Why swap a contact form for a quiz
A basic contact form gives you a name and email but almost no signal about whether the person is ready to buy. A short, scored quiz uncovers readiness, urgency, and fit before you ask for an email so every new contact can be routed to the right follow-up.
What you’ll build
A WPForms quiz that: 1) asks 4–6 readiness-focused questions, 2) scores answers on a 0–100 scale, 3) shows a tailored outcome screen, and 4) sends each new subscriber to your email tool with a tag like quiz-hot, quiz-warm, or quiz-cold.
What matters when qualifying leads
Decide your definition of hot/warm/cold before you build. Useful signals are:
– Timeline/urgency (most important)
– Problem severity/complexity
– Decision authority (who will sign off)
– Budget (important but usually lower weight than urgency)
Write these three sentences first:
– A hot lead for my business is someone who ___.
– A warm lead is someone who ___.
– A cold lead is someone who ___.
These will drive scoring and outcome content.
Prerequisites
– A WordPress site
– WPForms Pro (Quiz Addon and conditional routing need Pro)
– An email marketing account
– Your hot/warm/cold definitions written down
Step 1 — Install WPForms and enable the Quiz Addon
Install WPForms Pro, verify your license, then find and install the Quiz Addon from WPForms » Addons. The Quiz Addon lets you assign numeric points to answers, show outcome screens, and use conditional connections to your email tool.
Step 2 — Build the quiz
Choose a name (e.g., Lead Qualification Quiz) and pick a quiz type. For lead scoring choose the Weighted quiz so you can assign numeric points.
Write 4–6 readiness questions
Use Multiple Choice, Dropdown, or Checkbox fields. Keep the quiz short—4–6 questions gets useful signal without high drop-off. Focus questions on urgency, current situation, experience level, and primary goal rather than just price.
Example hosting questions:
– What best describes your WordPress experience?
– How many visitors does your site get per month?
– What is your top priority for hosting?
Score answers on a 0–100 scale
Turn on Include in Quiz Scoring for each field and enter point values for answer choices. Use higher points for answers that indicate higher readiness. A convenient scheme: design your questions so totals can reach 100; set hot >= 75, warm 40–74, cold = 75, not > 75).
Create outcome screens
Under Outcomes, create one outcome for each lead temperature. Enable conditional logic so the outcome shown matches the visitor’s score range. Each outcome should deliver immediate, useful value before any ask:
– Hot: direct recommendation and a clear next step (book a call, view the right plan)
– Warm: helpful, lower-commitment content (comparison guide, case studies)
– Cold: educational resources (beginner’s guide, learning path)
Add the opt-in gate
Place a Page Break before the final step and add Name and Email fields on the last page so the user must opt in to see results. Make email required and change Next/Submit button text to benefit-driven copy (e.g., “See My Results”). If you serve EU users, add a GDPR consent checkbox.
Test the quiz on mobile; page-break layouts can behave differently on small screens.
Route leads into your email tool with conditional connections
In the builder’s Marketing tab, connect your email provider (WPForms supports many popular tools). Create three connections—one per lead tier—and enable conditional logic on each connection using the Quiz Score field:
– Hot connection: Quiz Score >= 75 — apply tag quiz-hot
– Warm connection: Quiz Score = 40 — apply tag quiz-warm
– Cold connection: Quiz Score < 40 — apply tag quiz-cold
If your provider isn’t directly supported, pass data through Zapier or Make; the scoring still happens inside WPForms.
How to use the tags
– quiz-hot: high-intent sequence or personal outreach
– quiz-warm: nurture series that builds trust and educates
– quiz-cold: long-term educational track
These sequences ensure every follow-up aligns with the lead’s readiness.
Step 3 — Analyze and tune
After 50–100 entries you’ll see patterns. Use WPForms’ Results tab to inspect answer distributions and the overall score spread.
Target distribution (starter guideline): 20–30% hot, 40–50% warm, 20–30% cold. If everything is hot, raise the hot threshold or lower point values tied to easy answers. If nobody is hot, lower the threshold or check traffic quality.
Spot leaky questions
Add the Form Abandonment Addon to capture partial submissions. Review abandoned entries in WPForms » Entries to see which question causes drop-off. Frequently, requests for phone numbers or exact revenue cause abandonment; move those later or make them optional.
One A/B test to run first
Test two versions of your first question (e.g., “How urgent is this?” vs “What are you trying to achieve?”). The opener that produces higher completion and a healthy score spread is usually the better choice.
When to update scoring
Revisit scores when:
– Your product or pricing changes
– Your traffic sources change significantly
– People tagged as hot don’t convert as expected
Quarterly reviews are a good habit.
Common questions
– Do I need WPForms Pro? Yes—the Quiz Addon and conditional routing require Pro.
– My email tool isn’t listed. Use Zapier or Make to pass tagged contacts from WPForms to your platform.
– What about retakes? WPForms allows retakes; configure your email tool to replace tags on new submissions to avoid conflicting tags.
– Can I show the quiz in a popup? Yes—embed the quiz shortcode inside any popup that accepts shortcodes.
– Do quizzes convert better than gated PDFs? In many cases, yes. Quizzes yield more qualified, engaged subscribers because follow-ups are matched to readiness.
Promotion and next steps
Embed the quiz on a targeted landing page, share results on social, and promote via your newsletter. People are more likely to share personalized outcomes, which brings already-warmed traffic to the quiz.
Summary
A short, scored quiz converts interest into actionable signals. Define hot/warm/cold up front, ask 4–6 readiness questions, score answers on a 0–100 scale, show helpful outcomes, and use conditional connections to tag and route leads automatically into appropriate email sequences. Monitor results, fix leaky questions, A/B test your opener, and adjust scoring as your business evolves. The result: fewer random leads and more contacts that match your ideal buyer profile.