MAPPED OUT

Stop #22: Why the Smartest Funnels Start with a Quiz


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If you’ve been sitting on a quiz idea for months (or… 18 months 👀), this is your sign. Today, Lauren and Aurrie map out how to launch a quiz scrappy, use it as a data engine (not just a cute lead magnet), and build the “wings” after it’s already in the air. From results-first planning to routing logic, landing pages, email segmentation, and IG-era distribution (hello, ManyChat), this episode is your no-excuses quiz playbook.

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In this episode, we cover:

  • Why the quizzes that win are the ones that actually get launched (messy action > perfect funnels)
  • Quiz types that convert
  • Simplifying language so beginners can answer (no “macro” talk if your audience is brand-new)
  • Where your quiz should live
  • What happens after the quiz: result pages, personas, and non-salesy CTAs that still convert & email segmentation 101
  • Retargeting + lookalikes: using quiz data beyond email (especially for e-comm)
  • Modern distribution ideas

Timestamps

  • 2:17 – The perfectionism trap (especially for designers) + why you’ve gotta ship it
  • 4:14 – The #1 quiz unlock
  • 6:10 – Simplify the language or your quiz dies (aka “don’t lead with macros”)
  • 7:03 – E-comm vs service quizzes: product match vs assessment (and why both work)
  • 8:29 – Where to steal inspo: Interact’s industry examples (juice cleanses, real estate, relocation)
  • 12:40 – Routing logic without spiraling: scoring, branching, follow-the-path
  • 16:49 – “Close the loop” psychology + how to set expectations upfront (no scammy vibes)
  • 19:11 – Best practice: build a landing page on your site to house + promote the quiz
  • 20:38 – After-the-quiz strategy
  • 23:07 – Email automation + segmentation
  • 25:30 – Paid ads + retargeting
  • 27:05 – List hygiene + re-engagement: quizzes as a “come back” hook

Navigator’s Resources (mentioned)

  • Interact (quiz builder + examples by industry + lead capture + logic tools) Use our link to get started: https://get.tryinteract.com/jkx44i3di07w 
  • ChatGPT (help with scoring + routing logic planning)
  • ManyChat (DM-based distribution: “comment X and we’ll send the quiz”)
  • Pinterest placements (quiz visibility + evergreen discovery)
  • Meta Ads (retarget quiz-takers + build lookalike audiences)
  • Landing page embed strategy (quiz housed on your site for better ownership + conversion control)

Meet Your Co-Pilots

Lauren Loreto — Founder, Brand Good Time®
Expert in content marketing and web design
Website: brandgoodtime.com • Instagram: @brandgoodtime

Aurrie Hicks — Founder, Hopson Rae
Expert in digital content and brand strategy
Website: hopsonrae.com • Instagram: @hopsonrae

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P.S. Want the step-by-step version, templates, and links we referenced?
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MAPPED OUTBy Lauren Loreto & Aurrie Hicks

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