Table of Contents
- Overview + Conversion Rates
- Part 1: Quiz Ideas
- Part 2: Quiz Results
- Part 3: Quiz Questions
- Part 4: Opt-in Form
- Part 5: Landing Page
- Part 6: Email Follow-Up
- Part 7: Quiz Ad Setup
- Part 8: Targeting/Tracking
- Part 9: A/B Testing
Meta Ads Quiz Funnel Overview + Conversion Rates
A Meta Ads Quiz Funnel is a conversational experience in which your customer solves their own problem with you acting as their expert guide. In solving their own problem through your quiz, your customer realizes they would like your help. By working with you, consuming your content, buying your products…or all three.
Quiz Funnels make your customer the hero of their own problem solving, but also position you as their expert guide. By becoming their expert guide, your customer will decide for themselves that they want to work with you or buy your products because they trust you can be helpful to them.
When built correctly, Meta Ads Quiz Funnels have exceptional conversion rates.
- 71%: View to Start – this is the ratio of people who see a quiz to how many start taking it.
- 66%: Start to Complete – this is the ratio of how many people start a quiz versus how many complete the quiz
- 97%: Complete to Lead – this is the ratio of how many people complete a quiz versus how many submit the opt-in form, which shows up at the end of the quiz before the quiz results are revealed.
If those numbers look good to you, let’s walk through the pieces you must put in place to create your Meta Ads Quiz Funnel.
Part 1: Quiz Ideas
The quiz ideation process for a successful Meta Ads Funnel has three parts, derived from Don Norman’s seminal book on product development.
- Identify audience needs – Get to the root of what they’re dealing with
- Brainstorm quiz title ideas – Create quiz titles to address the needs
- Test and validate quiz ideas – Use real-world feedback to test quiz ideas
This method identifies and confirms the actual needs your customers want solutions for. A quiz funnel that goes after a real need is a sure-thing win.
Identify Audience Needs
If your quiz funnel addresses a true need, it will perform well because people want to satisfy their needs. Their are three methods for identifying audience needs.
Method 1: Compile the most common questions customers ask you directly. Rank them in order. I am specifying that the questions must be direct, because true needs are sometimes very personal, and people won’t ask about true needs in a public setting. They will ask you directly.
Method 2: Recall the most common questions customers ask you, from your memory. Rank them in order. This one differs from Method 1 because in Method 1 you are compiling actual questions that come through. In Method 2 it’s less about questions that are asked and more about your memory of past questions people have asked.
Method 3: Gather a focus group of 5 target customers. Interview them about what problems they face. Rank them in order. I switched the language to be problems because people are often unaware of their needs, and they are more aware of their problems. By asking them about their problems, you can translate those problems into needs and then into quiz ideas.
What are needs?
It is vitally important that you identify true audience needs for your quiz idea to address. If you don’t get to the heart of their need, your quiz will not get the clicks to be successful.
Needs: “Circumstances in which something is necessary, or that require some course of action; necessity. “I have a need to live in harmony with others in my community”
Needs are the goals your customers have, and the impediments to those goals that must be overcome – in the context of their lived experiences. “I have a need to reach my goal or to remove a barrier to my goal.”
Translate Problems Into Needs
In the common case where customers come to you with their surface level problems, it’s necessary to translate those problems into needs, which are more powerful sources of motivation and therefore better for your quizzes to address.
In order to translate problems into needs, there are three steps to follow.
Step 1: List out all the problems in order from most common to least common. This helps to prioritize problems into needs because you can see which problems people bring up the most.
Step 2: Take the stated problem and search for the root cause of the stated problem. The best way to do this is by asking “Why?” to the stated problem, as many times as you need in order to really identify the root cause of the problem. For example, someone says “I’m tired” as their problem, and you ask “Why?” over and over again until you discover what is really the root of their tiredness.
Step 3: List the root causes of the stated problems from most common to least common. These are your customers’ needs. You can think of needs as the “problems behind the problems” and those are what we want to address with our quizzes, because if you address a need, and you are getting to a core customer need, they will feel like you are reading their minds, and that will be like magic for conversion rates.
Brainstorm Quiz Title Ideas
Take the needs you identified that your customers have and play around with fitting them into the best quiz title formats. You are certainly not limited to these quiz title formats, but they can be a helpful place to start thinking about ideas.
- What Type of (Blank) are You? – where you identify a personality type and then recommend a solution to a customer need based that’s best for each personality type.
- What (Blank) is Right for You? – where you identify a solution that satisfies a customer need.
- Do you have (Blank)? – where you assess if a customer has a particular need
- Learn how to (Blank) – where you guide customers to a personalized method to satisfy their need.
- You can (Blank) – where you promise to help satisfy a customer need.
Brainstorming quiz title ideas should be fluid and fast. There are no bad ideas at this stage, move through ideas quickly without analyzing, because you want to get to the core of what you are trying to say with your quiz.
Test and Validate Quiz Ideas
Once you have a quiz idea or a few quiz ideas you like, it’s time to test and validate your quiz ideas. I can tell you that sometimes the ideas people think will be hits are immediately successful, and other times, it’s after a few iterations that an idea really takes off. It doesn’t mean you’re not smart if your first one doesn’t take off, but testing and validating can iterate you to success.
