With the right questions, you\u2019ll also be able to score or segment these leads, increasing the accuracy of your targeting down the sales funnel. A whopping 83% of marketers do just that, and use lead generation quizzes to segment their audience.<\/p>\r\n\r\n\r\n\r\n Quizzes can work well for both B2Bs and B2Cs, and can be tailored to work for any business (as long as the questions you choose tie into your niche).<\/p>\r\n\r\n\r\n\r\n But how do you start designing a lead generation quiz? What questions should you ask to help you make more sales? We surveyed 54 experts, who shared their insights and top tips for designing lead generation quizzes.<\/p>\r\n\r\n\r\n\r\n But first, let\u2019s dive into some interesting statistics on how marketers use lead generation quizzes \u00a0<\/p>\r\n\r\n\r\n\r\n Most lead generation quizzes fall into one of three main categories:<\/p>\r\n\r\n\r\n\r\n When we asked marketers which types of quizzes they\u2019ve used, the results were very close. Personality and lifestyle quizzes were used by 59% of marketers, while another 59% use lead scoring quizzes. Not far behind, 52% of marketers use knowledge assessment quizzes.<\/p>\r\n\r\n\r\n\r\n We were also curious whether marketers concentrate on one type of quiz, or use several different types. The majority 54% only use one type of lead generation quiz, while 46% prefer to use several types.<\/p>\r\n\r\n\r\n\r\n To quickly make a lead generation quiz that runs smoothly and instantly generates answers, you\u2019ll need some sort of quiz tool or platform. (Coding your own quiz is time-consuming and difficult for your team to change on their own.)<\/p>\r\n\r\n\r\n\r\n \u00a0But which quiz-making platforms are most popular?<\/p>\r\n\r\n\r\n\r\n Based on our survey responses, SurveyMonkey<\/a> was the clear winner, used by 70% of marketers. There are however, many SurveyMonkey alternatives<\/span><\/a> that are quite popular as you can see.<\/p>\r\n\r\n\r\n\r\n Typeform<\/a>\u00a0(37%), LeadQuizzes<\/a>\u00a0(26%), Interact <\/a>(13%) and Survey Anyplace<\/a>\u00a0(11%) rounded out the top five quiz platforms.<\/p>\r\n\r\n\r\n\r\n Platforms used by 5%-10% of marketers included ProProfs Quiz Maker,<\/a>ConvertFlow, <\/a>Riddle<\/a>, and Involve.me<\/a>.<\/p>\r\n\r\n\r\n\r\n And platforms used by less than 5% of marketers included Google Forms<\/a>, Quizitri<\/a>, Opinion Stage<\/a>, Bucket.io<\/a>, and in-house platforms.<\/p>\r\n\r\n\r\n\r\n In terms of time investment, marketers are usually able to write, assemble, and launch a quiz relatively quickly. About 50% assemble quizzes in three to five hours, and another 30% take less than three hours to assemble a quiz. This means 8 out of 10 experts can create a quiz in three hours or less.<\/p>\r\n\r\n\r\n\r\n Now who usually creates lead generation quizzes? The responsibility usually falls on the marketing team, which makes sense because they\u2019re largely responsible for lead generation overall.<\/p>\r\n\r\n\r\n\r\n Seventy percent (70%) of companies rely on the marketing team to create lead quizzes, while for another 15%, quizzes are a collaborative effort across the \u00a0company. Another 13% of companies look to the product marketing team to create quizzes, and only 2% leave lead generation quizzes to the sales team.<\/p>\r\n\r\n\r\n\r\n Sometimes, your audience needs a little extra nudge to leave their contact information, even after they\u2019ve completed an engaging quiz. Consider offering an incentive<\/a>\u00a0to the people who share their email with you, as a way to increase your conversion rate and grow your list of leads.<\/p>\r\n\r\n\r\n\r\n The majority of marketers, at 63%, have offered an incentive to leads who completed the quiz and shared their contact info.<\/p>\r\n\r\n\r\n\r\n This incentive could be a coupon or store credit (to make them more likely to purchase), another store gift card, or exclusive gated content<\/a>,\u00a0such as an ebook or webinar series.<\/p>\r\n\r\n\r\n\r\n Once a lead generation quiz is created and launched, does it actually generate high-quality leads? The marketers in our survey think so. On average, they rate lead generation quizzes a 7.59 out of 10 for generating high-quality leads (where 1=least effective and 10=most effective).<\/p>\r\n\r\n\r\n\r\n Now that we\u2019ve looked at a few key statistics, it\u2019s time to start creating your own lead generation quiz. Here are 14 tips shared by marketing experts to see the most success:<\/p>\r\n\r\n\r\n\r\n \u201cFocus on the outcome before focusing on the questions. Every question you create should be tied to a specific outcome, which will make your questions more specific and of better quality.