What is a lead generation quiz and why should you use one for your business in 2024

Lead Generation Quiz Benefits

We all want more leads, right? Who wouldn’t?

This is why lead generation is such a hot topic.

There are countless ways to turn your followers into leads, some of which you might have tried yourself… free Webinars, free checklists, video courses? The list goes on.

They all have different success rates and can be quite unpredictable depending on your audience and niche.

However, you might not have tried using a lead generation quiz before as your main lead magnet.

Maybe you don’t know how to build one? Maybe you’re not even sure what a lead generation quiz is?

In this article, I’m going to give you 8 reasons to use a quiz as your main lead magnet.

What is a lead generation quiz?

A lead generation quiz is a quiz that your audience can take in exchange for their contact information (email address, name, phone number etc)

A person can take the quiz and receive a score or assessment along with some personalised content based on how they answered certain questions.

Let’s look at the main reasons you might want to consider a lead generation quiz as opposed to typical lead magnets that you see every day.

Understanding the principles of lead generation

Lead generation is the process of generating interest for your products or services, identifying potential customers and collecting their contact details

That way, you can nurture these ‘leads’ and contact them directly to turn some of them into paying customers.

The key principles of lead generation are:

  • Being clear on your target market
  • Having the right offers to solve their problems
  • Having a lead magnet (a free resource that you give out in exchange for someone’s email address) or a way for customers to share their information (like a contact form)
  • Nurturing these leads until they’re ready to buy from you

The importance of creating leads for your business

You can’t build or grow your business sustainably without lead generation!

The truth? It doesn’t matter how good your product or service is. If you haven’t got a strategy to generate leads, you’ll struggle to sell it.

You’d have to rely on:

  • Referrals – These are extremely unpredictable. Plus, your past customers might refer you to prospects who are NOT the right fit (= wasting time)
  • Feast and famine cycles – You’re not in control and are forced to take whatever comes your way

Maybe that’s you right now?

If it is, DON’T WORRY: by the end of this article, you’ll know exactly how to take control of your lead generation.

And as Daniel Priestley – our founder and international speaker – always says: “Everything is downstream from lead generation.” 

So, you’ll have a strategy to:

  • Attract your target customers
  • Collect their email addresses
  • Nurture them directly
  • Sell to them consistently

Bye bye, feast and famine. Hello, growth.

Different types of lead generation methods 

There are lots of tactics to generate leads, and you can (and should) rely on more than one. For example: 

  • Content marketing and SEO – When looking to solve their problems, your audience will usually turn to google. So, write blog posts that answer their questions – and optimise them for the keywords they’re googling. That way, your target customers will find you!
  • Social media marketing – Create content that entertains and educates your audience. By engaging with them and showing up regularly, you’ll stand out and stay top of mind
  • Email marketing – This usually starts with a free lead magnet (like a quiz or a PDF resource). Once you have someone’s email address? Nurture them with insightful and relevant content
  • Paid ads – If you need leads fast, create compelling ads that take your audience to your website or a strategic piece of content
  • Online and in-person events – Grab your audience’s attention by partnering with relevant businesses (for example, through a webinar) or create your own events
  • Outbound marketing – Reach out to your ideal prospects (like cold calling or cold emailing), and start a conversation

These are the most common lead generation methods, but there’s another incredibly effective tactic. Something that works on its own but can also complement aaaaaaaaall of the above.

Yep, I’m sure you guessed it: a quiz. 

What is a lead generation quiz?

A lead generation quiz is an attractive and effective lead magnet to collect the email addresses of your target customers. It involves a set of questions that generate a useful result or report (for them) and a tonne of data (for you).

For example, a quiz could be “What type of entrepreneur are you?”, “How much money can an accountant save you?”, “FREE content marketing report” and so on.

And with ScoreApp? You’ll go beyond basic quizzes! 

You’ll create a full quiz funnel, from strategic questions to segmenting your leads and nurturing them strategically.

Why use a quiz for lead generation?

Simply put: because you’ll get complete control over your lead generation strategy and sell more!

But let’s dive into the main benefits.

Utilise your social media reach

Let’s face it: it’s getting harder and harder to stand out on social media. 

Their algorithms only show your content to a small percentage of your followers. And if you haven’t got a strategy to retain them? They’ll keep scrolling.

Instead, a lead generation quiz lets you turn these viewers and followers into subscribers. That way, you can contact them directly – without the algorithm getting in your way.

How? By inviting them to take your free and super valuable quiz, of course!