Method 1: Test ideas with your focus group of target customers. Run a study to pick your first quiz idea.
Method 2: Build basic quiz funnels for your top ideas and run them as ads to gather data.
Whichever one you choose, speed is your friend. The faster you can validate ideas and cycle through, the faster you’ll get to a quiz funnel that can really scale.
Meta Ads Quiz Funnel Examples
Now let’s look at some actual Meta Ads Quiz Funnel Examples. Thank you to the brands who are represented. Please show some love by taking their quizzes and joining their lists.
Common Era
Common Era is a jewelry brand and they have a line of pieces that are based on Goddesses. Their quiz helps you discover your Goddess type and then recommends pieces that match your type.
This quiz meets customers’ needs for self discovery, personal meaning, and empowerment by guiding them to a medallion that represents their unique identity and inner strength.
Jenna Kutcher
Jenna Kutcher is a marketing expert and business coach. She helps millions of entrepreneurs start and grow their companies through her podcast, blog and online courses.
Her quiz meets customers needs for guidance, motivation, and practical support by helping them identify their biggest challenges and providing personalized advice to achieve their goals.
Earth Funeral
Earth funeral offers an alternative burial option through human composting. It’s environmentally friendly and regenerative.
Their quiz meets customers’ needs for self-discovery, connection to nature, and playful curiosity by matching their personality with a unique “tree twin” that reflects who they are.
Jessica Zweig
Jessica Zweig is the founder of a 7-figure agency and teaches people how to connect with their innter light to live a life of purpose and joy while achieving success.
Her quiz meets customers’ needs for clarity, authenticity, and a deeper sense of purpose by helping them discover how to step into their most empowered and joyful version of themselves.
Summary of Quiz Titles and Needs
In summary, the best quiz titles for driving traffic to Meta Ad Quiz Funnels address core human needs. Some of the top needs as identified by the best quiz funnels are as follows:
- Personal Identity
- Self-discovery
- Strength Identification
- Meaning
- Empowerment
- Spiritual Connection
- Direction
- Practical Guidance
- Motivation
- Overcoming Obstacles
- Support
- Self-understanding
- Playfulness
- Nature Connection
- Community connection
- Reflection
- Curiosity
- Life Clarity
- Purpose
- Authenticity
- Alignment
- Fulfillment
You’ll notice that these are not super basic needs like food, shelter, or health. They are deeper needs related to belonging, personal fulfillment, satisfaction, and the like. That’s because in asking “Why?” to the stated problems presented by your customers, you’re going to dig down to the underlying needs related to a deeper set of desires.
Part 2: Quiz Results
Funnel Boosting Quiz Results
As soon as you establish your quiz idea, you will begin constructing your quiz results. That’s because the results of your quiz are direct answers to the promise of the needs your quiz title promises to meet. There is a particular way to construct quiz results that boost your funnel, meaning that instead of being a point of drop off they are actually an accelerator for leads as they come through your quiz funnel. The exact format to follow is.
- 4-6 Results: Each result is a personalized solution to the audience needs as identified by your quiz idea
- Result Format: Present a personal solution to meet customer needs, then add education about how the customer can meet their needs, and next steps to meet their needs, which would involve working with you or buying your products
- Test your results with Ai to ensure they actually solve for the audience needs your quiz promises to solve for
Quiz Results are 4-6 Unique Solutions to Audience Needs
Quiz results are personalized solutions to the needs your audience wants you to meet for them. Here’s the process to narrow down the meeting of needs into 4-6 results.
Step 1: List all the solutions to customer needs your quiz promises to solve for. Make a giant dump of all the solutions you can help people with to meet their needs.
Step 2: Group those solutions into 4-6 groups of solutions. So if there are similar solutions, put them together to form 4-6 unique results.
Step 3: Write your quiz results as personalized descriptions of those 4-6 unique solutions. I.E. “Your solution is…”
Write Your Results
Follow the formula of – personal solution, eduction, next steps.
Result Title: A direct solution to customer need “Your Anxiety Solution is (Solution)” for a quiz that helps with solving for the need of not feeling anxious.
Personal Solution: 25 words with a direct “you” and kind (optimistic) description of the recommended solution to the needs. This is the overview of the result, and relates directly to the human being who is getting this result. It should be written in an optimistic and personal, direct way. You want the quiz taker to immediately connect with this description and feel understood.
Education: 25 words giving context about what the solution means about the person who took the quiz, be reassuring. This section is meant to give the quiz taker practical knowledge, but it’s always framed in the context of who the quiz taker is as a person, so it feels like a continuation of the result description that’s all about the person who took the quiz.
Next Steps: How the person getting this result can work with you/your business to meet their specific needs. This is where you include your products, services, content, or all three. You want to frame any suggestions for buying from you in the context of how it’s helpful to the quiz taker in relation to their recommended quiz result. That way you are the helpful guide on the quiz takers’ journey to meeting their needs and increasing their life satisfaction.
