Lead scoring quiz
Score the answers.
Sort the leads.
A lead scoring quiz asks four to seven questions, gives every answer points, and adds them up. The total lands in a band, usually hot, warm or cold, and each band gets its own next step: hot leads are offered a call, warm leads get a nurture sequence, cold leads get useful content. Below: how to choose the questions, how to weight fit against intent, a builder that checks your bands for gaps and overlaps, what Typeform’s free plan allows, and how Builderify Quizzes runs the whole quiz funnel.
By the Builderify team
What is your lead scoring quiz
qualifying people for?
Start with one action you want your best leads to take: book a discovery call, ask for a quote, start a trial. The quiz exists to decide who gets offered that action today and who isn’t ready yet. Without that, you end up with questions that are interesting to ask and useless to score.
Then write down what makes someone a good lead for that action. Each line becomes one question. Keep it to four to seven questions: fewer rarely tells fit apart from intent, and every question past that is one more place to give up. If an answer wouldn’t change the band or what you say next, cut the question.
| Question | Measures | Why it’s there |
|---|---|---|
| What is prompting a new website? | Intent | Why now is the moment, in their words. A reason with a deadline behind it scores higher than curiosity. |
| What do you have today? | Fit | A replacement is the project the agency sells best. A recent site needing tweaks is a maintenance job. |
| When do you need it live? | Intent | The plainest intent signal there is. A date close enough to plan for scores highest. |
| Who signs off on the project? | Fit | Whether the person answering can say yes. Someone researching for a boss still gets a useful reply, just not a sales call first. |
| What budget have you set? | Fit | Whether the project fits what the agency charges. Asked last, after the easier questions. |
The same five questions run through the hero, the builder in section 03 and the bands in section 04.
How to score leads with a quiz:
fit first, then intent.
Give each answer points for how strongly it points towards your outcome, then add them up. Two kinds of question do the work. Fit says whether you can help them at all. Intent says how soon they want help. A good score needs both: a perfect fit with no timeline is a nurture lead, and an urgent lead you can’t serve is nobody’s.
Fit questions
- Budget, in ranges that include the low end
- Who decides, and who else signs off
- Their situation today: what they have, what is broken
- Size, industry or location, only if it changes what you can offer
In the example: up to 45 of 75 points
Intent questions
- When they need it done
- What prompted them to look now
- Whether they have compared options yet
- Keep these few. One clear timeline question beats three vague ones
In the example: up to 30 of 75 points
Keep the scale small
Steps of 0, 5, 10 and 20 are plenty. Bigger numbers look precise and aren’t; the band is what matters.
Weight what decides it
Give the questions that most change your answer the biggest spread. In the example, budget and timeline can each add 20; the rest top out at 10 or 15.
Score “not sure” honestly
Offer it as an answer and give it a little, not nothing. Undecided is not the same as uninterested.
Check the extremes
Answer as your ideal client, then as the worst fit. If they don’t land at opposite ends, the points are wrong.
Avoid biased questions
A leading question pushes everyone towards the answer that scores well. Then everyone is hot, and the score stops meaning anything. Ask plainly, offer the full range of answers, and let the low-scoring answer be an easy one to give.
| Leading | Neutral | Why |
|---|---|---|
| You’re ready to grow, right? | What is prompting a new website? | Nobody answers no to growth. A reason tells you more. |
| Budget: $8k, $15k or $25k+ | Under $3k, $3k–8k, over $8k, not decided | If the lowest option is still high, small budgets pick it anyway and score as fits. |
| How soon do you want to stop losing customers? | When do you need it live? | The question assumes the problem. Ask for the date. |
| Budget as question one | Budget as the last question | The most personal question is where people leave. Ask it once they have invested in the rest. |
Build the score bands,
then try to break them.
Edit the example or replace it with your own quiz. The builder works out every score your answers can add up to, checks each one against your bands, and flags a band nobody can reach, two bands that overlap, or a score that lands nowhere. It runs in your browser; nothing is sent anywhere.
Every possible score lands in exactly one band.
“Ways to answer” counts every combination of answers equally. Real visitors won’t spread out that evenly, but a band that catches almost every combination is set too wide.
Enrol in the nurture sequence.
The checks follow the rules Builderify’s own quizzes use: bands are tried in the order you list them, and a quiz can’t be switched on while a score of zero or a perfect score lands outside every band.
Hot, warm and cold leads:
what each band gets next.
A band is only worth having if it changes what happens next. Each one gets its own result screen and its own follow-up, matched to how ready that person said they were.
Offer a call now
The result screen says “let’s talk this week” and its button goes straight to booking. Someone follows up the same day.
Start a nurture sequence
Useful emails over the next few weeks: a case study, a pricing guide, then the call offer again.
Send content, not sales
A guide or the newsletter. No call offer yet; they told you they are not ready.
Setting the thresholds
- 1 Answer the quiz as a lead you would definitely call. Put the hot threshold just below that score.
- 2 Answer it as a lead you definitely wouldn’t. Put the top of cold just above that.
- 3 Everything between is warm. Check in the builder that no score falls through a gap.
- 4 After the first few dozen completions, compare each band with what actually happened on the calls, and move the lines.
