Estimated read time: 5 mins

Quizzes have been hooking people’s attention for DECADES. 

Long before Buzzfeed had us all finding out what kind of bread we are, curiosity was getting captured old school. 

Back in the 1930s, magazines like Meet Yourself As You Really Are introduced readers to personality quizzes, kicking off a full-blown obsession with self-discovery that still hasn’t faded.

By 1965, TIME magazine was running a quiz called The Test of the Unfaithful Wife, making readers wrestle with moral dilemmas (spicy).

And by 1966, Cosmopolitan jumped on board with How Well Do You Know Yourself?, proving that the thrill of answering a few questions to get a morsel of insight was here to stay.

Fast forward to 2025, and quizzes aren’t just entertainment — they’re powerful tools to:

✔️ Capture attention even with social media’s algorithmic chaos

✔️ Build trust by helping your people feel seen, heard, and understood from the get go

✔️ Segment your audience so people get what’s actually relevant to them

✔️ Sell more by guiding people to the next best step for them (seamlessly, without the sleaze)

In a world where AI is changing everything and attention spans are shrinking by the second, quizzes keep winning. In today’s Spill the Tea, I’m pulling back the curtain on exactly what’s working now and how I’m using quizzes in 2025 to make marketing feel more human, more fun, and a lot more effective.

What you’ll learn in this article:

🍵💲What’s working now in the world of quizzes 

🍵💲What the heck is zero-party data and why is it muy importante 

🍵💲How to get your people OFF social and onto your email list

The tea: 7 ways I’m using quizzes in 2025

1️⃣ The one place I send (+ segment) everyone 

My GrowthType assessment is the top-of-many-funnels hub for my whole marketing ecosystem. 

If my business was a solar system, my GrowthType quiz would be the sun.

It’s the first touchpoint, the entryway, the place where everything starts. Instead of throwing random lead magnets out into the void and hoping something sticks, I use my quiz as:

☀️ The main CTA across my site, social media, and paid ads

☀️ A tool for positioning and thought leadership — the framework within it is something I talk about on podcasts, on social, etc. and because of that the quiz becomes a no-brainer next step for folks who want to go deeper. 

☀️ A segmentation tool that helps me get to know who’s on my list and how I can best help them

2️⃣ The primary way I know who’s actually on my list 

Take a look at these numbers: 

This isn’t the full breakdown, but you can see the top results people get. 

This tells me that I have an overwhelmingly beginner audience (which I define as not yet having a validated offer that you’ve sold). 

My new quiz (which you can take right here if you’re curious!) is just as insightful, I can see the majority of quiz takers are most focused on building an audience:

Quizzes are still the best way to ethically collect zero-party data aka. insights that customers willingly share because they know they’ll get something valuable in return.

🧠 What they’re struggling with
🎯 What they’re working toward
💸 What kind of solutions they’d actually pay for

This data doesn’t just help with segmentation — it informs offers, messaging, sales, everything! 

3️⃣ Paid quiz results

I love a good low-lift revenue stream, and paid quiz results have been a game-changer.

Here’s how it works:

1. People take the quiz for free
2. They get a teaser of their results + an option to upgrade for a deeper, more detailed version (priced between $5–$27)

It’s an easy yes purchase for my most engaged quiz takers, and it does two things:

✔️ Offsets ad costs (or covers them entirely)
✔️ Turns cold leads into warm buyers before I ever pitch a higher-ticket offer

Instead of waiting weeks to monetize new leads, I’m letting the quiz do the heavy lifting immediately.

My client Anthony made $20k from his $5 paid quiz result upgrades alone! 

4️⃣ To get people OFF social and ON to your email list 

Two of my more recent quiz clients both have a few hundred thousand followers on Instagram. 

The problem? A very teensy percentage of those followers actually see their stuff, and this number is far from dependable. 

The solution? Using a quiz as the CTA on their posts and reels gets their followers off social and onto their list. 

We even built simple systems where people comment the word QUIZ and can take it and leave their email right in the DMs. 

Tori Dunlap added 100,000 new subscribers to her email list from 1 viral video using this strategy. 

5️⃣ Mini quizzes in eCommerce  

If you’re selling physical products (supplements, skincare, fashion, you name it), quizzes aren’t just a “nice to have” — they’re pretty much essential at this point. 

I call them “mini” because they’re typically much shorter than a quiz you’d use in, say the coaching space. 

A well-designed product recommendation quiz does all the things a great sales page should:

✅ Eliminates decision fatigue (because people don’t want to scroll through 30 options)

✅ Makes the shopping experience feel personal

✅ Boosts AOV (average order value) by recommending bundles and upsells

With platforms like Octane AI, eCommerce brands are using quizzes to dramatically increase conversion rates while making shopping feel effortless.

6️⃣ Personalized email experiences 

The quiz is just the beginning — ideally the experience after the quiz feels just as personable and specific. 

Email is soooo much more effective when you know who you’re talking to and have some simple segmentation in place. 

One of my students is a lawyer who sells templates and trademarking services, her quiz helps her understand who’s a fit for what and her emails finish the job. 

7️⃣ Connecting the right people to the right offers

One of the coolest ways I’m seeing quizzes evolve in 2025?

👉 Affiliate matching.

Instead of blasting a one-size-fits-all affiliate offer to everyone, I’m seeing business owners use quizzes to segment and recommend the right partner offers based on someone’s responses.

One crazy example of this is from SmartAsset, they position their quiz as a tool to help people find out what retirement strategy will work best for them, and on the backend they connect those people to a financial advisor in their area and get a commission if they sign on. 

I don’t know for certain but someone in that industry told me they do 7-figures a year from this quiz alone 🤯

Sip on this…  

🧋 For real, is this you too? 

Want to create your own quiz system for leads and sales? 

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