Home  ›   Blog  ›   How to Drive Ecommerce Sales with eCommerce Quizzes

How to Drive Ecommerce Sales with eCommerce Quizzes

How to Drive eCommerce Sales with Quizzes

Before the expansion of eCommerce, customers simply walked into stores and found a friendly salesperson who helped them find what they wanted.

The salesperson would ask customers some simple questions like:

  • What are you looking for?
  • What’s your budget? 
  • Do you have any special preferences?
  • Are you open to experimenting with something new? 

When they had answered those questions, the salesperson would come up with a recommendation and offer it to the customer. Pretty simple, right? 

Unfortunately, when you’re running an eCommerce business, you can’t have a salesperson ask customers questions and then recommend a product based on their answers. 

But, you can have a quiz!

Why Quiz?

You can’t sell to a prospective customer without actually knowing what they want to buy, right? 

As Fred Soller, Sales VP at Hybris Software, says: 

“As a salesperson, I wouldn’t present – or even speak – to a potential customer without knowing something about them. Where is their business located? What do they do? What are their goals and objectives? How long have they worked there? Are there any common interests?”

What Fred is referring to here is ‘the need to know your customers, and trying to understand how your product or service can benefit them before you offer it to them.’ 

And, to know your customers, you need to ask them questions. 

Enter, eCommerce quiz! 

An e-commerce quiz is a set of interactive questions about customers’ likes, dislikes, preferences, and needs. Every question in the quiz helps narrow down products to match customers with the best recommendations depending on their answers.

In simple terms, “you can use eCommerce quizzes to personalize your customers’ experience by asking the right questions.” 

Personalization is the backbone of sales. And as listed in eCommerce Trends to Watch For In 2021“Personalization will go beyond making a purchase to making a bond.”

In fact, 59% of customers’ shopping decisions are influenced by personalization, while 91% are more likely to shop with brands that provide them personalized offers and recommendations. 

A quiz, unlike any other form of digital content, lets you have a two-way conversation with your customers, the same way you’d have in an offline store. The interactive experience it offers is the key factor that drives sales. 

But that’s not all that you need to know. 

Here are 7 Benefits of Using eCommerce Quizzes

There are different ways in which quizzes can add value to your business. From helping you know your customers to gathering valuable data that aids your marketing campaigns, quizzes can benefit you in multiple ways. 

With an eCommerce quiz, you can: 

  • Recommend products to your customers
  • Onboard new customers
  • Grow email lists
  • Generate leads
  • Gather data for your next strategy
  • Create buyer profiles

Now let’s elaborate on each use case to understand the benefits of using eCommerce quizzes

1. Recommend Product(s): 

Let’s go back to what we said at the beginning of this article- You are in a better position to recommend your customers a product when you get to know them. 

Asking questions through a quiz instills a sense of interaction. The quiz participants feel you’re really trying to know them to recommend the most suitable product and rather than simply throwing your bestseller at them. 

A great example of this practice is the Lash Quiz created by Doe Lashes:

Doe Lashes is a brand that specializes in false lashes. They created the Lash Quiz to recommend the perfect falsies to their customers based on their quiz responses. 

The quiz starts with the question- Which best describes your eye shape? 

It continues to ask questions about participants’ eyes and their preferences.

It only takes about 40 seconds to answer the quiz, after which it recommends the perfect lash for the participants. 

That’s not all; the quiz outcome also offers a discount code. Now the chances of the participants buying the recommended lashes are even higher. That’s some great sales tactics right there! 

Another example of how quizzes are great for product recommendations is Perfect Locks’ Virtual Hair Extension Quiz

2. Onboard New Customers

When you’re in a niche business, selling a niche product, you know that you have a community of customers already using your product. 

But, there’ll be many new customers discovering your brand for the first time who’ll probably not know about the range of products you offer. You’ll need to educate them about your brand or products and give them an enriching customer onboarding experience

But, for that, you’ll need to distinguish the new customers from the old ones. A quiz can help you do just that!

