How to create a quiz and get more leads

Have you ever asked yourself how to get more leads? Chances are, if you’re in marketing or sales, the answer is “create a quiz.”

Online quizzes are one of the most effective methods for collecting leads while engaging your audience. Add an in-quiz lead generation form, and you’ll be well on your way to getting a 35-45% opt-in rate with your quiz.

However, it’s not as easy as just coming up with a bunch of questions and using a quiz maker to whip up an interactive quiz.

Building a successful lead generation quiz is as much art as it is a science.

Read our top five tips to help you create a quiz that catches your site visitors’ attention, holds their interest, and results in more leads for your business

Top 5 tips to create a quiz that works (and converts)

Pressed for time? Here are our best recommendations when you make a quiz:

  1. Start with a topic that is super-relevant to your audience
    • If you’re a financial planner, you might ask “How much do you really know about retirement planning?”
  2. Keep your quiz short
    • Create a quiz that takes 3 minutes or less
    • Add 6-8 questions 
    • Give 3-4 answer options for each question
  3. Go beyond text-only quiz questions
    • Hold quiz takers’ attention with multimedia
    • Add images, video, and GIFs to keep them interested
  4. Mix it up
    • Text-only quizzes don’t tend to do very well.
    • The best quizzes include a healthy variety of question types (multiple choice, free text, and so on) and imagery.
    • We recommend 50% images, 25% GIFs or video, 25% text only
  5. Craft compelling share results
    • People only share quiz results that make them look good.
    • Spend time writing insightful, complimentary, or even just funny quiz results – get more social shares on Facebook, Twitter, and other social networks.

How to find the right quiz format

It’s a little counter-intuitive, but you should decide what quiz format to use before you come up with a title and start to create a quiz.

Quiz is the catch-all term for any interactive content involving questions and answers. And most online quiz maker tools will let you create a range of quiz types. 

Here are three of the most popular quiz formats:

  • Assessment quiz – often called a personality test, this quiz doesn’t have right or wrong questions. Instead, each user gets a quiz result based on how they answered their questions. 
    • The best quiz makers use a weighted scoring system and sophisticated calculations to return the right result for each user.
    • Our Quiz Maker Review recommendations? Riddle (our Editor’s Choice) and
  • Right/wrong quiz – this is the online version of the classic trivia quiz.
    • Each question has a correct answer – create a quiz that challenges your audience to show much they know.
    • Our Quiz Maker Review recommendations? Outgrow, Riddle, and TryInteract
  • Product picker – a variant of the personality test, product pickers are used by e-commerce sites to help visitors pick out the right product for their needs. 
    • A product picker asks questions around their budget, tastes, and requirements, and suggests product options (along with special offers and links to purchase).
    • Our Quiz Maker Review recommendations? TryInteract and Riddle

How to find the right quiz topic?

You could have the best quiz in the world – but if it’s a topic that’s not interesting to your audience, no one is going to take it.

The first step when you create a quiz? Research what subjects are most appealing to your target audience.

  • Write for your audience – to start, brainstorm what visitors to your site would like to know about and develop questions around these topics.
  • Try Google – use their Google Trends tool to find topics that popular right now.
  • Look at your competitors – don’t be afraid to see what other companies in your space are doing.
    • See how they’re using quizzes and interactive content for inspiration to create a quiz of your own.
  • Ask the experts – many of the online quiz maker tools we review include helpful blog posts around crafting quiz titles:

You get the idea – and even if these tools don’t give you a perfect match, they’ll help spark ideas when you make your own quiz.

How to create a quiz that looks professional

Never underestimate the importance of your quiz’s look and feel. 

Your quiz takers will be far more likely to start and finish your quiz if it matches your site and brand. A quiz that appears like a third-party widget, instead of a native part of your site, will get up to 30% fewer quiz takers.

Once you create a quiz, the next step is to customize the colors, fonts, and styles.

