11 Things Quizzes With At Least 50% Lead Capture Have In Common

It’s easy to get flustered when you’re trying to create a quiz. How many questions should you add? How many answers to each questions? How should you tie your offer to the quiz?

And the list goes on.

Did you know that Neil Patel increased lead capture by 500% using LeadQuizzes

View Full Case Study

Did you know that Neil Patel increased lead capture by 500% using LeadQuizzes

View Full Case Study

So to make your life easy, we painstakingly compiled a list of our most popular quizzes averaging at least a 50% lead capture rate after analyzing over 2,500,000 leads collected. We went through them all and extracted common elements to show you what works and what doesn’t.

Let’s go through 11 common elements of these high-converting, super-popular quizzes. Or feel free to check out 12 things the best online quiz creators have in common first.

1. 10+ questions

This debate has gone on for way too long. How many questions should you add in your quiz?

4, 8, 10 or more?

Our data reveals that 70% of the quizzes in our high-converting quiz list had 10 or more questions. Some even had as many as 24 questions.

Yuri Elkaim got over 150,000 views on his Health Score quiz and of the quiz takers that started it, 76% finished the quiz and opted in. As you can see in the image below, it had 20 questions.

Lead Quiz

The Thyroid Disease Quiz by Martin Clinics with 13 questions and over 157,000 views had 50% of quiz takers optin to the quiz.

lead capture quiz

So, experiment with adding 10 or more questions in your quiz. Just don’t forget to test and see what works best for your audience and make sure you keep it simple!

In the end, it’s all about testing and figuring out your magic number of quiz questions.

2. Questions have no more than 4 answers

We found that 85% of these high converting quizzes had 4 or less answers to each question.

For example, a quiz by Survival Life ‘Are You A True Survivalist?’ received over 212,000 views and of the people that started taking the quiz, 51% finished the quiz and opted in. The quiz itself had 10 questions and just 3 answers to choose from in each question.

free lead quiz

The fewer the options, the easier it is to choose. You don’t want your participants stuck on one question for too long. You want them to breeze through the quiz, get to the results page and sign up ASAP.

3. Frequent use of one word answers

Another trend we saw in these quizzes was that several of them had just one or two word answers. ‘Always’, ‘Sometimes’ and ‘Never’ for example were used frequently as answers.

Martin Clinic’s ‘Thyroid Disease Quiz’ is one such example.

lead capture quiz

Yuri Elkaim’s ‘Health quiz’ follows the same trend.

lead capture quiz


Several of these quizzes also use the same answer options for all questions. This keeps the momentum going for participants and they’re not stuck on one question for too long. It sets a nice rhythm.

4. Language used in the quiz is very basic

Simple, everyday English is used in the quiz questions, answers and the results. No fancy words or layman terms are used.

Here’s an example from Annmarie Gianni Skin Care‘s quiz that helped generate $200,000 in new sales and increase their leads by 20,258 people in only 2 months,

lead capture quiz


lead capture quiz


However, you can use jargon that your audience connects with. Especially if you’re creating a trivia quiz or a knowledge-based quiz specifically for your niche audience.

But, keep it simple.

5. Trivia quiz questions are to-the-point and test knowledge extensively

If you want to create a highly targeted quiz that weeds out generalists and targets only your super-loyal, extremely enthusiastic followers, you can add complex, knowledge testing questions in your quiz. Create a healthy competition for your core audience.

Several brands experimented with this quiz format to see if it repelled or attracted their audience.

One of those quizzes is, ‘How Much Do You Know About The Arizona Coyotes?’ which had over a 55% conversion rate. As you can see from the example below, it’s only for Arizona Coyotes enthusiasts.

lead capture trivia quiz


Don’t be afraid to test your audience’s knowledge if you think they’d respond well to it.

6. Short, one-line questions

To-the-point questions are all the rage in the world of high converting quizzes. None of the quizzes in our list used long paragraphs describing situations.

Most of these quizzes have one to two line questions. So stick to that.

7. Images as answers are commonly used

Along with several popular quizzes in the digital sphere, most viral Buzzfeed quizzes follow this strategy to a great extent.

Buzzfeed’s popular quiz, ‘Can we guess your age and location correctly with this food quiz?‘, got over 715K shares is a great example of this trend.

image buzzfeed quiz

Here’s another example from Survival Life’s quiz, ‘Are You A True Survivalist?’

digital marketer quiz


8. Correct answers are displayed with result in trivia quizzes

It’s so frustrating when you take a trivia quiz, get your results but have no idea which questions you got wrong and what were the correct answers.

A lot of quizzes will just hand you the result and bid you farewell.

But according to our data, most high-converting trivia quizzes show correct answers on the results page. It helps people compare their answers with their friends and figure out where they went wrong. It also encourages them to take the quiz again and share it with other enthusiasts.

Here’s an example,

trivia quiz



As you can see, I failed miserably in this quiz. Not an Arizona Coyotes fan, I’m afraid.

9. Lead capture page at the start of the quiz instead of at the end

You take a quiz, answer the last question and a sign up form appears. You enter your email address and get the result.

This is what happens in most quizzes, right?

But according to our data, quizzes with a higher lead capture rate have also used a sign up form BEFORE the quiz started and saw great results. However, it works best when paired with a giveaway.

Here’s an example from the quiz, ‘ How Much Do You Know About The Arizona Coyotes?’.

lead capture page


So, if you’re running a giveaway and using a quiz to promote it, try experimenting with this. Add a sign up form at the start of your quiz and run an AB test to see which gets better response.

10. Lead magnets are tied compellingly with the result

There are several ways brands can use quizzes to boost their business. One of them is using quizzes as a lead magnet to build their email list and generate customers.

So, when they create a quiz, they keep in mind what their offer is. Creating a quiz on ‘How healthy do you eat?’ and your offer revolves around makeup products makes no sense.

Therefore, when we went through highest converting quizzes, we noticed that all of them tied their offers brilliantly with their quiz topic.

For example, Jon Benson’s high-converting Thyroid Quiz that captured over 110,000 leads,

health quiz

leads to this offer on it’s results page.

health quiz

The video then has a paid offer at the end.

Several brands like Annmarie, also presented the offer multiple times on the results page to increase conversions.

Quiz results page


11. Showing an almost complete bar on the results page

Another way to convert participants on the results page is by adding an image of a massive bar at the top of the page showing their progress. This increases intrigue and participants would then want to find out about the 10% that’s still left.

It’s a great way to lure audience towards their offer. And we noticed several quizzes use this strategy to increase their conversion rates.


quiz results page

Here’s another example

quiz results page

Wrapping up,

These elements are a starting point. They’re not an exact blueprint for your quiz. To find out what works best for your audience, use these common elements and conduct AB tests. See what your audience responds best to.

How many of these elements do you use in your quizzes?

Did you know that Neil Patel increased lead capture by 500% using LeadQuizzes

View Full Case Study

Did you know that Neil Patel increased lead capture by 500% using LeadQuizzes

View Full Case Study