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Guided selling quizzes have become powerful tools for ecommerce brands looking to engage shoppers by learning what matters to each one and pointing them toward the perfect item. But the best quizzes do more than improve the shopper journey. They collect valuable zero-party data that powers smarter email flows, personalized offers, higher lifetime value, and more conversions.
Here’s how leading ecommerce brands are using quizzes to transform their customer experience, increase revenue, and unlock data that fuels better marketing and drives results.
Evereden’s “Fragrance Personality Quiz” is a personalized sensory journey that goes way beyond basic fragrance selection. Instead of overwhelming customers with perfume notes, the quiz asks questions about lifestyle, preferences, and personality traits to create an immersive discovery experience.
The quiz ends with a personalized “Fragrance DNA” score that matches customers with their signature scent based on their unique personality profile. This interactive approach turns product selection into self-discovery and captures rich zero-party data on customer preferences, lifestyle habits, and demographic information.
Behind the scenes, Evereden uses this data to create highly targeted marketing segments for future personalized communications, resulting in much better email marketing performance.
80% of women wear the wrong bra size.ThirdLove is fixing this by revolutionizing bra shopping with their detailed “Fit Finder Quiz” that helps women find their perfect bra size and style. The quiz features interactive graphics and asks specific fit questions like “How do your cups fit?” and “What are your must-have features?”
The quiz uses clear visuals to help customers identify common problems like cup gaping, band tightness and strap slippage—issues many women experience but might not have the words to describe. The quiz ends with personalized recommendations and a $20 discount incentive that drives immediate conversions while collecting valuable preference data for future marketing.
Obvi’s supplement quiz addresses a common pain point in the wellness industry: having too many options when choosing the right products. Their quiz starts by asking about specific wellness goals, whether it’s weight management, better sleep, increased energy, or beauty-focused benefits for hair, skin, and nails.
The guided assessment asks about current lifestyle factors, dietary restrictions, and specific health concerns to match shoppers with product recommendations from their entire collagen supplement line. Instead of browsing through dozens of options, customers get personalized recommendations for products like Collagenic Burn Elite, Collagen Hydration, or their specialized Hello and Goodbye formulas.
Obvi first launched their quiz with a different provider, Octane AI, but after facing challenges right out of the gate, they made the switch to Digioh.
Pvolve’s fitness equipment quiz helps customers find the right gear for their workout goals in seconds. This functional fitness brand endorsed by Jennifer Aniston uses their quiz to match customers with the perfect equipment package by asking targeted questions about workout experience, problem areas customers want to address (thighs, core, upper body), and available workout space to recommend personalized equipment bundles. The quiz plays an important part in their ecommerce funnel by driving conversions while providing detailed segmentation data for highly targeted retargeting campaigns.
SmileSet combines product recommendation with lead generation through their dental quiz that helps shoppers understand if their smile alignment needs can be addressed through at-home treatment.
First, shoppers answer questions about their specific smile concerns, from crooked teeth to gaps or overcrowding. Next, they input their zip code to confirm SmileSet provides service in their area.
Only then, with value established, does the quiz ask for name, email, and phone number in exchange for personalized “Smile Results” and a special offer, usually a discount on their impression kit or aligner treatment. This way they’re only collecting qualified leads while providing value in exchange for contact information.
Toy retailer Melissa & Doug created their quiz to help parents and gift-givers find the perfect gift for the child. Customers answer questions about the child’s age, interests, and developmental stage to get expert product recommendations.
What makes this quiz unique is its integration with their Play Perks loyalty program powered by Yotpo. Customers earn 200 points just for taking the quiz, which they can later redeem for discounts on purchases. This gamified approach encourages engagement while capturing super valuable segmentation data about their customers’ children and gift-giving habits.
Jewlr’s gift quiz takes the stress out of jewelry shopping by asking about the gift-giving occasion (birthday, anniversary, etc.) and the recipient’s relationship to the shopper.
What makes this quiz so effective is how it shifts the focus from technical jewelry details to emotional connection. Instead of asking about metal or gemstone preferences, it asks about the recipient’s style, personality, and the sentiment the giver wants to express.
By delivering personalized product recommendations with streamlined add-to-cart functionality, this quiz solves customer pain points, captures zero-party data, grows their marketing list and increases conversions—especially during peak holiday seasons.
Death Wish Coffee uses their subscription quiz to convert more visitors into recurring customers by helping them find their perfect coffee strength and flavor profile. The quiz starts by asking about the customer’s current coffee consumption habits and flavor preferences.
The quiz guides customers through their preferences for boldness, flavor notes (chocolatey, fruity, etc.), and brewing methods. Based on these answers, customers get a personalized subscription recommendation, complete with tasting notes and why this coffee matches their preferences. The quiz simplifies decision-making while increasing the perceived value of a subscription, driving significant growth in their recurring revenue.
