quiz funnels

Stop Buying Leads! Here is How To Use Quiz Funnels For Lead Generation Instead.

I’m tired of receiving a sh##$t load of emails asking me if I want to generate leads and pay a guy or a gal I have never heard before another ##$%$% load of money to get me or my agency leads.

I have never done it, nor will I do it. Here is why:

I decided to write this post because I see so many business owners falling for this trap.

Whatever you or your business sell, you are probably aware that is becoming increasingly difficult to find, qualify and sell your products or services to buyers. That’s why the lead generation industry is booming.

Ad costs are increasing, it is especially difficult to sell via Facebook groups, Twitter is not really an option and you have even tried TikTok, with not great results.

Don’t start me with LinkedIn – people do not respond to your connection requests or they shut you down immediately if you just try to pitch them.

If you want to find the best way to generate business leads that not only attracts customers but also qualify them at the same time, keep reading.

Why NOT buy leads?

Firstly, because you can do it on your own, cheaply and efficiently – and get a ton of user data at the same time.

Secondly, the people that approach you to sell you leads, don’t give a crap about you, and won’t even put a single effort to generate any leads for you, having your best interest in mind.

What they are going to do, as soon as you give them your hard-earned money are two possible things:

  1. Scrape LinkedIn for emails, based on what you told them. They have specialised software that will search one or more keywords and then simply go out and find the emails these guys have on their profiles. NEWSFLASH: The emails they have on their profile may not be even real, or they may not be using them, or worse – they may not be active on Linkedin and they put an email because they thought they had to.
  2. Go to services like Apollo, put in your criteria and export a list. Their job is done.

They sell you this list and they do not give a crap if these emails are active, how many of these people changed jobs and they are not in this role anymore, and whether they are going to respond to your email blasts or not.

There is a better way. And not just because we are selling it – because it IS more effective, leads are dirt cheap and as I explained – you get a ton of data about the leads that come in. Keep reading if you just got excited:-)

What is a quiz?

There are no stupid questions, but I had to make this clear, in case you were wondering. In its simplest terms, a quiz is a popular way to evaluate potential customers’ attitudes toward your product. Quizzes are now used in a number of different fields, and they are quite versatile.

However, if you want to find the best way to generate leads for your business, you will need to do some market research first. We have written an extensive article on what is a quiz here.

What is the actual purpose of your quiz funnel?

So, okay you are thrilled with the idea of finding low-cost, high-value leads for your business, but do not jump on it just as yet. Before you even begin creating your quiz, you need to do the dreaded work of thinking about what you want as an end result.

Here are some initial ideas of what a quiz funnel can do for you and how you can do lead generation using quiz funnels:

  • A quiz can put more qualified leads on an email list. Apart from adding them to your email list and sending them a newsletter, it also gives your sales team an ideal base to work with as they do not need to endlessly search for leads. These are people that came to you, answered questions that qualified them and now they are “eager” to be contacted”.
  • It is also a means to do more low-cost advertising. Uploading the current list on various mediums like Facebook, Google Bing, and Yahoo ensures that your cost of acquisition is reduced to pennies on the dollar.
  • Finally, do you want your market to consider you as an authority? If yes, a quiz can indicate to people that you know what you are talking about because you have created a method to offer solutions to clients.

The benefits of using quiz funnels

There are several benefits to using quiz funnels as the best way to generate leads for your business:

  • A completely transparent method of screening and filtering prospects – you get not only a load of data of their preferences, because they answered all your qualifying questions, but now you can segment your leads based on what they answered – and disqualify those with whom your criteria do not match.
    • For example, let’s say that you sell consultancy services. Rather than throwing an ad on Facebook or Google and then have someone fill out a form to download a lead magnet that no one will lead, you launch an ad asking people what their major challenges of running their business and a call to action that promises some life-altering idea with a button like like “Take a quiz to find out”
    • Then, as people answer questions like “Do you do everything on your own” or “Would you be open to a coach” and “If there was someone who could triple your sales in the next 60 days, would you hire him?” you get all these answers directly on your CRM and then by filtering them out, your CRM could simply add them to your contact or campaigns list. Completely automated.
  • Provide an instant decision-making mechanism – quiz people on the benefits of your products while they are taking your quiz and can easily make a quick decision about your product if they want it or not. They can also share your quiz with their peers.

Types of Quiz Funnels

Although everyone is biased and everyone has an opinion on a topic, the truth is not everyone is going to be able to buy your product and in turn, they may not want to.

