5 Addictive Lead Magnet Quiz Examples to Steal From in 2024

lead magnet quiz examples

Where Are Your Biggest
Lead Gen Leaks in 2023?

(Generate Your Report In Just 60 Seconds)

Where Are Your Biggest
Lead Gen Leaks in 2023?

(Generate Your Report In Just 60 Seconds)

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While traditional lead magnets such as PDFs, webinars, and eBooks show moderate conversion rates, quizzes can achieve massive conversion rates of 40% to 50%.

In fact, AnnMarie saw its leads skyrocket to 20,000 and revenue reach $200,000 in just two months after adopting quizzes.

Quizzes have even helped professionals like Dave Jenyns acquire thousands of leads at remarkably low costs—as low as 80 cents each!

If you dream of such success for your business, this guide can be your launching pad. 

We’ve collated top-notch quiz lead magnet examples for your inspiration and also outlined a robust blueprint to create a potent lead magnet of your own. 

Let’s dive in!

5 Addictive Lead Magnet Quiz Examples

As you browse our favorite highlights of each quiz, try finding your own favorite-thing too. It’ll make your quiz designing part so much easier!

1. Trade

Trade is a US-based coffee company. They basically aim to help coffee lovers find their favorite blend — irrespective of where the manufacturer may be located.

The journey begins with a fun quiz. Simply go to their homepage and click on the ‘Get Started’ button.

It’ll lead you to this window:

Notice the clean design and clarity of this page. 

  • Image on the left adds vibrancy
  • The concise text on the right is formatted well 
  • The text also immediately makes a promise, drawing the reader in.

Moving forth, this is what the first question looks like:

Everything on this page makes the quiz-flow butter smooth.

The progress bar on the top assures your visitor that you won’t take much of their time. They know how long it’s going to be — which gives them a sense of control over their time.

The second red box highlights what we call “question helper” at LeadsHook. It tells the visitor why you’re asking a question or how to answer. It’s one of the best persuasion techniques of a lead capture quiz.

At the bottom, they also give a ‘No Preference, You Choose’ button. This way the user doesn’t quit the quiz even when they’re unable to answer a question. It’s an easy way out.

As you move towards the end, the sixth question says:

Can you see what helps Trade link deeper with their audience in this window?

There are two things:

  1. Recommended for you’ label: Immediately assures the user you know them already.
  2. Linked guide: Opens up a useful resource, so user can make an informed decision on their own.

The results further push the user towards purchase.

They make buying easier by offering a discount code, listing your coffee preferences (i.e., quiz results), as well as your order summary.

2. Adobe – My Creative Type

Adobe focuses more on winning your attention and interest — than collecting your emails in this quiz.

Starting with the following window, it asks you a series of super interesting questions.

Let’s first zoom in to dissect this screen.

Here’s what we see here:

1. About: If someone absolutely new to Adobe and this quiz lands here, they can find some relevant info to get hooked.

2. The Types: This is Adobe’s proprietary categorization of different creative-type personalities. 

The Types 

3. Quiz Button: Unlike most lead magnet quizzes, you can see the button isn’t too vibrant or bold. Rather it is simple and quiet on the page. Regardless, any visitor can easily locate and understand its functionality — thanks to the positioning and the short accompanying copy.

4. Catchy Video: Adobe balanced out the overall plain look of the quiz page with a short and vibrant video. 

5. Share: The share button allows user to share the link to quiz on their social media. This, in turn, helps Adobe win more reach. 

Each of the 15 questions has the same minimalistic, distraction-free, yet colorful design. The progress bar also improves user experience.

In between questions, there’s a conceptual 7-8 seconds long video. Since the question demands thought, these videos help slow the pace of the quiz and help the visitor prepare for the quiz.

For ease, you can also skip these videos.

The end results are detailed, well-structured, and engaging, Have a look yourself:

You can share these quizzes on Facebook, Twitter, or via email. Or you can download the results too.

3. Warby Parker 

Warby Parker is a trendy eyewear company known for affordable, stylish glasses and a “buy a pair, give a pair” philanthropic mission. They make shopping for eyeglasses cool and compassionate.

To help their web visitors get started with eyewear shopping, they’ve designed a quiz — which is directly accessible from the homepage:

Here’s what the first question looks like:

Notice how Warby Parker has maintained their brand tones.

The other elements we see in this quiz screen are pretty much the same as the last two:

  • Minimalist design
  • Count of total questions at the top (equivalent of progress bar)
  • Direct, clear copy
  • Supporting visuals
  • Question Helpers

A unique design element that we can see is the arrow on top:

It allows the user to change their answers in case they choose the wrong option. This makes navigation easier. Plus, they don’t have to restart the quiz if they make a mistake.

