7 Common Mistakes To Avoid When Creating a Customer Assessment
Sometimes it’s not necessarily knowing what to do, it’s knowing what not to do that changes the game and leads to big results.
This is particularly true when it comes to marketing campaigns and customer interactions.
One wrong move and you can not only miss out on sales, sign-ups, and other conversions, but you can also put people off your brand completely and lose out on fruitful and long-term relationships with your leads!
Nobody wants to go through that, which is why we’re here to ensure you’re doing the right things right and the wrong things never.
So, to go along with everything you need to do to make your assessments a success, we’re going to show you the mistakes to avoid when putting together customer surveys and quizzes to attract, engage, and convert incoming leads to your cause.
We’ll take you through what separates an exciting and well-designed customer assessment from an uninspiring and ineffective one, and how ScoreApp can make sure you get results.
Get ready to say goodbye to low engagement, poor-quality data, and missed conversion opportunities—here are seven mistakes to avoid and what to do instead.
1. Asking vague or irrelevant questions
Why it’s a problem:
Irrelevant questions can make an assessment feel pointless and increase drop-off rates.
If your questions are too broad or generic, customers will quickly lose interest or provide blunt and unhelpful responses.
How to fix it:
- Be clear and specific. Instead of “Are you happy with your current business strategy?”, ask “What’s your biggest challenge regarding business growth right now?”
- Align questions with your goal. Every question should serve a distinct purpose, such as qualifying leads, segmenting customers, or gathering insights. Know why you’re asking what you’re asking.
Example: A marketing agency assessing branding effectiveness should ask “How consistently do you use your brand colors and fonts across your marketing materials?” instead of “Do you think your branding is strong?”
2. Making the assessment too long
Why it’s a problem:
Attention spans seem to be getting shorter and shorter, so if your assessment takes too long, most users will drop off before they’ve completed it.
Remember, you want your assessment to be an engaging experience for your leads, not a lengthy quiz that feels like a chore.
How to fix it:
- Keep it concise. Stick to 7–12 well-posed questions that deliver meaningful insights.
- Use progress indicators. Showing users how far along they are in your survey or assessment can help reduce drop-offs. Nobody wants dozens of questions left to fill in, so set their minds at ease from the get-go.
- Prioritize engagement. Every question should keep the user invested in the outcome. Nothing boring, nothing pointless—just clear and useful questions to give their thoughts and opinions on.
Example: A nutritionist creating a ‘What’s Your Metabolism Type?’ assessment should limit it to 8–10 key questions instead of overwhelming leads with detailed points about their entire dietary history.
3. Not offering immediate value to participants
Why it’s a problem:
People are spoilt for choice online and used to instant gratification. If they aren’t getting immediate value, your leads will be less likely to complete the assessment or share their contact details.
Without personalized results, assessments also feel generic and unhelpful. You need to provide them with unique information about themselves that they can put to use right away.
How to fix it:
- Make results meaningful. Provide insights that each lead can immediately apply to their own situation.
- Showcase expertise. Use assessments as a chance to position your business as an authority. You know what you’re talking about, so make sure people can see that.
- Personalize results. Use ScoreApp to segment your leads and offer tailored results based on their answers.
Example: Instead of saying “Your metabolism is slow,” a fitness business could give customized diet and workout recommendations that are a reflection of the lead’s responses.
4. Forgetting to capture leads effectively
Why it’s a problem:
If you don’t collect contact details, you’ll lose the opportunity to nurture leads—and the whole thing becomes a little pointless.
But asking for an email too early (before users see the value) can lead to drop-offs, so you need to get the timing just right.
How to fix it:
- Collect emails at the right moment. Ask for an email before revealing any results, but only after building interest.
- Give users a reason to opt in. Make sure people know exactly what you’re offering in exchange for their email (such as free resources, personalized action plans, or exclusive content).
Example: A personal finance coach could offer a free budgeting template to users who complete a ‘How Financially Fit Are You?’ assessment.
5. Ignoring user experience (UX) design
Why it’s a problem:
It’s all well and good having great customer survey questions at the ready, but you still need people to actually want to click through and answer them.
If your assessment looks ugly and feels clunky or confusing, it’ll just frustrate users and lead to higher abandonment rates.
You’ll also lose a big chunk of your audience if your customer survey isn’t mobile-friendly, so make sure it works across all devices.
How to fix it:
- Keep the layout simple and intuitive. Use clear buttons, minimal distractions, and one question per screen for better engagement.
- Make it mobile-optimized. Ensure the design looks great on smartphones and tablets as well as laptops and desktop computers.
- Use ScoreApp templates. Create your assessments quickly and easily with pre-built templates for a smooth user experience.
Example: A business consultant building an assessment to qualify their leads should avoid cluttering the page with text.
6. Not segmenting responses for follow-up marketing
Why it’s a problem:
If every lead gets the same generic follow-up without segmentation, you’ll end up reducing your conversion rates.
You need to funnel people to the right kinds of content and offers for what they’re looking for—it shouldn’t be one size fits all.
Don’t miss out on the chance to personalize your sales and marketing efforts to really ramp up conversions and ROI.
How to fix it:
- Automate the process. Use ScoreApp to automatically segment users based on their responses.
- Personalize your follow-ups. Send targeted emails based on users’ assessment results.
- Use insights to tailor your offers. Show different product and content recommendations depending on answers.
Example: A software as a service (SaaS) company running a ‘How Ready Is Your Business for Automation?’ quiz should send follow-up emails based on whether the user is a beginner, intermediate, or advanced user.
7. Failing to analyze and optimize performance
Why it’s a problem:
If you don’t track completion rates, drop-offs, and conversion rates, you won’t know what’s working (or what’s broken).
Assessments that aren’t optimized over time will also lose their effectiveness, so always be measuring and testing for better results.
How to fix it:
- Monitor key metrics. Track which questions cause drop-offs, then adjust accordingly.
- A/B test different versions. Split test variations of your questions, formats, or calls to action (CTAs).
- Use feedback loops. Ask users what they found most valuable to help you tweak your assessments over time.
Example: A B2B consultant running a lead qualification assessment could test different CTA placements to see which version gets the highest conversion rate.
How ScoreApp helps businesses create high-converting assessments
If you really want to avoid making these mistakes, ScoreApp has got you covered.
It’s your secret weapon for all things lead generation and customer conversion. When you join ScoreApp, you’ll be able to:
- Instantly access pre-built, conversion-focused templates
- Segment leads automatically for personalized marketing
- Analyze performance metrics to refine and improve assessments
- Integrate with email marketing tools for seamless follow-ups.
If you want to make the customer assessment process simple and effective, look no further than ScoreApp.
Create better customer assessments with ScoreApp
A well-designed customer assessment is such a great way to attract, engage, and convert leads more effectively—but only when it’s done right.
When you’re able to avoid the common mistakes we’ve mentioned, your assessments will start giving real value, help you capture more leads, and drive your conversion rates through the roof.
