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Quiz is a great way to generate new leads and convert them to paying customers. They are fun but also, it is a creative way of segmenting your audience without being obtrusive to your audience.

There are great case studies of businesses who use quiz to generate qualified leads to their businesses.

Funnel Strategy

Quiz Lead Generation

This is the simplest view you can put it.

It starts with your traffic source. We’ve done this outright with clients via Facebook Ads, to your quiz landing page then to results page.

You can have 1-3 types of results depending on how you structured your quiz.

On your results page is your call-to-action. It could be schedule to discover call, a tripwire purchase a guide according to their quiz results, or whatever it is that you want your lead to do as the next step.

If they don’t sign up you get to add them to your email marketing software. You can furthermore segment them as well depending on their quiz result and you may also have different follow up sequences.

However, like I mentioned, you don’t have to be ninja about this. You can start with a linear or one way quiz to begin with.

Tools Used

I’m a bootstrap-kind-of-gal but when it comes to tools, I pick the best that fits my needs. For this specific funnel type there are only two major players:

  • Quiz builder
  • Email Marketing Platform

Quiz Builder

This is the crucial part. I know there are different quiz builders out there. However, I simply love Interact for several great reasons:

  • Ease of use
  • Specifically designed to deliver quizzes
  • Can be easily integrated with several email marketing tools
  • Highly customizable to fit your branding style

I barely scratched the surface of this amaaazing tool. I have experience with competitor tools but the fact that you still have to use a third party resource to integrate it to the biggest email marketing software, that’s a no-go for me.

With Interact, I can segment the leads directly according to the different results that they got. This gives you a really great opportunity to talk to them in a much more specific way.

You can also embed your quiz in your website or landing page builders like Leadpages or Clickfunnels.

Email Marketing Platform

I’m a really big fan of Activecampaign. It’s a robust solution for small – medium size business who wants to start with marketing automation:

Few other reasons why I rave about Activecampaign:  

  • It’s tag-based.
  • It integrates seamlessly with other platforms directly or using a third party app like Zapier. This is “the” biggest key for every marketing automation platform to play it’s role well.
  • It has a really great price start point


How Build a Quiz Using Interact

It’s ideal that you already mapped out your quiz before you start creating it inside the platform. This saves you a ton of time because you already figured out the direction you want to take.

Go to Interacts Dashboard > Create new Quiz.

How to build a quiz in interact

You can start by choosing from a custom quiz (from scratch) or customize an existing template. For this blog post, let’s use a template, then select your industry.

How to build a quiz in interact

You also get a chance to choose the type of quiz you want to implement. For this example, I’m using a personality type of quiz.

How to build a quiz in interact

You get several pre-built quiz templates, available for you to use. Click on ‘Use This Quiz’

How to build a quiz in interact

From here you will have the ability to customize your quiz according to your needs. You can update the cover title, description, image and call-to-action button.

In the builder you can also add or modify the questions and answers.

How to build a quiz in interact

My favorite feature is being able to easily link the answers to your results. Go the specific question. Edit correlation results and connect the dots from Answers to Results. Easy-peasy!


Once you have completed your quiz, you can spice it up by customizing your branding and social share settings.

Now the fun part, adding lead capture to your quiz. Customize the fields and view and integrations.

Now your quiz is ready! Hit on publish.

You can embed your quiz in your website, in a landing page builder or you can simply share the link that’s hosted in TryInteract directly.

Email Automation Structure in Activecampaign

Get my Activecampaign Quiz to Cosult Automation here. No opt-in required.

This automation is designed to include a call-to-action to your results page, scheduling a consultation or discovery call to be exact.

In order to track those who will schedule a call, you may need to a third-party app called Zapier for your scheduling tool to work directly Activecampaign to have the ability to Add a Tag to a contact once they have made a booking in your Calendar.

Quiz Lead Generation Automation


I hope you found this post helpful. Hit me up in the comments! I’d love to hear from you.

Need help?

If you need help setting up a similar solution for your business, feel free to reach out!