quiz funnels for lead generation

How To Use Quiz Funnels For Lead Generation

Whatever you or your business sell, you are probably aware that is becoming increasingly difficult to find, qualify and sell your products or services to buyers.

Ad costs are increasing, it is especially difficult to sell via Facebook groups, Twitter is not really an option and you have even tried TikTok, with not great results.

Don’t start me with LinkedIn – people do not respond to your connection requests or they shut you down immediately if you just try to do something out of the ordinary.

If you want to find the best way to generate business leads that not only attracts customers but also qualify them at the same time, keep reading.

What is a quiz?

A quiz is a popular way to evaluate potential customers’ attitudes toward your product. Quizzes are now used in a number of different fields, and they are quite versatile. However, if you want to find the best way to generate leads for your business, you will need to do some market research first. We have written an extensive article on what is a quiz here.

What is the actual purpose of your quiz funnel?

So, ok you are thrilled with the idea of finding low-cost, high-value leads for your business, but do not jump on it just as yet. Before you even begin creating your quiz, you need to do the dreaded work of thinking about what you want as an end result.

Here are some initial ideas of what a B2B quiz can do for you (also applies to B2C) and what is the best way to generate business leads:

  • A quiz can put more qualified leads on an email list. Apart from sending them a newsletter, and indoctrinating them to your brand, it also gives your sales team an ideal base to work with as they do not need to endlessly search for leads. These are people that came to you, answered qualified questions and now they are “eager” to be contacted” to consider your supplement ranges.
  • It is also a means to do more low-cost advertising. Uploading the current list on various mediums like Facebook, Google Bing, and Yahoo ensures that your lower cost of acquisition is reduced to pennies on the dollar.
  • Finally, do you want your market to consider you as an authority? If yes, a quiz can indicate to people that you know what you are talking about because you have created a method to offer solutions to clients.

The benefits of using quiz funnels

There are several benefits to using quizzes as the best way to generate business leads:

  • A completely transparent method of screening and filtering prospects – completely unlike sales leads, you can’t cheat people into purchasing because you do not want them to know the formula behind your lead generation process. The type of information you collect on the quiz cannot be compared with your database.
  • Provide instant decision-making mechanism – quiz people on the benefits of your supplements, while they are taking your quiz and can easily make a quick decision about your product if they want it or not. They can also share your quiz with their peers.

Types of Quizzes

Although everyone is biased and everyone has an opinion on a topic, the truth is not everyone is going to be able to buy your product and in turn, they may not want to.

Of course, you can try an ad campaign of some sort, but it is always better to test and try before you take the plunge and invest some time and money.

Testing a potential lead is important, so it is always best to test it with other customers so you can learn their wants and needs As such, the simplest method of testing is to use quizzes. Quizzes can quickly identify potential customers, and help them to decide whether you are the right solution to their problems.

As such there are many types of quizzes to qualify a lead. You can create a personality quiz, as a lead quiz, or you may want to use a multiple-choice quiz to be used after a sales call or after a webinar.

Let’s evaluate some most common quizzes we use for our clients in the nutraceuticals industry:

1. Personality Quiz

Personality quizzes are among the most common types of quizzes, They are very versatile and we use them to identify the buyer traits of supplement retailers. You can:

  • Embed a personality quiz on your website or blog to learn more about your audience
  • Select the best product based on a series of questions to increase sales
  • Generate leads by integrating a lead form in a highly engaging personality quiz

Personality quizzes can be serious, fun, or educational. We have occasionally used quizzes with titles like:

  • How waking up early affects your career
  • What type of business owner are you?
  • Are you a leader or a follower?

2. Scored Quiz

A scored quiz is used when you want to quickly show someone his current situation in a form of assessment.

Each question is assigned a point value. Upon completion, your total score is added to your outcome based on the final number.

The creation of a successfully scored quiz is based on your ability to do the following:

  • Set a goal (such as measuring a person’s knowledge of a subject)
  • Create a list of questions associated with the goal
  • Assign a point value to each answer
  • Create a table for judging results, based on the final point tally

Scored quizzes are among the most powerful, as the respondent is guaranteed to receive something in return for their time.

