Lead Generation Survey

A name and email provide information about the identity of a visitor. Much more information can be gained from answers to questions asked. The information gained through a lead generation questionnaire helps find out what needs they have, what they are searching for, and whether they would be suitable for your company.  

You should ask several questions related to their needs, desires, aims, or problems rather than just fill out a standard contact form. This way you get contact information, which also provides some valuable information about the person. 

More importantly, the survey doesn't need to become a sales-oriented questionnaire. It could be a brief and practical exchange, giving something back to the visitor, whether a recommendation, a result, a quote, a consultation, or any insight.

With Quizify, one can create surveys, questionnaires, and quizzes in the same funnel builder. Moreover, one can use the conditional logic, result pages, analytics, integration features, and publishing methods to design an effective lead generation funnel.  

What Is a Lead Generation Survey?

A lead generation survey is an online survey designed to collect both useful responses and contact information from potential customers. 

A normal survey may ask questions only to collect opinions or feedback. A lead generation survey has another purpose. It helps you learn about a potential customer while giving you a way to follow up with them. 

For example, a digital marketing agency could ask:

• What is your main marketing goal?

• How large is your current website?

• Which marketing channel are you using now?

• What is your biggest challenge?

• When are you planning to improve your marketing?

At the end, the survey can ask for the person's name and email address.

Now the business does not only have an email address. It also knows what the person needs.

That small difference can make the next conversation much more useful.

Why Use a Survey Instead of a Basic Lead Form?

A traditional lead form usually asks for basic information such as name, email, phone number, and company.

That works for some campaigns. However, it does not tell you much about the person behind the submission.

A lead generation survey adds another layer. You can use questions to understand what the visitor wants before your sales team contacts them.

However, this does not mean a survey should be long. A long survey can create the same problem as a long form.

The goal is to ask the right questions, not as many questions as possible.

What Makes a Lead Generation Survey Work?

A good survey has a clear reason for people to complete it. Someone should understand why they are answering your questions and what they will get after completing them.

For instance, you can choose among:

• Personalized suggestion

• Free consultation

• Price quotation

• Evaluation or scoring

• Product suggestion

• Useful report

• Discount

• Access to resource

On the other hand, it is important for the questions to be relevant to the business objective.

If you have a business of designing websites, asking the person his favorite color will not help you qualify the lead.

Instead, ask about their website, business size, goals, budget range, or project timeline.

The questions should help you understand whether the person is a good fit.

Lead Generation Survey Questions You Can Ask

The best lead generation survey questions depend on what you sell and who you want to attract.

Still, you can divide them into a few simple groups.

1. Understand Their Goal

Start with questions that help you understand what the visitor wants.

Examples:

• What are you hoping to achieve?

• What is your main goal right now?

• Which area would you like to improve?

• What result would make this project successful?

These questions are useful because they reveal intent.

2. Find Their Main Problem

Next, ask about the problem they are trying to solve.

For example:

• What is your biggest challenge right now?

• What is stopping you from reaching your goal?

• Which part of your current process takes the most time?

• What would you like to improve first?

These answers can also help you group leads by their needs.

3. Understand Their Current Situation

You may also need some background information.

For example:

• What tool are you currently using?

• How many people are on your team?

• How many customers do you serve?

• Do you often run this process?

• Have you used a similar service before?

This information can make the lead more useful to your sales or marketing team.

4. Ask About Buying Intent

If your goal is sales, you can ask questions that show how close someone is to making a decision.

Examples include:

• When are you planning to get started?

• Are you currently comparing solutions?

• What is your expected budget?

• Would you like to speak with someone?

• What type of solution are you looking for?

Do not ask every question in one survey. Choose the ones that matter for your sales process.

When Should You Ask for Contact Details?

This is one of the most important decisions when creating a lead generation survey.

If you ask for an email address before the visitor has seen any useful content, they may leave.

Instead, consider allowing the visitor to answer a few questions first.

For example:

• What is your main goal?

• How soon do you want to improve this?

• What is your biggest challenge?

• What solution are you currently using?

Then: Get your personalized result by entering your email.

This approach gives the visitor a reason to continue.

Quizify's documentation also recommends placing user information fields toward the end of the funnel so people are not asked for their information before they have engaged with the content.

Use Conditional Logic to Keep the Survey Relevant

Use Conditional Logic to Make Sure the Survey is Relevant. Each person who comes to the survey will not necessarily have to answer all the questions.

Let’s take an example when you design a survey for a software company.

Questions:

What kind of business are you running?

