Quiz Examples

47 Best DTC, eCommerce & Shopify Quiz Examples for 2024

Quizzes are seriously awesome and can be really effective in terms of performance for eCommerce brands, no matter the industry or category you’re in. In this guide, I show you some of the best examples I’ve across that will get you inspired (and hopefully excited) when it comes to creating your own quiz funnels.
Dan Siepen
November 27, 2022

For those who’ve been in the eCommerce game for a while, it’s no secret that quizzes are a popular strategy.

If you’re fairly new to the world of eCommerce, I can tell you from experience (as well as many other marketers that read this who will agree), that quizzes are one of the best and most efficient data collection initiatives for customer acquisition. 

There’s a very good chance you’ve engaged with a quiz yourself as part of a brand’s marketing funnel. So, it’s fair to say that you probably have a good idea of what they are and, hopefully, can see the power of what quiz funnels can do (assuming the brand you interacted with has done a good job with their marketing). 

I’ll summarise the benefits as to why I think they’re powerful, and you’ll no doubt see throughout the breakdowns of how these stores leverage quizzes for their benefit. 

  • Great for data collection - you can collect more information from your customer, rather than just the standard opt-in strategies that most brands use, such as newsletters, etc. 
  • It’s a smart way of capturing leads (for segmentation and personalisation) - you can guide new visitors who are new to the brand down the right customer journey path, with information and results that makes most sense to their needs. Remember, visitors and consumers can get confused, or even overwhelmed, with the amount of products/items on offer. So, setting up a quiz can help provide clarity. 
  • Find out more about your target customer - by asking the right questions, you’ll can collect the data and see trends of what types of consumers are interacting with your brand, as well as common patterns of needs/requirements they’re looking for.
  • Great way to engage new visitors (especially if you’re in a competitive category) - As mentioned already, it provides a better-personalised experience for new visitors. I see it as a good tactic against competitors, especially if you can provide a custom result. 
  • Quiz takers usually result in higher conversion rates - taking all the beneficial reasons into account above, it’s no surprise that they are better-qualified audiences. From my experience working with brands who have quizzes, especially when set up and nicely designed, they typically result in improved conversion rates compared to the rest of the visitors who browse and buy. 

Okay, so we know the benefits of online quizzes for brands, but having your own quiz doesn’t guarantee success. It needs to be incorporated as part of your overall strategy, and the design and quiz flow needs to be executed really well for it to perform. 

What are the key features and attributes that go into a quiz landing page? And what goes into an experience that leads visitors to complete (and be engaged with) your quiz?

Here are some questions and a mini-checklist of items to use as a baseline when exploring both the quiz landing pages, as well as how the quiz flows work. 

First, here are some of the key features to look out for when going through these amazing examples when it comes to an awesome quiz landing page: 

  • Is the page optimised for mobile? Remember, most visitors are going to come through mobile, whether it be via paid ads or even organic. 
  • Is it a custom code, or are they using a tool that embeds on the page? Does this render properly?
  • Do they have a great headline and supporting copy explaining the purpose of the quiz, and why people should complete it? Additionally, is time emphasised? How do they go about explaining why it’s worth doing it?
  • What’s the positioning of the navigation? Is it included when going through the questions?
  • Do they have a pop-up for those who may leave the page? What’s the CTA or offer?
  • What social proof elements do they include? Video or reviews?
  • What makes the page ‘more fun’ compared to other pages? What makes it ‘pop’ and what elements do they use to get visitors excited to get started?

Then, what are the primary things to look out for when it comes to the flow of questions when visitors are engaging with it?

  • Again, having an optimised mobile experience is pivotal - the quiz experience needs to be super slick.
  • How do they collect email addresses? Do they ask for an email at the start, halfway through, or potentially at the end and ask for visitors to exchange an email to see results?
  • Do they use different messages as support to guide users through it?
  • What are the various question types used these quizzes use? (i.e. multiple choice questions, dropdowns, etc.).
  • At the end, with the results or final score, is there a social shares option for people to share their scores or responses?

All of these factors and checklist items to look out for isn’t by any means an exhaustive list, however, it’s a great baseline to cross-check and use as an evaluation tool to compare your existing quiz funnel or perhaps use as a guide for when you’re about to create your own. 

Alrighty, let’s jump into these awesome quiz examples. 

1. Good Pair Days

Good Pair Days is a wine gift company that has a very straightforward mission: to match people with the best wine that would fit their taste. Such an awesome concept as a business, and I love what these guys are all about. 

The main concept is around match-making, so the quiz flow plays a major role in terms of the acquisition of new consumers. By taking their palate quiz, users are then recommended wines that are perfectly curated and customised to their taste preferences.

There are a lot of good learnings from what Good Pair Days have done, in fact, I give it a 10/10 experience. So definitely pay attention if you’re refining your quiz funnel. 