\u201d \u2013Petra Odak, Better Proposals<\/a><\/p>\r\n\r\n\r\n\r\n “Understand your customer to their core. Before determining the right questions to ask, you must first ask yourself who your target customer is, what they need, how you’re going to help them now<\/em>, and how you’re going to help them later<\/em>.<\/p>\r\n\r\n\r\n\r\n \u201cCreating an effective lead generation quiz is a combination of providing value (and in turn, proving <\/em>your value) and reassuring leads that a solution is possible. Once you understand your customer, you\u2019ll have a better understanding of how to perfectly craft a quiz that\u2019s both full of value and reassures them their problems can be solved.” \u2013Brandon Lee, Reptile Maniac<\/a><\/p>\r\n\r\n\r\n\r\n \u201cA lead generation quiz can be a telltale way to discover your consumers’ likes and dislikes. This is imperative when it comes to retail, so it’s important to dig deep for the right questions. Look at your latest marketing data, and pinpoint where additional questions could help you implement better strategies. Then, derive your quiz questions from these topics.\u201d \u2013Jordan Dwayne, 6 Ice<\/a><\/p>\r\n\r\n\r\n\r\n \u201cProvide value within the quiz itself, not just after. I have seen brands try to do this by putting snippets of info as a note under the questions. While that works in some cases, I would rather suggest the value is added within the question itself.<\/p>\r\n\r\n\r\n\r\n \u201cAsk relevant questions that make the potential lead think and realize new things and perspectives. Giving value via well-designed questions gets you a better conversion rate since people are more engaged and inclined to continue the quiz, rather than falling off somewhere in the middle.\u201d \u2013Dmitris Tsapis, PlanM8<\/a><\/p>\r\n\r\n\r\n\r\n \u201cSince the purpose of a lead generation quiz is to qualify potential clients, it’s important to include questions that will identify their demographic, and if they fit into your target audience. Decide the information that will be most beneficial when implementing campaigns and strategies, and be sure that the quiz gets straight to the point.\u201d \u2013Greg Gillman, MuteSix<\/a><\/p>\r\n\r\n\r\n\r\n “Make sure your quiz is engaging and personalized. Remember, a lead generation quiz is effective because it makes prospects feel as if a product or service option is designed for them specifically. It takes away the doubt of buying something that won’t work for them, because they shared information about their unique wants and needs.<\/p>\r\n\r\n\r\n\r\n \u201cTo do this, include specific, personalized questions that help set a user apart from others. Also try to stress engagement and education. Even if potential leads don’t end up buying anything, they should still be able to learn something new about themselves from taking your quiz. This helps them interact and connect with your brand much more.” \u2013Kevin Miller, GR0<\/a><\/p>\r\n\r\n\r\n\r\n “Be as specific as possible. The purpose of a lead generation quiz is to identify each lead\u2019s characteristics and categorize them accordingly. General questions don\u2019t help create a comprehensive character profile for each lead, making it difficult to organize them accurately. Be specific with your questions so respondents wouldn\u2019t misinterpret the issue. Otherwise, you risk receiving an answer that doesn\u2019t reflect their real thoughts.” \u2013Stephen Light, Nolah Mattress<\/a><\/p>\r\n\r\n\r\n\r\n \u201cUse a compelling quiz title. Having an attractive title not only drives instant attention, but also gets more clicks. I also suggest using words like ‘you’ and ‘yours’ to add a personal touch to your quiz title and questions. Focus on keeping your quiz crisp, engaging, and entertaining.\u201d \u2013Dave Nilsson, ConvertedClick<\/a><\/p>\r\n\r\n\r\n\r\n “Quizzes as stand-alone content can’t compete and rank in Google and other search engines, so the bulk of traffic to those quizzes will come from social. And because social media is so crowded nowadays, you must make it stand out with great quiz design.<\/p>\r\n\r\n\r\n\r\n \u201cThe first page of your quiz (the preview that’s viewable as you share on social platforms) should consist of three distinct parts:<\/p>\r\n\r\n\r\n\r\n \u201cDesign the quiz to help your target audience solve a problem or make a decision, and to connect them to your product or service. In our case, we use a lifestyle quiz to help prospective customers find the best espresso machine that best fits their needs among the many we offer.