Quiz Funnels: 10 Types of Quizzes to Engage People and Increase Conversions

quiz funnels cover image with two buttons yes and no

Quiz funnels are more than just a fun element on your website; they are a powerful marketing tool to turn casual browsers into loyal customers.

These interactive quizzes on your website pique curiosity and guide users down the email marketing funnel in a way that feels effortless and natural.

However, not all quizzes are created equal. Depending on your audience and goals, different types of quizzes will drive different outcomes. Whether you’re looking to qualify leads or simply boost engagement, there’s a quiz which fits the bill.

This guide will explore quiz funnels in detail, including the different types to captivate your audience’s interests and create your own quiz funnel.



What is a Quiz Funnel?

A quiz funnel is a strategy using interactive quizzes to move users through the marketing funnel. The ultimate goal is to engage website visitors, gather information, and nudge them towards purchasing, signing up for a service, or joining an email list. The visitor information/data is then used to personalize emails, such as relevant product recommendations and services via emails or targeted ads.

A quiz funnel is designed to be engaging and contains these essential components:

  • Interactive elements: A set of questions, often tailored to the audience’s interests, is displayed to create a fun and engaging experience for the visitor. 
  • Lead capture: The quiz usually ends by asking the users to provide their valid email addresses to access their results.
  • Personalized results: Users receive an outcome based on their answers, often tied to a product, service, or a piece of advice. For example, skincare brands might use “What’s your skin type?” quizzes to personalize marketing communication.
  • A clear call-to-action: The CTA is clear and guides the visitor to the next step, such as exploring recommended products, booking a consultation, or joining a program.

These quizzes often resemble personality quizzes and use multiple-choice questions, which can take anywhere from a few seconds to minutes to complete. 

Depending on your industry and audience type, you’ll use email segmentation strategy and create quizzes reflecting a common pain point. For instance, email marketing for e-commerce companies can mean creating product recommendation quizzes like “Find your perfect lipstick shade,” while email marketing for SaaS companies can use qualification questions like “Is our tool right for your business.”

Regardless of your industry and expertise, building a proper quiz funnel will effectively nurture leads and drive conversions.


The Importance of Building Quiz Funnels

Incorporating a quiz funnel into your marketing strategy can improve user experience, build trust, and increase conversions. Quizzes work both ways — they help you learn about your visitors and help users realize and understand their problems.

Eventually, you’ll have solid user data to send hyper-relevant email content to increase conversion rates.

Interactive quizzes are vital for modern marketing because they:

  • Enhance audience engagement: Quizzes are engaging because they feel personalized and relevant to the audience’s interests. Plus, they require active participation, which can pique curiosity. 
  • Create memorable experiences: Addressing specific pain points of users builds an emotional connection with your brand.
  • Help with lead generation: As people become more inquisitive, they will likely provide their email addresses to access the results. This helps you identify, nurture pre-qualified leads, and implement email lead generation tactics.
  • Enhance personalized marketing: Quiz results allow you to tailor products and services to the audience’s preferences, ultimately giving them the best user experience. Personalized interactions also build trust and improve repeat business.
  • Increase conversion rates: Quizzes help reduce decision fatigue by simplifying the email marketing customer journey, such as using a straightforward CTA or helping them with specific pain points.
  • Provide valuable insights: By answering your questions, the audience reveals more about their preferences and interests, giving you enough data to use for different types of email marketing campaigns.
  • Increases viral potential: People share exciting quizzes on social media, automatically improving brand reach. 
  • Are cost-effective: Quizzes are a low-cost marketing model since they don’t require resources or expensive marketing tools. Once created, they have the potential to engage thousands without manual efforts.
  • Help with automation: Integrated quiz funnels run continuously, generating leads and conversions round the clock.

How do Quiz Funnels Work?

Quiz funnels aim to attract and engage visitors as soon they land on your website. They combine the interactive nature of the quizzes with strategic funnel stages to increase conversions.

Quiz funnels are pretty versatile and can be used to attract clients, capture leads, or deliver hyper-relevant content. 

We’ll learn more about their purpose and how to use them in the table below.

Aspect

Purpose 

Methods

Attracting potential clients

They help draw in leads through interactive and engaging questions.

1. Use attention grabbing headlines, such as “Which color suits you?”
2. Promote quizzes on social media, emails, websites, and ads

Engaging with interactive content 

They keep users engaged by providing a fun, interactive, and relevant quiz experience.

1. Short, easy to answer questions (5-10 recommended)
2. Images, GIFs, or videos to enhance the experience

Capturing leads

They are used to gather contact information, such as the name and email address.

