Sign up for the 2 Sigma Newsletter

Mirasee's best resources, ideas and advice – curated and delivered to your inbox!

How To Create Effective Lead Generation Quizzes (+Examples)

  • Matthew TurnerMatthew Turner

Updated by Tara Malone

As an online business owner, you know that lead generation is crucial for your business success.

In fact, there’s a good chance you spend a lot of time thinking about it, worrying about it, and wondering what else you could do. Should you try social media or Facebook ads? Maybe launch a YouTube channel or a podcast? Or maybe you should focus your energy on content marketing and email outreach.

The problem is, there are so many options, it’s hard to know what to focus on.

And frankly, you’re tired of hearing about the same old lead generation options.

If you’re eager to try something new, lead generation quizzes may be the answer you’re looking for. Done correctly, they’re a powerful form of automated lead generation that can capture thousands of relevant leads in a short period of time.

But what’s great about lead quizzes is that you don’t only gather information on a new lead, but can pre-qualify them so you know who you’re speaking to and what content they need the most.

This allows you to create more effective funnels, videos, products, and sales copy.

So if you want to turn your lead generation on to autopilot, a lead quiz may be what you’re looking for. 

In this article, we’re going to show you how to create and promote lead generation quizzes and share some examples of amazing lead quizzes to inspire you.

Let’s begin, starting with how to plan your quiz ahead of time.

How to Plan Your Lead Generation Quizzes

When you take an online quiz, it may appear seamless but there’s a lot of work that goes into it. You need to consider what type of lead quiz you’ll create and who it’s for. You need to choose the right questions, create compelling content around these, and much more.

This all starts with a good plan, and this is where your journey begins.

1. The Different Types of Lead Generation Quizzes

There are two main types of an online lead quiz:

  1. The Personality Quiz
  2. The Knowledge Quiz

The personality quiz categories your leads into different segments based on their answers. 

Here’s an example:

By asking your audience specific questions, you’re able to associate them with a specific outcome.

On the other hand, a knowledge quiz gauges their expertise in a particular area. Here’s an example:

A quiz like this preys on your audience’s competitive side, while a personality quiz attracts their curiosity. Both are powerful, and both could be relevant to you and your audience. It’s important to get clear on which lead quiz you’re building because everything that comes next relies on this.

It’s also important at this stage to get clear on your core objective. Do you want:

  1. Lead Generation (simply gathering email addresses and other details)
  2. Lead Qualification (determining whether your lead is a relevant fit or not)
  3. Lead Segmentation (highlighting which funnel/product your lead is best suited for)

Your lead quiz may involve all three of these. This is fine. Be clear on what your objective is from the offset. Once you are, it makes the rest of the process easier.

2. What Kind of Questions You Should Ask

Once you’re clear on your lead quizzes’ core objective(s), it’s time to focus on the type of questions you’ll ask. The questions play a vital role in this whole process as they’re what make up the quiz. 

Yet what really matters is the topic you focus on.

  • What do your potential clients have trouble with? 
  • What are your potential clients’ biggest goals and what motivates them?
  • Which problems keep them awake at night?
  • How can you best help your potential clients?
  • How do your current clients get the most value from you?

Your quiz needs to help your new lead. Even if they’re initially attracted via humor or entertainment, you need to provide value because your end goal is to turn them into a customer. This is the core difference between the quizzes you see on Buzzfeed and those we’re creating here.

Those on Buzzfeed are designed to gather attention and clicks.

Your focus likely goes deeper than this. You want attention, sure, but to also take your new leads on a specific journey that leads to a product or service.

You want your lead generation quizzes to be fun, but not at the expense of relevance and value.

How To Choose The “Right” Questions

There’s an art to asking the right questions in a lead quiz.

Because you don’t simply wish to entertain your audience, you need to ensure your quiz questions have a purpose. They need to help you understand your new lead better. You need to get to know them. You need to learn how you can best help them.

This is why it’s important to get clear on what your objective is and to also understand what topic will best serve your audience. 

Once you know this, you can ensure your questions serve both them and you.

