Building a Form Survey that Scores Leads Based on Answers

In a sea of potential customers and clients, finding the right people to connect with can be one of the most challenging aspects of any business. That makes the ability to sort through the traffic that visits your site everyday a very valuable tool to have in your online toolkit. While there are many ways to go about lead generation using your website, a form survey can be a very potent method of ranking interested parties.

How would you like to be able to do one of the following with your form survey?

  • Show the user different success messages based on their survey score
  • Redirect the user to different pages based on their survey score
  • Send different email to a user based on their survey score
  • Send an email notification to specific members of your team when a user’s survey score falls within a given range
  • Add a user to different email lists based on their survey score

This is Part 1 of a two-part series: today we’ll look at how to build a form that generates a score for each lead based on their form survey responses. Next week in Part 2, we’ll explore a number of ways to leverage that score to customize your marketing strategy for that lead.

ninja forms peeking ninja logoWhat You Need


  1. Ninja Forms
  2. Conditional Logic


An Example Form Survey for Lead Generation

So, our goal here is to build a form survey for lead generation that asks the user a number of questions and ranks the “quality” of the lead based on the answers they give as a numerical score. This will allow you to customize your marketing strategy for that lead based on their score, which is where the real power of this strategy lies.

To begin, we need to set up our survey. Congratulations, I’ve started us a hypothetical car dealership. We’re now selling a wide variety of cars from used to new, economy to luxury class. Not an uncommon scenario. We’re collecting leads with a form survey we’ve cleverly worked into our website.

Ours is a 2 page form, with Page 1 introducing the survey and collecting name and email address. I’m not picturing that page here for brevity’s sake. Below is Page 2, the survey itself which we’ll be using as an example.  Below is Page 2 as it appears on the backend in the Ninja Forms builder:

form survey for lead generation example form backend

It’s a good idea in general to keep your forms short and to the point to maximize conversion. You see 6 fields there, but the user will only see 3 + Submit initially. Here is the user view on the front end:

form survey for lead generation front end view

We’ll be using this form as our example in both Part one and Part 2 of this series, so it might not hurt to put a bookmark here for reference. Now let’s look at how to generate a score for each user based on their answers to these questions!

Assign Leads a Score Based on Their Survey Answers

In lead generation, the leads you gather are going to be in varying stages of your sales funnel. How you handle a potential customer who is ready to buy now should vary from the way you handle a potential customer who is interested but not yet ready to commit. You’ll also have leads that vary in overall quality- are they just browsing noncommittally for fun or are they set to buy and weighing what you have to offer? It’s easy to assign values to questions and answers with Ninja Forms. Let’s look at how.

Assigning Values to Answers

In the form I showed you above, we’ll be assigning values to each possible user response. Below is the field settings for the question “What kind of vehicle are you looking for?”. I’ve assigned each list item a calc value of 1-3. We’re weighting the more expensive vehicles heavier than the less expensive vehicles:

form survey for lead generation list field calc value assignment

You can see the same applied to the new/used car question:

form survey for lead generation list field calc value assignment example

You can do this for each question, and then sum those values in a calculation. Let’s look at how to do that next.

Calculating a Lead’s Total Value for the Form Survey

The form’s Calculations feature is in the Advanced tab of the form builder. To set up your calculation, just assign it a Variable Name and then click the merge tag icon to the right of the Equation field. Select the fields you want to be involved in the calculation from that list. Be sure to put the proper mathematical symbols (+, _, *, /) between each field in the equation. You can see the one I have set up below, which I’ve named “leadrank”.

form survey for lead generation calculation set up

Storing the Calculation in an HTML Field

This step will soon be unnecessary. Currently you can target any calculation directly with Conditional Logic from the Advanced tab of the form builder (without the use of an HTML field). However, the strategies we’re looking at below live under the Emails & Actions tab. At this time, targeting a calculation with Conditional Logic under Emails & Actions requires the calculation value to be stored in an HTML field. In the near future, storing a calculation value in an HTML field will not be required at all. You’ll be able to target them directly with conditional processing from anywhere.

Simply add an HTML field to your form as I have in the backend example above. In the field settings of the HTML field, just add your calculation via the merge tag icon:


You now have a calculation that will tabulate the assigned values for each answer the lead gives, and output that value as a score in the HTML field. We can hook into that field and use the score generated for many different conditional actions, allowing you to customize the marketing approach to each and every new lead who submits your form! No more blanket responses, no more treating each lead the same until someone has had the time to sort through them!

Just being able to mark high quality leads as they come in and notify the right people within your organization is powerful. The uses you can get out of this technique don’t stop there, however! We’ll explore different ways you can take advantage of this strategy along with step by step guides on how to implement each next week. See you then!