1. Use a lead capture form before revealing the quiz results
2. Offer an incentive, such as free resources or discounts to encourage people to submit their information

Delivering personalized results 

They deliver personalized quiz results based on the customers’ answers, building trust.

1. Provide detailed results based on the users’ needs and preferences
2. Offer insights, product recommendations, or actionable results

Guiding users to take action

They help lead users to the next steps, increasing conversions.

1. Include a compelling and relevant CTA, such as “Schedule a call,” or “Download a guide.”

Nurturing leads through follow-up campaigns 

They enable you to maintain engagement with participants who didn’t convert immediately.

1. Send personalized emails based on the data collected
2. Offer additional incentives, such as email coupons or discounts

Analyzing and optimizing 

They aid in the improvement of quiz funnels through tracking and optimization.

1. A/B test different types of quizzes
2. Track metrics such as lead capture rates, quiz completions, and conversions


Coming Up With Quiz Funnel Ideas 

To build an engaging quiz funnel, you need to understand your audience and their needs. 

Analyze the following questions and aspects to help you strategize your quiz funnel.

Aspect 

What to do 

How to do 

Understand your audience 

‣ Who are you trying to reach?
‣ What type of content do they engage with?
‣ What are their pain points, interests, and desires?
‣ Are they looking for solutions, entertainment, or self-discovery?

Create customer personas aligned with common user motivations and goals.

Align with your business goals

Lead generation: Focus on quizzes to capture user information.
Product awareness: Develop quizzes focusing on your products.
Sales enablement: Use specific questions to move users across the sales funnel.

Study the type of audience and their behavior to create relevant quizzes.

Focus on relatable themes

Self-discovery quiz: It taps into people’s curiosity about themselves.
Problem-solving quiz: It helps users identify areas for improvement.
Knowledge quiz: It acts as a chance to test what users already know.

Understand customers’ pain points and develop quizzes which tap into their personalities.

Use current trends and pop culture

‣ Use trending or seasonal topics as the base for your quizzes.
‣ Use relatable content from popular TV shows or movies.

Experiment with different types of content to know what works best for your audience.

Start with simple questions

‣ Research or brainstorm questions where users are likely asking themselves.

Competitor analysis is a good place to start. Analyze and identify gaps, allowing their content to inspire yours.

Mix fun with functionality 

‣ Combine entertainment with practical outcomes.

Use previous customer data or competitor analysis to draft relevant questions.

Experiment with formats and styles

‣ Switch up quiz formats to make them more interesting.

Understand your target’s demographics and psychographic data for better engagement.

Use polls or surveys

‣ Ask your audience what they’d like to see using surveys or polls on social media and in emails.

Use these insights to create quizzes and follow up with email campaigns.


8 Key Tips to Create Effective Quiz Funnels

Brainstorming quiz ideas may sound like a creative and fun process. In reality, it can quickly become overwhelming and challenging, especially if you’re new to it. 

Use the following tips to create effective quiz funnels:

  1. Start with a clear goal: Define the purpose of your quiz—is it to increase brand awareness, segment your audience, or generate leads? This will help you align the quiz with your overall marketing objectives.
  2. Know your target audience: Each lead is unique; understand their pain points, desires, and goals to give them relevant quiz questions.
  3. Choose the right quiz type: Select a quiz that reflects your audience’s interests and your brand personality. For example, personality quizzes, trivia, or product recommendation quizzes are great to start with.
  4. Write a compelling title and hook: Use marketing power words to capture user attention and encourage participation. For example, use headings, such as “What’s your productivity superpower?” or “Which skincare suits you the best?”
  5. Keep the quiz short and engaging: Limit the quiz to 5-10 questions to avoid overwhelming users and use a friendly tone to build rapport.
  6. Use visuals to enhance the results: Use visuals strategically to draw attention to the quiz and encourage action. 
  7. Ensure mobile friendliness: Instrument mobile email marketing to ensure quiz funnels are accessible on all devices. Test it on different platforms to ensure a seamless user experience.
  8. Use conditional logic: Suggest relevant questions based on the user’s previous answer to enhance experience and make the process extra fun.

More importantly, promote the quiz across channels, for example Omnichannel or multichannel marketing, for better reach. Social media and email marketing are powerful tools to reach many users at once. You can integrate the quiz results in your email marketing newsletters or build nurture email campaigns with post-quiz follow-ups.


Email Marketing and Quiz Funnels: A Dynamic Duo for Engaging Your Audience 

Quizzes can be a powerful tool to engage your email marketing subscribers. Email marketing and quiz funnels go hand in hand to enhance your customer engagement strategy; here’s how.

A Chance for Personalized Experiences

Collecting email addresses from other avenues, such as lead magnets or social media, relatively offer fewer insights than quiz funnels. A well crafted quiz funnel can help gather information about your audience’s preferences, allowing you to send relevant emails to the audience.

