{"id":1153,"date":"2022-12-08T14:28:32","date_gmt":"2022-12-08T14:28:32","guid":{"rendered":"https:\/\/www.riddle.com\/blog\/?p=1153"},"modified":"2026-01-29T07:44:13","modified_gmt":"2026-01-29T07:44:13","slug":"create-a-quiz-marketing-funnel-with-riddle-quizmaker","status":"publish","type":"post","link":"https:\/\/www.riddle.com\/blog\/use-cases\/data-collection\/create-a-quiz-marketing-funnel-with-riddle-quizmaker\/","title":{"rendered":"Create a quiz marketing funnel with Riddle quizmaker"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"h-quizzes-and-other-riddle-content-types-are-great-lead-magnets\">Quizzes (and other Riddle content types) are great lead magnets<\/h2>\n\n\n\n<p><a href=\"http:\/\/www.adweek.com\/socialtimes\/these-are-the-2016-digital-trends-consumers-love-infographic\/634774\" target=\"_blank\" rel=\"noreferrer noopener\">Quizzes are the most shared content online<\/a>. But sharing is just the start. Now, you can quickly create your own automated quiz marketing funnel \u2013 using a <a href=\"https:\/\/www.riddle.com\/quiz-maker\">quiz maker<\/a> and most email automation tools.<\/p>\n\n\n\n<p>Evolve past \u2018once size fits all\u2019 messaging \u2013 leverage the power of quizzes to deliver the right message to the right person at the right time.<\/p>\n\n\n\n<p>Let\u2019s face it. We live surrounded by ads \u2013 yet most ads basically, well, suck. They target the wrong people with the wrong message at the wrong time.<br>Even using Facebook \u2013 with its billions of data points around user interests and tastes \u2013 falls completely short.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-s-a-quiz-marketing-funnel\">What\u2019s a quiz marketing funnel?<\/h2>\n\n\n\n<p>We love talking about quizzes (obviously \u2013 we\u2019re the team at Riddle) \u2013 and are especially passionate about using quizzes to power your entire approach.<\/p>\n\n\n\n<p>A quiz marketing funnel covers every step of the marketing process \u2013 from initial interest to follow ups and conversion.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"806\" src=\"https:\/\/www.riddle.com\/blog\/wp-content\/uploads\/2022\/09\/riddle-quiz-maker-attracts-leads-and-helps-convert-customers.webp\" alt=\"Infographic on how Riddle quizmaker helps to collect leads and convert them into customers\" class=\"wp-image-800\"\/><\/figure>\n\n\n\n<ol class=\"wp-block-list\">\n<li>You\u2019ll start with a quiz (or personality quiz, polls, or any of our other interactive content formats).<\/li>\n\n\n\n<li>Add a lead form to collect interested quiz takers\u2019 emails and information (35-45% of all quiz takers \u2013 20X better than normal email collection pop ups).<\/li>\n\n\n\n<li>Send all the leads and their quiz responses to your favorite email marketing tool \u2013 like ActiveCampaign or MailChimp.<\/li>\n\n\n\n<li>You can segment quiz takers around their interests, then send personalized follow up messages tailored to each quiz taker.<\/li>\n\n\n\n<li>This \u2018informed drip campaign\u2019 converts more users \u2013 because they\u2019re receiving offers based on their interests (not \u2018one size fits all\u2019 marketing)<\/li>\n\n\n\n<li>Viral word of mouth \u2013 people love to share their quiz results with their friends, bringing more traffic to start the funnel once more.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-quizzes-targeted-marketing\">Quizzes \u2013 targeted marketing<\/h2>\n\n\n\n<p>Instead of guessing what people need, quizzes get potential customers to tell you exactly what they really want.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Pre-qualify every user who takes your quiz as a lead based on how they answer<\/li>\n\n\n\n<li>Ask certain questions to find out key buying signals<\/li>\n\n\n\n<li>Put each lead into special buckets and receive custom messages<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-set-up-your-quiz-funnel-what-do-you-need\">How to set up your quiz funnel: What do you need?<\/h2>\n\n\n\n<p>Good news is you don\u2019t need to purchase extra quiz funnel software. You just need\u2026:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A highly customizable <a href=\"https:\/\/www.riddle.com\" target=\"_blank\" rel=\"noreferrer noopener\">quiz maker like Riddle.com<\/a> (we\u2019re a wee bit biased of course!)<\/li>\n\n\n\n<li>A solid email automation tool like AWeber or MailChimp \u2013 which allows for triggers and email chains based on set conditions.