Picture it: It’s 10:05 pm on a Tuesday night.
You’re in bed. Lights off.
Phone is basically grazing your nose.
And you’re 1 question away from discovering which Disney Prince or Princess you are most like.
No? Just me? Sweet.
Whether you're a casual quiz-taker or a full-blown “What type of houseplant am I?” enthusiast, you cannot deny that quizzes are addictive.
But have you ever stopped to think why?
Let’s break down the surprising power behind quizzes (not just as fun late-night scrolling entertainment) but as a wildly effective business tool for service providers who want to attract the right people, personalize their journey, and convert more leads into clients.
Here’s what you’ll learn:
1) What is an online quiz, exactly?
If you're a service-based business owner who wants a simple, highly engaging way to capture attention and convert leads… a quiz is your new best friend.
Not the silly “Which pasta shape matches your personality?” kind. But also… not not that lol. Stick with me.
An online quiz is an interactive set of questions that helps people identify:
- Where they are right now
- Where they want to go
- What they need next
It’s like giving someone a personalized roadmap instead of shouting general advice into the void. And when your audience feels like something was made specifically for them?
That’s when the magic happens.
AKA more opt-ins, more trust, and way stronger conversions.
2) Why quizzes make powerful lead magnets
Quizzes aren’t just fun…though yes, they absolutely should be.
They are also incredibly functional for your business.
Here’s why they work so well:
They’re fun for your audience
People LOVE learning about themselves. A quiz taps into that curiosity instantly.
They’re interactive and keep people engaged
Most lead magnets require hours of reading and little to no action.
A quiz invites participation and engagement.
They let you segment your audience automatically
Every quiz result becomes its own pathway, and each pathway can lead to:
- Different email nurture sequences
- Different offers you can pitch
- Different resources or blogs for leads to explore
- Different levels of readiness
They instantly personalize your client’s journey
Instead of blasting everyone with the same generic CTA, you're presenting the right solution for the right person at the right time.
As a brand designer and strategist, this is my favorite part.
Your quiz results page becomes a micro-sales page that serves up next steps aligned to the exact stage someone is in — whether that’s a course, a consultation, or a freebie.
Bonus: quizzes also naturally disqualify people who aren’t a fit, saving everyone time.
This is why I think of quizzes as conversation starters for online business marketing.
3) How to brainstorm your quiz topic
I’ll keep this wicked simple for ya.
Ask yourself: “What do I need to understand about someone before I can recommend the right solution?”
That simple question unlocks everything.
Great quiz topics often answer:
- What bucket someone falls into
- What style or personality drives their decisions
- What stage of readiness they're in
- What challenge is in their way
- What solution fits them best
And how can you curate an experience that helps them move through that?
For example, my Biz Platform Quiz helps you figure out which business platform plan is the best fit for how you run your business right now. It looks at things like your business type, whether you’re service-based or product-based, your team size, and which tools you actually need - like inquiry forms, scheduling, automations, and integrations (QuickBooks/Zapier). Based on your answers, I’ll recommend your next best step, whether that’s to:
- Start with a simple, essentials-only setup if you just need the basics (projects/clients, invoices/contracts, and a branded client experience)
- Choose a more robust plan if you need built-in scheduling, automated workflows, and stronger integrations to save time and reduce manual follow-up
- Go premium if you’re managing multiple brands or companies, need advanced reporting, unlimited lead forms, and/or have a larger team
- Explore an alternative platform if you’re selling digital products/courses or need a different kind of all-in-one system
In addition to the primary CTA, each result page includes free resources, YouTube Videos, or blogs I’ve created to help them see what’s possible down this path or that one.
If your quiz gives clarity, it will convert.
4) How to choose the right quiz platform
Here’s what to look for:
- Logic branching so answers create personalized outcomes
- Custom branding options
- Email integrations (this is HUGE so you can actually market to the quiz takers after)
- Easy website embedding
- If possible: Strong analytics to see drop-off points and result distribution
At the end of the day, you want a platform that's powerful enough to segment and automate the quiz takers so you are actually moving the needle in your marketing.
But still easy to build inside. Especially if you’re a solo business owner like me.
5) Why I use Interact
I’ve used Interact for all my quizzes because it nails the balance between simplicity and strategy. Plus, they were recommended to me by my own biz coach years ago, which was good enough for me, ha.
It’s intuitive
You can build a gorgeous quiz without any tech wizardry. You can match your brand colors, add images, and customize the typography use throughout each page.
It integrates seamlessly with your website
This is the game-changer.
