How to Build a Quiz Bot to Get More Leads

Illustrator: Jana Pérez
build quiz bot

Looking for ideas on how to make your quizzes more fun and engaging for your prospects? Learn how to build a conversational quiz bot, quickly and without coding!

It’s probable that you already have lead generation techniques in place.

For example, you wrote a piece of gated content such as an ebook so prospects can fill in their email giving you the contact details you need to start building a relationship and drive them to conversion.

But what if I told you that there is a better way to get more leads?

Not with a boring form to fill in your email, but with an engaging chatbot-driven quiz?

In this article, you will not only learn why you should use a quiz bot but also how you can build one yourself. Even better, I also provide two bonus tips, so you can turn your leads into actual customers.

Let’s dive in.

What Is a Quiz Bot?

A quiz bot is a traditional quiz presented in a conversational manner. Instead of answering static questions in the shape of a form, participants can interact with the quiz as if it was a conversation, which makes it more engaging.

Why Use Quiz Chatbots?

There are several reasons why you should switch from traditional forms and go for a quiz bot instead:

a. People Love Quizzes & Messaging

People love quizzes. And I mean, literally, everybody likes filling in quizzes.

But why?

Because it is a form of self-expression and self-definition that makes us feel special and proud.

Then, on the other side, there is messaging… online chatting… which became so innate to our daily lives, it feels natural to everyone regardless of age. A quiz chatbot combines one of the most powerful engagement strategies – a quiz – with one of the most popular communication forms – chat.

b. Chatbots Are More Engaging Than Forms

Do you like filling out forms?

No, nobody does.

Forms are static and the longer they are, the more boring they seem.

They have the power to turn engaging quizzes into tedious tasks.

Chatbots, on the other hand, are more personal and interactive. While forms usually rely on multiple-choice questions, perhaps the use of some images, they provide a widely generic experience.

Quiz bot, on the other hand, can personalize conversations by leveraging user data in real-time and so spice up the experience with:

  • Personalized messages
  • Images
  • Videos
  • GIFs

And much more!

c. Bot Quiz Can Boost Your Lead Generation

Chatbot-driven quizzes are a great way to give a boost to your lead acquisition.


By not giving them the result. Yet.

Many quizzes already block access to the quiz result by demanding the user’s email.

You can adopt the same strategy with a bot but, thanks to its conversational nature, it will feel more natural and much less intrusive. For instance, if you start the quiz by asking the user’s name as a simple form of introduction, and use that name throughout the quiz, the experience will feel more persuasive and powerful.

Hence, it will not feel that aggressive to ask for an email address before revealing the results.

And the chance that they actually fill in their email is extremely high because they already filled in those five questions and created a rapport with the chatbot person.

They already did all that effort to know the results of the quiz, so why back off now?

Exactly, they won’t. They are too curious about the result. So they give you their email.

Boom! Lead information!

d. Quiz Bots Can Help You Collect Information About your Audience

By asking the right questions, you can earn insights about your audience which can be useful in instances of lead scoring and qualification.

For example, if you are making a quiz for your marketing tool, your quiz on “What kind of a marketer are you?” could ask “What is your go-to digital lead generation strategy?” and so forth. Questions like these would give you a great idea of the type of prospect you are dealing with and so optimize the communication and offer appropriately.

Or, imagine you are making a quiz for an Italian restaurant. You could ask “What’s your favorite Italian dish?” offering 2 possible answers:

  • Pizza
  • Pasta

What if a product preference question results in a 90% vote in one direction?

Then maybe it would be a good idea to focus your marketing efforts on that subject as that is what most of your potential customers are interested in.

e. Quiz Chatbot Helps You Grow Your Social Media Presence

Ever seen the result of a quiz being shared on social media? Yeah, me too.

People do it often.

After they have done a quiz and got their results, they are sharing it on social media. And this is a great way to get more leads organically, without having to spend a dime on it.

The Funnel of a Quiz Chatbot

So what are the steps your potential customer goes through?

