Quiz Marketing Glossary: Lead Generation Jargon Buster

Quiz Funnel Marketing Glossary

Quizzes are fun and engaging, and they’re a great way to grow your business and get more leads.

You might be thinking about building a quiz for your business too, which is great. However, if you’re brand new to quiz marketing then it might feel a little overwhelming.

There’s lot of jargon floating around that could confuse you and stop you in your tracks and that’s exactly why we have put together a quiz marketing glossary.

So, let’s start from the basics. In this quiz marketing glossary, I’ve broken down the main key terms for you: everything you need to know to become a total quizard (quiz wizard) – in plain words.

General and broad lead generation terms explained

Quiz marketing and lead generation go hand in hand. So, here are the most common terms you’ll encounter.

Quiz Marketing

Quiz marketing means using a quiz to engage your audience, get insights on their preferences and behaviours and achieve a specific goal (like brand awareness, lead generation, customer education and so on).

It’s similar to quiz funnels but not exactly the same. For example, quiz marketing isn’t necessarily about getting an immediate sale. 

If you’re curious, check out the full breakdown in our quiz marketing vs quiz funnels comparison.

Quiz Funnel 

A quiz funnel is a marketing technique to turn more of your audience into leads and paying customers using a quiz

  • The funnel starts with a compelling free quiz that asks strategic questions and segments those leads based on their answers
  • Then, you can automate different email sequences to nurture each segment in a more personalised way
  • Finally, you get to use all that data to invite them on a call (and close that sale) or recommend the best type of service or product for them 

You can create a FULL quiz funnel for FREE with ScoreApp.

Lead Generation Quiz

Now, you know what a lead magnet and quiz funnel are. Well, a lead generation quiz is simply the lead magnet used at the start of a quiz funnel.

It’s a free quiz that your audience can take in exchange for their contact details (usually, their email address) and that will give them valuable results.

For example, a lead generation quiz could be “What’s your SEO score?”, “What type of entrepreneur are you?” or “How much can an accountant save you?”

Lead Magnet

A lead magnet is a free resource or offer that you give to your target audience in exchange for their contact details

That way, you can email them directly, nurture them and turn more of them into paying customers.

For example, a lead magnet could be a downloadable PDF (like a checklist), an exclusive discount, a webinar, an eBook or – even better – a quiz.

Conversion Rate

The conversion rate is the percentage of people who completed your desired action. This could be anything from subscribing to your newsletter to clicking onto an ad and buying from you (and more).

To calculate it:

  • Take the total number of conversions (e.g. the 100 people who bought from you after reading your sales page)
  • Divide it by the number of interactions (e.g. the 2,000 users who looked at that page)
  • Multiply it by 100 

(100 ÷ 2,000) x 100 = 5% conversion rate

For example, PDF lead magnets have a 3-10% conversion rate. Quizzes, on the other hand? A whopping 30-50%!

A Scorecard

A scorecard is a quiz that gives helpful and personalised results divided into categories.

So, it’s different from quizzes and surveys that:

  • Collect answers from participants without giving them any value in return
  • Only show them a standalone percentage or generic profile

Instead, a scorecard tells the participant what they’re already doing well and what they can improve. It’s a lot more personalised, actionable and useful.

Quiz data

Quiz data consists of the insights you collect when running your quiz, based on how each participant answers your questions.

You’ll get to analyse your data and use it to:

  • Understand your audience’s preferences and behaviours
  • Supercharge your quiz (for example, you might realise that too many people abandon it after the same question) 
  • Inform your marketing and business decisions

Personalised Results

A quiz gives personalised results when it goes beyond a cookie-cutter approach or simple profiles. Instead, it shares in-depth results that are valuable to each participant because they’re extremely targeted and useful

Personalised quiz results help them understand their current situation and, in some cases, what the right next step should be (like developing a specific skill or choosing product A rather than product B).

AI Quiz Builder

An AI quiz builder is a quiz platform that uses AI to facilitate and speed up the creation process.

At ScoreApp, we’re the first quiz builder to do that. For example, you can use our AI Setup Wizard to write your landing pages, quiz questions and results.

That means you get to create your entire quiz in only 3 minutes!

Quiz Landing Page

A quiz landing page is the web page you write to promote your quiz and encourage your audience to take it

So, a landing page should:

  • Connect with your target customer
  • Show them how taking this quiz will benefit them 
  • Offer an unmissable call to action

Questions Builder

The questions builder is a popular quiz platform feature to create your questions and build the actual quiz

The best quiz makers keep it simple and user-friendly with a drag-and-drop builder.

For example, with ScoreApp, you can use it for a wide range of question types, like yes/no/maybe, sliding scales, multiple choice and more.

