Quiz Funnel Examples: 6 Patterns That Convert

Most "quiz funnel examples" guides are screenshot galleries. They show you fifteen quizzes from famous brands, and you scroll through, admire the design, and learn nothing transferable. This piece is different. We have grouped the quiz funnels that work into six structural patterns, with named examples for each, and we annotate each one by layer: hook, questions, scoring, result, sequence.

The goal is to give you a vocabulary for reading any quiz funnel in the wild and extracting the part you can copy. By the end you should be able to look at a quiz you have never seen before and say which pattern it is, where its leverage lives, and where it might be losing leads.

In this guide

• How to read a quiz funnel
• Pattern 1: the archetype assessment
• Pattern 2: the product finder
• Pattern 3: the graded qualifier
• Pattern 4: the conversational form
• Pattern 5: the diagnostic
• Pattern 6: the configurator
• Six patterns that work and three that don't

How to read a quiz funnel

A quiz funnel has five layers, and each pattern allocates its design effort differently across them. The five layers, as we use them in this teardown:

• Hook — the entry point. Ad creative, social post, or landing page. Optimizes for click-through.
• Questions — the body of the quiz. Optimizes for completion rate.
• Scoring matrix — the logic that maps answers to segments. Optimizes for routing accuracy.
• Result page — what the user sees after the last question. Optimizes for email capture and downstream action.
• Delivery sequence — the emails or content that arrive after the result. Optimizes for conversion to customer.

When you look at any quiz funnel, ask which layer is doing the heavy lifting. A product-finder quiz lives or dies on its scoring matrix. A creator archetype quiz lives on its result page. A B2B qualifier lives on its delivery sequence. The same five layers, weighted differently per pattern.

The full operator playbook on each layer is in our quiz funnel guide. This piece focuses on the design patterns the layers add up to.

A practical exercise: pick three quiz funnels in your category right now and write down which layer each one weights heaviest. A product finder that has thirty seconds of polish on the result page and an eight-question scoring matrix is telling you which layer the brand believes is doing the conversion work. Often the brand is right. Sometimes the brand has invested in the wrong layer and the funnel is leaking. Either way, you learn more by reading by layer than by reading by aesthetics.

Every quiz funnel concentrates leverage in one or two layers. Identify which, and you can copy the pattern.

Pattern 1: the archetype assessment

The archetype assessment is the dominant pattern in the creator and coach economy. The lead answers 5-8 questions about preferences, behaviors, or work style and gets back an identity label: "Builder," "Storyteller," "Maven," "Operator." The label feels personal, and the brand's downstream content is structured around the four or five archetypes.

Real-world examples: Sparketype by Jonathan Fields (a leading example of the genre), Marie Forleo's Communication Style quiz, Tony Robbins' "What's Your Driving Force" quiz, and dozens of niche creator versions across Substack and YouTube channels.

Layer-by-layer teardown:

• Hook. Usually a simple paid social ad or a footer placement on the creator's main content. The ad creative often shows three to four archetype names with a "which one are you?" framing. The hook converts because identity is intrinsically interesting.
• Questions. Five to seven multiple-choice questions, each with four options. Questions are framed behaviorally ("when you start a new project, you tend to...") rather than as self-perception ("are you a builder?"). The behavioral framing produces more reliable scoring.
• Scoring matrix. Archetype-based: each answer option votes for one or two archetypes. The matrix is balanced so that no single answer dominates and no archetype is reachable from fewer than three answer combinations.
• Result page. Email-gated, with a strong reveal on submit. The result page is a complete archetype profile — 300-500 words on what the archetype means, what kind of work it gravitates to, what the archetype's blind spots are. Most archetype assessments use the result page as the primary content asset.
• Delivery sequence. Four to seven emails over the first week, all archetype-specific. The cadence ends with an offer tailored to the archetype (a course module, a community tier, a coaching program slot).

Why this pattern wins: identity is sticky. A lead who has been told they are a "Builder" engages with content framed for Builders for years, even if the original assessment was a one-time interaction.

Archetype assessments succeed when the result page treats the archetype as a permanent identity, not a transactional output.

