Category: Quizzes

What’s the Best Lead Magnet Quiz Platform?

the best lead magnet quiz platform for your website

It is probably the most asked question at my “Quiz Camps” (the 1-day workshops I provide to Speaking and Coach associations across North America) is “What’s the best lead magnet quiz platform?”

the best lead magnet quiz platform for your website

I see it every day. People asking questions like that on Facebook, LinkedIn and in forums, and I see super helpful friends jump in and say, “I use X – it is fantastic” or “Y all the way” and they think they are helping. But realistically, the posters have asked the wrong question.

There is no ‘best’ platform out there, there is only the best quiz platform for you. 

Before you invest in any technology, the number one question you should ask yourself is,” What programs am I using now, and will the technologies integrate?”   

It can be so frustrating to spend all that time creating an amazing quiz, only to find it does not integrate with your CRM, or your email marketing system.  Just like any business endeavour, you must spend a bit of time planning before you take the leap.

There is no ‘best’ platform out there, there is only the best quiz platform for you.  Find out which is best for you here. Click To Tweet

So, I created the chart below, outlining my three favourite lead magnet quiz platforms, and how they integrate with various software you may be using in your speaking business.

  LeadQuizesInteracThrive Quiz Builder
Lite $17/month
Growth $53/month
PRO $125/month
Included quizzes and templates
Survey options
Dynamic content
Marketing AutomationActive CampaignDirectLiteDirect
Google DocsZapierDirect
Constant ContactDirectLiteDirect
Membership and Online CoursesThinkificGrow
AnalyticsGoogle AnalyticsDIrectLiteDirect
Facebook Pixel IntegrationDirectLiteDirect

Note – this table is accurate as of February 2020. It is always a good idea to double-check to be sure before building your quiz.

PS – just found this blog series? Learn how to grow your list virally using quizzes here


Lead Generating Quizzes and Going Viral

lead generating quizzes going viral

We have learned a lot about creating quizzes in this series. We talked about the difference between polls surveys and quizzes, the four main quiz styles and we learned how to create a quiz for your own speaking business, but there are still a few general guidelines that we always have to remember.

Lead Generating Quizzes and Going Viral
  • Give participants an option to get their quiz answers without having to provide their email address. It is just good manners. But at the same time include compelling sales copy and great value on the results page to entice the prospect to opt-in to receive more. NOTE – THIS IS A CONTROVERSIAL OPINION – SEE MY BONUS POST TO LEARN WHY
  • Incentivize your quiz.  While sometimes the quiz itself is incentive enough, it is always a good idea to offer some kind of value at the end to encourage opt-ins. 
  • Always be honest about your marketing strategy.  If you are adding them to your newsletter, say so.
  • Never forget a call to action. Join your list, download your free offer… Whatever the next stage in your marketing funnel, don’t forget to provide a ‘what’s next’ call to action for your prospects
  • It is always a good idea to have Facebook and LinkedIn tracking pixels installed on your website, and in your quizzes. You never know when you are going to want to create a product to market, and having a ready-made audience that you can use as-is, or you can use to create a lookalike audience will save you TONNES of time and money. 
  • Follow up!  Don’t leave your audience hanging. Create an email sequence specific to that audience and those quiz results.

A bit on “Going Viral”

I can’t promise you your lead generating quizzes will go viral.  No one can (or at least, they shouldn’t), but I can give you some tips that we use on every quiz we create that makes them more likely to take off!

  1. Have a ‘share now’ option!
  2. Know your audience – and stay in your brand’s character
  3. Your results titles should be “share-friendly”. Even if they scored badly, the results need to be phrased in such a way that they still feel good about themselves and want to share their results online. 
  4. Pictures – photos are key on the results pages again as well.  Use pics of people (or animals)
  5. Descriptions – keep the fun and creativity going.
  6. Personalized Links – use the word” my” or “your” link to opt-in. The more personal it feels, the higher the opt-in rate.
  7. Add it to Facebook as a tab or pin it to the top of your page. Don’t make finding your quiz hard, and remember how quickly your content disappears
  8. Don’t stick to one social platform. Share that all over Facebook, Instagram and Twitter- but consider writing a ‘similar but different’ quiz for LinkedIn. My research shows that, depending on your brand, the ‘fun’ aspect is not always as appreciated on LinkedIn.
  9. Embed the quiz in related blog posts and pages. Keep it in the sidebar or try an Ad Inserter plugin and have it appear randomly down the page.
  10. Write an article that hits on the subject of your quiz and publish it to LinkedIn articles, submit it to article publication sites.

