LAUNCHING A LEAD GENERATION QUIZ DOESN'T GET ANY EASIER THAN THIS

What was intended to be a lead generation strategy, turned into a surprisingly effective market research tool. I’d been longing to create a free quiz for my audience as a fun and unique way to support them while growing my email list. The fact that you’re reading this means you probably have too. If you feel like you’re stuck at a standstill for how to get started, well, I’m glad this blog post found you. Keep reading and you’ll discover just how easy creating a lead generation quiz is to do. Let’s get started.

CONTENTS

• Understanding the format of a lead generation quiz

• How to choose your quiz theme

• Outlining your quiz from start to finish

• Setting up your Interact Quiz

• Benefits of using Interact for your lead generation quiz

• Create your lead generation quiz now

UNDERSTANDING THE FORMAT OF A LEAD GENERATION QUIZ

For my quiz, I used Interact. Having taken a few Interact Quizzes before through other businesses, it seemed like the obvious quiz platform to choose. Before you get started, it helps to understand the structure of a lead generation quiz. Here’s the basic format in a nutshell:

1. You’ll create a series of questions and multiple choice answers to populate the quiz

2. Each answer corresponds with a different quiz result

3. To reveal their quiz result, the lead submits their email address (optional but recommended for lead generation)

4. Each quiz result is an opportunity to guide them towards an action

Understanding what those actions are for each quiz result will allow you to determine the best theme for your quiz.

HOW TO CHOOSE YOUR QUIZ THEME

This was singlehandedly the hardest part of getting my quiz underway. Choosing the right theme for your lead generation quiz is paramount. Ideally, you want the theme to be tantalizing enough to your target audience (ie. addressing something they are dying to understand) while also adding value to your business.

Decide What Your Primary Goal is for the Quiz

In choosing your quiz theme, it’s best to start by determining what you’re aiming to achieve through this quiz. This will help whittle down your quiz theme to specifically cater to this outcome. Here are three common quiz goals:

1. To sell a specific product

Guide leads to the best product to solve their problem. This is perfect for product-based businesses and service providers with courses and digital products. Examples:

• Skincare brand: Help leads find the best face wash for their skincare type.

• Pinterest Strategist: Help leads determine the best DIY course for their goals.

2. To sell a specific service

Some leads aren’t sure what type of service they really need and not everyone will want to jump on a sales call to find out. Use your quiz as an opportunity to help them understand for themselves which service or package is best suited for them. This lowers pressure and earns you a lead who’s already in a position to invest.

3. To grow your email list

If your goal is simply to grow your email list, your quiz is an opportunity to offer them a free, high-value resource that’s not otherwise available. These could include a free masterclass, guide/workbook, or private podcast. This is a great way to segment your email list for hyper-targeted marketing while gaining valuable insights about your audience.

Look to Your Blog for Quiz Theme Ideas

If choosing your quiz theme isn’t coming naturally to you, look to your most popular blog posts for inspiration. What posts seem to get the most traffic? Is there a hot topic that would translate well into a lead generation quiz? Focus on a theme that will give your audience a clear direction to overcome a challenge, ideally positioning one or more of your offers as the direct solution.

Here's the landing page for my Interact Quiz

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OUTLINING YOUR QUIZ FROM START TO FINISH

A great quiz begins with thoughtful planning. Start by outline the journey you want your quiz-taker to experience. Here’s my recommended planning structure in three simple steps.

1. Create Your Multiple Choice Questions

Once you have your quiz theme decided on, determine what the end results will be. Interact Quizzes are multiple choice and each possible answer is associated with a different end result. Your answer keys can be text or image-based selections.

You’ll want to include anywhere between 7 to 15 questions. That makes your quiz short enough to keep them invested but long enough to provide you adequate insights. Each possible answer must correspond with a different quiz result.

Don’t be afraid to use ChatGPT or the like to help you here. Create your list of questions, outline what the corresponding end results will be, and let AI give you a general outline for your answer keys. Refine those answers to best align with your brand voice and overall quiz objective.

As you outline your quiz question and answers, make sure you note which responses are associated with which quiz results.

2. Write the Copy for Each Quiz Result

Once a user completes the quiz, you’ll present them with their result. You’ll want to be clear and concise as you present their result, while guiding them towards their next step. Follow these tips as you write each quiz result:

• Name it: Give the result a distinct name.

• Validate: One sentence recap as to how their responses led to this result. What story was told.

• Empathize: One sentence that shows you understand their current situation.

• Call-to-Action: Two to three sentences that pitches your direct solution. This can be a specific product, service, or a free resource. It could be more than one offer too.

Curious what this looks like? Try my quiz to see an example in action.

3. Write Your Quiz Intro

The last step is to write an intro blurb for your quiz. This will show up on the quiz landing page and be the hook to get them to “start the quiz”. Keep it brief and focus on what they’ll discover by doing the quiz as well as how long it will take them. You can check out some Interact Quiz examples here. Save this step to the end to ensure it successfully captures the overarching theme of your quiz.

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SETTING UP YOUR INTERACT QUIZ

With everything outlined and ready to go, it’s now time to format your quiz inside Interact. They make the entire process so easy and intuitive.

Brand Your Quiz

Make your quiz feel like an extension of your brand by customizing the interface with your brand identity. Use your brand colours, fonts, and even upload your logo to make the experience seamless with your brand.

Assign Response-Result Correlations

Shake up your answer correlations so nobody assumes all the As are leading to the same result. Interact allows you to assign any answer to any result.

A snapshot of Interact's answer to result correlation editor

Make it Engaging with Images

Your quiz can be a simple text-only experience or each question can have a corresponding image. Similarly, any or all questions can include image answers. This is perfect for style-related quizzes that rely on visual selections. Use free image platforms like Pexels or Unsplash for high-quality stock imagery. Or make it more engaging with custom branded graphics.

Designing Your Quiz Results

Set up your quiz results pages. If you’re setting this up inside Interact directly, you can use an image header, add your result copy, and a call-to-action button. Alternatively, Interact also gives you the option to redirect a quiz result to an external page. This is perfect if you want to bring your leads directly to an offer page.

→ Click here for more resources on developing and promoting your Interact Quiz.

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BENEFITS OF USING INTERACT FOR YOUR LEAD GENERATION QUIZ

Effortless Integration

They make marketing and tracking your quiz results super easy with a long list of integration partners.

On-Brand Experience

They give you the tools to easily customize your quiz interface to represent your brand identity for instant brand recognition.

Gain Audience Insights

Their built-in analytics tool turns your lead magnet into an impressive market research tool. Beyond tracking quiz activity, you gain valuable insights based on your lead’s answers that will help inform your own business development.

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CREATE YOUR LEAD GENERATION QUIZ NOW

Creating a lead generation quiz is one of the easiest ways to grow your email list and build offer awareness.

My hope is that this blog has helped you feel more confident about setting up and launching your own quiz. The hardest part really is in deciding on the theme that will most benefit your business and your audience. Don’t overthink it. Start with your goal and build backwards. You may be surprised how easily the rest falls into place.

Want to experience it for yourself? Take my quiz and find out if your business problems are rooted in brand clarity or marketing execution.

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Jenny Henderson Studio develops memorable brand experiences and strategic brand foundations to improve recognition and revenue for service-based small businesses.