How To Capture Lead Info From Interactive Content Using Nimble and Zapier

Interactive quizzes are 40 times more likely to get shared than passive content.

40 times!

Studies indicate that interactive content generates double the number of conversions compared to other less dynamic content, such as a simple contact form. These conversions translate to newsletter subscribers, open dialogues with potential customers, or (hopefully) an actual transaction.

The game-like nature of interactive content is effective because it communicates information about your business in a genial, digestible way. Leads learn something about your service or product in a way that will truly resonate with them.

Reactive content, such as questionnaires or calculators, can be a perfect tool to engage and grow your audience. By creating genuine and personable interactions with people who view your page, you’ll get more valuable insights and contact data in return.

Here are a couple tips to keep in mind in order to increase your chances of capturing leads with interactive content:

Choose The Right Medium For Your Goals

Depending on what you’re trying to accomplish in regards to conversion, it might not hurt to play with different types of interactive content. Will you acquire the lead information you need by using a calculator, a personality quiz, or maybe a test of knowledge?

  • Calculators: these are most effective if used when a customer is initially comparing prices, or trying to determine if your product fits their needs. They also help with conversion by quantifying the worth of your product or service to your potential customer.
  • Personality Quizzes: quizzes can be used to categorize your website visitors by attributing them with certain keystone traits that match specific aspects of your brand, depending on their individual needs.
  • Knowledge Quizzes: these can be used to fill you in on the level of comprehension of a given respondent, which will help you define what type of sales approach they need.

A versatile tool like Survey Anyplace allows you to build a wide array of engaging questionnaires from quizzes, assessments, calculators, or interactive forms that will get you better data in return.

Mobile Survey Tool

Add Value to Your Visitor’s Experience

Your website visitors don’t want to be sold to — they want to know what you can provide to them. Consider generating interactive content that provides insight in regards to your user’s needs, such as personalized reports, custom discount codes that are generated after receiving a certain score on a knowledge quiz, or unlocking exclusive VIP content. By adding value to your customer’s interactive experience, you’ll surely reduce churn and increase overall conversions.

Location, Location, Location

Placement of your lead forms within the interactive content can make or break its success. Aim to make your lead forms as simple and succinct as possible; this will make visitors more inclined to fill out whatever form you implement. Oftentimes, lead forms that are placed closer to the beginning of your interactive content perform better simply because they stay top of mind for visitors; however, this placement may decrease initial click-through rates.

Placing your lead forms after the questions of your quizzes or surveys but before the results are delivered is a great way to acquire email addresses, but can also turn off users. This can be considered a pain if users suddenly need to “unlock” valuable information they had been expecting to receive after interacting with your content.

Placing lead forms after you deliver results is the friendliest approach to acquiring lead information, although it is a bit risky; you run the possibility of people not providing their information after receiving the results they wanted. An easy way to segway this pitfall is to show respondents a sneak peek of their results, and promise bonus information or a more extensive report when they leave their email.

Now What?

Now that you have leveraged all of this valuable lead information, how do you go about following up with prospective customers? Uploading the information into Nimble is a great way to fill in the gaps of your contact records or set reminders to follow up with leads weekly, monthly, or even annually.

Nimble interface

It can take a bit of time to get the collected data analyzed, sorted, and imported into your CRM. Luckily, there are tools that will shorten the amount of time spent on data entry!

Using Zapier to Bridge the Gap

After creating your interactive content within Survey Anyplace, you can push the lead information through automatically to your CRM using Zapier, a tool that is ideal for one-way data pushes.

Zapier is a trigger-based application that pushes all relevant data to a connected base as soon as a new trigger is received. In the case of extracting lead information from your interactive content, a brand new contact profile will be added to your Nimble CRM. Nimble will automatically enhance your contact profiles with business and social insights to give you all the information you need to initiate meaningful, productive conversations with your new leads.


Integrating Survey Anyplace with your Nimble CRM makes it easier than ever to gather lead information and automatically build enriched contact profiles. Enhanced with social and business insights, the leads you capture from interactive content will help you grow your network to scale and meet your sales goals for Q3 and beyond.

About the author

Megan Ranger is the content marketing manager at Nimble. She is an alumna of California State University, Long Beach. She enjoys true crime podcasts, reading, and writing in her spare time.



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