How to Create an Online Quiz for Your Lead Magnet

Email Marketing
21 min read
Table of Contents
  1. Key benefits of lead magnet quizzes
  2. Lead magnet quiz types
  3. How to create an online quiz
  4. 3 lead magnet quiz tools
  5. Connect your lead magnet quiz to your ConvertKit sequence

It’s cool when you hear content creators talk about how they doubled or tripled their email list, but you never really expect it to happen to you.

You also don’t expect it to happen in ONE DAY with no social media or paid advertising.

So you can imagine my surprise when I looked at my ConvertKit dashboard at the end of my website relaunch day in February 2017 and saw that the brand voice style quiz I created on a whim generated 700 new email subscribers.

how to create an online quiz
My quiz helped me double my email list growth in a day!

At the time, my email list was around 500 highly engaged subscribers after seriously pruning through my cold subscribers before my relaunch. When I saw that my list had doubled in less than 12 hours, I almost thought something was broken.

I never expected that my quiz would steal the show on my relaunch day, mostly because there weren’t many bloggers or business owners using quizzes as an email marketing tactic at the time.

I didn’t have any big hopes for it, but I did know one thing: people loved taking quizzes on sites like Buzzfeed. I thought, “What if I could create the same slightly addicting quiz experience for my own brand?” I got to work on my quiz a day later and launched it soon after.

Luckily, it wasn’t just a one-hit (err, one-day) wonder.

My website relaunch day brought a lot of buzz and traffic which made the quick email list growth possible, but since then, my quiz has generated nearly 5,000 subscribers from its mention on my homepage and I haven’t had to touch the quiz once in two years.

How to Create an Online Quiz the Easy Way

Key benefits of lead magnet quizzes in business

To say I’m a believer in using quizzes to build email lists and generate profits is an understatement, but I’m not the only one.

Brand strategist Kaye Putnam generated over $100,000 in online course sales from her quiz, and designer Jen from TONIC Site Shop generated $50,000 in website template sales from her quiz.

Lead magnet quizzes also have a 40-50% average conversion rate. Since 20-25% is considered a good lead magnet conversion rate, quizzes have blown these numbers out of the water. So what is the secret sauce behind quizzes?

Online quizzes are great for lead generation

This is true for service providers and digital product creators alike. When someone takes your quiz, they not only get to learn more about themselves but they also get to know more about you and your story through a follow-up email sequence. This deeper, more personal connection can lead to an increase in sales.

It’s easier to sell your offerings on autopilot

Since your quiz can recommend different products and resources based on the person’s quiz results, you can make more passive income through your quiz. Simply set it up once and know it will continue to run while you work on other business projects you care about.

You can create an interactive experience

While some lead magnet types require your audience to put in their email address for a quick download, an online quiz will help them become a more active participant in your brand. The interactive experience can be downright addicting, just like those Buzzfeed-style quizzes we’ve all taken.

You can better segment your audience

Instead of treating all of your email subscribers the same way, you can personalize your email content depending on what segment “bucket” they fall into. This can be determined by a number of factors I’ll cover later in this article, but for now, just know that creating a quiz will optimize and simplify your email segmentation strategy.

Benefits of creating a lead magnet quiz

Quiz types to choose from when creating a lead magnet quiz

Since quizzes can make your life easier as an email marketer, let’s talk about what types of online quizzes you can utilize. This will heavily depend on your quiz strategy, so take a moment to think about what your top quiz goals are.

Let’s dig into the possible quiz types so you know how to make the best decision based on those goals.

Personality quizzes

Personality quizzes are arguably the most common (and usually most successful) of all the quiz types because they help your audience better understand themselves by matching them up with a personality result. This is the main quiz type we will focus on for the rest of the article.

Assessment quizzes

Do you want to test how well your audience knows a subject or how ready they are to invest in one of your services? You can use an assessment quiz to help your audience understand where they currently are and what they need to get them to where they want to go.

Scoring quizzes

Like the assessment quiz, your scoring quiz will give your audience an understanding of how much they know, but it will also give them a score based on how many answers they get correct. If you use this kind of quiz, make sure you write your quiz results in a positive way so people who get lower scores don’t feel negatively about their result.

If you aren’t sure what quiz type is best for you, think about what you want it to do. What would you love for your quiz to accomplish? What would make it a “success” for your brand?

Depending on what your quiz goals are, you can choose a quiz type that will easily fit into brand and email marketing strategy. You’ll need this knowledge before you create your own quiz.

