How to Make a Quiz That Will Keep Your Audience Coming Back for More

LaToya, an online business manager, wanted to make a quiz as a lead magnet for her business. 

She’d already worked with another quiz creator, but the quiz hadn’t hit the mark.

And she was really disappointed with the result. What she’d invested in just hadn’t come up to scratch. 

I really felt for her. Having invested once already, I wanted to make sure that this time around, she got something that knocked it out the park.

When LaToya showed me the original quiz one of the first things that jumped out at me was the lack of strategy.

The quiz didn’t seem to be leading anywhere, and the quiz results were sparse.

Why you should make a quiz funnel strategy

A quiz funnel is a series of steps designed to guide your quiz takers towards a specific goal, whether it’s increased engagement, lead generation, or sales.

Having a strategy when you make a quiz funnel is crucial if you want to maximize the benefits of your quizzes. Here are a few reasons why:

Quizzes can be powerful lead generation tools.

By using a quiz to collect email addresses or other contact information, you can build a targeted email list that you can use for future marketing efforts. However, simply collecting emails isn’t enough. You must have a plan in place for how you’ll nurture those leads and convert them into customers.

A well-designed quiz funnel can increase engagement and brand awareness.

By taking quiz takers on a journey that’s tailored to their interests and needs, you can create a more personalized experience that keeps them engaged and invested in your brand. This, in turn, can lead to increased brand awareness and loyalty.

A quiz funnel can help you better understand your audience.

By analyzing the data you collect from your quizzes, you can gain valuable insights into the needs, interests, and pain points of your target audience. This information can help you create more effective marketing campaigns and content that resonates with your audience.

So, how do you make a quiz funnel strategy?

Start by defining your goals – what do you want to achieve with your quiz? 

Next, think about the different steps you’ll need to take to guide quiz takers towards that goal. This might include follow-up emails, targeted content, or special offers. Then we reverse engineer the whole thing so your quiz always has that end goal in mind.

How did we apply the quiz strategy to LaToya’s quiz?

Once I knew LaToya wanted to sell more of her premium VIP days and services, everything we did was geared towards this.

The big quiz hook was our first step.

I brainstormed several different ideas until narrowing it down to just three. I then tested these on LaToya’s audience to see which one resonated the most.


Always test your quiz title or hook on your audience. Often, the title you’re attached to won’t be the one they like. Let your audience help you, or as they say in Who Wants to be a Millionaire, ask the audience.

Here’s the result after our testing.


Do you feel connected or disconnected from your business? 

Take this 90-second quiz to reveal your unique entrepreneurial DNA and receive a personalized prescription that will pinpoint your business strengths, diagnose your weaknesses and provide you with a simplified strategy that’ll allow you to streamline and scale.

Wave goodbye to confusion and say hello to clarity!

Understanding your audience to make a quiz that converts

Once the quiz hook was confirmed I got to work on the quiz outcomes and results.

This is where knowing your audience and your ideal client is crucial. The quiz outcomes need to resonate. They must make the person taking the quiz feel like it’s all leading somewhere. 

And ultimately, they need to be able to relate to whatever they’re reading.

We want them to have that lightbulb moment of, “yes! that’s me. That’s how I feel”.

When we broke down LaToya’s audience, it became obvious that there were five different personality types.

And this is what we came up with. I bet as an entrepreneur you can relate to at least one of these:

  • The Multitasker
  • The Dreamer
  • The Creator
  • The Overthinker
  • The Survivor


Often, your audience will fit into more than one quiz outcome. What we’re looking to do, is find the one that’s the most dominant, the strongest out of all of them.

Thinking through the results when you make a quiz

Your quiz results are where your power lies. They are your chance to show off your knowledge and validate yourself as the expert they need.

As I wrote the results, I wanted to help people understand their personality type as an entrepreneur,

With that in mind, we agreed on using phrases such as ‘Entrepreneurial DNA’ and ‘Genetic Code as The Dreamer’, for example.

I created some inner monologues I knew would be phrases running through the head of each of the personality types. The idea being to help them feel understood and as though they weren’t on their own.

Each personality type had their own prescription allowing them to overcome those inner monologues.

