Ecommerce Product Recommendation Quizzes: The Unrivaled Guide from Queries to Conversions with Real-world Examples

The Product Recommendation Quiz Strategy: How We Made $96,401 In three months and got a 20.22% Conversion Rate for a little-known DTC Brand.
This strategy is not ideal for all businesses.

It is designed for ecommerce companies who want aggressively increase Conversion Rates.

It’s the exact strategy we used to generate an extra $28k/mo revenue for a DTC Nutrition Brand. (tracked using Octaneai):
If you want to get a 10%+ conversion rate, $20,000+ in revenue, and 260+ customers per month, then THIS is the strategy to do it.

Read on to create your own and scale your customers from quizzes.

If you’re just starting to get your business off the ground or running a small agency with a handful of clients, you probably shouldn’t start here.  Bottom line: this strategy ONLY works if you have traffic or are driving traffic with PPC.

We’re so confident it the power of our quiz funnels that if you don’t see at minimum 2x your conversion rate…

You get a full refund and get to keep the quiz funnel for free.

(Talk 1 on 1 with our lead quiz Strategist)

We guarantee* to beat your site’s conversion rate by 2x in 7 days

The Product Quiz Strategy: Quizzes that Drive Sales (Without More Manpower)

Organic traffic, Google Ads, Meta Ads, TikTok Ads… they are all important factors to focus on for growth. But traffic is meaningless if you can’t convert it.  The largest lever you have is at the bottom of the funnel.  A 1% increase in conversion rate can see a 200% increase in ROI & Profit. Decrease CAC 1%, and ROI & Profit barely moves. Improve your conversion rate, and everything else rises.

Here’s what that looks like:

Profit vs 1% increase cvr, 1% decrease cac

Feel free to copy this google sheet and see the effect on your actual numbers:
1% increase CVR vs 1% decrease CAC on Profit

Ask any marketer or CRO how to improve conversion rate (CVR), and they’ll tell you this:

  1. Define your site’s goals
  2. Clearly state your value proposition(s)
  3. Do A/B testing

These are all things you should do, but what if you could skip those steps and still get a 10% CVR?

The biggest issue with typical advice is that it’s SUPER resource intensive and takes a long time. And even if you do get it to work, often the results take longer than expected and are incremental, not exponential.

Instead, We Used The Quiz Strategy to drive $96,401 In Three Months and a 20.22 Conversion rate, and we’ll show you how to do the same.

We Used The Product Quiz Strategy To Drive A 16.8% CVR, A 28% Email Optin Rate, 9.9% SMS Optin Rate And an extra $33,688  In Revenue In 30 days

For the last year, we’ve worked with multiple DTC & CPG Ecommerce companies.  Some have been “high engagement brands,” and others “low engagement” with customers that don’t engage much on social.  We chose one of each brand to show you.

After just a month with each brand, we increased conversion rates to 15% and 11% for two high-engagement brands. And up to 8% for the low engagement brand. Plus, email opt-in rates for each quiz were 15-20x higher than through Optimonk (traditional) popups.


Above is an example of a low-engagement brand that turned quiz viewers into $96,401.50 with a 7.88% conversion rate to purchase. And had a 20% email capture rate.


Over the year we learned an important lesson: the volume of traffic you get isn’t important.

What’s important is attracting qualified, wallet-ready buyers.

As we refined our strategy over the year, we discovered that there are three general types of quizzes that we needed to focus on to increase leads, sales, and conversion.

Once we dialed in our quiz types… The result? Leads who entered our quiz converted 7x-15x higher than those who didn’t take the quiz. It resulted in CVRs like this:


How’d we do it?

We’re so confident it the power of our quiz funnels that if you don’t see at minimum 2x your conversion rate…

You get a full refund and get to keep the quiz funnel for free.

(Talk 1 on 1 with our lead quiz Strategist)

We guarantee* to beat your site’s conversion rate by 2x in 7 days

The 3-Steps To Using “The Product Quiz Strategy” To Get Quiz Traffic To Convert Into Sales

There are three steps to execute a Product Quiz Strategy successfully.

Step 1: Pick, plan and build your quiz.
Step 2: Promote your quiz & place it on your site to convert traffic and leads into new customers.
Step 3: Personalize your marketing and email with quiz results.