We’ll share some examples of questions you can ask soon, but first, a few golden rules to consider:

  • Be Human: speak to your audience as though they’re sitting opposite you. Don’t bog your questions down with jargon. Don’t overcomplicate them. Keep your questions simple, speak like a human being, and engage them on an informal level. 
  • Keep it Entertaining: your questions should always be either fun or challenging. A challenging question is good, as it builds on their competitive nature (and helps keep them focused). As soon as it becomes too easy, too boring, or too redundant, you’ve lost them.
  • Use Images: one way to keep it fun and entertaining is to use images, gifs, and memes. Break up your text wherever possible. Make the entire journey a seamless one.
  • Keep it Simple: your audience doesn’t have time to answer 25+ questions. Aim for 6 to 8 questions, as this will only take them 2 to 3 minutes to complete. Keep your questions short and quick. Keep the whole process a speedy one.
  • Make it About Them: you have to focus your lead quizzes on them. Ensure it’s relevant and valuable, and align it to their needs, main problem, and the solution they need most.

To do all this, you have to understand who your customer is. You need to know what makes them tick and be clear about how you can help them.

  • What do they need?
  • How can you help them?
  • What don’t they need?
  • Why would they take time out of their busy day to take your quiz?

Get clear on this and choosing the “right” questions becomes easier.

3. What Kind of Content You Should Provide

This is where you set your lead generation quizzes apart from those Buzzfeed ones that offer nothing but escapism.

Remember, you need to provide value. Whatever your quiz is and whoever it’s for, direct them to an outcome that offers a glimpse of the solution. And then reassure them more help is at hand if they need it.

Here’s an example:

Lewis Howes’ “Which Celebrity Entrepreneur Are You Most Like?” asks 10 questions and then directs you to the celebrity entrepreneur you’re most aligned with. I got paired with Tony Robbins, followed by a brief overview of my personality. They could have gone deeper, but instead directed me to download an additional resource.

This is a great example of the content you should share at this stage. It keeps everything short and to the point, while also giving your new lead the power to dive deeper if they choose.

Do not overload your audience with information at this stage. The content you share on the back of your questions should remain short and sweet. 

It should:

  • Offer a glimpse into what comes next…
  • Provide further details if they decide to take action now…
  • Reassure them that they’re not alone and that a solution is possible…

If you offer too much too soon, you overwhelm them. This doesn’t help them, and it doesn’t help you. Because although you have a new lead, you don’t have an engaged one ready to take the next step.

Provide value, but not so much that you have nothing more to offer next.

4. How To Segment Your New Leads

We’ll focus on how you can implement all this next, and create your lead generation quizzes so they serve both you and them. But first, it’s important to think about how you wish to segment your new leads.

If you have a very specific avatar and only one product/service to offer, this may not be applicable.

Yet if you’re like most businesses, you’ll have 2 to 3 core avatars and a few products and/or services. One of the greatest benefits of a lead quiz is that you can segment your audience based on their answers. 

From here, you can deliver the most relevant and impactful content and products.

It’s important you think of this ahead of time, because it:

  • impacts the software and tools you use…
  • affects your welcome emails and quiz funnel(s)…
  • determines the journey you take them on next…

At this stage, you’ve laid the foundations for your lead generation quizzes and set them up for success. 

You’re now ready to start creating your lead quiz. 

This is what we look at next.

How To Create and Set Up Your Lead Quiz

Now that you’ve laid the foundations, you’re ready to set up your lead quiz. There are several platforms you can use, and depending on your objective, you can create an impactful Quiz Funnel that engages, nurtures, and turns your leads into customers

The first step is to choose the Lead Quiz Software you’ll use.

1. The Different Lead Quiz Software Options

There are many options, but here are some of the popular platforms you can use.


Considered the #1 online lead quiz platform, used by the likes of Neil Patel, Lewis Howes, and Samantha Skelly. It provides you with all the features you need to create lead generation quizzes, but it’s not the cheapest platform on the market (with plans starting at $37 per month).


This is a more affordable option (a single payment of $67), but it does require you to host it on your website. As a plugin, it doesn’t offer you all the features a platform like LeadQuizzes does. It does, however, offer you all you need to get started with your first lead quiz.


With Outgrow Quiz Maker, you can turn your website into a lead generation and customer engagement machine (you get a 7-day free trial and monthly plans starting at $14). Create beautiful quizzes that engage audiences, generate leads, and promote your brand.


Another popular online quiz platform, offering you many of the features LeadQuizzes does. It’s a more affordable option, starting at $17 per month (and even has a free tier).


