How Quizzes Can Translate Into Lead Generation

Kabrina Budwell
Kabrina Budwell

Founder, Kabrina Budwell Consulting

About the author

May 19, 2022

As entrepreneurs, business owners, and marketers, we are always trying to find new and inventive ways to get to know and attract our audiences. Over the decades, we have evolved from snail mail to phone calls, social media, and interactive content. If you are a believer in the fact that email generates $36 for every $1 spent, then you are going to love using quizzes to generate leads, interact with your audience, and segment people. You can even use quizzes to allow audiences to segment themselves while you sit back and allow quizzes to deliver the right message, to the right audience, in the right place.

The Glory of Interactive Content

Consumers have grown to understand marketing more and more because they see it all the time. They receive the “Scam Likely” calls, see the social posts, and see and hear ads everywhere they go. As consumers, we are inundated with so much information everyday that our brains are sorting it out so that our conscious mind never even realizes it was there.

This is called sensory gating, where an individual will not register certain information because their brain has rendered it irrelevant, like many of those ads you saw during your social media scroll today. So how do we gain our audience’s attention with their brain gatekeeping us from entering?

Enter interactive content.

Interactive content creates constructivism with your user and allows them to learn and make decisions through the experience of your content and later link that information to their existing knowledge. This is particularly beneficial for conversion actions because it allows the user to learn, engage, and interact with the content, which empowers them to make an educated decision about the next steps to take.

In a quiz, your audience can indicate that they are curious to get results from you. They can then say, “Hey, this brand understands me. They must solve my bigger problem too!” In just a few clicks, you can educate, gain trust, and push your lead closer to conversion as a paying customer.

You may be asking, “How do I create these experiences that help my audience feel this way?”

It all starts with creating a memorable experience.

Creating Memorable Experiences

Think about a time when you were actively engaged in what you were doing. This could be a project at work, playing a sport, or getting a home renovation completed. What did you learn from the experience?

If you are like most people, you have already started thinking about the list of things that you learned from the experience. Interactive quizzes create the same experience for your users; they start naturally figuring out what they learned.

Psychologist Jean Piaget found that active learning is how children discover how to problem solve because problem-solving is not a skill that can be taught, but one that has to be discovered.

Quizzes create the perfect environment for your audience to discover or rediscover the problem they are facing, by reframing the problem they have as the solution they will get as a quick win from your quiz. With a little bit of problem-solving and your help with the first step, your brand becomes the natural next stage for solving consumer problems.

I call this the domino effect.

What is the Domino Effect?

Finding the first problem or question your audience wants answers to is an essential foundation to having a quiz that people will want to take. This one piece of context can make or break the results you get.

When you think about dominos, you just have to get the first one going to see the rest of them fall into place; the same is true when solving your customer’s problems. When you can have steps to solve a problem, it gives your customers confidence that you can solve all of their problems. This is also why when your clients are delighted with a service you provided them, many clients will rely on you to help them with their issues.

The way to discover the steps of the problem your audience is having is to ask a few questions first:

  • What keeps them awake at night?
  • What is holding them back from the bigger problem you solve (like buying your main offer)?
  • What would take them one step closer to your solution being the obvious solution for them?

Think about what your audience is saying to their spouse, friends, and coworkers about the problem at hand. Nadalie Bardo, the owner of It’s All You Boo and author of Conquer Procrastination, used a quiz to gain over 4,200 leads for her business. She first thought through the title to get people to take the quiz and make it shareable, naming it “What Should Your Goal Be?.” This let her audience know what they would get out of the quiz and the result they could expect. Goals anyone?

Lead generation quiz

Where Do I Get Started?

Now that you see the power of quizzes, you are probably asking yourself how to create unique and shareable interactive content. Well, you are in the right place. After helping clients create quizzes over the last five years, I have created a 7-step process that will get you started on building out your first or next quiz today!

Brainstorm Your Quiz Topic

As discussed earlier, your topic can either make or break your quiz and its potential. Taking time to plan out and research the underlying issues your audience has is imperative to this process.

A great exercise to do in the office is to find a wall or a window and place a stack of sticky notes next to it. On a regular sheet of paper, write down the main pain point your product or service solves, and underneath, write “SO WHAT?”

Have team members answer that question ending it with “SO WHAT?” for the next person to answer.