First, you need to drive them to the quiz. There are several ways to go about it:

  • Share your quiz via social media
  • Invest in social media Ads
  • Send the quiz to prospects on your email list
  • Let it stand out on your website (for example, by adding a call-to-action on your home page)

Second, once the customer lands on the quiz page, you need to make sure that he or she actually takes the quiz. This means that the quiz needs to be effortless and engaging from the start. Using a quiz bot, you can, for instance, capture their attention with the bot’s personality and by customizing the experience by using personal data such as the user’s name in real-time.

Next comes the quiz itself, the time to collect lead information which can be as short as the name and email address or as varied as learning something new with each quiz answer.

Now it’s time to share the quiz results with the lead. In the third step, we asked for their email address, so you are free to send the results directly to that address. Or, another option is to show the results of the quiz in your chatbot.

At last, you probably want to drive more traffic to the quiz. A great way to do this is by adding a “Share” option to the quiz result. By adding such an option, users can easily share their quiz results with friends and followers on social media.

Before Building The Quiz Bot

Before we build the actual quiz, you need to :

  • Determine the type of quiz you want to make based on your audience and goal
  • Choose a channel to put it on
  • Decide which elements we are going to use

1. Determine Quiz Type

Before diving into the process of actually making the quiz, you need to think about what kind of quiz you want to make as there are many ways to go.

Personality Quiz

A personality quiz is a quiz with the goal of determining the personality of the user.

Examples of personality quizzes are:

  • What kind of Digital Marketer are you?
  • Which decade of Philadelphia sports are you?
  • Who are you in Friends?
quiz bot landbot personality

Source: Opinionstage.com

Knowledge Quiz

The goal of a knowledge quiz is to test the knowledge of the user. How much does he/she know about a certain subject?

Examples of knowledge quizzes are:

  • How well do you know Health, Food, and Nutrition?
  • Test your Digital Marketing Skills
  • Can you guess the celebrity based on their original name?
landbot knowledge quiz bot

Source: Opinionstage.com

Personality and knowledge quizzes are two different kinds of quizzes, but are often used for the same purposes:

  • Learn more about your audience
  • Recommend a product/service based on their needs
  • Generate leads (hey, we are doing that right now!)

Lead Quiz

The lead quiz has one single purpose: gaining new lead contact information.

But why should somebody take a quiz only to give away personal information? Because the quiz format makes it more fun and takes the focus away from data collection.

2. Choose a Channel for Your Quiz Chatbot

So, now that you have chosen one of the quiz types, it’s time to decide where you want your quiz bot to operate.

With Landbot, it is possible to put your chatbot on WhatsApp, Facebook Messenger, and your website. So, which channel should you choose?

The well-known secret is choosing the channel where your customers are. A channel, where they feel at home and comfortable.

Are your customers on Facebook? Use Facebook Messenger. Do they use WhatsApp? Create a WhatsApp bot. Are they mainly interacting with you via your website? Then make the chatbot for your website or create a stand-alone chatbot landing page.

Just think about the channels your customers are using and where would they feel most comfortable filling out a quiz.

It’s there your quiz bot should be!

3. Determine the Elements of the Quiz

Now we have chosen the quiz type and the channel, we need to determine the elements of the quiz. Landbot offers a wide variety of questions formats that you can use for your quiz:

landbot builder questions

Personally, I recommend using the following:

  • Scale
  • Buttons
  • Picture Choice

It is also possible to use the “Text” question element with free input, but I would not recommend it, because you can get unusual answers and it could possibly break the flow of your quiz.

Based on the question formats, you can decide the questions and their corresponding answer options.

Building the Actual Quiz Bot with Landbot

So now we are going to make the quiz. And this may seem overwhelming, but with Landbot it is actually quite easy to do.

(Pssst! Sign up for free to build along with the tutorial!)

Let’s go further with the Italian restaurant example I mentioned before and make a chatbot quiz bot called “How Italian are you?” (a personality quiz). The quiz will be put on a website and will consist of 3 questions.

1. Determine the Welcome Message

Remember step two of the funnel? We need to make sure that the user actually fills in the quiz. And this is where the welcome message plays a huge role.

The welcome message is the first message the user sees when interacting with your chatbot. And unfortunately, this message is often underrated.

But this is actually the most important message of your chatbot. Because this message determines whether a user goes further with your chatbot. When he sees the welcome message, he/she needs to make a decision “Yeah, this quiz is awesome” or “Nahhh, I don’t like it so much”.

