How to Create Lead Generation Quizzes

  1. Target your audience
  2. Ask quiz questions that lead back to what you sell
  3. Tease glimpses of solutions in quiz results
  4. Test quiz copy variations
  5. Use welcome email series to warm up leads

“Mom, can I have $5 to buy a comic book and some chips?”

And by “comic book” I meant unwholesome magazines filled with smutty novel excerpts, make-out tips and, QUIZZES.

Oh my, the quizzes.

They’re the REAL reason I bought magazines (before BuzzFeed took over the quiz universe).

Tell me…

… do you remember taking any of these quizzes from Seventeen Magazine?

  • Are You Paranoid? (ummm, yes, I’m fourteen – the whole world is out to get me)
  • Is It Really Over? (Pretty sure it never even began, except in my head)
  • Do You Play Mind Games? (That’s how I bought this magazine, so heck yeah)

The power of a quiz has not tarnished since the late 1990’s.

Lots of marketers make this big mistake: assuming leads from a quiz are unqualified.

They don’t have to be – if you create your quiz right.

Like the one quiz I ran that brought in 172 additional course sales, resulting in an extra $25k in just two weeks. That’s not counting lifetime customer value, BTW.

It’s basic human nature to want to know ourselves better.

Even if it’s just for fun.

Sherry Turkle, MIT psychologist and cultural analyst, explains the popularity of modern quizzes as a way of dealing with our existential dread and altering how others perceive us. It’s not so much taking the quiz that people enjoy – it’s sharing the results.

Here’s how she put this phenomenon:  

“They’re specifically for performance. Here, part of the point is to share it, to feel ‘who you are’ by how you share who you are. [It’s] the conflation of who you are and who thinks you’re okay.”

I know what you’re thinking:

How can quizzes help me to grow my bottom line?

‘Cuz we’ve got businesses to run and serious goals. But quizzes will help you achieve your ambitions. Specifically in terms of lead generation.

According to LeadQuizzes, the average quiz has a 33.6% lead capture rate – though in the quizzes I run, I typically see much higher conversions.

Plus, interactive content is far more powerful than a regular ol’ guide. According to a CMI survey in 2016, 81% of respondents agreed that interactive content grabs attention more effectively than static content.

Dang, that means more than 3 out of every 4 people is hooked by a quiz.

If you’re not impressed yet, that’s cool – but consider these additional points:

  • They’re fun. When scrolling through social media, you’re more likely to click on something with entertainment value. (Helloooo, Facebook time suck.)
  • The average quiz is shared 1900 times. No more forking over handfuls of cash for Facebook ads – quizzes are your new BFF.
  • Ideal lead magnet to attract people in the first stage of the buyer’s journey / TOFU.

You may think you’re being approachable with your 25-page free guide. But a total newcomer isn’t going to invest their time or energy in reading that. They’re in the wrong stage of awareness. What they will invest in is a quiz.

Take a look at this chart:

Screenshot 2017 07 24 at 8.54.39 PM

Quizzes for lead generation… and beyond!

Quizzes are NOT going away.

If you think they’re below you or too hard to make, you’d be wise to reconsider.

Here’s why.

1. A quiz (aka interactive content) is the future

According to BuzzSumo, the average quiz gets shared 1,900 times. Compared to the average number of shares on an article, you’re entering an entirely new dimension of social media sharing stats. Interactive content is the nectar of the conversion gods.

A CMI Survey from 2016 stated that:

75% of marketing participants said they anticipated that their company or organization would increase their utilization of interactive content marketing.

As you can see from this chart, the future is already here, my friends:

Screenshot 2017 07 25 at 11.39.41 AM

BuzzFeed’s top stories just a few months ago were ALL quizzes:

Screenshot 2017 07 25 at 11.41.02 AM

2. You get more insight into your target audience

I spy with my little quiz a marketer that just hit the jackpot. 

Quizzes rock because you get to exercise your super spy powers to better understand your ideal client’s needs and desires. This sounds creepy – I know – but it helps you offer more value.

Here’s why:

You get to see the quiz’s results. Often, one result out of 4 or 5 outnumbers the others. Talk about some powerful insight to guide your future content and copy that your audience will resonate with.

It’s like asking people to fill out a survey… except it’s actually fun for them.

As Coy Whittier of Qzzr said:

“Relevant data allows you to offer a personalized content experience. Quizzes provide a way for you to get that data in a way that people like.” 

3. Segment your list the easy way

Contrary to popular belief, email marketing isn’t dead.

In fact, it’s getting more and more sophisticated.

You have the power to craft targeted marketing messages for specific segments of your audience – as long as they’ve told you where they belong

For example, you run an online business that teaches entrepreneurs how to start and grow their business. Someone just starting out needs an entirely different approach vs. someone who’s already successful.

But finding out who your audience is and getting them on the right list isn’t always straightforward. Sure, you can send a survey or use the ASK method right off the bat. Without an incentive, who really wants to fill out a survey? I know, I know – micro-commitments are legit, but what if there was something a smidge easier?

