Quiz Funnel for E-commerce: How to Ace Quiz Funnel Marketing

Standing out in e-commerce and truly understanding your audience doesn’t have to be a challenge. With the right approach, you can engage visitors, build connections, and gather insights all at once. That’s where the quiz marketing funnel comes in — a brilliant strategy that lets you turn curiosity into conversions. Offer a sweet deal for completing a quiz, and you’ve not only captured contact information for nurturing but also started turning visitors into loyal customers.

In this article, we’ll unpack everything about quiz funnels: what they are, how they work, their benefits for e-commerce, 24 real-life examples to spark your creativity, and a step-by-step guide to creating one that works for your business. Ready to transform engagement into results?

What is a quiz funnel?

A quiz funnel is an interactive marketing tool designed to engage potential customers by guiding them through a series of questions tailored to their preferences, needs, or challenges.

Think of it as the digital equivalent of a personal shopper — someone who asks you a few quick questions to understand what you’re looking for and then recommends the best options.

In e-commerce marketing, the primary goal of a quiz funnel is to identify and segment your audience into specific groups based on their responses.

This allows businesses to deliver personalized experiences and improve conversion rates by recommending the right products or services to the right people.

Quiz funnels also serve as powerful conversion strategies by collecting valuable customer insights to further nurture leads through email marketing, and driving them closer to making a purchase — all while keeping the experience fun and engaging.

How do quiz funnels work?

Quiz marketing funnels operate similarly to traditional sales funnels. They guide potential buyers through a structured customer journey with one major twist. Quizzes for clients add an entertaining experience to the mix.

Quiz marketing funnels stages are similar to the sales funnel stages

By blending interaction and personalization, they turn target customers into engaged participants, ultimately boosting the likelihood of conversion. Let’s break down the key stages of how quiz funnels work in e-commerce:

1. Awareness: Grabbing attention

Every great funnel starts with a hook, and quiz funnels are no different. This stage is all about catching your audience’s eye with an irresistible headline or intriguing question. Think “What’s your ideal skincare routine?” or “Which home office setup is perfect for you?” The goal is to spark curiosity and get visitors excited to participate.

Hunter & Gather grabs the attention of their website visitors with a banner promoting their product recommendation quiz

2. Action: Lead capture

Since lead capture is often among the top reasons why e-commerce businesses create quiz funnels, it’s recommended you capture your leads as early as possible.

At the beginning of the funnel, include a simple opt-in form, asking quiz takers for their email address and phone number in exchange for unlocking their answers. This clever step turns visitors into leads while giving you a direct line for follow-up.

Gainful asks the consultation quiz takers for their contact info through a lead capture form

Post-quiz, you can deliver tailored offers, send personalized email campaigns, or run retargeting ads based on their quiz responses, significantly boosting the likelihood of conversion.

Tip: If lead capture isn’t your primary quiz funnel marketing goal, you can make contact info entry non-required and push it to the end of the quiz.

3. Engagement: Asking and segmenting

Once the visitor clicks on the “start the quiz” button, the quiz kicks off with a series of questions designed to uncover their preferences, needs, or pain points.

In an e-commerce context, this might mean asking about their style, budget, or habits. Each response helps you categorize participants into specific groups — like budget-conscious shoppers, eco-friendly enthusiasts, or luxury seekers. It’s the digital equivalent of a personal shopper asking all the right questions to understand what a customer really wants.

You can use the information you collect about your customers through quiz funnels to make your future marketing activities hyper-personalized. When you have the data available, you can send better-tailored email marketing campaigns (for instance, Personizely integrates with email services like Klaviyo, Omnisend, HubSpot, and more!) and offer deep website personalization.

Billie keeps quiz takes engaged through the use of high-quality visuals

4. Decision: Delivering personalized results

Here’s where the magic happens. At the end of the quiz, participants receive tailored results that feel uniquely theirs — whether it’s product recommendations, a custom routine, or a playful personality match like “You’re the Minimalist Maven!” This stage mimics the decision phase of a traditional funnel, giving users all the info they need to feel confident about their next step.

