So you want to build an online assessment that actually gets results—real leads, not just noise. If you run marketing for a SaaS company, you’ve probably heard that interactive quizzes and assessments convert better than static forms. That’s true, but only if you do it right.
This guide is for SaaS marketers and founders who are tired of generic “interactive content” advice and want a step-by-step, no-nonsense plan to create assessments in Outgrow that your audience will actually care about—and that will move the needle on your pipeline.
Let’s get to it.
Why Bother With Assessments in the First Place?
Before you jump into building, let’s get real about why you’re doing this.
- Assessments can help you qualify leads. Instead of just asking for an email, you can ask questions that tell you if someone’s a good fit.
- They can show your value, fast. If your SaaS solves a specific problem, an assessment can help people see that problem (and want your solution).
- You get data, not just contacts. Everyone says “data is the new oil,” but most lead forms give you junk. Assessments can give you context.
But—and this is key—most assessments flop. They’re boring, generic, or try too hard to “go viral.” Your goal isn’t to entertain. It’s to get the right people to raise their hand and say, “Yeah, I want help with this.”
Step 1: Pick a Problem That’s Worth Solving
Don’t start with “What questions should I ask?” Start with: What’s the real pain my best customers feel—and how can I help them see it?
What works:
- Pinpoint a specific outcome or frustration your SaaS addresses.
- The assessment should either quantify the pain (“How much time are you wasting on X?”) or reveal a gap (“How mature is your current process?”).
What to ignore:
- Fluffy quizzes like “What type of SaaS buyer are you?” No one cares.
- Assessments that are basically disguised sales pitches.
Pro tip: Talk to your best customers. Ask what nearly made them not buy, what surprised them, and what they wish they’d known sooner. Build your assessment around that.
Step 2: Map the Journey—Keep It Short and Useful
People are busy. If your assessment takes more than 2-4 minutes, you’ll lose them.
How to structure it: - Start with a hook. Tell people exactly what they’ll get (“Find out if your onboarding process is costing you customers—in 7 questions.”) - Ask 5-10 sharp questions. Each should feel relevant. No filler. - Keep choices simple. Multiple choice or sliders work best. Don’t make people type unless it’s essential.
What works:
- Logical flow: questions should feel like a conversation, not a form.
- Progress bar: Outgrow has built-in progress indicators. Use them—it’s basic psychology.
What to ignore:
- Long-winded explanations for each question.
- Asking for data you’ll never use (e.g., “What’s your favorite color?” unless you sell color palettes).
Step 3: Build It in Outgrow—The Stuff That Matters
Outgrow makes it easy to drag-and-drop your assessment together. But don’t get lost in the weeds of fancy templates or animations.
Here’s what to actually focus on:
- Template choice: Start simple. The “Assessment” or “Quiz” templates are fine. You can always tweak the colors later.
- Question types: Stick to multiple choice, sliders, or yes/no. Open text is a last resort.
- Logic jumps: If you have different types of customers, use Outgrow’s conditional logic to customize the flow. But only if it’s necessary—too many branches can get messy fast.
- Lead capture: Don’t ask for info up front. Put the form at the end, right before results. Even better: tell people what they’ll get in exchange (a personalized report, benchmark, or resource).
- Results page: This is where most people phone it in. Don’t just say “Your score is 7/10.” Give real, tailored insights. Show them what their score means, and what to do next.
Pro tip: Preview your assessment as a user. If you find yourself getting bored or frustrated, so will your prospects.
Step 4: Craft Results That Actually Drive Action
The results page is where you earn your lead’s trust—or blow it.
What works:
- Personalized insight: Use Outgrow’s dynamic text to show results that reflect the user’s answers. Be specific.
- Next steps: Give clear advice, not just a sales pitch. (“Based on your score, here are two things to fix now.”)
- Call to action: Suggest a demo, free trial, or a relevant resource. But don’t get pushy—earn the right to ask.
What to ignore:
- Generic “Thank you for taking our assessment!” pages.
- Gimmicky badges or share prompts (unless your audience is genuinely into that).
Pro tip: Have someone outside your company take the assessment. If they don’t get value—real, actionable insight—rewrite your results.
Step 5: Integrate and Follow Up (But Don’t Spam)
You’ve got a list of leads. Now what? Here’s where most SaaS teams get lazy and just throw everyone into the same drip campaign.
Do this instead:
- Segment leads: Use their answers to tailor your follow-up. Outgrow lets you send data to your CRM—set up fields for key answers.
- Send something useful: The first email should deliver on your promise (their results, a guide, whatever you offered).
- Use insights in sales: If your sales team actually reviews assessment responses, they’ll have better conversations. Don’t just treat the data as decoration.
What to ignore:
- “Spray and pray” emails to everyone who opts in.
- Endless nurture sequences that never reference the assessment they just took.
Pro tip: If you can’t tell how your assessment data is actually being used, fix that first. Otherwise, you’re just collecting leads for the sake of it.
What About Design, SEO, and Distribution?
Yes, you want it to look good. But a slick design won’t save a boring assessment.
- Mobile matters: Outgrow’s templates are mobile-friendly, but always check on your own device.
- SEO: If you want organic traffic, add a short intro before the assessment with target keywords. But don’t keyword-stuff; it won’t help.
- Distribution: Share your assessment where your ideal buyers actually hang out—email, LinkedIn, industry forums. Don’t just post it and pray.
Common Mistakes (And How to Dodge Them)
- Trying to be too clever: If people don’t “get it” in 5 seconds, they’ll bounce.
- Overcomplicating logic: Branching is powerful, but if you’re not careful, you’ll end up with a monster that’s impossible to maintain.
- Not testing: Always run your assessment by a few people who’ll give you honest feedback. Listen to them.
Keep It Simple. Iterate.
You don’t need the world’s fanciest assessment to generate great leads. Start small: pick a real pain point, keep questions tight, give honest results, and actually use the data you collect. Iterate based on real feedback—not what some “growth hack” blog told you.
The best assessments are clear, useful, and respect your audience’s time. Build that, and you’ll stand out from the pack.