Of course, you can try an ad campaign of some sort, but it is always better to test and try before you take the plunge and invest some time and money.

Testing a potential lead is important, so it is always best to test it with other customers so you can learn their wants and needs As such, the simplest method of testing is to use quiz funnels. A quiz, added as part of your marketing stack, can quickly identify potential customers, and help them to decide whether you are the right solution to their problems.

As such there are many types of quizzes to qualify a lead. You can create a personality quiz, as a lead quiz, or you may want to use a multiple-choice quiz to be used after a sales call or after a webinar.

Let’s evaluate some most common quizzes we use for our clients in the nutraceuticals industry:

1. Personality Quiz

quiz funnels

Personality quizzes are among the most common types of quizzes, They are very versatile and we use them to identify the buyer traits of supplement retailers. You can:

  • Embed a personality quiz on your website or blog to learn more about your audience
  • Select the best product based on a series of questions to increase sales
  • Generate leads by integrating a lead form in a highly engaging personality quiz

Personality quizzes can be serious, fun, or educational. We have occasionally used quizzes with titles like:

  • How waking up early affects your career
  • What type of business owner are you?
  • Are you a leader or a follower?

2. Scored Quiz

quiz funnel, score-based quiz

A scored quiz is used when you want to quickly show someone his current situation in the form of an assessment.

Each question is assigned a point value. Upon completion, your total score is added to your outcome based on the final number.

The creation of a successfully scored quiz is based on your ability to do the following:

  • Set a goal (such as measuring a person’s knowledge of a subject)
  • Create a list of questions associated with the goal
  • Assign a point value to each answer
  • Create a table for judging results, based on the final point tally

Scored quizzes are among the most powerful, as the respondent is guaranteed to receive something in return for their time.

3. Multiple Choice Quiz

ow to use quiz funnels for lead generation, multiple choice quiz

You’re probably familiar with multiple choice (also known as assessment) quizzes from your time in school.

You’re presented with a question and a set of answers. Every question has one right answer, with the outcome based on the number of correct answers.

Here’s an example of a multiple-choice quiz designed to test a person’s knowledge of digital marketing.

4. Yes or No Quiz

create a quiz funnel

This is the simplest type of assessment-based quiz. While it’s similar in some ways to a multiple-choice quiz, there are only two answers to choose from:

  • Yes
  • No

It’s a concise and efficient way to judge a person’s knowledge of a subject or receive feedback. Here are some example questions you could use in a yes or no quiz to receive feedback after a company presentation:

  • Did you understand the primary purpose of the presentation?
  • Were you bored at any time during the presentation?
  • Did you learn everything you were expecting?
  • Were there times during the presentation when you were confused?
  • Did you find yourself able to easily identify with the information?

You can also use yes or no questions to create a fun, engaging quiz that you share on your website or via social media. For instance, if you manage a travel brand, these questions could make up a quiz:

  • Is this a picture of New York City?
  • Is the Statue of Liberty located in New York City?
  • Does New York City have more than five million residents?
  • Is New Your City known as the city that never sleeps?

A person who answers them all correctly is a New York City expert. Conversely, a person who only answers one or two correctly needs to bone up on their knowledge of the United States’ most populated city.

5. Poll

quiz funnel marketing

A poll is an interactive quiz that includes only 1 question.

The key to success is providing the audience with enough choices to ensure that it suits their situation.

Sticking with the above example, there are eight possible answers to the question “What is your biggest expense”.

But imagine if there were only three choices. Some people would be able to answer, but others would find that the poll doesn’t really pertain to them. Therefore, they’re less likely to proceed.

You can also allow the respondent to provide more than one answer. This is helpful in the case that someone may not be able to make a final determination, such as if their mortgage and student loans are the same expense.

Upon completion of the poll, you can check your statistics for the following:

  • Impressions
  • Vote percentage
  • Result report
  • Responses report

6. Survey

It’s not the same as a traditional quiz – like those detailed above – as a survey is designed to gather feedback or lead the user to an outcome based on answers (known as skip logic).

However, depending on the way you format the survey, it can take on a “quiz-like” form.

Here’s an example of a survey titled “What are you looking for in a team collaboration tool?”

Why should you use quiz funnels when marketing your business?

Although most of us are familiar with quizzes for fun, they can serve a few purposes. One, a quiz will allow you to have an objective and be able to read all answers to the question. And if they fall into your target market, then you have a chance to convert them.

How can you turn quiz takers into leads?

