16 Quiz funnel examples for creative marketers

What is a quiz funnel, and how does it work for data collection?

A quiz funnel is a lead generation tool used in marketing to collect data about prospects through multi-step questionnaires or forms. It’s called a funnel because it gently guides the customer through their decision-making process: from the first ‘hello’, through the educational phase, and all the way to purchasing.

A quiz usually starts with a small ask, a “how do you do?”, which establishes a connection between the brand and the lead. Then, the quiz eases into asking for more information—gradually, with one question at a time—to avoid overwhelming the quiz taker.

Quiz funnels are usually part of broader marketing campaigns. For example:

1. Jane searches for salicylic acid serum on Google and clicks on a sponsored result.

2. After the click, Jane ends up on a brand’s landing page that highlights their entire skincare collection with salicylic, glycolic, and hyaluronic acid. 

3. Jane is confused by the endless scroll in the name of self-care, but luckily for her, the brand created a quiz funnel prior to her visit. 

4. She clicks, answers, learns, and finally, Jane gets a personalized skincare recommendation based on her needs and goals.

5. With newfound knowledge about active skincare ingredients and hydration, Jane adds to cart and checks out.

Whilst Jane is taking this quiz, there’s a lot going on behind the scenes:

• Conditional logic dictates what question comes next based on Jane’s previous quiz answer

• Jane’s data is synced within a CRM to be used again in relevant marketing campaigns 

• Products are bundled together with each new thing the brand learns about Jane

Jane gets the product she wants, and you get the data you want.

In short, a quiz funnel makes data collection more conversational, interactive, and engaging than a static form would. But what’s in it for the marketers?

Why do marketers use quiz funnels?

Marketers use quiz funnels mainly because they convert so well. Marcus Taylor, Founder and CEO of Venture Harbour, noted a 743% increase in conversions when switching from a simple contact form to a multi-step form (aka a quiz funnel).

Aside from being a conversion booster, a quiz funnel is also easy to diagnose and fix. Quiz builders make it easy for marketers to identify drop-off patterns and optimize forms for conversion. 

Take BOLT DMS as an example.

Excel Roofing & Asbestos partnered with BOLT DMS, a UK-based digital performance agency, to improve a Google Ads campaign stuck at a 4% conversion rate. An audit showed the issue wasn’t traffic quality, but an overly demanding static form that caused users to drop off early. The fix was easy. The agency replaced the problematic form with an interactive quiz funnel built with Heyflow. 

Following this improved user experience, Excel Roofing’s campaign registered:

• A conversion rate lift from 4% to 15.74%

• An increase from 2,783 leads to 6,260 total qualified leads

• A jump in sales opportunity from £6.8M to £16.9M 

The numbers speak for themselves: quiz funnels are the conversion sidekicks all great marketing heroes need by their side. 

16 Quiz funnel examples you can replicate for your business

Before you dive headfirst into building your own quiz funnels, take a look at these high-performing examples to see what’s actually working so you can start creating with confidence.

1. Lemonade’s insurance quote funnel

Lemonade, Inc. offers digital insurance services across the United States, Germany, the Netherlands, and France.

To offer personalized home insurance quotes, Lemonade uses an interactive quiz funnel with chat-like microinteractions that are tailored to users' answers.

What works well

• One question at a time to not overwhelm the user

• Conversational touchpoints throughout the flow that make for a personalized experience for insurance leads

• First-person narrative and a headshot of an agent that feels less like a digital, stern experience and more like a friendly chat

💡If you’re researching how insurance brands personalize offers without overwhelming users, this life insurance quiz is a useful example to study. Try the insurance quiz funnel

2. Tailored supplements recommendation quiz by Hims

Hims offers telehealth services for men’s wellness, connecting consumers to licensed health professionals in the United States and Canada. Their treatment options address health concerns like intimate life, hormone regulation, diet, supplements, mental health, and hair loss.