Below is a breakdown of how every part of the strategy works. Now let’s get into it so you can reliably turn quiz takers into buyers at a ridiculously high conversion rate.

Step 1: Pick, plan and build your quiz.

Pick plan create

Three Types of Quizzes

  1. The Top of Funnel Magnet Quiz (TMQ)
  2. The Quick Product Quiz (QPQ) reduces confusion and choice.
  3. The Deep Product Quiz (DPQ)

First, we have to determine which type of quiz to build first.  In most cases, you can use or at least split-test all three types of quizzes.

Typically we’ll start with the Quick Product Quiz.  It’s bottom of the funnel and conversion-focused. Because it’s the quick version, we can, as the name suggests, get it up fast.

Why not the other two?
The most complicated quiz is the In-depth product quiz. Because it takes more time and effort to produce, we generally don’t start with it.

The Top of Funnel Quiz is designed primarily to capture email addresses, phone numbers, and capture subscriber info so we can better market to them. But this sort of quiz doesn’t translate to sales as quickly because we’ll target people who aren’t as far down the path to purchase.

So… Start with the QPQ.

The Quick Product Quiz (QPQ)

The QPQ is the quiz you use to remove hesitation, overwhelm and increase confidence in the consumer. At the end, you’ll present the perfect option or up to three options for that customer.

Here’s how to do it:

First, we need to plan out the quiz. So that when we design the questions, answers, and results, the customer reading them will feel as though the quiz and answers are relevant, trustworthy, and apt for their situation. If you get that right and present the correct product(s), you’ll get an exceptionally high conversion rate.

Four simple rules for the QPQ.

  1. It’s short. Typically 2-5 questions.  Plus email/SMS capture.
  2. Tailor the quiz and questions for your best-selling products.
  3. Your only goal is to help customers envision that your product will help them achieve their goals.  Take them from where they are to where they want to go.
  4. You need a hook.

Working backward… figure out what/why customers want when they buy your products.

This dovetails with rule #2. If you have hundreds of products that serve different purposes, you can either use a qualifying question to start the quiz to put them into a specific category or use different quiz funnels. This depends on your traffic and willingness to spend on ads. In some cases, if you’re using these quizzes as part of your ad funnel, you may want distinct quizzes to focus on a particular pain point your target audience is experiencing. Otherwise, I would lean toward making one quiz with qualifying questions. This will help us reach statistical significance with the data in each bucket.

Next, figure out where your customer is currently and their goal.

Customer journey

Let’s say, for example, you have a skincare brand.
Your customers come to you for three main reasons:

  • Get rid of Acne
  • Look Younger
  • Get rid of dry skin

There are probably many more subsets of reasons and other reasons entirely.
Your job is to weed through and determine what 80% of your customers want. The remaining 20% won’t be addressed by this quiz.

Even then, we may need to whittle the reasons down to a singular goal to reduce complexity for our MVP of the quiz.


Because the more branches we have, the quiz and subsequent results get exponentially harder to produce.

27 outcomes

For example, if we first ask a question like:  “What’s bothering you about your skin?”
A1. It’s too dry
A2. I have acne
A3. I’d like to get rid of wrinkles

All of a sudden, we have 3 different paths that we have to populate with questions.  Let’s assume that we’ll ask 5 more questions per branch.  So the total questions and content we have to produce are 15 vs. 5 if we just stuck to one branch.  And that’s assuming we don’t have any further branching options that follow this trend that can easily balloon into 30, 60, 90 questions.

Even worse is how do you calculate the results?


Can we ask one question to help us reduce complexity and identify the customers’ goal?

Here’s an example from a Men’s Beard brand that we work with:

Oh, and did we mention the conversion rate (at the time of this writing)?
CVR: 7.23%

First, we get the status of where the customer is in their journey.


Then we figure out their goal.


Optionally Capture an email and/or sms.


We’re so confident it the power of our quiz funnels that if you don’t see at minimum 2x your conversion rate…

You get a full refund and get to keep the quiz funnel for free.

(Talk 1 on 1 with our lead quiz Strategist)

We guarantee* to beat your site’s conversion rate by 2x in 7 days

Then we present product options and context to help them achieve their goals.