You can also divide your audience based on the quiz results for a more targeted email marketing approach. 

Quiz Funnels Boost Lead Generation 

Quizzes attract many users because of their interactivity and promise of insights. Quiz funnels can be a great way to organically grow your email list with engaged and curious leads.

Creating quizzes that align with your brand will offer more value and help keep your business top of customers’ minds.

For example, an apparel brand can use quizzes to determine shoppers’ preferences and style and send relevant curated collections via email. Similarly, a fitness company can use quizzes to understand leads’ fitness goals and recommend relevant products or workout plans in the newsletters.

An Increase in Email Open Rates and Click-through Rates

In a flooded inbox, people are naturally drawn to the email subject lines which are hyper-relevant to their interests and problems. Email campaigns informed by quiz results provide an opportunity to be more engaging, increasing email open rates and click-rates.

A Golden Opportunity to Re-engage Subscribers 

Sometimes, subscribers may become busy, or their preferences could change. Such a target group eventually stops engaging with your content or may become inactive completely. 

By using the data from your quiz results, you can send re-engagement campaigns with targeted solutions to get them back in business. You can also integrate the quiz funnel with your email marketing platform and use email automation best practices to create email sequences based on the quiz results.

Or craft an upsell funnel and suggest products based on the problem areas you identified with the quiz results. For instance, you can upsell a skincare serum by selling lip balm or face cream.

Quiz funnels offer detailed insights into an audience’s communication preferences and likes. You can use different types of quiz funnels to gather user data. Ensure to mention the value of providing email addresses, such as sharing exclusive tips or time-sensitive email coupons.


10 Types of Quiz Funnels and How They Work

The table below discusses 10 types of quizzes and how they work.

S.No

Quiz Type 

How They Work

Purpose 

1.

Personality quizzes

They help users understand themselves better.

They combine survey questions in a quiz format while offering value in return.

2.

Product recommendation quizzes

They guide users to specific products or services by asking questions revolving around their issues and needs.

They boost conversion rates by matching users with the right products.

3.

Knowledge/Trivia quizzes

These quizzes test a user’s knowledge on a particular topic and reveal the score at the end.

They engage the audience while positioning your brand as authoritative.

4.

Score based quizzes

Users’ responses are recorded and compared with a benchmark.

They provide measurable feedback.

5.

Assessment quizzes

These questions are diagnostic and offer insights at the end.

They educate and nurture the audience by addressing their pain points.

6.

Survey quizzes

They create curiosity and encourage sharing, especially in the B2B context.

They engage users and allow for data collection for marketing research.

7.

Challenge quizzes 

Participants usually take a quiz as part of a challenge, often linked to an event or campaign.

They drive engagement and create a sense of urgency.

8.

Industry benchmark quizzes

These quizzes compare the results with standard industry benchmarks for detailed insights.

They aim to filter high-intent leads by asking targeted questions about their needs and readiness to buy.

9.

Lead qualification quizzes

They aim to filter high intent leads by asking targeted questions about their needs and readiness to buy.

They help streamline the sales funnel and prioritize serious prospects.

10.

Gamified quizzes

Users answer questions in a game-like format, collecting rewards or points for each correct answer.

They make learning more engaging and fun.

We’ll review examples for common quiz funnels discussed above.


Warby Parker Product Recommendation Quiz Funnel Example 

Warby Parker teaches visitors how to understand their face type through a simple quiz funnel. The step-by-step quiz takes a user from picking a face type to choosing a metal type, colors, and frame sizes. 

Although this is more like a questionnaire, the quiz aims to provide the best products according to the user’s facial structure and style preferences.

quiz funnel example
Warby Parker’s Quiz Question 2
quiz funnel example
Warby Parker’s Quiz Question 3

The quiz funnel uses a series of questions and finally ends by asking the user to enter their email address to access their results. Notice how the brand uses a little box to allow users to sign up for email newsletters and get the latest updates on frames, events, etc.

quiz funnel example
Warby Parker’s Quiz Question 4e

Why It Works

  1. The quiz funnel is straightforward and helps users think through their needs.
  2. The brand allows visitors to pick from their favorite colors and frame types, giving them more diverse options.
  3. The quiz layout is not distracting and uses monochromatic colors and the best fonts for email

Disney’s Knowledge/Trivia Quiz Funnel Example 

Disney is known for its fun approach to product launches or movie suggestions. In this trivia quiz, Disney uses vivid imagery and details to capture the audience’s attention.

The multiple-choice questions allow visitors to consider different aspects before choosing the right answer.

The site has built an audience returning for the fun parts of the quiz funnel, allowing the brand to keep them engaged for future offers and content. 

