Shopify Quizzes: The Why and How

August 18, 2022
Melanie Angel

Learn how to create Shopify quizzes that drive sales and capture customer data with personalized product recommendations.

Over 1.7 million businesses in 175 countries use Shopify to power their online stores, and a growing number of those Shopify merchants use product recommendation quizzes.

In fact, if you’ve visited an online retailer lately (particularly in cosmetics, health, fitness, or jewelry), you’ve probably encountered a Shopify quiz or two in the wild.

animated example of a quiz on a shopify store
Every Man Jack converts customers with this on-brand product recommendation quiz.

But Shopify quizzes are no passing fad; they’re an engaging, informative, and effective way to help grow your online business. Here, we’ll dive into the benefits of product quizzes for eCommerce stores, what to look for as you choose a Shopify quiz builder tool, and how you can fine-tune your quiz funnel to maximize your sales.

Why Shopify Quizzes?

If you're here, odds are, you’re thinking about adding a quiz to your Shopify site. Great idea; there are plenty of good reasons to use product recommendation quizzes!

But maybe you're not convinced yet.

If the sheer popularity of eCommerce quizzes hasn’t swayed you, here are a few more reasons to jump on the quiz bandwagon.

  • Quizzes help you grow your list quickly. Capturing new visitors’ email addresses allows you to identify new shoppers and gives you a direct channel to market to them. By offering product recommendations in exchange for an email address (or their mobile number), you can grow your lists in a way that provides value to new subscribers.
  • Personalized product recommendations enhance the customer experience. As eCommerce continues to grow, brands must find ways to differentiate themselves. One way to stand out is with a standout customer experience. Shopify quizzes can help you personalize the shopping experience for your site visitors, helping you educate new visitors and turn more of those visitors into customers.
  • They allow you to learn about your visitors. With third-party data on the way out, it’s important to collect first-party data and declared data from your visitors. Fortunately, quizzes can provide plenty of preference data that gives you a clearer picture of each potential customer. By passing this quiz data to your ESP or CDP, you can also follow up with targeted promotions for the products each shopper prefers.

Bottom line, quizzes lead to more sales.

a shopify quiz on healthde's site

A good product recommendation quiz drives revenue, both directly and indirectly. Not only do product recommendation quizzes point shoppers to the right product, they also help shoppers to feel confident that they’re making the right decision.

Plus, even if shoppers don’t make a purchase right away, you’ve got an email address or mobile number to nudge them along with targeted messaging until they do convert. If you have the ability to pass quiz result data to your ESP, you can also personalize your emails with those product recommendations!

personalized marketing email for a furniture ecommerce store
This marketing email is personalized with subscribers' quiz results, plus a unique coupon code to sweeten the deal.

Once you decide to add a quiz, just how do you do that?

How to Make a Quiz on Shopify

If you’re new to Shopify quizzes, we previously compiled a quick quiz guide to show you how to build a product recommendation quiz.

The good news: you don’t have to build your quiz in-house. There are plenty of solutions available to help you create a Shopify quiz.

The bad news: there are almost too many to choose from. In fact, with all the Shopify quiz options available, you practically need a product recommendation quiz for product recommendation quizzes!

But like most marketing technology, the right quiz solution for you depends on your existing technology, required features, and level of advanced capabilities desired. For example, take a look at this quiz below.

product recommendation quiz for a luggage store on shopify

Notice that many of the pages in this quiz have unique designs. Some have Yes/No questions with basic text only buttons, while others allow you to choose from up to 5 image-based options. This luggage quiz would require a variety of styling options and question inputs, as well as the ability to recommend products based on these more complex inputs.

Now, let's get a bit fancier. Say you want to create a quiz that recommends the perfect jacket. Not only do you have to get the style right, you also need to provide the right size. On the final screen, the quiz below shows the recommended jacket, then populates the correct size.

clothing quiz for shopify

Finally, take a look at this quiz example from Shopify merchant TurtleFur.

shopify quiz example for hats
TurtleFur's Shopify quiz pairs skiiers and snowboarders with the right headwear.

TurtleFur uses a mix of images and copy in their quiz responses. From start to finish, the quiz stays on-brand, with a stylized mountain background image throughout the quiz.

Each of these quizzes have their own unique touches, and if you want to create a quiz with similar flourishes for your own site, you'll have to look carefully at the options provided by your potential quiz solution.

What's the best Shopify quiz app for you?