Here are some things I like about how they’ve gone about the design:

  • First, you see the screen above. Once you enter your name, you get a nice personalised welcome that features your name (such a small touch but goes a long way to getting me excited to get answering the questions). 
  • After entering your name, you get automatically redirected to the first question. The quiz is designed to narrow down and segment the participant's wine taste and their wine ‘experience’. Big fan of the copy, as well as the illustrations, which makes it fun and engaging.
  • As you’ll see, they’re asking the right questions to learn more about the customer. It doesn’t feel intrusive, nor does it feel like they’re asking too many questions since, as users, we’re doing this because we want to know our wine ‘match.’ They do a good job of setting expectations from the start.
  • Below is an example of a focus qualifying question, which asks how much customers usually spend on the likes of wine. It’s a good question tactic for segmentation. For example, Good Pair Days can send tailored emails and offers to these specific segments. 
  • Once you’ve gone through all the questions, a form appears where customers are supposed to enter their email addresses to create an account. This is where users can then unlock what their win match looks like. I’d say they would get a good conversion rate here, as entering an email to find out the results is not a big commitment. 
  • Once you do, you automatically get directed to a custom results cart that includes all of the recommended wines. 
  • Honestly, world-class quiz experience from the very start to the end - huge kudos to the team at Good Pair Days.

2. Honey Pot

Honey Pot is a feminine care brand that uses herbal and plant-derivative ingredients. They’re particularly known for their pads, washes, and wipes, and they also sell supplements.

They have a quiz that recommends the products that are most suitable for their customers:

  • Given the nature of the brand, they still want to make sure that everyone feels included in what they do. This means servicing people of all genders.
  • The questions they incorporate help narrow down what kind of product the customer needs and what issue is to be addressed.
  • At the end, they have a signup form that requires the input of an email address to see results, with a promo code for the additional benefit of reward points (to encourage conversions of emails and, ultimately, sales).

3. Stompy

Similar to Good Pair Days, Stompy is a wine company that uses taste-matching technology to recommend curated wine pairings to their customers. They then continue to improve their recommendations over time as customers rate the wines that have been shipped to them. 

What makes them different is that they source their wine from top winemakers, and each one has been carefully chosen by their resident Master of Wine. 

This is what their quiz flow looks like (which is also really well executed by their team):

  • Introductory copy that lets people know it won’t take too much of their time to finish the quiz. Also, I love the headline “Taste Mapper”. 
  • As you start, you then see this screen, which highlights the ‘table of contents’ of what users will be going through. Just absolutely awesome work with the design and illustrations. 
  • Here’s an example of a question, which is a rating of all the wine styles they offer.
  • A different set of answers are available for those who may be unfamiliar with certain wine styles, which helps a certain market feel less ignorant.
  • The option to rate flavour zones or specific wines, depending on what the customer may be more familiar with.
  • Once you’ve completed it, you then get asked to simply enter your email and zip code. 
  • After entering the details, you then get taken to a customised cart of the top recommendations based on the choices you picked. Really slick experience overall. 

4. Front of the Pack 

Front of the Pack is a dog food company that only uses substantial ingredients, without any fillers or additives, to make sure that pets grow up healthy. They also sell health supplements to help ensure the proper nourishment of dogs. Servings and prices will depend on the weight and breed of your dog, so they have a quiz that will help provide users a customised plan according to their needs:

  • They will first ask for your dog’s name. You can create multiple unique plans if you have multiple dogs.
  • A question that considers whether or not your dog is spayed, with a note that explains how this affects your dog’s metabolism. 
  • The notes through each of the questions to provide more context, is great for visitors to understand why Front of the Pack needs to collect this information.
  • A specification of how old the dog is, as this is also important when factoring in its nutritional needs. At all points, owners are reassured that they’re getting something unique to their dogs.
  • Overall, they use a good mix of question types. They also make sure the “progress bar” is clear, which helps motivate those to finish. 
  • Then at the end, you’re presented with product recommendations. 

5. Blume

Blume is a skincare brand that sells products for facial care, body care, and period care. They use natural ingredients and market their brand as a means to be your best natural self - filters unneeded, imperfections embraced.

They have a skin quiz that recommends the best products depending on their customer’s needs:

  • One of the earlier questions is choosing the ability to classify your skin as different skin types, given that most products in the market are tailored to a specific skin type.
  • A show of the issues their products can help address, with the option to choose as many as you need.
  • They give customers the power to decide how many skin care products they can handle on a daily basis.
  • At the end, you get promoted to enter your email to get your personalised routine results, or you can even just skip inputting an email. After getting your details, you then get a recommended custom cart of products, with then a custom discount code. A nice piece of encouragement to get visitors to convert into customers.

6. Aura

Aura is a hair care brand that received the German Innovation Award just this year. Using vegan ingredients, cruelty-free practices, and personalisation technology, their customers are able to receive the best possible routine for their hair maintenance.

