Everything You Need To Build a High-Converting Quiz Funnel
If you created an online advertisement that…
Targets your ideal customers like a heat-seeking missile
Creates so much excitement around your offer credit cards virtually leapt out of wallets
Dumps leads into your email list faster than Aunt Mary can flip flapjacks onto your plate
Well then you created yourself a quiz funnel.
See, quiz funnels are advertisements that attract high-intent leads and warm them toward a sale in the sexiest, stealthiest way.
If you’ve arrived here and you’re wondering what the heck a quiz funnel is and how it can help your business — allow me to illustrate.
Think Warby Parker’s Find Your Frames Quiz, where they walk quiz takers through a series of questions that will pair prospects with their perfect frames.
It’s like having a personal shopper at your beck and call.
When personal shoppers are used in stores, a sale can increase by nearly 100% on average.
Marshal Cohen, chief industry analyst at market research firm The NPD Group did the research for you:
He urges you to “Imagine a person going into a store to buy a new skirt; personal shopping can turn that skirt into an outfit.”
When a personalized quiz walks someone toward their ideal outcome (ie: the perfect pair of glasses) they’re more likely to buy their “perfect match” than if they’d come in “cold” to a website through a run of the mill advertisement.
Quizzes have power beyond products. They can be used -- to great effect -- to sell your online course, service, or anything knocking around your ecommerce shop.
In this post I’m going to break down all of the necessary elements in a quiz funnel so you can create your very own powerful lead generator that basically makes the sale for you.
What you need to build your own high-converting quiz funnel:
Quiz Builder
I recommend Interact as the quiz-building tool for your business. Interact makes creating a quiz easier than tying your shoes (wait, you don’t have trouble with old “bunny ears”?).
When I build quizzes for clients using other platforms, I have to grit my teeth and bear it, because while Interact makes plugging in questions and correlating answers easy as pie - other quiz builders weave a net of confusion and deceit (okay, maybe not deceit but they sure make you upgrade your plan every time you want to use a new feature!).
Interact has incredible conversion power (probably because of their streamlined system) and beautiful, easy to read, at-a-glance analytics.
So that’s my soap box for Interact. I stand behind their quiz generation power so much I became a bonafide affiliate. So you can use my link here to claim your account and help support the Persuasion Maven team!
We use affiliate links, which means you get to try incredible products at regular cost or at a discount, and we get a small commission. We believe in win-win scenarios. We also believe in — and use — in everything we recommend.
Website
While you don’t need a website as robust as the one for your local DMV, you do need to have a few key pages.
Because the set-up is so simple, we recommend using a cheap domain host, like namecheap, and connecting to an website builder like squarespace, or webflow (<— drag and drop builder).
Your Quiz landing page
This is what tells people what your quiz is all about. It helps them understand what they stand to gain by taking your quiz.
It should be direct about the benefits your prospect will receive after taking your quiz, and can tease with a freebie offer (like a sneak peek of your course, a free consult call for your service, or a discount code for your product) if you want to give your quiz taker a little more incentive for sticking through your questions.
Quizzes perform better when your advertisement runs to a landing page first, not the quiz itself. The landing page has the power to get people to commit to finishing the quiz, so you don’t want to lose out on that power by skipping this component.
Pro-Tip:
I point my ads to a landing page made with Unbounce so I earn a higher return on my ad spend. They make it super simple for non-tech savvy business owners and DIY entrepreneurs to build a landing page and let it run on like a lean, mean conversion-machine. This way you get more leads, sign ups, and sales without increasing your ad spend. ← smart.
Get a plug ‘n play template for creating your landing page
So you increase your start-to-completion lead rates.
Your sales page
This is where people will land when you want them to buy.
This doesn’t usually happen right after they take the quiz, but down the line through a series of emails you’ll send daily once your prospect completes your quiz.
You want to warm your prospect up to a sale. Think about your sales funnel like trying to find a life partner.