I’m a big fan of the “ask-me-anything” format. I think it’s an excellent way to get people talking about your business and what they want from it, but there are some things that can make or break this type of interview. One thing that always gets me is how to convert the respondent into a lead.

You can use a simple ranking system when creating your quizzes so that users see different results depending on their answers. After they answer the first question, but just before you display their results, you have the option of showing them an opt-in box asking visitors to provide their name, email address, etc so that you can send them their results.

Of course, people who give you their contact details are usually interested in knowing more from you, so they’re now considered new leads generated from the website. Keep in mind that if you require your visitors to give you their contact details, many will simply exit the quiz without becoming leads, and they might be left a tad annoyed or disappointed from not seeing their quiz results.


Quizzes remain the best way to generate business leads. To generate more leads, think of what people look for and what sort of information they actually want. Use a variety of different forms of quizzes to capture the various information that people are looking for. The advantages are as follows:

  • They tend to be confidential.
  • They don’t take up a lot of time and they won’t cost you a lot of money.
  • They can be used to attract the attention of the consumer and create brand advocates
  • They are so easy to use

How We Increased A Supplement Brand’s Email List By 8,856% in ONE Year With A Quiz Funnel

When David contacted Centis he was in a bad place. “I have no idea how to increase my sales. I tried some ads on my own, and then I hired an agency. It flopped within 3 months”, he said.

Normally, when we hear that a brand owner fires an agency in a short time means only two things:

  • The agency is REALLY bad at their work (amateurs)
  • Or the client is really impatient and tries to dictate how the agency is going to do its job.

After a few hours and hundreds of qualifying questions later, we concluded that the agency he hired was a single guy in his 20s, claiming to create “millions of dollars in revenue in just a few months for my clients”.


The Problem:

His website was launched in 2010 and sells a range of vitamins. Think VitaminShoppe, but smaller, obviously.

We tested the website for conversions, and we didn’t find any particular problems in the way that people transacted, so we decided to look a bit deeper.

Here are the problems we found:

His website did not have:

  • Upsells
  • Downsells
  • Bundles
  • Subscriptions
  • Loyalty club
  • Rewards club
  • Affiliate system

So essentially the website was selling private-label vitamins, but you could only purchase once with no further incentives to increase the frequency of the sale or the size of the order. Also the owner, in his frustration, was constantly pushing discounts to influencers in an effort to sell his stock, and he got messages like “When will you have a discount for this product?” which is generally a bad thing to train your customers on discounts, instead of value.

First Things First: Creating The Backend

After spending some time in the eCommerce space (we are fast approaching 17 years now) some things come naturally 🙂

The first thing we changed was to increase the Average Order Value per transaction.


We took all his 54 products and created new SKUs that included bundles of 3, 6 and 12, with discounts ranging from 15% for the 3-bundle, 20% for the 6 bundles and 35% for the 12 bundles. The discounts were created on the hard costs of the business, not just a random number that we threw at him. We displayed these bundles directly on each product listing.

Upsells & Downsells:

The second thing we did was to create upsells. Because of the sheer amount of product SKUs that were created after the bundles, we decided to take things a bit slower here. So we took ONLY his ten best-selling SKUs and created a sequence of upsells and downsells that were triggered only if a single SKU was purchased (and if the user completely ignored the discounts for the bundles).

But here is what we did:

The first upsell was simply a repeat of the first bundle – the 3-month supply for 15% off. Now, because 15% off is not very appealing, we further discounted the 3-month bundle at 25% and we made sure this was understood by the user.

If the user rejected it, he would have seen a down-sell, which was a complimentary product. For example, if he was buying Vitamin C, we would have offered him a Probiotic as well as it boosts Vitamin C’s beneficial effects.

If he rejected that as well, then we would present him the thank you page with an offer to subscribe and save, at 20%.

The second thing we did is to increase the frequency of the sale.


This was super easy, all we had to do is install a plugin that used any product we selected and transform it into a subscription. We just added 20% off if the user selected to buy per month and save and we were ready.

And guess what? Repeat sales skyrocketed. It was a bit slow at first (only three customers opted for a subscription basis), but then we promoted heavily on his 1,000-people mailing list, added popups that advertised the savings and also did a remarketing campaign that sold the concept of “Subscribe and Save”.

Results: 453 new repeat subscribers within the first three months, spending as much as £45 per month each, on average = an extra £2,385 in his pocket per month, with no extra effort.

How we increased his brand’s email list by 8,856% and did so at an average of £0.10 per lead, using a quiz funnel

Ok, let’s get down to the brass tacks. After finishing off the backend, we started preparing the front end.

