PDFs. Free templates. Downloadable checklists.
These lead magnets used to convert extremely well, until everyone started using them. When we're accustomed to seeing freebies offered left and right, it gets easy to scroll past them.
So, if you noticed that your marketing funnels are not converting as well as they used to, or you see that offering free downloadable content as a bonus for your course students doesn't get them as engaged as before, know that it's not just you.
Today's audience craves novelty, interaction, and personalization. They want to feel seen, heard, and understood. Which is understandable, who doesn't want to feel special, and be entertained?
This is where quiz marketing shines.
Interactive quizzes are one of the most effective tools in your creator's funnel toolkit. Interactive content can help you start meaningful conversations, segment your audience, and keep your students engaged throughout their journey.
While it used to be time-consuming to build interactive quizzes in the past, with tools like Teachable AI quiz generator, building one takes minutes. Let's break down exactly how to incorporate quizzes into your marketing funnel and make the most of this powerful tactic to grow your business.
Why quizzes convert (and outperform static lead magnets)
The average lead magnet conversion rate is anywhere between 20% and 25%, according to Leadpages. The average quiz conversion rate? 40.1% across all industries, coaching, courses, and education included. And this number has remained unchanged since 2013.
Quizzes are strategic marketing tools and, when done well, can outperform ebooks, webinars, and downloadable PDFs by a mile. Here's why:
- Quizzes spark curiosity: Quizzes create an open loop ("Which type of X are you?") that our brains are desperate to close. We simply must know the answer. This is why quizzes are so magnetic and highly clickable.
- Quizzes build trust faster: When we take a quiz and receive a personalized answer, we feel seen and understood. That's a powerful first impression, one that builds credibility and trust before the pitch.
- Quizzes segment leads: Quizzes give us an opportunity to understand who someone is and what they need. This knowledge is invaluable when crafting a sales pitch and new products.
- Quizzes boost student engagement: Interactive content like quizzes is useful not only to attract leads but to keep students who are enrolled in your courses remain engaged with the course material.
Where quizzes fit in your funnel
Are you curious to test out the quizzes for your business, but aren't sure where to place the quizzes in your marketing strategy? Well, the good news is that quizzes are highly flexible and effective across the entire sales funnel, no matter what industry you're in.
Here's how to take advantage of quizzes at each stage of your funnel:
Top of funnel (TOFU): Quiz as lead magnet
At this stage, use a quiz as the gateway. It can be a fun, valuable, low-friction way to get people onto your email list. Here are some examples of potential quizzes:
- "What Type of Learner Are You?"
- "What's Your Wellness Archetype?"
- "Which Website Template Is Right For You?"
These types of quizzes are great to promote on social media and through paid ads. It's an effective way to get the attention of cold leads and turn them into warm ones.
Pro tip: When you craft the quiz results, make sure they are valuable to the audience. Include a tip, a resource, or an actionable next step that addresses a pain point or nudges the quiz taker in the right direction.
Middle of funnel (MOFU): Quiz for personalization
Once you have someone on your email list and you have warmed them up to your brand and offers, you may want to use a quiz to help your warm leads make a decision. A quiz can help your audience self-identify and choose the right product for them.
The keyword is "self-identify" here, you're not making an active sales pitch to them on this one product they need to buy or a course they must join. You present your programs to them, and based on the pain points of the person taking the quiz, they're presented with the solution, a program designed for them.
Here are a few examples:
- "Which of My Programs Is Right for You?"
- "1:1 Coaching or On-Demand Course?"
- "Ready to Scale? Take the Quiz to Find Out"
Bottom of funnel (BOFU): Quiz for engagement
Once someone is already an active customer and a student in your online course, use interactive quizzes to boost engagement and offer them the best personalized learning experience.
After someone finishes a module or the course, test them on their knowledge. A quick quiz will gamify the process and entice your students to pay attention when consuming course material so they can nail the quiz.
This is where tools like Teachable's AI Quiz Generator come in handy.
How Teachable's AI Quiz Generator works
Building an interactive quiz to test your students' knowledge and boost their engagement used to take hours, you had to come up with questions, design result logic, and connect everything to your email delivery system. That's not the case anymore.
The Teachable AI Quiz Generator tool is available to all course creators and has revolutionized the quiz creation process, it only takes a couple of clicks for the interactive content to be ready for your students.
