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Increase your lead capture with a lead gen quiz

Learn how to create a lead generation quiz with these three key elements. Capture more leads and nurture them better. Turn those leads into clients.

Woman with earbuds smiles at laptop while creating a lead gen quiz.

You may roll your eyes when Buzzfeed quizzes ask “What Disney Princess Are You?”, but you may not realize how brilliant these personality quizzes are. People love them because they’re fun and give them information about themselves, and they also double as lead generation tools.

It takes time to create a new email opt-in and you don’t want to spend it creating a freebie that won’t perform. Trust me when I say quizzes are worth the time investment.

My brand voice style quiz helped me generate over 700 subscribers on its first day and gained 2,500 more subscribers in the next few months without paid ads.

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Lead generation is usually part of the beginning of a clientflow. This is where you capture prospects before qualifying your leads—and what better way to increase your audience of prospects than with a fun lead gen quiz?

My lead generation quiz has been my highest-performing freebie to date, but it’s about more than building my list. Through the quiz, I’ve been able to collect real data from my audience in a way that’s fun, interactive, and enjoyable. 

Quizzes have the added benefit of giving quiz takers unique insights for better self-discovery, helping them feel seen and like they learned something at the end of the quiz. If you’re interested in creating a lead-generating quiz for your own brand, here are some of the main elements you’ll need.

1.  Industry-specific lead gen quizzes

If I put a quiz on my website that says “What Clothing Style Fits You?”, people would be very confused because I’m a copywriter for small businesses. 

Instead, I choose quiz topics that are aligned with my website copywriting niche. Your own focus topics will depend on what industry you’re in and who you serve.

When you have a list of potential topics, ask a few of your business friends or people who match your ideal client description about which topics they love most. Do some keyword research to determine which terms are ranking and are interesting to your target audience. Once you’ve chosen your quiz topic, it’s time to craft an attention-grabbing title that’s clear rather than clever.

Pro tip:

Clarity equals action and action is what leads to higher conversions. This is one of the biggest mistakes I see in quiz building. People spend hours trying to come up with a clever name when clarity is more important. 

2. Develop specific and unique quiz results

Though your interactive quizzes are designed to generate leads, they should also be fun and offer educational information to the people who take them. To do so, make sure you’re creating specific, detailed, and unique quiz results. 

For example, if you create a personality quiz like HoneyBook’s business personality test, you should have at least five different results for quiz takers. 

The flip side of this is that if you create too many results, you’re creating a lot of work for yourself that may not pay off. If you create too few, it may feel like your quiz result descriptions aren’t specific enough and don’t relate to the different kinds of people taking your quiz. You want to satisfy user intent!

Beyond personality tests, the same goes for any other type of interactive quizzes. You could offer a quiz that lets people know what brand style they are or what their management type is. Regardless of the topic, make sure you’re offering truly valuable answers. 

3. Develop personalized email sequences

Lead generation quizzes have multiple benefits—they’re a great way to capture email addresses and potential leads, and gain information about your prospects so you can improve your email nurture sequence. 

Build email nurture around quiz results

Once you have an email list, you can create an email sequence specific to each quiz result in order to nurture your leads into clients. 

Pro tip:

An email sequence is simply an automated series of emails that are delivered to your email subscribers.

Email sequences usually include a combination of educational emails with soft and hard pitches. Soft pitches introduce your product or service in a relevant way in between educational information while hard pitches feature sales copy that’s solely dedicated to making the sale

I recommend including three to four emails in your email sequence. You can follow this simple guide to get started:

  • Email 1: Welcome your new subscribers and review their personality results
  • Email 2: Share educational tips based on their personality results
  • Email 3: Give a curated list of resources or share a relevant case study 
  • Email 4: Craft a sales pitch for your offer or entice them with a free trial of one of your services

Since everyone has different desires, values, and interests, it makes sense to create personalized emails for each quiz type. That way, you are creating unique messaging that’s tailored to them.

This is what transforms your quiz from a fun experience to an incredibly powerful lead generator. Who doesn’t love the sound of that?

Why are lead generation quizzes so effective?

The success behind lead gen quizzes comes down to three things: 

  • People love to learn new things about themselves, and they love to talk about those things
  • Interactive content is more engaging
  • Taking a quiz is memorable and connects the prospect to your product via an emotional experience

They’re fun and easy, and especially when it comes to business, they can even help people make big decisions. 

Capture more leads today

Learn the top tricks for capturing more leads with our guide to lead generation.

How to create a lead generation quiz

First, start with your idea. As I mentioned above, you want to make sure it relates to your industry or core business. This is essential so that you’re capturing leads who are more likely relevant to your business. 

From there, you can gain inspiration by looking at quiz templates. I also recommend speaking with your current clients to learn about the information they’d want to gain from a quiz. 

Once you’ve mapped out your quiz questions and results, you can drop everything into a quiz maker like Typeform or a plugin that you can embed into your website. 

Don’t forget to promote your quiz!

Lastly, don’t forget to get more eyeballs on your quiz. You can post it on your social media accounts and also feature it on your website. The more people who find your quiz, the more leads you’ll have, and the more chances of gaining new clients.

Convince leads you’re the one.

Convert your most qualified leads with HoneyBook’s priority leads notifications, available on the app.

Priority leads notify you when your best potential client is in your inbox—so you can get back to them first.

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