What Is A Quiz Funnel? How To Build One: Step by step [2025]

​I’ll admit—when I first came across the quiz funnel, I didn’t take it seriously. It reminded me of those random personality quizzes you scroll past on social media.

But then I started noticing how some course creators and consultants were using them to segment their leads, personalize offers, and actually increase conversions. That made me take a second look.

What I found is that they’re a simple way to figure out what someone needs and point them to the right offer, without overcomplicating things or coming across as salesy.

In this guide, I’ll give a clear look at what quiz funnels really are, how they work, when to use them, and how to set one up—step by step.

Let’s dive in.

What Is A Quiz Funnel?

The basic concept of the quiz funnel is segmenting users by interest and then making them an offer they will be more attracted to.

Participants in the quiz are divided into groups based on their responses to a series of multiple-choice questions. These questions will help to qualify them for the different services you provide. Then you can make tailored offers based on their responses to the quiz.

Let’s look at an example.

Now, the reason this will help to get more sales is that the prospects will get personalized offers based on their choices in the quiz.

This will make them feel important, and the offers will feel more special since that’s exactly what they wanted.

Once they are hooked, you can easily close the deal. For the ones who don’t take your offer right away, you still have their contact from the quiz form they submitted earlier. So you can further run sales campaigns via email later on.

​Why Should You Use a Quiz Funnel?

Now that you get the concept, you might be wondering—is this really worth the setup?

Let’s break down what quiz funnels actually help you do on a practical level.

Here’s what makes them genuinely useful:

• Leads come in pre-qualified- Instead of collecting emails from just anyone, a quiz helps you spot who’s a good fit—based on answers like budget, experience, or specific needs.
• Each person lands on the offer that fits- Someone looking for a beginner program shouldn’t end up on an advanced sales page. A quiz makes sure they only see what’s relevant to them.
• You learn more than just their name and email- Quiz responses give you details you’d never get from a regular opt-in form, like goals, struggles, or preferences you can use in follow-up campaigns.
• The buying decision gets easier for them- Sometimes people just aren’t sure what they need. A quiz helps them figure that out, which naturally makes them more likely to move forward.
• You build trust right from the first click- Showing a personalized recommendation—without asking for a sales call first—makes the whole experience feel more thoughtful and less salesy.

Planning A Quiz Funnel For Your Business

While planning a quiz funnel, it’s important to choose the right qualifying questions that will help to make the right offer.

The secret here is that you should choose 1 particular question that can set apart your prospects.

You need to find one particular factor, the USP, that differentiates each of your services, based on which you may have different target audiences.

This question should be the main condition to take them to the right offer.

For example, let’s say you are a fitness trainer and you offer weight loss, muscle gain, and stamina improvement programs.

This itself could be the main question, “What is your fitness goal?”

So, for each of these programs, you can devise separate sales pages. And then, based on the choice, present the respective sales page to the right prospect.

However, this one question is not enough to qualify the right prospect.

For example, if someone is underweight, offering him a weight loss program wouldn’t make sense. So, in this case, weight can be another qualifying factor. Suppose, if someone is less than 70lbs, then even if he chooses weight loss as the preferred program, you may inform him that he should rather try the weight gain program.

There could be more qualifying factors. For instance, the location would be a factor if you provide live training. The time zone will be a factor if you offer live online training.

This means you should consider all possible outcomes and note down the main qualifying factors that decide what services you can or cannot offer.

As a fitness trainer, you will need the following questions:

1. Your Name
2. Your Email
3. Weight
4. Height
5. Gender
6. What is your fitness goal?
7. Do you work?
8. If you work, how long do you work a day?
9. How long do you sleep a day?
10. Are you allergic to any of the following food?

Now, you are seeing a few extra questions that may not have any impact on qualifying them for your program.

But they can be valuable data to collect for future campaigns, and these questions will make the prospect feel you value his requirements.

Now that you understand how to plan the questions for your quiz let’s go ahead and look at how you can plan a complete quiz funnel.

General Steps For Creating A Meaningful Quiz Funnel

Once you know what questions you want to ask, first, you will need to set up the quiz on a landing page.

Next, you need to create separate sales funnels with dedicated sales pages for each of the personalized offers. These funnels will have 3 steps each – a Landing page, a Checkout page, and a Thank you page.

