How to Set Up a Website Quiz to Generate Leads and Drive Sales

Have you ever completed a BuzzFeed-like online quiz in order to find out how you “rank” or “score” compared to others who also participate in the quiz? Chance are you’ve taken at least one of these types of quizzes. It’s our human nature to want to participate in these types of quizzes to see how we stack against others, or simply out of the curiosity to find out the “secret” or “answer” that the quiz promises to solve.

Most people wouldn’t spend too much time deciding whether or not to take a quiz online, as they’re usually short, fun, and easy to complete – plus they come with the reward of knowing your result upon completing it. Yet, if that same quiz was called an “online form”, or “survey”, then most people might think twice before deciding to commit their time and attention to completing such form or survey. Even if the actual quiz or survey had the same questions, the fact that one is labeled as a quiz automatically breaks the barrier people have to complete it. Why? Because in most instances the quiz becomes a game, and a challenge, rather than a “task” you have to complete.

Have you ever thought of using a quiz on your website to generate new leads and potential clients?

Most people haven’t, which is why today you should take advantage of this amazing opportunity to get your website to stand out from the rest. By integrating quizzes into your website, you’ll be turning your regular “lead generation” process 180 degrees. Now, instead of having people fill out a boring contact form on your site so you can reach back to them, your web visitors will actually want to take a 1-2 minute quiz so they can find the answer of how they’ll score.

How do you turn quiz respondents into leads?

When you set up your quiz, you can create a simple ranking system that can show users a different quiz result based on the answers they choose as they complete the quiz. Once they complete the last question, but right before you show them their result, you have the option to show them an “opt-in” form asking visitors to share their contact information (Name, E-mail, etc) in order to see their quiz result.

Naturally, those who do provide you with their information are usually interested in hearing more from you, and thus may now be considered new leads generated from your website. Do keep in mind that if you make it a requirement for your visitors to provide you with their info, many will just exit the quiz and will never become leads – plus, they may leave a bit angry or disappointed from not getting to see their quiz result.

Alright, time to show you how we built an online quiz, which asks users the question “How effective is your sales and marketing team?”. Let’s get started:

Steps to set up a website quiz to generate leads and drive sales

1.Setup our opt-in form to turn quiz takers into business leads

Start by choosing what type of information you’d like to gather from your quiz respondents after they complete the quiz, but before they see their results. In our example, we chose to ask for their first name and email.

Setup opt-in

Yet, as you might have noticed we made filling out the opt-in form “optional”, based on the fact that you can see the “skip this step” button, which takes people to their quiz result without forcing them to give us their contact information. We chose this strategy to avoid considering those who truly only care about their quiz result as leads, as they probably don’t want to hear from us again. Yet, those who do fill out their info, do probably want to hear from us, and thus we’ll consider them real leads.

2.Setup an integration to save quiz leads directly into a CRM or E-mail system

Through Interact’s built-in integrations you can automatically save your new leads into some of the most popular E-mail marketing platforms, marketing automation CRMs, or to over 1,000 other apps through the use of In our case, we use Zapier to save our quiz leads into our AgileCRM system.

Website Quiz

3.Setup conversion tracking codes for Google Analytics & Facebook

Next, you have the option to install your Google Analytics and Facebook pixel tracking codes to keep a perfect record of your quiz performance as a lead-generation machine.

Conversion Tracking
Installing the code is as simple as copy/pasting your Google Analytics account number or Facebook pixel ID. No need for the full Javascript code.

4.Design your quiz cover page

Now it’s time to start getting creative. At this stage, you have the option of designing a short cover page that will introduce your quiz to the prospective respondent. You can customize the graphic, quiz title, description, and the CTA (Call-to-action) button.

How productive is your sales and marketing team?

5.Defined our quiz results scale: Levels, stages, or personality types

Then, it’s time for coming up with your various quiz results options, stages, user types, buckets or however you want to call them. The idea is that each quiz respondent will get a different result based on the answer they chose while answering the quiz. This is the step where you get to define what those result options will be.

Level 1
For Bloominate, we chose to rank our users into one of five productivity levels. At the first level, we called our quiz respondents “Dinosaurs”, as their productivity levels are very low based on their responses. At the second level we call them “Cavemen”, at the third level “School Boy”, at the fourth level “Soldier” and at the fifth (and highest) level we call them “Jedi”

6.Created your quiz questions

Next, come up with 6-10 questions that people can respond within 1-2 minutes. Each question should probably have 3 to 5 answers to choose from.

How does your sales team follow-up?

In our example, we created a total of 8 questions, each with 5 options to choose from. In this case, each of the 5 options directly correlates with each of the quiz results levels – which makes it easier to program the quiz.

7. Correlated answers with quiz results scale

In this next step, you’ll need to correlate the answer from each question with the appropriate or most likely quiz result scale/level/stage/personality/bucket type that the answer relates to.

For example, in our quiz, answer A) always corresponded with the result Level 1, while B) corresponded with Level 2, C) with Level 3, D) with Level 4 and E) with Level 5. In our case, we built our answers in such a way that it would be easy for our team to correlate answers with results. Yet, Interact’s software gives you the flexibility you’ll need to be very creative with your quiz setup.

Result Correlations

8.Publish and share your quiz online

Now, as the final step simply save your quiz, publish it live, and share it on your website, social media or anywhere else online where you can share a link.

Share your quiz online

Interact lets you publish your quiz as a pop-up, announcement bar, Facebook Ad, embedded into your website or landing page, as a self-hosted quiz (you’ll get a direct link to your quiz), or will automatically help you share your quiz on Facebook, Twitter, LinkedIn or Google+ (Yep, in case anyone actually still uses G+)

That’s it, now it’s your turn to build your own quiz and start collecting new business leads.

Action Steps to Get Started:

  1. Think of a fun, clever, or interesting quiz that your target customers would enjoy to take.
  2. Write down at least 3 to 5 ideas for quiz titles, and then pick the one you like the most.
  3. Come up with a list of 6-10 questions you could ask your ideal target customers.
  4. Decide if you’ll have 3, 4 or 5 answer choices per question. Once you’ve decided, that will define your quiz scale to build your levels, stages, buckets or personality types.
  5. Write down all of your questions, along with the answers choices for each of them.
  6. Design a cool graphic for your cover page.
  7. Write a short description of what you quiz is about, and what your respondents will learn about, or “discover” about themselves after they complete it.
  8. Setup a Google Analytics account if you don’t yet have one, and set up a Facebook pixel code.
  9. Decide where you’ll want to save your leads. MailChimp? Your CRM? Or just as an Excel list?
  10. Then go ahead and get started setting up and designing your first quiz.