Quiz Funnel Guide: How to Grow Your Reach, Land More Leads & Boost Sales With a Quiz

What Is a Marketing Funnel?

Marketing funnels attract a broad audience and convince them that your product fits their needs perfectly. They have four important stages:

1. Raise Awareness 

The first goal of a marketing funnel is to make prospective customers aware of your brand for the first time. In this stage, you attract prospects and show them the products or services you have to offer them.

2. Pique Interest

Once you’ve introduced them to your brand, it’s time to deepen the relationship. In this stage, your prospect learns more about your product and gives you their contact information. This is where you build a relationship with them through emails, newsletters, classes, and more.

3. Encourage Decision

Once the relationship is there and some trust has developed you can move to the next stage. Here you continue nurturing relationships with your prospects to help them decide that your product is the right choice for their needs.

4. Take Action

Finally, your prospect becomes a customer by making a purchase. If they have a positive experience, they will become a recurring customer and recommend you to their friends. The entire process then begins again.

What’s great about marketing funnels is that you can measure the effectiveness of each stage. Your funnel will show you where you’re losing prospects, and it helps you adjust your strategy.

What Is a Quiz Funnel?

A quiz funnel is a type of customer journey that leads to conversion. Just like a marketing funnel, it consists of the four stages discussed above. A successful quiz funnel inspires the quiz taker to answer a series of questions and continue down the funnel.

Marketing Funnel Vs. Quiz Funnel

Marketing funnels and quiz funnels might appear similar at first glance, but their functions are different. Marketing funnels attract a broad audience to your brand and gradually familiarize them with your offering before giving you the chance to get to know them. Quiz funnels allow you to attract an audience, get to know them, and introduce your offering simultaneously.

Quiz Funnel Example

Imagine you own an organic skincare line and you’re using a marketing funnel to attract prospects. These prospects are interested in skincare products, but only have a general, if any, interest in organic skincare. At this point, this is all the information you have about them.

You could run paid ads, use remarketing techniques, and a/b test different messaging angles, using google analytics and the like to measure your approach and point you in the right direction. Or you could use a quiz funnel to get to know your audience better and further segment them into different groups based on their quiz responses.

A “what’s your skin type?” personality quiz, for example, could recommend personalized organic skincare packages based on each person’s answers. Or you could make a quiz that includes a lead generation form and promises to send each prospect a skincare guide that’s perfect for them.

While your prospects enjoy the interactive experience and personal attention, the quiz funnel will also provide you with valuable insights about them which you can use to gain qualified leads and turn prospects into paying customers.

An Integrative Approach

While a quiz funnel may replace a marketing funnel or certain parts of it, it can also be a part of it. Look at it as marketing fuel, a way to add some excitement and interactivity to your customer journey while refining it with direct information and accurate insights.

Nowadays, there’s quiz funnel software that can help you whip up a quiz marketing funnel in no time. Use our quiz builder to start experimenting. It lets you build many different types of quizzes quickly and easily. With many pre-made quiz templates to choose from, you can customize and launch a quiz funnel in a matter of minutes. You could also build a beautiful quiz from scratch with no coding or design experience.

Why Do You Need a Quiz Funnel?

Quiz funnels can boost the effectiveness of any marketing funnel.

• Grow your email list with a lead quiz and boost sales with a product recommendation quiz or consultation quiz. Due to their engaging nature, quiz funnels can help you strengthen your relationship with your audience and significantly increase your conversion rate.
• Increase website traffic, lower bounce rates, and improve dwell time by adding an attention-grabbing and entertaining quiz to your website.
• Give your target audience real value from the get-go. A good quiz funnel is a powerful tool because it’s audience-focused. In other words, it’s more about giving your audience a fun experience, a meaning full moment, and/or useful information than it is about selling your product or promoting your brand.
• Gather valuable information about your target audience. Use this information to generate target-specific marketing content, tailor your messaging, and improve your products or services to your prospects’ wants and needs.
• Respect your audience’s privacy. Quizzes are a great way to collect zero-party and first-party data. Zero-party data is intentionally shared by a customer with a brand. First-party data is collected by the brand through direct interaction with the customer. In both cases, the data is collected in a consensual way and doesn’t invade your audience’s privacy.