Another unique aspect of this quiz is the collection of emails. Like most lead magnet quizzes, it directly asks for the user’s email in the last question.

But for the user’s peace of mind and convenience, Warby Parker has also offered liberty to the user. If they do not wish to share their email, they can skip this section or opt to receive selective emails only.

While the quiz generates results, Warby Parker keeps the users engaged with their Home Try-On offer….

The results link to the Home Try-On offer too — where you can pick any five frames, get them delivered to your home, and try for free! The company also covers the cost of shipping it back.

4. GoPro

GoPro is a leading brand for action cameras, designed to capture adventurous moments in high-definition. Their compact and rugged cameras are built to withstand extreme conditions, making GoPro a popular choice for capturing life’s exciting escapades!

Their lead magnet quiz is more of a product recommendation quiz. And you can access it via their navigation bar. Simply hover your mouse over ‘Accessories’ and you’ll see it on the bottom right:

Once you click on it, the quiz will ask you three questions.

  1. What do you plan to capture with your GoPro?
  2. Which activities will you capture most often?
  3. Which GoPro do you own?

Based on your answers, GoPro will suggest suitable camera models. But right before sharing the results, the quiz also collects your email and consent for marketing.

On the results page, they’ve also included a prominent ‘Add to Cart‘ button. This tactic reduces friction for the user and is highly recommended for eCommerce business owners to incorporate on their results pages.

Why, you may ask? According to surveys, adding an ‘Add to Cart’ button can boost conversion rates by 7.87%. So, why not take advantage of that? 😏

5. Scratch Pet Food 

Scratch is a standout dog food company, beloved by pup parents everywhere for its top-notch, vet-formulated meals. Their mission is to make truly nutritious dog food available for Aussie dogs.

Like their mission, their lead magnet quiz is all about ‘giving back’ too. Unlike traditional lead magnet quizzes, this one doesn’t recommend a product, test you for personality, or give you estimated quotes. 

Rather — it bursts your bubble — for the better.

Most dog owners are under the impression that buying premium-priced dog food ensures their pup receives all the necessary nutrition. The truth is —- most dog food out there is the SAME. So, you’re paying a few extra bucks for nothing.

We learned this in the first question of this super engaging lead magnet quiz:

They’ve not only shared the correct answer to the first question but also backed their answer with evidence.

To maintain user interest, they’ve also incorporated engaging visuals and copy between questions…

At the end of the quiz, this is what you’ll see (as per your answers):

You can choose to join their email list — but note that, they’ve already delivered on the promise of the quiz. They’ve shared industry facts that’ll change how you perceive and buy dog food.

You can also share the results on your socials to spread awareness.

One thing to take away from this quiz is how they’ve created an element of mystery. Scratch hooked the user by making a dog owner doubt how much you really know about dog food. As the questions progressed, they clarified doubts and solved the mystery.

This did not only immediately establish them as an authority in the quiz taker’s eyes but also served as a strong filter for them. Only highly concerned dog owners will complete this quiz till the end. Hence, they get to collect highly qualified leads!

How to Create a Quiz as a Lead Magnet?

Now that you’ve browsed the most addicting quiz lead magnet examples, it’s time you learn how to create a quiz lead magnet of your own!

Here’s how to go about it:

1. Pick a topic that aligns with your offer

This is the first and most crucial step of creating a high-converting lead capture quiz. Make sure the topic you select satisfies your relevant target audience in one way or another. 

For example, if you offer solar panel installation services, you can offer a quiz about:

  • Energy Savings with Solar Panels
  • Home Solar Suitability Quiz
  • Solar Financing Options Quiz
  • What’s the Right Solar Panel Type for Your Needs?

The topic of the quiz doesn’t have to necessarily promote your services or products. It can also help them learn more about themselves or educate them about crucial aspects of the industry (just like Scratch Pet Food!!)

Remember, the goal here is to provide value and create a connection with your target audience.

2. Choose the type of Quiz

Choose a type of quiz that suits your objectives, fosters engagement, and aligns with your brand personality. Here are some types to consider:

  • Personality Quiz: Helps users learn more about their personality.
  • Style Quiz: Assists in discovering users’ preferences or style (such as hair type quiz).
  • Assessment Quiz: Tests users’ knowledge about an industry topic.
  • Scoring Quiz: Measures proficiency, compatibility, or suitability.
  • Product Recommendation Quiz: Matches users with suitable products (such as vitamins and supplements quiz).

3. Develop a Quiz Flow

The third most important element of a quiz is its flow.