A great example of onboarding customers with a quiz is this quiz created by Spongelle. 

As soon as you land on their website, you’ll be greeted with the following pop-up:


Click on ‘Something for myself’ and another question pops up:


Can there be a smarter way to learn if a visitor is a new customer or a returning customer?

Well, click on New Customer and what follows is a series of questions asking you about the product that you’re looking for, your preferences, your ideal skincare routine, etc. 

About five questions later, they recommend a product based on your answers. 

It’d have been great if they were also offering a discount to enhance the first purchase experience (Just saying)!

Another example of a brand that is using a quiz to onboard customers is the Tenzo Matcha Quiz created by Tenzo Tea

The first question of this quiz asks its participants about their Matcha knowledge level. 


If the customer is new to Matcha, they’ll probably select Beginner.

The quiz further asks participants about the primary health priorities, the drinks that make them feel best, and their lifestyle. 

All these questions help the folks at Tenzo understand how the quiz participant is planning to use their Matcha.

Every outcome is tailored to the participant’s experience level. So, every person who takes the quiz walks away with a product recommendation that suits their experience level.

In our case- The beginner level. 

Doe Lashes is also doing a great job of onboarding customers with a quiz. Here’s how- After they get their participants’ email addresses, they instantly shoot the customers a personalized email welcoming them to their community. 


Pretty humble and welcoming, right?

3. Grow Email Lists

A very simple reason why quizzes are great for opt-in is that they offer participants an attractive, interactive experience.

While taking the quiz, participants are already engaged with your brand, which opens a window for you to ask them for an email or phone number. In most cases, participants are willing to share their emails to view their results. 

For example, the Lash Quiz by Doe Lashes asks the participants for their email addresses to send their quiz results to their email. 

The moment participants give in their email addresses; they receive a product recommendation.

When customers receive a personalized email recommendation with a DISCOUNT CODE, you bet they aren’t going to regret giving their email address. 

4. Generate Leads

In most cases, customers are willing to share their contact information because the quiz teaches them something about themselves, and they look forward to learning even more. 

This relationship between you and the quiz participants makes room for effective lead generation. 

You can create a great quiz and use it to generate leads, just how WGSN did. 

A great example of this case is the quiz “What’s Your Customer Type” created by Worth Global Style Network (WGSN), an analytics company that works for fashion brands like Puma & Tommy Hilfiger. 

WGSN created this quiz and shared it on their social media handle. 

Each quiz outcome described a distinct customer type along with a CTA to “Get in Touch and learn more.” 

The quiz helped WGSN drive 1500 visits back to their website from Twitter and Facebook in just one week, resulting in 300 new leads.

Another great example of lead generation through eCommerce quizzes is the “You’ve Been Framed quiz. 

Zenni Opticals created this quiz to help their customers find the perfect frame with questions like: 



At the end of the quiz, the customers learn about the perfect frame for their faces. 

According to reports, this quiz helped Zenni Opticals generate over $1 million in revenue and 29,410 lead conversions with a 9,655% ROI in 6 months.

5. Gather Data for Your Next Strategy

From what their spirit animal is to what they spread on their toast in the morning- quizzes can tell you all about your customers. 

When a customer takes your quiz, you don’t just get access to their email address. With every quiz question that they answer, you get to know them a little better. For instance, their likes and dislikes, their spending habits, their work, and more.

Quizzes can help you collect data that you can use to retarget them via email, SMS, Facebook Messenger, and paid ads channels.

A great example of this case is BeautyBio’s Virtual Consultation Experience

With this quiz, Beauty Bio gathers valuable data about their customers’ age, skin type, etc. by asking them questions like: 

Beauty Bio



Isn’t that so effortless? While the customers are engaging, the brand is pooling information on them. 

You can use the same technique for gathering customer data via quiz and use that data to design your next marketing campaign which can be as personalized as it gets.

