You know what people care about more than the latest iPhone or the hottest celebrity?
The most exciting topic people like to talk about is themselves.
It’s why you need to make your marketing ABOUT THEM!
Quizzes are an excellent way to do that.
Let me show you how to set up a quiz to make your marketing feel more personal and sell your products and services on autopilot 24 hours a day!
The Quiz Funnel
How to Create this Quiz Funnel for Your Online Business
It should be no surprise that greater personalization translates to better conversion rates. That's why if your business can provide a more personalized sales experience through quizzes (even if the suggested product offer is the same in each quiz result), testing a quiz funnel is a no-brainer!
Think about your quiz as a sales person.
Before making an offer, the sales person will first ask a few questions to figure out what the best product would be or how to position the sale of the product.
That’s exactly what a quiz funnel does!
For this post, I’ll take the example of selling an online course about Search Engine Optimization (SEO).
The SEO course would be useful for:
- course creators,
- affiliate marketers and
Any of these audiences will need to know and hear specific stories and examples to believe the course is for them.
That’s where our quiz comes in.
Through its questions, you’ll learn which visitor identifies with which customer category.
Then, on the results page, you can make the highest converting sales pitch for each visitor.
How to Position a Quiz for Selling
Before diving into the exact step-by-step of how to create this quiz funnel, we need to address a very important issue: the positioning of your quiz.
Why do people take quizzes?
We analyzed the most popular online quizzes and one thing we noticed was that quizzes always promise to teach the quiz taker something about themselves.
Whether it’s which ugly Christmas sweater they should buy or which Harry Potter character they are, it’s always about them.
You need to keep this in mind when creating your own quiz.
Even if the actual goal of your quiz is to sell something.
How can you make sure the quiz will teach the quiz taker something about themselves AND successfully pitch your product?
In our quiz funnel example selling an SEO course, I would call the quiz:
What’s Holding You Back From Ranking on Page 1?
Take the quiz to find out the number 1 thing you should implement TODAY to rank YOUR site on page 1.
As you can see, we’re promising personalized SEO advice (which we’ll give!) to make the quiz worthwhile.
With that in mind, it’s time to create your quiz funnel.
Creating Your Quiz Funnel
You already discovered what this quiz funnel will look like once finished.
However, it’s important to note that creating a quiz funnel happens backwards from how the quiz taker flows through it. Here’s the high level overview:
- You decide on the “categories” you want to create different sales pages for
- You create these sales pages as separate WordPress pages
- You create your quiz and add the questions
- You create your opt-in gate
- You connect the categories with the results pages
- You create the quiz landing page and embed the quiz on the landing page
Let’s get started!
Step 1: Decide on the Categories
In our example for the SEO course, the categories we identified were:
- Affiliate Marketers
- Course Creators
For your own quiz, choose between 3 to 5 categories you want to have separate sales pitches for.
Why 3 to 5? Because you’ll need to create separate sales pages for each of your quiz categories. Limiting yourself to 5 results max keeps you from overdoing it in the first iteration of your quiz!
Step 2: Create Your Sales Pages
A quiz result sales page is slightly different from a regular sales page.
With the quiz, you promise people they will learn something useful by taking it.
On your sales page you need to make good on that promise.
Don’t skimp on the educational part! The quality of the free information you’re giving away will have a direct impact on how much people will trust the remaining advice you promise they’ll receive.
The easiest way to do this is by presenting an educational video that turns into a sales pitch at the end.
And by using the content reveal element in Thrive Architect to hide the written sales pitch for a given amount of time (i.e. until the video sales pitch begins)...
… you’ll be giving quiz takers valuable advice before getting pitched to buy anything.
If you want to learn more about writing sales pages checkout Sales Page Blueprint.
Repeat this process for each of your sales pages.
In our quiz funnel example, here this means creating 4 unique sales pages to go along with our 4 unique quiz category results.
