The Smartest Way to Attract High-Quality Leads Online

Unlocking the Power of Quiz Funnels: How Coaches Can Generate More Leads

As a coach, I know firsthand how challenging it can be to generate leads and engage potential clients effectively. Traditional lead magnets like PDFs, e-books, and masterclasses have been the go-to for many, but what if there was a way to double or even quadruple your conversion rates? Enter quiz funnels—a powerful and interactive way to turn curious visitors into high-quality leads.

On a recent episode of The Amanda Kaufman Show, I sat down with Maxwell Nee, the Chief Revenue Officer of ScoreApp, to discuss why quizzes are such a game-changer for coaches and entrepreneurs.

Why Quizzes Work So Well

Maxwell explained that a quiz functions as an interactive lead magnet, making it easier to convert cold traffic into warm leads. Unlike static downloads, a quiz engages users by offering personalized insights based on their responses.

Traditional lead magnets typically convert at 10-15%, meaning for every ten people who see the offer, only one or two will take action. However, quizzes convert at 20-40%, sometimes even higher, because they tap into people’s natural curiosity and desire for self-improvement.

The Psychology Behind Quiz Funnels

People love learning about themselves. From personality tests to business assessments, the interactive nature of a quiz fosters engagement and trust.

Consider this: If someone offers a free guide titled The Coach’s Guide to Success, it’s helpful but generic. However, if you offer a quiz like Discover What’s Blocking Your Coaching Success, the result feels tailor-made for them. This level of personalization builds stronger connections with potential clients.

How Coaches Can Use Quizzes Effectively

Maxwell broke down the simplest way for coaches to create an effective quiz funnel:

1. Use Your Existing Program’s Pillars

The lowest-hanging fruit for building a quiz is to base it on your coaching framework. If you have a three-month coaching program with specific stages or pillars, that’s all your quiz needs to reflect. For example, if your program focuses on mindset, strategy, and execution, your quiz could help participants identify which area they need the most help with.

2. Keep It Simple

Many coaches make the mistake of overcomplicating their quiz. Maxwell advises keeping it straightforward and results-driven. One great example is a coach in the UK who built a program called The Five Types of Wealth. His quiz simply assessed where people fell on that scale, and it performed exceptionally well.

3. Make the Outcome Valuable

People should feel like they’ve gained something after taking the quiz. Whether it’s a personalized score, a free resource, or a next-step recommendation, the result should provide instant value and naturally lead them to your services.

4. Leverage AI to Speed Up the Process

Previously, setting up a quiz funnel could take a day and a half to build properly. Now, tools like ScoreApp’s AI wizard can create an entire quiz and marketing campaign in just five minutes, saving hours of work.

Do You Need Ads to Run a Quiz Funnel?

Many assume that running an effective quiz funnel requires paid ads, but Maxwell debunks that myth. He shared seven organic ways to generate leads without spending a dime on ads. One of the most powerful strategies? Podcasting.

Podcast listeners are already in a learning mindset, making them highly engaged and action-oriented. Unlike passive social media scrollers, podcast listeners are actively seeking solutions, which makes them more likely to take your quiz and move further into your coaching ecosystem.

Branding and Consistency: The Hidden Benefit of Quizzes

One of Maxwell’s strongest messages during our conversation was about branding with intention. He explained that everyone is building a brand—whether they realize it or not. The problem is, most people are doing it unintentionally.

If your LinkedIn is inactive, your Instagram is inconsistent, and you keep saying you’ll work on branding later, you’re actually building an “I’m inconsistent” brand. A quiz funnel helps reinforce your brand’s message and keeps you top of mind for potential clients.

Final Thoughts: Should You Use a Quiz Funnel?

If you’re a coach, consultant, or service provider struggling to generate leads, a quiz funnel is an easy-to-implement strategy that can dramatically improve your conversion rates.

✅ It’s engaging and interactive
✅ It provides valuable insights to your audience
✅ It positions you as an authority in your niche
✅ It helps build trust faster than traditional lead magnets

Want to see how quiz funnels work in action? Check out Maxwell’s free resource, Scorecard Marketing, at ScoreApp.com/book.

And don’t forget to listen to the full episode of The Amanda Kaufman Show for more insights: Podcast Link.

Are you ready to take control of your brand and start converting more leads? 🚀 Let’s make it happen!

Chapters

00:00 Introduction to Quiz Marketing

02:59 The Power of Quizzes in Lead Generation

05:29 Personalization and Engagement through Quizzes

08:14 Best Practices for Creating Effective Quizzes

10:55 Leveraging AI for Quiz Creation

13:21 Building a Brand with Intentionality

16:06 Conclusion and Resources

Full Transcript

Maxwell Nee (00:00)

everyone is building a brand anyway. Most people are just building it unintentionally.