What to do if you’re not sure what your customer’s goal is when they purchase your products

A few suggestions:

  • Check in with your Customer Service team.  They often have the most contact with the customer and have great insights.
  • Send out an email survey of your customers. Offer an incentive to answer.
  • Check customer reviews on your site and other 3rd party marketplaces (Amazon)
  • Automate a post-purchase survey.
    • This should take the form of an on-site popup and or email/sms.
  • If you don’t have ANY of that… Check competitors’ sites.  Look at their customer reviews, Unique Selling Propositions, and other information for products similar to yours.

Determine which products will help your customer achieve their goal.

So we’ve now narrowed it down to a single goal or, at most, a few goals that lead to minimal branching.  We now need to decide which products we’re going to offer – the ones that will get your customer from where they are now to where they want to go.

Typically these products are your best sellers.

How to find your best-selling products in Shopify (simple version)

To find your best-selling items go to your Shopify store and take a look over the last year, 6 months, and 3 months to find the trends.

Go to Analytics → Reports → Sales by product


Though this works, it’s a bit simplistic. Just picking the products that you’ve sold the most of may not be the best for your business. Generally, we prefer a more layered approach that looks at 60/90 day LTV.

Often you can get customers in at a lower price point for the initial order with the understanding that the 90-day LTV is higher than had the customer purchased one of your top sellers.

How to pick your best first-time purchase items based on 60/90 day LTV.

We use a software called TripleWhale.
(Note if you want a 15% discount – get in touch with us, and we can hook you up)

TripleWhale makes determining 60/90 day LTV at the product level extremely easy to determine.

There’s a built-in report that automatically tracks 60/90 day LTV for your top-performing products:


Easy peasy.

If you don’t have TripleWhale, then a simplified version of this is possible using google analytics if you’re looking for a free solution. Or by exporting Shopify data and using pivot tables in excel or google sheets.

That said, it’s hard to replicate without a 3rd party software, and it’s easy to make mistakes when manipulating the data.

The easiest and most reliable way to get this data is to contact us and have us set you up with TripleWhale at a discount.

There are some other softwares that you can consider.
Polar analytics, RedTrack, or Littledata.

TripleWhale is our favorite, and we’ve tried the three I mentioned and more.

Which should you use? Products with the highest number of transactions or highest LTV?

In the case we put above, the products that sold the most are not the same as those with the highest 60/90 day LTV. Because of that, we opted to use the high LTV products.

We know if a customer purchases any one of these top 3 products, they’re most likely to come back and make another purchase in the coming months.

By selecting the high LTV products, we’re able to spend more money on ads to promote the quiz with the understanding that we’ll recoup the ad spend and more within 90 days.

That doesn’t always work for every business. If you NEED to be profitable on the first order, then this strategy won’t work.

But if you can accept a 1x ROAS or .9 ROAS etc… Knowing that your actually ROAS after 90 Days will be 1.5X, then you’re able to grow when others can’t profitably.

This discussion about 60/90 Day LTV or PSM Profitable Scaling Margin or CM (Cash Multiplier), whatever you want to call it, deserves more discussion, but it’s for another article.

So, pick your products accordingly.

We’re so confident it the power of our quiz funnels that if you don’t see at minimum 2x your conversion rate…

You get a full refund and get to keep the quiz funnel for free.

(Talk 1 on 1 with our lead quiz Strategist)

We guarantee* to beat your site’s conversion rate by 2x in 7 days

Plan out the questions & results for your Quick Product Quiz.


You got a brief example of the sorts of questions you might ask above from our Men’s beard brand.

The two most common ways we start off a QPQ are:

  1. Assess where the customer is currently in their journey.  Then figure out where they want to go.
  2. We take the 1-3 goals we’ve identified and use those as the starting point for our questions.

Because this is so specific to your business, it’s hard to tell you exactly what questions to ask.
But we can give you the framework we use to plan out the results of your quiz.

FYI – It’s not nearly as neat or as easy as you may think if you really want to give personalized recommendations that will convert best to sales.

