TersbyTersby blog· 3 min read
A quiz or a plain form: which brings more leads
When a few questions before the phone field help you sell, and when they only get in the way. And how to check it on your own traffic rather than someone else's case studies.
A two-field form, name and phone, looks like the shortest road to a lead. But short isn't the same as easy. Leaving your phone number on an unfamiliar site feels risky: they'll call, they'll push, and the person hasn't even decided what they need. A quiz changes the order: a few simple questions first, contact details last.
Why a quiz works
Answering «What's your size?» is easier than giving out a phone number. Each next step feels lighter, because the person has already put in a little effort and doesn't want to waste it. By the last step they're involved, they see an option will be picked for their answers, and they leave their phone more willingly.
The second plus is for your manager: the lead doesn't arrive empty. Instead of «Irene, +380…» it has the size, colour, delivery city and budget. The call gets shorter and the sale more likely.
When a quiz gets in the way
- A simple product with a clear price. If someone came for a specific item on sale, extra questions only slow them down. They need an «Order now» button.
- Hot traffic. People who've already decided to buy (retargeting, searching for the product by name) don't need a quiz.
- Too many questions. Three to five steps work, ten wear people out. Every question should help the sale, not just collect data.
- Questions without options. If people have to type, the step gets heavy. Options with pictures are better: tap one and the form moves on by itself.
What a good quiz looks like
- The first question is the easiest and about the person, not you: «Who are you choosing for?», «What's your kitchen like?».
- Options with pictures. Choosing with your eyes is easier than reading.
- A progress bar. People see there isn't much left.
- Contacts at the end, with a reason: «We'll send you a selection for your answers».
- The price as they go. If the questions are about the bundle, show the total while they choose: no surprises on the call.
How to check it on your own traffic
Other people's case studies say little about your audience. It's more reliable to test it yourself:
- Make two versions of the page: with a short form and with a quiz.
- Run an A/B test: the traffic is split between them evenly.
- Compare not just the number of leads, but how many were confirmed and paid for. A quiz may bring fewer leads of better quality, and that's a win too.
Decide once each version has collected at least a few dozen leads, not after a day.
How to do it in Tersby
In expert mode a form has a «Quiz: one question per screen» switch. Each question gets its own step, name and phone come together on the last one, and picking an option moves on by itself. The «Product variant with price» field adds cards with pictures and extra charges, and «Show the total price» counts the sum as people go. For a fair comparison there's an A/B test on the «History and tests» tab.
The detailed guide is in the help section: «Lead forms».
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