WickedEdge provides its visitors with personalized product recommendations based on their quiz responses

Benefits of quiz marketing funnels for e-commerce businesses

Quiz marketing funnels are game-changers for e-commerce. They’re not just about adding a fun experience to your website — they’re strategic tools that guide potential buyers toward making purchases, all while providing valuable data for your business. Let’s dive into the key benefits, backed by data:

Increased customer engagement levels

Online quizzes triple engagement levels compared to static content because they actively involve the customer. Instead of passively scrolling, visitors interact with your brand, answering questions that make them feel heard and valued. For example, “What’s Your Style Personality?” invites participation, encouraging users to explore more of your offerings.

Engaged customers are also more likely to spend time on your website, with interactive content increasing on-site time by up to 50%.

Smart lead generation

Quizzes make it easy (and fun) for visitors to share their email address. Instead of the usual “Sign up for our newsletter,” they offer a tangible reward: personalized results.

This e-commerce lead capture approach works, with 70% of marketers saying quizzes help convert site visitors into qualified leads. Better yet, these leads are already segmented by their preferences, giving you a head start on targeted marketing, such as personalized email campaigns.

Laser-focused product suggestions that increase conversions

Personalized recommendations drive sales, and quizzes excel at delivering them. Customers who receive personalized suggestions are 80% more likely to make a purchase.

In fact, according to HubSpot, an interactive quiz can double conversions as it helps users feel confident about their purchase decisions! By analyzing quiz responses, you can offer product suggestions that feel uniquely tailored to each shopper.

Insights that drive decisions

Quizzes provide a goldmine of zero-party data, or information customers willingly share. This helps you understand their needs without relying on third-party tracking. Direct insight streamlines decision-making and boosts the effectiveness of your campaigns.

Memorable customer experience

A personalized customer experience isn’t just a nice-to-have — it’s a must. Quizzes create meaningful connections by blending educational content with entertainment. Whether they’re learning about their ideal skincare routine or discovering their home design style, customers feel valued and understood. Personalized shopping experiences also lead to a 20% increase in customer satisfaction.

Boosted social shares that lead to an increase in brand awareness

Online quizzes are inherently shareable. Results of personality quizzes make users want to showcase their outcomes on social media. In fact, interactive content is 80% more likely to be shared than static content. This expands your reach, turning quiz takers into brand ambassadors who bring new traffic to your site.

Quiz funnel examples: 12 types of engaging quiz funnels for e-commerce businesses

There’s no one-size-fits-all approach when it comes to quiz marketing funnels. The specifics can vary widely depending on the nature of your e-commerce business and the audience you’re trying to reach. That said, there are some key popular quizzes that consistently deliver outstanding results for e-commerce business owners.

Whether you’re seeking inspiration for quiz funnel templates or crafting an amazing quiz to capture the attention of your potential customers, these ideas can help you drive engagement, generate leads, and boost sales.

Product recommendation quizzes

Imagine landing on a website with hundreds, even thousands, of products — whether it’s skincare, tech gadgets, or fashion essentials. The sheer volume of options can leave you scrolling endlessly, overwhelmed, and unsure of what to pick. This indecisiveness, known as decision fatigue, is where a product recommendation quiz funnel steps in to save the day.

Product recommendation quizzes ask targeted questions to simplify product discovery, narrowing down choices to a curated selection tailored to a customer’s specific needs. For example, a tech store might offer a quiz like “Which laptop suits your needs?” to guide users based on work habits and preferred features. Alternatively, a beauty website can offer its visitors a quiz titled “What’s your signature fragrance?”, recommending perfumes aligned with the visitor’s personality and scent preferences.

Instead of endless scrolling, the quiz delivers a personalized result in minutes, making the experience both intuitive and enjoyable.

Healthade uses a product recommendation quiz funnel to help potential customers find the kombucha flavor they like

Tip: Configure your product quizzes to promote specific products while still matching customer responses. Want to highlight a new product launch? Include it as a recommendation for users whose answers align. Need to move excess inventory or spotlight your best sellers? A product discovery quiz is the perfect way to subtly showcase those products while ensuring they feel relevant to the customer. This approach keeps the quiz authentic while also meeting your business goals.

