Testy.io launched today. It’s a lead generation quiz platform: build a quiz, embed it on your site with one line of code, and every person who completes it can be captured as an email lead and pushed directly into Mailchimp, Kit, Klaviyo, or any system via webhook.
This is the story of how we got here.
The Problem With Static Lead Magnets
The standard lead magnet playbook is well-worn: offer a PDF guide, a checklist, or a template in exchange for an email address. It works. But it has a ceiling.
The friction is high. The perceived value has to justify the exchange before the visitor knows what they’re getting. And the data you collect — an email address and maybe a first name — tells you almost nothing about what the person actually needs.
Quizzes invert this dynamic. The visitor engages first, answers questions, and receives something tailored to them: a result, a recommendation, a score. By the time they’re asked for their email, they’ve invested time and received value. Conversion rates on gated quiz results consistently outperform traditional opt-in forms — not because of tricks, but because the exchange feels fair.
We’d seen this play out with clients running personality quizzes, product finder quizzes, and assessment tools. The problem was the tooling. Existing quiz builders fell into two camps: complex platforms priced for enterprises, or lightweight tools with no real integrations. There wasn’t a clean, affordable option that handled the full loop — builder, embed, lead capture, and email sync — without requiring a technical team or a large budget.
That gap became Testy.
Scoping the MVP
The core job-to-be-done was simple: a marketer should be able to build a quiz, put it on their site, and have leads land in their email list automatically. Everything else was secondary.
We defined our MVP around three quiz types that cover the majority of use cases:
Personality quizzes map answers to weighted outcomes — think “What type of [X] are you?” These drive strong social shares and work well for content creators and coaches.
Scored assessments assign points to answers and deliver a result based on the total. Great for knowledge tests, readiness checks, and B2B lead qualification.
Product recommenders guide visitors to a specific recommendation based on their answers. E-commerce and SaaS products use these to reduce choice paralysis and increase conversion.
The builder needed to be visual and fast — drag-and-drop question ordering, a live preview alongside the editor, and a clear path from blank canvas to published quiz. We targeted ten minutes as the goal for time-to-first-embed for a new user coming in cold.
What we deliberately left out of the MVP:
- Branching / conditional logic (coming next)
- A/B testing between quiz variants
- Multiple integrations per quiz
- Custom domains for hosted quiz URLs
- Advanced analytics (drop-off per question, UTM breakdowns)
These are real features that real users will want. We know this because we planned them — they’re on the roadmap. But none of them are required for a marketer to capture their first lead. They’re scope that would have pushed the launch by months and added complexity before we had a single customer to validate against.
Technical Decisions
Testy runs on Django 5.2 and React. The backend handles authentication, quiz data, lead storage, and integration delivery. The frontend builder is a React single-page application. Nothing exotic.
The most interesting technical piece is the embeddable widget. When a user copies the embed snippet from their dashboard, they’re getting a JavaScript loader that pulls in the quiz widget — built in vanilla JS, encapsulated with shadow DOM, deployed via CDN. We targeted under 25KB gzipped and sub-one-second load time. A widget that slows down your page defeats the purpose of capturing visitors.
Shadow DOM encapsulation was a conscious choice. It means the quiz renders consistently regardless of what CSS the host site is running. We’ve all seen embeds that break on contact with a site’s stylesheet — the shadow DOM eliminates that class of problems entirely.
Integration delivery is handled asynchronously via Celery. When a lead is captured, a task is queued to push the data to the connected email platform. Failed deliveries retry three times with exponential backoff. On final failure, the quiz owner gets an email. Leads are stored in our database regardless of integration status, so no lead is ever lost due to a downstream API failure.
For billing, we used Stripe from the start — subscriptions, 14-day trial with no card required, webhook-driven lifecycle management, and the Stripe Customer Portal for self-serve billing changes. Same approach we used on StatementPro and every product since.
What Shipped on Day One
The full MVP feature set, live at launch:
- Quiz builder — personality, scored, and product recommender types; up to 30 questions and 8 outcomes; cover images; outcome pages with custom CTAs
- Lead capture gate — configurable before or after results; collects name and email; GDPR consent checkbox with customizable label
- Email integrations — Mailchimp (OAuth), Kit / ConvertKit (API key), Klaviyo (API key), plus a generic webhook for everything else
- Embeddable widget — one snippet, works on WordPress, Shopify, Webflow, and any HTML site; also a hosted quiz URL for sharing direct links
- Analytics — views, completions, completion rate, leads captured, lead capture rate, breakdown by outcome; 7-day, 30-day, and all-time filters
- Templates — 10 pre-built quizzes across common niches to help users get started without a blank page
- Onboarding flow — a three-step wizard that gets new users from signup to an embedded, published quiz in under ten minutes
- Billing — Starter at $29/month (3 quizzes, 1,000 leads), Pro at $59/month (10 quizzes, 10,000 leads), Agency at $99/month (unlimited everything); 14-day free trial on all plans
What’s Coming
The roadmap is full. Branching logic — routing quiz takers to different questions based on their answers — is the most-requested upcoming feature and the next thing we’re building. After that: A/B testing between quiz variants, more email platform integrations (ActiveCampaign, MailerLite, Flodesk, GoHighLevel), team member seats for agency accounts, and advanced analytics with per-question drop-off rates and UTM source breakdowns.
Longer term, we’re looking at Zapier and Make native apps, custom domains for hosted quizzes, and a Shopify app store listing for deeper e-commerce integration.
Try It
Testy is live now at testy.io. Free 14-day trial, no credit card required. Build your first quiz in ten minutes.
If you’re an agency or you’re thinking about white-labeling quiz lead generation for clients, the Agency plan is worth a look — unlimited quizzes, unlimited leads, with client workspace support coming in a future release.
We build all of our own products here at Webward, and Testy is the one we’re most excited about right now. If you have questions or feedback, reach out.