Step 3: Create the Quiz
In Thrive Quiz Builder, choose the “Build from Scratch” option:
Give your quiz a name and then in the quiz type option, pick the category quiz:
Now add your categories by typing them in the “Add category” field and hitting enter for each.
We’ll also set the feedback to none:
Choose any quiz style, we’ll pick the Minimalist one.
Now let’s add our quiz questions! 10 simple multiple choice questions is a good target. Remember that the goal of your quiz is to get people to your sales page so don’t make your quiz takers feel like they're taking the SAT!
Out of the 10 multiple choice questions you set up, you’ll need at least one question that sorts your quiz takers into the right quiz result category! You can do this by assigning the categories you created to the appropriate question answer:
Make sure to connect your questions after adding them all in the question manager. When you’re done hit the save and exit button:
Don’t overthink this! Done is better than perfect.
Remember to set up 10 questions with at least 1 category defining question.
Step 4: Create Your Opt-in Gate
Most people who see your sales page won’t buy.
That’s why we’re adding an opt-in gate to your quiz.
The opt-in gate allows you to collect quiz taker emails, which enables you to send follow-up sales messages.
Anyone who opts in via this opt-in gate will automatically be tagged with their quiz result in your email marketing service (in this example, it will be one of the four categories).
However, the goal of the quiz is to get people to the sales page. Which is why we’ll add a “skip this step” link that allows people to see the result (aka the sales page) — even if they’re not willing to give their email address.
To set this up, click on the plus button next to the opt-in Gate in the quiz structure:
Then click on “manage” to start editing the opt-in gate:
This will give you the option to edit the opt-in gate content and even to create A/B testing variations of your opt-in gate to create the ultimate quiz lead magnet.
We’ll not cover the opt-in gate A/B testing option right now, so let’s just edit the one variation we’re creating:
This will open the visual editor.
You’ll see a generic opt-in gate with a “skip this step” link that allows quiz takers to go to the results page without giving their email:
However, what we’re trying to do here is have personalized opt-in gates for each result category rather than just a single generic opt-in gate.
To build this, click on the plus button in the top right of the narrow right sidebar and look for the “dynamic content” element:
Drag and drop this element on the page — above the headline, but inside the “Thrive Quiz Builder Page” element:
You’ll see that you automatically get 4 instances of this dynamic content box. One for each result category you created in the quiz.
The purple indicates that you’re currently editing the “Affiliate Marketer” category.
Everything we add inside this dynamic content box (while this first category is purple), will only show to a quiz taker for that specific result.
Because we want all the elements from the generic opt-in gate, you can drag them all inside the dynamic content box and simply change the title to match our category.
And don’t forget to connect your email marketing service with the lead generation form!
Don’t worry about modifying the action after sign up as this form will automatically send your leads to the correct results sales page associated with the quiz category they ended up with.
Now click on the second category (in green) and use the “import content” function to quickly create a copy of the first category opt-in gate.
Adjust the title and you’re good to go.
Do this for each Category:
When you’re done, save your work and close the tab.
Step 5: Link Each Category Result to The Sales Page
Now that we have the quiz questions and the dynamic opt-in gate set up, it’s time to assign the correct results page redirects.
In the quiz structure, select the URL redirect option for the results page:
This will bring you to a screen where you can assign each URL you want to redirect quiz takers to based on the results of their quiz:
Choose the “Redirect to content on the site” option and search for the title of the respective sales page you created for a given category (in this instance, “Result: Consultant”).
Make sure to set a sales page URL for each category.
That’s it! Your quiz is now ready to be shown on your website.
Let’s now add it on the quiz landing page.
Step 6: Create the Quiz Landing Page
Create a new page on your site. Make this a blank page.
Now in Thrive Architect, search for the quiz element and drag and drop it on the page:
This will allow you to search for the quiz by name.
Save and publish the page.
Will You Build This Quiz Funnel?
I hope you found this tutorial helpful and that you see the enormous potential of using quizzes to sell your products and services!
Not sure how to apply this to your business? Leave a comment explaining what you’re selling and we can brainstorm together 🙂