In order to show how this is done, we are going to follow the journeys of three quizzes that brought in a combined total of 15,000 leads.

We’ll go step-by-step through the creation process, looking at what was done right as we discover the secrets behind creating such high converting content. 

How to create a lead generation quiz that converts at 50%

1. Coming up with a concept for the quiz

The first step is also the one that gets the most people stuck. Coming up with a concept for a quiz with the power to convince people to opt-in for your marketing is not an easy thing to do.

Let’s meet our three example quizzes and see how they did it. 

BioLite: Personalize your website

It’s been said that personalization is the next frontier for the internet. When you’re online, you are largely anonymous and websites can feel cold and distant.

Sites that offer a more human touch can benefit from personalizing content. Quizzes are a perfect way to create this personalization. 

Our example from BioLite stove is a perfect representation of what a quiz can do to make your site more human.

It’s titled “What would you do with 10 Watts?” At the end of the quiz each person is recommended a series of articles and products that match their own personal style. Personalization is powerful, and in return for providing a recommendation, this quiz is able to ask for an email address. Test on a critical issue.

“How much do you know about Iran?” is a question that makes you think deeply. Iran is one of two nations in the world that the United States doesn’t have a diplomatic relationship with, and in the news Iran is often portrayed as the villain. I say all this to point out that making a quiz asking people how much they know about Iran hits on a very important issue. 

The idea of quizzing people on an important issue is great for lead generation because you can then write an opt-in form that promises to follow up with more information on the issue being discussed.

For example “opt-in to learn actual truths about Iran.” In your business there are key topics customers are interested in, and those concepts are where quizzing opportunities lie.  

The World Wildlife Fund: Re-purpose popular content

The top pages on the World Wildlife Fund website have to do with animals that the organization is actively protecting around the world.

They created a quiz “Who’s your animal soulmate?” where the results lead to one of those popular animal pages. 

This same concept could be used for a travel site making a quiz about destinations, a technology site with a quiz about which laptop you should get, or a beer review site telling you which kind of beer you should drink.

Identify top pages on your site and make a quiz where the results are based off of that popular content. 

2. Building trust through questions to prepare the quiz taker for an opt-in

Now that you have a concept for your quiz, it’s time to start formulating how it will appear to web visitors. The questions of your lead quiz are where you get a chance to have a chat with anonymous strangers and slowly prepare them to trust you enough to hand over their contact information. 

This is a delicate process because you want to establish trust with quiz takers without appearing overly anxious to please them. Let’s look at how our three subjects pulled this off. 

BioLite: Get really personal

The questions in the BioLite quiz make you become really introspective. They ask you things like “What’s the first thing you reach for when the lights go out?” which is similar to the “What would you take with you in a fire?” question that often gets asked in icebreaker social situations.

Their tactic is to be very conversational in the quiz questions so that asking for contact information at the end isn’t too much of a stretch. 


Berim: Make people think 

The Berim quiz gets pretty heavy in the questions. They ask things like “What are women not allowed to do in Iran?” which is a polarizing but powerful question to ask.

This type of question breaks down people’s barriers and makes them really think deeply. Setting up questions like this is an excellent way to prepare people to opt-in because they are now emotionally involved in the conversation and will be likely to want updates on the subject of the quiz if that’s offered. 

World Wildlife Fund: Lighten the mood 

Pictures of cute animals and delicious food are the basis of the WWF method. This quiz asks you what kind of food you like and which animal you think is cutest.

You can’t help but have fun taking this quiz, and it’s almost like having a conversation with a super fun friend who is almost never serious. This method of asking questions creates an enjoyable atmosphere so that asking for a lead at the end just seems like part of the conversation. 

3. Writing an opt-in form that converts

Quizzes are set up so that the opt-in form appears between the questions and the results, so part of the reason for opting in is to see which result you get.

However, for really great quizzes there is something added to the opt-in call to action text that entices people to hand over information. Let’s look at the different methods and the conversion rates that were achieved. 

BioLite: run a contest

When you opt in for this quiz there is the promise of being entered to win products from the company.

Given that the quiz is centered on the company’s products, this is a relevant and strong call to action for people to enter information.

This quiz achieved a conversion rate of 86%, meaning that 86% of people who finished the quiz put in their email address.

Berim: Promise to provide more information about a deep subject

With Berim, the subject of the quiz is important enough that the promise of providing more information about that subject was a strong enough incentive to achieve a high opt-in percentage.

This quiz had a 41% conversion rate.

World Wildlife Fund: Contest + Information about your result

WWF has both a contest and a personalized newsletter based on which result people get.

When you opt-in you are not only entered to win some free outdoor clothing (relevant to people who are interested in conservation) and you are also promised to get more information about the animals and habitats that are the subject of the quiz itself. 

This quiz had a 39% conversion rate. 

4. Continuing the conversation and starting a new customer relationship

Now that the quiz is over and you’ve presented your opt-in offer, it’s time to begin the nurturing process for newly opted-in quiz takers who you want to turn into long-term customers.

The first thing your new prospects will see after signing up with your company is the result of the quiz, so this is an important time to prove that you have something valuable to offer. Let’s examine how our three example quizzes accomplished this. 

BioLite: Provide links to personalized products

The purpose of this quiz is to find out how you should use 10 watts, in other words, how you can best conserve energy. The products that BioLite offers all provide ways to conserve energy, but in unique ways.

At the end of the quiz, after someone has answered all the questions and potentially given over their contact information, they are given a personalized product recommendation based on how they answered the questions. 

Berim: Give the option to share and voice your opinion

It might seem self serving to put the emphasis of a quiz result on the share buttons that allow people to show what they got on Facebook or Twitter, but in this case it’s actually not.

Many people feel very strongly about Iran in one way or another – whether that means they know a lot about it or could care less.

Letting them share the quiz results that say how much they know about the country is actually doing quiz takers a favor. To date that quiz has been shared 3,000 times. 

World Wildlife Fund: Give links to your animal and its habitat

If you are told that your animal soul-mate is a cute animal you definitely want to learn more about that animal. WWF provides an outlet to learn more about your animal type as well as the environment that it lives in.

This is an excellent follow-up and provides a channel for people to satisfy their curiosity while also continuing to engage with the brand. 

With such a massive emphasis being put on generating fresh leads, content marketers need a toolkit of ideas for bringing in prospects.

When done well, quizzes can achieve amazing lead generation results with 50% or higher opt-in rates and high rates of share-ability.

I sincerely hope you learned something new today as we followed BioLite, Berim, and The World Wildlife Fund on their quiz journeys. Now it’s your turn to go and use these insights to start generating leads and accomplish what you set out to do as a content marketer!