Instead, we’ll do the next best thing and create a dynamic quiz showing results based on Shopify tags.
For QPQ, the easiest way to think about your quiz questions and results is to divide your products into different categories.

Let’s take the example of a shoe store.
The store sells shoes for Men, Women, and Children.

It also sells different types of shoes, such as shoes for Running, Everyday, Casual, Formal, and Gym.
And within these categories, each shoe will have its main colors that the person may pick from.

A simple QPQ quiz structure could have the following questions:

  1. Who are these shoes for?
    • Men
    • Women
    • Children
  1. How are the shoes going to be used?
    • Running
    • Everyday
    • Casual
    • Formal
    • Gym
  1. What’s your favorite color?
    • Red
    • Blue
    • Yellow
    • Green
    • Black
    • White

The results page would show a combination of all shoes matching every combination selected.
For example, Black Running shoes for men.

To display results, you need to set up the correct Shopify tags.
Copy this google sheet that’s set up for a two-question quiz to help with the appropriate Shopify tags:

Octane already produced a guide with step-by-step instructions on the steps you need to take to select products based on tag. We’d suggest that you go take a look at it after you finish this article:

We know this quiz sounds simple. But this quiz will increase your conversion rates!
Instead of having to browse options to find what they’re looking for, your customer will be directed to the exact right product by answering just a few questions.

The QPQ can be customized to almost any store selling multiple items. As mentioned, . But to start, keep as simple as possible and go straight to the point.

We’re so confident it the power of our quiz funnels that if you don’t see at minimum 2x your conversion rate…

You get a full refund and get to keep the quiz funnel for free.

(Talk 1 on 1 with our lead quiz Strategist)

We guarantee* to beat your site’s conversion rate by 2x in 7 days

The Top of Funnel Magnet Quiz (TMQ)


This sort of quiz is often not dissimilar from the  Quick Product Quiz. But you have to be sure that the initial question has a broad appeal.  Think more BuzzFeed style, but that can lead to a product result.

Still, the primary purpose of this quiz is to capture subscriber info (emails and phone numbers) and begin the relationship with the quiz taker. Meaning you’ll have to nurture the relationship with emails and texts before the person is ready to buy. You’ll make some sales.  But think about them as icing on the cake.

How should you approach a Top of Funnel Magnet Quiz?

Ask a question about the person. Don’t worry we’ll make this more concrete with examples below.

General types of questions:

  • Lifestyle
  • Personal style
  • Virtual consults
  • Test your knowledge

Let’s get into the examples.

Selling women’s hair products?
What’s something that a woman on social media may pause scrolling because she’s interested in knowing?

Want to understand your texture type?

Selling makeup?

Do you know what colors work best for your skin tone?

Sell home furnishings?

Can’t agree on style with your significant other?
Find your perfect “couples” style.

Now that’s not to say that you can’t try a true BuzzFeed-style quiz.

Boom by Cindy Joseph, an older woman’s makeup brand, features a personality quiz.

Asking questions like:
“which powerful woman are you?”

If you do go this route, it tends to be a bit harder to transition to a sale. It’s more of an intro to the brand. While this does prolong the sales cycle, if you continue the relationship it’s that person will likely turn into a loyal customer.

One of the best case studies for this is from Jones Road Beauty.
Jones runs top-of-funnel TikTok traffic to an advertorial with a quiz. The quiz is a version of a style finder, in fact, it’s a “find your shade” quiz that increased their AOV from $60 to $90 dollars with a conversion rate of 16%

Jone’s Director of Ecommerce, Cody Plofker, had this to say:
“I believe that acquiring customers quickly is sometimes the worst thing that you can do. And you actually want to lengthen the funnel, so you can get more information, more education, and more storytelling to prospects. I’m not trying to use ads to get fast sales, I’m trying to acquire customers who are then going to become very loyal to our brand long-term. I don’t want them just buying products, I want them buying our brand.”

The full case study is on Octane’s blog here.

The Jones quiz borders on being a quick product quiz. Frankly, the distinction between the QPQ and the top-of-funnel quiz can be a bit blurry. And as mentioned above, you’ll likely want to lean toward a Jones Road version more so than a Buzz Feed version of a quiz.

How do you create a Top Of Funnel Magnet Quiz?

