How To Make A Product Quiz

Imagine you are looking for some products in an e-commerce store. As you scroll, you come across a section called ‘Just for You.’ You click on it and find out that the products there match your preferences. How did the system know your tastes? It likely didn't read your mind. It's simply the recommendation engine's job, which is to recommend products that you may like. It uses data mined from a usage period to determine which product you are likely to buy.

Product quizzes work similarly. Like a recommendation engine, they try to determine the products that users are likely to buy. However, instead of using complex algorithms, they use simple quizzes. In our own account data, quizzes are the most common thing ecommerce and retail businesses build on involve.me, more than a quarter of the funnels they make. Quizzes are powerful tools that don't require a lot of budget, time, or effort to set up.

What is a Product Quiz?

A product quiz is exactly what it sounds like. It is an array of questions created to suggest products based on how it is answered. When you make a product recommendation quiz, you connect each answer to a product. At the end, the quiz recommends the best product match to your quiz takers.

What happens here is somewhat similar to how large-scale recommendation engines work. The only difference is scale and flexibility.

Online stores also call it a product finder quiz or a product recommendation quiz. It turns what you know about your products into advice for each shopper: a few questions, then the product that fits.

In a 2025 Twilio survey of 7,640 consumers in 18 countries, 88% said they are more likely to buy when a brand personalizes the experience in real time, yet only 45% felt understood by the brands they deal with.

A 2026 field experiment at an online retailer, published in MIS Quarterly, found that switching product recommendations off lowered long-term sales, because shoppers came back less often.

Why Do Product Quizzes Matter?

Product recommendation quizzes can be a game-changer for ecommerce sales. Let's find out the top reasons to have a product quiz in your marketing strategy:

Enhanced User Experience: Your customers enjoy a personalized shopping experience by taking product quizzes. This not only increases customer satisfaction but also helps in reducing the bounce rate on your ecommerce platform.

The IPSY beauty quiz personalizes a new member's first beauty box, starting with a question about skin tone. Customers are guided through a sequence of questions to determine their unique needs and preferences, making the customer journey more personalized and engaging.

Increased Ecommerce Sales: Product quizzes can significantly boost ecommerce sales. For instance, the Warby Parker frames quiz asks eight quick questions, starting with whether the shopper wants eyeglasses or sunglasses, and then suggests frames to match their style. This targeted approach ensures that customers are matched with products that they need and will likely purchase, thereby driving sales and ensuring a successful shopping experience.

Building an Email List for Future Marketing Efforts: Product quizzes offer a chance to grow your email list effectively. As customers complete a quiz, they can be prompted to provide their email address for receiving the quiz results, thus creating a viable opportunity to grow your mailing list.

Using the ThirdLove bra fit quiz as an example, customers answer eight questions to find their bra size and fit. A quiz like this is the natural moment to ask for an email address for future communications. This data then can be used for email marketing purposes, sending personalized product suggestions, promotional offers, or even a unique coupon code based on the quiz results.

What Things to Keep in Mind?

A quiz serves as a microcosm of marketing fundamentals. If you nail the quiz, you will be rewarded handsomely. Quizzes are an effective strategy for learning about the user and providing a great buying experience. You can gain crucial information while making it fun for the user. Conversely, a poorly crafted quiz puts off online shoppers. Here are some things to keep in mind when creating an amazing quiz.

1. Identify your goal: Before you draft your quiz, understand your goals. Keep in mind what you are trying to achieve. An ecommerce store will want to drive up sales and generate leads. Similarly, an NGO will want to drive up donations.

There are secondary goals to consider too. Data gathering is vital for any business, and quizzes are a great way to do it. Several businesses also use quizzes as a point of first contact to drive the user toward the right path.

2. Segment your audience: As a business, you will likely be dealing with a wide variety of users. Teens, senior citizens, and working adults have different requirements and tastes. Customers can further be broken down into smaller categories. For example, men with beards, bikers, fashionistas, etc.

All these different types of people will have different preferences, and they might favor one kind of product over the other. Segment your target audience into categories with a few questions to deal with it. And then use further questions to drive recommendations.

3. Make quiz results first, then create questions: Recommending the best product is the goal of your quiz. To make sure that you get there and that your quiz responses match the quiz result, create the quiz result page before you write the questions. 

4. Keep your quiz simple and neat: Writing the ideal quiz isn't as simple as it may seem. The writer needs to keep several things in mind to write a conversational quiz. The writer needs to know the audience and understand their way of thinking. The quiz should be simple and easy to understand.

