"The quiz is underperforming" isn't one problem, it's four different problems, and each one has a different fix. Before changing anything, you need to understand at which stage you're losing people: otherwise your fixes are blind, usually aimed at the final form even when the audience is dropping off on the first screen.
Below is a step-by-step diagnosis and a checklist you can go through in half an hour.
First, look at the transitions from step to step
The quiz's overall conversion rate is almost useless: it tells you something is wrong, but not where. What's useful are the transitions: how many people opened the quiz, how many reached each next question, how many saw the form and how many submitted it.
From there the diagnosis is almost unambiguous:
- Few people open the quiz. The problem is the first screen or the moment it appears, not the questions.
- Sharp drop at one specific question. That question is unclear, too personal, or asked too early. The classic: budget at the very beginning.
- Drop-off is even across all steps. The quiz is simply too long.
- People reach the form but don't submit it. The offer on the final step is weak: people don't understand what they'll get.
- There are leads, but no sales. The questions don't filter out people who aren't your audience.
About normal numbers: there's no universal benchmark, conversion depends heavily on the niche, the traffic source and how warm the audience is. Comparing yourself with other people's percentages makes no sense. The only benchmark that works is your own trend: whether things improved after a specific fix.
Checklist: go through your own quiz
Open the quiz the way a visitor sees it: on a phone, coming from an ad, not from your LeadForms dashboard. And check it point by point.
The first screen
- Within three seconds it's clear what's being offered and to whom.
- The headline continues the ad instead of living its own life.
- It says what the person will get at the end.
- It shows how long it will take.
The questions
- There are no more than six questions, and each one affects the offer to the customer.
- The wording is in the customer's language, not the company's.
- There's no question the person can't answer on the spot.
- Budget isn't at the beginning and has a "not sure yet" option.
- The answer options cover real cases, and there's a way out if none fits.
The contact form
- It states a specific promise, not "submit request".
- Fields are kept to the minimum: only what you can't contact the person without.
- It doesn't ask for phone, email and messenger all at once for no reason.
The technical side
- The quiz opens and can be completed on a phone.
- A test lead arrives: by email, in a messenger or in the CRM.
- The answers arrive with the contact, not just a phone number.
- A form submission goal is set up in analytics.
When there are leads but they're useless
This is a separate case that doesn't show up in conversion at all: the volume is fine, but the sales reps are complaining. It usually means one of two things.
- The quiz doesn't qualify. It has no questions that filter out people you can't serve, by location, scope or timeline. Technically there are leads, but you can't work with them.
- The offer attracts the wrong people. Gifts, giveaways and big discounts are guaranteed to increase the number of leads and just as guaranteed to sink their quality.
A detailed breakdown is in the article why a quiz brings lots of leads but few sales.
How to make fixes the right way
- One at a time. If you change the first screen, the questions and the offer all at once, you won't know what worked.
- Top to bottom. The first screen affects the entire funnel after it; the final form affects only its tail end.
- With enough volume. With a few dozen visits, the difference between 8% and 12% is chance, not a result.
- With the "before" written down. Record your current numbers before the fix, otherwise you'll have nothing to compare against.
FAQ
What quiz conversion rate is considered normal?
There's no universal figure: it depends on the niche, the traffic source and how warm the audience is. Go by your own trend, not other people's percentages.
Where do I start if I'm getting few leads?
With the transitions from one question to the next. First pin down exactly where you're losing people, and only then fix things: otherwise the fix will almost certainly go in the wrong direction.
How long should I wait before judging the result?
Until you've collected a meaningful number of quiz sessions. Count the amount of data, not the number of days that have passed.
People complete the quiz but don't leave their contact. What should I do?
Look at the final step: it needs a specific promise. The breakdown is in the article on offers in quizzes.
Do I need to rebuild the whole quiz?
Almost never. The problem is usually local, one question or one screen, and you can find it in half an hour with the checklist above.