When you have the course material ready, you can choose which section of the course you want to turn into a quiz. Our smart AI generates quiz questions based on the material, and also gives you possible answers. You can then review the questions and answers and edit them as needed. Easy as slicing a pie, yet the impact is huge.
You can repeat the process as many times as you need, within one course and for your other courses. Test different variations and see what works. You can update the quiz questions at any time with the AI generation tool.
Real creator examples: Quiz funnels that work
The best way to learn is to see quiz marketing in action. Here are a few powerful examples of creators using quizzes to grow their businesses strategically:
Jenna Kutcher
Marketing expert and NYT bestselling author Jenna Kutcher uses quizzes to grow her email list and does it successfully. Her "What's Your Secret Sauce?" quiz has grown her email list to over 100,000 subscribers. The number of leads is not the only benefit, she has designed this course to help her understand her audience better so she can create better offers.
Wild Fleurette
Lynn from Wild Fleurette, a flower design boutique, offers a quiz, "What's Your Bouquet Style?" which is the perfect type of quiz for anyone who lands on their website, looking for help with flower design for weddings.
Penguin Random House
Even one of the biggest publishing houses in the world uses quizzes to get people onto their email list. They offer a "What type of reader are you?" quiz that speaks perfectly to their core audience, readers.
Tonic
Tonic is a high-end website design boutique selling services and templates for online entrepreneurs. They have a quiz, "Get Matched with the Perfect Website," which they use to get people on their email list and help them connect their target audience to the right product.
This quiz generated over 1,000 new email leads in the first month after the launch. On the results pages, they offer an exclusive discount code for people who want to make a purchase. That quiz result discount code has directly brought in over $50,000 in revenue.
Kaye Putnam
Kaye Putnam, a psychology-driven brand strategist and online course creator, has created a quiz, "What's your brand personality quiz?" that was taken over 100,000 times and generated over $100,000 in online course revenue. Talk about impressive!
How to create your quiz in Teachable in five easy steps
Are you ready to increase your student engagement and ensure their satisfaction with your online course is unmatched? Well, no easier way to achieve that than with Teachable's AI Quiz Generator.
Here's how you can take advantage of quizzes to boost student engagement:
Step 1: Find your course
In your Teachable Dashboard, go to Courses and select the course for which you want to create interactive quizzes.
Step 2: Choose a module
In your online course curriculum, choose a module you want to create a quiz for. Click the big button Add Content. A menu will appear, in the Educational Tools section, find the Quiz button.
Step 3: Create the quiz
A new window will open where you can manually write the questions, or click the Generate Questions button in the top right corner.
Step 4: Use AI assistant
When you select the option to generate questions, another window will pop up. Here you can select which module you want to include in the quiz and which lessons.
Once you select that, click the button Generate Questions and watch the AI magic happen.
Step 5: Review and launch
The AI will generate questions and answers based on your course material. Review the content, and when ready, click the Save button in the bottom right corner.
Your interactive quiz is ready to go! It will show up in your course curriculum now, and you can select to grade content or not.
Ready to take your business to the next level? Create high-converting quizzes with Teachable today.
FAQs
1. How do I create a quiz if I don’t have time to write questions?
Teachable’s AI Quiz Generator eliminates the need to write questions from scratch. Simply select a module, hit “Generate Questions,” and the AI pulls quiz content directly from your existing course materials. You can edit or publish as-is in minutes.
2. Can I use a quiz as a lead magnet outside my course content?
Absolutely. While the AI quiz tool is ideal for in-course engagement, you can also create marketing quizzes manually and embed them on landing pages or link them from social media. Just ensure results include a clear CTA and a Teachable-powered next step.
3. Do quizzes actually increase course sales or just email subscribers?
Both. Quizzes help pre-qualify leads and direct them to the most relevant offer, which shortens the sales cycle and improves conversion rates. Case in point: creators like Kaye Putnam and Tonic have generated 100k+ in revenue using quiz funnels.
4. Can I customize the tone and questions for my niche audience?
Yes. You can edit any AI-generated quiz to reflect your brand voice or customer niche. Whether you're a wellness coach or a business consultant, you can tailor the quiz to feel highly relevant and aligned with your ICP.
5. How does quiz engagement affect student satisfaction or completion rates?
Interactive quizzes keep learners engaged, especially when placed at the end of lessons or modules. They gamify the experience, reinforce key takeaways, and reduce drop-off, which ultimately improves satisfaction and retention.
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