Checklist: How to Create a High-Converting Quiz for Lead Generation

The conversion rate of a quiz that generates a sufficient number of quality leads ranges from 9% to 30%. That is, out of 100 users who go to the quiz, 9 to 30 potential clients will submit an application. These are the figures to aim for. Let’s break down how to achieve this.

Let’s start with the main point. The primary purpose of a quiz is to enable more interactive and convenient interaction with your company. The result of this contact is an application for the business, which will later turn into a purchase.

Our main goal: smart and interactive marketing.

We are confident this is the future for every conscious business. We work to create the easiest and most accessible conditions for implementing smart marketing in any niche and at any scale.

Happy people make others happy. That’s why users of our service can create a truly unique and positive customer experience. In this article, we will cover tools, recommendations, and everything that will make a quiz an effective lead generation tool for your business.

We’ll highlight several key stages.

Stage One. Attracting Attention to the Quiz

It’s important to understand that this stage can begin before the user even accesses the quiz. For example, they may have seen an ad in their social media feed.

A common mistake is failing to convey to a potential user the need to take your quiz. Why should someone unfamiliar with you or your company spend their time on it?

A headline like “Take the quiz and get a 10% discount” no longer surprises anyone.

What’s better?
Prepare bonuses that are tangible and beneficial to the user.

(appearance of the admin panel of the service)

For example, if you are launching a quiz for marketing services, motivate potential clients with a gift: “simple funnel development in a bot as a gift,” or “launch of one campaign on YouTube as a gift,” or “a 20-day niche-specific content plan with ready-made topics and theses.”

That is, something that can either save the client significant time or has real value as a standalone service.

Think about what this could be in your niche.

Here’s an example of a quiz on marketing services.

It is very important to explain why someone should take the quiz and what they will get afterward.

Recommendations:

• Let users know how many questions there will be and how much time it will take to answer them.
• Place the quiz on your own domain to increase trust.
• In some cases, the first screen may not be necessary. For example, when you have clearly provided all the necessary information in the ad itself or embedded the quiz into your site’s code where all your product or service information is already present. In such cases, you can go straight to the questions, which will increase the conversion rate.

After explaining the purpose of the quiz, start working on the questions.

What questions should you choose for the quiz?

Don’t include too many—4 to 6 questions is more than enough. A large number can tire the user, and they may not leave their contact details.

Make the quiz as easy as possible. Formulate questions with clear, straightforward answers and provide them to the user. For example, simple “yes/no” options or specific choices.

Example: a quiz page from a real estate selection template.

Note that you can set a step as required or optional.

If necessary, you can enable single or multiple choice.

If there’s only one answer, enable auto-continue. This will positively impact the conversion rate.

For example, here we only need one answer, so in quiz creation mode, the “Allow multiple answers” option is disabled.

In the example above, multiple answers are acceptable, so the “Allow multiple answers” option is enabled.

Ask questions that will help you shape your future offer during follow-up contact. Don’t ask questions just for the sake of it—fewer but more useful ones are better.

Use questions to tell more about yourself.
Under the headline, add a description. If you’re unsure what to write there, list the general benefits of your services, company, or product. For example:

• 450+ clients receive our consultations monthly
• 4 years on the market and over 300 employees in Ukraine
• Our portfolio includes 50+ clients successfully running their projects
• Licensed equipment meeting ISO 9000 standards

If you include answer options with images, make sure they are in the same style. Use stock photos or your own.

For image cards, use square photos, 1:1 format, e.g., 800×800.

If you notice that quiz applications are of poor quality, try adding a custom input field alongside ready-made answers, requiring users to type their own option. In most cases, this helps filter out low-quality audiences.

Contacts and Quiz Thank You Page

Once the user has answered the questions, remind them of the bonuses they will receive after submitting their application—the same ones you mentioned on the first page or in your ad.

Instead of “Submit contacts” or “Done,” use “Claim bonus,” “Get discount,” or “Reserve offer.” This increases motivation to leave details.

On the contact page, we allow up to 4 input fields. Phone and email have specific masks to prevent users from entering just random symbols in the phone field.

The other two fields can be used as you wish, for example, to request a messenger nickname or other additional info. You can even disable all fields and leave only one button that redirects to another address.

After a user submits their data, you can send them to a thank-you page or redirect them to another URL, such as your website or social media.

To do this, when editing the thank-you page, specify the required redirect URL. In this case, after the form is submitted, the user will be redirected there.

On the quiz thank-you page, you can thank the person for completing the quiz and invite them to follow your social media pages. Provide links in the appropriate field.

What are the integration options for ADS Quiz with various systems?

Analytics

You’ve created the quiz and set the questions—great. What’s next?

The work doesn’t end here. The next step is automating lead export. This may be optional if you don’t need to upload quiz data anywhere and prefer working in our CRM system.

However, we strongly recommend duplicating data to your CRM, email, or Telegram bot.

This allows you to process new quiz leads as quickly as possible.

A common problem: from the moment a user submits a form to the moment a manager contacts them, 4–5 hours can pass. This often leads to lost sales—during this time, they may change their mind or another, faster company may have already met their needs. Avoid this. Contact them as soon as possible—ideally within 20 minutes. This is usually enough time to prepare a commercial offer before calling.

An important step is integrating the quiz with ad campaigns. We’ve made it possible to add analytics codes from various systems to any quiz. This could be a Facebook Pixel, TikTok Pixel, or Google Analytics and Tag Manager.

This way, you can track key events, clicks, data submissions, etc.

Note that by default, Facebook creates a “Lead” event, so you can use it when setting up ads in Meta.

For more effective Meta ad setup, the platform requires a verified domain. If needed, you can verify your domain via an A record in your hosting’s DNS settings.

Conclusions and Recommendations

Thank you for reading to the end—9,000 characters is a lot, we know—but they can help improve the quality of your advertising and quizzes.

To summarize briefly:

• Prove to the user why they should take your quiz—offer strong motivation.
• Keep it short: 4–6 questions.
• Provide ready-made answers that fit into a few words on one button.
• Add a description listing your benefits or tips related to the main question.
• Don’t add questions just for the sake of it—only information that helps sell your product or service.
• After the quiz, invite potential clients to follow your social media.
• Connect lead transfer to a Telegram bot or your CRM system.
• If using Facebook ads—add your own domain and set event priorities (Lead).
• Respond to leads as quickly as possible—ideally within 20 minutes.

Following these recommendations will significantly increase the likelihood of converting a quiz lead into a sale.

We hope this material was useful. You can share your experience or quiz case study in our blog. Wishing you high conversion rates and more leads.