Lead magnets in B2C beyond e-commerce: examples for 7 industries

A lead magnet in B2C beyond e-commerce is a tool or content that helps people with a big personal decision, and in return you get their contact details. Calculators, price estimates, quizzes, alerts and date reminders work best. People buy a mortgage, a flat, a car, a holiday or a course only once in a while, and usually from the first provider they trust. According to the US National Association of Realtors (NAR), 75% of buyers and 81% of sellers talked to just one agent. A lead magnet therefore decides whether you will be that first provider, and whether the customer will still know about you in five years when the decision comes round again.

At a glance

1. In B2C beyond e-commerce, people buy rarely, spend a lot and feel at risk. A lead magnet has to help with the decision, not tempt with a discount.
2. The strongest formats give people their own numbers: a monthly repayment, the price of their flat, the trade in value of their car, their level of English.
3. The typical B2C magnet is an alert or a reminder. You get the contact years in advance and the date tells you when to get in touch.
4. Quizzes are among the most effective formats: around 40% of people who start one leave their contact details.
5. Every industry has its strong moment: the end of a fixed rate, selling a flat, the car's technical inspection, early booking, the new school year, the anniversary of a donation.
6. Measure success not by sign-ups but by meetings, viewings, test drives, bookings and donations.

In short: what works, when to make an impression, what to ask for in the form and what can go wrong

• What works: calculators and estimates, quizzes and tests, alerts and reminders, practical guides and free samples such as a trial lesson or a test drive.
• When to make an impression: before people choose a provider. Most people talk to just one agent or advisor, the one who got in touch first or who was recommended by someone they know.
• What to ask for in the form: email, name and the date they want a reminder for. A phone number only where you promise personal contact.
• What can go wrong: downloading a resource is not consent to receive offers, and without a follow-up series the contact will forget you within a year.

How B2C beyond e-commerce differs from B2B and from online shops

B2C beyond e-commerce means selling services and more expensive goods to consumers where the purchase does not end in a shopping cart, but with a meeting, a viewing, a contract or a booking. It covers financial advisors, real estate agents, high street shops, car dealerships and garages, travel agencies, non-profit organizations, language schools, courses and consulting. One person or one family decides, not a buying group as in B2B. Unlike in an online shop, though, it is not an impulse purchase for a few dozen euros.

The table has three implications for lead magnets:

Trust decides, not discounts. Someone choosing a mortgage or an estate agent is afraid of making a mistake worth tens of thousands. A 10% discount won't convince them, a useful calculation or a fair guide will.

Purchases are rare, so the relationship has to last for years. People change cars every few years, fixed rates end after five, a flat is sold once a decade. If you get a contact today and stay silent for a year, you lose it.

Life sets the deadlines. The end of a fixed rate, the car's technical inspection, a contract anniversary, the start of the school year, the opening of early booking. These moments are predictable, and keeping an eye on them for the customer can be turned into a lead magnet. That does not work the same way in B2B or in an online shop.

What the data says about how consumers decide

Today, consumers find out most of the information themselves and only contact a provider once they have a clear idea. According to Cox Automotive, car buyers spend more than seven hours searching online and visit 4.6 websites on average. According to a study for Expedia, travellers view 141 pages of content before booking. This is exactly the phase in which a lead magnet has to make an impression.

How many landing page visitors leave their contact details varies widely between industries. This is shown by the Unbounce benchmark for the fourth quarter of 2024, which compared more than 41,000 landing pages. A landing page is a standalone page with a single offer and a form, for example a mortgage calculator or a sign-up for a trial lesson.

How to read the chart: the percentage next to each bar tells you how many out of 100 people who came to the landing page filled in and submitted the form. This rate is called the conversion rate. Unbounce calculated it for each page separately: the number of submitted forms divided by the number of visits. A page with 1,000 visits and 83 submitted forms has a conversion rate of 8.3%.

What a median is: the median is the middle value. If you sort the pages of one industry from the lowest conversion rate to the highest, the median is the page right in the middle. Half of the pages in the industry do better and half do worse. For example, five pages converting at 2%, 4%, 6%, 9% and 30% have a median of 6%. The average would be 10.2%, because a single exceptional page pulls it up. That is why the median shows better how a typical page performs.