As you evaluate Shopify quiz app solutions, here are just a few things to look out for:

  • Compatibility with your eCommerce solution. In this case, you’re probably using Shopify or Shopify VIP. Either way, you need a Shopify quiz app, or a quiz solution that integrates with Shopify.
  • A focus on eCommerce. There are many types of marketing quizzes that brands use to capture leads. If you plan on using more than one type on your site, such as trivia or personality quizzes, you need a quiz builder that can handle each type. However, if you want to focus on product recommendations, look for a solution with proven eCommerce expertise.
  • Integrations with your ESP, CDP, analytics, or other marketing tech. To get the most out of your product quizzes, you need to use the data they provide in your marketing efforts. However, you can't do that if your quizzes don't share the data with your stack! Look for quiz apps that can seamlessly pass quiz results, emails, mobile numbers, and other data to your existing technology for more personalized messaging.
  • Quiz form factors. Do you want to create an embedded quiz, or do you want your quiz to appear in a pop-up on your site? Will it be a lightbox-style pop-up, or should your quiz slide out in a pop-up on the side of your site? No matter how you choose to deploy your quiz, make sure your quiz app can accommodate your approach.
  • Flexible design options. If you don’t mind a cookie-cutter quiz, almost any basic quiz app can do the job. However, mid-level or larger stores will likely need the flexibility to create an on-brand quiz that matches its surrounding site. Look for quiz builders with a drag-and-drop editor and customizable templates to help you get started. If you need additional help, some quiz solutions can also provide design services.
  • Question logic and user inputs. This is where the product recommendation magic happens, so it’s important to choose a quiz app that won’t constrain you. That shouldn’t be a problem if you have a limited product catalog or only need basic recommendation logic. For more complex recommendations, look for quiz apps that offer weighted questions, question branching, a choice of user inputs, the ability to recommend multiple products at a time, or other advanced features.
  • Advanced customization. Can you choose whether you can provide results in exchange for an email or SMS? Can you make that email capture optional or required? Does the app have a deep integration with Shopify that allows you to add an automatic “add to cart” button to the results screen? Can you include a progress bar or “retake quiz” button at the end? Oh, and does that quiz app allow further personalization and targeting with Liquid tags? There are tons of ways to customize your product quizzes; make sure the app you choose supports the ones you can’t live without.
  • Additional conversion features. While quizzes are a great way to drive sales, quizzes are just one tool in your conversion rate optimization toolkit. For your quizzes to drive the most sales, look for a quiz app that allows you to do things like easily incorporate Shopify discount codes, show targeted messaging based on a visitor’s quiz results, or display teaser pop-ups that promote your quiz to site visitors.

10 Tips for Building Your Shopify Quiz

Whether you’re launching a new eCommerce quiz or already have a successful Shopify quiz, here are a few pointers for squeezing more revenue from your quiz. In fact, you can apply most of these no matter what eCommerce platform you use!

1) Get more quiz takers with a pop-up teaser.

Product quizzes are great for engaging new visitors right away, but only if they see your quiz. If you only link Shopify quizzes in your navigation bar or a button on your site, you’re missing out on quiz conversions (and revenue).

To make sure you catch every new visitor, promote your quiz with a pop-up CTA. These calls-to-action grab visitor attention by popping up in front of the visitor. If you offer a discount to quiz takers, be sure to mention that in your pop-up!

pop up teaser that promotes a shopify quiz
StreetStrider promotes their quiz with a sliding teaser across their site.

With some teasers, if shoppers close the quiz pop-up, the CTA “minimizes” to the bottom of your screen. This allows them to access the quiz if they change their mind later.

example of a quiz teaser on shopify customer partymachines's site
Partymachines promotes their quiz on their Shopify store with a teaser that slides out from the side of the screen.

No need to dig through your site; your quiz is always readily available, increasing your chances of conversion.

2) Reduce quiz drop-off with a progress bar.

While product quizzes aren’t as prone to form abandonment as standard long input forms, some quiz-takers will inevitably drop off without completing the quiz. Websites commonly use progress bars to prevent users from abandoning multi-step forms, and you can borrow this tactic to reduce dropoff in your Shopify quizzes too.

example of a shopify quiz with a progress bar
Ranavat guides quiz takers to the right products with a dotted progress bar.

These bars provide subtle feedback based on user interaction, reminding visitors of how much of the process they’ve completed and how far they have to go. Not only does this make for a better user experience, it makes use of psychology and gamification to increase the likelihood that visitors will complete the form.

example of a quiz that shows a swimmer as its progress bar
Andie's quiz features a creative progress bar that swims across the screen.

While a sense of incompleteness can lead to stress, completing a task, however small, can feel quite rewarding. By allowing visitors to see their progress, you may improve your chances of conversion.

3) Include a “retake quiz” button on the last page of your quiz.

The option to take the quiz again might seem small, but this small user experience tweak can go a long way to keep visitors on your site.

dress ecommerce quiz with retake quiz button
The "retake quiz" link on this product quiz for wedding dresses can help keep visitors, well, engaged.

Some visitors may want to keep taking the quiz, whether because they weren’t sold on the first recommendation, or even just out of curiosity. Providing an easy way to go through the quiz again keeps visitors engaged, shows off more of your products, and increases the odds that visitors see a product to purchase.

example of a quiz with a link to retake the quiz at the bottom of a shopify landing page with its quiz results
Moon Juice includes a "retake quiz" link on their quiz results landing page.

4) Make sure your quiz is mobile-friendly.

It’s old news, but it’s worth repeating: most people browse the web on mobile devices at least part of the time. Don’t leave your mobile shoppers out!

sample responsive mobile quiz for shopify
This responsive quiz is optimized to look great on mobile devices.

