What is a quiz in the marketing? 12 types of quiz questions for lead generation

A marketing quiz is a short online survey at the end of which the user receives an answer to their consumer query, while the company obtains the user's contact information. While an entertainment quiz is just for fun, a marketing quiz has a different purpose - it helps businesses attract targeted leads and increase sales.

This article will be of interest to marketers, entrepreneurs, and anyone involved in the promotional advertising of products and services.

We'll break down in detail: why you need it, how it's structured, where to use it, and how to create a quiz. We'll show that a quiz is a flexible marketing tool with numerous possibilities and application scenarios.

⚠️ Advice for readers: This is a comprehensive article. We've made an effort to gather all the important information that will help you quickly understand the topic of quizzes and start creating your own.

💻 If you're reading the article on a computer, there's a table of contents on the left, which makes it convenient to navigate and choose what you need.

Why do you need a quiz

A marketing quiz is beneficial for both companies and consumers.

Companies use quizzes to:

• attract leads;
• get higher quality applications;
• receive more orders;
• reduce the cost per lead;
• warm up customer interest in a product or service;
• test hypotheses and MVPs;
• unburden the sales department from routine information gathering;
• segment the audience;
• sell products with unformed demand;
• add another channel of communication with customers;
• onboard new clients;

For buyers and users, a quiz helps:

• easily and quickly select the product or service they need;
• decide what will generally suit their situation;
• learn more about the company;
• share their opinion;
• send their request if it's inconvenient or they don't want to call the sales department;
• find a specific specialist and book an appointment with them;

With a marketing quiz, both the company and customers benefit.

Where to use a quiz

1. Product promotion — from toothbrushes to cars, from furniture to country houses. If a company's website has a large catalog with diverse content, but needs to promote a specific group of products or quickly guide a visitor, a quiz becomes a navigator and automates the work of the sales department.

Usually, managers have to ask new clients the same questions over and over again, day after day. A quiz will take on the task of collecting primary information, unobtrusively generate a lead, save time for the client, and set up a flow of leads for the company.

Quiz examples:

Quiz template for selecting a child car seat

2. Service promotion — in sports, education, culture, tourism, repair, construction, cosmetology, and so on. Often, a quiz plays the role of a butler, whose task is to meet and guide a potential client through a set of questions, find out the main parameters of the request, and redirect the collected application to the sales department.

Here, a quiz can be used as a platform for signing up for a trial lesson, free room measurement, or registration for an open house. For instance, the quiz can be permanently displayed on the main website or function as a temporary landing page during a promotional period.

Additionally, you can combine the marketing benefits of the quiz with entertainment — set up the quiz as a "right-wrong" game test and check the level of knowledge to select the right service. There are many usage options here; you can come up with your own.

Quiz examples:

Quiz template and Marquiz Pages for booking a photoshoot‍

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3. Marketing survey or psychological test — collecting feedback after using a product or service, assistance with personnel selection, as well as internal corporate surveys and even large sociological studies. A quiz can help increase brand loyalty and serve as a tool for quick situation assessment.

The quiz has the ability to award points for answers, as is common in regular psychological or career guidance tests.

Quiz examples:

Quiz template for delivery quality assessment

4. Info-business — webinars, conferences, masterclasses, trainings, online marathons. Quizzes will take on the functions of personal assistants, tell about the project and register for the event, subscribe to the mailing list, collect a subscriber base, segment the target audience by preferences and offer a relevant course.

Quiz examples:

Quiz template for subscribing to an atelier's mailing list

Quizzes can be used as an engaging tool in any niche: it doesn't matter if you sell common or specialized products or services, conduct research, work in media, lead courses or lectures, or engage in non-profit activities.

In the section, there are 100+ free quiz templates. You can use these templates for free in your Marquiz account and test them as much as you want.

🔥 It's convenient to start with ready-made templates;

🔥 You can use a template as an example to create your own quiz;

🔥 Templates are great for quickly testing hypotheses.

Is a quiz a test?

