Marketing Funnel Success Stories


Capturing attention in today’s world of short attention spans can be a daunting task for marketers. Without user attention and engagement, it becomes difficult to collect leads and gather insights. However, there is a solution to this problem – gamification. By gamifying your content with interactive quizzes and surveys, you can capture your audience’s attention and improve engagement. In this article, we will explore the concept of quiz funnels and how they can be used as an alternative to traditional lead acquisition funnels for both B2B and B2C entities.

Quiz Funnel

A quiz funnel, also known as quiz marketing funnel, is a gamified marketing strategy that utilizes interactive quizzes to guide potential customers through a series of questions or assessments. The ultimate goal of a quiz funnel is to lead them towards a specific product, service, or marketing outcome. The three main steps of a quiz funnel are:

  1. Engage users
  2. Collect valuable information about their preferences
  3. Convert them into leads or customers

Benefits of Adding Quiz Funnels to Your Marketing Strategy

Just like traditional marketing and sales funnels, the goal of a quiz funnel is to guide potential customers through a structured process that leads to a desired outcome. Here are some benefits of incorporating quiz funnels into your marketing strategy:

Makes Lead Generation Fun

Traditional lead generation techniques can be boring, especially for the Gen Z generation. By using a quiz funnel, you can make the lead generation process more enjoyable and engaging. This strategic shift significantly enhances the likelihood of securing reliable customer data. Additionally, the innate human desire for fun, self-expression, and validation is leveraged through the quiz funnel, resulting in higher engagement rates and a more effective lead generation strategy.

Gives Real Value to Your Audience

Static content offers limited value to your leads, while interactive content like quizzes and calculators provide real value instantly and repeatedly. By offering personalized product recommendations or solving specific problems through interactive quizzes, you can create brand awareness, capture attention, and leave a positive impression on your audience. This, in turn, encourages them to move through the funnel and take action.

Smooth Collection of Zero-Party Data

Quiz funnels allow you to collect more personalized data, such as user preferences, purchase intentions, and personal context, in a smooth and non-intrusive manner. While your competitors may struggle to obtain basic information like a lead’s name and email address, you can effortlessly gather invaluable zero-party data with the help of gamification. This accurate zero-party data enables you to gain valuable insights into your audience, which can be used to segment them with precision and provide hyper-personalized customer experiences.

Improve ROAS with Quiz

A well-designed quiz funnel can contribute to improving Return on Ad Spend (ROAS) by enhancing the efficiency and effectiveness of your marketing efforts. With personalized advertising, optimized ad copy with creative elements, and tailored product recommendations, you can attract more qualified leads and increase the chances of conversion. This, in turn, leads to improved ROAS and a higher return on your marketing investment.

Attract More Website Traffic

Quizzes, when done right, can drive a significant amount of traffic to your website. By creating entertaining, insightful, and relevant quizzes, you can capture the interest of a broad audience and potentially make your quiz go viral. This can result in millions of website visits and increased brand exposure.

Use Cases of Quiz Funnels and Real-World Success Stories

Quiz to Attract Traffic

Quizzes can transform the lead generation process into an interactive and enjoyable experience, leveraging gamification to encourage active participation. One real-world example of this is BuzzFeed, a popular American Internet media company. BuzzFeed has been able to drive millions of monthly traffic to its website, primarily from users aged 18-34, by using quizzes as a key strategy. By incorporating topic-oriented quizzes, such as digital marketing quizzes, social media marketing knowledge quizzes, personality quizzes, and food quizzes, into your marketing strategy, you can attract traffic and increase engagement.

Interactive Calculators

Interactive calculators are another effective type of interactive content that can be used as part of a quiz funnel. When implementing an interactive calculator, it is important to ensure that the concept aligns with your overall marketing goals and provides value to the users. CNN, a financial news and information website, cleverly created a retirement calculator that serves not only their niche but also a wider audience. This calculator received over ten thousand shares and millions of website visits, contributing to improved page ranking, online visibility, and reach.

Interactive Emails

Interactive emails go beyond traditional static content and allow recipients to engage with the content directly within the email interface. These emails can include quizzes, polls, surveys, add-to-cart options, and gamification elements like spin the wheel or find the odd one out. Gmail, for example, implemented an interactive email that allows recipients to change the colors of wireless earbuds and add them to the cart without leaving the Gmail interface. This interactive approach enhances user engagement and increases the chances of conversion.

Product Recommendation Quizzes

For ecommerce stores, product recommendation quizzes are a must-have quiz funnel. These quizzes involve a series of questions that guide users through a decision-making process, ultimately leading to personalized product recommendations. Beardbrand, an American men’s grooming company, uses product recommendation quizzes to suggest relevant products based on customers’ preferences. By collecting valuable information about their regular activities, style preferences, fragrance choices, and more, Beardbrand is able to deliver a personalized experience and increase the likelihood of sales.

Assessment Quiz

Assessment quizzes are interactive marketing strategies used to engage and evaluate a lead’s biological properties, knowledge, preferences, or needs related to a specific product or service. These quizzes gather valuable information about the target audience, assess their understanding of certain concepts, and tailor marketing strategies accordingly. Gallup, Inc., for example, offers an online assessment test called “CliftonStrengths talent assessment” that helps individuals identify their professional strengths. This assessment has been taken by millions of people worldwide, providing high-quality leads for Gallup.

How to Implement Quiz Funnels in Your Marketing Like a Pro?

Implementing quiz funnels doesn’t have to be complicated. With the help of no-code software like GoZen Engage, you can easily add gamified quizzes to your website without worrying about complex code blocks. Whether you are a B2B SaaS company or an ecommerce store, you can choose from a variety of interactive elements like puzzles, find the path, odd one out, spin the wheel, rearrange, shuffle the image, and find flow to create engaging quiz funnels. GoZen Engage offers industry-specific templates and can be used by thousands of eCommerce and website owners to attract and convert more Gen Z and Millennials.


Quiz funnels offer a unique and engaging way to capture your audience’s attention, collect valuable data, and provide personalized experiences. By incorporating gamified quizzes into your marketing strategy, you can make lead generation fun, give real value to your audience, smoothly collect zero-party data, improve ROAS, and attract more website traffic. Real-world success stories from brands like BuzzFeed, CNN, and Gallup demonstrate the effectiveness of quiz funnels in driving engagement and achieving marketing goals. So, why not elevate your marketing strategy with quiz funnels and reap the benefits of increased engagement and conversions?

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