So how do you make an awesome welcome message? First, your message needs to be engaging, it needs to be fun to read (and not boring). For example, you can do this by adding a gif to your welcome message.

Second, the welcome message must have a quick introduction. It is important to tell the user that your chatbot is a chatbot, so you manage their expectations.

Next, the welcome message should tell the users what he or she is about to do. What is the purpose of this chatbot flow? Well, to fill in the quiz! So name that.

How to do this in Landbot?

Click on “Build a new chatbot‘“:

build a chatbot landbot

Select your channel:

landbot pick bot channel

Click on “Start from scratch”:

landbot start from scratch bot

Now change the default welcome message to a custom welcome message for our Italian Quiz:

bot builder landbot start

You can change the text by just clicking on the text field:

landbot welcome message 1

And change the gif by clicking on the pencil icon when you hover over it:

landbot edit block

Then you can search for potential gifs using the built-in search feature:

landbot gif library

The GIF will give the quiz more personality and connect with the users on an emotional level:

bot gif personality

Now that the welcome message is ready, we can start by making the quiz more personal.

2. Add the “Name” block

As I said before, one of the benefits of using a quiz bot is personalized conversations with your users, instead of boring forms.

So, let’s make it personal by asking their name (which we can use in the rest of the quiz).

To add another block after the welcome message simply drag a green arrow from the button “Si!”. When you let go, a menu with question types will appear on the interface.

landbot name block

To start, I asked a simple question “Before we start, what is your name?” to get things going. You can do this by selecting the “Name” block:

ask for name

NOTE: See what I did here? You can search for elements when adding new ones. A really great feature because it saves a lot of time!

Click on the window in the Name block and start typing:

bot question name

Well, that’s nice, you have just met another person! So, maybe a good idea to point that out?

To create a message, connect the “Name” block to another block by dragging an arrow from the green exit point:

landbot questions name

Then, click on the “Send a Message” block:

landbot send message block

Now, we can just type in the message we want to say to the user:

bot nice to meet you message

We’ve created a personalized message! For example, if a user has the name Frank, the chatbot will say “Hey Frank, nice to meet you!”

But, how do we use that name variable? By clicking on “Variables” and then selecting it:

bot asking name block

So, a personalized welcome message is created! Let’s move on to the scoring system.

3. Set a Variable to Set up Your Scoring System

Before we start with creating the actual quiz questions, we first need to think about how we determine the final quiz result.

If you want to make a quiz that is easily scalable, the best tactic is to use scoring for each question. Take for example the question “What is the most important part of a great party?”, with the following answers and scores:

  • Amazing food – 3 points
  • Music – 2 points
  • People – 1 point

Based on the answer of the user, the user gets a certain quiz score assigned. With that score, the final result of the quiz will be determined.But, how do you create a scoring system inside Landbot?

By using the Set Variable block.

First, we drag a green arrow from the last message block to create a Set Variable block:

next name message

Then, we select the Set Variable block:

block set variable landbot

To create the variable, type in the variable name “score” and click on “Create”:

bot sore variable

Select the format “Number” and click on “Create” again:

bot create variable scoring

To make it really work, we need to set the variable to 0:

landbot bot variable scoring

And that was it. We created the variable we are going to use to determine the final result of the quiz for the user.

Let’s make the first question.

4. Ask a Question: Picture Choice Block

To start with, I wrote a simple message “Okay [name], let’s begin!” to give the flow a personal touch.

Simply drag the arrow the green arrow from the Set Variable block and select the “Send a message” block from the menu again:

block send message picture choice

Click on the window in the message block and start typing:

block begin message scoring

Next, we are going to create our first question: “What is the most important part of a great party?”.

We make this question with a Picture Choice block. With this block, you can ask a question and the user responds by selecting one of the pictures.

