The Quiz Builder: interactive lead capture
The Quiz Builder turns lead capture into a conversation. Build a multi-page quiz from rich question types, branch the path based on how people answer, score their responses into an outcome, and capture the result straight into the CRM. Assessments, surveys, lead-gen quizzes, personality tests, and knowledge checks all run on the same engine.
16 min read · The complete Quiz Builder guide
What the Quiz Builder is
A multi-page, logic-driven form with scoring and outcomes built in.
A quiz is organized into pages, each holding a set of elements you arrange on a canvas. It shares its field model with the Form Builder, so identity fields and question fields carry over — but a quiz adds the things that make it interactive: conditional branching between pages, scoring on answers, and outcomes that change what each respondent sees at the end. You pick a quiz type — assessment, survey, lead-gen, personality, or knowledge — to frame how it behaves.
Everything is configured visually: drag elements from the sidebar onto the canvas, tune each element's settings, set quiz-wide behaviour, and start from the visual template gallery instead of a blank page. Submissions land in a dedicated panel so you can review responses in context.
- Multi-page — organize questions across pages with progress and optional back-navigation.
- Shared field model — the same identity and question fields as the Form Builder, plus quiz-specific types.
- Quiz types — assessment, survey, lead-gen, personality, or knowledge — framing how the quiz behaves.
- Visual builder — drag-and-drop canvas, per-element settings, and a template gallery to start from.
Rich question types
Far more than multiple choice — from ratings and signatures to image selection.
The Quiz Builder ships a broad set of question types: single choice, multiple choice, yes/no, short and long answer, number, rating, file upload, image, image selection (grid, list, or carousel), date picker, and signature, alongside dropdowns and identity fields like full name, email, phone, and address. Options can be randomized, an "other" option allowed, and image questions laid out exactly how you want.
Each element carries its own validation and properties, so a quiz can be as casual as a three-question personality test or as rigorous as a scored assessment with required fields and strict input formats. The mix of types is what lets a quiz feel like an experience rather than a survey.
- Choice & scale — single/multiple choice, yes/no, rating, and number questions.
- Open & rich input — short/long answer, file upload, date picker, and signature capture.
- Visual questions — image and image-selection questions in grid, list, or carousel layouts.
- Per-element control — validation, randomized options, and an optional 'other' choice on each element.
Conditional logic branching
Send respondents down different paths based on how they answer.
Branching is what separates a quiz from a static form. Each quiz carries branching logic that routes a respondent to a different page based on their answers — answer "enterprise" and skip to the enterprise-qualification page; answer "just browsing" and jump to a lighter path. The flow adapts in real time so every respondent only sees the questions relevant to them.
That same conditional pattern runs throughout the platform — the launch checklist branches on your funnel type, and automations branch on yes/no conditions — so the logic model you learn here is the one you'll use everywhere. Branching keeps quizzes short and relevant, which is exactly what keeps completion rates high.
- Answer-driven paths — route respondents to different pages based on what they select.
- Real-time adaptation — the flow changes as they answer, showing only relevant questions.
- Higher completion — shorter, relevant paths keep people moving to the end.
- Familiar model — the same conditional logic powers the launch checklist and automations.
Scoring & outcomes
Turn answers into points, points into a result, and a result into the right next step.
Scoring is configured per element — assign points to answers and optionally weight a question's contribution. On submit, the scoring service tallies the response into a total and resolves an outcome: the result a respondent is shown and the next action that fires. A personality quiz routes to "you're a Visionary"; a qualification quiz routes a high scorer to a booking page and a low scorer to a nurture path.
Outcomes drive what happens at the end. Each submission stores its responses, score, and outcome, and the result can map to a dedicated result page — so the quiz doesn't just collect answers, it segments and sends each respondent somewhere tailored to their result.
- Per-element points — assign points to answers and optionally weight a question's contribution.
- Server-side tally — the scoring service computes the total and resolves the outcome on submit.
- Outcome routing — the result determines the message, page, or action each respondent sees next.
- Stored results — every submission keeps its responses, score, and outcome for review and segmentation.
Lead capture & the CRM
Email capture and scored answers flow straight onto the contact record.
A quiz can require, request, or skip email capture, and the lead data it collects — email, phone, name, company, address, and any custom fields — flows into the CRM the same way a form submission does, upserting a contact and stitching to the visitor's pixel history. The difference is the quiz also brings the answers and the score, so the contact arrives qualified.
That makes a quiz a powerful segmentation tool: the score and outcome become data on the record you can filter and personalize against, and the AI features can reason about how someone answered — not just that they filled something out.
- Flexible email capture — require, request, or skip the email — your call per quiz.
- Qualified contacts — answers and score arrive on the contact alongside identity data.
- Pixel stitching — like forms, submissions connect to the visitor's pre-quiz behaviour.
- Segment by result — score and outcome become record data you can filter and personalize against.
Settings, results & integrations
Control the experience end-to-end and connect the result to your tools.
Quiz settings tune the whole experience: show a progress bar, allow back-navigation, randomize questions, require completion, and set the branding. The submission action decides the ending — a thank-you message, a redirect, a download, an embedded calendar booking, or a custom action — with the copy and destinations you choose.
Integrations connect the result outward: render a Design Studio project on submit (binding answers to the template's merge fields and optionally attaching the asset to the contact), book a call through a calendar integration, push to GHL, or send a result email. Like forms, quizzes are shared by hosted link or embedded by iframe or script — so they run wherever your audience is.
- Experience settings — progress bar, back-navigation, question randomization, completion gating, and branding.
- Submission actions — thank-you message, redirect, download, embedded calendar, or a custom action.
- Design render — render a personalized Design Studio asset from quiz answers on submit.
- Connect & embed — calendar, GHL, and email integrations; share by link or embed by iframe/script.
Quizzes feed the funnel
Because a quiz captures qualified contacts with a score and outcome, it slots naturally into a funnel as a qualification or segmentation step — routing each respondent to the offer that fits their result.