Tqm how to

Since we’ve already been over the basics above, we’re not going to rehash. The biggest difference is what and how to present your results.

You have 3 general options:

  1. Present product results
  2. Give a lead magnet (that has links to products)
  3. Take a hybrid approach.  Mix products and the lead magnet info.

Typically we’ll either present product results or take a hybrid approach. We will test a lead magnet.  But only in rare cases does it outperform the other two options. When it does, it’s because the lead magnet is very good. Having to create a great lead magnet is another potential spot for failure.  Worth testing, but not till you’ve built out one of the other two options.

For product results, the tricky part is how to make the transition from more generic questions to presenting results.
Counterintuitively, often the best way is just to get to the point. Very little transition.

Depending on your quiz, you may be able to get away with just presenting product results. More often, you’ll need to take the Hybrid approach.

Give context to the result – talk a bit about the person’s relevant traits etc…
Then either give a discount. And/or present products that the person would like to use given the traits identified.

The Curlsmith results page (see the full case study here on octane’s blog) is a great example of this hybrid approach.


Ultimately, this quiz generated 100,000 new subscribers and 3,335 orders at a 6.3% conversion rate for Curlsmith.

Now on to the deep product quiz.

We’re so confident it the power of our quiz funnels that if you don’t see at minimum 2x your conversion rate…

You get a full refund and get to keep the quiz funnel for free.

(Talk 1 on 1 with our lead quiz Strategist)

We guarantee* to beat your site’s conversion rate by 2x in 7 days

The Deep Product Quiz (DPQ)


What is a DPQ?

The Deep Product Quiz is designed to deliver fully personalized results based on in-depth questions.

Typically these quizzes are lengthy and have many branches and lots of potential results so that what your potential customer sees at the end is a true reflection of what fits their unique situation best.

The quiz will demonstrate that you fully understand the customer’s issues and present the best solution specifically for them.

Of course, you don’t have to ask a million questions if your product doesn’t necessitate it. But in our experience, anything over 7 questions and you’ll experience quite a bit of drop-off.  So we consider anything over this threshold a DPQ (though you could argue that they are generally longer.)

These quizzes range from the low end of 7 questions all the way up to an eharmony-level quiz which has 80 questions.

Let’s get this right… The DPQ is a big commitment on your part (the brand) and the consumer’s end.

You have to be ready to invest time and resources to create it. And the customer has to be motivated enough by the expected “payoff” to go through the whole process.

To be clear, the payoff isn’t necessarily a monetary incentive. It almost never is.

Given that, you might wonder…

Why bother with the Deep Product Quiz?

  1. It’s actually helpful.
  2. There’s no hyperbole as to the level of personalization vs. the quick product quiz doesn’t feel nearly as personalized.
  3. You get TONS of data points about your customers
  4. You get to use data specific to individual customers in follow-up.
  5. Uber high conversion rates. Those that make it through convert.

When doesn’t the DPQ work?

If you have a very low ticket offer, you sell something that doesn’t lend itself to this level of personalization, or the payoff isn’t there for the customer.

Low ticket offer – Take, for example, hair bands.
You could probably ask about age, activities, hair color etc… But how many questions is someone willing to answer for a 40-cent hair band? Likely not many, even if it could help them find the right hair band.

That’s not to say that you can’t ask a few more questions than a quick product quiz.  But asking 20 questions to get a hair band? Probably not going to work.

We’re so confident it the power of our quiz funnels that if you don’t see at minimum 2x your conversion rate…

You get a full refund and get to keep the quiz funnel for free.

(Talk 1 on 1 with our lead quiz Strategist)

We guarantee* to beat your site’s conversion rate by 2x in 7 days

So what sorts of products and sites lend themselves to a DPQ?

Dpq when to use
  • High Ticket Items
  • Products that can be highly customized or very specific to the person
  • High importance products
  • High-risk products (i.e. the consumer needs reassurance that they’re buying the right product)
  • Sites with a large catalog and similar products

The main idea behind why a DPQ works is the same for our non-exhaustive list…
The consumer needs help choosing and reassurance that they’ve picked the right product from amongst your site and competitors.

We’ll give you concrete examples below. But you can see this need for confirmation in many industries.

