Conversion Optimization

The Best Quiz Funnel Examples for your eCommerce Store

Tailored product quizzes can help eCommerce stores improve shopping experiences and increase conversions. Check out the best quiz funnel examples to inspire yours.

The Best Quiz Funnel Examples for your eCommerce Store

Usually, stores think more is better. 

However, offering too many product options can make shoppers hesitate or even freeze their shopping journey.   

The solution? 

eCommerce quiz funnels. 

What is a quiz funnel?

A quiz funnel is an excellent marketing tool to turn shoppers into buyers.

By answering a series of questions, shoppers will get:

  • personalized recommendations,
  • customized products, and
  • discounts. 

Jump to:

Product recommendation quiz examples
Size and style quiz examples
Consultation quiz examples
Product finder quiz examples
Discount quiz examples
Brand engagement quiz examples
How to display your eCommerce quiz
Benefits of quiz funnel for sales
How to build a quiz funnel

14 Quiz Funnel Examples to Inspire Yours

We have collected quiz funnel examples across industries to inspire your design and funnel questions. 

Product recommendation quiz for eCommerce 

1. Warby Parker - add visuals  

Warby Parker has a great USP – shoppers can try their products at home. 

They created a quiz that offers a personalized shopping experience to promote this value proposition.   

Why we love this product recommendation quiz:

This quiz funnel example is designed with engaging illustrations to let shoppers visualize their answers. 

If the shopper isn’t sure about their answer, there’s an option to skip the question.   

warby parker - product recommendation quiz

The quiz outlines a helpful short description under every choice. Once the answer is selected, the color changes and activates the ‘continue’ button. 

warby parker - product recommendation quiz

2. Living Proof - ask for consent 

For a brand that prides itself on offering products that exactly targets a shoppers' concern, Living Proof's hair care quiz is engaging and interactive.  

Why we love this product recommendation quiz:

It’s usually obvious that a quiz is going to collect a shopper’s information.

However, it’s always better to make it transparent. 

This hair care quiz funnel example begins with a message that tells a shopper exactly how their information will be used.  

living proof quiz - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

The ‘What’s your mane (sorry, we had to) hair concern?’ adds the right bit of humor to entice a chuckle at least.  

living proof quiz example - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

Finally, there’s an option to upload a selfie that can help the AI scan and generate accurate results. 

living proof - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

3. Good Pair Days - directly add recommendations to the cart 

As someone who is still a newbie to wine and other liquors, Good Pair Day’s quiz is the opposite of intimidating. 

The quiz design has some great illustrations and a popping color scheme that suits the brand’s friendly personality.  

Why we love this product recommendation quiz:

Asking the shopper for their budget upfront can help to recommend products that exactly suit their preferences. 

As an excellent pricing strategy, it can also gauge how much your average shopper spends.  

good pair days - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

Unlike other brands, this quiz funnel example automatically adds the recommendations (quiz results) to your cart. 

Furthermore, the cart page compels shoppers to checkout with well-placed nudges – the USPs (our promises), a free welcome gift (with an urgency label), and top reviews.  

good pair days - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

Size and style quiz

4. Mavi Jeans - use real images 

Jeans are one of those products that you almost always regret after purchase.

Mavi Jeans curated a size quiz to avoid returns and offer an exact fit.

Why we love this size and style quiz:

The quiz funnel example has a compelling copy that prompts shoppers to find the perfect fit.   

mavi - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

Rather than illustrations, the quiz displays real images of models wearing different jeans so shoppers can visualize how the product will look.   

mavi - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

5. Andies Swim - apply a progress bar 

Purchasing a bra can be tiresome. It requires considerable research and several tries before a customer is satisfied. 

Andies Swim has a size and style quiz that focuses on offering a smooth shopping experience.   

Why we love this size and style quiz:

The ‘12 question quiz’ copy lets shoppers know how much time it’ll take to start and get results.    

andie - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

There’s also a progress bar that ‘swims’ as the quiz continues. 

The effect serves two purposes – shows the quiz taker how far along they are and the ‘swimmer’ shows off the brand’s personality.

andie swims - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

Consultation quiz

6. Hims - assure shoppers    

Hims caters to a niche target audience. 

