Episode 50: Why Your Quiz Isn’t Converting & How to Fix It with Interact CEO Josh Haynam
How to Use Quiz Funnels to Generate Higher-Quality Leads with Interact Co-Founder, Josh Haynam
Listen on Apple Podcast | Listen on Spotify | Watch on YouTube
In this episode of Podcast Growth Tools, I’m joined by someone whose work I reference constantly inside my programs, with my clients, and across nearly every quiz funnel I help build: Josh Haynam, Co-Founder of Interact.
If you’ve ever heard me say, “Use Interact for your quiz—trust me,” this is why.
Josh and his team have spent over a decade perfecting quiz technology that has now been viewed 1.3 billion times and has generated 100 million+ leads across industries.
We go deep into:
Why quizzes outperform every other type of lead magnet
How to fix a quiz that isn’t converting
Why most quizzes flop (and how to avoid those mistakes)
What data you should track
How podcasters can turn quizzes into high-converting funnels
Why audience research is the real differentiator
The future of quiz strategy, AI, and user engagemen
If you’re building a quiz, optimizing one, or considering adding a quiz-centric funnel to your podcast strategy, this episode will completely reshape the way you think about list growth.
Timestamps:
01:20 — Origin story: how Interact was born
03:05 — Why quizzes convert better than PDFs/checklists
05:12 — Using quiz data to shape marketing + offers
12:18 — Interact quiz benchmarks, metrics, and averages
14:42 — Biggest quiz mistakes and why quizzes flop
17:30 — AI quiz templates vs real audience research
20:25 — Where quiz traffic comes from + promotion tips
26:02 — Evergreen case study: Advice with Erin
30:12 — What Interact is building for 2025 and beyond
What You’ll Learn in This Episode
1. Why Quizzes Convert Better Than Traditional Freebies
Josh breaks down the psychology behind quiz engagement, why users crave personalized results, and why a checklist or PDF rarely competes with a quiz’s interactive delivery.
2. The Real Reason Quizzes Flop
Josh and I talk about the number one mistake he sees: lack of audience research.
If a quiz doesn’t convert, it’s almost always because:
No customer research was done
The quiz buckets (results) weren’t defined
Messaging wasn’t aligned with what the audience actually wants
The quiz was created entirely with AI without human refinement
We discuss how to fix those issues and build a quiz that performs for years.
3. Quiz Buckets, Positioning, and Results Pages
We dive into the importance of building your quiz from the inside out—starting with the transformation, results, and user pathways before writing any questions.
4. Metrics: What to Track and How to Benchmark
Josh shares Interact’s platform-wide data:
65% quiz completion rates
40% average email conversion
How some quizzes outperform at 70–80%+
We talk through what numbers actually matter and how to benchmark your quiz against your previous lead magnets.
5. How Podcasters Can Use Quizzes to Drive Leads and List Growth
Josh shares the most successful ways podcasters use quizzes to:
Convert listeners into subscribers
Increase binge rates
Direct new listeners to curated playlists
Move people into high-converting nurture sequences
I also share the exact structure of my Podcast-First Quiz Funnel that consistently outperforms traditional opt-ins.
6. What’s Working for Quiz Promotion Right Now
Josh reveals the top platforms for quiz traffic based on Interact’s internal data:
Instagram (by far the highest performer)
Podcast mentions
Social DMs
Strategic bundles
We also talk about running ads to quizzes—what works, what doesn’t, and what to do before you ever spend on paid traffic.
7. Advanced Quiz Strategy: Longevity, Funnels, and Offers
We talk about why a well-built quiz can remain your top-performing lead magnet for years and how to structure the post-quiz nurture for maximum conversions—whether your offer is low-ticket, evergreen, or application-based.
Your Next Steps
Want help mapping out your quiz strategy? Grab the Podcast-First Funnel Framework inside The Podcast Growth Toolkit:
https://podcastmarketinghub.com
Join my weekly newsletter for tips on podcast growth, email marketing, monetization strategies, and behind-the-scenes support for growing your audience and business.
Resources & Links
Try Interact (Free Trial): https://tryinteract.com
Connect with Kylee
Website: podcastmarketinghub.com
Podcast: Podcast Growth Tools
Instagram: @kyleejchandler
Let’s Connect!
Share your favorite trend from this episode or ask questions by DMing me on Instagram at @thepodcastmarketinghub.
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