How to create an online quiz the easier way

While online quizzes may seem like they have a lot of moving parts, they’re quite simple to create once you know what steps you need to complete and in which order.

I was able to complete all of these steps in one full day with about six to seven hours of focused work. I’m confident that you can make similar progress when you start building your own quiz.

Let’s get started with the first step.

Choose a memorable topic and title

Some content creators immediately know what quiz topic they want to run with, but what do you do if the perfect topic isn’t so obvious? If you’re struggling to brainstorm quiz topics your audience will love, it’s best to revisit your brand strategy.

Online quiz topics

Ask yourself what you want to be known for and what topics you like to teach on. You can also think about what topics are related to your niche and industry so you can easily position yourself as an expert. You may even want to tie in your quiz topic to a signature offering, like an online course or a group coaching program.

Here are a few lead magnet quiz examples to spark your creativity:

  • Designers Robyn and Mikayla of Studio Co. Creative created a branding-focused quiz that helps their audience understand how well their brand is attracting their ideal audience. Depending on their personality result, the quiz recommends which of the duo’s services could be the best fit.
Studio Co Dream Client Quiz
Studio Co. Creative uses a quiz to qualify their client leads
  • Business coach Amber Lilyestrom promotes her online course through her What’s Your Core Purpose? Quiz. The quiz is meant to give her audience tips on how to follow their core purpose and give them a sneak peek at what they’ll learn inside the course.
Amber Lilyestrom Quiz
Amber Lilyestrom promotes her online course with a quiz
  • Wedding florist Lynn of Wild Fleurette uses a quiz to help her ideal bride client leads find their perfect floral bouquet style. When they’re ready to work together, it’s easier to know what styles to pull inspiration from because her clients have already taken the quiz.
Wild Fleurette Quiz
Wild Fleurette inspires brides with their bouquet style quiz

Hopefully, these examples show you that quizzes can work in any industry, not just for those who are selling online marketing or profitable blogging strategies.

When you’re ready, make a list of potential quiz topics and narrow it down to your favorite options. Don’t be afraid to ask a few close business friends or a select group of audience members who fit your ideal client description what quiz they’d want to take. They can help you choose a winner!

Online quiz titles

Once you have your quiz topic, it’s time to write your quiz title. You may think that your quiz title needs to be clever, but it’s more important for it to be clear and concise.

I recommend putting your quiz title into question format so it reads something like:

“What Kind of [Blank] Are You?”
“What [Blank] Personality Are You?”

If you are creating an assessment or scoring quiz rather than a personality quiz, you could go with a quiz title that says:

“Are You Ready to Be a [Blank]?”
“How Much Do You Know About [Blank]?”

If you want to add more personality, you might want to include an adjective that fits your brand voice or matches an offering. Then you can transform your quiz title from “What Kind of Writer Are You?” versus “What Kind of Powerhouse Writer Are You?” so it feels more unique to your brand.

Determine what your quiz results will be

With your quiz topic and title nailed down, you’ll have an easier time deciding on what quiz result options you want to offer your audience.

Some content creators make the mistake of writing their quiz questions and answers before they determine what their quiz results will be. Completing the steps in that order only complicates the lead magnet quiz building process.

Think about the last time you took a quiz. You may have wondered how the quiz creator was able to accurately present you with results based on how you answered. It may feel like magic, but there’s actually a simple strategy behind it.

When you create an online quiz, each answer option will correlate with a specific quiz result. You need to know the quiz result options before you are able to write answers based on them. It may feel like reverse engineering, but it will make the process easy to follow.

How to create your online quiz results

When you’re ready to create quiz results, you can divide your audience into subgroups (or segments, the terminology we use at ConvertKit) based on any of these factors:

  • Personality traits
  • Skill level (beginner to advanced)
  • Location
  • Shared interests
  • Years in business

These are just a few categories you can use to segment your quiz audience, but keep in mind what factors are most important to your brand. When you use them wisely, you can collect real data from your audience that will help you create content and add more value to your offerings based on their feedback.

Try to narrow down your quiz results so you have three to five options. If you have more, you might overwhelm yourself with extra work and overcomplicate the process. If you have less, you’ll risk creating broad personality descriptions that feel like they’d fit anyone and everyone.

Your quiz results will come with a personality description that tells your audience what their quiz result says about them. I recommend keeping this to three or four sentences, unless you decide to go above and beyond the requirements by creating custom quiz result landing pages (like TONIC Site Shop and Chanteuse Marie, for example).

Spend some time on these personality descriptions. When created intentionally, these descriptions have the power to shift your audience’s perspective or alter their business and life for the better.