Many people think that a quiz is just a test, but there's actually a difference between them. A test is usually designed to check knowledge and gives a specific assessment or result. A quiz is more of a tool for interacting with the audience, based on gamification, where the user is engaged in the process and aims to complete the quiz to get a result or promised bonus.

A quiz can also be adapted to a test format. For example, you can use it to assess knowledge. Take a quiz to determine language proficiency level: the user answers questions, gets a result, and then receives an offer to sign up for a trial lesson at a language school to consolidate or improve their results.

12 types of quiz questions

Each of these quiz mechanics sets the stage for creating meaningful interactions, but their success depends on the quality and structure of the questions used. In the next section, we’ll delve into the 12 main types of quiz questions, exploring how each one enhances the quiz experience and ensures users are engaged, informed, and motivated to act.

1. Answer Choices

A simple and concise question type.

Best suited for:

— formal, professional style where emojis would be inappropriate;

— when there's nothing to visualize;

— short, unambiguous answers, often numbers;

— surveys with more than 10 questions that need to be completed quickly without much deliberation.

For example, if our club has three rental spaces with different capacities, we can use this question type to determine the scale of a future booking.

Template for restaurant table booking

🍏 Pro tip:

Not everyone notices the "Additional information" option in settings. This feature adds a brief explanation to each answer, giving you both a header and additional text.

Simply check the box, and a single-line answer transforms into an expanded response

For instance, a designer can display their service pricing, allowing potential clients to see costs while selecting services.

2. Choices with Images

This is our most popular question type. An image preview with short text makes for a universal solution across most niches and question types.

Images aren't always needed to illustrate an answer — sometimes they just help break up the text. This makes the quiz more engaging than if it were text-only.

For example, when helping someone choose eyeglasses, it's important to know their face shape to recommend the perfect frame style. These types of questions work better with illustrations and examples, making it easier for users to make informed choices when supported by visuals.

Template for eyewear selection quiz

3. Image-based Choices

This option works well when:

— you have images for all answers but want to show them only on click for greater impact;

— you have one image that relates to all answers and want to focus attention on the text options.

For example, in a skincare quiz, we need to highlight different pore types to assess overall skin quality and provide appropriate recommendations at the end. The image catches attention, but users then focus on the list of options on the left to make their selection.

Template for skincare routine quiz

4. Emojis

When suitable photos or images aren't available, emojis come to the rescue. These recognizable symbols work well across all audiences and niches.For example, in a hairdressing services cost calculator quiz, we ask about the service the client is interested in. A simple text list would be boring, but with emojis, it becomes more engaging.

Template for hairdressing services quiz

5. Input Field

This option is perfect for:

• when you need to hear each user's individual response,
• when the question naturally allows for multiple answer variations,
• for conducting qualitative interviews through quizzes,

You can configure three types of input fields: single-line, multi-line, or numbers only.

For example, in a restaurant booking quiz, customers can specify additional requirements or describe their preferences.

Template for restaurant table booking

6. Drop-down List

This question type adds variety — while previous options might require a single click, this one changes the interaction. Users first open a list, then make their selection. It's ideal when:

— you have a long list of options that need to fit on one screen,

— you don't need images and all answers are brief.

For example, if you're a travel agency offering Turkey tours and want to know when clients plan to travel. Instead of listing options as separate items, you can present them in a dropdown menu.

Template for travel agency quiz

7. Date

A very useful question type. You can let users select a date and time for appointments.

But that's not all.

In the question settings, you can:

• enable date ranges, allowing users to select a time period rather than a single day. This is perfect for booking accommodations or vacation packages.
• allow selection from specific times: set working days and hours. For instance, if a specialist only works two days a week until 7 PM.

For example, in our laser hair removal salon, interested clients can book appointments online - we create a quiz and add the "Date" question type, configured with a five-day schedule from 9:00 AM to 7:00 PM.

Template for laser hair removal booking

8. File Upload

Quizzes can collect not just answers and contacts but also files from users: images, photos, documents, project plans, and more.

For example, if we run a business printing service with custom designs, we first ask how many brochures need to be printed, then request the brochure design file upload. In this case, the user already has a design file ready to upload.

