Following a proven structure is a great way to jumpstart anything, including a quiz funnel.
In a previous article we looked at the 4 different types of health supplement quiz funnels, which are: What’s Your Type, What’s Your Score, The Custom Plan and Product Selector.
This article will look at the template behind the quiz funnel itself. Just like the first funnel template article, where we looked at the free plus shipping funnel template, my approach here will also focus on the structure and strategy of each step. I will again take a dietary supplement perspective since that’s the specialty of my direct response optimization agency.
The quiz itself has several parts.
First is the hook.
The quiz funnel hook has to provide some value to the quiz taker.
Remember the offer of a quiz is not the product. It is the reason to take the quiz in the first place.
The actual product offer comes second only after the visitor has invested time in taking the quiz. (Once momentum is built up.)
That’s a much different proposition than… take this quiz to find out what you should buy from me. That type of quiz is called a product selector quiz, which we won’t look at in this quiz funnel template.
For a health supplement quiz funnel, the value needs to go beyond the offer or product that’s available for sale after the quiz.
If not the visitor will feel let down, and the chances of them buying dramatically go down. And after all, a purchase is the main purpose of a quiz funnel.
Next is the length of the quiz itself.
4 – 12 questions (with 6-8 being the sweet spot) is typical for quiz funnels and is an excellent template to follow.
Generally with quizzes like, What’s Your Type and The Custom Plan, 6-8 questions gives the impression that the results will be more customized.
For quiz’s that promise a personalized result, the more questions the better, but only up to a limit. There will be question fatigue, where the prospect can lose interest and is more likely to bail if there are too many questions.
Here’s the quiz funnel structure: Quiz Presell Page > Quiz Questions > Results / Sales Page > Order Page > Up-sell 1 Page, Up-sell 2 Page, Thank You Page
A Brief Word About Up-Sells
Please note, you can really have as many up-sell (and down-sell) pages as your market will tolerate. Some markets, like biz ops are acceptable to more up-sells. Some markets are quite a bit less. I’ll leave the number of up-sells up to you. I simply included 2 up-sells in the funnel structure above just to give you the sense that there should be more than one.
The Quiz Presell Page
Occasionally there is a quiz presell page at the top level of a quiz funnel that sits right before your visitor gets to the quiz itself.
This page has one single purpose, to sell the idea of taking the quiz. Sometimes you may need this page in your funnel and other times you don’t. More often the need for a page has to do with the overall strategy or for compliance reasons due to the traffic source.
Sometimes you can do all the selling that is needed in the ad itself. Other times you need a bit more of a nudge and will want to build out a pre-sell page.
Another good example and reason to have such a page is if your core offer and company is completely built around a personalized quiz. This is the case with the company Habit, a personalized food service business that simplifies healthy eating.
The presell page is their home page, in which they sell the value of taking the quiz. At the same time the page explains how the quiz works. You answer a few health questions, get your results and see your nutrition plan, where you can place your order.
The Quiz Questions Page
The quiz questions page is the most straightforward page in this funnel template. It should present the questions one at a time and include a couple of key things.
First it should include some sort of progress bar or indicator of how many more questions there are remaining.
This helps pull the prospect through to the end. You also should structure the quiz questions so that the easiest questions are first. For example, your first question may be, are you a man or a woman. The less the prospect has to think about the answer, especially in the beginning the less friction there will be and the higher your quiz completion rate will be. There’s nothing worse than losing a prospect on question 3 because the question was too difficult. You can’t sell someone your solution if they haven’t completed the quiz.
Second, the very last question of your quiz should be for their email address. This way you’re collecting a lead and can market to them via email if they don’t buy on the results / sales page. The email question is likely the highest friction question of your quiz.
Getting an email (opt-in) at this step helps a ton with the economics of a quiz funnel. You should be able to get a lead for under $1 with a quiz funnel, but not every lead will convert to a sale on the next step. By getting an email address you can market to them directly in their inbox converting a few more to off set your ad costs.
However, to overcome the friction of entering an email you must leverage the desire for the quiz results in exchange.
Here’s an examples of a post results quiz opt-in page:
The Results / Sales Page
The impact of a quiz funnel is that the results are customized and based on their answers in some way. The actual product mix could be customized or at the very least, the messaging needs to be unique to the answers in order to leverage a quiz funnel to the full effect on the next step. Because of this you may have anywhere from three to six, I’ve seen up to twelve different versions to send visitors to.
The headline and lead copy is where you want to focus here. Each quiz result should have a different headline and lead. This differentiation is the payoff for carefully selecting your answers. The better the customization, the better your sales conversion will be. As long as you also do the handoff successfully, which we’ll get to later.
The Headline
The reason the headline should be unique for each quiz result, is so the results page does not look like a sales page. Typically I recommend pulling in the big idea of the reason to take the quiz into the headline. For example a good headline for this type of page might be something as simple as: Based On Your Results, You’re a (Insert Unique Name Here).
This is a very different type of headline than you would find on a sales page. The hook is built into the pre framing of the quiz to begin with. That is the prospect is taking the quiz to find out something and the headline simply delivers on that something right away.
The Lead
The lead copy is typically the first 700 or so words. For a quiz funnel the lead may be longer because you want to establish the credibility of the results.
The lead, needs to give them the answer to the quiz as fast as possible and then explain what that means for them.
The Handoff
The handoff section of the sales letter is where you connect the dots between the quiz results and the product for sale.
Conclusion
Quiz funnels are a great funnel template to use to build a list fast. You get the best of both worlds, buyers and leads. As long as you’re doing a half way decent job of converting the buyers immediately after they took the quiz. And you’re taking advantage of all of the leads you’re gathering and remarking the quiz results to them in a multi email follow up sequence with a quiz designed to capture a sale, before putting them onto your regular email list, this type of funnel can be a core driver of your dietary supplement business.
Quiz funnels do take a bit more work to create because you have multiple leads. And they take a bit more to optimize and dial in to get working if you don’t have your hook or handoff section right, but they are in my opinion a great funnel for almost any business.
Discover the 3 funnels that can help your health supplement business succeed.
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