What Makes Quiz Funnels So Effective?

It’s no secret that quiz funnels are an effective marketing tool. In fact, 80% of people who come across a quiz on their newsfeed click on it, and 90% of those who click on it complete it. Take a look below to find out what makes them so popular in marketing.

They’re Fun & Engaging 

Quizzes tap into people’s natural self-interest and desire to define themselves. As a result, getting people to complete them isn’t difficult. Quizzes are an example of the gamification strategy, and the best way to get people to do something is to make it fun for them.

People Love Sharing Them

If people love your quiz, they’ll most probably share it with their friends on social media, increasing your audience and reach. A good example is the ‘Human Feeling Quiz‘, which went viral on TikTok in 2022. The quiz asks participants 11 questions about their favorite color, drink, and more, and then tells them which human emotion they are.

Not long after it was published, people started posting TikTok videos where they discussed their results. Some of these videos even managed to reach more than 400,000 views and the hashtag #HumanFeeling quickly got more than 12 million views.

Quizzes Provide Value

Quizzes are a win-win situation for both the prospect and you since they offer your prospect personalized content, and provide you with useful data. By offering personalized content they give your prospects information that is meaningful for them while making them feel heard and understood. This is a good way to build trusting and respectful relationships with potential customers. When people feel that you are relating to them,  they’re more likely to trust you, give you their time and attention, and share information with you.

Who Can Benefit From a Quiz Funnel?

A wide range of businesses of all shapes and sizes, across various industries, can benefit from using a quiz funnel. From brick-and-mortar retailers to eCommerce companies and SaaS providers, practically any type of organization can use the engaging nature of quizzes to connect with their audiences and get to know them better.

If you are a business owner, marketing professional, or content creator, you could use them to segment and grow your audience, raise brand awareness, build your email list, refine your content, and increase sales.

You don’t have to be an expert to make it work. This is a technique that tends to show fast results, which means it is quite easy to learn through trial and error, especially when using people-friendly quiz makers with built-in design and analytics capabilities.

12 Quiz Funnels You Can Try Today (Templates Included)

Lifestyle Quiz

This type of quiz funnel has high participation and completion rates, which is why it’s popular in digital marketing campaigns. These quizzes help direct prospects to certain products or services that align with their lifestyles. The results will show valuable information, such as where your prospects should travel to or live, nutritional recommendations, or what hobbies they should take up.

Ready to get started? Make your own lifestyle quiz

Personal Style Quiz

These funnels are usually fashion-related, so if you’re promoting a design, styling, or clothing brand, you can help prospects navigate your collections by offering a personal style quiz. It can save them the frustration of trying to figure out what would suit them, and transform it into a fun experience of self-discovery. Plus it gives you a chance to showcase your merchandise and expertise. The results can narrow down products that are suited perfectly for them, which helps reduce bounce rates and increase conversion rates.

Ready to get started? Make your own personal-style quiz

Product Discovery Quiz

These are used at the top of a marketing funnel to bring awareness to your brand and guide potential buyers to your products. People usually come across them on social media when they are not shopping. Sometimes they are disguised as self-discovery quizzes since they are fun and addictive, and people like to share them with others. For example, something like ‘What kind of fashionista are you?’ gives the audience a fun and engaging experience, gets them in the right headspace, and warms them up, before recommending related products.

Ready to get started? Make your own product discovery quiz

Product Recommendation Quiz

Product recommenders belong further down the marketing funnel. You can use them when prospects have a clear purpose in mind.

For example, they may want to buy a gift for their mother or choose a travel deal. They could be familiar with your brand or with your product type, but they aren’t sure which product to purchase. The product recommender will recognize their goal and take them through a short series of questions to give them a personalized recommendation.