And remember – talk is cheap. Paid advertising will almost always be more likely to get more attention. Facebook and Instagram LOVE lead generating quizzes. But don’t just ‘boost’ your post. If you really want to grow your list on a massive scale, invest in a Facebook Ad campaign using the quiz. (assuming of course that your target clients are ON Facebook. 😉


Mandatory opt-ins. The Pros and Cons

The Pros and Cons of the 'Forced Opt-in'

In my blog series on creating quizzes to help grow your email list, I opened up a can of worms. I suggested including the option to ‘skip this step’ when requesting the email address of the person taking the quiz. In other words, they can take the quiz and get the results (or at least some of the results) WITHOUT providing their email.

The Pros and Cons of the 'Forced Opt-in'

You’d think I had expressed a political opinion, that is how vehement a few people were on both sides of this question, so I thought I’d open it up to you to make your own call – and share what I see as the pros and cons of mandatory opt-ins.

Yes to “skip this step” – allowing leads to see their results without opting-in


  • Customer Experience. It is simply more polite, and less likely to frustrate your potential lead if you give them their results upfront. If they have taken the time to complete the quiz, give them what you promised.
  • If you add some compelling copy to the results page to encourage them to move forward and opt-in, it provides a warmer lead.
  • Less unsubscribes. How many times have you opted in just to get that free gift, just to unsubscribe the moment it arrives? By providing additional value on top of the FREE, you have established a greater level of trust and value.


  • Lower growth rate. You created the quiz to grow your list – allowing them to see results without opting-in is counterintuitive to your goal
  • If your quiz provides high enough value, then opting-in should be a small price to pay.

No to “skip this step” – enabling mandatory opt-ins to see your quiz results


  • Potentially a larger number of opt-ins because if they have invested the time to take the quiz, they really want their answers.
  • Even if the results do not entice them to move forward in your sales funnel, you already have their email address.
  • “Forced” opt-ins are becoming more common, so it is possible your lead might expect it.


  • Higher rate of ‘junk’ email addresses used, so your list is less ‘clean’
  • A higher bounce rate can hurt your email deliverability.
  • A higher number of leads ‘abandoning cart’ so to speak. This shows frustration with the push marketing aspect.

That’s my basic take on the situation. What do you think?


How to Create a Lead Magnet Quiz part 2

How to Create a Lead Magnet Quiz for A speakng business - PART 2

The Results

The results you ask.  Why write the results before the questions?

How to Create a Lead Magnet Quiz for A speaking business - PART 2

Because the results have to reflect the questions you ask. Just as when you write your presentations, you begin knowing what the learning outcome is, you should create your quiz knowing what the results are. 

If the goal is to create a lead magnet quiz that includes lead generation plus targeting, then the results are even more important. The results need to lead to the ‘bucket’ or the program that best represents their answers.

A few more things to think about when writing your results. Your results need to be:

  • Specific.  No one wants an overly generalized result. Your prospect has spent time answering the questions, you owe it to them to put in the time to write a specific and interesting result.  But how do you write a specific, accurate personalized result based on only 5-8 questions? It is all in the wording.

    For example, “You can be very outgoing when you want to be, but also need some alone time to recharge.” Since one behaviour is typical of an introvert, and another is typical for an extrovert – it is likely that it will resonate and sound specific, while being very general.  Another trick is to write one strong statement followed by a weaker contradictory statement, so both have weight and balance out the result without detracting from either assertion.

  • Creative and Fun.  No one wants to get a result saying ‘gold, silver or bronze”.  Please! A little creativity.

  • Flattering. No matter what the score, if the goal is getting shares and potentially going viral – then even the person who scores in the bottom percentage needs to get a laugh and feel comfortable sharing their results.

    One approach that works consistently for me when trying to soften the low score blow is humour . For example, one result was “Umm. Seriously? 3 out of 10?  While I know the quiz was challenging, some of these questions were dead easy! Be honest, were you just goofing around?” It is a surprising answer, and it immediately alleviates the pressure of failure.  

