How To Turn Your Podcast Listeners Into Leads With Quizzes

Podcasting lets you share your voice and expertise with people worldwide. But, unless you give listeners a way to respond, it stays a one-way communication tool. With a ScoreApp quiz or scorecard, you can turn that one-way listening experience into a two-way conversation, inviting your audience to engage, share insights, and connect beyond the episode. And, your Scorecard or quiz can turn those listeners into leads for your business.

And you don’t just get their email. If you ask the right questions, you’ll also learn what they care about and how you can help them further. 

Let’s walk through seven steps to build customer relationships. (With ScoreApp, it takes way less time and effort than you imagine!)

Why ScoreApp Works So Well for Podcasters

Most lead magnets (PDFs, guides, checklists) are static. They sit in a folder and don’t create much engagement.

A Scorecard is different because it’s:

• Interactive: Listeners get involved, instead of just passively downloading something boring.
• Personalised: Every participant walks away with something relevant to them.
• Insightful: You gather rich data about who your audience really is.
• Scalable: Once set up, it runs in the background while you keep producing episodes.

Podcasters can use ScoreApp to finally bridge the gap between audience and leads with minimal upfront time and ongoing stress. Over the next seven steps, we’ll show you how.

1. Frame Your Quiz as a Natural Extension of Your Show

The best podcast-to-lead funnels feel like the next logical step in a conversation.

Think of your Quiz as a companion to your latest episode. 

Start with the listener’s intent. What did people come to your episode to learn? And how can you offer them support after the episode? 

A free Quiz can help clarify their current situation or identify a specific problem in only a few minutes. Your Quiz should promise a clear, tangible outcome that continues the episode’s value.

For example:

• Marketing podcast: Which 90-day growth strategy fits your business?
• Wellness podcast: What’s your stress-management type (and one 3-minute fix)?
• B2B SaaS podcast: Is your onboarding setup costing you customers? Take the 7-point checklist.

Keep the promise short, outcome-focused, and useful. Aim for one clear result that the listener can expect in exchange for their email. Whatever your Quiz is about, its main goal is to offer even more value to the listener, thereby deepening their trust in you and encouraging your conversation to continue. 

Choosing the type of quiz couldn’t be easier. From your main screen, select ‘Templates’.

Above, you’ll see the filtering options in the left-hand menu to select by industry and quiz type.

Pro tip: Your Quiz should answer a burning question your listeners already have in their heads. If it feels useful and relevant in the moment, they’ll be far more likely to jump in.

2. Build a Landing Page That Feels Personal

When someone leaves their podcast app to click your link, you want them to land on a page that feels just like the vibe of your show.

Your ScoreApp landing page is stamped with your podcast’s personality. ScoreApp offers an intuitive drag-and-drop landing page builder and a host of templates for you to adapt. 

All of this makes it easy to drop in your show’s artwork, your own photo, language from your podcast episode to create an irresistible headline, or even a short video message to explain why the Quiz is valuable to them. That’s the kind of personal touch that builds trust. 

For this example, we selected ‘business’ and ‘profile quiz.’ 

Once selected, click on ‘Use this template’ at the top right of the page. 

You’re taken to the setup guide for your Scorecard here:

Click on the blue ‘Go to landing pages’ button to start creating your Quiz landing page. 

Start customizing! 

Pro tip: Make sure your landing page addresses a major pain point or big goal for your listeners, and explains why your Quiz helps them overcome or reach it. 

3. Craft Smart, Snackable Questions

Your listeners are busy people. If they click through, they’re already giving you a small slice of their attention, so respect it. 

For you, using a Quiz to pre-qualify leads and gain actionable data insights starts with asking the right questions.  

Click on the dropdown menu at the top of the page and select ‘Questions’.

From this page, you can start editing your questions. 

There are already suggestions in place to help you avoid blank page-itis, but everything is editable. 

For example, in the left-hand menu in the Questions section, you can choose different types of questions from the dropdown menu.

By using the tools in the Answers section of this menu, you can manipulate how the scoring is weighted and the user’s pathway through the quiz.

A few golden rules for writing your ScoreApp questions:

• Keep it short: 6–8 questions work best. Enough information for you, without it being a time suck for them.
• Mix formats: Use multiple-choice questions for speed, scale/checkbox questions to capture behaviour, and free-form for more detailed responses.
• Make it engaging: Ask questions that feel conversational, not like a test.
• Focus on insight: Every answer should help the participant and teach you something valuable about them.

Pro tip: For example, instead of asking: ‘Do you have a documented marketing strategy?’ try:

‘When it comes to planning content, which best describes you?’

• I plan everything months in advance
• I outline a few weeks ahead
• I mostly improvise

It provides more information than a simple yes/no question, and can be easier for participants to answer. 

