Your quiz or assessment, (and ultimately lead generation) is only as effective as the landing page it directs leads to. Optimizing these pages will be key to successfully sparking action from your leads and converting them into buying customers.
The lead capture is the form that collects lead contact information, different from the quiz or assessment itself. You have two major options when it comes to the placement of the lead capture: before leads begin the quiz or assessment, or right before they get their results. If you place the lead capture before they begin, you’ll be guaranteed to obtain their contact information regardless of if they make it to the results page. If they have to input information to view their results, the leads will likely be more qualified and have higher intent. Split testing these options will help you determine which option is best for you.
When designing the results landing page, remember to keep them simple, keep them elegant, and have a clearly defined call-to-action. The page should instantly answer the question, “What next?” People love getting their results, but they always want to be directed as to what to do about the new insight they just got. Experiment with different call-to-action variations, product recommendation, or offers, but remember to limit the amount of options seen as to minimize the risk of decision fatigue.