How to Build a High-Converting Quiz Funnel to Maximize Leads & Sales

Quiz funnels provide a compelling solution for generating high-quality leads at scale. They give you the ability to not only generate more leads, but also increase the chances of converting them into paying customers.
Quiz funnels provide a compelling solution for generating high-quality leads at scale. They give you the ability to not only generate more leads, but also increase the chances of converting them into paying customers.

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Table of Contents

It’s an effective strategy for both service-based and e-commerce businesses looking to increase sales with higher conversion rates, more leads and lower acquisition costs.

If simple lead forms no longer provide the desired results, it’s time to step up your game and start creating interactive quizzes for your websites.

In this post, you’ll learn all there is to know about quiz funnels, including how they work, their key benefits and how to build a quiz funnel for your business.

What is a quiz funnel

Quiz funnel is a potent lead generation strategy that utilizes interactive quizzes to engage and capture leads. The quizzes are often designed to be fun and informative and involve asking a series of questions related to your products or services. As users progress through the quiz, they are presented with personalized recommendations or offers based on their responses.


Quiz funnels are an effective way to engage users, grab attention and capture leads. They are inherently interactive and can be designed to be both entertaining and informative.

That’s why quiz funnels typically have a much higher conversion rate compared to standard lead capture forms.

Our tests show an average 40-60% conversion rate lift when using quiz funnels.


Another key advantage of using a quiz funnel is that it allows you to gather valuable data about your website visitors and leads.

By analyzing responses, you can gain insights into the needs and preferences of potential customers. This information can then be used to tailor marketing efforts and increase the likelihood of converting leads into paying customers.

Finally, quizzes are more than just the means to grow your email lists. By providing users with a personalized experience tailored to their interests, you can build trust and establish your business as a thought leader in the industry.

How does a quiz funnel work?

A quiz funnel is designed to capture leads by asking a series of questions related to your product/service and the potential customers. The quizzes are typically hosted on a landing page or website, and users must provide contact information to access the results.


The quiz result acts as an incentive of high (perceived) value that compels users to give up their lead information.

Depending on your type of business, this lead incentive can be a discount, free consultation, personalized recommendation, free estimate, quote, etc.

You can also combine incentives and offer a personalized recommendation as a lead incentive alongside a discount (purchase incentive).


After completing the quiz, the leads can be segmented based on their answers. This helps you tailor personalized offers to effectively convert leads into paying customers.


For instance, a service-based business might use this information to create a more accurate quote or estimate.

The sales team of a B2B company can use this information to prepare a custom offer to potential customers.

Finally, an e-commerce brand can provide better product recommendations in follow-up email sequences and retargeting ads.

All this, in turn, helps increase the effectiveness of digital marketing campaigns throughout the entire buyer’s journey, from lead capture to lead conversion.

Why are quiz funnels so successful at capturing and converting leads

Quizzes are highly effective in capturing leads because they capitalize on one essential human inclination: the desire to learn something new about themselves.

Since quizzes offer a personalized solution, users are more likely to complete all the questions and even give up their contact info to access that result.

Above all, the completion and conversion rates of structured quizzes are exceptionally high because their marketing strategy is based on the so-called commitment principle.

The term was coined by Dr. Robert B. Cialdini, a renowned psychologist and academic, and stands for one of the six major principles of influence: reciprocity, commitment, social proof, authority, liking, and scarcity.


How does the commitment principle relate to quiz funnels

It all starts with getting your visitors to commit to something small, ideally free of charge and without explicit obligation. If you achieve this, you’ll greatly increase the chances of inspiring those people to follow up on that small initial commitment by making an even bigger one.

Translated into quiz funnels, the commitment principle has the following effect: once users start the quiz, they are compelled to complete it all the way through in expectation of the result. Giving up contact information (big commitment) becomes much easier once they’ve already answered a few questions (small commitments).

This leads to a significantly higher conversion rate on your landing page and numerous other marketing benefits.

Quiz funnel benefits

Quiz funnel is an impressive strategy offering numerous marketing benefits. They can help you capture contact information and build email lists, pre-qualify and segment leads, increase conversion rate and reduce cost per lead (CPL or CPA), educate customers about your product or service, and ultimately make more sales.

Quiz funnels have higher landing page conversion rates

A higher conversion rate is one of the leading benefits of quiz funnels. Thanks to a more engaging user experience, personalized results and irresistible lead incentives, quizzes are highly effective at converting visitors into leads.

Quizzes typically outperform standard lead capture forms. In some of our conversion optimization tests, the quiz funnel conversion rate was more than 5 times higher than standard lead forms.


