Lead Generation, Sales Funnel Creation

Creating A Thrive Quiz Builder Funnel For Lead Generation

 October 16, 2019

By  Peter Nyiri

Why is creating a quiz good for lead generation? According to BuzzSumo, the average quiz gets shared 1,900 times. Compared to the average number of shares on an article, you’re entering an entirely new level of social media sharing stats. Interactive content generates conversion.

Quizzes are one of the most underrated types of content every marketer should try. In addition to their audience engagement and lead generation, quizzes can also boost social traffic, drive revenue, and even qualify leads. When implemented in any marketing strategy, you’ll effectively optimize lead generation for your brand.

A quiz (aka interactive content) is the future.

So today, we’ll teach you how to create your very own quiz for lead generation. By the end of this article, you’ll learn what it takes to create an effective quiz, and how to implement it into your marketing strategy.

Will a quiz work for my niche?

It’s rather hard to believe, but those quizzes you see on social media networks are actually capable of working in any brand’s marketing strategy for lead generation.

So how do they do it? Well, with their innate capabilities of engaging and entertaining audiences, quizzes are already attracting prospective leads towards it. All you have to do is make a simple exchange for someone’s contact information for their quiz results and voila! You have yourself a lead generating quiz.

Quizzes work for just about every niche. However, they work exceptionally well in these niches:

  • Health and wellness
  • Personal and spiritual development
  • E-commerce

But if you’re creative, the options of a quiz can work for all types of industries, like:

  • SaaS
  • Online service providers
  • Real estate
  • Non-profits
  • … and the list goes on

One thing you need to know is that personality quizzes tend to perform best. According to popular quiz platform, Playbuzz, 77% of quizzes that have been shared 100,000 times or more are personality quizzes.

How to attract thousands of new leads with just quizzes

A lot of work goes into creating a high-converting quiz.

Coming up with a great quiz idea is easy. Things get difficult when you need to create relevant questions and juicy results that people will want to share.

Writing highly compelling quizzes – ones that people want to share – is both an art and a science.

Just like any piece of content, your quiz needs to be engaging.

You don’t want to make your audience feel like they’re answering questions on a government survey.

Your questions and results have to connect with the reader, the data you’re collecting needs to be relevant. And the quiz results you create should loop back to the solution your brand provides.

Writing a quiz doesn’t have to be a struggle. Just follow the blueprint I’m about to outline.

Step 1: You create a quiz topic based on who you want to attract

The title and description for your quiz have to capture your target audience’s pain point and solution. It should be inspired by this question:

What is the key problem of my audience?

When your message is on point, getting ideal clients to convert is not a challenge.

Quizzes get 75% of their traffic from social media, so you must design your content in a way that looks different when people are scrolling through their news feed.

The first step in giving your quiz the ability to attract audiences would be to come up with a title with that kind of a gravitational pull. You want to create a title that not only attracts attention but invites audiences to take your quiz.

The truth is that there are only two titles that every quiz uses in some variation. The first is “Which ________ are you?” which is found in every personality quiz in some way. The second is “How much do you really know about ________?” which is the basis for every knowledge test.

The “How Much Do You Actually Know” Title – You’d be surprised to see how much a question changes when you include the word “actually.” For instance, compare the question “How much do you know about the Star Wars galaxy?” with “How much do you actually know about the Star Wars galaxy?” By adding the word “actually,” you’ve turned a regular question into something more of a challenge, and this is the perfect way to invite someone to play a little game, or in your case, to take a little quiz.

The “Which (Blank) Are You?” Title – This is one of the more common variations of quiz title that you’ll come across. They’ll usually be in the form of “Which Toy Story character are you?” or “Which Game of Thrones character would fight alongside you?” The (Blank) is entirely interchangeable, and you can substitute it with anything that’ll fit your agenda. Use this to your advantage based on the kind of audience you want to attract and work with.

Have a cover photo with a person on your quiz. Per a study cover photos with one face on them end up getting clicked on twice as much as any other variation of picture.

Your short description needs to sell. The title really draws people’s attention, but the short description sells them on taking action. A great quiz short description should both re-iterate the promise of the title and create a sense of urgency around taking the quiz now.

Step 2: Picking The Right Type of Quiz

Once you’ve come up with a title to your quiz, it’s time to figure out what type of quiz you’ll be creating. There isn’t just one universal quiz. They’re broken down into two different types, and select the type of quiz you want to create based on what works best for your brand along with your target audience. Here are the two types of quizzes you can choose from:

The Personality Quiz – This type of quiz categorizes individuals into personalities based on the answers. Marketers can use this in a way to determine several things, for instance, what level of maturity someone has for a specific topic, or what kind of style someone has so that you can recommend appropriate products to them as a means of personalizing the shopping experience. It depends entirely on the brand and strategy.

