Creating a Quiz Funnel on 1C-Bitrix: Non-Linear Branching and Integration

When developing a quiz funnel on 1C-Bitrix, we often face this situation: the client wants to ask questions non-linearly to automatically segment the audience. A standard sequential quiz doesn't provide the required flexibility — leads come in unmotivated, conversion drops. A branching funnel solves this: the answer to one question determines the next, and at the end the user receives a personalized offer. According to our data, conversion to a qualified lead increases by 40%, and the cost per lead decreases by 25%.

A branching funnel outperforms a linear one: conversion is 1.5 times higher due to precise segmentation and personalization of the path. At the same time, lead generation automation via Bitrix24 immediately gives the manager context for selling.

What technical difficulties arise when developing a quiz funnel with branching?

Implementing branching requires a clear architecture. If the transition graph is not well thought out, bugs occur: the user gets stuck in a loop, goes to the wrong question, or loses data. The second problem is scaling. When adding new questions and results, the logic must remain flexible without rewriting the core. The third is integration with Bitrix24: it is necessary to pass the funnel context so that the manager can immediately see the client's path. Incorrect structure of HL-blocks leads to data duplication and complex queries.

How we implement branching logic

Each question has transitions: when you select option X, the next question is Y. If no transition is defined, we go to the default next or to the final step. For storage, we use an HL-block b_hl_quiz_funnel_questions. The 1C-Bitrix documentation states: "HL-blocks are a way to store arbitrary data with ORM support."

class FunnelQuestionTable extends \Bitrix\Main\ORM\Data\DataManager
{
    public static function getTableName(): string { return 'b_hl_quiz_funnel_questions'; }

    public static function getMap(): array
    {
        return [
            new IntegerField('ID', ['primary' => true, 'autocomplete' => true]),
            new IntegerField('FUNNEL_ID'),
            new StringField('SLUG'),
            new IntegerField('SORT'),
            new StringField('TEXT'),
            new StringField('TYPE'),
            new TextField('OPTIONS_JSON'),
            new StringField('DEFAULT_NEXT_SLUG'),
            new BooleanField('IS_FINAL'),
        ];
    }
}

Structure of OPTIONS_JSON for a branching question:

[
  {"id": "opt_a", "text": "Individual", "next_slug": "q_budget_personal"},
  {"id": "opt_b", "text": "Company (up to 50 people)", "next_slug": "q_budget_smb"},
  {"id": "opt_c", "text": "Large company", "next_slug": "q_budget_enterprise"}
]

On the backend, we build the graph and provide a navigation method:

class FunnelGraph
{
    private array $questions = [];
    private string $startSlug;

    public function __construct(int $funnelId)
    {
        $rows = FunnelQuestionTable::getList([
            'filter' => ['FUNNEL_ID' => $funnelId],
            'order'  => ['SORT' => 'ASC'],
        ])->fetchAll();

        foreach ($rows as $row) {
            $row['OPTIONS'] = json_decode($row['OPTIONS_JSON'], true) ?? [];
            $this->questions[$row['SLUG']] = $row;
        }

        $this->startSlug = array_key_first($this->questions);
    }

    public function getNextSlug(string $currentSlug, string $selectedOptionId): ?string
    {
        $question = $this->questions[$currentSlug] ?? null;
        if (!$question) return null;

        foreach ($question['OPTIONS'] as $option) {
            if ($option['id'] === $selectedOptionId && !empty($option['next_slug'])) {
                return $option['next_slug'];
            }
        }

        return $question['DEFAULT_NEXT_SLUG'] ?: null;
    }

    public function isFinal(string $slug): bool
    {
        return (bool)($this->questions[$slug]['IS_FINAL'] ?? false);
    }

    public function toClientJson(): array
    {
        $result = [];
        foreach ($this->questions as $slug => $q) {
            $result[$slug] = [
                'text'    => $q['TEXT'],
                'type'    => $q['TYPE'],
                'options' => $q['OPTIONS'],
                'is_final' => $q['IS_FINAL'],
            ];
        }
        return ['start' => $this->startSlug, 'questions' => $result];
    }
}

