This is a step-by-step guide on how to create your own quiz marketing funnel to drive sales. Here's what we'll cover.
Introduction: Creating A Quiz Marketing Funnel
Welcome to our guide on creating a quiz marketng funnel. I've put a graphic below that illustrates the way a quiz funnel works, and then I'll break down all the steps so you'll know how to create your own quiz funnel. In words what is going to happen here is we're using a quiz as a lead magnet and a segmentation tool that attracts people to click from Facebook ads or your website to take a quiz, then the quiz filters the quiz takers into segments and back into a sales squeeze page where you make your offer and generate reveneue.
Start: Facebook ad or Website Link For Your Quiz
Your quiz funnel begins as a Facebook ad or a link on your website for people to take your quiz. On the right I have an actual Facebook ad for a quiz that we'll be following through this whole article.
You can see the Facebook ad here
The ad is just named the same as your quiz, which we'll get into later on how to name your quiz most effectively.
For more detailed guides on quiz Facebook ads click here
Since we're on the topic and the question comes up a lot, the way you get people to actually click on your ad is to name it "What Kind of (Blank) Are You?" where your quiz topic fills in the blank, and to use a cover photo or video that is bold, bright, and involves people.
The other primary method for starting your quiz marketing funnel is to put a link to the quiz front and center on the home page of your website.
Because a quiz acts like a filter for anyone on your website, you can use it as your main call to action. Many companies are beginning to do this, particularly in the online courses world, but also technology companies are using it as a way to filter people before signup and ecommerce sites are using it as a method to recommend products based on a profile.
Quiz Cover Page
Once someone clicks on your quiz Facebook ad or goes from your website to begin the quiz, the first thing they'll see is the quiz cover page. (you can also disable this if you just want to show people the first question to begin the quiz).
This cover page has your quiz title on it and an image with a button for people to begin the quiz.
The biggest elements that will make a difference in terms of people beginning your quiz or not are as follows.
1. The title. We have a list of quiz titles for every sort of business that you can copy. The best format for quiz titles are "What is Your (Blank)?" or What Kind of (Blank) Are You?"
2. The Cover Photo. This is the picture you see when you land on the quiz. You'll either want to have people on this or use the photo to explain more about the quiz since your Facebook ad will be limited on text.
Quiz Short Description Advice
The text you see below the main image on the quiz above is the short description of the quiz. In this section you explain why it's important to know whatever it is that the quiz is promising to teach you. Be specific with this part, why do you need to know your learning style? why do you need to know whatever it is that your quiz is about?
You know your business well, and when you get new clients you probably have a set of questions you ask people to provide the best assistance to each client.
These questions are what you ask on your quiz. There is nothing particularly fancy or special about these questions, they are just what you would ask if you were talking with a new client for the first time and trying to figure out the best way you can help them.
If you're really struggling to come up with questions, here's a list of quiz questions you can use that will help you develop a personality profile for your quiz takers.
Logistically, your quiz should have 5-10 questions, and to determine the exact amount you should only ask things you need to know.
In order to maximize engagement on questions and get people to complete the quiz so they'll get to the opt-in form page and the squeeze page, you'll want to include images wherever possible on your quiz.
Now you don't want to force it and put images in that make no sense, that will detract from the quality of your quiz. And depending on what industry you're in you'll want to make sure you use really high quality, professional photos in order to ensure that your pictures don't detract from the credibility of your quiz.
If you want to really go for broke and make a super branded quiz, you can create custom images that have the questions or answer choices on them like the example pictured to the right.
Quiz Opt-in Form
After someone answers all the questions of your quiz, you can choose to show them an email capture form and use the quiz as a method for generating new contacts you can follow up with and sell to, or just keep on your newsletter. These forms convert at 50% on average, but not by accident – there are very particular things you’ll need to write on your opt-in form to achieve that level of success. Here are the three most important ones.
1. Tell people they get to see their results. You will be creating quiz results that show on the page right after each person fill in the opt-in form, so let people know that you’re going to reveal their results right away and they don’t have to wait for an email or anything. This instant gratification is exactly what we want out of a quiz, so ensure they know it’s coming.
2. Tell people you’ll send relevant follow-ups to improve their life. Because your quiz is going to assign each person an individual result, you’ll have the opportunity to send them follow-up communications to help them improve. This is super important because we all want to get better, but we also don’t want a bunch of recommendations that have nothing to do with who we actually are.
Pro Tip: The easiest way to write this part is to say “We will send you personalized tips on how to improve based on your personality” which is general enough to where you don’t have to go crazy creating content to send them but it’s also enticing enough to get people to opt in.
3. Let people skip if they aren’t interested. This will cause controversy because people always tell me “well I don’t want you taking my quiz if you don’t want to opt in” To which I have to say REALLY? you really think your quiz is so incredible that people aren’t even allowed to take it if they don’t opt-in? That’s like saying “I don’t want you coming in my house unless you give me your social security number.” Those are equal levels of absurdity.
Just leave it optional, unless your quiz is doubling as some sort of entry system and you need to ensure that you know exactly who completed it.
What people see once they complete a quiz is incredibly important because they've answered all the questions in order to see this and if you create satisfying results people will want to purchase from you to learn even more.
Now it's important to note that depending on your type of product and the sales price that results should vary in length and complexity. For very low cost items or in ecommerce, you'll want your results to be short and simply link to a recommended product as soon as possible.
For digital products or anywhere you're selling learning as the main item you'll want to be longer with your results.
If you follow along with the results screens I'm picturing to the right on this quiz funnel you'll see there is a progress bar and they've actually divided the results into sections. The first section gives the outcome to the person and provides a brief description.
The second section just to the right here shows famous visual learners (the result I'm being shown) and provides key characteristics.
Now it's important to note that these key characteristics are all positive things, and you want to make people feel really great and unique based on which result they got.
You can use the personality traits assigned to the person to show really positive things here.
In the third step of the results you show people the downsides of their result. You can point out areas to improve or common mistakes this personality type might make.
Keep it short and don't get too negative with people, you want to walk the line between showing people their downsides and not being over-bearing.
Don't scare your quiz takers off by telling them they need to improve everything, which is overwhelming and they'll just leave without reading any further.
As the final step of the results you show people how they can improve problem areas and capitalize on opportunities with their strengths.
This is where you say "We've pointed out some strengths and weaknesses for you, now let's take the next step and capitalize on your strengths while avoiding any weaknesses you might have"
This primes people to want to learn more based on what you've shown and gets them ready for your squeeze page offer, which is going to be an opportunity to learn even more about their result by purchasing a product or service from you.
Sales Squeeze Page
Oce you've given people a ton of valuable information in your quiz results, the call to action for a purchase is to learn even more about how you can use your quiz outcome as an advantage.
Since you've already established a ton of credibilty by offering free advice to people in the quiz results, your offer is simply to continue that conversation and keep giving people the help and assistance they are looking for within your quiz.
You can follow squeeze page best practices on this page just to make sure you cover all your bases.