Amanda Kaufman (00:24)

Well, hello and welcome back to the Amanda Kaufman show. I am so excited to be welcoming Maxwell Nee to the to the show today. Now, I got to tell you something. His team reached out to me and said, hey, are you looking for podcast guests? And I do get a lot of requests for this. But I was really blown away by what Maxwell and his team have been able to do with quizzes. And I thought, my gosh.

This is so timely, so helpful for our particular audience. Maxwell, welcome to the show.

Maxwell Nee (00:58)

Thank so much for having me. That's very kind.

Amanda Kaufman (01:01)

Of course. Well, why don't you take 30 seconds and just introduce who you are and what it is that you all do with your quiz technology.

Maxwell Nee (01:10)

Yeah, thank you. So I am the Chief Revenue Officer for ScoreApp. ScoreApp is a quiz marketing software company. So we help people to build their own quizzes so they can market their companies. It works really well for coaches, consultants, authors, service providers, thought leaders, digital entrepreneurs, anyone selling anything digital. You know, if your product is on Zoom,

It'll work well for you. And we have about 7,000 clients, paying clients all around the world. And I used to own a coaching business where we used to do about 250K a month. We had like 23 team members at its highest point. Because of that, I was in Forbes and a whole bunch of other places. And this software, I'm actually an investor in the software.

was one of our top lead generators. So we needed about 2,000 leads a month to sustain that and this is how we got a lot of that.

Amanda Kaufman (02:05)

That's really, really cool. So walk us through what makes a quiz, there's so many ways to get leads online, right? Like we could do a PDF lead magnet, we could host master classes, could, the award behind my head, that was for doing a million dollars through a Facebook group funnel. So there's like a lot of ways to market. So Maxwell, what has,

You're so excited about quizzes that you became an investor in the technology.

Maxwell Nee (02:32)

Yeah, it's really simple. know, it works really well. a typical lead magnet. So what's a lead magnet? A lead magnet is a, an action that turns a, an audience person. So there could be someone scrolling, could be someone listening to a podcast, could be someone watching a video, someone checking out an Instagram or LinkedIn or Facebook or wherever else, that converts that person into a highly qualified lead. So they've basically given you some information saying,

Hey Amanda, I'm interested to potentially buy what you have to offer. That's a lead. And I've used a whole bunch. I've used free books, I've used discount codes as lead magnets, I've used a free call, a ticket to a workshop, all that type of stuff. And they typically convert at about 10 to 15%. So you need like 10 people to see your offer before one person gives you their information, roughly.

But with quizzes, for some reason, the same audience typically converts at 20 to 40%. So that doubles, yeah, so that can double and quadruple your numbers. And you build your audience, your email list, two to four times faster. So that's really exciting.

Amanda Kaufman (03:32)

Whoa!

That is very exciting, yeah. I mean, those numbers at that point in the funnel, that makes a very, very big difference downstream. So I mean, you've been working, it's Score app, right? What is it about setting up a quiz that maybe...

Maxwell Nee (03:54)

Hmm.

Mm-hmm.

Amanda Kaufman (04:04)

is the less sunshine-y side, you know? Like, I love really great opportunities, and I also find that usually there's, like, more complexity that goes with it, or there's nuance to it. So what should our dear listener know about quizzes?

Maxwell Nee (04:10)

Mm.

Yeah, good question. Well, let me share with you why I think it works so well. So, very common quiz funnel for you to picture in your mind is like the body type quiz funnel. So let's say you want to work with a personal trainer, you want to your summer body goals, and then you see this ad or you see this offer online that says,

Find out exactly what body type you are, exactly what you need to eat to hit your summer body goals and how I can help you to get there. Right? And then there's typically three body types, know, thin, medium, know, large in terms of like genetics, right? Like your bone structure. And then depending on that, you you need different strategies, specific tailor-made strategies for you to hit your goals faster.

So that there's a few reasons why that's compelling. It's compelling because you're personalizing something to me. You know, it's not a one size fits all. It's not, come and read this. And this is, know, the coach's guide to winning at life. No, it's it's why specifically you're not winning at life. Right. To that specific coach as an example. And

Personalization is everything, you know, Amanda, if you and I were to jump on amazon.com right now, you would see a completely different website. I would see a completely different website because I'm right. Or, or, or our YouTube, our YouTube accounts, right? You'd see completely different videos. I'd see a whole bunch of like baby videos because my daughter watches my YouTube account. Right. So, so what happens is,

Amanda Kaufman (05:38)

my gosh, yeah, yeah.

Maxwell Nee (05:53)

You know, these big companies are putting so much money into more data and more personalization for each and every one of us. and, and they're constantly receiving feedback and learning how to monetize that from us. Score app does the same thing. Right. And another reason, so that that's like the logical reason why, it works well. And there's always an emotional region, like, you know, the, the sizzle, right. The sizzle, the sex factor, the, the excitement, the.

