Lead Generation Examples: Quizzes, Surveys, and Assessments

Getting more customers, avoiding feast and famine, increasing your profits, attracting investors… EVERYTHING is downstream from lead generation!

Sadly, not many businesses get it right, but let’s make sure YOU can master yours.

Lead generation comes in so many different shapes and formats. So, don’t create yet another free PDF resource that will sit in your target audience’s Downloads folders.

Instead, we’ll walk you through the best lead generation examples.

What are the best tools to generate leads?

There are all kinds of useful tools to generate leads, like posting on social media, harnessing SEO, blogging on your business website, running paid ads, offering webinars, and so on.

However, the best leads have one thing in common: you can contact them directly because they agreed to hear more from you. So, the common goal behind all those other lead generation tactics should be to reach your target audience and collect their email addresses.

In most cases, that’s where a lead magnet comes into play (a free resource that you offer to the right people in exchange for their contact details), but there are other ways of asking for someone’s email address while gathering data.

So, let’s look at the most effective lead generation examples!

Using quizzes for lead generation

Quizzes are some of the very best lead magnets. For example, a business strategist could use a “What’s Your Entrepreneur Profile?” quiz, and a fitness coach could opt for “What’s Your Ideal Exercising Routine?”

While the landing pages of traditional PDF lead magnets only convert at 3-10%, quizzes reach a whopping 30-50% and help you get more paying customers, too.

Why are they so effective?

Quizzes are more sought-after because they guarantee a dynamic and interactive experience (unlike static lead magnets that must be downloaded and are the same for everyone)
They’re super valuable because they solve a small problem or question for your audience while entertaining them (for example, “What’s Holding Your Business Back Right Now?”)
Since a quiz for lead generation happens in real-time, you’re no longer relying on your audience to download something and remember to access it (ahem, how many PDFs are gathering dust in your Downloads folder?)
You’ll get to really know your audience, collecting juicy data that’ll inform all your future marketing and communication
Your quiz lead magnet can pre-qualify your prospects through questions along the lines of “Have you worked with a [type of service provider] before?” or “If you had a magic wand, which of these problems would you solve?”
You can personalise your marketing based on someone’s answers (and personalisation alone leads to a 20% increase in sales!)
You get to recommend the right products for each participant or invite them on a 1:1 call with a tailored message, referencing their quiz results. Much more effective than a generic offer!
By referring to someone’s quiz answers during the call, you can impress them with a more personal touch and make them the most relevant offer, closing more sales

Create your lead generation quiz with ScoreApp today and for FREE

Using surveys for lead generation

A lead generation survey allows you to collect specific data from the right audience while showing them you care about their opinion.

However, one potential challenge to keep in mind is that a traditional survey isn’t as fun and useful for your audience. So, they might be less likely to complete it or to share their email addresses in the first place.

To compel more people to participate, you could:

Build a more engaging quiz-like survey with ScoreApp, promising valuable results to your audience (like their unique score or profile)
Offer an incentive (for example, your gifted survey could include a discount, digital product, gift card, and so on)

Let’s go through some popular and effective survey lead generation examples.

Market research surveys

To market and sell your products or services successfully, you must really know your audience. So, use your market research survey to uncover their problems, goals, needs, preferences, and… anything else that’s relevant to you!

For a more engaging quiz-like approach, entice them with:

A personalised summary of their answers (with ScoreApp, you can divide it into categories and show them a different score for each of them)
Exclusive access to your overall findings

Product preference surveys

Most launches fail because they rely on guesswork. Instead, use a product preference survey to collect relevant leads while also finding out what they think about your new idea (before developing it). That way, you can use those insights to build the product or service THEY want and need.

For example, you can do that with a waitlist. Use your landing page to illustrate your concept and entice your audience to subscribe:

Promise them early access or exclusive updates, discounts, and benefits
Ask them to share their preferences by answering some quick questions (people love to help if you tell them why their input matters!)

Customer feedback surveys

Just because someone has bought from you, it doesn’t mean your lead generation efforts should be over.

By asking them to complete a quick customer feedback survey, you’ll show them you genuinely care about their experience with you.

With these questions, you’ll also:

Have valuable data to optimise your customer experience
Get to segment your customers and personalise your future marketing and communication
Upsell and cross-sell based on their current situation and most recent purchase

Create your lead generation survey with ScoreApp today and for FREE

Using assessments for lead generation

Assessments are still a type of quiz, but the focus tends to be on fully understanding someone’s situation or testing their knowledge. As well as piquing their curiosity, this clarity can be extremely valuable for your audience, too.

Some lead generation examples using assessments involve:

Personalised quizzes and assessments – Wow your audience with a quiz that offers them tailored results, like a scorecard with actionable advice based on their answers (for example, “What’s Your SEO Score?”)
Readiness assessments – This tactic works better with bottom-of-the-funnel leads. After asking them strategic questions, you’ll both figure out whether or not they’re ready to invest in what you offer. For example, let’s take an “Are You Ready to Benefit from Content Marketing?” quiz. If someone answers negatively to the question about having a business website? You can automatically highlight the importance of putting that in place before hiring a content marketing agency
Competency tests – Bring out your audience’s competitiveness and curiosity by testing their knowledge or skills in a specific area (for example, “How Much Do You Know About Email Marketing?”). This will grab their attention, position you as an expert, and show you which potential customers would benefit from your products or services

Create your assessment with ScoreApp today and for FREE

Examples of successful lead generation quizzes, surveys, and assessments

Hopefully, by now, you already have a good idea of what lead generation tactic you can start with. If you could still do with some inspiration, though, keep reading.

We’ve included some examples and templates to show you what this can look like in practice.

Customer success stories: Using ScoreApp for generating leads

Baiju Solanki, a performance psychologist, author, and founder of EnSpirit Global, used 2 ScoreApp quizzes for lead generation. One was about leadership: it assessed how each participant navigates its different areas and allowed Baiju to pre-qualify his coaching leads. The second was a gifted quiz, all about filling his list with relevant contacts while getting to know them, segmenting them, and offering them a free digital copy of his book
Matt Essam, founder of Creative Life, used a ScoreApp quiz to qualify and manage his leads, going beyond the traditional “name and email address” combo. This allowed his agency to understand its audience and sell its business accelerator programme in a more personalised and effective way
David Fraser, founder of Bunkie Life, used a ScoreApp readiness test to overcome two challenges: educating his audience on these little-known log cabins, and identifying potential buyers. That way, as well as only needing to follow up with those who were in a position to buy, he could do that with a more tailored approach. No wonder his company TRIPLED its revenue within a year!

Example templates: Using ScoreApp for lead generation

You don’t have to start from scratch! There are all kinds of templates that you can use to create your quiz, survey, or assessment for lead generation. For example:

This Readiness Test is a handy self-assessment. It’ll show both you and each participant whether they’re in the right place to take that next step with you
The Health Check Review can assess your participants in different categories so that you can segment them accordingly and promote the right services for them
The Mindfulness Quiz helps your audience measure their well-being, understanding what’s making them happy and what areas of their life they need to work on. This allows you to promote the right services to help them get there

Use ScoreApp, our versatile lead generation tool for quizzes, surveys, assessments, and more

Now that you’ve seen these different lead generation examples, it’s time to create your resource to reach more people, learn all about them, and nurture them in a personalised way (bye-bye, static PDFs).

With ScoreApp, you can create all kinds of question-based lead generation resources, like: