Quiz lead generation

Six questions in.Sorted leads out.

Quiz lead generation means giving each visitor a short quiz, a result in return for their email address, and a different follow-up for each kind of result. It works when the questions sort people by what they need and how soon, each outcome has its own next step, and you can see which question people quit on. Below: four kinds of quiz, a planner that writes the questions, outcomes and emails for your kind of business, and what the most common mistakes look like.

Plan my quiz Start free
Quiz guide 6 businesses planned Checked 4 November 2026

By the Builderify team

An example, made up for this page

01 Scored questions 02 An outcome and a list 03 A follow-up email
01 / The short answer

How does a quiz generate leads?
It trades a result for an email, then sorts.

A lead generation quiz asks four to six questions, gives each answer a score, and puts the visitor in an outcome, such as Hot, Warm or Cold, that decides what they see and which list they join. The email address is the price of the result. The score is what a contact form lacks: when a lead arrives, you already know whether to call today, send reading or wait. Start by choosing which of the four kinds fits your business.

Qualifier

Best for
A service business that gets enquiries it cannot tell apart.
Example title
“Which website project is right for you?”
The result
Hot, warm and cold leads, each with its own next step.
Watch out
Needs a person to call the hot ones the same week, or the sorting was for nothing.

Product finder

Best for
A shop with a range big enough that people do not know where to start.
Example title
“Which one is right for you?”
The result
One or two products, with a reason for each.
Watch out
Only as good as your range. If every answer ends in the same product, it is a banner with extra steps.

Self-assessment

Best for
A topic where people want to know how they are doing: books, habits, readiness.
Example title
“Is your bookkeeping ready for year end?”
The result
A score and what it means, with the gaps listed.
Watch out
Scores people dislike get abandoned at the end. Say what is good about the result before what is missing.

Readiness check

Best for
Anything with a yes or no at the end: do you qualify, are you ready, will it fit.
Example title
“Are you ready for a trial session?”
The result
Ready, nearly or not yet, and what to do about it.
Watch out
Keep it honest. A quiz that says yes to everyone teaches people to ignore it.

The kinds overlap, and most businesses want the first. If you are weighing a quiz against a free download, read lead magnet ideas for service businesses; if you are not getting leads at all yet, start with why your website is not generating leads.

02 / Plan your quiz

What questions should a lead generation quiz ask?
Pick your business, your goal and a length.

Choose your kind of business, what the best result should lead to and how long the quiz should be, and the planner writes the questions with points, three outcomes and a follow-up email for each. It runs in your browser: nothing you enter is sent anywhere.

Quiz planner · runs in your browser
What should the best result lead to?

This sets the button on the best result and what the first email asks for.

How long should it be?

The quick quiz keeps the four questions that sort people most. Fewer questions mean more finishes and less to go on.

A qualifier quiz for a web or marketing agency with 6 questions and a top score of 70 points, with a follow-up email for each of three outcomes.

Your quiz: Which website project is right for you?

6 questions, 70 points at most. Hot from 49, Warm from 28, Cold below that.

The questions

In Quizzes: add the questions, give each answer its points, and write the intro screen.

Quiz: Which website project is right for you? Intro screen: A few quick questions, then the next step that fits your project. 1. What is the project for? - More enquiries from the site (10 points) - A launch or a new offer (10 points) - Tidying up what exists (4 points) - Just looking (0 points) 2. What do you have today? - No website yet (6 points) - An old site that needs replacing (10 points) - A recent site that needs small changes (2 points) 3. Who decides? - I do (10 points) - Me and a partner (6 points) - Someone else (0 points) 4. When do you want it live? - Within three months (15 points) - In three to six months (8 points) - No date yet (0 points) 5. How big is it? - One page (3 points) - Up to ten pages (8 points) - More than ten pages (10 points) 6. What have you set aside for it? - Less than we usually take on (0 points) - Within our usual range (15 points) - More than our usual range (15 points) - Not decided yet (5 points)

The outcomes

In Quizzes: one outcome for each band, each with its result screen and its leads list. Add a fallback list for anyone who scores outside every band.

Hot: 49 to 70 points Result screen heading: Ready to start Result screen text: Your project is clear, it has a budget and it has a date, so the next step is a short call. Button: Book a time Leads list: Call this week Warm: 28 to 48 points Result screen heading: Nearly there Result screen text: A few pieces are still open, such as the date or the budget. A look at finished projects like yours will help you decide. Button: Read this first Leads list: Nurture Cold: 0 to 27 points Result screen heading: Early days Result screen text: You are still looking around, which is fine. We will send useful reading and no sales calls. Button: Stay in the loop Leads list: Newsletter

Email for Hot

First email of a sequence on the "Call this week" list, set to Immediately.

Subject: Your result: Ready to start Hi {{first_name|there}}, Thanks for taking the quiz "Which website project is right for you?". Your result: Ready to start. Your project is clear, it has a budget and it has a date, so the next step is a short call. The next step is a short call. Pick a time that suits you: [your booking link]. [Your name] [Your business]

Email for Warm

First email of a sequence on the "Nurture" list, set to Immediately. Add a second one at +3 days.