What it means for you: in financial services the median is 8.3%, roughly 8 submitted forms per 100 visits. If your mortgage calculator page does better, it is in the better half of its industry.

Two things follow from the data. First, an interactive format (quiz, calculator, test) brings in more contacts than a static document, because people get a result about themselves. Second, an automated email sent right after sign-up sells many times better than a bulk campaign. A lead magnet without follow-up automation throws away the most valuable part.

A note on the numbers: Some of the data comes from the US and from platforms that measure it on their own customers (Interact, Omnisend). Omnisend mainly measures online shops, so treat its figures as a guide to how welcome emails perform in general. There are no Czech industry benchmarks for lead magnets. Where we have Czech data, we give it in the individual industry sections.

Six types of lead magnets that work in B2C

Choose a B2C lead magnet by how often people buy in your industry and what the customer is afraid of. The following table shows six types that work across industries.

Calculators and estimates are most valuable where big money is at stake. People enter a few details, see an indicative result and get a detailed breakdown by email. From the details they fill in, you immediately know how big the deal is.

Quizzes and tests work because everyone wants to learn something about themselves. The result also segments the contact: someone who answers “with the kids, by the sea” in a travel agency quiz gets different offers from a couple who want to explore cities.

Alerts and reminders are the most typical B2C magnet. You promise just one thing: we'll get in touch when it matters. The most valuable detail in the form is the date the message should arrive.

Guides and checklists reduce the fear of the unknown. Selling a flat, a mortgage or a first car for a child are situations people go through a few times in their lives, and they don't know what to watch out for.

Free samples remove the risk. A trial lesson, a test drive or an initial consultation are lead magnets for the decision stage. Whoever signs up is close to buying.

Clubs and actions suit industries where people buy often (retail) or where it is not about buying at all (non-profits). Instead of a result, they offer benefits, belonging and the chance to change something.

What a lead magnet form and the first email should look like

A lead magnet form is a short advert for what people will get. Within a few seconds they decide whether the result is worth their email address. The first email after they submit it then confirms that the promise holds. These parts make the difference:

How many fields. Every extra field lowers the number of people who submit the form. According to Omnisend data for 2025 from more than a billion pop-up form views, forms with one to three fields convert at 2.1 to 2.2%, with four fields at 1.5% and with five or more fields at 1.4%. The exception is a detail without which the magnet does not work: the date the fixed rate ends, the next technical inspection or the location of the flat. Always ask for that one.

What the first email should contain. The confirmation email is the most read message you will ever send a contact. Our own form offering over 60 email subject line tips is filled in by 7.1% of the people who see it, and 60.2% of them open the confirmation email with the tips. That is why it should include:

• Sending right away. The form automation sends it within a minute, while the topic is still on people's minds.
• A subject line that repeats the promise. “We're watching your fixed rate” instead of “Thank you for signing up”.
• A person as the sender. The name of the advisor, agent or teacher, not “info@”.
• The promised value at the top. The date, discount, result or download link right below the headline, ideally in a box.
• One main button. The next step that makes sense right now.
• What happens next. When the next email arrives and what it will contain.
• An unsubscribe link in the footer, even in a confirmation.

The form and email examples in the industry sections below are built so that you can create them in Quanda exactly like this: the form in the form editor, the email in the email editor and the sending through the form automation. The companies and texts are fictional.

Lead magnets for financial advisors

A financial advisor sells trust, not a product. People are afraid to get in touch, because they expect to be pushed into something. A good lead magnet shows them that the advisor can help before they even book a meeting.

In the Czech Republic, advisors broker a large share of the market. According to data from the Czech Association of Financial Companies (ČASF), published by the Finance.cz news site, financial advisors handled 55% of the volume of new loans and roughly half of mortgages in the second quarter of 2025.

Source: Wealthtender, survey of 500 Americans earning over USD 100,000 who plan to hire an advisor, July 2025. Wealthtender is a platform paid for by advisors, so treat the figures as a guide.

The table shows that even a recommended advisor has to hold up online. A lead magnet that shows the specialization and fairly explains how much the cooperation costs answers the two most common questions before people ask them.

