Good user experience (UX) is critical for e-commerce success, from design to navigation to performance and personalization. Consumers today expect brands to anticipate their needs. But how can businesses show the right products to the right person at the right time?
Quiz funnels gather customer information to recommend the most relevant products, providing a personalized shopping experience.
What is a quiz funnel?
A quiz funnel guides shoppers through questions to provide personalized outcomes based on their answers.
Whether the goal is to recommend products, collect leads, or segment audiences, quiz funnels are an effective and engaging way to guide consumers through the customer journey. Shoppers answer questions about preferences, needs, and challenges, then receive personalized recommendations based on responses.
Why do e-commerce businesses need a quiz funnel?
There are several benefits to using quiz funnels for online stores.
Capture valuable customer information (zero-party data)
Users share preferences, interests, and behaviors—zero-party data—to help brands understand their needs.
This data enables e-commerce sites to show customers the most relevant products or services, gain deeper insights about them, and retarget them with future offers.
Create engaging marketing materials
Passive, unengaging advertising is no longer effective. Brands today delight their customers with fun and interactive marketing – like quizzes which generate 52% higher engagement rates than static content, improving user experience and driving conversions.
Instead of passively scrolling irrelevant products, customers engage directly with your brand.
Segment your audience
A quiz funnel tailors results to individual responses, offering personalized product recommendations to the customer and storing data about their preferences. Businesses can then use this to segment their audiences into specific categories. Instead of sending out blanket marketing communications, brands can reach out to specific segments with more relevant offers and recommendations.
Increase customer satisfaction
Addressing customer pain points adds value. Quickly solving problems builds brand loyalty, bringing customers back.
Boost conversion rates
Users are more likely to convert if they are presented with personalized product recommendations. A well-designed quiz funnel guides hesitant shoppers to make a purchase by helping them find what they need.
5 examples of quiz funnels to inspire you
Not sure which quizzes to use for your Shopify store? Here are a few examples:
1. Product recommendation quizzes
Product recommendation quizzes help users find the best products you sell based on their unique needs or preferences. This type of quiz can be used to suggest specific supplements, sporting items, or even pet food based on a customer’s responses.
Stix Golf uses Visual Quiz Builder (VQB) recommendation quiz to help customers find the right size golf clubs based on their height and dominant hand.
2. Routine builder quizzes
Beauty and wellness brands often use routine builder quizzes to recommend complete routines based on customer responses.
Both Cellcosmet and Facetheory use VQB routine builder quizzes to suggest a complete skincare regimen, increasing sales and average order value.
3. Quiz funnels for fit and size
Sizing issues are the top reason for online returns, which can hurt profit margins.
Nudea uses a “Find my fit” quiz from VQB to help customers find the right size bra, an especially helpful feature given sizes of intimates vary across brands.
4. Subscription product quizzes
A subscription product quiz can help turn one-time buyers into long-time subscribers by convincing them that the quantity and frequency of their orders is tailored to their needs.
Function of Beauty, Vitday.mx, and Semaine Health all use them to recommend the right product(s) and subscription frequency to customers
5. Style quizzes
Style quizzes are about a user's aesthetic preferences. They can be used to determine everything from preferred home decor to taste and scent profiles.
See how Memo Paris, One Seed Perfumes, Plum Deluxe Tea, and Double have all used style-based quizzes to move customers down the sales funnel.
How to build a quiz funnel
With the right quiz funnel software integrated into your e-commerce platform, the rest is simple. Visual Quiz Builder (VQB) allows you to create customizable, on-brand quizzes tailored to your audience.
After selecting your software, set clear goals to decide what questions to ask. Next, create engaging questions, customize the quiz to your brand, and choose the right product recommendations.
Once the quiz is live, use collected zero-party data to improve your marketing strategies. You can segment customers into different email lists, create personalized ad campaigns, and deliver targeted promotions that resonate with specific customers.
Ready to create custom, on-brand quizzes for your Shopify store? Book a demo with VQB today.
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