Several key parts of a quiz funnel contribute to whether or not it will actually convert leads into customers. Here they are in no particular order of importance.
Your Quiz Title Must Give the Audience What They Want
When I’m diagnosing why a quiz doesn’t convert, it’s because the positioning of the quiz title doesn’t match with what the audience wants. I’ve coached a ton of people through the process of really drilling down what their customers want in order to reframe their quiz title for what people are actually looking for when they come to you.
We made a free AI tool that grades your title idea and helps you reposition it. And that tool essentially does two things.
- Looks at Clarity: It’s going to analyze how clear your quiz title is, and whether it very simply conveys the value of what is being offered in the quiz.
- Looks at Messaging: It’s going to analyze whether or not your messaging is powerful enough to move people to take an action. You need people to take your quiz, which means they have to take an action, and if what you are offering with your quiz title is not powerful enough, it will not get people to take an action.
My personal favorite way to discover what your customers actually want from you is to keep asking “Why?” so if I ask you “What do your customers want from you?” and you say “To be more productive?” I would say “Why?” and keep asking “Why?” until we get to the root of what your customers. Which is probably something totally different from “To be more productive.” Whatever we land on is going to be the concept of your quiz, but it will be connected back to the customers’ initial answer.
So for example, if the end of our “Why?” session ends with the fact that your customers want to spend more time with their families, then we would make a quiz title like “Find your time saving productivity routine” and the sub-headline would be “Find out how you can eliminate unnecessary tasks in your day so you can have more time to spend with your family without sacrificing output.” So now we have addressed what the customer really wants, but also tied it back to their initial reaction. So we are helping them on the surface and also at the core of what they want. That’s the best way to make a quiz title that will convert.
Your Quiz Opt-in Form Needs to Offer Additional Value other than just seeing the quiz results
The quiz opt-in form that comes up at the end of your quiz needs to offer additional value beyond just letting people see their quiz results. Just seeing quiz results is not powerful enough in 2025 to get the opt-in rates you want. You should leave your opt-in form optional, and provide the following additional value, choose the one that works for you.
- A discount: This still works in 2025. Giving people a discount if they choose to opt-in through your quiz is still a very effective way to increase opt-ins and sales. Hrag Kalebjian, Owner of Henry’s House of Coffee, has been running a Coffee Matchmaker quiz for 4 years, and it has a 9% sales rate from quiz takers, partly because he offers a specific discount to people who take the quiz. Jen Olmstead, co-founder of Tonic Site Shop, does the same thing in her website matchmaker quiz. Both have great results.
- A longer report related to your quiz results: Meaning that you offer to give people a more in-depth breakdown of their quiz results if they choose to opt-in to the quiz. You still give people a basic version of their results, even if they don’t choose to opt in. Erin McGoff, founder of Advice With Erin, does this in her Career Type Quiz, and she’s gotten over 140,000 leads from her quiz.
Your Quiz Follow-Up Offer Needs to Work
After someone opts in through your quiz, they don’t always make a purchase right away. You need a good strategy to convert people afterwards. Here’s what works in 2025 for post-quiz offers.
- Webinar Invite: Live webinars are back in a big way. Earth Funeral does this for all of their quizzes. They send a webinar invite 1-3 days after someone opts-in through the quiz, and they get incredible attendance rates. The webinars then convert into paying customers.
- Low-Price Offer: Many businesses in the digital product and coaching space are offering $7-10 offers right after someone takes the quiz. Teacher Career Coach does this in their quiz, and it’s a very nice flow that converts very well.
- Long-form Content: For purchases that aren’t going to necessarily happen right away, linking to longer form content from your quiz results is a great strategy. Atlassian does this in a lot of their quizzes, like their Leadership Style Quiz, and it’s highly effective for increased engagement post-quiz.
- Value Value Value, Offer: Amy Porterfield is known for this approach, and she uses it in her quiz. Once someone opts-in, you offer value on top of value, and then every once in a while sprinkle in an offer. This is an age-old strategy, and still works because of the level of trust you can build by showing people how much value you can offer them before you ask for anything.
- One-on-One Call Offer: We use this at Interact. Our quizzes can filter for best fit leads, and for those people we offer a one-on-one quiz strategy call. That way we can make sure the hottest leads who are ready to make a purchase get the assistance they need right away. For software products and higher ticket products this can be an effective strategy.
These are the top conversion points I see people missing in 2025, hopefully this is helpful to you as you build your quiz funnels!