Pattern 2: the product finder

The product finder is the dominant pattern in DTC e-commerce. The lead answers questions about themselves (skin type, hair concerns, body shape, palette preference) and the quiz routes them to a specific product or a tight bundle. The output is a "your match" page, usually with two to three SKUs.

Real-world examples: Sephora's foundation matching quiz, Warby Parker's frame fit quiz, Function of Beauty's hair quiz, Curology's skincare quiz, Care/of's supplement recommendation flow. These programs collectively generate hundreds of millions in attributable revenue annually.

Layer-by-layer teardown:

• Hook. Usually a placement on the brand's homepage or a category page. The hook copy emphasizes personalization ("find your shade in 90 seconds"). Paid acquisition for product finders often uses the result, not the quiz, as the creative angle ("Sephora knows your foundation shade — do you?").
• Questions. Seven to twelve questions, longer than the archetype pattern because product matching requires more data points. The questions mix concrete inputs (skin tone selection from a swatch grid) with preference inputs (coverage level: full, medium, light). Visual selectors outperform text for the concrete inputs.
• Scoring matrix. Hybrid: a fit-score per SKU computed from the question weights, plus business rules that filter out SKUs with no stock or that fall outside the buyer's stated price band. The scoring is rarely "winner takes all" — top three matches are surfaced with reasons.
• Result page. Sometimes ungated for the top match (low friction; reduces drop-off), sometimes email-gated for the full report. Ungated wins for impulse purchases under $50. Email-gated wins for higher-consideration purchases where the lead will return to consider the recommendation.
• Delivery sequence. Three to five emails: confirmation of the match, social proof (reviews from buyers with similar quiz answers), a usage guide, a re-engagement nudge at 14 days if no purchase, and a discount or bundle offer at 30 days.

Why this pattern wins: choice paralysis is the bottleneck in DTC. A product finder collapses 40 SKUs into three confident recommendations, and the recommendation feels earned because the quiz did real work.

Product finders succeed when the scoring math is conservative enough that the recommendation rarely surprises the buyer.

Pattern 3: the graded qualifier

The graded qualifier is the dominant pattern in B2B SaaS and consultative services. The lead answers questions about their company, their setup, and their problem, and the quiz returns a graded score (typically 0-100) with a breakdown by category. The output is both visible to the lead (as a benchmark report) and used internally to route the lead to the right sales motion.

Real-world examples: HubSpot's Website Grader, ScoreApp's Marketing Fit Assessment, Drift's Conversational Marketing Maturity, and dozens of agency-built versions targeting niche functions (RevOps maturity, demand-gen maturity, ABM readiness).

Layer-by-layer teardown:

• Hook. Long-form landing page or a slot in a pillar content piece. The hook copy frames the score as a benchmark against industry peers ("see how your demand-gen function compares"). Paid acquisition is usually LinkedIn-led, targeted at the relevant buyer persona.
• Questions. Eight to fifteen questions, the longest of any pattern. The length is tolerated because the audience is professional and the perceived value of the output is high. Questions mix firmographic (company size, stack) with behavioral (current practices, frequency).
• Scoring matrix. Threshold-based with sub-scores. The total 0-100 score is a weighted sum of three to five sub-pillars (e.g., "strategy," "tooling," "process," "measurement"). The breakdown matters more than the headline number — buyers screenshot the chart, not the score.
• Result page. Always email-gated. The result is a personalized report with the score, the breakdown chart, and three to five recommendations specific to the score band. Most teams produce a downloadable PDF version of the report alongside the on-page result.
• Delivery sequence. Seven to fourteen emails over three to four weeks, paced for B2B consideration cycles. Hot leads (80-100 score, though counterintuitively the score does not directly predict close rate without normalisation) route to an SDR within minutes. Warm leads enter a long nurture that develops the implications of the score over time.

Why this pattern wins: the report is a portable artifact. Buyers share their score within their team, with their boss, or with peer groups. Each share is a free distribution event for the quiz.

Graded qualifiers succeed when the report has executive-summary clarity — one chart, three numbers, three recommendations.

