MARKETING & SALES

How to Segment Your Audience and Increase Sales Using Quiz Funnels

Chris Norton
Founder of Prohibition PR
Illustrator: Xelon XLF
quiz funnels
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Quiz funnels are an excellent way to connect with existing customers or encourage potential new ones to try out your business. While It is not hard to grasp the concept of a quiz funnel, choosing from the different methods of funnel design could be quite a challenge. But once you have mastered creating and designing a robust quiz funnel, you should start seeing positive results. 

Quizzes are great because they are fun to create and help segment your target market once you analyze the results. If you design your quizzes correctly, they can often lead directly to a sale. At the very least, a quiz funnel will introduce your business to the market or remind previous customers that you are still around.

Read on to learn about quiz funnels and how you may use them to increase sales.

What Is A Quiz Funnel?

A quiz funnel is a tool used to structure how you want to find, collect, and convert potential customers into actual paying ones. Quiz funnels can range from traditional surveys to quiz bots that offer more responsive experiences.

You may think of the quiz as a magnet. For your quiz to be effective, you need to expose it to as many potential customers as possible. When more people see your quiz, more of them will probably take it. If a respondent wants to see their results, they need to input their email address into a field that adds to your email list.

Most quiz funnels use multiple-choice questions that allow marketers to group their leads into well-defined segments. You can see a typical quiz funnel question below:

Source: Woorise


If you ask the right questions, you’ll get more than audience insights. You can also get users’ email addresses. The data you collect from the quiz will form the basis of the marketing content you’ll send to individual leads in the future.


What Are The Advantages Of Using Quiz Funnels?

You might be wondering: why use quiz funnels when there are other ways to collect user data? There are many reasons marketers use quiz funnels in their campaigns:

  • Market research: Quizzes help brands discover customer needs and preferences. The insight you gain from quizzes can help you offer tailored solutions to specific segments.
  • Lead qualification: Quizzes can help you gauge your leads’ level of interest in your brand. By identifying prospects who are likely to convert, you can allocate your marketing budget and resources more effectively. 
  • Shareability: A fun quiz, especially one that focuses on pop culture or celebrities, can go viral across social media if it connects with its target audience. 

A well-designed quiz is a great way to connect to your customer base. It can create an emotional connection to your brand and business, which is critical to fostering and maintaining client loyalty.


How Can You Segment Your Target Audience?

Your respondents will depend on what you sell and who your customers are. However, you can segment audiences into many different groups. 
Social media training courses can help you to understand the segmentation process in more detail. However, most marketers segment respondents according to age, gender, interests, and location. While there are some questions that you need to keep straightforward (such as those about age or gender), you can afford to be creative with others.

Before designing your quiz, you need to know how to segment your audience and why you want to do it a certain way. For example, segmenting your audience according to age will help you create content that contains appropriate pop culture references.

You can also design questions about affordability and pricing options. These insights can help you develop promos or drive leads to specific product variants. 

How To Make A Useful Quiz Funnel Questionnaire 

Doing a quiz should be fun and quick to complete for the respondent, so you need to aim for this as a result. However, designing successful quiz funnels takes careful thought, clever design, and patience. Quiz funnel design can be time-consuming, but the rewards of lead generation and qualification are worth the effort you put into it. 

You need to decide on a few things before designing a quiz, starting with the questions you’ll ask your audience. 

Here are some types of questions you need to include:

1. Goal-Setting Questions

These questions are all about working out your respondent’s aspirations and priorities. If you understand this, you can deliver compelling content and messaging that will resonate with existing or future customers. To maximize these questions, you need to develop a set of long- and short-term goals then eliminate all but the most likely answers.

Example: Where do you want to see your business by the end of next year? 

2. Background Questions

These are general questions that are useful for gathering background information on the respondent. When you write these questions, you need to ensure that the data you’re trying to collect complies with the relevant privacy laws, such as HIPAA, GDPR, or CCPA. 

Example: Are you self-employed, full-time employed, or not currently working?

3. Budget Questions

Asking budget-related questions is a simple way of gauging your respondents’ ability to afford your services or products. You could come right out and ask the respondents about the price they’re willing to pay for your services.

You could also take a more subtle approach and ask them about their other expenses. This will help you perform lead qualification more easily.


Examples: Would you pay for a new widget priced at A, B, or C? If you suddenly won $10,000 today and could only use it to improve your workplace, where are you going to spend it?

4. Problem Questions

This is where you try to work out how you can better help your target market. What do you prefer, what service would you try out from a newcomer to the industry?

These questions help you work out how to message your marketing and advertising, as well as helping to decide on the best products or services to promote. A few problem questions should be considered essential in your quiz.

Example: Which type of holiday would make you happiest – lazy beach, exploring new places, city breaks, etc.?

How To Assemble Your Quiz

There are different ways to think about this, but it would ultimately come down to how well you understand your audience. You could start your quiz funnels gently with a few background questions before narrowing them down and getting more specific with goals and problems questions.

Source: Riddle

You should aim for between six to ten questions, alternating between types of questions to prevent user boredom. I suggest throwing in a couple of random questions that would be funny yet relevant to your particular business.

You could even start with a goal question, followed up with a budget one. It is up to you, but some scenarios naturally flow better than others, depending on who you target and what you hope to achieve.

And make sure to break up your text with attractive and easy-to-understand graphics, such as diagrams, charts, or even videos when appropriate. The aim is to allow the prospect to want to finish the quiz and receive their result. Don’t lose their interest or chase them away!

Wrapping Up

Quiz funnels are a fun and engaging way to gather information about your audience. Through quiz funnels, you can discover audience demographic data and preferences while getting users’ contact information. These pieces of information will help you create relevant content that speaks to the right audience. 

In addition, well-designed quizzes that contain engaging questions are shareable. If respondents enjoy taking your quizzes and are satisfied with their results, they will be happy to share the quiz with their contacts. 

For best results, use more than one type of question in your quiz funnels. By mixing and matching questions, you can paint a comprehensive picture of your target market. You can also group your prospects into segments more effectively.


Posted on
September 16, 2021
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