3. Multiple Choice Quiz

You’re probably familiar with multiple choice (also known as assessment) quizzes from your time in school.

You’re presented with a question and a set of answers. Every question has one right answer, with the outcome based on the number of correct answers.

Here’s an example of a multiple-choice quiz designed to test a person’s knowledge of digital marketing.

4. Yes or No Quiz

This is the simplest type of assessment-based quiz. While it’s similar in some ways to a multiple-choice quiz, there are only two answers to choose from:

  • Yes
  • No

It’s a concise and efficient way to judge a person’s knowledge of a subject or receive feedback. Here are some example questions you could use in a yes or no quiz to receive feedback after a company presentation:

  • Did you understand the primary purpose of the presentation?
  • Were you bored at any time during the presentation?
  • Did you learn everything you were expecting?
  • Were there times during the presentation when you were confused?
  • Did you find yourself able to easily identify with the information?

You can also use yes or no questions to create a fun, engaging quiz that you share on your website or via social media. For instance, if you manage a travel brand, these questions could make up a quiz:

  • Is this a picture of New York City?
  • Is the Statue of Liberty located in New York City?
  • Does New York City have more than five million residents?
  • Is New Your City known as the city that never sleeps?

A person who answers them all correctly is a New York City expert. Conversely, a person who only answers one or two correctly needs to bone up on their knowledge of the United States’ most populated city.

5. Poll

A poll is an interactive quiz that includes only 1 question.

The key to success is providing the audience with enough choices to ensure that it suits their situation.

Sticking with the above example, there are eight possible answers to the question “what is your biggest expense”.

But imagine if there were only three choices. Some people would be able to answer, but others would find that the poll doesn’t really pertain to them. Therefore, they’re less likely to proceed.

You can also allow the respondent to provide more than one answer. This is helpful in the case that someone may not be able to make a final determination, such as if their mortgage and student loans are the same expense.

Upon completion of the poll, you can check your statistics for the following:

  • Impressions
  • Vote percentage
  • Result report
  • Responses report

6. Survey

It’s not the same as a traditional quiz – like those detailed above – as a survey is designed to gather feedback or lead the user to an outcome based on answers (known as skip logic).

However, depending on the way you format the survey, it can take on a “quiz-like” form.

Here’s an example of a survey titled “What are you looking for in a team collaboration tool?”

Why should you use quiz funnels when marketing your business?

Although most of us are familiar with quizzes for fun, they can serve a few purposes. One, a quiz will allow you to have an objective and be able to read all answers to the question. And if they fall into your target market, then you have a chance to convert them.

How can you turn quiz takers into leads?

I’m a big fan of the “ask-me-anything” format. I think it’s an excellent way to get people talking about your business and what they want from it, but there are some things that can make or break this type of interview. One thing that always gets me is how to convert the respondent into a lead.

You can use a simple ranking system when creating your quizzes so that users see different results depending on their answers. After they answer the first question, but just before you display their results, you have the option of showing them an opt-in box asking visitors to provide their name, email address, etc so that you can send them their results.

Of course, people who give you their contact details are usually interested in knowing more from you, so they’re now considered new leads generated from the website. Keep in mind that if you require your visitors to give you their contact details, many will simply exit the quiz without becoming leads, and they might be left a tad annoyed or disappointed from not seeing their quiz results.


Quizzes remain the best way to generate business leads. To generate more leads, think of what people look for and what sort of information they actually want. Use a variety of different forms of quizzes to capture the various information that people are looking for. The advantages are as follows:

  • They tend to be confidential.
  • They don’t take up a lot of time and they won’t cost you a lot of money.
  • They can be used to attract the attention of the consumer and create brand advocates
  • They are so easy to use

Get your own quiz for your business with our Quiz-As-A-Service, with leads that cost between $0.10-$0.50 per lead! Check our portfolio here.

Creating Marketing Personas: Boost Your Traffic More Than 300% Knowing Your Ideal Client

Get to know your customers.

A phrase that means so much, but yet very few companies use it fully.

This post is specifically addressed to “Mary”, “David” or “Zao”.

All these people are “marketing personas”, working and living in the USA, Europe and Asia. Their names are fictional and may represent your ideal client.

