Since the very beginning of Interact back in 2014, nutrition quizzes have been highly successful as lead magnets. Originally the start to lead conversion rate was around 40%, but over time as nutrition businesses have improved their strategy with quizzes, it’s risen to 57%. That’s one of the highest conversion rates for quizzes in any industry, and after analyzing the top nutrition quizzes I think I have a pretty good idea why. Let’s get into how you can create a high converting nutrition quiz lead magnet and analyze why the conversion rate is so great.
Step 1: Your Best Quiz Idea
While you can of course create a portfolio of quizzes over time, we’re going to focus on one quiz idea at a time and go through the whole process. If you want to create multiple quizzes, I highly recommend following the same set of steps every time and not skimping out on anything, the research and effort that goes into each quiz will show when people are taking it, and be the difference between high conversions and no results at all.
Quiz Idea: Solve a core problem for your customer
Every single quiz we looked at in our nutrition quiz dataset was a problem-solving quiz. Meaning that the premise of the quiz was aimed at helping the customer solve an issue. Importantly the quiz doesn’t need to solve all of the customers issues, and in fact the more specific the issue being addresses was, the better the performance. There are three different ways to go about solving a customer problem with a quiz, let’s look at them.
Method A: Address the core problem directly
This method goes right at the problem. The example here from Michelle Shapiro RD shows how this looks. She is asking a question, which all great quizzes do, and the question is about why whether or not you are living in a highly sensitive body. This is great, because it solves the problem of not knowing if you are living in a highly sensitive body, and once you know the answer to that it unlocks a lot for you as the quiz taker.
Method B: Address the core problem with a specific recommendation
The premise here is that you’re offering to help people find a specific solution to their core problem by taking your quiz. The hook with this one is the teaser of seeing that actual representation of a solution printed out in front of them.
Method C: Address the core problem by archetype
For cases where the answer to your customers’ question really depends on who they are as people, use an archetype or personality quiz to draw them in. This will help to connect their individuality to a solution and is a powerful attractive force.
Step 2: Quiz Questions
Specifically with nutrition quizzes, quiz questions are very straightforward and directly gather the information needed to give an accurate result at the end of the quiz. Within those bounds there are a few specific recommendations on how to formulate the questions.
Ask questions the way your audience likes to be asked
This means everything, the words you use, the tone you choose, the way you ask. Everything has to be in the same style that your audience likes to be engaged with. Any miss in how you ask your questions will be a very clear signal that you don’t actually know your audience, and all trust will be lost immediately. You have to speak to your customers in the way they want to be spoken too, otherwise all efforts are in vain.
Additionally, the answer choices for your questions have to be written in the way your audience speaks. That way they can easily identify themselves with the answer that most resonates with them as an individual and it will feel connecting.
Questions should be very specific to your audience
There are many ways to ask a question about diet or nutrition. The variations are informed by who you are asking the question to. Some audiences have families and kids, others are single, some audiences work office jobs, others work on-site. These things will change the scenario in which you ask your questions about their diet and nutrition preferences. Asking about the wrong scenario is an immediate turn-off, asking in the right context makes the quiz taker trust you more.
Questions should be written so people can answer instantly but also makes them self reflect
When someone sees your question they should immediately know their answer. At the same time, the question should prompt them to start self reflecting, wondering what their answers means for their life. This combination of subconscious question answering and conscious self reflection is exactly what you want, because people will complete the quiz and become a lead, but you’re also in their brain and have them thinking about whatever it is that’s the topic of your quiz.
Questions should help educate your customers
Asking questions is one of the absolute best ways to educate people because you put them in control of their own learning journey. Asking nutrition and diet questions in a way that helps to educate on key topics related to your quiz topic as someone is going through your quiz primes them to opt-in at the end of the quiz. This is because you can show that you can help them, you can demonstrate that you are able to be useful to them in what they want help with, and then when you ask them for your email so you can continue helping them, it’s a no-brainer.
Step 3: Quiz Opt-in Form
With Interact, the quiz opt-in form shows up after someone has answered all of the questions of your quiz but before the results are shown. This leads to the highest conversion rates and highest retention rates for leads after they subscribe. There are several best practices when it comes to writing copy for your nutrition quiz opt-in form in particular.