The main problem we saw is that the market was extremely saturated with vitamins. People left and right started private labelling vitamins and selling them on their own websites or on Amazon. Blinded by the easy profit they heard from others, the “me-too” movement brought an influx of competitors and cut-throat prices.

Demand increases ad costs.

But there is a way.

Enter quiz funnels.

A quiz funnel is the best way to entertain, educate and identify what users want while prescribing a solution for their specific needs.

Done right, quiz funnels help brands generate lots of data – very valuable, easy-to-leverage data that can support sales efforts tremendously.

It would be crazy for you not to implement AT LEAST one basic quiz funnel tactic in your marketing.

Here are four of the top reasons why you need to be considering quiz marketing:

✅ Quiz marketing is perfect for any business. In this article, we wrote about a case study on how we helped a German supplements manufacturer get qualified leads (retailers) using one of our quizzes

✅ Quiz marketing helps you stand out head and shoulders above competitors

✅ Quizzes are the perfect weapon for any sales-driven businesses

✅ Quizzes load your prospects up with value unfound elsewhere

There are numerous ways to decide what to do on a quiz funnel:

  1. Decide if you want to go after best-selling items
  2. Decide if you want to clear up stock
  3. Or simply go with the flow (called trends, dummy) and just select a theme – i.e. go after the skin market (very popular in 2022).

In our particular case, this brand owner decided to go after best-selling items and focus on the hair market, so using a quiz funnel was the best way to scale his sales.

The Email List:

David was using Klaviyo, a software that we are extremely familiar with. He was using the workflows recommended by the software, and he was sending one newsletter per month advertising new deals only – no value whatsoever.

He didn’t have a popup, for newsletter registrations, only a signup form at the footer which at the time we checked only registered 100 people.

His list size was just 1,034 people, mostly from his one-time customers. Our goal was to increase that list to 100k in one year.

The Quiz Funnel Process:

Competitor Analysis:

First, we investigated the trends. What were the best-selling vitamin brands for hair? We compiled a list of competitors with names, websites, products they sold, and social media accounts.

Then we started work on the messaging. We printed all competitor’s product listings, their Facebook, Google Search, and retargeting ads and we subscribed to their newsletters. Did they have quizzes as well (thankfully, at that point they didn’t)?

Then we used an Excel sheet to identify patterns in their messages. Sometimes this is a waste of time, as young brand owners who cannot afford to hire a copywriter simply copy the most “successful” (or what they think successful is) brands so this results in identical phrases, which is super frustrating.

We used Quora, Facebook Groups, and Reddit to find out what people are asking to formulate questions. Also, we printed the FAQs of most competitors that resonated.

We then used all the above to construct the quiz title and the questions and alter a bit the product pages and the ads, based on the newfound messaging.

Crafting The Questions Inside The Quiz:

Whilst I can’t provide screenshots due to an NDA, we used questions that nailed a specific problem.

Some of the questions were:

  • How often do you wash your hair?
  • Do you use conditioners? If so, which products? Please be as detailed as possible. In fact, this question alone allowed us to target big brands’ audiences and present our supplements to them.
  • Is your hair thinning? If so since when did you notice the problem?
  • Have you taken any hair supplements before? This question tells us that the quiz taker has taken supplements and either she is not happy or she wants to find something better or both.

The questions we use are structured in such a way as to address the pain points of most people with hair issues.

We normally do not include more than 9 questions, and we try as much as possible to mix and match the creative assets.

Email Sequences:

As soon as we tested the quiz and the owner was happy, we started writing the emails that would fire when someone fill the quiz.

These included:

  • Send Immediately: A thank you for taking the quiz
  • Day 1: About our brand
  • Day 2: How to use the product
  • Day 3: Here is our best content so far
  • Day 6: Customers said
  • Day 8: An offer for you
  • Day 9: How Janice changed her life
  • Day 11: Less than a day for the offer
  • Day 12: Last chance
  • End of sequence

These were sent when the user has taken the quiz, and irrespectively if they bought anything – because the results were for Biotin and the upsells were a Vitamin D and others where are in the offer on Day 8, we offered a hair care kit!

So it all made sense to the quiz taker.

The ads:

Ah, the ads. Story of my life. The endless options. The millions of pathways. It makes your head explode with what you can or you can’t do.

Not for us 🙂

You see, we had our fair share of failures in the past. And what REALLY set us apart is that we NEVER charged our clients for our mistakes. We had (and still have) a dummy website where we offered a virtual product that we sold – and then refunded – using hundreds of split-test ads, audience testing and experiments. What worked for us, we transferred to the clients.

