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204: How To Build A Baller Quiz Funnel On a Tiny Budget

Posted by Austin Brawner on June 18, 2019


Quizzes are powerful tools used by some of the most successful companies I work with.

They can help you capture more emails, display personalized product recommendations to your customers, and increase your conversion rate. In today’s episode, I share my tips on what companies can see the biggest gains from a quiz, who is killing it right now with their quiz funnels, and how you can build one for your business today.


Episode Highlights

  • 5:46 Why the most successful companies Austin works with use quiz funnels.
  • 6:47 The company or product type that’s a perfect fit for a quiz funnel.
  • 8:13 If you have a lot of organic traffic, here’s an example of how a quiz funnel can turn visitors into subscribers.
  • 10:44 The companies quiz funnels don’t necessarily work well for.
  • 12:51 Two examples of companies that are successfully using a quiz funnel.
  • 15:31 What sets successful quizzes apart.
  • 16:17 Figuring out the right questions to ask.
  • 19:10 How to create your first quiz.
  • 21:31 Austin’s recommended quiz building tools.

Links And Resources

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Austin Brawner: What's up everybody, welcome to another episode of the Ecommerce Influence Podcast. My name is Austin Brawner.

Andrew Foxwell: I'm Andrew Foxwell. Hey man, I know that you have had an injury, how are you doing? I don't know if the podcast audience knows about this.

Austin Brawner: Well yeah, I'm doing well. It happened about, oh man, about a month ago, playing some basketball with Andrew Youderian if you guys know Andrew Youderian of eCommerceFuel, and a couple of other guys out in Austin and boom. Popped my achilles tendon, and it's been interesting for sure. It's been a good learning experience.

Right like that, boom plans changed. It's like I was no longer planning to go a really nice summer in Europe, it was like all right, how am I going to get to the couch, to the bathroom? My plans changed like that, but it's been good. It's been okay, but definitely, when you're healthy it's easy to take it for granted.

Andrew Foxwell: Yes, that's so, so true. Well, I'm glad that you're kind of on the mend. You've had the surgery and you're on the mend, and you're getting a lot of work done, yes or no, is that true? Does the making you immobile help or are you just angry? You're a pretty active guy normally.

Austin Brawner: Yeah, no, no definitely not angry. I think that the biggest thing I've had to do it's been very interesting is, since the injury I've had to lower my expectations for myself.

Andrew Foxwell: True.

Austin Brawner: I've been just focusing on keeping everything moving forward, even if it's just at a creep, and that's totally fine. It's one of the things I feel like I've learned the most over this last month is that we are in this bubble of people talking about hustle, hustle, hustle. If you're listening to the echo chamber it's like push, grind, hustle, and that's not really what it's all about. What it comes down to it, a lot of the success that, especially in ecommerce, it comes from just consistent pressure over time. If you have a slow month or a slow quarter, because something happens, that's okay.

You can slow down, pace yourself. The biggest thing I've been trying to work on is just not trying to stop because when you stop it's harder to get started again. If you just slow it down, pace yourself, keep moving forward, that's been my mindset about it. I think it's been helpful when you deal with something unexpected because we all are dealing with that. Everybody has challenges that come their way, and if you can just keep moving forward a little, little bit, I feel like that is the key to dealing with it.

Andrew Foxwell: Right, exactly. Just looking at the smaller changes over time and adding those things up. Well, it's interesting actually, the topic of today's episode, since I'm the king of transitions now is, how to build a baller quiz funnel on a tiny budget. It's interesting you've called it a baller quiz funnel considering your injury. It is a pretty baller quiz funnel that you built, and I'm excited to talk about it, because it's been working really well, and to get into the details of how other people can watch this for their own business.

Austin Brawner: Yeah, it's one of those things. I've built multiple quizzes for different clients since my own business. Some of the most successful companies that I work with use quiz funnels. I think the reason that they use it is because it's a way to display more relevant products, capture more emails. Ultimately increase your conversion rate because you're sending more targeted relevant emails.

I feel like a lot of people shy away from diving into the weeds and building quiz funnels because they seem too difficult. Today we're going to share some, I'm going to share some tips, things that I've learned for building quiz funnels, and walk you through exactly how to build one using Typeform, at least the things that I've learned. I've built most of mine on Typeform, it's a super, super powerful tool. I've got some questions you can ask yourself as you go through the process of building a quiz funnel.

Andrew Foxwell: Love it, well let's go ahead and get into it. Who should consider using quiz funnels first of all? Like who's the right person for this in your opinion?

