If you’re just joining us, we’re in the middle of a multi-part series on how to create a lead magnet quiz that works. One that not only grows your email list but also gives you real marketing insight.
In Part 1, we talked about setting your quiz goal and writing an irresistible title (because let’s be honest, if no one clicks, none of the rest matters).
Today, we’re moving on to two key components that determine how well your quiz performs: your results and your questions.
Start With the Results (Yes, Before the Questions)
It may feel counterintuitive, but if your goal is to create a lead magnet quiz that delivers value (for both you and your audience), the first thing you should develop is your results, not your questions.
Think of it like building a keynote: you always start by identifying your learning outcomes. The same principle applies here. You should build your quiz with the end in mind. What do you want your prospect to discover about themselves? And what insight do you want to gain?
If you’re creating a lead magnet quiz for lead generation plus targeting (and most of our clients are), then the results will drive how you segment and follow up with your audience.
Your results should align with:
- The offers or services you want to introduce later
- The content buckets your brand focuses on
- The insights you want to gather to improve your marketing strategy
Tips for Writing Quiz Results That Stick
Your quiz results are what get shared, screenshotted, and remembered,so make them good.
Here’s how to write result copy that connects:
Be Specific
Generic results won’t cut it. Your audience took the time to answer your questions—give them something that feels personal, even if it’s based on just 6–8 questions.
Pro tip: Use a psychological trick—pair one strong trait with a contrasting one for balance.
Example: “You’re a confident communicator who thrives in group settings, but you also know when to step back and recharge solo.”
Feels specific, right? But it’s widely relatable.
Be Creative
“Gold, silver, bronze”? Please. You’re more imaginative than that.
Name your result types in a way that aligns with your brand voice and makes people smile—or nod in recognition. Think archetypes, characters, or metaphors that reflect the topic in a fun and engaging way.
Be Flattering (Even If They Bomb It)
Even a “low score” should feel lighthearted and empowering. Humour works wonders here.
One of our favourite examples:
“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?”
Want to turn a “bad” result into a win? Reframe it.
Instead of: “You’re not a leader.”
Say: “You haven’t developed any bad leadership habits yet—which means your foundation is clean, and your growth potential is unlimited.”
Now It’s Time to Write the Questions
Once your quiz results are mapped out, it’s time to build the bridge between your audience and those results, your questions.
When you create a lead magnet quiz, the questions aren’t just functional – they’re your chance to showcase your personality, demonstrate your understanding of your audience, and keep people engaged all the way through.
Here’s how to make them count:
1. Brainstorm First
Start a running file of questions by topic. Don’t worry about the answers yet—just get the ideas flowing. You can recycle and repurpose these later across different quizzes.
2. Align Questions with Results
Because you’ve already written your results (you did that, right?), you can now reverse-engineer your questions to steer people toward the most accurate outcome.
3. Keep It Fun, Fresh, and On-Brand
This is your moment to infuse your brand personality—humour, sass, empathy, insight, whatever makes you you. Quizzes are meant to be enjoyable. Write like a human.
4. Don’t Go Overboard
Yes, you’ll come up with 20+ great questions. No, you shouldn’t use them all.
Treat this like a first date. You want just enough to spark interest, not enough to overwhelm.
Ideal length: 6–8 questions (or about 60–90 seconds to complete).
5. Mix It Up
Use a variety of question formats:
- Multiple choice
- Image-based answers
- Scales or sliders
- Short text (sparingly)
People lose interest quickly. Keep things visually and intellectually engaging.
6. Stay Relevant
Only ask questions that serve a purpose. If you’re not going to use the answer in your result, segmentation, or follow-up… don’t ask it.
For example, if you’re never going to send your audience flowers, don’t ask their favourite bloom. Every question should either build your connection or support your quiz logic.
Next…
Well, just ‘getting’ the lead is not enough. Your next step would be to create some super engaging email copy, and integrate your quiz platform (my faves are Interact and Smart Quiz Builder) with your email marketing platform (say Active Campaign, Kartra or Constant Contact). But how do you know what platform to choose? Well, there is no ‘best platform’ – there is only the best platform that works with your existing tools AND meets your long-term requirements. If you would like help in figuring out your next steps, then by all means, book a call and let’s figure it out together.
💡 Just landed here? Click here to start with Part 1 and learn how to set your quiz goal and title for maximum engagement.
PS – want to see a quiz in action? Take your free marketing strategy and website assessment and see how it flows.
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