Since Hims’ value proposition is rooted in individualized treatments, their homepage invites visitors to take multiple, problem-focused online quizzes. For example, the one below is built around mental health.

What works well

• The progress bar at the top sets clear expectations and motivates users to complete the quiz by showing how much they’ve already accomplished and how much is left, reducing anxiety and drop-off.

• The instant name personalization (“Nice to meet you, {name}”) builds rapport and makes the experience feel more tailored and human. This can increase emotional engagement and trust

• Informative-only slides create occasional breather moments to prevent fatigue and reduce cognitive load

3. Diet and lifestyle personalization quiz by Simple

Simple is a weight loss app that offers users the tools to start their health journey safely and without stress. The app features an AI coach that gathers behavioral data to customize the user's weight loss plan, a food scanner for easy tracking, and video workout tutorials.

Before the user gets their plan, they have to complete a lifestyle quiz that assesses their habits, preferences, and level of knowledge.  

What works well

• Educational pop-ups add value in the moment by explaining why certain questions matter, helping users feel informed, supported, and more confident in their answers

• Visual, suggestive answer options instead of long text speed up decision-making, reduce friction, and make the experience feel lighter and more intuitive than single-step form fields

• Reassuring slides (“We'll help you sleep better—so weight loss feels easier”) reinforce motivation, address emotional barriers, and clearly tie the quiz experience to meaningful real-life benefits

💡If you’re collecting inspiration for nutrition or wellness brands, this live nutrition quiz is a great one to click through for flow, pacing, and question structure. Try the nutrition quiz funnel

4. Workout personalization funnel by V Shred

V Shred is a US-based fitness brand that offers workout programs, personalized coaching, and a range of nutritional supplements designed to help users achieve their health and fitness goals.

To help website visitors choose the right supplements, V Shred created a funnel quiz that collects data about the quiz taker before recommending a range of products based on the received answers. 

What works well:

• Clear time and benefit upfront (60 seconds spent for “crazy” results in 90 days) increases motivation by positioning the experience as low effort with a high payoff

• The funnel automatically goes into full-screen mode, which removes distractions

• Back and forth navigation buttons reduce pressure and support confident decision-making

5. Personalized learning quiz by The Wiser App

Wiser is an app that replaces doom scrolling with micro-learning moments, featuring a library of summarized books in audio and written format. For a personalized learning experience, Wiser uses a quiz funnel to learn more about the user. 

What works well:

• Educational slides appear only when needed, based on user answers, keeping the experience relevant and focused

• Positive reinforcement with reassuring slides makes users feel good about themselves, highlighting strengths like attention to detail

• A sleek design with ample white space prevents clutter, making the experience visually appealing and easy to follow

6. Language learning quiz by Babbel 

Babbel is a language learning app designed to help users speak a new language quickly and confidently through bite-sized lessons created by linguistic experts. 

To deliver a personalized learning experience from the very first interaction, Babbel uses a short placement quiz that adapts the course plan to each user’s level and goals.

What works well:

• Goal-based framing (“Why do you want to learn this language?”) immediately anchors the experience in personal motivation

• Level-detection questions prevent users from feeling overwhelmed or under-challenged

• Fast completion time lowers friction and increases quiz completion rates

7. Eyewear funnel quiz by Warby Parker

Warby Parker is a US-based eyewear brand known for blending stylish design with accessible pricing and a seamless online shopping experience. 

To help shoppers find frames that truly fit their face shape, style preferences, and lifestyle, Warby Parker uses a short, guided quiz that narrows down the overwhelming choice into a curated selection.

What works well:

• Visual answer options speed up decision-making and reduce cognitive load

• Curated results prevent analysis paralysis by limiting choices to relevant options

• Seamless transition from quiz results to product pages supports immediate purchase intent

 8. Custom haircare and skincare quiz by Prose

Prose is a US-based beauty brand that creates made-to-order haircare and skincare products based on each customer’s unique needs. At the heart of its personalization engine is an in-depth quiz funnel that collects detailed information about lifestyle, environment, goals, and biological factors to deliver truly customized formulas to potential customers.