For instance, you can show quiz participants targeted ads based on their quiz answers. By doing so, you can keep the quiz takers constantly engaged long-term with your brand via ads, email, Facebook Messenger, or SMS campaigns. 

You can even repurpose the data you’ve gathered and turn it into a new form of content to drive engagement, just like Beardbrand did. They used the data of their most popular quiz and converted it into a wildly popular YouTube video.

6. Create Buyer Profiles

If you’ve not crafted any buyer profiles for your brand yet, a quiz can be a good tool to start with. Based on the data you collect with your quiz, you can segment quiz takers into different categories. 

For example, take the quiz we just shared above. All the quiz takers who choose ‘Fine Lines & Wrinkles’ as their main concern can be put under a single buyer profile. 

With enough data, you can start building data-driven buyer profiles of your customers to better understand what personalization is likely to appeal to them. 

It’ll give you more accurate options for targeting your customer base with targeted marketing and personalized messaging. 

Knorr is a great example of a brand that used a quiz to create personalized buyer profiles.

Knorr has created a flavor profiler quiz called ‘Love at First Taste’, which involves a set of questions relating to the quiz-takers’ food and flavor preferences. It assigns a ‘flavor profile’ to the participants followed by a load of related recommended products.

There is a detailed case study on how the quiz was able to bond the brand with millennials who love food.

Also, here’s how the outcome i.e. a buyer persona developed using quiz data or even survey data using survey feedback software may look like:


Now that you’re aware of the benefits of using eCommerce quizzes, don’t you want to learn how you can build one? If your answer is ‘Hell yes!’, quickly hop on to the next section.

How to Create eCommerce Quizzes

You’ve learned and looked at examples of how quizzes can help you drive eCommerce sales. Now we’re going to tell you how you can build one. 

  • eCommerce quizzes are short & fun
  • The questions are engaging
  • They are visually appealing
  • Customers often spread them organically

We closely observed the quizzes we shared as examples in our previous section and took notes of the elements that made them successful. We summed up our observations in the following points to help you learn how to create eCommerce quizzes.

Step 1- Build Personality Quizzes

Quizzes are a lot of fun when the grades don’t depend on them. Personality quizzes, in particular, get a lot of attention because they’re designed to be fun and simple. Plus, they are always about ‘you’. 

Also, you must have noticed that all the quizzes we shared as examples were personality quizzes. 

Your purpose in designing this quiz is to drive your products’ sales which is why you need a quiz that lets each of your products shine. So, you can’t create a scored quiz because how else are you going to offer your product as recommendations?

Here’s a guide to creating the personality quizzes that you can go through.

Step 2- Start with Quiz Outcomes

Start building your quiz outcomes by sorting out the products you want to base your quiz outcomes on:

  • For instance, if you’re a vegan ice-cream seller, you could have – coconut ice cream, almond ice cream, banana ice cream, orange ice cream, and avocado ice cream. 
  • Similarly, if you’re a skincare brand, you could create a quiz to help your customers find the right skincare product. Your outcomes could be Foaming Face Wash, Sunscreens, Salicylic acid serum, Hyaluronic acid, and micro essence. 

Why do we suggest building outcomes before quiz questions? Because it’ll help you map out the answers to the quiz results correctly. 

Step 3- Create Interesting Quiz Results

Once you’ve sorted your products, you can start working on your eCommerce quiz results pages. 

For instance, if you have five products, you’ll have to come up with five unique quiz results for each of your products.

When creating your eCommerce quiz results, be mindful of the following elements: 

  • A unique description of the outcome
  • Discount codes
  • Call To Action 
  • Social share buttons

1. Outcome Description- You may or may not want to add descriptions for the quiz outcomes. But, we recommend you do so as it’ll help the quiz participants understand their quiz outcomes.

See how the folks at Zenni Opticals and have created unique descriptions for different quiz outcomes: 


Include a unique description before you give the product recommendation. 

2. Discount Codes- If you’re planning to offer a discount code or any other offer to your customers, quiz results is the place to announce it. 

