April 6, 2022
(updated April 22, 2024)

How to Build a Lead Gen Quiz with WordPress

Table Of Contents

Note for 2024: I’m reworking this quiz and plan to relaunch it later this year.

This week I launched the Five Figure Diagnostic – a short quiz that will help brand and web designers, photographers, accountants, and other 1:1/DFY service providers figure out what they need to do next to scale their services to five figure MONTHS and beyond.

When I started, I looked at the different options for creating a personality type of quiz but before I committed to yet another monthly expense, I wanted to see if I could accomplish the same thing in WordPress using my existing tech stack.

And totally it’s possible.

Keep going for the nitty gritty, but reader beware – there’s math involved.

Basic information

For this quiz I used Fluent Forms Pro, but most advanced form plugins should allow you to get the same results. If you’re using a different form plugin for WordPress you need to make sure it has these things:

  1. Able to redirect to different pages conditionally
  2. The ability to send webhooks to your CRM conditionally
  3. A hidden field that accepts calculations
  4. Multiple choice fields that you can assign a number, or weight

Quiz Logic

Now here is a quick and dirty explanation of the logic that powers the quiz:

  • Determine a number range for each outcome then for each question that corresponds to the outcome, assign it a number.
  • Take that number and add a hidden calculated field that adds each questions weight together.
  • Set the results page that the completed form forwards to conditionally, based on that calculation.

Calculating the Results

One way to approach this math is to assign each outcome a number set, for example –

  • Outcome #1: 10
  • Outcome #2: 100
  • Outcome #3: 1000

You’ll give each question the same weight that corresponds to each outcome.

Then when you’re setting the ranges for each outcome, you’ll do something like this –

  • Outcome #1: If calculated field is less than 100
  • Outcome #2: If calculated field is between 100-200
  • Outcome #3: If calculated field is greater than 201

You’ll need to tweak this math if you ask more than 10 questions, or if you have a different number of outcomes.


To keep things easy, I have three outcomes that are the result of six questions that have three answers each.

6 questions

3 answers to choose from for each

3 possible outcomes

Based on our outcome ranges, set your conditions for your CRM to tag the new lead with the outcome they received and then send them an email with customized info and next steps based on that outcome. Then make sure you tailor the content to each outcome to make it extra special and helpful.

The tech stack

I mentioned the form plugin that I used earlier, and I want to share the rest of my stack here so you have an idea of what other pieces were in play for this project in case you want to try this for yourself.

  • Self-Hosted WordPress on Cloudways
  • Elementor (+Pro)
  • FluentCRM (+Pro)
  • FluentForms (+Pro)

Obviously, there is a TON more that goes into building out a quiz as a lead magnet. With this post I wanted to take some of the mystery out of what goes on under the hood of one of those personality quizzes.

P.S. Need help implementing your own quiz? I love to do this kind of stuff for my clients while building out the systems and automation that helps them scale their 1:1/DFY business.

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