Quiz marketing can attract new people, collect a tonne of valuable data, and bring you leads on repeat.
You won’t get those juicy results with a basic quiz for engagement, though. You need a full and advanced quiz funnel. But don’t worry: “advanced” does NOT have to mean “complicated”!
So, let’s look at the difference between traditional quizzes and funnels before covering exactly how to make the latter work for you.
Advanced quiz funnels vs traditional quizzes
While they both involve a quiz, they’re NOT the same!
Traditional quizzes
A traditional quiz is mainly used for entertainment. It could be a fun quiz for engagement, a simple assessment or even survey-style questions for feedback.
Either way, it tends to be a standalone piece of content and doesn’t necessarily involve email collection.
For example, think of a shareable trivia quiz with results that disappear once you click away.
Advanced quiz funnels
The quiz is the first piece of a sales funnel that keeps attracting potential customers and nurturing them in a personalised way, turning some of them into paying customers.
So, it doesn’t matter if they involve a fun personality quiz or a scorecard that assesses your situation (or other creative formats). The point is that these quizzes are more strategic and always collect someone’s email address to kickstart a full funnel.
Also, their questions are designed to understand each participant’s situation so that you can segment them accordingly, email them their results and nurture them with different sequences. Then, you get to recommend the best products or services for them or invite them on a call with a more personalised and effective message.
For example, a funnel could start with a product recommendation quiz, share valuable results and continue with email follow-ups that include links to the best items for each participant.
With ScoreApp, you can create a full quiz funnel for FREE.
Main components of an advanced quiz funnel
An advanced quiz funnel consists of different parts and stages, all working together like a well-oiled machine!
Strategic quiz landing page
- Compelling headline and copy – An effective landing page captures your customers’ attention and “sells” your quiz. So, its copy must highlight how taking it will benefit them (for example, they’ll get personalised results or a report with actionable tips)
- Clear call to action – Make it a no-brainer for your visitors to get started
- Attractive design – Your landing page should also look appealing and on-brand, and you can use visual elements (like photos and videos) to complement your copy. With ScoreApp, it’s a breeze to put all this together thanks to our templates and drag-and-drop builder
Lead capture
- Opt-in forms – With a sales funnel, you must collect your participants’ email addresses (and get them to consent to receive communications from you). With ScoreApp, you can choose to do that at the end or start of your quiz, but we recommend the latter. That way, if someone doesn’t complete it, you can retarget them. Smart, right?
- Incentives – Receiving personalised results or reports is already enticing. No wonder quizzes convert at a whopping 30-50%, unlike traditional PDF lead magnets (3-10%). However, you can also consider a gifted quiz that offers additional freebies, discounts or exclusive content. This makes it easier to keep your participants motivated if you need to ask them lots of questions
Engaging quiz questions
- Relevance – As well as being engaging to answer, they should feel relevant to your target audience’s interests and needs
- Variety – Focus on questions that are quick and easy to answer (like multiple choice and yes-or-no formats) but consider a few different ones too, like sliding scales and open-ended questions. With ScoreApp, you have plenty of formats to choose from!
- Segmentation – Plan your questions so that you can divide your participants into groups accordingly and nurture them in a personalised way (more on that soon!). An advanced ScoreApp quiz funnel does this automatically
Dynamic results pages
- Personalised results – Show customised feedback or profiles based on someone’s answers. With ScoreApp, you can personalise everything from your initial email to how you display those results and what you include in each category (and more!)
- Value-driven content – Make those results compelling and insightful through actionable tips, more context or product recommendations
- Shareability – Encourage your participants to share their results on social media so that you can reach even more people. That’s a standard setting in ScoreApp!
Automated follow-up sequences
- Email series – These should feel like a natural extension of someone’s quiz results. So, personalise them to nurture each segment with relevant messages (for example, with sales-enablement content like video tutorials or blog posts that debunk their misconceptions). By connecting your ScoreApp quiz to your email marketing platform and CRM, these sequences will always go out automatically
- Retargeting ads – Use data from your quiz responses to create more targeted and effective ad campaigns
- SMS campaigns – If you’re collecting your participants’ phone numbers as well as their email addresses, you can nurture them via text, too
Conversion optimisation
- Landing pages – Direct your participants to the right one for them (for example, a service that’d solve their main pain point or a page with a time-limited offer for a free consultation)
- Upsells and cross-sells – Recommend relevant complementary products or higher-tier services based on someone’s quiz results
- Social proof – Build trust by using testimonials and reviews on your landing page and nurturing emails. In the latter, you can include compelling case studies, too
- A/B testing – Display different versions of the same element to find out what resonates the most with your audience. For example, with ScoreApp, you can split-test your landing pages
- Analytics – By reviewing them regularly, you can find out what’s working well and what parts of your advanced quiz funnel should be optimised. ScoreApp gives you robust analytics that are easy to understand
The 6-step process for building an advanced quiz funnel
Now you know all the main elements of an advanced quiz funnel. How can you build one in practice, though? Follow this simple guide!