That’s why up to 2021, we had NO clients leaving. COVID-19 changed things, by pushing things out of control.

Ok, I am ranting now. Back to the ads:

So, to make your dream come true and get your dream leads at around €0.10 – €0.50 per lead you need to run ads on the quiz page.

Here Is The Quiz Funnel Process:

Facebook Ads

Quiz Landing Page

Then retarget anyone who doesn’t fill it out or doesn’t purchase.

Put in custom audiences for anyone who purchased (you would do that anyway, wouldn’t you?)



Cross Sells

Email Sequences

Going back to the ad, it must urge the user to find more (wouldn’t this be the objective of every ad?)

But in the case of quizzes, there are certain elements to take into consideration. First, you do not aim for lead generation. You aim for either awareness or engagement. Not conversions. Not traffic.

These two ensure that you get the best leads at the lowest possible cost.

So you have a nice asset that attracts the eye and thoughtful copy (text for Europeans and the rest of the world) that causes curiosity, promises to solve a problem and provides a possible solution.

Unfortunately, I am not allowed to present any ads from our clients here.


So, we ran two sets of ads:

An ad (AD1) that we split-tested and sold the concept of the quiz, sending traffic directly to the quiz

And an ad (AD2)that we also split-tested and sent traffic to a 1500-word article we have written. We placed inline the text banners that were linked to the quiz and then we waited.

Monthly budget: 850 GBP

First WeekTraffic:Registrations:
AD110.389 Unique visits345
AD29,876 unique visits353
Total CPL:1.20
Second WeekTraffic:Registrations:
AD 2:25,765550
Total CPL:0.82

As you can see, CPL dropped as we let the ad run. Also, we didn’t see much change in costs when we sent traffic to the article. However, the conversion (people taking the quiz was slower.

You have the option of not having an audience and letting Facebook determine it. Or you can select the audience that best fits your brand. Bear in mind though that if you select the audience it needs to be of a large size, or you will run out of leads, or worse, get ad fatigue and this means changing the ad more frequently.

Bottom line:

We run ads for this quiz for one year:

Total spend: £9,600 (approx. £800 per month)

Total leads: 89.563

Previous list size: 1,034

Percentage Increase: 8856%

Monthly CPL: between £0.10 – £0.50. The only time it exceeded £0.80 was when we did some serious changes to the ad and we had to run it again.


If you are frustrated with your ads, if they do not convert as much as they should, chances are that it is not your fault (or your ad guy’s fault). To overcome this problem, try quizzes. They have the unique ability to entertain, educate, and uncover what your customers want – and in the end, your customers will tell you what you want to sell them.

quiz, quiz funnel, quiz funnels

How We Took A Nutraceutical Manufacturer From 10 Leads to 30K In One Year, Using A Quiz Funnel

It was December 2019 when a German nutraceuticals manufacturer sent us an email to meet.

Turns out, they didn’t get many inquiries as before – they blamed the economy, the market and the growing competition.

They produced a range of vitamins, from simple Vitamin D to special formulations. They had all the equipment in place, all the ingredients, the certifications and the employees and formulators to make anyone’s dream a reality.

What they didn’t have was more customers.

“If we do not do something within the next six months, we will be shutting down,” said to me the owner, a middle-aged German biotech engineer.

The content was not going to make it, not in their time frame, and they tried Google ads before and failed. 

The owner was desperate and wanted to try something new.

“I might have just the solution for you”, I said.

“Sure, I am open to any suggestions” he replied.

“Your solution is… a quiz funnel”, I responded, with a calm, but firm voice. And I shut up waiting for an angry response.

“What? Quizzes? These are for kids! We do not sell kids’ entertainment here. Do you understand what we do? Have you seen our website?” he responded angrily, obviously irritated with my response.

I have. And your solution is creating a quiz marketing campaign and driving traffic to your website. Here, let me explain what I mean…

I explained to him that quiz funnels are the ultimate lead-generation tool. I showed him how, with the use of quiz marketing, he could have hundreds of interested retailers taking the quiz, and then find what they wanted to buy before they even approach his sales team.

He was sold. 

Here is how we took them from 10 leads to 30,000 leads within a year, using quiz marketing.


The first goal was to generate brand awareness across the European retail market, with a focus on brick & mortar stores and big chains. 

The second goal would be to incentivise leads to fill out the quiz and then have them book an online appointment with their sales team.