4. Deliver an Experience on the Results Page 

Here’s where most quizzes fall flat: the results page. They either give a throwaway score or a vague label, and that’s it.

But with ScoreApp, you deliver instant value. Your listener has just shared their details and invested in the process. And, in exchange, you give them something genuinely useful.

Select ‘Result’ from the drop-down menu at the top.

Most of the ScoreApp Quiz results pages include excellent visuals that present their data in a graph or chart, making it easier to understand and share. 

Using all the editing tools in the left-hand menu, you can completely personalize the results you send to your audience. 

Pro tip: A high-performing ScoreApp results page usually includes:

• A clear outcome. Like, ‘You’re a Strategic Planner,’ or ‘You scored 42/100.’.
• Personalised insights based on their answers.
• Practical next steps they can implement right away.
• An invitation to go deeper: join your community, book a call, download a guide, get a mini video course.

The more value you deliver here, the more likely they are to stay connected.

5. Mention Your Quiz Strategically in All Episodes

Now you have your Quiz, promotion is simple – your Quiz becomes the ‘what next?’ during and at the end of every episode.

Don’t bury it in a list of 10 links at the end of the show notes. Make it the one clear CTA, and repeat the information a few times throughout your episodes. 

Here are a few ways to position your Quiz naturally in podcast episodes:

• Mid-roll: ‘By the way, if you’re wondering how this applies to your business, I’ve built a quick Quiz you can take right now. It shows you exactly where you’re strong and where you can improve. Just head to [link].’
• Outro: ‘If you want to take what we’ve talked about today and see where you stand, take the free assessment at [link]. You’ll get your personalised score instantly.’
• As a guest: ‘If this resonated with you, I’ve actually built an assessment that shows you how ready you are to [desired outcome]. You can take it for free at [link].’
  

One CTA, repeated consistently, will always outperform scattergun promotion.

Pro tip: Don’t forget all the other places you can plug your fact-finding mission…

• Show notes: Include a short link or QR code for video or live events
• Written assets: Link it in the episode transcript and show blog. Great for the algorithm and the humans!
• On the socials: How often have you clicked on one of the ‘What kind of Barbie/Ken are you?’ posts? They’re successful because they’re all about the reader. Get your social media teaser posts out there to promote your Quiz.
  

6. Capture the Lead and Automate Your Follow-up

To know which leads came from your podcast, add a tracking field or use UTM/hidden fields that capture the source and get that data flowing into your systems. These small tags let you filter in your CRM later and run podcast-specific nurture sequences.

Once a lead has completed your ScoreApp Quiz, you can set up an email nurture campaign in your chosen platform to build more trust and credibility. This is a pre-set, automated email sequence that starts straightaway and keeps the conversation going with leads.

ScoreApp offers native integrations with many popular platforms and Zapier/webhook connectivity so you can push new leads, their answers, and their outcomes into your CRM or email platform. 

Automating your follow-up process means the engagement continues long after the podcast episode ends.

Pro Tip: Use the Quiz answers to personalise subject lines. For example: ‘SaaS founders: 3 onboarding wins I’d try this week.’ ScoreApp’s data makes personalization easy, and you can use its lead scoring to prioritise outreach.

7. Track, Tweak, Repeat

Like any kind of market research, you need a testing mentality: Do something, see how it performs, make adjustments, repeat. 

The beauty of ScoreApp is that it shows you exactly how your Quiz is performing on your analytics dashboard. You’ll see how many listeners start, finish, and convert, without having to invest huge amounts of time in data gathering and interpretation. 

Pro tip: If you notice drop-off points, adjust. For example:

• Low starts? Simplify your CTA or reinforce the benefits.
• Low completions? Trim the number of questions or rethink the wording.
• Low conversions? Strengthen your results page CTA and follow-up emails.

Iterating is normal and, over time, your Scorecard becomes a finely tuned conversion machine. 

Let’s Start Turning Your Podcast Fans Into Paying Customers

Turning podcast listeners into leads doesn’t have to be complicated. You can create a seamless listen-to-lead journey by:

• Framing a Quiz as a natural extension of your show
• Building a personalised landing page 
• Crafting engaging questions 
• Delivering actionable results

ScoreApp makes it simple by providing ready-to-use templates, AI-powered Quiz building, and integrations that automatically capture and segment your leads. 

With ScoreApp, your podcast isn’t just a voice in someone’s earbuds; it’s a tool that grows your business while you keep creating great content.

To get started, pick one upcoming episode, design a simple companion Quiz with ScoreApp’s user-friendly software, and make it the main CTA in your show.

The next time someone tunes in, they won’t just be a listener; they’ll be a lead.

Get 50% off for the first month using the discount code ‘Colin’. 

Try ScoreApp today!

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