Austin Brawner: Yeah, I think we've both worked with a bunch of companies that have used quiz funnels. I think the companies that I feel have the most success using quiz funnels are companies who have replenishable with some sample kit or texture of their product. The ones that really knock it out of the park typically are like skincare companies, that want to figure out what type of skin you have and then send you a sample kit that you will then try and see if you have good results and then go from there. I could see it working for like bone broth companies as well, companies that are going to be sending little samples so people can then taste it and see if it's a good fit. Those are the replenishable type companies that I feel are just like a no brainer.

Andrew Foxwell: Yeah, I think that's true. I mean I think you could even utilize based off of this, I think you could even utilize this episode, you could utilize quiz funnels in terms of even just straight ecommerce companies too of just trying to bring people in it in a different way. We spend so much of our time prospecting on trying to find people that are just going to go to the site and buy. Some of them, it might be an interesting way to bring people in, but I think you're right. The skincare companies, bone broth companies those are like, they're very differentiated and I think it's definitely helpful.

How does organic traffic play into this in terms of considering if you could do a quiz funnel or not?

Austin Brawner: Yeah, so other companies that do well with this, if you've got a lot of organic traffic, for example like a tea company, ranks for a ton of keywords, but is having trouble converting visitors into email subscribers. What you can do is, you can use a quiz to be able to learn more about the way somebody prefers to drink their tea or their tastes and then pass that information over to Klaviyo and set up an initial email to deliver those best products to them.

For example, like a tea discovery quiz, what type of tea is the best type of tea for you? Then people are reading, learning about tea, it's information based SEO. Then from there, they go into a conversion thing, basically use the quiz as a way to determine what people might like and then deliver those products to them.

Also, other companies who have very like clearly differentiated products can be like a good use of a tool to help ask questions and help deliver that differentiated product to somebody else. I know an example of, I was thinking about, it's like a gift box company. If you have different types of gifts, different styles, you could filter people by budget, by the type of things.

There's a company called like man boxes or something like that, I can't remember the exact name, but they sell gift boxes for men. It's like if you ask questions to learn what type of a box somebody might want, whether that's like they're into cars, tools, all these different things, and then use the quiz to capture that information, then deliver the right product for them. Those are the ones that I feel like do a good job with quiz funnels.

Andrew Foxwell: Oh it's nice too because it helps eliminate the guesswork for the customer, which a lot of times I feel like we're looking for anyway.

Austin Brawner: 100%.

Andrew Foxwell: Which one I'm I going to like? I don't know. I mean I was looking at watches the other day online just because I was curious of this one watch company. I was clicking around, and I don't have any idea what the difference between the $100 or $200 one, other than fancy words that they're saying, they're watch words, like I don't know. I just bailed on it, like I'm not going to buy it.

Austin Brawner: Exactly.

Andrew Foxwell: This is a great way to bring it forward.

Austin Brawner: A watch company would be great, some sort of find the right type of watch for you. You could ask people around style, around budget, and then what's happened is you take all that information from Typeform, push it directly into Klaviyo and then you've got the ability down the road to segment and send people offers related to what they care about.

Andrew Foxwell: Yeah, so what companies don't these work for very well in your opinion? I mean you've said before things like, if they have a lot of SKUs it's tough, like what other companies don't do quiz funnels really?

Austin Brawner: Yeah, I think that is kind of the key. If you've got a lot of SKUs and variants, it makes it really tough. If you've got thousands of different products, if it gets really complicated, it starts to become a much bigger project.

Because it's a much bigger project, you have to think about it a lot more before spending the time to invest in it. If you do have a ton of SKUs, building some quiz could be a huge, huge winner to differentiate you. That may be a six to 12-month project, versus a two-week project you could ship quickly. I would hesitate if you've got thousands of SKUs or even hundreds of SKUs and they're all different.

Also, other companies that where you don't necessarily, things are that differentiated and it's like clothing companies, it doesn't really work that well if it's more visual and people just like browsing and scrolling down and seeing if there's something pops out.

Andrew Foxwell: True.

Austin Brawner: That seems to, it's not as valuable for them.

Andrew Foxwell: Yeah, but I mean, on the other hand, you think about something like a Stitch Fix right, where that's basically what it is.

Austin Brawner: It's what it is.

Andrew Foxwell: It's a curated quiz funnel and you bring it to them, but there's so much more work involved in the front end for the consumer. I always thought like they should make that a lot easier, I don't know. It's interesting to see that, but that's basically what it is. It's like a big quiz funnel.

Austin Brawner: Well back to my point, that can be a massive differentiator when you have a really complicated thing. The reason why their business is built on that, their business is entirely related to that quiz, sort of choose your process that allows you to get what you want through a relatively complicated process, but yeah.