Amanda Kaufman (06:07)

Mm.

Well, it's so dynamic

Maxwell Nee (06:20)

the end. Yeah.

Amanda Kaufman (06:20)

to take a quiz. Like I know as a coach, we're pretty obsessed with, you know, personality profiles, human design. Like we're always looking to know ourselves even better. So, you know, that that makes an absolute ton of sense. If somebody wanted to to pursue doing a quiz funnel and let's say that they're a little bit earlier in.

because most of our audience is generally a little bit earlier in their online marketing journey. What would you say are the top dos and don'ts of approaching a quiz funnel to maximize the likelihood that you're going to get the result that you're looking for when you pursue this?

Maxwell Nee (06:58)

Yeah, the lowest hanging fruit, the don't is don't over complicate it. The lowest hanging fruit is if you're like a coach or a consultant and let's say you have like a three month program, coaching program or you have a methodology or whatever, your program, if that's working for your clients and you believe in it and especially if you've added your own personalization to

to create the pillars, right? Your three pillars, your five pillars, you take people through. That is simply all your quiz needs to be. That's it. know, so there's a coach, I think he's based in the UK called Sahil and he has a book called The Five Types of Wealth. So lo and behold, and that's his program, that's his brand, and lo and behold,

His quiz is the five types of wealth and it's killing it. Right. So it shows you where you are on the five types of wealth. So that is, you want to keep, you just want to have like one business model. If you sell, you know, one type of coaching, you've got one program, you want one lead magnet to it. You want to have people just walk through, walk down a straight line, a very, very clear and focused straight line to, to get to you.

Amanda Kaufman (08:14)

Yeah, I love this. A few years ago in my own business, I was testing, playing with all manners and different kinds of funnels. And I will add to the data here. It's not just according to Maxwell, but Amanda also says, when I did a quiz-based funnel, now I built it using a tool type form at the time.

but so it ended up that I had to spend like a lot of time doing the logic and, and all that kind of thing, testing it out. And what didn't work for me was because I was still at the time testing a lot of offers at the same time. So, you know, but I found that people's like propensity or desire to go through that experience. It blew me away. And that's why I invited you onto the show because like, was like, man, an expert on.

Maxwell Nee (08:37)

Hmm. did, we did that too. I've done that too.

Mmm. It's horrible.

Hmm.

Amanda Kaufman (09:04)

quizzes, I know that this works. I know that this works because the reason it didn't work was not that the funnel didn't work. It was that I didn't have the back end of it stabilized to be able to capitalize on that. And then I moved on to other funnels. So very exciting. So this is great for fitness coaches. This is great for, you know, you gave the wealth coaching example.

Maxwell Nee (09:07)

Hmm.

Hmm.

Yeah, yeah, yeah.

Amanda Kaufman (09:27)

I've got a lot of people in our audience who do, you know, high performance coaching, executive coaching, leadership coaching, life coaching. Do have any examples of some ways they might imagine using it for those kinds of niches?

Maxwell Nee (09:33)

Mmm.

Yeah, so let me answer this in two parts because we have like a life hack for that. So it used to take someone about a day and a half to set this up and they'd have to get into the weeds of almost like building a website, It's that level of tech. It's not crazy. It can be simple, but you have to know where to go and you have to be a little bit into it.

Amanda Kaufman (09:47)

Hehehehe

Mm-hmm.

Maxwell Nee (10:07)

When you're setting this up, it used take about a day and a half, but now we've integrated an AI wizard, right? Where the AI wizard will ask you, hey, Amanda, who's your clients? Who do you serve? What problems do you solve for them? You answer one, two, three sets of questions, maybe four, and then it'll write for you your quiz and a marketing campaign for your quiz in about five minutes, and that's about

Amanda Kaufman (10:15)

Ooh.

Maxwell Nee (10:35)

six or seven hours of copywriting. And all you need to do then is to go in and polish the edges, right? So it'll do your first, second and third draft for you in a few minutes. And if you're looking for inspiration, because you haven't quite worked it out yet, or you're a very early coach in your journey, or you haven't been doing this for many, many years, then it's a huge life hack.

Amanda Kaufman (10:38)

Dang.

That's amazing. I'm sorry. I was just tallying up the tens of thousands of dollars that I've spent on learning how to be a world-class copywriter and you know all those days, know weekends spent, you know elbows deep in in working out the logic and the coding and things like that to Accomplish similar things and it's still it didn't look good, you know, so to have something that's pretty polished is pretty impressive. That's cool

Maxwell Nee (11:08)

Yeah.

Hmm.

