Article
A quiz brings more leads than a newsletter form, and sorts them right away
A form promises mail, a quiz promises an answer. In five charts, I show why a quiz funnel brings contacts almost four times as often and how the eater quiz I built for VANSOL turns a click into a purchase.
Almost every website has a field for an email address: sign up and you will get my newsletter. That is a weak offer. Whoever is on your page right now is looking for an answer, not for mail later on.
A quiz turns this around. It asks questions first and then gives something back: a result about the person. A quiz funnel is a short online quiz that gives a personal result in exchange for an email address and then guides the new contact towards an offer with matching emails. For VANSOL, the brand of hypnosis coach Katrin van Sol, I built such a quiz, the eater quiz (in German). Using it and current figures, I show why a quiz funnel achieves more than a form.
A form promises mail, a quiz promises an answer
Omnisend shows how little a classic sign-up field achieves. The vendor analysed 1.24 billion pop-up displays from 2025. On average, 2.1% signed up. Each of these sign-ups is a lead, a contact who has shown interest and whom you may email again. Omnisend already rates a pop-up at 5% or more as excellent.
Quizzes do clearly better. ConvertFlow analysed 1,063 quiz funnels run by its customers: on average, 7.85% of visits turned into a contact, almost four times as often. Both figures come from vendors and count slightly differently, but the direction is clear.
On top of that, someone who signs up through a form is just a name on a list to you. You know nothing else about them.
Whoever starts a quiz wants to see the result
The reason lies in the flow. After three or four answers, people want to know what comes out. The email address is the price of the result, and that exchange feels fair.
Interact has measured this since 2014 across all lead quizzes on its platform. 65% of people who start a quiz finish it, and 40.1% enter their contact details. In coaching and courses, it is as much as 44.9%, more than in any other industry Interact reports.
What matters is that the result is worth something. A named type, a short explanation and a next step are enough. Anyone who gets nothing but “thanks for taking part” after two minutes rightly feels tricked.
How the eater quiz turns a click into a purchase
Katrin van Sol helps people lose weight with hypnosis. Her audience has usually tried many diets, and eating is rarely about hunger. That is why the quiz asks when and why someone eats. Calories do not come up.
13 questions, about two minutes: cards to tap, sliders with emojis and one open question about the biggest wish for one’s own body. That very sentence reappears just before the result. The result arrives by email, which requires consent.
After that, almost everything runs on its own. The contact lands in Mailchimp with their type and receives the emails that match that type. They invite people to a live workshop. It only gets personal there, just before the purchase.
Each type gets its own email
At the end there is one of four types, each with its own nickname, from “the comforter” to “the driven one”. A scoring logic counts the answers, and type and product recommendation are stored with the contact. The list is sorted from day one, without a survey afterwards.
Almost as valuable as the contacts is what you learn about your audience along the way. Which type comes up most often? Which wishes keep recurring? These answers turn into posts, live sessions and new offers.
That pays off in the emails. Mailchimp compared about 11,000 segmented campaigns with the same accounts’ non-segmented ones: twice as many clicks, 14% more opens and 9% fewer unsubscribes. The analysis dates from 2017, and I have not found a newer one with a disclosed method. You should trust clicks more than opens anyway. My article on the newsletter open rate explains why.
How to build your own quiz
- Start with your offer. Which three or four types are there among your clients, and what does each type need next?
- Write 10 to 15 questions in your audience’s language. One open question about a goal or wish makes the result personal.
- Give the result in exchange for the email address. With proper consent, and the type lands as a tag in your email tool.
- Write a short email sequence per type. Each one leads to a clear next step: a live session, an intro call or a product.
- Share the quiz everywhere. Link in bio, comment keyword, ads and your website. It has no expiry date.
I build quizzes like this with questions, design, tech and the email sequence, especially for coaches and personal brands. If you want to know which types your quiz would have, write to me.
Frequently asked questions
What is a quiz funnel?
A quiz funnel is a short online quiz that gives a personal result after a few questions, usually in exchange for an email address. The new contact then receives emails that match their result and is guided step by step towards an offer. According to ConvertFlow, quiz funnels turn 7.85% of visits into a contact on average.
What conversion rate does a quiz funnel have?
On average, a clearly higher one than a form. ConvertFlow analysed 1,063 quiz funnels: 7.85% of visits turned into a contact. Interact measures that 65% of people who start a quiz finish it and 40.1% enter their contact details, as many as 44.9% in coaching and courses. Both are vendor figures that count slightly differently.
Is a quiz a good lead magnet?
Yes, usually a better one than a newsletter form. A lead magnet is an offer people give their email address for. According to Omnisend, an average of 2.1% sign up via pop-ups, while according to ConvertFlow quiz funnels turn 7.85% of visits into contacts. On top of that, the answers tell you what moves your audience.
How do I create a quiz funnel?
Start with your offer: define three or four types among your clients and think about what each type needs next. Write 10 to 15 questions in your audience’s language, give the result in exchange for the email address with proper consent, and store the type as a tag in your email tool. Each type then gets a short email sequence.
Sources
- Palubeckas, Vytautas (2026): Email popup performance in 2025: Data from 1.24 billion displays, Omnisend, 9 Feb 2026. omnisend.com
- ConvertFlow (2026): Lead Generation Quiz Funnel Benchmark, September 2026 edition, 23 Sep 2026. convertflow.com
- Interact (2026): Quiz Conversion Rate Report 2026: The 40% Benchmark Has Stayed Consistent Since 2014, updated 8 Sep 2026. tryinteract.com
- Mailchimp (2017): Effects of List Segmentation on Email Marketing Stats, updated 1 Feb 2017. mailchimp.com