This brings your team together in the creation process, and gets everyone on the same page about what you think the pain points are and what they actually are. If you want to take this one step further, have a previous client come in and give their advice on what pain points they experienced before working with you. (#CaseStudy)

Choose a Software

Using software that works with your email marketing platform makes all the difference, in this case, making you more excited about this quiz.

There are dozens of software solutions that you can use to create quizzes, such as Google Forms, Typeform, Bucket, SurveyMonkey, and Outgrow, but my personal favorite is Interact because of its easy-to-use set-up and ability to integrate easily.

Decide the “Buckets” Your Audience Naturally Falls Into

When you think about and discuss the types of people you have worked with or had calls with, what are they saying? What makes them say no? What makes them say yes?

Your audience naturally segments based on certain factors. Easily seen factors are age, gender, location, and other demographics. More difficult factors are how they feel, what makes them happy, what gives them confidence? These more complex questions will help you curate the right messaging for these audiences.

Align Products or Services with Those Buckets

Now that you have your “buckets” ready, think about what product or service suits that audience. The first time I go through this with companies there are often segments with no current offers. This is totally normal, but remembering these “unassigned” segments provide your brand the ability to create another offer and move your people through your product hierarchy.

Match offers to buckets based on where they currently are in the ‘bucket,” not where you want them to be or what happens after they purchase that offer. The biggest mistake I see happen in this step is companies not meeting people where they are in the sales journey.

Think about the last time someone nailed their marketing to you, and you sat there thinking, “how did they know what I was thinking/feeling/writing in my diary?” When you meet people where they are right now, you can speak the language they are using at that moment.

Craft Your Questions

This is step 5 for a reason — as most people start here. Starting with the questions leads to a mismatched quiz with no real destination.

There are three principles when it comes to writing winning questions:

  • Decide what answer you want
  • Keep questions short and simple
  • Have an answer for each “bucket”

Knowing what answer you want overall from a question looks like asking a question that gives you more insight into your audience. Lynette Turner does this with her “Discover the Answer to ‘What’s Next’ in Your Life” quiz for individuals and corporations to design the life they want.

One of her questions asks, “You inherit 5 million dollars. What is the first thing you do?” This tells us a lot about where the person is at that moment and what they focus on as important.

Quiz for leads & sales

Create Stellar Results Pages

Your results page will give your audience (and your new lead) the confidence that you have the answers to their problems. Results pages can be short, like a fun quiz our team put together titled, “What Entrepreneur Avenger Are You?” or they can be long, with more detailed next steps for your audience.

Lead generation quiz tactic

Hook It Up!

Finally, it is time to put all the pieces together. I suggest having a few email campaigns ready to help your new subscribers get to know you better and show them how you can solve their problems with your products and services. Create a four-sequence email to tell them:

  • Who you are
  • What you do
  • Why you do it
  • A story to wrap it all together

Remember that these emails need to be focused on them while still giving them the information they need about your brand because if they came across your quiz on the ‘gram, they may not be associating it with your brand yet.

Once you complete all 7 steps, you can easily say that you did it — you made it to the end of your first quiz creation process, and now it’s time to share it with the world!

Don’t miss parts 2 and 3 of Kabrina Budwell’s take on why quizzes in emails are an effective means of lead generation. Stay tuned and connected for more. 

To learn more about Kabrina Budwell, connect with her on LinkedIn

About the author

Kabrina Budwell
Kabrina Budwell

Founder, Kabrina Budwell Consulting

Kabrina Budwell is a business, innovation, and communication strategist and founder of Kabrina Budwell Consulting, a consulting firm that focuses on helping service-based businesses create, capture, and enhance their brand through marketing, social media, messaging frameworks, and corporate training. They specialize in automation and scaling opportunities in the businesses they work with to create true freedom. With a robust background in leadership and business growth, Kabrina trained Cast Members at Disney on technology for those who are visually impaired and Deaf as well as wrote pamphlets for the parks on ride accessibility for those specifically on the Autistic Spectrum. She has also previously worked with ConvertKit and Advance Your Reach helping their clients in areas such as migrations and copywriting. With her love of brain science, psychology, and generational studies, Kabrina helps her clients see things in a new perspective to create fun engaging, and shareable content that puts the enjoyment back into business.


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