The overall conversion rate when people start a quiz is 40.1%, which means just over 4 out of 10 people will become a lead (on average) when you use a lead generation quiz for marketing. This number has remained relatively unchanged since 2013 when we launched. It’s now held steady after generating over 80 million leads through our quizzes.
Average Quiz Conversion Rate Across All Industries
Coaching/Courses, E-Commerce, Education, Non-Profits, Service Providers, Software
Start to lead: 40.1% – how many people become a lead and input their information on a quiz once they click the start button.
Start to finish: 65% – how many people answer all questions of a quiz once they click the start button.
Data from 3,568 quizzes that have generated at least 10 leads in the six months ending on 11/17/23. Note: this data has remained relatively consistent every year before and after this sampling.
Today this is more valuable than ever, because of a myriad of privacy laws that have been passed it is harder than ever to collect information about your customers and gather contacts. It’s becoming harder and harder to do marketing. Quizzes cut right through all the noise by helping you bring in zero-party data, which Forrester defines as “Data that a customer intentionally and proactively shares with a brand” – Forrester
When you consider that the 40% of people who opt in to a quiz are also proactively giving you permission to use the data they are giving you, and quizzes offer the same data collection opportunities as a quiz, it’s almost mind-blowing to consider how powerful this tool is.
The one major drawback of quizzes is that they are time-consuming and psychologically challenging to write, there is a lot to think about when trying to make one. We saw that early on at interact and we now work with the world’s foremost experts in quiz writing to create templates for every industry and use-case so all you have to do is pick one, connect it to your email list, and launch it on your site + social media.
Let’s look at the top industries Interact serves and conversion rates for those industries.
Coaching/Courses
Business, Career, Dating, Entrepreneur, Fitness, Health, Leadership, Life, Parenting, Relationship, Spiritual
Online coaching and course creators was the first area where interact quizzes became really popular as a list-building tool. At this point many business owners in these industries have been running quizzes for 7-10 years and still seeing these conversion rates continue.
Overall Average
Start to lead: 44.9%
Start to finish: 59.1%
E-Commerce
Apparel/Clothing, Bridal Boutiques, CBD/Hemp, Coffee, Cosmetics, Feminine Hygiene Products, Hair Products, Jewelry, Skin Care
Product businesses use quizzes to make recommendations and build their email lists. While we don’t have concrete numbers on what percentage of quiz takers make a purchase directly we can show overall numbers for email subscriptions. What we’ve found is that the long-tail, that is to say people who subscribe and then make a purchase in the long run, is very high.
Overall Averages
Start to lead: 37.6%
Start to finish: 55.5%
Service Providers
Brand Designer, Brand Strategist, Marketing Agencies, Photographers, Travel Planners, Web Designer
Business owners who provide services for others can use quizzes as a way of helping people find the right products/services for whatever the customers needs are. The conversion rates for service providers are nearly 50% which is exceptional.
Overall Average
Start to lead: 42.2%
Start to finish: 47.3%
FAQ
Is my quiz conversion rate good?
To answer this question you will want to know your benchmark conversion rate for other lead magnets you are running. Then you will compare the quiz to those lead magnets. You will also want to track your leads through the buying journey. When you collect leads with Interact they can be tagged in your email software. So you can then see how many of the go on to make a purchase.
The reason being that sometimes a quiz might filter people out. So it seems like the conversion rate is lower. When in fact the sales rate is higher. Or hey, honestly sometime a quiz isn’t the right solution. And you want to know that too.
How do I increase my quiz conversion rate?
The most common reason for low quiz conversion rate is the quiz topic. Most quizzes suffering from low conversion rates are not relevant to the audience they are being put in front of. This could be because you made a generic quiz when your audience want specific. It could be because you made a positive quiz when your audience wanted to find out what their problem is. It could be because you picked an approach that doesn’t make sense to your audience.
Almost all the time when a conversion rate is low it’s because the approach is off. A quiz with a high conversion rate is one that perfectly aligns with what your audience is already thinking about and trying to get for themselves. If you can put yourself in that same path and help them get what they want, then your conversion rate will go up.
I have lots of views but people don’t start my quiz
Typically this means your quiz cover page is too complicated. People will give you very little time before they leave. So your quiz cover page has to speak directly to their needs. It also has to be very concise. Typically quiz titles are less than 15 words, and quiz descriptions are less than 25. You also have to make sure everything is phrased as a question. And that question must address something very meaningful to your quiz taker.
People don’t just take quizzes for fun anymore. If your quiz is not helping the solve a problem or reach a dream goal for their life, no one will take your quiz. You also have to make sure your cover image conveys the idea of your quiz visually. This could be by representing the dream state someone could achieve if they take your quiz. It could be by representing the problem they are feeling if they are compelled to take your quiz. You have to establish a level of emotional resonance with this image that compels people to want to click through and take your quiz.