Health products are a prime example.
If a person has to ingest a pill, they want to know whether what they’re putting into their body is the right thing. SpoiedChild is a great example that we’ll explore below.

Personal style.
If a person is looking for help, they place high importance on how they look and how others perceive them. We’ll talk through how StichFix, a personal stylist company, uses a quiz to address this issue and help lead the customer to believe that StichFix is the correct solution.


Wine is a highly personal experience. What you like, I may hate. And it’s a complex experience. Between types of wine, regions, and individual producers, the possibilities are almost endless.
Winc a wine subscription service is a great example of using quizzes in this space.

Deep Product Quiz Examples and Takeaways

Who dpq

Eharmony : The big payoff

The OG of the DPQ is eHarmony. There are 80 questions… 80! In the eHarmony quiz.
Let’s imagine it takes, on average 1 minute to answer a question (given that some are longer and require more thought than others).  That means a person dedicates almost an hour and a half of their life.


Because the expected payoff is so large. Love. Marriage. Finding their person.

Not everyone will feel that it’s worth it. And they may go to Match or Tinder to swipe left. But of the people that complete the quiz – the conversion rate must be sky high.

From a recent 2022 CJ case study, we know that from cold traffic, people that went through quizzes converted to a sale at 24.1%.  Yep, that’s only one channel. But illustrates the point.

The takeaway
No matter your space or brand, the customer needs to care about the payoff for your DPQ to work.

StitchFix: Actually helpful

You’ve likely heard of the now publicly traded company. The premise is that they’ll match you with a stylist who will shop for you and send you clothing that fits your style. You can keep or return any/all of it.

StichFix only makes money if a customer purchases an item that they mark up a bit to cover service costs.
Because of their model, StichFix needs to understand the customer and send the “right” clothing that will induce a purchase.
And conversely, presumably, the customer is invested in getting items they actually like.

Because of that, StichFix can have the customer go through an approximately 15-minute long quiz.
The quiz is actually helpful in accomplishing the consumer’s goal of getting clothes in their style that they’ll like.

Make your quiz actually helpful and communicate why it’s important to the customer if it’s not immediately obvious.

Andies: Personalized email followup

Another tangible and possibly more relatable example is Andies sells swimwear, activewear, and “intimates” to women.

Their home page quiz asks 12 questions. Still a fair amount and enough to glean a lot of insights about the customer to actually help them get the right product in the right size for them.

Andies uses info submitted to follow up with highly personalized emails with hyper-relevant recommendations for the customer.

Use the info collected to make personal recommendations for the customer over email and SMS.

Note: One pitfall to avoid is getting too personal too quickly. If you have sensitive questions to ask, it usually makes sense to place them later on in the quiz once your prospective customer has already committed time and energy to answering. This makes it cognitively harder to abandon when faced with a sensitive question.

SpoiledChild: Get customers the right product

SpoliedChild is in the health and beauty space. Specifically making products for hair and skin targeted at women. Their product looks a bit unusual by design. The hair serums and more are housed in “capsules” that look like large pills.

In reality, they’re refill packs for a dispenser that’s included with an initial purchase. Because of that, all the products look the same other than color. Also, to the uninitiated, many of the products sound very similar (they did to us).

Because of the similarity in look and short description – SpoiledChild relies largely on a quiz to help new customers pick the right product. In fact, the quiz is prominently displayed on almost every page of the site.  Even on product pages which is unusual. Most brands don’t want to distract from the purchase once you’re on the product page. SpoiledChild would still rather get you the right product instead of the one in front of you.

Insist that the customer gets the right product for them. They’ll love you for it.

Winc: The Flexible DPQ

Winc is one of the innovators in the wine space. They came up with a new premise, data-backed wine drinking. Just like Eharmony does for dating, Winc does for wine. Using an extensive quiz, Winc determines your taste preferences and sends you bottles of wine that meet your individual taste profile. You can’t sign up to get wine without going through the quiz.

Winc’s quiz design is smart. Technically it’s only 5 screens. BUT…
Within each screen, you’re asked to pick many different preferences.  In the end, you’ve likely answered 20 or more questions presented within the 5 screens.