The conversion rate is a critical indicator of the success of your landing page, which also acts as a “litmus test” that reveals if and how web visitors engage with your site.

The effectiveness of quiz funnels becomes even more apparent when using paid advertising. The higher conversion rate helps reduce your cost per lead.

Quizzes help reduce your cost per lead

A quiz funnel can help reduce your cost per lead. Thanks to their high conversion rate, more traffic will convert into leads, reducing your overall acquisition costs.

This is especially important when running paid advertising campaigns on Google or Facebook, where each click costs $$$. By converting more visitors into leads, you effectively reduce the wasted ad spend as well as your CPA (cost per acquisition).

A quiz funnel can also be a compelling alternative to strategies that rely on direct selling to cold audiences (top-of-the-funnel campaigns). It can help capture leads at a very low cost allowing you to remarket them using automated email sequences at no additional cost.


In the example above, the average cost per quiz lead is only $1.8, while a cost per purchase can cost up to 100x more.

Thanks to their ability to pre-qualify leads, quiz funnels also help keep your customer acquisition costs low.

Quiz funnels help pre-qualify leads

Another striking benefit of quiz funnels is their capacity to reliably assess the quality of your leads, evaluating their readiness to purchase and a potential customer fit.

By asking strategically prepared questions in your quiz, you can pre-qualify potential customers based on their readiness to buy or sign up for your service and also weed out anyone that’s not a good fit.

In this example, we can assess and pre-qualify leads based on when they’re ready to move in.


We see that over 33% of leads are qualified and ready to move in now or within the next 3-6 months.

You can also pre-qualify leads by asking questions about their budget to estimate if your service is the right fit.


In this example, anyone that doesn’t meet the minimum budget requirements would likely not complete the quiz.

Working hard on lead generation only to end up with long lists of mostly unqualified leads does your business a huge disservice. If the people you reach are outside your target market or are not ready to commit, your investment is effectively going to waste.


Unfortunately, if your leads are unqualified, no amount of nurturing or retargeting is going to bring the desired results.

The power of quiz funnels is that they can effectively pre-qualify prospects, helping your sales team increase efficiency by focusing on the highest-quality leads.

Quizzes capture higher-quality leads

Quiz funnels allow you to generate high-quality leads at scale. Thanks to their built-in pre-qualification, you can attract leads with a strong buying intent and discourage those that are not a good fit.

Creating rich email lists is imperative for setting the foundation for a stable sales pipeline. However, not all leads are created equal. A quiz funnel is a highly successful lead generation solution to attract more prospective customers who are, in fact, already prepared to buy (or very close to making a decision).

In other words, what your business needs to thrive isn’t simply more leads. You need more high-quality leads: contacts with an existing disposition and intent to become paying customers.


Acquiring quality leads takes consistent effort, careful strategizing, and purposeful lead scoring. Quiz funnels ensure your prospects are engaged and somewhat committed even before sharing contact information.

Segment leads based on quiz replies

Purposefully designed quizzes are great at automating one of the critical aspects of the lead generation process: lead segmentation. Thanks to this benefit, you can easily stay in touch with your prospects using relevant and personalized follow-up marketing sequences.

Personalization and a perfect lead-to-product fit are essential to converting leads into customers, and a well-made quiz funnel can make a real difference.

With quiz funnels, each lead you capture can be segmented based on unique responses to your questions.


Once you better understand your leads, their preferences, needs, requirements, etc., you can effortlessly devise a personalized approach and create relevant offers that prompt them to purchase.

Improve sales conversion rates with quiz funnels

The ultimate benefit of quiz funnels is that they help increase sales, with a significant lift in lead-to-customer conversion rate. Thanks to higher lead quality, segmentation and personalization, converting leads into paid customers becomes less of a challenge with a strong impact on your entire sales funnel.


Once your sales teams acquire enough information on the potential customers, it’s easy to adapt and customize follow-up campaigns and suggest products and services that best fit different groups of quiz respondents.

Knowing your leads’ pain points and needs and tailoring the offer accordingly makes all the difference when the time comes to push for a sale.

How to build a quiz funnel

The process of creating an effective quiz funnel relies on the following elements: preparing a landing page, asking the right questions, and promoting the quiz to capture more leads.

Use a landing page optimized for conversions

There are a few main approaches: a) add a quiz as an element on the homepage and/or other existing pages, b) create a dedicated quiz landing page, completely focused on capturing quiz leads, and c) offer your quiz in the form of a popup.