• E-commerce

• Agency

• SaaS

• Local Business

Based on the respondent’s choice, you can display questions about products, orders, and sales if they choose “E-commerce.” On the other hand, if they choose “Agency,” you can ask about their clients and number of employees. This way, each respondent gets questions that match their business.

That is where conditional logic becomes really handy. With Quizify’s Logic Jumps feature, you can direct respondents to different questions based on their answers. For example, you can hide certain slides, show specific questions, or even end a funnel based on what someone selects.

As a result, people do not have to answer questions that are not relevant to them. Instead, they can move through a survey that matches their needs. This not only saves respondents’ time but also makes the survey more relevant and easier to complete.

An Example

Here is how a branching survey can look like:

The survey becomes more like a conversation than a fixed list of questions.

How Quizify Can Help You Build a Lead Generation Survey

Quizify is built around interactive funnels, so you can use more than one type of interaction in the same lead generation process.

You can create a survey, add questions, collect user information, construct logic, set the result, publish the funnel, and track the form submissions. 

Currently, Quizify allows creating quizzes, forms, surveys, and assessments with various purposes depending on the selected type of funnel.  

In case of lead generation, it means that either a survey or something more engaging can be created. 

Begin With a Survey

Use a survey in case you want to learn more about your audience.

For example, you could ask them about...

• Customer needs

• Buying preferences

• Business issues

• Product interests

• Services requirements

• Future projects

And then add the necessary contact fields.

• Capture Leads

• A few questions down the line, add such fields as...

• Name

• Email

• Phone number

• Company

• Job position

And only ask for the information that will be really used.

For example, if your sales people do not call your leads, there is no need to make a phone number a mandatory field. 

This keeps the experience simple.

Use Logic Jumps

Use Logic Jumps when different answers should lead to different questions. This is especially useful when your audience includes different customer types.

For example, a B2B company could send small businesses down one path and enterprise companies down another.

Give People a Result

A survey does not have to end with a plain Thank you. Quizify supports basic results, score-based results, and category-match results for its quiz, form, and survey funnels.

For example, you could show:

Your result: Growing Business

Based on your answers, your business may benefit from improving its lead capture process.

Then add a button:

Book a Free Consultation

This gives the visitor a clear next step. 

Turn Survey Answers Into Lead Qualification

One of the biggest benefits of a lead generation survey is that the answers can help you decide which leads deserve faster attention.

For example:

These categories should match your own sales process. The important point is that the survey gives you information before the sales conversation begins.

Instead of starting with, "How can we help you?", your team can start with something more useful.

For example:

Thanks for completing our survey. You mentioned that your main challenge is generating qualified leads. We'd like to show you a few ways you can improve that process. That is a much more relevant conversation.

Keep the Survey Short

A common mistake is trying to collect everything in one survey.

You may want to know:

• Their name

• Email

• Phone

• Company

• Industry

• Revenue

• Team size

• Budget

• Location

• Goals

• Challenges

• Timeline

But asking all of these questions at once can make the survey feel like work.

Instead, decide what information you really need.

A simple lead survey may only need five to eight useful questions.

You can always collect more information later.

A Practical Lead Survey Structure

A good lead survey should feel like a simple conversation, not a long list of questions. Here is a practical structure you can follow: 

This gives the visitor a reason to complete the process.

Where Can You Use a Lead Generation Survey?

You do not have to keep your survey on one landing page. Instead, you can publish it in different places based on where your visitors are. For example, Quizify supports direct links, website embeds, popups, brand URLs, and QR codes. As a result, you can share the same survey across different channels without creating a separate funnel for each one. 

That gives you several options.

Website

Place the survey on a landing page, service page, product page, or blog. For example, a web design agency could add: Not sure what your website needs? Take our 2-minute website survey.

Email Campaigns

Send the survey to an existing audience to learn more about their needs. For example: Tell us what you are working on and get a recommendation.

Social Media

Use the survey as the destination for a social media campaign. Instead of sending visitors to a generic homepage, send them directly to an interactive experience.

Paid Campaigns

A survey can also be used after an advertisement.

For example:

Ad → Survey → Result → Lead Capture → Sales Follow-Up

This gives visitors a clear journey instead of sending them to a general page.

Events and Offline Campaigns

QR codes can connect printed material to a digital survey.

You could place one on:

• Business cards

• Event stands

• Brochures

• Product packaging

• Printed advertisements

Connect Your Leads to the Tools You Already Use

Collecting leads is only the first part. You also need to decide what happens after someone submits the survey.