Personality-based quizzes

Personality-based quizzes tap into the universal appeal of self-discovery, offering users a fun and engaging experience that feels more like play than shopping. Instead of focusing solely on specific products, these quizzes align outcomes with personality traits, hobbies, or lifestyles, making them one of the most shareable types of e-commerce quizzes.

Coffee by the Roast offers its prospects an opportunity to take a personality quiz and see what coffee matches their vibe

The purpose? To captivate users with a unique experience while subtly guiding them toward personality-aligned product suggestions.

Here's how to tie sales to quiz outcomes of personality quizzes…

A travel gear store might create a quiz to better learn their customer persona, “What type of traveler are you?” Then, in an attempt to turn prospects into customers, they can pair the quiz with:

• Curated product recommendations: Each personality type can be linked to a specific set of products. For instance, “The Adventurer” might get suggestions for hiking backpacks, rugged boots, and water bottles. “The Relaxed Traveler” could be shown travel pillows, cozy sweaters, and lightweight luggage.
• Exclusive discounts: Offer a discount code tied to the quiz result, like “As an Organized Jetsetter, enjoy 15% off our travel planners!”
• Themed collections: Create personality-based product collections on your site, such as “Beach Explorer Essentials” or “City Slicker Must-Haves,” and direct users to these curated pages from their quiz results.
• Email follow-ups: Capture email addresses before showing results and send personalized follow-up emails. For example, “Hi Adventurer! Here’s a special offer on gear to fuel your next journey.”
• Subscription offers: Tie results to subscription options, like “As a Fitness Guru, get monthly workout gear delivered right to your door.”

The coffee personality quiz gives quiz takers an opportunity to buy the coffee that matches their personality in one click

Style or aesthetic quizzes

Style or aesthetic quizzes are a variation of personality-based quizzes, designed to help customers discover products that align with their personal taste or style.

Similar to Buzzfeed-style quizzes, they’re fun, engaging, and visually driven, making them a perfect tool for brands selling items influenced by individual preferences. These quizzes guide users to the most relevant products while delivering a memorable shopping experience tailored to their unique aesthetic.

For example…

• “What’s Your Signature Style?” – A fashion retailer could categorize results into “Classic Chic” or “Boho Free Spirit” and recommend corresponding outfits.
• “What’s Your Dream Wedding Theme?” – A wedding décor store might suggest themes like “Elegant Garden” or “Rustic Romance.”
• “What’s Your Ideal Makeup Look?” – A beauty brand could offer products tailored to results like “Bold and Glamorous” or “Natural Glow.”

Maggie Sottero uses a style quiz to help brides-to-be find bridal wear that matches the aesthetics of their wedding

Lifestyle alignment quizzes

Lifestyle alignment quizzes match products to a user’s daily habits and routines, making recommendations feel personal and practical. They’re also excellent for behavioral assessment, helping you understand customer habits to refine your offerings and cross-sell complementary products.

Beardbrand gets to know their customers better through a lifestyle alignment quiz “What type of beardsman are you?”

For example, a coffee brand might ask “What’s your perfect morning coffee setup?” to recommend brewing tools or subscription boxes. Similarly, an office supplies store could run “How organized is your workspace?” to suggest planners, desk organizers, or ergonomic accessories.

Benchmade uses a lifestyle alignment quiz to recommend the best knife for their quiz taker’s lifestyle

Knowledge or trivia quizzes

A knowledge or trivia quiz tests your audience’s understanding of your market, product categories, or specific products. This quiz type engages users while gathering insights that help your online business refine its marketing efforts.