My Interact quiz automatically sends people into segmented nurture sequences inside Kajabi (which I use for my educational website and courses) based on their quiz result. That means:
- They join my newsletter
- They drop into a custom email series tailored to their result
- They receive resources aligned with their brand vibe
This creates a personalized journey without any manual sorting.
And it ensures that non-action takers on the results page still get nurtured!
It elevates your brand experience
A beautifully designed quiz is memorable. It feels thoughtful. It feels premium.
And in a world of PDFs sitting unopened in inboxes, quizzes stand out.
Note: now, that’s not to say Interact is the ONLY quiz software. But it’s one of the most talked about. I never want to pigeonhole my recommendations, so while you’re shopping around for the right platform
Here are a few alternatives to Interact I found doing a quick Google search: Outgrow, Involve, and Perspective.
Alright, let’s look at how you can actually build your quiz, step by step!
6) How I built my first Interact quiz
Here’s the behind-the-scenes of creating my “Which business platform is right for me?” quiz:
Step 1: I defined the results first
Before writing a single question, I got crystal clear on the quiz outcomes. The goal wasn’t “pick a favorite tool,” it was to match people to the plan level and platform that actually supports how they work.
So I mapped out results that reflect real business stages and needs - like the person who just needs the basics, the one who’s ready for automation, and the one managing a team or multiple brands.
Each result was rooted in:
- Business model + workflow (service-based, product-based, selling digital offers, etc.)
- What needs to happen automatically vs. manually (follow-ups, onboarding, files, emails)
- How many moving parts they’re juggling (one brand vs. multiple companies, solo vs. team)
- Must-have features (lead forms, scheduling, Zoom/Google links, QuickBooks, Zapier, white-labeling)
This helped ensure each result felt helpful and specific, not generic advice like “you need better systems!” but more like, “you’re ready for scheduling + automations, but you don’t need a full team plan yet.”
Step 2: I wrote questions that sort people by how they operate
Each quiz question had a very specific job: identify what someone actually needs in a business platform based on how they run their business right now.
So instead of personality-style questions, I asked operational ones, like:
- What type of business are you running?
- Are you booking clients, selling products, or selling digital offers?
- Do you need one login… or multiple users?
- Do you need to manage multiple companies under one account?
- How many inquiry/lead forms do you need?
- Do you want clients to self-schedule?
- Do you need meetings to automatically generate Zoom/Google links?
- Do you need automations (emails, file delivery, follow-ups)?
- Are QuickBooks or Zapier integrations important?
- Do you care about removing platform branding?
From there, I mapped each answer to the outcome it aligned with - so the logic stayed strategic, not random.
Step 3: I used Interact to build the quiz (and made the results pages actually useful)
Once the bones were ready, I headed into Interact to actually build the quiz. Here’s what that looked like:
- I added the questions and connected each answer to a specific result using Interact’s backend logic.
- Then I designed each result page to feel like a mini roadmap—not just a label.
Each result page included:
- A clear explanation of why that plan/platform fits their current needs
- A breakdown of the features that matter most for that result (forms, scheduling, automations, integrations, team access, etc.)
- 2–3 aligned next steps (like “start simple,” “upgrade for automations,” or “go premium for team + multi-company”)
- A CTA that points them toward their next step (book a consult, grab a setup guide, or explore an alternative if they’re selling courses/digital products)
The quiz wasn’t just a fun lead magnet - it became a strategic entry point that helps people stop guessing, pick a platform with confidence, and build a backend that actually supports their growth.
Step 4: Connected Interact to my Email Marketing
Once the quiz was built, I needed to make sure that those new leads didn’t just take the quiz and disappear into the void. At Good Brand Partners, we use Kajabi for our email marketing, digital courses and member content, so it made total sense to connect the quiz directly into that system.
Luckily, Interact plays well with Kajabi - I set up an automation so that when someone finishes the quiz and opts in to see their result, their name and email are immediately added to my Kajabi database.
After that, a few things happen automatically:
- They’re tagged based on their quiz result, which allows me to segment future emails in case I want to personalize follow-ups.
- They enter my Welcome Sequence, a short email series that introduces them to the GBP brand, our most popular resources and how we can work together.
This set-up turned the quiz into more than just a fun brand tool - it became a fully automated lead-generation funnel that’s bringing in aligned subscribers, giving them an engaging experience right away and helping build trust from the first click.
7) Your first step if this excites you
If your wheels are turning and you’re already imagining your quiz topic… that’s a sign.
