Quiz Maker: The Marketer’s Guide to Creating Online Quizzes

Your Facebook timeline has been hijacked by hilarious quiz results. Other social networks are flooded with quizzes too. They pop out in the middle of articles and web pages. In recent years, quizzes have practically taken over the world of social media and become the favorite pastime for users of all ages and backgrounds.

It’s quick. It’s easy. It’s FREE. Create your own quiz now!

Grab your 14-day FREE LeadQuizzes trial now!

It’s quick. It’s easy. It’s FREE. Create your own quiz now!

Grab your 14-day FREE LeadQuizzes trial now!

Most of the time, quizzes are fun and all-knowing. They can tell you everything you’ve ever wanted to know about yourself. As well as everything you never wanted to know. Even the things you didn’t know you needed to know (like Which Piece of IKEA Furniture Are You?).

Inspired by this spike of popularity and encouraged by the enormous success of the Buzzfeed quizzes, companies of all shapes and sizes have started incorporating quizzes into their to-do marketing list, while Facebook quiz marketing is gradually becoming one of the top priorities.

Did you know that, with the right software, anyone can be a quiz maker today? But what’s in it for marketers and business owners?

Here’s a brief overview of what you’re going to learn reading this article:

Let’s start.

Why You Should Make a Quiz

Today, quizzes play an important role when it comes to both business and personal/professional growth. They have found their place in the areas of education, business, marketing, and market research.

According to our own study of the psychology behind online quizzes, introspection, self-confirmation, recognition, and personal engagement are just some of the innate needs people are trying to satisfy by taking quizzes.

So, what can you use online quizzes for? Here are some examples to get you inspired:

    • Provide an engaging learning experience (create a vocabulary quiz, for example)
    • Reinforce knowledge after training
    • Collect leads, build brand exposure, sell products and services
    • Create interactive surveys (for market research purposes, for instance)
    • Improve organizational culture and facilitate placement
    • Fun

We’ve also created an infographic that will help you understand how to use online quizzes to generate more leads and grow your audience.

Quiz Maker - Infographic

Share this Infographic on Your Site

Actually, let’s make it a bit personal.

Why We Make Quizzes? A Brief Story of How We Grew Our Agency to $720,000/Year Using Quizzes

As we’re not going to try to “sell you” something for which you’re not sure whether it works or not, let me first show you (with our own example) that quizzes DO work.

Before we created LeadQuizzes, we started out as a web development/marketing agency called Yazamo, back in 2012.

Yazamo logo white

After we got a few big clients and made a $430,000-worth sales funnel, we decided to raise our prices (that was pretty much our entire strategy back at the times) and started asking clients for $3,500/month up to $10,000/month for our services.

This worked well for a while – we had fewer clients but more revenue. Unfortunately, we didn’t see the iceberg we were sailing right into.

In 2015, we lost three major clients that accounted for around 35% of our revenue and ended up losing more than $100,000 of cash in the bank.

That caused us to stop for a moment and start thinking about making a (long-overdue) change in our strategy. So, we looked back and analyzed what had worked well for us in the past.

We had this one case study we were proud of, where we used an online quiz to generate around 35,000 leads in 6 months, very inexpensively, for Dr. Tami, a hormone doctor who had NEVER built an email list before.

So, as a part of our change of course, we decided to check if we could use quizzes to get similar results with other clients as well.

Before reaching out to us for help, most of our clients were generating under 100 leads/month. The results we achieved? At least 1,000+ leads/month at less than $1/lead for 90-95% of our clients. How did we do it?

Basically, we would get them to set up a funnel that revolved around the power of quizzes. We used quizzes to capture low-cost leads from Facebook. As the leads were extremely inexpensive, in most cases it would take only 1-2 conversions to recoup the money they spent, which was later reinvested to speed up the growth.

This is the basic look of the funnel we used:

Quizzes funnel

And today, 2 years later, we still use a similar pattern.

Here’s an example of how we recently used Neil Patel’s video testimonial (Neil used LeadQuizzes to increase his lead capture by 500%) as a Facebook ad:

Neil Patel Leadquizzes

The ad leads to a quiz titled “Can Quizzes Help You Generate Leads and Sales?”

Can Quizzes Help You Generate Leads and Sales?

And after taking the quiz, the users are shown an opt-in page (where they leave their information) and a Calendly link on the results page (to get them to schedule a call).


This strategy helped enable us to close 189 clients in just 2 years and generate $720,000 in annual revenue.


Let us show you how to make it work for you too.

