You’ve launched a product recommendation quiz, and it’s delivering as promised. Visitors are engaged, sharing valuable insights about their preferences, needs, and interests. Your customers are enjoying a more personalized shopping experience, and your storefront’s conversion rates are climbing.
For many brands, this is where the momentum stalls. The data sits untouched, collecting virtual dust instead of fueling meaningful action. And that’s a massive missed opportunity that is leaving money on the table for your brand. It’s kind of like keeping the car in first gear when you could be cruising in fifth.
Collecting zero-party data is just the starting line. The real magic happens when you use this data to improve marketing performance, boost conversions, and create shopping experiences that make visitors feel seen.
Here are six steps to turn your product recommendation quiz data into action across key marketing channels.
1. Segment and Personalize Your Email Marketing
The first step after collecting quiz responses is to ensure the data flows seamlessly into your email service provider (ESP). Integration is key to creating personalized campaigns that feel like they were designed just for each shopper.
Then, start with the basics: send a product recommendation email (AKA the quiz results email). This email sees 50-80% open rates and 10-20% click rates making it among the most engaged automated emails you can send.
If you’re using Klaviyo, Digioh makes this easy with a pre-built email flow in Klaviyo’s template library. Just turn it on, and shoppers will receive their tailored recommendations, keeping the quiz momentum going.
From there, it’s all about segmentation and personalization.
Organize your audience into segments based on their quiz responses—e.g., hydration-focused shoppers, vegan shoppers, or those looking for anti-aging solutions. These aren’t just labels—they’re blueprints for campaigns that resonate.
For example, a skincare shopper focused on hydration could receive a welcome series spotlighting your best-selling moisturizers, while someone prioritizing vegan products might get recommendations aligned with their values.
Zero-party data also adds a personal touch to abandoned cart emails. Instead of generic reminders, reference quiz insights to nudge shoppers (“This moisturizer locks in hydration all day—don’t miss out!”) and turn hesitation into action.
Finally, use data to share educational content. If hydration is a shopper’s top goal, a follow-up email with tips on “How to Maximize Hydration in Your Routine” reinforces your expertise and keeps them engaged.
Branching automated emails with zero-party data segments takes only a few clicks inside your ESP and can instantly improve email engagement, lower unsubscribe rates, and ultimately improve revenue-per-recipient.
Pro tip: Start with one or two key segments. Measure what works (metrics like open rates and conversions), refine your approach, and gradually expand personalization efforts over time.
2. Transform the On-Site (and In-App) Experience
Quiz data doesn’t just elevate emails—it transforms the shopping journey across your site and app.
For example, a hydration-focused shopper could return to your homepage and see a dynamic banner featuring best-selling moisturizers. If they didn’t purchase during their first visit, a personalized pop-up might remind them of their recommended product or offer a discount.
These strategies extend to apps, too. Imagine a returning user sees a slider notification: “Hi, Sarah! Still looking for the perfect moisturizer? Here’s 15% off just for you.” Personalized touches like these show that your brand listens, building loyalty in the process.
With Digioh, you can seamlessly integrate quiz data into your e-commerce platform and start delivering personalized experiences like the above today.
3. Boost Ad Performance With Data-Driven Targeting
Quiz data can take your ad performance to the next level by sharpening both your targeting and creative strategies.
For example, a fitness brand could retarget weightlifting enthusiasts with ads showcasing lifting gloves or supplements, paired with messaging like, “Gear up for your next PR—shop weightlifting essentials built for performance.” These ads align perfectly with the shopper’s interests, boosting the likelihood of a click or purchase.
Quiz segments also help you create lookalike audiences. If your quiz identifies eco-conscious shoppers, platforms like Meta and Google can help you find similar audiences, ensuring your ads reach people most likely to engage with your brand.
Quiz data can even refine your creative approach. If you find that weightlifting enthusiasts care about durability and grip, ad campaigns that emphasize these benefits in visuals and messaging will feel more relevant and impactful.
To make the most of this data, just make sure your ESP or CRM integrates with your ad platforms.
Pro tip: Digioh integrates with all major ESPs like Klaviyo which enable you to combine zero-party data with the rest of your ESP/CRM data for unmatched ads audiences.
4. Surprise and Delight With Ultra-Relevant Content
Shoppers appreciate when brands remember their preferences. A little extra effort can leave a lasting impression and turn casual browsers into loyal fans.
For example, if your quiz identifies a shopper as a first-time parent, you can create automated campaigns that support their journey, from newborn essentials to toddler gear. These timely, relevant touches show you understand their needs.
Even personalized discounts can surprise and delight. If a quiz highlights a preference for eco-friendly products, offering a promotion on your sustainable line shows you’re aligned with their values while encouraging a purchase.
When shoppers feel seen and valued, they’re more likely to engage—and come back for more.
5. Avoid Analysis Paralysis From Product Recommendation Quiz Data
Zero-party data can feel overwhelming, especially when you’re staring at an ocean of insights and wondering where to start.
But here’s the good news: you don’t need to tackle everything at once. Focus on a few high-impact actions that deliver value without overcomplicating your efforts.
Begin by identifying your most actionable data points—those that align closely with your goals. For example, if your quiz identifies whether shoppers are focused on oily skin or dryness, use that insight to personalize emails, create targeted campaigns, or tailor on-site experiences.
Once you’ve mastered these basics, you can layer in additional data points over time.
Simplify where possible. Group quiz responses into broader segments—like “hydration-focused” or “anti-aging”—to streamline backend processes while still delivering relevant messaging.
Remember, progress outweighs perfection. Start small—focus on one high-value segment or campaign, measure performance, and refine your approach.
6. Track Success and Optimize as You Go
Collecting and using zero-party data is just the beginning—tracking and optimizing it ensures your efforts pay off.
Monitor key metrics like email open rates, click-through rates, and conversions to see how segmented campaigns are performing. On-site, analyze engagement with personalized banners, pop-ups, and product recommendations. Are these experiences driving clicks and purchases?
If certain strategies underperform, reassess and refine. For example, if eco-conscious shoppers aren’t engaging with your emails, consider whether your messaging emphasizes sustainability enough. A/B testing small changes, like subject lines or ad creative, can lead to significant improvements.
Optimization is an ongoing process. Revisit your data regularly to identify trends, refine segments, and adjust messaging to stay aligned with customer needs.
Ready to Maximize Your Product Recommendation Quiz?
From email marketing and on-site personalization to high-performing ads, zero-party data is your key to creating unforgettable shopping experiences. By taking action on quiz insights, you’ll not only increase conversions but also foster the kind of loyalty that keeps visitors coming back.
Start small, stay focused, and let your data work its magic. Because when shoppers feel seen, understood, and valued, everyone wins.