They’re powerful because you are helping your audience members better understand how they are wired, what makes them unique, and how they can utilize the new knowledge you’ve given them to achieve a desired result.

When you play a role in their self-discovery process, you just might make a friend for life and a lifetime customer.

How to create your online quiz descriptions

Ready to make an impact with your personality descriptions? Let’s get started. Once you have an idea of how you want to segment your audience and have given each segment a catchy title (it only needs to be one or two words), you can start writing the content for the description.

Here is an inside look into one of my quiz personality descriptions.

Kayla Hollatz Educator Personality Description
Keep personality descriptions to 3-4 sentences

When a quiz taker gets this Educator result, they will walk away knowing:

  • What personality traits make them unique (being a natural born educator and leader)
  • What they love most or are most interested in (writing and reading listicles)
  • What adjectives fit them best (helpful, experienced, etc.)
  • What to do next through a call-to-action (check email for more information)

Seriously, that’s all you need.

Here is a quiz result template you can use, completely inspired by my example above:

You are a natural [Title 1] and [Title 2], sharing your [Skill 1] with your [Ideal Audience]. [Skill 2] and [Skill 3] are your thing and you want everyone to walk away from [Platform] knowing [Goal]. You are known for being [Adjective 1], [Adjective 2], and [Adjective 3].

Check your inbox for even more information on how to use your [Quiz Title] quiz result to achieve [Result 1] so you can [Result 2].

Now that you have an outline to follow, you’ll be ready for the next step: writing your quiz questions and answers.

Write your quiz questions and answers

Finally, it’s time to build out your quiz content. With your quiz results in mind, you’ll find it easier to connect each answer option to a specific result.

Let’s show how this works in action.

Online educator Jenna Kutcher has built a multiple seven-figure business with the help of her What’s Your Secret Sauce? Quiz. She uses her quiz to not only build a highly engaged email list but also sell more products from her online shop.

Using a mix of fun and goal-oriented questions, she has created a share-worthy quiz that thousands of visitors have taken. Let’s break down why Jenna’s quiz works.

One of her quiz results is titled the Empire Maker which describes an entrepreneur who is hyper-focused on scaling their business. Knowing this, we can look back through Jenna’s questions and see how a quiz taker might have received this specific quiz result.

The quiz question below wants to collect data based on what the quiz taker wants to learn more about. This is valuable information for an online educator like Jenna, but it also helps her determine which personality description is the right fit.

Quiz Question Example
Each answer option on Jenna's quiz relates to a quiz result

Looking at the answer options, it’s pretty obvious that an Empire Maker would choose the first answer of setting up funnels, building a team, and wanting to learn high-level growth strategies. Now you can see why it’s helpful to know what your quiz results will be before you write each answer!

Okay, so we see how an Empire Maker might answer this question, but what about another? How do you continue to create interesting quiz questions that help your audience arrive at the same result?

Let’s look at another quiz question example from Jenna to see how she does it.

Quiz Question Example 2
Jenna approaches the same quiz theme with a different question

Again, we can very easily see that the third option that mentions scaling their business with new systems is the one that is assigned to the Empire Maker.

The great thing about setting up your quiz this way is that while you’ll see the natural progression of how a quiz taker gets to their end result, they won’t be aware of what quiz results are available so it’ll be a more exciting self-discovery journey.

As you write your own quiz questions, try to have at least four or five questions. Some say to have a maximum of 20 questions, but most recommend to keep it around seven to 10 questions when possible.

You can add some extra personality to your quiz questions and answers by writing them in your unique brand voice or adding imagery to your quiz.

Healthfully Heather Quiz Example
Healthfully Heather's quiz adds stock photos for visual interest
Lively Creative Co Quiz Question Example
Lively Creative Co's quiz is written in a casual, friendly tone

It’s smart to include the same number of answer options as you have quiz results. Since most content creators have three to five quiz results, you can have three to five answer options.

How does it feel to know your quiz content is finished after this step? That’s something to celebrate. It was easier than you thought, right?

While you may think you’re done, we have one more crucial step to complete to make sure you sustain the connection with your audience after they take your quiz. That’s right. We’re talking about sending follow-up emails through an email sequence.

Create a follow-up email sequence

Your quiz might convince your audience member to sign up for your email list, but what happens once they join? If they hear crickets, they’ll either forget about you or unsubscribe from your list. We don’t want either of those things to happen.

With a personalized email sequence, your new subscriber will feel nurtured as you take the time to educate them on their quiz results and help them understand what steps they need to take to get to their intended destination.

