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Digital marketing allows you to offer a wide variety of content types to your audience according to their position in the customer journey. Your content may engage your audience about your brand, inform them about your products, or convert them into customers.
However, it appears like everyone is offering the same type of content: blogs, videos, and infographics. At the same time, much of the content seems generic, with little or no personalization. As a result, many brands’ messages get lost in all the noise, leaving consumers confused about their next steps.
Quiz funnels offer you a way to engage your audience, collect user data, and generate insights that will help you deliver customized content to each of your audience segments. This article will look at quiz funnels, why you need to include them in your marketing strategy, and how you can use them effectively.
A quiz funnel works almost the same as a regular marketing funnel. The basic objective of both types of funnels is to guide leads towards conversion, which could either be a purchase or a subscription. However, unlike other types of marketing funnels, quiz funnels engage their audience more directly by asking them a series of questions, ending with a call-to-action.
Using the responses given by users through the quiz, you can segment the brand’s audience. If the answers indicate that the user is interested in a specific topic, they can expect to receive more content about that subject. You may also consider the quiz as a type of survey that helps you discover customer content preferences.
For example, a quiz funnel can show that your core audience of the workforce and human resource management professionals would like to learn more about shift planning. That could be a valuable insight for your business. The content you produce should address your audience’s needs.
Unlike the quizzes you used to take as a student, quiz funnels don’t have any right or wrong answers. Each of the answers you get will help you create more relevant content that’s targeted to sectors of your audience.
A quiz funnel not only improves your conversion rates. It also boosts customer retention. Quiz funnels are easy to integrate with your email marketing campaigns and provide you with a unique opportunity to engage with your leads.
By taking the answers collected from your quiz funnel and corresponding each of those sets of responses to the right contacts, you can send out relevant content to each segment, instead of sending one message to everyone in your email list.
For example, Billie manufactures grooming products designed for women. Its offerings like razors which the company claims are better than most on the market, at a fraction of the price, set it apart from other commercially available brands.
For the campaign above, Billie asked its subscribers questions about their shaving habits.
Using the responses to these questions, the brand adjusts the frequency with which it sends replacement parts and shaving supplies. Customers who answer “every day” receive packages more often than those who shave less frequently.
Apart from allowing the company a better understanding of its users, the quiz also created a platform for Billie’s to deliver on its chief promise – offering affordable products to women when they need them.
To craft effective questions for your quiz funnel, you need to focus on two things: the attributes that you’ll use to segment the audience and the flair to take those attributes and transform them into engaging questions.
To start, you need to decide how you’d like to segment your audience. This will depend mainly on your product and the type of audience you’d like to attract.
There isn’t a one-size-fits-all solution for this step. However, using customer personas – visual representations of your ideal customer – will give you a good idea of your target customers’ pain points and needs.
Once you’ve created customer personas, it’s time to understand the kinds of questions you’ll be asking. These are grouped into problem questions, budget questions, goal questions, and background questions.
Problem questions help you identify your customers’ pain points, budget questions reveal how much your customers are ready and willing to pay, goal questions tell you what they plan to achieve with your solution, and background questions tell you where your customers are coming from. Each of these questions helps you segment your audience effectively, which in turn allows you to create and send content that is relevant to specific segments.
We’ve gone over a definition of the quiz funnel concept, understood why it’s important to businesses of all kinds, and discussed how to structure your questions. Next, let’s go over the process of creating a conversion-friendly quiz funnel.
Creating an effective quiz funnel implies that you’ve done background research to identify the segments into which you will group your customers. The customer personas you’ve created earlier will help you define your target audience.
In order to ask the right questions and create a progression that feels natural, it’s always best to define your target audience through persona mapping and demographics research. You don’t just create segments out of thin air; instead, you base them on audience observations.
For example, if a customer is willing to pay only a certain amount per month for a subscription software, what does that indicate? In the same manner, what product features are popular among specific demographics or locations? Quiz funnels will only be effective if the insights you derive from them are informed by market research.
While the Billie example I used earlier had just three questions, most quiz funnels will have 7 to 10 questions. This threshold gives you the leeway to gather as much information from the user as possible and allows you to segment your audience more accurately.
Your questions should be arranged in a way that implies progression, where one question is preceded by another related question. You can also start with general questions then progress to more specific ones that are dictated by earlier answers. For example, if your first question is about the respondent’s age, your succeeding questions should be age-appropriate as well.
While choosing your funnel stages, always make sure that the final result correlates logically with the series of responses chosen by the user. Therefore, always try to create a permutation of questions and responses tied to different final results.
The topic for your quiz should align with the objective of your quiz funnel. Are you trying to make a sale or are you looking to add a lead to your list? Even before you create questions, you need to define your topic clearly as it will determine the direction your questions will take. For example, the quiz from Sephora below has different options based on what the customer needs:
The title is what your respondents are going to see first. Because a quiz funnel has to mostly sell itself, the title serves to “hook” users into participating. It must also relate to the broad title and, at the same time, be something your audience would want to respond to.
As much as possible, try to ask introspective questions like: “What kind of ______ are you”, or “What do you think about _______?” Doing so will personalize the quiz for each user and give them an incentive to see what comes next.
The goals of a quiz funnel have far-reaching implications on almost every underlying aspect. They determine the topic, title, content, call-to-action (if any), and optimization decisions.
What do you seek to achieve with the quiz? Do you want to generate interest around your new product or service? Are you looking to offer a more personalized website experience to your subscribers? Do you want to create an organic squeeze sequence?
Non-promotional quiz funnels usually don’t come with any form of call to action at the end. Respondents are simply met with results based on the answers provided to previous questions. However, if your goal is to drive traffic to your site or to get them to subscribe to your newsletter, you always need a CTA at the end of the quiz.
Aside from adding a CTA to your quiz, you also need to ask your users to submit their email addresses before they can see their results. This will ensure that your mailing list grows organically.
You may create a great quiz with a killer set of questions, but if you fail to optimize that quiz, you might not reap much of a reward to begin with. Optimizing a quiz is simply making sure the approach and content of the quiz align with your objectives.
For example, if you’re looking to build your mailing list, then the email field at the end of your quiz should feed directly to your list. If you’ve decided to go for a sale instead, consider offering a free trial or tripwire offer to rope in users.
While these tactics might not turn you a profit, they’ll certainly reduce the friction required for them to become paying customers.
Quiz funnels are a fun, engaging, and effective sales tool. They have become popular today as a conversion tool used by brands to create awareness around new products, segment their email lists, or create new bonds with their fans and followers.
In creating a quiz funnel, there are several things to consider. You must assess your objectives, know your target audience, define the different funnel stages, and optimize properly to ensure the quiz is effective for the purposes you’ve intended.
By using quiz funnels the right way, you don’t just grow your sales. You also gain a wealth of information that can help you build deeper and more meaningful customer relationships.
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