Fourth Ray tests their target audience’s knowledge of skincare basics through a trivia quiz

By revealing gaps in knowledge or highlighting areas of interest, these quizzes guide you in tailoring your messaging, content, and product promotions to better connect with your ideal customers:

• Test industry jargon: Use quiz responses to determine whether your audience understands specific terms. This ensures your marketing campaigns “speak your customers’ language,” avoiding confusion while building trust.
• Identify educational content topics: Pinpoint knowledge gaps to create top-of-funnel (ToFu) content, such as beginner guides, FAQs, or educational blogs.
• Refine product messaging: Gauge how well customers understand product features or benefits to adjust your descriptions or highlight key selling points.
• Segment audiences by knowledge levels: Categorize users into beginner, intermediate, and expert groups to deliver personalized email campaigns or targeted ads.

Tip: Incorporate educational insights into your quiz to build trust and demonstrate expertise, positioning your brand as an authority.

Loyalty or reward quizzes

Looking to create a trivia quiz that doesn’t just entertain but also drives your business forward? Loyalty or reward quizzes are the perfect solution — a creative twist on traditional trivia where your brand takes the spotlight. These quizzes test participants’ knowledge about your business, products, or history, turning a playful activity into a strategic tool for increasing brand awareness and brand recognition.

By offering a prize or reward for completing the quiz (for example, "Answer these questions to unlock 10% off" or “Prove you’re a real brand ambassador by getting all these questions about our brand right, and get loyalty points”), you incentivize users to participate — and even explore your site to find the answers. This not only engages them but also deepens their connection to your brand.

Tip: Loyalty quizzes are especially effective during celebratory moments like brand birthdays. Pair them with limited-time offers to maximize impact. For instance:

• Announce a quiz as part of your birthday celebration, offering exclusive discounts or free gifts for participants.
• Use the quiz to spotlight milestone achievements or popular products while rewarding loyal customers.

Diagnostic quizzes (Consultation quizzes)

Diagnostic quizzes, also known as consultation quizzes, are designed to simulate the experience of a one-on-one consultation, helping users identify their specific needs and delivering tailored product recommendations. These quizzes go beyond generic suggestions, allowing users to uncover answers to detailed questions about your industry or products. They’re an excellent alternative to e-commerce chatbots or live assistants, giving customers a self-guided, in-depth exploration of their unique requirements.

For instance, CurlSmith, a curly hair care brand, offers a Curl ID quiz that gathers data about a user’s curl type (e.g., wavy, curly, coily), porosity level, thickness, and density. Based on the input, the quiz provides a personalized curly hair care routine, complete with a step-by-step guide and recommended products for each stage of the routine.

A detailed, diagnostic quiz that doubles as a self-paced consultation

Problem-solution quizzes

Problem-solution quizzes act as a focused diagnostic tool, zeroing in on specific pain points instead of providing a full consultation. By addressing one key issue at a time, these quizzes offer quick, actionable solutions tailored to the user’s immediate concerns. They provide the same problem-solving benefits as diagnostic quizzes but with a narrower scope, making them ideal for engaging users without overwhelming them.

For instance, a beauty brand might use a quiz like “What’s the best solution for your acne?” to recommend targeted products for specific skin concerns.

Harney presents their tea as a solution to their target audience’s problems

Budget-based quizzes

Imagine that a shopper lands on your site with a set budget in mind but quickly feels lost in a sea of options. They’re not just looking for products — they’re searching for a solution that fits their needs and their wallet.

A budget-based quiz like “Find the perfect gadgets under $100” cuts through the noise, guiding them to products that fit their price range while making the experience feel tailored and effortless.

Tip: Boost sales by mixing things up. Alongside products that fit the quiz taker’s budget, include slightly pricier options sweetened with a limited-time discount code and a countdown timer. This creates urgency and nudges customers toward making a purchase — because who doesn’t love a great deal with a ticking clock?

The real impact? You gain actionable insights into customer budgets, allowing you to create hyper-targeted promotions and discounts that drive conversions while fostering loyalty. It’s not about pushing products; it’s about understanding where your customers are in their customer journey and meeting them there with relevant solutions.

Seasonal or event-based quizzes

Seasonal or event-based quizzes engage users with timely, occasion-specific recommendations, making shopping easier and more enjoyable. From helping customers build a summer wardrobe to finding the perfect holiday gift, these quizzes align with trends and holidays to drive engagement and sales.