Lead magnets for financial advisors:

• Fixed rate expiry alert. “Tell us when your fixed rate ends and we'll send you a comparison of current rates six months in advance.” You get the contact even five years ahead and you know exactly when to get in touch.
• Mortgage calculator with a breakdown by email. An indicative monthly repayment right on the website, and a detailed breakdown comparing repayment terms and fixed rate periods by email.
• Quiz “How much life insurance do I really need?” Eight questions about family, income and commitments. The result is a recommended sum insured and three things to check in the policy.
• Retirement gap calculation. How much people will have at 65 and how much they will be short of their current standard of living. A strong topic for people around forty.
• Checklist “What to check in your contracts once a year”. One page that people print out and come back to.
• Advisor profile with fees and specialization. Not a lead magnet behind a form, but a freely available page. It answers the two questions people deal with most often before getting in touch.

Example: fixed rate expiry alert

The fixed rate end date is saved to the contact in a custom field. If you keep client data in a CRM, Quanda HUB sends the date reminders directly from the contract data. You will find more scenarios on the page Quanda for financial advisors.

Lead magnets for real estate agents

A real estate agent competes for a single moment: when someone decides to sell. Whoever is at hand at that moment usually gets the listing. A lead magnet therefore has to put the agent in the future seller's mind long before they sell.

Data from the US National Association of Realtors (NAR) shows how few people compare agents:

Source: NAR, Home Buyers and Sellers Generational Trends 2025 (transactions from July 2023 to June 2024).

For agents, one simple thing follows: the listing goes to the agent the seller knows. A lead magnet should catch the future seller while they are only finding out the price, and then regularly give them a reason to remember the agent. The demand for price estimates is also shown by the Czech service Odhad-zdarma.cz (a free online property valuation site), which according to its own 2023 figures made over a million estimates in five years.

Lead magnets for real estate agents:

• Property price estimate. An indicative price right away, a detailed estimate with a comparison of flats sold nearby by email or after a short viewing. The strongest magnet for sellers.
• Monthly price report for the area. “What three bedroom flats sold for in Kralupy this month.” People who are thinking about selling open it for months, and the agent stays with them.
• New listing alert. Buyers enter the area, layout and price, and get an email as soon as something new comes up. At the same time, they reveal exactly what they are looking for.
• Guide “Selling a flat step by step”. From the price estimate through documents and taxes to the handover. It answers the questions sellers ask before choosing an agent.
• Rental yield calculator. For investors considering buying a flat to let. An investor is a client who comes back.
• Viewing checklist. What to ask and what to check before signing a reservation agreement. A buyer you help will one day be a seller too.

Example: price estimate with a monthly report

Contacts who open every report and come back to the estimate are the warmest. Contact scoring by open rate shows them to you. After the sale, it pays to ask about satisfaction, and you will find inspiration in the template Property sale satisfaction survey. More ideas are in the article Email marketing for real estate agents and on the page Quanda for real estate agencies.

Lead magnets for retail and high street shops

A high street shop has an advantage over an online shop: the customer is standing at the checkout and can see the shop. The lead magnet does not have to get people to the website first. It only has to give them a reason to leave their email right there in the shop.

Czechs are used to loyalty programmes. According to a November 2022 survey by the Czech research agency Incomind among roughly 1,000 respondents, the average adult uses more than 13 loyalty programmes. 70% of people say a loyalty programme influences where they shop. 25% actively look into membership and another 38% almost always accept a membership offer. The main motive is money: a discount, cashback, free shipping. More recent Czech data on loyalty programmes is not available.

Lead magnets for retail:

• Loyalty club with an instant benefit. Not “collect points”, but “today you get 10% off your whole purchase”. An instant reward at the checkout is more convincing than a promise of future points.
• QR code at the checkout and on the receipt. It leads to a short form: email, name, date of birth. A tablet in the shop works the same way.
• Birthday gift. A reason to give a date of birth and to come to the shop on a day when people like to treat themselves. In Quanda, this is what the birthday and name day campaign is for.
• New arrivals and restock alert. “We'll let you know when the new collection or your size arrives.” It works in fashion, bookshops, bike and outdoor shops.
• Invitation to a members' event. A tasting, an evening shopping event for regular customers, a bike service day. People sign up for the experience and come to the shop.
• Practical guide. A bike shop offers “How to choose a children's bike by height”, a hardware store “Getting your garden ready for winter in five steps”. The shop becomes an advisor.