The quiz goes far beyond basic preferences. Users answer questions about their hair texture, skin concerns, daily habits, stress levels, diet, and even their local climate. Based on this data, Prose generates the perfect skincare routine and product formulation.

What works well:

• Deep personalization signals high value and justifies the premium positioning

• Lifestyle and environmental questions reinforce the brand’s science-backed credibility

• Personalized routines at the end transform data collection into an immediate, tangible reward

9. Nutrition preference quiz by HelloFresh

HelloFresh is a global meal kit delivery service that helps people cook fresh, balanced meals at home with minimal planning and grocery shopping. 

To personalize the experience from the start, HelloFresh uses a nutrition preference quiz that matches users with recipes tailored to their dietary needs, lifestyle, and household size.

What works well:

• Diet-based filtering (vegetarian, calorie-smart, family-friendly) instantly increases relevance

• Household and schedule questions align recommendations with real-life routines

• Clear value framing (“meals you’ll love, without the planning”) keeps users focused on outcomes

10. The ‘Find My Fit’ bra sizing quiz by Thirdlove

ThirdLove is a US-based lingerie brand that emphasizes comfort, fit, and inclusivity. To help shoppers find the perfect bra, ThirdLove uses the Find My Fit quiz, which guides users through a series of sizing and fit questions to deliver a highly personalized recommendation.

Find My Fit is more than a personal style quiz; it asks about current size, fit preferences, shape, and typical fit issues, then calculates a recommended size with precision.

What works well

• Step-by-step sizing questions reduce uncertainty and build confidence

• Personalized recommendations feel highly relevant and trustworthy

• Educational tips throughout the quiz help users understand fit nuances

11. Custom Pilates workout quiz by BetterMe

BetterMe is a health and fitness app that offers personalized workout and wellness plans. To help users start their Pilates journey effectively, BetterMe uses a custom workout quiz that collects information about fitness level, goals, experience, and available equipment.

Based on quiz responses, the app generates a tailored Pilates plan designed to match the user’s needs and progress pace.

What works well:

• Goal- and experience-based questions create a plan that’s challenging but realistic

• Personalized results enhance motivation by showing tangible next steps

• Smooth integration into the app allows users to start workouts immediately after completing the quiz

12. Pre-approval mortgage quiz by Better.com

Better.com is a US-based digital mortgage lender that simplifies the home financing process. To streamline applications and match potential homebuyers with the right mortgage options, Better.com uses a pre-approval quiz that collects essential financial and personal information.

The quiz asks about credit score, income, desired loan amount, and home preferences.

What works well:

• Instant feedback keeps users engaged and builds trust

• Seamless handoff to the application process encourages completion and conversion

• Immediate matching with a mortgage professional adds a human touch and builds trust

💡If you’re looking for real estate funnel ideas, this home value quiz is worth exploring for how it frames high-intent questions without feeling invasive. Try the home value quiz

13. Targeted skincare quiz by Qure Skincare

Qure Skincare is a US-based brand that creates personalized skincare products based on individual skin types, concerns, and goals. To help users find the right routine, Qure uses a targeted quiz that collects detailed information about skin type, sensitivity, current routine, lifestyle, and specific concerns like acne, dryness, or aging.

Based on quiz responses, Qure recommends a tailored set of products and a step-by-step skincare routine.

What works well:

• Detailed, yet easy-to-answer questions allow for precise personalization

• Educational prompts help users understand why certain questions matter, boosting confidence in recommendations

• Resulted routines feel actionable and immediately relevant

14. Personalized weight loss plan quiz by Noom

Noom is a health and wellness app that focuses on behavior-based weight loss, combining psychology, nutrition, and coaching. 

To create a plan that fits each user’s needs, Noom uses a personalized weight loss quiz that gathers information on current habits, lifestyle, weight goals, and challenges. Based on the responses, Noom designs a customized plan that includes meal guidance, daily lessons, and coaching tips.