  • They ask questions that help classify their customer’s hair type, with tips on how they can measure certain factors on their own.
  • Questions that are meant to understand their customer’s current routine, with explanations as to why this information is necessary.
  • Here’s a question on hair goals so that they can see what their customers want, and how it’s actually compatible with their needs.
  • Interestingly enough, the progress bar is at the bottom. Overall, the experience of the quiz is pretty good. 

7. My Way Up

My Way Up is known as Australia’s number-one gut supplement brand, known for using rigorous scientific testing methods and research to ensure top-quality products. They believe that gut health is NOT one size fits all, and they have a quiz to help people get their own personalised plans:

  • Firstly, you get prompted to give your name. Also, the top banner with a special offer helps remind people there’s a special promo they can get. 
  • Next, you get a personalised set of questions, and you go down on different paths depending on the issue the customer chooses to address.
  • Statements that are meant to narrow down the source of the customer’s concern.
  • The UX is awesome, with both the % completion progress, as well as the progress bar. They also do a good job of mixing up the question types, between multiple choice, sliders, and short answer inputs.
  • The option to get straight into supplements or to get a more specific microbiome test that could help customers discover what they need in depth.

8. Krave Beauty

Krave Beauty is a popular, Korean-inspired skincare brand that adheres to the idea that less is more. Founder Liah Yoo believes that each skincare item should be mindful, substantial, and truly beneficial, and so they run a skincare quiz that would help narrow down the best products for their customers:

  • When you click “find your match” on the store menu navigation, you get redirected to a subdomain, where they’re using a quiz app called Jebbit (which is great software btw worth looking into).
  • Throughout, visitors get served questions that helps Krave Beauty get to know their customers’ personalities and preferences. Good layout with 50/50 split between images and questions taking up the screen.
  • An email subscription form with witty copy.
  • Results are presented like dating profiles, and each product has its own personality.

9. Great Jones

Great Jones is a kitchenware brand most known for their homey, vibrant, high-quality products. Each item has its own personality, as they believe that design and functionality work best together. They’ve created a quiz for people interested in the Duchess, their most popular cast iron, to help narrow down which colour to go with.

  • Love the design of this page, looks awesome. 
  • Interestingly enough, they’re using Typeform which is embedded.
  • Users get a series of questions that help the brand get a feel of their customer’s personalities.
  • Large and quirky vegetable and pastry graphics are drawn on the background.
  • A form that requires submission of email to access the results.

10. Acabonac Pet

Acabonac Pet uses human-grade, grass-fed beef to create the most natural and nutritious food for dogs. Everything is made fresh and raw, and all meals are delivered to their customer's doorsteps. To ensure the best plan for dogs, they have a subscription quiz for proper personalisation:

  • An intro section that requires specific details about your dog to ensure appropriate serving sizes.
  • Customers get to choose what protein to feed their dogs, with a description of the benefits.
  • The results section once you complete it all, shows the serving size and frequency of shipment per subscription, along with a plug of add-on treats and a checkout button for quick conversion.

11. Little Company

Little Company is a skincare brand that was built under the notion that the biggest organ in the body is well deserving of relaxation and rest. Think of a spa experience, except at home, with a focus on skincare. 

Their products are top-quality, and they have a skin quiz to help narrow down the best ones for their unique customers. 

This is one of the best eCommerce quizzes you’ll see.

  • A mention of publications that have recognized the brand and their products under the start quiz button.
  • A list of pressing skincare concerns that customers could choose from.
  • A factoring in of conditions that may need to be taken into consideration.
  • Great experience going through the quiz. Then at the end, they ask for details of visitors to then send them a personalised skin plan. Or, you can simply go straight to the results underneath the submit button. 
  • Also really good touch to include the testimonial, which reinforces social proof that people love the brand.
  • What’s then super impressive is the custom product recommendations cart based on what I answered. Seriously amazing work from the Little Company team. It also includes a message from the founder, a custom cart with products, an awesome discount offer with then more social proof and other related products below. Simply awesome all-round. 

12. Nuut

Nuut is a supplements brand that provides complete and balanced nutrition to those who consume it. It comes in individual sachets, and all you need to do is just add water. 

They do offer different product lines for different needs, so they run a quiz to help match customer-specific needs:

  • A 10% discount for people who take the quiz. Big fan of the start page, definitely one of the better start pages I’ve seen. 
  • A question on where the customer is located, so they know if the area is covered by their delivery services.
  • A consideration of specific lifestyle question to ensure that everything is compatible.
  • At the end, they calculate your results which you can receive via email. 

13. Trade

Trade is a coffee company best known for its ethical sourcing methods and premium roasts. They run a subscription service that is founded upon their personalised quiz, through which the technology will figure out the taste that would fit their customer’s palate the best.