class QuizFunnel {
    constructor(graphData) {
        this.questions    = graphData.questions;
        this.currentSlug  = graphData.start;
        this.history      = [];
        this.answers      = {};
    }

    selectOption(optionId) {
        const question = this.questions[this.currentSlug];
        this.answers[this.currentSlug] = [optionId];

        let nextSlug = null;
        for (const opt of question.options) {
            if (opt.id === optionId && opt.next_slug) {
                nextSlug = opt.next_slug;
                break;
            }
        }

        if (!nextSlug && question.is_final) {
            this.showContactForm();
            return;
        }

        if (nextSlug && this.questions[nextSlug]) {
            this.history.push(this.currentSlug);
            this.currentSlug = nextSlug;
            this.renderQuestion(nextSlug);
        } else {
            this.showContactForm();
        }
    }

    goBack() {
        if (this.history.length === 0) return;
        this.currentSlug = this.history.pop();
        delete this.answers[this.currentSlug];
        this.renderQuestion(this.currentSlug);
    }

    renderQuestion(slug) {
        const q   = this.questions[slug];
        const el  = document.getElementById('quiz-question');
        el.querySelector('.quiz-text').textContent = q.text;

        const optionsEl = el.querySelector('.quiz-options');
        optionsEl.innerHTML = q.options.map(opt =>
            `<button class="quiz-option" data-option-id="${opt.id}">${opt.text}</button>`
        ).join('');

        optionsEl.querySelectorAll('.quiz-option').forEach(btn => {
            btn.addEventListener('click', () => this.selectOption(btn.dataset.optionId));
        });
    }

    showContactForm() {
        document.getElementById('quiz-questions').style.display = 'none';
        document.getElementById('quiz-contact-form').style.display = 'block';
    }
}

const funnel = new QuizFunnel(window.FUNNEL_DATA);
funnel.renderQuestion(funnel.currentSlug);

How are results matched?

At the end of the funnel, the user receives a personalized result that depends on their answers. For this, we use an HL-block b_hl_quiz_funnel_results with matching rules. The ResultMatcher service iterates through conditions in JSON format: for each question, expected options are specified. If all conditions match, the result is considered correct. This ensures precise segmentation and eliminates manual selection.

How are leads transferred to Bitrix24?

After the quiz is completed, we create a lead in Bitrix24 via REST API and attach the full user path. This gives the manager context for selling.

$matchedResult = (new ResultMatcher())->match($funnelId, $answers);
$resultTitle   = $matchedResult['TITLE'] ?? 'Undefined';

$lead = new \CCrmLead(false);
$lead->Add([
    'TITLE'              => 'Funnel: ' . $funnelName . ' → ' . $resultTitle . ' — ' . $name,
    'NAME'               => $name,
    'PHONE'              => [['VALUE' => $phone, 'VALUE_TYPE' => 'WORK']],
    'SOURCE_ID'          => 'WEB',
    'COMMENTS'           => "Result: {$resultTitle}\nPath: " . implode(' → ', array_keys($answers)),
    'UF_CRM_QUIZ_PATH'   => json_encode($answers, JSON_UNESCAPED_UNICODE),
]);

Comparison of funnel types

Work process

1. Analytics — study business processes, audience segments, qualification criteria.
2. Design — develop a graph of questions and transitions, define results.
3. Implementation — write HL-blocks, backend services, client logic.
4. Integration — connect Bitrix24, configure REST methods.
5. Testing — check all scenarios, fix bugs.
6. Deployment — deploy to production, train staff.

What's included in the work

• Designing HL-block structure and transition graph
• Backend development (FunnelGraph, ResultMatcher)
• Client-side logic in JavaScript (ES6+)
• Integration with Bitrix24 via REST API
• Documentation and code comments
• Access to repository with commit history
• Training for the responsible employee on funnel management
• Free support for 14 days after delivery

Typical implementation mistakes

• Not considering the return capability ("Back" button) — history must be preserved.
• Forgetting about final steps — the result must be strictly determined.
• Storing large JSON in OPTIONS — fine up to 100 options, otherwise move to subtables.
• Not checking for duplicate slugs — they must be unique within the funnel.
• Ignoring graph caching — loading from DB on every request is redundant. It's recommended to cache in memory with Bitrix's tagged cache.

