Using a questionnaire to generate leads and qualify people pre-purchase is extremely smart. With Interact, you can build a questionnaire that both sells people on your product and pre-qualifies them as good buyers. To accomplish this, you will use our branching logic quiz builder, which allows you to filter people based on whether or not they are a good fit, and send the best fit buyers straight to a buy now or booking page, while automatically disqualifying wrong fit buyers so you won’t waste your time.
Interact questionnaires integrate directly with your marketing automation software. HubSpot, Klaviyo, ActiveCampaign, Kit, Flodesk, Mailchimp, and more. You can also conditionally show people different offers based on how good of a fit they are for your product. Meaning that the offer you present to someone can change based on how they answer the questionnaire.
Let’s look at exactly how you can build a questionnaire with Interact. We will follow the example of SpotOn GPS Fence, as they have built a really smart questionnaire flow using Interact, and I got to interview Karen Polcaro, who is the head of marketing at SpotOn, to hear exactly how they set it up.
Quick note on the framing of questionnaires. Even though you are building a qualifying questionnaire, consumers, and people who work in businesses, both prefer the word “Quiz” because it feels more approachable and less like you are just going to be pitching them.
The way this questionnaire works is that it asks questions that qualify or disqualify someone from buying the SpotOn GPS fence. For example, one of the questions in the SpotOn questionnaire asks “How large is your property?” because the SpotOn fence needs a certain size of property to work properly. So if you choose that your property is too small for what SpotOn can accommodate, then you will be disqualified, and not recommended the product.
On the backend in Interact, the way the logic works is that you create a branch based on how someone answers a question, and that branch can lead to disqualification, or it can continue the quiz. If you continue the quiz, then there may be other questions that could disqualify you, so it can continue on.
This is an example of a branching logic map in Interact. It’s not accurate to the SpotOn GPS quiz, so please don’t think this is how their questionnaire works. But, this is an example of how you can proceed through a set of questions, and when someone selects an answer that disqualifies them, they go to the Not Qualified result, which is the purple result block at the end.
The way lead generation works in a questionnaire like this, is that you turn on Lead Generation in the Interact builder, and then you can segment people based on whether they are Qualified or Not Qualified. Here’s a screenshot showing that the Qualified result is going to an “Onboarding” workflow, and the “Not Qualified” result is going to “Mark as Non-Marketing” so you can move people off of a follow up sequence if they are not qualified. In this case I’m connecting it to HubSpot workflows, but you can do this with all of the other marketing automation software systems as well.
In the immediate sense, as soon as someone answers all of the questions of the questionnaire, they will see their result. Below I’m showing the “Qualified” result which includes details about why SpotOn GPS Fence is a good fit for you, with a link to buy the product. If I was not qualified, it would be the opposite, where it would tell me the reasons it is not a good fit, and not have a link to buy.
Summary: If you are experiencing difficulty where people are ordering your product, but are not the right fit. Or you are experiencing difficulty where people are booking calls with you, but they are not the right fit and it is costing you time, then a lead generation questionnaire could be the right solution for you. These questionnaires can qualify or disqualify people, automate the follow up in your marketing automation software depending on how you should follow up with them, and provide instant recommendations to buy or not buy or book or not book based on whether or not someone is the best fit customer. I’ve been seeing more and more people use Interact for these questionnaires recently, and it’s really a smart idea to save time and make more money.