This is how it works:

  • The first question is: How do you make coffee at home? The quiz gives a number of options, then there’s an explanation for why it matters at the bottom of the page.
  • A question on how the customer takes their coffee, explaining that some flavours work better with add-ons than others.
  • A final question that takes the customer’s budget into consideration.
  • Amazon job overall with what the team at Trade has done - brilliant work. 

14. Dossier

Dossier is a perfume company that aims to make high-quality scents affordable. Going against the significant mark-ups common in the industry, they source perfumes from France, the perfume capital of the world, and then sell them at very fair prices.

They have a quick quiz that recommends the best scent for the customers:

  • Intro copy that presents the quiz as quick and easy.
  • Scent options with matching images.
  • A form that requires the input of an email address to access the results.

15. Mavi

Mavi is a popular denim brand that started out 30 years ago in Istanbul. It has since become popular worldwide for its amazing quality, with the company recently making a turn towards sustainability as well.

Given that they run online stores, they have a denim fit finder quiz on their website:

  • Editorial images as a visual supplement to their options.
  • Icons and graphics for options that don’t involve featured products.
  • An email submission form at the end of the quiz which can be skipped to take you straight to the results page.

16. Scratch Pet Food

Scratch Pet Food is a dog food company that produces healthy kibble using lean protein and whole ingredients. It’s been recognised by multiple shows and publications, including the Sydney Morning Herald and 9 News, for the new standard it has set. 

Accordingly, they have a pet food quiz that exposes (and gets dog owners to think) what they’re potentially feeding their dogs:

  • They ask questions that really make pet owners pause and think.
  • Explanations that shed light on the science and reality of commercial dog food.
  • You then get taken to the results section, which encourages customers to share the quiz as an educational resource, as well as a plug for their own product. Smart referral mechanic for getting people to share their results with other passionate dog owners, whether via social or email.

17. Function of Beauty

Function of Beauty started out as a personalised hair care system, and it became famous among influencers for its minimal yet beautiful packaging. The bottles are recyclable, and everything is made in their own production facility.

They have since branched out to skincare with a quiz that operates similarly to their haircare personalisation quiz: 

  • Multiple questions on a single page to speed up the process.
  • A section that lets customers choose their skin goals, upon which the system will present the best ingredients to achieve that.
  • The results section shows the base ingredients of the customer’s unique product, along with its molecular structure and benefits, giving the products more credibility.

18. Hum Nutrition

Hum Nutrition is a popular vitamin supplement brand that aims to transform skin health from the inside out. The company has since branched out to address other issues, such as gut health, menopausal symptoms, insomnia, and even hair damage - all through vitamins.

They have a quiz that then narrows down which product is most important for their customers:

  • An intro page (definitely one of the best in this guide) that highlights the brand’s selling unique selling features, with a mention of publications that have featured the brand for added credibility. 
  • Questions that get into their customer’s daily diet, with options that have matching images.
  • A “create an account” form that needs to be filled up to access results, with the enticing offer of up to 50% discounts and a $10 off voucher.

19. Blue Bottle

Blue Bottle is a specialty coffee brand that has branches across the US, Korea, and Japan. They have a farm to folk business model, with orders delivered right to their customer’s doorsteps. Those who want to have a full experience can also walk into one of their cafes.

They also have a coffee match quiz that pairs you with the best brew for your taste:

  • Quick preview of why it’s worth taking the test.
  • The ability to press skip on certain questions is a good option for those who are not necessarily coffee connoisseurs (and unsure of the right answer).
  • Questions beyond coffee are meant to narrow down their customer’s taste profile. 

20. Beaut

Beaut is a skincare brand that focuses on producing high-quality serums for different concerns.

They have a great skincare quiz to recommend the best serum for different routines:

  • Great structure of the quiz page, with the start of the quiz above the fold (and are using a Typerform embed), and then below the fold some UGC imagery from Instagram. 
  • Situational questions that feel more engaging and personable.
  • Questions that take your skincare history into consideration.
  • An immediate show of results with no need for email submission, followed by a shop now button

21. Loyal Companion

Loyal Companion is a pet wellness store that basically has everything owners need in one shop. They sell healthy food and treats, offer grooming and vet services, and have training and daycare options.

Though they check each product that they offer, they have a food finder quiz to help dog owners narrow down their options:

  • A get-to-know-your-dog section, where customers put in important biological details. 
  • An interactive US map wherein customers have to select their location.
  • A results page that explains what the dog needs in their diet, and a redirect to their recommended product.

22. Princess Polly

Princess Polly is a popular fast fashion brand that sells trendy clothing at affordable prices. Their website runs a style quiz that helps them profile their customers so that they can make recommendations according to various fashion preferences:

  • The quiz requires an entry of the customer’s full name (including the last name) before getting into the questions.
  • Unlike other brands that insert the email subscription form near the end of the quiz, Princess Polly has it near the beginning of the quiz. Not sure how this goes with conversions, but they’re a massive brand, so they must have done some testing with this. 
  • Good 50/50 split between questions and images. You can easily toggle back to questions if you want to change your answers.
  • Questions with style selections that come with photos.

