Elise Dopson

7 Smart Quiz Funnels You Can Use to Capture Leads & Recommend Products (Examples Included)

Unless you’re a pro detective, it’s impossible to know everything about someone visiting your website for the first time.

Sure, you can use Google Analytics to see which country they’re browsing from. You can dig into page traffic data to see which pages are most popular. Other than that, it’s a whole lot of guessing.

We all know the power of personalization. But, there are several problems with the approach we’ve just described:

  1. It takes time
  2. You can’t see enough data to personalize on a person-by-person basis
  3. Some data sources are inaccurate, causing you to give the wrong personalization altogether

Luckily for you, today’s not the day you need to enroll in detective training.

There is one way to discover information about your customers, unravel the problems they’re experiencing, and the products they’re interested in—all on a visitor-by-visitor basis.

It’s through a quiz funnel.   

This guide shares what a quiz funnel is, examples you can draw inspiration from, and a step-by-step guide to creating your own. The goal? To get enough data from your customers to deliver the personalization they want (and need).

<what>What is a quiz funnel?<what>

A quiz funnel is a marketing tool that helps brands move website visitors toward an end-goal (like becoming a lead or customer) through the use of quizzes. It works by asking visitors a series of questions, then using their answers to provide some kind of personalized result that encourages action.

Their answers influence the final page or step of the quiz funnel by providing things like:

  • A product recommendation
  • A character they’re similar to
  • A grade on their knowledge/ability
ConvertFlow quiz funnels builder

The catch? A visitor usually needs to enter their email address to get the final result (although it’s not a necessity).

Quiz funnels are a double whammy for marketers. First, the visitor gets a personalized experience on your website—something 80% of shoppers are crying out for.  

Plus, you get a lead’s contact information in exchange for providing the result. With that data, you can continue the personalized shopping experiences elsewhere—your email, SMS, or advertising campaigns—since the quiz gave you insight into what they’re interested in 🙌

(Side note: Just make sure there’s a clear opt-in box on the final quiz step.)

<quiz-funnels>7 quiz funnel examples you can copy<quiz-funnels>

Now we know what a quiz funnel is and the benefits of using one, let’s take a look at seven examples you can draw inspiration from. 

<social-intrigue>1. The social intrigue quiz<social-intrigue>

This is the kind of quiz made famous by the likes of Buzzfeed. The ones that tend to do the rounds on social media.

For example: What kind of Disney princess are you?

Many people tend to get drawn into this type of quiz, even if they have no real interest in it.

This format is great for engagement, which, in turn, leads to social sharing.  People love to talk about themselves, so by sharing the fact their personality is similar to Cinderella’s, they get a chance to do that. 

Not only that, the social intrigue quiz can be used by ecommerce brands in a bid to generate leads. 

Take this example from IAMS. The pet food brand created a dog breed selector quiz. Th goal? To help first-time dog owners figure out which breed suits them by answering questions about their lifestyle, home, and routines:

Quiz Funnels Examples: IAMS

The final stage of the quiz is a dog breed that best suits their lifestyle, based on their answers:

IAMS quiz results

Yet instead of satisfying someone with the answer, there’s one final call to action (CTA): to join IAMS’ newsletter:

IAMS quiz funnel CTA

This quiz funnel format works excellently for several reasons.

Firstly, the IAMS brand is proving to be an expert in the dog industry, raising brand awareness with people before they get a dog. IAMS will be top of mind when quiz takers buy or rescue a new dog and need food for them.

Plus, if someone joins the email list off the back of their quiz result, IAMS has data to segment potential customers and personalize the marketing messages they see.

For example:

  • People who already have another dog
  • People who have also cats (pointing them to IAMS’ cat food)
  • First time vs. experienced dog owners

Each segment gets the personalized shopping experience they are looking for—one that makes it easier to buy because they’re only shown products that suit them.

<lead-magnet>2. The lead magnet quiz<lead-magnet>

As we touched on earlier, a quiz funnel is a perfect opportunity to turn website visitors into email subscribers. One way to do that is by offering a lead magnet as the final stage of the quiz.

But to download the ebook, checklist, or white paper, the quizzer has to enter their email address.

Take this lead magnet quiz example by 360Learning. The team built a burnout quiz to help visitors see how at-risk they are of experiencing burnout:

Quiz Funnels Examples: 360Learning

After answering questions about their work style, seniority level, and level of busyness, visitors could see how their burnout score compared to others.

There was also a plug to download a lead magnet related to the topic:

360Learning lead magnet

As its content lead Robin Nichols explains, the goal of the online quiz was to collect email addresses in exchange for a lead magnet:


Robin Nichols

“We included a downloadable burnout prevention guide at the end of the quiz and a funnel of 'spoke' articles around the main quiz hub from guest contributors. Then, we reached out to about 10 peer companies to see if they wanted to write a guest post or contribute a quote on the topic of the quiz.

We combined all of those contributions into a master post that linked back to the quiz. We also published two standalone guest post contributions and promoted all of those articles on social media and encouraged contributors to do the same.