For example, a fashion retailer might use “What’s your must-have summer wardrobe?” to promote seasonal items, or ask “What’s the perfect gift for your best friend?” to offer tailored gift options for holidays or birthdays.

If you’re looking for a completely fresh and unconventional approach to this quiz type, take a page out of Doe’s book. They designed a fun quiz for their potential customers to send to someone in order to drop gift hints.

Notice how they focus on the buyer persona rather than the user persona, using visuals to illustrate options and clarifying specific terms the quiz taker might not fully understand:

Educational or awareness quizzes

Not all quizzes need to focus on converting bottom-of-the-funnel leads. Educational or awareness quizzes are perfect for engaging top-of-the-funnel audiences by teaching them something new while subtly introducing your products or mission. These quizzes blend education with interactivity, positioning your brand as a thought leader while connecting your offerings to broader causes or topics that resonate with your audience.

For example, a clothing brand with eco-friendly options might run a quiz like “How sustainable is your fashion choice?” to inform users about sustainable practices while showcasing their environmentally conscious products. A wellness brand might advertise its health-focused line through a “How balanced is your daily routine?” awareness quiz.

Ready Set Food educates its target audience along with calculating their score

Gamified quizzes

Unlike other quizzes that aim to uncover insights about potential clients, gamified quizzes are all about fun. They skip extensive customer data collection and focus on just two things: on-the-spot lead capture and pure entertainment that keeps users engaged and coming back for more.

So, why are they a favorite for e-commerce brands? Simple: they’re unmatched at one thing — capture leads. These low-effort, high-reward quizzes tap into our universal love for games and instant wins, making them a ridiculously easy way to grow your email list while delivering an enjoyable experience.

Some of the most popular quizzes of this type include:

• Spin the Wheel: Offer discounts, freebies, or bonus points for spinning the wheel.
• Timed Challenge: “How fast can you match our best-selling items to their prices?”
• Pick a Mystery Box: Users choose a virtual box to reveal a surprise discount.
• Quiz to Unlock Rewards: Users answer a few fun questions to earn a special offer.

How to create a quiz funnel to strengthen your marketing strategy

With so many types of e-commerce quiz funnels out there, just about any brand can find a quiz format to reap the benefits of this powerful conversion strategy. But here’s the thing — there’s a world of difference between throwing random multiple-choice questions on your website and crafting a lead generation quiz that actually get results.

In this section, we’ll unpack what sets the two apart and share quiz marketing expert tips to help you build a funnel that delivers all the right answers (pun absolutely intended).

Step 1: Define your quiz funnel objective

Before you dive into creating your quiz funnel, you need to define its objective. Why? Because your goal will shape every decision you make, from the questions you ask to the type of quiz you create. Plus, having a clear objective makes it easier to track performance and refine your funnel for even better results down the line.

Here are some possible quiz funnel objectives to consider: 1. Lead generation through a lead magnet quiz("Which skincare routine suits you best?")

• Goal: Collect email addresses by asking participants to sign up to receive their quiz results or a free skincare guide.
• Outcome: Build a segmented email list based on skin type and concerns.

2. Product recommendation("Find your perfect coffee blend")

• Goal: Suggest a personalized coffee blend based on taste preferences (e.g., bold, light, fruity).
• Outcome: Redirect users to product pages with their recommended blend, plus a discount code.

3. Audience segmentation("What's your interior design style?")

• Goal: Classify participants into categories like modern, rustic, or eclectic styles.
• Outcome: Create targeted email campaigns and ads featuring relevant products for each style.

4. Engagement and awareness("How well do you know sustainable fashion?")

• Goal: Increase awareness about your sustainable clothing line.
• Outcome: Participants learn about the eco-friendly features of your products and share the quiz on social media.

5. Upselling and cross-selling("What’s missing from your gym bag?")

• Goal: Recommend additional gym accessories based on their fitness habits.
• Outcome: Suggest products like water bottles, towels, or workout gloves to complement existing purchases.