You meet a smart, funny, beautiful human at a bar.
You're not going to jump right in with, "Hey, you seem great! I'm successful, mentally stable, and looking to have two to three children - Barry, Winston, and Greta. Want to come back to place?"
So we've got to do some dancing, romancing, and what may look like fluffery (but is actually proven science).
That’s the job of your email chain which is triggered after your quiz taker gets put on your email list.
The sales page is the “will you elope with me” moment.
Results Pages
Your results pages are the transformational moment when your prospect realizes you “totally get me” and commits to consuming your content or entertaining your offer.
Results mix in psychological assessment with the perfect pairing for your different “bucket” needs. These results connect more deeply with your quiz taker and prime them to accept your offer.
About page
If someone’s poking around your site, it’s helpful that they can see who you are, what you offer, and who you’ve helped.
Otherwise your funnel can come across as spammy.
Your about page, through it's a way to introduce yourself, should very clearly communicate to your reader that they're in the right place, how you can help them, and what they stand to gain from your relationship.
One of the best bits of writing advice I ever received was from Neville Medhora who boldly stated: "No one cares about you. They care about themselves."
So how do you write an about page that’s more about your ideal customer than yourself, while introducing your experience and expertise?
Check out the plug ‘n play template I made for you!
Home page
A good website has a place it can call “home.” The home page can give your prospect an overview of what you offer, a preview of some of your products/services, and testimonials you’ve collected along the way.
Your homepage can also be home to calls to action to come take your dope quiz!
Email provider
A crucial part in your quiz funnel is your back-end email series. These are the emails that coach your prospects from quiz takers to happy customers.
I recommend MailerLite as a cheap, easy to set up email provider. With one click you can integrate MailerLite with Interact to dump your leads into an automation without you having to do any kind of maintenance whatsoever.
Email funnel
Once you have your email provider connected to Interact, you can set up your all-important email funnel to convert your quiz takers into purchasers.
Depending on the cost of your offer, you want as little as 3 emails in your chain and as many as...well, I don’t believe there’s an upper limit.
But let’s say 10 to keep things chill around your desk.
Imagine that your emails are the romantic dates you and your prospect are going to go on before you pop the big “will you buy me” question.
Your first email should let them know they did the right thing by saying they’d go out with you (ie, took your quiz).
The second email should be a little bit of a “hey, get to know me” email.
The third can be a “my mamma has a lot of nice things to say about me...so do my friends” email that’s peppered with testimonials and other words from fans.
Then you can either diver right into your “ask” for a sale, or you can continue the courtship with more relationship builders.
Pinterest business account for ads
Hoo boy, do I love Pinterest. I love it for leveling up my life (heck yes I can bake you the most glorious banana bread thanks to one fresh Pin) as well as leveling up my business.
Click through to follow me on Pinterest for more (and more beautiful) tips on how to grow your business with quiz funnels.
I use Pinterest to drive 70%-80% of website traffic for my quiz clients.
But not only that, we run Pinterest ads to kick off quiz funnels for maximum lead generation and really low cost-per-click.
What separates a Pinterest ad from a Facebook ad? A few things:
Pinterest ads have the chance to become “organic” pins, meaning if another pinner pins your ad...you stop paying for the views that they’re generating. Which equals more exposure for less cost. You can expect to add on about 25% clicks for those ads of yours that have gone “organic.”
Pinterest has huge viral potential. Your ad can get pinned by a big-shot - and boom! You’re off to the races!
Pinterest is a search engine. So when people are searching for a related keyword and your ad pops up - they were closer to clicking than if your ad showed up in their Facebook feed because of a related “interest.”
So get on Pinterest and start growing your account! You can always run ads without a robust account.
Go here for instructions on how to set up your Pinterest business account so you can run ads to your quiz landing page, and then download my complete concept-to-cash strategy guide so you can see how all of these pieces connect into your perfect automated quiz funnel.