The Knowledge Test – This type of quiz gauges someone’s knowledge on any given subject and delivers results based on accuracy. It’s the perfect way to see how much someone knows about something. Marketers can use this to qualify their audiences to see how much they know about a given brand and its products/services. Marketers can also use this quiz type to qualify leads by seeing how “warm” they are so that they can focus on those that are closer to converting.

Step 3: Creating questions

Now that your quiz is starting to take shape, it’s time to fill it up with questions. As a marketer, you want to establish a connection with your audience. The questions to your quiz are a one-on-one medium of communication with them. Use this to your advantage.

Quiz questions help us understand our prospects and get to the root of how we can help them.

So, how do you come up with your quiz questions? Formulate your questions around what you ultimately want to sell.

For example, if you’re selling business coaching services, your questions need to to pre-qualify potential leads.

With these quiz responses, you get data about how ready your prospects are to engage in the sales funnel.

Selling products? Use your quiz questions to help your potential customer understand all the possibilities you can offer them.

Here are a couple of pointers to help you craft the perfect questions:

Be personal – You want to able to approach your audience in a very comfortable manner. Talk to them as if you were talking to them in person. The relaxed tone that you set will play in your favor, and it never hurts to inject your personality into a quiz.

Use images – Text-based quizzes are fine for the most part, but consider using images in your questions to keep things entertaining. You can include a single image or an image as each answer. It’s entirely up to you. Using images turns your quiz into more of a trivia game, and that keeps things both fun and relevant.

Simple and short – Don’t clog your quiz up with too many questions. Try to aim at having 6 to 8 questions. On average, this will only take your audience about 2-3 minutes to complete, which is more than enough time for any quiz. For people that are on-the-go, the shorter the quiz, the better.

To make your quiz creating process easier, here are some example questions:

  • How often do you _______? (ex. Work out, review your quarterly goals, get mad at your kids, etc.)
  • On a scale of 1-10, how ______ are you? (ex. Happy with your relationship, satisfied with your job, etc.)
  • A genie grants you one wish. What do you choose?
  • How likely are you to ________? (stop eating meat, stick to your budget, not check your email for a day, etc.)
  • Which image best describes your ________? (perfect living space, business, wedding style, etc.)

You should start with these questions in your brainstorming.

Step 4: Craft a quiz opt-in form that converts

Quizzes collect opt-ins through a “gate” at the end of the questions but before the results. The average opt-in rate is 50%, but that can vary from as low as 10% to as high as 90%, here are the two elements that quantify that difference.

Before we move onto the results, this is the section where we turn a simple little quiz into a lead generating machine. By gating the quiz with a lead capture form before the results, you prompt audiences with a notification that usually requests an email address to proceed. This will help you grow your email list while your audience receives their quiz results. Here are some ways to increase the opt-in rate for your lead capture:

  • Incentivize Your Efforts – Incentives help with getting your audience to opt-in, and also allows you to distribute other forms of content. For instance, you could even enter someone in a free giveaway for opting in.
  • Provide value beyond just the quiz results. Yes, the appeal of getting to see your results is strong, but unless you offer something else, that appeal won’t convert everyone. This can be as simple as personalized advice or as advanced as a giveaway inside of the quiz.
  • Be honest about what you’re going to send people. Be up-front about how often you’re going to email people and they’ll return the favor by being honest about whether they want to be on your list. It’s much better to have someone not opt-in than to have begrudgingly on your list.
  • Don’t Do Too Much – What we mean by this is, try not to go overboard with the amount of information that you request. The minimum is usually an email address, maybe even a first and last name. So try not to ask for information you won’t be using.

Step 5: Build quiz results that get shared

It’s time to work on the results! After someone opts-in (or skips that step), they are directed to the results of the quiz. A major benefit of using quizzes for lead generation is that people share their results.

Create results that get shared across social media networks. To do that, you’re going to have to touch base on several aspects of what makes results so shareable. Here’s what you need to do to get the most out of your results:

  • Have An Amazing Headline – Most results will tell you something along the lines of “You’re a red velvet cupcake! What kind of cupcake are you?” Using that as an example, come up with a headline that not only showcases someone’s results but encourages others to take your quiz so that they can obtain results of their own.
  • Write outcomes that give a glimpse of the solution. Creating shareable outcomes that provide value and offer a peek at the solution you provide is an art. But THIS is what differentiates your quiz from yet another brainless post.The copy you create for your outcomes should offer insight AND a few actionable strategies. Offer real value. The last thing you want is for people to feel like you wasted their time.
  • Include An Attention-Grabbing Image – Always include an image that corresponds to the results you give. The image is usually the first thing people see when shared on social media, so take advantage of this to get the most visibility for your quiz.
  • Be Truthfully Positive – When creating results, compliment your audience. You want to be able to make whoever took your quiz to feel good about the results they got. Positive language in results will then prompt them to share their results with family and friends. From there, the cycle repeats when they take your quiz.
  • Include A Call-To-Action – Don’t be afraid to include a call-to-action. It can be anything from a link to your landing page, links to other products that your brand offers, or even links to articles your blog publishes.