23. Ouai

Ouai is a haircare brand that believes in minimal yet effective consumption. They only create products that successfully address the needs and wants of the market, even in the creation of their perfume, as requested by their followers.

They have a haircare quiz that recommends the best routine for their customers:

  • Customers get to choose what kind of routine and products they want from the brand.
  • Photos that would help customers visualise the options they’re choosing from.
  • A selection of goals customers want to achieve for their hair.
  • Overall, the team at Ouai have done a great job with their quiz design and layout. 

24. Rare Beauty

Rare Beauty is a make-up brand founded by Selena Gomez, designed to help make users feel confident in their own skin. Accordingly, they have a shade finder quiz on their website to make sure that everything their customers buy will truly be a complement to their skin:

  • A slider that features real-life images of women in that skin shade range for accurate visualisation.
  • The option for additional tips and help if customers aren’t sure about what to choose.
  • An immediate redirect to the product page of the result, with alternative shades, just in case.

25. Care/of

Care/of is a daily vitamins brand that believes everyone’s body has different requirements for achieving optimal health. They curate a different assortment of vitamins for each customer, all bundled up through their daily vitamin packs. Of course, they have a personalised quiz to identify what is needed.

  • A minimal quiz layout that has a “why we ask” portion for seemingly sensitive information.
  • Customers can choose what they need supplements for.
  • A very detailed section on what the customer’s meals look like so they can identify the nutritional deficiencies in their diet.
  • Overall, really clean UI. Love how they break up the sections, as well as the animated transitions (which you’ll see what I mean when you go through it). 

26. Espin Bikes

Espin Bikes is an electric bike company that creates bikes meant to be used in different settings. They are affordable, of considerable quality, and great even for urban commutes. They have an electric bike quiz that can help narrow down the best bike for their customers’ needs:

  • The answer choices have corresponding images that fill up the entire page, particularly for the questions about setting and location.
  • Questions that consider the mobility of the rider.
  • Options concerning the functionality of the bike, with a redirect link to resources if the customer is unfamiliar with what is being asked.

27. Routinely

Routinely is a European skincare company that believes skincare routines are meant to be simple and easy. So, they came up with effective base products, with a test that would recommend the best ones for a certain routine and skin type.

  • Definitions and details on each item in the answer section so that customers know exactly what they’re choosing.
  • After a few questions on skin needs and issues, the quiz begins to touch on personal details such as age.
  • The quiz also takes into account the average sleep time, sun exposure, smoking habits, and hormones, with an explanation as to why each one is an important factor.

28. Nude Barre

Nude Barre is an underwear company that aims to provide women with body wear that truly matches their “Nude Barre style”. It is a brand known for its diversity efforts, and they use a quiz as one of its customer acquisition funnels so that they can help customers find their perfect match.

  • Images that the customer can choose from to identify the closest item colour to their skin tone.
  • From there, the quiz will offer more colours within that range.
  • At the end (it’s a fairly short quiz), they provide a 10% welcome code as an incentive for email subscriptions, though people can skip this step if they choose to.

29. MCoBeauty

McoBeauty is a known vegan beauty brand in Australia, best recognised for their premium products priced at less than $40. From tattoo eyebrow liners to contour beauty wands, they aim to make luxe beauty accessible. They also have a great skincare quiz to recommend the best products for their customer’s issues:

  • They start off with basic information questions like name and age, which can be skipped if the customer isn’t comfortable sharing that.
  • A 15% incentive for those who will sign up for their email subscription before checking the results. This can also be skipped.
  • UGC Reviews with before and after images at the bottom of the quiz page to reinforce ‘results’ and social proof. 

30. Hims

Hims is a personal wellness brand for men. They provide tele-health and treatment plans to help address male needs such as erectile dysfunction and hair loss. Given that they have a variety of products, they host an online quiz that could help them choose specific treatments for their customers.

  • When customers click “find my treatment” from the homepage, a section of issues to choose from will appear on the right side of the screen.
  • Depending on the issue the customers choose, they will either be redirected immediately to a product page, or they will be asked to confirm their location to ensure licensed assistance.
  • After the submission of contact details and completion of answers, licensed healthcare personnel will personally reach out to the customer for proper consultation.

31. Hers

Hers is the sister brand of Hims (pun intended), and the brand offers a similar consultation process to Hims. One differentiator of Hers, though, is that the brand also has a haircare quiz, as the company also sells hair treatments.

  • Customers first need to choose their natural hair type based on their strands, with succeeding questions on hair thickness.
  • Questions on specific symptoms of hair loss.
  • Facts and information about hair loss in between the transition of questions. Nicely breaks up the content. 
  • Before you are shown the recommended results, you have to complete the sign up process.

32. Feals

Feals is a play on the word, “feels”, and it is a mental health supplements brand that aims to support those who may be struggling with certain issues using cannabinoid products. They have a quick quiz to help customers choose among their products.