Lucky for you there is.

It’s a quiz. 🙂

Quizzes make segmenting your list fun for your audience AND they’re just as effective as a survey. Talk about a win-win.

Here’s how you do it:

  1. Create your quiz results based on your different audience segments. 
  2. Set up tags for each one.
  3. Automatically place quiz takers in the most-appropriate funnel.

K, I see your cocked eyebrow and objections forming on your lips, like:

  • Are quizzes effective for EV-ER-Y niche?
  • Are all quizzes going to be a home run?

And lastly, the humdinger of them all:

What makes a truly killer quiz?

Y’know, a quiz that people can’t help but want to click-through and invest 5 minutes on? That’s what I’m about to show you.

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How I attracted 10,000+ new leads with just quizzes

You might be surprised at how much work goes into creating a high-converting quiz.

One that makes people fall in love with you like you’re Leo on Seventeen’s July ‘98 cover.

Coming up with a great quiz idea is easy. Things get mucky in creating relevant questions and juicy outcomes. Mucky enough to make most people throw in the towel.

Writing highly compelling quizzes – ones that people want to share – is both an art and a science.

Just like any piece of content, your quiz needs to be engaging.

You don’t want to make your audience feel like they’re answering questions on a government survey.

Your questions and results have to connect back to your bottom line. In other words, the data you’re collecting needs to be relevant. And the quiz results you create should loop back to the solution your brand provides. It’s all a little mind-boggling.

Writing a quiz doesn’t have to be a struggle. Just follow the blueprint I’m about to outline for you and you’re well on your way to the Quiz Hall of Fame.

Step 1: You create a quiz topic based on who you want to attract

The title and description for your quiz have to capture your target audience’s pain point and solution. It should be inspired by this question:

What keeps my audience up at night? 

My mom started menopause a few years ago. She’s always talking about hot flashes and mood swings and all the annoying stuff that goes along with it.

One day I stumbled upon Dr. Sara Gottfried’s quiz and immediately sent my mom the link.

She loved it. Because it spoke to exactly what she was experiencing and the outcome she desired.  When your message is on point, getting ideal clients to convert is not a challenge.

Here’s an example of Dr. Sara’s quiz.

Screenshot 2017 07 03 at 12.04.58 PM

Step 2: “The art and science of asking questions is the source of all knowledge”

Thomas Berger said it best:

Ask the right questions and you’ll be swimming in data that can help you refine your messaging and strengthen your value props.

Quizzes are good for more than just leads… and telling your friends which Game of Thrones character you are.

Questions help us understand our prospects and get to the root of how we can help them.

So, how do you come up with your quiz questions? Formulate your questions around what you ultimately want to sell.

For example, if you’re selling business coaching services, sse your questions to prequalify potential leads.

Like this question from a quiz “Should You Hire a Business Coach?

Screenshot 2017 07 03 at 12.24.03 PM

Because of that question, you know this biz offers customer feedback analysis services. Now, with these quiz responses, they’ve got data about how ready their TOFU prospects are to engage in the sales funnel.

Selling products? Use your quiz questions to help your potential customer understand all the possibilities you can offer them.

To make your quiz creating process easier, I put together some example questions: 

  • How often do you _______? (ex. Work out, review your quarterly goals, get mad at your kids, etc.)
  • On a scale of 1-10, how ______ are you? (ex. Happy with your relationship, satisfied with your job, etc.)
  • A genie grants you one wish. What do you choose?
  • How likely are you to ________? (stop eating meat, stick to your budget, not check your email for a day, etc.)
  • Which image best describes your ________? (perfect living space, business, wedding style, etc.)

You should start with these questions in your brainstorming, methinks.

Or check out The Conversation Starters World – my go-to resource for creating outstanding questions that people will want to answer. (Psst, it also boasts a great collection of q’s for those of us who hate small talk.)

Step 3: Write outcomes that give a glimpse of the solution

Creating shareable outcomes that provide value and offer a peek at the solution you provide is an art.

But THIS is what differentiates your quiz from yet another brainless Buzzfeed post.

A major benefit of using quizzes for lead generation is that people share their results. (That’s why you’re reading this, right??)

Overwhelmed by all this juicy info? Grab my free email course and learn how to create a compelling quiz in 6 bite-sized lessons (plus steal my successful quiz swipe file) 

The copy you create for your outcomes should offer insight AND a few actionable strategies. Offer real value. The last thing you want is for people to feel like you wasted their time.

Step 4: You test a few copy variations

This step loops back to the first one: know your target audience.

Understand how they speak, what Facebook pages they like, their age, demographic, and beyond. Set up a few targeted Facebook ad campaigns.

Test a few variations of your quiz title and description against each other to see which performs best.

Step 5: You follow up with welcome emails 

A welcome sequence will warm up your cold leads. Which is exactly what you want.