Be sure to choose an online quiz maker that lets you do the following:

  • Customize colors and fonts – you’ll want to have the buttons, text, and other elements match your brand.
  • White label – look for a quiz maker that lets you add your own logo, while completely hiding their branding. 
  • Change layouts – you should have plenty of layout options to choose from, to best blend into your site. For example, do you want a minimalist style, or one that is more graphically interesting?
  • Configure scoring, answers, and results – make sure you can control how (and when) quiz answers are shown, scores are calculated, and results displayed. For example, some quiz maker tools are more limited than others – forcing you to display quiz answers after each question.
  • Custom social sharing – don’t forget the need for your audience to share their quiz results on social media. The best quiz maker tools include Facebook, Twitter, LinkedIn, and more – and let you create a quiz, then customize the messages that will be shared on social networks.

Our Quiz Maker Review recommendations?

  • Riddle has the most options we’ve ever seen, with complete white-labeling and customization.
  • TryInteract and are also good options to consider.

Create a quiz that converts with a lead generation form

Most quiz marketers who create a quiz will also want a way to collect leads or convert engaged quiz takers into customers.

Add a lead generation form

  • An email collection form is the most effective way to convert quiz takers. 
  • Don’t place this at the beginning of your quiz.
  • Instead, place your lead form between the last question and the user results – when the quiz takers are most engaged.
  • Make it optional – it can be tempting to make lead forms mandatory, requiring users fill them out before seeing their results.
  • That’s short-sighted, though. Not everyone is a good fit for your business, and you risk annoying your audience with an overly aggressive lead form.
  • You also will generate bad data from uninterested quiz takers – they’ll give incorrect emails like ‘’ just so they can see their quiz results.
  • Sending too many emails that bounce can cause your company to be black-listed by email providers and ISPs – which means all of your emails might be flagged as ‘junk’ and never read by your audience. 

Almost every quiz maker we review has a lead generation module – check out this good example of a drag/drop form builder from Riddle:

Use call to action buttons

  • Call to action buttons are another powerful way to turn quiz takers into happy customers.
    • The majority of the quiz maker tools we’ve reviewed let you add a clickable button to your quiz results.
    • When clicked, each quiz taker is taken to a different URL, based on their quiz results.
  • CTA buttons are ideal for:
    • Recommended content – “Read more about <their quiz results>”
    • Downloading brochures or white papers – “Get our white paper about <your topic>”
    • Presenting special offers – “Save 25% on <suggested product by your quiz>”

Here’s an example of a call to action button from

Redirect landing pages 

  • Another clever way to create a quiz that converts? Automatically direct quiz takers to a different URL on your site – based on their quiz results.
  • For example, imagine you created a ‘What e-bike should you buy?’ personality test for your online bike store.
  • A quiz taker who got ‘You should get a Brompton e-bike!’ could automatically be taken to your site’s listing of Brompton bikes, so they can browse, click, and buy.


Your last step when you create a quiz?

This isn’t very glamorous – but we can’t overstate how essential proofreading your (nearly completed) online quiz.

Simple spelling, grammar, or even formatting issues all will serve to distract quiz takers from your online quiz masterpiece. That will result in fewer quiz completions and leads.

And since your quiz is a key part of your branding, don’t let spelling errors make your company seem unprofessional and incapable.

Once you create a quiz, have you and your colleagues review and edit it before having it go live. (Or hey – use AI. We’re big fans of Grammarly’s free service.)

You’ll ensure that your quiz is error-free and that each question is clear to the audience.

If you don’t have time or energy to do this, use Upwork or similar freelancer sites to hire a good editor who is a native speaker of your quiz’s language to do it for you. 

Each quiz should take no more than an hour to review and give feedback – for around $20-$30.

 You’re ready to create a quiz – good luck!

We hope this post helped de-mystify how to make a successful quiz for your business.

Do your research, come up with a compelling title, then pick the right quiz maker tool for your needs.

Here is our list of 12 quiz maker reviews (so far) – constantly updated, with reviews about Survey Monkey to LeadQuizzes, Buzzfeed to Riddle.

If you have any questions around quiz marketing or how to create a quiz, please ask below in the comments. Our team of quiz experts will all receive a notification – and you’ll quickly get a response to your question.