfall is simple.
Don’t be dishonest.
When you collect people’s email addresses, tell them why you’re collecting their email addresses — to deliver their results and…?
For example, The Tonic, an email newsletter for growth-minded people, uses the following fun quiz to generate leads…
And at the end of their quiz, this is the page that pops up — as you can see, they’re explicitly honest about what’s going to happen when the person enters their email address.
And they don’t stop there.
After revealing the person’s results in the email, they have this bit at the end…
They invite the new lead to unsubscribe if they’re not interested in receiving future emails.
And it’s smart.
Because it’s in no one’s interest to be dishonest or shady with your lead-generation quiz.
You’re a marketer.
What would you say to me if I owned a business selling organic dog treats and I decided to create a lead-gen quiz titled, What’s Your Favorite Type of Cat? Find Out in This Quiz!
You’d tell me that’s a stupid idea.
Because my business has nothing to do with cats.
That’s called misalignment.
Don’t do that.
Make sure there’s alignment between what your quiz is offering and what your business offers.
3 Metrics to Determine the Quality of Your Lead Generation Quiz
We just talked about some pitfalls to avoid with your lead-gen quizzes.
But how do you know if your quiz has been effective or not… quantifiably?
Here are three metrics to pay attention to…
1. Unsubscribe Rate
If you’re collecting email addresses and your unsubscribe rate is consistently above 1%, then there’s a problem — most likely, your quiz is attracting the wrong people.
Try something more relevant.
2. Spam Complaint Rate
Spam complaints happen… and a few here and there isn’t anything to be worried about.
But if you’re consistently getting spam complaints from subscribers with every email you send, then your quiz is probably either attracting the wrong people or your marketing methods feel dishonest.
Try to be more honest with your process and your emails.
3. Conversion Rate
The conversion rate of your quiz is one aspect — and that’s important to consider.
How many of the leads you generate are becoming customers?
If your lead-to-customer conversion rate is low from quiz-sourced leads, then that’s an indication that there’s misalignment between your quiz and the products or services you offer.
Try to create a quiz that’s better aligned with your business.
1. Product-Led Quizzes
Product-led quizzes are a great way to generate leads and make sales in one fell swoop.
Take a look at Warby Parker’s quiz as an example. They’re an ecommerce brand that sells glasses.
Their product is the quiz.
It is literally helping people choose which frames they should order so they can try them on at home.
They ask questions like the following…
As the quiz is calculating results, this pops up…
Then they show a ton of results that are specific to my answers on the quiz…
(Don’t judge me. Those aren’t my actual preferences.)
That’s a product-led quiz. And it works really well if you sell products online where people want a specific style or type.
2. Personalization Quizzes
Personalization quizzes are very similar to product-led quizzes (especially to our Warby Parker example)… except that they also include a high degree of personalization in terms of results.
Here’s an example of a tea quiz…
And it delivers personalized results based on the user’s answers. It also gives a special discount to the person who took the quiz…
Here’s another example from a vitamin company — they’ll help you determine exactly which vitamins you should order.
This type of quiz can work really well for fitness brands, clothing brands, or health and wellness brands.
If you offer products that can be personalized… then a quiz is probably a great way to go.
3. Consultation Quizzes
Consultation quizzes are for you high-ticket sellers.
If you want to pre-qualify people before you get on a call with them. If you want to deliver a personalized high-ticket pitch based on quiz responses. Or if you simply want to learn more about your target market.
Then consultation quizzes are the way to go.
Final Thoughts on Lead Generation Quizzes
Quizzes are a fantastic method for generating leads.
I personally know several entrepreneurs who created a lead-gen quiz and it totally changed the game for their business.
So give it a try!
You now have the tools and the know-how to make it happen.
All that’s left is to come up with an idea, create the quiz, drive traffic, and monitor results.
Maybe it’ll be a game-changer.