Riddle is a popular online quiz platform used by major companies like Red Bull and BBC. Still, it’s very affordable for small businesses as well. Their Basic plan lets you create an unlimited number of lead quizzes for just $29 per month.

There are more platforms, tools, and software you can use to create your lead generation quizzes. Many of them offer the same features.

What matters is how you use them, and how you integrate them with other elements of your business and marketing.

You’ll likely want to embed your lead quiz onto your own site, and also share it over social media. It’s important that other people can share your quiz, too, as this is what helps it go viral.

Finally, you’ll also want to ensure your lead quiz integrates with your email marketing platforms. A platform like LeadQuizzes directly integrates with most other tools, while something like Thrive Quiz Builder doesn’t.

Take this into account and make sure the platform/tool you use is what suits your core objectives.

Once you have your platform set up and everything integrated, it’s time to start building your quiz, starting with the most important element of all – the headline.

2. Create a Compelling Headline

It’s suggested you have 15 seconds to capture someone’s attention online.

It doesn’t matter how good and valuable your lead quiz is if nobody takes it. So although your questions and content are important, the headline you choose (and other copy) is just as vital.

You need to create a compelling, striking, and curiosity-building headline!

You need to create a title that not only attracts attention but invites your audience to take your quiz. There’s an art to writing a great headline. Whether it’s for an email, blog post, or lead quiz, the same rules apply. A great resource to lean on comes from CoSchedule and its Headline Analyzer tool

The headline you choose depends on your audience, topic of your quiz, and the type of lead quiz it is (personality or knowledge-based). What’s clear is that you cannot come up with the best headline in a few minutes. 

  • Create a list of at least 5
  • Test them and measure their results using A/B testing
  • Don’t be afraid to run a few variables of your quiz

This is your first impression. Make it count. This is especially important if you plan to share your quiz over social media like Facebook and Twitter. On platforms like these, you have less than 15 seconds. You have an instant to capture their attention, and your headline is the first element they see.

This is the start of their journey with you, and it’s this journey that is the most important part of this whole process. That’s where we turn our attention next.

3. Design a Compelling Journey For Your Audience

Your headline and copy is what hooks your reader and entices them to take the quiz. The questions you ask are what keeps them around. Through both challenging and/or fun questions, you can lead them from the beginning to the end in just 2 to 3 minutes.

But then what?

Remember, your lead generation quizzes have to serve both you and them. They remain the most important part of the process. Yet you cannot forget about your objective – to gather leads.

This means that you need their email address!

Make sure you place your lead capture form between the questions and results. The example we shared earlier from Lewis Howes did this. After the final question, a form like this appeared.

If I want to see my results, I must add my email.

Now, assuming your quiz is compelling enough, this is a no-brainer for the other person. After all, they’ve just spent 2 to 3 minutes engaging with you. Not adding their email would be a waste of their time.

Still, make it easy for them. Don’t ask for too much information. Their name, their email, and maybe 1 to 2 other pieces of info at most. 

Providing them with their results is often enough to capture their email. Yet you can always combine this with an incentive of some kind. This is where you get to be creative and think about how you can create the most compelling journey possible for your audience. 

Think about how you can add value and create a memorable moment. Stand out for the right reasons.

4. Build an Impactful Quiz Funnel

The journey doesn’t end once they receive their results. Now that you have their email, you can nurture them and build a lasting relationship via a “Quiz Funnel”.

This is an essential part of the process. If you wish to turn a new lead into an engaged one ready to become a customer, you need to build trust through their inbox.

We’ve written a separate article that covers how to create a compelling email funnel that nurtures here: 5 Email Sequence Templates for Building a Loyal Audience. We suggest you bookmark this article to read later, because it gives you everything you need to build an impactful Quiz Funnel.

At the very least, you need to incorporate a Welcome Email Sequence after your lead quiz. This sequence explains what their next steps are, introduces you and your story, and invites them to go deeper. Yet to stand out and build immense trust, you may like to integrate a Nurture Sequence like this:

If you try to sell to your new lead straight after the quiz, you’ll likely see poor results. Such tactics simply do not work anymore. There’s too much competition and far too many messages. Plus, this approach makes it about you. But remember, at all times it has to be about them!

