SFR 195: How To Create A Quiz Funnel – Stephen Larsen

SFR 195: How To Create A Quiz Funnel

Nov 27th, 2018 anchorwave

This is one of my favorite moves when my ad traffic starts to slow down…

I’m going to teach you how to pull off a quiz funnel.

When I first started running ads to my funnels, we’d put a dollar in and… Boom! We’d get three or four dollars back out…

Paid advertising lead generation

But as is expected with paid advertising, after a while, the ad fatigue starts to creep in. So now when we spend a dollar, we only get around two dollars back. I want that average to be a little bit higher.

When I get a funnel out the door, I always start by focusing on the hot traffic – because it’s one of the easiest ways to get money on the table.

When I have that money, I take it and I dump it into ads. That way my customers have funded my entire business.

I’ve never put a dollar of my own into my business because of this principle.

But when the hot traffic starts to dry up a little, you need to get some warm and expand the pot. There are multiple ways to do that. You could change:

  1. Who you’re targeting… (there’s a little bit of that that goes on when you start to widen the pot when you go from a hot audience to a little bit more of a warm audience)
  2. The ad.
  3. What’s going on in the funnel.
  4. The sales message.
  5. The offer.

But one of the easiest things to switch is to merely change what people see when they click your ad.

So instead of seeing an opt-in page, you something in front of that to warm up the audience before you even ask for an opt-in. And that’s exactly what I’ve been doing recently by adding these little baby quiz funnels to get my audience get warmed up before I drive them to my webinar funnel.

So, I want to share the quiz hacks, and the sweet formula, I’ve been using to start building a relationship and get that warm traffic into my funnel.


One of the first projects that I worked on when I started at ClickFunnels was a deep dive into the top converting funnel quizzes. Russell already knew a lot of them, so he gave me a huge list to analyze. *Be Still My Beating Heart*

I’m a freakin’ nerd when it comes to finding patterns in this kinda stuff, and I’m proud of that. I obsess over the details, and it’s what makes me good. So you can imagine that it didn’t take long before I started noticing some very interesting patterns in the quiz funnels I was geeking out over.

Finding patterns in online quiz

Before I even worked with Russell, the first big success that I had with a funnel was with a quiz, and I used as a case study when I applied for ClickFunnels.

It was a medical quiz (though not for a medical product), and after all the questions were answered, it said, “Hey do you want your results? Put your email in here.” And depending on the answers to the questions, a specific email would go out with an invite to a free plus shipping offer… and then you know how it goes after that.


A while ago, I did a Facebook live where I’d printed out all of the follow-up sequences from Russell’s five most profitable webinars. There were sheets of paper all over the floor – 80 of them to be exact. I was looking for the patterns…

Well, that’s the same approach I used to geek out on the quizzes.

Instead of paper all over the floor, I used a sweet Excel sheet. I went through each quiz, analyzed the questions and answer, then I compared them side by side.

Soon I started noticing some fascinating trends and similarities between the most successful quiz funnels.

While some quizzes had six questions, and others had up to ten, and while there was some fluidity in the number of questions, the patterns were undeniable.

Online quiz patterns

There were certain transition points and specific types of questions that were repeated throughout each quiz.

I was thinking about this other day, so I went through my computer and dug out the original document that I created for ClickFunnels. I was like, “Holy Crap! This is good stuff…”

So now, I want to walk through the formula to teach you exactly how I’ve been employing the formula to lower the price of my leads and bring in more warm traffic to my funnels.

Let’s look at some quizzes…


Golf funnel online quiz

Q#1: Are you a man or woman?

Q#2: What is your age range?


  1. I’m over 50.
  2. Between 30 to 50.
  3. Under 30.

Q#3: What’s the length of your average drive?


  1. Less than 150 yards.
  2. 150 to 200 yards.
  3. 200 to 250 yards
  4. Over 250 yards

Q#4: What’s your playing level?


  1. Beginner.
  2. Expert.
  3. Intermediate

Q#5: In relation to your full swing, what are you having the biggest challenge with?


  1. Poor contact.
  2. Directional control.
  3. Major consistency issues.

Q#6: People in your scenario usually suffer from one of these three things. Which of these do you suffer from the most?


  1. Thin shots.
  2. Fat shots.
  3. Low shots.
  4. I miss the center of the ball.
  5. Weak shots.

Lead generation strategies online quiz

At the end of the quiz, a message pops up: “Hey, based on your answers, you probably should have ‘X’! Put in your email address and we’ll send you your results, and a free course/ report.

This literally forwards the potential customer to the beginning of the funnel. So think about that for a second…


Tennis online quiz

This next quiz was for tennis:

Q#1: Are you male or female? (I was like, huh, where have I seen that before?)

Q#2: How old are you? (Seem familiar?)

Q#3: What’s your current skill level rating?

Q#4: How hard do you typically hit your first serve?

Q#5: When you try and hit it harder, some of the most common issues are these, which one are you? (“Huh, wait a second…)


  1. I hit into the net.
  2. I hit long.
  3. I don’t hit cleanly.

Q #6: People in your scenario typically suffer from one of these three things. Which of the following best describes you?

There were seven questions in this quiz, not six. But it’s the same kind of theme.


Weight loss online quiz

Q #1: Are you a man or woman? (What the heck?)

Q#2: What’s your age range?

Q#3: When it comes to body shape people tend to suffer from one of these three things, which one are you?

