Unlock the secrets to making a successful quiz funnel. Follow this guide to create quiz funnels that drive traffic and increase engagement effortlessly.
Approximate read time: 6.5 minutes
Setting up a marketing funnel is key to gathering leads.
One of the best types of marketing funnels is a quiz funnel. It's a fun and interactive way to gather leads and turn visitors into customers quickly.
This guide will show you how to create a quiz funnel step by step. Along the way, I'll explain how quiz funnels work and why businesses should use them. I'll also give some great examples and recommend a product to speed things up.
So, let's dive in.
What is a quiz funnel?
A quiz funnel is easy to understand if you're familiar with marketing funnels.
Awareness is at the top of the sales funnel stages, and this is often where the quiz sits. A quiz or survey helps people become familiar with a brand, acting as a lead magnet.
People see a website's quiz and take it. Next, they may give their email address to the website's email list to get the results if they like it. And that's a perfect opportunity to connect with them with a targeted marketing strategy.
It basically involves using content, such as making an interactive quiz, to raise brand awareness, increase conversion rates, and turn quiz takers into leads.
Benefits of using quiz funnels
1. People love quizzes
This has been cited often, but it's worth mentioning when one of the New York Times website's most-read stories was a quiz.
People naturally gravitate toward quizzes. Whether it's finding out which Harry Potter house you belong in, selecting a dog breed, or finding the true Swifties online — a quiz interests people.
2. Increases customers
Depending on the quiz type, there are tons of ways to turn quiz takers into potential customers.
One of my favorite examples is a personalized product recommendation quiz funnel. If a beauty website uses this for customers and wants to recommend types of moisturizers based on their answers, it can match the product with the quiz results! So, every customer is satisfied and gets a recommended product after completing the quiz.
And what better way to make customers happy than to give them the products that actually help?
3. Get to know customers
A quiz is a great way to gather information about a target audience.
Ask personalized questions, and use different questions for open-ended, close-ended, and rating question types. Each of these reveals a bit more about the quiz taker and something about the website's target audience as well.
How to create a quiz marketing funnel
Creating a quiz funnel may appear easy on the surface, but it isn't.
Nailing down exactly what an audience finds interesting takes time and experimentation. But there are a few steps you can follow:
Step 1: Choose a quiz topic
The ultimate goal of a quiz funnel is engagement.
The more people engage, the more lead-generation opportunities there are. So, creating a quiz on a topic the website's audience will find interesting is important.
Easier said than done, right? But there are tools to make this easier:
- Google Trends/Semrush: See what people are searching for and create a quiz around a related topic.
- Check existing content: Are there certain blog posts with higher engagement than others? What about a social post that went viral? Those are great ways to see what an audience finds interesting.
- See what others are doing: Don't steal what others are doing. That's just wrong. But there is a lot of inspiration using what others have created. Maybe there's a quiz style that applies to a website's niche or in a modified way.
The best quizzes get right at the heart of the audience. It screams, "I KNOW YOU!" and has that pull that's irresistible to that audience.
And the more research in this area, the better the outcome.
Step 2: Create the quiz
There are tons of tools out there to get the job done.
From free options to premium funnel software, anyone can set up a quiz on a website in minutes — and no code is necessary.
If you're a WordPress user, I recommend using Formidable Forms for all quiz-making needs.
It's the best WordPress form plugin, and its Quiz Maker plugin speeds up the process. No matter the quiz type — educational, viral quizzes, or personality quizzes — it's easy with Formidable Forms.
The Quiz Maker is available in Formidable Forms Pro. Learn more about Formidable Forms Pro here.
Step 3: Publish the quiz and promote it
Pick where the quiz will go.
Preferably, it's on a managed website, which makes it easy to keep everything in-house. However, creating a landing page for the quiz is also a good idea. That way, it's the sole focus of the page, and visitors don't get distracted by other things on the page.
Also, this is the time to promote the quiz. Many people and businesses publish it and expect people to find the quiz on their own.
And that's not how it works.
The hard part is just starting when the promotion starts. So blast it across socials, videos, and all forms of social media so everyone knows about it.
Step 4: Analyze the results
Once people find the quiz, it's time to analyze the data and adjust.
No quiz is perfect; there's always information and ways to improve it to get better data. So get out the magnifying glass and the reports.
Look for trends. Are there certain questions where people drop off and stop taking the quiz? Is a question worded strangely, so the answers aren't what you expected? This analysis can help improve the quiz and generate more leads/data.
For example, Formidable Forms has a User Abandonment add-on.
So users can see exactly where quiz takers stopped taking the quiz, what stage they were at, and more. Plus, its User Flow feature lets users see how people found the quiz and what pages they came from.
Great quiz funnel examples
Trade Coffee
Trade Coffee is a great service that matches customer preferences with local roasters.
Their quiz funnel nails personalized marketing. For example, this question: "Ever add anything to your coffee?"
It's a simple question, but it does several things:
- Shows customer preferences are important to them
- Makes it easy to get started
- Collects information for recommendations
- Naturally leads to the next question
Although the question may seem friendly to customers, it's actually strategic because it creates a highly personalized environment.
Stitch Fix
Stitch Fix's quiz funnel is clear and direct.
With a giant Choose your style quiz heading, this landing page does a lot. Style quizzes are already incredibly popular. But a personalized quiz matching a style after a series of questions is a goldmine as a quiz funnel template.
It quickly gets users' attention with the word "quiz" in the personal style quiz. Plus, it quickly hits on a pain point — finding clothes in their style that actually fit and at a reasonable price. As users take the quiz, it eliminates products that don't meet these three criteria.
Finally, it arrives at products that match the customer's needs — no hassle, no headache.
BetterHelp
BetterHelp is an online therapy platform.
And the goal of its quiz funnel is to build trust and guide users to the right support.
By asking about the user's history with therapy and other questions about their lifestyle, BetterHelp aims to match the perfect therapist. It understands that creating a safe and supportive environment is essential.
Its quiz does exactly that while simultaneously getting essential information.
Ready to create a quiz funnel?
Hopefully, this post helped clear up quiz funnels a bit.
So now is the time to get started! Lay out a quiz funnel, and start creating each step! And, if you use WordPress, grab Formidable Forms using the button below to create a quiz using Formidable Forms Pro!
And join our community on Facebook, Twitter, and YouTube for more marketing tips and tricks!
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