How to Create a Quiz as a Lead Magnet – Lead Magnet Quizzes

Dec 4, 2023 | Latest, Funnel Marketing Strategy, Lead Generation, Marketing Tips

How to Create a Quiz as a Lead Magnet – Lead Magnet Quizzes

Using a quiz as a lead magnet is a powerful way to grow your email list fast, whilst gathering valuable data about your audience and their preferences. Using a quiz lead magnet is one of our favourite lead generation tools and one that we highly recommend that you consider using. Learn how to create a quiz as a lead magnet in this blog.

A well-designed quiz can transform passive readers into active engaged users. People love to fill out quizzes, especially if it offers insights or helps them in some way.  

With the right questions, a quiz can subtly guide your potential lead towards recognising their need for your services or products.

So, if you’re looking for an innovative and engaging way to generate leads, creating a quiz as a lead magnet might be the perfect solution.

What is a Quiz?

Online quizzes are a form of interactive content that offers a series of questions. Typically, a quiz is used to test knowledge or understand the user’s preferences or opinions. They can include images or text to increase engagement. 

In the context of lead generation, a quiz can serve as an effective lead magnet tool, engaging potential customers and gathering insightful data.

When used as a lead magnet, a quiz not only keeps your audience engaged but also encourages them to share information about themselves. 

This data can provide valuable insights into your audience’s needs, preferences, and behaviours, which can then be used to optimise your marketing strategies, tailor your services, and ultimately convert leads into customers. 

how to create a quiz as a lead magnet

What is a Lead Magnet?

A lead magnet is a marketing strategy used to encourage your potential leads to share their contact details, in exchange for a free valuable offer.

For example a quiz, free ebook, checklist, webinar, mini training course or discount code.

The aim of the lead magnet is to create a win-win situation. Your new leads get something of value for free, and in return, you get their contact information. They are then added to your email marketing system and you grow your email list.

Your email list is one of the most valuable tools you can use in marketing. Through building your email list and nurturing your leads, you are able to build trust.

When you build trust with your ideal audience, you move them through your sales funnel and create a relationship with them.

This journey takes your lead from being a cold lead to a warm lead, turning them into a paying customer.

Benefits of a landing page

Why Use a Quiz as a Lead Magnet?

Quizzes have proven to be highly effective due to their interactive nature and the ability to deliver personalised results. This significantly enhances engagement.

According to LeadQuizzes, a quiz has a 33.6% lead capture rate on average, compared to other traditional lead capture methods.

Moreover, quizzes are shared 1900 times on average, thereby greatly increasing your reach and visibility. The data collected from quizzes can provide deeper insights into user behaviours and preferences.

Neil Patel used an online quiz to increase website lead capture by 500%! Which is truly amazing. You view that case study here.

A study by BuzzSumo found that quizzes get shared on social media an average of 1,900 times, leading to substantial potential for going viral.

According to Demand Gen Report, interactive content like quizzes generates 2x more conversions than passive content.

This reflects the potential of quizzes to not only capture leads but also drive qualified leads deeper into your quiz funnel. These statistics clearly underline the efficacy of quizzes as a powerful lead magnet strategy.

Types of Quizzes

There are many types of quizzes you can use as a great lead magnet to attract your target audience into your marketing funnel. These are referred to as lead generation quizzes. 

Depending on your quiz goals, audience, and the nature of your product or service, understanding your audience and end goals will help you create the perfect quiz for your business.

Here are some ideas to get you started:

how to create a quiz as a lead magnet

1. Personality Quizzes

These are fun, engaging, and offer personalised results. They are great for understanding the personality type your audience fits into based on their preferences and responses to your quiz questions. 

These quizzes provide valuable information to help you segment your audience and personalise their experience with your brand.

For example, if you run a fitness program, you might segment your quizzes based on the participant’s fitness level or their fitness goals.

Then you can segment your audience based on their preferences, which helps you enhance your email marketing. 

2. Knowledge Tests

These quizzes check the audience’s knowledge or understanding of a specific topic. They can be used to educate your audience about your product or industry while engaging them interactively.

3. Scored Quizzes

Scored quizzes often resemble traditional tests where each correct answer contributes to an overall score.

These quizzes are perfect for competitive audiences and can create a sense of achievement and engagement. 

4. Puzzled Quizzes

These quizzes challenge the participant’s problem-solving or critical thinking skills. They are often used in an educational setting or as a fun, interactive piece of content.