Pattern 4: the conversational form

The conversational form is the dominant pattern in insurance, fintech, and any category where the traditional capture flow is a long form. Instead of presenting a 20-field form on a single page, the quiz breaks it into one question at a time, presented in a chat-like interface with progress indicators and friendly micro-copy.

Real-world examples: GETSAFE's insurance application, Lemonade's home insurance flow, Wealthfront's account opening, several modern mortgage qualifiers. The pattern has migrated from greenfield fintech to legacy categories adopting it for conversion lift.

Layer-by-layer teardown:

• Hook. Often the brand's primary CTA on the homepage, replacing the traditional "get a quote" form. The hook copy is concrete and dollar-figure-anchored ("get a quote in 90 seconds, average user saves $400").
• Questions. Twelve to twenty-five questions, by far the longest pattern. The length is tolerated because the format makes each step feel small. Progress indicators are essential; without them completion drops 30-40%. Conditional logic skips irrelevant questions based on prior answers, so two leads might see different question counts.
• Scoring matrix. Often deterministic rather than scored — the answers compute a literal eligibility outcome and price. The "quiz" is the user experience wrapper around what is structurally a configurator with regulatory constraints baked in.
• Result page. Almost always email-gated, usually combined with phone capture for higher-ticket categories. The result is the quote itself, with a call-to-action that varies by category (book a call, complete purchase, schedule callback). Drop-off at the email gate is the single most consequential moment in the funnel.
• Delivery sequence. Tightly compressed. Hot quotes (lead provided budget and timeline) get an SMS within five minutes and a phone call within an hour. Warm quotes enter a two-week sequence with reminders and social proof. Cold quotes (lead provided limited info) get one nurture email and exit.

Why this pattern wins: it converts a category-norm of 1-3% form completion into a 25-45% quiz completion. The conversational framing pulls completion through what would otherwise be a high-friction process.

Conversational forms succeed when the conditional logic is genuine — every skipped question signals the brand is paying attention.

Pattern 5: the diagnostic

The diagnostic pattern dominates health, wellness, and any category where the lead arrives with a symptom or a problem and wants a personalized solution. The quiz asks about the symptom, current behaviors, lifestyle, and constraints, and returns a diagnosis-shaped recommendation: "here is what is going on, and here is what we recommend."

Real-world examples: Care/of supplement matching, Noom's psychology-based weight management onboarding, Hims and Hers consultation quizzes for prescription products, Headspace's "find your meditation type." The pattern is so embedded in wellness that it now feels like the default UX for the category.

Layer-by-layer teardown:

• Hook. Heavy paid social investment, often video creative that names the symptom and ends with a question. Paid quiz funnels in wellness regularly spend in the seven figures monthly on Meta and TikTok, which is the scale that exists because the ROI math works.
• Questions. Six to twelve questions, mixing symptom severity (scales) with behavioral inputs and preference filters. The questions implicitly educate the lead about the brand's framework — answering them is half the persuasion.
• Scoring matrix. Hybrid: a primary recommendation chosen by archetype-style scoring, plus secondary recommendations chosen by threshold rules (e.g., "if user mentioned sleep issues, add Magnesium L-Threonate"). The scoring is the highest-stakes part of the funnel because regulators care.
• Result page. Always email-gated, usually combined with day-of-birth and shipping info to enable next-day shipping for the recommended products. The page shows the recommendation, the reasoning ("we picked this because you said X"), and a single primary CTA.
• Delivery sequence. Aggressively short: email one within 60 seconds with the recommendation, email two at 24 hours with social proof, email three at 48 hours with the offer. Hot funnels in wellness can close most conversions within 72 hours of opt-in.

Why this pattern wins: framing the output as a diagnosis (rather than a recommendation) makes the buyer feel understood. The brand has named the problem; the brand can solve it.

Diagnostics succeed when the result names the problem in language the lead has not heard from competitors.

Pattern 6: the configurator

The configurator pattern is the dominant pattern in mid-cycle e-commerce and B2B SaaS where the product can be bundled or scoped. The quiz walks the lead through their environment, their needs, and their constraints, and returns a tailored bundle, plan, or configuration. The lead can then purchase or request a quote directly from the result.