1. Attract and engage your audience
Create a compelling quiz landing page, and use a mixture of marketing tactics to drive traffic to it:
- Social media – Link to your quiz in your bios, and use it as a call to action in your content
- Content marketing – Write SEO-friendly blog posts that answer your audience’s questions, turning that traffic into leads through your quiz CTA
- Email marketing – Re-engage, segment and grow your list by offering them your new quiz lead magnet
- Website – From your hero section to pop-ups and banners, make your quiz impossible to miss
- SEO – Get more people onto your website by optimising it for the keywords they’re searching
- Paid ads – Reach even more people through PPC ads on search engines or social media ads
- Additional tactics – Use your quiz as your main call to action whenever and wherever you show up for your business, from guest posts to webinars and in-person events
As for the quiz itself, keep it engaging and conversational, aiming for 5-15 questions.
2. Capture more leads
Include an opt-in form on your landing page.
Ask your audience to share their email address so that you can send them their personalised results as soon as they complete the quiz.
3. Qualify and segment your participants
As well as making your quiz engaging for them, use it to understand if someone would be the right fit for your business and what products or services would be best for them.
- With your quiz questions, gather insights into your participants’ preferences, pain points, goals and demographics
- Include some pre-qualifying questions (around 10%) like “Have you tried a similar product or service before?”
- Segment your participants automatically based on their quiz answers
4. Nurture your new leads
As you now know, in an advanced quiz funnel, the quiz itself is a strong starting point. Then, you must keep contacting your participants:
- Personalise your emails – Automate different sequences for each segment, sending relevant messages and valuable sales-enablement content based on their quiz answers
- Retarget them – Did someone engage with your brand without completing that main action (like starting your quiz but not completing it, or looking at your sales page but not buying)? Target them with personalised messages and ads!
5. Convert more leads
Once your leads have been nurtured properly, ask them to take action:
- Recommend the best products or services – Instead of a generic call to action sending them to your website (bo-ring!), focus on the most relevant offer based on their quiz answers
- Send them a personalised invitation – Maybe the next step in your process is a call with you? Then, boost your chances of success by sending a personalised message that references their quiz results (for example, what was their lowest category score? Offer to get on a call to share some tips to improve that)
6. Optimise your advanced quiz funnel
Keep reviewing your funnel to understand how your audience is engaging with each of its stages and what you can improve:
- Monitor your analytics – What’s the conversion rate of your landing page? How many people abandon your quiz and when? What email sequences lead to the most purchases? And so on
- Get more feedback – You can also run a separate quiz to get direct feedback from your leads and customers on their overall experience with your brand
Example of an advanced quiz funnel
You now have all the tools to plan and create an effective advanced quiz funnel for your business, but here’s a practical example, too.
Step 1: Attract
Let’s say you’re a beauty brand looking to sell more products while ‘wow’ing your audience with a personalised experience.
You could:
- Create a “Find your perfect skincare routine” quiz and a compelling landing page
- Include questions about their skin type, concerns and preferences
- Direct traffic to your quiz landing page through your marketing content and social media ads
Step 2: Capture
Ask your audience to share their email address to access their quiz results. If relevant, entice them with an exclusive discount on their first purchase.
Step 3: Qualify
Use strategic quiz questions to segment your participants into different categories or profiles, like “Dry skin” or “Oily skin”.
Step 4: Nurture
Set up different email sequences for each skin type, including engaging content, skincare tips, testimonials and relevant product recommendations.
Step 5: Convert
Direct your leads to the right landing page for their skin type, using personalisation, tailored product recommendations and an exclusive offer.
For example, this could be a time-limited code or a bundle discount if they purchase all those skincare products from you.
Step 6: Optimise
Test different calls to action, landing pages and email sequences. What brought you the best results?
Keep reviewing your analytics to improve your conversions even further.
Use ScoreApp to build an advanced quiz funnel that keeps selling for you
Unlike basic quizzes, advanced quiz funnels keep reaching new audiences, bringing you lots of data and nurturing your leads until they buy from you… all automatically!
So, streamline and skyrocket your lead generation while creating an engaging, personalised experience for your audience: build your advanced quiz funnel with ScoreApp today and for FREE.