Your next step is simple!
Play around, explore ideas, and see how simple it is to build a quiz that feels deeply aligned with your brand. They even have an AI tool to help you get started faster!
Remember: quizzes aren’t just fun. They’re strategic. They’re personal. And they might just be the most effective lead magnet you ever create.
You’ve got this!
– Matthew
How Interact uses an Interact Quiz for Lead Generation and Sales from Interact Co-Founder and CEO, Josh Haynam
Since the beginning of interact’s existence as a quiz building product, the very first question every new customer asks us is “What’s the best quiz for my business?” Of course everyone wants to know what’s the best option, you’d be a little off to ask for anything other than that.
But we didn’t have a great answer. The most common solution was to send people live examples of what other companies were doing, which was great, but then the immediate question was - sooo how do I build a quiz like that?
That one stumped us for many years, until we had time to build up a portfolio of quiz templates that anyone can use to create their own quiz.
What we did was use our own product and created a quiz to help people find the right quiz template so they can not only answer the question of “Which Quiz is Best for My Business?” but also solve the problem of building the quiz because once you find a template you can copy it right into your interact account (or start a trial to use the template).
We now use the quiz as a primary drive for new lead generation and customer acquisition. Here’s what it looks like.
When someone takes the quiz we ask them about where they are at in the quiz journey as well as what industry they are in and what tools they use for email marketing and website so we can help them build their quiz.
To help point people in the right direction we ask them about what industry they’re in so we can surface templates that will be most helpful to them.
At the end of the quiz we have an opt-in form if anyone would like quiz tips via email. This form converts at 15% which is amazing for the software industry (the overall average is 40.8% but software is a different world since it’s B2B)
After someone opts in or skips we show them their recommended quiz templates, we choose three for each result and then have a button to check out all templates in a category of nothing matches what they’re looking for.
If the quiz taker likes any of the templates we recommend, they can click the “Use this template” link and go check it out on a new page which looks like this.
If they like that template after previewing it, they can click “Use this template” which will prompt them to start a free trial and copy the template into their account (for existing customers it just copies straight into their account).
Then the quiz loads into your account and you can edit, connect to your email list, and publish. This takes the quiz building process from several weeks at best down to an hour or two, and answers the biggest question our customers have because we’re showing you the best quiz for your business.
Results: How the quiz is performing
We’ve only been running this quiz for one week, it has collected 75 leads and led directly to 8 paid signups. It’s only just in test mode and soon we’ll send a lot more traffic through it. (The reason there are so many views is that we have it as a popup on our blog, which gets a lot of views but most people aren’t the right fit which is totally fine).
Conclusion:
Sitting here writing this I’m blown away by how well the quiz works. We’ve effectively created the highest-performing lead magnet interact has ever had by a factor of 2x, and it actually leads to paid signups directly, not to mention the people who are opting in and may buy down the road.
I can now truly empathize with all of the customers I’ve spoken with over the years who have put off making a quiz, we created the first commercially available quiz builder and it took us 10 years to actually put our own quiz in place.
Hopefully now with this quiz in place, plus all the ready-to-use templates you won’t have to wait ten years and can have a quiz up and running in 10 minutes instead!
Curious to try out our quiz recommender quiz? Check it out at tryinteract.com/start
Ready to Turn Clicks Into Clients? Here's My Take on Quizzes.
Now, back to me. (Ha!)
Quizzes have completely changed the way I approach lead generation and education. They’re not just about collecting email addresses—they’re about starting smarter conversations that are more informed (and more interesting for the lead) from the jump. I’ve used quizzes to segment my list, better understand my audience, and send people offers that actually make sense for where they are in their business journey. The result? More engagement, warmer leads, and a smoother path from “just browsing” to “I’m in.”
I started building quizzes because I needed a way to meet people where they are—without spending hours on 1:1 calls with folks who weren’t quite ready or didn’t need the full-service approach. Now, whether someone is trying to choose the right HoneyBook plan or figure out what phase of branding they’re in, I can help them make a decision that feels clear and confident. That’s a win for both of us.
If you're thinking about creating a quiz, Interact is the tool I recommend (and the one I personally use). Their templates, trainings, and support team—especially their strategy calls and the Quiz Collective community—have made it super easy to go from idea to launch without getting overwhelmed. I genuinely believe it’s one of the most powerful tools in my marketing stack.
Want to give it a go? Click here to start your free trial with Interact and start turning clicks into clients. You’ll be surprised how much a well-made quiz can do for your brand.