How to Create a Quiz Funnel that Converts

More than twenty years ago, I encountered my first quiz funnel. It was an IQ test and after spending twenty minutes answering questions, I was told they were “processing” my results and where do I want them emailed. After all that effort I had invested into answering those questions, of course I was willing to give up my email address in exchange for results. It wasn’t until years later that I realized what that online quiz was doing.

They were running a successful quiz funnel. Quiz funnels get high conversion rates than traditional lead capture methods for two reasons. Increasing investment and fear of loss. If I offer you a free book in exchange for your email address, I’m getting straight to the point. It’s transactional and I’m asking you to give me something right out the gate.

With a quiz, I don’t ask for anything up front. You start answering multiple choice questions wtihout any thought about a transaction. You have no idea that I’ll ask for your email address before you get your quiz result. By the time you get to the end of the quiz you’ve invested time and effort, so you have an internal motivational force driving you to enter your email address. It’s an additional incentive for you to give your email address. You completed the IQ quiz, so now you want your results.

Fear of loss is what comes into play after all of that hard work. When you play a game on your phone and they say “give us your email to save your progress.” they are relying on fear of loss. Do you want all your hard word to be deleted? If not, please give us your email address.

It’s not as overt with a quiz, but it’s the same core principle. You submit your email address in order to keep the results of the quiz you’ve already completed.

What are quiz funnels?

A quiz funnel is a series of questions that a visitor to your website or store answers as part of your sales funnel. I know I used the word funnel in the question and the answer. A sales funnel is the process your customer goes through before they buy your product. For example, a customer on an ecommerce website has to fine the item they wany, add to cart, create an account and then submit payment details to complete their order.

On a website like mine, there is nothing for sale. You can’t buy anything until you’ve joined my email list and gotten to know me. Once your on my email list, I’ll give you a ton of free content before showing you anything that costs money. Building up a relationship and giving you value first are parts of my sales funnel.

Adding a quiz to a funnel is just another way to better engage your customers. You can uses quizzes to find out which is the right product to offer your customers, the best price point to charge and to add new subscribers to your mailing list, which is the type of quiz funnel we will focus on in this article.

A lot of modern theory on this funnel type comes from Ryan Levesque and his Quiz Funnel Masterclass program where he teaches how to build and use quiz funnels in your business.

Quiz funnels use very specific questions to create a personalized experience for each visitor. Their responses influence the final pages of this funnel by providing such things as their age, gender, biggest problem or biggest desire.

For example, if you build a quiz marketing funnel to sell a weight loss product, you can better market your product by asking the right quiz questions. If you know the age, gender and biggest desire of a visitor you can show them the best before and after photos on the sales page.

A woman who wants a flat stomach will respond to different messaging from a man who wants bigger muscles. The same product can help both of them, but they will respond to different messaging.

You are probably familiar with some of these quiz types:

• Personality Quiz – What is your personality type?
• Personal Style Quiz – What are the perfect colors to match your personality?
• Buzzfeed Style Quiz – Which Harry Potter house do you belong to?

Why Build a Quiz Marketing Funnel

There is really only one reason to build a quiz funnel – to grow your business. Quiz funnels get a higher engagement rate which generates more leads and sales for your business.

When you have a fun, entertaining or educational quiz it can become part of your traffic strategy. Quiz takers who enjoy the experience will share it with their friends on social media.

Utilizing quizes is a great way to learn about your customers, make them happy and increase trust by showing them offers that match their quiz answers.

Quizzes are a great way to engage your audience and get more customers.

The two biggest hurdles to building a quiz funnel are “what questions should I ask” and “what technology should I use?”

The Right Quiz Questions

I was interviewing Ryan Levesque, ceo of the Ask Method Company, last year and he said that he can tell how intelligent an interviewer is based on the questions that they ask. Needless to say that I immediately became worried I was asking dumb questions. It’s definitely something I’ll say the next time I’m being interviewed to keep them off balance.

I think there is a universal fear that if you ask the wrong questions, the quiz funnel won’t work. Fortunately, there is a process to designing your questions. The best thing to do is find someone with a working quiz funnel and model what they are doing. You can also read Ryan’s book Ask to go through his question design process.