Example: sign-up at the checkout

The setup is described in the article Birthday emails: how to automate them and what to write. You will find more scenarios for shops on the page Quanda for retail.

Lead magnets for car sales and service

A car dealership and a garage need two different lead magnets. Sales has to catch people who are still choosing a car. Service has to keep customers who already own a car, and in doing so secure their next purchase too.

Source: Cox Automotive, Car Buyer Journey 2025 and Service Industry Study 2025, USA. Czech data is older: according to a 2018 Kantar TNS study for Google, 87% of new car buyers in the Czech Republic used a search engine and fewer than half visited a dealer in person.

The data shows that service matters more for sales than it seems. Whoever looks after their car with you is likely to buy the next one from you too. Service reminders are therefore just as important a lead magnet as anything on the new cars page.

Lead magnets for car sales and service:

• Online trade in or part exchange valuation. Enter the make, model, year and mileage, we show an indicative trade in price right away and send an exact offer by email. Whoever sells an old car is buying a new one.
• Configurator with a quote by email. People build their car and have the price with the equipment sent to them. The dealer knows which model they are interested in.
• Test drive booking. The warmest lead in a dealership. The follow-up emails after the drive decide whether they buy from you.
• Technical inspection and tyre change alert. “Enter your licence plate and the date of your technical inspection, and we'll remind you a month in advance and offer you a slot.” In the Czech Republic, cars must pass a periodic roadworthiness test (STK), similar to the UK MOT. A lead magnet for service that also brings in people who bought their car elsewhere.
• Running costs calculator. A comparison of petrol, hybrid and electric by annual mileage. It helps with a decision that really troubles people today.
• Quiz “Which car suits our family?” Five questions about the number of children, mileage and parking. The result is three models in stock.

Example: technical inspection alert for a garage

Dealers with data in a DMS (dealer management system) can trigger reminders for technical inspections, service visits and the end of a lease through Quanda HUB directly from the vehicle records. Details in the article How car dealers can turn customer data into repeat business and on the page Quanda for car sales and service.

Lead magnets for travel agencies

A travel agency sells a dream and at the same time deals with the fear that the holiday won't work out. The decision takes weeks and people browse dozens of websites in the meantime. A lead magnet has to catch the inspiration and then guide the traveller all the way to the booking.

Almost every second longer trip Czechs take abroad is a package holiday with a travel agency. The decision takes more than two months and early booking starts earlier and earlier. Whoever gets the contact in autumn has an advantage when the offers open in January.

Lead magnets for travel agencies:

• Early booking alert. “We'll let you know first when we open early booking for Crete.” You get the contact months before the sales season.
• Quiz “Which holiday suits you?” Five questions about who people travel with, what they enjoy and how much they want to spend. The result is three destinations and a contact already segmented by interest.
• Destination guide. “Crete with kids: 12 beaches with a gentle slope into the sea”. People read it in the inspiration phase and save it.
• Printable packing list. Simple, practical, useful again every year. With the travel agency's logo on every holiday.
• Brochure by email. For people who like to browse. Whoever asks for a brochure is planning.
• Price alert for a specific holiday. An interested person who is only watching a holiday gets an email when the price drops or places are running out.

Example: quiz “Which holiday suits you?”

The quiz starts with a question that is easy to answer and immediately determines which offers the person will get:

Further questions find out whether the person wants the seaside, sightseeing or the mountains, how many days they have and how much they want to spend. At the end, a form with email, name and consent and the button “Show my destinations”.

Send the quiz to existing clients as an online survey from Quanda: based on the answer, automation in a survey adds a tag to the contact and sends an email with destinations. New website visitors are caught by the early booking alert. You find out their type of holiday from the first newsletter: put three buttons in it (by the sea with kids, as a couple, sightseeing) and automation in a simple campaign adds a tag based on the one they click.

You will find more scenarios on the page Quanda for travel agencies.

Lead magnets for non-profit organizations

A non-profit does not collect customers, but supporters. Asking for a donation in the very first email works poorly, though. People first want to get involved more cheaply: sign, share, learn something. That is why a non-profit lead magnet is usually not a document, but an action.

