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

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 9270_71bc33-e8> |
Purpose 9270_21fb97-d3> |
Methods 9270_17a013-9e> |
---|---|---|
Attracting potential clients 9270_164fa7-06> |
They help draw in leads through interactive and engaging questions. 9270_a5f781-1c> |
1. Use attention grabbing headlines, such as “Which color suits you?” |
Engaging with interactive content 9270_c29bdb-24> |
They keep users engaged by providing a fun, interactive, and relevant quiz experience. 9270_21f416-92> |
1. Short, easy to answer questions (5-10 recommended) |
Capturing leads 9270_78d459-16> |
They are used to gather contact information, such as the name and email address. 9270_62b85b-bc> |
1. Use a lead capture form before revealing the quiz results |
Delivering personalized results 9270_0dc634-cd> |
They deliver personalized quiz results based on the customers’ answers, building trust. 9270_ce1653-98> |
1. Provide detailed results based on the users’ needs and preferences |
Guiding users to take action 9270_8c0416-66> |
They help lead users to the next steps, increasing conversions. 9270_234403-c8> |
1. Include a compelling and relevant CTA, such as “Schedule a call,” or “Download a guide.” 9270_abefc7-a4> |
Nurturing leads through follow-up campaigns 9270_aee32c-c1> |
They enable you to maintain engagement with participants who didn’t convert immediately. 9270_ae5d43-30> |
1. Send personalized emails based on the data collected |
Analyzing and optimizing 9270_ea4811-b7> |
They aid in the improvement of quiz funnels through tracking and optimization. 9270_8c3f78-4f> |
1. A/B test different types of quizzes |
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 9270_eb8faf-18> |
What to do 9270_fe1a02-0b> |
How to do 9270_81d690-5b> |
---|---|---|
Understand your audience 9270_f04a54-6b> |
‣ Who are you trying to reach? |
Create customer personas aligned with common user motivations and goals. 9270_292c7a-b7> |
Align with your business goals 9270_18aa6c-04> |
‣ Lead generation: Focus on quizzes to capture user information. |
Study the type of audience and their behavior to create relevant quizzes. 9270_3dc31f-47> |
Focus on relatable themes 9270_6d3410-0d> |
‣ Self-discovery quiz: It taps into people’s curiosity about themselves. |
Understand customers’ pain points and develop quizzes which tap into their personalities. 9270_1a5881-a9> |
Use current trends and pop culture 9270_770bd5-b0> |
‣ Use trending or seasonal topics as the base for your quizzes. |
Experiment with different types of content to know what works best for your audience. 9270_c4ba81-ad> |
Start with simple questions 9270_7bb26c-59> |
‣ Research or brainstorm questions where users are likely asking themselves. 9270_4ce373-68> |
Competitor analysis is a good place to start. Analyze and identify gaps, allowing their content to inspire yours. 9270_e151ca-37> |
Mix fun with functionality 9270_fd52be-eb> |
‣ Combine entertainment with practical outcomes. 9270_2c683f-bb> |
Use previous customer data or competitor analysis to draft relevant questions. 9270_7f9542-69> |
Experiment with formats and styles 9270_948f5c-a7> |
‣ Switch up quiz formats to make them more interesting. 9270_06d2e8-cc> |
Understand your target’s demographics and psychographic data for better engagement. 9270_1b9571-7a> |
9270_453b9e-56> |
‣ Ask your audience what they’d like to see using surveys or polls on social media and in emails. 9270_e8e797-46> |
Use these insights to create quizzes and follow up with email campaigns. 9270_2ffc6a-e3> |
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:
- 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.
- Know your target audience: Each lead is unique; understand their pain points, desires, and goals to give them relevant quiz questions.
- 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.
- 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?”
- 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.
- Use visuals to enhance the results: Use visuals strategically to draw attention to the quiz and encourage action.
- 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.
- 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 9270_fa3bda-cb> |
Quiz Type 9270_dd62d1-d9> |
How They Work 9270_4d130c-ce> |
Purpose 9270_f9e8e3-4a> |
---|---|---|---|
1. 9270_3bba50-34> |
Personality quizzes 9270_ad5edd-12> |
They help users understand themselves better. 9270_e11f9d-99> |
They combine survey questions in a quiz format while offering value in return. 9270_bd02d4-2a> |
2. 9270_d3f8d2-da> |
Product recommendation quizzes 9270_b673f5-6d> |
They guide users to specific products or services by asking questions revolving around their issues and needs. 9270_38a554-46> |
They boost conversion rates by matching users with the right products. 9270_fc8944-2b> |
3. 9270_17e8c8-2f> |
Knowledge/Trivia quizzes 9270_18cae8-b2> |
These quizzes test a user’s knowledge on a particular topic and reveal the score at the end. 9270_ec2632-8a> |
They engage the audience while positioning your brand as authoritative. 9270_e9d6d0-f5> |
4. 9270_48fdf3-8d> |
Score based quizzes 9270_a2a660-e9> |
Users’ responses are recorded and compared with a benchmark. 9270_dc1f4c-a3> |
They provide measurable feedback. 9270_74fce9-bb> |
5. 9270_a59133-98> |
Assessment quizzes 9270_e283f7-33> |
These questions are diagnostic and offer insights at the end. 9270_a18655-e6> |
They educate and nurture the audience by addressing their pain points. 9270_d48f28-9c> |
6. 9270_b9691f-b0> |
Survey quizzes 9270_d18681-a1> |
They create curiosity and encourage sharing, especially in the B2B context. 9270_ed1b14-af> |
They engage users and allow for data collection for marketing research. 9270_aab16a-13> |
7. 9270_203bfa-88> |
Challenge quizzes 9270_7cb921-d4> |
Participants usually take a quiz as part of a challenge, often linked to an event or campaign. 9270_2857f6-77> |
They drive engagement and create a sense of urgency. 9270_03e701-21> |
8. 9270_5943f5-de> |
Industry benchmark quizzes 9270_c00dbf-b5> |
These quizzes compare the results with standard industry benchmarks for detailed insights. 9270_d88440-d2> |
They aim to filter high-intent leads by asking targeted questions about their needs and readiness to buy. 9270_b5e0f4-a7> |
9. 9270_34c389-9c> |
Lead qualification quizzes 9270_7dfb0f-5f> |
They aim to filter high intent leads by asking targeted questions about their needs and readiness to buy. 9270_bb4cd1-2e> |
They help streamline the sales funnel and prioritize serious prospects. 9270_39eaaf-c1> |
10. 9270_07e2e3-66> |
Gamified quizzes 9270_5f3d5f-e1> |
Users answer questions in a game-like format, collecting rewards or points for each correct answer. 9270_93f095-87> |
They make learning more engaging and fun. 9270_e774b4-c1> |
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.