Long story short: it helps them get to know you. Because odds are they took your quiz for fun. If you don’t follow up, they’ll forget you exist.

Or worse, they won’t ever have known how you could’ve potentially helped them.

You want to get those new leads into a funnel designed to:

  • Help you learn more about them and where they’re at in the buyer’s journey
  • Introduce them to you and your values, so that they can start to know, like, and trust you (before any selling happens)
  • Provide value and depth that far exceeds anything a little quiz can deliver

Enter the ever-gentle “Welcome Email Sequence”

A welcome email sequence is akin to the build-up towards intimacy in a new relationship. It’s your chance to make new subscribers in the awareness stage happy – nay, thrilled – to have you in their inbox.

When it comes to lead magnets that involve minimal commitment from the subscriber – like a quiz – a welcome sequence is more vital.

Otherwise, there’s no real reason your new leads should remain on your list when you start sending them emails appropriate for other stages of the buyer’s journey.

Cover these key items in your welcome sequence before selling anything:

  • Offer your new subscribers a clear overview of who you are, what you do, how you do it and why.
  • Establish understanding and connection. Set the scene and let people get a really good idea of your brand voice and overall tone.
  • How can you learn more about your new subscribers? Give them a reason to hit reply and tell you something about themselves.
  • Build trust and offer value. You can offer a free discovery session, send other free resources, PDFs, videos and links to popular blog posts, give them your best stuff right off the bat – they just might love you forever.
  • Tell your story and share why you give a damn.

A carefully crafted welcome sequence is a key ingredient for a leak-free funnel and essential to make sure those new leads stick around.

[Tweet “Writing a quiz to get leads? Here’s what to cover in your welcome sequence, via @copyhackers”]

How you attract qualified leads from a quiz

It’s possible – you can create quizzes just as clickable as the ones you see on BuzzFeed. The caveat is this: they must have a purpose beyond mere entertainment.

What I’ve learned – through much trial and error – is that quizzes come in two flavors:

  1. BuzzFeed-style quiz, where you capture a ton of leads (that aren’t really qualified)
  2. Quiz like one stolen from Seventeen Magazine’s pages, where you offer a solution to your ideal client’s real or perceived problem

Both of these outlets have very different purposes.

BuzzFeed operates primarily on a traffic generation revenue model. The content itself doesn’t really matter as long as it gets the click.

You want to copy Seventeen’s purpose which is aligned with a business goal: sell magazines. Their alluringly corny quizzes help them do that.

You have something to sell, right? 🙂 Make sure your quiz relates back to your overarching purpose: to sell your product, service or course.

Will a quiz work for my niche?

The short answer is yes. From my experience, quizzes work for just about every niche.

However, they work exceptionally well in these niches:

  • Health and wellness
  • Personal and spiritual development
  • e-Commerce

But if you’re creative, the options of a quiz can work for all types of industries, like:

  • SaaS
  • Online service providers
  • Real estate
  • Non-profits
  • … and the list goes on

One thing to keep in mind is that personality quizzes tend to perform best. According to popular quiz platform, Playbuzz, 77% of quizzes that have been shared 100,000 times or more are personality quizzes. So, if you’re gunning for the fences, create a personality quiz.

For example, Dr. Kelly Ann Petrucci – whose bone broth obsession instantly makes me love her – brought in over 40,000 leads with her Gluten Intolerance Quiz.

Or discover the best facemask is for your personality, compliments of the ever-popular Birch Box:

Screenshot 2017 07 02 at 12.23.27 PM

The quiz fun doesn’t stop there. If you sell services like graphic design or photography, create a quiz that gives you better insight into your client’s needs.

Take a look at this quiz by Eight Three Five Creative, a boutique digital marketing and graphic design business:

Screenshot 2017 07 02 at 12.10.04 PM

Even realtors and other professional service-based businesses can benefit from quizzes. Check out this quiz from MyDomaine … now, honestly, tell me you wouldn’t take this quiz if you were house-hunting?

Screenshot 2017 07 02 at 12.16.09 PM

In your quiz, use you can use images, ask questions you might normally be embarrassed to ask, and gain a ton of insight into what the market wants.

“Naw, quizzes wouldn’t work in B2B or marketing… right?”

Neil Patel saw a 500% increase in leads after implementing quizzes. This is coming from someone who already has everything optimized for conversion to a degree far greater than 99% of online businesses.

Check out a few more of these client case studies that LeadQuizzes put together:

Or these ones from Interact:

If these folks can do it, so can you.

To recap, here’s your seamless system for creating quizzes that convert:

  1. Know your audience
  2. Ask quiz questions to lead back to what you sell
  3. Quiz outcomes give glimpse of solution
  4. Test quiz copy variations
  5. Use welcome email series to warm up leads

So what quiz are you going to create to grow your list?

What tool will you use to run it?

Drop it in the comments below. Funny, serious, business-driven or downright ridonculous—let’s get quizzical!



Photo by Alexandra Gorn on Unsplash