How to Use Online Quizzes in Your Marketing Strategy

1. Define your target audience

Before you even start thinking about creating your own quiz, it’s essential to determine exactly who your target audience is.

You need to think about the kind of person you want to draw in with your piece of content and how you can help with some of their issues or problems.

You can start by pinpointing all the needs people you’re targeting have and then consider how your business or product can help them fulfill those needs or achieve their goals. When creating a quiz, it’s important to define your target audience for 3 main reasons:

  1. So you can pick out a relevant quiz topic
  2. So you can address your audience directly once you know exactly what their needs and problems are
  3. So you know where to reach your audience after publishing the quiz

This is confirmed in the words of one of the quiz wizzes, Summer Ann Burton, the managing editorial director at Buzzfeed, who says:


“Targeting specific niches, fandoms and identities is very important. People love it when you’re speaking directly to them”.


2. Determine your end goal

What is the main goal of you quiz? What do you expect your quiz to lead to?

You may simply want to educate your takers or get them to convert in some way – sign up for your mailing list, buy a product, or inquire about a personalized service you’re offering.

I can’t emphasize how important it is that you work out this step BEFORE actually using a quiz maker to build your own quiz. To create a quality lead-generating quiz, you need to know the kind of journey you’re going to lead your quiz takers on.

Not only does having an end goal enable you to convert participants, it enables you to convert the RIGHT participants (people who want to buy your product or service).

Let’s take Cavallo Horse and Rider as an example. The end goal of their quiz titled “Are You Taking Proper Care of Your Horse” was to grow their email list while educating a new market.

Cavallo Horse and Rider

So, they decided to share some of the benefits of using hoof boots instead of horseshoes, in order to educate their target audience (horse owners) and try to persuade them that hoof boots might be a better fit for their horse.

The result? Cavallo Horse and Rider succeeded in building an email list of 20,333 horse enthusiasts interested in improving their horse care.

3. Come up with quiz ideas your audience will love

We’ve identified 3 simple steps for coming up with interesting quiz ideas and turning them into actual quizzes your audience will love:

  1. Figure out where your target audience loves to hang out
  2. “Spy” on them to find out their common discussion topics and interests
  3. Turn those into a quiz

How can you do it? Here are some suggestions (feel free to comment down below if you have any additional ideas):

  • Get inside relevant Facebook groups
  • Turn to popular Q&A platforms such as Reddit and Quora for help
  • Do a spin-off of another successful quiz (but offer a different angle)
  • Read popular blogs in your niche
  • Use idea-generating tools such as Alltop (a news aggregation website)

If you still feel you could use some additional help coming up with quiz ideas, check out this useful resource on how to find quiz ideas your audience will love.

Creating a Quiz Using the LeadQuizzes Quiz Maker

The first thing you need to do is go to LeadQuizzes.com and log in to your account.

Log in to LeadQuizzes quiz maker

Just enter your LeadQuizzes username and password and you’re ready to start. If you don’t have an account yet, you can sign up for a FREE trial right now.

Choose a website property (or add a new one) to proceed. Just hover the cursor over your property and click on Access Account.

LeadQuizzes Properties

Then, from your LeadQuizzes dashboard, click on Create New Content.

LeadQuizzes Create New Content

After that, you’ll be prompted to set content name. Just write your desired name and hit Save.

LeadQuizzes Set Content Name

The content name will actually be the title of your quiz, which is the next important step I’d like to discuss in more detail.

4. Come up with a compelling, click-worthy title

According to a Copyblogger study, 80% of people will read your titles but only 20% will proceed to read the rest of the content. In fact, a good title can increase traffic by as much as 500%.

The same applies to quizzes. You need a compelling title to hook the user into taking your quiz. What makes a compelling quiz title?

  • It’s clear and non-deceitful.Clickbait titles are a thing of the past. So, a good headline must promise the readers something of real value (and deliver on its promise). Deceitful or misleading headlines are off the table.
  • It’s short. A great headline should be short, concise, and to the point. Nobody’s got time to read long, descriptive headlines. Ideally, you would want your title to fit within one line of text.
  • It’s emotive.Emotions are a powerful card to play. If a quiz title triggers an emotional reaction, it’s likely to be a click-worthy one. As a matter of fact, it’s been proven that marketing campaigns with largely emotive content perform almost two times better (31% vs. 16%) than those focusing solely on rational content.

There’s a 50/50 rule in marketing that applies here. It says that, when writing any kind of persuasive content, you should devote half of the time necessary to write the entire piece to writing the headline. In terms of quizzes, it means that you should spend 50% of the time writing the title and another 50% writing your questions and answers.

