# Quiz Funnel Brief — Sleep + Recovery

## Goal

Pre-purchase quiz that segments visitors by ICP and recommends the right messaging path. Converts cold traffic via personalization.

## Quiz architecture (5 questions, ~60 seconds)

### Q1: What's your sleep situation right now?
- A) I can't fall asleep — racing mind
- B) I fall asleep fine but wake up at 2-3am
- C) I sleep 7-8 hours but feel exhausted
- D) I'm an athlete — recovery sleep
- E) I'm a parent — can't switch off after kids sleep

### Q2: Have you tried melatonin pills?
- A) Yes, currently use them
- B) Yes, stopped (didn't like dependency)
- C) No, considering
- D) No, don't want pills

### Q3: What about magnesium tablets?
- A) Tried, made me bloat/chalky
- B) Tried, stopped (didn't notice)
- C) Currently take
- D) Never tried

### Q4: How would you describe your typical day?
- A) High-stress work + screens late
- B) Active / fitness-focused
- C) Family responsibilities + caregiving
- D) Hormonal shifts (perimenopause / postpartum / etc.)
- E) Other

### Q5: What outcome matters most?
- A) Falling asleep faster
- B) Less middle-of-night waking
- C) Deeper sleep architecture
- D) Recovery + soreness reduction
- E) All of the above

## Recommended ICP routing

| Q1 + Q2 + Q3 patterns | Routes to | Hook |
|---|---|---|
| A (racing) + any + any | ICP 1 page | "Quiet the racing mind without putting you out" |
| B (3am wakes) + any + any | ICP 5 page | "For the 3am wake-up generation" |
| D (recovery athlete) + any + any | ICP 2 page | "Your real overtime is overnight repair" |
| E (parent) + any + any | ICP 3 page | "After the kids are asleep" |
| Any + A (currently melatonin) + any | ICP 4 page | "What melatonin can't do" |

## Quiz output

- Personalized landing page with ICP-specific hook
- Offer: 30% off first pack with email opt-in
- Email follow-up with ICP-aligned nurture (3-email mini sequence)

## Tools

- Built on Typeform or Outgrow
- Embedded on `setu.in/sleep-quiz`
- Email captured into Klaviyo with ICP tag
- ICP tag drives email segmentation

## Metrics

| Metric | Target |
|---|---|
| Quiz completion rate | 60-70% |
| Email opt-in after quiz | 35-50% |
| Click to product after email | 20-30% |
| First-pack conversion within 14 days | 4-8% |

## Soft launch test

- Quiz live for 2 weeks before paid spend
- 100+ completes minimum for ICP distribution check
- Adjust questions / recommendations based on data