A lead generation quiz is a short quiz that gives people a score, a personal result or a product recommendation and collects their details along the way. To build a quiz funnel that converts, choose a knowledge quiz, personality quiz or product finder, write five to eight short questions, decide where the form sits in the flow and make the result page sell.
A lead generation quiz works because it flips the usual deal. Instead of asking people to fill in a form and hope for something in return, you give them something they want first: a score, a personal result or a product recommendation. The form becomes the last step to the answer. This guide shows you how to build a quiz funnel that converts, from choosing the right type of quiz to writing questions, placing the form and measuring the results.
Why a lead generation quiz brings in qualified leads
Most lead magnets tell you one thing about a person: their email address. A quiz tells you much more.
- People self-select. Someone who completes a quiz about mortgages, skincare or EV chargers is interested in mortgages, skincare or EV chargers.
- Every answer is data. Budget, needs, preferences and plans, given by the person themselves, with consent.
- Curiosity does the selling. People want to see their result, so they are happy to leave their email to get it.
- It teaches while it collects. A quiz can explain your product better than an ad.
Dansk Boligvurdering, which helps homeowners with valuations and advice, runs around 30 always-on quiz campaigns. Its mortgage assessment quiz asks about people's current mortgage, finances and plans, then invites them to book a meeting with an adviser. The best campaigns convert more than 70% of visitors, and the team describes the leads as warmer than those from other methods.
Knowledge quiz vs personality quiz vs product finder
There are three main types of quiz funnel, and each fits a different goal.
Knowledge quiz
Questions with right and wrong answers. People see their score at the end and may win a prize. Best for brand awareness, education and competitions.
Example: Continental ran a Christmas calendar for Danish tyre dealers with a quiz question behind each door, such as when to switch from summer to winter tyres. The campaign had a 93% conversion rate from visitors to participants and grew Continental's B2B newsletter by 130%.
In Scratcher, this is a quiz "by answer": you can show feedback after each question and the correct answers at the end.
Personality quiz
No right or wrong answers. Each answer gives points to one or more results, and people see the one that fits them best. Best for segmentation, social sharing and top-of-funnel leads.
Example: "What kind of traveller are you?" or "What's your gift type?". A personality test result is a ready-made segment for your email flows.
Product finder
Questions about needs and preferences that end in a product recommendation. Best for e-commerce and complex products, where people struggle to choose.
Example: Zapp asked where an EV charger would be installed, what car people drove and how far they drove, then recommended the right charging box. The quiz generated 834 leads in two months at €1.50 each, and 10% of them went on to buy. A product finder can also stay on your website all year.
Writing questions (with AI help)
Good quiz questions are short, clear and fun to answer. Some rules:
- Five to eight questions is enough for most quizzes. People should finish in a minute or two.
- Start easy. The first question should take two seconds, so people get going.
- Ask about life, not specs. "How far do you drive in a day?" beats "Which charging speed do you need?".
- Use pictures as answers where you can. They are faster to read on a phone.
- Add one or two questions for you. A question about budget, timing or interests turns a fun quiz into a qualifying one.
- Make every result feel good. Nobody shares a boring result.
Writing questions is often the slowest part. In Scratcher, Rex, our AI assistant, writes quiz questions and answers from a short description, and can translate the whole quiz into another language in one click. You stay in control and edit everything before you publish.
Where to place the form
This is the most important decision in your quiz funnel. You have three main options.
Form before the questions. Everyone who plays is a lead. This gives you the most sign-ups if the prize or topic is strong enough, and works well for competitions.
Form before the result. People answer the questions first and then leave their email to see their result. This often feels fairer, and people who have answered eight questions rarely give up at the last step. It is usually the best choice for personality quizzes and product finders.
No form, with an optional sign-up at the end. Fewer leads, but no friction. Good for a product finder that is mainly there to help people buy.
In Scratcher you decide where the form sits in the flow. Keep it short whatever you choose: email and consent first, and only the extra fields you will actually use.
Result pages that sell
The result page is where a quiz turns into revenue. Too many quizzes end with "Thanks for playing!". Make it work harder.
- Name the result and explain it in two or three positive sentences.
- Show the matching product or service with a picture and a button.
- Add a reason to act now: a discount code, free shipping or a booking link.
- Repeat the value of the newsletter: "We'll send you tips for your hair type every month."
- Make it shareable for personality quizzes.
Every result page can have its own text, picture and button, so you can send each segment to a different product page or offer.
Distribution: where to share your quiz
A great quiz needs traffic. Use the channels you already have.
- Website pop-up: a short product finder on category pages.
- Embedded on a page: a quiz on your front page or a landing page of its own.
- Newsletter: a quiz is a good way to learn more about existing subscribers.
- Paid social: link ads straight to the quiz. Use a separate link per channel so you can compare them.
- QR codes: on packaging, shelves or at events.
- Calendars: one question per day in a Christmas calendar brings people back.
Quiz lead magnet examples by industry
- Retail and fashion: "What's your style?" with matching outfits on the result page.
- Beauty: a skin or hair test that ends with a personal routine.
- Energy and utilities: "Which plan fits your home?" or a quiz that explains a complex topic.
- Automotive: a quiz about electric cars that ends with a test drive booking.
- NGOs: a short quiz about your cause that starts a relationship before asking for support.
- B2B: "How mature is your setup?" with a meeting booking for the lowest scores.
KPIs to track
Measure the whole funnel, not just the number of sign-ups.
- Start rate: visitors who answer the first question.
- Completion rate: starters who reach the end. A big drop at one question means that question needs work.
- Form conversion: people who see the form and submit it.
- Cost per lead: media spend divided by sign-ups.
- Result page click rate: how many click through to a product or booking.
- Downstream conversion: how many leads buy, book or become customers within a set period.
Scratcher shows visits, players and sign-ups per channel in near real time, and the AI report gives you a summary you can share with your team.
Build your first quiz funnel
Pick one goal, choose the quiz type that fits it, keep the questions short and make the result page sell. That is most of the work.
You can start a free 14-day trial and build your first quiz from a template today, with Rex writing the first draft of your questions. Or book a meeting and we will help you plan a quiz funnel for your audience.
