How to Create High Converting Quizzes that will Grow Your Email List

Jan 27, 2021   |   9 minutes  

How important are email subscribers to your business? According to Campaign Monitor, email marketing has an ROI of 4400% on average. That's a number you should not be ignoring.

There are tons of different lead capture methods and tools out there. The best way to get website visitors to offer up their contact info is to present them with some kind of lead magnet - some kind of free download, discount, or other offer in exchange for their email.

Another type of lead magnet that you've probably heard about is quizzes.

Suppose you're offering a free e-book download on a landing page. If 20 - 30% of visitors download it, you'd say that's a pretty good page.

Quizzes on the other hand can convert as high as 50%. That's an incredible number.

First, let's look at the different types of quizzes and their pros and cons.

Then, we'll discuss how you can design and create each of the different types.

Let's do it.

The Different Types of Quizzes

Quizzes can pretty much be broken down into three distinct types:

  • Correct answer
  • Range score
  • Categorical

Each of these have real benefits and drawbacks to you as a content creator. Let's go through what each of these categories actually are as well as how you can best use them.
Correct Answer Quizzes

These quizzes are just what they sound like. Each question has one correct answer. That being said, these types of quizzes can be used for anything from math tests to personal assessments.


Correct answer quizzes are fairly straightforward to design and build. If you pick any random topic that you have a decent amount of knowledge about, you can probably think of 5 to 10 quiz questions off the top of your head.


These types of quizzes don't necessarily gather that much personal information from the person taking it. It will give you a sense of their knowledge level, but there might not be that much useful segmentation info provided.

Categorical quizzes on the other hand provide more of an opportunity to really learn more about the quiz-taker's personality. We'll get to those in a minute.
Range Score Quizzes

Range score quizzes are very similar to correct answer quizzes in their construction. The main difference is that instead of saying that just one answer is correct, you attach point values to each answer.

Here's a silly example.

Suppose you show a picture of a blue jay to someone, and you say, "Tell me what this is." If they say:

  • "A blue jay" ==> 10 points
  • "A bird" ==> 5 points
  • "A horse" ==> 0 points

As I said, it's a silly example, but you get the idea.


Range score quizzes are great for assessments that you want to build that don't necessarily have correct answers, but where you think some answers are better than others.


They essentially have the same drawbacks as correct answer quizzes. Also, they require just a bit more thought to put together since the questions you're asking don't have obvious answers. You have to consider how much weight to give each possible response.
Categorical Quizzes

Categorical quizzes result in the quiz-taker ending up in some kind of category - or "persona". This type of quiz encompasses everything from personality tests, to the "which Star Wars character are you?" style quizzes, to the famous Sleep Chronotype test.


These types of quizzes are great because you can learn a lot of actionable insights about each person who completes it.

That's very valuable information that you can use to segment your audience and personalize content that you send to your audience.


Creating a bespoke categorical quiz is actually quite a lot of work. It's probably the hardest type of quiz to really get right, but I think it's also the most valuable if you can do it.

You have to carefully map out different personas, create a list of questions, and then decide how answers to those questions push people to one persona or another.

If you can limit the number of personas to 4 or 5, it's not too difficult to create the actual quiz. That's a reasonable number for a lot of topics.

On the other hand, imagine how difficult it might be to create something like the Meyers-Briggs personality test. There are 16 possible outcomes, which means you need to do a lot of planning up front and ask a lot of questions. It's definitely doable, but it's a pretty serious time investment.

Designing a Correct Answer Quiz

Let's start with the easiest type of quiz first.

We're going to create a simple, somewhat goofy quiz called "Are you a REAL crypto investor?"

You can make your quiz as long as you want. For my example, I'm going to come up with 3 multiple choice questions. Each question will have just one correct answer, and that answer will get 10 points.

For each correct answer, I'm going to assign a number of points to be added to the total. Then at the end, the grade is just number of points divided by available points.

Here are my questions - remember, these are *my* "correct answers". You can set whichever answer you like as "correct" on your website.

