Pillar 1 · Visitor Experience

50% of master score

How easy and intuitive your quiz is to finish. Less friction and clearer copy mean higher completion — and every abandoned quiz is a lost lead.

🚦 Flow & friction 35% of UX

01Keep it to 9 questions or fewerEvery question past 9 costs you. Above 9, friction climbs 3 points per extra question.
02Don't force an email gate before the resultA mandatory email wall is the single biggest friction hit — −15 points. If you must ask, make it optional (−5).
03Don't force a phone gateA required phone field is even heavier — −20 points. Optional is −5.
04Keep answer options reasonableIf questions average more than 6 options, you trigger a −10 complexity penalty.

📉 Completion 30% of UX

05Minimize question fatigue and dead-timeCompletion is scored as 100 − your estimated drop-off. Drop-off rises with every extra question and slow transition page.
06Cut any question that doesn't change the resultLength drives abandonment. If a question doesn't segment the buyer or shape the recommendation, it's pure drop-off risk.

✍️ Clarity, hook & copy 20% of UX

07Write at a 6th-grade reading levelReadability is scored on Flesch-Kincaid. Grade 6 or below = full marks; every grade higher drops the score 12 points.
08Open with a real welcome / explainer screenA proper intro title (more than 3 words) earns the hook +15. A near-empty first screen loses 20.
09Lead with a benefit hook, not a profile questionWords like discover, personalized, custom, match, solve add +25. Opening with age/gender/"who are you" costs −30.
10Never make the first question a contact captureAsking for name/email/phone up front hard-caps your hook score at 20. Earn the answer first.
11Put an incentive on the opt-inAn offer (% off, free, gift, discount) is the strongest lead-copy signal — +40.
12Name the benefit of opting inPromise the payoff — your custom routine, results, guide, report, recommendation — for +30.
13Add a privacy reassurance + personalizeNo spam, unsubscribe anytime, secure adds +20; you/your/name adds +10.
14Replace default template opt-in copyStock lines like "Where should we send your recommendation?" carry a −20 penalty. Write your own.

📏 Concision 15% of UX

15Hit the 6–9 question sweet spot6–9 questions = 100. 3–5 is still strong (90); 2 or fewer feels generic (60); 15+ fatigues; 20+ tanks to 20.

The balance rule

Master score

26Don't over-optimize one pillarYour master score averages both pillars, then subtracts a penalty if they diverge — −5 at a 30-point gap, −10 at 50+. A 95 on Business with a 45 UX gets docked.
27Fix your lowest pillar first, then re-testTarget an A (85+). The fastest gains come from raising your weakest sub-score, not polishing your strongest.

How the audit grades you

The two pillars combine into a single master score out of 100, then convert to a letter grade. The checklist above is just the human-readable version of this math.

Master Score = (UX × 0.5) + (Business × 0.5) − Balance Penalty

UX = Flow 35% + Completion 30% + Clarity 20% + Concision 15%

Business = Lead 30% + Segmentation 30% + Purchase Path 20% + Visual 10% + Simplicity 10%

A85–100

B70–84

C55–69

D40–54

F0–39

The 27-Point Quiz Optimization Checklist.

Unlock the full 27-point checklist.

Pillar 1 · Visitor Experience

Pillar 2 · Business Leverage

The balance rule

How the audit grades you

Don't guess your grade — measure it.