Real-world examples: Glossier's full skincare routine builder, Beardbrand's grooming routine, several B2B SaaS pricing configurators, Apple's iPhone configurator (a degenerate case but the same pattern). Configurators are the most engineering-intensive pattern and the closest to being part of the product itself.

Layer-by-layer teardown:

• Hook. Usually a category-page placement or a "start here" button on the homepage. The hook copy emphasizes the bundling outcome ("build your routine in five minutes, save 25% on the bundle").
• Questions. Six to ten questions, focused on inputs (current routine, skin type, goals, budget cap). Configurators often re-use questions across visits — returning leads see a "we remember you" UX and skip questions already answered.
• Scoring matrix. Deterministic with optimization. The matrix selects SKUs that satisfy the lead's stated constraints, then optimizes for either business margin or bundle completeness. Configurators often run the matrix multiple times to find a Pareto-optimal recommendation.
• Result page. Email-gated for the saved bundle (so the lead can return), usually with the option to purchase immediately. The page is a near-final cart with the configured bundle laid out, the total price, the savings versus piecemeal purchase, and a primary "buy now" CTA.
• Delivery sequence. Short and conversion-oriented. The lead's bundle is saved to their account. Email one at 60 seconds confirms the bundle. Email two at 24 hours offers a discount if not purchased. Email three at 48 hours is a final reminder. The sequence assumes the lead is in the consideration phase already.

Why this pattern wins: it removes the burden of assembling a bundle from the lead. For products with multiple SKUs that work better together, the configurator pattern is the path of least friction to the largest cart size.

Configurators succeed when the saved bundle persists across sessions and the discount versus piecemeal is meaningfully higher than the lead would assemble manually.

Six patterns that work and three that do not

Patterns that work, summarized in one sentence each:

• Archetype assessment — identity-based results with archetype-specific delivery sequences. Owns creator and coach.
• Product finder — answer-to-SKU routing with confident top matches. Owns DTC e-commerce.
• Graded qualifier — benchmark scores with portable reports. Owns B2B SaaS and consultative services.
• Conversational form — long form broken into a chat-like flow. Owns insurance, fintech, regulated categories.
• Diagnostic — symptom-to-recommendation framing with aggressive delivery. Owns wellness.
• Configurator — environment-to-bundle scoping. Owns mid-cycle e-commerce and SaaS plan selection.

Three patterns that do not work, despite being common:

• The BuzzFeed clone. A quiz that returns a personality result with no follow-on relationship. High completion, near-zero downstream conversion. The pattern works for ad-supported media; it does not work for brands trying to convert leads to customers.
• The branded survey. A "quiz" that is structurally a market-research survey with a thank-you page. The lead gets nothing of value; the brand collects responses. Opt-in completion collapses by 50%+ within a week of launch.
• The lead-form-with-progress-bar. A traditional form chopped into screens with progress indicators and no genuine personalization. The lead can tell the difference. Conversion stays at form-level (5-10%) but the team thinks they shipped a quiz.

If your quiz funnel fits one of the three failure patterns, the fix is structural, not cosmetic. Pick one of the six working patterns, choose it for your category, and build from there.

Recap

Quiz funnels are a small set of repeatable patterns dressed in different clothes:

• Pick the pattern by category, not by design preference. DTC wants a product finder. Creator wants an archetype. B2B wants a graded qualifier.
• Read existing quizzes by layer. Hook, questions, scoring, result, sequence. Each pattern weights them differently.
• Avoid the three failure shapes. BuzzFeed clones, branded surveys, and lead-forms-with-progress-bars all look like quizzes and convert like forms.

Once you can name the pattern of any quiz you encounter, you can compete with it. Until then, you are running a quiz that other people designed for a different category. The Snacked customers who outperform the conversion ranges in our quiz funnel guide are the ones who looked at three competing funnels in their space, identified the dominant pattern, and built a sharper version of the same pattern rather than inventing a new format the audience would have to learn.