When I meet people for the first time and tell them that I run a company for creating quizzes, I usually explain it this way: “We create quizzes like the ones you see on Facebook, but they’re used for generating leads.” The first part of that statement makes sense but the second part just doesn’t register.

At this point we’ve all seen quizzes on Facebook (it’s okay, you can admit you take quizzes, too). We know from our own experiences that no matter how professional and buttoned-up we might act, throw a good “Which Game of Thrones Character are You?” quiz our way and we instantly must know our results.

Quizzes have an insane draw, they pull people in like no other type of marketing. Today my goal is to give you an exact plan on how you can use quizzes to not only attract the right audience for your business, but also capture their contact information and follow up in a personalized way to make sales.

You will know exactly how to create, implement, and run a quiz that generates leads and drives sales for your particular business.

Part 1: Create the quiz

Before you can use a quiz to generate leads you have to create one for your business. I’m going to walk you through the best practices for doing this from start to finish. A quick word of warning here, I’m going to run through this real quick and I will admit that making a whole quiz can be quite the process, which is why interact has created over 200 quiz templates from every industry that are done-for-you. That’s one option for by-passing part 1, but if you want to create your own quiz from scratch scroll down for that.

Quiz Idea:

You have to make a quiz that is both fun and relevant to your brand if you want to both attract the right audience and convert them into leads. There is one very simple way to do this. You start with the quiz title template of “Which (Blank) are You?” and then insert what you do into the blank.

For example, if you are a business coach, insert “Business Owner” into the blank for “What Type of Business Owner are You?” which is both fun and relevant. So take that title template and make your quiz idea.


Now you’ll want to write 7 questions for your quiz with 4-6 answer choices per question. This is the exact right amount of questions to engage people and draw them into your quiz but not too much to where your quiz gets boring and people leave.

Your questions should be written as if you were asking them to one person who you would want to take your quiz. I recommend thinking of an actual person and then sending them your quiz when it’s done. This will keep you honest to write the questions in a very personal way, which is exactly what you want to do.

Opt-in Form:

Once people finish taking your quiz (answering the questions), they’ll be presented with an email capture form which will ask for contact information. These forms convert at 50% on average, but in order to make sure your quiz converts 1 out of 2 people there are two things you must do.

#1: You must tell people they’ll get to see their results if they opt-in. And you should personalize the text to say “Enter Your Email to See Your (Blank) Personality” where the blank is the same blank as the title of your quiz.

#2: You must tell people that you’ll send them personalized advice based on their quiz personality. This is what you’ll be doing when you set up your autoresponders for your quiz, people want to know that you are going to use their contact information for good.


Once people opt-in on your quiz they’ll be immediately shown their quiz result. Quiz outcomes should purposely be short (3-4 sentences) and always positive because people tend to share positive things much more than negative.

Part 2: Promote the quiz

Quizzes work extremely well for generating leads. When you replace a Facebook ad offer like an ebook or content piece with a quiz, you’ll cut your lead generation cost by 50%, when you replace a lead magnet on your website like an ebook offer with a quiz you’ll increase inbound leads by 100%.

However, if your quiz is not in front of people it won’t do you much good, so here’s how to get it out there.

Announcement Bar:

Let people know that your quiz exists by adding a callout for it in the form of an announcement bar at the top or bottom of every page of your website, see example below for how that looks.


Ah, the old popup, but since it’s a quiz people will be a little nicer about you pestering them with a popup.

Facebook Ad:

The awesome thing about running quizzes as Facebook ads is that you can just replicate what the quiz looks like as a Facebook ad and it will perform well. Use the same photo, title, and description from your quiz and quickly spin up a lead generation Facebook ad.

Part 3: Follow up with the quiz leads to make sales

When you run a quiz to generate leads, you will get some people who will follow through to your website and purchase something, but the vast majority will not, so you’ll need automation sequences setup to send out to your quiz le ads.You can send personalized emails to each of your quiz outcomes using the sequence outlined below.

Automation Sequence:

#1: Send the quiz results again (Send Immediately)

Right after someone opts in through your quiz, send them an email with a re-iteration of their quiz results. This email can be very similar to the results you showed them in the quiz, or add some elaboration. Also take the opportunity to link the person to an appropriate page on your website.

#2: Send the other quiz results (Send 3 days after email #1)

People are always curious about what other quiz results they could have gotten, so three days later you can send them an email with a description of the other quiz results. Feel free to also include a link to a relevant resource or page in this email.

#3: Send 3 Recommendations Based on the Person’s Quiz Result (Send 4 Days After Email #2)

Send 3 quick tips on how to improve based on the person’s type as found in the quiz. Keep them short, 1-2 sentences, and feel free to link to a longer resource page on your site if you’d like.

#4: Send a Coupon, Offer, or Meeting Invite (Send 3 Days After Email #3)

This is where you take your shot, send an email asking if the subscriber would like to meet with you, get a consultation, or in some way take the next step.

Now Go Forth and Make Quizzes!

Quizzes are all the rage, people love them. Your business can capitalize on that by using a quiz to bring in new leads. This is a powerful strategy, and with this blueprint, all you have to do is follow the steps, create your content and setup an easy quiz funnel for generating leads from start to finish.

Josh Haynam is the co-founder of Interact Quiz Builder, a tool used by more than 30,000 businesses including The American Red Cross, Home Depot, and Forbes. He’s probably seen more quizzes than any other human on earth right now. Find him and Interact on Twitter @tryinteract