3 Ideas for Using Quizzes in Your Sales Funnel to Get More Leads

Marketers constantly have to experiment, test, and optimize funnel strategies. We've put together a collection of proven ideas, weighed the pros and cons, and showcased quizzes tailored to each scenario. This will make it easier for you to build a quiz-based strategy. It’s a protein bar, not just an article.

1. Direct advertising straight to the quiz

Without a website, it’s impossible to promote online — it’s a must-have point in the client’s CJM, without which a sale is impossible. Marquiz offers to break the stereotype and think broader. You can manage without a website altogether.

The initial situation where a quiz can be used as a standalone landing page:

• No website or it’s difficult to redesign and update;
• Low website conversion rate;
• High cost per lead.

What to do:

Use the quiz as a landing page for traffic, meaning you direct visitors from your ad creative to the quiz link. Suitable for any paid traffic — social media, contextual ads, Google Ads.

💡For example, if you have a travel agency, add a quiz with Marquiz Page to ad campaigns — it will give your clients more information about destination and lift overall conversion by up to 25%. You can find a similar template here.

What the quiz should be like:

The quiz must be self-sufficient and comprehensive. It’s best to test the quiz on an uninvolved person — does the quiz sufficiently warm up the user, is everything clear?

The core offer of such a quiz will depend not only on the audience’s pain points but also on the traffic source.

✍🏻 For targeting cold audiences — interest is only around a newly forming need; discounts and perks won’t work here

✍🏻 For contextual advertising, it’s effective to use a simple first step rather than immediately urging to buy

Example of a quiz for direct traffic:

1. On the quiz’s Start page, an image + offer that matches the client’s need and continues the meaning of the creative’s offer:

— Time to relax. Choose a tour to Asia on the nearest available date

— Sign up for a 40-minute trial massage session near work

— How to choose a spinning rod for a beginner?

The template can be viewed in the gallery

2. Questions collect parameters and at the same time highlight the product’s features and advantages.

3. Even a short quiz can be filled with value using conversion features: discounts, perks, cost calculation. The “Page” question format helps to handle key objections and present the product with photos and videos throughout the quiz process.

The visitor receives value right here and now — for example, a suitable spinning rod option without long searching. With a connected shopping cart in the quiz, the visitor can immediately buy the product or leave a request and discuss details with a manager.

Even without a price “from … dollars,” you can already interest the visitor and motivate them to leave contacts. Instead of photos, video presentations can be used in the description.

💡How to evaluate whether the idea worked or not?

‍Compare results based on two rules:

— 1,000 clicks

— 3 customer acquisition costs (LTV)

🙅‍♂️ Objections: some roll their eyes like teenagers in puberty and say, “We tried it, it doesn’t work.” Let’s figure out why this might happen.

Solution: Indeed, the strategy of sending direct traffic to the quiz may not work if clients buy not just the product but also the company’s expertise. That means more information about the seller is needed to make a decision. In that case, it’s better to first direct traffic to a website or landing page with the quiz.

So if the quiz by direct link doesn’t bring leads, it’s necessary to check whether there is enough value in the quiz and how the traffic and ad creatives are set up.

2. Share a link to the quiz or a landing page with the quiz on social media or through organic reach

Almost everyone needs social media. The number of followers often becomes a goal in itself. But how do you trigger target actions? For both new and existing followers? Views and likes are not leads or sales.

The initial situation where a quiz via a link in the description can be useful:

The company actively manages social media, has followers, but few inquiries — the quiz can become an effective entry point.

What to do:

People primarily expect entertainment and lightness from social media, not sales. First, they want to see a picture and feel emotions, and only tenth — read text to get rational benefits.

💣 For paid traffic in this case, not only the quiz itself works but also the Marquiz Pages landing page with the quiz. The company or expert tells about themselves on the page, shows case studies and reviews, and then the quiz collects preferences and generates a lead.

What the quiz should be like:

Ignite emotions not with words, but with visuals.

Turn a dry offer into a game:

— “Find out your vacation country” instead of “Choose a tour to Asia”

— “Test your marketing strategy weak spots” instead of “Free masterclass”

Make a diagnostic test with scores, pictures, or memes

The main thing is intrigue and simplicity

Promote the quiz through video, reels, highlights, or pinned posts

Example of a quiz for social media:

Suppose a person joins a tour operator’s channel, subscribes, and occasionally views photos and videos of beautiful places. Instead of a regular post “A selection of the most beautiful places in US” — offer a quiz:

Inside — a true/false quiz with micro-revelations showing that such beauty exists in US.

