We’ve gone a long way from Cosmo quizzes and nowadays, a quiz is one of the most popular ways to capture your audience’s attention. In the past, they were nothing more than a pastime, but thanks to the serious cash that they can bring, quizzes are getting more attention as marketing tools each year.
But you can’t just create a quiz and expect new customers to come flocking to your product. You have to create a quiz funnel and build a pathway for your customers to ease them into purchasing. Here’s how to do just that and more.
But first…
What is a sales funnel?
Before going into quizzes, let’s discuss an important matter first. A sales funnel is a model where a person goes from someone who had no idea about your product to a loyal fan and a repeat customer. It’s called a funnel because it spirals downwards – the closer someone is to purchasing, the narrower the funnel gets.
The typical sales funnel stages include:
- Awareness
- Interest
- Evaluation
- Negotiation
- Closing
- Renewal
Depending on the source and the product being sold, the names and the number of stages may differ but the principle remains the same. The funnel gets narrower because as the stages develop, the number of people in the stage gets smaller. So, you may have 100 people in the awareness stage and only two or three in the closing and renewal stages.
What is a quiz funnel?
A quiz funnel is a marketing funnel centered around a quiz as the main lead magnet for the customer. While it similar in some ways to a traditional funnel, there are some key differences that make it a great solution for marketers.
- You can get leads more quickly. In order to get the quiz results, your customers have to provide their information. You don’t have to wait weeks (or sometimes months) for them to go from awareness to purchasing. And more importantly, you know their pain points immediately.
- You get better, segmented leads. Depending on the quiz results, your leads get sent to different landing pages. You don’t have to try and sell one and the same product to everyone you’re marketing to.
- Quizzes are viral by nature. No one will be inclined to share a whitepaper or an ebook. A fun quiz result has a high chance of getting shared by your target audience.
In essence, this is the process your leads go through:
- Traffic arrives at a landing page where your quiz is located
- Leads take the quiz and go through a series of questions
- Before they get their results, they have to submit their contact data
- You use their data to retarget them or send out highly personalized offers through email or perhaps even use the phone number to reach out with a call
In short, the process is simpler and easier to use compared to an old-school funnel.
What’s so great about quizzes?
Before becoming one of the most effective ways to improve your conversion rate, quizzes were a way to give your readers something fun to do. It started 50 years with magazines and they regained popularity with Buzzfeed in the 2010s. Quizzes are a marketer’s best friend, and here’s why.
- They have a high conversion rate. The average lead capture rate for quizzes is just above 33%, which means a lot if you’re sending paid traffic to a quiz page.
- You can segment and score leads before reaching your CRM/database. Thanks to the interactive multiple-choice questions, your leads segment themselves without you doing any of the work
- You can run quizzes on different platforms and formats. Your landing page, popup, announcement bar, email, you name it. Choose the platform where most of your customers are without doing any optimization yourself – we’ll take care of that.
- If you’re not ready to go for the sale, you can send potential customers to your email list or retarget them on social media.
In short, online quizzes are an effective ways to get highly qualified leads. You don’t have to be a computer genius to build one, though. All it takes is a good quiz builder such as LeadQuizzes.
Now, let’s see how to build a quiz funnel.
How to build a quiz funnel – step by step
A quiz alone is fairly easy to create. In fact, you can just grab one of the 44 quiz templates we offer and start collecting new leads immediately. However, you need to see the bigger picture, which is what a funnel is for.
1. Determine your goal
Eventually, you want to make more revenue for your online business. But you could have different goals with your own quiz funnel, such as:
- Improving your lead generation offers
- Segmenting leads for your eCommerce store according to categories
- Growing your list of subscribers and launching an email marketing strategy
- Growing a list of customers you can retarget at a later point
- Decreasing your overall CPA
- Etc.
Once you determine where quizzes fall in your overall marketing strategy, you can then get hands-on with quiz creation.
Note: you can place the quiz on a dedicated landing page or you can send quiz takers directly to the page in your favorite quiz builder. That way, you can send them to the quiz from social media or your homepage – or whatever other place comes to your mind.
2. Choose a quiz builder
Building a quiz is not something you can do in your standard desktop apps. You want something that’s online and in the cloud, easy to use and functions well with your website. In other words, you need a quiz builder.
Try LeadQuizzes for free and you’ll see why so many business owners choose us to generate leads for their businesses!
3. Come up with a quiz title
We would say the sky is the limit here, but it’s not – you need to come up with a title that your potential customers would find engaging and useful. Depending on your product, demographic and overall marketing goals, you’ll choose a different type of quiz title.
Here’s a good example by Debbie Williams, who phrased the title as a challenge:
And if you’re wondering if that approach works – this quiz alone brought 1,273 new leads and you can read more about it in the case study above.
Here is another example where the “title” was phrased as a question to the quiz takers:
Mahryah Shain managed to get almost 27,000 leads from this quiz alone. Of course, the graphics and the copy that goes along with the title help, but the title itself is your most important starting point.
4. Create the quiz questions and answers (using quiz funnel software)
To get your customers’ information, the questions and answers need to be interesting enough to push them toward the results page. When you do the questions and answers right, you can get a quiz completion rate as high as 80%.
The general rule of thumb for both quiz questions and answers is to keep both short and to the point. A few words at the most is a good rule to live by. You can keep things simpler by phrasing your questions as true/false alternatives. Or even simpler with image responses. The end goal is to keep the customers engaged enough to complete the quiz.
To this end, keep the number of your questions anywhere between 6 and 15 for the best results.
You can also use something called logic branching and skip logic when writing questions. This is a great feature in LeadQuizzes that allows you to change the upcoming questions based on the answer a customer provides. For example, if they’re interested in running as a hobby, all of the questions following the hobby one will be related to running.
5. Create the lead capture page
Before customers get to see their results, you need to capture their data. It’s a fair exchange – they provide the contact information and you give something in return. To opt-in, you can require different information from them, such as:
- Phone number
- Any other additional information that will help you segment them better (e.g. the size of their company, the number of years they used a certain product and more)
Once they provide their data, they get the answers through their email. You can have the answers go straight from your quiz builder to your email marketing app or CRM – or any of the other integrations we offer.
6. Create the outcomes
Every successful quiz funnel needs to have great outcomes. They are what gets customers excited, to the point where they share their results with others – it’s the fuel for the virality aspect of quizzes. Each of your quiz answers should lead to a specific outcome. There is no rule set in stone here, but anywhere from 3-5 outcomes is a good number to aim for.
Based on the outcome of the quiz, you can put customers in different audiences and mailing lists. This is ideal for eCommerce brands that want to do product recommendations in quiz format.
The outcome should give the customer information about themselves but also give some form of guidance. Remember that this is where you provide value rather than go straight for the sale. You can include a coupon for upcoming purchases if you don’t want to be too pushy at this point.
If you feel bold enough, you can include a call to action immediately on the results/outcome page. The CTA can go to your pricing or product page, depending on the type of quiz you’re running.
That’s it – start generating new leads!
If you’ve done everything as suggested so far, you have everything it takes to build an amazing quiz funnel. The journey from a visitor to a paying customer has never been shorter. All it takes is the right quiz and you can watch your revenue skyrocket.
Speaking of which, you need a handy quiz builder to help you get started. Try out LeadQuizzes for free and you’ll see why we had over 73 million questions answered in our app. Sign up today for free!