So, have it in your link in bio or featured sections, create content around it, mention it in the comments and DM it to your followers when you answer their questions.

Get lots of useful data

Most lead magnets (like downloadable PDFs) are static: they’re the same for everyone. So, they won’t help you segment and really get to know your audience.

Instead, a lead generation quiz gives you insights on every person who completes it. You’ll know who they are, what they’re struggling with, what they’re hoping to achieve and more.

Now, THAT’S useful, isn’t it?

Pre-qualify your leads 

Lead generation is key, but… more leads isn’t always good news. Why?

You could end up wasting time, energy and money talking to the wrong prospects – those who aren’t committed or wouldn’t be a good fit.

With a lead generation quiz, on the other hand? You’ll vet your leads, too.

For example, you can ask strategic pre-qualifying questions to find out if:

  • they’re actually interested in buying from you
  • they have the right budget
  • they’d be a good fit for your offers

That way, you’ll optimise your time and resources: you’ll only need to manage and talk to the right leads – those who are likely to become customers.

Improve your sales calls 

With most sales calls, you’re starting from scratch. And it’s HARD to get people on those calls to begin with (does anyone actually like being sold to?).

Instead, you can use your precious quiz data to make your sales calls more effective.

Inviting people on a call

It’ll be easier to book these sales calls because you can reference their results and make them a more personalised and valuable offer:

“Hi Bethany,

I noticed you recently took our Content Marketing Quiz. You scored 80% in the “social media” section, which is impressive. However, your score for “blogging” was quite low. I’d love to share some custom advice with you.

Would you be up for a quick call so I can recommend some strategies that’ll help you improve this?”

A no-brainer!

Nurturing them

Some prospects might not be 100% ready for a sales call, or you might want them to put something in place first (like having a website before enquiring about your blogging services).

So, use your lead generation quiz to segment and nurture them with personalised drip emails.

For example, you can send them sales enablement content that answers their questions, debunks their misconceptions or tells them what they need to work on before investing in you.

Smashing those sales calls

Once you get on a call, closing that sale will be a cakewalk. Why?

  • You’ll impress your prospects and inspire an instant connection by referencing their results
  • You already know exactly what they’re struggling with and hoping to achieve
  • You can recommend the right solution for their situation and budget

Successful lead generation quizzes for different industries 

One of the best things about lead generation quizzes? They can work for ANY type of business!

Here are some examples and ideas to get your creative juices flowing.

Lead generation quiz for coaches and consultants  

Be honest: how many of your discovery calls turn into free coaching or consulting sessions? And then – POOF! Some prospects ghost you after taking up your time and energy.

Instead, use a lead generation quiz to understand who’s serious about working with you, whether they can actually afford your services and what they’re struggling with the most.

That way, you’ll save time and get to recommend the PERFECT service or coaching programme for them.

Lead generation quiz examples:

  • “Elite fitness quiz”
  • “Your FREE SEO assessment” 
  • “Business growth assessment for solopreneurs”

Lead generation quiz for financial advisers 

Ideal to introduce the difference you’ll make for your audience – right from the start.

A trick? Build your quiz around the questions they’re googling or asking you (for example, during sales calls).

Of course, these will change depending on your target market, but they could be along the lines of “How much do I need to save to retire?” or “How can I start investing?”

Lead generation quiz examples:

  • “Your Pension Saving Report”
  • “The Newbie Investor Self-Assessment”
  • “The Early Retirement Scorecard”

Lead generation quiz for accountants 

Generic contact forms = attracting prospects who are emailing lots of accountants… and looking for the cheapest quote.

I bet you help clients save plenty of time and money (and headaches). So, make them see this right from the beginning… with a quiz that focuses on that!

Lead generation quiz examples:

  • “Are you paying too much tax?”
  • “How many hours and money can an accountant save YOU?”
  • “Your FREE tax saving scorecard”

Lead generation quiz for agencies 

Tired of attracting prospects who expect you to pitch them your services? Those who open with “how much?” and ghost you after wasting hours of your time?

Then, start setting the right tone. 

Create an agency quiz that gives them valuable results and positions you as an expert. It should also show whether they’d be a good fit and what service or package they’d benefit from the most.

Lead generation quiz examples:

  • “Brand identity test: is yours clear and effective?” 
  • “Video marketing readiness test: is it the right investment for you right now?”
  • “Website security check: how safe is your online presence?

Lead generation quiz for event organisers

Quizzes can improve your events in different ways, from keeping your audience engaged in real time to getting feedback afterwards.