\u201d \u2013Colin Palfrey, Majesty Coffee<\/a><\/p>\r\n\r\n\r\n\r\n \u201cYou need to make sure the quiz is relevant to your customer and \u2013 if possible \u2013 educational. Having a potential customer learn about your service or product by quizzing them on their knowledge is a great way to position your company as a thought leader in your space.\u201d \u2013Matthew Rava, Brakes To You<\/a><\/p>\r\n\r\n\r\n\r\n “We all know a well-educated customer is the best customer. By supplying helpful guides with actionable tips, you can better educate your audience. Then, to see how successful your educational tactics are, a quiz will provide you with that beneficial information.” \u2013Carrie McKeegan, Greenback Expat Tax Services<\/a><\/p>\r\n\r\n\r\n\r\n \u201cSetting proper expectations is key. Tell potential participants how many questions they’ll be asked to answer. If you require an email for a participant to receive their results, tell them that upfront. This will drastically cut down the number of people who bounce. If you set proper expectations, you’ll attract people who are genuinely interested and repel those who are not.\u201d \u2013Nick Valle, Restoration Rocket<\/a><\/p>\r\n\r\n\r\n\r\n \u201cMake the quiz easy. The difficulty with generating leads through quizzes is people don’t actually take a quiz unless they’re truly interested in a topic. And even then, if the quiz is too long, they won’t take it at all. If you know who to target, and encourage them with an easy quiz, they’ll be more likely to be converted into high quality leads.\u201d \u2013Peter Horne, Geoff McDonald and Associates<\/a><\/p>\r\n\r\n\r\n\r\n \u201cKeep it short and simple to grab audience attention even quicker. Attention spans are shorter than ever, so anything you can do to hook your audience in is a competitive advantage to break through the distractions, noise, and clutter online.\u201d \u2013Paige Arnof-Fenn, Mavens & Moguls<\/a><\/p>\r\n\r\n\r\n\r\n \u201cOnly ask essential questions. A good rule of thumb to follow is the shorter the quiz, the higher the completion rates. My most successful quiz is only five questions long.\u201d \u2013James Pollard, The Advisor Coach<\/a><\/p>\r\n\r\n\r\n\r\n \u201cAlways keep a quiz short and engaging. This could mean embedding various types of media throughout the quiz or developing personable questions and results. Overall, quizzes should stay under three minutes so you don\u2019t lose your audience\u2019s attention.\u201d \u2013Tom Mumford, Undergrads<\/a><\/p>\r\n\r\n\r\n\r\n \u201cKeep to the three-minute rule. No more than eight questions achieves the best results in my experience, with any more seeing a sharp decline in completion and any less not providing the results anyone is looking for.\u201d \u2013Andrew Taylor, Net Lawman<\/a><\/p>\r\n\r\n\r\n\r\n \u201cMake sure your quiz is concise, straight to the point, and has the right questions. A lot of marketers want all their questions answered and create long quizzes with a bunch of questions. But trim it down and focus only on the most important points. You want your quiz to be answered in less than three to five minutes. If it takes more to fill it out, you will lose a lot of potential responders and leads along the way.\u201d \u2013Jonathan Aufray,\u00a0Growth Hackers<\/a><\/p>\r\n\r\n\r\n\r\n \u201cMake it short and sweet. If you are trying to grab every single detail from a potential customer in this initial interaction, you will lose many of them halfway through. Secondary to this is making the quiz entertaining. Get creative with the questions in order to keep your audience engaged.\u201d \u2013John Ward, Mold Busters<\/a><\/p>\r\n\r\n\r\n\r\n \u201cThe trick to curating effective lead-gen quizzes is maintaining their fun and excitement. Incorporating digital visuals, like memes and GIFs, in more than one part of the quiz will help the content portray relevance and strike a chord on its audience. This method will also guarantee that your leads will get to the end of your content to provide you the information you need about them. Most of all, creativity in your quiz will showcase your brand’s values, which makes the content more irresistible to the target audience.\u201d \u2013David Bitton, DoorLoop<\/a><\/p>\r\n\r\n\r\n\r\n \u201cTo lead to conversion, incorporate high quality images throughout the quiz, but be sure to do this in moderation. An image after every two questions or so is moderate enough, and you can also choose to use GIF questions to make the quiz more engaging.