Quizify currently supports integrations including HubSpot, Zapier, Make, Google Sheets, Slack, Webhooks, Google Analytics, Facebook Pixel, Calendly, TidyCal, and GoHighLevel, among others.

For example, your workflow could look like this:

Visitor completes survey

↓

Quizify collects responses

↓

Lead goes to your CRM

↓

Sales team receives the information

↓

Lead gets the right follow-up

You can also send submission data to Google Sheets or use automation tools to connect the survey with other parts of your workflow.

This reduces the need to manually copy information from one system to another.

Track More Than the Number of Leads

A survey can collect hundreds of responses and still perform badly.

You need to look at what happens throughout the funnel.

Quizify's analytics can help you review participant activity, submissions, performance, and where people drop off.

Look at metrics such as:

• Funnel views

• Completed surveys

• Completion rate

• Drop-off points

• Lead submissions

• Common answers

• Lead quality

• Conversion to the next step

For example, if many people leave after the fourth question, check that question first.

Maybe it is too difficult. Maybe it asks for information people do not want to share. Or maybe it simply does not feel relevant.

The numbers can help you find the problem.

How to Create a Lead Generation Survey With Quizify

Step 1: Decide What You Want to Learn

• Who is my ideal lead?

• What problem do they have?

• What information will help me qualify them?

• What action should they take after the survey?

Step 2: Create Your Survey

Quizify lets you create surveys using its funnel builder. You can also use its AI Funnel Builder by describing the survey you want to create, then reviewing and changing the generated structure.

You can still edit the questions, answer choices, fields, and other settings.

Step 3: Add Relevant Questions

Start with easy questions. Ask the questions that allow you to understand the requirements of the visitor. If you do not need to know personal information at this point, skip this step.

Step 4: Add Logic

Add Logic Jumps for situations when you need to ask different questions based on answers. For example, for people who have selected a specific option you can ask a certain set of questions. Test all possible paths before the launch of the form.

Step 5: Add Lead Capture Fields

Add lead capture fields (such as name, email, phone number) that you want to receive. Do not add any unnecessary fields.

Step 6: Create the Result

Choose what should the visitor get in the end. This can be a recommendation, score, category, useful resource, or other result.

Step 7: Connect Your Workflow

Integrate the form with the tools that you use for the management of leads. It can be an automatic addition to your CRM or Google Sheets, notification in Slack, etc.

Step 8: Test Before Publishing

Take the survey yourself and try different answers.

Check that:

• All questions appear correctly

• Logic Jumps take visitors to the right questions

• Lead details are saved

• The right result appears

• Integrations work

• The survey works well on mobile

• The final CTA works

It is also worth checking the survey on different devices before you publish it.

Lead Generation Survey Best Practices

If you want better results, keep these points in mind.

Give People a Reason to Finish

Do not make the survey feel like unpaid work. Tell people what they will get.

Ask One Useful Question at a Time

Too many questions on one screen can make the survey feel crowded. A simple flow is easier to follow.

Keep Questions Relevant

If a question does not help you understand the lead or improve their experience, remove it.

Do Not Collect Too Much Data

More fields do not automatically mean better leads. Collect useful information, not everything you can think of.

Make the Result Useful

A personalized result can give people a reason to complete the survey and take the next step.

Test Your Logic

A broken branch can send people to the wrong question or result. Always test different answer combinations.

Make It Mobile Friendly

Many visitors will complete surveys on their phones. Check buttons, text, fields, and question layouts on smaller screens.

Lead Generation Survey vs. Lead Generation Quiz

Surveys and quizzes can both be used to collect leads. The main difference is what you want to learn from the visitor and what you want to give them in return.

You do not necessarily have to pick one format.With Quizify, you can create both surveys and quizzes in the same funnel. You can choose the one that fits what you want to do.

For example, a skincare brand can use a quiz to recommend products based on a customer's answers. A software company can use a survey to ask about the problems a potential customer is facing.

In simple terms, a survey is useful when you want to collect information, while a quiz works well when you want to ask questions and give the visitor a result.

Final Thoughts

A lead generation survey should do more than collect names and email addresses. Instead, it should help you understand the people who are interested in your business. At the same time, the best surveys keep the process simple. For example, they ask useful questions, remove irrelevant steps, and, as a result, make the experience easier for visitors. In addition, they can give people something valuable at the end, which can encourage them to complete the survey.

With Quizify, you can bring all these pieces together in one funnel. First, create a survey and collect lead information. Then, use conditional logic to show relevant questions based on each answer. Next, show personalized results and, at the same time, connect your data to other tools. Finally, review how people move through the funnel so you can understand what works and, if needed, make improvements.