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In this article, we will explore the concept of lead generation funnels and how quizzes can be used as a powerful tool in this process. We will provide real-life examples from seven e-commerce brands to demonstrate how quizzes can be used to segment leads, personalize campaigns, and make relevant product recommendations. By using quizzes as a lead generation tool, businesses can gather valuable information about their leads and create a personalized experience for them. So let’s begin by understanding what a quiz funnel is and how it can be used to collect information and deliver a personalized experience.
What is a Quiz Funnel?
A quiz funnel is a marketing initiative that uses a quiz-style survey to collect information and deliver a personalized experience. It is a great way to segment visitors by their interests and preferences, and then provide them with relevant product recommendations based on their answers. Quizzes are interactive and engaging, making them an effective lead generation tool for e-commerce brands.
Quiz Funnel Example: Beardbrand
Beardbrand is an e-commerce brand that has effectively used a quiz funnel to engage their audience and collect valuable leads. When visitors land on their homepage, they are greeted with a curiosity-inducing question: “Are you the rarest type of beardsman?”
From there, Beardbrand invites visitors to take a quiz to determine their unique beardsman type. The questions are designed in a fun and engaging way, reminiscent of Buzzfeed-type quizzes. By the end of the quiz, visitors are asked to join Beardbrand’s newsletter in exchange for their quiz results.
Beardbrand then displays the quiz results along with an image and a few lines about the visitor’s character. To make the quiz even more valuable, Beardbrand recommends products that fit the visitor’s personality type, without requiring them to navigate to a different page. This quiz effectively collects leads while providing a personalized experience and product recommendations.
Quiz Funnel Example: Topshop
Topshop, a popular fashion brand, uses a personal style quiz to engage their audience and provide personalized recommendations. The quiz, created using a third-party service called “My Topshop Wardrobe,” asks visitors about their age, favorite colors, budget, and size. It also asks them to indicate their preferences for specific products by choosing between “yay” or “nay.”
At the end of the quiz, Topshop invites visitors to start an account to create their personalized wardrobe and join their newsletter. The quiz results are displayed on a personalized landing page, with product recommendations divided into different categories for the visitor’s convenience. Visitors can further customize their wardrobe by liking or disliking individual products.
By using this quiz, Topshop not only collects valuable lead data but also provides a personalized shopping experience for their audience. They can then use this data to send highly targeted email campaigns based on the product categories chosen by their leads.
Quiz Funnel Example: Warby Parker
Warby Parker, an eyewear brand, uses a quiz funnel to help visitors find the perfect pair of glasses. The quiz asks visitors about their face shape, color and material preferences, and whether they are already wearing glasses. At the end of the quiz, visitors are invited to enter their email address to save their results for later.
Warby Parker keeps the email capture step optional, unlike many other brands. They understand that visitors may still be interested in their products even if they don’t provide their email address. By offering a 5-day free trial, the company encourages visitors to try five frames at home before making a decision.
Warby Parker effectively collects valuable lead data while providing a low-pressure shopping experience for their audience. This approach allows them to build trust with their leads and convert them into customers.
Quiz Funnel Example: OUAI
OUAI, a haircare brand, uses a simpler quiz called “Hair Consult” to engage their audience and provide personalized recommendations. The quiz asks visitors about their hair length, type, and goals. The results page provides visitors with a positive message, assuring them that their hair issues are treatable. It also displays relevant product recommendations and includes two call-to-action buttons: “Save My Results” and “Add Regimen to Bag.”
Unlike many other brands, OUAI makes the email capture step optional. They understand that visitors may not be ready to provide their email address, but they still want to help them with their hair concerns. By offering a quick consultation, OUAI collects valuable information about their leads and provides them with personalized product recommendations.
Quiz Funnel Example: Care/of
Care/of, a health and wellness brand, takes quizzes to the next level with their comprehensive analysis quizzes. Visitors are asked detailed questions about their lifestyle, living conditions, and health goals. The quiz is designed to analyze the visitor’s needs and recommend the supplements their body needs.
Care/of adjusts the quiz based on where the visitor is in their buyer’s journey. They use smooth animations and personal copy to engage the visitor and keep them committed to completing the quiz. By asking for the visitor’s email address halfway through the quiz, Care/of increases the completion rate and gathers valuable lead data.
Once the quiz is completed, Care/of directs visitors to a personalized landing page with product recommendations based on their quiz results. They provide detailed information about each recommended product and make it easy for visitors to purchase their supplements.
Quiz Funnel Example: Fabletics
Fabletics, an activewear brand, uses a quiz funnel to engage their audience and convert them into customers. When visitors land on their website, they are greeted with a special offer: “2 leggings for $24.” By clicking on the offer, visitors are directed to a six-step survey that asks about their workout preferences, body type, and size information.
Fabletics incentivizes visitors to complete the quiz by reminding them of the exclusive offer at each step. At the end of the quiz, visitors are asked to provide their email address in order to claim the offer. Fabletics provides a visual representation of the offer’s value to entice visitors to submit their email address and gather valuable lead data.
By using this quiz funnel, Fabletics effectively segments their leads and aims to convert them into customers. Even if visitors don’t take advantage of the offer immediately, Fabletics can retarget them with personalized email campaigns.
Quiz Funnel Example: Cup & Leaf
Cup & Leaf, a tea retailer, uses a quiz funnel to help visitors find the perfect tea based on their preferences. When visitors spend seven seconds on the website or click on a teaser, they are presented with a survey popup asking if they are looking for the perfect tea. Clicking the call-to-action button takes them to a quiz page where they answer questions about their tea preferences and favorite flavors.
At the end of the quiz, Cup & Leaf invites visitors to submit their email address. They then provide visitors with a discount on their first order and direct them to the relevant product page. By using this quiz funnel, Cup & Leaf effectively collects lead data and improves the shopping experience for their audience.
Lead generation funnels and quizzes are powerful tools for businesses to collect valuable information about their leads, provide a personalized experience, and make relevant product recommendations. The examples provided in this article demonstrate how e-commerce brands can effectively use quiz funnels to engage their audience and convert them into lifelong customers. By following up on new leads with personalized email campaigns and website popups, businesses can increase their conversion rates and grow their email list. So why not try implementing a quiz funnel in your lead generation strategy and start reaping the benefits?