Generate Leads with a Meta Ads Quiz Funnel

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: 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.

Meta Ads Quiz Funnel Result Examples

Let’s look at how best-in-class Meta Ads Quiz Funnel Results function to move people down the funnel and create a point of connection with the customer. Here we recall that the most important function of a quiz result is to answer the need that your quiz promises to address, so that you uphold your bargain with the quiz taker and follow through on your promise. If you do follow through and successfully address the quiz takers’ need in a personalized way within your quiz result, it will build substantial trust, which goes a long way in boosting your funnel conversion rates.

Common Era Quiz Results

Common Era’s Quiz Result delivers on the promise of the quiz title by giving users a meaningful goddess match, fostering self-empowerment, while storytelling and product suggestions invite deeper engagement and purchase.

You know that saying “Give people what they want, and you’ll get what you want?” This quiz result exemplifies that saying perfectly. It starts out by giving the quiz taker what they want, which is a meaningful match, full of confidence-boosting self empowerment. Only then does it introduce suggestions for products that match that recently boosted self empowerment.

Jenna Kutcher Quiz Results

Jenna Kutcher’s quiz result delivers personalized guidance toward achieving goals, as promised by the quiz ad. It also offers actionable resources and next steps that deepen engagement and encourage conversion.

This result points out something really important about quiz results, and quizzes in general. Which is that you need to know how people want their needs to be met. Here, Jenna Kutcher offers a very straightforward list of resources to solve for needs, which means that her audience wants a quick answer and a straight to the point solution. How your customer wants their needs to be met is just as important as meeting those needs.

Earth Funeral Quiz Results

These results deliver a personalized “tree twin” identity, sparking self-connection as promised in the quiz ad. Educational content and calls to action guide users into deeper engagement.

Humans have a need for self understanding. When you find a specific aspect of self understanding, like this quiz does with “tree twins” you can meet the need for self understanding. Then you provide education and calls to action to learn more which guides people down the funnel on their continue pursuit of self understanding. You are now aligned with their goals and simply their helpful guide.

Jessica Zweig Quiz Result

This result fulfills the ad’s promise of self-clarity and authentic empowerment, affirming strengths while offering curated content and next steps. This deepens engagement and support transformation.

I will once again point out the “how” of quiz results helping to meet customer needs. This result leads with affirmation and support, while continuing to encourage transformation. It’s focused on the human being and how they need to be lifted up in order to reach their goals. Customers want their needs to be met in different way, and it’s crucial that you know how your customers want their results to be delivered.

Framework for thinking about quiz results

Quiz results generally fall into one of two categories. These are frameworks for thinking about quiz results from your businesses’ perspective.

Category 1: Quiz results represent the different products you offer (products being broadly defined as anything that helps your customer meet their needs – which could be products, services, courses, content, books, etc.). In this case, each of your products satisfies the needs of a unique type of person within your customer base. Your results are differentiated from one another based on the product being recommended and the type of person who would benefit from that product.

Category 2: Quiz results represent the different ways your single product solves for the needs of your customer. The different solutions your single product can offer are differentiated from each other and become the results of your quiz. For example, Interact quiz software is just one software, but you can use it to generate leads from Meta Ads, generate leads from your website, generate leads from Instagram, or generate leads from SEO. Those are the results of our quiz funnel quiz, where we have different use cases within a single product that become the results of our quiz.

As you think through your quiz results, ask yourself if you have multiple products that each meet the needs of different types of people, or if you have one product that meets the needs of different types of people in unique ways. This will help to put a framework around what the results are and how they are differentiated from one another.

Summary of Quiz Results for Meta Ads Quiz Funnelse

The results of your quiz should meet two main goals to move people down your funnel and boost their energy towards meeting their needs.

Results must meet customer needs directly and personally. Each result should be perfectly clear in meeting the needs that you are promising to meet in the title of your quiz.
Results should be formatted in solution, education, next steps format.
- Solution: Framing the solution to meeting the customers’ needs in a personalized way
- Education: Education about the person who is getting this quiz result in the context of how they can meet their own needs
- Next steps: Suggestions for how the customer can meet their needs, with your free and paid resources included in the suggestions

Part 3: Quiz Questions

Questions that Engage People

Questions that engage people are automatic for people to answer, but lead to results that are thoughtful. That’s the magic of a quiz. You give answers that are thoughtless, meaning you just know your choice, and then you get a result that is deeply thoughtful. So it feels magical.

