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Quizzes let you create interactive, scored assessments that engage visitors, segment them based on their answers, and deliver personalized results. They are a highly effective lead-generation tool because they combine value (the result) with a natural opt-in moment.

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How quizzes work

A quiz presents a series of questions. Each answer choice can be assigned a point value, a tag, or a routing path. When the quiz is complete, the respondent sees a result page (outcome) determined by their total score or answer pattern.

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Creating a quiz

1

Navigate to Sites > Quizzes

Click Sites in the left sidebar, then select Quizzes. Click + New Quiz.
2

Add questions

Create questions and add answer choices. For each choice you can assign:
  • Score points — contribute to a total score used to determine the outcome
  • Tag — automatically applied to the contact when this answer is selected
  • Jump-to logic — route the respondent to a specific question or outcome based on this answer
3

Define outcomes

Outcomes are the result pages shown at the end. Create one outcome per score range or answer pattern:
  • Set the score range that triggers each outcome (e.g. 0–5 = “Beginner”, 6–10 = “Intermediate”, 11–15 = “Expert”)
  • Customize the headline, description, and call to action for each outcome
  • Optionally redirect the respondent to a specific URL after showing the result
4

Add an opt-in gate (optional)

Insert an opt-in form step before or after the final result to capture the respondent’s email address. Gate the result behind the opt-in for maximum lead capture.
5

Customize appearance

Set the quiz theme, progress bar style, button colors, and fonts to match your brand.
6

Publish and share

Copy the quiz link to share directly, or use the Quiz element in the page builder to embed it in a funnel or website page.

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Scoring and segmentation

Assign numeric point values to each answer choice. The total score determines which outcome the respondent sees. Use this for knowledge assessments, personality tests, or readiness scores.
Assign tags to answer choices. When a respondent picks that answer, the tag is added to their contact record. Use this to segment leads by interest, challenge, or preference without scoring.
Route respondents to different questions based on their answers. This creates a dynamic quiz experience where different segments see only the questions relevant to them.

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Quiz automations

Use the Quiz Submitted trigger in Automations to:
  • Send a personalized follow-up email that references the outcome they received
  • Add the contact to a pipeline stage based on their score
  • Assign the contact to a specific team member for follow-up
  • Start a nurture sequence tailored to their quiz result
The most effective quiz lead magnets promise a personalized result. Use a compelling headline like “Discover your marketing score” or “Find out which plan is right for you” to drive click-through rates.
All quiz responses, including individual answers and final outcomes, are stored in the contact record so your team can reference them during sales conversations.
Last modified on March 4, 2026