5 ways to use a quiz to convert leads for your business

Despite the name, traditional lead magnets (like downloadable PDFs) don’t really bring you “leads”: they give you the names and email addresses of lots of uncommitted freebie seekers. No wonder many businesses end up with large but fruitless lists.

Instead, if you want more higher-quality leads who actually convert into paying customers, the format of your freebie makes a huge difference. That’s why quizzes work so well:

• Because they’re dynamic and tap into your audience’s desire for self-discovery, they’re more attractive than static resources. In fact, the landing pages of ScoreApp quizzes convert at a whopping 30-50% as opposed to the 3-10% of traditional lead magnets
• They give you fresh data about your audience and each participant
• They allow you to segment them and nurture them in more tailored ways, personalizing the rest of your funnel and boosting your conversions

So, to help you maximize your results, we’ll show you 5 different ways to convert more leads using a quiz.

Coming up with the right quiz lead magnet idea

To get your inspiration flowing, we’ll share plenty of examples across various industries, but remember: what matters most is planning the right quiz lead magnet for your situation.

• Who is your quiz for? – Be specific! If you create a lead magnet “for everyone”, it’ll be so generic that it’ll appeal to… no one
• What’s their current situation and buying stage? – Your quiz must be valuable for your target audience (for example, by solving a small problem) and meet them where they are right now. Otherwise, they won’t feel compelled to sign up for it. For example:
  – Top of the funnel: lead with a low-pressure, curiosity-driven quiz or scorecard, like “What’s Your Marketing Superpower?”
  – Middle of the funnel: help them understand their problem and situation with a diagnostic quiz or assessment, like “Why Aren’t You Getting Enough Clients as a Coach?”
  – Bottom of funnel: simplify their choices with a readiness assessment or a quiz to identify the right next step or product for them, like “Are You Ready for a Custom Website?”
• What do you want to achieve? – Your quiz lead magnet must also feed into your products and goals. So, start from those and work your way backwards 

5 ways to convert more leads for your business using a quiz

Quizzes are fun, but you’re not here to build one as a hobby, are you? You want a quiz that brings you paying customers.

So, whether you’re planning an assessment quiz, a scorecard, or a different angle altogether, here are 5 ways to get more conversions from it.

1. Segment and pre-qualify your leads 

A common lead generation mistake? Trying to nurture and upsell to EVERYONE in the exact same way, like offering them a static PDF and a generic email sequence.

But each lead’s situation is different! So, with a quiz, you literally get to ask them questions to understand it.

For example, you can uncover each participant’s biggest problem, goal, misconception, readiness level, and whether they’d be a good fit to work with you (instead of wasting time booking calls with uncommitted prospects and asking these questions on a 1:1 basis).

Then, use their answers to segment them into different groups, nurture them in a personalized way based on their situation, and either recommend a specific product or invite them on a call with a tailored message.

Why it works: 72% of customers only engage with marketing messages tailored to their interests, and personalization leads to a 20% increase in sales. Your calls will also be more effective because you’ll book them with pre-qualified prospects and get to use their answers to guide that conversation

Quiz examples:

• “Which Marketing Strategy Fits Your Business?” directing them to tailored service pages
• “Are You Ready to Buy Your First Home?” with segments based on their buying stage
• “What’s Your Entrepreneur Profile?” with different nurturing sequences and upsells 

2. Demonstrate your expertise

This quiz angle is particularly relevant for service providers, agencies, coaches, and consultants. 

In order to buy from you, your audience needs to believe it’s going to be worth their time, energy, and money. In other words, they must trust that you can actually solve their problem and help them achieve their goal.

Your quiz lead magnet can build that trust!

Why it works: from strategic questions to insightful results, your quiz will wow your participants by helping them understand their situation, show them you really know your stuff, and position you as the trusted go-to in your niche, speeding up the sales cycle

Quiz examples:

• “Rate Your Financial Health” following up with free tips and relevant case studies
• “What’s Your Brand Personality?” recommending the right branding package for each archetype 
• “SEO Scorecard” with tips, case studies, and emails debunking their misconceptions

3. Recommend specific products or services

This quiz is ideal to convert your bottom-of-the-funnel leads, especially if your offering is complex or has multiple tiers. 

These people are already aware that they need to solve their problem or, in some cases, that they want to work with you… but don’t know how.

Why it works: this quiz removes choice overload, which often leads to decision paralysis. It also shows them you want to help them make an informed choice (you’re not pushing the same solution to everyone)

Quiz examples:

• “Find the Right Website Package for Your Business” with a clear overview and an invitation to book a call
• “Which CRM Tool Is Right for You?” with links to different product pages
• “What Type of Business Coaching Would You Benefit From the Most?” with more context and links to different packages

4. Pre-sell a new offer 

Launching a new product or service is always a leap into the unknown: even with the best market research, you can’t know for sure whether or not it’ll sell. Or… can you?

While waitlists allow you to test the waters and build hype, attaching a quiz to them is the real game-changer.

You’ll get to really test your idea, figure out if you need to change anything to fully match the demand, and use that goldmine of audience input and feedback to inform your messaging and marketing.

For example, Jammy Digital used a ScoreApp waitlist quiz to gauge demand before launching a new service. Their new insights allowed them to tweak their initial idea accordingly, adding £144,000 to their revenue.

Why it works: you’ll base your launch on data rather than guesswork, and you’ll also identify your warmest leads before you’ve even released the actual product or service

Quiz examples:

• “Would You Benefit From [new idea]?” with custom follow-ups for the most interested leads
• “Is This Membership Right for You?” with a freebie to entice them to participate 
• “Shape Our New Offer: What Do YOU Need Help With?” with early-bird access and an exclusive discount to thank them for their input

5. Re-engage old leads

Whether it’s a dormant email list, a prospect who disappeared after a call, or a past client you haven’t heard from in months, let’s face it: sometimes, things go quiet in business.

To give yourself the best chances of (re)starting that conversation, do better than sending an impersonal and overused “just checking in” message. 

Surprise those leads with an interactive quiz instead.

Why it works: it’s a low-pressure and creative way to compel someone to re-engage with you, sending them something that’s helpful to them and gives you data to tailor your next follow-ups

Quiz examples:

• “Is Your Marketing Strategy Still Working in 2025?” with an invitation to book a call
• “Take Our 3-Minute Business Check-In” with personalized follow-ups based on their results
• “Are You Actually Ready for [the type of investment or service you were discussing with that prospect]?” so that you only follow up with those who are still committed

Start and keep converting more leads with a ScoreApp quiz

There are multiple ways to get more conversions with a quiz. So, depending on your goals, you might only need one, or you could consider creating different resources (for example, a quiz lead magnet to reach and segment new people, build trust, and eventually recommend the right product for them and a separate assessment to re-engage dormant prospects).

Either way, your ScoreApp quiz will give you everything you need to:

• Engage more target customers
• Learn all about them
• Tailor your automated emails or manual follow-ups around their situation, boosting your sales

So, start converting more leads on repeat: launch your ScoreApp quiz today and for FREE.