Free Lead Generation Quiz Maker
A lead generation quiz gives visitors a result worth their email, and shows you who is ready to buy. Start from one of 20 templates with lead capture already on, and make it yours right here.
Free, no signup to startNo response cap: a viral post never closes your quizLeads to Mailchimp, Google Sheets or Zapier
How to make a lead generation quiz in 3 steps
Build as you read: each step opens the right part of the editor above.
Load a template or write your questions
Pick a finished lead magnet quiz, write five to seven questions, or let AI draft the quiz questions. Open with the easiest one, with pictures to tap.
Choose what your lead form asks
Lead capture is already on, with one required email field before the result. Add a name, phone or consent tickbox on the Leads tab.
Share it and route every lead
Add your email to save, then copy your link or embed code from the Share tab. Connect Mailchimp, Google Sheets or Zapier, and your quiz funnel is live.
Free, no signup to start.
117 million quizzes taken. Since 2003.
Your lead quiz runs on the same quiz maker, however big your launch gets.
4.5out of 5 on Trustpilot
"I have liked Quiz Maker more than all other quiz platforms. It has all the question types I need."
Used by teams at
What is a lead generation quiz?
A lead generation quiz is a short quiz that trades a personal result for an email address. Each answer shows what the lead needs, so you can qualify them and follow up. Marketers also call it a quiz funnel, a lead magnet quiz or an opt-in quiz.
- Questions. Five to seven quick taps about the visitor's goals.
- Lead form. An email field, just before the result.
- Result. A score, type or recommendation, plus your next step.
Which lead generation quiz should you build?
Coaches, consultants, B2B
Scorecard quiz
"Is your business ready to grow?"
Answers add up to a score. Top scorers get your booking link.
Creators, brands, courses
Personality or outcome quiz
"What is your brand personality?"
Everyone gets a type worth sharing, and you learn what they care about.
Local services, agencies
Qualifier or estimate quiz
"What will your home project need?"
Ask about the job, budget and timing. Leads arrive ready for a quote.
Online stores
Product finder quiz
"Which coffee suits you best?"
Match each visitor to the product that fits, then send them to buy.
Product recommendation quizzes
Lead generation quiz examples from real businesses
We played these 6 live lead quizzes on September 23, 2026. Every one asks for the email just before the result.
Tony Robbins
Coaching and personal development
The contact form is numbered step 10 of 10, so it feels like the last question, not a new hurdle.
- Questions
- 9
- Lead form
- Before results, required
Nerd Fitness
Online fitness coaching
Three questions ask what kind of coach the person wants, so the quiz feels like matchmaking before the sales call.
- Questions
- 17
- Lead form
- Before results, required
Scaling Up
Business coaching (B2B)
A Weak to Strong slider on every statement keeps 32 questions quick. The four groups become the four parts of the report.
- Questions
- 32
- Lead form
- Before results, required
Gretchen Rubin
Author and course creator
Each of the four results has its own page and one-line motto. Results are easy to share and link from emails.
- Questions
- 12
- Lead form
- Before results, skippable
Jenna Kutcher
Course creator and online business education
Playful answers, like picking a sauce or a theme song, make a business quiz feel like a personality test.
- Questions
- 10
- Lead form
- Before results, required
BODi
Fitness programs (subscription)
The email screen lists what the lead gets: 120 free workouts and a 3-day challenge. The ask reads as a bonus.
- Questions
- 3
- Lead form
- Before results, required
Want one like these? Start from a template in the editor above, or browse more quiz examples.
What is a quiz funnel?
A quiz funnel is a marketing funnel with a lead generation quiz between your traffic and your offer. Visitors answer a few questions, leave an email, then see a result with the next step that fits. It screens out tire-kickers before they reach your calendar.
Warmer than a signup form
A quiz hands over a result first, so people are glad to share their details.
Qualified before the first call
Every lead arrives with their answers: needs, budget and timing.
Follow-up that fits each result
Each result carries its own email, button or booking link.
82 in 100 people who start finish the quiz
Start the quiz100
Finish the quiz82
Shares and returning visitors
The lead
Their email and every answer
Their result
With the next step that fits it
Sales now
A booking link, offer or button
Nurture later
Result emails, Mailchimp or Google Sheets
Every template on this page is a ready quiz funnel. See the quiz funnel templates
Where should the email form go in a quiz lead magnet?