The burnout quiz ended up being one of our top 10 traffic drivers that quarter, and the CTR to the gated burnout prevention guide was also great at 4% on desktop (global traffic).”

~ Robin Nichols
Content Lead US, 360Learning

<recommendation>3. The product recommendation quiz<recommendation>

Selling multiple products through your ecommerce store? Help people overcome "product selection overwhelm" by getting them to the right product(s) via an ecommerce quiz

Take this product recommendation quiz by Undersun Fitness, for example. 

It asks people where they workout, what their fitness goals are, and the obstacles currently in their path:

Undersun Fitness quiz funnel example

The final page is an email capture form that promises to send personalized product recommendations based on their quiz answers. 

There’s also a $10 coupon code to sweeten the deal and incentivize quiz takers to buy:

Undersun Fitness capture step

So, what results did Undersun Fitness have to show for its quiz funnel?

Just one peek inside its ConvertFlow report shows the quiz had an incredible completion rate of 27%, driving thousands of new email subscribers—many of which turn into paying customers after receiving a personalized email series:

Undersun Fitness quiz funnel stats


Try this template to create your own product recommendation quiz like Undersun's:

See more quiz templates

Still not convinced of the power of a product recommendation quiz? Let’s take a closer look at another one: Swag.com’s holiday swag quiz:

Swag.com quiz funnel example

As content marketer, Nicole Cier gives some key insight into the strategy:


nicole cier

“We noticed a desire from prospects and past clients for inspiration and ideas for holiday gifts. The goal of the quiz was to inform those who visited our holiday gifting micro-site of gift box ideas based on three inputs:

  • Budget per gift/person
  • Number of recipients
  • Recipient identity (employees, customers, VIPs, others)

We wanted to draw attention to the targeted gift options available while engaging prospects in a fun new way. We hoped that receiving personalized recommendations based on their needs would help gently guide them further toward conversion — but we didn’t want to scare them away by gating the results, since they had already expressed interest in purchasing swag.”

~ Nicole Cier
Content & Marketing Associate, Swag.com

The Swag.com team created a quiz funnel that emailed its full email list and diverted them to the micro-site landing page. From there, a quiz splash page appeared. Customers got personalized gift recommendations after answering the questions:

Swag.com product recommendation

While it sounds simple, Nicole reports incredible results from the product recommendation quiz funnel: 

  • 40.9% completion rate out of 831 visits
  • 340 completed submissions and 28 partial submissions
  • 197 clicks back to Swag.com product pages from the quiz results page. These visitors were highly engaged:
    - Only 6% of those people bounced—far better than the site's average bounce rate.
    - These people visited an average of over five pages per session and spent over five minutes on the site.

And that’s not all.

“Additionally, we were able to see clear trends and learn more about our prospects’ needs, while providing the swag ideas they had asked for,” says Nichole.

“From the quiz, we learned that most customer budgets were under $50 per person (47.4% of respondents), most either wanted swag for 25 people or less (31.8%) or more than 100 people (30.6%).”

“We learned that 69.4% of prospects intended to give these holiday gifts to employees (69.4%), and their main categories of interest were technology gifts (30.0%) and higher-end, “luxury” gifts (27.9%)”—all of which was incredible data for the Swag.com team to plan upcoming product drops 🥳

SEE MORE: 6 Ecommerce Quiz Examples to Grow Your Store's Sales & AOV

<style>4. The personal style quiz<style>

Similar to the product recommendation quiz, this format helps people uncover their personal style. Fashion brands like Thread or StitchFix usually use it.

(In fact, the entire business models of these companies are based on style quizzes.)

Let’s break down the first one. 

Thread’s home page is simply a quiz landing page. Instead of showcasing the products it has to offer, it only allows people to view the individual products once Thread has collected information about them:

Thread.com quiz landing page funnel start

The first step of the quiz funnel asks visitors to choose the styles they like based on a series of images:

Thread.com quiz example

From there, Thread collects your size, clothes budget, and any fit concerns (such as being in-between sizes or having broad shoulders). 

The final slide reels off a list of product recommendations—after you give your name and email address, of course:

Thread.com recommendations

<consultation>5. The consultation quiz<consultation>

These days, we struggle to get advice for free. Sure, there are blog posts and YouTube videos that walk through generic tutorials and explainer guides.

But for personalized medical, personal care, or healthcare advice, it’s sensible to go to a trusted professional—and that comes at a cost.

That’s precisely why the consultation quiz is a great way to set your brand apart from others. The format is similar to having a one-on-one consultation with a doctor or expert, only it’s done at scale via your website with no human intervention needed. 

Take this consultation quiz example from Hims. Everyone landing on the homepage is promised a “personalized treatment plan in minutes”:

Hims quiz funnel step 1

...All of which is done through quizzes for its most common health problems.