Option #1: Add a quiz to an existing website page

If you choose to go with some of the existing pages, make sure to inspect which ones attract the most traffic and how adding the quiz might affect user experience.

Be mindful not to choose a page with too many CTAs and distracting elements. This can confuse prospects and steal the attention intended for your website quiz.

Depending on the page, you can place the quiz section in a prominent position to ensure everyone can easily notice it.

quiz on the existing website page example

For pages where capturing leads is not the primary objective, you can also place the quiz in a lower section to avoid distraction.

You can also add the quiz to your blog and other info pages.


In most cases, when capturing quiz leads is not the primary objective, you can opt for adding the quiz to existing pages.

For example, in the case of an e-commerce website, a quiz can be a strong secondary option (backup) on category pages where the main objective is to move shoppers toward a direct sale.

However, when lead generation is the highest priority, it’s best to have a dedicated landing page.

Option #2: Create a dedicated landing page

To maximize the effectiveness of your quiz funnel, it’s best to create a dedicated landing page, completely focused on capturing quiz leads. This is especially important when you’re sending paid traffic to your landing page and need to grab as many leads as possible.

Be sure to optimize your landing for lead generation by putting your quiz front and center. Also, remove any distractions, site navigation and secondary calls to action.


Option #3: Make a page exit popup quiz

Another method to integrate a quiz funnel is to show it in an exit-intent popup box to capture leads as they’re about to exit your site.

Popups can be a highly effective way to increase conversions by preventing visitors from bouncing and convincing them to convert.


Alternatively, you can present quizzes as a slide-in to capture leads as they scroll through the page.

slide-in quiz on a landing page

Note that this can work well in both cases, when you’re using the quiz on a dedicated landing page and when you want to use it on existing pages as a backup call to action.

Ask questions to diagnose the problem

Regardless of the quiz page design, headline, and CTAs, the ultimate success of your quiz funnel relies on the quality and structure of your questions.

Creating relevant and engaging questions is essential to get people to actually complete the quiz. The question sequence should be a natural and overall engaging experience.

The aim is to instil trust in your brand, implying expertise and a solution to problems and needs of potential customers. Always have in mind potential customers’ goals, and challenges, and find a way to connect that to your solution.

Make the questions simple and suitable for segmenting

Start with the easy questions first, moving on to more complex ones. Replying to questions should be effortless, so make use of checkboxes or sliders rather than asking open-ended questions.

You can also use engaging visuals to better illustrate each question and answer.

quiz example featuring interactive visuals

Don’t forget to include relevant questions that will help you segment leads into meaningful groups that make sense for your business.

Depending on the information you need, you can ask about users’ income, age, location, awareness of the problem, lifestyle, desired features, or budget.

Balance the number of questions

Aim to strike a balance between asking enough questions to extract useful information and segment leads and asking too many questions that could cause quiz bounces.

Ask too many questions, and people will leave your quiz without following through. Include too few, and you’ll likely end up with many leads who just won’t commit.

Ideally, your quiz should have no less than 2-3 and no more than 7–10 questions in total.

Simple products or services will benefit from fewer questions. However, more complex products may require a longer questionnaire.

balancing the number of questions on a quiz form

Balance the number of options for each question to avoid overwhelming or alienating your potential leads.

The toughest part of the process is making the questions relevant and engaging. So avoid asking intimidating or boring questions.

To hit the right note, you’ll need to test and analyze how your quiz performs so you can polish it to perfection.

Offer a personalized result

One of the ways to entice potential customers and increase their interest in your brand is by offering personalized quiz results. The results should connect the leads’ interests to your product/service, positioning it as the perfect solution.

Most people are willing to give online quizzes a go as long as they have reasons to believe the results will be relevant and useful. Keep that in mind when designing your quiz funnel experience.

Design question sequences that collect data about people’s desires, challenges, or concerns, segment them into groups and use the opportunity to recommend a personalized solution.

personalized quiz example

Remember to clearly disclose what results people can expect after completing your quiz. Otherwise, you may experience a high lead conversion rate followed by poor sales.

To sweeten the deal and push sales more assertively, consider offering special deals to prospects who complete the quiz and leave their contact info for results. This can be especially effective for e-commerce brands looking to encourage first-time purchases.

Offer a quote or price estimate

Service-based businesses can collect qualified leads using quote quizzes.

Website quizzes come in many shapes and forms, from personality and lifestyle queries to product discovery, incentivized quizzes and gated offers. However, this format is very versatile and can be a fitting choice for quote-based businesses that aim to collect price inquiries.