During the quiz, the curiosity of the user will be piqued. Grabbing and holding the customer's attention determines the quality of the quiz. The number of quiz questions also matters, and a quiz of 5-7 questions works best.

Too few questions will not give you any meaningful data, while too many questions will confuse the customer. Likewise, keep the number of answer options small. Adding pictures can also help to make the quiz more efficient. 

How to Make a Product Quiz?

Making a quiz can be rather simple, and many online service providers offer templates where you can make a product outcome quiz. The process is simple and easy and can be done even with no programming knowledge. To create a recommendation quiz, choose any quiz builder and follow these steps. Here we use involve.me.

1. Choose a template: Online quiz templates provide quizzes for many different purposes. Since we aim to create a product recommendation quiz, choose it in the category option.

Prefer to skip the template? Click “Create with AI” on your involve.me dashboard, add your website so the quiz picks up your logo and colors, and describe the quiz you want, for example: “A product recommendation quiz for a skincare shop that asks about skin type, main concern and budget, and recommends one of four routines.” The AI Agent builds the pages, questions, outcome pages and design. Check them with the steps below, and tell the AI Agent in the editor what to change.

Describe your own product recommendation quiz in the box below, then add your website URL on the next screen.

2. Adjust the quiz design: Open the design options with the palette icon in the editor sidebar, then pick a theme or set your own colors and text styles so the quiz matches your brand. A quiz that looks out of place can bring down the customer's mood.

3. Create the results page first: When it comes to creating quizzes, it's better to start from the end. It might not sound or feel the best way, but it is. Making the result page will let you ask better questions keeping the end goal in mind. Also, make sure to name your outcomes page as well so you can see what answers you're connecting to what result.

You can also show your products on the results page with Image + Text and Button elements. Here you can also add your Call to Action (CTA). These buttons prompt the user to take action, such as “Buy Now” or “Sign Up.” It can provide an easy way for the potential customer to complete their purchase.

4. Write the questions: Draft a series of questions that will show up in the quiz. Depending on your business, write out appropriate questions. Starting with a few general questions is a good way to start. That way, you can feel the kind of customer you are dealing with. After that, map out the answers to the questions to different outcomes so that the recommendations are personalized.

5. Connect the questions to the outcomes: After you are done with your questions, you must connect them with the results page. For each answer on a Multiple Choice, Image Choice or Dropdown question, choose the outcome it counts toward, or “No outcome mapped.”

For more precise matches, turn on “Individual Score & Calculation” on a question and give more points to the answers that matter most for each product.

The tutorial below shows how to build a quiz funnel with outcome mapping, answer routing and visibility rules, in about seven minutes.

6. Preview and test: After you have connected your questions to the outcome pages, you can preview them on both your laptop and mobile. If you think something doesn't feel the best on either preview, you can go back to the design and change it.

7. Follow up with an email automation workflow: Open the “Settings” tab and click “Create email sequence”. This opens Email Automation with your quiz already selected in the trigger (not on every plan). Choose the trigger “Completed Submission” to start the workflow when a shopper finishes the quiz, or “Payment Completed” if they buy right inside the quiz. Then add the steps of your automation workflow:

• Send Email comes first, directly on the trigger, with the shopper's recommended product or, if they bought, the payment confirmation. Type “@” to add their name, answers or outcome.

• Wait Time holds the next email for a day or two.

• Conditional Logic splits the workflow by outcome, so each recommended product gets its own follow-up emails, such as how to use it, a matching add-on or a review request.

Prefer not to build it step by step? Open Email Automation in the main menu, click “Create workflow” and choose “Create with AI”. Pick the trigger and your quiz, describe the email sequence you want, and the AI builds the steps, emails, wait times and branches for you to edit.

8. Connect tracking tools and integrations: Back in the “Settings” tab, under “Tracking & Scripts”, connect your quiz to Google Analytics, Google Tag Manager, Meta Pixel, LinkedIn Insight Tag or TikTok Pixel. To send the data to your email platform or CRM, set up an integration in the “Connect” tab. Google Tag Manager, LinkedIn Insight Tag, TikTok Pixel and integrations are not on every plan.

Wrap Up

Quizzes are a lifesaver for new and small businesses that cannot afford expensive recommendation engines. They fulfill the same purpose; they are cheaper and easier to make. You can create a personalized experience for your customers by correctly employing product recommendation quizzes and making more purchase conversions. Choosing the right quiz template helps, and with involve.me, the AI quiz funnel builder with a built-in CRM and email automation, it takes only a few minutes to build a product quiz that recommends the right product and then automatically follows up by email. Get started now!