When built correctly they can feel like online personal shoppers, giving your customers the support and information they need and ensuring that their purchase will meet their expectations. They’re perfect for increasing purchases and for minimizing abandoned carts and lost sales in online retail.

Ready to get started? Make your own product recommendation quiz

Consultation Quiz

Use this quiz type to attract clients by helping them diagnose a problem and suggesting a solution based on their responses.

For example, you can direct clients looking to improve their careers by recommending training opportunities based on their personality types or level of education.

Ready to get started? Make your own consultation quiz

Diagnostic Quiz

A diagnostic quiz offers users a diagnosis based on their answers to questions on a certain topic. For example, you could help them find out if they are eligible for European citizenship with a series of multiple-choice questions. Online diagnostic tests are also used by clinics to onboard potential patients by letting them begin the process of a mental or physical health diagnosis independently. Although this quiz type usually comes with a clear warning that it cannot take the place of a professional diagnosis, it often motivates people to take the next step toward better health.

Ready to get started? Make your own diagnostic quiz

Gated Offer Quiz

These quiz types are very effective because they create interest and pique your audience’s curiosity. They build up towards a very tempting offer like a discount, a product, or a service.

When your audience starts the quiz, they become invested and want more. The promise of a special offer motivates them to continue and increases the chance of them completing it and giving you their contact information.

Ready to get started? Make your own gated offer quiz

Incentivized Quiz

The most popular type of incentivized quiz is a trivia competition where participants compete to win a prize, which is the incentive. It can be a coupon, a  product, a voucher, or even a piece of content like an ebook. These funnels are often shared on social media platforms and do well in email marketing campaigns to generate participation from your subscribers.

Ready to get started? Make your own incentivized quiz

Problem-Solution Quiz

If your prospects are having trouble finding a solution to their problems, why not help them solve it with a quiz? The first step here is to identify what problems your products or services can solve. For example, if you sell skin care products, you can offer solutions for acne-prone skin, dry skin, or oily skin. Ask questions that help analyze the problem and use the answers to direct your prospects to the right solution.

Ready to get started? Make your own problem-solution quiz

Scored Quiz

This quiz type works by giving every question a point value. The quiz taker gets a score at the end based on the total point value (and not the number of correct answers).

Scored quizzes are often used in education as they let teachers and trainers decide which topics and questions should have the most weight in the learning process. They’re also greater for micro-learning and independent skill development.

Ready to get started? Make your own score quiz

Lead Generation Quiz

This quiz form offers your target audience an entertaining experience as well as valuable information. With this powerful combination, lead-generation quizzes can increase conversion rates by 500%. Why do they work so well? Because they allow you to build trust with your audience before asking them for anything. The strategic placement of the lead form, after the questions but before the results further entice your audience to share their information with you.

Ready to get started? Make your own lead quiz

Awareness Quiz

If there’s a cause that you’re passionate about and want to support and promote, this is the tool for you.
Quizzes are very effective in attracting attention and encouraging engagement, which makes them ideal for raising awareness. It’s an easy way to educate people about something new and get them to actively think and share with you. Since they encourage active participation they often have a stronger impact than static content like a social post or article.

Ready to get started? Make your own awareness quiz

Self-Discovery Quiz

The most popular quizzes are about self-discovery. This is because people naturally have the instinct to discover more about themselves and reveal previously unknown information. You can use this to your advantage by connecting it to your products or services.

For example, for Valentine’s Day, you can create a ‘What’s your love language?’ quiz to advertise your romantic-themed products.

Ready to get started? Make your own self-discovery quiz

Engagement Quiz

Engagement quizzes can take on the form of a fun personality test that people love to share with their friends or an exciting competitive trivia. They’re usually light-hearted, bright-colored, trendy, and silly, which makes them great for sharing on social media.

Buzzfeed pioneered this quiz type, but since Buzzfeed only lets you create on their platform, it’s often better to use a different creation tool but use the super engaging BuzzFeed style.