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.

Why It Works
- The quiz funnel is straightforward and helps users think through their needs.
- The brand allows visitors to pick from their favorite colors and frame types, giving them more diverse options.
- 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
- The quiz funnel uses high-resolution images of Disney characters to maximize engagement.
- The page entertains Disney fans of all ages.
- 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.

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


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.

Why It Works
- The quiz funnel provides insights into a user’s skin type and condition, helping them choose the appropriate products.
- The questions are highly relevant and cover various options.
- 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.

Why It Works
- The quiz has multiple-choice questions and is easy to take.
- Airbnb builds an itinerary based on the user’s answers, reducing unnecessary back-and-forth.
- 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
- Grammarly uses fun quiz elements to captivate user interest.
- The brand tests the user’s Grammar knowledge, making it amusing for users to understand where to focus on.
- 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
- The brand provides an engaging way to learn about the different ice cream flavors.
- 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:
- Email Gamification: Give your customers treats for every action they take on your email—set reward points and configure them in relevant intervals.
- Integration tool: Integrate your quiz funnels with other marketing tools, including an email marketing CRM and social media.
- Email deliverability monitoring: Get real-time deliverability insights in your analytics dashboard. If you need additional help, our dedicated deliverability experts troubleshoot common issues.
- Strict authentication protocols: Enjoy a seamless user experience with automatically stamped DKIM and a one-click unsubscribe in all emails you send.
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.