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How to Use Quizzes for Lead Scoring



How to Use Quizzes for Lead Scoring

Learn how to make an engaging and high-converting lead-scoring quiz

Volume is king where lead generation is concerned, right?

And surely there’s no such thing as too many leads?

Actually, neither of those things is true. Research from Ascend2 found that almost three in five mid-size companies see improving lead quality as their top lead gen priority, while only around one in three said the same about increasing the number of leads they generate.

That makes sense. After all, when it comes to lead generation, you don’t want your salespeople wasting their valuable time speaking to low-quality leads that were simply never going to convert. The more complicated and lengthy your sales lead time is (such as with enterprise sales or customized services), the more important it is to get quality right for your sales reps.

Which brings us neatly to lead scoring: the process of awarding “points” to each and every lead you generate. Not only does it sort the qualified leads from the tire kickers, but it improves your lead segmentation, allowing you to nurture prospective customers with personalized content that speaks to their goals and pain points.

But lead scoring takes time. Wouldn’t it be great if your leads could effectively score themselves?

That’s where lead quizzes come in. Some companies are seeing conversion rates of 50% – 80% from adding quizzes to their marketing mix. In this article, we’re going to discuss how to use them to level up your lead scoring game whether you’re hoping for more paying customers, seeking better B2B leads, or trying to attract trainable new employees.

1. Give Prospects an Incentive to Take Your Quiz

Sure, quizzes are fun. We all love a bit of Jeopardy.

But your prospective customers are busy. They’re not going to take your quiz unless you give them a pretty good reason, and if no one completes your quiz, you might as well not have bothered.

That’s why it pays to incentivize your quiz. You’re getting something out of this (hopefully, a stream of qualified leads), so it makes sense to give away a little something in return.

NOOMA, a small energy drink company based in Cleveland, does this by offering new customers a $10 coupon to use on their first purchase if they complete its quiz.

That’s a smart approach, because it doesn’t just help the company capture and score more leads — it also gives those leads a compelling reason to buy. NOOMA uses the quiz as part of a homepage that converts — an excellent example of fitting a quiz into their larger digital marketing approach.

2. Offer a Tangible Takeaway

However, providing an incentive (like a coupon or discount) isn’t enough to persuade people to complete your quiz.

You also need to offer them some sort of tangible takeaway; a “thing” that makes their efforts worthwhile. It could:

  • Tell them something they didn’t know about themselves
  • Communicate some unique information about a topic that interests them
  • Help them choose the right products or services for their needs

A tangible takeaway works hand in hand with an incentive to drive quiz completions. The former gives people a reason to take your quiz in the first place, while the latter offers them a “sweetener” that compels them to complete it right now.

Dollar Shave Club does this by promising to build prospective customers a personalized box of products based on the results of its quiz. (If your reward needs more than an image to work, you might consider using a dynamic QR code generator that prompts the survey taker to act.)

Here’s Dollar Shave Club’s customized box offer:

That’s kind of like having your own personal shopper. But rather than paying for the privilege, you get the VIP service simply by answering a few quick questions.

3. Show People How Long the Quiz Will Take

On the subject of “quick questions,” never forget that time is a precious commodity.

Which goes some way toward explaining why lead form completion rates drop off when a form contains four or more fields.

What does this tell us?

That you’ve got a better chance of driving a high level of quiz submissions if you give people some idea of how long it’ll take to complete.

One approach is to simply explain quiz timings in the copy at the start of your quiz, or in calls-to-action that link to the quiz landing page. For instance:

  • Take our two-minute quiz to learn [tangible takeaway]
  • Answer six questions about your [pain point or product niche] needs and we’ll recommend the perfect products
  • Find your [product niche] match and receive a $10 coupon in less than a minute

Additionally, include a progress bar in your lead scoring quiz. We’ve seen this in many quiz funnel examples – here is one to see how Murad does it here:

That way, prospective customers can see how close they are to completing the quiz. As long as you haven’t included too many steps, that gives them a visual prompt to finish what they started.

4. Add a Second ‘Hook’ In the First Three Questions

Speaking of finishing what you started, have you ever heard of the fallacy of sunk costs?

It describes the innate desire of our foolish human brains to complete a task once we’ve started it — regardless of whether the time we’ve already spent on it is greater than the benefits we expect to receive.

