Build a lead generation quiz that scores, explains and hands you the lead
A scorecard quiz works as lead generation when the result is genuinely useful on its own and the email you ask for buys something more: a fuller report, a plan, a call. Anticode builds the quiz as an app, scores it in the browser, and sends the address and the answers to you through its form pipeline. Here's how to design the scoring, the gate and the follow-up.
Pick a question your buyers already ask themselves
The quizzes that collect good leads are framed around a doubt the reader already has: "Is my website losing me customers?", "How ready is my team for an audit?", "Which pension option suits me?" The result tells them where they stand; you are the obvious next step for people who score poorly. A quiz framed around your product ("Which of our packages is right for you?") collects fewer and colder leads, because it only interests people who've already decided to buy.
Designing a scorecard
Most lead quizzes are scorecards: ten to fifteen statements across three to five themes, each answered on a simple scale. The structure that keeps the scoring defensible:
- Group questions into themes (for a marketing audit: visibility, conversion, retention). Each theme gets its own sub-score.
- Score each answer 0 to 3 or similar, with the scale written in plain words ("Not at all", "Sometimes", "Usually", "Always").
- Convert to a percentage per theme and overall, so results compare cleanly even if themes have different numbers of questions.
- Define three bands for the overall score, each with a name, a two-sentence explanation and one concrete next action.
- Point to the weakest theme in the result. "Your lowest area is retention" is more useful than a total.
Write the band text yourself. It's the part of the quiz people screenshot and forward, and it's where your expertise has to show.
Where to put the email gate
| Placement | What happens | Trade-off |
|---|---|---|
| Before the result | Email required to see any score | Most addresses captured, many fake or abandoned |
| After a short result | Score and band shown; email unlocks the full breakdown | Fewer addresses, much better intent |
| Optional at the end | Full result shown; email offered for a plan or a call | Fewest addresses, warmest leads |
For most service businesses the middle option works best: give the band and the weakest area straight away, then offer "the full report with every theme and what to do about it" for an email. Say exactly what they'll receive and when.
Building it in Anticode
Give the Architect your themes, statements, scale, bands and the gate you've chosen: "A 12-question website health scorecard for small business owners, three themes, four-point scale, three named bands. Show the overall band and weakest theme, then ask for first name and email to get the full breakdown. Clean and trustworthy look." The model writes the quiz as one app; scoring happens instantly in the visitor's browser.
When the visitor submits the gate form, the app sends their name and email through Anticode's form pipeline, with their scores and answers added to the message. You receive each lead by email and in the dashboard, where submissions are sealed at rest.
Routing the leads
- HubSpot receives submissions that include an email address, so each quiz lead can arrive as a contact with their scores in the message.
- Google Sheets or Airtable for a simple list you can sort by score.
- Slack, Discord or Telegram to tell you the moment a low-scoring lead comes in.
- A webhook to anything else, such as your own automation.
Mailchimp and Kit receive newsletter sign-ups only, so if you want leads added to an email list as well, include a separate newsletter opt-in in the app. That keeps consent explicit, which matters if you're going to email people regularly.
Sending the report
Anticode doesn't email the visitor. The "full report" therefore has to come from you: either the full breakdown appears on screen once they've submitted, with a note that you'll follow up personally, or you send a written report from your own email tool. Many consultants find the second converts better, because a personal reply within a day starts a conversation. Whichever you choose, say it on the gate so nobody waits for an email that isn't coming.
Limits
- No automatic emails to quiz takers, and no PDF generated and sent by Anticode.
- No funnel analytics such as drop-off per question; you get page views and submissions.
- No A/B testing of questions or gates.
- Results aren't stored centrally unless the visitor submits the form, because the app has no network of its own.
Questions people ask
How many questions should a lead generation quiz have?
Usually ten to fifteen for a scorecard. Fewer feels shallow for an assessment; more and completion drops. Show a progress bar either way.
Do I get the answers of people who don't leave an email?
No. Their answers stay in their browser. Only what's submitted through the form reaches you.
Can I add consent wording?
Yes. Ask for a consent line and an unticked checkbox on the gate form, worded for your situation.