To decide if you should use a quiz or interactive tool in your marketing funnel, you first need to understand what the tool is and how it works.

I’m sure you’ve seen quiz funnels. Some are super simple. For instance, a website or social media visitor answers a few questions and, depending on their answers, they find out the best products for their hair. The results page usually includes a link to the products and all barriers to a purchase are removed.

What I’m talking about is a more complicated interactive tool. A “quiz” that asks a series of targeted questions that allows you to segment your visitors and provide them with either an individualized lead magnet or a series of resources that turn visitors into a warm audience.

According to LeadsHook, my preferred tool for interactive tools, “The end result is to offer each one of your website visitors, leads and customers a unique experience.”

Personalized marketing leads to higher conversion rates, loyal fans, and a more effective funnel.

So, should you use a quiz in your client attraction funnel?


Now that you’ve made your decision, it’s time to talk about how you create your quiz. (You have made your decision, haven’t you? If not, listen to Episode 87 to learn more about why you should set up your quiz funnel right away!)

The quiz is a great way to get your website visitor to interact with you, but the results page is where you can really connect with them and offer value.

You don’t start with the results page, though. There are seven steps you need to take to create an interactive segmentation tool that helps you drawn in your ideal audience.

Step One

As you think about creating your quiz, the first step is determining where your visitor is on their journey towards achieving any goals they’ve set for themselves, and how close they are to achieving those goals. If they have achieved something, what is their next goal?

Step Two

The second step is thinking about your visitor’s challenges on their journey. What is holding them back? What is their biggest problem, challenge, or frustration? You need to understand these challenges, or they won’t fully connect with your questions during the quiz.

Step Three

The third step in this process is determining the information they need. What are you going to tell them to do next? This information is going to be what shows up on the results page of the quiz.

Step Four

Take the framework you put together in steps one through three and put it together with your established method for helping people get results. I call this your framework. Break that information down or reverse engineer it into a simplified question set. The goal is to create a series of questions that lead them to the correct information on the results page.

Step Five

Now we get to the results page. I always start by creating a draft and then break it down into little segments. Like a sales page or lead page. Greet them, give the results, and then give them next steps (call to action) on this page. Make sure you are using language and terminology that they are familiar with and are going to recognize.

Step Six

Now you decide what action you want to happen for each of your segments. That will determine the call to action at the bottom of the results page. Are you going to give them an email nurture sequence? Are you going to give them an invitation to call you or book a call with you? How are you going to help them take that next step toward their goal?

Step Seven

Create an implementation and marketing plan for how you are going to put it all together into an automated funnel. This step is all about thinking about the bigger funnel and how it all fits together.

That is a simplified version of the seven steps I recommend you use as you develop your quiz. I take you through them in greater detail in Ep. 72: Your 7-Step Process To Creating A Highly Effective Segmentation Quiz. Creating a segmentation quiz is a truckload of work, but the return value is enormous. And the beauty of it is that you can start with something small and build on it.

I’ve also created a Quiz Checklist for you! You can download that here. 

The Curiosity Factor

But how do you get people to take the quiz? After all, an amazing tool is only useful if your audience interacts with it. Sometimes you can give people an incentive to do the quiz (special gift at the end) or the quiz itself can be the incentive. The key is making sure people are curious enough about what is going to be revealed to take the quiz and answer the questions.

If you do not have the curiosity factor, then people will not be interested in doing the quiz at all. Remember, your quiz must be about them, not about you wanting them to do something that looks like a survey. Make sure you have a curiosity factor, and it will be the most amazing lead magnet you've ever seen.

Want to see the curiosity factor in action? Look at the title of this article!

The Benefits

I want to take a moment to discuss the benefits of having a segmentation quiz.

  • You will end up with a highly nuanced view of who your customers are and how you can help them.
  • You will be able to serve each quiz taker in a personalized and relevant way.
  • You can personalize the results.
  • You are going to attract more of the people you want to serve.
  • You can focus your time and energy on the clients and the customers who are ready to buy from you.
  • Your quiz data will reveal patterns that can help you decide about adding new products or services.

Quizzes act as a fantastic lead magnet. Even better, they are evergreen! Once you launch your quiz, it just keeps working.

When you use a segmentation quiz, you are going to serve more customers, get more leads, and make more sales. Well, what are you waiting for? Download your checklist and get started on step one!

Want to use an implementation tool as a segmentation quiz but aren’t sure where to start? I work in partnership with the expert (you) to create a diagnostic or an assessment tool that helps create that ah-ha moment for your audience or community. While some of my clients use these tools as initial interactions with their audience, they also use them in lessons, as a coaching tool, and in group trainings. Want to learn more?

The software I recommend for quizzes is LeadsHook. I’ve used it for years. The functionality is amazing and the logic decisions you can build into the quiz allow for precise segmentation. It’s the only software I recommend for building quizzes and implementation tools.

Affiliate Disclaimer

Please note that I am an affiliate for LeadsHook.  That means that if you sign up for LeadsHook using the link above (in the button above) I will get a small commission at no extra cost to you and for which I thank you.  In return, I've got some useful bonuses that will help you get started using LeadsHook right away.