If you feel you need some additional help with your quiz titles, check out this comprehensive guide on how to write quiz titles that actually get clicked.

Use the Content Builder to add different elements to your quiz

The Content Builder is the place where you can add different elements to different sections of your online quiz. By simply dragging and dropping the elements on the left, you can customize the basic look of your Start Screen, choose the adequate Content Elements, and set up your Results page.

LeadQuizzes Content Builder

Also, you can change the title of your quiz here, in case you’re having some second thoughts.

5. Create a landing page

The Content Builder’s Start Screen will, in fact, serve as the landing page for your quiz. Just drag the Cover Page element from the left and drop it to the Start Screen field on the right.

LeadQuizzes Cover Page

After you do that, a new window will open automatically, allowing you to set up the cover page of your quiz.

LeadQuizzes Cover Page

Here you can add an image or video, set a title, enter a description, and write a button label. Also, here you can choose whether you’re going to show your Privacy Policy.

6. Write engaging quiz questions and answers

To create your quiz questions and answers, simply drag & drop your preferred question type from the Content Elements on the left to the box on the right. As you can see down below, there’s a variety of options to choose from:

LeadQuizzes Content Elements

If you’re looking to create multiple-choice quiz questions, you should go with either Text Questions or Image Questions. As 65% of people are visual learners, we suggest using questions with image answers to better engage your audience (where appropriate).

To create an image question, you just need to drag & drop the Image Questions element from the left to the Content Elements section on the right. A window like this will open automatically:

LeadQuizzes Image Question

It gives you an option to set a question title, enter a description (optional), and add a cover image as well as individual images for all of the answer options. Of course, you can add an unlimited number of answer options to choose from. An additional setting enables you to (dis)allow multiple selections.

Here’s an example of an image question created with the LeadQuizzes quiz maker:

Image Question Sample

And this is the behind-the-scenes look at it in our Content Builder:

Image Question

For open-ended questions, you should opt for Form Fields and select a Short Answer or a Long Answer option depending on the type of question and what kind of answer you’re looking to get.

LeadQuizzes Form Builder

Here’s an example of an open-ended question created with the LeadQuizzes Form Builder:

Open-ended Question Sample

You can use a simple “Text” element to provide the answer immediately after an open-ended question (if applicable and purposeful):

Text Answer

In order to make your quiz questions as engaging as possible, here are some things to pay special attention to:

  • Ask at least 8-10 questions.There’s no exact formula that determines how many questions a quiz should have. Still, our own research shows that you should aim for at least 8-10 questions. In fact, 70% of our clients’ best-performing quizzes had at least 10 questions.
    For example, Martin Clinics’ Thyroid Quiz, which has had over 150,000 views, consists of 13 questions.
  • Question content
  1. Keep your questions on-topic. Asking the quiz takers about their favorite car model in a quiz titled “Which Game of Thrones Character are You” is ridiculous, unpurposeful, and deceiving at the same time.
  2. Make the questions interesting. Consider using humor whenever appropriate. Instead of asking “What’s the one item you cannot go without every day?”, maybe consider phrasing your question something like “If you were on a stranded island, which of these would you take?”
  • Use short questions. Our own experience shows that the majority of the best-performing quizzes have one thing in common – fairly short questions and answers.
  • Language style. Use simple, everyday language. Avoid using fancy words or complicated industry-specific jargon.

If you feel you need some additional help with writing quality questions, check out our comprehensive guide on how to create amazing quiz questions.

8. Create a Lead Capture Form

At this stage, it’s all about capturing leads, right? To do so, you need to create a Lead Capture form.

To create one, we suggest you use the LeadQuizzes Form Builder. Here’s a lead capture form we’ve created for one of our own giveaways:

LeadQuizzes Lead Capture

And here’s the behind-the-scenes look at it in the quiz maker:

Lead Capture Form

Creating a lead capture form like the one above is extremely simple using the LeadQuizzes quiz maker. You just need to drag & drop the elements that align with your quiz’s goal (each element being a different piece of information you’re trying to capture).

LeadQuizzes Form Builder

Based on our own experience, the best practice is to capture your lead’s information (name, phone, email, company, etc.) right after they’ve finished answering the questions but just before they see the results. This way, they’ll be eager to find out the results and will be more likely to submit their data.

9. Offer share-worthy results

A compelling title is what gets your quiz clicked. Interesting quiz questions and answers keep the takers engaged. What gets it shared are funny and appealing results – which is vital if your aim is to go viral.