At the same time, you can complement it with visuals, a video consultant, discounts, and perks. This way, we encourage a passive observer to take a step and warm up their interest.

This format also works well as a call-to-action for targeted advertising traffic.

💡How to evaluate whether the idea worked or not: The most obvious way is to compare it with regular posts or advertising placements. What is the quality of the leads, how qualified is the lead, and is the lead ready for the next targeted action?

🙅 Objections:

“Oh, these quizzes are everywhere,” “Everyone in our niche uses quizzes on social media,” and so on.

Solution: Look at what others are doing and do it better. When we at Marquiz review client quizzes, among similar ones there is always one to admire: here’s a video on the Start page that immediately grabs attention, here’s an interesting funnel pushing leads to a chatbot after the quiz, here’s dynamic content connected. A quiz is a flexible tool capable of surprising.

💡For example, do you know about these three killer features in Marquiz?

3. Use the quiz not instead of, but alongside other lead generators

The quiz has its own audience — people who are not ready to call a manager right away but also don’t want to spend a lot of time solving their problem. It’s convenient for them to quickly answer questions and get a relevant product or service. It’s important to understand that such people will always be present regardless of traffic.

Initial situation where a quiz can be useful:

There is a website with an online chat, a callback request form, a lead form, but more leads are needed and the sales department is underloaded. Another scenario — there seem to be enough leads, but many are unqualified. The quiz will help automatically segment leads by key criteria and save the sales department from useless work.

What to do:

Choose a suitable quiz format and install it on the site:

— via a button

— banner

— widget

— popup-overlay

— embedded in the site body

We covered all installation methods with live examples in a separate article.

💡For example, instead of waiting for a manager's response, visitors to a car website can take a quiz and quickly choose a car tailored to their goals. Perks and a discount in the quiz will increase the chances of collecting a lead. Find such template in our gallery.

What the quiz should be like:

✔️ Design the quiz thoughtfully: on one hand, use branded colors; on the other, highlight the button or banner against the background so the call-to-action is clear.

The visitor comes to the site with a specific request. The button or banner text and the offer itself must respond to this request:

— calculate cost,

— get a selection,

— sign up for a free trial lesson.

✔️ Remember that the client chose the quiz instead of direct communication with a manager, so add a messenger option in the contact form and start the conversation there.

“In the beginning, leads via messenger were a big problem because the sales department only knew how to work with calls, but clients wanted to chat. At least 70% of clients chose messenger. If we removed the choice between call or messenger and left only calls, conversion dropped several times” — from a case about quests for children.

✔️ If you use a quiz in a popup format when a visitor tries to leave the site, it makes sense to try to keep them with an offer, for example: “Only 2 days left for a free consultation. Tell us your problem and book now.”

✔️ Add a lead magnet because most widgets and lead generation forms on sites can’t deliver a lead magnet, and it’s such an effective tool.

Example of a quiz to increase overall conversion:

The quiz should catch the visitor’s main question and focus their attention. The questions act as a corridor leading to the target action, while additional features keep interest.

For example — a quiz on a children’s tutoring website. There are many tutors; which one to choose? Here, the quiz comes to the rescue:

Perks are an essential part of a quiz on the website. They serve as a reward for the visitor who chose the quiz, saving time both for themselves and the sales team.

Ask about the main thing in the quiz — 4 to 7 questions, no more; sometimes even two questions are enough to get a warmer lead than from all other channels.

Besides regular surveying — touch on the visitor’s pain points.

You can give the result immediately, or limit it to perks as motivation to leave contacts, and then pass the lead to the manager.

If there is something to show — it’s better to show it. Here’s how a quiz saved a parent from the agony of choice and decided the child’s fate for the next few years. Just kidding. Or maybe a quiz is fate.

🙅‍♂️ Objections:

“The client already has banner blindness, and now there’s a quiz attacking as well.”

“There are already lead generators, leads are coming in, why invent something else?”

💃 The main argument for: With a quiz, you get more out of the same traffic volume without increasing your advertising budget.

We’ve highlighted 3 popular ideas on how to use a quiz in your marketing strategy. Now it’s your turn to try and find effective combinations.

Wishing you high conversions and more sales together with Marquiz ❤️