6. Social media growth("Which celebrity shares your style?")

• Goal: Encourage users to share results on social media to drive brand visibility.
• Outcome: Gain new followers and increase engagement with your social accounts.

7. Conversion rate optimization("Find your perfect pair of jeans")

• Goal: Help customers select the right size, fit, and style.
• Outcome: Reduce decision fatigue and increase conversions by directing them to their ideal product.

8. Customer retention and loyalty("How well do you know our brand?")

• Goal: Reward loyal customers with a special discount for completing the quiz.
• Outcome: Boost customer engagement and incentivize repeat purchases.

9. Data collection and market research("What’s your ideal weekend adventure?")

• Goal: Discover customer preferences for outdoor activities.
• Outcome: Use insights to develop or promote relevant products (e.g., hiking gear or travel accessories).

10. Educational content promotion("What type of DIY crafter are you?")

• Goal: Introduce users to your blog or video tutorials about crafting techniques.
• Outcome: Position your brand as an expert and increase time spent on your site.

11. Seasonal campaigns and promotions("What’s your holiday gifting personality?")

• Goal: Offer personalized gift recommendations and a discount code for holiday shopping.
• Outcome: Drive sales during the holiday season with limited-time offers.

12. Increase customer satisfaction("What’s Your Perfect Mattress Match?")

• Goal: Guide customers through selecting the right firmness and size of the product that fits their needs.
• Outcome: Reduce product returns by ensuring customers purchase the right items for them.

Step 2: Identify the target audience of quiz takers

Here’s the irony: while quizzes are a fantastic tool to learn more about your audience, they only work if you already have some idea of who you’re trying to engage.

Why? Because your target audience shapes everything about the quiz — its visuals, wording, length, and even the reward for completing it. A quiz tailored to the wrong audience is like throwing darts blindfolded — it’s unlikely to hit the mark.

Key things to account for include…

• Demographics — Who are they? (Consider age, gender, location, and income level) — A quiz for a teen fashion brand might feature bright colors, casual language, and quick questions, while a quiz for a luxury skincare line might use sleek visuals, formal tone, and a deeper dive into preferences.
• Pain points — What problems do they need solved? — A quiz for a home décor store could ask about challenges like clutter or style confusion to recommend tailored solutions.
• Buying behavior — Are they price-conscious, or do they value premium features? — Budget-focused shoppers might appreciate a quiz highlighting discounts, while high-end customers may respond better to quality-focused messaging.
• Interests and lifestyle — What do they care about? — A fitness brand targeting gym-goers could frame questions around routines and goals, while a wellness brand might focus on relaxation or self-care.
• Quiz motivation — Why would they take your quiz? — Are they looking for product recommendations? A discount code? Fun and entertainment? Knowing this helps you design a quiz that resonates.

Step 3: Choose an appropriate quiz type

The type of quiz you choose should align with both your target audience and your quiz objective, as this determines how well it resonates with users and drives engagement. Start by focusing on your goal.

For instance, if your objective is to capture leads, gamified quizzes with low commitment and high entertainment value work well. On the other hand, if you aim to guide users toward tailored products, a diagnostic quiz or problem-solution quiz is more appropriate, offering a personalized experience that feels helpful and engaging.

Your audience also plays a significant role.

Younger, fun-loving users might respond better to interactive formats like gamified quizzes, while niche or professional shoppers are more likely to appreciate lifestyle alignment quizzes or behavioral quizzes that cater to their specific interests and habits. If your audience values education or causes, an awareness quiz can effectively introduce them to your brand’s mission while subtly tying in your products.

Finally, relevance is key. The quiz should feel tailor-made for the audience’s interests or challenges. For example, a beauty brand could engage skincare enthusiasts with “What’s your perfect skincare routine?” while a tech retailer might captivate their audience with “Which laptop fits your lifestyle?”