So read this article and make your quiz funnel stand out for the right reasons.

How To Promote Your Lead Quiz

It doesn’t matter how good your quiz is, it won’t become a lead generation machine unless you promote it.

There are many ways you can promote your lead generation quizzes:

  • Organic Facebook Posts
  • Paid Facebook Ads
  • Email Marketing
  • Inside Your Existing Email Funnels
  • Content Marketing
  • Promote Your Lead Quiz in Your Email Footer
  • Share with Your Friends/Network
  • Guest Post on Other Blogs/Publications
  • Appear on Podcasts and Video Shows
  • Promote Your Quiz in the Description of Relevant YouTube Videos You Record
  • Create Regular Posts on Instagram and Twitter
  • Answer Relevant Questions on Quora (and link to your quiz)
  • Have Your Quiz Part of Your Facebook Group’s Onboarding Process
  • Write Articles on LinkedIn and Medium and Link To Your Quiz
  • Share Your Quiz Among Existing Customers, Students, and Clients
  • Talk About Your Lead Quiz as Often as You Can

The lead quizzes that see the greatest success are those that are used to drive further marketing efforts. 

  • Dedicate content around your quiz, its topic, and the questions you ask.
  • Write content that highlights the pain your audience feels.
  • Talk about how taking your quiz will guide them toward the right solution! 

If all you do is create an online quiz and expect it to go viral, you’ll likely not see the results you desire.

While if you use your Lead Generation Quizzes as a primary method to gather new leads, you can quickly gather hundreds, thousands, and even tens of thousands in a short space of time.

Don’t believe me? Here are some successful examples that prove otherwise!


The Foundation’s “Do You Have An Entrepreneurial Mind?” quiz generated 16,000+ new leads. The topic and questions are geared towards the hardworking, up-and-coming professional who’s trying to make their way in the world. This is The Foundation’s target audience, so it became a very popular and “shareable” lead quiz.

What They Did Well:

They made it about their audience. The style, visuals, topic, and questions focused on them. They understood not only who their audience is, but what worries them. They reassured them that they can become a business owner, and they gave them a roadmap on what to do next.

What You Can Learn:

Know who your target audience is. Not just a little, but on a deep level! Unless you do this, your quiz will never become a home run.


In just 5 months, Dr. Kellyann generated 40,000+ new leads through her quiz. This quiz sat alongside her upcoming book, which she used to create momentum and word-of-mouth advertising. 

What They Did Well:

Facebook become her primary source of traffic. It aligned perfectly with her audience, and due to the nature of the platform, went viral because it’s so easy to share and tag your friends.

What You Can Learn:

Be intentional about where you promote your lead quiz. Go where your audience already goes, and double down your efforts. The more people who see and take your quiz, the more likely their friends will see it and want to do the same.


As a company that specializes in online courses, Skilledup knows their audience love to learn and test themselves. They generated 7,000+ leads through this knowledge based quiz that struck a chord with those who consider themselves “skilled” with Excel.

What They Did Well:

They created a lead quiz that acted as the perfect bridge between their audience and the products they offer. If you took this quiz and found out that you weren’t as good at Excel as you thought you were, and then someone gave you the solution you needed there and then, what would you do?

What You Can Learn:

Relevance. A good lead quiz isn’t about creating leads, but rather relevant leads that you can help. Through your content, products, and services, serve your audience and provide value. Your quiz is often the starting point to all this.

Ready to Create Your First Lead Generation Quiz?

After reading this article, you now know what it takes to plan, create, and promote your lead quizzes.

Lead generation remains one of the most problematic worries in business, no matter what industry you’re in. Without leads, you have no way to grow and scale your company.

You remain stuck in a cycle where you hustle hard to sell, and then hustle harder to fulfill your orders – only to find yourself back at square one a few weeks later.

Creating an automated lead generation system can help you break this cycle.

And although a lead generation quiz does take time to build, it can serve you well for years.

But that will only happen if you leave this article with the intention to act.

  1. Think about who your core avatar is.
  2. Consider what their biggest pain/problem is.
  3. Focus on a single topic that will capture their attention.
  4. And imagine the questions you can ask that will make them think.

This is where to begin. By spending some time thinking about these four steps, you’ll know whether a lead quiz is what you need. If it is, take action and plan your first lead quiz today!