Ready to get started? Make your own engagement quiz

Tips & Best Practices for Your Quiz Funnel

You can measure the success of your quiz by its completion rate. To ensure that all your quiz takers successfully reach the end and submit, read our tips and best practices below.

• Focus on engagement. Make sure that you’re using relevant photos or funny memes that your audience will relate to. As for your questions, keep them humorous, light, and easy to understand.
• Keep it simple. Don’t overwhelm your audience with too many questions or answer options. Aim for around seven questions and 2-4 answer options per question.
• Looking for leads? Don’t forget to add a form at the end to collect your prospects’ email addresses and send them their results.
• Solve a problem. Get to know your audience by researching their wants, needs, and problems. Create your quiz with the goal of offering your products or services as a solution to their problem.

15 Exceptional Quiz Funnel Examples

Brands often use quizzes to make personalized product recommendations, aiding consumers in their purchasing decisions. From clothing lines to eyewear companies, brands have been using quiz funnels to grow their email list, improve brand affinity, and show off their expertise. Here are some of the best examples.

1. Outbrain 

Outbrain’s diagnostic quiz ‘Are you ready for native advertising?’ proves that you can bring curiosity and engagement to a topic that might not seem very exciting.

The cover is designed to draw people in, with a clear call to action and a quick list of metrics that prove the value of the offering – they show them why native advertising is so successful.

To help keep engagement high throughout the quiz, the questions and answer options are short with large and colorful images. While they are written clearly and simply, they deal with specific issues to do with marketing and advertising, which makes it clear to any respondent that a professional devised these questions.

As a result, respondents have more trust in the quiz, the company, and their own quiz results. It also positions Outbrain at a high level of expertise. Even people who finish the quiz with the understanding that they are not ready for native advertising will remember Outbrain as a professional company with integrity and expertise. By following Outbrain’s example, you can turn any topic into an engaging and successful quiz funnel that elevates your brand and reflects your expertise.

2. Pampered Chef 

Pampered Chef uses self-discovery quiz funnels to increase sales, encourage engagement, and deepen content discovery. These fun quizzes help prospects find out about their previously unknown cooking and foodie personality.

Let’s take a closer look at their ‘What’s your cooking personality quiz’. It’s visual and colorful, and it completely matches the brand in design, voice, and tone. So, it’s fun, trustworthy, and intriguing.

When you finish the quiz, instead of showing you a result page, the Pampered Chef automatically redirects you to a page that is tailored for your personality type, including products you could enjoy, additional content you could find interesting, and recipes.

With this quiz funnel, Pampered Chef turns prospects into customers and increases their time on-site to help further engagement with their brand.

3. Quench 

Quench knows the value of their potential customers’ time. Their water filter quiz cuts straight to the point. This product recommender has only four questions, leaving almost no opportunity for prospects to drop out of the funnel and it’s super practical and professional.

After answering the questions you are given a recommendation with a quick and clear call to action that takes you to the next step – a page where you can schedule an appointment with a local water expert. While it doesn’t send you to a direct purchase page due to the nature of the product, it does put you in the perfect mindset for buying, since you are now focused and confident in the solution you need.

Quench’s quiz funnel does a fantastic job of holding the prospect’s attention and immediately generating leads without a second to spare.

4. Murad

A quiz may be a fun and exciting way to increase the average dwell time on a website, but it’s also a highly effective way to lead prospects down the sales funnel. In their skincare quiz, Murad asks you no more than seven quick questions about your skincare regimen. The questions are friendly, well-designed, and easy to answer. After you answer them all, you get a visual list of products based on your answers, making it easier for them to shop for the items they need.

This is also a good example of a problem-solution quiz since the questions are very much focused on sensitive pain points like wrinkles, dry skin, and acne. As a result, people land on the sales page when they are very aware of their problem and eager to find a solution.

Prospects are also invited to retake the quiz or have the results emailed to them, which increases time on site and strengthens the customer-brand bond. Like Murad, you can use quiz funnels to enhance the online shopping experience and grow your email list at the same time.