Before they suggest a treatment plan complete with a consultation and custom-formulated products, the brand asks a few questions to gather information. (Just like how a healthcare provider asks you to fill out a form.)          

Why we love this consultation quiz:

The quiz funnel example offers a visual review to nudge shoppers to establish trust and authenticity. 

hims - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

While the quiz gathers data and computes, it shows a reassuring copy to let shoppers know what results to expect after using the products. 

hims - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

7. Stitch Fix - personalized selections 

Although online shopping is booming, many people miss shopping in brick-and-mortar stores. 

Stitch Fix offers a quiz that acts just a like personal stylist.  

Why we love this consultation quiz:

The quiz results page quiz has some great nudges. It adds a bit of mystery by offering stylist-curated products from the choices in the quiz. 

There are other nudges such as the store’s USPs (try it before buying, personalized discounts, and free shipping) and a welcome discount.  

stitch fix - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

After the quiz results are shown, it prompts the shopper to agree to a delivery date and adds a layer of urgency with ‘we’re holding your reservation for the next 30 minutes’. 

stitch fix - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

Customized product quiz

8. Prose - offer some education 

Prose’s products are ‘made-to-order to be one-of-a-kind’.

Their hair care quiz and skincare quiz are not just for marketing. It’s part of the brand’s DNA.  

Why we love this custom product quiz:

In this quiz funnel example, every question comes with a pop-up that elaborates on the ‘why’.  

prose - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

Once the shopper has provided their zip code, they are shown environmental factors that’ll be considered while creating the perfect product. 

prose - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

The quiz results page further elaborates on the different ingredients that will be used to formulate the final products.

prose - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

9. Drink Trade - personalized subscription   

Drink Trade runs on a subscription model. 

However, before placing an order, it offers a quiz to personalize the order and match the shopper’s flavor palate.  

Why we love this custom product quiz:

As it computes, the quiz shows a quick copy to assure shoppers about their progress.     

drink trade - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

The quiz lets shoppers select their product preferences so that they can be directly added to cart

drink trade - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

Product finder quiz 

10. Sephora - display USPs

Sephora has a wide range of products and this can often lead to choice paralysis amongst shoppers. 

They have implemented quizzes for all their major categories with a large catalog.   

Why we love this product finder quiz:

Right at the beginning, this quiz funnel example features a ‘Shop now, Pay Later’ copy to keep their USP on top of a shopper’s mind.  

sephora - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

Instead of prices, the quiz asks to select a sub-category to narrow down products that suit the shopper’s preference.  

sephora - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

They have reiterated their BNPL feature on the results page. 

sephora - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

Shoppers can also conveniently retake the quiz without needing to click the back button.  

11. Nude Barre - have a no-frills attitude 

Nude Barre sells a wide range of products. 

However, its main concern is the shopper’s dilemma of choosing the right product. 

If the product doesn’t suit the shopper, then they are bound to return it, increasing the return rate.    

Why we love this product finder quiz:

This quiz funnel example keeps it short and sweet with only two questions. 

On the results page, it has a straightforward copy that offers more information on how to select the exact product shade.    

nude barre - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

Gated discount quiz 

12. Latico Leathers - segment shopper type according to answers  

Latico Leather is a family-run business that focuses on delivering quality products. 

Since the brand might have shoppers who found them through ads or social media, the quiz helps in product discovery.  

Why we love this discount quiz:

The quiz begins by asking if the shoppers have purchased from the brand before. 

This can help segment customers when targeting them through email marketing strategies.    

latico leathers - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

Shoppers and existing customers can claim the discount by entering their email address. 

The supporting micro-copy for the CTA states what the shopper will get in exchange for an email ID.   

latico leathers - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

13. Fabletics - add urgency after quiz results 

Loved by many shoppers and influencers, Fabletics is known for its inclusivity and shopper-friendly brand image. 

Their discount quiz is the perfect example of dangling a carrot in front of someone in exchange for information. 

Why we love this discount quiz:

The quiz assures shoppers that it won’t take long to unlock their personalized offer. 

fabletics - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

Once the offer is unlocked, the quiz redirects to a landing page with personalized product recommendations and a timer that counts down from 60 minutes.  

This way, shoppers are compelled to click the add to cart button and checkout faster. 

fabletics - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

Brand engagement quiz 

14. Beardbrand - improve your products according to data 

Beardbrand famously generated 150K leads with a stylish personality quiz.

