How to Use Quizzes to Help You Build Stronger Leads

How to Use Quizzes to Help You Build Leads


How to Use Quizzes to Help You Build Stronger Leads

If you are a marketer or a business owner there are two things you would agree upon – marketing is getting tougher by the day and secondly, you have to constantly work to build your leads.

While many marketers are seemingly going gaga about social media marketing the good old email marketing and telemarketing continue to pay dividends. In fact, it is hard to come across a brand that isn’t deriving benefits out of this tried and tested marketing strategies.

Why Such Lists Are Important?

As a marketer, you are well aware of the fact that to grow your customer base you need to constantly generate strong leads. It is famously said in the world of marketing “the money is in the list” and there is always an opportunity to grow your market share with strong leads. Email marketing has been employed since the early day of the Internet and until now remains one of the most effective ways to market a business. How it is done has of course changed over the years.

The importance of email marketing can be gauged from the fact that 95% of respondents termed it from important to very important in a study conducted by the Direct Marketing Association. The value that brands derive from email marketing is different from the highest respondents 31% of them using it to retain customers followed by 24% of brands who increase conversion using this strategy. Email marketing enjoys a 30:1 success ratio which is appreciable given the low cost involved in this outreach program.

How important email marketing is for your organisation?
How important email marketing is for your organization?

Do It with Lead Quizzes

You may have already tried several ways of growing your email list. But most of the traditional strategies such as having static forms on your website or using social media have their threshold point. This is understandable as such lead generation techniques have few incentives for the audience. Ask yourself – “what is there for the user to share his/her detail on my website”? You need to give them something in return to have them attracted towards your brand and this is where lead quizzes come in.

Example of a Lead Quiz
Example of a Lead Quiz

Marketers have experienced up to a five-fold increase in leads using these quizzes. If you are able to offer audience the right incentives, they get hooked to your product/business. These incentives can be based on the nature of your products and services. You can offer discount coupons, free downloads, gifts, free eBook, free templates or free consultation; whichever is suited for your business model.

Types of Lead Quizzes

When it comes to online quizzes you can put them into two categories – personality quizzes and trivia quizzes (or knowledge quizzes). Both have proved effective in growing email lists. Let us take a look at each of these quizzes:

1. Trivia Quiz

Trivia quizzes are one of the best ways of engaging your audience. It is a test of their knowledge. Here you have a question followed by a choice of answers among which one is correct. A user selects one answer before moving on to the next question and is shown the correct answer. Once the user has completed the quiz you show them their final score. You can use this quiz creatively to sell your products and services.

Let us take an example to understand this better. If you are a travel booking site wanting to promote holiday packages you can use quizzes such as:

Which city is called the ‘Big Apple’? 

  1. a) New York
  2. b) San Francisco
  3. c) Chicago
  4. d) Los Angeles

Which country is called the ‘Land of the Rising Sun’? 

  1. a) China
  2. b) Japan
  3. c) Philippines
  4. d) Malaysia

At the end of the quiz, you can sell holiday packages to the users and based on their success score. You can offer discounts or other freebies to those who complete the quiz. Here you would create questions around the destinations you are selling holiday packages for. The user feels a sense of gratification having earned additional discounts and freebies based on their knowledge.

2. Personality Quiz 

These quizzes generally used to get insight into audiences’ personality traits. While trivia quizzes have right and wrong answers in personality quizzes users choose answers based on their own beliefs and personality traits. Compared to trivia quizzes, personality quizzes are preferred by the marketers as they offer filtered information on the user’s personality traits. This improves the quality of leads and lets you convert them into sales easily. Here there are two parts on the quiz – outcomes and questions where questions are created around the outcomes.

Here is an example of a personality quiz. Let us assume you are in the car rental business and want to increase your customer base. 

You start with three outcomes 

  1. Wants to rent a luxury car
  2. Wants to rent a fast car
  3. Wants to rent a spacious vehicle

You can then have the following questions.

Which car best defines your personality? 

  1. Sedan
  2. Sports Car
  3. SUV

Which is one thing you look for in a rental car? 

  1. Luxury
  2. Speed
  3. Space

As you can clearly see if the responses are mostly A the person is likely to be a target customer for Outcome 1 or Luxury Car and likewise. Once you have assessed the needs and likes of the user you can direct them to relevant landing pages and offer deals on rentals.

Lead Generation

When you successfully run lead quizzes you will be able to generate different success scores (in trivia quizzes) and outcomes (in personality quizzes). Before you show the Score or redirect users to the Outcome page you need to present a form for the user to fill in their details which offer you a list to follow. You can also encourage them to share the results with a friend and even invite others to take the quiz.

Lead Segmentation

In the next step, you need to segregate the users based on their responses. The results of these questions will help you segregate the audience and target them in a more refined manner. Looking back at our example – you will always be able to know which customer is looking to hire a luxury car and take them to the relevant page.

Popular Examples of Quizzes that generate highest leads
Popular Examples of Quizzes that generate the highest leads

Tips to Get Lead Quizzes Spot On 

  • Get the Number of Questions RightThe success of your lead quiz rests on the number of questions you have. Have too few and you can’t segregate the respondents, have too many and users are likely to quit in the middle of the quiz. Ideally, your lead quiz should have 10-15 questions that engage the users and at the same time doesn’t bore them.
  • Don’t Ignore Your Audience – While you have marketing goals in mind while running a lead quiz your marketing goals shouldn’t override your users’ interests. They should see the incentives in taking part in the quiz. Your questions should be aligned with their desires, needs, and likes. They should feel happy responding to the quiz. You can tell them that a surprise awaits them at the end of the quiz.
  • Engage Using Images Images add to the visual appeal of your quiz. It shouldn’t seem like a school or university assignment! From the cover photo to images on individual questions you should make use of attractive images in the quiz to make it appealing.
  • Try Being Light-Hearted & Positive – Your covert marketing goals shouldn’t be overtly reflected in the quiz! It must be lighthearted which encourages the users to share the quiz and the results on social platforms and within their network. Also, make sure all questions and answers are positive which makes your audience feel good and positive. 


 To sum up, lead quizzes are a wonderful way to engage your audience and source information about their needs and likes in a subtle way and grow your email list. Frame your questions creatively and make smart use of Call to Action which will ensure maximum leads can be converted into sales.

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Author The Author: Mark Gill is a writer and marketing expert. He specializes in interactive content and spends most of his time online looking out for new things and implementing the best possible solutions for his work. He constantly explores trends in content marketing and uses them to increase engagement and ensure success.

Feature Image Credit: Background vector created by pikisuperstar –