Every successful online business has a marketing funnel of some sort in place. The funnel is a road map that turns prospects into customers and then loyal customers into brand ambassadors.
Quiz funnels generally have the same goal as standard marketing funnels except for a few exciting twists.
In traditional funnels, marketers assume what users want. For example, you landed on this blog post about quiz marketing funnels. We can, therefore, assume that you are interested in quizzes and marketing funnels and put you in that segment.
But that's the thing. We assume what you're interested in. The bottom line remains that we don't know that for sure. On the contrary, a custom quiz will help us know exactly what you're interested in. This way we'll eliminate guesswork in the segmentation process.
Discover how to create a powerful quiz funnel that will have a direct positive impact on your conversion rate:
What is a Quiz Funnel?
A quiz funnel is a marketing strategy that uses interactive quizzes to engage and capture leads, nurture potential customers, and guide them through a targeted sales journey.
There're three main types of quizzes used by marketers to keep visitors on the website longer: personality type quiz, knowledge quiz, and product recommendation quiz.
Here's an example of a funnel based on a product recommendation quiz:
Are Quiz Funnels Effective?
In short: yes. Here's why:
Quizzes are more fun than other marketing funnels, primarily when used as a lead magnet. Compared to a traditional signup form, quizzes can help you capture more leads since they make the signup process more enjoyable. Plus, they allow leads to learn more about themselves.
A custom quiz includes a series of questions that can provide valuable insights about the audience, help to segment leads and personalise the marketing message. It's a dynamic approach that brings a fun experience and interactivity to the process while delivering tangible results.
💡 Instead of leaving online visitors wondering which pair of glasses would suit them best, an eyeglasses store can take a proactive approach. By preparing a quiz, similar to the example above, they can provide quiz takers with practical tips while also collecting contact information from potential buyers.
This not only helps customers make informed choices but also enables the store to offer personalized recommendations and improve sales success rate.
Effective Quiz Funnel Examples
E-commerce stores, marketing agencies, B2B companies can benefit from using quizzes to capture and nurture leads. Let's take a look at different types of quizzes that can be used by these companies.
Marketing Agencies
Quizzes have become a go-to tool for marketing agencies due to their effectiveness in engaging a broad audience. Popular quizzes that resonate with people's interests can captivate a wide range of individuals.
When considering whether to create a quiz or not, remember that user-generated Buzzfeed quizzes boast an impressive 90-95% completion rate.
Here's an example of trivia quiz that can be used to engage visitors and collect lead information:
E-commerce Businesses
Quizzes offer an exceptional opportunity for e-commerce stores to provide personalized product recommendations to their customers.
For Example
You can create a skin type quiz and suggest beauty products based on unique situation of your prospects.
Grab a template to create a similar quiz.
B2B Companies
By engaging quiz takers with relevant and thought-provoking questions, B2B companies can gain valuable insights into the specific needs and preferences of their potential clients. Quizzes allow companies to tailor their messaging and content based on individual responses, ensuring a personalized experience that resonates with each lead.
For Example
If your company specializes in marketing tools, you can use this kind of quiz to collect leads and gather insights:
How Do Create a Quiz Funnel?
Creating a successful quiz funnel requires two key elements: data and the right tool. To simplify the process for you, we have broken it down into easy-to-follow steps:
Step 1: Identify Your Quiz Takers
Your quizzes can only perform well if they're relevant to your target audience. Therefore, the first step to developing a highly converting quiz funnel is knowing your audience and what makes them tick.
To understand your audience, you have to do extensive research. Start by looking at the data in your CRM. Who are your typical customers? What can you tell about their age, gender, and affinities? Check out your customers' location, traffic sources, devices from which they access your website, etc.
Once you acquire this data, visualize it through a customer persona. That will make it easier for you to picture what your ideal customer looks like.
Use involve.me template to make your own customer persona.
To keep in mind: you don't have to put all the data in one buyer persona. If you have different types of audiences, create a persona for each one of them.
Step 2: Decide Where You Want to Use the Quiz
You can use quiz funnels at different parts of the customer journey. Plus, you can create multiple quizzes for the different parts of the customer journey.
For Example
You can use an online quiz for lead acquisition. The quiz acts as a lead magnet helping you to build your email list. These quizzes need to be super engaging, and there has to be something in them for your respondents. Here's a quiz that offers potential customers the opportunity to understand themselves by answering a few questions:
You can also use quizzes to segment your email list. If you're building your email list from scratch, you can use the lead acquisition quizzes for this purpose. Just include a question or statement or two that will help you understand what your prospects are interested in.
If you already have an email list, create a separate quiz for segmentation and distribute it to your subscribers.
You can also use quizzes to recommend specific products to a warm lead. These quizzes are used towards the end of the customer journey, where prospects are ready to buy. It's the case with glasses recommendation quiz embedded above.
Step 3: Choose a Relevant Topic
Identifying the relevant topic for your quiz should be easy once you know your target audience and where you want to use the quiz.
For example, you can look at the needs or goals of your potential customers from the buyer persona. Then, create a quiz around a topic to help the customer identify the right product for their needs or goals.
Here's an example of a product discovery quiz:
Knowing the ultimate goal of your quiz also makes it easier to find the right topic.
For instance, if the goal is to segment your audience, you can ask questions that make leads choose between the different products or services your business offers.
The respondents will be placed in separate clusters/ segments depending on their quiz answers. Each cluster is then put through different email drips customized to match the lead's interests, needs, or other characteristics.
On the other hand, if the goal is to capture the lead's email address, you just need to find an exciting topic. One that will pique your prospect's curiosity while giving you the insights you need to understand your potential customer even more.
