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. Discount hunters no longer reach the survey queue; the showroom receives a scored brief with source, not a number to cold-call.
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 discount bait selected for people who wanted the bait.
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. A bargain hunter must not consume a hot slot. 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. Discount-only traffic stays out of the surveyor’s morning.
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. Surveyors stop driving to unqualified discount traffic. 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. Tone is cheap to fake; volume, timeline, and budget band are not. If the numbers are missing, the lead is warm at best — never promoted because the prose sounded ready.
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