Subject: Your result: Nearly there Hi {{first_name|there}}, Thanks for taking the quiz "Which website project is right for you?". Your result: Nearly there. A few pieces are still open, such as the date or the budget. A look at finished projects like yours will help you decide. Before you decide, this may help: [link to one useful page, such as a case study or a price guide]. When you would like to talk it through, pick a time here: [your booking link]. [Your name] [Your business]

Email for Cold

First email of a sequence on the "Newsletter" list, set to Immediately. Keep it short.

Subject: Your result: Early days Hi {{first_name|there}}, Thanks for taking the quiz "Which website project is right for you?". Your result: Early days. You are still looking around, which is fine. We will send useful reading and no sales calls. There is nothing to do right now. We send one short email about [your topic] every [week or month], and you can unsubscribe at the bottom of any of them. [Your name] [Your business]

The words are a start

Square brackets mark what only you know: your link, your topic, your name. Change the questions to the words your customers use, and keep the order: easy first, the money question last.

The points

Each answer is worth points and the total decides the outcome. If your answers can all add up to a Warm, the bands do not separate: the lead scoring quiz guide has a free checker for that.

What it does not know

Your market. The questions and emails are common starting points we wrote for this page, not tested results. Run one for a month and read your own numbers before you rewrite it.

03 / Build it

How do I build a quiz that gets leads?
Seven rules, in order.

Give the quiz one job, promise a result in its title, ask the easy question first and the money question last, and write the follow-up before you launch. The planner above follows these rules, so use it as a first draft and edit it with your own customers’ words.

The points and the bands are a design job of their own. The lead scoring quiz guide covers them, with a free checker for gaps and overlaps. If you are choosing a plugin first, the WordPress quiz plugin guide sorts them into graded tests and lead quizzes, and for a quiz in an affiliate funnel there is a quiz funnel guide for affiliate marketers.

  1. 01

    Give the quiz one job

    DoDecide what should happen to the person who scores best: a call, a purchase, a place on a list. Write that down first and judge every question by it.

    WhyA quiz with three jobs sorts people three ways and follows up on none of them.

    Read Lead scoring quiz

  2. 02

    Promise a result in the title

    Do"Which website project is right for you?" tells people what they get. "Take our quiz" does not.

    WhyPeople start a quiz for the answer, not for the questions.

  3. 03

    Start easy, end with money

    DoThe first question should be about them and cost no effort. Put budget, or anything personal, last.

    WhyBy then they have invested in the result. The same question first is where people leave.

    Read Quizzes

  4. 04

    Keep it to four to six questions

    DoCut any question whose answer would not change the outcome or what you say next. Six is the planner's standard and four its quick quiz.

    WhyEvery question is another place to leave, and the drop-off figure will show you which one.

  5. 05

    Make three outcomes people are glad to get

    DoName them for the visitor, not for your funnel: "Early days" and "Nearly there" instead of "Cold" and "Warm". Say something good about every result.

    WhyPeople read their result screen. A label they would not say aloud gets abandoned.

  6. 06

    Ask for as little as you need

    DoThe email is the point. Add a name or a phone number only if you will use it, because the quiz can make those optional.

    WhyEvery field you add is a reason to stop at the last step.

    Read Email customers without consent Double opt-in

  7. 07

    Write the follow-up before you launch

    DoOne email per outcome, ready before the first person finishes. The planner above writes all three.

    WhyA result with no follow-up is a list nobody emails.

    Read Welcome email sequence Lead response time

04 / Count it

How many leads will a quiz bring in?
Count it with your own numbers.

Leads from a quiz are your visitors, times the share who start it, times the share who finish and leave an email. We quote no typical rate here, because the ones in circulation are rarely sourced and depend on your traffic and your offer. Run the quiz for a few weeks, read your own starts and finishes, and put them in. The numbers it starts with are placeholders.

Quiz counter · runs in your browser

Placeholders, not benchmarks. Replace every one with a number from your own site.

75 leads a month from 150 starts, costing 210 credits.

150

Quizzes started

75

New leads a month

210

Credits a month

One lead for every 40 visitors. The credits are 60 for page loads, 75 for the new leads and 75 for the emails, at the published rates. That is inside the 250 free credits you get each month.

Rates used: 10 credits per 1,000 page loads, 1 per new lead and 0.5 per email sent, from the pricing page. If the quiz brings in more than you can follow up, the answer is not fewer leads: read how fast to reply to a new lead, and for what a good rate looks like on your site, what is a good conversion rate.

05 / When it breaks

Why is my lead generation quiz not working?
Six causes, in the order we’d check.

Usually because the bands do not separate people, one question drives them away, or the result has no follow-up. Work down the list: the first three are fixed in the quiz itself.

After any change, take the quiz yourself from a phone, once to land in each outcome, and follow the email all the way. It takes a quarter of an hour and it is the only way to know.