Look at the following examples to get an idea about how you can announce discount codes: 



Call To Action (CTA)- Add the Call to Action to Buy the product right below the product that you’re recommending. 

Then link the Buy button to the product page on your eCommerce website, so your quiz-takers are all ready to buy that product.

You can also use the following CTAs:

  • Add to Cart
  • Wishlist
  • Learn More 
  • Retake the Quiz


We really liked this quiz results page from INH Hair’s Ponytail Quiz

3. Social Share Buttons- Don’t forget to add social share buttons on your quiz results page because if you do, you’ll probably lose the chance of your quiz going viral. 

Results Wayfarer

Before you finalize your quiz result page, ensure that the outcome, the recommended product, and the description — all tie together. 

Step 4- Add Engaging Questions

When creating an eCommerce quiz, it’s very important to create questions that are engaging & fun. After reviewing the questions from the examples of quizzes we shared, here’s what we can recommend:

Instead of using questions related to your product or your customer’s preferences, use a blend of different questions. 

Add questions related to your customers’ personalities, questions about their interests, and questions related to your products. Having a wide range of questions in the quiz makes it more interesting for the participants.

Use a mix of image-based and text questions. Since you’re creating a personality quiz, you’ve little to no choice when it comes to choosing the question type – you’ve to use multiple-choice questions since you need to know your customers and their preferences.

But, you can always combine text with images, GIFs, and videos to create fun and engaging questions. Add at least one image to your questions or add image-based answer choices.

Here are some great examples of engaging questions we picked from the INH Hair’s Ponytail Quiz

Look at how they’ve created three different types of questions for their quiz:

1- Text-only question:

Text-only question

2- Question with image-based answer options:

Question with image-based answer options

3- Question with GIF-based answer options: 

Question with GIF-based answer options

Keep in mind the suggestions we gave you, and try making some engaging questions like INH did.

Step 5- Style Your Quiz

When you’re done with the ‘creation’ part of the quiz, then comes the styling part. Yes! You’ve got to make it look good!

Styling doesn’t really mean you deck up your quiz with whatever you can. It simply means that your quiz should go with the personality of your brand. 

You can play around with the colors and fonts or add quirky background images to make your quiz look good. 

We suggest sticking to your brand’s theme and choosing your brand’s colors and fonts for your quiz so that there’s consistency from your quiz to your store to your social media. 

Step 6- Clarify the Intent 

By ‘clarify the intent,’ we mean that you give your quiz a catchy title and an image that connects with the intent of your quiz.

You can also add a funny, quirky, clear description to make four things clear to your quiz participants:

  • What is the quiz about?
  • What is the type of outcome they’ll get?
  • Are the participants going to take away a discount or offer? 
  • How much time will the quiz take to complete, or how many questions does it have?

Let’s understand this with an example of quizzes we shared in our previous section: 

The Lash Quiz

The Lash Quiz

While the title Lash Quiz may sound a little confusing, notice how they start the quiz with a pun in their cover image by greeting quiz participants as “Hey deer.” They’ve also made it clear that the quiz is only going to take 40 seconds to help you find the perfect lash.

Let’s look at some more examples: 

The Wine Type Quiz from Big Hammer Wines: 
Wine Type Quiz

Just like any other good quiz, the Wine Type quiz made it clear that it’ll help the customers find the perfect wine if they answer this five questions’ quiz.

The Skin Analysis Quiz by Derma Essentia:

Skin Analysis Quiz

Derma Essentia established that they’re going to help the customers discover the best products for their skin type if they take this 1-minute quiz. 

Step 7- Customize the Opt-in Form

Like we mentioned earlier, one of the main benefits of eCommerce is that it helps grow your mailing list. 

You need to keep connecting with your customers, follow up with them, let them know about any new deals, and share news about your brand to ensure a long-term engagement with them. 

But, for that, you’d need their email addresses, won’t you?

