Quiz Lead Magnet Form Template
A three-question scored quiz trades instant results for an email: live scoring, tiered endings, and leads segmented by score.
Three questions and sixty seconds, and you'll know where your email marketing stands, scored on the spot with no waiting.
Quizzes out-convert every other lead magnet for one reason: the reward is about the person taking it. An ebook asks for an email in exchange for your knowledge, while a quiz asks for an email in exchange for their result. This template is a complete, working scored quiz, three diagnostic questions, a calculated score, and three tiered result screens, that you can reskin for any topic where "how mature is your X?" is a question your audience secretly asks.
How the scoring machinery works. Each answer option carries a point value through calculated variables: a score variable starts at zero, and logic rules add one or two points depending on which option is picked, while the weakest option adds nothing, since silence is a score too. After the questions, two threshold rules pick the destination: three points or more routes to the "building momentum" ending, five or more to "operating like a pro," and everything below three lands on the default "foundation stage" screen. The score is piped into each result headline with a variable token, so respondents watch their own number compute live. All of it, the variables, the add-to-score rules, and the threshold endings, is built in the editor's Logic panel with no code involved.
Why the email comes fourth. By the time the email field appears, the respondent has invested three answers and wants their result, so sunk cost is working for you. The field's description keeps the deal honest: the score shows on the next screen, and the email is where the result gets saved. Asking first costs conversions, while asking last with a reward waiting costs almost none.
Why these leads beat ebook leads. Every submission carries its answers, and the answer pattern implies the tier. A "foundation stage" lead and a "pro" lead need opposite follow-ups, and your CSV export has them pre-sorted, so the score logic is a segmentation scheme you never had to design twice.
Three questions, no more. Completion falls off a cliff after ninety seconds, and three well-chosen diagnostics tier an audience nearly as well as ten. We also skipped collecting names, because the result screen is personal enough without one.
Who scores an audience this way. Consultants diagnose client readiness with it, SaaS marketers score process maturity, coaches assess habits, and agencies qualify inbound by sophistication.
Rewrite the endings as mini-reports. Swap the three questions for your domain's real maturity markers, keep the 0/1/2 option structure, and rewrite the three endings as useful mini-reports. The result screen is your first impression, and "your score plus one sharp recommendation" is what earns the follow-up open.
Frequently asked questions
How does the quiz calculate and show the score?
A score variable accumulates points via logic rules tied to each answer, threshold rules choose which of the three endings to show, and a variable token renders the live number in the result headline.
Can I change the scoring weights or tiers?
Every add-to-score rule and both thresholds are editable in the Logic panel. Add questions, reweight options, or introduce a fourth tier with another ending and rule.
Do I see each person's score with their contact details?
Each response stores the answers, and the answer pattern gives you the segment in CSV export. Route submissions by webhook if you want scores recomputed into your CRM fields.
Why put the email question after the quiz questions?
It comes down to momentum. Respondents who have answered three questions nearly always finish to see their result, while an email wall up front turns away people who would have converted ninety seconds later.