\u201d \u2013Carol Tompkins, AccountsPortal<\/a><\/p>\r\n\r\n\r\n\r\n \u201cPeople are not going to take time out of their day to answer your questions unless they find them fun and entertaining. The secret is to find questions that people like to ponder, like \u2018What flavor of ice cream best reflects your personality?\u2019 \u201c \u2013Matt Bertram, EWR Digital<\/a><\/p>\r\n\r\n\r\n\r\n \u201cAn effective lead generating quiz must<\/em>\u00a0be finished before it gets you a lead, so adding incentives is critical. Items such as Amazon gift cards have been effective for us.\u201d \u2013Brian D. Agnew, Ph.D., Sphinx Minerva Group<\/a><\/p>\r\n\r\n\r\n\r\n \u201cWhile we live in a world where people love sharing their opinions, some small incentive can be just the nudge your audience needs to provide you with complete, beneficial answers. It doesn’t need to be monetary. If you have a special report that provides actionable tips, that could be the key. Think along the lines of gated content<\/a>.\u201d \u2013Greg Kozera, ELM Learning<\/a><\/p>\r\n\r\n\r\n\r\n \u201cCreating a lead generation quiz is a perfect way to gain information to segment your audience for more targeted marketing campaigns. Many companies fall into the bad habit of only implementing one strategy across the board. However, if you have the right information, generating multiple strategies can be the best way to include and attract a larger demographic.\u201d \u2013Alexandra Zamolo, Beekeeper<\/a><\/p>\r\n\r\n\r\n\r\n Ready to create a lead generation quiz of your own? Remember to follow these expert tips: understand your audience\u2019s needs, make the quiz fun, engaging and useful, optimize your quiz for clicks, and reward new leads for sharing their contact info.<\/p>\r\n\r\n\r\n\r\n Now you\u2019re ready to ramp up your conversion rate in an engaging way!<\/p>\r\n\r\n\r\n\r\n![\"83%](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2021\/03\/pasted-image-0-14-1024x542.png\" "\\"\\"")
<\/figure>\r\n\r\n\r\n\r\nTypes of lead generation quizzes marketers use<\/h2>\r\n\r\n\r\n\r\n
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![\"Types](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2021\/03\/pasted-image-0-17-1024x539.png\" "\\"\\"")
<\/figure>\r\n\r\n\r\n\r\nPlatforms used to create quizzes: SurveyMonkey is most popular<\/h2>\r\n\r\n\r\n\r\n
![\"Platforms](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2021\/03\/pasted-image-0-18-1024x578.png\" "\\"\\"")
<\/figure>\r\n\r\n\r\n\r\nQuick-launch quizzes: 80% of quizzes are created in 5 hours or less<\/h2>\r\n\r\n\r\n\r\n
![\"About](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2021\/03\/pasted-image-0-19-1024x579.png\" "\\"\\"")
<\/figure>\r\n\r\n\r\n\r\nThe marketing team usually creates lead generation quizzes<\/h2>\r\n\r\n\r\n\r\n
![\"70%](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2021\/03\/pasted-image-0-20-1024x539.png\" "\\"\\"")
<\/figure>\r\n\r\n\r\n\r\nMarketers commonly incentivize quiz completion<\/h2>\r\n\r\n\r\n\r\n
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<\/figure>\r\n\r\n\r\n\r\nQuizzes are effective at generating high-quality leads<\/h2>\r\n\r\n\r\n\r\n
![\"On](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2021\/03\/pasted-image-0-22-1024x540.png\" "\\"\\"")
<\/figure>\r\n\r\n\r\n\r\n14 tips for creating effective lead generation quizzes<\/h2>\r\n\r\n\r\n\r\n
1. Start with your goal first<\/h3>\r\n\r\n\r\n\r\n
2. Understand your customer so you can ask the right questions<\/h3>\r\n\r\n\r\n\r\n
3. Choose questions that unearth a lead\u2019s likes and dislikes<\/h3>\r\n\r\n\r\n\r\n
4. Provide plenty of value within the quiz<\/h3>\r\n\r\n\r\n\r\n
5. Design a very specific quiz for the best segmenting<\/h3>\r\n\r\n\r\n\r\n
6. Choose an engaging title using targeted language<\/h3>\r\n\r\n\r\n\r\n
7. Optimize your quiz to drive clicks<\/h3>\r\n\r\n\r\n\r\n
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8. Design a product-focused quiz that solves a problem<\/h3>\r\n\r\n\r\n\r\n
9. Design an educational quiz in your brand\u2019s niche<\/h3>\r\n\r\n\r\n\r\n
10. Set expectations for participants<\/h3>\r\n\r\n\r\n\r\n
11. Keep your quiz short<\/h3>\r\n\r\n\r\n\r\n
12. Make quizzes fun and exciting for the best engagement<\/h3>\r\n\r\n\r\n\r\n
13. Offer incentives for finishing the quiz<\/h3>\r\n\r\n\r\n\r\n
14. Use several strategies and quizzes to attract more targeted leads<\/h3>\r\n\r\n\r\n\r\n
Wrapping things up<\/h2>\r\n\r\n\r\n\r\n