It basically refers to the series of questions; they should be logical, connected, and maintain the participant’s interest from start to finish. 

LeadsHook also empowers quiz flow with conditional logic —- meaning you can make the sequence of questions unique to each quiz taker. 

Their questions or options for questions will change as per their answers to the previous questions. In this way, they’ll enjoy a highly personalized experience. 

4. Pick a Clear Quiz Title

Next, craft a clear and intriguing title that sparks curiosity. The title should entice participants to click and take the quiz while clearly conveying the value they will gain.

5. Choose a Quiz Builder

Now to put the quiz together, you need a user-friendly quiz builder. Learn how to pick the BEST of the best in the next section!

7. Design a Landing Page

Every quiz needs a landing page where your audience can access it.

Creating a dedicated quiz landing page is essential not only for user accessibility but also for SEO purposes. Here are some recommendations for designing your landing page:

  • Work on the Copy: Start by crafting a compelling copy that will hook your audience and draw them in.
  • Compelling Reader Section by Section: Create a layout that guides the reader through the page in a logical and engaging manner. Check out the marketing trifle landing page design in this Lead Capture Guide for inspiration – we recommend it to most of our customers!
  • Visually Appealing Graphics: Incorporate captivating graphics to enhance visual appeal and keep your audience interested.
  • Clear Call-to-Actions: Make sure to include clear and actionable call-to-actions (CTAs). Your CTAs should guide users on what to do next, such as starting the quiz.

By paying attention to these elements, you can create an effective landing page that not only attracts visitors but also encourages them to take your quiz.

8. Set up an Email Sequence

This isn’t really a part of building the quiz itself — but it’s a part of achieving the quiz’s purpose.

You see, the purpose of collecting lead information is to generate sales. This can’t be possible until nurture the collected leads.

Since most lead capture quizzes collect email addresses, the best way to nurture is to implement an email sequence. You can provide additional value, share relevant content, and gently guide quiz participants towards your products or services.

What to look for in a Quiz Builder?

About half of your quiz’s success is attributed to the quiz builder you use. Here’s what you should look for:

  • Data Security: Since you’ll be collecting personal info, look for a product quiz builder that adheres to data privacy regulations like GDPR and CCPA. It should offer robust data storage and encryption to safeguard sensitive information.
  • User-Friendly Interface: Opt for professional-grade software that you can get the hang of with little guidance or so. The best quiz software offers an easy paint-like mechanism, using which you can build complete quizzes with simple drag-and-drop. 
  • Customizability: It should allow customizing the quiz templates to align with your brand identity. You should be able to edit templates for custom colors, fonts, logos, and images OR build from scratch.
  • Conditional Logic: This feature allows changing the next questions based on the user’s response. So, if you’re aiming to build a super personalized vitamin quiz, this feature is non-negotiable.
  • Responsiveness: The quiz builder should optimize the quiz for all devices (i.e., desktop, mobile, tablets, etc.), offering a smooth user experience across all devices.

Apart from this, make sure the quiz software offers detailed analytics about your quiz’s performance. Otherwise, you’ll have to use a third-party app to identify areas of improvement.

We also recommend reading the software’s reviews before purchasing it. Browse the results they’ve produced so far or their client’s success rate. It’s also a good idea to get in touch with the team and ensure they’re ready to offer support every step of the way.

Create a strong lead magnet NOW…

Without wasting anymore time!!!

Because for each second your quiz isn’t live, you’re losing leads and high-value customers.

You’ve got design ideas and a solid action plan. There’s no good reason to bear the loss any longer—especially when LeadsHook allows you to create a robust, professional, and result-driven lead magnet for FREE.

That too under ONE hour 🙂

LeadsHook offers a 14-day free trial once you sign up. You can keep all the data you collect and the quiz lead magnet you create when the trial ends (even if you don’t subscribe to our monthly plans..)

But here’s the best part: You don’t have to waste your 14 days of free access to premium features in trial and error. 

We’ve recently launched our ‘Create a Personalized Customer Experience Under 1 Hour’ course. Through this, you can learn how to build a decision tree step-by-step like a pro, even before you sign up!

This gives you the opportunity to gauge the full potential of LeadsHook within the 14-day trial period. It might even be your first step towards mastering quiz lead generation. 

After all, there’s a reason why lead gen pros love LeadsHook. It’s a win-win situation for both of us!😉

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Article By

Romaisa Abbas

I’m a technical writer specializing in B2B SaaS. Other than tea, I’m mostly driven by my passion for innovation — if I’m not writing or studying, you’d most likely find me researching different industry subjects or on LinkedIn.

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