Personality Quiz that Generates Leads

Personality quizzes are one of most popular forms of interactive content online. These are the quizzes that Buzzfeed made popular asking anything from “Which City Should You Really Live In?” to “Which Star Wars Character Are You?” Millions of people take personality quizzes and then share them across the Internet. The most popular quiz in 2014 was “Can We Guess Your Real Age?”.

You might think that these are just for entertainment sites. However, in 2013, the New York Times published How Y’all, Youse and You Guys Talk, a dialect quiz, that became the sites most popular piece of content. Quizzes are great for both publishers and marketers. They can be used to drive traffic to a website and many of the interactive content tools out there are great for lead generation.

If you are ready to turn a personality quiz into your lead generation machine, start with great content, don’t forget the ask, and distribute through your channels.

Creating An Awesome Personality Quiz

When creating a personality quiz start with an exciting relevant topic. If you will spend the time writing and creating a personality quiz, it needs to be about something your audience is interested in, otherwise, what is the point?

1. Know What Quiz Your Audience Wants

One college sports blogger used interactive content including, a personality quiz, to engage their audience. They could have written a broader college sports quiz that would have extended their normal reach, but by targeting their specific niche topic they insured the success of their quiz.

Personality quizzes don’t have to be about Disney princesses and populations, you can localize the topic to fit your niche. Use the formula, “Which -blank- are you?,” fill in the blank with a popular industry person, team, or product. This education institute used a personality quiz to help potential students pick which language they should study. The possibilities are endless.

2. Know What Your Audience Will Click On

After securing a relevant topic for your audience, creating a headline that your audience will click on is next. On average 8 out of 10 people will read your headline without clicking, meaning only 2 out of 10 people will click through to take your quiz.

A great headline might not appeal to everyone, but it will appeal to your audience. Don’t make it broad so anyone who wanders past your post might click it instead, keep it niche to target your audience.

Use the words: Actually or Really. “Which City Do You Actually Belong In?” This will peak your audience’s curiosity. Either they will take it as a challenge to see if they are living where they are “actually” supposed to or as inspiration to see where they could live one day.

Direct the quiz at your reader. Lets look at these two headlines: “Which Career Are You Actually Meant For?” vs “Career Personality Test”. The first one is more attractive to an audience because it directs the quiz at the reader by using the word ‘you’. These helps your audience relate to the quiz.

Career Personality Quiz Titles

3. Know What Results Your Audience Wants

No one wants to be Toby from The Office, he’s the worst (although maybe that would get shared). When creating the personality results, know what results your audience wants. These results are more likely to be shared and encourages the spread of your quiz.

This is a great place to show your personality by creating a fun descriptive result. If creating a “Which Career Should You Actually Have?” quiz, keep the result focused on the positive of their answers. This helps keep the result vague enough to apply to most people and also makes the result more shareable. Avoid negative results that antagonize the quiz taker, no one wants to share a result that shows them in a negative light.

Engineering Career Result

4. Know What Questions To Ask And How

Next, tackle the questions that will make your audience stick around for the result, and ultimately, to become a lead. It’s best to create questions after you’ve decided your results to make it easier to associate the answers with a personality.

Quizzes must find a balance of questions to have enough to keep the audience engaged but not lose their attention. The range we’ve found the most success with is between 6 and 12 questions for a personality quiz, trivia quizzes are different.

Keep your questions relevant to your topic to keep your audience interested. For instance, when creating the quiz “What Type of Content Marketer are You?,” I used questions that relate to the job of content marketing, asking about tools used and content formats. This keeps in theme with the topic, whereas asking about favorite bands or hairstyles is not relevant and makes it more difficult to associate a personality.

Another rule I followed was keeping the questions conversational. This is important to keep your audience interested after all it’s not a job interview, it’s a personality quiz. Feel free to add a bit of personality with the questions and have fun, GIFs are a great way to show off your personality.

5. Use Images Your Audience Wants To Share

Another element of quizzes are the graphics used. Using high quality graphics on quizzes sets them apart from the old style personality quizzes. Often, people can relate to an image better, so create and use clear, relevant photos.

When creating the quiz “What Type of Content Marketer are You?,” I used images for several of the questions and answers, but not all of them, variety is a good thing. In the final question I used GIFs to show different reactions to creating a piece of viral content. This both ended the quiz on a positive note and an interesting question graphically.

The most important images of the quiz are the result images, these are the images that are shared across social media when a result is shared. Instead of using a generic image, for the content marketing quiz I used GIFs of popular pop icons. Here’s one example, for the result “Content Scientist” I used a graphic of Bill Nye that would be more relatable. The more content is shared the more leads you can receive from your quiz.

Now you’ve finished creating your quiz! Here are a few more important things to remember when you are looking to generate leads.

When To Ask And How

If your goal is to grow your leads database through collecting email addresses, the best time to ask is when your audience is invested in your content. For a personality quiz, the perfect time to ask is right before you show the result. This is when your audience is most excited to find out what the result is and are invested in the content.

Subscribe to Email

Tell your audience what they are getting. For instance, if they are subscribing to an email newsletter, tell them what you are planning on sending out. Allow users to skip submitting their email, this will help qualify leads and weed out those who were only interested in your quiz.

Distribute Through Your Channels

The final step of creating a personality quiz to generate leads is distribution. Drive traffic to your quiz and encourage your audience to share their results. Your first step is to reach the audience you already have through social media and email channels. These are the audience who already know how great you and your product are, that’s why they followed you. Your following will then take and share the quiz results to their network, helping you reach others you haven’t before in a new way.


There you have it, by creating an awesome personality quiz, asking for an email right as your audience is most interested, and kicking off distribution through your owned media you can generate valuable leads. Now it’s your turn to put this to the test, try creating your own personality quiz to generate leads.