These people could be your customers. For example, David could be working as a Marketing Manager for a manufacturing company in Germany. Zao may be working as a Comms Manager for Acme Steelworks in China, and similarly, Mary could be a Marketing Executive for a US-based online retailer.

All these fictional characters are part of what we call, personas. You may have heard them by other terms, like avatars, buying personas or ideal clients. The names don’t really matter.

What matters is that to find, attract, convert and qualify these people, you need to personify your ideal client(s).

Building marketing personas for the audience you address can help improve the way you solve challenges for your customers. The process of creating personas is well worth the time.

Here is a blueprint and beginner’s guide to getting started.

Starting With The Basics: Creating A Persona Sheet & What It Must Contain

As with every “war” plan, everything should start with pen and paper. So, all you have to do is jot down all the information that you think a persona may “need” to be created.

However, before we continue, there is a question going on in your mind, and that is “but wait! I have more than one buyer! Would that apply to me?

To which I respond, yes, that would apply to you.

If so, how many of these buying personas do you need to create?

What I always recommend is that, in order not to waste your time in creating several personas that may have different characteristics, sum up everything into three to five personas the most (unless your marketing department can waste their time in creating more than five, which is totally fine). Over the years, I have found that this number is just the right size to represent your buyer’s characteristics and at the same time, be as specific as possible.

Start with basic information. Ideally, what you need to know is who the person is, what they care about, and how you think you must “speak” to them. Here is a list of what you should include in your marketing persona template:

Persona Name, i.e. Jennifer Higgins

Job title

  • Provide information about the ideal company you would like them to work in (size, type, etc.)
  • Details about their role


  • Age
  • Gender
  • What is their salary and how much do they take home?
  • Where are they located? Is it a big city? A suburban area? At the countryside?
  • Education
  • Family

Goals and challenges

  • What are their primary goals? What is they are trying to achieve within the scope of their role? Remember, your business exists to make your ideal client’s job easier.
  • Secondary goal
  • How you help achieve these goals
  • Primary challenge
  • Secondary challenge
  • How you help solve these problems

Values / fears

  • Primary values
  • Common objections during the sales process

In addition, you should write what your core marketing message must be that encompasses all the above. And that is the hard part.

Elevator pitch: Last but not least, when you approach them, what do you say that is memorable, stands out and makes an impression, leaving your competition that simply says “we are the leading blah, blah, blah”

If the above is unclear or overwhelming, no worries, we have examples below. For the moment, please keep reading.

Step 2: What additional persona information can you think of?

As Dan Kennedy points out, all businesses are the same. However, deep down, you and I agree that each business appeals to different buyers, that have different characteristics. In my 20 years in marketing, I never came across creating the same personas for different businesses in the same industry, so take my word when I say that personas can vary from business to business and industry to industry.

With that in mind, you might consider adding some additional, more specific bits of information that you may know or suspect is appealing or used by your personas.

  • Hobbies/interests
  • Where do they get their news from
  • Blogs they read
  • Influencers they follow

Step 3: Obtain the information for creating your persona

Having said the above, I assume that you created your sheet of paper with all these titles and you have possibly added a little info there. What about the rest? Where do you get all the information you need to “formulate” a persona? There are too many sources where you can get vital information for your audience, maybe too many to count –  these range from data logged in your site statistics to even talking with real-life prospects or customers.

Let’s explore three for now (the most important ones):

A. Start by analysing your website statistics

Your nr. one source of free, unbiased marketing information is, and probably will always be, Google Analytics. Log in to your dashboard and from there:

  • Scroll over to the audience insight tab
  • You will see subcategories where you can gather interests, locations, demographics and anything else you may find relevant to your research.

B. Continue with social media research
Social media provides an excellent resource for what exactly your audience thinks, speaks about and feels. Buffer, the popular social media management tool, has a very extensive post on how to use social media to understand buyers’ conversations.

Therefore, you can also use social media listening to find your potential customers asking questions in real-time.