<\/li>\n<\/ul>\n\n\n\n<p>Once you fulfill those tool-requirements, follow those steps:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create a quiz<\/li>\n\n\n\n<li>Add a lead form to collect each user\u2019s email address<\/li>\n\n\n\n<li>Tag each lead based on their responses<\/li>\n\n\n\n<li>Send out auto-messages specific to each user<\/li>\n\n\n\n<li>Use each user\u2019s results to send each to a personalized landing page<\/li>\n\n\n\n<li>Set up custom audiences in Facebook for follow up marketing<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"585\" src=\"https:\/\/www.riddle.com\/blog\/wp-content\/uploads\/2022\/12\/quiz-lead-funnel-with-riddle-quizmaker.webp\" alt=\"Quiz lead funnel with Riddle quizmaker\" class=\"wp-image-1154\"\/><\/figure>\n\n\n\n<p>Don\u2019t forget to <a href=\"https:\/\/www.riddle.com\/docs\/creators\/lead-gen\/add-hidden-text-and-hidden-query-fields-to-your-form\/\" target=\"_blank\" rel=\"noreferrer noopener\">use hidden text and hidden query fields<\/a> \u2013 this will help segment and optimize which sites give you the best quiz leads.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-power-of-facebook-pixels\">The power of Facebook pixels<\/h2>\n\n\n\n<p>Facebook and in-quiz lead generation are a powerful combination \u2013 using Riddle\u2019s custom result redirect pages feature.<\/p>\n\n\n\n<p>In this scenario, you can: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Tag all people who filled out the lead form with the action \u201clead\u201d.<\/li>\n\n\n\n<li>Use Riddle\u2019s custom result landing page feature to build a custom result landing page for paleo and vegan results \u2013 each with their own URL.<\/li>\n\n\n\n<li>Send each lead to the right page and add a Facebook view tag to these.<\/li>\n<\/ul>\n\n\n\n<p>Once you have everything set up (following the example below), Go to your Facebook ad manager. Create 2 separate ads \u2013 one around vegan preference, the other around paleo.<br>Target people with the result \u201cvegan\u201d with a different ad than people with the result \u201cpaleo\u201d. You\u2019ll see a large increase in ad conversions (saving you money) \u2013 showing the right ad to the right audience.<\/p>\n\n\n\n<p>You can also use the lead tag to run an ad emphasizing offers from your newsletter. You can combine this tag with the result tag and further narrow down your audience on Facebook in order to only show your ads to people who signed up for your newsletter.<\/p>\n\n\n\n<p>The technology behind these techniques changes constantly \u2013 we recommend checking out the Riddle blog for updated instructions on <a href=\"https:\/\/www.riddle.com\/docs\/creators\/can-i-use-facebook-dfp-and-other-tracking-pixels-in-my-riddle-quizzes\/\" target=\"_blank\" rel=\"noreferrer noopener\">how to set up pixels<\/a> and <a rel=\"noreferrer noopener\" href=\"https:\/\/www.riddle.com\/docs\/code-examples\/custom-landing-page\/\" target=\"_blank\">custom result landing pages<\/a>.<\/p>\n\n\n\n<p>The good news? Tech always evolves but the methodology will stay the same \u2013 and we\u2019ll constantly be making the user interface simpler and easier to use.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-quiz-marketing-funnel-step-by-step\">Quiz marketing funnel: Step-by-step<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-define-your-campaign-goal\">Define your campaign goal<\/h3>\n\n\n\n<p>Let\u2019s assume we sell two types of delicious snacks \u2013 \u2018Positively Paleo\u2019 and \u2018Very Vegan\u2019 snack bars. <br>Vegans and paleo diet folks are a classic example of two entirely separate audiences; each tends to be firm believers in their diets.<\/p>\n\n\n\n<p>Now it makes no sense to advertise the Positively Paleo bar made with eggs and dairy to a committed vegan. <br>Do this through a personality test called \u201cVegan or paleo \u2013 what\u2019s your ideal diet?\u201d.<\/p>\n\n\n\n<p>Your goals will be to: Segment the audience into two groups and collect names and emails.<\/p>\n\n\n\n<p>Next, you can add your Facebook pixel so that you can follow up with a targeted advertising campaign on Facebook.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-build-your-quiz\">Build your quiz<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>First, create the two result types: \u2018vegan\u2019 and \u2018paleo\u2019.<\/li>\n\n\n\n<li>Ask between 5-6 questions to learn the user\u2019s feelings about different types of food.\n<ul class=\"wp-block-list\">\n<li>(With only two result types, you do not need a lot of questions to give the user the right result.)<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>PRO TIP: Make sure to add at least one very obvious question to filter out people who would not touch any kind of meat \u2013 then give them a very high association for vegan if they say \u201cno\u201d.<\/li>\n\n\n\n<li>Add a lead generation form to your quiz to collect names and emails.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-set-up-a-mailing-list-in-your-crm-e-mail-automation-tool\">Set up a mailing list in your CRM \/ E-mail automation tool<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create a mailing list for your campaign \u2013 make sure it captures at least the name and email of your users.<\/li>\n\n\n\n<li>Set up automated email flows based on certain triggers.