5. Processed Quizzes

These help the audience assess where they stand in a particular process or journey.

For instance, a fitness brand could create a quiz titled “What’s your fitness level?” to help participants understand their current fitness level and provide customised workout plans.

6. Polls/Surveys

While not a quiz in the traditional sense, polls and surveys collect opinions or preferences from participants.

The results can offer fascinating insights into audience trends and behaviours.

While not a quiz in the traditional sense, polls and surveys collect opinions or preferences from participants. The results can offer fascinating insights into audience trends and behaviours.

Choosing the Right Type of Quiz

Choosing the right quiz format for your business can be the difference between an average quiz and an effective quiz.  

Use correctly they are powerful tools to build your email list fast.

Here are some pointers to think about when choosing the type of quiz you will use:

how to create a quiz as a lead magnet

1. Understand Your Audience

Before deciding on a quiz format, it’s critical to have a clear and deep understanding of your audience. Their interests, preferences, and online behaviour can guide you in choosing a format that will engage them effectively.

2. Align with Your Business Goals

The type of quiz you choose should align with your business objectives. For instance, if your goal is to drive product awareness, a trivia quiz about your products or industry could be effective.

If you aim to gather customer preference data, a personality quiz would be a good choice.

3. Make it Engaging

The type of quiz you choose should align with your business objectives. For instance, if your goal is to drive product awareness, a trivia quiz about your products or industry could be effective.

If you aim to gather customer preference data, a personality quiz would be a good choice.

4. Ensure it’s Shareable

Choose a format that encourages sharing on social channels to increase your brand’s reach.

Quizzes with personalised results, like personality quizzes, tend to be shared more often.

5. Value Addition

The quiz should offer some value to the participant in return for their time and data. This could be in the form of personalised insights, useful recommendations, or entertaining results.

Offer an incentive for them to complete the quiz and enter their contact details. For example offer a free guide, further information, tips or resources in relation to their quiz results. 

Selecting the right quiz format can significantly influence the effectiveness of your lead magnet strategy.

Keep these tips in mind as you create your quiz, and you’re likely to see a boost in engagement and lead capture rates.

Best Tools to Create Your Quiz

1. Thrive Themes Quiz Builder (Top Pick)

As a WordPress plugin, Thrive Themes Quiz Builder is a powerful tool for anyone looking to create engaging quizzes as lead magnets.

It’s our favourite quiz building tool that is easy to use and intuitive. If your website is WordPress based, then be sure to check out this amazing quiz builder.

Features: With an easy to design interface, you have the ability to build an easy to complex quiz without any coding. You can personalise and customise your quiz to your brand and audience’s preferences.

This tool also prioritises user-friendliness, ensuring that even beginners can navigate it with ease. Thrive Quiz Builder also offers the flexibility to create diverse types of quizzes to cater to your specific audience needs.

how to create a quiz as a lead magnet

Thrive Quiz Builder also includes A/B testing that enables you to compare the effectiveness of different quiz versions.

There are quiz templates to choose from with a dynamic content feature that allows you to adjust quiz content based on user responses, enhancing personalisation.

Additionally, it provides detailed reporting features, crucial for assessing the performance of your quizzes and identifying areas for improvement.

What we love the most is how easy you can integrate Thrive Themes Quiz builder with your email marketing software such as ActiveCampaign or Convertkit using their native API integration.

This gives you the power to add leads to your email list and tag/segment them based on their quiz results.

Pricing: Thrive Themes Quiz Builder is part of the suite of Thrive Themes tools, and pricing starts at $149 for quarterly membership or $299 for the entire year.

This package provides you with access to all Thrive Themes tools such as website templates, landing pages and funnels, online course builder, memberships, lead generation tools, opt in forms, and so much more.

Making it an excellent choice if you are looking for an all-encompassing solution for your website and business.

how to create a quiz as a lead magnet

2. MailerLite Quiz Builder 

MailerLite is an email marketing service that includes a free, easy-to-use quiz builder. This tool is particularly beneficial for those looking to generate leads and engage their audience in a fun, interactive way.

With MailerLite you can create engaging online quizzes and publish them on landing pages, websites, or email newsletters.

how to create a quiz as a lead magnet

Features: Key features of the MailerLite quiz builder include customisable design options, user-friendly interface, and seamless integration with the MailerLite email marketing platform.

This allows for automatic addition of quiz participants to your email list, facilitating follow-up communications.