Andrew Foxwell: Right. Now if you go ahead and look at who's using these successful in your opinion, what are some of these companies people could check out to give them an example of that?

Austin Brawner: Yeah, so there's two companies that I think highlight using Typeform quizzes. You guys might have heard of them. I've talked about them on Twitter a little bit. Annmarie Gianni does a great job of having skin score quiz. That skin score quiz drives you through about 10 questions, and at the end determines your style of skin. Imagine there's really basically three different types, I think it's like dry, normal and oily, as in the three different types of skin.

The way I think about this is, if somebody came into the store and would start asking questions, the person in the store would be able to help them find the right product for them. A quiz replicates that person in the store and they do a great job of that. They ask questions, they figure out the type of skin that you have and then they deliver a very simple offer, which is a sample for like 10 bucks of the type of product that's best for your skin, so very effective.

The other effective type quiz another company you go check out is Beardbrand. They have a quiz there designed to figure out type of beard would look best on you. They ask about 10 questions, they capture emails and at the end, they give some examples of beards that might be a good fit for you to try. As well as products that will be a good fit as you're growing a beard along the way, things you might need.

Ultimately, both those tools do an incredible job of capturing emails, passing the information over into Klaviyo. You've got the ability to now segment your emails based on the response people have, and then declare people to products right away.

Andrew Foxwell: Yeah, I mean I took it and it recommended to me to have, I would be looking the Civil War beard, so big, big chops.

Austin Brawner: That's right on.

Andrew Foxwell: Curly, big general burn side type stuff, yeah. Actually in all transparency, when I tried to grow a beard before, that's basically what it comes in at.

Austin Brawner: See, that's how effective their quiz is.

Andrew Foxwell: I was at my grandma's house like five, six years ago, and she had a photo of one of my relatives that were in the Union Army in the Civil War. Here was a photo of this guy with these massive sideburns, it's like a sideburn beard. He was actually looking kind of cool, but I would just look like such a joker I feel like. They didn't recommend that to me, not to say anything against them, so it's a great quiz. It's kind of funny.

If you're going to do one of these things, like you're going to set it up, I mean what makes them effective? What sets one apart from the other really in your opinion?

Austin Brawner: Sure. I think we've both seen quizzes that fail and quizzes that work well and are compelling. I think first and foremost, the quiz needs to actually be useful. I alluded to you in the previous question when I talked about, like if you're thinking about somebody... Imagine if you don't have a store, you don't have a storefront, imagine you do have a storefront for a second, and somebody comes in and starts asking questions about your product. You're trying as a salesperson help them find the right product. Then you've got to ask the questions that a salesperson would ask somebody to help them find the right product.

I was working with a client and we were going through ideas around how to help somebody find the right radio. I was asking him questions, I pretended to be a client or pretended to be a customer, and then he asked me the right questions. He asked me questions that he would typically ask somebody who's looking for the right radio. We documented those and started the quiz in that process because that's typically the easiest way to figure out which questions you need to ask.

Number two, it should be fun, it should be fun to take. It's got to be at least like, you should be able to go through it quickly and it should be fun. Don't make it something like, yeah, you can put in little animated images that are moving around, making fun. You should also name the quiz something that indicates what they're going to get out of the quiz. That's why I like the Beardbrand quiz, it's like find the right beard style for you. Also, like how your skin stacks up versus others.

For the quiz that we created, if go to, it's the ecommerce marketing quiz. See how you rank against other businesses and get personalized suggestions as to how you can improve your marketing. That actually tells people what they're going to be getting out of the quiz right away.

Andrew Foxwell: Right.

Austin Brawner: It's useful.

Andrew Foxwell: It's useful. I mean people always feel like, there's stuff that we don't know, like skincare's a great example. It's like this beard stuff is like, you never really know. You're like if I buy this stuff that's like $4 at Target or I buy this stuff that's like $400 for this big set of stuff, who knows. I think the skin thing is good. It's like identifying that customer problem. On clothing, it's a lot around fit, and in watches, this could be around how you're going to use it. I think the fun thing is big, making sure it's fun and making sure it's useful. I mean so many of these people are going to be taking it on their phone.

Austin Brawner: Yes, get it quick.

Andrew Foxwell: How does it look? The nice thing about utilizing Typeform right is, is that is a platform, it's automatically optimized for mobile. It'll look good, it sizes down properly. It makes it easier on you that way to. I would say have fun with it too. Give people a little taste of your brand as you go through this to make sure that it's going to be as effective as possible. Is there like, when you're doing a quiz you have tips for this?

Austin Brawner: Sure.

Andrew Foxwell: How do you even go about starting one of these things? Do you write it out or anything?