And, you will need email campaigns to reach prospects afterward.

There are many other quiz funnel examples, but the fundamental procedure remains the same.

How To Create A Quiz Funnel In WordPress

Today, I will show how you can create this quiz funnel in WordPress.

To do so, you will need the following:

1. A form builder that allows conditional redirection based on answers.
   
   I recommend you try using Forminator, a great form builder with which you can create any type of form.

2. A funnel builder that allows you to track user actions and plan visual funnels.
   
   WPFunnels is the easiest WordPress funnel builder right now and the only one that offers an interactive visual funnel planner.

3. An automation tool to reach back to potential buyers afterward.
   
   You may use Mail Mint or FluentCRM, which are amazing email automation tools within WordPress.

Once you have the tools ready, follow the steps below to craft a simple quiz funnel.

Step 1 – Create A Separate Funnel for Each of Your Services

1. In WPFunnels, you may create a sales funnel easily with just a few clicks. For each service you have, create a separate funnel. As per the example, you will need three funnels that all have their own Landing, Checkout, and Thank you pages.

2. Make sure to make the Landing page copies dedicated to the service you created them for. Make the copy as personalized as possible and highlight the benefit of taking this offer.

**A personalized video in the first section often works really well.

3. Offer a discount on your service to make it more attractive.

**Here is a guide you can follow to learn how to create a sales funnel with WPFunnels.

Step 2 – Create Quiz in Forminator and Set Up Conditions

1. Create a form with questions that has radio button answers or drop-down answers.

2. Once you have the form ready, set the conditions to redirect to the respective funnels based on the answers using its conditional behavior after the submission feature.

**Using Forminator you can set up conditional actions after form submission based on answers.

So, let’s say you set the question, “What’s your goal?” Then set up conditional redirection after form submission according to the answer:

• Weight Loss > To the weight loss offer page
• Muscle Gain > To the sales page for muscle gain
• Stamina Improvement > To the funnel for stamina improvement

Step 3 – Prepare the Landing Page for the Quiz

1. You may devise another single-step funnel in WPFunnels, i.e., just a landing page. Use a good copy to convince the prospect to take the quiz.

2. Embed the quiz you created earlier on this page.

Step 4 – Setup Event Triggers and Send Data to the Automation Tool

1. In Forminator, you can easily set up the form data to be sent to your preferred automation tool using webhooks via Zapier. So whenever a form is submitted, make sure to trigger the data to be sent to Zapier, and then send this data to your preferred tool.

**Here’s a guide to sending data to Zapier via webhooks.

In this case, I’ll use Mail Mint to add them to a specific list.

In this funnel, I will add people to specific lists based on the offer they will get, “WLoss” list for the Weight Loss program, “WGain” list for the Weight Gain program, and “Stamina” list for the Stamina Improvement program.

2. Set up event triggers so that anyone who enters your offer pages and takes your offer, he/she will be added to a specific list and assigned a specific tag in your automation tool.

For example, anyone who enters your Weight loss funnel and takes your offer, add them to the list “WLoss” and assign them the tag “wloss_yes.” For the Weight gain funnel, whoever takes the offer will be added to the list “WGain” and assigned the “wgain_yes” tag. And finally, for the Stamina funnel, add them to the list “Stamina” and assign them the tag “stamina_yes.”

**You can easily set this up in WPFunnels as you can enter Mail Mint while staying in the WPFunnels canvas, and create lists & tags according to your convenience.

Step 5 – Schedule Email Automation Campaigns

Now that you have the funnel pages ready, the quiz is embedded, and you have set event triggers to assign lists and tags, it’s time to set email campaigns.

1. In Mail Mint, for those who do not have a tag in the three lists you created, set up an email campaign to reach them with your offer again in a series of 3 emails. In the emails, use persuasive copy and a CTA to get to your offer page again.

**Here’s a guide to setting up automated email campaigns in Mail Mint.

And that’s it. Your quiz funnel is ready.

The next thing to do is to start promoting your quiz marketing funnel via Ads, social media, or any other marketing campaigns and reach targeted individuals. And the rest of the funnel will work on its own to deliver more qualified leads and more clients.

5 Niches That Can Benefit From Using A Quiz Funnel

This quiz funnel is a way of making conditional offers to prospects so that you can offer the right services to the right potential clients.

