Customer Assessments: Attract, Engage, and Convert Ideal Customers

Attracting an audience is hard!

Attracting the right audience is even harder.

But it’s pretty much essential if you want your marketing campaigns to succeed and generate incredible return on investment (ROI).

When you can attract better audiences for what you’re offering, it makes it much easier to engage, and ultimately convert, them into paying customers or loyal clients—because they’re already primed and interested.

People today also expect a more personalized experience—with content and offers that are geared directly toward them. They want their problems solved and their needs met.

But you can only really do this by finding out a bit more about them.

Now we aren’t suggesting you have one-to-one conversations with every single person who sees your ads or website—that would just be crazy and impossibly time-consuming.

What we are suggesting is that you assess them before taking them through to the next step of your marketing funnel.

And we’re going to show you exactly how you can do that through interactive customer assessments.

We’ll show you how you can create your own assessments to help you understand, nurture, and convert your brand’s audience, and how ScoreApp can make the process ridiculously easy.

Sound good? Then let’s dive in.

Why customer assessments work for audience growth

When we say ‘customer assessments’, we don’t just mean bog-standard customer surveys. We’re talking about interactive experiences that help you attract and pre-qualify your leads so you can tailor your approach with them going forward.

When used correctly, customer assessments are an amazing way to attract and convert leads. Why? Three key reasons spring to mind…

• They grab attention – Interactive assessments feel like an actual two-way conversation, not simply an impersonal checkbox to fill out. This makes your prospects far more likely to engage with you.
• They provide instant value – Customers can receive personalized results, which will keep them interested, invested, and coming back for more.
• They qualify leads – You’ll be collecting useful data upfront, which is great for helping you segment your audiences and tailoring follow-ups to each group.

Example assessment: If you’re a business coach, you could create a ‘What’s Your Business Growth Score?’ assessment so you can then use the responses to segment your leads based on their revenue stage.

Do it with ScoreApp: Get your assessment set up and ready to pre-qualify leads in minutes with one of our quiz templates.

Now let’s take a look at how these sorts of assessments can improve the three key stages of your marketing campaign: attracting, engaging, and converting leads.

Attract: Use assessments to generate high-quality leads

The dirty little secret to capturing new leads is to offer something valuable in return.

If you can give the people what they want (like top-quality content, information, or products), then they’ll give you what you want in exchange (like their precious time, attention, and contact details).

Assessments are highly effective lead magnets for doing exactly this. Why? Because they feel like a personalized service rather than a plain old opt-in form.

And it’s pretty simple to turn an assessment into a lead generation tool, you just need to:

• Make it interactive – Unlike static lead magnets, assessments offer a fun and dynamic experience for people to actively get involved with.
• Deliver instant, tailored results – You’ll be building curiosity and encouraging participation, so your leads will be eager for more from you.
• Require an email opt-in for results – Capturing leads before revealing insights helps with stronger audience growth, as you know you’re gaining leads who actually want to take the next step.

Example assessment: If you’re a nutritionist, something like a ‘What’s Your Metabolism Type?’ assessment would be a great way to collect email addresses before providing personalized dietary advice.

Do it with ScoreApp: People love to find out more about themselves, where they fit in, and what solutions will work best for their unique situation—you can give them all this by creating a personality quiz as a lead magnet.

Engage: Keep your audience invested with personalized insights

People have a lot of options online these days. Which means customers want tailored content more than ever.

They know their ideal products and answers are out there, they just need to find them.

Someone is going to offer them, so why not you?

Putting together a customer assessment that turns engagement into an experience is a proven way to keep people interested and connected until they eventually convert.

Assessments like these boost engagement, because you’ll be able to:

• Make results feel exclusive – Unique insights create a sense of value, as your leads will feel seen, heard, and recognized.
• Segment users based on responses – When you can group your leads effectively, you’ll be much better placed to send more relevant content to each audience.
• Encourage sharing – People love to share their personalized quiz results on social media, which increases organic reach and gets more eyes on your brand or business.

Example assessment: A financial planner could create a ‘How Ready Are You for Retirement?’ assessment, which leads respondents to content based on their financial health.

Do it with ScoreApp: Quickly create fun and interesting surveys that lead to natural segmenting of your leads for more effective funnelling to your content and offers.

Convert: Turn insights into personalized sales and marketing

Once you know more about your audience, you can sell smarter by tailoring your offers—this is where conversions go through the roof.

Yes, those assessments we’ve been talking about don’t just attract and engage, they also help increase your conversion rates and boost your ROI. You’ll be able to:

• Guide users toward the right product or service – By addressing individual customer needs, assessments naturally move people through your sales funnel.
• Automate and personalize your follow-ups – Instead of sending the same email to everyone, you can easily segment your audience based on their quiz responses.
• Build trust – When customers feel understood, they are more likely to buy. Show them you get them and they’ll put their faith in you.

Example assessment: A software as a service (SaaS) company could run a ‘Which Business Automation Tool Do You Need?’ assessment, which uses results to recommend the most relevant subscription plan in their arsenal.

Do it with ScoreApp: Whenever you’ve got a new offer in the works, get people excited early on by creating a waitlist. You’ll collect a ton of great data, and people who sign up will get lots of value in return (such as VIP access or additional perks).

How ScoreApp helps businesses use customer assessments effectively

By now you should be eager to set up assessments of your own to get those leads flooding in—and ScoreApp can help you do exactly that.

You don’t have to spend a ton of time and money making lead magnets from scratch either, because ScoreApp makes it easy to create and automate customer assessments in minutes, leaving you to focus on:

• Attracting the right audience with engaging lead magnets
• Segmenting your leads based on their responses
• Automating email follow-ups for better conversion rates
• Tracking campaign performances and refining marketing strategies

Everything you need to attract, engage, and convert your ideal audience is right there at your fingertips.

Start using customer assessments to grow your business today

Don’t waste any more time creating and promoting ineffective and boring lead magnets.

Put together exciting and interactive customer assessments with ScoreApp instead to:

• Capture the right kind of attention and attract your perfect leads
• Engage your prospects with tailored and interactive experiences that make them want to find out more about you
• Convert more of those leads into fully fledged customers by providing personalized solutions to their problems, wants, and needs.

Find out more about exactly how assessments can transform your lead generation strategy with ScoreApp today.