8 Figure Quiz Funnel Breakdown

$5 front end, $268 cart value. (the post-quiz page is genius)

Author

Funnel of The Week Team
January 27, 2025

How much revenue is SkinnyFit’s quiz funnel generating? 

Well, they have 30% more traffic than $60M/year + MyObvi right now…

…So they’re clearly doing something right!

We dove deep into SkinnyFit’s funnel with Quiz Funnel & CRO veteran Kory Basaraba (founder of Rapid CRO)…

(Kory has helped some VERY big Direct Response / DTC brands scale, like Time Life, Agora Financial, Oren Klaff, 8-figure DTC Foria Wellness, and many more…)

We’re going to dive into the Quiz Funnel itself for this newsletter…

…But we break down the full funnel inside the Members Area

(including the order bumps + upsell flow that gives this $5 front end product a $268 cart value!)

For now, let’s check out the Quiz Funnel itself…

8 FIGURE QUIZ FUNNEL BREAKDOWN

Let’s start by looking at something that SkinnyFit does strategically with product names and ad messaging:

Big takeaway: SkinnyFit heavily leverages trending terms to catch viewer’s attention and build credibility.

Here’s one example:

The name of one of their probiotic offers is “GLP-1 Natural Slimming Probiotic”

Now as you probably know, GLP-1 is the category of medications like Ozempic, Rybelsus, Wegovy that have been a huge hit as weight loss medications.

Notice the huge spike trend on GLP as a search term:

SkinnyFit is clearly leveraging the public’s familiarity with GLP-1 with the name of their probiotic.

And what about Ozempic as a term?

It DWARFS GLP-1.

Check it out:

And because using a trade named medication in your own supplement’s name is a no-go…

Here’s how SkinnyFit leverages the market’s familiarity with “Ozempic” as a name:

In their ads.

Here are just a couple examples of currently live ads from their Meta ad library:

Maybe saying “Ozempic” in your actual ad text wouldn’t fly from a compliance standpoint, but it’s clearly working as the text in image right now.

How SkinnyFit Builds an Irresistible Offer

Leveraging “trending” messaging is definitely a great way to catch attention.

But you’ll need more than that to actually get people to recognize a “no brainer” offer and actually engage, click and engage with your funnel.

Here are a couple key pieces SkinnyFit ads to many of their ads on this front:

Part 1: Get Ozempic-like results (weight loss, no more cellulite)

Part 2: Get it at an unbelievable price / Zero Risk

…but instead of paying $500 per month? Try it (and experience the results) before you actually commit to buying it:

It sounds too good to be true, so there must be a catch, right?

This is exactly why SkinnyFit's next move is brilliant:

Instead of driving traffic to a product page, they lead with a quiz funnel.

And here's where it gets interesting...

THE AD TO QUIZ FUNNEL TRANSITION

So why is this ad for weight loss driving to a lander where 90% of the content is about something other than weight loss?

The Context Shift: Why It Works

What should kill conversions actually amplifies them.

The ads promise Ozempic-like benefits at a fraction of the cost, but the quiz immediately opens up to a broader conversation about additional health benefits:

Initial Hook (Ads)

  • Strong Ozempic comparison

  • Clear "try before you buy" offer

  • Creates "maybe this can help" mindset

The Strategic Pivot (Quiz)

  • Immediately expands to skin, hair, other benefits

  • Maintains weight loss thread throughout

  • Builds additional value propositions

Why This Disconnect Succeeds

  • Users already emotionally invested from compelling ad

  • "Try before you buy" creates enough momentum to carry through

  • Quiz format implies fair value exchange (information = free trial)

  • Core weight loss promise remains intact while perceived value expands

This psychological staging sets up everything that follows, starting with Question 1:

Question 1

Strategic Elements:

  • Opens with positive/hope framing focused on improvement (rather than negative/problem-oriented)

  • Multiple selection allowed, encouraging engagement

  • Options expand beyond initial ad promise (weight loss) to include:

    • Skin / Hair / Nails / Joints

Psychological Impact:

  • Creates immediate engagement through personalization

  • Builds broader value proposition beyond initial hook

  • Forces visualization of desired outcomes

  • Creates "shopping spree" mentality where users can select multiple benefits

Question 2

Strategic Elements:

  • Shifts to pain-point focus

  • Addresses digestive issues and energy levels

  • Multiple selection allowed

Psychological Impact:

  • Creates emotional contrast from positive first step (push/pull)

  • Validates user's struggles

  • Builds credibility through comprehensive look at user health

Question 3

Strategic Elements:

  • Uses term "unwanted weight gain" vs just "weight gain"

  • Reconnects to primary ad promise

  • Time-bound question creates urgency

Psychological Impact:

  • Removes blame ("unwanted" implies external factors)

  • Creates temporal relevance

  • Builds emotional investment in solution

Question 4

This one is clever… They break up the barrage of questions with a mini “breather”, giving your brain a second to rest while future-pacing that they can help you lose weight.

Question 5

Notice how this social proof / promise is echoed in this question’s header.

More on this question’s effect:

Strategic Elements:

  • Multiple specific concerns listed

  • Emotional language ("bothers you most")

  • Builds on earlier skin improvement option

Psychological Impact:

  • Deepens emotional investment

  • Creates specific vision of improvement

  • Validates specific pain points

Question 6

Another stroke of subtle genius here… Instead of asking “how old are you?” Notice how they frame the question of age to this female-centered market.

Question 7

Notice how in this next “breather” section you get even more SPECIFIC promise, centered on your age.

Question 8

Here we have perhaps some data-gathering for future product development? Also:

Strategic Elements:

  • Sensory engagement

  • Product development data collection

  • Multiple appealing options

Psychological Impact:

  • Creates sensory experience

  • Shifts focus to pleasure/enjoyment

  • Makes product feel more real/tangible

Question 9

In this question we’re asked to define our “hair concerns”...

Question 10

Here the user is asked to dive even deeper into the pain & experience of a very specific hair problem, “twisting the knife” to highlight their experience with this problem even more…

…While also being reassured that the quiz is almost done!

Question 11

Quick question about previous collagen use…

Question 12

And our LAST question - all about digestion (select as many as apply)

Post-Quiz Results Loading Page (Genius)

When you check out this full funnel inside the Funnel of the Week Members Area, you’ll see clear as day:

SkinnyFit’s marketing team leverages EVERY possible opportunity to show proof.

And this post-quiz “results loading” page is no exception.

Where other quiz funnels might just show a spinning “results loading” wheel, here’s what SkinnyFit does:

While they have your attention captive…

…They use this as an opportunity to show you an INSANE before/after testimonial image. (98 lbs lost)

This adds again to the believability and primes you to buy on the next page.

The Funnel: From $5 to $268

SkinnyFit’s actual purchase/post-purchase funnel itself is PACKED with conversion-boosting elements.

  • 3 pre-purchase order bumps (including 1 with continuity)

  • 5 upsells

…All making it possible to have this simple “try before you buy” offer with a $5 for shipping front end price point…

…Leading to a $268 cart value:

Want to see how they do it?

Check out the full funnel (and breakdown video with Kory Basaraba) inside the Funnel of the Week Members Area:

Have a great week!

The Funnel of the Week Team

PS - in case you’re wondering, what Funnel of the Week is all about…

More on What’s Inside Funnel of the Week Members Area

Funnel of the Week has been live just one month now, and if you haven’t logged in for a bit, here’s what you’ve been missing:

We continue to stack full funnel breakdowns each and every week inside the Members Area:

We’ve got: 

  • ecomm funnels

  • VSL funnels

  • Info Products funnels

  • (and more)

…And we add a new funnel breakdown & swipes each week.

So if you have a funnel you want us to break down?

(Including all the landing pages, order bumps, upsells, downsells, email/sms followup & more…)

Just let us know and we’ll add it to our Funnel of the Week “next up” list. 

We’ll go through the funnel, document all the funnel steps, email/sms followups, etc. as we become a real customer (we don’t ask for refunds), and document the whole process so you have it at your fingertips.

If you’re not yet inside the Members Area? Go here to learn more about Funnel of the Week & get access.

The big idea of Funnel of the Week is this:

We break down a new DTC funnel (including ads, front end offer, upsells, post-purchase emails/sms/etc.), each and every week.

Here’s a quick Google doc walking through what we at Funnel of the Week has got in store for you, each and every week:

Check it out. We’re doing a special “early bird” price for access for a limited time.

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That’s all for today.

Have a great week!

The Funnel of the Week Team

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