What works well:

• Immediate integration into the app allows users to start their journey without delay

• Reinforces motivation through positive, encouraging feedback

• Creates emotional buy-in by acknowledging personal goals or challenges

15. Home office design quiz by Branch Furniture

Branch Furniture is a US-based brand that specializes in ergonomic and stylish office furniture. To help users create a home office that fits both their space and work style, Branch uses a design quiz that collects information about room dimensions, workflow, aesthetic preferences, and ergonomic needs.

Based on the answers, the quiz provides a curated set of furniture recommendations and layout suggestions, helping users design a functional and visually appealing workspace.

What works well:

• Combines practical ergonomics with aesthetic preferences for well-rounded recommendations

• Uses interactive visual previews to make abstract design choices tangible

• Simplifies decision-making by narrowing options to layouts and furniture that truly fit the user’s space

💡If you’re building funnels for home, furniture, or renovation brands, this dream kitchen quiz is a great example of turning visual inspiration into qualified leads. Try the home improvement quiz funnel

If this example sparked ideas, you’ll want to go one level deeper with this expert breakdown. In this interview, Sam Obrart, CEO of Atomic Marketing, shares what’s actually working right now in lead generation for the home improvement and home services space.

It’s especially useful if you’re thinking about pairing quiz funnels with higher-ticket services, where trust, clarity, and qualification matter just as much as volume.

Worth watching if you’re building or optimizing funnels in this space!

16. Product recommendation funnel by Huel

Huel is a UK-based brand that offers nutritionally complete foods, including powders, ready-to-drink meals, and bars. To help users find the products that best fit their dietary goals and lifestyle, Huel uses a product re

commendation quiz that collects information about eating habits, nutritional preferences, activity level, and dietary restrictions.

Based on the answers, the quiz delivers personalized product recommendations and meal plans, helping users make informed choices without feeling overwhelmed by options.

What works well:

• Tailors nutrition advice to individual lifestyles, creating a sense of personalization and care

• Highlights benefits of recommended products in context, making choices feel actionable

• Helps users experiment with new products confidently by linking recommendations to their specific goals

The easy way to create quiz funnels for your eCommerce store

If quiz funnel inspiration has found you, Heyflow can help you turn your idea into a real interactive experience. Our multi-step form builder is designed for marketers who want to create interactive experiences without relying on developers or clunky tools.

With ready-made quiz funnel templates, you don’t have to start from scratch. You can launch product recommendation quiz funnels, lead generation funnels, and personalized assessments in minutes, then customize every step to match your brand, logic, and goals.

Heyflow helps you turn curiosity into conversions with intuitive design, smart conditional logic, and seamless integrations with your existing tools.

Try Heyflow for free

Quiz funnel FAQs

Q1. How long should a lead generation quiz be?

A lead generation quiz should be long enough to collect meaningful insights, but short enough to keep users engaged. Typically, 5–10 questions hit the sweet spot. 

Start with easy, low-stakes questions to build momentum, then gradually ask more detailed questions. The goal is to make the quiz feel like a quick, personalized conversation rather than a chore.

Watch this video to learn how to create an effective lead funnel in seven simple steps

Q2. Do quiz funnels really increase conversions?

Absolutely. Quiz funnels are designed to help marketers convert more leads better than traditional forms because they engage users with an interactive, two-way experience. 

By breaking questions into bite-sized steps, personalizing recommendations, and showing immediate value, quiz funnels reduce drop-off and increase the likelihood that leads will take the next step.

Q3. What types of businesses can use quiz funnels to capture leads?

Practically any business that wants to understand its audience better can benefit from a quiz funnel. From eCommerce brands and health apps to financial services, educational platforms, and B2B software companies, quiz funnels work anywhere you want to collect data while offering value in return. The key is tailoring the quiz to the audience’s needs and delivering actionable insights or recommendations.