    Another great way to give a flattering result is to turn a negative into a positive.  For instance, if someone scored a “0” on a leadership quiz, instead of saying they have no leadership abilities, you could say “You have not developed any bad leadership habits. You have great potential to build a strong foundation without the messiness of having to unlearn pre-existing behaviours.”

Your Questions and Answers

While your results get your quiz shared, and your title gets your quiz noticed – when you create a lead magnet quiz, what gets your quiz completed is your questions. 

How to Create a Lead Magnet Quiz for A speaking business - PART 2

I like to brainstorm a large number of questions (don’t worry about the answers just yet) and keep them in a file under each potential topic or title. That way when I create quizzes in the future some of the heavy lifting is already done.  Remember, you can re-use the same question, worded slightly differently and provide completely different answers to keep the content feeling fresh.

Because we created the results first, we can now map out quiz answers that will pair perfectly with each result.

Your quiz questions and answers are the most fun to create, I think anyway. This is where your creativity and humour can run wild, and your brand personality can shine. 

But there are still a few rules to keep in mind.

  1. Don’t make the quiz too long. When you begin writing all the questions down you may have 15-20 or more that you think would be great but remember – this is an introduction to your prospective client. A date so to speak.  I try to keep my quizzes around the 60-90 second mark form beginning to end, and that usually gives me 6-8 questions.  
  2. Variety! Use different question types and formats.  Include images, video and text styles. Always remember you have to constantly earn the interest of your followers. Keep your content interesting and valuable. Never take them for granted.
  3. Relevant. Don’t ask for answers to questions you won’t use. It might be interesting to know their favourite flowers, but if you aren’t going to add it to your database and send them those flowers on their birthday, don’t ask. Also, keep the questions on topic and on-brand.

Just landed in the ‘create a lead magnet quiz’ blog series? Click here to start reading from the beginning.


How to Create your Lead Magnet Quiz -part 1

How to Create your Lead Magnet Quiz -part 1

As with every marketing campaign, and yes, a lead magnet quiz is the beginning of a marketing campaign, we begin with the strategy.

What’s your Goal?

There are four main types of quizzes and each has a specific goal and outcome. Your first step is always to determine why you are creating the quiz, and what you want that quiz to accomplish. Here are some common outcomes of lead generation quizzes.


Yes, sometimes quizzes are just that – fun. Let’s say you are giving a day-long training for a client, and you want to add a bit of gamification to your event. A quiz given to the participants to complete over lunch,‘testing’ them on the morning’s content would be one example. Add to that including a prize awarded right after lunch and you have a great way to ensure everyone is in their seat and to offer ‘brownie points’ to those who score the highest. 

This fun quiz also lets you (and your client) know if your audience is paying attention. Are you gathering emails?  Maybe yes, maybe no, the choice is yours. The point of the quiz is simple. Fun and engagement. It has added benefits, but they are peripheral.

Lead Generating

How to Create your Lead Magnet Quiz -part 1

The best performing lead-generating quizzes are often simple personality quizzes with the goal of getting as many bodies as possible on your list.

Lead Generating plus Targeting

This lead magnet quiz requires more thought and strategy. Yes, you want to grow the list, but you want to pre-qualify prospects as well. Let’s say you have a 3-level program or 4 specific keynotes that you deliver, and you want to get a general idea of which program that prospect is ‘most likely’ to be interested in.  You can create your quiz and results in such a way as to tag a prospect based on their answers and add them to a list that includes those products.  You are not ‘recommending’ anything to them, but you are keeping track of their preferences for further marketing down the road.

That’s it for your goal – but we are in a position of service – what you deliver matters too!  The old adage “What’s in it for them?” matters here too.   Before you choose a title or even a topic for your quiz, think about what your audience might be interested in. What value will they receive after taking your quiz?

The bottom line, no matter what your specific goal or outcome almost every quiz should:

  • Position you as an expert in your field
  • Make your prospects feel like you understand and care about them
  • Be a steppingstone to beginning a marketing relationship 
  • Act as a primer to slowly introduce your products and services

The Title

The title is by far the most important part of creating a quiz that is ‘more likely to go viral’, or at least gain a larger number of respondents. The title is the bait, and just like fishing, you can have the biggest boat, the most delicious recipe, and the best technique – but if the fish aren’t biting, you are going hungry. In fact, 80% of readers decide whether something’s worth checking out or not based on its title.