Take this hair loss quiz funnel, for example. It asks visitors to share their current hairline, the results they’re looking for, and whether they’d consider using FDA-approved prescription products:

Hims quiz funnels for hair loss

From there, the visitor is asked to enter their date of birth to confirm they qualify for treatment:

Hims date of birth step

Finally, Hims explains whether the visitor is (or isn’t) eligible for treatment. But in return for a consultation and personalized plan, they need to hand over their contact information and create an account:

Hims create account quiz step

What’s especially interesting about this quiz funnel, though, is its use of social proof

Visitors who’re waiting for the next page of the quiz to load are shown rounds of social proof and trust signals—both of which ignite the fear of missing out (FOMO), a psychological phenomenon that causes 60% of people to make reactive purchases:

Hims social proof steps

Money-back guarantees and statistics of other people experiencing the same problem spur you on to complete the quiz. Then, by the end (when you know you’re eligible for treatment), you feel much more confident giving Hims your personal information.

<burning-question>6. The burning question quiz<burning-question>

Is there a question that most of your target customers are asking themselves? Perhaps they haven’t found a satisfactory answer online and email your customer support team for advice.

Divert those people towards a burning question quiz. 

It’s usually in a calculator or analysis quiz format and aims to answer critical questions your target market has. (Think "When can I retire?" or "What's the best workout for me?" kind of quizzes.)

ReadySetFood is an excellent example of how ecommerce brands can use this to direct visitors towards product pages while collecting contact information and segmenting in the meantime.  Its quiz shows a baby's risk of developing a food allergy:

Quiz Funnel Examples: ReadySetFood

At each point, it’s made clear why ReadySetFood is asking the question. For example, after asking whether family members have food allergies, the following screen appears:

ReadySetFood info step

After answering the questions, visitors need to enter their email address in exchange for their result. In the meantime, there’s a bonus 20% coupon code to nudge them towards making a purchase while the brand is still fresh in their mind:

ReadySetFood discount code step


Try this template to build a burning question quiz of your own:

See more quiz templates

<education>7. The product education quiz<education>

Last but not least, we have the product education quiz.

This format does exactly what it says on the tin: tests your customers’ product knowledge in a bid to make them purchase the product(s) again if they haven’t already. 

Need inspiration? Look no further than Kaged Muscle’s Know-It-All Quiz. It educates people on the Kaged products and why they should buy them.

To incentivize people into taking the quiz, Kaged Muscle gives a $25 discount code for those who complete it:

Kaged Muscle product education quiz funnels example

After answering questions about the product benefits, ingredients, and five-star reviews, visitors get a 15% discount to redeem on their next purchase—even if they didn’t answer all of the questions correctly:

Kaged discount code

<how>How to create quiz funnels<how>

There are tons of different quiz funnels you can create for your business. 

Whether you’re giving personalized product recommendations or educating people on the services you offer, here are some best practices on how to create a quiz funnel:

  • Think about the end goal. Once you know the end goal of your quiz, you can work backward and promote it in a way that helps you achieve it. On the final page of your quiz funnel (the slide you show the personalized recommendations), add an opt-in form. You’ll capture information about new leads who aren’t ready to buy just yet, giving you the chance to build trust with potential customers before they convert. 
  • Make it engaging. Make the call-to-action (CTA) copy more personal (such as “find my skin type” instead of “learn more”), and keep it fun. Give them a grade, show their results on a leaderboard, and offer a discount code if they ace the quiz.
  • Keep it easy to understand. Stick to fewer than five questions and ditch the time-consuming text boxes in favor of multiple-choice boxes. A progress bar also appeals to completion bias—the internal motivation people get to finish a task they’ve already started.
  • Solve a burning question or aggravate a pain point. Dig into customer research, best-seller lists, and on-site surveys. Once you know who your target demographic is and the problems they’re facing, you’ll have a list of quiz funnel ideas to run with. 
  • Divert website visitors to the quiz. Use sticky bars, popups, and site messages to raise awareness of the quiz. Also, consider using the landing page as your Facebook Ads format. 

<templates>Get started now with quiz funnel templates<templates>

There’s no doubt that a quiz funnel is an ideal way to get email subscribers (and subsequently paying customers). Draw inspiration from the quiz funnel examples we’ve shared and see for yourself.

But wait: Don’t you need serious coding knowledge to build a quiz?

With ConvertFlow’s quiz builder, the answer is no.

Find tons of high-quality, professionally-designed quiz templates in our template library. Each is fully customizable, so you can tweak your quiz funnel's offer, format, and layout in just a few clicks.

Here's one you can use to get started now:

The best part? Integrations with WordPress, Shopify, and email marketing platforms like Klaviyo, Drip, HubSpot and ActiveCampaign mean the entire funnel works seamlessly—no back-and-forth manual data entry needed.

About the author
Elise Dopson
Contributor, ConvertFlow
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Elise is a writer at ConvertFlow, and expert in B2B marketing. She's been featured in publications like ConversionXL, HubSpot, CoSchedule, Content Marketing Institute, Databox, and more. You'll usually find her cooking up some high-quality content for the ConvertFlow blog or campaign library.