Building an Eligibility Quiz that Routes to the Right Offer

Overview

A pricing page asks the customer to figure out which plan fits. A quiz does the opposite — it asks a few simple questions and tells them, routing each answer profile straight to the plan or offer built for them. Fewer choices, less second-guessing, and every customer lands on the option most likely to convert (and to fit).

This guide builds a short qualification quiz that branches on the answers and drops each customer onto the right offer — the journey engine's branching and shared context doing the matchmaking.

The example we'll build

Lumen, a website-builder SaaS, replaces "compare our 3 plans" with three questions: What are you building? How many sites? Do you need a team? A solo blogger lands on Starter, a growing store on Pro, and a multi-site agency on a "Talk to us" Enterprise path — each with the right plan already selected.

How it works

Every journey step can collect input, write it to the journey's shared context, and the Flow tab can branch on those values. So a quiz is just: a few input steps → a routing decision → the matching offer step. No quiz "feature" required — it's the core engine.

Before you begin

• The plans / offers you'll route to exist in your catalog (for our example: Starter, Pro, and an Enterprise "contact us" path).

• You've sketched the decision logic — which answer combinations map to which offer. Keep it to a handful of questions; a quiz that's longer than the pricing page it replaces defeats the purpose.

1. Create the quiz journey

1. Go to Content → Journeys and click + New Journey.

2. Set Type to E-Commerce (a public, unauthenticated flow) and name it (for example Plan Finder).

3. Build the flow:

   Question 1 → Question 2 → (Question 3) → Recommended offer → Signup → Billing → Confirmation

2. Collect the answers into context

Each question step writes the customer's answer to a context value other steps can read:

• Give each quiz step output variables for its answer — for example useCase, siteCount, needsTeam. These become part of the journey's shared context.

• Keep the questions concrete and few. Each one should genuinely change the recommendation; if it doesn't, cut it.

3. Route to the right offer on the Flow tab

This is the matchmaking. On the Flow tab, branch on the collected answers so each profile reaches its offer step:

• useCase = store and siteCount > 1 → Pro

• needsTeam = yes or siteCount = many → Enterprise (contact us)

• everything else → Starter

The first matching path wins, so order your branches from most specific to most general. Each branch lands on a plan step with the recommended plan presented (preselect it, or carry the choice in context so the plan step opens on the right option).

4. Make the recommendation feel chosen-for-them

The offer step should say why this plan — "Because you're running multiple stores, Pro gives you…". A recommendation the customer understands converts better than one that just appears. Then continue into the normal Signup → Billing → Confirmation checkout for the self-serve plans.

5. Handle the "route to a human" branch

Not every answer should end in self-checkout:

• Send the Enterprise profile to a "Talk to us" step — a contact / book-a-call hand-off instead of a billing step — because those deals close with a person, not a card.

• You can still capture their answers to context (and your CRM) so sales opens the conversation already knowing what they need.

6. Preview, publish, measure

• Preview every path — walk each answer combination and confirm it lands on the intended offer. Branch logic is easy to get subtly wrong, so test the edges.

• Publish and drive traffic to the quiz instead of (or alongside) the pricing page.

• On Analytics, watch which answer paths convert best — if a branch sends people to a plan they then abandon, the routing (or the plan) needs a rethink.

Get creative

• Qualify before you quote. Use the same pattern as a B2B lead-qualifier: a few questions route SMB to self-serve and enterprise to sales.

• Bundle finder. Route answers to a prebuilt bundle rather than a single plan ("you'll want Pro + the analytics add-on").

• Eligibility gating. Use a question as a gate — for example route customers in an unsupported region to a waitlist instead of checkout.

• Personalized onboarding. Carry the quiz answers into the post-purchase flow so onboarding is tailored to what they told you.

Tips

• Few questions, real consequences. Every question should change the outcome — otherwise it's friction.

• Order branches specific → general. The first matching branch wins, so put narrow conditions before catch-alls.

• Always explain the pick. Tell the customer why the recommended plan fits; a justified recommendation outconverts a mysterious one.

FAQ

Is there a "quiz" feature to turn on?

No — and you don't need one. A quiz is built from the standard journey engine: input steps write answers to context, and the Flow tab branches on them to route to the right offer.

How do answers decide the plan?

Each question step writes an output variable; your Flow branches read those values and send the customer down the matching path to the recommended plan step.

Can a branch go to sales instead of checkout?

Yes. Route that profile (for example Enterprise) to a contact / book-a-call step instead of a billing step, optionally capturing their answers to your CRM first.