The M+R figures come from US non-profits for 2025. Almost thirty times more people respond to a call to action than to a donation request. In the Czech Republic, almost every second adult donates, but there are three occasional donors for every regular one. The job of the follow-up emails is to turn a one-off signature into regular support.

Lead magnets for non-profit organizations:

• Petition or pledge. The lowest barrier and the highest response. Thank people right after they sign and explain what will happen with the signatures.
• Impact calculator. “What can CZK 500 a month achieve?” People see a specific result (number of lunches, trees planted, hours of care) and get an overview by email.
• Quiz about the cause. “How much do you know about plastic in the ocean?” People enjoy it, share it and at the same time learn why the cause matters.
• Symbolic gift. A certificate as a Christmas present that supports a project. The donor gets something tangible and the organization gets the contact details of both the donor and the recipient.
• Invitation to a volunteer event. A clean up, a collection, a run. Whoever takes part in person is the most loyal supporter.
• Regular newsletter from the field. Short stories with a photo, not an annual report. Subscribing is a lead magnet in itself, if you promise stories, not requests.

Example: petition with a follow-up series

Select one-off donors by tag and send them a different message from those who have only signed so far. You will find more ideas on the page Quanda for non-profit organizations.

Lead magnets for education and consulting

Language schools, courses, coaching and consulting sell a change the customer cannot see in advance. They don't know whether they will manage the course, whether the teacher will suit them and whether it will be worth it. A lead magnet has to show the change on a small scale.

According to the Czech Statistical Office, 39.7% of adults aged 18 to 69 took part in non-formal education (courses, seminars, training) in 2022. The highest share was among people aged 35 to 49 (48.9%) and university graduates (56%). The survey is carried out once every six years, so no more recent data is available yet.

Education is among the industries with the highest landing page conversion rates: a median of 8.4%, and 18.3% for online courses (Unbounce 2024). For quizzes in coaching and courses, 44.9% of people who start them leave their contact details (Interact).

Lead magnets for education and consulting:

• Placement test. “Find out your level of English in 10 minutes.” People get a result, the school knows which course to offer them.
• Free trial lesson. It removes the fear of the teacher and of one's own inability. The decision stage: whoever signs up is close to buying.
• Email mini course. “5 days, 5 phrases for meetings in English.” People get used to your emails and try out how you teach.
• Open lesson or webinar. An hour with a teacher for everyone, and the recording then works as a lead magnet for months. Send it to everyone who registered, including those who didn't attend.
• Self-assessment test in consulting. “How are you doing with your personal finances?”, “How much is work draining you?” A result with a recommendation and an offer of an initial consultation.
• Course date alert. “We'll let you know when enrolment opens for the September courses.” Ideal in spring, when people plan the autumn.

Example: language school placement test

The test starts with an easy question so that people don't give up right at the beginning:

At the end, a form with email, name and consent and the button “Show my level”.

You build a placement test with scoring in a testing tool or in an e-learning platform. In Quanda, it is easier to start with an email mini course: a form on the website and a series of five emails that goes out on its own.

You will find more scenarios on the page Quanda for education and consulting.

How to set up a lead magnet in Quanda

In Quanda, you build a lead magnet from three parts: a form that collects contacts, an automation that delivers the result and an email series that leads the contact to a purchase.

Form. You add an active form to your website as an embedded form or as a window that appears at the right moment, for example after someone finishes reading an article about selling a flat. For a shop or a trade fair, the same form on a tablet is enough. How to bring a form to life is shown in the article Animated forms: a vending machine for new contacts. Forms and form automation are part of the Custom package plans (Standard, Professional and Enterprise). The Emails only option includes one-off bulk sends only. You can work out the price of your package in the pricing. The Standard package starts at €24 per month excluding VAT with yearly billing and includes 15 forms.

Automation in a form. The condition “Form has been submitted” triggers actions: sending an email with the result, adding a tag for the magnet, notifying the advisor or agent, filling in a custom field and assigning the contact owner. The steps are described in the guide Automation in a form. You attach a file to download as an attachment to a button.

