The power of quizzes (beyond just growing an email list)

Most people think of quizzes as a fun little way to grow your email list. And yeah, a lead magnet quiz can work well to attract attention, offer insight and build curiosity.

But across the client projects I’ve worked on over the years, I’ve seen quizzes being used for so much more than that. They’re quietly becoming one of the most effective tools in a digital product business - not just for lead generation but for improving course engagement, qualifying coaching clients and delivering more tailored experiences at scale.

Here's a few real examples.

A Lead Magnet With Personality

One of my clients is a mindset coach who had been struggling to grow her list with generic freebies. We swapped her downloadable PDF for a short personality-style quiz that helped visitors figure out their “inner critic” type. Not only was it more engaging, it gave her valuable insight into each person’s challenges - which in turn meant her follow up emails could speak directly to those patterns uniquely. Within a very short time, her email open rates jumped and subscribers were replying to her nurture sequence, curious about what else they could do and how they could work with her.

The quiz wasn’t just a fun lead magnet. It became the front door to a more connected, qualified pipeline.

Re-engaging Course Students

Another client runs a self paced financial planning course for first home buyers. Completion rates had been lagging, and she was worried that people were getting overwhelmed halfway through. We added short quizzes inside Kajabi at the end of each module - not to test knowledge in a formal sense, but as a light-touch checkpoint. Think: “What’s one expense you’re going to cut this week?” or “Which budgeting method feels most doable for you?”

To make it more engaging, we introduced a simple gamification element also - if students completed all lessons and quizzes within a certain timeframe, they were entered into a draw to win a free consulting session or a helpful bonus resource such as a book or gift card. That small incentive created just enough accountability and excitement to get people moving again.

The result? Students started logging in more regularly, completing more content and actually sharing their progress in the course community. It gave them a sense of progress, and the feedback from the quiz answers helped shape future course updates.

These mini-quizzes weren’t about scores or perfection. They were about momentum, participation and creating a small spark of motivation when people needed it most.

Qualifying the Right Clients for Coaching

A health and fitness coach I worked with was spending a lot of time on discovery calls that didn’t go anywhere. Some leads were looking for meal plans when he offered performance training. Others weren’t ready to commit to the level of support he provided.

We swapped out his basic contact form for a short application quiz built inside Kajabi. It asked about current fitness habits, training goals, health limitations and time commitments. Just enough to understand if someone was actually ready for his coaching style. Based on the responses, each lead is automatically tagged and sent follow-up info or offers tailored to their relevant stage.

Now he only jumps on calls with people who are truly aligned with his method. The application process filters out mismatches, saves time and gives new clients a better onboarding experience from day one.

Using Assessments for Client Check-Ins and Progress Tracking

Some of the most effective use of quizzes I’ve seen doesn’t happen at the start of a client journey — but in the middle of it.

One of the business coaches I support has a 12-week group program, and she wanted a better way to keep tabs on how her clients were progressing between live calls. We set up a simple weekly check-in form inside Kajabi, where clients could quickly rate their focus, report on their wins or roadblocks and note what they needed help with that week.

We also included the option for clients to upload homework or progress photos directly into the form. For some, this meant sharing screenshots of completed worksheets. For others, it was before-and-after shots of their workspace, content drafts or even personal milestones related to their goals.

It's not a long survey, just a few intentional questions and upload prompts that helped her spot patterns, celebrate small wins and tailor her support more effectively. Clients said the weekly check-ins have helped them stay accountable and gave them a moment to reflect before each session.

It’s a reminder that quizzes and assessments aren’t just for marketing. When used well, they can support real transformation inside a coaching container, keeping people engaged, supported and moving forward.

Quizzes don’t have to be complicated. In fact, many of the ones I help clients create are built using the tools Kajabi already has; assessments, forms, product quizzes all integrated with automations and simple tagging.

When more customisation is needed, tools like Typeform or Interact can step in and be bery simply integrated with your current tech stack. 

But the core idea stays the same: ask the right questions, and you’ll create more meaningful experiences for the people you're trying to help.

I break all of this down in this week’s YouTube video: How to Create Quizzes in Kajabi – for Lead Magnets, within Courses & for Coaching clients

Whether you’re trying to grow your list, boost completion or serve clients more efficiently, there’s probably a quiz that can help - even if it’s not called a quiz on the surface.

Are you using one yet?

If you’re ready to start using tools like quizzes more strategically, not just for lead gen, but to truly engage your audience, support your students and better understand your clients - this is exactly the kind of thing I help with.

Through my consulting work, I partner with business owners and their teams to build out digital products, set up systems that work and bring big ideas to life in a streamlined, scalable way.