Template for printing service order

Just make sure users always have something to upload. If not, it's better to make this question optional.

9. Page

This is more of an information break between questions or at the start of a quiz rather than a question. It's a useful format with no answers but detailed information about a product, service, or company. Essentially, it's a presentation page when we know users need additional information.

For example, if you sell or help select specialized footwear like bearshoes and want to tell customers more about your product to increase their interest, you can add a Page question type at the beginning of your quiz. This allows you to showcase product features and benefits before moving on to selecting the perfect model for each customer.

Template for shoe selection quiz

10. Rating

Rating questions help collect customer feedback, conduct NPS surveys, and measure Customer Effort Score (CES).

You can choose a longer scale or change the rating format in the settings.

For example, if we need to gather feedback about an event from participants. A star rating from "terrible" to "excellent" helps measure overall satisfaction levels.

Template for event feedback quiz

11. Question Group

Sometimes it's better to group questions when they relate to a specific topic or object. This makes the quiz more like a survey where users can answer three important questions on one page instead of clicking through multiple screens. Each question can use a different format.

Question groups help organize structure and save users' time and energy. Especially if your quiz has more than 10 questions, it's better to combine two or three related questions on one page.

For example, to calculate the cost of a custom closet, we need to know the parameters of the future closet. The best way is to combine all measurement-related questions on one quiz page.

Template for closet cost calculator

And there's a second scenario when potential clients might have different levels of expertise.

12. Slider

We weren't fans of the slider before. But we recently updated its design to be more user-friendly - and now we recommend it for various scenarios:

• when dealing with budgets, number of people, measurements, etc.
• when the range of numbers is wide and it's difficult to provide preset ranges
• when, conversely, we want to get a specific range from the user

How the updated slider works:

Template for flower bouquet order

And here's another unexpected use case — using the slider for quality surveys, similar to ratings, but users drag a line instead of clicking on shapes. This works well for long scales, and without shapes, the slider appears more neutral and non-judgmental.

Well, that covers all question types in our overview. Try different ones, motivate users go through to the end and share their contacts. Experiment.

How to make your own quiz?

Let's start creating a quiz.

Good news for those who want to try building their own quiz or use a ready-made template — in Marquiz, all functionality is available for free, we give newcomers up to 10 bonus leads on their account. With these, you can test and install the quiz, and connect advertising.

Step 1. Define the goals

From the client's perspective, a quiz helps to select the right service or product.

For example:

• save time searching for a product
• understand and see which product or service is more suitable
• get a cost calculation based on your parameters
• book a personal training session with the trainer who best fits the task

From the company's perspective, a quiz helps collect information about the client into a warm lead.

For example:

• receive higher quality leads
• segment the audience and find the highest-paying segment
• increase conversion by 3.5% in purchases by offering a relevant product
• test MVP and determine the target cost per lead

It's important to formulate both goals as a specific offer before assembling the quiz.

Step 2. Set up the start page or Marquiz Pages

We go to the Marquiz editor, where we'll create, configure, and view our quizzes. To register an account, you just need to enter your email address.

Click "Create quiz" and choose Marquiz Pages or Start Page.

You can disable the start page if you want the user to go directly to the questions

Marquiz Pages

Developing a full-fledged website can take up to several months, as you need to think through the logic and content of all pages. A Marquiz Pages landing is a quick page where all the relevant information and a button to the quiz are located.

You'll need Marquiz Pages to tell more about yourself or your company.

If you only need a quiz, it's enough to set up the start page.

Start Page

We add an image, fill in the headline and subheadline, write text for the button, and choose the design.

For example, let's say we have an online tea shop. For the start page:

— we upload our own image or choose one from the connected Unsplash catalog;

— we fill in the "Headline", "Text" (subheadline), and "Button text" fields;

— we add a phone number, company name, and website to make it easier to pass moderation in the advertising account.

This is how the quiz start page looks in the Marquiz panel

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This is what clients see when they open the quiz

You can also add a logo, phone number, email, or company website link to the quiz's start page.

