If you’ve ever been sucked in by an online quiz, you understand why so many companies these days are turning to quiz funnels for their lead generation.
No, I don’t mean the BuzzFeed quizzes about what type of sandwich you are (I’m a bacon egg and cheese on sourdough, in case you were curious). I mean the quizzes that ask you about your hair type to try to sell you shampoo or ask where you buy your clothes so they can sell you a subscription box.
It seems like every Facebook and Instagram ad is based in some sort of quiz funnel now. If you are anything like me, you’ve been caught up in these engaging lead-grabs…
…They are just fun.
And they work.
Not only that, but they can be a quick way to get more information about your potential customer, and address customers uncertainties, which helps you direct them to the product that’s right for their needs.
They also helpfully allow retailers to gather data on what styles and types of products are most popular or in demand, which helps with planning inventory.
So to help you brainstorm for your own lead generation, here are 15 great quiz funnel examples you can swipe.
Warby Parker
The low-cost eyewear retailer will send 5 pairs of frames to potential customers to try on, but choosing only 5 can be tough from Warby Parker’s plethora of options. Plus it’s difficult to gauge from a photo alone whether a certain frame type will work on a particular face.
So Warby Parker’s quiz helps customers narrow down their options.
It not only filters their collection by the width of the customer’s face, but gathers the customer’s preference for frame materials, shape, and size—all with hand drawn illustrations that accurately, well, illustrate what they mean. It’s a fun, quick, and painless quiz that doesn’t wrack a person’s brain.
YogaClub
YogaClub is a monthly subscription service for athletic wear.
Their quiz gathers information on where users usually purchase athletic clothes. They offer a variety of clothing retailer examples from the pricy LuluLemon, all the way down to discount retail stores, like T.J. Maxx. This allows them to immediately get a sense of the price points and styles a customer prefers, without having to ask a dozen more questions.
YogaClub’s quiz also uses pictographs to gather body shape information which helps users choose which shape best represents their body, and offers a description of the different body shapes rather than naming them.
Better Help
Better Help is a digital mental health provider offering low-cost, remote mental health services. This quiz assesses the user’s mental health needs, interest level in talk therapy, and mental health to match customers with a therapist that works for them. It also does suicide prevention screening—which can help save lives.
Better Help’s quiz also gives potential clients a chance to state preferences for a culture fit with a counselor. This directly addresses a pain point that many individuals have with talk therapy: finding a therapist that understands their background.
Care Of
Care Of is a personalized vitamin company. And this quiz gets specific. It asks for basics like your experience with taking vitamins, what your goals are, and overall lifestyle questions.
But it also inquires into customers’ preferences for how they prefer to take vitamins (not everyone enjoys swallowing a bunch of huge pills, and Care Of recognizes that).
On top of it, they collect info on what the customer typically eats in a week—crucial information when you’re a vitamin company looking to fill-in consumers’ nutrition gaps.
Naturally Curly (NC)
NC is a specialized haircare website and e-commerce company, focusing on a segment within the haircare space—those with curly hair.
Naturally Curly’s quiz doesn’t just collect information. It provides value by educating as it collects, sharing information on curl type and explaining key aspects of curly hair that customers may lack awareness of (who knew hair had different porosity levels!?).
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The quiz then also points consumers directly to the curly hair products that target their hair type, which are conveniently available right on Naturally Curly’s website.
It’s notoriously difficult to find the right products for curly hair types, so educating and recommending targeted products to their audience offers immense—and immediate—value.
Blue Bottle Coffee
Blue Bottle Coffee’s quiz breaks down the user’s coffee preferences according to brewing style, brightness, quantity they drink, and flavor preferences—do you like a more floral or earthy flavor?
The quiz is quick with some unexpected, more BuzzFeed-y turns, and more off-the-wall questions—like preferences for salad dressing. This excitement keeps the users engaged throughout the quiz process. In the end, they narrow down their recommendations to 2 coffees that fit the user’s preferences, which avoids decision fatigue and encourages them to try their coffee. It’s easier to justify buying 2 different coffee options than 10, you know?