We can see a graphic representation of this phenomenon in the world of sales. Presentation statistics show us that four-fifths of readers who make it through the first three slides of a sales deck go on to consume the full deck.

Why? Because they’ve already started, so their brain compels them to carry on.

Quizzes are no different. If you can persuade people to complete the first 2 – 3 questions, there’s a good chance they finish your quiz in full.

To see how that works in practice, let’s take another look at NOOMA here.

Its quiz isn’t just a bunch of repetitive questions about the types of products you might like to purchase.. By “slide” three, NOOMA mixes it up by slipping in a general knowledge question:

Not only does it keep the quiz feeling fresh and interesting, but it also tells you that by completing the remaining questions, you’re not just going to receive a bunch of product recommendations or a discount code — you’re going to learn something.

5. Include Compelling Visual Elements

It’s easy to think of quizzes as just a bunch of text-based questions.

In reality, the best examples combine quiz questions with engaging visual elements that bring the content to life.

Done well, imagery acts as another hook that compels people to take, and complete, your interactive quiz. It’s not about making your quiz look fancy — it’s about generating better results. Indeed, Riddle found that quizzes containing images generate 56% more completions than text-only quizzes.

To be clear, “engaging visual elements” and “stock images” definitely aren’t the same thing. Don’t expect to turbocharge your quiz completions by simply copying and pasting a bunch of photos you found on Pixabay.

Instead, use high-quality images or illustrations that add another dimension to your quiz questions.

Function of Beauty gets it right by using visual representations of the hair types in its hair profile quiz, adding context to the written descriptions and making it easier for would-be customers to choose the option that most closely matches their own hair:

But what if your existing imagery is lacking a little wow factor?

In that case, consider using an online photo editor to edit your visuals and ensure they truly stand out on the page.

6. Capture Names & Email Addresses

All your work crafting a compelling, engaging lead scoring quiz won’t count for much if you don’t get anything back from the people who complete it. And this is true whether you’re a consumer marketer or a B2B marketer using lead scoring as a strategy.

That’s why you need to add a lead capture form to the final page of your quiz.

One simple way to do that is to tell participants that you’ll share the quiz results — or a discount code, coupon, or some other incentive — via email.

Marketing consultant Brittany Berger took a slightly different approach, using the end of her quiz to compel people to sign up for her mailing list and receive personalized content based on their results:

7. Use Quiz Results to Build Customer Segments

The last step in using quizzes for lead scoring is to turn your lead data into meaningful customer segments.

There are any number of ways to cut and slice your lead data. For instance, you might segment leads based on:

  • The products or services that most closely match their needs
  • Demographic information, such as their job title, company size, budget, or location
  • The date by which they need a solution to their “problem”

That way, once you pass all that juicy data to your sales reps or plug it into your CRM, you can be sure that you’re only focusing on high-scoring leads, and are nurturing them in the most effective way.

To give a basic example, EnChroma — which sells glasses designed to alleviate symptoms of color blindness — offers a quiz in the form of a color-blindness test:

It stands to reason that if a lead takes the quiz and learns that they have symptoms of color blindness, they’d be a perfect match for EnChroma’s products. That makes them an extremely “warm” customer segment.

Make sure your quiz includes a data capture element like this that is so directly tied to the profile of your ideal customer that once you find them, they can’t resist taking the survey and sharing their details with you.

Finally, having segmented your customers, you can reach out to them with personalized marketing emails or sales pitches to drive conversions. Doing this will incentivize them to fill out the form and schedule a demo or book an appointment.

Now that you’ve seen all that quizzes can do for your lead program, why not look into some of the best quiz software options on the market? Find one that’s closest to your needs and take it from there!


While the style and content of a lead scoring quiz will vary from one brand to another, there are a few common elements that separate the best examples from the also-rans:

  • They offer some sort of meaningful value to the prospect.
  • They incorporate a data capture element that gives quiz-takers a compelling reason to hand over their name and email address.
  • They have a clear purpose, whether that’s to offer personalized recommendations to different product segments, or identify the leads who are most likely to buy.

Get those elements right and you’ve got the ingredients for a highly effective lead scoring quiz.