What I’ve found is that even quiz pages with bad questions still get a really good conversion rate. And it’s easy to keep improving your quiz based on the results. Very few things work perfectly the first time you try them, so plan on improving your quiz over time.

The Right Quiz Software

I’ll go into details on the best quiz software options, but the good news is there are a LOT of options now. A few years ago building a lead magnet page required a deep knowledge of coding. Now there are more than a dozen options to do all the heavy lifting for you. They will connect with your email software and collect email addresses on your behalf.

I’ll cover some of those great options a little further down this article. First we want to design your quiz and we can do that using pen and paper.

How to create a quiz funnel that converts

If you can invest 1-2 hours in designing your own quiz, you’ll be able to complete this process and start generating new leads today. There are four steps to create your first quiz funnel.

1. Get the Right Quiz Takers

The first step to creating a quiz funnel is to define who you want to take your quiz. The more you know your customer avatar the better. Who are you trying to reach with your quiz? What are their needs and pain points? What problem are you solving for them?

Once you know your target audience, you can create an amazing quiz that’s tailored to their specific needs. This will make your quiz more effective at converting leads into customers.

2. Create an irresistible offer

What is the perfect product to sell to your customers? You want to create something that your quiz takers can’t resist. This could be a discount, a free trial, or something else that’s valuable to them.

Your offer should be relevant to the quiz topic and be something that your target audience would find valuable. If your offer isn’t relevant or valuable, your quiz funnel won’t convert.

Everything in the process should flow together, that’s what makes it a funnel. If you have a weight loss product, your quiz should be for people who want to lose weight.

3. Write engaging questions

Once you’ve defined your audience and created an irresistible offer, it’s time to write engaging questions for your quiz. These questions should be relevant to the topic of your quiz and help you qualify leads.

For example, if you’re selling a product that helps people lose weight, you might ask a question like “How much weight do you want to lose?” or “What’s your current diet like?”.

The goal is to write questions that will give you insight into your lead’s needs so that you can better sell them your product or service.

Ideally you want to find out any demographic information you need to show them the right offer. Every question you ask should drive them towards making a buying decision.

4. Include a CTA in your results

Once someone has taken your quiz, they should be given a result based on their answers. This could be something as simple as “You’re a great fit for our product!” or “You might need some help to reach your goals.”

Regardless of what the results say, make sure to include a call-to-action (CTA) that encourages the lead to take action. This could be signing up for your email list, downloading a free e-book, or anything else that’s relevant to your offer.

The most common call-to-action, is “enter your email address to see your results.”

Test and optimize your quiz funnel

Once you’ve created your quiz funnel, it’s important to test it and see how it performs. Try different offers, questions, and results to see what works best for your customers

It’s also important to track your results so that you can see how many leads you’re converting into customers. This data will help you optimize your quiz funnel and make it more effective.

If you start from the assumption that your first quiz has to be perfect, this can be a very stressful proposition. Instead think of your first quiz as a test. Your goal is to tweak and improve your quiz with each iteration.

Drive traffic into your quiz and track your results. You need at least one hundred people to view the quiz before you change anything. That way each visitor represents 1% and you have some statistical significance. If you get ten visitors a day to your website, wait ten days before changing the quiz hook or headline.

What is the best quiz maker software?

The options for quiz software fall into a few categories and before you spend a single of your hard-earned dollars it’s important to decide which features are critical to your business.

The first feature to look at is branching. Do you want people to see a different result page based on the answers to their questions? If you’re running a quiz funnel in front of a sales page, this is a critical. For example if you ask if the visitor is a man or women before your fitness offer, you can show a page with all female or male case studies.

The second feature to consider is dynamic questions. Do you want everyone to see the SAME set of questions no matter their answers, or do you want to show different questions based on their answers. For example, if you ask if a visitor is pregnant or trying to get pregnant in the first question, your second question should be different for each group of people. Someone who is trying to get pregnant will have different concerns than someone who is already pregnant.

This is the litmus test that stops a lot of the quiz funnel builders out there. Very few allow you to create a truly dynamic quiz. I think this feature is very important and I don’t use quiz software that doesn’t include it.