Sephora
As a beauty retailer, Sephora sells products across a number of categories and brands. To help aid in product selection, they offer an entire section of quizzes (don’t mind me, I’ll just be doing “quiz funnel research” all afternoon).
All of Sephora’s quizzes are utilitarian and narrow down products by type and consumer concern—including an option to choose all clean products. Furthermore, they’re all short (2–3 questions, max) and filter customers’ options incredibly quickly.
Thinx
Thinx is an environmentally friendly company that makes period underwear for women looking to ditch traditional sanitary products.
Thinx’s quiz makes great use of illustrations to cut down on the ever-present wall of text. They also gather information specifying how long and how heavy users’ menstrual cycles are, which allows them to better target their recommendations.
The quiz (and their product) addresses 2 main pain points of regular menstrual products: ongoing cost and environmental impact. Their quiz calculates how much waste will be saved from landfills when customers switch to Thinx. This capitalizes on the feel-good vibes that come with saving the planet (plus, you know, actually saving the planet).
Nutrafol
Nutrafol is a company that sells vitamins and supplements focused on what they call “hair wellness.
This quiz gets props for inclusivity in their language by asking participants how they identify in order to better target their recommendations. Though they could be even more inclusive by adding a non-binary option.
The quiz also educates customers on factors that affect a person’s hair. They makes it clear how the health-related questions they’re asking (which might feel invasive otherwise) are relevant to the product. It can be a good idea to explain why you are asking each question, especially if it is personal, or sensitive.
Stitch Fix
If you’re looking for a monthly clothing subscription service that helps take the stress and time drain out of clothes shopping, you need to take this quiz.
StitchFix asks for a user’s clothing sizes, fit challenges, and style preferences so their stylists can better target the clothing shipment to the users’ preference. This way, if someone loves striped shirts but hates all-over flower print, they’ll only find the former in their monthly box.
Chevy
This Chevy dealership’s quiz has a great conversational tone and takes lifestyle into account as well as personal style.
Plus, it offers questions that are easy to respond to, like: what’s generally in your car? Fast food and energy drinks? Workout clothes and equipment?
It also gathers customer concerns about fuel efficiency and the environment and offers a car recommendation that immediately takes you to that car’s specs.
Billie Razors
Billie is a women’s shaving company that’s built its reputation on providing a lower cost razor that’s designed better than most already on the market. Their quiz lists price points on every product, knowing their target customer is chiefly concerned about reducing the “pink tax” (the extra money women pay for products targeted specifically to them) that they pay. They also offer microcopy that compliments your quiz answers.
Billie’s quiz is quick — only 3 questions — and they tailor your subscription service according to how much you’ll actually use the product, which reinforces the pain point they’re targeting in the first place.
Maggie Sottero Bridal
Maggie Sottero Bridal wedding dress designer’s “Find Your Style” quiz makes it a fun experience by giving it a BuzzFeed feel, asking questions like, “What’s your wedding makeup style?” or “What’s your dream date?” This lets them get a sense of who the person is and recommends dresses according to that style.
Home Depot
Straight away with their title, Home Depot’s “What Kind of Griller Are You” quiz reels in users because it offers to reveal an insight about them.
It also gets points for its humor. One option in response to “What’s your favorite grilling outfit?” is “underwear.”
It then—much like Buzzfeed quizzes—shares something about the user’s personality and offers a grill recommendation. The recommendation is a link within a larger description, so it doesn’t feel heavy handed or like they’re selling too hard.
Urbl
As CBD oils and edibles become increasingly legal across the United States, there are more and more outlets selling them to meet the demand of people interested in trying CBD. But with the glut of products out there, it can be difficult to understand which kind to buy for your particular interest or need.
This last quiz from Urbl (an online CBD retailer) gets right down to business, asking users what brings them to CBD and what ails them—whether it’s anxiety, sleep issues, or just a general interest in wellness. Two questions later, customers have a simple recommendation taking the mystery out of the product, and simplifying the buying process.