  • Clear showing of the fact that the quiz only has three questions, which makes customers feel like it should be easy to go through.
  • The second question asked will be solely dependent on what the customer chooses as their main issue.
  • The results have an immediate shop now redirect, with a quick introduction to what the product does.
  • I like the fact they keep it short to get straight to the recommendation. Good 50/50 split design as well between imagery and questions. 

33. Glitch

Glitch is a coffee brand that employs a farm to folk strategy on their products, sourcing from farmers in different parts of the world and then roasting everything in their base in Newcastle. They offer a coffee subscription service that first requires customers to take this quiz:

  • Customers can choose to get a subscription for themselves or others.
  • Choose the delivery frequency for the subscription.
  • The third part of the quiz will show the different products available for subscription, with redirects to their respective product pages. 

34. Adore Beauty

Adore Beauty is a popular beauty retailer in Australia, most recognised for its wide array of products and brands - from international luxury to local indie. Given that they host over 11,000 beauty items on their site, they have set up a skincare quiz to help customers choose which products to go with:

  • Customers get to choose what kind of products they need and what they hope to achieve.
  • A specific choice of treatments, if customers just want to add one product to their existing routine.
  • Skincare aficionados can also choose specific ingredients they want their products to have.

35. Sephora

Sephora is easily one of the most popular and recognisable brands in the world, known for being a beauty retailer with some of the most premium offerings. Similar to Adore Beauty, they then run a skincare quiz so that their customers can narrow down their options.

  • First, a pop-up modal appears where Sephora asks customers to choose their desired skincare routine. 
  • They can also choose products based on Sephora’s categorisations.
  • The results will show different products for every skincare step, with an add-to-basket option for each one. Great use of reviews, and product tags.

36. Vitable

Vitable is a vitamin brand based in Australia, with formulations and products crafted by nutritionists, doctors, and clinical experts. They make sure to make personalised recommendations based on their customer’s needs using their online quiz:

  • Love the minimal and clean UI with progress bar at the bottom of the screen.
  • The quiz takes into account the customer’s history and familiarity with vitamin supplements.
  • The customer can choose multiple health goals as desired, just ranked in order of importance.
  • The quiz will then present different questions about these issues, meant to narrow down what specific aspects to target.

37. Xmondo

Xmondo is a haircare brand that is intent on breaking barriers and norms through its radically vibrant hair colouring system. The brand also sells treatments and haircare products, but they are mainly known for its colouring and styling items.

Let's take a squiz at their quiz.

  • Customers can choose their hair length based on the graphics.
  • The quiz will ask customers to categorise their hair health, and they will be made to choose issues to address from a set of options.
  • Shampoo, conditioner, and styling product recommendations at the end, with the option to add all to the cart.

38. Anti Beauty

Anti Beauty isn’t ‘anti-beauty’ per se. In fact, they are indeed a beauty brand. What they are against are the current practices in the beauty industry, such as using filler ingredients, promoting unattainable standards of beauty, and supplying excess packaging for the sake of aesthetics. The brand only makes high-quality, reasonable, and efficient products, which customers can narrow down depending on their needs.

  • A choice of skin type, with elaborate descriptions of what they look like to help customers in choosing theirs.
  • Clear progress bar to show and motivate people to completion.
  • A wide range of skin issues to choose from, with very specific options for those with hormonal acne.
  • An optional email subscription submission that comes with 15% off, before you see the final result.
  • Then once you enter your email, you get a custom cart of product items based on your answers personalised to you. 

39. Apotecari

Apotaceri is a hair care brand that believes there are better options and alternatives to the existing hair treatment products in the market. They believe that hair care is holistic. Hence, they maintain that they are a bioactive hair care company.

Given that they spent so much time researching and crafting their products, it’s unsurprising that they have a quiz to make sure their customers get the best solutions for their hair.

  • The first page requests all personal information from the get-go. Big fan of the layout and UX.
  • A set of questions that consider the salon exposure of their customers.
  • Awesome and very clear progress, with both a percentage graph and “/10” number.
  • A consideration of medications or health conditions that may be affecting the hair health of their customers.
  • Overall, good mix of question types, including the likes of sliders and multiple choice.
  • Before you find out your answers, you have to opt in.
  • Once you opt in, then you get an awesome customised cart. This is probably one of my favourite layouts I’ve seen in terms of a customised results cart. 

40. The Secret

The Secret is an Australian skincare brand that takes pride in curating unique formulations for each of its customers. They go beyond crafting a personalised routine for their customers and have been recognised by Forbes, Vogue, and Elle.

This is their personalisation quiz:

  • The very first question has to do with the customer’s skin type, and there is an information sheet going into detail if they’re unsure about what to choose. This you can find across each of the questions, which I thought was really handy. 
  • Their quiz has mainly multiple choices per question, but there is also a section wherein customers can manually type additional information, which truly adds to the customised feel.
  • People with specific skincare issues can even point out which particular area of the face experience the most trouble.
  • Once you finish, you’ll get a personalised recommendation.