Pricing: MailerLite offers a free plan which includes the quiz builder tool. Premium features are available at additional cost.

how to create a quiz as a lead magnet

3. Typeform

Typeform is a versatile form and survey creation tool where you can create interactive quizzes.

Its intuitive design and engaging user interface make it an ideal choice for businesses seeking to create a quiz as a lead magnet.

Features: Typeform includes an intuitive builder interface, customisable design options, and a wide range of question types to choose from. 

Its seamless integration with various CRM systems such as ActiveCampaign or HubSpot, which ensures that lead data collected via quizzes can be easily added to your email list. 

Typeform also offers analytics features, enabling users to track quiz performance and gain insights about their audience.

how to create a quiz as a lead magnet

Pricing: Typeform operates on a freemium model. While the basic plan is free, it offers limited features.

For more advanced options such as logic jumps, respondent email notifications, and priority support, users can upgrade to one of the paid plans that start at $25 per month.

how to create a quiz as a lead magnet

4. Opinion Stage

Opinion Stage quiz builder combines ease of use with a robust set of features to deliver a comprehensive quiz creation solution.

Features: The platform’s key features include a drag-and-drop builder, making quiz creation simple and straightforward.

Businesses can customise quizzes to reflect their branding, and the variety of question types ensures a dynamic, engaging quizzing experience.

With its analytics capability, businesses can gain insights into customer behaviour and preferences, making it an invaluable tool for lead generation.

how to create a quiz as a lead magnet

Pricing: Opinion Stage operates on a freemium model, offering a basic free package with limited features. To unlock advanced capabilities such as premium templates, email notifications, and analytics, users can upgrade to a paid plan, starting at $25 per month.

5. HubSpot Form Builder 

HubSpot’s free form builder allows you to create interactive forms which can be used as quizzes, capable of capturing valuable client information in a fun and engaging way.

Features: HubSpot form builder offers a user-friendly interface with the ability to integrate the quizzes with the free HubSpot CRM, facilitating effective lead management.

In addition, this tool supports a variety of question types, enabling you to design quizzes that are engaging and informative. Detailed analytics are also provided, offering insights into quiz performance and user behaviour.

how to create a quiz as a lead magnet

Pricing: HubSpot form builder is free, making it an ideal choice for businesses on a budget. Should you wish to access more advanced features, you can upgrade to one of HubSpot’s paid tiers.

how to create a quiz as a lead magnet

6. Google Forms

Google Forms is a simple, reliable tool for creating quizzes that can be used as lead magnets.

As part of Google’s free suite of productivity tools, it offers an intuitive way to create interactive quizzes or survey forms that gather essential client information.

Although its features are quite basic, it may be enough for your needs.

Features: Google forms supports a wide range of question types, including multiple choice, checkboxes, dropdowns, and short or long text responses. It also offers the ability to implement section-based logic, allowing for a more interactive and personalised quiz experience.

Responses are automatically collected and organised in a Google Sheet, facilitating easy analysis and follow-up. The tool is also highly customisable, enabling you to align the look and feel of the quiz with your brand.

how to create a quiz as a lead magnet

Pricing: Google Forms is available for free. For those who require additional features such as increased storage and security, advanced sharing controls, and support, paid Google Workspace plans are available.

How to Design Your Quiz

Once you have chosen your preferred quiz maker platform, it’s time to consider it’s design. Think clarity and simplicity.

A well-designed quiz is not just visually appealing, but also user-friendly and easy to navigate. Here are some tips to keep in mind:

1. Choose a Clean Layout

An uncluttered, clean layout makes the quiz easy to follow. Keep the number of choices per question manageable and avoid unnecessary distractions on the page.

2. Use Appropriate Imagery

Visuals not only break up text and make the quiz more engaging, they can also aid comprehension. Use relevant and high-quality images to supplement your questions or results wherever possible.

3. Consistent Branding

Remember, your quiz is an extension of your brand. Ensure you maintain consistent branding throughout the quiz – this includes colours, typography, tone of voice, and logo placement.

how to create a quiz as a lead magnet

4. Simplicity is the Key

Keep your language simple and straightforward. Avoid using complex vocabulary or industry jargon unless it’s essential to your audience.

5. Mobile-Responsive

Ensure your quiz looks and functions well on both desktop and mobile devices. With a large number of people accessing content on the go, a mobile-responsive design is a must.

6. Clear Call to Action

At the end of the quiz, include a clear call to action guiding participants on what to do next – whether it’s sharing their results, subscribing to your newsletter, or checking out a particular product or service. 