Let’s take Bourbon and Boots as an example. By offering share-worthy results, they managed to make one of their quizzes go viral and it got shared over 26,663 times in just three weeks.

Bourbon and Boots quiz example

To create quiz results in your Content Builder, just drag the Results Builder element from the left and drop it onto the “Results” box on the right.

Results builder screenshot

It automatically opens a new window, where you can customize your results page. Here you should give the result a title and a description. You can adjust the text using the available editing tools or add images and videos.

Results settings leadquizzes

You can also choose whether to enable Social Sharing by toggling the green button. The Social Sharing option allows quiz takers share their results on social media or via email.

Social sharing leadquizzes

If one of the goals of your quiz is to get the takers to visit a particular web page, then the URL redirect element is the right option for your needs. Just drag & drop it to the results box, fill in the title, and specify the URL to redirect to.

10.  Tie your quiz result to a compelling offer

In addition to share-worthy results, you’ve got to make your takers an offer they can’t refuse.

quiz - offer you can't refuse

There are 4 key components of a quality compelling offer – an attractive offer, a bonus, risk reversal, and a sense of urgency/scarcity.

Let’s take Annmarie Gianni Skin Care as an example. After the participants have finished taking their skin score quiz and got their results, they are offered a $10 sample kit (with free shipping), a $10 off coupon, a bonus ebook, and a money back guarantee (risk reversal).

By using a compelling offer like this one, they make it a no-brainer for their first-time buyers to check out their products. The end result? In only 2 months, they managed to generate $200,000 in new sales and get 20,258 new leads.

Compeling offer example

So, you can use your quiz results page to pitch a specific product or service to your quiz takers. After they complete the quiz and opt in, present them with a personalized offer based on their results. Or you can use the URL redirect feature to send the takers directly to your website, sales page, webinar, and so on.

If you’re looking for some additional inspiration, you can check out these 25 brilliant examples of compelling offers.

11. Customize the design and style of your entire quiz

For your quiz to be visually appealing as well, you need to make sure you’re using a quiz maker that allows for advanced quiz customization.

To customize the design of your quiz in LeadQuizzes, first switch to the “Design” tab. Here you’ll find a variety of options enabling you to adjust the look and feel of your content to best represent your brand and personality.

Quiz design LeadQuizzes

You can choose from a variety of fonts and color schemes for your text, backgrounds, buttons, and answer boxes. The LeadQuizzes quiz maker also enables you to upload a background image and adjust its opacity to make sure the text is prominent and clearly visible.

In order to maximize the custom styling, it’s even possible to remove the “Powered by LeadQuizzes” logo and replace it with your own. This way, your quizzes will be unique to your own business or brand.

With LeadQuizzes, you will have the freedom to create your quiz to meet the exact style specifications of your business or brand. Say goodbye to disjointed experiences!

Extra tip – White text on a darker high-opacity background looks just swell!

For additional help with branding and design customization, feel free to check out the design help documentation we’ve prepared for you.

After Creating the Quiz

Once your quiz takers press the “Submit” button, leaving their email on that lead capture form you’ve built using our quiz maker, they’ve done their part of the work and now the ball is in your court.

The data collected by your quiz is just the starting point. Now, you need to make sure you turn those leads into customers. Here are some pieces of advice on what you could do after creating the quiz to maximize conversions.

12. Integrate your quiz with an email automation tool

Once you’ve published your quiz, you’d want to integrate it with an email automation tool. Using one of the available native integrations, LeadQuizzes enables you to seamlessly pass the obtained data to your CRM software.

Even if your email marketing tool is not on the list of native integrations, you can still use Zapier to send your LeadQuizzes data to 1000+ apps.

Zapier screenshot

Email integrations enable you to send different follow-up emails to different leads on the basis of the answers they gave or the quiz outcome they got. Let’s say you’re using quizzes to sell cars. Based on your quiz taker’s income data, for example, you can determine whether to pitch them an offer for a high-end luxury vehicle or a slightly more affordable family car.

13. Add the quiz to your website to drive traffic

Adding a quiz to your website is one of the easiest ways to get that instant gratification of having an amazing piece of content that collects leads as well.

