The pitch
Pathfinder should be a campaign, not a page.
Today Pathfinder is one quiz that tells everyone whether to study full-time or part-time, then ends. We propose a quiz builder: marketing builds a quiz, attaches it to a placement and a goal, and every completed quiz gives us a lead, the answers our lead form never collects, and a next step that fits the person.
Today
What we have now
Pathfinder validates time and money commitment
Only shows whether you are fit full time, or part time
It doesn't help you decide what courses to take
The idea
Quiz × placement × goal
Quiz
Questions, branches, interstitials, outcomes. Built once, reused.
Placement
Ad landing page, 'How you'll learn' section, program page, email.
Goal
Lead, inquiry or application, set per campaign. Decides the gate and the CTA.
Result + next step
Personal result, one primary CTA, recirculation to the next quiz.
Every quiz starts with a 5-line brief
If we can't fill all five, we don't build the quiz.
- Who
- Which persona is this for? Who decides and who pays?
- Where
- Journey stage and placement: an ad, a site section, a program page, an email.
- Their question
- What the visitor is trying to figure out, in their words.
- Our objective
- The one action we want after the result, and the metric that proves it.
- What we learn
- The answers we keep and where they go: CRM, nurture, admissions.
Same quiz, two campaigns
The Digital College Fit quiz runs in two places. Only the campaign settings change.
| Ad campaign | Website section | |
|---|---|---|
| Placement | Meta ad → /fit/work | How online college works |
| Visitor | Cold, interrupted | Warm, reading about us |
| Lead form | Required, before result | Optional: "Email me my plan" |
| Goal / KPI | Lead capture ≥ 35% | Result → inquiry ≥ 12% |
Compare them live: ad version ·website version
Where the quizzes live
Three jobs, plus the person who pays
The quiz changes with where someone is in the journey. Confused about what to take → which program. Unsure about digital college → is this for me. Wants a certain role → show them their fit. And for fresh grads, the parent often decides, so they get their own quiz.
Someone who wants a better job
"Could I do this role?"
Role fit: Are you wired for data?
Goal: Capture a lead →
MOFUSomeone unsure about online college
"Can I study like this, with my life?"
Digital-college fit: study plan
Goal: Start a conversation →
BOFUSomeone choosing a program
"Which one should I take?"
Program fit: your IT track + future
Goal: Start an application →
MOFUA parent paying for it
"Is this safe for my child and our money?"
Parent's guide
Goal: Book a family call →
The value
What we get back
40.1%
average start → lead rate for lead-gen quizzes (Interact, 2026; 44.9% for courses)
Leads from people who aren't ready to apply
Our ads ask cold audiences to 'Apply now'. A quiz gives them a smaller first step and gives us an email. Quiz funnels convert about 4 in 10 starters into leads.
0.54
how well today's lead form predicts who applies (0.5 = coin flip)
The data our lead form never collects
Prior college, work hours, funding need and start date predict enrolment. The lead form asks none of them. Quiz questions ask them in a natural way.
2.9% vs 25.5%
applicant → student, under ₱10k vs ₱25–50k household income. Routing matters.
The right next step for each person
Scholarship-need families go to funding, transferees to their TOR, working adults to a lighter study load, parents to a family call. No one hits a dead end.
26.9% vs 7.5%
apply rate when people come back 8–30 days after inquiring vs same session. Nurture pays.
A return we can measure
Every quiz lead carries its quiz, placement and answers into Salesforce and C360, so we can report students per 1,000 quiz leads, by campaign.
A bonus we didn't plan for: retention
Working students return for a second term at 53% vs 71%, and the gap opens in the first term. Those working 40+ hours a week return at 48%. The Digital College Fit quiz recommends a study pace from their hours, so the quiz that sells also sets expectations that help people stay.
Why this works for us
What our own data says
24.7% vs 6.9%
2.9% vs 25.5%
66%
56%
49.9 vs 3.9
26.9% vs 7.5%
25.7% vs 13.3%
48% vs 71%
Scope
What v1 is, and isn't
In v1
- ✓ Single- and multi-select questions, one per screen, progress bar
- ✓ Branching (show a question only for some answers)
- ✓ Interstitials, including versions picked by the previous answer
- ✓ Lead form per campaign: required or optional, before the result
- ✓ Result page: why-this-result recap, future roles and salary, one primary CTA, recirculation
- ✓ Points-based outcomes marketing can author without a developer
- ✓ Quiz ID, placement, UTM and answers sent to Salesforce with the lead
Later
- – AI-written personal results
- – A/B testing inside the builder (use two quiz versions for now)
- – Quizzes inside the applicant portal (e.g. a first-term readiness check)
- – Tagalog / Hiligaynon versions
- – Progressive profiling across quizzes (skip what we already know)