You do this all in a split second.

You use this information to impact the conversation you have and the products or services you offer.


It's a lot harder to do this online, but it’s still possible.


The most accurate way of segmenting your online audience into different groups is through Pay Per Click advertising.

Companies like Facebook have thousands of data points on people, which enables advertisers to target people based on particular interests. Of course, you need to pay for the opportunity to target these people.

You don't have as much data about your website visitors. Google Analytics provides you with a bit of information, but not much. As a result, you usually end up segmenting people on your email list into groups based on actions like clicks and opens. It's pretty crude.

In this guide, I will show you how to use a quiz funnel to get information about the interests of your audience.

What is a Quiz Funnel

A sales funnel is a commonly used analogy in marketing. The funnel is a set of steps that you send your audience through to achieve a conversion. The conversion point could be purchasing a product, or opting onto an email list.


A quiz funnel works in much the same way as a regular funnel.

  1. You create a quiz that your target audience would be interested in.
  2. They answer a series of multiple-choice questions.
  3. After answering the questions, they sign up for your email list.

The powerful thing about a quiz funnel is the insights you gain about your audience. You can use information respondents provide to segment people into different groups. You can then send these segments information that would be of interest to them.

Who Should Use a Quiz Funnel

Companies across a wide range of niches use quiz funnels to grow their business. People who manage blogs, eCommerce stores, and sell information courses all use them. Let me give you an example.

Ramit Sethi over at I Will Teach You To Be Rich has a quiz funnel on the homepage of his site.

The quiz has seven questions. These questions segment people into groups based on their responses. At the end of the quiz, Ramit gets people to sign up for his email list.

New signups are segmented into different groups. Each segment receives a different series of emails.

Segmenting your email list has obvious advantages:

  1. You can make more sales from the same number of people
  2. You spend less time sending emails that a lot of people on your list aren't interested in

So that's how a quiz funnel works. They are also easy to create with online quiz creation software.

We’ve now looked at what is a quiz funnel and covered some of the benefits of using one. With this out of the way, it’s time to get practical. In this section, I’ll cover the process you need to go through to create your quiz funnel.

How to Research Your Customers & Identify Their Problems

To build an effective quiz funnel, you need first to define your end goals. The aim will normally involve separating your audience into different groups. For example, Wishpond might want to divide visitors into three groups:

  • People who want to manage their email list, and sell to customers through landing pages
  • Marketers frustrated with using a bunch of tools that don’t work well together/are expensive
  • People who want to run competitions and grow their social following

You can then send each group marketing material that resonates with their needs.

To do this, you need to:

  1. Have a clear idea in your head of your customer personas, and the problems they are facing
  2. Define what you want to achieve with the group (what product or service you want to offer)

The first step of this process involves defining your customer personas and their pain points. You must spend time on this.

You need to reference your customer persona when creating your quiz funnel.

If you’ve been running your business for a while, you will know your customers. There’s a good chance you can describe some common characteristics they share.

As you describe them, you’d use a mixture of social, economic, and demographic information. Just as importantly, you will understand the pain points that they face.

How to Choose Questions for Your Quiz Funnel

At this stage, you will have defined the segments you want to create. You now need to pose engaging questions that will segment your audience.

Quiz funnels use multiple choice questions to segment people into groups. The average quiz will have somewhere between 7-15 questions. You need enough questions to segment people, but not so many that they get bored.

Ultimately, by the end of the quiz funnel you want to get three key pieces of information:

  • The goals of your respondent
  • The problems that they are facing
  • How much money they have to spend

Getting this information, while making sure your quiz funnel is engaging, is a difficult balance. However, at the same time, it’s not rocket science. There are a couple of types of questions you’ll commonly find in a quiz funnel.

Background Questions

Background questions provide general information about the respondent. A good example question that you might use if you are selling an information course is:

  • Are you currently in a full-time job?

You could then give your respondent a choice of the following answers:

  • Yes I’m working full-time
  • I’m full-time with a side job
  • I’m working part-time
  • I’m currently unemployed

You can use the answers to these questions in your marketing material. For example, “5 years ago, I was unemployed just like you.” Used honestly, these types of statements help you connect with your audience.

Problem Questions

Problem questions help you understand the issues that your respondent is facing. You need to include at least one problem question in your quiz funnel. For example, here is a question that Wishpond might use if they had a quiz funnel:

  • What is the biggest problem you face with growing your eCommerce store?

The respondent could then choose one of the following:

  • I need too many tools, and they are all so expensive
  • I’m struggling to get enough visitors to my website
  • I get a lot of visitors, but I’m not making enough sales

You can easily segment respondents into different groups based on their answers. This information will be used to sell the respondent a product or service.

Budget Questions

Money is important. It determines the kind of products and services you can afford. In this regard, segmenting an audience based on their income makes sense.

You can ask this question directly.

Alternatively, you can be less direct. For example, if you were selling a blogging course or service, you could ask: “Who currently writes content for your site?”

  • I create the content
  • My Virtual Assistant creates the blog posts
  • A colleague writes the articles

The answer you get from this approach is less definitive. However, it can still provide insights you can use to segment your audience into different groups according to their probable budget.

Goal Questions

A fundamental part of sales is understanding the goals of your audience. This is the endpoint that they have in mind. The product or service you offer is just the process of achieving that goal.

Common goal questions include things like:

  • Do you want to run your own company?
  • Do you want to grow your email list?
  • Do you want to earn more money while working less?

Goal questions can help you identify the product or service a customer is looking for. They are often combined with problem questions.

How to Link Questions Together in Your Quiz Funnel

You can use a combination of the types of questions I listed above to segment your audience.

It will take a bit of practice to come up with a great combination of questions. The best way to see how this works in practice is to try a quiz funnel yourself. Below are three quiz funnels you can try to understand what questions they use and how they link them together:

With an engaging quiz, that poses the right questions, you’ll see a high completion rate. The screenshot below shows the conversion rate from an eCommerce store. The store sells website themes.

What you want to end up with is a quiz funnel that neatly separates people according to their needs. Once you have segmented your audience, you need to decide what to do with them.

How to Segment Your Audience Into Your Email List

The final stage of a quiz funnel is adding people to your email list. Ideally, you want to create a unique drip campaign for each segment. A drip campaign is a series of emails that you send to a specific segment on your email list.

Each email drip campaign can be designed to address the issues you identified through yours.

For example, at the end of the Marie Forleo quiz, you are segmented. Based on my answers, I was an Independent Entrepreneur. Below is the email I received from Marie.

It outlined some of the positive attributes of my particular personality type. She focused on issues I was likely to be facing.

This is the crucial part.

What I’m getting at is that Marie segmented me into a group. Marie then created a copy based on the segment she put me in. I’m much more likely to engage with this content because it speaks to me.

Summing Up

Let’s go over what we’ve learned today. The beauty of using quizzes to segment your email list is that you can begin segmentation from the start. With a regular opt-in, you can only do this after people sign up.

We started this guide by discussing the importance of customer personas. I then gave you examples of the kind of questions you should ask in your quiz funnel.

We ended the section with a review of how to send better-targeted emails to your respondents. By applying this strategy, you can generate more sales from the same number of leads.

That’s it. I suggest you now apply some of these things I’ve covered for your business. You need to test if a quiz funnel is an effective way to generate leads for your business
.