As we aim to practice what we preach, here’s the quiz we’ve embedded on our own LeadQuizzes.com website:

LeadQuizzes.com - Quiz Example

Here are some suggestions on how you can add a quiz to multiple places on your website:

  1. Add a little banner to the top of your homepage using HelloBar 
  2. Create a call to action that leads to the quiz and place it above the fold on the homepage
  3. Embed the quiz directly on relevant blog posts
  4. Insert a CTA in the sidebar of your website
  5. Include the quiz in your main website navigation

14. Advertise your quiz on Facebook

There’s no use in creating the best quiz in the world if no one’s going to take it, right? So, once you’ve published your awesome piece of interactive content, you need to promote it. And there’s no better place to do it than Facebook.

Did you know quizzes and Facebook are practically best buds? Just like Yin and Yang, bacon and eggs, coffee and cream – quizzes and Facebook go together really well. In fact, 84% of all social media shares of quizzes are on Facebook (according to Buzzsumo).

Nothing speaks as loudly as success stories and case studies. So, here are a few.

Yuri Elkaim, an NY Times bestselling author, created a quiz with the aim of generating leads and increasing sales. After promoting it on Facebook, he managed to profitably generate 10,125 leads in just 2 months.

Integrative Healthcare, for example, wanted to increase the number of local patients at their clinic. So, they created a thyroid quiz and used Facebook ads to promote it with a monthly spend on ads of just $1000. The results?

  • 1,600 emails/month
  • 40-60 new consultation requests/month
  • 57% conversion rate of consultation requests (worth $1,200/year)
  • A total of $30,000 in new revenue/month

All you need to achieve similar results is an easy-to-use quiz maker, a compelling offer, and a well-crafted Facebook ad.

For detailed information on how to master advertising quizzes on Facebook, check out our comprehensive guide course to LeadQuizzes and Facebook.

LeadQuizzes and Facebook Comprehensive Guide Course

15. Track performance using the Facebook pixel

It must’ve happened to you as well – you visit a page somewhere, and suddenly, only minutes later, the ads for that page start popping up everywhere on Facebook.

This “stalking” effect is accomplished using the Facebook Pixel, first introduced back in 2015. What some people may find annoying, other people (primarily marketers and business owners) see as an extremely effective advertising strategy.

The LeadQuizzes quiz maker allows you to easily integrate the Facebook pixel with your quiz. Just navigate to the Settings menu in the top right corner of your LeadQuizzes account and click on Integrations:

LeadQuizzes Facebook pixel integration

After clicking on Integrations, you’ll get a screen like this one. Here, it shows that we’ve already connected our Facebook Pixel, but you can always click on the edit tool and paste a new Pixel code if you need to change it.

Facebook pixel integration

You’ll want to install your Facebook pixel before running any advertising so you easily can track and measure the performance of your Facebook ads. To do so, just follow these simple step-by-step instructions on how to install the Facebook tracking pixel. If you’re not sure where to find your Facebook tracking pixel, we’ve got that covered as well.

Facebook pixel code example

The entire process comes down to these 3 simple steps:

  1. Find your pixel code in your Facebook Ads account
  2. Copy and paste the entire code into your LeadQuizzes Facebook pixel integration settings box
  3. Configure your Facebook Pixel within your quiz

This mighty little piece of code enables you to track the performance of your ads and tweak areas that may need improvement.

With Facebook Pixel you can create custom Facebook audiences based on the answers they gave. This allows you to target (and spend money on) only the right audience. Let’s say you’re selling luxury homes. You can choose to target only those people who say they’re willing to spend $250k+ on a home.

You can also do this by putting the quiz on your website and building an audience of people to either retarget or build a lookalike audience around.

To facilitate the entire process, we’ve put together a detailed, step-by-step guide on how to find, install, set up, and optimize your Facebook Pixel with LeadQuizzes.

If you still need help installing the Facebook Pixel, you may want to consider setting up the Facebook Pixel Helper.

Why Others Use the LeadQuizzes Quiz Maker

As we’ve already shown you why we use quizzes, as well as why you should do it, let’s take a look at some of the testimonials from people who have been using the LeadQuizzes quiz maker to create their own quizzes.

LeadQuizzes quiz maker testimonials

If you still don’t feel inspired enough, check out all of the 30+ case studies on our website.

We at LeadQuizzes do our best to make every step of the quiz creation process as intuitive and strategic as possible. Our extensive list of features and options enables you to easily customize your quiz, track and convert leads, and adjust your marketing strategy accordingly to improve your business efforts.

All of these features make the entire process of creating a quiz simple, straightforward, and most importantly, effective.

It’s quick. It’s easy. It’s FREE. Create your own quiz now!

Grab your 14-day FREE LeadQuizzes trial now!

It’s quick. It’s easy. It’s FREE. Create your own quiz now!

Grab your 14-day FREE LeadQuizzes trial now!