Adaptive lead quiz for retail and wholesale
A qualifier that splits retail, design, trade, and wholesale onto their own branches and hands the showroom a brief instead of a bare phone number.
What changed. Routing separates requests ready for a survey from those needing consultation; the showroom receives a scored brief with its source.
Stack. adaptive dialogue · segment routing · lead scoring · UTM attribution
Context
A manufacturer sells both to households and to wholesale — dealers, designers, builders, developers. The site ran a four-question constructor quiz: no branching, offer built on a discount. Household buyers and a dealer ordering a commercial lot walked the same funnel. The showroom received a phone number and called blind. The lead source disappeared into the form. The quiz did not record whether the visitor was ready for a survey or comparing options.
Task
Replace the static quiz with something that behaves like a salesperson on the door: route the segment first, speak each branch’s language, score the lead, and deliver a brief a surveyor can use. Survey slots should be offered against explicit readiness criteria, with a consultation route for other requests. Free-text answers such as a non-standard opening height have to be recorded, not rejected by a radio button.
What we built
The first question is a segment router: household, designer, builder, or wholesale. Each path has its own copy and offer. Inside the household branch, the next question depends on previous answers. The quiz can take a free-text measure and keep it. Collections are suggested against style and budget band as the answers accumulate.
Scoring uses observables: project stage, timeline, volume, whether the budget band is realistic. Temperature maps to a route — fast-track to survey, consult, or nurture. Requests that do not meet the survey criteria follow the consultation route.
The showroom gets a brief: segment, project, volume, style, budget band, timeline, city, notes, and the silent UTM source. Repeat visitors can be recognised. Contact capture includes consent and a validity check on the channel the brief already uses.
What changed
Four static questions became four segment branches with adaptive depth. Survey routing uses the stated project requirements. A call starts from a profile, not from a number. Channel attribution is on the brief, so the operator can see which source actually produces work.
What we would do differently
Keep temperature as a function of those observables only. The first scorer was tempted to read “hot” off enthusiastic wording. Enthusiastic wording does not establish readiness. Treat volume, timeline and budget as customer-reported inputs to confirm. Missing fields stay unknown and prompt clarification; they should not be inferred from tone.
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