For example, Winc asks: “What kind of flavors do you like?”
Ad proceeds to show you a tinder-like experience below where you can love or leave each flavor profile they present to you.

By limiting the number of screens but allowing for more results, the quiz has broad appeal. Those that don’t care for the in-depth quiz can take a 5 question, short quiz. While customers who want a truly personalized experience with wine tailored to their tastes can keep answering questions to their heart’s content – feeding data into the matching algo.

We’re so confident it the power of our quiz funnels that if you don’t see at minimum 2x your conversion rate…

You get a full refund and get to keep the quiz funnel for free.

(Talk 1 on 1 with our lead quiz Strategist)

We guarantee* to beat your site’s conversion rate by 2x in 7 days

How do you create a Deep Product Quiz?

Make dpq

Functionally it’s much the same as a quick product quiz. But with a lot more branches for questions and many more corresponding answers.

Because we covered this above, we won’t go too in-depth here. But there are some tricks of the trade that will make your life easier.

  1. Map it out. Use Miro or another mindmap/flow chart software to map out the quiz
  2. Start with the end in mind.  Map out your answers and initial question first.  Then fill in the middle. You can always add more to the start or the end if needed.
  3. Use your data. If you’ve started with a Quick Product Quiz – use the data you’ve collected there to inform your DPQ.

Here’s an example Miro board for a quiz that we can share:

Step 2: Promote your quiz & place it on your site to convert traffic and leads into new customers.

Typically your quiz will live on a dedicated landing page on your website.

There are 5 main ways that you’ll get traffic to your quiz.

  1. Placing a link in the header
  2. A section on your homepage
  3. A popup (test this – sometimes it’s great, sometimes not so much)
  4. Facebook/Instagram/TikTok ads to your landing page
  5. Promote it to your email list.

The first two items are pretty straightforward. If you need more inspiration for this, check out any one of the examples we mentioned above. Almost without exception, they have the quiz in both spots. (SpoiledChild has it on almost every page)

You’ll notice that in all the examples below, there’s context about the quiz and a hook – a reason why the person should take the quiz.

We’re so confident it the power of our quiz funnels that if you don’t see at minimum 2x your conversion rate…

You get a full refund and get to keep the quiz funnel for free.

(Talk 1 on 1 with our lead quiz Strategist)

We guarantee* to beat your site’s conversion rate by 2x in 7 days

Here are three homepage examples for you:

Winc quiz


SpoiledChild Quiz




For links in the header, we recommend either using “Get Started” or “Take The Quiz”.
Feel free to try other variations, but those are the two that we generally use and see success using.

Test a pop-up

If you’re really trying to emphasize the quiz test, put a call to action in a popup. Typically you don’t want to use an exit pop unless you incentivize the person to take the quiz. Even then, it generally makes more sense to base when the popup shows other parameters such as time on page etc…

Sometimes we will see a higher opt-in rate for a quiz than a traditional popup. But with particular designs, other sorts of gamified popups typically have a higher opt-in rate.

That said, you don’t get all the data from those popups that you do from someone taking your quiz.  This is just something you’ll have to weigh the pros and cons of.

Run Facebook/Instagram/TikTok ads to your landing page

We have a deep dive into PPC here if that’s where you need help.

Otherwise, the premise is fairly simple and has the same idea as the home page.

Start with a “hook”, a reason why the person should take the quiz. And the body of the ad needs to add context and reinforce your reason why.

We’ve had the most success with video creative. But to get going, even a simple static image ad can produce good results.

Facebook ad examples for quizzes:

Stroller quiz

We’re so confident it the power of our quiz funnels that if you don’t see at minimum 2x your conversion rate…

You get a full refund and get to keep the quiz funnel for free.

(Talk 1 on 1 with our lead quiz Strategist)

We guarantee* to beat your site’s conversion rate by 2x in 7 days

Send the quiz to your email list

There are three times that you can test sending out the quiz to your list.

  1. An email blast to your list once the quiz is created
  2. In a welcome sequence
  3. Post-purchase

Send the quiz to your list once you’ve created it.

It’s a great excuse to reach out to your list and send engaging content.

Not only is there a good chance that those that go through will purchase something, but you’ll learn dramatically more about each customer as an individual.