That’s why you need an opt-in form to humbly ask for your quiz takers’ email addresses. It’s not all that difficult to customize the opt-in for your new quiz, and it’s definitely worth the effort. 

Here are our two cents about customizing the opt-in forms:

  • Don’t ask for too much information: Of course, you’ll be tempted to ask for more than the participants’ email addresses but try not doing that. Asking for their names and contact numbers is still alright, but anything more than that can seriously botch up your opt-in forms and irritate the participants.
  • Allow the participants to skip your form: This is very important. It doesn’t matter whether you place your opt-in form before or after the quiz results; you must allow your participants to skip the opt-in form. Letting them skip the form is a more humble move than not allowing them to. 
  • Offer an incentive: Simply because offering an incentive on the opt-in form is one of the best strategies to increase the likelihood of customers sharing their email. 

Here are some examples of well-designed opt-in forms:

opt-in forms

opt-in form

And that’s all you’ve to do. Once your quiz is ready, add it to your website or Shopify, or share on social media.

Now that you’ve learned about the ways you can use quizzes to drive sales, we can’t wait to see how you build a quiz and use it to grow your business. 

But, have you found yourself an online quiz maker to build your quiz with? If you haven’t, let us tell you about one- the ProProfs Online Quiz Maker

Why Choose ProProfs Quiz Software? 

Here are some reasons why, according to us, ProProfs is an ideal tool to create eCommerce quizzes:

1. Easy to Use

First of all, ProProfs is extremely easy to use and completely cloud-based. It doesn’t require any software installation or any kind of technical or coding skills to build quizzes. Further, it makes the process of quiz creation quite effortless with the following features: 

  • 100+ Quiz Templates: Access 100+ professionally designed customizable personality quiz templates to build and launch your quizzes in minutes. 

2. Easy Customizations

With ProProfs, you can easily customize your quizzes and give them a look and feel you want. It gives you branding opportunities by letting you:

  • Customize your quiz: Brand your quiz with custom themes. Add your logo, customize fonts, colors, and background images. 
  • Get white label: Ensure the participants take your quiz (under your brand) with no indication of it being powered by ProProfs.

3. Integrated Quiz Marketing

ProProfs powers your email marketing process, makes your lead generation faster, and lets you grow your business by 10x. It does so by offering:

4. Easy Sharing

Not just creating, ProProfs also facilitates easy sharing for the quizzes you create. You can either:

  • Share a quiz on social media as a post: Add the quiz link within a post and share it with your social media audience.

5. Mobile-Friendly Quizzes

The world is on the move, and ProProfs quizzes help you keep up with it. That’s right! Quizzes created with ProProfs are perfectly compatible with smartphones and tablets, so you can quiz your customers anytime, anywhere.

6. GDPR Compliant

ProProfs Online Quiz Maker is GDPR compliant, meaning it’s committed to protecting your quizzes’ data and respects your privacy.

7. 24×7 Support

The customer support team at ProProfs is available 24×7 to assist you with any obstacles that come your way while you’re building quizzes. 

That’s a lot of reasons. But, no pressure! Go for the tool only if you really like it. Also, if you want to explore more quiz software, here’s a list of the Best Quiz Maker Software. Do check it out and thank us later!

Ready to Build Your eCommerce Quiz? 

No matter which niche you’re in, if you’re running an eCommerce business, you can create eCommerce quizzes and use them to drive sales, grow engagement, and generate leads. 

What’s more, many types of quizzes can be created, including gift finders, personality matching, customer onboarding, and post-purchase surveys. But, make sure the quiz you create is interesting and engaging for the customers, so they complete it and share it with their friends, making it a viral hit.

Share this article on

Do you want free Quiz Software?

We have the #1 Online Quiz Maker Software for complete learning & assessment

About the author


Priyanshi has more than four years of experience in the eLearning industry. She is an ardent follower of new trends emerging in the learning & training sphere and loves to create interesting articles on the same. She has a passion for listicles too. In her free time, you’ll probably find her reading or exploring bizarre content on the web.

Get Started Free