Quiz/survey
ScoreApp Quiz/survey — "Which scorecard does your business actually need?" diagnostic
Why it works
Every campaign page, the homepage and the pricing page link to this seven-question quiz for visitors who aren't ready to sign up. It promises to tell you "exactly what to build" and which plan to start on "without overpaying". It is built in ScoreApp, so it shows the product working, and it also sorts visitors by plan. The first question asks for your biggest marketing or sales need, and its six answers match the jobs the campaign pages are written for: attracting leads, qualifying them, research, launching a waitlist, events and webinars, and website enquiries. Questions two to seven and the recommendation are still to be captured; the quiz is behind a captcha that needs a person.
The diagnostic's start page: "Which scorecard does your business actually need?" and seven questions. 
Question 1, "What's your biggest marketing or sales need right now?", with six answers that line up with the campaign pages. It looks like the question that decides where the rest of the quiz goes.