This works the same way as adding a message block. You can just drag the green arrow from the last block and select “Picture choice” from the menu:

bot picture choice

First, edit the question text field with your quiz question. Then, customize the buttons to reflect the choices you want to offer to the user. You can do that by clicking on “Add another button”:

bot question choice

When you click on “Add another button”, you will be able to type the text you want to appear on that button. After you have done that, you can click on the image icon and upload an image:

button pick photo

Once you do that, a pop up will appear allowing you to select one of the images on your computer, use an external URL or choose a GIF:

send media gif landbot

Continue this process until all buttons have been configured:

button pick bot amazing food

NOTE: Before moving on, be sure to create a @variable to store the user answers. It’s exceptionally useful if this data is of value to you and needs to be exported to an external database such as Google Spreadsheets.

On the front-end, the picture choice setup will look like this:

selector food landbot

5. Assign Score to Each Answer

Remember, the “score” variable we’ve made with the Set Variable block?

Now, we are going to set the actual score of that variable!

First, drag a green arrow from the button answer “Amazing food” to make another Set Variable block:

picture choice block next

After you’ve selected the Set Variable block, type in “score” and click on the “score” variable:

set variable landbot 2 score

To give it an actual value, tap on the switch next to “Perform a calculation?”, click on “Variables”, search for “score” and click on it:

perform calculation bot

To add the points to the “score” variable, sum the @score with the designated number of points, in this case, “3”. It will look like this:

variable fix scoring

NOTE: It is important that under “Start value” the variable “score” has a blue background. Just typing in “score” won’t work, you must select the variable from the Variables list OR type “@score” including the @ sign.

And it looks like this in the flow:

set variable block calculation

But, we are not there yet! Because we also need to set the score for the other two answers: Music and People.

If we are creating the other scores, it is important to use the same score variable and not a different one. For Music, we set the score value to 2:

variable scoring 2

And eventually, the flow should look like this:

3 variable blocks

So, that’s how you set the score based on the answer of the user. Let’s move on to the next question.

6. Ask a Question: Scale

To give the quiz more flow and personal touch, we add the message “Great choice [name]! Following question!” with the Send a Message block:

following questions landbot

Don’t forget to connect this block with the previous Set Variable blocks, otherwise, your conversation will stop:

great choice name question

For the second question, I will make use of the “Scale” question type asking how much people agree with the following: “With a good meal, you must drink some wine”.

question scale

On the front-end, the user will be able to express their opinion by choosing the number on a scale from 0 to 5:

optins numeric questions

Now we’ve made the second question, let’s move on to the last one!

NOTE: Don’t forget to set up the scoring for this question!

7. Ask a Question: Buttons

And again, don’t forget to provide feedback to the user:

reply to name

Just as before, simply drag the green arrow from the last block to create another one and select the “Buttons” block.

We create the question: “What is your favorite type of coffee” with 3 possible answer options:

  • Espresso
  • Drip coffee
  • Latte
buttons edit choice

TIP: Buttons block has much more to offer. By clicking on the three dots in the upper right corner of the block, you will open an advanced editor which allows you to turn the question into a multiple choice or associate an image with each button. While in the “Picture Choice” block, the images are displayed in the form of a carousel, by adding images to buttons will see all images with a button description below at the same time.

On the front end, the buttons look as follows:

inbot choices

And, of course, remember to add your scoring calculations for these answers as well!

8. Ask for the Email Before Results Reveal

Now, I have asked all the questions but we don’t want to share the result yet.

It’s time to ask for theemail address in exchange for the result.

I am going to ask for participant email using the “Email” block which is designed to ensure users are actually submitting an email:

asking for email

Which will look like this:

final goodbye gif

TIP: If you use MailChimp, you can also automatically add the email to one of your MailChimp lists, using the MailChimp block in Landbot.

9. Show the Results of the Quiz

Now, it’s time to show the results of the quiz.

And for that, we need a Condition block.

With a Conditions block, we can say If the score of the user is greater than 6, then show the following message…”

So, if the user has a score greater than 6, the user is extremely Italian and we send them this message:

bye message 2

But, what if the user has a score below 6, but greater than 3? Then, we show them this message:

scoring 50% answer

And, what if the score is below 3? Well, then he is not an Italian at all…

drink coffee bot response

So, how do we make this in Landbot?

First, add another block by dragging the green arrow from the last block into the editor. When you let go, a menu with question types will appear on the interface, then search for “Conditions” and click on it:

condition block landbot

Now, you can set the actual condition. Fill in the name of the variable (“score”), select “Greater than” and type in “6”:

conditional logic setup

Then, you can connect this condition to the message you want to send them:

connecting condition bot landbot

But, what if the score is smaller than or equal to 6?