And using the acronym ELEVATE, which is a word within LaToya’s branding, I put together a strategy and formula.

It was important to give value to those taking the quiz and give them some quick wins they could implement straight away.

The acronym became something LaToya uses with her clients, talks about on social media and repurposes in blog posts and emails.


And now I’d like to introduce you to LaToya so you can hear in her words what her quiz experience was like.

You already had a quiz when we met, but it wasn’t really working how you wanted it to, what were you hoping to achieve by working with me to make a quiz?

I ultimately wanted to get help with the whole process because I knew that this was going to be my signature lead magnet. It was really important to me that it be done right, well thought out and not something I just threw together.

I also wanted it to be something I could talk about over and over again. As I think about the quiz that we’ve built, every persona I’m going to be able to talk about. I’ll be able to create social media posts and different videos around the quiz. It will help me to take my content to another level. I can build off of the things we put into this quiz.

It truly is something that is impactful, which is what I also wanted.

Bottom line, I wanted to work with someone who had experience! It was really important for me to be strategic.

The first place I start with any quiz is at the end and then we reverse-engineer it. It’s important to know the end goal of a quiz so I can make a quiz strategy that always has that in mind. How important has that strategy process we went through been for you during the quiz creation?

I knew pretty much what I wanted, even though it wasn’t built yet and I kind of started building it as we went!

I knew the people taking this quiz would be great for my VIP day, for The Purpose Alignment, or for my on-demand coaching experience.

The way we built the quiz, and knowing who my audience is, was really, really helpful. Knowing I might have some service providers and business owners taking the quiz, was beneficial for me. It allowed me to tailor what I wanted to offer them on the back end. Even though I had the ideas it gave me even more clarity. 

I’ve seen quizzes that have been thrown together and made to build the numbers instead of giving people value.

I wanted people to get a real benefit, even if we never ended up working together. I wanted them to walk away with something tangible. Some tips and tricks they could do right then and there. Ultimately, I wanted to take them on a journey.

You know exactly who your ideal clients are, which is crucial when making a quiz. How do your quiz outcomes relate to your ideal clients because we created five in total?

Creating those 5 personas was spot on! Having a clear understanding of my ideal client is totally what helped me, and helped you, to be able to come up with those 5 results.

With you being a business owner yourself, you could even speak from your own experience. This probably helped too because you could relate in the same way as my ideal clients.

Copywriting is a BIG part of creating a high-converting quiz, especially when it comes to the quiz results. I started with the Multitasker and I’d love to know your thoughts when you read through the first draft I created.

The Multitasker was spot on! I think that we are all multitaskers as entrepreneurs. I think the copy you came up with was so relatable for people – including me!

What was your favourite part of the Quiz Process?

That’s a hard one! I feel like everything overall but I guess the thing that stood out was definitely the strategy.

How everything was thought out from beginning to end, the emails that were sent out, and pinpointing it all. 

And I loved the fact that I didn’t have to do everything on my own!

What words of advice do you have for others who’d like to create a quiz funnel with a full strategy behind it?

Do it! I’ve already told one of my clients that she needs to do a quiz for her business!
The strategy behind it is just so important.

Focusing on the back end and the emails that are going out is important too. I don’t think enough people spend the time on it. Those emails are going to take a quiz to a whole other level.

I know I can be a bit of a hard taskmaster as I set you homework on several occasions to keep you accountable but be honest, what was it really like to work with me?

I definitely needed that accountability. Being pulled in so many directions, I absolutely needed it. It was perfect for me, especially as there were so many pieces we needed to bring together so that was something I appreciated.

Anything you want to add?

One thing I would say is to think through the purpose of your quiz.

I wanted to set the quiz up the right way and not just put it out there. Know what your offer is and what your call to action is.

I also want to say thank you for really helping me on this journey, especially after my previous experience. It was exactly what I wanted and needed.

As a huge ABBA fan I have to know, what’s your favourite ABBA song, the one that would get you on the dance floor every time?

Dancing Queen is up there but Gimme Gimme Gimme I think is definitely one of my favourites.

Make sure you test out LaToya’s quiz to see which overwhelmed entrepreneur you are.

Extra Resoures to help make a quiz

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