Finding the right CBD products for pets can be overwhelming for pet owners. Bailey’s CBD solves this problem with a comprehensive quiz that matches pet owners with products.
The quiz asks detailed questions about the pet’s species, size, age, and the specific concerns the owner wants to address (anxiety, joint pain, etc.). What makes this quiz strategy so powerful is their multi-channel integration. The quiz is powered by Digioh, integrated with Skio for subscription management, and embedded in their mobile app powered by Tapcart. This creates a seamless guided shopping experience no matter where or how shoppers interact with the brand.
The best quizzes feel conversational, not clinical. Frame questions in a friendly, approachable way that mirrors how you’d talk to shoppers in-store. Use images where possible to increase engagement and make abstract concepts more concrete.
Rather than aiming for a fixed number of questions, consider the shopper journey and the type of product you offer. For many brands, a short quiz works well, but high-consideration products might benefit from longer quizzes to build shopper confidence.
Tips for structuring an effective quiz:
If you’re unsure where to start, AI tools like ChatGPT and Perplexity can help you brainstorm question ideas and map out branching paths. While these tools can do about 75% of the heavy lifting, you’ll still need to review and refine to ensure the questions align with your brand.
Use progress indicators to help set expectations, and include touches of personality and humor to turn a simple quiz into a memorable brand experience.
Your quiz results page is prime conversion real estate. Provide genuinely helpful recommendations alongside clear, compelling calls-to-action. Consider offering time-limited discounts or special offers to increase conversion urgency.
Connect your quiz data directly to your loyalty, ESP and SMS platforms, and other tech to enable automated, personalized follow-up sequences based on quiz answers.
Digioh’s pre-built Klaviyo flows make it easy to send the quiz results email! These emails achieve 60-80% open rates, 10-20% CTRs, and often drive 2% of total online revenue, converting 3-5% more shoppers.
Integrations also allow for future targeted messaging that continues the personalized experience.
Most shoppers browse on mobile, so ensure your quiz is responsive, loads quickly, and features touch-friendly UI elements. Test thoroughly across devices to provide a seamless experience regardless of screen size.
Digioh’s product recommendation quiz builder is designed for ecommerce brands that want more than just a plug-and-play tool. Whether you’re guiding shoppers to the right product or powering your personalization strategy, Digioh gives you the flexibility to build exactly what you need with zero limitations and full control.
Digioh will help create your quiz using your design assets, branding guidelines, custom fonts and colors, and creative vision, so your quiz matches your brand’s visual identity and feels native to your site. The drag-and-drop editor makes it easy to build and iterate, while also being able to add custom CSS/HTML.
With Digioh, you’ll get unlimited access to our entire suite of products for one flat fee (vs. paying per seat or paying more as your business grows). That means you can build as many pop-ups, quizzes, forms, surveys, and landing pages as you like.
Track every interaction with detailed analytics that show completion rates, question-by-question engagement, drop-off points, and more. This data allows you to discover trends in customer preferences, identify areas for optimization, and make data-informed decisions that move the needle with more conversions for your brand.
Digioh’s quizzes help you collect data that powers segmentation. Every quiz response can be passed to your email, SMS, and ads platforms to build precise audience segments. From new subscribers to returning buyers, you can personalize campaigns based on each shopper’s preferences, needs, or behaviors. No guesswork required!
Not sure which headline converts better? Want to test different product image layouts or CTA button copy? With Digioh’s built-in A/B and multivariate testing tools, you can run experiments across your quiz experience to uncover what resonates and keep optimizing for results.
Digioh gives you unlimited logic conditions to personalize the quiz flow based on individual answers. From advanced branching and weighted scoring to calculations and answer recall, you can guide each visitor through a path that feels intuitive, relevant, and helpful, making it easier for them to buy.
Digioh integrates with over 400 platforms across your existing tech stack, including:
Digioh makes it easy to activate your data in the tools you already use.
Hair color brand IGK Hair faced a common problem: how to help online customers find the right hair color products without in-store consultation. By creating a Digioh quiz that asked about current hair color, desired results and styling preferences, they created a virtual consultation experience that mimicked in-store expertise.
By partnering with Digioh, IGK Hair saw:
Track completion rates, clicks on result pages, and dropoff rates. A good quiz should have completion rates of 60%+ and meaningful engagement with result pages.
Measure leads captured, direct sales from quiz takers, and impact on average order value. Depending on where your quiz is placed and how you’re collecting emails, you should be seeing around a 25% submission rate of email addresses and conversion rates from quiz takers at around 2-3x higher than standard site navigation.
Want to get started with your own quiz that drives engagement and revenue? Request a Digioh demo and see how our quiz builder can collect zero-party data while delivering experiences your customers will love.
Zero consumption based pricing with zero limits allows your brand to deploy Digioh across your entire marketing funnel.
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