If you’re using Outgrow to grab more leads through quizzes, calculators, or simple forms, you already know the basics. But just slapping a widget on your site and hoping for the best? That’s not going to cut it. If you want real results, you’ve got to dive into the numbers and see what’s actually happening. This guide is for marketers, founders, or anyone tired of guessing what’s working in their funnel. Let’s break down how to analyze Outgrow’s analytics to actually make your lead funnel better—not just prettier.
1. Get the Lay of the Land: What Outgrow Analytics Tracks
First things first: Outgrow serves up a lot of data—some of it useful, some of it just noise. Here’s what you’ll typically see in their analytics dashboard:
- Total visits: How many people loaded your interactive content.
- Starts: How many people actually interacted (clicked start).
- Completions: Who made it to the end.
- Leads captured: Who gave you their info.
- Drop-off points: Where people noped out.
- Device, location, and referrer breakdowns: Where traffic’s coming from.
- Response data: How people answered each question.
- Conversion rates: The percentage of folks moving from one step to the next.
Outgrow also lets you export raw data, which is helpful for those who want to get nerdy with spreadsheets.
What matters: Focus on completions, drop-off points, and conversion rates. You can safely ignore vanity metrics like total visits or time-on-page (unless you’re troubleshooting a specific issue).
2. Map Out Your Funnel—Literally
Before you start poking at numbers, sketch out your funnel. What’s the path you want people to take? For a typical Outgrow quiz or calculator, it goes something like:
- Land on widget
- Start interaction
- Answer questions
- See results
- Submit contact info (lead capture)
- (Optional) Take another action, like booking a call
Having this roadmap makes it easier to spot where things are breaking down.
Pro tip: Print out your funnel steps or use a whiteboard. Mark each step’s actual conversion rate as you find it in the analytics. Gaps will jump out at you.
3. Find Your Funnel’s Biggest Leaks
Now, dig into the Outgrow analytics. For each step, check how many people make it through versus how many drop off. Don’t get distracted by impressive-sounding totals—what matters is the percentage moving forward.
How to do it:
- In the analytics dashboard, look for the “funnel” or “conversion” view.
- Write down the number of starts, completions, and leads.
- Calculate step-by-step conversion rates. For example, if 1,000 people start and 400 finish, that’s a 40% completion rate.
Common leaks and what they mean:
- Low start rate: Your widget isn’t grabbing attention or is buried on the page.
- Big drop mid-quiz: Too many questions, confusing wording, or boring content.
- Lots of completions, low leads: Your lead capture form is too demanding, or people don’t trust you with their info.
Ignore: Unless you’re doing paid traffic or outreach, don’t obsess over device or location splits. Fix the funnel first; then worry about channel optimizations.
4. Analyze Drop-Offs and Tweak Ruthlessly
Find the exact question or step where most people bail. Outgrow’s “drop-off” report shows this. If 60% leave on question 4, that’s your trouble spot.
What to look for:
- Too many steps: People don’t love 15-question quizzes. Trim the fat.
- Weird or personal questions: If you ask for salary or phone number up front, expect drop-offs.
- Unclear payoff: Are you promising a useful result or just “fun facts?” Give people a reason to finish.
What actually works:
- Shorter, punchier quizzes (5-7 questions max).
- Only ask for personal info after delivering value or a result.
- Clear, honest language—skip the salesy stuff.
Pro tip: Run through your quiz yourself on mobile and desktop. If you get bored or annoyed, so will your leads.
5. Test, Change, Repeat
Once you’ve spotted a problem area, make a single change and watch the data. Here’s how to do it without falling into the “test everything, learn nothing” trap:
- Change one thing at a time: Shorten the quiz, reword a question, or move the lead form.
- Give it a week (or at least enough traffic) to see if your numbers move.
- If a tweak doesn’t help, roll it back and try something else.
- Keep a simple log of what you changed and when. Otherwise, you’ll forget.
What to ignore: Don’t get sucked into endless A/B testing of button colors or fonts—focus on big, obvious barriers first.
6. Don’t Obsess Over “Industry Benchmarks”
You’ll see a lot of advice on “average quiz completion rates” or “industry-standard conversion.” Most of it’s garbage, or at least not relevant to your audience. What matters is improving your numbers over time.
- If you start with a 15% lead conversion and get it to 25%, that’s a win—even if some blog claims “top marketers get 40%+.”
- Context matters: B2B? B2C? Long sales cycle? Different audiences behave differently.
Keep your eyes on your own funnel. Don’t chase someone else’s “perfect” stats.
7. Export Data for Deeper Insights (Optional)
Outgrow’s built-in dashboard is fine for quick checks, but if you want to dig deeper:
- Export your raw data as CSV.
- Pull it into Google Sheets or Excel.
- Segment by source, device, or question responses.
- Look for patterns: Do certain traffic sources perform better? Are certain answers linked to higher conversion?
Pro tip: Only do this if you actually have enough data (hundreds of leads, not dozens). Otherwise, you’ll just be slicing noise.
8. Connect Outgrow to Your Other Tools
Don’t let your leads sit in Outgrow’s dashboard. Push them to your CRM, email tool, or wherever you actually follow up. Outgrow offers native integrations and Zapier hooks for most major platforms.
- Test your integrations. Make sure lead data shows up where it should.
- Tag leads by quiz or funnel so you know where they came from.
If you’re not following up within a day or two, all the analytics in the world won’t save you.
9. What to Avoid (Common Pitfalls)
- Chasing vanity metrics: High traffic doesn’t matter if no one converts.
- Overcomplicating funnels: More steps usually means more drop-offs.
- Ignoring mobile experience: Most people are on their phones. If your quiz feels cramped or clunky, fix it.
- Blindly copying templates: What works for one business may flop for yours.
Keep It Simple, Iterate Often
You don’t need a PhD in analytics to make Outgrow work for you. Start with the basics: find the biggest leaks, patch them, and watch your numbers. Don’t let fancy charts distract you from the real goal—more quality leads. Keep it simple, trust your own data, and don’t be afraid to try something new if the old way isn’t working. The only real mistake is doing nothing.