That quiz should be all about your visitors, not about your products. Personality quizzes can do the trick:
Step 4: The Process of Creating a Quiz Marketing Funnel
The good news is that you don't need to spend 100 hours coding to create a quiz funnel for your website. Here is what you need to follow:
1. Create a Free Account at involve.me
Visit involve.me and sign up for a free account. involve.me is a lead funnel builder that will give you access to several templates needed to create your quiz funnel.
2. Choose a Template
Once you're logged in, explore the range of quiz funnel templates available. These templates are designed to show you how to effectively combine different visuals, fonts, and question formats to create engaging interactive experiences.
Choose a template that closely matches the type of quiz funnel you envision. This could be anything from personality quizzes to knowledge tests or product recommenders.
Customize the chosen template by adding your own questions and visual elements. This step is crucial as it tailors the quiz to better engage your target audience and reflect your brand’s identity.
Using AI Form Generator
If you prefer a more automated approach, involve.me offers an AI form generator. Simply give prompts to the AI about what you need in your quiz, and it will generate the quiz for you.
3. Add Rich Elements
Enhance your quiz with elements that increase user interaction and retention. Include things like:
Coupon Codes: Offer discounts or special offers to participants.
Social Share Buttons: Allow users to share their quiz results on social media platforms.
Timer: Add a timer to create a sense of urgency or challenge.
Automated Follow-Up Emails: Set up automated emails to send quiz results or follow-up messages to participants.
4. Integration and Publishing
Connect your quiz with other marketing tools you use. involve.me supports integration with CRM software, email marketing platforms, and more to seamlessly sync data and automate workflows.
Once your quiz is ready, publish it. You can then embed the quiz into your website’s landing page, blog posts, or share it directly on social media platforms and in email sequences. This broad distribution helps maximize reach and engagement.
5. Review the Results and Modify
Measuring the effectiveness of your quiz funnel is straightforward. For a lead magnet quiz, you can gauge success by the number of collected emails. For a product recommendation quiz funnel, the key metric is the number of purchased items.
Use involve.me’s built-in analytics tools to track how users interact with your quiz. Monitor metrics like completion rates, dropout points, and engagement levels.
Analyze the data collected to understand what works and what doesn’t. Use these insights to make informed adjustments to your quiz, improving questions, design elements, or marketing strategies for better performance. You can analyze the quiz responses right in the involve.me quiz builder or export your data to Google Sheets and share it with other team members.
Tips to Make Your Quiz More Engaging
The best-performing quizzes are usually short. Although more questions can help you understand your potential customers even better, long quizzes can quickly turn off the respondent. That will affect the completion rate, meaning fewer respondents will provide their email addresses and enter your sales funnel.
Pro Tip: with involve.me you can see exactly at which question leads are dropping off in your quiz.
Keep your quizzes short with between five to ten questions maximum. That's especially critical if you use your interactive quiz on a cold audience at the top of the funnel.
Next, avoid using buzzwords in your quizzes. Use conversational and straightforward language to keep your target customers engaged. Feel free to add a touch of humor to some of the quiz questions.
Multiple-choice questions can make your quiz more engaging, too. Moreover, it makes it easier to aggregate the data and place respondents in relevant audience segments automatically.
Conducting A/B Testing in Your Own Quiz Funnel
A/B testing, or split testing, is an essential method for fine-tuning your quiz funnel to maximize its effectiveness. This strategy involves creating two different versions of a single element on your website, and then presenting these versions to separate segments of your audience simultaneously to see which one performs better.
For example, imagine you want to increase your sales of a certain product. You can design two versions of the quiz and see which quiz funnels work:
Funnel A
This can be a simple and direct approach, focusing on collecting just the key details like the customer’s name and email address. It would have a minimalistic design that keeps the process quick and easy.
Funnel B
Alternatively, this funnel could incorporate extra features like customer reviews, a brief video showcasing the product, and a visually appealing layout with interactive elements to engage users more effectively.
By running these two versions simultaneously, you can collect data on key performance indicators like how many people complete each funnel, how long they spend on the page, and whether one version leads to more questions or requests for more information.
This process not only reveals which quiz funnel is more effective at converting visitors into paying customers but also provides insights into the preferences and behaviors of your target audience.
The results from A/B testing can guide significant improvements in your lead funnels. For instance, if Version B results in a higher completion rate and more positive feedback, it suggests that users appreciate a more informative and visually engaging approach.
This insight allows you to adjust not just your quizzes, but potentially other aspects of your marketing and sales strategies to better align with what resonates with your audience.
Moreover, A/B testing is not a one-time task but a continuous improvement process. Regular testing of different elements of your lead funnel ensures that you are always adapting to changing user preferences and market conditions, thereby keeping your lead generation efforts both current and effective.
This ongoing optimization process helps in building a more powerful lead funnel that consistently delivers higher engagement and better conversion rates.
In Closing
Building an effective quiz marketing funnel is not that hard when you have the right quiz funnel software. First and foremost, it's important to understand your target audience to create a relevant and engaging quiz that provides an entertaining experience.
Next, determine where in your funnel you want to incorporate the quiz. Whether it's to acquire leads, segment your audience, or recommend products, the quiz as an interactive content can play a pivotal role in your content marketing strategy.
One of the biggest mistakes is to overlook the power of using a quiz as a funnel to segment people. By leveraging the insights gained, you can effectively categorize your audience and tailor your marketing efforts accordingly.
Furthermore, quizzes are not only effective but also cost-effective. They provide a dynamic and interactive way to engage with your audience while gathering valuable data.
Once you have crafted your amazing quiz, it's time to launch it and closely monitor its performance. Keep an eye on metrics such as bounce rate and conversion rates to identify any friction points in the funnel.
So why not breathe some life into your marketing funnel and elevate your personalization strategies with an entertaining quiz?