Step 6: You follow up with emails

A welcome email sequence will warm up your leads. It helps them get to know you.

Because odds are they took your quiz for fun. If you don’t follow up, they’ll forget you exist.

You want to get those new leads into a funnel designed to:

  • Help you learn more about them and where they’re at in the buyer’s journey
  • Introduce them to you and your values, so that they can start to know, like, and trust you (before any selling happens)
  • Provide value and depth that far exceeds anything a little quiz can deliver

Step 7: Test some copy variations

This step loops back to the first one: know your target audience.

Understand how they speak, what Facebook pages they like, their age, demographic, and beyond. Set up a few targeted Facebook ad campaigns.

Test a few variations of your quiz title and description against each other to see which performs best.

How to Build Your First Quiz using Thrive Quiz Builder

In your Quiz Builder Dashboard, add a new quiz by selecting either one of the options presented below:

quiz builder add new

After you have added a new quiz, a window will pop up on the screen, allowing you to choose a template for the newly added quiz:

quiz type

In order to go to the next step, click on the “Continue” button. On the next step, you will have to label your quiz, by giving it a name:

quiz label

After you have given it a name, you will be send to the Quiz Dashboard:

quiz dashboard

Select a Quiz Type

​On your Quiz Dashboard, small pop-ups inform you what the next step of the setup is. As you can see, now you are at Step 1/4 and you need to select a quiz type:

quiz type select

By selecting the “Choose Type” button, a window will pop up on the screen, allowing you to choose a quiz type:

eval type

As you can see, there are three quiz types you can choose.

Select a Quiz Style

After you have chosen your quiz type, click on the “Save” button to go to the next step, in which you need to select a quiz style:

quiz style

Define Questions and Answers

​Once you have chosen a quiz style you will be sent to Step 3/4, which consists in defining the questions and answers of your quiz, this way you can either click on the description, or on the “Manage” button to start the setup.

You can now add questions:

add questions

You can visually connect your questions, creating sequences based on answers:

quiz navigator


Create a Results Page

After you have completed this step you will be sent to the last one, which consists in creating a results page. To go to the setup, either click on the description or on the “Manage” button.

The dynamic content feature in Thrive Quiz Builder allows you to change the content of the results page depending on the result that the visitor obtained.


In the example, if the user achieves a score of between 100 and 110 (for example) then the text will be “You are REALLY SMART”. However, if the visitor gets a score of between 111 and 120, the text will be “You are A GENIUS”


In order to use the dynamic content feature you have to be editing the results page of your quiz.

Click “Manage” in your quiz dashboard:


And then you can click to edit any variation of the results page:


You can now edit the results page content using Thrive Architect.

To add the dynamic content element into the page, look for it on the sidebar editor, and then simply drag it and drop it inside the page:

dynamic content

It’s very simple to add and remove elements to the dynamic content area. You can simply drag and drop elements either from the sidebar or from the existing content directly into the element:


Previewing your Results Page

You might be wandering how you can get a feel for how your dynamic content will look when published…

If so, allow me to introduce you to our new preview tool.​

When you click to preview the results page, you will notice an additional control panel floating on the upper left hand side of the page:


This control panel will allow you to switch between all the different result intervals for your results page and get a full preview of exactly how everything will look.

Optional Items

One of the optional items which you can add to your quiz is the Social Share Badge. Using this feature you can create a customizable image that lead to more shares.

social share badge

Simply click on the section that says “Create a social share badge” and select a template.

social share template

The Thrive Live Social Badge Editor

There is a social badge editor:

social share editor

  1. You can add text to your social share badge by dragging and dropping this element onto the canvas;
  2. In the “Color Overlay” section, you can add an optional layer of color that sits above the background image.  This can be useful if you add a bright background image and you want to make the foreground text more readable;
  3. In the background image section you can optionally add your own background images by clicking “Replace image”.
  4. You can also change the size and the position of the existing background image by clicking on the “Size & Position” button;
  5. If you click the “Preview” button, a lightbox will appear to give you a preview of your badge with a randomly generated result;
  6. The undo / redo buttons give you a safety net so that you can reverse changes that you don’t want to keep;
  7. You can use the %result% shortcode in any text element – this will be replaced by the result that the visitor achieves in the front end of the quiz.

You can get Thrive Quiz Builder here.


Now it is your turn to start generating leads with your quiz/

Peter Nyiri

Peter Nyiri

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