How to Create a High Converting Quiz Funnel


In this masterclass, you'll discover:

  • What we mean when talking about a quiz funnel
  • The EBV framework for creating the right quiz questions
  • 6 Hacks to make your quiz captivating from the beginning until the very end
  • How to improve leads and sales
  • How it all comes together in an example quiz

What's a Quiz Funnel

The EBV Framework to Ask the Right Quiz Questions

E Stands for End Goal

What's the goal of the quiz? 

  • Brand Awareness & Traffic
  • Audience Insights
  • List Building
  • Sales

To learn more about quizzes for brand awareness, check out this Thrive University course on How to Grow Your Online Business With Quizzes.

And to learn more on using quizzes for audience insights, check out this article: TQB Surveys: The Deceivingly Easy Way to Discover Exactly What Your Customers Want

B Stands for Boxing

The goal of a high converting quiz is to get information that you will be able to use to segment your customers. 

These I call "boxing" questions and they will help create boxes in your audience that you can then use to pitch the right product or service to.

You have to answer the following question:
What segmentation criteria make one offer more suited then another offer.

You can use the following 7 segmentation topics:

  1. Demographic Segmentation: Age, gender, income, education, and marital status

  2. Geographic Segmentation: Country, state, city, and town

  3. Psychographic Segmentation: Personality, attitude, values, and interests

  4. Technographic Segmentation: Mobile-use, desktop-use, apps, and software

  5. Behavioral Segmentation: Tendencies and frequent actions, feature or product use, and habits

  6. Needs-Based Segmentation: Product/ service must-haves and needs of specific customer groups

  7. Value-Based Segmentation: Economic value of specific customer groups on the business

V Stands for Value Add

How will the person who takes the quiz receive value?

  • Reduce decision paralysis
  • Provide insights
  • Provide valuable information

Then, add questions that will help you to give them the value.

6 (Copywriting) Hacks That Will Make Your Quiz Captivating

  1. What's in it for them?
  2. Alleviate the fear
  3. Don't ask for the kitchen sink
  4. From easy to hard
  5. Make it fun, casual and mix it up
  6. Use segmentation wisely

Get More Leads and Sales

  • Opt-in gate: to skip or not to skip?
  • How many products to sell on a results page?
CreateYour Quiz Funnel with

The Thrive Membership includes everything you need to build a high converting quiz funnel!
Use Thrive Quiz Builder to set up your quiz, Thrive Architect to create impressive result pages, sales pages and upsell pages and send as much traffic to your quiz funnel by adding a call-to-action in your header with Thrive Theme Builder or a lightbox pop-up with Thrive Leads.

  • Michael says:

    Hanne, I have two quizzes built with Thrive QuizBuilder at the bottom of this page. Could kindly have a look at the cover and share with me your copywriting recommendations for the cover page. I would very much appreciate that.

    P.S. Great presentation yesterday.

    Michael Akbar

    • Hanne says:

      Hi Michael,

      I would suggest improving the “What’s in it for you”-factor.

      Eg. “Find your Career animal personality” Includes your 83-page Platinum Rule Report ==> What will that report teach them? Why will it be helpful. I would try to be more specific then “get ahead in your career” Will it help to get a promotion? Negotiate a raise? Work faster? Have less stress?

      My preferred way to discover benefits is by adding “this will allow you to” to the feature.

      Eg: Includes your 83-page Platinum Rule Report… This will allow you to… [REAL BENEFIT] then often you can just write the benefit and forget about the actual feature.

      • Michael says:

        Thank you, Hanne. Your guidance was so instructional that I can see leveraging it all over our site. I am so grateful for the time you invested to advise me. Thank you.

  • Yolanda M says:

    Iā€™d been using Thrive Quiz Builder in courses, but had yet to setup a quiz sales funnel. You explained how to do this beautifully. I mapped out my first quiz sales funnel during your presentation. Thanks, Hanne!

  • luca preda says:

    Hi, can you please tell me if it’s possible to use tags from answers to create a dynamic final result with a very specific text field?

    For example:
    “It looks like you are a {answer-tag1} and you like {answer-tag2} and considering that you enjoy {answer-tag3} the best product for you is ……”

    Thank you

    • Hanne says:

      Hi Luca,

      Thanks for the suggestion. This is currently not possible. I’ll log it as a feature request and we’ll monitor the demand for this.

      • wordpress says:

        This suggestion creates an even more personalized experience for the quiz-taker, and we know how increasingly important and effective personalization can be in driving marketing results. A big thumbs up for this suggestion.

  • Catherine M says:

    Hi Hanne,

    This was a great course. I wish I could make it to the live sessions but the time zone difference to Hong Kong is never a good one. So it’s great to be able to watch it in replay and hear the questions (and answers) from everyone that was there. I’ve never actually manage to complete and launch a quiz yet because I never had the time to figure out all the ‘glue’ that you have covered in this course. 10/10 šŸ™‚

    • Hanne says:

      Hi Catherine,
      Yes timezones are always a hassle… Thanks for watching the replay and let me know how it goes with the quiz!

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