6 Quiz Funnel Mistakes That Are Killing Your Conversion Rates
It’s no secret: quiz funnels pack a powerful lead generation punch.
If you’ve stumbled upon this page, you’ve probably seen the stats, heard the success stories—like new businesses generating 1,000+ leads in one month—and are already well on your way to becoming a quiz funnel loyalist.
Here’s the good news: those 30-60% conversion rates you keep hearing about aren’t exaggerations—those are the well on your way to stellar sales stats that you can expect when a well-designed quiz becomes part of your healthy profit ecosystem.
But there are six mistakes people make when building their lead generation quiz that can kill those conversion rates fast.
When you’re ready to build a quiz that generates leads on autopilot and populates your email list with subscribers, here are six quiz building mistakes you’ll want to avoid.
Mistake #1: Your quiz questions don’t connect to your title
Your quiz takers come to your quiz for a reason.
Maybe they want to find out which kind of quiz will make the most cash for their biz, or want you to diagnose what next steps they should take to grow SEO traffic. Or maybe they’re just looking for a little fun—to the tune of finding out what the way you speak says about where you come from.
When you build a rockin’ and content-relevant title and subtitle, you key your quiz takers into the problem you’ll help them solve, the transformation you’ll help them achieve, or the hidden part of their soul you’ll help them see more clearly.
But if your quiz questions don’t take your quiz takers on a journey that will clearly end at the destination you’ve promised, then you’re making it easy for them to “X” out of the browser.
That’s why all your quiz questions need to be carefully written with the final destination you’ve promised in mind.
Because though your quiz title and subtitle are responsible for getting your leads excited to take your quiz, it’s the journey that you take them on during your Q+A that will keep them clicking through to the end.
Mistake #2: Your quiz results pages aren’t self-hosted
Though quiz builder tools like Interact (the only quiz building software we confidently recommend to our clients!) offer opportunities to host your results pages straight through their platform, this isn’t the best option for all businesses and brands.
If you’re pitching a lower priced offer and have decided your best quiz strategy is to write short and compelling results pages with a clear call to action, then it might be easier and faster to host your results pages straight on the quiz builder site.
But if you’re pitching a higher priced offer or are trying to maximize the conversion power of your quiz by building trust and authority with your leads, then self-hosting your quiz results pages is the right call.
By self-hosting your results pages, you’re able to make smarter design decisions that will promote your leads’ engagement and interest in your brand.
Keeping your results pages consistent with your other branding will allow your leads to get a better sense of what your brand is all about—and why your brand is a must-engage destination for them.
You’ll also have greater flexibility to include an “About Me” section to your results page (which will help you take full advantage of this first moment of contact you have with your leads) and make it easy to integrate one-click social media share buttons.
[Grab the plug ‘n play template + design layout for your results page!]
By self-hosting your quiz results pages, you’ll also get access to analytics.
You can get more stats on customer behavior, and can use tools like Hotjar to track your leads’ movement through your quiz.
With those stats in hand, you can optimize your quiz to snag the too good to be true but totally possible conversion rates you’re looking for.
Mistake #3: Your results didn’t give enough
What separates a quiz that grows your email list on autopilot and attracts thousands of hot leads a month from one that your quiz takers take and forget?
Your results pages.
You want your leads to leave your quiz all-out eager to take the next step in engaging with your brand.
But if your quiz results pages don’t deliver on the promise you’ve made in your quiz title or leave your leads oh-so-convinced that you’re a voice of authority and trust in your market, they’ll “X” out fast.
That’s why your quiz results should work overtime to show your leads that you totally just get who they are, what they’re looking for, and how your offer can help solve some of their deepest pain points.
You’ll want to clue your leads in to the reasons why the result they’ve landed on is just perfect for them, then offer a few “quick win” ways they can switch up what they’re doing to achieve the outcomes they’re looking for.
(Take “Which quiz will earn the most cash for your biz?” to see an example of a results page in action!)
By giving your leads a sense of how they can take next steps toward their desired reality, you’re proving that you have the kind of expertise that can make a big impact in their life (which will make your leads eager to engage with what you have to offer).
[Get the plug ‘n play template + design to create your knockout results pages]
Mistake #4: You have no email sales funnel on the back-end
Building a quiz without an email sales funnel is kind of like creating a Tinder profile but refusing to chat with any would-be dates.
Sure, you might catch a few leads and get a number of possible suitors swiping right and showing up in your inbox…
But you’re not going to build many meaningful, ready-to-buy connections.
Quizzes help you make first contact with leads, but when it comes to building a will stand the test of time kind of relationship, you want to continue building that sense of trust and authority by chatting with your leads on the back-end.
With an email sales funnel 3-7 emails long, you’ll have time to wine and dine your leads, nurturing them slow and steady from the just subscribed stage to fully eager prospect.
Mistake #5: You didn’t use a quiz landing page
Without a landing page, your subtitle and title are doing all the heavy lifting when it comes to getting would-be leads to take your quiz.
For brands who are offering a quiz to leads who already have high brand awareness and intent to buy, having a standout subtitle and title might be all you need to convince onlookers to get invested in your quiz.
But for most, a little extra lead coaching is in order.
Many quizzes that see high views but low completions are suffering from the lack of a landing page.
That problem can be fixed easily with a page that helps your leads clearly understand:
What problems your quiz will diagnose
What benefits your quiz will offer
What bonuses you’re offering that they can expect to snag once the quiz ends (like a high-value freebie that they’ll definitely want in their toolkit!)
[Grab your landing page template and watch your conversions soar!]
By the end of your landing page, your leads will have a clear understanding of why they should take your quiz and how it will benefit them.
That will keep them motivated to keep clicking “Next Question,” and follow the call to action that you hit them with in the results page.
Speaking of a call to action…
Mistake #6: You lack a strong CTA or “next step”
You’ve put time, energy, and love into making your quiz funnel—don’t make it easy for your leads to ghost!
Even if every other step of your quiz (from title to results page) has been tweaked, primed, and perfected to take your quiz taker on a journey that will nurture them into feeling oh-so-excited to continue a relationship with you, that relationship will stagnate and stall if you don’t include a strong CTA.
Give a no-confusion next step action plan for engaging with your brand further—like inviting them to check out your oh-so-awesome course, sign up for your free challenge, subscribe for your Instagram account, or say “hell yes!” to receiving a weekly newsletter.
Once you’ve scrubbed out these mistakes, you’ll start seeing all the effort you put into building your lead generation quiz funnel pay off—to the sweet tunes of I almost can’t believe it conversion rates!
Need a little help getting your quiz off the ground or growing it into a lean, mean, profit-building machine? Schedule a free 30-min consultation with our quiz funnel pros!