But when it comes to lead generation?

Create a quiz lead magnet to recommend the best workshop for each participant or help them navigate a multi-track event.

Lead generation quiz examples:

  • “Marketing quiz for business owners: what type of training would you benefit from the most?”
  • “Grow your business in 2024: find the best workshop for your goals”
  • “Make the most of [multi-track event name]: what sessions are perfect for you?”

Lead generation quiz for fitness coaches and personal trainers 

Maybe you have different set programmes, or perhaps you build a bespoke experience around each client.

Either way, how much easier would it be if you could start that conversation knowing each person’s budget, struggles and goals?

(Oh-so-much easier!)

So, use your quiz to uncover them.

Lead generation quiz examples:

  • “Athletic health report”
  • “Get your fitness score”
  • “Do you need a personal trainer right now?”

Tracking your lead generation efforts and quiz results 

Once you have this quiz in place, you can track:

  • How many leads you’re getting
  • Whether you should keep nurturing them, send a proposal or book a sales call (based on their results)
  • What seems to be most relevant for your audience

This will make your sales MUCH more predictable!

And when you rely on a quiz platform like ScoreApp, tracking this is a breeze.

Our analytics are in-depth but easy to understand, and you can connect the quiz to your CRM to manage those leads. Easy peasy!

Choose ScoreApp to create a slick quiz for lead generation 

You can keep leaving it to chance or take full control of your lead generation.But if you want to grow your business sustainably and escape feast and famine? The only real option is the latter – and a quiz will make it happen.

Benefits of using a lead gen quiz in your business

There are many benefits to using a lead generation quiz in your business, here are a few of them:

1. Quiz conversion rates are better

Lead magnets, such as free PDFs, webinars etc, typically convert at around 3-10%, even with high-quality landing pages.

Quiz landing pages, on the other hand, tend to convert at 30-50%.

Quiz Lead Generation

This means you save money on advertising and get more leads in the process.

Quizzes tend to convert better because they are fun, personalised and different. As people, we all want to know how good or bad we are at something. We also want to know how we can improve.

When you create a quiz, you are tapping into two powerful human needs.

Curiosity – Using the power of curiosity to engage your audience
Self-Improvement – Learning something new is exciting and motivates us

Very few other lead magnets allow you to achieve both things, which is why people tend to convert way better on a quiz landing page

Top Tips

Use “power words” to encourage people to take your quiz, such as:

  • “Discover”
  • “Free”
  • “Easy”
  • “Instant”

“DISCOVER your company culture score for FREE”

“Answer 10 EASY questions and get your score INSTANTLY”

These words really capture people’s attention and get them to take action.

2. Quiz data is far better

The data you collect as part of your quiz can be extremely powerful. Providing you ask the right quiz questions, you can uncover some vital information that can help you in so many ways.

You can ask specific questions that can tell you:

  • What stage your audience is at, e.g. Just getting started or highly experienced
  • What they are struggling with the most
  • What goals they want to accomplish
  • What budget they have to solve a particular problem
  • And many more

Learning more about your audience using a quiz is the best way to provide the best content, products or services.

Top tip

Ask one or two questions that don’t impact scores but are really valuable.

For example, you could ask, “what is your biggest problem right now?” You could let your audience add their own words and tell you exactly what they are struggling with. This is super helpful for you and allows them to speak in their own words. You can use this information in so many ways.

3. A quiz is easier to share online and not feel “salesy”

Using a quiz as your main lead magnet means you can share it over and over again with your audience without feeling like you’re “selling” to them.

A quiz is helpful, free and personalised, which makes it highly attractive and beneficial to your followers online.

Share Quiz Online

It’s one of the best tools you have to deliver incredible value, so you want to make an effort to spread your quiz far and wide.

Top tip

Place a link to your quiz in all your social media bios so that anyone who finds you online has easy access to take the quiz and get their personalised score.

4. A lead generation quiz is more intriguing

It’s good to be different, especially when promoting your business online. While everybody else is focusing on the latest trend, you can use a quiz to stand out from the crowd.

People are constantly bombarded with the same types of lead magnets over and over again:

  • A free PDF
  • A cheat sheet
  • A whitepaper
  • A webinar
  • A training video

These freebies can be extremely valuable if done right, but they tend to be overused and become less effective over time.

A lead generation quiz, on the other hand, is different.

A very small number of business owners use quizzes to attract new leads, even fewer in your particular niche.

This makes having a quiz much more intriguing and effective when gathering new leads and growing your audience.

