What to do if your quiz brings few leads or no results at all

We always write about mistakes that prevent quizzes from converting well. But we often come across quizzes that are made incorrectly and therefore do not work.

We have collected 5 tips on how to fix a quiz.

Find out what your customers need and target your quiz to a useful action

The offer responds to the client's pain and need. If the offer is not a hit, then the client has no reason to click the "Take the quiz" button.

Look at these offers:

🥀 Manufacture and installation of lifting beds. 15% discount

🥀 Start of sales of the new residential complex "Brilliant Vegas" in Las Vegas. Preferential mortgage, installment plan available

🥀 Sign up for your first free training session with a fitness trainer, winner of international competitions

Yes, in a certain context they will work, but their main problem in most cases is that they are aimed at the product or service, but not at the client.

There are two ways to fix the situation:

1. If we know for sure what matters to customers — a 15% discount, a low-interest mortgage, or the coach’s track record — we include that directly in the offer.

🌹 Calculate the cost of your custom wall bed and get 15% off

In this case, the discount alone isn’t enough — it’s the price it applies to that makes the offer feel real and not just like empty marketing.

🌹 Apartments in Miami with ocean views. Set your preferences and get a personalized monthly payment estimate with our low-interest financing options

Even without an image, we can already picture the location, the view from the window, and the whole scenario — which is exactly why the quiz feels worth taking.

🌹 Your dream body under the guidance of a proven coach. You'll be proud of your progress in just one month. Fill out the form and choose a convenient time for your first online consultation

This offer shows the result and the first step. And on the first quiz screen, don’t just show the coach — show before-and-after photos of their clients. Boom! 💥

2. If we don’t know for sure what the client wants at the first touchpoint, the best move is to check with the sales team — what are the most common questions they hear? You can also ask current customers what made them take the first step and buy.

💡We wrote a separate article on ways to uncover what your customers really want and understand them better according to their type.

Make a Quiz Fun to Take

A boring quiz is a deal-breaker. It’s like that uninterested sales assistant in a store — not helpful, not engaged, just standing there like furniture. To bring your quiz to life, here are five universal tips:

1. Ask only relevant questions — and phrase them naturally.

If a question doesn’t affect the result, it’s better to remove it or make it optional. Also, avoid confusion by explaining what you really mean — just like if the customer asked, “What exactly do you mean by that?” For example, if you ask about sensitivity, show what that means in context. A quick explanation can clarify why the answer matters and how it will affect the results — like which toothbrushes will be recommended.

Example from the template for selecting a toothbrush

💡To know exactly where most users drop off and improve weak points in your quiz, set up tracking with Google Analytics and use Marquiz's built-in analytics before launching. Watch results for 1–2 weeks — you’ll get a clear picture of your quiz funnel and conversions

2. Polish the visual design. Pay attention to how your quiz looks — it's a sales tool, after all. The background, button colors, choice of emojis, illustrations — all these little details help present your product or service in the best light. Imagine this same slide on a plain white background — the entire mood disappears instantly.

Example from a template for selecting seats at a concert

3. Add perks, discounts — or both. A quiz is a game, and games are more fun when you get rewarded for making progress. Use your quiz to offer increasing discounts, promo codes, gift coupons, or downloadable resources. Just make sure the reward feels valuable — not like random filler. A meaningful bonus can boost both engagement and conversion.

Example from the T-shirt maker quiz template

4. Try a less obvious format. The classic “question–answer” quiz flow may not work well for a cold audience — people might skip the quiz simply because they’re not ready to engage or aren’t thinking about the topic yet. But you can still catch their attention. Here are two ways:

• Quiz as a trivia game. This taps into the power of play. The person might not be considering a specific action yet, but with a fun quiz format, you can spark interest and expand your reach. Just make sure you’ve mapped out the funnel beyond the quiz — in this example, offering a free trial lesson is the next step to warm them up.

Example from a Chinese language school quiz

• Light Landing Page using Marquiz Pages. This kind of first touchpoint is a double win: the landing page introduces your company or expert, and then guides the user to take the quiz via a clear call-to-action button. The potential lead gets to learn more, see photos, videos, and testimonials — and feels more confident taking the next step.

Fragment from a quiz for a career coach

5. Embed video in your quiz. When clients see the production process, assembly, a greeting from the company’s CEO, or a video testimonial from a happy customer — it’s a powerful way to warm up leads.

You can add videos on the quiz start page, as a “Page” question type, or use a video consultant feature.

💡Learn more about Marquiz’s killer features: at sign, video consultant, and more.

Choose the right placement for your quiz

A quiz is just one part of your funnel. If you’re not getting leads from the quiz, it’s time to check where it’s placed, how, and what kind of traffic is coming in. The great thing about quizzes is how quickly you can tweak, adapt, and optimize them to find the perfect combo that drives leads.

💡For ideas on where to place your quiz and what offers to use, check out insights for using quizzes in your sales funnel.

Outperform competitors by highlighting your uniqueness

People often say, “They succeeded, so we copied them — but got no results.” Here’s the paradox: no single successful case can be exactly replicated because too many factors affect the outcome. You can’t just copy-paste and expect magic. And honestly, you shouldn’t.

Here are three ways to beat competitors with your quiz and capture their leads:

1. There’s always something unique in your product, service, or niche that hasn’t been said yet. The Jobs to Be Done (JTBD) approach really helps here — it focuses on the actual “job” your product does and why customers will choose it.
2. Test hypotheses by running A/B tests and using dynamic content within your quizzes. Managing multiple quiz variations or even dozens of quizzes at once is easy with Marquiz, especially when collaborating with colleagues or clients.
3. In saturated niches where quizzes tend to look very similar, try experimenting with Marquiz Pages landing sites. Showcase your experts, display work samples, warm up leads — then invite them to take the quiz.

Put effort into building your quiz

We believe that if you’ve read this far, you’re a focused and responsible person — so this advice may be obvious. But we can’t stress enough: clients immediately notice when a quiz is thrown together carelessly. Typos, excessive caps lock, generic stock photos, filler questions, leftover phrases from previous quiz versions — all these sloppy details instantly weaken your quiz’s impact. Even if the quiz is needed urgently to test a hypothesis, it’s better to have colleagues test it or take a day off and review it with fresh eyes.

And what’s next? When leads start coming in, you’ll need to work on their quality. All you need to know about working with leads and boosting sales conversion out creators described in the 100 million leads guide.

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