quiz funnel

What is a Quiz Funnel and how does it work?

A quiz funnel is marketing tool that helps you segment visitors by way of an online quiz. The quiz asks people questions that let you segment them into different "buckets". Typically, a quiz ends with personalized product recommendations that are based on your answers.

Fun Fact: The New York Times' "How Y'alls, Youse and You Guys talk" quiz is often credited for igniting the quiz craze. It was actually the most popular NYTimes.com story of 2013, even though it was only posted two weeks before the year ended.

Why is that so?

Cognitive Scientis Sherry Turle thinks that quizzes, as well as much of the online activity, can give us comfort:

"Basically, we're trying to get a number. People want a read on the self, an order to it. They'll use a [body] sensor to get the number; they'll use a quiz to get the number. It gives people something to look at, an object to think with. I think these quizzes are a kind of focus for attention for thinking about yourself."

So, basically, people love to learn about themselves. All those magazines have quizzes that promise you some insight abot you, for example: are you an outgoing person? Do you like advertures? And so on.

Why should you use a quiz funnel?

Quizzes are great because they work for all industries, whether you're in finance, automotive, or fitness.

You can combine online quizzes and marketing funnels to quickly get to know your customers. Quiz funnels increase brand awareness, collect information from leads, suggest products based upon lead data, enable them to make a buy, and turn them into advocates for you brand.

So, how to create to build a quiz funnel?

A step-by-step strategy is the best way to create a quiz funnel that works.

1. Define your audience

Understanding your audience is key to making your quiz funnel a success. A quiz funnel that will be more likely to converts if you have a better understanding of your audience.

One way is to create a customer persona. A customer persona can be described as a semi-fictional representation for your ideal customer. The persona can include demographic information as well as details such their interests, goals and pain points. This information can be a valuable reference point for your marketing efforts.

There are many ways to gather information about your customer. Matomo Analytics is valuable tool to get quantitaive insights on web site vistors. You can combine this data with qualitative customer feedback (e.g., questionnaires) to get valuable insights. This is a worthwhile task, although this requires considerable efforts. But it pays off: you will be more successful if you have a better understanding of your audience.

2. Select the stage of your funnel

After you have defined your audience, it is time to think about the purpose and the intended use of the quiz funnel. You could embed a quiz funnel on your homepage if you were looking to acquire leads using a quiz channel. This is a great way of generating new subscribers to your email list.

You could also use a quiz funnel for segmenting people of your email list and find out more about them.

A quiz funnel could be used to segment people before you launch a promotion for a new product. Each group could be sent a different drip email sequence and you'll learn how people react

A quiz funnel can also be used to determine the type of product or service your audience is interested in. This is market research in form of a quiz funnel - much more fun than answering questions in a survey.

3. Choose a topic

Next, choose a topic that is relevant to your quiz. It should be a topic with the widest possible appeal.

For example, a company selling sports equipment might offer a "fitness quiz." Visitors can access this quiz by clicking a button on the homepage. Because it's so generic, this quiz is for anyone interested in fitness. From the quiz, the company can gain the following insights:

  • Demographic information: Age, gender, and so on
  • Personal information/Pain Points: What sports do they enjoy?
  • Goals: What they want to accomplish

This information can be used by the company to create personalized marketing content. If you answer yes to the question about stand-up paddeling, your email will automatically be added to an email with content that is specifically tailored for you.

This email list allows you to receive marketing materials and product recommendations that are relevant to your interests.

This is just one example of how to segment your audience into groups that are compatible with your product offerings. You can do it along every dimension you like.

4. Create the quiz

This is the final step of the process. Now it's time to develop your questions for the quiz and decide how they fit to the segments. For example, if you have questions about buying habits (e.g., How often do you buy sports equipment?) then an obvious segment is buying frequency.

To gather data relevant to your audience, you need just the right amount of questions. If you ask too many questions, your audience may become bored and abandon the quiz. A quiz funnel should have between 7 and 15 questions. Multiple-choice questions work best in quiz funnels because they are simple to answer.

Final, create marketing materials for those who take the quiz. You should send relevant marketing material to each segment. For example, you might create an email sequence to reach each bucket. You might also send each segment of your audience to a different sales page.

5. Take a look at the results and optimize your quiz

It is not easy to create a quiz funnel. The first version of your quiz channel should be considered a work in process and an opportunity for you to learn. For example, check how many people actually complete the quiz. If you that many leave the quiz before completing, you might have to reduce the number of questions. Think about modifying the wording and the look of your quiz. You can make it more colloquial use emojis. Make the changes and then check the results. Hopefully, you will see improvements in your quiz funnel by keeping track of the data.

How to craft relevant questions

The hardest part of creating a quiz funnel involves coming up with a list of actual questions.

Your audience should be engaged by the questions you ask. This will allow you to provide data points to help you segment your audience. The majority of quiz questions for funnels fall under three categories: background questions, budget questions, and problem questions.

1. Background questions

Background questions provide demographic data such as age, gender, location, and more. It is also possible to ask about their professional history.

It is important to ask background questions that allow you to segment your audience according your needs. If you sell sports eqipment online, segmenting your audience by gender is a good idea. You might also consider segmenting your audience by their age.

2. Problem questions

Problem questions can help you identify the various problems your target audience faces. These questions can be used to uncover the needs and pain points of your target audience. When promoting products or services, problem questions can provide valuable data.

3. Budget questions

Budget questions can help you segment your audience based on income or spending habits. Budget questions can be used to help you decide what product to promote. If you own a sports shop, for example, you might promote a $300 product to people with more money to spend and a $50 product to those who have a lower budget.


A quiz funnel can be a great way to collect customer data and then use it to create high-converting marketing campaigns. Don't be afraid to experiment with quizzes: try out different questions and formats to find out what works best for you.

  1. Get in touch with us and learn how to benefit from quiz funnels for your business.


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