Good design is fundamental to creating a quiz that’s visually appealing, engaging, and effective. Pay attention to these details as you design your quiz, and you’re more likely to see participants engage right through to the end.

How to Promote Your Quiz

For your quiz to serve as an effective lead magnet, it is not enough to create an engaging, well-designed quiz. The real challenge lies in getting it in front of the right eyes. 

It’s important to consider who your target audience is, their preferences and habits. Where do they spend their time online? How do they consume content? The goal is visibility.

Here are some tips to get you started:

1. Social Media Promotion

Use platforms like Facebook, Twitter, LinkedIn, and Instagram to promote your lead magnet quiz. Create engaging posts about your quiz, mentioning the fun aspect and the value it offers. Use relevant hashtags to increase visibility.

2. Email Marketing

Send out an email blast to your existing subscriber list informing them about the new quiz. Encourage them to share the quiz with their networks to increase its reach. 

activecampaign vs hubspot

3. Website and Blog Promotion

Feature your quiz prominently on your website and blog. You can include it in a sidebar, a pop-up, or even dedicate a blog post to it. Add it everywhere and anywhere that you can think of. 

4. Paid Advertising

Consider using paid ads on social media or Google to reach a larger audience. Target it toward your ideal customers to get the best results. Quizzes generally do very well in paid advertising for colder leads.

As they are engaging and fun. So they are a great tool to use to build your email list if you choose to use ads. 

5. Collaboration and Partnerships

Partner up with influencers or other brands in your niche. They can help promote your quiz to their audience, providing you with access to a larger audience.

Remember, the promotion doesn’t stop once the quiz is live. Keep tracking the performance, tweak your promotional strategies as necessary, and keep the buzz alive for maximum engagement and lead generation.

Assessing the Success of Your Quiz

When it comes to creating a quiz as a lead magnet, it forms part of your sales and marketing funnel. A quiz sits at the top of your funnel, to attract leads into your business. 

Success isn’t just about launching your quiz; it’s about monitoring and assessing its performance too.

Is the quiz working? If not does the quiz need tweaking or the messaging? If it is working, are you attracting the right type of leads? Or does something need to be tweaked?

Once your quiz is launched it’s important to take the time to analyse the results.

Here are some things to look out for:

1. Quiz Completion Rate

This key metric indicates the percentage of users who completed the quiz after starting it and completing the opt-in form.

A higher rate reflects that the quiz is engaging enough to keep the audience interested until the end. 

2. Lead Conversion Rate

The end goal of your quiz is to generate leads. Monitor the number of participants who provided their contact information and became leads.

A high conversion rate signifies that your lead magnet is working effectively.

3. Social Sharing

Analyse the number of participants who shared the quiz on their social channels. This can indicate the level of engagement and the potential reach of your quiz.

how to create a quiz as a lead magnet

4. Quality of Leads

Not all leads are created equal. It’s crucial to evaluate the quality of the leads generated. High-quality leads are those that are most likely to convert into customers in the future.

Look at your entire funnel. Leads maybe coming into your funnel, but are the converting into paying customers? 

5. Participant Feedback

Gain insights into what your audience thought about the quiz. You can gather this by asking participants to leave feedback or hit reply to your follow-up emails.

Studying these metrics will not only help you understand the success of your current quiz but also provide valuable insights to fine-tune your future quizzes.

Always be prepared to make necessary adjustments based on these findings to improve the effectiveness of your lead magnet. Creating a lead magnet funnel requires analysis and refinement.

how to create a quiz as a lead magnet

Are you ready to launch your lead magnet quiz?

Now that you’ve grasped the idea of creating a quiz for a lead magnet, it’s time to put that knowledge into action. Remember, your quiz should be more than just a series of questions.

It needs to be a tool that not only engages your audience but also helps you gather valuable insights about them. 

Before you get started understand your audience and consider your paid offer. What type of quiz can you create that will attract the right lead into your business whilst also providing value?

What would make a great quiz as the first step in moving them through your marketing funnel? Remember to keep the quiz aligned with your business and what you have to offer. 

We’d love to hear about your quiz-creation journey! Feel free to share your experiences, successes, and even hurdles in the comments section below. If you ever find yourself stuck or in need of advice, don’t hesitate to reach out. We’re always here to help. 

Now, are you ready to launch your lead magnet quiz? Let’s see the amazing quizzes you’ll create!


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