The third feature to look at is integrations. Does the software integrate with your preferred autoresponder solution? Will leads get automatically added to your email list upon completion of the quiz.

Fourth, I looked at the pricing structure for each of the quiz options available right now. I never recommend options that charge you per visitor or per quiz submission. These solutions may have more features but they punish you for succeeding with their platform. There is no need to use software that will stop working if you go over the limit of your plan. I’ve always been against quiz funnel and really any opt in software that pays too much attention to your business. I don’t think it’s the business of a software tool to track how many leads I capture per month.

For that reason I’ve excluded these five quiz funnel options.

1. Interact
2. Involve.me
3. Outgrow
4. LeadQuizzes
5. Typeform
6. Riddle
7. ARI Stream Quiz
8. Quiz Cat
9. WP Quiz Pro

Each of these options charges per visitor or per quiz completed. Choosing one of these solutions can end up costing you thousands of dollars extra per year, even if some of theme start out with a good price for a smaller website.

If money is no object, then the best solution is Bucket.io by Ryan Levesque. It has the most features and doesn’t charge you per quiz submission. Depending on how you sign up, the price ranges from $99 to $200 a month. While this is the most robust and expensive software option, it’s not the one that I recommend.

With that out of the way, let’s look at the quiz funnel builders that pass my four tests.

There are really only two options I can recommend

Thrive Quizzes

This is the first quiz builder that I used and it was quite effective for a very long time. It’s part of the Thrive suite of products and if you like their page builder, then using their included quiz software is a no-brainer. I stopped using Thrive because it was slowing down my site and I switched to Elementor. Since then I’ve been working to remove all page builders from my main site and I use a sub-domain for any funnel pages.

The beauty of Thrive quizzes is that it works. It’s a very easy platform and there are a lot of other amazing tools and templates. Because it’s part of a larger suite, you’re going to pay $299 per year for the Quizzes module. You can’t buy it on its own.

Smart Quiz Builder

This is the quiz builder I currently use for my business and it’s aces. It’s only $67 with a year of updates and there are no limitations to how many quizzes you build or how many people complete your quizzes. There is all the branching logic you could ever desire without breaking the bank.

This is one of the lesser known plugins on the market and part of that is their low price. They charge less for a full license than most competitors do for a single month of their tool.

Here are my favorite features of Smart Quiz Builder

Calculators – Calculators are one of the most successful type of opt ins out there. Have you ever filled out an insurance, cay payment or mortgage calculator? Most quiz apps don’t have this amazing feature

Integrations – Sends leads directly to all the email providers I use and integrates with Pabbly, my favorite integration tool, to get any mail providers not on their list

Image Questions – I love the ability to ask visual questions and these often get a higher response rate than text only questions

Branching Logic with Dynamic Questions – The quiz is fully interactive and you have complete control over what questions your visitor sees based on their answer to the previous question

Weighted Questions – Not all questions are created equal and this allows you to assign a value to each question

Dynamic Outcome – Your visitor will see a different page based on their quiz results. This is the most important feature when building a quiz sales funnel.

9 Great Quiz Funnel Templates

The best place to find inspiration is quiz funnels that are already running. Each of these examples is from a large company with an advertising budget. You don’t have to start from scratch building a quiz for your online business.

Here are some great quiz funnel examples that will help you to create your first quiz.

• https://www.iams.com/dog-breed-selector
• https://www.warbyparker.com/quiz
• https://www.beardbrand.com/pages/beardsman-quiz
• https://www.convertflow.com/blog/product-recommendation-quiz
• https://bluebottlecoffee.com/match
• https://theouai.com/pages/quiz
• https://www.valleychevy.com/quiz/
• https://www.maggiesottero.com/quiz
• https://swagdotcom.involve.me/holiday-swag-quiz

Build Your First Quiz Funnel

Now you know everything you need to write your quiz and the software to share it with the world. This is a great method for lead generation and it’s a lot easier than writing an ebook only to find out nobody wants it.

Quiz funnels are a great way to turn website visitors into mailing list subscribers and potential customers.

I would love to see you using quizzes effectively to grow your business. Please share a link to your new quiz in the comments below so that I can be the first one to go through it.