A quiz funnel sorts visitors into types of buyer, shows each one a personal result, then sells them the product that fits. If you're new to the idea, start with what a quiz funnel is.
This guide walks through building one from scratch. It's the same method behind PayLead's own Knowledge Seller quiz.
Step 1: Decide what the quiz is for
Pick one job:
- Sell a product directly. Use a product match quiz: the result shows the 1 to 3 products that fit them.
- Collect leads and sell a programme. Use a diagnostic quiz: a score out of 100 and their 3 biggest gaps, each with your fix.
- Book calls. Use a qualifier: people who qualify book a call, everyone else gets a smaller offer.
Step 2: Find your 4 to 6 types of buyer
This is the most important step. Think of 3 people who bought from you recently and ask:
- What made each of them buy?
- What was going wrong before?
- How were they different from each other?
Group them by what they want and what's stopping them, not by age or gender. A skincare seller might find "The Shine Fighter" (oily by midday), "The Thirsty Skin" (tight after washing), "The Balance Seeker" (both) and "The Gentle Care" (reacts to new products).
Name each type the way a buyer would happily call themselves, and write one true line about them. Then decide which of your products each type should get.
Step 3: Write the opening question
The first screen uses picture cards and gives the strongest signal. Each answer gives 3 points to the type it points to.
What do you sell, or want to sell? Ebooks & PDFs · Courses · Coaching & calls · Live classes · Nothing yet
Keep it to 2 to 5 cards, each one obviously different.
Step 4: Sort people with a few more questions
Add a short section called something like "Where you are":
- one easy warm-up ("How long have you been selling online?");
- 1 to 3 ratings from 1 to 5 about their problem ("How happy are you with your sales right now?").
Then a section like "How you sell", with one agree/disagree statement per type. Agreeing gives that type 2 points:
"When someone buys, they buy one thing and leave." Agree → +2 for The Stuck Seller
After the statements, the quiz locks their type: highest points wins, and on a tie, the opening question decides.
Check that every type can be reached. If one type only ever gets 1 or 2 points while another gets 3 from the same answer, nobody will ever land on it. PayLead's builder checks this for you before you publish.
Step 5: Teach one idea
Before you sell, people need to believe one thing. For a course seller it might be "you don't need more followers, you need to make more from the ones you have".
Teach it in two ways:
- an info screen: a headline and at most 40 words;
- a mini-game: two options side by side, A or B. They tap the one they think wins, then you reveal the answer in one sentence.
Which checkout makes more money? A: a plain checkout · B: the same checkout with "Add the workbook for GH₵ 40" "B. One tick box at checkout grows the order without a single extra buyer."
Two or three rounds is plenty.
Step 6: Write the scoring questions
Now each type sees its own 4 questions. Every answer is worth 25, 10 or 0 points, so 4 questions add up to a score out of 100.
Any answer below 25 shows a gap on their result, with your fix:
| Answer | Points | Gap | Fix |
|---|---|---|---|
| Yes, at checkout | 25 | none | none |
| Sometimes, by DM | 10 | One sale per buyer | Order bumps and after-payment upsells |
| Never | 0 | One sale per buyer | Order bumps and after-payment upsells |
The fix is where your product comes in. Make it specific and true.
For a product match quiz, skip the scores. Point each answer to the products that suit it ("Just the basics" → the starter kit).
Step 7: Ask for their details at the right time
Put the lead screen after most questions, right before the result:
Where should we send your plan?
Only ask for what follow-up needs: first name, WhatsApp number, email if you send emails, and location only if you deliver. Add a consent line they tick: "Send me my plan and tips on WhatsApp and email."
Step 8: Show the result
A short "Analysing your answers" screen, then the result:
- who they are: "You're The Stuck Seller.";
- one true line about them;
- their score and 3 gaps (diagnostic), their matches (product match), or their next step (qualifier).
If someone has fewer than 3 gaps, fill the rest with "Your next level" ideas so the result never looks empty.
Step 9: Make the offer for their type
Repeat their type and gaps, then offer what fits them, with the best choice marked "Best for you". Add:
- an order bump at checkout, a small related extra;
- an upsell after payment, the natural next step;
- pay on delivery for physical products, if you offer it;
- a guarantee only if you will honour it.
No fake urgency. Show a countdown only for a real promo with a real end date. Never invent reviews or "spots left".
Step 10: Follow up on WhatsApp
Most people won't buy on the first visit. Write 4 short messages for each type:
- Day 0, within minutes: their result and the link.
- Day 1: a useful tip, or a real review from someone like them.
- Day 3: answer their biggest doubt.
- Day 7: a last nudge, or a real deadline.
Hi Ama, you're The Thirsty Skin. Your routine is here, and you can pay on delivery: [link]
Keep each under 60 words. Read more on WhatsApp marketing for small businesses.
Step 11: Launch, then fix the biggest drop
Share the quiz in your bio, on your WhatsApp status and in ads that sell the quiz, not the product ("Which of 4 skin types are you? Take the 60-second quiz.").
After a few days, look at how many people reached each screen. Find the screen where the most people stopped and fix that one first: a confusing question, a lead screen asking too much, or an offer that doesn't fit.
Building it on PayLead
On the Business plan, open Forms & scorecards → New form → Quiz funnel. Start from a template, or choose Describe it to AI and the Quiz Architect builds it with you. The builder has a live phone preview, a "Preview as" switch to see each type's path, and checks that block publishing until every type can be reached.
Step-by-step: Build a quiz funnel.
