Quiz/assessment funnel for ICP segmentation
An assessment-based funnel that segments cold traffic into three buckets - and then runs three completely different sales motions. Best for SaaS with multi-segment buyers (e.g. SMB / mid-market / enterprise) or maturity-driven sales.
What good looks like.
Each stage. What it does. How it's built.
Quiz landing
Promise a personalized result ('What's the bottleneck in your outbound?'). 6–10 questions, 2 minutes.
Question flow
Multiple choice, branching logic. Capture context that informs scoring + segmentation.
Email gate
Final step before result: name + work email. Conversion: 70–85% (curiosity > friction).
Result page A/B/C
Three segmented result pages - each with different copy, social proof, and offer.
Segmented track
5-email sequence per segment, leading to the right offer (self-serve, demo, or strategy call).
When to use it
- You sell to multiple ICPs with different buying motions.
- You can credibly score readiness/maturity from a short quiz.
- You want a high-conversion top-of-funnel that doubles as ICP intel.
Common pitfalls
- ×Too many questions. 6–10 max. Drop-off compounds.
- ×Same offer for all result tiers - defeats the segmentation.
- ×Treating the quiz as a vanity asset. The data is the lead.
We've shipped this 14+ times.
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