Quiz Templates

Quiz templates are pre-made and editable quizzes that already have some questions in place

Templates are handy to save time or if you’re building your first quiz and aren’t clear on what you should include. 

At ScoreApp, we have +70 templates for different types of quizzes, goals and industries (e.g. “The Partnership Scorecard” or “The Marketing Strength Test for PTs”).

You can always edit them, tweak some questions or remove and add different ones. But a quiz template is perfect to guide you and get you started.

Dynamic Results

Quiz results are dynamic when they let you tailor the feedback, advice and call to action to each participant’s answers.

For example, let’s say someone scored 90% on SEO and 30% on social media in your “Marketing health check quiz.” Your dynamic results will highlight what they can improve and recommend your agency’s social media package as the next step.

Much better than a generic “Get in touch to see how we can help you,” right?


A CRM (Customer Relationship Management) is software to manage interaction with all your leads and customers.

It provides a system to organise your customer relationships, streamline processes and – as a consequence – increase sales.

So, how does this relate to quiz marketing?

Because it’s important that your quiz is connected to your CRM (such as ActiveCampaign). That way, you can actually keep track of the leads who completed it, how they’re interacting with your brand and whether it’s time to offer them a sales call. 

That’s why ScoreApp lets you connect your quiz to the most popular CRMs.


Integrations are direct connections between a tool, app or software and external ones

When it comes to quiz marketing, integrations are key because… you don’t want your quiz to exist as a standalone feature! To really get the most out of it, you should connect it to the systems you already use.

And as mentioned before, that’s what we do with ScoreApp (not just with CRMS but with lots of other third-party tools, too).

Dynamic PDFs

In quiz marketing, a dynamic PDF is similar to dynamic results: it’s a personalised PDF that gets created automatically based on each participant’s answers and scores.

So, they can choose to download it, share it with others and refer back to their results again.

Dynamic PDFs are included in ScoreApp’s top plan.

Different types of quizzes explained

You can create all kinds of quiz types for your business, but here are the most popular ones. 

Readiness quiz

A readiness quiz is a test to determine whether or not someone is ready to invest in what you offer. It’ll also provide them with tailored strategies, tools and advice to optimise their chances of success.

For example, it could be a “Facebook Ads Readiness Assessment” or “Content Marketing Readiness Test.”

And if someone could be a good fit BUT they first need to put something in place? 

You can explain through their dynamic results and drip emails (for example, you might want new clients to get a website before getting in touch about your blogging services).

That way, they will know exactly what to focus on, and you will save time. A win-win!

However, readiness quizzes aren’t the best option if you want to grow your list fast: they can be less appealing for top- and middle-of-the-funnel leads (= those who’re still trying to understand their problem and aren’t ready to take action).

At the same time, they’re IDEAL to convert more bottom-of-the-funnel prospects and get new clients.

Personality quiz

A personality quiz reveals something about each participant’s character, preferences or inclinations. It also provides tailored ideas and suggestions that cater to their needs and interests within a specific industry or domain.

For example, “What type of freelancer are you?” or “Event Planning Personality Test.”

These quizzes are particularly useful to grow your list and get your audience to engage with your brand.

Waiting list quiz

A waiting list quiz is a compelling online test to convince your audience to get on your wait list (for a new product or while you’re fully booked, for example).

These quizzes can work in different ways, but the most popular options? 

  • Show each participant what would be the best upcoming product or offer for them
  • Help them solve a small problem to keep them engaged while they wait for your launch (e.g. “Join the waitlist and supercharge your social media presence”)

Gifted survey

A gifted survey or quiz offers a gift or reward as an incentive for completing it.

With traditional quizzes, that reward is the actual quiz result. With gifted options, on the other hand, it could be anything from an exclusive discount to a free product.

A gifted survey is especially worth it if you need to ask LOTS of questions to your audience (and you know they’d be unlikely to get to the end).

Webinar quiz

A webinar quiz is a quiz that you offer during a webinar and that all your attendees can take in real time

You might want to do that to:

  • Test your participants’ understanding of that main topic (you could even repeat the quiz before and after delivering your webinar, to show them how much they’ve learned) 
  • Gamify your webinar and encourage live interaction

Either way, a quiz will help you stand out and keep your audience engaged during your webinar.

Get started with quiz marketing: create your ScoreApp quiz 

Now that you’re clear on those terms, you’re ready to become a quizard! 

That’s why we created ScoreApp: to make quiz funnel marketing easy for all businesses. That way, you’ll attract relevant warm leads, collect insightful data and increase your sales.

And the best part? You can create your quiz today and for FREE.

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