Measure drop-off, question by question
Save each answer as it is given, not only when the quiz is finished. Then for every question you know how many people reached it and how many answered it. The difference is that question’s drop-off: (reached − answered) ÷ reached. A question with a cliff in front of it is usually too personal, too early or unclear: move it later, reword it, or add a “not sure” answer.
| Question | Reached | Answered | Drop-off |
|---|---|---|---|
| What is prompting a new website? | 200 | 188 | 6% |
| What do you have today? | 188 | 181 | 4% |
| When do you need it live? | 181 | 172 | 5% |
| Who signs off on the project? | 172 | 165 | 4% |
| What budget have you set? | 165 | 131 | 21% |
Illustrative numbers. Here budget loses the most people even as the last question, so the next step is to reword it or add more ranges, not to move it earlier.
Typeform free plan limits,
and other free quiz tools.
Typeform’s Free plan collects 10 responses a month, in total, across all your forms, according to its help centre as of 3 October 2026. Scores and logic are included, so you can build a scoring quiz on it; you just can’t run it on much traffic. Drop-off rates are on the Business plan and up.
| Tool | Free plan allows | Scoring and drop-off | Cheapest paid plan |
|---|---|---|---|
| Typeform | 10 responses a month across all forms; unlimited typeforms | Scores, calculations and branching on Free. Drop-off rates from Business. | Basic: $39 a month, or $28 a month billed yearly, 100 responses a month |
| Jotform | 5 active forms, 100 submissions and 10,000 form views a month | Not stated on the pricing page | Bronze: $39 a month, 1,000 submissions a month |
| Tally | Unlimited forms and submissions, within its fair usage guidelines | Conditional logic and calculations on Free; Tally branding shown | Pro: €20 a month |
| involve.me | Up to 50 submissions or 500 visits a month | Lead scoring listed from Start; partial-submission tracking on Scale | Start: $29 a month, billed yearly |
| Builderify Quizzes | No response cap. Usage comes from credits: 250 free every month | Score bands, a list per band and the drop-off funnel on every account | No plan. One-time credit packs from $9, which never expire |
Was it 100? Some 2026 articles describe the 10-response limit as a recent cut from 100. Typeform’s own pages don’t give a date for it, and a Typeform staff reply in its community from December 2021 already talks about free accounts keeping 100 responses only until they moved to a new Free plan.
Limits move. Typeform’s help page says it experiments with its plans, so your account may show something different. Every row links to the page it came from; check before you commit a campaign to a free plan.
A lead scoring quiz funnel,
from answer to follow-up.
Builderify Quizzes does everything this guide describes: points per answer, score bands, a leads list per band, and the drop-off funnel. The quiz is a block in your Floating Bubble, so it runs on any site with the Builderify script tag.
- 1 Start from the template, a three-question qualifier (budget, timeline, who decides) with Hot, Warm and Cold bands, or from blank.
- 2 Write the questions: pick one, pick several, rate it or type an answer. Give each answer points, and optionally a tag and a jump to another question.
- 3 Add the outcomes. Each is a band of scores with its own result screen, button and link, and its own leads list. A fallback list catches anyone outside every band.
- 4 Switch it on. A checklist holds the quiz back until every choice question has answers, at least one band has a list, and both zero and a perfect score land in a band.
- 5 Add the Quiz block to your Floating Bubble and choose which quiz it runs.
The score is kept on the server
Builderify recomputes the score from your own points on every submission and ignores what the browser claims, so nobody can promote themselves into Hot.
Answers become lead data
An answer can add a tag to the lead, and a question can save its answer to a custom field on the list, ready to filter in Leads.
Bands start the follow-up
Each band’s list is where the lead lands. Once they confirm their email address, any sequence running on that list enrols them.
Hot leads book themselves
Point the Hot band’s button at your booking page, or put the Booking block beside the quiz in the same bubble.
Drop-off, per question
Answers are saved at every step, so the results show how many reached and answered each question, and which one lost the most people.
Results by band
Started, completed, dropped out and captured, the completion rate, the average score, and the share of completions in each band.
What it costs
There is no quiz plan and no response cap. Everything runs on one balance of credits: 250 free every month, then one-time packs from $9 for 1,000 credits that never expire. The receipt prices a month for the example agency at the published rates; sequence emails are 0.5 credits each on top. Full rates are on the pricing page.
See the quiz builder in full, or read more how-tos in the guides.
Lead scoring quizzes, before you ask.
A short quiz where every answer is worth points. The total puts each visitor in a band such as hot, warm or cold, and each band gets its own next step: hot leads are offered a call, warm leads get a nurture sequence, cold leads get useful content.
Four to seven is usually enough to tell fit (can you help them, can they buy) apart from intent (how soon they want to act). Every extra question is another place to drop off, so cut any question whose answer would not change the band or what you say next.
Answer the quiz as a lead you would definitely call and put the hot threshold just below that score, then answer as one you would not and put the top of cold just above it. Everything between is warm. Check that no possible score falls between bands or into two at once, and adjust after your first few dozen completions.
Typeform's help centre lists 10 responses a month in total across all forms on the Free plan (checked 3 October 2026). Scores and logic are included, but drop-off rates are on the Business plan and up. Its Basic plan is $39 a month, or $28 a month billed yearly, for 100 responses.
Yes. Each band in Builderify Quizzes has its own leads list. Once the lead confirms their email address, any sequence running on that list enrols them. Anyone whose score falls outside every band goes to the quiz's fallback list.
Sources
Pricing and help pages, read on 3 October 2026.
Stop losing the visitors
you already paid for.
More leads from the traffic you already have, and follow-up that sends itself. Free to start. No card, no monthly fee.