41. Juiced Bikes

Juiced Bikes is an electric bike brand that offers a good number of options, depending on what their customers need. They are well known in the industry for being one of the first direct-to-consumer e-bikes, as they uphold superior quality at cheaper prices.

They have an e-bike quiz to help customers get started:

  • The first questions are meant to narrow down the use of the bike and where it will be used most frequently. 
  • Customers can choose the features they want or need the most.
  • There is a height scale to make sure that the bike will fit its user.
  • Finally, you’re then presented with the results and recommended bikes. Overall, done a great job of keeping it simple. 

42. Gerber

Gerber is inarguably one of the most famous baby food brands in the world, forever known for their cute baby logo and healthy infant treats. They now offer a meal planning quiz on their website, to make sure that babies get the optimal nutrients that they need.

  • Questions that help them identify where the baby is along with his or her development.
  • I like the design and UX of the quiz on this page, with the static USPs (keeps it top of mind as parents go through it).
  • Consideration of dietary preferences that parents may have for their baby. They also include “why we ask?” as part of most questions, in case any parents have some doubts/any resistance to what to answer or whether or not they feel comfortable answering.
  • Customers can choose whether they just want products from the organic line or they’re open to all products.
  • Once finished, you get a customised menu plan. The team at Gerber have done a magnificent job from start to finish, especially on this plans page.

43. Aday

Aday is a minimal, sustainable clothing brand that focuses on creating capsule pieces that women can use and reuse as often as they’d like. Each item was designed to be versatile, comfortable, and long-lasting, regardless of the style their customers are going for.

They do have a quiz meant to help their customers find the perfect pieces for them.

  • Questions are developed to help their algorithm understand the go-to style of the customer.
  • Questions about where the clothes will be worn, for an understanding of how they’re supposed to fit the customer.
  • The quiz will take customers to a link, which will open a new window showing their clothing results.
  • Here’s an example of the recommended wardrobe.

44. Three Ships 

Three Ships is a beauty company that anchors their brand identity on being natural, safe, and effective. They are best known for their creams and serums at decent prices. Their goal is to have everyone using clinically proven products made from clean ingredients, and they have a skincare quiz to encourage customers to create such a routine.

  • The call to action button to take the quiz reassures customers that this will only take a minute.
  • Cute and colourful icons to match the answer options.
  • The choice of specific products so that recommendations will be narrowed down immediately.
  • As we’ve already seen with some of the others, you get asked to exchange an email for a 15% off discount code, or you can simply skip. 
  • And here is the results I got, with a description of what my overall ‘skin persona’ is.

45. Cheers 

Cheers is an alcohol health brand that has been encouraging responsible alcohol consumption since 2017. Their products are 100% science-based and backed, and everything is vegetarian and gluten-free. They are best known for their after-alcohol aid supplement, which helps minimise the negative effects of alcohol on the body. They also have rehydration solutions, liver supplements, and multivitamins.

So, they put up a quiz to help their customers know which product to go with:

  • Unlike all the other quizzes I’ve spoken about, their questions are not distributed per page or section. All customers need to do is scroll down and answer everything.
  • Questions that are meant to help narrow down how tolerant the customer is of alcohol in general.
  • Then, once you go through each of them, you get taken to probably the gold standard of customised cart pages I’ve ever seen. Just look at how much of an awesome job the team at Cheers have done. 

46. Oresta

Oresta is a marketplace store based in Canada which curates the best organic and cruelty-free gifts. They have a 1-min skin quiz which is an embed from Octane AI (a really awesome tool for creating quizzes on Shopify), which is a great low-cost solution for stores that don’t want to build a custom quiz. 

  • The embed from Octane AI is really smooth - when you test it out, you’ll see how smooth it is. 
  • Based on my selections, I received a custom result with products that could help with my specific skin type and routine, which is awesome.
  • As you can see, there’s also a video CTA that talks more about the products from Oresta. Smart idea to have this at the end, which can help reinforce trust and the reasons why Oresta is a great option for buying products. 

47. Sonday the Label

Sonday is a maternity clothing label made for the modem mum. Similar to many of the other references I’ve talked about in this guide, they use embedded quizzes which make it really easy to create them at scale. And that’s exactly what they’ve done, by using Interact (an app for creating interactive quizzes), they’ve created multiple based on the objectives of what current mothers or mothers-to-be are looking for.

  • You can see the multiple quizzes they have here.
  • Looking at one of them now, you can see the embed takes up good real estate on the page. 
  • They use images per question, which is good for breaking up the wording.  
  • When you finish answering, you then get asked for an opt-in to see the results. Personally, mixed feelings about this strategy for opting in. If we compare the examples above with Oresta, I’d say it would be better if they provided a custom cart based on the answers to keep it all within one experience. Having said that, this strategy does work from experience - it all comes down to testing and what’s effective in order to drive purchases.