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Drive Conversions and Generate Engagement With Instacart Promotions



Drive Conversions and Generate Engagement With Instacart Promotions

Through deals and coupons, Instacart has saved consumers more than $700 million in 2022. As we dive into 2023, the leading grocery technology company in North America has big plans to help consumers save even more while also helping CPGs generate sales. Instacart recently announced an advertising solution that helps both sellers and consumers called Instacart Promotions. This exciting feature is designed to help drive conversions, boost sales, and generate overall engagement on the app.

Interested in this feature and how it can help your business on Instacart? Read on as we dive into everything you need to know about this ad solution including benefits, how to get started, and more.


What are Instacart Promotions?


Instacart Promotions is an advertising feature that’s now available to all brand partners, including emerging brands, within their open beta program. Promotions give CPGs the opportunity to offer new deal structures, promotions, and incentives with Instacart Ad campaigns. With this feature in place, consumers will have access to more promotions, coupons, and deals that are tailored to them within the Instacart Marketplace.

“With the launch of our new Instacart Promotions, all of our brand partners now have the ability to set up coupons and promotions that can drive meaningful business results while also passing on more savings opportunities to consumers. We’re proud to continue expanding our portfolio with additional self-service capabilities, ad formats that drive results, and measurement that brands need to understand the true impact of their campaigns on Instacart.”


– Ali Miller, VP of Ads Product at Instacart


Source: Instacart


How Do Instacart Promotions Work?


Promotions, now available in Ads Manager, gives consumers the ability to discover more promotions and savings opportunities within the Instacart app. These promotions now show up directly on product item cards before checkout for easy accessibility. Promotions allow advertisers to customize their campaigns to sync with their goals and objectives whether that be driving sales, building baskets, or boosting trials.

Instacart shared a recent example of a brand successfully utilizing Promotions… 

Athletic Brewing, General Mills, Sola Company, and Wells Enterprises (maker of Halo Top) are strengthening campaign performance by pairing Instacart Promotions with ad formats such as Sponsored Product and Display. Instacart Promotions include two new flexible and customizable structures: Coupons (“buy X units, save $Y”) and Stock Up & Save (“Spend $X, Save $Y”). 

According to Instacart, in the coming months, the company “will work to further enhance the new offering with new deal structures such as Free Gifts and Buy One, Get One (“BOGO”). The new deal structures will help brand partners run “Free Sample” programs that can win new customers and serve personalized discounts for different customer segments, such as “new to brand” and “new to category.”  


Example of Instacart Promotions

Source: Instacart


Instacart Promotions Benefits


Deliver Value and Savings to Consumers


With Instacart Promotions, you have the opportunity to deliver value and savings that will have consumers coming back for more. With this savings feature, your brand can stand out among the competition and offer a variety of deals to shoppers ie: “Buy X units, Save $Y”.


Hot tip: Ensure you are selecting products for your promotion that are well-stocked and widely available.  


Tailor Your Campaigns to Specific Objectives


With a variety of savings options available, your brand can structure deals to fit specific business goals and objectives. 


Hot tip: If you’re looking to drive visibility and awareness, try pairing promotions with Sponsored Product campaigns. 


Access Real-Time Performance Insights 


The Promotions beta program is live and can be accessed within Instacart Ads Manager. Within Ads Manager, advertisers can access real-time insights to maximize performance and adjust campaigns as needed.


Hot tip: Make sure your budget matches your discount and objectives.


“As an advertiser, Instacart’s unique offering to self-manage promotions is so exciting! Historically, making adjustments to offer values and other promotion parameters was a more manual process, but now we’ll be able to easily make optimizations in real-time based on redemption performance.”

Emily Choate

Emily Choate, Senior Specialist, Marketplace Search at Tinuiti


Interested in Instacart Promotions?


With Instacart Promotions, you have the opportunity to reach new customers, build bigger baskets, and drive sales. Interested in testing out the beta program or looking to get started with advertising on the app? Drop us a line – we’d love to help elevate your CPG brand on Instacart.


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(Re)Introducing your favorite Optimizely products!



(Re)Introducing your favorite Optimizely products!

It’s important to us that you, our valued customers and partners, can identify with the tools you use daily.  

In that pursuit, Optimizely set out to simplify the way we talk about our product suite. That starts, first and foremost, with the words we use to refer to the technology.  

So, we’ve taken a hard look at everything in our portfolio, and are thrilled to introduce new names we believe are more practical, more consistent, and better representative of the technology we all know and love.  