First, we analysed what their current customers wanted when they first came to his business.

This part is crucial, as we identified patterns in their buying behaviour.

What we did is that we wrote an email which then their sales team sent out to all their customers, with the hopes (and a bit of an incentive) to get some feedback.

We started getting replies, so we identified a pattern. Most people were indeed from the retail space, some were buyers of large chains in the UK, Germany, Belgium and so on.

And all of them wanted ready-made, off the self private-label supplements. Only two wanted a custom formulation.

Armed with this information we started formulating the framework for a quiz funnel. Due to NDA, which is still in effect, we are not allowed to put screenshots or write the questions we used here.

Key Takeway:

Before anything, make sure you understand your buyer. Think about your audience before you create your quiz funnel. This manufacturer knew nearly nothing about their buyers – except of their orders, so a preliminary questionaire helped us to understand who their ideal audience was.

The Quiz:

The quiz (and every quiz) starts with the name of the participant, so as to be more personalised.

Some of the questions (I paraphrase) were:

  • When it comes to selecting a supplement manufacturer what is the single most important thing you are looking for?
  1. A wide choice of supplements
  2. Low cost 
  3. Reliability
  4. Quick fulfilment
  5. Quality above all

  • Are you looking to private label off-the-shelf formulations or create custom ones?
  1. Private label
  2. Custom formulations

  • How would you define support from your manufacturer?
  1. To be available when I pick up the phone
  2. To reply to my emails within hours, not days
  3. To solve any problems that arise during the fulfilment
  4. To keep me up to date with the process of my order
  5. Other (please be as detailed as possible).

After the quiz questions were approved, we loaded them up to a quiz platform and embedded them into their website.

We then used Mailchimp to connect the quiz with email cadences and educated their sales team on how to use an online calendar.

The email workflows were:

quiz, quiz funnel, quiz funnels
  1. The “Thank you for taking the quiz workflow” – upon filling up their name and address and hit “Take Me to My Results”. This was made of six emails:
  • Thanking the buyer for taking the quiz
  • Indoctrinating them in the brand
  • Introducing them to their products
  • Showing them customer testimonials of other successful buyers
  • Survey them to learn more about them and essentially at the end of the survey, they would be presented with a calendar

2. The “Thank you for booking an appointment” workflow:

  • Anyone who filled the calender was automatically ejected from the first sequence and they were sent:
  • A “Thank you for booking an appointment” and instructions on how to be prepared for the meeting.
  • An email that indoctrinated the brand and the types of vitamins they had.

How we added 30K leads in one year using a quiz funnel

The quiz was just the pathway. The real challenge was to find, identify, and send traffic via Facebook.

But wait, why Facebook? Customers who buy B2B do not buy on Facebook!!

Yes, and no.

Yes, most B2B buyers do not use Facebook to buy stuff for their business. They use Google Search most of all.

However, you forget that B2B buyers are humans, like you and me. They have families, they have kids, and guess what? They use Facebook as any other human being. Plus Facebook had the lowest cost per click of any other medium we knew.

So the bored buyer at Boots might check her Facebook while at work. And guess what? She would see our quiz!

To make things easier, we wrote an article that outlined the 10 best ways to create private-label vitamins from a German manufacturer. Then we installed an inline banner across the article.

Customers would be intrigued to see an article that addressed one of their pain points (identified in the first step above) and then they would read the article.

We then created two campaigns, each with its own split test:

  1. One was directing people directly to the quiz funnel page
  2. The other was directing people to the article.

Whilst we didn’t see much difference in ad cost when we directed people to the article, we decided to change the objective of the Article campaign and turn it into brand awareness.

The reason was that it took longer for people to click on the banner and enter the quiz. Some abandoned the article, and some clicked the banner and left.


  • 80,251 unique visits within the year that were all retargeted
  • 29,373 leads in their database (approx. 2,500 leads per month entering their database – there were store owners, B2B chain buyers, Amazon sellers and eCommerce sellers)
  • 2,576 appointments booked (around 7 per day, for a team of 5 people)
  • 1,800 became customers over the course of 12 months (a 6% lead to customer conversion. This had nothing to do with the quiz funnel, as they had to book an appointment and then the sales team had to make an offer)
  • 800 Euros spent per month targeting the UK, Germany, Belgium, Spain France and Switzerland – a total investment of 9,600 Euros within the year
  • Average CPL (Cost Per Lead): €0.34 (the first week was €1.50 which was frightening, – but not that frightening with their previous results with Google Search where they paid €15.00 per lead)