How To Improve Your Website Conversions Using Marketing Quizzes

A quiz for a website is an interactive, multi-step form typically centered around your product or service. As users answer a series of questions, they're guided toward a personalized result—such as a product recommendation, a freebie, or a special discount. For businesses, it's an opportunity to collect contact information for future marketing efforts, such as email campaigns, retargeting ads, or personalized follow-ups.

There are three main types of quizzes: Educational, entertaining, and marketing. The type you choose should align with your business goals and the kind of audience engagement you're aiming for.

A marketing quiz is probably the most common type to add to your website, as it actively engages visitors, provides valuable insights into their preferences, and helps drive conversions by offering personalized recommendations or content based on their responses.

Quizzes capture attention, help gather valuable customer data, and enhance campaign effectiveness. They can be customized to suit any business, whether you offer products that require extensive research or rely on impulse purchases.

Customer data gathered from quizzes is valuable to virtually anyone—marketers, product managers, sales reps, customer service teams, analysts, strategists, and executives. The more a business understands its audience, the better it can tailor its products and services.

Benefits for your business:

Collect customer contacts

When someone expresses interest in your product or service by completing a quiz and submitting their contact information, they become a lead. Businesses use this contact data for follow-ups via email, SMS, or phone calls. For example, they might send updates about new products or exclusive sale announcements. You can automate the process by integrating your quiz with CRM systems and email marketing tools like Mailchimp or ActiveCampaign. That way, leads are automatically added to your contact list and funneled into your sales pipeline.

Help customers make purchase decisions

A quiz can serve as a mini consultation, speeding up decision-making. Instead of browsing through dozens of options, users receive a curated shortlist that aligns with their needs. For example, a quiz like "Which Laptop Is Best For Work?" helps people find the right model based on their budget and tasks. Studies show that when people are offered fewer, more tailored options, they are more likely to make a purchase.

Segment your audience for better offers

Quizzes can help you group users based on shared characteristics. Each group can then receive a tailored offer or message. For example, a fitness center might categorize users as beginners or advanced athletes, sending each group personalized workout plans based on their fitness level. This makes the offer more relevant and increases the chances of conversion.

Boost engagement and conversion rates

Quizzes are highly interactive, effectively capturing and maintaining users' attention. They increase the time spent on your website, which can positively impact your SEO. Search engines perceive longer time spent on a page as an indication that users are engaged, which is considered an indirect ranking factor. According to studies, quizzes can boost user engagement by up to 50%. Also, the longer visitors stay on your website and the more content they consume, the more likely they are to make a purchase.

To help you visualize how quizzes can look on your website, we've created examples for different industries. A quiz can be part of a landing page or placed on a separate page altogether. Click "Next" to walk through each step and see how these forms work in practice.

An optical salon can offer a quiz that helps users find the right pair of glasses. The quiz can ask about face shape, preferred style, and material. At the end, users receive a personalized selection of frames, while the business collects valuable insights into customer preferences and  contact information—ideal for future promotions and email campaigns.

The quiz can help reduce the load on your call center by eliminating the need for a personal consultation with a rental agent. By answering a few quick questions—such as trip type, number of passengers, desired features, and budget—the user receives a tailored car recommendation.

This quiz can be used to provide valuable insights into a lead's budget, making it easier to offer more relevant and cost-effective options. Customers answer questions about their preferred destination, vacation type, trip length, and budget. The agency then receives a qualified lead and can follow up with a personalized travel package that aligns with their preferences and budget expectations.

Tilda offers ready-made quiz templates for various industries, including real estate, healthcare, beauty, consulting, and more. You'll also find universal templates in various color schemes. These templates allow you to create a quiz directly on your website, without the need for third-party services, helping you generate leads right away.

A well-designed quiz should engage users, deliver real value, and help your business generate high-quality leads. To encourage people to answer all the questions, complete the quiz, and share their contact details, follow these simple but effective principles:

Clear goal
Your quiz should serve a specific business purpose while being genuinely engaging for users. Start by defining your primary objective—whether it's to collect leads, boost engagement, deliver personalized recommendations, or simply entertain. This goal should shape the quiz's structure, tone, and questions from start to finish.

Consistent tone of voice
Your quiz should reflect your brand's unique personality. If your usual communication is formal and professional, keep that tone—even in interactive formats. If your brand voice is casual and playful, let that shine through. A consistent ToV builds trust, reinforces brand identity, and creates a more cohesive user experience.

Clear, enticing headline
Let users know exactly what they'll gain from taking the quiz. Whether it's a useful resource, personalized recommendation, or just a fun distraction—be upfront about the benefit. For example: "Find Your Ideal Vacation Spot," or "Take the Quiz And Get a Travel Checklist." When users understand what's in it for them, they’re more likely to participate and complete the quiz.

Simple, logical structure
Each question should feel like a natural follow-up to the previous one. If quiz results depend on user answers, plan the branching logic ahead of time to keep the experience smooth and intuitive. Use a visual flowchart to map out the structure—for instance, guiding users to the right fitness program based on their workout habits and goals. This planning helps avoid confusion and keeps users engaged all the way through.

Visual appeal
Design your quiz to align with your website and brand identity. Consistent visuals build trust and recognition. The only exception is a special campaign or landing page, where breaking the mold can help you stand out. Use clean, easy-to-read fonts, incorporate relevant images, and feel free to add GIFs or memes—if they suit your tone and audience. A visually engaging quiz keeps users interested and improves completion rates.

Valuable result for user
The result should serve as a meaningful reward for the time and attention users give your quiz. Make sure it's clear, valuable, and directly tied to your product or service—like a personalized product list, promo code, or free gift. Avoid asking for contact information without offering something in return. If you need an email to send tailored results, be upfront about it. Transparency builds trust and increases the likelihood that users will complete the quiz.

Call to action
Wrap up your quiz with a clear and specific next step. Whether it's booking a consultation, browsing a product catalog, or subscribing to your newsletter—make the action easy to spot and act on. If it's a fun or entertaining quiz, consider prompting users to share their results on social media to boost visibility and engagement.

Your quiz should be noticeable and engage interest, but not disrupt the user experience. Here are some great placement options:

On the Home Page. This works well if you want to reach as many people as possible. For example, to promote a sale, present a limited-time offer, or launch a new product.

In a pop-up. You can let users open the quiz by clicking a button, or have it appear a few seconds after they land on the page or start scrolling. This way, users stay in control of when—and if—they want to engage with the quiz.

On a separate landing page. Perfect for traffic from paid ads, special promotions, social media, or email campaigns. If you're directing traffic to a standalone page, you can use a unique design that differs from the rest of your website.

Inside blog posts or articles. Educational or entertaining quizzes work best for these formats. For example, a skincare brand might include a "Find Your Skin Type" quiz within a blog post about facial care.

An effective quiz helps your business grow. It builds brand awareness, segments your audience, increases customer loyalty, and boosts sales. But to get real value from it, you need to track performance regularly—both for the quiz itself and your website.

2-3 weeks after launch, check your key website metrics, such as traffic, page depth, number of leads, average time on website. Then, check quiz-specific metrics:
Reach: How many users started the quiz.
Engagement: What percentage completed it.
Conversion. The most important one. It shows how many users took the desired action after completing the quiz. For example, subscribed to your newsletter, made a purchase, or clicked through to your website. A strong conversion rate tells you the quiz is doing its job.

We've also created a chart to help you track performance and understand what to tweak if results aren’t meeting your expectations.