Case Study: General Assembly achieves higher qualified lead conversions with Quiq's interactive "Find Your Field" quiz

General Assembly builds textbook example for qualifying leads strategy

General Assembly, a leading provider of tech education, needed a more engaging way to capture high‑intent leads in a saturated online learning market. To solve that challenge, General Assembly partnered with Quiq to deploy a conversational AI digital assistant on its website that features the interactive “Find Your Field” quiz to collect emails and guide visitors to relevant course pages.

Quiq built the quiz, conversational logic and NLP-driven flows, added email capture and a Front App integration for agent follow-up, and optimized triggers across high‑intent pages. The result: a 60% user completion rate for the quiz, about 26% of new prospect emails converting into leads for GA’s high‑value long‑form courses (outperforming GA’s lightbox modal), revenue per new email on par with existing channels, and a steady stream of high‑quality leads — now slated for expansion across Messenger and SMS.

General Assembly