3 Key Elements of a Lead-Generating Quiz

You may roll your eyes when Buzzfeed quizzes ask “What Disney Princess Are You?” or “What Friends Character Are You?”, but you may not realize how brilliant these personality quizzes are.

Okay, maybe these topics don’t seem brilliant but using quizzes to generate leads certainly is.

Don’t believe me? I get it. 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.

The 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 more fun, interactive and enjoyable than a typical survey. 

I also have the added benefit of giving quiz takers unique insights for better self-discovery, helping them feel known and understood at the end of the quiz. If you’re interested in creating a lead-generating quiz for your own brand, let’s go through some of the main elements you’ll need:

1.  Niche-Specific Quiz Topics and Titles

If I put a quiz on my website that says “What Hipster Style Fits You?”, people would be very confused because I’m a copywriter for small businesses. My glasses may look hipster, but it doesn’t give me the authority (or desire) to speak on this subject. 

Instead, I should choose a quiz topic that is more aligned with my website copywriting niche. Your own topic 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 which topics they love most. Once you’ve chosen your quiz topic, it’s time to craft an attention-grabbing title that’s clear rather than clever.

Pro Tip: 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. Clarity equals action and action is what leads to higher conversions.

2. Unique Personality Types

When creating your quiz questions and answers, remember your primary goal is for your audience to make it to the end of your quiz. This is where you’ll reveal their quiz results. 

Make sure each quiz result description is written in a positive way so people always walk away feeling great about themselves. Include fun details about their personality including their habits, motivations, strengths, quirks and characteristics.

I recommend creating three to five different personality results. If you create too many, you’re creating a lot of extra work for yourself. 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.

3. Personalized Email Sequences 

After you create the quiz content, your work is only partially done. Now it’s time to focus your attention on crafting an email sequence that introduces who you are, what you offer and how you can help them.

First, let’s make sure we’re on the same page (copywriter pun!) when we talk about email sequences. An email sequence is simply an automated series of emails that are delivered to your email subscriber.

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 inside 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 case study 
  • Optional: Email 4: Craft a sales pitch for your offer

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?

Kayla Hollatz

Kayla Hollatz is a trusted website copywriter and strategist for entrepreneurs and their favorite SaaS tools. She takes a “strategy first, words second” approach to email copywriting, teaching others to embrace conversion techniques and experiment with new ideas.