Amanda Kaufman (11:20)

Does somebody have to be running ads to benefit from a quiz? Like, what are some of the ways that you've seen people use quizzes effectively? Maybe it's using advertising, maybe it's other ways.

Maxwell Nee (11:31)

Good question. So we actually have a resource in the platform because your conversion event, your action that people take is one part, but you also need the traffic, right? And there's the resource, is the seven powerful ways to generate leads without ads, basically. So we offer you seven different ways. Podcasting is a really good way. Podcasting is so underrated. The average person listens to podcasts, listens to about seven hours a week, so an hour a day.

You know, that's more time than some people spend. Yeah, that's more time than some people spend with their partners, right? Per week. And also, when people are doing that, people don't listen to podcasts necessarily to numb their brain, right? A bit like how, what you would do when you just want to veg out on the couch and watch Netflix. People listen to podcasts to better themselves. So they're in learning mode, right? They're in learning mode, they're in action-taking mode.

Amanda Kaufman (11:59)

Yeah, as a part of their life.

my God, I hadn't thought about that, yeah.

Maxwell Nee (12:26)

they're in the tension span is at a different vibration. that's one of the little hacks I'll give you.

Amanda Kaufman (12:33)

Yeah, I love this. So Maxwell, mean, you know, another one of the reasons I invited you to join us here at the show is, you you do have so much experience of like scaling up a coaching business and not just with the quizzes, but just like in general. So I love to ask my guests, what are three things that help a coach not to suck?

Maxwell Nee (12:53)

not to suck so how to win

Amanda Kaufman (12:55)

Not to suck, yeah.

Maxwell Nee (12:56)

Right how to win so

Look, if I start all over again, this is the order that I would teach any coach to do things. First, you've got to pick who are you really excited and passionate about helping, right? Like is it moms? Is it women of a certain age? Is it professional men? Is it executives? And typically you'll have a connection to these people because you used to be them.

Amanda Kaufman (13:09)

Absolutely.

Maxwell Nee (13:21)

I used to be in corporate and I might get really passionate about helping corporates, you know, exit corporate life and become an entrepreneur or not to burn out because I did all those things. Right. So, so it's the who and then the next tip I'll give them is to, create a quick and dirty quiz to understand their needs. So all the quizzes is that, yeah, it's a fun lead magnet for them to give you information.

Amanda Kaufman (13:32)

Mm-hmm.

Maxwell Nee (13:48)

but it's also a needs analysis for you. So it's the same process that a doctor goes through where they say, does your throat hurt? Are you coughing? Open your mouth. Are your palms sweaty? Right. It's the same. It's a needs analysis. It identifies symptoms so that you can, you know, prescribe to the problem. So, and then the last thing I would do is I would, I would just be aware that

Amanda Kaufman (14:03)

Mm-hmm

Maxwell Nee (14:16)

a lot of people think that building a brand is, something that you do later and it's something that, know, you're going to invest money into that type of thing. But I would just like to say that you, everyone is building a brand anyway. Most people are just building it unintentionally.

So you, so, so if you're someone that doesn't show up on.

LinkedIn or doesn't show up on Instagram or your your your Instagram is is patchy and you're like, I'll deal with it later You're like you you you're inconsistent and you're like, I'll deal with it later. I'll invest money in it later Well, you're actually in fact building the hey, I'm Amanda. I'm the I'm inconsistent brand right by by default so, you know get out of default put your hands on the steering wheel and Get into

Amanda Kaufman (14:58)

That's exactly it. Yeah.

Maxwell Nee (15:04)

you building your brand with intentionality.

Amanda Kaufman (15:08)

I love that, I love that. And listen to this guy folks, he knows what he's talking about when it comes to the branding. He wouldn't be here on this show if he hadn't done an outstanding job of his outreach and his positioning and like all of those things. He did a really fabulous job. I loved everything you just said. Maxwell, could people, what's the best way for people to follow you?

Maxwell Nee (15:29)

Yeah, good question. So I've got two goodies. One goodie is we have an ebook, which is called Scorecard Marketing. We've got a PDF version and the physical version. So we actually have a bunch of physical versions spare that we want to get out to people for free. So whilst we can, if not, you get the PDF anyway. Go to score app, S-E-O-R-E-A-P-P dot com forward slash book, and we'll get that out to you. But if you want to talk to me,

than love to. I'm addicted to LinkedIn. So message me there, Maxwell Nee. I'm the only one there with that name and you know, we can chat more.

Amanda Kaufman (16:06)

I love it. And we'll make sure to have the links below for you in the show notes, dear listener. And before you go, don't forget to subscribe. And if you love this episode, which I hope you did, leave a review. Those five star reviews, they help other coaches just like you or other entrepreneurs just like you find the episode. So do take the time to do that. And we will see you on another episode.

Maxwell Nee (16:19)

Yeah.