Right after the last question, just before the result. That is when people most want their answer.
- After the quiz, before the result The default here. People have answered every question and want their result.
- At the start For contests and gated tools, where the email is the ticket in.
- At the top of the results page The result is the gift, and the form invites them to hear more.
- At the top, with the results blurred The result comes into focus once they enter an email.
Required by default, skippable in one switch
Templates ask for the email before the result. For a softer ask, let people skip it on the Leads tab.
Fields and consent
Ask only for what your follow-up uses, like a phone number when a call comes next. For consent, add a required tickbox that says what people will get.
Lead generation quiz benchmarks from 7,669 quizzes
Six build choices keep more people playing to their result.
- 7,669 outcome quizzes with lead capture
- 700,257 sessions replayed
- 1.8M completed responses
- 7 in 10 people take quizzes on a phone
Open on a question, not a welcome screen
82.0% reach their result, against 62.0% after a welcome screen
Out of every 100 people who start
- 62 finish after a welcome screen
- +20 more when it opens on a question
Make question one the easiest
4x more people make up their minds at question one than at an average later question
Question one of the Business growth scorecard
Ask 5 to 7 questions
81.6% reach their result in about 1 minute 49 seconds
Share who reach their result, by quiz length
questions in the quiz
Offer 5 or 6 results
84.3% finish, 21 points ahead of quizzes with 2 or fewer results
Out of every 100 people who start
- 63 finish with 2 or fewer results
- +21 more with 5 or 6 results
Link each result to a next step
+5.5 points: 84.8% finish, against 79.3% with no link
Share who reach their result
Hide the progress bar
+12.8 points: 90.6% finish, against 77.8% with the bar shown
Every template here hides it.
Share who reach their result
How we measured this
Corpus. Published quizzes that end on a named result and ask for contact details: 7,669 quizzes, 1.8 million completed responses.
What counts. Finish rates measure completion: the share of sessions that reach the result screen, averaged across quizzes. Comparisons use 2,800 quizzes with 100 or more sessions.
Full tables. The Quiz Maker benchmark
20 free lead generation quiz templates
Each one is a finished quiz funnel: questions, results, a lead form and a next step for every result. Try it as a visitor, then load it into the editor above in one click.
Coaching
Business growth scorecard
"Is your business ready to grow?"
Marketing
Website grader
"Is your website ready to convert?"
Services
Home project estimate
"What will your home project need?"
B2B
Sales pipeline scorecard
"How strong is your sales pipeline?"
Coaching
Money personality quiz
"What is your money personality?"
Ecommerce
Style quiz with a welcome code
"Which home style are you?"
Education
Course launch scorecard
"Are you ready to launch your course?"
Marketing
Brand personality quiz
"What is your brand personality?"
Lead generation quiz questions you can copy
Ask what people did, not why they did it. Open with a question nobody has to think about. Copy a bank, then give each question 3 or 4 answers.
Scorecard questions
What is broken and what to fix first.
- You get a new enquiry at 4pm on a Friday. What happens to it?
- Someone asks for last month's numbers. Where do they go to get them?
- A job goes wrong. How do you normally find out?
- The last time you changed how this works, what prompted it?
- If nothing changes by this time next year, what breaks first?
- You get one thing fixed for free this quarter. What do you pick?
Readiness questions for coaches
Which stage someone is at and what comes next.
- How long have you been thinking about this?
- What have you actually done about it so far?
- Which parts of this have you already sorted?
- What has stopped you so far?
- What would change first once this is working?
- What would need to be true for you to start this month?
Product finder questions
Which of your offers fits them. For stores and tiered services.
- What made you start looking today?
- What happened to the last one you bought?
- What has already not worked for you?
- Who is this actually for?
- What annoys you most about the one you have now?
- When do you need this working by?
Qualifying questions
Add these when your top result ends in a call.
- When would you want this decided by?
- Roughly what have you set aside for this?
- Who else has a say in this?
- How big is this, in the numbers you use?
Prefer a "Which type are you?" result? Make a personality quiz with shareable results.