And some businesses can benefit a lot more from quiz funnels than others. Following are 5 niches that should use quiz funnels.

1. Fitness Coach

If you are a fitness instructor, then a quiz funnel is the best way to collect leads and run sales funnels with personalized offers.

For example, you may ask questions like their age, weight, preferred fitness campaign (weight-loss, weight gain, cardio, etc.), whether they take alcohol or not, favorite food, etc. You may then make a personalized offer for each fitness campaign you have while also offering personalized diets based on their other answers to make your offer more convincing.

2. Realtors

The real estate industry is quite versatile. You may use countless types of sales funnels to close more deals. A quiz funnel is among the proven tactics that can help you convert more.

Since the choice of a house depends a lot on the location, budget, and a few other specific details such as preferred features in the neighborhood, roofing type, furnished/not furnished, etc.

You may devise a form to see if the buyer has the right budget and what location they are looking to purchase at, and then you may display a list of houses available for them that meet the budget and the location.

For the rest of the details, you may leave them on the details of your listings. This will certainly speed up the buyers’ purchase process.

3. Financial Advisors

Much like realtors, financial advisors can use a quiz funnel to get qualified clients into taking their services.

You may include questions such as monthly spending, income source, monthly income, credit score, etc. This will help not only to collect highly qualified leads, but you may also offer specialized consultation programs for prospects in different financial situations.

4. Business Coaches

Business coaches mostly prefer to use webinar funnels or book funnels to offer their services. But a third potential way to offer services is the quiz funnel.

As a business coach, you may ask the prospects about their business type, if they use any specific strategies, how much they earn a year, what is their yearly goal, etc. Make sure only to include options that you offer service for.

Then, for each case, you can devise a well-crafted sales funnel to offer them your service. This can be based on the business type, the goal type, etc.

5. Consultants

If you are a consultant who offers multiple consultation services, then a quiz funnel is the best approach to land more qualified clients.

Ask vital questions to identify which service your prospects qualify for and make separate offer pages to convince prospects to book a consultation session with you.

​What Are the Best Practices While Creating a Quiz Funnel?

Once your funnel is up and running, the real game is in how well it performs, and that depends a lot on how you build the quiz itself. It’s not just about asking a few questions and redirecting people. The way you structure those questions and set up the follow-up can make or break your conversions.

Here’s what you need to keep in mind:

i. Start with one key qualifier that decides the path

Don’t try to use five questions to split people into different directions. Just pick one core question that clearly defines what offer someone should see. Everything else can be supporting info.

ii. Avoid open-ended questions unless you actually plan to use the answers

Most quiz tools let you ask open-text questions, but unless you’re reading every response manually, stick to dropdowns, checkboxes, or radio buttons. That way, you can set up clear conditions for redirects or automation.

iii. Keep it short—but not shallow

Somewhere between 5 to 8 questions usually hits the sweet spot. Long enough to collect useful info, short enough to not lose people halfway through. Skip anything you’re just “curious” about unless it ties into your offer.

​For a skin care brand, asking about skin type, daily routine, and current concerns is helpful. Asking what social media platform they use most? Not relevant here.

iv. Make every question feel relevant to the outcome

Don’t just throw in fun facts or lifestyle questions to “get to know them.” If a question doesn’t help you segment, personalize, or qualify—cut it.

​If you’re recommending products, asking about allergies or ingredient preferences is useful. Asking about favorite colors—not so much.

v. Use answer labels that feel natural to your audience

Instead of internal terms like “Tier 1 Service” or “Track A,” use phrases your prospect would actually say—like “I’m just getting started” or “I need hands-on help.”

vi. Add a progress bar if the quiz has more than 5 steps

This keeps people from dropping off. Just knowing there’s a finish line helps them stick with it.

vii. Pre-write your outcome messages or thank-you copy like micro-landing pages

Whether you’re redirecting them or showing results on-screen, those post-quiz messages need to sell the next step. Treat them like a mini sales page, not just a generic “Thanks for filling this out.”

viii. Always collect contact info before showing the result or redirecting

Don’t skip this step. You’ve earned their trust—don’t lose the chance to follow up. Even if they don’t convert immediately, their answers give you a head start for future campaigns.

​Even with the right setup and tools, it’s easy to miss the mark if you’re not careful with the small details.