The purpose of quiz questions

There are two main purposes for quiz questions.

#1: To find out which solution will solve for the needs your quiz promises to help with

#2: To build trust with your customers by showing them how well you understand their life situation

The primary purpose is to figure out which solution will actually meet the needs of your customer, as promised by your quiz idea/title. That is most important, and every question you ask should serve that purpose at a minimum.

The secondary purpose is to build trust by showing the quiz taker that you understand them. You can show you understand them by asking specific, situational, questions which show that you really know who they are and what their life looks like. The more you can demonstrate to the quiz taker that you really know them, the more they will grow to trust you. Asking them questions that you would only know to ask them if you know them well is the best way to build trust during the questions section of a quiz funnel.

How to make an accurate quiz

To ensure that your quiz delivers an accurate result, you can use one of three scoring systems.

Personality Logic: In personality logic, every answer choice for every question correlates (gives a point to) one or more of the results of your quiz. As a quiz taker answers the questions of your quiz, they get correlations (points) for the different results. Whichever one has the most correlations (points) after the quiz taker has answered all the questions is shown as their result.

Scored Logic: In scored logic, every answer choice of every question assigns a point value. The result shown to a quiz taker is determined by which result score range of point values they fall into. You can specify what the result score ranges are.

Correct Answer Logic (Not Pictured): This is your standard trivia or knowledge test logic. Every question has a correct answer, and the result shown is based on how many answers the quiz taker gets correct after answering all the questions.

Branching Logic Quizzes for Exact Accuracy

In branching logic quizzes, every answer choice can branch to a different follow up question. Results can be specified for every single path through the quiz so you can have a perfectly accurate quiz. Meaning that you can specify every combination of answer choices someone could choose in your quiz so you can be exact about which result you are showing people based on their exact set of answer choices.

I recommend using branching logic when you have questions that are really polarizing, where if someone answers a certain way then a lot of your results just don’t make sense for that person.

Question Logistics

How many questions your Meta Ads Quiz Funnel should have, and how to make sure your questions display properly for quiz takers on all devices so you maximize conversions.

5-8 questions: Ask what you need in order to make your quiz accurate, nothing more. Ask a minimum of 5 questions so the quiz feels accurate to the quiz taker.
Every question should be about the same number of words, so they display nicely and don’t look weird on different devices.
Every answer choice should be about the same number of words, for the same reason, you want them to all appear uniform so the quiz taker doesn’t have to strain to see the answer choices or quickly understand them.

Most Popular Meta Ad Funnel Quiz Question Topics

These are the most popular, meaning the most likely to get answered and keep your quiz takers engaged.

Convictions: Asking people what they believe, or for their opinions on topics
Reflective: Ask people about who they are, ask them to look inward
Traits: Ask people about their strengths and struggles within the particular area of your quiz
Preferences: Ask people about their likes and dislikes, what they want and don’t want
Goals: Ask people what they want to achieve, how they want their life to look
Identity: Ask people about how they see themselves and want to be seen by others

You can and should branch out from these question topics, these are tried-and-true as starting points for your quiz questions. You should use these as learning, and then make yours even more unique to your quiz takers and what they want to be asked about.

How to ask Questions

Science-backed methods for how to get quiz takers to like and trust you by asking them questions that are inviting and empathetic.

Tenderness: Ask in a way that makes people feel comfortable. This is very similar to non-judgmental.
Receptivity: Ask in a way that signals to the quiz taker that any answer is okay, there are no wrong answers.
Active Curiosity: Ask in a way that shows you really want to know what the quiz taker is going to say.
Affection: Ask in a way that shows you like the quiz taker
Generosity: Ask in a way that assumes the best about the quiz taker, give them the benefit of the doubt in how you ask your questions
Holistic View: Ask in a way where all viewpoints are valid and embraced

When you ask questions in this way, it creates a positive connection between you and the quiz taker, and that goes a long way when you ask for their email address in the next step before you show their results.