Send quiz leads to Mailchimp, Google Sheets or Zapier
Every lead lands in your dashboard with their answers and result, then flows to the tools you already use.
- Mailchimp Add leads to a list, with their answers in merge fields.
- Google Sheets A new row for every response.
- Gmail Result emails from your own address.
- Email to you An email for every new lead, or only for top scorers.
- Zapier HubSpot, Klaviyo, ActiveCampaign and more.
- Facebook Pixel, Google Analytics and Google Ads Track starts, results and ad conversions, plus a Pixel event on every lead.
- Excel and CSV Export every response and lead, any time.
Know which kind of lead each person is
Match answers to results, or set where each score band starts. See who gets each result before you share the quiz.
A next step on every result
Give each result its own email, button, code or booking link, so top scorers book a call.
Embed your lead gen quiz anywhere
Copy the embed code from the Share tab. Show the quiz inline, as a pop-up or behind a button.
- Edit the page and add a Custom HTML block.
- Paste the embed code.
- Update the page.
- Choose Add, then Embed Code, then Embed HTML.
- Choose Code and paste the embed code.
- Publish.
- Edit the page and add a Code block.
- Paste the embed code.
- Save, then publish.
- Drag an Embed element onto the page.
- Paste the embed code.
- Publish the site.
- Open Online Store, then Themes, then Customize.
- Add a Custom Liquid section.
- Paste the embed code and save.
- Paste the embed code where the quiz goes.
- For a pop-up or a button, pick it on the Share tab.
- Or share the quiz link anywhere.
Lead generation quiz FAQ
Cost, setup, follow-up, integrations and consent.
Is there a free lead generation quiz maker with no response cap?
Yes. Quiz Maker is a free lead generation quiz maker, with no response cap on quizzes made on this page. A busy launch or a viral post never closes your form. Building, lead capture, sharing and embedding all cost nothing. You can start without an account.
Do I need to sign up to make a lead gen quiz?
No. Start building in the editor above without an account. Load a template, edit the questions and try it as a visitor. When you are ready to share, add your email to save the quiz. Its leads then stay in your account.
How do I create a quiz lead magnet?
Pick one question your audience wants answered, like "Is your business ready to grow?" Load a matching template above, or write five to seven questions. Lead capture is already on, so each person gives an email just before their result. Give every result a next step, then share the link in your posts, emails and ads.
Do lead generation quizzes work?
Yes, because people get something back before you ask. Each person gets a personal result. You get their email plus every answer, so you know what each lead needs. We studied 7,669 outcome quizzes with lead capture. When a quiz opens on a question, 82 in 100 people reach their result.
How do I qualify leads with a quiz?
Ask about what decides a sale: need, budget, timing and who signs off. Then let the answers pick the result. A scorecard quiz adds up points, and each score band gets its own result and next step. Every lead arrives with their answers and result, so you know who to call first.
How many questions should a lead generation quiz have?
Five to seven. At that length, 8 in 10 people finished in under two minutes, across 7,669 outcome quizzes with lead capture. That is enough for a result worth having, and to learn who each lead is. Open with the easiest question.
How do I turn quiz leads into sales?
Give every result its own next step. Top scorers can get your booking link, and others a guide or an offer code. Send each result its own email, to the lead and to you. Your follow-up then matches what they told you, while they are still keen.
Can a lead generation quiz send leads to my email tool automatically?
Yes. A quiz made here can email each person their result, and email you about every new lead. New leads can join a Mailchimp list with their answers in merge fields. Google Sheets adds a row for every response, and Gmail sends from your own address. HubSpot, Klaviyo and ActiveCampaign connect through Zapier.
How do I make a lead generation quiz GDPR friendly?
Ask for consent inside the quiz. Add a required tickbox question to the lead form and say plainly what people will receive. Collect only the fields your follow-up uses. Once an answer is tied to an email address, treat the record as personal data, and link your privacy policy.
Quiz, survey or form: which is best for lead generation?
A quiz, when you want the email. An opt-in quiz gives each person a result, so leaving an email feels like a fair trade. A survey collects opinions and ends on a thank-you page. A form asks for details up front.
Give every visitor a result worth an email address.
Pick a lead generation quiz template, add a next step to each result and share it anywhere. Free, with no response cap.
