You can build a quiz in 10 minutes if you know from the start what you promise people at the end and what answers your sales rep needs for the first call. Without that, even a good-looking quiz turns into a questionnaire people close on the second question. Below is the order to follow: from the goal and the offer to ads and analytics. If you want to skip building it by hand, use the AI quiz builder: describe your niche and your goal, get a draft with questions and results in a minute, then refine it using these same steps.
Goal and offer: what people get at the end
The first question isn't "what should I ask" but "why should they answer" — and what your rep needs for a productive call. Three or four data points such as the type of service, scope, timeline, and budget become your questions. A quiz rests on the promise of a result: a cost estimate, a set of matching options, a discount, a work plan. State the offer in one sentence in the headline of the start screen. That sentence is how visitors decide whether to give you two minutes.
Wording that works follows the pattern "action + result + time": "Estimate the cost of your kitchen in 2 minutes," "Find your trip for two in one minute." The promise has to match what you actually show after the answers. If the end says only "Thanks, we'll call you" while the start promised an estimate, people leave and won't want to take another quiz on that website.
In the dashboard, the start screen is set up in the "Editor" tab: headline, subheadline, button text, and a phone number if needed. In the "Visual" tab you add your logo and a photo or video. You can turn the start screen off with the "Enabled" toggle. The quiz then opens straight on the first question, which is handy when the offer is already written on your web page next to the button.
Questions: how many, in what order, and which type
A typical lead generation quiz has 4–6 questions. Up to 7–8 is fine when the decision is expensive and people are willing to spend time on it: a house, a remodel, complex equipment. More on length in the article how many questions a quiz should have.
The order: from simple to personal. The first question is one people answer without thinking: "What are you interested in?" with images. Budget and timeline go closer to the end, when the person has already invested a minute in the quiz and doesn't want to drop it. Put the question that drives branching before the questions that depend on it.
Choose the question type based on the answer, not the other way around. The editor has 12 question types; these are the most common:
- Image choices — for picking a product type: kitchen style, lot shape, type of service. The image removes the "what does this mean?" doubt.
- Answer options — for anything where an image adds no meaning: timeline, stage, area. Turn on "Allow multiple" if the options aren't mutually exclusive, and "Other answer" when the list clearly isn't complete.
- Slider — for square footage, budget, quantity.
- Dropdown list — for long lists: city, car make.
Result and estimate: what to show after the answers
The result delivers on the promise of the start screen. In the "Results" step, turn on the "Show quiz results" toggle. From there you have two main options.
Several results based on conditions. For each result you set display conditions: which question and which answer must be selected for it to appear. Conditions are combined with "AND" or "OR"; the result without conditions is shown by default. This is how you build a match: someone answered "modern style" and "up to $3,000" and sees a set of kitchens that fit, with descriptions and images.
Formula-based estimate. The "Set up quote calculator" button lets you assign a number to each answer option and build a formula with variables and operators: square footage × material price × complexity factor. Below the formula you immediately see the calculation for the selected answers, and the preview block lets you test different combinations before saving. Tests have a third mode: points for each answer option and a result once the required total is reached.
Decide separately when to show the result: before you collect contact details or after. "After" guarantees the contact. "Before" builds more trust, because the person sees the estimate is real and is more willing to leave a phone number. For expensive services the second option usually wins; for discounts and gifts, the first.
Contact form and "Thank you" page
Fewer fields, more leads. For most niches, name and phone number are enough; add email only if you'll actually send the estimate there. In the "Form fields" tab, each field is enabled separately with its own label, placeholder, input mask, and required setting.
Two settings that usually help:
- "Ask for messenger contact" — the person leaves their WhatsApp or Telegram instead of expecting a call. Some people don't answer unknown numbers but do reply in a messenger.
- Second form step — name and phone first, then email and address in the second step. You already have the main contact even if they skip the second step.