For example, this is a screenshot from our dashboard, monitoring conversations all around the web (including Twitter, Facebook, Google Plus, YouTube, Reddit, Blogs and News sites) for Vitafoods Europe 2019:

And this is how mentions are forming during the month:

C. The obvious: Ask your audience questions.
No one knows better about what your customer wants than your customers themselves. To understand your audience better, there are three ways: pick up the phone, and talk to them, create a quiz to find out what they need.

A quiz is one of the cheapest, most-qualifying methods for learning more about your audience. If you do not know what to ask, try these questions that will help you start:

  • What’s important to them in their current role?
  • What would they like to change?
  • Who do they turn to for advice or information?
  • How do they make decisions? Who else is involved?
  • Do they assign any values when they obtain the necessary results?

Unfortunately, this is a very large subject to go into detail and there are a lot of moving pieces to elaborate on. However, if you are stuck or unsure, simply connect with me on LinkedIn and I would be happy to answer any questions you have.

Step 4: Suppress your inner self by challenging creating personas!

While making personas, you may go into whole new trouble identifying, qualifying and connecting with people – investing time that you may not have. At some point, either your inner self, or someone else from your team may question the entire process, and you start wondering if all this trouble may produce something tangible to help your business go forward.

Well,  It might seem like fluff, but details like this do serve an important purpose:

  • First, creating personas will force you to go deeply into your audience’s shoes. You will start experiencing customers and prospects differently and you will begin to understand the thoughts, feelings, and behaviours of your customers.
  • Second, by going through all this trouble, you will unearth tactical opportunities for your product or business that you may never have paid attention to before. See these opportunities as a way to improve your customers’ lives. If you know what Jane cares about, and your product or service solves what she cares about, then you just discovered ways to provide solutions for Jane.

Putting it all together: Examples of marketing personas

As mentioned above, marketing personas will vary from company to company. There will, of course, be similarities that run throughout all personas. Hubspot, the online CRM company, has gathered lots of amazing examples in one place where companies have shared one of their own marketing personas. Buyer Persona is also a platform where you can see examples and also create marketing personas.


Marketing personas will help you identify and connect with your ideal clients, enabling you to better solve their problems. When you solve your client’s problems, you are the go-to person and no one can take that away from you – your competition is irrelevant.

One thing I haven’t mentioned so far is that creating personas is, as with everything with marketing, tough 🙂 So, if you have a team and co-workers, make sure that they are on board and get involved at every aspect of the creation process; each member team will bring a different perspective and different information to the table.

Once you have your personas ready, it’s easier to communicate your marketing message and craft different elevator pitches for the sale, marketing and hiring teams.

Have you tried creating marketing personas? What elements of your persona template have been particularly helpful?

Do These 5 Things Before You Start Your Business To Get It Off To A Great Start

Starting your own business is a lot of work. Not only do you have to take care of all the day-to-day operational tasks, but you also have to nurture your business so that it can grow and thrive. You might be wondering where to even start.

The answer is simple.

Before you start your business, you must create your online presence. 


Because everything starts from this exact point – and things aren’t going back to where they used to be.

So if we were you, we would start by researching online not only the market, but once we have a clear understanding of what our market would be, keywords that people will search to find us, creating an online presence before we even launch and a powerful domain name that matches the best performing keyword.

This post will give you 5 things that you should absolutely do before starting your new business.

1. Make sure you have done thorough keyword research for your website

2. Make sure you know the kind of customer you want to attract

3. Make sure your domain name includes your keyword

4. Have an estimate of the budget you need to market your business

5. Gather an audience before you launch your website & business.

5 things you should do before you start your business

1. Make sure you have done a thorough keyword research for your website

One of the most important things to do before starting your business is to develop a thorough understanding of the keywords you want to rank for. We can’t stress this enough. Whether you are an accountant, a plumber, a management consultant or even a yoga teacher, it is important that you establish your foundation for people to find you easily.

Ranking for keywords will help you get more traffic and conversions. One way that you can find keywords is by looking at the top-ranking websites in your industry. You should also look into how people are searching online and think about what they might be trying to find with their search queries.

So keywords research on your industry and future business is everything. Spend time researching keywords for your website. This is the foundational aspect of your business. 

You want to make sure that you have a good list of keywords that people are searching for and other competitors of your are using them. 