Then, we can use an additional condition! Just drag an arrow from the pink (false) output of the first Conditions block. If the first condition is not met the bot will take this route the check the next one:

additional condition bot landbot

So, when the score is greater than 3 use the green (true) output to take the user to the second result. And, if the score doesn’t meet this condition either use the pink output to direct to the third quiz result:

greater than 3 scoring

Conditions block is very useful when it comes to personalizing flow. In combination with the scoring system, it’s the perfect tool to direct users to their quiz bot results, no matter how many options you offer. You can easily scale it up without much hassle!

10. Let the User Share the Quiz

Remember the last step in the quiz funnel? We want to drive more traffic to the quiz by adding a share option to the quiz result.

So, that is the last thing we need to do. And we can make this by using the Goodbye Block in Landbot.

bot bye message

Which looks like this in the quiz chatbot:

sharing quiz social media

But, when you use these standard settings, it looks like this when you share it on Twitter:

sharing link bot landbot

It looks a bit boring, right? So we need to personalize it. By using three different Goodbye blocks:

cool by message

And setting the content of each Goodbye block based on the actual result of the user:

URL social share

By using three different goodbye blocks you can personalize the message that comes with sharing the quiz chatbot. So if you are 100% Italian, it looks like this when sharing it on Twitter:

url share link message

Looks way more compelling, right?

The Final Quiz Chatbot

And that was it! You made a complete quiz chatbot!

To give you an overview, here is how the final quiz bot flow looks like in Landbot:

final quiz bot

After each question, there is a scoring mechanism as well as personal message to make the flow friendlier.

You are just about ready to make your own…

But, before you go, I want to tell you about two growth hacks you can use to optimize your chatbot experience.

Bonus 1: Hyper-Personalize the Experience with Hidden Fields

Remember that I talked about how important the welcome message is? Well, I forgot to mention one thing. The welcome message is even better when it is personal.

Our current welcome message starts with “Hey there!”, but it would be much better if we could say “Hey Rob, welcome back! Are you ready for the quiz?”.

Adding a name to the welcome message makes it much more personal. And we know the name of the person if that person is already on our mailing list (for example).

So, with Landbot, you can add hidden fields to your chatbot flow, so you can achieve exactly that: Personalizing the experience!
Want to know more about this? Check out this video tutorial:

Bonus 2: Add a Special Offer

This is the bonus where you transform a lead into an actual customer.

Let’s take the example of my Italian quiz again. Someone filled it in and now they know how Italian they are. And in my example, there are 3 options:

  • Being Leonardo Da Vinci
  • Being 50% Italian
  • Not being Italian at all

But what if we could give them a special offer based on that result?

Then you should give them a special offer. An offer that is tailored to each individual user specifically.

91% of consumers are more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations. So this is a perfect opportunity to turn a lead into a customer.

There are two ways to do this:

  • Send a special offer via your chatbot
  • Make a specific landing page on your website

Which you use out of two depends on the offer you want to give to them.

If it’s an extensive offer that requires some information, I would recommend using a landing page. If it’s something simple and straightforward (like a coupon), you can use the chatbot for that.

How to Build a Chatbot Quiz for WhatsApp?

One of the tasks before creating a quiz was to pick a channel. In case you decide to conduct the quiz on WhatsApp, you will need to make a few adjustments.

At the time being WhatsApp interface is still largely limited and doesn’t allow for rich elements like buttons and carousels which are commonly used with web or Facebook quizzes.

Still, it’s not impossible to create a WhatsApp quiz, you just need to be a bit more inventive.

Landbot allows you to build chatbots for WhatsApp as well. Though, to make the quiz work check out our WhatsApp bot design guide – featuring five rules that will help you bypass the limitations of the WhatsApp interface!

It’s Your Turn!

Now that’s how you make a quiz bot using Landbot builder. It’s quick and simple which allows you to produce conversational quizzes swiftly and efficiently, increasing your chances to generate leads and engage your audiences.

You can start building your own quiz chatbot today, your Landbot account is just a click away!