Ask for an email address from your quiz takers so you can continue being helpful
A quiz works well as a lead magnet because you can show value and build trust with the quiz taker as they are answering the quiz questions. Your opt-in form at the end simply states that you can continue being helpful if the quiz taker opts-in to become a lead. This leads to a 57% average conversion rate for best in class nutrition quizzes.
Your opt-in form should offer to continue helping solve the core problem
Whatever core problem your quiz is helping to solve, your opt-in form should clearly and concisely let people know that if they become a lead with you, you will continue helping them with that problem. The trade happening here is that they’re giving you access to email them, which is prime real estate in their inbox, and you are promising to continue being helpful. It works extremely well as a trade.
Step 4: Quiz Results
For nutrition quizzes, a result is an answer to the core problem which the quiz addresses. The answer should be delivered in a way that your customers can receive, it should be written in the style that only you can offer.
Quiz results should solve the core problem in a personalized way
Personalized help and education lead to better business outcomes. Higher conversions to sales, higher retention post sale, better relationships with customers. The most important thing to keep in mind when creating your quiz results is that people clicked on your quiz to get help with a core problem. When you deliver that help in the results of your quiz, make sure it’s satisfying. Put yourself in their shoes, or better yet, have them tell you directly what they think of your quiz results, and whether they are satisfied.
Quiz results should be entirely focused on the quiz taker
Throughout every part of it, as you are describing their solution, as you are providing education, as you are talking about the topic at large. It should all run through the lens of “how this applies to you” as the quiz taker. People are taking quizzes because it’s finally a break from the rest of the internet where everything is about products and other people, this is their time to shine, don’t take that spotlight away, even for a second.
Quiz results should provide personalized education
Picture yourself standing in front of someone who just took your quiz and got the result you are now writing. What suggestions would you give them and why? This is the right frame of mind for writing the personalized education piece of each quiz result. For nutrition quizzes in particular, you want to give evidence and reasons why you are telling the person what you are telling them. Since you already know so much about the person based on what answers they gave you in the quiz, use that information to relay back to them what you would suggest for them, and weave in education as you go.
Quiz results should be framed positively and optimistically
People are much more likely to take your suggestions if they are framed as “I know you got this” versus “Erm, you need to get yourself together.” Especially since you have the upper hand in this case, because the quiz taker just told you a bunch of personal stuff as they were answering the quiz questions, you have to handle their trust delicately, and make sure to provide positivity and reassurance as the expert guide you are. Particularly in the nutrition world where there’s so much information, guide people gently and with confidence that exudes from you over to them.
Results should give specific detailed instructions for how to solve the core problem
The subtle but massive difference between a good nutrition quiz and a great one is the specificity of advice given. You can tell when someone who has created a great quiz really knows their stuff because every result is so detailed it’s painstaking, in a good way. You read through your result and every single phrase is put together in a way that it’s obvious the writer really knows what you are dealing with and how to help you get to your goal of ridding yourself of your problem. The best quizzes have this, and it really builds connection and trust with your audience when they can obviously tell you know their situation through and through.
Results should include a call to action button for your relevant product or service
Every quiz result should have a button and or multiple links for further content, products, or services that are helpful to the type of person who would get that result. Importantly, these recommendations should always be made in the context of how they can help the quiz taker reach their desired state, which is to rid themselves of the problem that led them to take your quiz in the first place.
Step 5: Promote your nutrition quiz lead magnet
Nutrition quiz promotion primarily happens on your website and link in bio for social media. These are the place where people click through when they are intrigued by your brand, and that’s the perfect place for them to take the quiz as an introduction to your brand and to build connection to you as an individual.
Promote your quiz by featuring it prominently on your website and link in bio
These are the places people go when they want to learn more about you, and instead of making them sort through a lot of information to find what they need, you can have them take the quiz and then give them what they need very directly and personally. It works extremely well.
Another example of promoting on website and link in bio
I can tell you that over 12 years of running Interact and seeing 1000’s of nutrition quiz lead magnets, this is still the best way (well, in the beginning link in bio didn’t exist), but this is now the best way to promote your quiz lead magnet in 2025.
Acknowledgments:
Cover Photo: The Intuitive Nutritionist
Archetype Quiz: Nutrition Stripped
Highly Sensitive Body Quiz: Michelle Shapiro RD
Healthy Habits Quiz: No Food Rules