The "Thank you" page comes in three types: "Content" (headline, text, image), "Redirect" to a URL you specify, and "Rejection page." In the "Buttons" tab you add a button with a link — for example, to your WhatsApp or your portfolio — so the person isn't left hanging while waiting for the call. The page text answers "what happens next?": who will call and when.
How to make a quiz for your website: publishing and placement
Once the quiz is ready, publish it in the "Publishing" tab in one of three ways.
- "On your website" — you paste the code into your page. Formats: a button that opens the quiz in a window; a block inside the page body; a widget; a banner; auto-open after a delay you set. For the block, you copy two code snippets: one goes in the head, the other where the quiz should appear on the page. Step-by-step instructions are in the article how to embed a quiz on your website.
- "Direct link" — the quiz lives on its own page. Use it for ads, social media, email campaigns, and a QR code on printed materials. You don't need a website: the start screen works as the first screen of a landing page.
- "Custom domain" — the same direct link, but on your own domain or a subdomain like quiz.yoursite.com. You add a DNS record with your provider and enter the domain in the dashboard.
Integrations: where your leads go
Set up lead delivery before you launch ads, not after the first lost lead. Go to "Settings" → "Integrations" to connect:
- Email — an email with the answers and contact details to one or more addresses as soon as the form is submitted.
- WhatsApp and Telegram — lead notifications go straight to your messenger; setup takes about a minute and no tokens are needed.
- Kommo and Bitrix24 — a deal or lead is created automatically, with the quiz answers, pipeline, and assigned owner.
- Webhooks and ApiX-Drive — for your own CRM, spreadsheets, and other services.
- UniSender — the contact is added to your mailing list.
Ads and analytics: where traffic comes from and where people drop off
A quiz works with any traffic source, but the "ad → start screen" pair has to match word for word. If the ad promises to "estimate the cost of your house," the quiz headline promises the same thing in the same words. A gap between the two is the most common reason you get clicks but no leads.
The built-in "Analytics" section shows views, leads, conversion, and the "Where people drop off" report: how many people reached each question and where they closed the quiz. The most problematic step is flagged below the table, and that's where to start: reword it, make it optional, or move it closer to the end. A big drop between "Reached the form" and "Submitted" means the form itself is the obstacle.
For ad platforms, connect Google Analytics and the Meta pixel. The quiz sends the events leadforms_open, leadforms_start, leadforms_stepN, and leadforms_finish. You build conversions on them and optimize your ads for leads, not clicks. Setup is covered in the Google Analytics guide.
You get 20 free leads when you sign up, with no expiration, so a first test costs you only the traffic. Its results show which question to rewrite and which source to scale. Ready-made quizzes by niche are in the template catalog: use one as a starting point instead of building everything from scratch.
Everything above is done in the LeadForms quiz builder: your first AI quiz is ready in a minute, and you get 20 free leads when you sign up.
FAQ
How do I make a quiz for free?
Sign up, build the quiz, and publish it: your first 20 leads are free and never expire. After that you pay per lead at $0.20 each, or from $0.15 per lead with the 100-lead pack for $15; unlimited plans start at $19/month. The number of quizzes and views doesn't affect the price.
Can I make an online quiz without a website?
Yes. Publish the quiz as a direct link or on your own domain and drive ads, social media links, or a QR code to it. The quiz start screen replaces the first screen of a landing page.
How many questions should my first quiz have?
Four to six. Pick the ones your rep would ask on the phone in the first minute. Drop the "just curious" questions: they don't improve the lead, and they add one more step where people can leave.
How is the AI option different from building by hand?
From a description of your niche and goal, AI creates a draft: start screen, questions with options, results, and the form. It takes about a minute. Then you refine it in the same editor: change the wording, add images, set up the estimate and integrations.
What should I set up first after publishing?
Lead notifications (email or WhatsApp) and conversions in Google Analytics. Without the first, you hear about leads late; without the second, you can't tell which source brings leads and which brings only clicks.
