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Quizzes convert 2-3x better than static forms when built right. They also leak 40-60% of completions when built wrong. This walks through the scoring + result pattern that lands quizzes at 50%+ completion.
Who this is forMarketers using a quiz as a lead magnet or qualifier. SaaS founders using "Which plan is right for you?" quizzes. Coaches using personality quizzes for lead capture.
What you'll need
Step 1
Before building, decide: what are the possible outcomes (e.g., "Beginner / Intermediate / Advanced")? What score range maps to each?
Open a doc. List your 3-5 result types. Examples: "DIY-er / Ready-to-Hire / Already-Hiring," or "Starter Plan / Growth Plan / Enterprise Plan."
For each result, decide the score range (e.g., 0-10 = Starter, 11-25 = Growth, 26+ = Enterprise).
Build the scoring matrix: each question, each answer, the points it adds.
Test the math on paper: a user who picks all "high" answers should land in the highest result. A user picking all "low" answers should land in the lowest.
Save the matrix. You will reference it constantly.
Step 2
Use Multi-choice or Single-choice blocks for each question. Place a Calculated Field block at the end for the total score.
In Tally editor, add a Single-choice or Multi-choice block per question.
For each answer option, you will assign a score in the next step. For now, just write good question copy.
Keep questions to 5-10. Above that, completion rate drops below 40%.
After the last question, add a Calculated Field block. Name it "lead_score" or similar.
Step 3
In the calculated field, write a formula that sums scores from each question based on the answer.
Click the Calculated Field block → formula.
Build the formula: `IF({q1} = "Option A", 5, 0) + IF({q1} = "Option B", 10, 0) + IF({q2} = "Yes", 15, 0) + ...`.
For multi-choice questions, sum across selected options: `IF(CONTAINS({q3}, "Email"), 5, 0) + IF(CONTAINS({q3}, "Social"), 3, 0)`.
Save. Test with a sample submission — verify the calculated value matches what your matrix predicts.
Step 4
Create a separate page for each result type. Use logic jumps on the calculated field to route users to the right page.
Add Page Break blocks after the calculated field. Each new page = one result type.
On each result page, add Text/Image/Video blocks describing that outcome and the next step.
In the calculated field's logic settings: "If lead_score >= 26, jump to Page 'Enterprise.' If lead_score >= 11, jump to Page 'Growth.' Else jump to Page 'Starter.'"
Each result page should have a unique CTA: book a call, get the guide, sign up for the matching plan.
Step 5
Place the Email block right before the result page logic. Result is the reward for giving the email.
After the last quiz question and the calculated field, add an Email block.
Frame it: "Almost done! Where should we send your results?"
Mark the field required. The user gives email to see the result — this is the conversion mechanic.
After the email, the logic jump routes to the right result page.
In your integration (Notion/CRM), tag the lead with their result type for downstream segmentation.
Common mistakes
Showing results without capturing email
What goes wrong: Quiz feels great, users finish, leave. Zero email capture. The quiz is content, not a lead magnet. ~60-80% lost lead-capture opportunity.
How to avoid: Email block right before the result page. Frame as "Where should we send your detailed results?"
Sloppy scoring math
What goes wrong: High-intent users land in the "DIY" result. Low-intent users land in the "Enterprise" result. Your sales team gets garbage leads.
How to avoid: Build the scoring matrix on paper FIRST. Test 5+ sample submissions before launching. Verify each lands in the right result.
Too many questions
What goes wrong: A 15-question quiz has 25-35% completion. A 7-question quiz has 55-70%. Each extra question costs 3-5% completion.
How to avoid: Audit every question. Cut anything that does not directly affect the score. Aim for 7 questions.
Generic result pages
What goes wrong: All three result pages say something like 'Thanks for taking the quiz!' Users do not feel the personalization. CTA conversion drops 40-60%.
How to avoid: Each result page should describe the outcome specifically: "You're a [Result Type]. Here's what that means and what to do next." Personalized copy = high CTA conversion.
No segmentation in the downstream tool
What goes wrong: All quiz leads land in one bucket. Your email nurture sends the same sequence to "Beginners" and "Enterprises." Engagement craters.
How to avoid: Pass the result type as a tag/field to your CRM or email tool. Segment nurture by result.
Recap
Done — what's next
How to set up Tally logic jumps without breaking your form
Read the next tutorial
Hand it off
Quizzes are content + conversion + automation in one. Building one is a project. Keeping it optimized as your audience grows is a job. A vetted specialist will build the quiz, integrate it, and tune it over time. From $14-16/hr — most quiz engagements land at $500-1,500 initial + $200-400/mo ongoing.
See specialist rates
For lead capture, yes — quizzes convert 2-3x better than static lead-gen forms when built right. The interactivity + personalization carries the conversion. But a bad quiz is worse than a good form.
5-7 questions. Above 10, completion rate drops below 40%. Below 5, results feel arbitrary. The sweet spot is 7 questions taking 60-90 seconds.
Partially. You can build single-choice questions and result branches, but calculator fields (the scoring engine) are Pro-only. For a real quiz, Pro is required.
Build two versions of the quiz. Split traffic at the URL level (each version at its own Tally URL). Compare completion rate and downstream CR after 2-4 weeks per variant.
Day 1: result email with detail and a next-step CTA. Day 3: case study tied to their result. Day 7: direct CTA matching their result. Always segment by result type.
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