Timelines

Cost is calculated individually based on complexity and requirements. We assess the project within 1 business day and offer a 12-month warranty on code. With extensive experience in Bitrix development, we have delivered over 30 projects, including integrations with 1C, payment systems, and delivery services.

Free support for 14 days after project delivery. Contact us for a consultation on your task. Get a consultation — we'll assess the project for free and propose a solution that pays off quickly.

1C-Bitrix Module Development and Setup

The main trap of Bitrix is init.php. You add an OnBeforeIBlockElementUpdate handler there, then another one — a year later the file is 2000 lines, and on every hit all that code executes. We move business logic into full-fledged modules with D7 ORM, custom tables, and administrative interface. The module can be disabled, transferred to another project, covered with tests — none of that is possible with init.php. Our team has 10+ years of Bitrix experience, certified specialists, and a 6-month code guarantee. Request a consultation — we'll explain how to migrate legacy code to a modular architecture.

Why is init.php the worst place for business logic?

Init.php does not support class autoloading, lacks an isolated namespace, cannot be unit tested, and cannot be disabled without editing the file itself. Every handler written there runs on every request, even if not needed. In a module, you register handlers through EventManager, and they only execute when the event occurs. Performance difference: up to 3x with 10+ handlers.

Standard Modules: Typical Problems and Solutions

Information blocks. IBlock architecture is the first thing we review on any project. A classic mistake: one catalog infoblock with 80 properties, 30 of which are multiple. The b_iblock_element_property table swells to millions of rows, and CIBlockElement::GetList with filtering on three properties does a full scan. We move reference data to Highload-blocks, eliminate multiple properties where possible, and design the structure for 5x growth.

e-Store (sale). Cart business rules are a separate story. We set discount priorities to prevent two campaigns from giving 60% instead of 30%, connect payment handlers, and write custom validation via OnSaleOrderBeforeSaved.

Search. The built-in search module with morphology works up to 10–15 thousand elements. Beyond that — Elasticsearch. We configure it via the Bitrix search module API, indexing through CSearchFullText or custom indexers.

Highload-blocks for dictionaries, logs, user data — instead of bloated IBlocks. Direct queries via Bitrix\Highloadblock\HighloadBlockTable, custom tables instead of the EAV structure of standard infoblocks. A million records — no degradation.

Mail events. Configuration is not just templates in b_event_message. The key is SPF, DKIM, DMARC on the DNS, otherwise transactional emails go to spam. We check deliverability and set up bounce handling.

How to Design Infoblocks for Performance?

We use Highload-blocks for reference data (colors, sizes, manufacturers) that are not involved in complex queries. For SKUs — a separate infoblock with linking via IBLOCK_ELEMENT_PROPERTY. Enable INDEX_PROPERTY for frequently filtered properties. Tagged caching: when an element changes, only the related cache is cleared. Highload-blocks process up to 10x faster than infoblocks with multiple properties on volumes of 100,000 records.

Custom Module Development

Each module follows the structure /local/modules/vendor.modulename/:

• install/index.php — setup class, create tables via $DB->RunSQLBatch()
• lib/ — D7 ORM classes, extending Bitrix\Main\ORM\Data\DataManager
• admin/ — administrative pages using CAdminList, CAdminForm
• include.php — autoloading, event handler registration via EventManager::getInstance()->registerEventHandler()
• REST API endpoints via \Bitrix\Rest\RestManager

The module registers in the system, appears in the "Installed Solutions" list, and has its own settings at /bitrix/admin/settings.php?mid=vendor.modulename. It can be enabled, disabled, and updated through UpdateSystem or custom migration mechanics.

