Interactive care questionnaire on a senior living site: +12% leads
Commentary byLiftArchiveOur analysis, not theirsAdding an interactive Care Questionnaire to the website lifted on-site leads by 12% and total site conversion rate by 4%.
Sunrise Senior Living built and ran the tool, and it was published as a MarketingSherpa case study.
This was a before-and-after rollout, not a split test, and paid search pushed traffic to the quiz at the same time.
- On-site leads: +12% after launch.
- Total site conversion rate: +4%.
- Over 20,000 people completed the questionnaire, a 63% completion rate.
- 5.8% of people who finished it asked to be contacted by a Sunrise representative.
- The exit rate from the results page was 65% lower than the site average.
The change
The variant adds a questionnaire that suggests a care type and leads to a counselor.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The senior living website explained the different types of care, such as assisted living and memory care, and asked visitors to contact the company.
Variant
The site added a Care Questionnaire that suggests a type of care, points to nearby communities and offers a call with a counselor. It was placed on all community pages and added as a sitelink on paid search ads.
Why it likely won
Our reading of the result, not the practitioner's claim.
- User testing showed families did not know which type of care they needed, and industry terms did not help. A quiz answers that question directly.
- The quiz gives a personal result before asking for contact details, so the request feels like a next step rather than a sales ask.
- Placing it on community pages and in search ads put it in front of people at the moment they were unsure.
- Part of the lift likely came from the paid media that sent extra traffic to the questionnaire.
Caveats: This is a before-and-after comparison from a gradual rollout, not a split test, and paid search promoting the quiz ran at the same time. The figures are self-reported by the company from around 2015.
Who ran it
Sunrise Senior Living ran this test and published the results (MarketingSherpa case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Sunrise Senior Living →
How to run this test on your site
- Hypothesis
- If we add a short questionnaire that tells visitors which service fits their situation, then more of them will become leads because they get a clear answer before we ask for contact details.
- Primary metric
- On-site lead submissions
- Guardrails
- Lead-to-appointment rate
- Sales team workload per lead
- Quiz completion rate
- Who should test it
- Lead-gen businesses where buyers struggle to pick between service levels, such as care, insurance, legal or home services. It probably won't help if your offer is simple and buyers already know what they need.
Questions
Do quizzes generate more leads than a plain contact form?
They can when buyers are unsure what they need.
Here, adding a questionnaire came with 12% more on-site leads, though it was not a controlled split test.
Where should a lead-gen quiz be placed?
Put it where uncertain visitors land. Sunrise added it to every community page and as a sitelink on paid search ads.
Should a quiz ask for contact details before showing results?
Sunrise showed a suggested result and then offered contact with a counselor.
Giving value first tends to make the contact request feel earned.