5. Ipsy

There are many ways to gather, extract, and export leads out there, but a quiz is one of the most effective ones both in terms of quantity and in terms of quality. Using quiz funnels, brands like Ipsy can capture and nurture high-quality leads quickly and easily. Personalization makes prospects feel valued, which increases their likelihood of making a sale.

Ipsy asks 12 questions, all of which are short and direct. Most of the options they present have photos or illustrations, while the ones that don’t use simple, easy-to-understand language. Once all questions are answered, a lead form will appear, requiring prospects to enter their email address, age, and password in order to receive a monthly beauty product package for a special price. This online profile enables Ipsy to grow its email list and get to know its target audience, which helps them increase sales by offering personalized product selections.

6. Zenni Optical

Eyewear brand Zenni Optical uses quiz funnels to show prospects the best pair of glasses that suits their face shape, personal style, and lifestyle. Their fun, light-hearted approach is highly engaging and shareable.

While their objectives were to raise brand awareness, drive organic traffic, and boost online sales, the quiz also helped them grow their email list. They generated 29,400+ leads and raised their return on investment by 9,655% within six months of launching the quiz funnel.

Zenni Optical made content about the hottest trends in the industry to drive traffic to their quiz. They researched keywords and their audience to optimize the quiz. After identifying eight different personas, they created quiz outputs to match each one.

After answering the entire quiz, prospects were led to a target landing page, highlighting the style that best suits their face shape. It not only demonstrated the brand’s understanding of its audience but also its expertise in eyewear styles and trends.

7. Luxy Hair

Quizzes are a fundamental part of Luxy Hair’s content marketing strategy. On their blog, you’ll find quiz funnels designed to capture relevant leads.

Their questions are short, straightforward, and easy to understand. They only add a few questions per quiz. One quiz about hair extensions, for instance, had only two questions. For each option, they provided a matching photo, making the quiz easier and more engaging for consumers.

Before visitors can see the results, a lead form will pop up, asking for their first name and email address. Take note that they don’t force their visitors to share their email addresses. Luxy Hair lets them skip the step and go straight to personalized product recommendations.

8. The Elephant Pants

The Elephant Pants Is a classic example of using a quiz to build brand awareness. Back in 2013, before they launched, they used a quiz to raise enough money to on a Kickstarter campaign and establish a pre-launch customer base.

Their successful quiz funnel had only five questions, which ultimately led prospects to the most ideal pair of pants that matched their personality. Overall, the quiz was quick, easy, and very engaging as it was packed with fun images.

9. Fabletics

A great way to catch a prospect’s attention and motivate them to complete a quiz is to use a gated offer. Fabletics does this by welcoming website visitors with a ‘2 Leggings for $24’ deal. Interested visitors can claim the special offer by completing a short quiz.

Once completed, Fabletics asks for their email address by saying, ”Your exclusive offer is one click away.’ With this method, Fabletics gains new leads that they can later retarget with their email marketing campaigns. They can also convert them into customers with the enticing offer.

10. Beardbrand

Beardbrand uses quirkiness to help pique their prospects’ interest with the interactive ‘What type of Beardsman are you?’ quiz. The quiz ends with a lead form that includes some extra encouragement that hints at a giveaway that will be included in the first email. This is a good way to ensure that people leave their real email.

After filling in their email address, the prospects are led to the results, which show information about their Beardsman character with a corresponding image. There are also personalized calls to action to read more and view products. And of course, the whole funnel is written and designed in a humorous way that fits the brand’s voice and tone.

This effective quiz funnel works because it makes participants feel understood and part of a community. By the end, they are likely to feel much closer and connected to the brand, since the whole experience includes measured doses of on-brand messaging, value proposition, and customer’s voice.

11. Topshop

Shopping for clothes and putting together outfits isn’t always easy. Topshop solves this problem with their ‘My Topshop Wardrobe’ personal style quiz. The quiz invites you to answer questions about your favorite colors, size, and budget. In addition, you can answer ‘yes’ or ‘no’ to specific Topshop products.