Follow-up series. Follow the delivery email with an email series of three to five messages. The examples in the industry sections above show what to put in them.

Date reminders. Quanda handles birthdays and name days on its own with the birthday and name day campaign. Reminders based on contract data, vehicle records or bookings (end of a fixed rate, technical inspection, purchase anniversary, departure) are triggered by Quanda HUB connected to your CRM or DMS.

Quizzes for existing contacts. A quiz sent as an online survey from Quanda recognizes the respondent. Automation in a survey then adds a tag or sends a tailored email based on the answer.

Tip: You can go through the whole process, from the form to the lead magnet and the follow-up communication, in the online course Collecting contacts: forms and lead magnets. It is free and has six lessons with quizzes.

Consent to receive news from consumers

Downloading a calculation, an estimate or a checklist does not in itself entitle you to send offers. A consumer who has not yet bought from you needs to give consent to receive commercial communications. The form should therefore include an unticked consent box and clear information about what they will receive and how often.

• Always deliver the promised result. Send the price estimate or the test result even to those who did not tick the box for consent to receive news. But no further offers.
• Double opt-in protects your database. Confirmation by email filters out typos and other people's addresses. In Quanda, you turn it on in the form settings, details in the guide Double opt-in.
• An alert is a service people ordered. A reminder of the end of a fixed rate or of a technical inspection is what they asked for. If you also want to send other offers, you need additional consent.
• Record what the consent was given for. The form automation can save the legal basis, purpose and duration of processing to the contact.

Details are explained in the article GDPR in email marketing: consent, legal basis and contact import.

How to measure whether a lead magnet brings in customers

The number of sign-ups is the easiest figure and also the most misleading. A tablet giveaway brings in hundreds of contacts that won't lead to a single mortgage. A fixed rate alert with thirty contacts can bring in five deals.

From our own measurement: the form in which we offer over 60 email subject line tips has brought in 446 contacts since 2020. 60.2% of them opened the confirmation email with the tips and 9.2% clicked the link to more tips. Only this second number shows how many people are genuinely interested in the topic and ready for the next step.

To be able to count the numbers, give every magnet its own tag and track where contacts come from in completed forms. If you work with a CRM, the connection with RAYNET CRM or Pipedrive shows you which contacts have become customers.

Most common mistakes

• A giveaway of something unrelated to your industry. A tablet or a voucher attracts bargain hunters, not people dealing with a mortgage or a holiday.
• A discount as the only magnet. For services bought rarely, a discount says nothing about whether you are the right choice. Only one in five people will share their details for a 10% discount.
• A form like a doctor's questionnaire. A phone number, address and personal identification number for a checklist will put people off. Ask only for what you will use.
• Silence after sign-up. Without follow-up emails, people forget about you before they are ready to buy.
• A phone call right after the download. Someone who downloaded a guide to selling a flat is not selling yet. Let them go through the series and call when they open the viewing offer or come back to the estimate.
• A forgotten date. For an alert, the date in the form is the most valuable detail. Without it, you don't know when to get in touch.

Where to start: five steps for one week

• Write down the three questions customers ask you most often before their first purchase and choose the one you can answer best.
• Choose the format by how often people buy in your industry: an alert or a reminder for rare purchases, a quiz, a calculator or a free sample for more frequent ones.
• Prepare a landing page with a specific promise and a form with no more than three fields, including an unticked box for consent to receive news.
• In the form automation, set up delivery of the result within a minute, a tag for the magnet and a follow-up series of three to five emails.
• After three months, compare magnets by meetings, bookings or donations, not by sign-ups, and replace the weak ones.

Conclusion

The best lead magnet in B2C beyond e-commerce is not the one with the biggest discount, but the one that helps people with a big decision and then gets in touch at the right moment. A calculator shows the repayment, a quiz recommends a holiday, an alert gives notice of the end of a fixed rate or of a technical inspection. A useful tool combined with follow-up automation turns a visitor into a client who chooses you when they are ready to buy, and comes back next time too.

Lead magnets for businesses are covered in the sister article Lead magnets in B2B marketing: what brings in quality leads. If you are not sure which lead magnet suits your industry, get in touch with us. We will go through what your customers ask about, suggest a format and set up the form and the follow-up automation.