Need more leads for your creative marketing? Try a quiz funnel!

When marketing your creative business, standing out and maintaining a steady revenue is the goal. The usual approaches like social media, content, and influencer marketing are all crucial for a good marketing mix. But how do you truly hook an audience’s attention and convert them into quality leads? Enter the quiz funnel—an interactive and highly effective way to guide prospects toward your creative services and collect leads. It’s super fun too!

Let’s explore the concept of quiz funnel marketing and check out different styles of quizzes that suit creatives. We’ll examine real-world examples and outline five basic steps to set up your quiz marketing. By the end, you’ll understand exactly how to build a quiz funnel that’s both an entertaining and a highly effective marketing tool. Are you ready to attract more leads in 2025? Let’s dive in!

Whether you’re a boutique creative studio or a big brand agency, it’s worth exploring what a quiz marketing can do for your brand. A well-crafted quiz will help gather more leads by engaging your audience with a challenge they find irresistible. After all, who doesn’t love a good online quiz?

A quiz funnel is an interactive marketing strategy that invites your web visitors to answer a series of questions. Rather than just passively reading a blog post or ad copy, potential leads actively participate, which makes them more curious and invested in the outcome. They need to provide their email address to get their results, which they are already very curious about.

The quiz theme can be insightful or simply just for fun—no restrictions. It’s an opportunity to showcase your creative spark and position yourself as an expert. You’ll get a better idea of this in the following sections.

Here’s how a quiz funnel marketing typically works:

Here’s a typical page from the creative agency Show and Tell, showing the end of a quiz and the capture of email address details.

Quiz marketing often results in high engagement rates. With all that time spent on your quiz, some delightful results, and maybe even a good laugh, a stronger connection between the participant and your brand is built.

We touched on some benefits above while examining how quiz funnel marketing works. But quiz marketing has so much more to offer.

Here are a few unique benefits:

Quizzes in 2025 are becoming even more creative and niche-focused. Below are some quiz ideas and real-world examples for inspiration:

Adobe Create taps into our desire for self-discovery and invites users to discover their creative personality. There are eight unique creative types: the artist, the thinker, the adventurer, the maker, the producer, the dreamer, the innovator, and the visionary. To find out your creative type, answer 15 simple questions. A share option on every page makes it easy to spread the fun to colleagues.

For a creative agency, your possibilities are endless. You could create a quiz titled “What Font Am I?” or “What’s your perfect color palette?“

“Who is your brand?” Yes, you read that right. A brand personality quiz will help your audience discover their brand’s character by identifying its brand voice, style, and aesthetic.

Show and Tell, a creative and marketing agency, nails this with its brand personality quiz. By answering only 10 direct questions and submitting your email address, you’ll get to know your brand a little more.

Using a brand personality quiz has some advantages over an individual personality quiz. Follow-up emails can be tailored to offer branding or marketing strategy services packages as the next steps, making it much easier to provide value directly and promote services to potential clients.

A service-focused quiz gets straight to the point and acts as an initial consultation. Neil Patel’s short quiz is an excellent example of how to do this right. The five questions asked in the “Want More SEO Traffic?” quiz are:

The process is simple: answer questions about SEO goals, fill in the contact details, check the consent box, and you’ll start getting emails. Giving your audience a heads-up on what to expect once they provide their email address is a good approach. It shows that you’re honest and transparent with no hidden agenda, making it easier to build trust.

In this example, there’s an incentive to complete the process—the free 7-week action plan to get more web traffic offers. It also positions the brand as an expert.

This is a handy quiz for potential clients who need to assess where they stand. It gently highlights their current status by quickly analyzing what they’re doing right and which areas they need to improve.

In More By Us’s “Is your Website 2025 Ready” quiz, for example, the questions immediately give the audience a rough idea of what to focus on to have a website that meets modern standards. The quiz also shows how the agency can help, making it a practical quiz that poses a problem and provides a solution.

A knowledge quiz tests a participant’s skill on a given topic. Nokia’s ESG Myths Debunked quiz is a prime example. This quiz helps pinpoint knowledge gaps in environment, social, and governance (ESG).

Looking at Nokia’s quiz example, audiences tackle 10 true-or-false questions and receive instant feedback along with “Related Insights” for those who want to deep dive into the topic. The only drawback of Nokia’s quiz is that it doesn’t serve as a lead-generation tool and doesn’t capture email addresses.

Building a good quiz marketing campaign for your brand doesn’t have to be complicated. Here are five simple steps that cover the basics:

Why do you want to try out quiz funnel marketing? Is it to build your email list, promote your service, or simply grow brand awareness?

What’s your target audience? Is it design students, small business owners, or other agencies?

Pick from any of the five types of quizzes mentioned above. Or get creative and combine two of them to create something unique.

The key here is to align the quiz type with your objective. Once you have the type figured out, start thinking of some interesting topics. A quick online search to see what others in the industry are doing helps.

Keep it short and simple. The sweet spot is around 5–10 questions—anything more, and you risk your audience dropping off. Use a conversational tone and pick design elements that are an extension of your brand identity.

To streamline your design task, check out Envato’s professional selection of quiz templates. There are loads of well-designed creative layouts for you to start with.

Include an email opt-in to view results or to receive a more detailed report. Indoles collects these details at the start of its quiz. Would this work better than having it at the end? To be sure, run A/B tests and figure out what works for you best.

Integrate your quiz platform with your email service provider. That way, you can segment leads based on their answers so you can personalize follow-up emails. Set up personalized campaigns for each segment so you can speak to your audiences according to their interest and pain points.

Set up your email campaign. Here are a few tips:

We’ve explored what quiz funnel marketing is and how it’s a powerful lead-generation tool. We even checked out five ideas along with real-world examples as inspiration. A well-crafted quiz delivers higher engagement and more qualified leads than many traditional marketing methods. Keep experimenting, refining, and analyzing your quiz performance, and you’ll soon see how quiz marketing can boost your creative marketing initiatives in 2025 and beyond.

Ready to boost your lead generation with an interactive quiz? Start designing your next lead-generation quiz now with a quiz template from Envato, and watch as it transforms curious visitors into enthusiastic subscribers and clients.

Work smart and explore pre-built quiz templates on Envato today!

While you’re here, learn how to ‘hygge’ your creative process, how to use Envato’s AI features in your creative work, and web design trends for 2025.