Most quiz tools build linear, one-size-fits-all quizzes. RightMessage is different. Our Flow editor makes it easy to create dynamic, highly-conditional quizzes that feel like a real conversation. This guide will show you how to build a quiz funnel that a) gets people onto your email list, and b) is a genuinely useful and engaging experience for your audience.
Why a conversational quiz?
A conversational quiz is a lead magnet that works in a fundamentally different way to a free guide, a checklist, or a case study. Instead of passively consuming information, your audience is actively participating in a conversation. This leads to a few key benefits:
Higher engagement: People are more likely to complete a quiz that feels like a back-and-forth conversation, rather than a generic survey.
Better leads: You're not just getting an email address. You're getting a ton of data about each person who takes your quiz. You can use this data to segment your audience and send them highly-personalized follow-up emails.
More sales: By personalizing your follow-up, you can dramatically increase your conversion rate.
Building your quiz
Step 1: Create a new Flow
From your RightMessage dashboard, go to the "Flows" tab and click "Create". You'll be dropped into the Flow editor.
Step 2: Add your questions
Instead of just adding a linear sequence of questions, you can use RightMessage's Flow editor to create a branching, conversational quiz.
Pro-tip: Start with a question that gets at the "why." Why is this person here? What problem are they trying to solve? This will help you frame the rest of the quiz.
Question types
RightMessage supports a variety of question types, including:
Multiple choice: The classic quiz question.
Input fields: Capture arbitrary data like someone's name, age, or a longer-form answer.
Step 3: Use scoring to create personality types/outcomes
For each question, you can have the answer increase or decrease a score. You can have multiple scores in a single Flow, and each score can map to a specific outcome or personality type.
For example, let's say you're a nutrition coach and you want to create a quiz that helps people figure out the best diet for them. You could have three scores: "Paleo," "Keto," and "Vegan." For each question, you'd make it so that specific answers modify one of those scores.
Important: You can assign scores to answers in two ways: either with a "Set Visitor Data" node after each question, or directly within the question's answer options.
Step 4: Route people to the right outcome
Once someone has answered all your questions, you can use a "High Score" node to route them to a specific outcome based on their highest score. This is how you'd show a custom results screen at the end of the quiz.
For example, if someone's "Paleo" score is the highest, you could send them to a results screen that says, "You got the Paleo diet! Here's a free 7-day meal plan to get you started."
Step 5: Personalize the results screen
But here's where it gets really powerful. You're not just limited to showing a generic outcome screen. You can personalize the wording of that screen based on specific questions.
For example, let's say you asked, "What's your biggest health goal?" and one of the answers was "Lose weight." You could change the headline of the Paleo results screen to say, "The Paleo diet is a great way to lose weight and feel great."
You could change the headline based on two of the questions asked, the description for the lead generation form could change based on another few questions, etc. This could yield hundreds of ways to personalize your results screen.
Step 6: Capture the lead
Now that you've delivered a ton of value, it's time to capture the lead. Add a form to your results screen that asks for the person's email address.
Step 7: Identify returning subscribers (optional)
RightMessage can identify when someone who's already a subscriber is back on your website. This means you can:
Change the wording of questions: If you already know someone's name, you can greet them by name. If you already know their industry, you can tailor the questions to their industry.
Skip the opt-in form: If you already have someone's email address, you don't need to ask for it again. You can just send them straight to the results screen.
Conclusion
And that's it! You've just created a powerful, conversational quiz funnel that will help you generate more leads and sales.