Send in the welcome sequence

Just after someone joins your email list is a perfect opportunity to get to know them better and deliver personalized recommendations over email.

The potential customer is highly engaged at this point. Shortly after the initial signup, in our experience, the person is 1.5x more likely to take the quiz vs if you wait a week.

Send in a post-purchase follow-up

Again this is a great touch point at a stage where the customer is likely to take the quiz. They’re engaged and want to hear from you, and you can take the opportunity to learn more about them and maybe even drive another sale to increase 60/90 day LTV.

Once you get quiz results rolling in then, you can start using them in your email and SMS.

Note: You absolutely need quiz software like Octane that connects to your email provider. Most all our clients use Klayvio. Octane has a seamless integration with Klayvio. But no matter what you use, this is super important, or you won’t be able to leverage quiz data.

Step 3: Personalize your marketing, SMS, and email with quiz results.

Personalize quiz

Regardless of the quiz type –  if you’re doing a DPQ, QPQ or TMQ, you need to use the data generated to personalize messaging to customers and prospects.

Send personalized Quiz results over email

The first thing you’ll want to do is send the person’s personalized results page to them over email. The setup is a bit technical (though not that bad).  It involves the use of variables which we’ll get into below.

This touch point is important and helps boost conversion if the prospect didn’t purchase after taking the quiz.

The same rules apply for sending out quiz results as for abandoned carts.  Send from 45 mins to 2 hours later. You’ll want to test what timing works best for your audience.

We’re so confident it the power of our quiz funnels that if you don’t see at minimum 2x your conversion rate…

You get a full refund and get to keep the quiz funnel for free.

(Talk 1 on 1 with our lead quiz Strategist)

We guarantee* to beat your site’s conversion rate by 2x in 7 days

How to Use quiz results in flows and one-off email campaigns

Ideally, you’ll match messaging and even images to particular customer responses that are meaningful.

If your Octane and Klaviyo integration is active, then Octane will automatically save custom properties to each user’s profile in Klaviyo.

More info on this process here:

You can create custom segments of people using these properties.
And you can access and use these properties AKA quiz responses through variables in the Klaviyo editor.

How can we use these properties?

We’ll go back to our good buddies, Wild Willies. (See the beard quiz above).
If a person answered that they have a short beard and aspire to grow a loooong beard, we’ll want to send different products, images and even speak to that person differently than a guy who only wants to maintain the length of his beard.

Rather than write 10 email versions to cover the various groups of beard growers, we can write one, maybe two emails using variables to personalize our images and copy for each guy.

Short Example Email

Email examples quizzes

Hey {fname},

Because you want to {{ person|lookup:’Octane Quiz Beard Aspiration’ }}

You need a solid beard care routine to support that.

For your face and beard, we’d like to see you start using these three products daily:

{{ event.products_all.2.image }}

Keep it bearded,
Wild Willies Team.

This works very well for an email campaign “blast”. For flows or “auto-responders,” you might consider segmenting by salient customer properties and handwriting each email.
Though, again you can use variables where they make sense.

Quick tip: be sure to use personalization in your subject lines.
According to Klayvio, “personalization leads to an increase in open rates 60%.”
In our work, we have seen similar increases.

Not only that, but by personalizing the body of the email, you’ll increase the action rate (click-through rates) to your site. And we’ve even seen a positive effect on the conversion rate from emails sent.

What about SMS?

If you use Klaviyo SMS you can use much the same personalizations and segmentation that we discussed just above.

With other SMS providers, this can be hit or miss. You need the ability to store custom info on the subscriber level and recall it for your SMS blasts and flows.

If Octane doesn’t integrate directly with your preferred SMS provider (though some are connected), you can use Zapier to send the info over to most all SMS providers.

Now it’s your turn.

Plan, create, and use your quiz to communicate and connect with your customers.

If you ever need help. We’re happy to jump on and consult or do it for you.

We’re so confident it the power of our quiz funnels that if you don’t see at minimum 2x your conversion rate…

You get a full refund and get to keep the quiz funnel for free.

(Talk 1 on 1 with our lead quiz Strategist)

We guarantee* to beat your site’s conversion rate by 2x in 7 days