Austin Brawner: Big mistake that anybody who's working with software or building website makes, especially if you're building anything like this, you always want to write it out in like Word or Google Docs before you actually start building it. It should all be scoped out. I like to do it in Google Docs, where I write out all my questions, write out all the potential chain of answers and map it out so that I can see visually what is going to happen if somebody answers this, what question will they get next? Somebody answers this, how do we score it? I like to do that all in Word and then move that. Once that's done, then I can actually just copy and paste it into Typeform. The questions, it happens, it makes the process much, much quicker rather than actually typing it in Typeform.

Number two, keep it short, under 10 questions, 10 questions max. Then the old keep it simple stupid. Start with an MVP and make it more complicated. There's this tendency as you start getting into it, you get excited and you're like, "I want to make this thing, I'm going to cover all the different options that people could potentially get." You get so excited about building the perfect quiz when we don't even know if it's going to work, so start with an MVP.

I literally built one out in two hours from start to finish. I was like, "I'm going to recreate the Annmarie Gianni quiz for myself." In two hours I went from zero to a full quiz, and is it perfect? No. Is it a good start? Yes. I would go the exact same process for you, get something started, see if anyone's filling it out and if it's giving people like interesting answers that are relevant to them. If it works double down.

Andrew Foxwell: Interesting, really, really good dot. I'm just starting somewhere. I've actually tried to do this once before as well, and I've had clients that have done them. I should have suggested keeping it simple. By the time I did it, mine was like 35 questions.

Austin Brawner: Yeah, it goes to that, it escalates.

Andrew Foxwell: It's like nobody cares. Yeah, way too much. That's really, really good advice. If I was to go and do this, let's say I feel like it's a good idea to build a nice, short quiz, what tools do I need? How do I go ahead getting this setup?

Austin Brawner: There's basically two. If you're doing a quiz like I'm talking about here with the Typeform quiz, there's two ways you can do it. You could do it the quickest, cheapest, easy way, which is get Typeform, use Typeform Pro and then connect it to Klaviyo or some other email service provider with Zapier. You can push over the answers. When I say that's the cheapest and easiest way, you'll be able to direct people to different landing pages at the end of the quiz. That different landing pages will have to be hosted on Typeform, so the last page could be basically, it's going to be a Typeform page that will then direct people to another page.

If you want to upgrade, so I would start with that, and then if it's working, I would then move to the next level, which would be upgrading it to Typeform Pro plus, use Klaviyo and then build a custom landing page with dynamic variables.

Andrew Foxwell: Oh nice.

Austin Brawner: The beautiful thing about Typeform is that all the answers that people make during this quiz, those are all then custom variables and you can add them to a UTM string. You could have a thank you page, and if you look at the Annmarie Gianni thank you page, we'll put a link into it, link in the show notes here. If you look at the Annmarie Gianni thank you page, they built out a custom thank you page that as the variables are passed from the quiz into the UTM string, they then alter the page so that different products are displayed. The scores displayed and they have one thank you page that looks really sleek and clean, and it changes based on the answers that people give in the quiz. That's a little bit more difficult, a little bit more expensive, but ultimately the right choice if it starts to work and you're doubling down on it.

Andrew Foxwell: I love that. I absolutely love that. I mean that would just be so cool, since it attaches directly to those. I think it's kind of good, building MVP, see how it's gone, see how it's working, see how it's collecting for you and then take it from there when you want to. Well before we wrap up, anything further to add my friend as we talk about the quiz and the quiz funnel process?

Austin Brawner: No, I mean if you want to see it in action, the one I built in two hours that actually works and gives you answer, you can go to to get your score. We'll also have a link on the show notes here, so if you go check it out, have a bunch of links you can take a look at some of these things.

I would say that if you are interested, I did a training in the membership, Brand Growth Experts Membership in the month of April about how to do this, walk people through exact step by step. If you're interested, join the membership and you can get a more in-depth walk through how to do it. If you're thinking about it, honestly, just start, build out in Google Docs, go from there. I think it's a really, really underused tool that can be a great fit for certain businesses.

Andrew Foxwell: Awesome, awesome. Well, thank you, everybody, for listening in. If you found this episode helpful, make sure to subscribe, and if you don't already and leave us a review on iTunes, it's very helpful for us. Until then, we will check you next time.

Austin Brawner: See you in the next episode.

Austin Brawner: What's up everybody, welcome to another episode of the Ecommerce Influence Podcast. My name is Austin Brawner.

Andrew Foxwell: I'm Andrew Foxwell. Hey man, I know that you have had an injury, how are you doing? I don't know if the podcast audience knows about this.

Austin ...

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