  1. 01

    Everyone lands in the same band

    You seeNearly every lead is Warm, or the hot list is empty.

    FixGive the answers that matter most clearly more points than the rest, and check that the best and the worst possible totals fall in different bands.

    The points are too close together, so the totals bunch in the middle. A quiz that cannot tell people apart is a form with extra steps.

    Read Lead scoring quiz

  2. 02

    Half the people quit at one question

    You seePlenty of starts, few finishes, and the finishes are all in one place.

    FixMove it to the end, reword it or cut it. If it is the budget question, ask it last or ask it as a range.

    Answers are recorded even when a quiz is not finished, so you can see which question people leave on. It is usually too personal, too early or badly worded.

    Read Quizzes

  3. 03

    Some people score outside every band

    You seeA few leads end up with no result, or in no list.

    FixSet the bands so that they start at 0 and end at the highest possible total, with no gap between them. The planner's ranges do that.

    The bands leave a gap or stop short of the top score. A fallback list catches anyone who scores outside every band, but the better fix is bands that cover the whole range.

  4. 04

    The quiz does not show

    You seeYou built it, and nobody has seen it.

    FixSwitch the quiz on, choose it in the Quiz block and test on a page it should appear on, with a fresh browser window.

    A quiz stays a draft until you say so, so you can build it now and run it later. The Quiz block also has to be in your Floating Bubble, with targeting rules that match the page.

    Read Floating Bubble

  5. 05

    The result has no follow-up

    You seePeople finish the quiz, and you never speak to them again.

    FixWrite one email for each outcome, and put each sequence on its own list. The planner writes the first email for all three.

    An outcome puts a person in a leads list, and a sequence running on that list enrols them once they confirm their email address. With no sequence, the list just grows.

    Read Sequences Welcome email sequence

  6. 06

    It is a quiz nobody asked for

    You seeThe quiz is on every page, and almost no one starts it.

    FixShow the quiz on the pages where its question is already in the visitor's mind, and give it a title that says what they will get.

    It is not tied to what the visitor is reading, and the title does not promise a result. Each quiz can have its own targeting rules, so use them.

    Read Why your website is not generating leads

06 / With Builderify

How do I run this quiz in Builderify?
Questions, outcomes, lists, sequences.

Build the quiz in Quizzes, give each outcome its own leads list, and let a sequence on each list follow up. Each answer carries a score, the total picks the outcome, and a fallback list catches anyone who scores outside every band. You can start from a working three-question template, or paste in what the planner wrote.

The quiz is a block of the Floating Bubble: you build several, choose which one the block runs and give each its own targeting rules, on WordPress, Shopify, Webflow, Wix, Squarespace, Framer or plain HTML, with the one script tag. The people it collects are your Leads, Sequences sends the emails, and for the call at the end of the Hot outcome, Bookings lets people pick a time. To see what visitors did before and after, read how to track form submissions.

Scores, bands and screens

Each outcome is a band of scores with its own result screen and its own leads list. You choose per quiz whether to show the score, and name and phone are optional fields next to the email.

A draft until you say so

Build it now and run it later. A quiz stays a draft until you switch it on, so you can test the whole chain first.

Drop-off you can read

Answers are recorded even when a quiz is not finished, so you can see which question makes people quit and fix that one.

Start on the free plan: 250 credits a month and no monthly fee. Quizzes run on the same credits as everything else, at the published rates. The pricing page has the whole rate card. Outgrowing another quiz tool’s free plan? See what Typeform’s free plan allows.

Start free
Questions

Quiz lead generation, answered.

A visitor answers a few questions and gets a result in return for their email address. Each answer carries points, the total puts them in an outcome such as Hot, Warm or Cold, and each outcome has its own result screen, leads list and follow-up. You get a contact and an idea of how ready they are, which a contact form does not give you.

Four to six is a good range. Every question is another place to leave, so cut any question whose answer would not change the outcome or what you say next. Put the easy question about the visitor first and the budget question last.

Most businesses want a qualifier: a quiz that sorts enquiries into hot, warm and cold. A shop with a big range may want a product finder, and a coach or an accountant may want a self-assessment or a readiness check. The planner on this page writes the questions, outcomes and emails for six kinds of business.

It depends on your traffic, where the quiz is shown and how well its title promises a result, so this page quotes no typical rate. Run the quiz for a few weeks, read how many people start it and how many finish, and put those numbers in the counter on this page to see the leads and the credits a month.

Yes. Quizzes is included in every account and runs on the same Usage Credits, starting with 250 free each month and no monthly fee. The quiz is a block in your Floating Bubble, each outcome puts people in its own leads list, and a sequence on that list follows up.

Sources

This page quotes no statistic from another company and no conversion rate. The Builderify details come from the product’s own pages, read on 4 November 2026. The questions, outcomes, emails and the planner’s choices are our suggestions, not tested results, and the numbers in the counter are placeholders.

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The Builderify modules behind these guides: Leads (lead capture and lead lists), Quizzes (lead generation quiz builder) and Sequences (automated email drip sequences).

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