Most people don’t like filling out forms, but they’ll happily answer a few fun questions if it means getting a result that feels tailored to them. That’s the power of quiz marketing.
In 2025, quizzes aren’t just for those viral “What’s Your Personality Type?” quizzes you see online.
They’ve become one of the most effective ways to capture leads, segment audiences, and start conversations with potential customers.
And when done right, they can deliver more qualified leads than almost any other online form.
What is Quiz Marketing?
Quiz marketing is the use of interactive quizzes as part of a marketing strategy to capture leads, collect customer insights, and guide potential customers toward the next step in your marketing funnel.
Unlike static content, marketing quizzes give people a reason to click, interact, and share their quiz results.
This could be a personality quiz that matches them to a product, a short trivia quiz that teaches them something new, or an assessment that helps them understand their needs.
The primary goal isn’t just fun, but it’s to generate leads, build brand awareness, and segment your target audience based on their answers.
Most brands now integrate quizzes directly into landing pages, paid ads, and social media marketing campaigns because engaging quizzes consistently outperform passive content in engagement and completion rates.
This is how a multi-form quiz looks:
Why Quizzes Drive More Leads Than Static Forms
Quizzes are interactive experiences that give people something in return, unlike static forms that only take information.
Here’s why they work so well in quiz marketing:
- Interactive content feels less like marketing and more like a game
- People want to see their quiz results, even if they know you’ll ask for their email
- You collect valuable insights from every answer, which helps tailor follow-ups
- Quizzes segment your target audience so you can send qualified leads into the right part of your marketing funnel
This combination keeps potential customers engaged long enough to capture leads, build brand awareness, and guide them toward becoming paying customers.
Types of Marketing Quizzes That Convert
Not all quizzes perform the same. The best ones are short, relevant, and built around your target audience’s needs or curiosity.
Here are four quiz types proven to generate leads, with real-world examples you can adapt.
1. Product Recommendation Quiz
A product recommendation quiz asks targeted questions to help people find the best option for their needs. This approach not only boosts engagement but also builds trust. Users feel like you understand their preferences before making a suggestion.
With LanderLab, you can create multi-step product recommendation quizzes like the one below, which guides users through a quick selection process before showing tailored results.
This ensures the leads you collect are already warmed up and ready to take action.
Need a High-Converting Product Quiz Fast?
Create multi-step product recommendation quizzes with LanderLab to guide users to the perfect product while capturing warm, qualified leads. No coding, just results.
2. Knowledge or Trivia Quiz
Knowledge-based quizzes work because they spark curiosity; people want to know how much they know.
They’re also a subtle way to position your brand as an expert in your niche. By adding facts or tips between questions, you can educate while entertaining, keeping engagement high.
Below is a social-media-friendly trivia quiz that encourages users to test themselves and then share their score.
When embedded on a landing page, it can attract organic traffic, increase time on site, and prompt quiz takers to explore your other content or offers.
3. Assessment Quiz
Assessment quizzes evaluate a user’s current situation, needs, or readiness, making them powerful for segmenting leads and delivering personalized recommendations.
They work especially well in industries where advice or solutions depend on the customer’s starting point.
For example, the quiz below helps users assess their current debt situation by asking a series of targeted questions.
Based on the responses, it can recommend next steps, such as debt consolidation options, budgeting advice, or connecting with a financial consultant. This approach ensures that the leads you capture are already segmented by urgency and need.
4. Personality-Style Quiz
A personality-style quiz assigns people to a specific “type” or “profile” based on their answers.
This makes it feel personal and fun, and because results are highly shareable, it can boost your brand’s reach organically.
For example, the quiz below matches people to a unique profile based on their preferences and behavior. This format works especially well for travel agencies (“What’s Your Vacation Personality?”), cafés (“Find Your Coffee Personality”), or even career services (“What’s Your Ideal Work Style?”).
Once people get their results, they’re more likely to share them on social media, driving more traffic back to your quiz.
How to Build a Quiz That Actually Generates Leads
A quiz is only as good as the leads it generates. If you want to move beyond “fun content” and actually capture qualified leads, here’s how to set yours up for success.
Start With the End Goal
Decide what you want from your quiz marketing campaign:
- Growing your email list
- Recommending a product or service
- Booking consultations
Your quiz type and quiz questions should guide people toward that action.
Keep It Short and Mobile-Friendly
Most people take quizzes on mobile devices, so aim for 5–7 questions max. Use concise wording, clear buttons, and visual elements to keep people engaged.
Tools like LanderLab make it easy to design mobile-ready landing pages for your quiz without extra coding.
Ask Questions That Segment Your Audience
Mix fun questions with strategic ones that reveal your audience’s preferences, budget, or urgency. This quiz data makes your follow-up messaging more relevant and helps you convert more qualified leads.
Gate the Results
Require an email before showing quiz results. This turns the quiz into a lead generation form and ensures you capture contact details while the user is still engaged.
Deliver Personalized Results That Drive Action
Make the results page feel custom:
- Use the person’s personality type or score in the headline
- Offer recommendations based on their answers
- Add a clear next step: “Book a Call,” “Shop Now,” or “Get My Plan”
If your quiz is embedded in a dedicated landing page, you can also track conversions, run A/B tests, and improve completion rates over time.
Best Channels to Promote Your Quiz
Once your quiz is live, you need to get it in front of your target audience. The best places to share it are:
- Your website or blog: Add it to a relevant landing page or as a pop-up for website visitors.
- Social media: Share the quiz link on Facebook, Instagram, LinkedIn, or Twitter; boost posts for more reach.
- Email marketing: Send it to your existing customers and ask them to share their quiz results.
- Paid ads: Use Facebook, Instagram, or Google Ads to drive qualified leads directly to your quiz.
- Partnerships: Promote your quiz through influencer collaborations, guest blogs, or partner newsletters.
The more places your quiz appears, the more quiz takers you’ll attract, and the more valuable insights you’ll gather.
Turn Quiz Takers Into Paying Customers
With LanderLab, you can launch a dedicated landing page for your quiz in minutes, embed it seamlessly, and track performance so you keep improving.
The faster you build, test, and promote, the faster you’ll start seeing new leads flow in.
Ready to create a quiz that drives results? Start building with LanderLab today.
FAQs About Quiz Marketing
How can quizzes fit into my digital marketing strategy?
Quizzes offer a fantastic way to boost user engagement, collect quiz responses, and guide people through the customer journey. They also provide social proof when results are shared.
Can quiz marketing help with search engine optimization?
Yes. If you create quizzes around relevant keywords, they can rank in search engines and bring in organic traffic, especially when supported by a solid content strategy.
What’s the best way to create quizzes that drive sales?
Use a quiz maker with customization options to match your brand. Keep the entire quiz short, focus on a great quiz experience, and ensure your results lead to an offer or action.