⚡ Frequently Asked Questions ⚡

Why should eCommerce businesses create quizzes?

One of the best initiatives you can do as an eCommerce store is to create an engaging quiz that can collect leads, educate visitors, and nurtures them until they become a customer. From my personal experience, I’ve seen many clients do extremely well with quiz funnels, and there are a few reasons why. Firstly, it’s a great way to capture lead details that are different to your typical lead magnets. Second, it provides a personalised experience for new audiences to become engaged with a new brand, which can lead to higher conversions. Thirdly, it’s a smart strategy for businesses that have a lot of product options and are in a crowded space. You see this a lot with many beauty and skincare brands (which is a very competitive category), where they have a quiz taker on offer for visitors to take part in. For example, a classic one you’ll see is skincare companies that they’ll try to get new visitors to take a free quiz to find out what their skin type quiz result may be. It’s kind of like doing a personality test, but for your skin. This is a smart way to help users who may be confused by the various product options out there and what’s the right type of product for their skin type. Finally, quizzes are a useful tool for store owners as you can collect some awesome actionable insights, which can help improve your offering, as well as understand more about what your ideal target audience is looking for in products.

What is a good example of a quiz landing page example that you recommend store owners should try out and get inspired by?

It’s hard to nail down one awesome example of a quiz landing page because many of the above I’ve talked about in the guide are really good for their target categories and demographics. I’ll pick one good example which has a great UI and one with the best structure/UX. The best example UI-wise that has done a great job is Feals. Love the colours and branding and the use of high-quality imagery. The 50/50 split between quiz questions and images on the right-hand side is engaging, and it’s also mobile friendly. Then the best example for structure and UX, would have to be ‘The Secret’. The use of illustrations to demonstrate answers (they look on brand), the use of white and spacing to make choices clear, the use of a progress bar, and the overall layout are key things that are executed well.

How do the top eCommerce stores use quiz results to build better personalisation experiences?

One of the benefits of running quizzes for online stores is the data collection opportunity. Depending on the length of your quiz, you can collect insights based on the answers of those participating, whether it be particular attributes, demographics, geo-location, trends and other factors. The primary objective of why quizzes are a great opportunity is that it helps with multiple purposes. In other words, it’s a particular initiative that achieves multiple goals within one. Those objectives include; collecting data on your customer personas and getting insights into what your personas are looking for in terms of features and solutions, and it’s a great way to funnel visitors into segments, where you can then do more personalised targeting for marketing purposes based on their quiz results. In terms of where the data may go, there are multiple ways to do so. For example, you can automatically send the quiz results to a Google sheet, where a data-cruncher or analyst can help you decipher through results and present actionable insights that you can use as takeaways to help improve your marketing.

What are the different types of online quizzes that you can create to generate leads?

I’m confident, regardless of the industry or category you serve in, that there are quiz ideas that can help you collect leads. Here are a few examples to get you inspired (on top of all the amazing references I’ve shared in this guide) to get your creative juices flowing. If you’re an alcoholic beverages company (e.g. a few wine companies do a great job at this), you can create a ‘drinks’ match type quiz to help visitors see which type of drink/beverage matches their personality type. If you’re in the hair care business, you can create a hair type quiz, which helps people pick which products best suits their hair requirements. If you’re in the pet industry, you can create a dog quiz to help dog owners choose products to help better care for their little ones. If you’re an eCommerce marketer or founder reading this, you can see where I’m going with this and the endless possibilities of different types of quizzes you can come up with. I’m hoping just be reading these high-level references, as well as exploring the landing pages I break down, you’ll no doubt come up with some tests that you can run as quizzes.

What are the best Shopify apps to create engaging quizzes and interactive content experiences?

I’ve tried and tested a few Shopify quiz maker apps, and I certainly have a few that I recommend. They all have similar robust features, and they’re user-friendly enough for those who may not have done quizzes before on their store. My recommendations that I encourage you to explore further into are; “Product recommender” by Revenue Hunt, Octane AI, Quiz Kit by Presidio Creative, and Jebbit. They each naturally have some strengths in certain features against one another, including the likes of quiz types, advanced options around personalisation and custom design, as well as conditional logic options, but each of them does provide a great experience when it comes to creating an engaging quiz that helps you generate leads and nurture them for marketing.

Note: All these examples are publicly accessible, and I’ve been collecting them as part of my personal swipe file for my own learnings and inspiration. When I share these examples and publish them, they're available as is on the date I publish a guide. Some information, such as ads, page designs, links to resources, prices or anything I mention related across these resources may/will change, so do let me know if you can’t access a resource, or something isn’t correct. Just get in contact with me as I want to make sure things are fresh as they can be. Thanks for reading and enjoy. 😊
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