If you create a full-page or embedded quiz, make sure your page is responsively designed and allows visitors to answer quiz questions comfortably. On the other hand, if you choose to launch your quiz in a modal or lightbox, make sure you create mobile-friendly pop-ups that adheres to Google’s guidelines for mobile interstitials

For an optimal mobile experience, create separate versions of your quiz for desktop and mobile, then use device targeting to show the right quiz for each visitor. It may take some extra work, but for some merchants, the increase in conversions may be more than worth the effort.

5) Increase sales by including a one-click “add to cart” button in your quiz.

Imagine a visitor comes to your site, takes the quiz, receives a product recommendation, and is ready to buy. Now what?

At the very least, the final recommendation screen on your quiz should link to the product page. But if your quiz app allows it, you can go one step further and include a one-click “add to cart” button on your recommendation page. For quizzes that recommend multiple products at a time, add an option to put all items in the quiz taker's cart. Pressed does this on their Shopify quiz:

quiz results with add to cart buttons for each recommendation. at the bottom is an add all 4 to cart button.
Pressed includes add to cart buttons with all of its recommendations, along with an option to add all 4 items to your cart.

With a one-click way to add recommended items to the cart, you reduce friction in the buying process, making it more likely that quizzes result in a purchase.

6) Incentivize purchases with Shopify discount codes.

Even the perfect product recommendation won’t convince every shopper to purchase right away. If quiz-takers are on the fence, incentivize them to complete the purchase by throwing in a discount code for their recommended product at the end of your quiz.

unique discount code for shopify quizzes
This product quiz has a placeholder that shows a unique, one-time-use coupon code to each visitor who completes the quiz.

For visitors who provide their email address or mobile number in exchange for their quiz results, send this coupon code in a follow-up email as well. This makes it easy for shoppers who are still weighing their options to come back and purchase later.

7) Target visitors based on their product quiz preferences.

Shopify quizzes provide you with a wealth of first- and zero-party data. With the right tools, you can use this data to target shoppers across channels.

Let’s say your Shopify store has a quiz to match people with the right mattress based on how they sleep.

mattress product recommendation quiz example

If quiz-takers leave your site and come back later, you can greet them with some targeted messaging based on their quiz results.

dynamic website banner

Buying a mattress is a big decision, so shoppers likely won’t purchase without doing a bit of research first. Not a problem; with the right onsite tech, you can be waiting for them with a personalized experience when they return.

8) Promote quizzes across email, social media, or paid advertising.

When you’ve created a great quiz, don’t wait for shoppers to come to your site; go where your shoppers are! Show off your quiz on multiple channels to get the most return from your quiz investment.

For instance, create an email campaign to promote your quiz to subscribers who have never purchased or customers who have previously purchased similar products. Or, take your quiz to social media. With their high engagement and conversion rates, Shopify quizzes are perfect for turning passive social audiences into customers, both with organic content and in paid advertising campaigns.

twitter ad for a furniture product recommendation quiz

In fact, if you have a paid social strategy, promoting your quiz is a must! With the high engagement and lead capture rates of product quizzes, they're almost certain to increase your return on ad spend.

9) A/B test key parts of your quiz.

While the product quiz process might not lend itself to typical A/B or multivariate testing, that doesn't mean you can't increase conversions with a bit of experimentation. The quiz tactics that lead to the greatest returns will vary from site to site; the only way to know for sure is to test!

For instance, if you use a pop-up CTA or teaser to promote your quiz on your site, you can experiment with copy and creative to see what leads to the most conversions.

Or, try testing the content at the end of your quiz. Do you capture more emails if you make the email address optional or required? Does including a discount at the end lead to more revenue? What about the amount of the discount?

As long as your quiz tech provides testing capabilities, you can take steps to discover these answers for yourself.

10) Make sure you can attribute revenue to your quizzes.

Finally, to round out your product recommendation quiz strategy, make sure you have the data you need to report on the returns earned from quizzes.

For instance, Digioh's quiz builder can pass data to Google Analytics and other business intelligence platforms, allowing Shopify merchants to attribute revenue to quiz completions. This can help identify opportunities to improve or expand your quiz efforts.

After all, conversions are great, but the real goal is revenue. When you have the right data, you can make informed decisions about tweaking paid advertising campaigns for quizzes, creating additional product finder quizzes for your other store categories, or making other changes to your quiz strategy.

Ready to Add a Quiz to Your Shopify Store?

For online stores looking to grow revenue, Digioh's Shopify app makes it easy to add quizzes, pop-up forms and surveys to your store.

jacket product recommendation quiz cta

Not using Shopify? Digioh works with Magento and many other eCommerce platforms too!

Digioh also integrates with Klaviyo, Marketing Cloud, Google Analytics, Segment, and hundreds of other marketing tools, helping you grow your list and put your quiz data to use in targeted marketing campaigns across channels.

Ready to create a quiz? Get a personalized list of suggested questions for your Shopify quiz by taking our question recommendation quiz!

Melanie Angel
Marketing Manager
Melanie is a marketing manager at Digioh. When she's not doing the B2B SaaS marketing thing, you can probably find her watching soccer, playing skeeball, or seeing a show. She lives in Austin, TX, with her 0 pets and 1 guitar.

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