BeautyCon engages its website visitors with a quiz that helps them understand their hair texture type

Step 4: Finalize the topic and craft engaging quiz questions

Once you’ve selected your quiz type, it’s time to refine your topic and create questions that captivate your audience. Your quiz topic should align with your brand, resonate with your target audience, and directly support your objective. From there, crafting the right questions is all about keeping users engaged while gathering the insights you need.

Limit your quiz to 5–10 questions to maintain engagement and prevent drop-offs. A concise quiz respects the user’s time while delivering value quickly.

Matcha Bar promises its website visitors to find the right matcha in just 6 quiz questions

Use a friendly, approachable tone that feels natural and engaging. Questions like “What’s your ideal Saturday vibe?” are more inviting than overly formal prompts.

Ouai ensures the copy of their quiz is on-brand and engaging

Incorporate images, videos, or GIFs to make the quiz interactive and visually appealing, while also helping quiz takers to respond more accurately. For example, a cosmetics brand might use photos of models with different skin tones for a “Find your foundation shade” quiz.

Jones Road helps its website visitors better understand their skin tone by adding visuals

Ensure every question serves the quiz’s purpose. If the goal is to recommend a product, ask questions that help narrow down preferences. For example, a coffee quiz might include “Do you prefer bold or light flavors?”

Step 5: Optimize the quiz for maximum completion

Creating an engaging quiz is only half the battle — getting users to complete it is where the magic happens. To ensure your quiz keeps participants hooked until the final question, you need to optimize the experience with thoughtful design and user-focused strategies.

Incentivize completion with a clear value proposition

Users are far more likely to finish a quiz if they understand the benefit upfront. Clearly explain what they’ll gain — personalized results, discounts, or exclusive insights — and make this value proposition impossible to miss at the quiz entry point. For example, a travel brand could use: “Take the quiz to discover your perfect vacation style + get 15% off your next trip!” This sets clear expectations and motivates users to see the quiz through.

Third Love encourages its potential customers to take a quiz to get both answers and discounts

Optimize for mobile users

Since most users will access the quiz on their phones, mobile optimization is critical. Ensure fast loading speeds, responsive design, and large, tappable buttons to make the quiz effortless to navigate. Avoid excessive scrolling and test the quiz on various devices to confirm it works seamlessly across screen sizes.

Add a progress bar

Visual progress indicators keep users motivated by showing how far they’ve come. Labels like “2/6 questions completed” or a percentage bar encourage participants to stay engaged, especially when they’re close to finishing. A progress bar also provides clarity, reducing frustration about how long the quiz will take.

Warby Parker combines visual quiz progress bar with a text-based one

Minimize friction

If a quiz feels difficult or intrusive, users will abandon it. Don’t hard-to-answer questions or language that will make the quiz taker run Google searches before they can give an answer. Use multiple-choice or slider questions over open-ended ones to make responses quick and easy.

Additionally, limit requests for personal information to avoid deterring participants:

You have the option to skip (both questions and sharing your contact information) when completing the Yoga Club quiz

Provide social proof

Seeing that others have completed and benefited from the quiz can build trust and curiosity. Include testimonials or reviews about the quiz results, or display stats like “Join 10,000+ others who’ve discovered their style!” This reassures users that the quiz is worth their time.

Use exit-intent popups

Capture users who are about to abandon the quiz with a targeted popup offering an incentive to finish. For example, if someone tries to leave midway, trigger a message like: “Wait! Complete your quiz to unlock 20% off your next purchase!” This final nudge can convert hesitant users into participants.

With Personizely, you can experiment with a wide range of different popups, including:

• Exit-intent popups that appear when the website visitor is about to leave the page
• Time-based popups that appear after a certain amount of time
• Scroll-based popups that appear after the website visitor has scrolled down the page
• Welcome popups that appear as soon as the person lands on your website

Step 6: Design outcome pages and integrate lead capture

The quiz outcome page is where all the magic comes together. It’s not just about showing users their results — it’s your chance to drive action and collect valuable leads. A well-designed outcome page can make the difference between a casual participant and a converted customer.

Before revealing results, prompt users to provide their email address or contact details. Frame it as an added benefit rather than a requirement. For instance, “Unlock your personalized skincare routine and receive a free guide!” This approach feels less intrusive and highlights the value of signing up.

