Quiz funnel builder: capture, qualify, and score leads one tap at a time
Formspring is a quiz funnel builder for lead generation: multi-screen, single-tap flows that qualify visitors while they answer. Branching adapts the path, scoring ranks every lead, formula variables compute outcomes, A/B variants find the winner, and server-side conversion tracking feeds the ad platforms real leads. Leads can be OTP-verified before sales sees them. Funnels run on Pro plans and above.
A quiz funnel reframes lead capture as a service: the visitor is not filling in a form, they are getting a personalised answer. That single shift is why quiz funnels routinely out-convert a landing-page form on paid traffic - commitment builds one tap at a time, so by the time the email field appears, the visitor wants the result. Building one well takes a tool that handles the flow and the measurement behind it.
Formspring's funnel builder assembles multi-screen flows from a large element palette - choice grids, picture selections, ratings, contact and address blocks - with one decision per screen and auto-advance on single-choice questions. Branching adapts the path to each visitor (an agency owner and a solo founder should not see the same questions), and formula variables compute live outcomes - a quote, a recommendation, a tier - that you can show on the result screen and pass downstream. Every answer can carry a score, so each completed session arrives ranked for sales.
The measurement is where lead-gen funnels are actually won. Formspring captures ad click IDs per session and delivers conversions server-side to Meta, TikTok, Google, LinkedIn, Pinterest, and Microsoft Advertising with deduplicated event IDs - recovering the conversions client-side pixels lose on mobile. A/B variants run with sticky assignment and per-variant analytics, and an OTP step can verify a lead's phone or email before it reaches your CRM, so your team works verified, ranked leads instead of a raw list.
Leads land in your own inbox and API with signed webhooks, stored in the EU. Funnels are available on Pro plans ($19/mo) and above.
Outcome quizzes with branching and formulas
The classic quiz mechanic - answer a few questions, get a tailored result - is built from three layers: rules that decide which screen comes next, per-answer scoring that ranks the lead, and formula variables that compute a live outcome (a savings estimate, a product match, an eligibility tier). Branch the ending on a score threshold and each respondent lands on a result written for them. The anatomy of a high-converting quiz funnel dissects a real example screen by screen, and multi-step lead funnels without writing code shows how it goes together.
Scoring turns answers into a ranked pipeline
Lead-gen breaks on junk leads and flat lists. Assign points per answer - more for "budget over $5k/month", none for "just researching" - and every completed session carries a numeric score. That score gates the ending (high scores see the booking calendar), prioritises follow-up (call the 80s before the 40s), and feeds the ad platforms a qualified signal rather than every form fill, so campaign optimization trains on real leads. The score travels into your webhook payload, so your CRM sees what the funnel learned.
Measurement: server-side tracking and A/B tests
Paid quiz funnels live on mobile traffic - exactly where client-side pixels fail most. Formspring captures fbclid, gclid, and ttclid per session and delivers conversions server-side to six ad platforms with deduplicated event IDs, recovering events iOS and ad blockers eat. A/B variants run with deterministic, sticky assignment and per-variant, per-screen analytics, so you test the hook first (it sees 100% of traffic) and measure end-to-end, not per-screen. The pixel vs CAPI deep-dive and what to A/B test first cover the details.
Verified leads, owned data, EU-hosted
An OTP step can require a one-time code over SMS or email - rate-limited against abuse - before a submission completes, so the phone numbers your ad budget pays for actually ring. Leads land in your own searchable inbox and a scoped-token REST API, fire SHA-256 HMAC-signed webhooks, and trigger built-in automations (email, delay, branch on score, HTTP call). Everything is stored in EU data centres with a DPA on every paid plan.
Questions people ask.
Can I build an outcome-based quiz that gives different results?
Yes. Score answers per choice, compute formula variables, and branch to different result screens on score thresholds - the standard outcome-quiz mechanic. The score and computed variables arrive in the webhook payload, so downstream systems know which outcome each lead got.
Does it track conversions server-side, not just with a pixel?
Yes. Funnels deliver conversion events server-side to Meta, TikTok, Google Enhanced Conversions, LinkedIn, Pinterest, and Microsoft Advertising, with event IDs shared with the client pixel for deduplication and automatic click-ID capture per session - recovering conversions client-only pixels lose on mobile.
Can I A/B test the funnel?
Yes. Weighted variants run with deterministic, sticky assignment (a returning visitor always sees the same variant) and per-variant, per-screen analytics. Test the hook screen first since it sees all traffic, change one thing per test, and measure end-to-end qualified leads rather than per-screen progression.
Can I verify leads before they reach my sales team?
Yes. Add an OTP step so the visitor confirms a one-time code via SMS or email - rate-limited against abuse - before the submission completes. Combined with scoring, your team works verified, ranked leads instead of a raw list.
Are quiz funnels available on the free plan?
No. Funnels, scoring, A/B testing, and server-side tracking start on the Pro plan ($19/mo), which includes 5,000 monthly submissions across all products. The free plan covers a single contact form, plus short links, polls, and one bio page.