Q#4: When it comes to food cravings, which food do you give into most?


  1. Sweets.
  2. Chocolate.
  3. Carbs.
  4. None of the above.

Q#5: When it comes to eating habits, which one do you have?

Q #6: When it comes to stress, most people do this, which one are you?

Weight loss lead generation strategies

(This quiz had ten questions, it was the biggest one… But most of them have seven to eight.)


After studying at these quizzes, I realized that there’s a specific pattern you need to follow if you want it to work.

So I went through and created a crazy cool formula:


Self-identifying online quiz questions

The first series of questions are self-identifying – but with really low barriers to entry:

Q#: Are you a man or woman?

You don’t have to go to a study hall to figure that question out, right? Why would I ask somebody that? It’s because I’m just getting people to make little micro commitments and micro answers. They’re not huge questions – so they make it easy for you to get the first clicks.

Psychologically, these clicks are important because you’re training people to respond positively to you.

Q#: What age range are you?

Snap! This questions not hard to answer either, and that’s part of the reason why it works so well.

The first few questions get somebody into the habit of clicking. This is huge.


Online quiz data collection

These questions force your potential customer to self-identify on the subject:


  • “Have you ever tried to lose weight?
  • Are you a tennis player?
  • How long have you been playing tennis?”

Previously, I’ve talked about why it’s important to cause an identity shift for your customers if you want to sell them something.

The reason why quizzes work so well is that your potential customer calls out their own identity – which is one of the biggest hurdles you have to overcome when you write a sales message.

They say: “Check it out. This is who I am.” This is cool because it puts them in a place of vulnerability. Not the risky kind where they feel like they’re being threatened, but one where they have self-identified and put their cards on the table.


Quiz data collection

They declare their level of skill or achievement based on the subject:

  • This is what I usually hit in golf.
  • This is my handicap.
  • This is when I binge eat.

They’re saying: “Hey check it out, this is where I am.”


Identifying challenges in online quiz

Declaring their biggest challenge pertaining to the subject:

This category is one of the biggest, and it’s one of the reasons why I’ve noticed that quizzes work well, or fail.)

  • When I hit the golf ball, I top it.
  • I hit right on the center, but I’m not consistent with direction.
  • I hit too far underneath, and it pops really high.
  • I hit too much into the net.
  • My serve is weak.
  • I’m just not consistent when I diet.
  • I craving chocolate the most.

Your potential customer is telling you, “Check it out, I declare this is who I am. This is where I am, and this is the thing that I’m sucking at.”

This is massive! The psychology behind this is absolutely monstrous.


The educate and clarify phase:

Q#: People in your situation typically suffer from one of these three things. Which one do you suffer with? (Suffer is a keyword.)

These are normal things you have to discover for any sales script. When I first started looking at quizzes, I was like, “Holy crap, this is like a mini sales letter in a six-question quiz.

It’s amazing how effective quizzes are, and that the reason why I’m using them again.


Online quiz random questions

The random question:

The final thing I noticed in a lot of these quizzes was that one of the last questions is always super ridiculously random and has nothing to do with anything.


  • GOLF QUIZ: Were you wearing blue jeans when you hit the ball?
  • TENNIS QUIZ: Did you use yellow balls?
  • DIET QUIZ: Was it a full moon last Thursday?

What’s the purpose of the crazy question?

Online quiz curiosity

Well, it’s to create a state of curiosity…

Your potential customer’s brain starts thinking, “Crap, why does that matter? it was!” And it puts them in this state of curiosity where they can’t help but enter their email address to get the answer.

You’ve produced curiosity right before you say, “Could I email you your results? Put your email in right here.” Now it’s logical to justify giving you an email address.


I hope you’re as excited about this as I am.

In a short space of time, you’ve brought your warm lead through in a small number of questions, had them self- identify, and piqued their curiosity… and if you’ve done a good job, they’re now in your funnel.

You’ve created an offer:

  1. I’d like to give you the results for your quiz.
  2. I want to give you a FREE mini-course that we’ve created to help people who are in your scenario. I’ll send it to you over the next three to five days.
  3. Get a FREE ticket to a web class if you click here and put your email in, we’ll send you to the ticket page where you can claim ticket.
  4. So go ahead, put your email in the box, and you’ll get all this for FREE. We want to help you get from where you are now to where you want to be.

…That’s basic kind of script I’m using to help create a relationship with a warm audience instead of the hot one that we’ve been selling to already.

The benefit is that without having to change the sales messaging, adapt the offer, change much of the audience, or switching out the ad…

I can just add a single page in front of the entire funnel to drip out a mini-course, (which, go figure, every single thing in that mini-course reminds them to go redeem their free ticket for the web class).

I’m training my potential customers to open my stuff. I’m training them to realize:

Stephen Larsen lead generation strategies

“Oh man, this guy’s eyes are massive, but I could probably trust him.”

I’m creating relationship and value ahead of the purchase I want them to make.

I’ve contributed so much to the relationship for free, that the dialogue in their head is: “Man! If this is his free stuff, I wonder what his paid stuff is like?”

This is one of the major marketing plays that I’m running to drop in that next load of cash. I create a relationship with people and then invite them back to my web class.

I’m super excited to see how it plays out.

Until Next Week – Keep Crushing It!

Boom! Just try to tell me you didn’t like that. Hey, whoever controls content, controls the game. Wanna interview me or get interviewed yourself, grab a time now at

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