<\/li>\n\n\n\n<li>You will need to create 2 different campaigns (Paleo and Vegan), one for each result type of your quiz.<\/li>\n<\/ul>\n\n\n\n<p>The setup you want is:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Start Campaign based on Tag Applied<\/li>\n\n\n\n<li>Enter the tag \u201cpaleo\u201d<\/li>\n\n\n\n<li>Next, select \u201cSend Message\u201d \u2013 to automatically message each group with the right content. \u201cVegan\u201d campaign users will get offers for vegan food bars, while the \u201cpaleo\u201d folks will get special offers for paleo bars.<\/li>\n<\/ul>\n\n\n\n<p>And now: Rinse and repeat\u2026 that was easy, right? Now just follow the same steps and create a second campaign for your vegan products, using \u201cvegan\u201d as a tag.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-connect-your-crm-account-to-riddle\">Connect your CRM account to Riddle<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Choose from our native integration options at Riddle \u2013 log-in to pull your current mailing lists<\/li>\n\n\n\n<li>Select the appropriate list and scroll down to apply tags to the results.<\/li>\n\n\n\n<li>Add the tag \u201cpaleo\u201d to the result \u201cPaleo\u201d and \u201cvegan\u201d to the result \u201cVegan\u201d.<\/li>\n\n\n\n<li>You can also add a general tag to all leads to identify the lead source. You could apply the tag \u201cquiz\u201d to all leads.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-add-a-lead-form-mandatory-or-optional\">Add a lead form: Mandatory or optional?<\/h3>\n\n\n\n<p>Quiz lead generation forms give you two options:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mandatory \u2013 this gates off the user\u2019s results until they complete your form.<\/li>\n\n\n\n<li>Optional \u2013 you give the option for quiz takers to skip your form, and still see their results.<\/li>\n<\/ul>\n\n\n\n<p>It\u2019s a trade-off \u2013 you will get more sign ups if you force people to fill out the form in order to get to their results, but this will dramatically lower the quality of your leads.<\/p>\n\n\n\n<p>When readers are forced to enter something when they are not interested in their offer, you will end up with lots of funny emails like donald@duck.com and mickey@mouse.com in your email list.<\/p>\n\n\n\n<p>By making the form optional, your mailing list will contain only quality leads and show much higher conversion rates.<\/p>\n\n\n\n<p>And hey \u2013 don\u2019t forget the \u2018ickiness\u2019 issue. You\u2019ve inspired potential customers to take your quiz. Holding the user\u2019s results ransom until they fill out the form might not reflect well on your brand.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-publish-your-quiz\">Publish your quiz<\/h3>\n\n\n\n<p>Okay \u2013 so you\u2019re almost ready to rock!<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Click \u2018publish\u2019 on Riddle and grab the standard embed code.<\/li>\n\n\n\n<li>Paste that code into your site where you want the quiz to appear.<\/li>\n\n\n\n<li>Have a WordPress site? You can <a rel=\"noreferrer noopener\" href=\"https:\/\/wordpress.org\/plugins\/riddle-playful-content-on-the-go\/\" target=\"_blank\">install our free Riddle WordPress plugin<\/a> \u2013 then paste the short code for your quiz.<\/li>\n<\/ul>\n\n\n\n<p>And there you go! Your marketing funnel is all set up. Now it\u2019s time to cash in on all your hard work!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-tl-dr-ask-us-if-you-have-any-questions-regarding-the-quiz-marketing-funnel\">TL;DR? Ask us if you have any questions regarding the quiz marketing funnel!<\/h2>\n\n\n\n<p>Just drop us a note at <a href=\"mailto:hello@riddle.com\">hello@riddle.com<\/a> with your questions about quiz marketing funnels \u2013 ask us anything. Our team of quiz experts are all customer service geeks\u2026 we have ongoing competition for beers based on who responds first!<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-width wp-block-button__width-25 is-style-fill\"><a class=\"wp-block-button__link has-small-font-size has-text-align-center has-custom-font-size wp-element-button\" href=\"https:\/\/www.riddle.com\/creator\/signup?utm_source=blog&amp;utm_medium=referral&amp;utm_campaign=bloglink\" style=\"padding-top:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20)\" target=\"_blank\" rel=\"noreferrer noopener\">Sign up to Riddle now!<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Quizzes (and other Riddle content types) are great lead magnets Quizzes are the most shared content online. But sharing is just the start. Now, you can quickly create your own automated quiz marketing funnel \u2013 using a quiz maker and most email automation tools. Evolve [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1152,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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