Why It Works

  1. The quiz funnel uses high-resolution images of Disney characters to maximize engagement.
  2. The page entertains Disney fans of all ages.
  3. Disney has figured out a way to generate more traffic while increasing social shares by promoting relevant, adrenaline-rushing quiz content.

CeraVe Assessment Quiz Funnel Example 

CeraVe is a leading skincare brand with an aim to provide intense moisturization and clean products for sensitive skin and other skin types. For people who are unsure of their skin type or the right product formulation, CeraVe uses a solution finder quiz.

The brand asks targeted questions to help users pick their closest concern. 

quiz funnel example
CeraVe Quiz Question 2

The above question with images makes it easier for people to differentiate between skin issues and textures, allowing for a seamless product experience.

quiz funnel example
CeraVe Quiz Question 3
quiz funnel example
CeraVe Quiz Question 5

The above question encourages users to remember their skin issues, if any, to avoid allergic reactions. Once the user picks a skin issue, the next page leads them to enter their email address to view the results.

quiz funnel example
CeraVe Quiz Question 5

Why It Works

  1. The quiz funnel provides insights into a user’s skin type and condition, helping them choose the appropriate products.
  2. The questions are highly relevant and cover various options.
  3. The final page contains relevant information and provides an email coupon to access the outcome upon signing up. In addition, the brand uses disclaimers and privacy information about data handling.

Airbnb Travel Personality Quiz Funnel Example 

Airbnb makes it easier for seasoned travelers to narrow down a place with its travel personality quiz funnel. It’s an initiative to promote their trips and experiences by asking common travel questions, such as “Which movie would you watch in-flight,” or “Which best describes your perfect first date?”

The result page displays the user’s travel personality and encourages them to share it with their friends on social media. Airbnb also suggests itinerary based on the answers, leading users down the marketing funnel.

quiz funnel example
Airbnb quiz result page

Why It Works

  1. The quiz has multiple-choice questions and is easy to take.
  2. Airbnb builds an itinerary based on the user’s answers, reducing unnecessary back-and-forth.
  3. The result also shows the user’s travel personality which helps them manage booking efficiently.

Grammarly Celebrity Personality Quiz Example 

Grammarly has been famous for English writing help and suggestions with 30 million daily active users. Grammarly retains its customer base with entertaining quizzes and blog articles.

The quiz funnel example below urges users to find out which celebrity or comedian their Grammar resembles. 

The questions are designed to test the user’s knowledge as well as understand their preferences. The result is displayed immediately after the quiz is over and lets visitors share it on their social media profiles.

Why It Works

  1. Grammarly uses fun quiz elements to captivate user interest.
  2. The brand tests the user’s Grammar knowledge, making it amusing for users to understand where to focus on.
  3. The quiz can be shared on social media or other platforms, maximizing exposure.

Ben & Jerry’s Entertainment Quiz Funnel Example 

Ben & Jerry’s includes a light-hearted quiz to reveal the user’s ice cream personality. Titled “Which Ben & Jerry’s Ice Cream Flavor are you?” The brand provides ample options to choose from.

The quiz results showcase the user’s personality, behavior, and other traits that can be shared on social media. Knowing the results also make it simpler to target this market with relevant ice cream flavors and discounts, as part of your holiday email marketing campaign.

Why It Works

  1. The brand provides an engaging way to learn about the different ice cream flavors.
  2. It also adds an element of surprise by making the participants wait to know their personality.

The above examples are a starting point to craft your own. Whether you include a personality or an e-learning quiz, using a proper email format is mandatory.

For example, every quiz funnel must have a strong CTA at the end prompting users to take the next steps. In addition, add a personalized lead collection form to follow up with users through different types of emails.

Campaign Refinery — Your Go-To Email Marketing Platform Supporting Awesome Quiz Funnels

As you build a quiz funnel for your website, you can simultaneously use it in email marketing to keep your subscribers entertained and informed. 

Campaign Refinery integrates with ClickFunnels and 1000+ marketing tools to streamline your quiz funnel creation. 

Whether you collect contact information through opt-in methods or quiz funnels, you must ensure your emails reach the intended recipients’ primary inbox. This can automatically happen when you maintain great email deliverability rates or use a reliable email marketing platform like Campaign Refinery.

Our clients get access to premium tools and features, such as:

We understand performance means everything in email marketing. That’s why adhere to clean sending practices and constantly monitor email deliverability ensuring sender reputation.

All clients are handpicked to maintain sender reputation and safe sending practices. We work with responsible email senders only. This collective goodwill allows us to offer the highest email deliverability rate on the market.

Create engaging quiz funnels with robust email security and the highest inbox placement rates.

Apply to become our customer today!

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