While the quiz will capture their attention, your email sequence will help you keep it. This becomes even more important when you start selling your products and services because you need a well-established foundation of trust before you make a pitch.

As you begin to think about what information you want to include in your follow-up email sequence, here is a general framework you can follow:

Email 1:

In your first email, you’ll want to review what quiz result your audience member received and give them even more information than what they found previously on their personality description. This email can be relatively short as you are simply reminding them of their quiz result. You’ll also want to personally welcome them into your brand and email list community.

Email 2:

Now that they know more about their quiz results and are convinced it fits them to a T, it’s time to give them recommended resources that are personalized to their quiz results. You can link to relevant books, podcast episodes, videos, blog posts, or another other resources that would be helpful. Also, add a few personalized tips and strategies that they can implement. Get creative with this email! Just make sure you lead with value.

Email 3:

Before you transition your new subscriber into your sales funnel (which will most likely come after this follow-up email sequence or your welcome email sequence), you’ll want to end this sequence by sharing a personal story or a case study from a past client or customer. Make sure that the story speaks to the subscriber’s personality based on their quiz results. This is a great way to increase trust before you pitch any of your offerings.

If you want to see how other quiz creators have created follow-up email sequences, take their quizzes and look at their follow-up emails. What do you like? What would you improve on for your own audience? A few good email-focused examples to take a peek at are Amber Lilyestrom, TONIC Site Shop, and Jenna Kutcher.

Once you’re ready, you can put your email content into your ConvertKit account by selecting the Sequences tab at the top of your dashboard and creating a three-part email sequence. You can read here for more information on creating email sequence inside ConvertKit.

Choosing the right quiz building tool to create your lead magnet quiz

With your email sequence created, it’s time to put all of these lead magnet quiz elements together inside a quiz building tool of your choice.

Not sure which one is right for you? We’ll break down the pros and cons next.


Interact focuses on helping content creators and entrepreneurs generate more leads by utilizing quizzes. With hundreds of quiz templates and how-to quiz building guides, Interact will help you get up and running with your quiz in a short time. It also integrates with ConvertKit so you can create tags, segments, and collect data with ease.

The main cons of Interact are that they offer only four main quiz types and don’t allow you to upload videos to your quiz, although they do offer a variety of free stock imagery and Google Fonts you can use to match your visual branding.

Pricing: Starts at $17/mo but you can also try it for free.
(And if you were wondering what I used to build my own quiz, this is the tool.)

Lewis Howes Interact quiz example
Lewis Howes' Interact quiz example


Built specifically for marketers, LeadQuizzes is used by marketing experts like Neil Patel in order to kickstart and sustain email list growth. This tool also integrates with ConvertKit so it’ll be easy to connect it to your email segmentation strategy.

What makes this tool unique is its design flexibility and how it’s strategically designed for marketing agencies. It’s main drawbacks are its higher price and that it has less GDPR-compliant settings than other quiz building tools.

Pricing: Starts at $29/mo but you can also try it for free for 14 days.

Neil Patel's Lead Quizzes example
Neil Patel's LeadQuizzes example


Although Typeform is typically known as an audience survey tool, it can also be used to create quizzes. Its minimal design and easy-to-use platform makes it simpler to get started with building your own quiz.

Since quizzes aren’t Typeform’s bread-and-butter feature, the tool only integrates with Google Sheets and doesn’t integrate with ConvertKit. Typeform also has limited custom design capabilities, but if you want to use a quiz mostly to collect data instead of building your email list, it might be a good option.

Pricing: Starts at $35/mo but you can also try it for free.

Typeform quiz example
Typeform quiz example

Ready for a quiz building challenge?

Know that you know how to create an online quiz, we challenge you to create your own using one of the quiz building tools we reviewed above and write an email sequence using our three-part email sequence framework.

To review, these are the follow-up emails you’ll be creating:

  • Email 1: Welcome to the list and more information about quiz results
  • Email 2: Recommended resources and tips based on their quiz results
  • Email 3: Personal story or case study that relates to their quiz results and personality

Not a ConvertKit user? Sign up for a free 2 week trial below and see how easy it is to connect your new quiz to an email sequence.

Connect your quiz to a ConvertKit email sequence

Kayla Hollatz

Kayla Hollatz is a copywriter and content creator for creative entrepreneurs who want their words to connect and convert. Few things make her happier than ghostwriting for clients in her studio, aka her four-season porch with a lake view. She can frequently be found fighting Minnesota winters with a mug of hot chocolate in hand.

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