Examples of implemented tasks:

• Campaign management — visual condition builder via CAdminCalendar, timers via agents (CAgent::AddAgent), analytics linked to the sale module
• Cost calculator — React widget on the frontend, REST API in the module, formulas stored in a Highload-block
• Booking system — real-time calendar, locking via $DB->StartTransaction() / $DB->Commit() on concurrent requests, integration with channel manager via webhook

Components and Composite Cache

Component customization via result_modifier.php and component_epilog.php, not by editing template.php of the standard template. This way core updates are painless.

Composite cache ("Composite Site" technology) — the server sends ready HTML, bypassing PHP routing. Dynamic areas (cart, authorization) are loaded via CBitrixComponent::setFrameMode(true) and AJAX. TTFB drops to 30–50 ms. But there are caveats: not all components are compatible, $APPLICATION->ShowPanel() breaks composite, and careful markup of <div id="bx-composite-..."> is required.

What to Check Before Installing a Marketplace Module?

Before installing a module from the marketplace, an audit is mandatory. We check: SQL queries without prepared statements (hello SQL injection), direct use of $_REQUEST without filtering, use of outdated kernel API instead of D7, conflicts with the composite cache module. A module with no updates for over a year and a few dozen installations is likely a problem on the next PHP update. A typical case: a module calls CIBlockElement::GetList with no cache reset — the site crashes with 5000 elements.

Migration to D7

When upgrading PHP or switching to a new edition — refactor outdated calls:

• CIBlockElement::GetList() → Bitrix\Iblock\Elements\ElementTable::getList()
• CSaleOrder::GetList() → Bitrix\Sale\Order::getList()
• CModule::IncludeModule() → Bitrix\Main\Loader::includeModule() Testing on staging, rollback via git on issues.

According to official 1C-Bitrix documentation, D7 ORM is the recommended tool for working with data, providing type safety and automatic query generation.

Comparison: Init.php vs Module

Module Development Scope and Cost

What is included in module development?

• Technical specification and architectural plan
• Code following PSR-4 and Bitrix code style
• Unit tests (PHPUnit) for business logic
• Integration tests for events and REST API
• Installation, configuration, and API documentation
• Repository and documentation access
• Administrator training for module usage
• 6-month warranty support

Estimated timelines and complexity:

Cost is calculated individually — contact us for a project estimate.

Module Testing

Unit tests via PHPUnit cover business logic: discount calculation, validation, document generation. Mocks for Bitrix\Main\Application::getConnection() allow tests to be DB-independent. Integration tests verify event handlers on a real database — OnAfterIBlockElementAdd, OnSaleOrderSaved, etc. REST API endpoints are tested via curl or PHPUnit HTTP client. Critical for modules working with b_sale_order, b_catalog_price — where errors cost money.

Compatibility is checked on PHP 7.4, 8.0, 8.1, 8.2 and editions: Standard, Small Business, Business. We check conflicts with popular marketplace modules — they often intercept the same events. Load testing: measurements on 10K, 100K, 1M records, profiling via Xdebug for memory leaks and N+1 queries.

Practical Examples

Campaign module for an electronics chain. The built-in sale module discounts did not cover scenarios like "2+1", a gift with purchase over a certain amount, or combined conditions. We built a visual builder: marketers create rules via drag-and-drop without development tickets. Campaign calendar, auto-deactivation via agents, analytics linked to b_sale_order — conversion, average check, usage count. Time to launch a new campaign dropped from two days to half an hour.

Calculator for builders. Parameters (area, materials, number of floors) → formula → preliminary estimate → lead to CRM via CRest::call('crm.lead.add'). Regional coefficients and seasonal markups from a Highload-block, material prices from 1C exchange. The number of target leads increased by a third: clients see a breakdown before calling a manager.

Booking for a hotel chain. Real-time availability via AJAX requests to a custom table vendor_booking_slots, seasonal tariff calculation, synchronization with Booking.com via channel manager API. Room locking on concurrent booking via SELECT ... FOR UPDATE in transactions. Timezones handled via \DateTimeZone — a guest from Vladivostok and a manager from Moscow see the same picture.

We will evaluate your project within one day. Write to us — we'll tell you what is included in turnkey development. Contact us for a consultation on your project. Order a custom module development — get a ready solution with documentation and support.