1. Which of these is the best investment strategy?

  • Just buy $TSLA
  • Buy $BTC and HODL
  • Invest in a diversified ETF
  • $ETH and alt-coins ๐Ÿš€ ==> +10 points

2. Where do you prefer to trade?

  • E-Trade
  • Coinbase
  • GDAX
  • DeFi all the way ==> +10 points
  • Trade?

3. How much of your portfolio should you have in crypto?

  • Isn't crypto just for criminals?
  • Less than 5%
  • Less than 20%
  • Less than 50%
  • Literally all of it ==> +10 points

(This quiz is obviously a joke. Don't take this as financial advice...)

Here's a quick video that shows exactly how you can set this up in Leadjetty.

Designing a Range Score Quiz

As ridiculous as that last quiz was, you might have noticed that we have a bit of room for creativity if we allow for more than one correct answer.

Here's the same quiz, but with different scores for each answer.

1. Which of these is the best investment strategy?

  • Just buy $TSLA ==> 0 points
  • Buy $BTC and HODL ==> +5 points
  • Invest in a diversified ETF ==> 0 pointsย 
  • $ETH and alt-coins ๐Ÿš€ ==> +10 points

2. Where do you prefer to trade?

  • E-Trade ==> 0 points
  • Coinbase ==> +5 points
  • GDAX ==> +10 points
  • DeFi all the way ==> +15 points
  • Trade? ==> 0 points

3. How much of your portfolio should you have in crypto?

  • Isn't crypto just for criminals? ==> 0 points
  • Less than 5% ==> +2 points
  • Less than 20% ==> +5 points
  • Less than 50% ==> +10 points
  • Literally all of it ==> +20 points

Now, whoever takes this quiz can essentially see how extreme or not they are about crypto.

It's not really much different than the first technically speaking, but it's a lot more interesting to the quiz-taker.

Here's how you can set up one of these in Leadjetty.

Designing a Categorical Quiz

As I said earlier, categorical quizzes are a bit more difficult to design. Let's walk through the process so you can see how to do it.

1. Create a list of personas

First, we want to come up with a list of personas for the people taking the quiz. These can be well established categories, or they can be things that you come up with on your own.

If you create a quiz called "Which Game of Thrones Character are You?", all you need to do is come up with a list of characters that you want to include. (In GoT, easier said than done ๐Ÿ˜‚)

If you're running a personal finance blog, you might have a "Which kind of investor are you?" type of quiz. In that case, you'd probably spend some time coming up with your own archetypes and use those.

To keep things simple, we'll make a super simple Star Wars quiz. We'll have the following characters:

  • Luke Skywalker
  • Han Solo
  • Princess Leia
  • Darth Vader

2. Come up with questions and scores

This works a bit different for categorical quizzes than it did for the previous two types. With categorical, we want to adjust the points for each category depending on how people answer the questions.

Let's work through an example so you see what I mean. Here's another 3 question quiz. (If you're a Star Wars expert, don't judge me too hard...)

1. What is your weapon of choice?

  • Light Saber
    • Increase Luke Skywalker by 10 points
    • Increase Darth Vader by 10 points
  • Laser Gun
    • Increase Princess Leia by 10 points
    • Increase Han Solo by 10 points

2. How good of a pilot are you?

  • Very Good
    • Increase Luke Skywalker by 10 points
    • Increase Darth Vader by 10 points
    • Increase Han Solo by 10 points
  • Average
    • Increase Princess Leia by 10 points

3. How do you feel about blowing up planets?

  • I'm for it!
    • Increase Darth Vader by 10 points
  • Hate it
    • Increase Princess Leia by 10 points
    • Increase Luke Skywalker by 10 points
  • Indifferent
    • Increase Han Solo by 10 points

This is obviously a very trivial quiz, but you could use this system to create very complex quizzes. Even things like detailed personality quizzes are possible to build.

Here's how to build categorical quizzes in Leadjetty.


Quizzes, like other lead magnets, require some effort and creativity to get right. But the payoff is a high converting email capture tool.

If you're serious about growing your email list (and growing your business), it's definitely something you should try.

If this has you interested, be sure to try Leadjetty. It's the easiest, most powerful way to build fully custom quizzes that you will find.