You will later optimise your website with these keywords and al your blog posts, landing pages and even newsletters!

2. Make sure you know the kind of customer you want to attract

This is one of the most important things you should do before starting your business and your website.

If you don’t know who your target audience is, chances are you’ll have a hard time getting new customers. 

Before you start, identify your niche and research what kind of customer it attracts. This can help shape your marketing campaigns to attract more people like this. 

Who do you sell to? Sure, as an accountant you sell to everybody. After all, everyone needs accounting. Or if you are a plumber, you service all kinds of plumbing, right?

Not quite.

You see, within each industry, there are sub-divisions of that industry. For example, in accountancy, there are cost accounting, accounting for HR, accounting for aviation etc. Can you service all of them? No.

So think in terms of who you serve – who would be ideal for you to work with. It is definitely not everyone.

Another example is if you’re opening an ice cream shop, you may want to focus on attracting families. That way, when they come across your ad or see you in person, they will be more likely to buy from you because they’re attracted to the same thing as your customer base.

Think about the kind of customer you want to attract. Do you want to target a specific demographic or geographic area? Maybe focus on a niche? Knowing who your customers are will help you market better.

3. Make sure your domain name includes your keyword

One of the most important things you can do before starting your own business is to make sure your domain name includes your keyword. This way, people searching for your website may find it before they find one with a similar but different domain. The more leads and customers you have coming to your website, the better!

I had a friend who sold coffee. He went on and registered his name in a domain name but not anything that resembles that he sells coffee. 

In the end, he found out that marketing his business comes at a greater cost when people cannot associate what you sell with your brand.

He finally realise that and after a while, he changed his domain name (and logo) to include the word “coffee roasters” in it.

Make sure that your domain name includes keywords related to what you offer in order to make it easier for people to find your business online.

4. Have an estimate of the budget you need to market your business

One of the most important things to do before starting your business is to have an idea of how much you’ll need to market it. This can be a challenge, as marketing budgets vary depending on the size of the business and its goals. 

It’s a good idea to start by getting a ballpark figure in order to be able to plan ahead.

There are many different approaches you can take with your marketing budget, but one that has shown success for other businesses is digital marketing.  

With digital marketing, you can target your audience more precisely than traditional methods. You can input important information about your audience and use that information to shape your digital marketing campaigns. It makes it easy for you to reach the right people! 

Let’s say your ideal customers are African-American men between 23-35 years old who make at least $35,000 a year. You’re trying to reach this ideal customer on social media to get them to follow your business. 

If you wanted to precisely target those characteristics, you could easily set those perimeters for your social media ad campaign. This would ensure that only the relevant people specified would see your ad and become interested in what you have to offer!

This helps you project how much you will need to spend each month on advertising, blogging, social media, influencer marketing and graphic design and how many units of products or services you will need to sell to make these costs back.

Planning this BEFORE you even incorporate, shows you also what level of effort you need to undertake in order to make a sale.

5. Gather an audience before you launch

One of the most important things you can do before you launch your website and business is to gather an audience. This might sound strange, but it’s actually one of the most important things you can do. Without an audience, it will be very difficult for anyone to find your site and company.

What are some ways to get a following? You can start by running ads and building a list with Facebook ads or other social media ads. 

You could also create content that is relevant or interesting to your desired audience and share it on social media or with an email list. 

There are many ways that you could build an audience, but whatever way you choose make sure that it aligns with the theme of your company!

Gathering an audience before launching your website & business is tough, but it pays big when you finally launch your business. You will immediately make sales.

Compare the two:

Jennifer launches her yoga class but has no audience. She incorporated a month ago, so now she has to pay her accountant monthly, to buy a web hosting service, to pay for a web design agency, and pay for email marketing, leaflets and even the rent for her office – you name it –

On the other hand, Laura gathered already an audience and has email lists ready to sell to. By the time she launches, she already has to paying clients and she can finance her website, rent or anything else she wants – she is profitable from day one.

Start early in promoting your new and upcoming business, by participating in forums, social media groups, and creating a blog or newsletter list where people can sign up for updates from you or offers from your future company.

So now you know – the question is how many of the above will you do before you start your business?