For some people, reaching out to request a price represents a sort of commitment they’re not yet ready to make. Creating a quiz that allows these individuals to add relevant information about their needs and offering a precise quote in return can make a huge difference.


If you’re not satisfied with the results of your basic “Get a Free Quote” form, test adding a short quiz to encourage visitors to learn more about your prices.

For creating such a quiz, consider frequently asked questions. These sources of information can be invaluable for deciphering what your potential clients find most important. Then you can use this information to set up your questionnaire.

Drive targeted traffic using Facebook and Google Ads

If you want to maximize the results of your quiz funnel, you need to ensure that a sufficient number of prospects reach the page. One way to increase the chances of attracting new leads is to create paid advertising campaigns to promote and drive targeted traffic to your quiz.

Facebook Ads is an excellent choice for quiz funnels. It offers great targeting options based on people’s interests and relatively low-cost clicks.

Google PPC advertising allows you to target users based on keywords, helping you attract leads with the strongest buying intent.

quiz funnel ads on Facebook

As mentioned earlier, when running PPC campaigns, it’s best to have a dedicated landing page for your quiz. This helps maximize the effectiveness of your campaign and reduces your cost per lead.

Remarket quiz leads using email sequences

Instead of spamming people with generic emails and hoping some of them will work, use lead segmentation based on quiz responses to tailor your follow-up campaigns.

Create different campaigns for each segment and personalize the offer in line with the quiz results.

If your quiz offers a price estimate, provide a personalized quote and encourage the leads to book a consultation to push them further down your funnel.

On the other hand, e-commerce brands can offer personalized product recommendations bolstered by special discounts to give leads an incentive to buy fast.

personalized welcome email with a discount

Email marketing is a cost-effective way to stay in touch and nurture leads. Once you capture a lead using a quiz funnel, you can remarket to them at no extra cost.

Quiz funnel for service-based companies

Service-based businesses can greatly benefit from quiz funnels since they typically have a much higher conversion rate than standard lead capture forms.

This makes the entire lead generation funnel more efficient and cost-effective.

Use quiz funnels to capture leads, segment your audience and recommend specific services or provide offers that correspond to their needs.

Examples of lead generation quiz funnel

The following are some examples of effective quiz funnels for service-based businesses.

Quiz funnel for rental properties

Choosing a rental property is mostly a straightforward process; however, there are a few key questions a typical prospect wants to know before giving up contact information. That’s why a simple quiz is an excellent choice for property management companies looking to get more qualified leads.

rental property quiz

Asking questions about prospects’ preferences like the number of rooms, desired move-in date, etc., can help engage the user and match your offer to their needs.

This can also help pre-qualify the lead based on the move-in date or other questions.

Quiz funnel for renovation companies

Home renovation can be an overwhelming experience, especially regarding budget planning. Most people feel reluctant to use simplified forms and initiate a dialogue with different service providers only to hear the price range is beyond their budget.

To help website visitors plan their budget without explicit commitment, a quiz can be an enticing way to capture leads while also providing relevant information.

quiz funnel for a renovation company

Sleek quiz design, straightforward questions, and multiple select options ensure excellent customer experience.

By going into detail without overwhelming the responders, Modern Living allows potential customers to set several objectives for their project: its type, scale, layout, budget, and optimal time frame for completion.

Restricting the number of question to 7 makes the quiz quick to respond to, while the choice of the questions conveniently covers all of the essential aspects of home renovation project needed to establish a quote.

Quiz funnel for quote-based businesses

Quote-based businesses, in general, can benefit from using quiz funnels since they provide a much higher conversion rate.

This is mostly because users feel like they can get a more accurate quote if they first provide details about their project or their needs.

quote-based quiz funnel

Rather than just leaving their contact info in a standard form and going through the details over the phone, users can provide this information ahead of time.

This is beneficial for both you and your leads.

They will have a more streamlined and less intimidating experience.

This also gives you a chance to better prepare for the call, reducing the length of your sales cycle.

Quiz funnel for e-commerce

Website quizzes are no longer a novelty in the sphere of e-commerce. If you run an online business selling physical products, consider this your prompt to join the race and avoid falling behind your competitors.

Regardless of the type of products and target audience, you can use persuasive quiz funnels to help shoppers discover your products by focusing attention on the way these goods can fit or further improve the lifestyle of potential customers.

Examples of e-commerce quiz funnel

Here are several e-commerce stores that successfully utilized quiz funnels to attract and engage shoppers.

Hush weighted blankets quiz

Hush is a brand that believes a perfect blanket must match the lifestyle and personality of the person who uses it. Their “weighted blanked personality quiz” perfectly responds to this statement, assisting potential buyers in choosing the perfect blanket.

