This “2-minute quiz” is actually a sales funnel – and it’s brilliant

There’s a supplement brand I buy from regularly called Bettervits. Good products, I rate them. And recently they added something to their site that looks, on the surface, like a simple quiz.

“Stop Guessing Your Way To Good Health.” Two minutes. Complete it, get 10% off.

It’s actually one of the smartest pieces of funnel design I’ve seen on a site this size. By the time you reach the end of it, it offers something most quizzes never do – a phone call. And that’s where it gets interesting.

First, a quick thing on the product pages

Before we get to the quiz, there’s a small but telling detail on the Bettervits shop page worth flagging, because it sets up exactly why the quiz works so well.

On the shop page, for example under the Magnesium Complex listing, it says: “Supports muscle function and sleep quality.” Outcome-first language. Someone browsing with sleep or energy on their mind reads that and immediately thinks “that’s me, that’s what I need.”

Click through to the actual product page, though, and that message disappears. The page leads with “Magnesium Complex.” The visitor has to do a small but meaningful translation, from ingredient name back to the outcome they were just thinking about. That’s friction. Small friction, but friction at exactly the wrong moment.

It’s a very common pattern. The shop page or the ads say the right thing, and then the product page resets to product-first language. The handoff breaks the thread.

The quiz, as we’ll see, doesn’t have this problem at all.

What the quiz is actually doing

It solves the ingredient-versus-outcome problem

The quiz never asks a visitor to translate anything. You describe your problem – sleep, energy, recovery, whatever it is – and Bettervits does the matching. The ingredient name doesn’t enter the conversation until after the visitor has already decided this brand understands their situation. That’s the right order.

It captures the lead at the moment of highest motivation

Look at the first screen of the quiz: name, last name, email. That’s the first thing they ask. Not at the end, after the interesting health questions. Right at the start.

That’s deliberate. Motivation is highest at this point. The visitor has just read “stop guessing,” they’ve been offered 10% off, and they haven’t yet been asked anything personal or complicated. That’s the moment to capture the contact details.

Most quizzes put the email capture at the very end, after all the engagement, and lose a chunk of people right there. Bettervits flip it, and in this case I think it’s the right call.

The progress bar reduces anxiety

Along the bottom of the quiz, the steps are laid out clearly: Name & Email, Sex, Birthday, Your Needs, Symptoms, Medication, Diet, Allergies, Arrange a Call.

This is a proper progress indicator. We used the same principle on the Three Store website from 2008. Showing people exactly where they are and how many steps remain removes the “how long is this going to take” anxiety that kills quiz completion rates. The steps are named, not numbered, which also makes the quiz feel more personal than clinical.

The 10% builds investment before the product recommendation

The discount isn’t just a nice incentive, it’s doing real conversion work. It gives visitors a concrete reason to spend two minutes on this before they’ve even looked at a product. And once someone has answered questions about their symptoms, their medication, their diet and their goals, they’re genuinely invested in whatever recommendation comes next.

That’s a completely different state of mind to arriving on a product page cold and seeing “Magnesium Complex.”

“Arrange a call” – the step that elevates everything

The final step of the quiz is an offer to arrange a call.

Think about what Bettervits know about this person by that point. Their symptoms. Their medication. Their diet. Their allergies. What they’re trying to achieve. If someone’s situation is complex, or they’re a good fit for a more substantial conversation, Bettervits can offer a call, and that call begins from a position of already understanding the person completely.

That’s not a cold sales call. It’s a conversation that starts at step ten instead of step one. The visitor has self-selected, self-briefed, and demonstrated genuine intent. All before anyone picks up the phone.

For a supplements brand, that’s how you identify your highest-value customers without it ever feeling like a hard sell. The quiz does the qualifying. The call closes the gap.

And if the visitors decides against the call? The data from the quiz answers they’ve given provide invaluable insight for Bettervits about their potential customers.

What this means for your store

The quiz looks simple from the outside. Under the surface it’s doing several jobs at once:

– Solves the ingredient-versus-outcome messaging problem without touching the product pages
– Captures the lead at the moment of highest motivation
– Builds investment and personalisation before any product recommendation
– Segments visitors by complexity and intent
– Quietly surfaces the customers worth a direct conversation – fully briefed, before anyone picks up the phone
– Provides customer intent data effortlessly

If you sell anything where the right product depends on the person, for example health, nutrition, beauty, skincare, even some B2B services, it’s worth asking: could a short quiz do what your homepage and product pages are currently trying to do?

It might capture more leads, qualify them better, and give your highest-value prospects a natural way to put their hand up. All before they’ve looked at a price.

Want to talk through whether something like this could work for your store?

The button below is a good place to start.