You may have seen some of these names initially at Opticon 2022 as well as on our website. In the spirit of transparency, the team here at Optimizely wanted to make sure you had full visibility into the complete list of new names, as well as understand the context (and rationale) behind the changes. 

So, without further ado… 

Which names changed?  

Some, but not all. For your ongoing reference, below is a complete list of Optimizely products, with previous terminology you may be familiar with in the first column, and (if applicable) the new name in the second column.  

Used to be… 

Is now (or is still)… 



Optimizely Digital Experience Platform 

A fully-composable solution designed to support the orchestration, monetization, and experimentation of any type of digital experience — all from a single, open and extensible platform. 

Content Cloud 

Optimizely Content Management System 

A best-in-class system for building dynamic websites and helping digital teams deliver rich, secure and personalized experiences. 


Optimizely Content Marketing Platform 

An industry-leading and user-friendly platform helping marketing teams plan campaigns, collaborate on tasks, and author content. 


Optimizely Digital Asset Management 

A modern storage tool helping teams of any size manage, track, and repurpose marketing and brand assets (with support for all file types). 

Content Recs 

Optimizely Content Recommendations 

AI-powered and real-time recommendations to serve the unique interests of each visitor and personalize every experience. 

B2B Commerce 

Optimizely Configured Commerce 

A templatized and easy-to-deploy platform designed to help manufacturers and distributors drive efficiency, increase revenue and create easy buying experiences that retain customers. 

Commerce Cloud 

Optimizely Customized Commerce 

A complete platform for digital commerce and content management to build dynamic experiences that accelerate revenue and keep customers coming back for more. 


Optimizely Product Information Management 

A dedicated tool to help you set up your product inventory and manage catalogs of any size or scale. 

Product Recs 

Optimizely Product Recommendations 

Machine-learning algorithms optimized for commerce to deliver personalized product recommendations in real-time. 


Optimizely Web Experimentation 

An industry-leading experimentation tool allowing you to run A/B and multi-variant tests on any channel or device with an internet connection. 

Full Stack 

Optimizely Feature Experimentation 

A comprehensive experimentation platform allowing you to manage features, deploy safer tests, and roll out new releases – all in one place. 


Optimizely Personalization 

An add-on to core experimentation products, allowing teams to create/segment audiences based on past behavior and deliver more relevant experiences. 

Program Management 

Optimizely Program Management 

An add-on to core experimentation products, allowing teams to manage the end-to-end lifecycle of an experiment. 


Optimizely Data Platform 

A centralized hub to harmonize data across your digital experience tools, providing one-click integrations, AI-assisted guidance for campaigns, and unified customer profiles. 


So, why the change?  

 It boils down to three guiding principles:  

  1. Uniformity: Create a naming convention that can be applied across the board, for all products, to drive consistency 
  2. Simplicity: Use terms that are both practical and concise, ensuring the names are something that everyone can understand and identify with  
  3. Completeness: Develop a framework that showcases the full and complimentary nature of all the products and solutions within the Optimizely suite 

 As the Optimizely portfolio comes together as a complete, unified platform, it’s important that our names reflect this, as well as support our 3 key solutions (i.e. orchestrate amazing content experiences, monetize every digital experience, and experiment across all touchpoints).  

Other questions? We’ve got you covered. 

Q: Why have you made these product name changes? 

    • We wanted to simplify how we talk about our portfolio. The renaming applies a naming convention that is both practical and concise.  


Q: Do the new product name changes affect the products I own? 

    • No, there is no impact to product functionality or capabilities.  


Q: Do the new product name changes affect who is my Customer Success Manager or Account Manager?  

    • No, there are no changes to your Customer Success Manager or Account Manager. 


Q: Do the new product name changes affect the ownership of the company?  

    • No, ownership of the company has not changed. We have only made changes to the Product Names. 


Q: Have any contact details changed that I need to be aware of?  

    • Only contact details for former Welcome customers has changed. These are the new contact details you should be aware of: Optimizely, Inc.| 119 5th Ave | 7th Floor | New York, NY 10003 USA. Phone: +1 603 594 0249 | 


Q: Where can I send any follow up questions I might have?  

    • If you have any questions about the Product Names, please contact your Customer Success Manager or Account Manager.  

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Email Marketing Trends 2023: Predictions by the Industry Stalwarts



Email Marketing Trends 2023: Predictions by the Industry Stalwarts

Every year, we see new trends entering the world of email marketing.

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