Top Tip

When talking about your quiz, try to use words and phrases that speak to your audience (not you) for example, use “Get your fitness score” rather than “take the fitness test” and “Discover how YOU can pay off debt sooner” rather than “Free finance quiz”

People like to know how your quiz will impact them.

5. You can make better product recommendations

Using a quiz allows you to learn more about your leads and recommend the most relevant products or services to the right people.

For example, if you are a mortgage broker, you could have three different services such as:

  • First-time buyer’s mortgage
  • Homemovers mortgage
  • Extra loans on property

By using a quiz and asking the right questions, you can make sure you only discuss the right products and services with your leads. You can also send them the most relevant information, tools and resources to help them based on what they need.

A quiz helps you turn your lead generation into personalised guidance and support.

Lead Product Recommendation

It also helps you develop products and services that you might not have considered before. For instance, if a mortgage broker learns that lots of their audience need help selling their home, they could create new services to fill that need.

Top tip

To find out exactly what your audience might need help with, ask them one (or more than one) of the following questions…

  • What do you need help with right now?
  • What problem are you trying to solve?
  • What is your biggest obstacle right now?

You could use either a multiple-choice answer or an open-text field that allows your leads to enter their answer in their own words.

6. You can use the quiz to prequalify potential customers

As your business grows, you might start getting a large number of leads and enquiries from people wanting to do business with you.

Getting more leads is never a bad thing, but you’ll quickly realise that not everyone who gets in touch with you is right for your business.

It takes time to filter through the leads and know who is a good lead and who is a bad one.

This is where a lead generation quiz comes in handy. A quiz can help you ask better questions that allow you to learn more about the leads before you spend time arranging calls and meetings.

There are plenty of reasons someone might not be right for your business, such as:

  • They don’t have the right budget
  • They’re not ready for your services yet (even if they think they are)
  • They’re not the kind of person or business you want to work with
  • You might not be able to help them

Whatever the reason, a lead generation quiz will help you learn more about their situation so you can determine who is a good lead, and who isn’t.

Top Tip

Ask brave questions as part of the quiz. Most of the questions you ask will need to be quiz/score related so you can deliver on your promise. BUT adding 1 or 2 pre-qualification questions can help a lot. Questions like:

  • How much do you spend on marketing/accounting/coaching each month?
  • How committed are you to solving problem X?
  • What’s stopping you from achieving X?

These kinds of questions help you understand your leads far better and make great talking points on sales calls.

7. Quiz leads are better

Leads are not all built the same.

Someone who downloads a free PDF on your website is not the same as someone who completes a 10-20 question lead generation quiz.

A quiz allows you to:

  • Build trust with your audience by delivering real value
  • Offer personalised advice and guidance that’s relevant to them
  • Uncover what your audience is really struggling with so you can support them on a level they need

A quiz helps you to speed up the “know, like and trust” factor and allows your audience to warm to you sooner than they would with other lead magnets.

Top Tip

Deliver REAL VALUE on the quiz results page. Once someone has completed the quiz, make sure you give them some top tips that help them improve their situation. Helping them improve at this stage will build more trust and show your audience that you care about their success.

8. Create original research.

Using a lead generation quiz allows you to collect some key information that you can use within your business and throughout your marketing.

Getting 100+ people to fill out your quiz over the course of a few months will give you some accurate data that’s genuinely interesting to your audience.

Quiz Lead Data

You can use this information in a number of ways, such as:

  • A report or an article that you give away on your website that includes lots of statistics from the quiz. This kind of content gets shared a lot and gains lots of links from other websites.
  • Across social media to draw attention to key obstacles your audience are facing. E.g. “Did you know that 5 out of 10 people struggle to manage their own business finances”
  • In proposals to help your sales team convert more leads into clients. E.g. A mortgage broker could use the following quote within their proposal “90% of homeowners said they save money when they use a mortgage broker vs a bank”

There are many ways you use a quiz to drive data-driven content, but it all starts with a quiz in the first place.

Top Tip

Don’t sit on the data. Review the questions and answers regularly to extract interesting data to share with your followers.

Even if you only have a few people who have taken your quiz, find the data early and share it far and wide.

Should you use a lead generation quiz?

After reading this article, I’m sure you can understand why so many people are excited about using a lead generation quiz within their business.

If you want to try it for yourself, go ahead and create a free account.

Start collecting better, more qualified leads today.

About the author
Martin Huntbach Head of SEO
Martin Huntbach
Chief Marketing Officer
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