In the end, Topshop invites you to create an account to see your personalized wardrobe and sign up for their newsletter. Topshop uses this online quiz to learn a lot about their prospects’ preferences for future targeted email campaigns.

12. Home Depot

Home Depot knows that people love self-discovery quizzes. Their ‘What kind of griller are you?’ quiz is humorous, fun, and engaging. It works just like a Buzzfeed-style quiz where they ask quirky questions to help reveal the prospect’s griller personality.

but it’s not all fun and games. At the end, of this entertaining experience, Home Depot recommends a grill based on the selected answers. What’s great about this quiz is that Home Depot offers the perfect combination of value and entertainment to help ease their customers into purchasing their products.

13. Better Help

Better Help, an international online mental health service, uses a quiz funnel as the main element of its homepage. The quiz is the driving force behind the big first step potential clients need to take. It asks them about their pain, needs, and therapist preferences in order to help them find a therapist that’s the best fit for them. The quiz ends with a lead form as well as a call to action to get started with therapy and pay for the first month.

What’s interesting about this funnel is that in a way it starts giving the customer value before they become a customer. The questions make the quiz take focus on their mental health and express themselves gently while receiving encouragement and reassurance as part of the funnel.

14. Blue Bottle Coffee 

Blue Bottle Coffee did a great job of holding its prospects’ attention and driving successful sales with an aromatic quiz funnel.

In their coffee-matching quiz, they asked questions about coffee preferences but also threw in some unexpected ones, like What’s your favorite salad dressing? as a way to determine the perfect coffee for them.

With these diverse and sometimes surprising questions, Blue Bottle Coffee avoided decision fatigue and held their potential buyers’ attention until the very end. They also boosted sales and improved customer satisfaction by accurately recommending coffee blends based on taste and preferences.

15. Sephora

Sephora knows that people want to find their ideal product quickly. To help them navigate their ever-growing selection of products, they use beautifully designed product recommenders across multiple categories.

To keep their shoppers engaged and speed up the product-finding process, most of their quizzes only ask two or three questions before recommending a range of suitable products.

Sephora is a great example of using a quiz funnel to bridge the gap of first-hand experience that every online store is challenged with, and they do it in the classy nonchalant way, you would expect them to.

7 Reasons to Use Opinion Stage For Your Quiz Funnel

Now that we’ve established the value of a quiz marketing funnel, comes the question of software. Which tool should you use? In general, it’s important to choose a tool that’s effective and easy to use, integrates with your existing marketing systems, and offers your audience an excellent quiz experience.

1. With Opinion Stage, you can get an attention-grabbing quiz funnel up and running in no time.
2. You don’t need any prior knowledge, design skills, or coding abilities to create a beautiful and effective quiz funnel. Use our handy quiz templates or create a quiz from scratch using our intuitive online quiz maker.
3. Our quiz maker was built with your audience in mind. Every item you create is fully responsive and mobile-friendly. We make sure that it will always look great and perform smoothly on any device.
4. Each quiz you create on our platform comes with a built-in analytics dashboard, that will give you all the information you need to optimize your quiz and get to know your audience.
5. Easily share your funnel wherever you want. Add it to your social channels, embed it on your site, or put it in an email sequence.
6. Our tools integrate with some of the most popular email automation tools available, allowing you to generate and nurture connections with high-value leads.
7. Last but not least, all the feedback you collect with us is encrypted and stored securely. We follow strict industry security and privacy standards, so your information is never compromised.

The Bottom Line

A quiz funnel is one of the most effective lead gen tools out there. It’s also great for product recommendations, engagement, and audience segmentation.

Nearly every business can use the power of quizzes to catch the attention of prospects and gain their trust. Combining the methods we mentioned with a splash of creativity, you can easily create a quiz funnel that generates highly qualified leads.

Opinion Stage offers powerful easy-to-use tools that enable you to set up a quiz funnel with no coding or design experience. Using professionally-made quiz funnel templates, you can make a compelling quiz in no time.