Using quizzes for lead scoring and customer segmentation

Generating leads can be a lengthy process, but this only becomes more complicated when you must decide how to get them engaged and what is the best way to communicate with them. Using traditional advertisements, social media or other means might not always get you to the result you want, which is gaining new paying customers. The question you might ask yourself as a marketer is “How can I convert leads in the most effective way possible?”. One creative and novel way is to make online quizzes and use them for lead scoring, segmentation and conversion improvement.

These quizzes can be anything from personality tests to product comparisons – simply anything that reveals something useful about your incoming website or app visitors.

In this article we discuss the reasons why and how quizzes can boost your lead scoring and customer segmentation strategies, as well as where you can start building your own quiz and how to do it right. Read on to learn more about this new interactive addition to your marketing toolkit.

Why use quizzes for lead scoring and segmentation?

Quizzes are one of the best ways for a business to engage leads and learn more about them. It’s an interactive and pleasant way to boost your business and evoke interest, and a powerful tool that can help you understand your users.

With so much content online these days, quizzes are one way to create a further dialogue between your business and any potential customers. 75% of businesses and marketers are using quizzes and other similar interactive content. What is more interesting, companies that use quizzes in their marketing are getting conversion rates up to even 80%

One way to use quizzes in lead generation & nurturing process is to incorporate a simple quiz to your sign-up process. This gives your audience an incentive to sign up for your site or get added to your email list. 

Not only can you improve your nurturing strategy by segmenting your customers based on the information they give you, but the users themselves can learn more about what your services are about. Having a quiz is a great lead magnet. It provides you with an extra way to get valuable insights and contact details but it also offers your users an interesting experience at the same time. 

Take a look at this beautiful example from Function of Beauty, which uses a “hair quiz” to encourage sign-ups and recommend products based on the user’s input.

Image 1. The beginning of the hair care quiz.

Image 2. Further questions in the hair care quiz.

How do I score and segment leads with quizzes?

If you have many leads coming through your website, you may want to understand how these customers differ in terms of how likely they are to purchase from you. Decide what your target customer is like and what kind of questions you might ask them. That will give you an idea of how you want to go about segmenting your incoming leads.

One way is to segment leads by their likelihood of purchase, allowing you to prioritize those who are more likely to pay for your product or service. For example, if your product is a fix to the problem, asking your customers whether they are currently facing it is a good start.

Another idea is to segment your users depending on their use case in relation to your product, their behaviors or interests. From the quiz data, you’ll be able to recommend different products according to individual preferences or personalize your offering.

Let’s look at a case example from EnChroma, a color-blind glasses company with a quiz that tests color blindness. This quiz is free-to-take by anyone interested and segments customers based on their color vision deficiency—with results ranging from none, mild, moderate, to strong color blindness.

Image 3. The incentive to take the quiz – “find out if you have color blindness in less than 2 minutes”.

Source: EnChroma

Image 4. One of the questions included in the EnChroma segmentation quiz.

Source: EnChroma

EnChroma processes the data and then comes up with conclusions that enable them to recommend different products depending on the test taker’s results. They can as well use collected quiz data to focus on those who suffer from color blindness as opposed to those who don’t. This is a great way to clearly identify the right target group, attract their attention and thus maximize sales potential.

Designing your lead scoring quiz

In order to get the best leads from a quiz, you need to know how to best design it. One of the first things to do is decide how you will create it. There are a variety of tools and builders you can use to build quiz yourself without having any coding skills. From there, the quiz, once designed, can be embedded on your website or you can have it as a separate landing page. 

Throughout the quiz designing process, you need to make sure that you are offering value to your leads. Here are some tips on how to design your quiz to pique the interest of your target audience:

  • Include a catchy quiz title or question – people will take a quiz if they are interested in what is promised in the title. It is likely a question about themselves that they want answered out of curiosity. 
  • Mention how long the quiz is going to take – managing expectations is an important element in avoiding boredom or frustration. Making it too long can cause users to give up on the quiz before they submit the answers.
  • Specify tangible output – no quiz should waste a user’s time. By having an end goal – whether it’s about interesting results that help a customer learn about themselves or a badge/score – the quiz will appear more as a worthwhile activity. 

While focusing on your users quiz experience is extremely important, don’t forget about its purpose and the questions you want to be answered by the quiz. For example, scoring leads based on their answers is one of the ways you can identify customer segments, which you might in turn leverage for lead nurturing. You can do this by having scored quizzes where each question holds a certain weight or value, and the answers can give you a valuable assessment of your user. Once you divide them into segments depending on their scores, the quiz results can help you communicate with each group in a personalized way



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Below you can take a look at an example of a quiz template from Paperform. You can adjust the question formats to capture a range of data pieces and use the integrations to collect them in a spreadsheet. This level of customization may be handy when you want to focus on the content of the quiz, rather than be hindered by coding or formatting issues.

Image 5. An example of an easy-to-use quiz template.

Source: Paperform

Lead scoring & segmentation quizzes – wrapping up

Quizzes can surely be a useful marketing tool to add to your arsenal. But there are a couple of steps you need to take before creating your quiz. First, it should have a clear purpose – whether it’s to segment customers in order to recommend different products or services, or focus on users who are more likely to purchase from you.

Second, having segmented your customers based on their unique input, use the insights to target these groups in different ways. You might send them different marketing emails or add an extra step or special offer to their journey in order to convince those who are less likely to buy.

Most importantly, quizzes should not be the only tactic to drive engagement and conversions. Think about how you can smartly incorporate quizzes to your existing marketing activities and pull potential leads in. For example, you might make a social media post encouraging viewers to take the quiz. After the quiz you can redirect users to different parts of your website or app rather than hope they will wander to the right pages themselves. The usefulness of your quiz in different marketing activities is limited only by your imagination.

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