Survey and customer feedback analytics
Do calculators and quizzes generate leads?
The short answer
Interactive tools such as a cost calculator, a product recommender or a readiness assessment give visitors a personal answer in exchange for a few inputs, and optionally an email address. They work best when the answer is valuable and specific to the visitor. Measure starts, completions, leads captured and the quality of those leads.
Key takeaways
- Calculators and quizzes work when the answer is valuable and specific to the visitor.
- Showing the answer and offering a detailed report by email keeps goodwill.
- Measure views, starts, completions, leads and the leads that became customers.
On this page 3 sections
Formats that suit small businesses
| Format | Example | Fits |
|---|---|---|
| Cost or savings calculator | "What will a new roof cost for my house?" | Services with variable pricing |
| Product recommender | "Which plan fits my team?" | Several products or tiers |
| Assessment or score | "How ready is your business for sale?" | Consulting and B2B services |
| Quiz | "What is your skincare type?" | Consumer brands |
Gate the result or not?
Asking for an email before showing the answer captures more addresses but loses many visitors and annoys some. Showing the answer and offering a detailed report by email keeps goodwill and captures people who want more. Test both if you have the traffic.
Measure it like a funnel
- Views of the page with the tool.
- Starts (first input).
- Completions.
- Leads captured.
- Leads that became customers, from your CRM.
The answers people give are useful data: they tell you what visitors want, in their own words, at scale.
Next step
Compare the tools for this job
Related guides
How to measure NPS (Net Promoter Score)
How to ask the NPS question, calculate the score, choose when and where to survey, and turn the follow-up comments into decisions.
How to track form submissions and leads back to their source
How to record the source, campaign and keyword of every form lead, in GA4 and in your CRM, and when a lead tracking platform is worth it.