How to do lead scoring in your quizzes (step-by-step tutorial)

Sep 02, 2022 8 min read
How to do lead scoring in your quizzes (step-by-step tutorial)

Hilal Kara

Today, generating new leads is not enough. To make sure interactions are qualified to get to sales, you must track and score them. Interactive content is one of the most effective methods to achieve that. And quizzes are one of the best forms of interactive content for qualifying leads. On the other hand, lead quizzes are effective for lead scoring because they are interactive. Calculators, tests, evaluations, chatbots, and a wide range of other tools that provide an entertaining way to interact with a user are examples of interactive content.

In this article, you'll learn what lead scoring is, why it might be important to you, how to create lead scoring tests, and more. Also, in this post, we go through the benefits of quizzes for lead scoring and customer segmentation techniques, as well as how to construct a quiz properly and where to start. You will understand that generation a quiz will help you with lead scoring. Continue reading to find out exactly how interactive material may be used to score and categorize leads.

What is lead scoring, and why is it important?

Lead scoring is a technique used by sales and marketing teams to assess the value of leads, or future consumers, by assigning scores based on their actions that indicate an interest in particular goods or services. The "value" of each lead varies from business to business but is typically determined by the level of interest a lead has exhibited in the business or where they are in the buying cycle. Lead scoring enables advertising sales representatives to continuously pitch to valued, qualified leads or contacts who have a strong likelihood of becoming paying customers.

What is lead scoring

What is lead scoring

Lead scoring goes beyond simple marketing tactics. It helps to concentrate your sales efforts on actual clients who are prepared to make a purchase. A well-designed lead scoring system can reduce the time a lead spends in the nurturing phase and help identify leads faster than others. Done right, lead scoring can have the following effects on your business:

  • It helps you identify effective marketing strategies: You can determine the campaigns and distribution channels that provide high-quality leads by using lead scoring. After that, you can act based on the knowledge.
  • Improves the coordination of sales and marketing: You may build a system that eliminates the guesswork in lead qualification by having a clear set of standards in place. This will help you identify which leads are viable and worthwhile following. Sales will have a clearer understanding of the quality of leads you are providing them with, and this will improve your relationship with marketing as well.
  • Increases revenue: Sales may conclude business deals more quickly by promptly assisting eligible leads. The resources of sales can also be concentrated on leads with a high likelihood of purchasing.
Benefits of using lead quizzes

Benefits of using lead quizzes

Getting started with your lead scoring strategy

In this section, we will talk about what you should pay attention to when starting to apply scoring models. A good lead scoring model can help you prioritize leads. If you pay attention to the important points mentioned below, you will create a lead scoring rule to effectively prioritize your potential customers, and you will have a categorically balanced score distribution. Now let's look at the important points of lead scoring in your quizzes. 

1  - Create buyer personas

You must have a thorough understanding of the qualities that make a prospect a great fit for your goods and services before you can score your leads. That’s where buyer personas come in. Criteria derived from quantitative research, anecdotal observations, and past customer data make up each buyer persona profile. As a result, having more buyer contacts will help you improve your lead scoring efforts.

2  - Select the data points for scoring

It's time to choose which characteristics you will give a point value to now that you are aware of the characteristics of your ideal customers. Demographic information and behavioral information are the two key components that make up the lead scoring criteria. Demographics are information about a lead's qualifications. Another term, "Behavioral criteria," relates to a leader's behavior or interactions with your business.

3  - Assign point values

Not all evaluation standards are created equal. The goal is to identify the characteristics and behaviors that ultimately lead to a contract being concluded. As a result, you must give each data point a numerical value that is appropriate. Here's how to get the information required to create a lead scoring system that works:

A) Talk to your sales team: Every day, sales representatives have direct interactions with customers. As a result, they are well-versed in the criteria that determine a person's suitability to be a customer.

B)  Talk to customers: More precisely than your salespeople, your clients can describe their purchasing process to you. Ask some of your top customers what actions they did right away before deciding to make a purchase.

C)  Take a look at your marketing analytics: Analyze each piece of data about previous marketing campaigns. Which of these produced the most leads? What's more, which marketing initiatives brought in the most customers?

4  - Find the threshold at which a lead becomes sales qualified

After giving each data point a score, you add up all the points that one lead has accumulated, and that is their final lead score. Simple, right? Determine the range of scores that correspond to "sales readiness." We advise starting with lead scores with no minimum value. For a defined test period, demand that sales follow up with leads equally regardless of their score. Analyze sales follow-up and lead score once the test period is over.

Why use online quizzes to score your leads?

The era of interaction is quickly approaching. Therefore, being open to new approaches to generating leads with online forms for our businesses keeps us one step ahead in this new era.

Lead generation quizzes are a very useful technique in this regard. People are inquisitive by nature and love to learn about their own traits and discover new things.

Interactive quizzes are one of the things that make people curious. And they love to share the quiz results with others and share them on social media sites. Visitors to your site will want to solve your quiz questions. This is definitely the first and most important step toward generating leads for your site visitors.

The lead capture quiz is always one of the best customer interaction tool for a business. And the free lead quizzes that customers solve will allow you to have even more data about them. In addition, sharing your leads on social media will increase the number of visitors to your site. And by considering the visitors who come in this way as test takers, you create potential leads due to the exam. For example, every person wants to do tests such as personality tests. Tests such as the personality quiz grab their attention, allowing visitors to complete such tests to the fullest.

How to create a quiz and make it ready for lead scoring

Online testing is one of the most effective ways to optimize your marketing strategies and gather leads while engaging with your audience. Lead magnets are an incentive that allows you to collect contact information quickly and easily. On the other hand, lead quizzes examples are the perfect way to create more qualified customers that grab your visitors' attention and interest. The more you know about the customer, the more accurate your rating will be for the lead. 

Creating a quiz on

Creating a quiz on is quite good as a quiz generator, and you can generate all the online quizzes you need and spice them up with your unique questions. Let's learn to create a lead quiz to rate your potential customers.

1  - First, create a quiz from scratch via an online quiz builder, like, or uses one of the free ready-made templates.

2  - If you are using a ready-made template, choose one of the quiz form templates you like.

3  - If you are going to create it from scratch, click the plus button on the page. Select the area you need there.

4  - Personalize the lists of questions you need according to your goal and add them to the template.

5  - Determine a condition to go into specific details and not take up space with unnecessary questions. You can put conditions on one or more questions.

6  - Configure scoring, answers, and results.

7  - You can customize your form by clicking the design button at the top.

8  - When you are through building your form, click the (open the form) icon to view it in its finished state.

9  - The final step is to publish the special link or embed the form on your website.

Can I use quizzes for customer segmentation?

Without a doubt. Using the conditions feature, you can also utilize it to categorize your users. Your leads can be divided into divisions using quiz results, depending on the questions you ask, based on demographics, priorities, requirements, shared hobbies, and other factors used to understand the target audience better. 

Segmenting your customers allows you to divide them into groups you can communicate with in a more personalized way. You may quickly and simply segment your leads using interactive data collecting formats like a quiz or personality test. As a plus, your customers will have lots of fun in the process!


A helpful method for evaluating and qualifying leads is lead scoring. In every effective lead nurturing approach, lead scoring is a crucial step. You run the risk of losing out on prospects who are ready to become customers if you don't use lead scoring. The benefit is that there are no complicated procedures or methodologies to memorize. It’s up to you to build your own process and assign the points that seem most relevant to your goals!


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