​Common Mistakes You Should Avoid While Creating Quiz Funnels

Following best practices helps, but avoiding the common mistakes is just as important especially if you want your quiz funnel to actually convert.

Here’s what you should look out for:

i. Making the quiz feel like a survey

Your quiz needs to guide people toward a solution, not feel like you’re collecting data for a report. Keep the experience focused on them and their problem—not you and your research.

Fix it: Use clear, benefit-driven questions. Each one should help the person move closer to a result or recommendation they care about.

ii. Letting the quiz end with no direction

If someone completes your quiz and lands on a generic thank-you page or sees “we’ll get back to you,” that’s a dead end. You lose momentum, and the lead goes cold.

Fix it: Always have a clear next step—whether that’s a landing page, a discovery call, or a special offer. You’ve already got their attention—don’t waste it.

iii. Asking too many unnecessary questions

If a question doesn’t help you personalize the offer, qualify the lead, or improve your targeting, it doesn’t belong. Every extra step increases drop-off.

Fix it: Stick to questions that directly connect to your offer. Remove anything that’s just “nice to know.”

iv. Showing the result before collecting contact info

Some people will take your quiz, get what they want, and leave. If you’re not asking for an email before showing results or sending them to the offer, you’re letting leads walk away.

Fix it: Place your name and email fields before the result or redirect step. Make it clear why it’s worth sharing their info.

v. Using answers that don’t match how your audience talks

Overcomplicated answer options confuse people and make your quiz feel like a test. If the language feels off, they won’t finish it—or worse, they’ll pick random options.

Fix it: Write answers the way your audience would say them out loud. Keep it casual, clear, and specific.

vi. Sending everyone to the same offer anyway

If you ask people questions just to send them all to the same page, they’ll notice, and it breaks trust. It feels lazy, and your quiz becomes pointless.

Fix it: If you’re using the quiz to segment, actually segment. Make sure each path goes to a unique outcome, even if the offer is similar.

vii. Forgetting to follow up based on the answers

Collecting emails is just step one. If you’re not sending relevant follow-ups based on their quiz responses, you’re missing a big part of what makes quiz funnels work.

Fix it: Tag contacts based on answers, sort them into lists, and set up simple email sequences that match what they showed interest in.

Wrapping Up

As you saw, a quiz funnel, unlike most other funnels, makes your offers more personalized and goal-oriented. You precisely know what to offer to your prospect and plan future sales campaigns for them as well.

Plus, it’s super easy to devise a quiz funnel in WordPress. So go ahead successfully with your quiz funnel builder WPFunnels, email automation builder Mail Mint, and form builder Forminator.

FAQs

1. Do quiz funnels work?

Yes—when done right, quiz funnels work really well. They help you attract the right leads, segment them by interest or need, and personalize the offer. The key is keeping the quiz relevant to your audience and tying the result to a clear next step. Quizzes also boost engagement, which improves conversions across the quiz funnel.

2. Which tool is best for quizzes?

It depends on your goal. For WordPress users, WPFunnels with Mail Mint is a solid option. For standalone SaaS, tools like Interact or Typeform are beginner-friendly. Just make sure the tool lets you collect emails and redirect based on answers.

3. Can ChatGPT create a quiz?

Yes. ChatGPT can help you come up with quiz topics and copies related to your quiz funnel, draft questions, and map out answer logic. But you’ll still need to build it using a quiz or funnel tool. Think of ChatGPT as your brainstorming assistant, not the quiz funnel builder.

4. How to build a quiz funnel?

Start with one goal to build a quiz funnel: qualify leads, recommend products, or segment your list. Then create 3–5 questions that directly help with that goal. Set up answer-based paths, collect email before showing results, and redirect each user to the right offer or page. Finally, follow up with targeted emails based on responses.

5. Which AI is best for quizzes?

For planning and content ideas while building your quiz funnel, ChatGPT is a strong starting point. If you’re looking for AI-powered tools to actually build quizzes, try:

• Outgrow – Helps generate quizzes and calculators with smart logic.
• Interact AI – Suggests quiz questions based on your topic.
• Jebbit – Uses AI to guide quiz creation and personalize paths.
• Marquiz – Offers AI-assisted setup and lead capture for product quizzes.

These tools help speed up quiz creation, but you’ll still need to fine-tune questions and flows yourself.