Hush quiz funnel example

The quiz opens with a question that segments respondents effectively: adults buying for themselves, adults buying for other adults, and adults buying for children.

In only 5 quick questions, Hush manages to get all the answers it needs. The quiz inquires about shoppers’ sleeping habits, bed size, and sleepers’ weight to assess the prospect and make a relevant product recommendation.

Warby Parker glasses

Purchasing fashion and apparel online is an everyday occurrence for some people. Others prefer to try something before they commit—and certain types of accessories are challenging to assess when you can’t test them in person.

Warby Parker designs its website quiz to respond to this concern right from the bat. “Find frames to try on at home” is an enticing headline that attracts attention and leads page visitors toward clicking the Take the quiz button.

Hush quiz funnel example

The quiz is created to account for shoppers’ personal tastes and preferences regarding frame shapes, colours, and materials but also inquires about other factors that play a part in the final decision: gender, face shape, and the date of the last eye exam.

Every option in this quiz is illustrated, which adds to a pleasant experience and helps visitors make their choices.

Warby Parker quiz is a perfect example of promoting relevant products while creating an independent quiz experience for the shopper.

Whether you already know what kind of frames suit your face or not, you can’t help but wonder how the brand’s recommendations would look on you—so the moment of leaving an email address feels natural and even exciting.

Care/of vitamin supplements

Care/of is a vitamins and supplements brand that takes its quiz design to the next level. Through guided inquiries, the quiz asks about shoppers’ lifestyles and habits to shape a perfect supplement package.

Compared to the previous quizzes on the examples list, Care/of has the longest and most elaborate questionnaire on their website.

However, the experience is soothing, and the questions are getting more specific and intriguing as you go along, which contributes to the overall feeling the results will be based on comprehensive data and, therefore, highly accurate.

care/of quiz funnel example

Under each of the questions, Care/of features a “Why we ask” link. This is a great way to let the quiz takers understand why some asks are necessary to provide a relevant recommendation, especially in case of questions that cover specific habits, history of illness in your family, and similar.

The one thing Care/of could do to improve the experience of using their website quiz is to include a progress bar to indicate how many questions are left to take.

Since the quiz itself is a bit longer, not knowing when the questions end might cause some responders to abandon the quiz early.

Casper beds and mattresses

Website quiz funnel for Casper’s mattress is quick and to the point. The design is simple, but it perfectly complements the overall website theme. Each of the options is illustrated, and the quiz allows multiple selections where needed.

The process of getting the results is exceptionally quick: a visitor can get to the product recommendation page in less than 10 seconds.

Casper quiz funnel example

The “Learn more” link under each question is a good choice. It opens a popup that briefly summarizes the important information about the topic of each question so that quiz takers can make informed choices.

This is a great feature if you’re selling complex products that people don’t know much about.

Good Pair Days wine

Unlike other examples on this list, the Good Pair Days quiz opens with a more personalized question (How should we call you?) to establish a bond right from the start.

Besides the attractive design and colourful theme that corresponds to the brand identity, what attracts the most attention (besides the questions themselves) is a witty, playful copy.

It adds to the experience the quiz wishes to create: choosing the right wine for your lifestyle and preferences can be fun and engaging, whether you’re an expert in this sphere or just beginning your exploration phase.

the Good Pair Days quiz funnel example

The questions are carefully designed to segment the respondents into groups considering their experience with wines, tastes in food and beverages, and budget.

The results page showcases wine recommendations that can be easily added to the cart immediately. An added touch is a special offer revealed on this page: purchasing from the quiz results page also adds a Welcome pack to the cart, regularly priced at $100, free of charge as a part of a deal.

How to take advantage of a quiz funnel for your business

Quiz marketing funnel is a highly effective strategy for generating and converting leads. By creating a personalized and interactive experience for users, quiz funnels can help lay the groundwork for your sales to close the deal.

If you’re considering using quiz funnels for your business, it’s important to take the time to plan and execute your strategy carefully. This means identifying your target audience, determining the goals of your quiz, and carefully crafting the questions and results to provide value for your users.

Building out a quiz funnel may prove to be more challenging than you think.

To maximize the effectiveness of your quiz funnels, reach out to a results-driven digital marketing agency with extensive experience in building high-converting quiz funnels.

At StableWP, we provide a full-funnel service, from planning, to building and promoting your quiz funnels.

We helped hundreds of clients thrive with quiz funnels, and we’re ready to help your business. Get in touch for a free strategy and consultation.

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