How many leads will your quiz actually produce?
Four numbers in, a month of leads out — plus where you are losing the most people and which single fix buys you the most. Nothing to sign up for.
A quiz funnel turns visitors into leads across three steps: visitors who start the quiz, starters who finish it, and finishers who leave an email. Multiply your monthly traffic by those three rates to get leads per month. Because the steps multiply, the stage losing the most people — not the one with the lowest rate — is usually where a fix pays off most.
Your numbers
The values below are a starting point so the page is not blank — they are not industry averages. Replace them with your own; any analytics that reports quiz starts and completions has all four.
Optional — add these two to see what the funnel is worth.
4.0 visitors for every lead
Where the people go
- Visitors1,000
- Start the quiz550450 lost here
- Finish it357192 lost here
- Leave an email250107 lost here
Biggest drop-off
You lose 450 people at “Start the quiz” — more than at any other step.
Start rate is usually about the promise, not the quiz. Say what the person gets at the end — a score, a type, a plan — before the first question, and make that first question easy enough to answer without thinking.
What to fix first
Adding 10 points to one rate at a time, best first:
- 1Start the quiz+18.2%295 leads
- 2Finish it+15.4%288 leads
- 3Leave an email+14.3%286 leads
How the number is worked out
Leads a month = visitors × start rate × completion rate × opt-in rate. The three rates multiply, so a funnel with three respectable-looking rates can still pass through only a quarter of its traffic. “Biggest drop-off” ranks the steps by how many people are lost rather than by which rate is lowest, because the step where the most people leave is the one where the same percentage improvement returns the most. Nothing you type is sent anywhere — the whole page runs in your browser.
Questions
- What is a quiz funnel?
- A quiz used to capture leads rather than to test knowledge: someone lands on it, answers a handful of questions, and gets a result — a score, a type, a recommendation — in exchange for an email address. The steps between landing and email are the funnel.
- Where do the default numbers come from?
- They are placeholders so the page shows something, not benchmarks. We do not publish an industry average because we do not have a sample we would stand behind, and an invented one would have you optimising against fiction. Use your own analytics.
- What is a good quiz completion rate?
- There is no single number worth quoting — it swings with quiz length, traffic source, and how well the promise matches the audience. The useful comparison is your own funnel over time: change one thing, watch that one rate. This calculator is built for that comparison rather than for a league table.
- Which step should I fix first?
- The one losing the most people, which is not always the one with the lowest rate. A 40% opt-in rate applied to 80 finishers loses fewer people than a 55% start rate applied to 1,000 visitors. The “What to fix first” list ranks the steps for your own numbers.
- Is it free? Do I need an account?
- Free, no account, no email. Everything is computed in your browser, and nothing you enter leaves the page or is stored.
Now go build the funnel
RooQuiz has the quiz types this calculator assumes — scored, outcome and knowledge — with the results page, email capture and funnel analytics included on the free plan.
Browse quiz templates