Your lead magnet quiz title should challenge the reader and arouse their curiosity.   Click To Tweet

Here are some tried and true title formats that you can modify for your own lead magnet quiz. 

  • How much do you actually know about blank?   (adding the word ‘actually’ turns a simple question into a challenge)
  • Only a true name your target audience can name the quiz outcome.
  • Are you ready to action – Are you sure? (as with the word actually – adding ‘are you sure’ adds the element of challenge)
  • Which blank are you? 
  • Can you answer 10 questions every target audience should know?

  • Only 3% of target audience can answer these questions? Do you make the grade?


What quiz style should I use for my speaking business?

What quiz style should I use for my speaking business

There are many types of quizzes you can create for your speaking business, but let’s focus on the four main quiz styles.

The Personality Quiz:

The most popular quiz to use as a lead magnet because it brings the ‘fun factor’. Right now, it seems everyone wants to know their personality type, or their celebrity style, what their brand colours say about them, or what kind of potato they are.

personality quiz style

Personality Quizzes quiz categorize individuals into groups based on their answers. The results of these quizzes are carefully crafted to give the business owner insights into the respondents and can provide valuable information on how to then market to them in the future.

Depending on the quiz platform that you use, you can also use your questions to craft dynamic content (personalized results that include key concepts generated by their answers) and to add tags to your prospects for each personality type.

The Knowledge Test:

This quiz style also works well as a lead magnet, but it is usually more focused, so it requires a very specific target audience. This type of quiz tests the knowledge of an individual and gives results based on their score.  For instance, a “How much do you really know about blogging?” quiz could help you segment your list based on different knowledge levels, and then provide follow up content customized to their experience.  However, it assumes that everyone taking the quiz is interested in blogging.

knowledge test quiz style

If you have a new blogging training program rolling out in the next 6 months, this quiz could be a goldmine of information, telling you not only about marketing your product, but potentially giving you insights into adding or removing elements of your training program.  That said, lead magnet quizzes are short and fun, so the insights you would gain in your lead magnet version would be minimal.

Where knowledge tests can also shine is within your existing list.  A knowledge test can ‘act’ like a survey, gaining insights from your current clients – but without the “asking for something” vibe.

The Recommender:

This type of quiz recommends products. The customers answer a series of multiple-choice questions and are led to a specific product that matches their needs. It is especially useful in helping customers self select more in-depth products with multiple differentiators.

recommender quiz style

I have seen product recommender used as a lead magnet but sometimes with poor results.  Remember, a lead magnet implies that you are gathering cold leads. People are subscribing who do not yet know you. As a speaker, building relationships is even more important because what you are selling is you (and obviously the results you bring to an organization). It is almost never a good idea to jump right into selling (or recommending products) when you have no previously established connection.

The Risk Assessment:

How vulnerable are you? The risk assessment helps your customers discover what their current risk exposure is based on their current business practices. For the more ‘fact-oriented’ corporations and businesses out there that do not respond to the personality type quizzes, a risk assessment can be a good option. They are great for exposing and capitalizing on a pressing issue.

risk assessment quiz style

You can absolutely use risk assessment as a lead magnet, but the copywriting has to be very strategic. Remember, leads do not know you, so you have just pointed out a potential flaw to a stranger. How would that make you feel? 

Chances are the prospect is now in a state of doubt or worry (to a point) AND you have not yet earned the right to sell to them, so following up with a huge value item for free is your best way of gaining trust and leading them gently into a sale. 

Risk assessments also give you key information to craft a custom follow up campaign.

Which quiz style is best for your business?

The short answer is potentially all of them. Each has a specific use and outcome and can be integrated into your business depending on your goals.

If your goal is a simple, fun lead magnet, my top pick is the personality assessment and that is the topic of the next few blogs.

Catch up in the blog series starting with Quizzes, Polls and Surveys, or move forward with Creating a Quiz for your Lead Magnet



Top Tips for creating a speaker website that converts

Is YOUR website doing all it can to grow your speaking business? Are you sure??

Which Are You?

Take the next steps to building your speaking business by choosing which of the speaker types below fits you!


Top Tips for creating a speaker website that converts

Is YOUR website doing all it can to grow your speaking business? Are you sure??