South Beach Skinlab invites its quiz takers to exchange their email addresses for a 10% off their results

Tailor the outcomes based on the user’s quiz answers to make them feel specific and valuable. For instance, a skincare quiz might present a customized routine with product recommendations like “Here’s your perfect 3-step routine for dry skin.” When results feel relevant, users are more likely to trust your brand and act on the suggestions.

Care/of personalizes the quiz outcome page through copy and tailored product recommendations

The outcome page should also drive users to take the next step. Use straightforward calls-to-action to guide them, such as:

• “Shop Your Recommended Products Now.”
• “Subscribe for More Personalized Tips.”
• “Claim Your 10% Discount Today!”

By giving users a clear path forward, you keep the momentum going.

Jones Road uses multiple CTAs to get quiz takers act on the recommendations and boost conversions

Tip: Sync the captured leads with your CRM or email marketing tools for targeted follow-ups. This ensures you can continue the conversation with tailored emails, exclusive offers, or content that aligns with their quiz results. For example, send product recommendations or discounts based on their answers, creating a more personalized experience.

Personizely offers a wide range of integrations with email marketing platforms, SMS clients, and email validation tools so that your mailing list is always working in your favor. Explore integrations available in Personizely.

Step 7: Promote your quiz

A well-crafted quiz is only effective if people know about it. To maximize its reach and impact, you need to actively promote it across multiple channels, tailoring your strategy to where your audience spends their time.

• Social media: Post organic updates, run paid ads, or feature it in Stories to attract clicks.
• Email marketing: Send the quiz to your subscriber list with a compelling subject line like “Find Your Perfect Product in 2 Minutes!”
• Website popups or banners: Grab the attention of website visitors with strategic placements.

Brands like Curlsmith excel at this by promoting their quizzes through multiple touchpoints. They feature it on their homepage, use a header banner, and include time-based popups to engage visitors.

Tip: Include social sharing buttons on the quiz outcomes page to expand reach.

But remember… While many e-commerce brands create dedicated quiz landing pages, that’s not your only option. Interactive elements like time-based popup banners can also effectively collect data without disrupting the user experience.

For example, Natural Farm simplifies data collection with a single-question popup banner. It’s quick, non-intrusive, and provides valuable insights for their marketing efforts — all on the same page the user is already browsing.

Natural Farm ensures maximum visibility for their quiz by using a popup with the questions for segmentation

Step 8: Analyze quiz data

Once your quiz is up and running, tracking its performance is crucial to improving its effectiveness.

• Completion rate: Are users finishing the quiz?
• Drop-off points: Where are users leaving?
• Conversion rate: How many users are taking action on the outcome page?

Use Personizely’s A/B testing functionality to fine-tune your quiz and outcome pages for maximum impact.

• Test Product Descriptions and Images: Experiment with different wording, visuals, and calls to action (CTAs) to discover the combinations that capture attention and increase conversions. Small tweaks, like the color of a CTA button, can make a big difference.
• Compare quiz outcome pages: Redirect traffic to different page layouts or different landing pages altogether to identify which designs keep customers engaged and generate the most sales.

Thanks to historical analytics data, you can track each variation’s performance over time, monitoring key metrics like engagement, goal completions, and revenue to make smarter, data-driven decisions that improve your quiz funnel’s success.

Ready to find correct answers to your e-commerce conversion questions?

Quiz marketing funnels are a game-changer for e-commerce businesses. They engage visitors, gather valuable insights, and turn casual interactions into meaningful sales opportunities. With the right approach — and the right tools — you can entertain your audience while seamlessly converting engagement into revenue.

Personizely is your all-in-one conversion rate optimization suite, designed to transform e-commerce interactions into lasting customer relationships. From A/B testing and widgets to personalized website experiences, it’s everything you need to create quiz funnels that captivate, convert, and keep customers coming back. Try Personizely for your e-commerce business today; the first 14 days are free!

FAQ about quiz funnels