It’s a major feat, especially when it comes to a niche product category like Beardbrand.  

Why we love this discount quiz:

Who doesn’t like doing random BuzzFeed quizzes?  

People love finding out stuff like what film star they look like most or what type of potato dish they would be (Apparently, I’m like mashed potatoes – comfortable and low-key 🤭) 

Beardbrand starts the quiz with a familiar question - ‘What type of beardman are you?’  

beardbrand - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

Shoppers are matched according to six types of Beardsman profiles and recommend relevant products.

The brand also made improvements to their products. 

Beardbrand observed that the majority of their customers mentioned travel as a top hobby.

Consequently, they created travel-friendly product sizes that are less than 100ml / 3.4 fl oz. 

How to Display your eCommerce Quiz

Here are some ways to promote your online quiz to achieve maximum results.   

1. Homepage  

The best way to promote your online quiz is to display it right on the homepage.

This way, it’s easily accessible and you can build different CTAs.  

homepage - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

2. Navigation menu

Attract attention to a navigation menu with a quiz to make it more interactive. 

See how Juiced Bikes displays its quiz in the dropdown navigation menu:

navigation menu - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

3. Header  

The header is often the first thing a shopper sees on your store’s website, which makes this space crucial for quiz promotion.

See how Amika positions their ‘hair quiz’ right in the middle of the header:

amika - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

4. Banners 

Banners are often shown along the top, side, or bottom of a website to drive traffic and generate awareness. 

See how Sephora promotes its quiz on the product listing page:

banners - quiz funnel | what is a quiz funnel | quiz funnel questions | quiz funnel marketing | quiz funnel questions  quiz funnel examples

Benefits of Quiz Funnel for Sales

Here are 7 benefits of the quiz sales funnel for your eCommerce store:

1. Collect zero-party data: Since most shoppers are concerned about their privacy, zero-party data helps to keep things between the store and shoppers transparent. Online stores use zero-party data to get a better insight into shoppers and customers such as buying habits and deliver personalized experiences

2. Aid product discovery: Through product finder and product recommendation quizzes, shoppers can discover different products, especially if your store has a wide range of products.   

3. Generate leads: Quizzes are a great way to generate leads for your business. By asking people questions about their interests and needs, you can identify potential customers who are likely to be interested in your products or services.

4. Qualify leads: Quizzes can also be used to qualify leads. By asking questions that are relevant to your business, you can determine whether or not a lead is a good fit for your products or services.

5. Improve customer segmentation: Segment shoppers based on their answers to the funnel questions. This way you can target their pain points and deliver better shopping experiences. 

6. Improve CLV: Quizzes can also be used to build relationships with potential customers. By asking questions that are personal and engaging, you can create a connection with potential customers and make them feel like they know you.

7. Increase sales: Finally, quizzes can also be used to increase sales. By offering a prize or discount to people who take your quiz, you can encourage them to take action and purchase your products or services

How to Build a Quiz Funnel

Here are 7 best practices on how to build a quiz funnel that converts

1. Start with a clear goal in mind: What do you want to achieve with your quiz funnel? Do you want to generate leads, increase brand awareness, or something else? Once you know your goal, you can tailor your quiz accordingly.

2. Create a quiz that is relevant to your target audience: What are their interests? What are their pain points? Make sure your quiz is relevant to them so they'll be more likely to take it.

3. Use pictures or illustrations: For your quiz answers use a combination of words and images. Display some answers as words, and some as images.

4. Make your quiz easy to share: Include social sharing buttons on your quiz so people can easily share it with their friends and followers.

5. Offer a valuable incentive for taking the quiz: This could be a discount, a free gift, or access to exclusive content.

6. Follow up with quiz takers: After they take the quiz, send them a personalized email with the results and any relevant offers.

7. Test results and clicks: See which answers are getting the most clicks and how many shoppers are purchasing recommended products.  

How can we help you

98% of visitors who visit an eCommerce site—drop off without buying anything.

Why: user experience issues that cause friction for visitors.

And this is the problem Convertcart solves.

We've helped 500+ eCommerce stores (in the US) improve user experience—and 2X their conversions.

Our conversion experts can audit your site—identify UX issues, and suggest changes to improve conversions.

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