Step 3. Set up questions and answers

We create a chain of questions that will logically lead the client from the offer to the contact form.

For example, in our case with the tea shop, the questions could be as follows:

It's best to use questions from your manager's standard conversation with a client. This way, you'll be able to find out exactly the information you need, which will help show results that are interesting to the client.

We recommend providing answers in different formats to keep the user engaged. You can add relevant images to make the quiz more dynamic and interesting.

‍There are 12 types of questions in total in Marquiz

Step 4. Set up the results

If you already have something to show the client - we provide a selection of products or services on the results page.

In Marquiz, you can show results before or after the contact form.

Step 5. Add the contact form

The contact form is the final step where you might lose the most clients. Therefore, it's crucial to ensure that the client is sufficiently warmed up and ready to share their contact information. In the text on the contact form, highlight why they should leave their details and what awaits the client after this step.

There's a basic rule that it's better to ask for either just an email or just a phone number with the option to choose any messenger. Or split it into two steps: first contact, then name. This way, the user won't be put off by a form with multiple fields that must be filled out immediately, otherwise they won't get anything.

🙌 That's it, the quiz is ready to work.

Basically, a quiz is assembled in 5 steps. After that, you can optionally fine-tune it, add conversion features, and test all functions for your niche. As a result, you'll get a powerful marketing tool that will work for your business.

You can use the quiz everywhere: on the company's website, as a separate landing page, in social media profiles using a unique link, or embed it as an app in Telegram.

‍How to create a quiz using AI?

When creating a quiz in the Marquiz panel, you need to select the "Generate template using AI" option. Based on your website address or a prompt with the quiz topic, artificial intelligence will create a ready-made structure with an offer and questions in just a few seconds. All that's left is to design the illustrations and install the quiz.

‍How does the quiz work?

A quiz captures the attention of potential audiences and encourages them to go through the questions, as it fundamentally uses game mechanics: interest, the desire to find out what's at the end, motivating bonuses or discounts for participation.

Now, let's explain in more detail with an example:

Invitation to take the test

The user sees an offer on the quiz's start page that precisely matches their current or potential request. The rules are also outlined here: to get the necessary information, you need to answer a few questions.

For example, as in this quiz template - the illustration on the start page catches the eye, the headline reflects the consumer's request, the subheading describes in more detail what awaits the visitor, and a large button invites action.

‍Everything needed for the first contact with the client is on the start page layout. Modular, neat, nothing superfluous

‍Questions

The next stage - the user clicks the button and goes through the questions. The recommended number of questions is no more than 7. In our example with the car service, there are only three: you need to specify the car brand, choose a problem from the ready-made options, and write whether there is a warranty.

‍These are exactly the questions a manager would ask a new client over the phone, but why bother when you can automate the survey with a quiz

Questions are the main part of the quiz, its heart❤️. It would be a mistake to think that the most important thing is to get the user's contact at any cost. The mechanics work differently here. While the client answers questions, they gradually warm up, that is, they realize the value of the product or service we want to offer them, and share details of their request. The information about the user obtained during the test is the key to further communication with the client.

The power of the quiz lies in the questions - with their help, we show the potential client that they have been heard, understood, and we are ready to help.

Results

It will be easier for the client to share their contact if they receive value right in the quiz. For this, you can add a results page after the questions - show suitable product or service options.

In our example with booking a car service appointment, for the question "What's wrong with your car?" there were several answer options, and each leads to a specific results page:

With the result, the user will understand which service might be suitable and approximately how much it will cost

‍Collecting contacts

As a result, the client's engagement should be at such a level that they hardly think about whether or not to leave their contact. Therefore, it's very important not to forget about the promise that was in the initial offer, then everything will go smoothly.

In our example, the client has already partially seen the result and is guaranteed to get a solution to their problem or request in the near future. The main thing is that now there's enough motivation to share a phone number or email address.

‍How Marquiz Can Help You

A quiz will only work if it's well-crafted and looks good. Marquiz will take care of the second part entirely and help you as much as possible with the first.

To take your first step towards using quizzes, sign up for Marquiz service. ❤️️

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