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How to Use Quizzes to Generate Leads on Social

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Not a day goes that you don’t come across a social posts like, “How much do you actually know about the world?,” “Which color best suits your personality?,” or “Which celebrity would be your ideal best friend?”

quiz leads

Quizzes have flooded our social media feeds for years now. The reason that brands continue to employ them is that they are an effective method of generating leads.

Inquisitive thinking urges individuals to take a chance, even if they have to give their email address to gain access to their results.

With a demand for content that actually converts, a well-produced quiz can obtain opt-in rates north of 50% and enhanced lead generation.

Tie quizzes in with social media and you have yourself an even larger platform to work with.

The possibilities are limitless.

With over 25,000 quizzes under our belt at Interact, we’re going to look at three practical ways to use quizzes for lead generation, and tie in some real-life examples to boot. 

Create a Knowledge Test

Our first example comes from Ruby & Duke with their quiz titled “How Much Of A Superstar Dog Parent Are You?

Catering specifically to an audience of dog-lovers, Ruby & Duke set up a quiz to see how dedicated dog parents really were. Specializing in a monthly subscription of goodies for your dog, Ruby & Duke’s quiz highlighted both the highs and lows of being a dog owner with their questions.


Whether you have a soft spot for dogs, or just love animals in general, the quiz based its nine questions on familiar images to animal lovers and dog owners alike, employing the technique of gating the quiz with a lead capture form right before handing over the results; their trade-off for someone’s contact information was a subscription to “fun and infrequent updates.”

quiz email


Ruby & Duke raked in 9,448 leads from this quiz alone.

To reproduce this kind of quiz, identify highly informational pages that get a lot of traffic on your site, then develop a knowledge test as an interactive element on that page based on relevant information

If you want to generate leads, ask people to give you their email and sign them up to a newsletter pertaining to the subject of the quiz.

Repurpose Past Wins to Gather More Leads

Marketers create a lot of content, and in most cases, some content is more popular than others (see 80/20 rule). Another way to use quizzes to generate leads would be to recycle your most popular content (the 20% that get 80% of the traffic).

In order to leverage the huge amount of attention that their Amerman Family Foundation Dog Therapy Program gets, Children’s Hospital Los Angeles created a quiz titled “Which Therapy Dog Are You?

dog quiz

Interaction with the quiz provided the added incentive of a $1 donation to the Helping Hands Fund just by participating.

Strategically placing incentives like this is a smart way to get your audience involved, giving people an altruistic reason to take your quiz.

Be Easy

easy quiz

The quiz consisted of eight simple questions with answers consisting of nothing but relatable images. This kind of approach is geared to build the comfort level of a quiz taker by offering choices based on objects, places and situations they may be accustomed to.

The easier a quiz is, the more likely it is for it to be shared among family and friends. This in turn will net you even more leads.

Gate the Results

dog quiz

After answering all questions, the quiz taker is prompted with a lead capture form. By gating the quiz with an email request form, you ensure the acquisition of a lead in exchange for their quiz results.

Most people wouldn’t bat an eyelash over this, quickly entering their basic information and getting on with their results is usually their primary concern.

Use this to your advantage by placing a lead capture form right before the results are given.

How to Use Quizzes to Generate Leads on Social

Automation takes care of the rest of the work by sending a thank letter for taking part of the quiz. CHLA made sure to remind their quiz taker that their participation prompted a $1 donation that will be going towards the Helping Hands Fund.

Create a Sense of Urgency

In this quiz, not only are quiz-takers reminded about their donation, they are further informed that “each person that takes the quiz” by a certain date will also have the chance to make the same donation.

dog quiz thank you

This incentive almost acts as a coupon with an expiration date, giving a sense of urgency to those that take the quiz to immediately share it to their circle of contacts.

With the help of social media, sharing results couldn’t be easier. All participants are also automatically added to CHLA’s mailing system for any further updates or newsletters to come.

newfoundland dog

Within three weeks, CHLA generated 30,450 leads, averaging about 10,000 leads per week.

To produce a quiz just like this one, follow these three steps:

1. Identify your top-performing posts by viewing your Google Analytics traffic stats.

2. Create a quiz with a group of your top posts as the basis for your quiz results.

3. Add a lead generation form that is relevant to the topic of the quiz.

This method has a high rate of success based on the fact that its concept is modeled after an article or page that has already resonated with a target audience.

If it worked once, chances are that it’ll work again. Don’t be afraid to experiment with reusing or repurposing existing material to generate even more leads.

Personalize Your Website and Ask for a Lead in Return

Prospective customers will always have questions for marketers: “Which (blank) should I buy?” “What (blank) should I get?” “Which(blank) do I need?”

Usually, the answers to most of these questions are worth trading for someone’s contact information.

That’s what Retail Ready Career Center learned with their quiz “Is Heating & AC Technician career a good fit for you?

career quiz

Make It Either/Or

Consisting of fifteen questions, the quiz asks “either/or” questions, giving you two options to choose from based on certain situations.

The results to the quiz are directly related to how each situation was approached, letting you know if you would be suited for this kind of a career — a critical issue for an interested student.

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Before the big reveal, the school asks for contact information from the prospective student. This form has four fields, asking for your first name, last name, email, and your phone number, as well.

Because the quiz does such a good job of generating a conversation centered around a “big life event” situation, most quiz takers don’t mind giving up personal information to retrieve their results.

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After submitting their information, the quiz taker is informed whether he or she would be a good heating and AC technician or not.

Retail Ready Career Center did an amazing job creating a result page that satisfies the curiosity of a quiz taker that has just handed over their personal information in return for accessing their results.

heating technician leads

Retail Ready Career Center obtained 2,077 leads from their quiz.

The key component to creating a quiz of this nature is to know your customers. What is it that they want to know? Are they willing to give up their contact information to get an answer?

Creating a quiz that answers questions for potential customers in an automated way is an exceptional way to bring in new leads.

Now Over to You 

Hopefully these examples and tips were enough to spark ideas for lead generation.

With a little bit of creativity and the right targeting, quizzes can be a brilliant opportunity for acquiring a brand new stream of leads for your company.

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JP Misenas

JP Misenas

JP Misenas is the content marketing director and audio/visual technician/engineer at Interact, which creates entertaining and engaging quizzes that generate email leads. He writes about innovative ways to connect with customers and build professional, long-lasting relationships with them.

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